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  • How to Wholesale Real Estate for Beginners: Ultimate 2025 Guide

    How to Wholesale Real Estate for Beginners: Ultimate 2025 Guide

    Are you ready to step into the ring and take on the world of real estate with NO money down, NO experience, and NO traditional financing?! That’s right, folks—if you’ve been sitting on the sidelines, dreaming of making it big in real estate, NOW is your moment! And I’m here to show you how to dominate the game with one of the most powerful strategies in real estate: wholesaling!

    Wholesaling is like body-slamming your way into the real estate market. You find deeply discounted properties, lock them down with a contract, and then tag in your cash buyer to close the deal—without ever owning the property yourself! You’re the ultimate middleman, connecting motivated sellers with hungry cash buyers and raking in the profits. No heavy lifting, just smart moves and fast wins.

    This is the best entry point for beginners who are ready to crush it. You don’t need a mountain of cash, years of experience, or a bank begging you to borrow. What you need is hustle, heart, and a great strategy. And the best part? Wholesaling sharpens your skills in negotiating, deal analysis, marketing, and building a buyer’s list—all while keeping your risk low and your potential high.

    In this step-by-step guide, I’ll break it all down for you. From finding motivated sellers to analyzing deals, securing contracts, and building a cash buyer’s list, this is your ultimate playbook to score your first wholesale deal in 2025.

    Are you ready to step into the spotlight and make your real estate debut? Let’s get to work and get you on the path to your first wholesale victory! The time is now!

    The key, of course, is finding a good deal. 

    Here’s an example of how Ryan Dossey — a real estate investor in Indiana — found just one of his great deals…

    List of Topics

    What is Wholesaling Real Estate?

    Wholesaling real estate is one of the simplest and most accessible strategies for getting started in real estate investing. At its core, wholesaling is about finding distressed or discounted properties, putting them under contract, and then assigning that contract to a buyer for a profit. Unlike traditional real estate investing, where you actually purchase and hold the property, in wholesaling, you’re simply acting as a middleman between motivated sellers and cash buyers. The goal is to profit from the spread between the price you negotiate with the seller and the price your buyer is willing to pay.

    The key to wholesaling lies in assigning contracts for profit. When you find a property that’s deeply discounted, you sign a contract with the seller agreeing to purchase the property. Instead of closing on the property yourself, you assign that contract to a buyer—usually an investor—who pays you an assignment fee. This way, you can make money without ever taking ownership of the property or needing large amounts of cash to close the deal.

    How Wholesaling Differs from Traditional Real Estate Investing

    In traditional real estate investing, you typically buy a property, make improvements (if necessary), and either rent it out or sell it for a profit. This requires capital, the ability to get financing, and often a longer time commitment. With wholesaling, however, you’re not buying the property—you’re securing it with a contract and selling that contract to someone else. It’s a much faster process and typically requires far less money upfront.

    Benefits of Wholesaling Real Estate

    1. Low Capital Requirements: Since you’re not buying the property outright, you don’t need large sums of money or traditional bank loans. In many cases, all you need is an earnest money deposit, which can be as little as a few hundred dollars.
    2. Quick Deals: Wholesale transactions typically happen in a matter of weeks, not months. Once you have the property under contract, it’s all about finding a buyer and assigning the contract, which can lead to fast payouts.
    3. No Need for Property Ownership: You never actually own the property in a wholesale deal, which means you avoid the headaches that can come with owning real estate—like repairs, maintenance, and tenant issues.

    Wholesaling is the ultimate strategy for beginners because it offers quick, low-risk entry into real estate investing. By focusing on finding motivated sellers and building a solid buyers list, you can generate profits without the complexity and capital demands of other investment strategies. Let’s move forward and dive deeper into how to execute your first wholesale deal.

    Understanding the Wholesaling Process

    Wholesaling real estate is all about following a repeatable process. Once you understand the flow, you can rinse and repeat, building a profitable business from scratch. Here’s a simple breakdown of the wholesaling process:

    1. Finding Motivated Sellers

    The first step in wholesaling is finding motivated sellers—people who need to sell quickly and are willing to accept a discounted price in exchange for speed and convenience. These sellers are often in distress, facing situations like foreclosure, divorce, inherited properties, or simply owning a property in poor condition they don’t want to fix.

    To find these sellers, you can use a variety of strategies:

    • Driving for Dollars: Physically driving through neighborhoods to spot distressed properties.
    • Direct Mail Campaigns: Sending postcards or letters to absentee owners or homeowners in foreclosure.
    • Online Marketing: Building a Carrot website to capture inbound leads.
    • Cold Calling & Texting: Reaching out to potential sellers directly with targeted lists.

    Finding motivated sellers is the foundation of wholesaling success. Without motivated sellers, you won’t find deals worth wholesaling.

    2. Getting the Property Under Contract

    Once you’ve identified a motivated seller, the next step is to negotiate a purchase price and get the property under contract. The contract is the tool that gives you control over the property, allowing you to assign that contract to another buyer.

    In this step:

    • Negotiate the deal: Focus on solving the seller’s problem. Many motivated sellers are more concerned with speed and convenience than getting top dollar.
    • Use a solid contract: Make sure the contract includes key terms like the purchase price, closing date, and assignment clause, which allows you to assign the contract to another buyer.

    The goal is to get the property under contract at a price low enough to leave room for your end buyer (an investor) to make a profit while still allowing you to make your fee.

    3. Assigning the Contract to an End Buyer

    Once you have the property under contract, the next step is finding an end buyer—usually a cash investor—who’s willing to buy the contract. This is where your cash buyer list comes in. By building strong relationships with investors, you’ll have a network of buyers ready to close quickly on properties you bring them.

    To assign the contract:

    • Present the deal to your buyers: Share details about the property, including price, potential ARV (After Repair Value), and any necessary repairs.
    • Negotiate your assignment fee: The assignment fee is the amount you’ll make from the transaction. This could range from $5,000 to $20,000 or more, depending on the deal.

    The buyer steps into your place on the contract, and they’ll close on the property directly with the seller.

    4. Collecting Your Assignment Fee

    The final step is collecting your assignment fee. Once the end buyer closes on the property, you’ll receive your fee at closing. This fee is the difference between the price you contracted with the seller and the price your buyer is willing to pay.

    For example:

    • You get the property under contract for $100,000.
    • You assign the contract to a cash buyer for $110,000.
    • You collect a $10,000 assignment fee at closing.

    That’s it—you’ve successfully wholesaled a property without needing to buy, fix, or finance anything.

    Building Your Wholesaling Business Foundation

    To succeed in real estate wholesaling, you need to treat it like a business from day one. Many beginners make the mistake of seeing wholesaling as a side hustle, but if you want long-term success and consistent income, you must approach it with the right mindset and structure. Let’s break down how to build a strong foundation for your wholesaling business.

    Developing a Business Mindset: Treat It Like a Business from Day One

    Wholesaling isn’t just a way to make quick cash—it’s a real business. From the moment you decide to wholesale, you need to think like a business owner. This means:

    • Setting clear goals: How many deals do you want to close in your first year? What kind of revenue do you want to generate? Having clear goals helps you stay focused and measure your success.
    • Being consistent: Consistent action is key in wholesaling. Whether it’s marketing, following up with leads, or networking with buyers, daily efforts compound over time.
    • Tracking your results: Start tracking everything from day one—leads, calls, offers made, and deals closed. This data helps you see what’s working and where you need to improve.

    A solid business mindset also means understanding that you’ll face challenges but being prepared to push through them and stay committed to the process.

    Setting Up an LLC for Legal Protection and Credibility

    One of the first steps in building your foundation is setting up a Limited Liability Company (LLC). Wholesaling is a business; just like any other business, you want to protect yourself from legal risks. An LLC separates your personal assets from your business liabilities, which is crucial if something goes wrong in a deal.

    Here’s why setting up an LLC is important:

    • Legal protection: If a deal goes south or you face a lawsuit, your personal assets (home, savings, etc.) are protected because the LLC is the legal entity, not you personally.
    • Credibility: Operating as an LLC also makes you look more professional to motivated sellers and cash buyers. It shows that you’re serious about your business, which builds trust and increases your chances of closing deals.
    • Tax benefits: An LLC can also offer tax advantages, such as write-offs for business expenses like marketing, travel, and software tools.

    Setting up an LLC is easy and affordable, and it gives you the peace of mind and credibility you need to operate your wholesaling business confidently.

    Tools and Software You Need (CRM, Marketing Platforms, etc.)

    Running a successful wholesaling business requires more than just hustle—you need the right tools to stay organized, automate tasks, and scale your efforts. Here are the essential tools and software you should consider:

    1. CRM (Customer Relationship Management): A CRM helps you manage your leads, track communication, and follow up with sellers and buyers. In wholesaling, follow-up is key, and a CRM ensures that no lead falls through the cracks. Popular CRMs for wholesalers include InvestorFuse and Podio.
    2. Marketing Platforms: You’ll need marketing tools to generate leads and find motivated sellers. Here are a few essential platforms:
      • Direct Mail Services: Use platforms like Ballpoint Marketing or Yellow Letters HQ to send direct mail to targeted sellers.
      • Carrot Website: A Carrot site can be one of your most powerful tools for generating inbound leads online. By optimizing your website for SEO and running paid ads, you can attract motivated sellers who are ready to take action.
      • SMS and Cold Calling Tools: Services like Batch Leads or Launch Control make it easy to reach out to potential sellers via text or phone calls.
    3. Deal Analysis Tools: To evaluate deals, you’ll need tools to run comps and calculate the ARV (After Repair Value). Platforms like PropStream or Batch Leads allow you to pull property data, analyze deals, and determine the right price to offer.
    4. Transaction Management: Once you have a property under contract, you’ll need a system to track the closing process. Platforms like Dotloop or DocuSign allow you to manage documents, contracts, and signatures online.

    By investing in the right tools and setting up systems from the start, you’ll be able to operate more efficiently, scale your business, and focus on the highest-value tasks—finding deals and closing them.

    In short, building your wholesaling business foundation means treating it like a real business, protecting yourself with an LLC, and using the right tools to streamline your process. This solid foundation will set you up for long-term success. Let’s move on to finding motivated sellers and getting deals under contract!

    Finding Motivated Sellers

    In wholesaling, finding motivated sellers is the foundation of your success. A motivated seller is someone who needs to sell quickly, usually because of financial distress, personal reasons, or because they simply don’t want to deal with the property anymore. These sellers are willing to accept a lower offer for the convenience and speed that a cash sale provides. As a wholesaler, it’s your job to find these people, offer a solution, and turn their property into a profit.

    Motivated sellers are key because they create opportunity. The deeper the discount you can negotiate with a motivated seller, the larger your potential profit when you assign that contract to a buyer. Without motivated sellers, your deals won’t have enough margin for you or your investors to make money.

    Here’s how you can find motivated sellers using tried-and-true strategies.

    Strategies for Finding Motivated Sellers

    1. Online Marketing: Using Carrot Websites to Attract Leads

    Your Carrot website is a powerful tool for attracting inbound leads—people who are actively searching online to sell their homes fast. Sellers who visit your site and fill out a form are often highly motivated and ready to take action. By creating content optimized for SEO (Search Engine Optimization), you can rank your website on Google for key terms like “sell my house fast ” or “cash home buyers in .”

    Here’s how to make the most of your Carrot website for lead generation:

    • Create hyper-local content: Write blog posts or pages targeting specific cities and neighborhoods where you’re looking for deals.
    • Run paid ads: Google Ads and Facebook Ads can drive immediate traffic to your site, generating leads even faster.
    • Optimize for conversions: Make sure your website is easy to navigate, with clear calls-to-action (CTAs) that encourage visitors to contact you for an offer.

    A well-optimized Carrot website can automatically produce motivated seller leads, helping you scale your business while you sleep.

    2. Direct Mail Campaigns: Targeting Absentee Owners, Pre-Foreclosures, and More

    Direct mail remains one of the most reliable ways to generate leads from motivated sellers, especially when you target specific groups like:

    • Absentee owners: People who own properties but don’t live in them, often landlords or investors who may be tired of managing rentals.
    • Pre-foreclosures: Homeowners facing foreclosure are often highly motivated to sell before they lose their home.
    • Probate properties: People who inherit properties may want to sell quickly to avoid dealing with maintenance or taxes.

    To run a successful direct mail campaign, you’ll need a targeted list of homeowners. You can get these lists through services like PropStream, ListSource, or Batch Leads. Craft a compelling postcard or letter offering a fast, hassle-free cash sale, and send it out consistently. Many wholesalers close their first deals through this strategy.

    3. Driving for Dollars: Spotting Distressed Properties

    Driving for Dollars is one of the most direct ways to find properties that may belong to motivated sellers. This involves physically driving through neighborhoods and looking for distressed properties that are showing signs of neglect, such as:

    • Overgrown lawns
    • Boarded-up windows
    • Peeling paint or damaged roofs
    • Notices on the door

    Once you spot a potential distressed property, write down the address and do some research to find the owner. You can then reach out to them directly to see if they’re intereste

    4. Cold Calling & SMS Marketing: Scripts and Tools for Outreach

    Cold calling and SMS marketing are direct, proactive approaches to reaching potential sellers. With the right list and tools, you can contact homeowners and start the conversation about buying their property. This method can be especially effective when targeting lists like absentee owners or pre-foreclosures.

    Here’s how to get started:

    • Cold Calling: Use a dialer like Batch Dialer or Mojo Dialer to quickly make calls to your targeted list. When cold calling, it’s important to have a script that introduces you, explains your interest in buying their home, and offers a solution. Keep it short and to the point:
      • “Hi, I’m [Your Name], a local investor, and I’m looking to buy a few more houses in your area. Would you be interested in a cash offer for your property?”
    • SMS Marketing: Texting is less invasive and often gets higher response rates than cold calls. Tools like Batch Leads or Lead Sherpa allow you to send bulk messages to your target list. Keep your message short and clear, like:
      • “Hi, this is [Your Name], I’m a local buyer interested in purchasing properties in . Would you consider selling your home for cash?”

    These outreach methods are all about volume—the more people you reach out to, the more opportunities you’ll have to find motivated sellers.

    By using these strategies—online marketing through Carrot, driving for dollars, direct mail, and cold calling/SMS marketing—you can consistently find motivated sellers and build a steady pipeline of deals. The key is staying consistent and persistent, even when you don’t get immediate results. Now, let’s talk about how to get the property under contract once you’ve found a motivated seller.

    Analyzing and Making Offers

    Once you’ve found a motivated seller, the next step is to analyze the deal and make an offer. Knowing how to correctly evaluate a property and make a competitive offer is essential for your success in wholesaling. Here, we’ll break down the key components of analyzing deals: running comps, estimating repair costs, and using the 70% Rule to determine your Maximum Allowable Offer (MAO).

    How to Run Comps: Determining the Property’s After Repair Value (ARV)

    The After Repair Value (ARV) is the estimated value of a property after all necessary repairs and updates are made. This is crucial because it helps you determine how much the property can sell for once it’s fixed up. The ARV guides your entire offer-making process, so getting it right is key.

    Here’s how to run comps:

    1. Use MLS data or online tools: If you don’t have access to the MLS (Multiple Listing Service), you can use tools like PropStream or Zillow to pull comps—comparable sales of similar properties in the same area.
    2. Select recent sales: Focus on properties that have sold within the last 3-6 months to get an accurate picture of the current market.
    3. Look for similar properties: The best comps are properties that are similar in square footage, bedroom/bathroom count, and property type. Stay within a 1-mile radius of the property you’re evaluating.
    4. Adjust for condition: Compare the condition of your target property to the comps. If the comp is fully renovated and your property needs a lot of work, you’ll need to adjust the value downward.

    Once you have your comps, average the sale prices to determine the ARV. For example, if similar properties in the area have sold for $250,000, then that’s likely your property’s ARV.

    Estimating Repair Costs: Knowing What to Offer Based on Repairs

    Understanding repair costs is another critical component of making the right offer. You don’t need to be a contractor, but having a rough idea of how much repairs will cost allows you to calculate your offer and leave enough margin for profit accurately.

    Here’s how to estimate repair costs:

    1. Conduct a walk-through: If possible, visit the property or ask the seller for recent photos. Look for major repairs like roof issues, HVAC systems, electrical problems, plumbing, or structural damage.
    2. Use a repair cost guide: You can use general repair cost guidelines to estimate expenses. For example, cosmetic repairs (paint, flooring, minor kitchen updates) may cost around $10,000-$15,000, while major renovations (roof replacement, foundation repairs) could range from $20,000-$40,000 or more.
    3. Get contractor quotes: If you’re unsure, consider having a contractor give you a rough estimate. Over time, you’ll get better at estimating repairs yourself based on experience.

    The key is to avoid underestimating repair costs—this is where many wholesalers lose deals. Once you’ve determined the repair costs, subtract this from the ARV to get a clearer picture of the property’s value in its current condition.

    The 70% Rule: How to Use It to Formulate a Maximum Allowable Offer (MAO)

    The 70% Rule is a simple formula that helps you determine how much you should offer on a property to ensure there’s enough profit for both you and the end buyer (typically a flipper or cash investor). It’s one of the most widely used rules in wholesaling because it balances risk with profitability.

    Here’s how the 70% Rule works:

    • Take the ARV of the property and multiply it by 70%. This accounts for the buyer’s profit margin (typically 30% of the ARV).
    • Subtract the estimated repair costs from this number to determine your Maximum Allowable Offer (MAO).

    Here’s an example:

    • ARV: $250,000
    • 70% of ARV: $250,000 × 0.7 = $175,000
    • Estimated repair costs: $30,000
    • MAO: $175,000 – $30,000 = $145,000

    In this case, your MAO is $145,000. This is the maximum you should offer the seller to ensure there’s enough profit for both you and your end buyer.

    Remember, your goal is to get the property under contract at a price lower than your MAO. This gives you room to assign the contract to an investor and collect an assignment fee, which is your profit.

    By running comps, accurately estimating repair costs, and applying the 70% Rule, you can confidently make offers that leave enough margin for you, your buyer, and the seller to walk away happy. Let’s move on to the next step—getting that property under contract and finding a buyer!

    Negotiating and Securing the Contract

    Now that you’ve analyzed the deal and determined your offer, it’s time to negotiate with the seller and secure the property under contract. This is one of the most critical steps in wholesaling—if you don’t get the contract right, you risk losing the deal or even facing legal issues down the road.

    Let’s walk through how to negotiate with sellers, the key clauses your contract should include, and how to explain the contract in a way that makes the seller feel confident in moving forward.

    Tips for Negotiating with Sellers

    Negotiation is where many new wholesalers struggle, but remember—your goal is to solve the seller’s problem, not just get the lowest price. If you approach the conversation with empathy and a solution-oriented mindset, you’re more likely to win the deal. Here are some tips to help you negotiate effectively:

    1. Build Rapport: Sellers need to trust you before they agree to sell their property at a discounted price. Spend time understanding their situation and genuinely listen to their needs. People are more likely to do business with someone they like and trust.
    2. Solve Their Problem: Focus on the seller’s pain points and offer a solution. For example, if they need to move quickly, emphasize how you can close fast with a cash offer. If they’re facing foreclosure, explain how you can help them avoid the damage to their credit.
    3. Be Transparent: Let the seller know that you’re an investor and that you’ll likely be working with other buyers. Be upfront about your intentions so they feel comfortable. Transparency builds trust and can prevent misunderstandings later on.
    4. Use the Seller’s Number First: Always ask the seller what they’re hoping to get for the property before you make an offer. This gives you a starting point and allows you to see how motivated they are. You might be surprised—they may name a price lower than you expected!
    5. Know Your Numbers: Confidence in negotiation comes from knowing your numbers. You’ve already run comps and estimated repair costs, so stick to your Maximum Allowable Offer (MAO). If the seller’s price is too high, politely explain why and offer them a fair price based on the property’s condition and the local market.

    The Importance of a Solid Contract: Key Clauses for Wholesaling

    Once the seller agrees to your offer, it’s time to lock the deal in with a purchase and sale agreement. This contract is what legally gives you the right to assign the property to an end buyer and collect your assignment fee. A solid contract is essential to protecting yourself, the seller, and the buyer throughout the transaction.

    Here are some key clauses your wholesaling contract should include:

    1. Assignment Clause: This is the most important part of a wholesaling contract. It gives you the right to assign the contract to another buyer. Without this clause, you won’t be able to wholesale the deal. The clause should clearly state that you (the buyer) have the right to assign the contract to a third party.
    2. Contingency Clause: Include a contingency clause that allows you to back out of the deal if you can’t find a buyer or if unforeseen issues arise during the inspection period. Common contingencies include financing, inspection, or approval by a business partner. This protects you from losing your earnest money if the deal doesn’t go through.
    3. Earnest Money Deposit (EMD): The earnest money deposit shows the seller that you’re serious about buying the property. It’s typically a small percentage of the purchase price. You can often negotiate a lower EMD for wholesale deals, especially if the seller is motivated.
    4. Closing Date: Make sure your contract specifies a reasonable closing date. If you’re wholesaling the property, the closing date should give you enough time to find a buyer. A typical closing timeline is 30-45 days, but you can negotiate this based on the seller’s needs.
    5. Access to the Property: You’ll need access to the property for inspections and to show it to potential buyers. Make sure the contract gives you (or your buyers) the right to access the property during the closing period.

    How to Get a Property Under Contract (Explaining the Contract to the Seller)

    Getting a property under contract can be intimidating for beginners, but it’s simply a matter of walking the seller through the agreement and addressing any concerns. Here’s how to handle the conversation smoothly:

    1. Explain the Agreement: Go through the contract with the seller line by line, explaining each section in plain language. Let them know that this contract protects both parties and outlines the terms of the sale. Highlight key points like the purchase price, closing date, and any contingencies.
    2. Address Concerns: Sellers may have questions about the assignment clause or contingencies. Be ready to explain that you work with partners or investors and that the assignment clause allows you to find the right buyer quickly. Reassure them that you’re committed to closing the deal, and that contingencies are standard in real estate contracts.
    3. Be Patient and Professional: Some sellers may need time to think or consult with someone before signing. That’s okay. Give them the time they need, and don’t pressure them into making a decision. Maintaining professionalism and patience goes a long way in building trust.
    4. Sign and Seal the Deal: Once the seller is comfortable with the terms, have them sign the contract. Make sure you have all the necessary signatures, including both the seller’s and yours as the buyer. Provide a copy of the signed agreement to the seller and keep one for your records.

    By following these steps and ensuring you have a solid contract in place, you can confidently move forward with the deal. With the property under contract, the next phase is finding your end buyer and getting ready to collect your assignment fee! Let’s talk about how to do that next.

    Building a Cash Buyers List

    One of the most critical aspects of wholesaling real estate is having a solid list of cash buyers ready to take the deals you secure under contract. Without cash buyers, even the best wholesale deals can fall apart. A strong buyer’s list ensures you have people ready to close quickly, so you can make your profit and move on to the next deal.

    What is a Cash Buyer and Why They’re Crucial to Your Success?

    A cash buyer is an investor or individual who can purchase a property outright, without needing traditional financing. This means no waiting around for mortgage approvals or bank inspections. Cash buyers are typically investors looking to fix and flip properties or add them to their rental portfolios.

    Having a reliable list of cash buyers is crucial because:

    • Fast Closings: Cash buyers can close deals quickly, sometimes within a week, which is important when working with motivated sellers who need a fast solution.
    • Minimize Risk: By having buyers lined up, you reduce the risk of a deal falling through at the last minute, which can cost you both time and money.
    • Repeat Business: Once you build relationships with active cash buyers, you’ll find that they often buy multiple properties from you, creating a steady income stream.

    Now, let’s break down how to build and maintain a cash buyers list.

    How to Build a List of Cash Buyers

    A solid cash buyers list doesn’t appear overnight, but with consistent effort, you can build one that supports your wholesaling business for years to come. Here are some proven methods for finding cash buyers:

    1. Networking: Attending Local REIAs and Using Social Media Groups

    Networking is key in the real estate world, and one of the best places to meet cash buyers is at your local Real Estate Investor Association (REIA) meetings. These groups are full of experienced investors looking for deals, and as a wholesaler, that’s exactly what you can offer them.

    Here’s how to maximize networking:

    • Attend REIA meetings regularly: Get to know the local investors, share your deals, and exchange contact information. Focus on building relationships—buyers are more likely to work with wholesalers they know and trust.
    • Use social media: Join real estate investment groups on platforms like Facebook and LinkedIn. Many local investor groups exist where people post deals and connect with cash buyers. When you have a property under contract, share it in these groups to gauge interest.
    • Go to local meetups: Even outside of REIAs, real estate investment meetups, seminars, and conferences are great places to find buyers who are actively seeking deals.
    2. Public Records: Finding Buyers from Recent Transactions

    Another method for finding cash buyers is digging into public records. Whenever someone buys a property, it’s recorded in public county records, including whether it was a cash transaction.

    Here’s how to find them:

    • Search recent transactions: Check the local county records for recent property purchases. Look for cash transactions and record the buyer’s information. These buyers are often investors who are likely looking for more properties.
    • Work with a title company: Many title companies have access to property transaction data and may be willing to share lists of cash buyers who have closed deals in your area recently.
    3. Online Platforms: Using Carrot’s Cash Buyer Leads Feature

    If you want to streamline the process of finding cash buyers, platforms like Carrot make it easy. Carrot’s websites have a built-in Cash Buyer leads feature designed specifically for real estate investors like you.

    Here’s how it works:

    • Create a landing page: Set up a simple landing page using your Carrot website that offers potential cash buyers an opportunity to join your list. Make the page easy to navigate and include a form where buyers can submit their information.
    • Drive traffic to the page: Share your landing page in your local REIA groups, social media, or even in your email marketing campaigns. Once buyers sign up, you’ll start collecting valuable leads you can nurture for future deals.

    This automated approach can quickly grow your buyers list, allowing you to focus more on finding deals and less on manually building your list.

    Communicating Effectively with Cash Buyers

    Once you’ve built your buyers list, effective communication is crucial to maintain strong relationships and ensure quick closings. Cash buyers need to trust that you’ll bring them high-quality deals, and you need to ensure they can close fast.

    Here’s how to communicate with your cash buyers:

    • Provide detailed information: When presenting a deal to your buyers, include all relevant details—ARV, repair estimates, and your asking price. Cash buyers want to know the numbers right away so they can make an informed decision.
    • Be honest and transparent: If there’s something wrong with the property (e.g., major repairs needed), let your buyers know upfront. They’ll appreciate your transparency and are more likely to work with you long term.
    • Stay in touch: Even when you don’t have deals, stay in contact with your buyers. Send out periodic updates, check in on their investment goals, and ask if they’re looking for anything specific. Building a relationship keeps you top-of-mind when they’re ready for their next purchase.

    By following these strategies, you’ll build a strong, reliable cash buyers list that will allow you to confidently secure contracts, knowing you have the buyers ready to close. With a solid buyers list in place, your wholesaling business will run much smoother, and you’ll be well-positioned for consistent success. Next, let’s dive into closing the deal and collecting your assignment fee!

    Assigning the Contract

    Once you’ve secured a property under contract and built a strong list of cash buyers, the next step in the wholesaling process is assigning the contract. This is the moment where you make your profit, so understanding how the assignment process works is crucial for a smooth deal.

    How the Assignment Process Works: From Contract to Closing

    The assignment process is what makes wholesaling unique. Instead of purchasing the property yourself, you’re essentially selling the rights to your contract to a cash buyer. Here’s a breakdown of how it works:

    1. Get the Property Under Contract: After negotiating with the seller, you’ll sign a purchase and sale agreement that gives you the right to buy the property at an agreed price. This contract is the key to wholesaling.
    2. Assign the Contract: Instead of closing on the property yourself, you’ll assign the contract to one of your cash buyers for a higher price. This is known as the assignment fee—your profit for finding the deal.
    3. Use an Assignment of Contract Form: To complete the process, you’ll need an Assignment of Contract document. This form officially transfers your rights in the original purchase agreement to the cash buyer. The buyer takes over the contract and closes on the property directly with the seller.
    4. Close the Deal: The cash buyer will close the deal with the seller, and you’ll collect your assignment fee at closing, typically through the title company handling the transaction.

    The beauty of this process is that you never need to own the property or come up with the funds to close. Your role is simply to connect motivated sellers with eager cash buyers.

    Assignment vs. Double Closing

    In wholesaling, there are two primary methods for closing deals: assignment of contract and double closing. It’s important to understand the difference so you can choose the best approach for each deal.

    • Assignment of Contract: This is the most common method. You assign the original contract to a buyer, and they complete the transaction. It’s fast, simple, and involves lower costs because you don’t have to purchase the property yourself.
    • Double Closing: In a double closing, you actually buy the property from the seller and immediately sell it to your buyer in two back-to-back closings. This method is useful when you want to keep your assignment fee private or if the profit margin is particularly large. However, it can be more expensive since you’ll need to cover closing costs twice.

    In most cases, assignment is the preferred method for beginners because it’s straightforward, and you don’t need any of your own money to complete the deal.

    How to Present Deals to Buyers and Collect Your Fee

    Now that you’ve secured a contract, you need to present it to your cash buyers in a way that excites them and makes them eager to close quickly. Here’s how to do it:

    1. Package the Deal: Present the deal in a clear, professional manner. Include all the necessary details like the property address, the purchase price, ARV (After Repair Value), estimated repair costs, and your asking price (which includes your assignment fee).
    2. Create Urgency: Good deals won’t last long, and you want your buyers to act fast. Let them know that you’re offering the deal to multiple buyers and it’s first-come, first-served. The more urgency you create, the faster you’ll get offers.
    3. Be Transparent About Your Fee: When assigning the contract, be upfront about your assignment fee. Most experienced cash buyers expect wholesalers to make a profit, so there’s no need to hide it. Transparency builds trust and long-term relationships with your buyers.
    4. Use a Title Company or Real Estate Attorney: A reliable title company or real estate attorney will handle the closing process and ensure everything is legal and above board. They’ll facilitate the transfer of the contract from you to your buyer, and they’ll also handle the payment of your assignment fee.
    5. Get Paid at Closing: Once the deal is ready to close, your assignment fee will be paid out through the title company or attorney. You’ll receive your profit without ever having to come up with the funds to purchase the property.

    Mastering the assignment process is the key to consistent, profitable wholesaling. It allows you to leverage opportunities, connect buyers and sellers, and make money without taking on the financial risk of buying the property yourself. Once you’ve successfully assigned your first contract, you’ll see just how scalable and repeatable this business model can be!

    Common Mistakes to Avoid

    When you’re just starting out in real estate wholesaling, it’s easy to make mistakes that can cost you time, money, and even deals. However, by being aware of the common pitfalls and learning how to avoid them, you can fast-track your success. Here are three of the most frequent mistakes that new wholesalers make—and how to steer clear of them.

    Overpaying for Properties: How to Avoid Paying Too Much

    One of the biggest mistakes beginners make is overpaying for properties. The profitability of your wholesale deal relies heavily on securing properties at a price low enough that there’s room for both you and the end buyer to profit. Here’s how to avoid overpaying:

    • Stick to the 70% Rule: This rule helps you determine your Maximum Allowable Offer (MAO) by calculating 70% of the After Repair Value (ARV) minus estimated repair costs. This ensures that you’re leaving enough margin for both your buyer and yourself.
    • Run Accurate Comps: Make sure you’re using recent, comparable sales (comps) in the area to accurately estimate the ARV. Failing to run accurate comps could cause you to misprice your offer, leading to an unprofitable deal.
    • Don’t Get Emotionally Attached: It’s easy to get caught up in the excitement of finding a deal, but always remember—real estate wholesaling is about the numbers. If the deal doesn’t make financial sense, walk away. It’s better to lose out on a deal than to overpay and end up stuck with a contract you can’t move.

    Not Vetting Buyers: Ensuring Your Buyer Can Close

    Securing a contract is only half the battle. The other half is ensuring that your buyer is actually able to close the deal. Too many new wholesalers skip the crucial step of vetting their buyers, which can result in deals falling apart at the last minute. Here’s how to ensure your buyers are solid:

    • Build Relationships with Proven Buyers: Rather than scrambling to find a buyer after you have a property under contract, start building relationships with reliable cash buyers before you even begin wholesaling. Attend local real estate meetups, network through social media, and tap into online platforms to grow your list.
    • Verify Proof of Funds: Always ask potential buyers for proof of funds before assigning them a contract. This ensures that they have the cash available to close the deal on time.
    • Ask for References: If you’re working with a new buyer, don’t hesitate to ask for references from title companies or other wholesalers they’ve worked with. A few quick phone calls can give you peace of mind that they’re legitimate and capable of closing.

    Skipping Legal Advice: Why Having a Real Estate Attorney Matters

    Skipping legal advice can be a costly mistake. While wholesaling may seem straightforward, each deal involves legal contracts, and it’s critical to have someone with the right expertise on your side.

    • Protect Yourself with Proper Contracts: A real estate attorney will help ensure that your contracts are legally sound and that you’re protected in case anything goes wrong. For instance, you need to ensure you have an assignability clause in your contract, which allows you to assign the contract to another buyer.
    • Stay Compliant with Local Laws: Real estate laws vary by state, and wholesaling laws can be complex. Some states have specific restrictions on wholesaling, and an experienced attorney can help you navigate these regulations. Failing to comply with local laws could land you in hot water, so it’s best to have an expert in your corner.
    • Avoid Legal Disputes: Having a real estate attorney involved in your deals ensures that everything is handled properly and that both parties understand their obligations. This reduces the risk of legal disputes that could arise from misunderstandings or poorly drafted contracts.

    By avoiding these common mistakes—overpaying for properties, failing to vet buyers, and skipping legal advice—you’ll set a strong foundation for a successful and sustainable wholesaling business. The more cautious and prepared you are, the more smoothly your deals will run and the faster you’ll see results.Next, let’s discuss closing your first deal and scaling your business for long-term success!

    Scaling Your Wholesaling Business

    Once you’ve successfully closed a few deals, the next step is scaling your wholesaling business. To grow, you need to transition from hustling to setting up systems that generate leads and close deals on autopilot. Here’s how to take your business to the next level.

    Systematizing Lead Generation: Automating Marketing and Follow-Up

    At the heart of any successful wholesaling operation is a consistent stream of leads. However, manually handling every part of lead generation can quickly become overwhelming. To scale, you need to automate and streamline your marketing efforts:

    • Leverage Online Marketing Tools: Use platforms like Carrot to build a high-converting website that attracts leads through SEO. Optimize your site for keywords like “sell my house fast” or “cash home buyers,” so motivated sellers can find you online.
    • Automate Follow-Up Campaigns: Many of your leads won’t convert immediately. That’s why having a follow-up system is essential. Use CRM software to set up automated email and SMS sequences to nurture your leads. The more touchpoints you have, the better your chances of closing deals down the road.
    • Use Paid Advertising: As you scale, consider using paid traffic sources like Google Ads or Facebook Ads to generate more motivated seller leads. Set a budget and let your ads run continuously to keep the pipeline full while you focus on closing deals.

    By automating these processes, you can spend less time prospecting and more time negotiating and closing contracts.

    Building a Team: When to Hire a Virtual Assistant or Acquisitions Manager

    As you scale, you’ll reach a point where it’s impossible to handle everything on your own. This is when building a team becomes critical. Two key hires you’ll want to consider early on are:

    • Virtual Assistant (VA): A VA can help with repetitive tasks like cold calling, list pulling, lead follow-up, and organizing your CRM. This frees you up to focus on high-value activities like negotiating contracts and closing deals. Virtual assistants are typically cost-effective and can be hired part-time as your business grows.
    • Acquisitions Manager: An acquisitions manager can help scale your wholesaling business by handling property negotiations and contracts. They’ll focus on getting properties under contract while you focus on running the business and expanding operations. As your deal flow increases, an acquisitions manager will be essential to handling multiple deals simultaneously.

    Building a team allows you to delegate tasks, maximize productivity, and scale your operations without getting bogged down in day-to-day details.

    Reinvesting Profits to Scale

    If you want to grow your wholesaling business, you need to reinvest your profits strategically. Here are three key areas where reinvesting can have the biggest impact:

    1. Marketing: Scale up your lead generation efforts by reinvesting in marketing channels that are already working. Whether it’s paid ads, direct mail campaigns, or online marketing, doubling down on what works will ensure you keep the deal flow consistent.
    2. Technology & Tools: Invest in tools that streamline your processes, such as CRM systems, marketing automation platforms, and real estate software for finding comps and running analyses. The right tech can save you time and make your business more efficient.
    3. Hiring & Training: Use your profits to bring on new team members and train them to run different aspects of your business. This includes virtual assistants, acquisitions managers, and even dispositions managers to help sell the deals. The more you reinvest in your team, the more your business will be able to handle a higher volume of deals.

    Scaling your business takes time, but by investing your profits wisely, automating lead generation, and building a strong team, you’ll be well on your way to growing a successful and sustainable wholesaling operation.

    By systematizing your lead generation, building a reliable team, and reinvesting your profits, you’ll set the foundation to scale your wholesaling business and take it to new heights. With consistent effort and smart decision-making, you can turn your initial deals into a thriving business that operates efficiently at scale! Ready to scale? Let’s talk about closing more deals consistently and making 2025 your most successful year yet!

    Conclusion

    Wholesaling real estate may seem overwhelming at first, but by following these key steps, you’ll be on the path to success:

    • Understand the process: From finding motivated sellers to securing contracts and building a cash buyer list, knowing the steps is critical.
    • Treat it like a business: Set up a strong foundation, use the right tools, and build a reliable team as you grow.
    • Stay disciplined with your numbers: Analyze deals carefully, stick to the 70% rule, and avoid overpaying for properties.
    • Be persistent: Wholesaling isn’t a “get rich quick” scheme—it’s a business that requires patience, persistence, and a willingness to learn from mistakes.

    For beginners, remember that every successful wholesaler started right where you are now. The key is to stay persistent, keep learning, and continue taking action. Even when deals fall through or things don’t go as planned, each challenge is an opportunity to grow and get better.

    To help you stay organized, streamline your lead generation, and automate your follow-up, I highly recommend using Carrot’s platform. With the right tools, you can focus on scaling your wholesaling business and closing more deals.

    Ready to take your first step? Use Carrot to help you automate, attract motivated sellers, and build your buyer list. Get started today and make this the year you break into wholesaling!

  • A Look Back At The March Google Algorithm Update – A Win For Carrot Sites!

    A Look Back At The March Google Algorithm Update – A Win For Carrot Sites!

    A Look Back At The March Google Algorithm Update - A Win For Carrot Sites!

    Have you noticed any changes in your site’s search rankings since the March Google Algorithm Update? SEO experts detected significant tremors in mid-March, indicating another large-scale algorithm update by Google. The search giant confirmed the update’s completion on March 28, leaving website owners and SEO professionals to assess its impact on their online visibility.

    As with any significant core algorithm update, the details – and the effects – haven’t been immediately evident.  Generally, experts have indicated that this was a broad update, targeting all types of content rather than focusing on one particular area.  Additionally, it’s believed that this update wasn’t necessarily a penalty but instead a promotion or reward for great web pages.

    So, we dove into data from our Keyword Tracking Tool to answer the question: how did Carrot sites fare?

    First, a little about the data…

    Carrot’s Keyword Tracking tool has enabled thousands of our customers to track tens of thousands of keywords, resulting in a vast reservoir of SEO data that is one of the most comprehensive in the real estate industry.  We can aggregate this data and paint a picture of what happened on our network before, during, and after these large-scale Google algorithm updates.  This data lets us keep our finger on the pulse regarding what it takes to win with SEO in the real estate industry. 

    That said, this data represents precisely that – aggregate changes.  It’s important to monitor your own sites to see how algorithm updates impact the pages and search phrases you care about most.  

    Carrot’s SEO Keyword Tracking tool – the ultimate solution to skyrocket your website’s visibility on search engines and bring more motivated leads to your doorstep!

    Say goodbye to the hassle of manually tracking your website’s keyword performance and hello to effortless optimization with our user-friendly platform. Our advanced keyword tracking tool monitors your website’s ranking on major search engines and provides valuable insights on how to improve your SEO strategy.

    With Carrot’s SEO Keyword Tracking tool, you’ll have access to real-time data and metrics that will help you:

    • Identify high-performing keywords and optimize your content to rank higher
    • Track your competitors’ ranking and stay ahead of the game
    • Monitor the progress of your SEO campaigns and adjust your strategy accordingly
    • Analyze and improve your website’s on-page SEO factors, such as title tags and meta descriptions
    • Save time and energy by automating your keyword tracking process

    Don’t let your website get lost in the sea of competitors, start using the keyword tracking tool now! Not a Carrot member yet? Join today and start dominating search engine rankings!

    Overall, a positive update for Carrot sites.  Less volatility.  More upside.

    We wanted to look specifically at how Top 10 Rankings fared during and after this update finished rolling out.  Of all URL/keyword combinations tracked through our Keyword Tracking Tool, a little over 40% sit in the Top 10 of Google Search Results. That’s a lot of first-page real estate being claimed by Carrot members!

    And overall, there were more Top 10 Rankings following this update than there were prior to it. In other words, following Google’s algorithm update, even more of that first-page real estate is being claimed by Carrot sites.

    % of Tracked Keywords in the Top 10

    Unique URLs w/ Top 10 Rankings

    Pre-Update

    40.27%

    41.33%

    Post-Update

    3944

    4200

    After finding that there was a net positive in terms of sites and keywords now sitting in the Top 10, we want to paint a picture of how much volatility occurred.  Were there many rankings turnovers, or are the same sites and keywords ranking in the Top 10 now as before?

    Overall, this core algorithm update brought much less volatility and more upside than August’s Helpful Content Update.

    To determine this, we put each URL/keyword combination into one of three groups:

    • The “Maintained” Group – was in the Top 10 before the update and is still in the Top 10 following the update.
    • The “Lost” group – these were in the Top 10 before the update but are no longer sitting in the Top 10 following the update.
    • The “Gained” group – these moved into the Top 10 following the update.
    March vs August Google Updates

    A few things immediately stand out.  First, there was much less turnover and volatility during this update.  Nearly 63% of the keywords we looked at fell in the “maintained” group, compared with only 53% during the August Helpful Content Update.

    When only looking at those in the Top 10 Rankings before the update, 78% of those keywords were still in the Top 10 following the update!

    Next, significantly fewer keywords dropped out of the Top 10 following this update compared to August.  And more keywords jumped into the Top 10 following this update as well.  All that to say, there was a lot more good than bad – which is always a win following a large-scale update.

    The overall impact is a net positive for Carrot sites – with more sites, URLs, and keywords in the Top 10 following the March Core Algorithm Update.

    What ranking positions were most impacted?

    Generally, we saw consolidation at the top of the search results page – meaning that more URLs and keywords improved their rankings within the Top 10 than those whose Top 10 rankings got knocked.

    Average position pre and post March 2023 update

    For positions 1 through 8, more keywords were ranking in that position following the update than before it.  We see this especially play out in the Top 3 rankings results.  The number of first-position keywords tracked through our Rank Tracker Tool grew to 1800+!

    This wasn’t only true because more keywords jumped into the Top 10, either!  The group of keywords already in the Top 10 before the update showed fairly significant positive growth toward the top of the search results page as well.

    Pre vs post Google Algorithm update - maintained group

    Overall, there was no rhyme or reason to which rankings positions were impacted.  The spread of keywords that dropped out of the Top 10 was pretty evenly spread in terms of the position they sat prior to the update.

    March Google Algorithm Update previous position of lost keywords

    Similarly, the keywords that “jumped” into the Top 10 following the update were spread across the board.  Instead of only barely cracking the Top 10, some skyrocketed to the top one to three slots.

    Post Google 2023 update rankings for gained keywords

    Were any specific phrases impacted more than others?

    The short answer is … not really.  

    We took all of the search phrases and keywords that we analyzed, stripped out location-specific information, and performed some topic modeling to get an idea of what general “types” of search phrases were either lost or gained during this update.  There wasn’t a huge difference, but that may tell us even more about the details of this update!

    Note: the phrases in the “theme” column in each of the following graphics aren’t the search phrases themselves.  They’re just general topics representing many of the tracked keywords themselves.

    Theme

    Sell house fast

    Buy and sell houses quickly

    Cash buyers and reviews

    Avoiding foreclosures and wholesale properties

    Homes and properties in specific locations

    Real estate solutions and investment group

    Homes for rent and mobile homes

    Real estate buyers and cash offers

    Worth, homes, and properties in specific locations

    Inherited properties

    Count

    376

    301

    85

    76

    76

    42

    34

    23

    0

    0

    Topic models for lost keywords – as to be expected, we see a lot relating to primary Motivated Seller phrases.

    Theme

    Sell house fast

    Buy and sell houses quickly

    Cash buyers and homes for sale

    Houses for sale in specific locations

    Real estate solutions and investment group

    Inherited properties and selling homes

    Houses for sale in Florida

    Real estate buyers and foreclosures

    Real estate buyers and home buying process

    Real estate buyers and homes for sale in New Jersey

    Count

    560

    406

    346

    198

    127

    125

    88

    72

    43

    0

    And similarly, the topic models for “gained” keywords.  Overall, we see much of the same.

    In theory, we shouldn’t expect a ton of difference in “lost” and “gained” keywords or search phrases during a Core Algorithm Update.  That’s because these core updates aren’t focused on keywords themselves. Instead, they’re more broad-based and focus on website-based factors like E-E-A-T scores, high-quality backlinks using methods like HARO, and good, relevant content all-around.

    How should you respond to this update on your own site?

    There are a lot of unknowns when it comes to a Google Core Algorithm update.  Google certainly doesn’t reveal their “secret sauce.”  But because we know that they are generally focused on website-based factors like E-E-A-T scores, it is always a good idea to take a look at these things if the March Update negatively impacted your site.

    1. Content Quality – Ensure your content is unique, valuable, and informative to users.  Make sure it is up-to-date and in-depth.  Also, make sure it’s still relevant to what the end user may be searching for.  When it comes to SEO, you can never lose by taking another look at the quality of your content.
    2. Write with E-E-A-T in mind – E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness.  Especially in the real estate space, showcasing credibility and expertise is increasingly important to capture top-ranking spots.  Build out your “About Us” page.  Highlight some testimonials from past clients.  Tell readers about how you are uniquely – and authoritatively – positioned to help them.  This matters just like relevant content!
    1. Check your backlink health – Any spammy or low-quality links in your backlink profile?  These could harm your site’s reputation and knock you down the search results page.  Disavow any spammy or low-quality links and make a plan to acquire some high-quality ones.

    We’ll call this round a win for Carrot.

    In the never-ending battle to secure the top spots on the Google search results page, we call the March Algorithm Update an overall win for Carrot websites and customers.

    More customers, more domains, and more keywords are ranking in the Top 10 after the update than prior to it.  And even better, more keywords are in the #1 spot at the top of the page!

    Be on the lookout for more reports like this as we put our first-class Ranking Tool – and the reservoir of data it creates – to use to keep you informed about what’s happening across the SEO landscape.

    Ready to take your real estate business to the next level?

    Join Carrot today and experience the power of a proven platform that generates leads and boosts your online presence.

    With Carrot, you get access to top-notch features like SEO keyword tracking, customizable websites, and lead management tools designed to help you close more deals and grow your business. Our world-class support team can always answer your questions and help you succeed.

    Join Carrot now and start winning in the competitive world of real estate.

  • EP 438: Google Ads/PPC for Real Estate Investors – What You Need to Know w/ Brendan Holmes

    EP 438: Google Ads/PPC for Real Estate Investors – What You Need to Know w/ Brendan Holmes

    Want to generate highly motivated seller leads without breaking the bank? When done right, Google Ads (pay-per-click) can be the perfect supplement to a solid marketing strategy, helping you generate leads fast while building long-term lead gen efforts like SEO.

    Brendan, our in-house Google Ads expert, is here to share:

    • The most common mistakes investors make with PPC
    • ROI, budget & lead expectations
    • How to keep your ads relevant & effective

    and more! Enjoy!

    Let us know what you think of the episode – brady@carrot.com

    Get more content about paid ads at Carrot.com/ads

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:00 – 00:00:23:06

    Brendan Holmes

    Google ads is how I always related it to two baseball playing baseball through my youth. And our coach always said it’s it’s the little things that can win the game. Yeah. And in Google ads, it’s kind of the same thing. You make these little adjustments and then you can get leads from and those little adjustments for someone just self-managing their campaigns, that that can go a long ways.

    00:00:23:06 – 00:00:33:04

    Brendan Holmes

    It’s not necessarily the home runs and Google ads rarely. It’s something major that you did to a campaign that’s going to drive more leads.

    00:00:37:27 – 00:00:55:13

    Brady Winder

    Hey, friends, you’re listening to the CarrotCast podcast, where we help investors and agents build businesses of freedom and impact by dialing in your marketing, your online marketing. I’m your host, Brady Winder. And today I have with me my friend, my coworker, PC expert, Mr. Brendan. Holmes What’s up? Brendan? How you doing, man?

    00:00:55:13 – 00:00:57:05

    Brendan Holmes

    Hey. Hey. Guess how you doing?

    00:00:57:16 – 00:01:16:15

    Brady Winder

    Brendan has year. Let me. Brendan has been accurate since the beginning, you know, with Trevor when this thing started and he he knows carrot customers. He knows carrot members in and out. He knows real estate marketing in and out. And he’s been running PPC campaigns for. And how many members do you think over the years? Ran campaigns for?

    00:01:17:29 – 00:01:36:29

    Brendan Holmes

    Hundreds. Yeah, hundreds. It’s kind of funny that I mean, before I recall, you mentioned Kylie as on a call with Kylie talking about Cam paid marketing last week and I got out my binder and this is, this is how I learned that that’s that that was Google ads in 2013.

    00:01:37:21 – 00:01:38:11

    Brady Winder

    Yes.

    00:01:38:11 – 00:01:49:19

    Brendan Holmes

    And I read almost every every one of those pages to learn about. And now now probably 90% of the ads probably obsolete. And then the other 10% we we kind of still use.

    00:01:50:08 – 00:02:01:08

    Brady Winder

    Yeah, that’s awesome. So yeah, you’ve been running PPC, Google, PPC, Google Ads for members for years, since before it was called Google Ads when it was just pay per click goods.

    00:02:01:13 – 00:02:04:07

    Brendan Holmes

    Yeah. Yeah. Is that was that’s average. Yeah.

    00:02:05:00 – 00:02:26:22

    Brady Winder

    Yeah. Google AdWords it wasn’t even that long ago. So everybody listening and watching, it’s paid ads month at carat. So before you do anything else or I guess after the podcast, go to Care.com slash ads ads and we’ve got a bunch of resources on Facebook ads, on Google ads, YouTube ads, any sort of paid marketing that you want to run to supplement.

    00:02:26:22 – 00:02:48:06

    Brady Winder

    You’re also, you know, if you’ve listened this podcast for any length of time, you know, the SEO, we practice what we preach. It’s the best way to generate leads consistently, predictably, and, and the most motivated seller leads. And so we always teach people, you know, build up your SEO over the long term. If you’re just getting started, it can take 3 to 6 months to start to see some SEO efforts pay off.

    00:02:48:15 – 00:03:13:01

    Brady Winder

    And so pay per click is a paper click. Facebook ads are a great way to, you know, work into your overall marketing strategy. We’ll talk about where that fits in. But this episode is going to be all about like you know, best tips for PPC, getting started, some of the most common mistakes people make, what it looks like to run campaigns yourself versus, you know, hiring out to someone, which will give you options for that as well.

    00:03:14:02 – 00:03:29:20

    Brady Winder

    Budget expectations like what to expect is it varies so much by market and people have no idea, you know, times if they’re getting ripped off or if they’re getting, you know, leads at a good price. And so we’re going to do our best to cover all those things and not, you know, give you too much of a firehose.

    00:03:29:20 – 00:03:49:16

    Brady Winder

    But yeah, we’re going to dive into Google ads and anything else you always want to learn on, on paid marketing character, on slash ads, and also to get our free PPC resource we’ll talk about later in the call that’s going to be on that page as well. So yeah. Brendan Let’s kick it off, man. You’ve been doing PPC campaigns for years.

    00:03:49:16 – 00:04:04:13

    Brady Winder

    Let’s first talk about like, you know, if someone wants to a real estate investor wants to get started in PPC, what’s the best time? Do they need to be in business for a few years? What are the things that they need before they even consider doing this?

    00:04:04:29 – 00:04:40:18

    Brendan Holmes

    Yeah, consideration number one is a website, so not necessarily do they have to be in business for years. They need to optimize their websites for for conversion. So the optimization side of that is a little bit different than optimization can be a word or term that’s used for more of the SEO side. But for a conversion ad that needs to be dialed in before you’re thinking about any paid traffic, you know, you want to send it to a site that has some credibility now, making sure that looks good on mobile, that’s optimized for the mobile side.

    00:04:41:03 – 00:05:08:21

    Brendan Holmes

    Probably 75% of your leads could come from mobile. So that is one one piece that I think is people get ahead of themselves is that I want to start paid traffic. But when I either audit accounts through our carrot support or, you know, someone’s reaching out to me, potentially looking at Google ads, newer investor, older investor, it doesn’t that piece doesn’t really matter.

    00:05:08:21 – 00:05:31:12

    Brendan Holmes

    It’s they they get ahead themselves and they don’t think about the website first and how it converts and how that and yeah besides the on page making sure their their lead notifications are integrated. So kind of taking a step back and making sure all that is in place before now starting that a Google ads campaign or Facebook or paying or whatever, any kind of paid source.

    00:05:31:12 – 00:05:31:21

    Brendan Holmes

    Yeah.

    00:05:32:03 – 00:05:41:20

    Brady Winder

    And just to just to be clear and reiterate, this is a must have right now. I should have like you’re not going to like you’re just going to be wasting money if your website’s not converting.

    00:05:42:09 – 00:06:10:23

    Brendan Holmes

    Yes, it’s a must have I if I’m going to manage a member or if there’s like we audit through the year, we’ll probably audit 20 accounts through our carrier support. So my just reaching out and looking to for me to review, I’ll see a lot of websites they just purchased, Maybe they’ve been a care member for a month or two months and they, they still have the canned website.

    00:06:10:27 – 00:06:37:24

    Brendan Holmes

    Everything is still the same. They have an ad, A and testimonials. They’re about pages came the can content. They still have the stucco house with you in the background. So there’s no personality to it. There’s no nothing to connect, there’s no testimonials. And you know, over the years that testimonials spot is sometimes a little tricky because there is a new investor that maybe they don’t have testimonials to add to their website yet.

    00:06:38:05 – 00:06:52:06

    Brendan Holmes

    So it’s it could be looking outside their industry. If they are just starting out, they probably are in a different industry, have a different career. Maybe they can bring some of that personality onto their website if they don’t have that true, you know, seller testimonial.

    00:06:52:27 – 00:07:16:11

    Brady Winder

    Hmm. Okay. Yeah, that makes sense. And if if, if anyone listening, watching this doesn’t have any testimonials, go to care.com slash convert. We just did a whole episode all about how to get testimonials. You know what they should look like, what you should say, or go to YouTube type and carrot testimonials. One question I had, I might be jumping the gun here, but I feel like it’s relevant for what you’re talking about.

    00:07:16:11 – 00:07:33:06

    Brady Winder

    Like making sure your website is set up. You have to have these things in place before you even start running Google ads and putting money into it. But I want to ask how many, depending on the market or the search phrase, about how many other pay per click ads are you competing with? I feel like it’s more and more now.

    00:07:33:06 – 00:07:48:01

    Brady Winder

    I used to be like, Oh, there’s an ad on Google years ago now. It’s like, Holy crap, is it? Five ads are going to scroll past, meaning like, are there five other investors you’re competing with? And if they all have their site dialed in and you don’t And yes, clicking down everyone.

    00:07:49:00 – 00:08:33:00

    Brendan Holmes

    Depends on market. But I think in a smaller market you might only be competing against one or two other investors for the top four ad spots in a metro market, if you’re statewide or national, you’re you’re competing. Yeah, probably all four of those are other investors. And that could be yeah, somebody who is. Yeah, just an investor I can remember or it can be the national investor that I buy or it they, they drive traffic they’ve kind of pulled out a little bit now like offer pad opendoor those types they were running paid traffic to kind of pull back some over.

    00:08:33:00 – 00:08:35:00

    Brady Winder

    They probably drove up costs temporarily.

    00:08:36:03 – 00:08:36:20

    Brayden Reber

    Yeah.

    00:08:37:19 – 00:09:11:17

    Brendan Holmes

    And it could for sure. It definitely could. I’ve seen if you’re in a specific market and it’s a metro type of market, that could impact that for sure. There’s there’s many other reasons costs could fluctuate. But yeah, I saw definitely in some metro markets that had national buyers definitely turning control in the cost in that back cost could have been more like the top number one and number two ad position where that they were really worried about number three and fourth, they wanted to be at the top.

    00:09:11:17 – 00:09:14:04

    Brendan Holmes

    So they were they were willing to pay for those spots.

    00:09:14:23 – 00:09:36:14

    Brady Winder

    Yeah. Okay. That makes sense. So let’s talk about that. Let’s talk about expectations. ROI, how much are you going to be paying per lead when you’re going into a market? What’s this look like? Let’s say let’s compare. Roseburg is pretty small. Roseburg is like 30,000 people. How big is Klamath Falls? Smaller than Roseburg.

    00:09:36:14 – 00:09:38:23

    Brendan Holmes

    Yeah, it’s. It’s right about the same size.

    00:09:38:29 – 00:09:52:27

    Brady Winder

    Not the same size. I don’t know. Okay, let’s compare, like, Eugene, Oregon. I don’t know, 500,000 people. I don’t even know. Smaller market to say like Dallas. You know what our expectations as people go to.

    00:09:54:09 – 00:10:23:03

    Brendan Holmes

    Number one is like that smaller market the expectation of let me back up real quick is you talked about the expectations are away and what what the most important metric is, is that your your cost per deal metric and that’s then aligning with you have to know where your leads are coming from. If you don’t have conversion tracking or you don’t have good CRM that really had better could harm a member.

    00:10:23:14 – 00:10:50:07

    Brendan Holmes

    Yeah, I’ve had members in the past had no idea where their leads were coming from and then I would have to look into their care dashboard and say, okay, this one was a Google ads, this one was organic, this one came direct. And so knowing number one, knowing where your leads are coming from and then to being able to track those that specific lead to, if that turned out to a deal, the the motivated seller terms have pretty much stayed consistent.

    00:10:50:07 – 00:11:14:20

    Brendan Holmes

    It’s the searcher that has changed so that retail searches are are shifting into more of the the motivated seller type of search, somebody that is not necessarily in a hurry, but maybe their house has been listed for two years. And like I use Klamath Falls as an example, we have a very nice golf course with, you know, some million dollar homes out there.

    00:11:15:07 – 00:11:36:27

    Brendan Holmes

    Californians, that they’re they’re not necessarily in a hurry to sell their house. They’re not you know, that they have plenty of means to keep kids in their pay or they’re no hurry, but they’re starting a certain search for that term to sell their house fast. They’re there. They just want to know how to sell their house fast. But that’s not the true motivated seller.

    00:11:36:27 – 00:12:07:24

    Brendan Holmes

    So those are easy to weed out in your leads. It’s more paying attention and focused on those one leads that you know, if it’s a batch of five leads that come in in the past month, pay attention to those and track those through the deal. And yeah, that deal could take three or four months. But keeping track of that specific Yeah lead that is a whatever source page traffic lead and making sure that your ROI over six months a year not in paid whatever paid source you’re using but in Google ads in this case.

    00:12:07:24 – 00:12:46:19

    Brendan Holmes

    Yeah. Making sure that your ROI is is you know outpacing how much you’re spending on it. So that’s number one. And number two, kind of using the example of these these types of markets like Eugene compared to Dallas, the expectation, how many leads are possible in those areas? And so I’ve had members in the past who have come into like a Eugene market and they they’ve heard from the grapevine that 20 leads is possible in my area and sometimes I wonder, or I’ve known that competitors have kind of said that like they they think that yeah my competitors getting 20 leads.

    00:12:46:19 – 00:12:56:24

    Brendan Holmes

    Well yeah they might be telling you they’re getting 20 leads. So then you kind of feel like me and maybe you don’t even need to go into it. Or maybe your expectations are a little bit too high.

    00:12:56:24 – 00:13:14:16

    Brady Winder

    And do they know? Because based on what you’re tired about and you know, a lot of members we’ve talked with over the years, not everybody has, I would almost argue, enjoyed a lot of people don’t really know their lead sources and have their KPIs dialed. And to be able to say, I’m getting exactly this money from PPC, this money from Facebook, they just know they’re getting leads in their closing deals.

    00:13:14:25 – 00:13:15:07

    Brady Winder

    You know.

    00:13:15:09 – 00:13:25:18

    Brendan Holmes

    We’re not exactly yeah, in that competitor might be the same case. Like they just we’re getting 20 leads. We don’t know where they’re coming from, but we’re getting 20 leads. And so.

    00:13:25:24 – 00:13:26:10

    Brayden Reber

    In those.

    00:13:26:11 – 00:13:52:27

    Brendan Holmes

    The smaller markets that are probably under like a in Google calls it reach, So it’s not necessarily population. It’s based off of how many devices they can actually, you know, potentially show ads to. So usually that reach is much higher than your population and but a reach under 500,000, I’d say you’re potentially going to either really need great leads because you’re only going to be able to drive this many leads per month.

    00:13:53:00 – 00:14:19:27

    Brendan Holmes

    And hopefully those are quality and you could do something with them. And then I always kind of try to build in. Well, the Google ads gave me a great source for you, but you might need other channels, you might need other paid channels, you might need offline channel, so you might need something else to build, build in. And I think that’s sometimes where they in a market like that, they, they fail because their expectations aren’t set correctly.

    00:14:20:05 – 00:14:43:05

    Brendan Holmes

    Yeah. Yeah. Or they, they don’t, they don’t have the marketing budget to be in Google ads and maybe some direct mail and maybe some cold calling or whatever. They’re, they’re putting all of their chips into one thing in that specific lower traffic, you know, area and it doesn’t call them. Yeah, yeah. Okay.

    00:14:43:14 – 00:15:09:23

    Brady Winder

    So we know. Okay so we know we’ve established at this point, you know, if you’re let’s say if you get your website up and running, it’s converting, it’s dialed in and you started working on your SEO, you know, PPC, Google ads is the first thing you want to do to supplement those to get leads. Now, while you work on the long term, one question I have is, you know that we we see all the time people do their marketing.

    00:15:09:23 – 00:15:27:16

    Brady Winder

    You know, Trevor coined the phrase mouth over emotion in your marketing. And so people get emotional and they start you. You’re probably in this day in and day out with, you know, your clients is people see the dollar signs and they see the money going out the door and they’re like, Oh crap, not getting leads. And they get scared and then they pull back.

    00:15:27:16 – 00:15:41:14

    Brady Winder

    And so my question is, how long does somebody need to commit commit? This is a keyword to doing Google ads before you know that they hit pause or reevaluate. Is this three months, six months, a year? You know?

    00:15:42:18 – 00:15:42:29

    Brayden Reber

    Yeah.

    00:15:42:29 – 00:16:18:24

    Brendan Holmes

    I think I if if someone’s asking me to manage their account, I usually say at least three months and that in if not more like if you are getting leads within that three months which you should be anyways, then it’s evaluating those types of leads and it could market and season will also factor into that. So if I start a campaign at the end of November, that’s not the same as starting a campaign at the beginning of May, the market could be totally different.

    00:16:19:14 – 00:16:40:01

    Brendan Holmes

    So that seasonality side of it, yeah, it will factor in. So that’s why I usually say three months. Yeah. And give them the had it, you might need longer if you’re getting leads and we know some of these leads have quality or have been quality but you just haven’t been able to close one. We need to reevaluate after three months for sure.

    00:16:40:10 – 00:16:58:23

    Brendan Holmes

    But then you know cash there is promise here in some markets. So after three months, you just know either that budget isn’t matching, maybe they don’t have enough budget to potentially be in that area and then it could be looking at their locations and what we could potentially do with that. But that, yeah, there’s some other factors in there for sure.

    00:16:58:23 – 00:17:30:27

    Brendan Holmes

    But overall, three months, six months depending kind of what markets they are in Now, timing. Timing is big. It’s I think that’s another expectation that isn’t on a lot of their minds when they’re starting is when am I starting this and what’s my market looking like right now? And it’s hard to I know it’s hard. That’s that’s terribly hard night for investor who is spending thousands of dollars a month on unpaid traffic.

    00:17:30:27 – 00:17:53:08

    Brendan Holmes

    Yeah that’s it’s hard right But like you said it’s their emotion side that you try to hire and eliminate as much as possible and have that clear picture. But again there are times that it is just cut and dry after three months if we don’t make these changes to the account yet, honestly, go, go. Try something else. Go, go.

    00:17:53:08 – 00:17:55:02

    Brendan Holmes

    Put your money in a different channel.

    00:17:55:24 – 00:18:09:12

    Brady Winder

    Interesting. Oh, well, I’m glad you brought up seasonality. Does it do you see the same seasonality as or leads overall like as organic leads, awards, you know, slump in the winter and that comes back up the springtime?

    00:18:09:12 – 00:18:35:13

    Brendan Holmes

    Yeah, I, I do. And but it’s really it’s kind of it’s not across the board it’s very dependent on market too. I have it I mean typically it’s it starts in November kind of like Thanksgiving time this last year in 2020 to kind of a slow down in the paid traffic. We’d started around more around Halloween and then it had kind continued.

    00:18:35:13 – 00:18:46:20

    Brendan Holmes

    But then there were some markets that in December that were like Midwest, snowy, very cold markets that thrived in December. They they crushed their lead volumes.

    00:18:46:20 – 00:18:48:06

    Brady Winder

    They’re not phase two. I went there.

    00:18:48:15 – 00:18:50:08

    Brayden Reber

    Yeah yes yeah where.

    00:18:50:17 – 00:19:10:07

    Brendan Holmes

    The I it and I would anticipate a slowdown is that’s pretty much what always happens and those every year I’ve you know since I’ve been managing campaigns that I’ll get questions what happened what happened to our Google ads campaign. What what do we do wrong. What’s going on? And if we can go back and see the Google ads campaigns.

    00:19:10:15 – 00:19:38:13

    Brendan Holmes

    Yeah. Besides the moves that we always make that like the daily, the weekly, the monthly, if if there were no major shifts in the Google ads campaign, what what other kind of factors or there could be a market, it could be competitors, maybe it could be if you made a website changes. I found that too that members didn’t communicate that they had changed the website and I, I, I checked the websites, but I’m not in there.

    00:19:38:27 – 00:20:00:02

    Brendan Holmes

    They had, you know, every other week looking at their websites and especially if they’ve made changes on their within their previous section that now we have the lead gen banner which I think is amazing, especially in Mobile. Oh yeah. But before that we’d have members putting videos in their their hero section and without checking it on their phone.

    00:20:00:15 – 00:20:18:06

    Brendan Holmes

    Yeah, the video would be pushing their form down and potentially they’re losing out on leads on mobile. So those are those kind of outside the Google ads realm. We can tell Google ads is we didn’t make any changes to really mess up the account. Right. What else could be happening?

    00:20:18:24 – 00:20:39:02

    Brady Winder

    Yeah, it matters a whole lot. We were talking about that a second about that with Brian Driscoll and Chad Keller. And on one of the previous podcasts about conversion and and just the importance of that form placement like having it, we call it above the fold, but near the top of your website so that you know especially if someone’s clicking on a Google ad, they’re usually not going to make it even halfway down the page.

    00:20:39:02 – 00:20:52:10

    Brady Winder

    They’re going to see whatever is at the top, fill out the form, read the information and bounce, and maybe even go to the next ad like they’re finding, you know, they’re looking for exactly what they need. They’re not going to spend the time to usually to browse the whole page. Am I often saying that there’s that.

    00:20:52:17 – 00:21:03:27

    Brendan Holmes

    That’s absolutely right. Yep. Yep. Maybe. Maybe not so much on desktop. Desktop is still important. I still love that. The image and banner on desktop. On mobile. Yeah. So very important.

    00:21:04:16 – 00:21:24:25

    Brady Winder

    Yeah. And it’s funny because we you know it’s it’s crazy because everybody like you mean normal people would look well we visit everything or most sites on mobile everybody’s on their phones but then you build websites on the computer people are you build websites on a desktop and we forget like the main thing. Oh my gosh, Mobile. It has to look good.

    00:21:24:25 – 00:21:45:22

    Brady Winder

    Yeah. Which that’s one of the things it makes easy is making it look good and perform on mobile. So you don’t have to worry about that as much. But let’s talk about I want to talk about the difference between managing ads. If I were to start a PPC campaign, Google ads campaign, and manage it myself versus outsourcing to someone like yourself, what what’s the biggest difference?

    00:21:45:22 – 00:22:07:10

    Brady Winder

    And I guess what I’m asking is like, what is what is the thing you see people mess up or do wrong? Or like, Oh, I should just pass it off to someone else soon or should outsource sooner. And I’m not like, we don’t care. It doesn’t people listening, we’re not greatly benefiting from like we’re not making our bread and butter from getting a few more PPC clients or to have people work with our vendors.

    00:22:07:10 – 00:22:23:11

    Brady Winder

    That’s not our agenda. Our agenda is to help you save your time and money so you can close more deals and have more freedom. I mean that like in full sincerity. And so I have no genuine access. But like when people come to you and they’re like, Oh my gosh, Brendan I did the PPC campaign waste of money, like, Help me, What are they?

    00:22:23:12 – 00:22:25:12

    Brady Winder

    What are they doing wrong now?

    00:22:25:23 – 00:22:50:08

    Brendan Holmes

    And it’s kind of to add to that real quick is that, you know, Google ads isn’t it’s kind of excite, but it’s not what I love. I don’t really love Google ads. I love when people are successful with it. And I trust in in educating the members who who are either managing themselves or using myself or anyone else when they’re successful, that that piece is still, you know, the way I do this.

    00:22:50:08 – 00:23:17:15

    Brendan Holmes

    And yeah, so I love auditing the accounts that come through our carrier support. And most of those accounts are they they’ve had Google. So number one mistake is having Google create your your motivated seller campaign. So I’ll speak to motivated seller campaign specifically. So you when you start up a Google ads campaign, Google pretty much forces you now to create what they call a smart campaign.

    00:23:17:25 – 00:23:45:12

    Brendan Holmes

    And the smart campaign is it’s industry based. So it’s real estate industry based, not real estate investor, not looking for motivated sellers. Now, some of the keywords that are within there are motivated seller keywords, but the other batch of them are just real estate keywords. Yeah. So that’s number one. Number two, you lose control of some of the management within those smart campaigns.

    00:23:46:15 – 00:24:13:01

    Brendan Holmes

    So it’s it’s trusting that when you signed up with Google and they might have had a call with one of the Google ad strategists before and they’re walking them through the stages, they’re building trust with Google then or Goofy and the sales Google salesman, he’s building trust with the member. So they kind of have this misconception in their mind that this is how I should be creating a campaign.

    00:24:13:18 – 00:24:19:02

    Brendan Holmes

    And so that’s number one. Not don’t don’t put that trust in Google to build your campaign for you.

    00:24:19:15 – 00:24:20:13

    Brady Winder

    It’s interesting.

    00:24:20:21 – 00:24:21:07

    Brendan Holmes

    Yeah.

    00:24:21:07 – 00:24:41:24

    Brady Winder

    And I think but I want to interrupt you just real quick. The thing that pops out to me about that is that, you know, whether it’s Google or not, trusting somebody that’s not industry specific, that doesn’t have industry experience is seems like the key. Google doesn’t know real estate investors, wholesalers in and out.

    00:24:42:21 – 00:25:27:08

    Brendan Holmes

    Yeah, yeah, yeah. And there are you know I’ve come across over the years some good PPC management companies that aren’t real estate investor specific and yeah, there’s that learning curve though and yeah we’ve anyone that has managed our industry specific ads, we all went through that learning curve and it took that learning curve for Trevor and I was probably 2014 when we had a member in Orlando willing to pay for his ads and we tossed thousands of keywords at Google and this is pretty much what we still use today for our or Quickstart or in the Evergreen webinar we give our Google Ads campaign.

    00:25:27:22 – 00:25:57:24

    Brendan Holmes

    That’s those that’s still pretty much that campaign that we learned from. Yeah, there’s been iterations from it, but that’s kind of where it came from. So no. Yeah. Number one, don’t trust so much in Google. Number two probably would be that again, going back to that expectation of what’s possible and not not learning what or how to self-manage that campaign.

    00:25:57:24 – 00:26:19:14

    Brendan Holmes

    So if you’re managing your campaign, there’s Google ads, there’s you know, night through cares support. If you add that type of means to reach out to somebody who has been managing ads and give you some tips or look over, you know, audit campaigns. So not educating yourself on what the keyword structures are, what that really means, what do broad match keywords mean?

    00:26:19:21 – 00:26:50:21

    Brendan Holmes

    What does that mean? But what kind of traffic am I going to be sending or phrase are exact or targeting options? Yeah, there’s limitations on our industry, on the housing industry that Google kind of sets, kind of limits. Our are what we what we can target. We can we can no longer target zip codes. And a lot of members used to like to target by zip code that was about two years ago that they they removed that.

    00:26:50:21 – 00:27:06:05

    Brendan Holmes

    So that’s probably number two is this educating yourself and if you’re using a specific campaign and maybe number three would be starting to with too too much too much going on two, too big of a campaign.

    00:27:06:18 – 00:27:09:07

    Brady Winder

    So meaning like how many keywords.

    00:27:09:19 – 00:27:33:29

    Brendan Holmes

    Gourmet keywords. Yes, that’s probably a bigger factor to many keywords, maybe using the wrong targeting. You know, there’s a couple different ways you could target your locations. Maybe have a too wide and you’re getting leads from other states or other countries or clicks from those. But the keywords probably is the number one that you’re looking at, the match types and then how many.

    00:27:33:29 – 00:28:03:29

    Brendan Holmes

    So I usually say if you’re doing a manager on a campaign and you haven’t received one like ours. Viviana has been given a campaign start with like 2025 keywords and just get your can get your bearings on what, what that means. And then there’s reports to go look at and in the time to kind of spend, once you have a campaign running and then suspending a little time, maybe getting it going, you’re spending a little time every day and then maybe that goes into every other day.

    00:28:03:29 – 00:28:26:26

    Brendan Holmes

    But that’s it’s definitely being involved in the campaign. Yet. Bailey In the first few weeks, maybe a month and then when you get you see, okay, this is how I need to manage my my campaign. This is these are the key words that are working and aren’t working. And that’s probably number one, don’t use Google to build that number to educate yourself.

    00:28:26:26 – 00:28:31:01

    Brendan Holmes

    And then number three, don’t don’t start so broad. Don’t start with hundreds of keywords.

    00:28:32:05 – 00:28:32:18

    Brady Winder

    Yeah.

    00:28:33:05 – 00:28:54:28

    Brendan Holmes

    One that we’d had in the past that our members used to get a spreadsheet from Sean Terry. So this is good dating back to probably six years ago. And this campaign that you’d get was an amazing campaign for someone who knew how to manage Google ads, but the members who didn’t. So there were thousands of keywords in this in this campaign.

    00:28:54:28 – 00:29:11:20

    Brendan Holmes

    Gosh, yeah. And if you didn’t know what you’re doing, I remember auditing you. It’s through to support a campaign that I think they had wasted about $8,000 and just not knowing what they were doing and using this campaign structure. Yeah.

    00:29:11:28 – 00:29:13:00

    Brady Winder

    So it’s so much it’s a matter.

    00:29:13:00 – 00:29:13:09

    Brendan Holmes

    Of just.

    00:29:13:28 – 00:29:15:29

    Brayden Reber

    Like, yeah, yeah, yeah.

    00:29:16:00 – 00:29:18:22

    Brendan Holmes

    If then that then it gets crazy. Yeah.

    00:29:18:22 – 00:29:38:12

    Brady Winder

    I remember trying Facebook ads myself for the first time and I think this was after working at Care for a couple of years as a go. I’ve got my head wrapped around it and you know, back then, little did I know it was like having your head wrapped around even the the copy and the hooks and the messaging and even the creative and the imagery is, in a lot of cases, not enough.

    00:29:38:12 – 00:29:52:20

    Brady Winder

    If you are going to, you know, target poorly and budget poorly and go after too many keywords or too many areas and it’s like it was not a it was not a fruitful experience. So I’ll just say that. So what you’re saying cannot be any more important.

    00:29:53:04 – 00:29:58:03

    Brendan Holmes

    And those are the ones I usually come in and just say, Google ads isn’t working for me.

    00:29:58:03 – 00:30:02:18

    Brady Winder

    Yeah. And it’s like, well, Google, it’s not. The Google ads is working and you need someone to manage it. Well.

    00:30:03:04 – 00:30:05:13

    Brayden Reber

    Yeah, and that’s anyone.

    00:30:05:24 – 00:30:32:02

    Brendan Holmes

    Managing a campaign that that’s what we do. And we know the ins and outs and some will have different strategies like I have a different strategy when I’m managing a campaign, then I would if, if someone used our our Quickstart campaign and our Quickstart campaign, just because I have many members that I can link into and use all their data if.

    00:30:32:12 – 00:30:57:16

    Brendan Holmes

    Yeah. So I use a different strategy, not necessarily. That’s I guess to me it’s yes, it is better, but you can still have success just having your own campaign and managing it correctly. So that could be advantage of someone managing campaign or accounts that they just might have some different data sources. And but the drawback to is then you’re paying a management fee.

    00:30:57:23 – 00:31:19:29

    Brendan Holmes

    But what I think some look at is if if someone is managing a campaign and they can be saving you money by kind of doing it the right way or, or speeding up the process to do it the right way, then might make the member who lost $8,000 if he would have had somebody managing their campaign for however much, he would have saved money.

    00:31:20:08 – 00:31:46:21

    Brendan Holmes

    And so, yeah, there is a cost for the management too, but yeah, it’s I still love seeing members manage their own campaigns if they if they’re willing to to take the time to learn. And and it’s simply like we have a call tomorrow with a Google ads Quickstart just go over like I’m going to train him how to use his his you know, the dashboard.

    00:31:47:20 – 00:32:20:12

    Brendan Holmes

    I always tell them, just get that app on your phone. And for these guys managing their their campaigns, it’s just tick tick 20 minutes through your day and just look on your phone and you could make these simple changes and that’s all the quickstart or a member, you know, that’s all they really need to do. You know, it’s they’re not managing beyond, you know, into the kind of more advanced strategies they’re managing and a strategy that is still effective and can be simple.

    00:32:20:17 – 00:32:44:17

    Brendan Holmes

    And that’s kind of Google ads is how I always related to to to baseball, you know, playing baseball through my youth. And and our coach always said it’s it’s the little things that can win the game. Yeah. And in Google ads, it’s kind of the same thing. You you make these little adjustments and then you can get leads from and those little adjustments for someone just self-managing their campaigns, that that can go a long ways.

    00:32:44:17 – 00:32:55:01

    Brendan Holmes

    It’s not necessarily the home runs and Google ads that you know you rarely it’s something major that you did to a campaign that’s going to drive more leads.

    00:32:55:02 – 00:32:58:07

    Brady Winder

    Yeah, it’s not one keyword. It’s not one line of copy or something.

    00:32:58:09 – 00:33:22:19

    Brendan Holmes

    Yeah, yeah, yeah. It could be adding in like the trend of the last year and a half or so or members instead of targeting, you’re targeting a specific area, maybe a metro area or just a Eugene area or something. They go statewide where they go multistate. Yeah. So that that could have a big impact. Obviously, you’re getting more leads and your password leads a lot different.

    00:33:22:19 – 00:33:43:27

    Brendan Holmes

    Yeah. You’re not looking at 20 leads in a metro area now you’re looking at 100 leads statewide. So that that’s a game changer. But they also have to have the the infrastructure, the business infrastructure to manage those leads and understand the different markets. And so that’s presents its own challenges.

    00:33:43:27 – 00:34:03:01

    Brady Winder

    But okay, I’ve got a couple other things I want to cover here. One technical one real quick. What what KPIs are you looking at for a PPC campaign? I feel like this is important for member too, even if they’re not running them themselves so that they can ask the person they’re outsourcing to say, Hey, what are you looking at?

    00:34:03:01 – 00:34:06:02

    Brady Winder

    What does success look like so that they know they’re working with somebody legit?

    00:34:07:04 – 00:34:30:19

    Brendan Holmes

    Yeah, within the Google ads dashboard and what we can see cost per lead, number one. And that’s the most important KPI because we can’t see cost per deal in the Google ads dashboard, but that’s the number one cost for lead. And then then it trickles down. And these are still very important metrics, but depending on what kind of bid strategies they’re using the ad, it doesn’t it doesn’t hold as much weight.

    00:34:31:04 – 00:35:06:28

    Brendan Holmes

    But let’s say if a member’s just starting out, I still recommend starting out with manual cost per click instead of using one of the. And that is also to prove out some keywords, get them familiar with what the keyword cost should be, and then maybe changing over to advanced bit bidding, but looking at our cost per click pin and then your click through rates and making sure your click through rate will determine then how you know, potentially ad position, potentially ad copy, those two are going to probably factor into your click through rates, your bids are going to factor in, you collect your rate.

    00:35:06:29 – 00:35:29:05

    Brendan Holmes

    So those after your cost per lead, look at your cost per click, look at your click through rate. And then yeah, just by those, you can have a pretty good idea. You could be looking at impression share and that’s getting pretty deep and you’re getting pretty advanced when you’re looking at your impression share and you’re potentially you’re you’re in pressure lost it.

    00:35:29:07 – 00:35:48:00

    Brendan Holmes

    You can lose impressions here about your budget but those those get more advanced So just keeping it high level, if I’m just managing my own campaign, I just started out I want to know customer lead, I don’t know, cost per click, I know my click through rate and then I am adjusting my bids from the the manual know manual bidding process.

    00:35:48:21 – 00:36:03:09

    Brady Winder

    Okay, that’s helpful. Simple enough. What are you what are you doing to stay relevant and keep the ads fresh or is there a need, I guess like how often do you end up, you know, hey, let’s go change up some of the ad copy? Yeah. What are you doing?

    00:36:03:18 – 00:36:26:17

    Brendan Holmes

    Yeah, I’ll always a need because Google is what they’ve shifted into what they call responsive ads. So response of ads you have, you could put in 12 headlines if you want and Google is going to now change those headlines. Yeah, maybe not everywhere but they they’re going to frequently change those headlines. So then they look different. And then you have four descriptions so you can.

    00:36:26:17 – 00:36:35:14

    Brady Winder

    Similar to Facebook where it’s where it’s you know, you put in 12 and it’s going to decide the best one and stick with it or is it constantly continue testing.

    00:36:35:24 – 00:37:06:09

    Brendan Holmes

    Yeah yeah. It will stick with winners. Yeah. And depending on sorry that’s the drawback to too is that like on our current Google ads we had a yeah, we’re using responsive ads. And what Google doesn’t show you is potentially what combinations were the winners. There isn’t a dashboard yet to show you what was working. So for our ads, for our current ads, we have now just to do ads and we’re always just testing against those two.

    00:37:06:23 – 00:37:26:01

    Brendan Holmes

    And we only had three headlines because you have to have three headlines. So our ad Mad one will have three headlines and two descriptions. AD two has three headlines and two descriptions and you can pin headlines. So we want that headline number one. We always want to show that first headline. Number two, we always want to show that second.

    00:37:26:02 – 00:37:47:00

    Brendan Holmes

    And then so you you have to kind of get a little bit innovative to look at the data a little bit better at or efficiently to make those changes. So response of ads that maybe you don’t have to change them as often as what you had to in the past because of the big limitations with the extended ad copy.

    00:37:47:28 – 00:38:06:16

    Brendan Holmes

    But still important to change your ads and continue to look at ads and the click through rate within ads. Conversions are always yeah, leads are always the most important metric, but you’re also looking at that click through rate and then potentially looking at how much at that cost that the ad cost is too, but yet always, always looking at your ads.

    00:38:06:28 – 00:38:20:27

    Brady Winder

    Making sure would it be like if your click rate drops and you know, like your ads are doing well for a few months and then your click rate sort of taper off, maybe it’s looking at what are other investors doing? Are we all seeing the same thing? And maybe that’s why it dropped off.

    00:38:21:08 – 00:38:51:16

    Brendan Holmes

    Yeah, that could be absolutely other factors. Budget is a factor, competition factor. I mean, there’s other factors besides just what your ad copy says, but yes. Yeah, it could be. I took a screenshot years ago of another investor page traffic management company and they had well, maybe they didn’t, but there’s three ads. So it was when Google shifted to four ads at the top.

    00:38:51:25 – 00:39:14:21

    Brendan Holmes

    So number one and two and number four were all the same ad copy and I knew this this company. So I could have I could see who was running ads. But yeah, yeah. You don’t really want that, you know. But the other side of this is this response of ads is making sure your ads look and flow correctly.

    00:39:14:21 – 00:39:43:03

    Brendan Holmes

    If you have sell my house fast in a headline and then somewhere else down that line of headlines you have some house fast in Chicago. Well, Google could show those two headlines within the same ad so it starts kind of you can it kind of looks funky if you now off or. Yeah. So trying to make those headlines sound different look different than just having kind of the canned, you know, Copy that.

    00:39:43:03 – 00:39:45:24

    Brendan Holmes

    You just were accustomed to it before. Yeah.

    00:39:46:04 – 00:40:05:26

    Brady Winder

    Right. Okay. Yeah, that makes sense. Yeah, it’s good. I’m glad you mentioned that. You know, sometimes it’s not the ad copy because, like, as marketers, we think like, oh, it’s not performing. Let’s, you know, it’s got to be the copy. It’s going to be the creative, you know, it could be budget, could be competition, could be market factors, could be other things, you know, besides just what’s in the ad itself.

    00:40:06:28 – 00:40:27:23

    Brendan Holmes

    Yeah. AD and trying to make ads unique. I, I still struggle with members giving me unique ad copy, something that makes you stand out. Yeah. We used to be able to use how fast you could make it an offer that was kind of like the kind of battle of ads, how fast people can make an offer. I know.

    00:40:28:26 – 00:40:37:04

    Brendan Holmes

    Express homebuyers who say we can make an offer in 7 minutes. America members reaching out and saying, Can I put that in my ad cut? Yeah, Yeah, you can.

    00:40:37:04 – 00:40:39:23

    Brayden Reber

    And if that if you can really.

    00:40:39:23 – 00:40:40:13

    Brendan Holmes

    Legitimately.

    00:40:40:13 – 00:40:41:03

    Brady Winder

    Make a 60.

    00:40:41:12 – 00:40:41:24

    Brayden Reber

    Minutes.

    00:40:41:24 – 00:41:04:02

    Brendan Holmes

    Yeah yeah that’s a good was like this play on how fast we can make an offer I remember some ad said 30 minutes we can make 30 minutes 7 minutes to an hour. 24 hours, 48 hours. Yeah, it was. But if that’s unique to you. Yeah. Okay, test it. Test it in your ad cup and see if it goes but something interesting rather than the canned content.

    00:41:04:26 – 00:41:12:16

    Brady Winder

    Yeah. 7 minutes. I’m almost skeptical on, like 7 minutes. I think that’s the 31 below it. I’m like, these guys sound little midget. Maybe they’re thinking.

    00:41:13:05 – 00:41:20:03

    Brendan Holmes

    They just might. Yeah, that 30 minute one actually worked. It did Well I click through rates went Yeah spiked. Yeah.

    00:41:21:07 – 00:41:44:21

    Brady Winder

    Interesting. Yeah. So that’s a good point You know for the ad copy, think about what you know, what makes your business unique and set apart maybe your hybrid, maybe an investor. And that’s something you can, you know market maybe you can close fast. What’s your unique selling proposition, as we call it? That’s a good point. Any other protests, anything to keep ads interesting?

    00:41:44:21 – 00:41:50:06

    Brady Winder

    Anything you want to mention as far as targeting do’s and don’ts that we feel like people should know what they’re doing.

    00:41:50:06 – 00:41:55:17

    Brendan Holmes

    PPC landing page testing has come up in conversation that fast that I’m.

    00:41:55:17 – 00:42:00:22

    Brady Winder

    Still glad you said that because I was going to ask and I forgot. So yes, let’s dive into it. Yeah.

    00:42:01:00 – 00:42:32:00

    Brendan Holmes

    So that’s more like that advanced move they can go calls and experiments, but you can a test and Google ads putting together ad hoc, abusing your home homepage and then you create another landing page at simplified and you can test that you have a 5050 split and see what performs better for myself I yeah I have yet I know there’s there’s chatter or conversations that you know landing pages or squeeze pages as we used to call them.

    00:42:32:29 – 00:43:03:18

    Brendan Holmes

    Where are more effective than driving traffic to a home page that has a nav bar and some copy to it. And I think the reasoning behind that might be that it’s distracting if you have too much information on your site. But I there are times that maybe I’ve found that to be true. But overall, like if I look at it, yeah, home pages, as long as they have credibility, they’re set for per conversion rate optimization.

    00:43:03:18 – 00:43:11:28

    Brendan Holmes

    I, I still, the home page has always been one of my favorites as long as it has the checks. Those boxes looks good on mobile.

    00:43:12:11 – 00:43:15:20

    Brady Winder

    The quality in ones are still converting. Yes.

    00:43:16:11 – 00:43:33:23

    Brendan Holmes

    Yeah, yeah, yeah. And so I know that’s been a hot topic but that’s like it advanced piece is that creating a squeeze page and routing traffic against your home page and see which one now wins out. So that’s one. Anything to add, Did you want to add anything to that?

    00:43:33:23 – 00:43:53:26

    Brady Winder

    I don’t think so. You know, it’s it’s hard to make a generalization and say, you know, this one works better because there’s so many there are so many factors in general. You do want to give more focus when you already paid traffic because they’re there for a specific reason. But at the same time, you know, if it’s if it’s the right content on the page, then it’s not necessarily a distraction.

    00:43:54:06 – 00:44:15:09

    Brady Winder

    I think that that thought, that methodology, that concept comes from, you know, if you send them to a really cluttered page where you have like sidebar ads that are advertising a lot of the things, or if you have like a blog feed where it’s like, Hey, check out these seven articles. Yeah, that’s super distracting. And I think when people think of the website, they think of all all this stuff going on and check out these products.

    00:44:15:22 – 00:44:41:14

    Brady Winder

    But if we’re talking about a homepage to attract motivated seller leads, that’s different than your average website page. They’re not necessarily distractions. They’re things that are going to help a convert. And so that’s just my my thought as to why the Carrot home page is still converting over all these years. Well, for running page traffic to my only other thought is where, you know, you and I, we’re working on content right now.

    00:44:41:21 – 00:45:08:00

    Brady Winder

    We’re some tasks behind the scenes. So keep it really general because I’m not sure what the content will come out like, but we are working on some tests to look at really slimmed down landing pages versus home pages. And yeah, we’ll see what comes of that. And, you know, follow along guys, go to character on such ads and, you know, check out our blog to see maybe we’ll put up some examples of like what a a really well converting page looks like for sending PPC ads to versus one that’s not dialed in.

    00:45:08:00 – 00:45:29:29

    Brady Winder

    Whether that’s landing page versus home page or whether that’s, you know, good home page versus bad homepage, because like we’re talking all in theory now, you can have a really crappy landing page, squeeze page. It’s not going to convert. Same thing with a home page. And so, you know, there’s not a need to overcomplicate it and go go out and get another piece of software and start building landing pages.

    00:45:29:29 – 00:45:35:28

    Brady Winder

    You could do that with a carrot and have a converter. You know, we’re doing it right now. So that’s what I thought on that.

    00:45:36:28 – 00:46:12:27

    Brendan Holmes

    Yeah, Yeah, exactly. I I’ve, we’ve tested hundreds of other landing pages over the years and still I, I default to home page as long as it looks good and there have been times that I’ve I’ve created another by another home page basically because they kind of had that messed with their copy or their format more specific and made it just kind of I, I know Trevor Trevor likes to say like ugly websites, but these are really like bad, ugly websites.

    00:46:12:27 – 00:46:15:12

    Brayden Reber

    They’re just they were.

    00:46:15:26 – 00:46:27:28

    Brendan Holmes

    They were good. So you had created a different like home page for them. But yeah, and then that’s just it’s not impacting SEO. They’re there no index, no followed and we just use them for Google ads but.

    00:46:28:27 – 00:46:29:05

    Brayden Reber

    Yeah.

    00:46:30:10 – 00:46:34:09

    Brendan Holmes

    Other Yeah I guess it not necessarily advanced it but.

    00:46:34:18 – 00:46:35:10

    Brayden Reber

    Google.

    00:46:35:25 – 00:47:08:14

    Brendan Holmes

    If you’re managing your own campaign, Google is going to give you recommendations daily though, and it’s also educating yourself on what those recommendations mean. You click yes or to accept them or reply them is some of them can really harm campaigns without understanding the danger. And on occasions one of them specifically pops up lately that I am and becoming a believer in more than I ever have been and are broad match keywords.

    00:47:08:14 – 00:47:42:00

    Brendan Holmes

    And I was always totally against broad match keywords. I had seen too many, you know, bad campaigns with broad match and because of Google’s API algorithm that the algorithm, the pieces that they’re learning from this has gotten him in more advanced or more efficient, more optimized for for motivated seller. And the the combination of these broad match plus good negative keywords can really get lower cost per click and then expand the keyword bubble.

    00:47:42:10 – 00:48:07:08

    Brendan Holmes

    You might be missing some keywords. They just know people are searching for. So using broad match. But Google lately though, you know, in the past probably six months in campaigns, they’ll say shift to all broad match. So you click a button and it will make all of your keywords, your same keyword base, but all keywords are turned into to broad match.

    00:48:07:27 – 00:48:36:13

    Brendan Holmes

    And that’s where you really have to be careful of, especially if you’re in a metro mercury or statewide campaign. Your campaign could go crazy. You’re just getting clicks that really don’t make sense and right. But yeah, testing your way into maybe some of those broad match keywords like take a pick five of them, add the man, see what kind of search terms are coming off of them if they’re good or bad, and then adjusting, not just making all 50 or 100 keywords, they have broad match just automatically.

    00:48:37:01 – 00:48:53:18

    Brendan Holmes

    Yeah. So it’s those recommendations, understanding what they mean and how they could impact your, your, your account. And that’s, that’s not necessarily advanced. It’s just like kind of anyone managing their campaigns needs to understand that.

    00:48:54:11 – 00:49:01:12

    Brady Winder

    Yeah it goes back to what you were talking about earlier like don’t don’t always put the trust in Google just because they’re you know just because that’s the platform, you know.

    00:49:01:13 – 00:49:01:22

    Brendan Holmes

    Yeah.

    00:49:01:28 – 00:49:03:14

    Brady Winder

    They don’t know what’s best.

    00:49:03:14 – 00:49:35:26

    Brendan Holmes

    Yeah they are getting better though I think some of these recommendations are getting that they make more of a positive impact than a negative impact on their accounts. So yeah, but still understanding what they mean and especially like I said, I’ve seen it happen in metro markets where some of you just make all 100 keywords, broad match and all of a sudden they’re getting crazy search terms and in their budgets, you know, wiped out and they just they doubt they’re doing good might their means were good they they just didn’t.

    00:49:36:18 – 00:50:13:24

    Brendan Holmes

    Yeah. Make the right choice Yeah yeah yeah. And then there I mean there’s there’s advanced bid strategies you can use, there’s advanced targeting, you know location targeting you could use there’s a lot of advanced to it. But yeah, for someone who is just starting out kind of just don’t, don’t get caught up in what are saying or promising and that is one really common issue that I hear is that I I’ve heard this competitor I just went to this mastermind and this guy’s getting 20 leads from Google ads.

    00:50:13:24 – 00:50:35:22

    Brendan Holmes

    How do I get that? And well, there’s there’s a lot that goes into that. It could be. How long has this campaign been on? Did he say I mean, like his campaign could have been on for a year or two and it’s really dialed in and he might have the best website that it converts where if you’re just starting out, yeah, maybe they strive for that.

    00:50:35:22 – 00:50:57:27

    Brendan Holmes

    But you had Google ads is still it’s still a it’s still a process and it’s still a you have to optimize it. You have to continuously optimize it to get to two points that and yeah, so I have that kind of, that idea of people that once I turn on my campaign, I should be getting leads, right?

    00:50:58:23 – 00:51:01:17

    Brayden Reber

    Yeah, you might. I mean there’s, there’s campaigns.

    00:51:01:17 – 00:51:20:21

    Brendan Holmes

    I definitely could get leads in the first few days and I had a member one down who who got a lead within 10 minutes that turned out to be a deal. But for the next three months, he did not get a deal. He had nothing. And he decided to pause. And that was years ago. But it was that that was one that stuck out.

    00:51:20:21 – 00:51:44:24

    Brendan Holmes

    Yeah, you can turn it on. You can get leads right away or you might not. I mean, the likelihood that you’re your first months kind of that ramp up stage month to year, diving more into the data. And then month three, you have this great data set that you can work from. And if if you’re seeing good search terms and you know, caches, this these people look like they should be converting, then it’s okay, go look at your website.

    00:51:45:09 – 00:52:28:13

    Brendan Holmes

    Go see what other kind of changes you can make. Make a my change maker, make a form change, you know, test something within maybe it’s going from, you know, three form fields to two two. We’re adding in the lead gen banner. Yeah. So it’s once you have good data knowing then if that if that data is really looking promising in something that should be turning into deals, you know, then it’s that next stage of testing and landing you’re not by any pieces is, isn’t like squeeze pages, but other pages other or other other headlines within that the the websites I do have more testimonials to use I mean right.

    00:52:28:29 – 00:52:32:03

    Brady Winder

    Trying to get those leads to convert at a higher rate. Yeah.

    00:52:32:09 – 00:52:32:21

    Brendan Holmes

    Yeah.

    00:52:33:10 – 00:52:54:06

    Brady Winder

    Well I like that man. I appreciate you sharing that. That’s a good wrap to it. In summary, So educate yourselves whether you’re doing PPC yourself or you’re outsourcing, educate yourself on it so you know what you’re looking at. And yeah, I think that’s one of the one of the best things we covered during the podcast. Man, it’s been fun having you on the podcast.

    00:52:54:06 – 00:53:14:19

    Brady Winder

    One thing I forgot to mention, the beginning is kind of funny. You were running this the podcast before. You know, I’ve, you know, I’ve only been here four or five years and you were running there and I had to, you know, how are we doing shown us how do we hurry this whole production thing? And yeah, you’ve been running this show since before I was even around.

    00:53:14:19 – 00:53:15:28

    Brendan Holmes

    Yeah. It’s been a.

    00:53:16:01 – 00:53:17:01

    Brady Winder

    And a team and.

    00:53:17:03 – 00:53:33:08

    Brendan Holmes

    How amazing it’s been one, especially since you taken over. I just, I, I did some show notes. Yeah, I put on the blog, but now you’ve taken over and really made it into a nice production. A great production? Yeah.

    00:53:33:08 – 00:53:36:20

    Brady Winder

    I’m grateful to be interviewed now. Yeah. Yeah, it’s legit.

    00:53:37:02 – 00:53:38:12

    Brayden Reber

    It’s legit. Yeah.

    00:53:38:24 – 00:53:59:19

    Brady Winder

    Or any of our longtime listeners, you’ll appreciate that. You know, Brendan, the OG producer, is coming on the show, so, yeah, it’s been fun, man. Anyone, if you have any questions on pay per click, if it went over your head, if you have any questions at all, email me, birdie at Care.com, We’ll get you over to Brendan or the right person to get your questions answered.

    00:53:59:19 – 00:54:13:01

    Brady Winder

    Go to character com slash ads, Get our resources. We do our best to give you all of the education you would possibly ever need even to the point of overwhelm so that you just are equipped and we’re here to help. So we want you to know that please reach out if you need help, because it can get overwhelming fast.

    00:54:14:04 – 00:54:48:13

    Brady Winder

    That’s it. If you like this episode, share with a friend. Please give us a review on Apple Podcasts. I don’t ask for them often, but good Apple Podcasts give us a five star review if we earned it and tell a friend about the podcast, help us share the work. But until then, we will see you next week.

  • EP 432: T.V. Ads for 5x ROI & Less Competition. Everything Real Estate Investors Need To Know

    EP 432: T.V. Ads for 5x ROI & Less Competition. Everything Real Estate Investors Need To Know

    Tony Javier $3k into $30k with his first month of TV Ads, and since then he’s been “off to the races!” After realizing there were no masterminds out there teaching the things he had learned from his experience with television advertising for real estate, he started taking on clients and typically gets his investor’s returns in as little as 3-6 months!

    Today we’re talking about real estate investors, television advertising, and lead generation methods, the top 10 benefits of running ads on TV, and how you can dial the channel into a turn-key traffic solution!

    Check out Carrot.com/video for 52 free ideas & a guide on how to get started in video marketing.

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:03 – 00:00:22:15

    Tony Javier

    And so first month I spent three grand and made 35 my first month and was off to the races from there. And over the years I’ve told people that I do TV, you know, high level masterminds I’ve been a part of. And every mastermind that joined there was either zero people doing TV or there might have been one out of like 100 plus high level real estate investors.

    00:00:23:03 – 00:00:35:22

    Tony Javier

    And I wish I had won back then that I had a gold mine for other real estate investors. I would have started, you know, helping people dinner.

    00:00:35:22 – 00:00:56:13

    Brady Winder

    Hey, friends, welcome back to the Kirkus Podcast. I’m your host breadwinner and this is the podcast where we help you dial in your marketing and help you build businesses of freedom and impact. I’ve got our guests with us today, Mr. Tony Javier, a.k.a. the TV guy who happens to be a very good, close longtime friend of Trevor Mark, our co-host and CEO.

    00:00:56:21 – 00:01:07:06

    Brady Winder

    And so I’m really excited for you guys to get to meet him and talk all about TV today. Why it’s an awesome marketing channel and get into the nitty gritty. And so, Tony, I hear the podcast, man, How are you?

    00:01:07:18 – 00:01:15:00

    Tony Javier

    Really good, man. Thanks for having me. I appreciate it. Driver And I’ve been talking a while about putting this together of being on the podcast, so I’m glad to be here.

    00:01:15:00 – 00:01:36:27

    Brady Winder

    Absolutely. Absolutely. And so we don’t do a lot with offline marketing, you know, most podcasts, online marketing and but I think out of the past 400 episodes, we’ve done maybe one or two on radio. I don’t think we’ve done a single one on TV. So this is going to be really valuable. I think it’s it’s one of those topics where the investors just don’t know enough about it.

    00:01:36:27 – 00:01:54:11

    Brady Winder

    And so our goal with this conversation is I want to learn, you know, is this right for me? Is TV something that I should try? And if so, then when? And how do I go about it with without losing a bunch of money? Because I’m sure that’s probably what people are thinking is like, Oh, is this going to be a massive investment?

    00:01:54:11 – 00:02:02:24

    Brady Winder

    Is it a big risk? And so that’s what we’re going to answer. But Tony, how did you how did you get started in TV? What that look like?

    00:02:03:08 – 00:02:21:15

    Tony Javier

    Yeah, before I tell that, that’s actually a good point. Most people, when they think about real estate investing, don’t think about TV, which makes it perfect, which, you know, so. So there’s a lot less competition. So people, when they think about TV, first of all, they don’t think about TV with real estate investing. If they do think about TV, they think it’s too expensive.

    00:02:21:15 – 00:02:40:10

    Tony Javier

    They think their business is not big enough and they don’t know where to start. There’s a lot of intricacies of TV that if you don’t do it right, you can waste a lot of money. So that makes the competition almost I don’t want to say nothing, but when I started ten years ago was pretty much nothing. So. So we’ll start there.

    00:02:40:10 – 00:02:56:19

    Tony Javier

    So ten years ago, I was actually at a poker game. It was a friend of a friend. I went down to his basement and I noticed this guy and he was on TV. He was a he had a TV commercial. And so I kind of got like a little star struck. It was kind of weird, you know? It’s like, Oh, this guy’s on TV.

    00:02:56:19 – 00:03:16:07

    Tony Javier

    Like, you know, he’s you know, you think they’re unapproachable or they’re kind of like this celebrity status kind of thing. But I just started talking to him and I say, Hey, you know, I’ve seen you on TV, just small talk. I’m like, How’s that commercial doing for you? He’s like, his eyes just lit up and he’s like, We do $2 million a year in business off of that TV commercial.

    00:03:16:07 – 00:03:34:03

    Tony Javier

    And that’s all the marketing we do. And I was fascinated. I’m like, Wow, that’s crazy. And so I started dream about it. I wasn’t even thinking about me being on TV, really. And he goes, You know what? I’m going to connect you with my media guy. Maybe drive your business. And I was like, Oh, okay. And so maybe me.

    00:03:34:03 – 00:03:51:28

    Tony Javier

    I called him first thing Monday morning and his name is Drew. And I said, Hey, I heard you got Channel on TV and you’re doing pretty well for him. He’s like, Yeah, Chad’s a great account. And so he learned about my business and he comes back to me and he’s like, I can get you hundreds of commercials for X amount of dollars.

    00:03:51:28 – 00:04:13:21

    Tony Javier

    Pretty low ad spend. It’s about 3000 bucks. And so ran my first month where I was on within 30 days. I did the scripts. I did all the back end buying the negotiations with the stations. He made it super easy for me. And so first month I spent three grand and made 35 my first month and was off to the races from there.

    00:04:14:03 – 00:04:33:28

    Tony Javier

    And over the years I’ve told people that I do TV, you know, high level masterminds. I’ve been a part of. And every mastermind that joined there was either zero people doing TV or there might have been one out of like 100 plus high level real estate investors. And I wish I did one back then that I had a gold mine for other real estate investors.

    00:04:33:28 – 00:04:56:01

    Tony Javier

    I would have started, you know, helping people sooner. So a couple of years ago, I about two and a half years ago, a good friend of mine who is in the real estate space was like, Why don’t you show people what you’re doing? And I’m like, you know, I don’t know if it’s going to work in every market, and I don’t know if people will get results as fast as I can.

    00:04:56:01 – 00:05:15:04

    Tony Javier

    And that’s the other thing about TV is people think it’s just branding and that it takes 6 to 12 months to get results. Right? Right. So for me, it was month one. And so when I watch this, I reached out to about ten people I knew that were in the real estate space. Eight ever raised their hand and said, Yes, I’ll do it.

    00:05:15:18 – 00:05:32:23

    Tony Javier

    So I told them, Hey, I’ll do the production, but I have eight scripts that I know that worked well for me. I’ll put together the scripts. My media guy will go to the stations, negotiate the rates for you within 30 days. We can get you on air. So out of the eight, I think six are still running with me or about two years later.

    00:05:33:04 – 00:05:57:25

    Tony Javier

    And results were quick, were almost every single one of them. And it was just it just blew my mind. So then that was a soft launch and I’m like, okay, I’ve got something here. So we launched it officially next month, I think will be officially two years that we have been helping real estate investors and we have over 100 real estate investors running with us right now and they’re just crushing it.

    00:05:57:25 – 00:06:14:10

    Tony Javier

    I mean, we when we get someone on air, there’s not much competition out there. It builds a ton of credibility for them. It helps other forms of marketing. I’ll get into the benefits here in a little bit, but it’s it’s one of those things that right off the bat, for almost every single one of our clients, is producing a really good return.

    00:06:14:10 – 00:06:24:00

    Tony Javier

    So I’m super stoked about TV and I’ve got plans for all kinds of other ideas with, with TV commercials. But that’s kind of what we’re doing now. And that’s how I got started with TV.

    00:06:24:18 – 00:06:39:11

    Brady Winder

    Well, thanks for Sherman. Yeah, that’s wild that it? Our work in the first month for you. So I got a few questions before we jump into the benefits here. I got a few questions that are really burning I’m just really curious about. And one of them I was going to ask you is like, what’s the biggest misconception about TV?

    00:06:39:27 – 00:06:55:03

    Brady Winder

    I’m guessing that might be the one is that people think it’s a long term thing is that in my head I’m thinking, okay, this is like billboards. This is your your airplane coverage. We call on marketing or it’s just brand awareness over months. Would you say that’s one of the bigger misconceptions or misunderstandings?

    00:06:55:13 – 00:07:21:03

    Tony Javier

    Yeah, yeah, absolutely. 100%. You know, when again, when I started TV commercials, I was hoping I would produce right away and I was like, you know what? I’ll give it a few months. And, you know, if I even break even that, you know, it’ll be okay. But I Tenix my money in the first month and it was like, holy crap, like, and, and then again when we launched it, I was like, man, I really hope if, if it takes 3 to 6 months for our clients, about some of them will wait out for that.

    00:07:21:18 – 00:07:41:21

    Tony Javier

    But I would say, I mean we don’t have an exact statistic on this, but I would say about 75% of our clients are doing at least three deals their first month that we get them on TV right now. And that’s and that’s just the first month. So imagine I’ve been on TV for ten years now. They’re my vitamins, someone that saw me ten years ago.

    00:07:42:07 – 00:08:02:23

    Tony Javier

    But and it was it’s been I’ve been in in their head like for ten years and finally the ready to sell today right so it’s it’s one of those things that again it’s it’s a blue ocean when I ask someone like how many people are in your market doing TV, usually they’re like, oh, there’s one guy doing it or Oh, I know a couple of guys doing it.

    00:08:03:04 – 00:08:29:20

    Tony Javier

    But if you say, you know, do you know who else is doing direct mail? That’s like, yeah, I’ve got, you know, ten other people that send to the same list that I do. Right? So that’s, I think that’s, you know, there’s so many different reasons. TV work but works. But I, I think just, you know, people thinking that it’s too expensive, it’s going to take a long time to get results and even if I even if you say, hey, TV works, it’s like, where do you start?

    00:08:29:20 – 00:08:45:18

    Tony Javier

    What stations do you call? Which shows are you on? What’s the scripting like? There’s so many different pieces to the puzzle that if you get, you know, you get one or two wrong, you might, you know, you might still do. Okay. But if you have no idea what you’re doing and you’re wrong, the wrong shows that right there is going to wipe out.

    00:08:45:18 – 00:08:59:03

    Tony Javier

    If your message isn’t clear, concise, that’s going to wipe you out. If your call to action isn’t clear enough and people don’t understand what you do, you’re going to waste your money, right? So there’s just a lot of different things that you have to put together in order in order to make it work.

    00:08:59:25 – 00:09:12:09

    Brady Winder

    Yeah, and that’s probably what makes people so skeptical or nervous to jump into it. It’s like, you know, if if I mess up, you know, one, two, three, these things, it’s, you know, you can easily lose a lot of money.

    00:09:12:26 – 00:09:31:19

    Tony Javier

    Yeah. Yeah, yeah. Because like with direct mail and, you know, PPC and Facebook, like, you can find so many people that can do that for you, right? I mean, you can go online right now with TV, there’s no one really that, that, that talks about TV for real estate investing and and where they go to to to make it happen.

    00:09:32:21 – 00:09:57:27

    Brady Winder

    Yeah absolutely I’m remembering a we had a carry camp a few months back and kid shows up he awesome kid a lot of drive a lot of ambition and he was pretty new to investing It was primarily wholesaling and he says, Yeah, I just did my first deal a few months ago and like every dollar he made, you know, passed his basic living expenses was just dump it right back into marketing.

    00:09:58:11 – 00:10:14:15

    Brady Winder

    And he’s like, Yeah, I’m doing this. This names like five marketing methods. He’s like, Yeah, I dumped about 20 grand into TV last month. We’ll see how it goes. So like I was working for, he’s like, I don’t know. Yeah, we’ll find out. Oh, man, it’s like, like unsupervised. I’m pretty sure he went direct to the station. That’s like, Hey, I want to buy some.

    00:10:14:15 – 00:10:19:20

    Brady Winder

    Is some air coverage. Like, just go. So, yeah, we want to avoid that So and that’s it.

    00:10:19:20 – 00:10:41:01

    Tony Javier

    And it’s interesting you say 20 grand because there’s very few markets that you need to spend even near 20 grand a month. Right. So if you even if you call the stations directly, they’re going to do probably what they did to him and say, yeah, we’ve got a package here. It’s 20 grand, we’re going to get you 100 commercials a month and here’s what you’re going to be on.

    00:10:41:02 – 00:11:00:00

    Tony Javier

    Right? And so we we’ve had clients come to us that have either done that or got their proposal, didn’t quite pull the trigger yet and said, what do you think about this? And we’re like, okay, so we can actually do it for ten grand a month or less. And instead of 100 commercials, we can get you 500 to 600 commercials.

    00:11:00:13 – 00:11:18:03

    Tony Javier

    And the shows that they’re putting you on are not your demographic, because we know what our demographic is, because we have dialed it in over the last ten years. Right? So ID say we save our clients just tons of money and tons of time trying to figure it out themselves just because we’ve done it so many times.

    00:11:19:03 – 00:11:35:10

    Brady Winder

    Yeah, you’re taking out the trial and error, the costly trial and error. So tell us, Tony, what are some of the what are some of the benefits of TV? A sort a boring way to phrase the question, what makes TV different than, you know, cold calling, direct mail, the other lead sources.

    00:11:35:11 – 00:11:37:02

    Tony Javier

    What makes TV sexy? Basically.

    00:11:37:23 – 00:11:39:10

    Brady Winder

    What makes TV’s sexy.

    00:11:40:03 – 00:11:59:19

    Tony Javier

    So he be a sexy because there’s many live events for TV, but I’ll just narrow it down to to a few. So first of all, the credibility factor, I mean, think about it. If I say Lucky Charms manager magically delicious, right? You know what that is? If you go to the aisles in the stores, you see Lucky Charms, you know what it is, right?

    00:12:00:01 – 00:12:14:29

    Tony Javier

    And it’s because of TV, because they brand TV. So and I don’t even know if that if that commercial runs anymore, but it’s still in my head and I still if I go to the grocery store, I’m still going to know that that brand to go to. If I want something with marshmallow and you know flavor, right? Yeah.

    00:12:15:01 – 00:12:44:03

    Tony Javier

    The credibility factor. Like, you know, people in Wichita, like so many people have reached out to me wanting, you know, wanting to do business with me or lend money to me or, you know, when I when I used to do acquisitions. I live in San Diego now. My business, I mean, the markets, Wichita run, run TV and I haven’t been there in seven years, but when I ran the leads and I go out to the house, they’d be like, Oh, wow, you’re actually in my house, you know?

    00:12:44:12 – 00:12:52:24

    Tony Javier

    And it’s like they have this perception of you like like you’re a star. Kind of like I did with that. You know, they got Chad back when I was at that poker game right?

    00:12:52:24 – 00:12:54:06

    Brady Winder

    Yeah, Celebrity factor.

    00:12:54:06 – 00:13:23:12

    Tony Javier

    Celebrity factor. So the credibility by itself is worth it. Even if you didn’t get a return of a dollar return on your direct money, just the credibility factor, one is probably worth it. Right? So that’s that’s prime number one. Actually, these are no particular order, to be honest. But yeah, this kind of kind of thrown him out there and I you know the second I’ve already mentioned little to no competition you know you you go and you do direct mail, you do PPC, you do you know these are the marketing method.

    00:13:23:12 – 00:13:43:09

    Tony Javier

    You’re competing with dozens and dozens of other real estate investors, whereas with TV there might be one or two other guys on TV maybe, and most of the markets you’re in there are you’re hitting hundreds of thousands, if not millions of people. So if you have even if you had 5 to 10 people on TV, it probably still there’s still be enough deals to go around.

    00:13:43:25 – 00:14:05:22

    Tony Javier

    So the fact that there’s not as much competition. Right. And then the obvious is the r y, you know, most of our clients that we get on TV are getting a 5 to 10 x return, and that’s just do from there directly from their ad spend. That’s not including all the other benefits that TV has access trackable or ROI directly to them right from the TV ads.

    00:14:05:22 – 00:14:28:17

    Tony Javier

    So if they’re spending, you know, seven grand a month, they’re getting 35 to potentially 70 grand back in return. And then we have some clients that are in some smaller markets that are getting a ton of commercials where TV is just like crazy and they’re getting like a 20 times plus return. So the ROI is is is definitely there, the automation to it.

    00:14:28:24 – 00:14:54:00

    Tony Javier

    So you get a set of get it set up right, which hopefully we help you do. You don’t have to worry about it. It’s like a set it and forget it. You know, you know we’ve over the years, let’s see, we’ve been on for ten years now. I think we’ve done probably 12, maybe 15 commercial variations and the longest time we ran TV without changing it is 18 months.

    00:14:54:01 – 00:15:10:06

    Tony Javier

    So we literally had the same ad running for 18 months, producing the same. The only range that the reason I change it was because of the pandemic. And I tried a different script. They would actually work a little bit better and that’s the only reason I change it. Otherwise, I wouldn’t have I would I would have just kept it running.

    00:15:10:06 – 00:15:37:08

    Tony Javier

    So I just wanted a fresh stand up and and in that kind of thing and ended up working well. So and then the fact that this is probably the biggest thing, if someone comes to me and they’re like, okay, I’m doing direct mail, I’m doing PPC, I’m doing what’s another one, Facebook, right? If they’re even doing one of those methods, I know that TV is going to help those efforts.

    00:15:37:08 – 00:16:02:03

    Tony Javier

    So if they’re like, I’m getting a5x return on my direct mail, I, I can guarantee it, but I, I pretty certain that that r y is going to go up. In fact, I stopped direct mail, let’s see, probably three or four years ago just because it got so saturated. But I kept telling my clients, okay, when you’re on TV, make sure you but as seen on TV, on your website and anything else you can think of.

    00:16:02:26 – 00:16:28:18

    Tony Javier

    So clients start coming back to me are like, Man, my direct mail has gotten way better response as I started putting that and people would be like, I called you from your direct mail piece because you’re on TV. So I went, Wow, okay. So I started back, but back up direct mail. Last year we put seen on TV with a with a screenshot of our commercial and our direct mail was just exponentially better than than it was five years ago.

    00:16:28:18 – 00:16:52:15

    Tony Javier

    And there’s probably even more competition now. So the fact that it helps other forms of marketing, if you’re doing other marketing, is is a huge benefit in itself. Like I said, you know, like I said, if, if you know you get direct to are better results from your other forms of marketing, even if you don’t make a dollar on your TV directly, it’s still going to be worth it.

    00:16:52:15 – 00:17:09:02

    Tony Javier

    But luckily the results are typically there on the ROIC. So and I could go on and on and on about benefits. You know, it’s helped me raise private money. I’ve had, you know, people reach out to me for certain things where we’ve created relationships. People treat you differently when you’re on TV. There’s just so many different benefits of TV.

    00:17:09:02 – 00:17:10:09

    Tony Javier

    I could I could keep you on.

    00:17:11:02 – 00:17:34:03

    Brady Winder

    Yeah, Well, and that’s, you know, it’s huge, that credibility factor. You’re talking about how, you know, your direct mail response rate is going up just by having that as seen on TV thing on there, because it just your credibility goes through the roof. And I think that’s the beauty of it. Plus, you know, care coupled with offline marketing methods, is that it just amplifies everything else that you’re already doing.

    00:17:34:06 – 00:17:52:15

    Brady Winder

    And so, you know, when people get your direct mail and people see your TV ad, they’re going to your website. When you have them all tied together, it works really well. It’s not it’s not just I mean, yeah, you’re you’re getting 5 to 10 ROI on the TV, but it’s more than that because it’s boosting everything else with it.

    00:17:52:15 – 00:18:04:04

    Brady Winder

    I got I got a few questions. I got a lot of questions for you. You mentioned 10 to 20 ROI in some of the smaller markets. Why? Why would TV be working better in the smaller markets?

    00:18:04:20 – 00:18:34:07

    Tony Javier

    Well, you have to look at the multiple, right? So we you know, let’s say you’re spending seven grand a month in a market and you make a hundred grand, Right. That’s about a 15 times return on investment if you spend the same amount of money or let’s see, let’s I’m trying to do some math here. So let’s say you you spend 15 grand in a bigger market and you make 100 grand.

    00:18:34:07 – 00:18:44:11

    Tony Javier

    That’s a six times return. You’re you’re not making that much more money, but your return is that much higher in that smaller market because of your lower ad spend, if that makes sense.

    00:18:44:25 – 00:18:47:07

    Brady Winder

    So it’s because less competition?

    00:18:47:29 – 00:19:07:16

    Tony Javier

    No, just because the way the numbers work, you know, if you spend an extra thousand dollars a month and you make an extra 20 from that, then that’s just the way the numbers work. Just because you earn more money doesn’t mean you’re going to multiply your your money as much. So you just have to make a lot more money When you start spending more money, that makes sense.

    00:19:07:16 – 00:19:44:21

    Tony Javier

    So we’ve got clients that are spending you know, I throw out that seven grand because that’s typically what smaller markets are, and we’re getting hundreds of hundreds of commercials for that. And we have clients doing 100 to 200 grand a month, pretty consistent. Those clients, some of those clients are doing that number consistently in the returns. Right. And so if they were doing 100 to 200 grand with a $20,000 a month ad spend, they’re still making a lot of money, but they’re multiple is only like a five to I know what that is 5 to 725 and ten times return.

    00:19:44:21 – 00:19:47:19

    Tony Javier

    Right. It’s still a lot of money, but it’s just the way the.

    00:19:47:19 – 00:20:11:16

    Brady Winder

    Multiplex that makes sense. So you’ve thrown out some figures? Zero. You know, seven grand. Ten grand. We have some ideas. Baselines for what it might take to get started, depending on the size of your market. My question would be, is there an ideal time to get started? So like, when would you want to get started with marketing? It doesn’t sound like it’d be for the guy who’s brand new to investing.

    00:20:12:22 – 00:20:31:06

    Brady Winder

    Are there any things you need to have dialed in? And then I’ll kind of piggyback that with like if there’s a good time to get started, Is there anything people are doing to is there anything you’re your best clients are doing to help it work? Really well, if that makes sense.

    00:20:31:14 – 00:20:50:25

    Tony Javier

    I think the biggest thing is having a sales process because we can get the phone to ring. So we’ve had people come to us after like, you know, 90 days and they’re like, Man, we got 90 leads. We went on so many appointments and willing converted one or two. And I’m like, Those numbers just don’t work like that.

    00:20:50:25 – 00:21:09:27

    Tony Javier

    That’s definitely not a lead problem. That’s a conversion problem. So we’ve kind of we’ve kind of dug into people’s sales process and and now now we help them with tracking their calls and recording them and, and things of that nature. And we realize those that are dialed in on their sales process, they’re making it work and they’re making it work really well.

    00:21:10:18 – 00:21:37:06

    Tony Javier

    Those that less a few months later are like, we’re not getting the results we need. Most likely as their sales process. So you have I don’t know, we’ve probably helped 5 to 10 new investors with TV commercials and we’re pretty selective. So we did that for a reason. It’s either they already had successful business, they had already within a short amount of time done quite a few deals.

    00:21:37:06 – 00:22:01:03

    Tony Javier

    We had a Division one college quarterback come to us and like, Dude, let me do this. I will make it work. And he ended up making like 50,000 boxes first month, you know, on TV. So there’s there’s people that we will allow in that are kind of newer investors. But what it comes down to is I don’t want to waste your money if you don’t have your sales brass dial dialed in, which, yeah, you’re answering the phone, you’re calling people back if you can.

    00:22:01:12 – 00:22:12:09

    Tony Javier

    You’re getting out of the appointment as quick as possible. You’re getting a deal under contract as quickly as possible. Those that have that dialed in are doing really well, those that don’t and still do. Okay, but it’s not as likely.

    00:22:13:15 – 00:22:29:04

    Brady Winder

    Hmm. Okay. That makes sense. Is there a is there a speed to lead factor with TV? You know, I mean, obviously like Google Pay per click, you got to be on it because they might have just filled out the past three floor forms and they’re hopping from website to website. Do you find that with TV or no?

    00:22:29:11 – 00:22:59:18

    Tony Javier

    Well, I find that TV is a more forgiving lead now, mainly because when someone calls, it’s typically they’re on their couch, they’re maybe thinking about selling the next month or they have a piece of land they’re paying taxes on or whatever, and they see the commercial and they’re like, okay, I’m probably going to sell next month. Or, you know, whenever I’m thinking about selling or my mom is getting ready to go in a nursing home, whatever the case may be, they pick up the phone, what are they going to do?

    00:22:59:19 – 00:23:23:06

    Tony Javier

    They’re going to call you, you answer the phone. You’re as long as the numbers work and you guys can make something work, you’re more likely to get the right. If someone calls you from the TV commercial, you don’t answer time goes by, they’re going to go, you know, maybe I’ll just go look up someone online. Right? But if you’re on the phone with them, like, yeah, I can get out by PM.

    00:23:23:06 – 00:23:45:00

    Tony Javier

    I can get out tomorrow at 10 a.m.. Chance of them calling someone else is pretty slim, right? Because if they went online, who knows who they’re going to find. But if they called you from TV, they think you’re the they think you are the answer, right? You are the authority, You’re credible, you’re spending money on TV, you’re willing to put your face out there and you’re more likely to get that deal.

    00:23:45:13 – 00:24:07:15

    Tony Javier

    The caveat is treat it like a PPC. Lee Right. I still tell my clients like, treat it like a PPC lead, Act like 20 other people are going out to that appointment. But luckily a decent portion of the time when someone calls from TV, you’re the only one they call, which is another benefit that I didn’t mention, because if you’re the only one that goes on that appointment, two things happen.

    00:24:07:15 – 00:24:25:13

    Tony Javier

    One is more likely to get that deal too, is because you’re not competing with a bunch of different people. You’re more likely to get a better deal, right? Because if you’re good, if you have three people behind you or. Right, you right, they’re going to go everybody give me the you know, give me the highest and best offer.

    00:24:25:22 – 00:24:47:18

    Tony Javier

    If you can get in front of them, convince them to sell. At that point, you’re more likely to get the deal. So I’ve had I’ve asked this question to many clients and asked them to compare and those that track it, of course. What is your problem for debt per deal from other marketing method compared to TV? And almost every one of them that tracks it says they make more money from TV deals per deal.

    00:24:48:27 – 00:24:49:14

    Tony Javier

    Wow.

    00:24:49:16 – 00:25:00:22

    Brady Winder

    Interesting. Do you know about what the give us a baseline of like maybe for your average size market of like cost per lead proffer per deal? I know that’s a loaded question, but.

    00:25:01:24 – 00:25:25:01

    Tony Javier

    I hate talking about cost per lead because with TV you’re probably going to pay more per lead. But in another benefit we’re getting to, then I’m kind of leading to is you’re not getting as many tire kickers, right? So yeah, yeah. So like texting, cold calling, you’re going get a ton of tire kickers with Facebook. People just fill out the form because they have a house and they don’t they’re not necessarily serious about selling.

    00:25:25:01 – 00:25:46:24

    Tony Javier

    Right. And so at TV, they’re taking the time. They’re sitting on the couch, they’re watching TV, They take the time to pick up the phone and dial you. They’re probably not a tire kicker. Right. So cost per lead, we try and get our clients statistics. We really try and get them to get those to us. But not everybody is good at getting them.

    00:25:46:24 – 00:26:23:12

    Tony Javier

    But the ones that get it to us, we’ve seen it as low as 50 to $100 a lead where they’re spending a little bit in the market and they’re getting that big return. But there’s going to be some bigger markets where you’re spending more money, you’re getting less calls because maybe there’s more competition. But what’s interesting is the cost per lead doesn’t always correlate with the return on investment because we have some clients, their cost per liter really high, but the returns are really high because they’re not getting as many leads, but they’re higher quality and they’re converting them at the high level where they, you know, their average profit per deal may be 40

    00:26:23:12 – 00:26:48:12

    Tony Javier

    grand, whereas someone that’s getting more leads their their average is 15, right? It’s also. Yeah. Yeah. And the r y is also going to be based it’s, you know, based on sales, but it’s also based on your exit strategy, right. If you’re wholesaling only making 10 to 15 grand compared to someone who might wholesale the same deal to make 20 to 30 compared to someone who may rehab that to make 60, that could skew the numbers quite a bit.

    00:26:48:12 – 00:27:10:02

    Tony Javier

    So cost per lead could be anywhere from to answer your question, $50 to 1000 or maybe more. But it comes down to as I care about the ROI, I say if you can get it 2 to 3 times, ROI TV is still worth it because of all the other benefits you’re getting. But luckily most of our clients have seen a55 times return.

    00:27:10:02 – 00:27:33:17

    Brady Winder

    Absolutely. And I feel the pain when I ask that question, like, tell me about cost relief, because without the context, everybody was like, Oh, now why would I want to pay that much for a lead if you don’t know? But I mean, I hear you because we see the same thing with CEO and we’ve you know, we’ve ran surveys with our members and we know that currently ads are about over seven and a half times more profitable than the non care leads.

    00:27:33:27 – 00:27:47:25

    Brady Winder

    And it’s because it’s inbound like TV where they’re seeking you out or credibility or authority anyways, it’s just a whole different ballgame. And you’re you’re not sifting through all those tire kickers, like you said. So there’s definitely a lot of synergy there.

    00:27:47:26 – 00:27:51:00

    Tony Javier

    Yeah, exactly right.

    00:27:51:00 – 00:28:14:00

    Brady Winder

    So let’s talk about we’re about out of time here pretty soon, but I want to talk about some best practices real quick. So one of them you had mentioned was like when you’re doing direct mail, if you’re doing direct mail than on your website, but as seen on TV, you know, one other thing you do if you’re a carrier, remember, you use a campaign tracking links and you have people drive driven to your website.

    00:28:14:00 – 00:28:28:13

    Brady Winder

    And that way you can know, okay, they came here through the TV ad, you could use a specific URL so you can track that more accurately or having you have any other best practices, whether it’s from scripting to, you know, getting started. The people might want to do.

    00:28:30:11 – 00:28:57:27

    Tony Javier

    Best practices in general. I would say number one is the sales process as already mentioned. So I’m not going to go down that too much again, but just have your sales sales together, you know, answer the calls, tracking your leads properly, making sure you know, when you have a marketing channel. What what’s working. I think also having a just a bigger presence overall.

    00:28:57:27 – 00:29:34:06

    Tony Javier

    So TV, if you did TV and that’s it, you can you can crush it and you can do really well, but some people are going to Google you. So having a, you know, a good SEO with with carrot or and or Google reviews, I think that’s the biggest thing that people will really take advantage of is getting a listing with your name so that when someone Googles your name, hopefully you come up, even if your SEO is not great and then getting as many reviews as you possibly can and try to make your Google Google listing as active as possible.

    00:29:34:06 – 00:29:51:29

    Tony Javier

    So for us, when we have a listing and we, you know, we do pretty much all flips, we pause on everything we do. And so when we have something come up either for rent or for sale, we put it under our Google under Google profile, which helps with SEO. We get as many Google reviews as we possibly can.

    00:29:51:29 – 00:30:10:24

    Tony Javier

    I think we have 110 120 at this point. We’re not as good right now as we thought we were when we tried to ramp when we ramp that up originally. But we’ve gotten so many comments on that, that one, when you go to our site, you see a ton of testimonial videos and then people also will mention, hey, we saw your Google reviews, you have a lot of reviews.

    00:30:11:12 – 00:30:18:15

    Tony Javier

    So that’s another reason that we we decided to trust you when selling our house to you. So. Oh, wow.

    00:30:18:19 – 00:30:24:29

    Brady Winder

    I think this is for your investing business, right? Not the not the TV business. Bridgerton reviews.

    00:30:25:25 – 00:30:51:18

    Tony Javier

    Yeah, well, yeah, the the. So I had a digital marketing guy look at my home buying business, and he was managing my PPC, and he looked at my Google list and he’s like, You have these like 15 or 20 of your reviews at the time. He’s like, That’s okay. And you’re at a 3.8. So he’s like, There is a study that showed that every point one you have on your Google Review as far as stars are concerned.

    00:30:51:18 – 00:31:16:00

    Tony Javier

    So for your 3.8, if you can get it to from 3.8 to 3.9, there’s a percentage too. And it was substantial. I can’t remember the number, but he’s like, if you can get it up from a three and even 3.8 to a four, it was like I don’t know, it was like a 50 to 100% increase in trust factor based on just that point one or point two and stars.

    00:31:16:00 – 00:31:38:08

    Tony Javier

    And so and so I went in, I messaged everybody I could think of for about a week or two, and I said, Hey, we’ve done business together. You know, Did you want him to be credible? Right. They don’t necessarily have to be people. You bought their house, Hey, we’ve done business together. I’d love for you to give a character review about me and my business and and then we started going to sellers and sellers that were happy.

    00:31:38:23 – 00:31:59:21

    Tony Javier

    And yeah, we got it up to 120 reviews, 4.6 stars, I think. So. Imagine. Imagine comparing those two businesses, someone who has a 3.8 star with 20 reviews compared to 120 reviews. It’s 4.5 stars. Who are you going to trust right? I mean, absolutely. Yeah. I mean, and for me, I don’t like to do business with anybody that’s under four stars.

    00:32:00:25 – 00:32:17:09

    Brady Winder

    Yeah. Yeah. And, you know, that’s a good point, because it’d be, you know, like we were talking about earlier in the podcast, you know, it’d be easy to go into TV without the right guy guidance and miss some of those critical things to where you could easily blow through a lot of money. If you have no online presence, you’re not showing up on Google.

    00:32:17:09 – 00:32:42:18

    Brady Winder

    My business, just simple Google my business profile. I could see that being recipe for disaster. So we came across actually got our team. Brian If you guys saw the podcast back in January about SEO, kind of SEO one on one, I think we talked about the study we found with Google, My business where it was something like 30 is the magic number for Google.

    00:32:42:18 – 00:33:20:08

    Brady Winder

    My business reviews, or there’s a substantial uplift for businesses with 30 or more reviews. And then past that, it’s diminishing returns. You know, this obviously it’s market dependent and we’re talking averages here. But yeah, if you can get to that threshold, there’s the SEO juice. Those the SEO benefits. But to your point as well, especially if you’re in a larger market, why not just keep getting as many reviews as possible because of the trust factor and the credibility factor when you have just a massive amount of reviews compared to the next guy with, you know, five, ten, 50 or whatever, it’s huge.

    00:33:20:08 – 00:33:41:08

    Brady Winder

    You know, Do you guys ever put so like on a website, in fact, you have this on your website, we call it a credibility bar, you know, as seen on boom, boom, boom, these these pages, these news outlets, whatever featured and on a website we call it the credibility bar. You guys do that in commercials at all for TV.

    00:33:41:08 – 00:33:49:29

    Brady Winder

    Like would you ever in a commercial bank? We have like flash up five stars on Google now.

    00:33:50:00 – 00:34:12:24

    Tony Javier

    That’s a good point. I do have that on my on my home buying page as well as we have 90 plus five star reviews and we have a bunch of, you know, for four and a half or whatever. So 90 plus five star reviews is what we put on our page. We do have some of our clients who like to do Better Business Bureau on their you only have so much room to put information on the TV commercial.

    00:34:12:25 – 00:34:31:03

    Tony Javier

    And that’s that’s I think one of the reasons that people come to us as well is that we want it to be very clean, clear and concise. You don’t want it’s like some people are like, I’ve seen I’ve seen other people do TV commercials in real estate and outside of real estate where they have multiple domains, multiple phone numbers.

    00:34:31:03 – 00:34:53:21

    Tony Javier

    And it’s like you want like you want people like the lead lease path, the resistance. So if you’re like Omaha County is this number in Wichita counties, this number, it’s like people just are going to get confused. And so, I mean, stand your question. If someone came to us and said, put that in there, we might test it or we’d have to figure out, like, is there enough room to put that in there?

    00:34:54:18 – 00:35:03:06

    Tony Javier

    But I’m not sure. I’m not sure if that would matter too much, because you already have credibility from TV that I don’t know that you need to put it on there.

    00:35:03:26 – 00:35:21:29

    Brady Winder

    Right, Exactly. Yeah. Good point. You’re on TV. You’re famous at that point. Awesome, man. Well, know, we’re about out of time. I want to ask if there’s if there’s any anything else you want to touch on? Anything you feel like people really wish they would know if they were getting started in TV now.

    00:35:21:29 – 00:35:48:01

    Tony Javier

    I mean, just I think I think as long as you can afford TV, as you know, I think TV’s a no brainer. If you’re doing real estate, you have a budget for it and you’re willing to do it, you know, long term. And and I mentioned, you know, most people are getting results in the first month. We do have some clients that it’s taken 3 to 6 months for them to really start, you know, popping some good deals and getting traction.

    00:35:48:17 – 00:36:12:27

    Tony Javier

    But I don’t know, I just think it’s a no brainer. I mean, obviously I’m a little biased, but I’m doing TV myself. I’m doing it. I’ve seen clients results and I’m putting my money where my mouth is, too. And I’m actually JV partnering with people in other markets as well and doing TV with with other people. Because I, you know, when I started seeing our clients results and I’m like they’re getting 10 to 20 times return on their investment.

    00:36:13:09 – 00:36:35:10

    Tony Javier

    Whereas, you know, for me it’s been anywhere from 5 to 11, so it’s still been good. But I’m like, I bet there’s some other markets that we can tap into where we can we can get that 10 to 20 times return. And I’m like, How can I take advantage of that? So I started JV partnering with other people where we do the TV commercials, they do the deals, we may fund them for them and we partnered on it.

    00:36:36:05 – 00:36:45:18

    Tony Javier

    And so, yeah, I mean, I mean, I’m all in on TV. It’s, it’s, it’s been a game changer for me and now it’s been a game changer for a lot of people that we’ve implemented it for.

    00:36:46:22 – 00:37:07:24

    Brady Winder

    Well, absolutely. You know, I was planning on part of this conversation being about, you know, talking about like why is TV relevant or how is it still relevant? Has it gone downhill, you know, with the you know, the advent of Hulu and all the all the streaming services. But it’s not even it’s not even worth talking about because the results speak for themselves.

    00:37:07:24 – 00:37:24:13

    Brady Winder

    I mean, if you get in 5 to 10 or more return, but then it’s it’s obviously irrelevant and it’s still it seems like with more streaming services, it’s even lower hanging fruit and there’s even less competition. So anyways, I think that’s awesome. Yeah. And I do. I do.

    00:37:24:24 – 00:37:44:17

    Tony Javier

    Yeah. My last last thing I’ll say on that is think about our demographic. If you’re buying a house from somebody, they’re typically lower income, maybe medium income, and they’re older, who’s sitting around watching TV? It’s someone who is typically older, they’re typically lower and middle income. That’s our demographic.

    00:37:45:17 – 00:38:03:09

    Brady Winder

    Mm hmm. Okay, so I’ve got a heart stop at a few minutes, so I truly do have to wrap it up, even though I have a million questions. But one here’s here’s one for you that that might be popping into some of our listeners heads or our viewers heads. So you have got your process dialed in. You’ve done on TV.

    00:38:03:09 – 00:38:18:08

    Brady Winder

    It’s easy for you to speak to this because you’ve been doing it for years and you’ve got a little bit of swagger. You know, it seems like you you talk naturally. What if you you’re like, Oh, man, But I’m awkward on camera. I’m the goofy. We’re looking dude. Like, does it does it really have to be me on the commercial?

    00:38:18:08 – 00:38:21:00

    Brady Winder

    Like, what? What do you say to the people that might be thinking that?

    00:38:21:12 – 00:38:37:11

    Tony Javier

    That’s a great question. Like we’ve had some people that have said, Oh, I just know TV’s not for me. I got a Facebook radio, you know, kind of thing and we’ve done some magic. So, so a few things about that. One is you don’t have to be in the commercial we would like you to be because you’re building your personal brand.

    00:38:37:21 – 00:38:57:23

    Tony Javier

    People see you out and about. They start conversations. It’s it’s building you as as the authority and the brand. Right, too. Is we can do some magic. So even if someone goes in because we set people up in the market, that’s part of the service we do. We set people up in the market to shoot the commercial so they’ll figure out where to go and all that kind of stuff.

    00:38:58:13 – 00:39:25:28

    Tony Javier

    And we get the footage back and sometimes the footage isn’t great. There’s a lot of mess ups, but our video guys does magic with it. Like we can edit the back end. And the other thing is, is that I had say at least have the commercial. You’re not on the commercial anyway, so as long as you can read a script and, you know, just sound natural, we can edit it with the good stuff where you’re in there and you’re confident and actually I’ve had people come to.

    00:39:26:08 – 00:39:44:10

    Tony Javier

    So I have a lot of people that are virtual do virtual deals in other markets. I live in California, so if they’re close enough to me in San Diego, they’ll drive down and I’ve done a few shoots where I’m like, Oh man, this is rough. Like, I’ve had to really pull some good stuff out of them. Then we’ll send it to the editing and it comes out good, right?

    00:39:44:10 – 00:39:46:22

    Tony Javier

    So yeah, I wouldn’t worry about that too much.

    00:39:47:06 – 00:39:57:21

    Brady Winder

    Okay, so there you have it. If anyone’s wondering if you think you only have face for radio, which you don’t, you’re beautiful, but you can still do TV profitably. Where can people find you if they want to get started with you?

    00:39:58:01 – 00:40:18:28

    Tony Javier

    Yeah, go to R.E.M.. TVGuide.com, R.E.M. TV So used to be called Real Estate Master’s TV. That’s why it’s our MTV dot com. And I just if you if you’re on video here, you can see we rebranded to ten TV because we talk TV. Yeah, because we feel like we can get you in front of ten times more people, ten times easier with ten times more credibility.

    00:40:19:06 – 00:40:26:22

    Tony Javier

    And then hopefully if we get you guys to crush the sales process, get a ten x return on.

    00:40:26:22 – 00:40:43:10

    Brady Winder

    That’s awesome. That’s awesome, man. Well, thank you for sharing of the Yes was super tactical super helpful. Appreciate you sharing it with our audience. Everybody listen to this. If you have any questions, feel free to email me Brady at Care.com and I’ll try to get an answer for you or pass along to Tony. But thanks again, man, for hopping on the show.

    00:40:43:10 – 00:40:45:25

    Tony Javier

    MAN Absolutely. Thanks for having me.

    00:40:45:25 – 00:41:07:01

    Brady Winder

    Yep. We’ll see you next week, guys.

  • EP 430: YouTube SEO & Ranking in Google Using Video w/ Bryan Sekine

    EP 430: YouTube SEO & Ranking in Google Using Video w/ Bryan Sekine

    Getting a video to rank on YouTube and Google is not as difficult as you might think. Today we’re walking you through the step-by-step:

    Quickly plan your topic, keywords, headings, and YouTube Chapters.

    The critical steps to optimizing a YouTube video for SEO plus what not to waste your time on.

    Quickly turn your video content into written content that Google loves.

    Carrot’s SEO Bryan Sekine & Carrot’s content strategist Brady Winder cover the nitty-gritty of YouTube SEO for real estate, so you learn how to use video to generate motivated seller leads and understand what Google & Youtube’s algorithms are looking for.

    Enjoy!

    Check out Carrot.com/video for 52 free ideas & a guide on how to get started in video marketing.

    Mentioned in this Episode:

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:04 – 00:00:26:06

    Brady Winder

    How to use videos to get them ranked in YouTube and Google. And so I think it’s important because a lot of our customers and people are real estate investors are shooting videos, but to them, the finish line is uploaded to YouTube. Maybe I told a few friends about on Facebook or since my email is and they’re done. What I want you guys to realize today is that we’re trying to get motivated seller leads.

    00:00:26:14 – 00:00:52:19

    Brady Winder

    Or if you’re an agent trying to build your brokerage and build more local authority, whatever you’re doing. There’s a lot of low hanging fruit that people don’t take advantage of when it comes to video. So the finish line for us is getting that video into a blog post where it’s ranking and Google getting it to rank in YouTube and it’s really not a whole lot of extra steps and not a lot of time that you have to spend on your website and on YouTube.

    00:00:57:18 – 00:01:14:21

    Brady Winder

    Hey, friends, welcome back to the Characters podcast, where we help investors and agents heal businesses of freedom and impact by dialing in your online marketing. I’m your host, Brady Winder. And today I have with me returning guest care its own SEO specialists, Bryan Skinner. Welcome back. Bryan Heitman.

    00:01:15:04 – 00:01:16:11

    Bryan Sekine

    Doing great. Thanks for having me on.

    00:01:17:12 – 00:01:21:12

    Brady Winder

    Absolutely, man. Bryan, what’s your favorite productivity hack?

    00:01:22:06 – 00:01:42:00

    Bryan Sekine

    Oh, man. Favorite productivity hack. That’s a good question. I don’t know. I like waking up early. That’s part of my favorite productivity hack. I think that I have the most willpower and the most like, I don’t know, energy to get things done, and I’m more likely to tackle the more difficult parts of my day first thing in the morning, then wait until like mid afternoon or even in the evening.

    00:01:42:19 – 00:01:46:28

    Bryan Sekine

    So if I really want to be productive, I’ll wake up early and just knock it out first thing the day.

    00:01:47:29 – 00:01:49:22

    Brady Winder

    What’s early for you? What time?

    00:01:50:02 – 00:01:52:04

    Bryan Sekine

    5:36 a.m. sometime.

    00:01:52:07 – 00:02:11:05

    Brady Winder

    Okay, that’s good. 545. That’s my. Yeah, that’s my balance. That’s my perfect time. Swallow the frog. A recent caring camper shared a care camp is a mark Twain quote. If you have a frog to swallow, swallow it first thing in the day. If you have two frogs to swallow, swallow the bigger one first. I think it was awesome.

    00:02:12:05 – 00:02:31:27

    Brady Winder

    Anyways, today, what are we listening this podcast for? Today we’re talking about video marketing. Is video marketing month accurate going to care.com slash video, Get all our resources and content that we’ve put out about video marketing. We’re another couple awesome episodes this month all about getting started and what topics how to align your videos and how to produce them, etc. etc. etc..

    00:02:31:27 – 00:02:54:10

    Brady Winder

    Today we’re talking about how to use videos to get them ranked in YouTube in a Google. And so I think it’s important because a lot of our customers and people are real estate investors are shooting videos, but to them the finish line is I uploaded to YouTube. Maybe I told a few friends, well on Facebook or since my emails and they’re done.

    00:02:54:28 – 00:03:24:00

    Brady Winder

    What I want you guys to realize today is that we’re trying to get motivated. Seller leads. Or if you’re an agent trying to build your brokerage and build more local authority, whatever you’re doing, there’s a lot of low hanging fruit that people don’t take advantage of when it comes to video. So the finish line for us is getting that video into a blog post where it’s ranking and Google getting it to rank in YouTube and it’s really not a whole lot of extra steps and not a lot of time that you have to spend on your website and on YouTube.

    00:03:24:09 – 00:03:46:12

    Brady Winder

    So if that’s interesting to you and you can spend a few extra minutes a week trying to get a video to rank, we’re going to go through in this podcast all the steps. We also have a video on this. So if you’re more visual learner, you can get the video at care.com slash video, but we’re just going to run through that in this conversation here and teach you guys how you can do this using real examples and things that the strategy that we use accurate.

    00:03:46:23 – 00:04:09:17

    Brady Winder

    So that being said, I want to kick it off. Just talk about the strategy at a at a high level real quick. When you’re deciding to do a piece of content, how do you go about it? I say a piece of content because one mistake people make is to think like, Oh, I’m going to do a blog post about how to sell my house fast, or I’m going to do a video on how to sell my house fast.

    00:04:10:08 – 00:04:38:15

    Brady Winder

    In this podcast, we’re going to look at it from the example of a piece of content on how to sell my house fast and then plan that content. This pretty much the same way for the blog post and the video. So you can kill two birds with one stone. And so what this looks like, this is actually how we do our podcast and some of our other content as we say, okay, I’m going to do a video on how to sell my house fast and then come up with the bullet points of what you’re going to talk about.

    00:04:38:18 – 00:05:02:10

    Brady Winder

    So maybe pros and cons of working with a realtor. How fast can we actually close? What does the process look like, etc. And decide what your headings will be. Basically, what you’re talking points will be will determine the chapters for the YouTube video, which will dive into that in just a little bit here, but those will be the headings for the blog post, if that makes sense.

    00:05:02:20 – 00:05:18:04

    Brady Winder

    So you don’t have to say, how do I create a video on this and how do I create a blog post? There’s a way you can do it where you’re doing both at once. And so that’s kind of how I like to treat content. You might call it content repurposing, but that’s a much more efficient way to look at it.

    00:05:19:16 – 00:05:48:27

    Brady Winder

    And so now that you know that strategy, we’re going to talk about what you’re going to what you would do if you’re creating a video on how to sell my house fast. And another tidbit is the reason I’m using this example is because I was doing a little bit of keyword research and YouTube yesterday and surprisingly, like I typed in how to sell my house fast, else how to sell my house fast, Ontario, Canada and how to sell my house fast, and how to sell my house fast is there’s still a little bit of low hanging fruit there.

    00:05:48:27 – 00:06:22:05

    Brady Winder

    Like there’s some really there’s some videos with a lot of views and YouTube, but nothing very recent. And so I would love, love, love, love if somebody listened to this podcast, took this advice and went and competed in YouTube and got a video to rank because it’s totally feasible for one hill to do this and to rank number one in YouTube for just the phrase How to sell my house fast with no city and get motivated seller leads, especially any wholesalers investors who are set up to do this nationally.

    00:06:22:05 – 00:06:44:16

    Brady Winder

    So that’s my challenge. Listen the podcast and then follow up with me. Brady at Care.com, if you actually do that. Okay. Brian So I’ve just shot my super awesome video on how to sell my house, first, pulled out my iPhone, recorded it, didn’t overthink it. I was confident. I uploaded it to my YouTube account. What do I need to do with this on my current site to get this to rank and Google?

    00:06:44:26 – 00:07:12:27

    Bryan Sekine

    Sure. So after you have the video uploaded to YouTube, go ahead and submit that video to the video post feature on your site. And what that’s going to do is it’s going to actually generate a transcription of what you mentioned in the video. And it’s important to note that while you’re recording this video, you need to mention the keyword that you want to target within the video, at least a few times, and that will make sure that when you do the video post upload that you get those keywords inserted into the transcription itself.

    00:07:13:08 – 00:07:31:21

    Bryan Sekine

    Now when it, when the video post does its magic and you get the transcription of the text, it doesn’t have any formatting that you would traditionally see in a blog post. So the first thing you need to do is make sure you add your headings or titles in there, so you want to make sure you’ve got a title at the top, the topics about what the video’s about.

    00:07:31:27 – 00:07:54:24

    Bryan Sekine

    You make sure you have a couple of titles in there that talk about the sub topics. So these would be things like, you know, maybe you’re talking about the steps you have to take in order to sell your house Fast considerations to close things like that. So you’re going to basically create these smaller, like little categories to break up the text to make it more readable, and also to get some of those keywords into a title.

    00:07:55:06 – 00:08:28:08

    Bryan Sekine

    You want to make sure that you only have 1h1 tag on your posts and you want to make sure that all of the other headings are least h two or three. It doesn’t really matter how many of each that you have, as long as you only have 1h1 tag. After that you want to make sure you add a couple of images into your post and then you want to make sure you have hyperlink in the body or the paragraph of the text that points to an external source, kind of like a citation for the information that you are presenting, as well as at least one internal link that connects the blog post you’re about to

    00:08:28:08 – 00:08:54:23

    Bryan Sekine

    publish to another topically relevant piece of information on your website. So this could be another blog post you’ve written in the past. This would be a city location page. Maybe you’re talking about how to sell my fast in Fort Lauderdale. So instead of making the whole post about Fort Lauderdale, you can take that video post and link it to your Fort Lauderdale location and then past that, you just make sure that you have the keyword density in the appropriate proportions.

    00:08:55:00 – 00:09:16:18

    Bryan Sekine

    So to do that, I recommend downloading a Chrome extension called SEO Quick. And so when you installed that, you can click on it in your little toolbar and it will show up with a list of different words and how what the keyword density is for each word. So you want to make sure that the keyword density you’re targeting is not above 4%.

    00:09:17:09 – 00:09:35:22

    Bryan Sekine

    So if you have it like 15% and Google may consider that like keyword stuffing. And so you want to reduce the number of times that keywords in there. But if you have too little, it might confuse the Google bots to think that maybe this this video or this blog post is not about that topic. So you want to make sure you’ve got a fine balance in there.

    00:09:36:01 – 00:09:45:07

    Bryan Sekine

    And then there’s something else in there. I think they call it NLP keywords. These are contextually relevant keywords that are associated with that topic.

    00:09:45:12 – 00:10:06:13

    Brady Winder

    Okay, I like how you mention that, you know, talking about talking about the topic in the video, it almost seems like an obvious one. But the thing a lot of people don’t realize is that YouTube is listening as well. So the YouTube algorithm, when you’re uploading that, YouTube is scrubbing through the audio of your video and saying, Are they talking about how to sell their house fast?

    00:10:07:18 – 00:10:28:23

    Brady Winder

    Brian, does the same thing apply to like, let’s say, the videos on how to sell my house fast and one of your chapters or headings, Talking points, is the pros and cons of working with a realtor. Is it important to mention those without getting too deep in SEO here, those entities or those related terms as well? Like mentioning, here’s the pros and cons of working with a realtor.

    00:10:28:23 – 00:10:32:15

    Brady Winder

    Would you say that’s important for ranking for that keyword?

    00:10:32:15 – 00:11:01:12

    Bryan Sekine

    That’s a good question. In terms of like mentioning that in the video, I don’t think it is super important. I think it would be nice to have, if you can add it like naturally, but I don’t know, that’s like required, if that makes sense. So I think if you have a really structured YouTube video and a lot of times when you’re looking at something with the term how to include in the title, you probably do want it to be structured in a certain way, like YouTube’s going expect.

    00:11:01:13 – 00:11:23:01

    Bryan Sekine

    See step one, step two, step three. So in that example, maybe mentioning those titles in the actual video is more important, but if it’s a video and just like, you know, here’s a couple of fun facts about something, it may not be super important to include every single like title heading or chapter within the audio of the video itself.

    00:11:24:01 – 00:11:42:11

    Brady Winder

    Gotcha. That’s actually a really good point because I think a lot of people’s first instinct, if we’re using this example of how to sell my house fast, would be to like, Oh, let’s talk about the benefits, the pros and cons of working with an investor versus an agent. Right? But what YouTube is expecting and what really the person Googling it, YouTube and is expecting is what are the steps I need to take?

    00:11:42:18 – 00:12:10:12

    Brady Winder

    Like what’s step one? Who do I call? What do I do? What forms do I fill out do? Editor Praise her. So yeah, that’s that’s a good, good point. I wanted to ask you real quick. You know, over the years we’ve taught that five, you know, really to get the ideal blog post or the ideal word count for a blog post, you should be doing a YouTube video that’s about 5 to 8 minutes long, which we know that longer form content is what YouTube likes to see generally.

    00:12:10:29 – 00:12:22:06

    Brady Winder

    But 5 to 8 minutes gets you at about the right word count to rank and Google. Things are changing over the years. Does does it matter? How long does it need to be? Does it matter how long the post is or not?

    00:12:22:07 – 00:12:48:19

    Bryan Sekine

    You know? Yeah. So this is one that is debated a lot amongst different CEOs, mostly because of the recent rise in popularity of platforms like Amazon and platforms like TikTok. So previously pre Amazon boom of like, I don’t know, 2018 people would say that longer form content always wins out over shorter form content. But especially after the pandemic, e-commerce has sort of skyrocketed.

    00:12:48:19 – 00:13:12:13

    Bryan Sekine

    And sometimes if you’re going to a website and you’re buying vinyl stickers, the product description is not going to be 3000 words long. But the product for the vinyl sticker can rank and can oftentimes rank in a top three position for whatever keyword they’re targeting. And so it’s sort of like Google had to shift its perspective on how many words are needed to rank something on page one.

    00:13:12:24 – 00:13:31:13

    Bryan Sekine

    And the same thing applies for video content. So previously YouTube was like, Hey, longer form content usually wins out over shorter form content. And then TikTok came along and sort of shattered all of those previously, you know, conceived notions because everyone is saying, okay, we have to have horizontal video. It’s got to be at least 60 minutes long, ideally 5 to 8 minutes long.

    00:13:32:11 – 00:13:49:04

    Bryan Sekine

    And sometimes it’s like, don’t go over 20 minutes, you know, But there’s always exceptions to those rules. But then TikTok comes along, says, look, we’re going to do video format, a vertical format of videos. We’re going to be really, really short, like sub 60 seconds, and we’re going to cram as much information there as possible and it’s wildly successful.

    00:13:49:11 – 00:14:13:01

    Bryan Sekine

    So then YouTube’s like, Hey, we’re not going to have shorts. So YouTube shorts are kind of a separate thing. It’s a different game, so to speak. And so now I think it’s, you know, those two platform combined have sort of rattled the industry standards for how certain content should be formatted in terms of like how long it is, how is it produced, you know, and what is required to rank on page one for each of the different things.

    00:14:13:15 – 00:14:40:14

    Bryan Sekine

    So I would say right now I would go for the fastest way to solve the problem or to answer the question for whatever keyword you’re looking at. So if the question is something simple, like, you know what, what are the like, how many calories are in a banana, Right? Like, just be succinct about it, you know, and a great example that I like to bring up is when someone’s looking up a recipe, right?

    00:14:40:16 – 00:14:48:13

    Bryan Sekine

    If you Google a recipe for like hottest crab legs, you don’t want to read someone’s life story, you know, like because they used to do that a lot of food. Like if you’ve.

    00:14:48:13 – 00:14:51:02

    Brady Winder

    Ever dreamt of being a fisherman, if you’ve ever wondered.

    00:14:51:14 – 00:14:59:16

    Bryan Sekine

    If I was taking a stroll in the forest the other day and I look down a mushroom and thought to myself, you know what I should blah, blah, blah. And then like, you know, to go against.

    00:14:59:16 – 00:15:00:28

    Brady Winder

    Any recipe blog posts.

    00:15:00:28 – 00:15:29:27

    Bryan Sekine

    Yeah, Yeah, exactly. So those are like artifacts of the old days of SCA because everyone thought, okay, I have to have 2000 words to get this to rank, otherwise it’s not going to do it right. So nowadays things are a lot faster. You got to be really quick. You have to be really succinct with the answers. And so what I tell all of my clients and what I tell Carrie customers is that if someone has a question or a problem and you can solve it faster and in better detail than anyone else, you will you will win in your rankings.

    00:15:30:07 – 00:15:48:06

    Bryan Sekine

    You’re going to rank higher. But you have to make sure that your content is helpful. You have to make sure that it is accurate and you have to make sure that you have the authority to give that kind of advice. So if you’re recording a video, you know, and you think this needs to be something quick, make it quick, kind of use your instincts there.

    00:15:48:23 – 00:16:09:01

    Bryan Sekine

    But also you can do a little bit of research like Google will tell you exactly what they want to see in position number one, because they they give that to you, right. Positions one, two and three. You can always find out what’s going on there. So if you have a video that you want to rank, number one, just, you know, type in that search term into YouTube, watch the first video and make notes.

    00:16:09:14 – 00:16:24:22

    Bryan Sekine

    So when I was first getting into YouTube for my sushi business, I once your rank for how to make a California roll. And so I type that in on YouTube. I watched the first three videos that ranked and I made notes of like, okay, this video is really long and it’s kind of boring. They don’t use a lot of like jump cut edits.

    00:16:24:22 – 00:16:43:18

    Bryan Sekine

    There’s no background music, you know, Seems like the guy worked in a sushi restaurant before, but just didn’t know how to describe what he was doing. Second video Look at this person is clearly never worked as a professional sushi chef because he’s missing a ton of points, cutting all the corners. Some of the things are outright like unhygienic.

    00:16:43:18 – 00:16:58:20

    Bryan Sekine

    But he was really good at describing what he did. Right. And then third videos like, okay, well, this one’s really short skips over a bunch of stuff, doesn’t really go in detail. And so I made notes. Okay, The video I want to make needs to be about 8 minutes long. It needs to cover every topic in full detail.

    00:16:58:28 – 00:17:18:06

    Bryan Sekine

    I need to make sure that I’m explaining why I’m doing each step. I need to explain how I’m going about doing this in greater detail than anything YouTube has already. And then also to make sure that I include some kind of background noise or background music and include things like multiple camera perspectives, because another one was like, it’s just a talking head.

    00:17:18:07 – 00:17:33:10

    Bryan Sekine

    The other one is just like it’s only showing the sushi roll, but that gets kind of boring for YouTube viewers. And I got bored, so I made a video that I would want to see, and to this day, that video still ranks number one. So if you go on to YouTube and look up how to make California roll, you see my video first.

    00:17:34:05 – 00:17:35:26

    Brady Winder

    As videos are going to get a lot more views.

    00:17:37:21 – 00:18:02:02

    Bryan Sekine

    But the thing is, is that back in the day, I didn’t know anything about making videos. So like, you know, objectively, the video is poor quality, the audio is very bad. And even like the video itself, like cuts off from my head up, you know, so like, you don’t have to be a high production, you know, video, I don’t know, creator or biographer to make YouTube videos that rank.

    00:18:02:02 – 00:18:08:21

    Bryan Sekine

    So just look at what the competition has out there. Make notes of what you could do better than they could and then go do it.

    00:18:08:21 – 00:18:29:16

    Brady Winder

    And that’s the that’s the perfect segue to like, what’s the minimum you need to do on YouTube? So we’ve all seen this. When I Google stuff, you Google. I wouldn’t be surprised if it comes up in Google how to make a California roll and then it’ll suggest, here, watch, you know, 3 minutes, three or four and a half minutes of Bryan’s video.

    00:18:29:16 – 00:18:55:08

    Brady Winder

    And I’ll say, watch this snippet because Google is even trying extra hard to give them like the quickest answer. Yes. So it’s exactly what you’re talking about. I’ve seen videos rank with, you know, for a competitive terms where there’s like almost no description at all, where they did not they knew less than nothing about YouTube. So in that video ranks because YouTube is cares so much about giving the best content.

    00:18:55:08 – 00:19:14:20

    Brady Winder

    So we would take anything away from this. It’s that it’s the quality content, the most helpful content comes first in YouTube. So aim for that and then the rest is just a bonus. The tactics are always going to be secondary. So in YouTube, you know, by the way, YouTube is looking at that in terms of engagement. They’re saying, how long is a person watching the video?

    00:19:14:21 – 00:19:34:11

    Brady Winder

    Yes. And so put it over content. So let’s get into the tactics. We’re going to blaze through this list here and talk about what you should be doing for a competitive term like this for how to sell my house fast. You can go find Jerry Norton’s video with 20,000 views or whatever. There’s some videos with a lot of views, so it’s a little bit more competitive.

    00:19:35:19 – 00:19:50:29

    Brady Winder

    The title So How to Sell My House Fast? Is there anything I would want? Anything else I would want to add to the title? You get 100 characters to work with, so there’s a lot of space in here. Yeah. Anything else you could add on the back of that?

    00:19:50:29 – 00:20:31:10

    Bryan Sekine

    I would say try to target some kind of objective, right? Like if you’re trying to meet a goal or if you’re trying to complete some kind of objective to include that a title to write. So like sell my house fast is okay, but if you had to say something like sell my house fast in forbearance or in foreclosure or, you know, sell my inherited house fast or something like that, like if you add a little bit more context to the keyword in the title, then it makes it more actionable for the viewers, you know, so maybe you could say, like, sell my house fast without losing money or sell my house gas to get more

    00:20:31:10 – 00:20:36:09

    Bryan Sekine

    money or sell my house fast to get out of debt or something like that, where there’s are.

    00:20:36:09 – 00:20:39:06

    Brady Winder

    Three ways to sell my house fast without a realtor. So.

    00:20:39:06 – 00:20:50:07

    Bryan Sekine

    Yeah, yeah, exactly. Exactly. So that way people know, okay, it’s not just about this topic, but there’s like a specific outcome that this video is going to teach me how to achieve.

    00:20:50:07 – 00:21:08:28

    Brady Winder

    Yeah, a specific outcome. That’s something good to know because when I mean, forget the SEO part, but what’s going to hook people is when you open a loop in their brain and you’re telling them you’re going to teach them something in the video besides it just being general vague information. So how to three ways to do this, etc..

    00:21:10:06 – 00:21:30:24

    Brady Winder

    So Description. I’m going to talk about the ideal description and I’m not going to get super nerdy on this. If you go Google search, you can Google search right now, YouTube, SEO, and I’ll tell you character count and all the best practices. I’m not going to get into that because I’ve seen the gamut of what can rank in YouTube and it’s very broad because again, like we’re talking about, YouTube wants to see the most helpful content.

    00:21:31:05 – 00:21:47:16

    Brady Winder

    But here’s what we have seen work at here. The ideal description. I usually like to put a link at the very top, even though it ends up giving you less of a preview of the description. Just because if you have one chance to get people to a link, I want that to be at the very top. So go to care.

    00:21:47:16 – 00:22:14:16

    Brady Winder

    And I can’t watch video. It’s going to be the top of it at the top of description. And then the description about the video. The first line of that description is should entice them to watch the video. You should try to get their interest. But really the description doesn’t even matter nearly as much as it used to. For copywriting sake, because of the way a lot of us watch YouTube as you search for something, you glance at the title, you glance at the thumbnail, and then you hit play.

    00:22:14:20 – 00:22:28:22

    Brady Winder

    And if 10 seconds in, you don’t like it, you hit back and you go to the next video. I don’t know a lot of people that not myself, that are reading the entire description to see if they want to watch the video because it takes longer than that. Just watching it. So description is pretty much for ACL purposes.

    00:22:28:22 – 00:22:47:01

    Brady Winder

    So what does this look like? What I like to do is you uploaded your video to YouTube, you put it through care. It’s a video post. I take part of that transcription and put it in the YouTube description and then trim it down so it’s concise. And so I like my description to be a what, like a one paragraph summary.

    00:22:47:10 – 00:23:07:25

    Brady Winder

    This video is about how to sell my house fast. In this video I’m going to cover step one, Step two, step three, Step four. And this is where chapters come in. So chapters, if you’re trying to rank for something competitive in YouTube or you wanted to get seen, chapters are pretty critical. And so what this is, is all you have to do is put a time stamp in the video.

    00:23:08:02 – 00:23:30:18

    Brady Winder

    Your first one is going to be zero colon zero zero intro, and then your second one is going to be say, 2 minutes in 2 minutes and 3 seconds or two. Colon zero three. The pros and cons of working with an investor versus Asia or whatever it is, and then YouTube will automatically turn that timestamp into a hyperlink and so that people can scrubs of the video.

    00:23:30:18 – 00:23:49:04

    Brady Winder

    That’s how you get when you’re watching a video of the timelines broken up into all these different bars to where you can scrub through makes for a way better user experience so they know what to expect, they know what they’re watching. And if you’re an expert on this topic now, they know you’re legit because they can see the chapters, but it helps tremendously for SEO.

    00:23:49:04 – 00:24:14:24

    Brady Winder

    So have a one sentence or excuse me, one sentence, one paragraph, one short paragraph, description, what the video is about, and then the chapters. And then, Brian, I’d love for you to chime in on this, but I have I am I haven’t found any harm yet. I won’t call it keyword stuffing, but beneath the description, the chapter is a you know, in this video we’re covering how to sell your house fast.

    00:24:14:24 – 00:24:30:17

    Brady Winder

    How to sell your house fast with the realtor is some of the like related keywords. Tell me if I’m giving bad advice here because things ain’t for sure. Keyword. What is keyword stuffing within YouTube?

    00:24:32:05 – 00:25:01:29

    Bryan Sekine

    Keyword stuffing within YouTube is primarily using too many tags. So, you know, you can have you can have tags that have hash tags in there. A lot of people will try to use like more than 15 hashtags. And YouTube has come out and said outright, hey, if we see more than 15 hash tags near video, we will ignore all the hash tags, new video, just a statement there, like we’re not even going to try to like sift through them to see which ones are the most accurate.

    00:25:02:05 – 00:25:36:10

    Bryan Sekine

    We’ll just ignore them all. Don’t do that. And so a lot of people I’m like, okay, well, you know, I’ll stick with 3 to 5 or 5 to 8. And really, I think five is kind of the sweet spot. I would never use more than five hash tags on each video. But in terms of like the description, if you follow the advice that Brady just gave to have like one paragraph plus like the chapters, you’re not really going to run into keyword stuffing because you won’t have enough space in there to naturally say the keyword too many times, you know, and the key there naturally.

    00:25:36:10 – 00:25:52:06

    Bryan Sekine

    So like if you read the one paragraph out loud and it sounds fairly normal to you, then you’re probably fine. If you were like, Wow, I probably shouldn’t say that word. Like every three words, then you’re probably keyword stuffing. But as long as it’s like a natural flow of conversation, it should be fine.

    00:25:53:12 – 00:26:14:10

    Brady Winder

    Okay, Thank you for clarifying that. So tags, something to mention here is we have tags and we have hash tag. So what Brian is talking about is hash tags in the description so you can hashtag real estate investing and that will put like that hash tag under the video. You guys have seen this on mobile and desktop where it’ll say this video is related to real estate investing.

    00:26:14:10 – 00:26:38:00

    Brady Winder

    And I’ll show you the tags categories. That’s our brains talking about. Don’t put a ton of those in your description because YouTube will just ignore it. What you can do is your your actual tags, not hash tags, your tags for the video. It’s a separate field within YouTube to tell YouTube what this is related to. So if it’s how to sell my house fast, your tags, I’m not going to get into this.

    00:26:38:00 – 00:27:01:00

    Brady Winder

    You can it’s just related keywords if you have to buddy to buddy or video IQ, which we’ve recommended before, there’s know tag recommendations and it’ll do this for you or GPG can do it for you. You shouldn’t be wasting your time coming up with these from scratch because it tags don’t hardly contribute to. It’s not much of a ranking factor.

    00:27:01:02 – 00:27:39:05

    Brady Winder

    You don’t contribute much to that, so don’t waste a lot of time on that. But just so you guys understand the differences, there. Next, not really SEO related, but super important thumbnail thumbnail is is coming up with successful thumbnails as sort of an art. And I’m not even going to say it’s an art that we’ve perfected. But my best advice on thumbnails is this If you don’t know where to put, go search for the keyword How to sell my house fast, see which videos are getting views and what their thumbnail looks like, and see which videos more importantly are not getting views and what their thumbnail looks like.

    00:27:41:04 – 00:28:04:27

    Brady Winder

    Take this with a grain of salt because you can’t say, Well, because this video’s 50,000 views, their thumbnail has to be great. So just a high level view. But in general you want 2 to 3 lines of text, big bold text separate from the title. They’ve already read the title and they’ve already read the title. So you don’t want to repeat that with the text on the thumbnail.

    00:28:05:06 – 00:28:30:04

    Brady Winder

    And what I found that works is the thumbnail needs to be an equal mix of obvious, but still invoking curiosity. So what I mean by this for how to sell my house focuses your text on the thumbnail could be like a picture of a realtor and or like a real estate agent and a real estate investor and it have verses in the middle.

    00:28:30:08 – 00:28:46:27

    Brady Winder

    Or it could say 30 days or less, like, can you close like close in 30 days? Question mark, something like that where it’s related to the title, but it’s not the same thing and so obvious, yet curious. It needs to have like a little bit of mystery to it, but they need to understand what they’re going to watch.

    00:28:47:12 – 00:29:05:29

    Brady Winder

    Where most will go wrong as they do no thumbnail at all. And it’s just whatever still image of the guy in mid-sentence with his hands up in the air and his mouth moving around in the worst position possible. So I’d rather have you go to fibers, spend five bucks on a thumbnail than have nothing at all. That’s my speech on thumbnails.

    00:29:05:29 – 00:29:27:11

    Brady Winder

    Another thing we’re and we’re close to wrapping it up here. Another thing important for ranking in YouTube is the first couple of days, really the first 48 hours after you upload a video, you have this window where YouTube is putting your video in front of new audiences to see if it takes off, to see if it’s content that people enjoys.

    00:29:27:26 – 00:29:49:03

    Brady Winder

    And so your video is going to show up more in recommended content. And so I say this because of this video is important to you and you want people to see it. This is your chance the first two days to get it to more people. So you might consider telling friends about it, sending it out to your email list, reposting it on social media and say, Hey everybody, check out this new video because it’s going to create this compound effect.

    00:29:49:03 – 00:30:14:00

    Brady Winder

    The more people that watch it in the first 48 hours, the more YouTube is going to recommend it. And it’s sort of an exponential if you’re looking at a graph. But really that’s about it. So anybody uploading videos to YouTube, this it might sound like a lot. I mean, this is an extra half hour to your workflow for a lot of benefit.

    00:30:14:00 – 00:30:27:01

    Brady Winder

    That’s all I have on the YouTube side of it. Brian, As we wrap it up, one thing I want to ask you is any anything you want to touch on, you see coming down the road for YouTube or Google SEO in general, do you think people might be paying attention to.

    00:30:29:11 – 00:30:47:13

    Bryan Sekine

    What the things that I think YouTube specifically is trying to do? Is it trying to incentivize YouTube shorts? So there was a recent announcement where they said that YouTube shorts can now be monetized through showing display ads in the same way that you can monetize a standard YouTube video. This is big because it’s something that Tik Tok cannot do.

    00:30:47:24 – 00:31:18:11

    Bryan Sekine

    They don’t have the infrastructure in place to be able to pay content creators within the app to display ads, and it’s something that YouTube be very intentional about doing. So they’re really trying to compete with Tik Tok in the short video format space. And so if you are already going through the effort of making these videos, you may want to consider hiring someone to sort of chop up those longer videos that you’ve made and to create shorter sort of teasers or trailers of the full length video.

    00:31:18:21 – 00:31:47:12

    Bryan Sekine

    And so this could play into that tip about promoting the video within the first 40 hours of publishing. This is something you can do where if you know that you really want to push this video, you can hire someone to make those YouTube shorts and then you can publish the video and then take those the vertical, shorter trailers and publish them on places like Tik Tok on Facebook, Instagram, maybe even Snapchat, anywhere where you think social media promotion could benefit from having a short form video.

    00:31:47:19 – 00:32:11:26

    Bryan Sekine

    And then within that video you can say or I guess in the description of that video, you could say, click on the link in my bio for the full version of the video. You’re sending traffic from the social media platform to YouTube. And so it’s just kind of like the icing on the cake of promoting that video. And so I think the more that content creators publish on YouTube shorts, the better off their standard full length videos are going to perform.

    00:32:13:02 – 00:32:37:15

    Bryan Sekine

    Another tip I have for promoting a video is to jump on recent trends. So what are the biggest recent trends on Tik Tok is something called D influencing. So influencers have really taken off since 2020, but now we’re going to see a decline in how many people trust social media influencers to, I guess, how much they trust them to buy a product or to buy a service.

    00:32:37:22 – 00:32:55:26

    Bryan Sekine

    So now something that is picking up is the opposite of that, right? The antithesis of an influencer. It’s D influencer. So who comes in and comments on the people’s videos saying like, Hey, this is too expensive, It’s not high quality taste worth it, don’t do it. But then these people are also now making videos to discredit what some influencers are saying.

    00:32:56:03 – 00:33:10:21

    Bryan Sekine

    So this is something that I think the real estate industry can really capitalize on and saying like, Hey, there’s a lot of real citizens out there that are saying that this is the best way to sell your house or this is the best time build your house. But I’ll tell you right now that the market doesn’t reflect that and here’s why.

    00:33:10:26 – 00:33:34:26

    Bryan Sekine

    And so you can go in with more of a negative connotation on a trend that someone else is trying to promote. And you can really amp up on that. And one of the things that I think Google is taking notice of is that all chat or AI related content creators are steering away from negative tilted content, right? They don’t want negative connotation content coming up.

    00:33:34:26 – 00:33:58:15

    Bryan Sekine

    That’s because that’s what’s most likely to create the biased results or the racist results that AI is sort of notoriously known for generating. So they will specifically promise in to avoid any kind of negative connotation. So if you are creating content that is helpful for users and has negative connotation, Google is going to know this content could not have been made by AI without being inherently biased or potentially racist.

    00:33:59:03 – 00:34:08:03

    Bryan Sekine

    So that may lend a little bit of credibility in Google’s eyes, but it’s also capitalizing on a trend they’re seeing on the rise in TikTok with this whole the influencing.

    00:34:09:12 – 00:34:30:15

    Brady Winder

    Hmm. I think that’s really valuable and I think it’s it would be really interesting to see an investor take that advice or run with it because there are investors that do this. And from what I see with our members are primarily hybrid, but it’s pretty much an you know, when it comes to like educating the general public on what’s happening in the market and what’s changing, that’s pretty much agent content.

    00:34:30:15 – 00:34:49:06

    Brady Winder

    Real estate agents are the ones we’re educating and so I would love to see traditional investors, wholesalers saying, hey, here’s what’s going on in the market. Most agents are saying this is it true? Here’s my analysis, Here’s you know, it’s another unique perspective. I personally, just as a as a homeowner, as normal person, I would love to see that content.

    00:34:50:18 – 00:35:14:10

    Brady Winder

    Thanks for sharing that round. No problem. Well, that yeah, thanks for thanks for all of this. All of these nuggets. This is good stuff. That’s all we have for today. Anybody listening? If you got value out of this, do us a favor and leave us a review on Apple Podcasts. I asked for these seldomly and it helps the podcast tremendously, helps us get sound, helps us with our S.O..

    00:35:14:10 – 00:35:43:10

    Brady Winder

    Hey, hey, leave us a review, share with a friend and that’s all we got. They care about concise video to give the rest of our content and we will see you all next week.

  • How To Build a High-Converting PPC Landing Page For Real Estate PPC Campaigns (7 Elements With The BIGGEST Impact)

    How To Build a High-Converting PPC Landing Page For Real Estate PPC Campaigns (7 Elements With The BIGGEST Impact)

    You’re spending a hard-earned marketing budget on your PPC campaigns…

    Every penny counts. More importantly, every click counts.

    The worst thing that can happen is a lot of people click on your PPC ad (costing you money), but none of those people become a lead or turn into cold, hard cash for your business. That would make your PPC campaign a waste of time and money.

    This is why where you send people (i.e., the landing page) when they click on your ad is so critical.

    If you send prospects (even motivated sellers) to a low-converting landing page, you might still get some leads, but you won’t get as many as you could (how hard is it to hit the back button and click on your competitor’s website instead?).

    Sadly, one lost deal could be between $10,000 and $50,000 down the drain, depending on your business model…

    And that’s not money you’re willing to lose.

    At Carrot, we’ve generated millions of online leads for real estate investors and agents. During that time, we’ve learned a thing or two about building a high-converting landing page.

    Let’s talk.

    What is a landing page for real estate PPC?

    A landing page is just marketing terminology for the page you send people to in a marketing campaign.

    In the case of Google Ads, it’s the page people go to when they click on your ad. For example, if I click on this result…

    Google Ads search results for sell my house in boston

    The reason that optimizing your landing page is so essential is because it helps determine the effectiveness of your ad campaign. If the page people go to after clicking on your ad is irrelevant, unpersuasive, or even takes too long to load, they won’t stick around and will not become a lead.

    Here’s a table summarizing the key differences of full webpages vs PPC landing pages:

    FeatureWebpagePPC Landing Page
    PurposeInformational, brand awarenessLead generation, conversion-focused
    Target AudienceBroader audience interested in real estateHighly targeted audience, e.g., motivated sellers
    ContentDiverse content: bio, services, blog postsFocused on a single offer or call to action (CTA)
    NavigationExtensive navigation to other website pagesLimited or no navigation to avoid distractions
    Call to Action (CTA)May have various CTAsStrong, clear CTA to capture leads

    Now that you know what a landing page is and why it’s important, let’s talk about 7 elements of every landing page that impact conversion.

    7 Elements You MUST Have for High-Converting PPC Landing Pages to Maximize Lead Generation

    Element #1: Simple Opt-In Form

    Every real estate website (agent or investor) at Carrot needs a high-quality, easy-to-fill-out opt-in form.

    And we don’t just believe that for no reason: it’s science. We’ve run hundreds of A/B tests on our member’s websites to determine whether opt-in forms perform better than a “Call Now” CTA (they do) and what types of forms perform the best.

    From one test we ran, we found that our member’s sites had almost a 30% conversion rate!

    Here’s the heatmap from the test…

    Rent To Own Homes In NC Heatmap

    And here’s the data…

    rent-to-own-house-website-test1

    If you want a high-converting landing page right out of the box, our Carrot sites already have all the elements mentioned in this article baked right in. Or, if you want to build one yourself (no biggie!), here’s what you’ll want for your opt-in form…

    • Keep it simple and only have 3-4 fields for people to enter their information.
    • Set up text message notifications for when a lead opts in so you can follow up fast (Carrot does this automatically!)
    • Ensure that the form you use is above the fold — meaning when people land on your website, it’s the first thing they see.
    • Have a big, clear button that’s a different color than everything else on your website.

    High-Converting Element #2: Clear & Actionable Content

    When it comes to capturing motivated sellers, clarity and action are key. Your landing page copy should be clear, concise, and laser-focused on the benefits you offer.

    Why is clear content important for seller-focused landing pages?

    • Motivated sellers are in a time-sensitive situation. They need to understand your value proposition quickly and easily. Dense text blocks or overly technical jargon will only deter them.
    • Focus on Benefits, Not Features. Don’t just list your services; explain how you solve seller pain points. Highlight the benefits of selling to you, like a fast cash offer, a hassle-free process, or the ability to avoid costly repairs.
    • Action-Oriented Language: Motivate sellers to take the next step. Use strong verbs and clear calls to action throughout your landing page copy.

    Best Practices for Persuasive Landing Page Content:

    • Keep it Short & Sweet: Stick to short paragraphs and bullet points for easy readability on any device.
    • Local Market Data: Showcase your knowledge of the area. Highlight relevant local market data, like average sales times or cash buyer trends, to demonstrate your expertise and ability to deliver a quick and smooth sale.
    • Focus on Seller Benefits: Use clear language to explain how you address their specific needs and challenges. For example, “We understand the stress of inherited property – get a fair cash offer and avoid costly repairs.”
    • Testimonials & Social Proof: Integrate positive testimonials from satisfied sellers to build trust and credibility.

    Remember: Your landing page copy should be a conversation starter, not a novel. Focus on clear communication, highlight the advantages of working with you, and guide sellers towards taking action (e.g., requesting a cash offer).

    High-Converting Element #3: Compelling Headline

    Your headline is like the golden sign outside your investor open house. It needs to grab attention, pique interest, and clearly communicate the value you offer. Real estate investors are busy, so a strong headline is crucial for making them stop scrolling and engage with your landing page.

    Here are some key ingredients for crafting compelling headlines for real estate PPC landing pages:

    • Clarity: Keep it clear and concise. Investors should instantly understand what your offer is.
    • Relevance: Ensure the headline aligns with your target audience and the specific investor segment you’re targeting (e.g., flippers vs. buy-and-hold investors).
    • Benefit-Driven: Focus on the benefits your offer provides. What problem do you solve for investors? How can you help them achieve their goals?
    • Location-Specific (for Real Estate): Highlight your local expertise and cater to the specific market you serve. This personalizes the message and resonates with investors familiar with the area.

    Example:

    Let’s say you specialize in helping investors buy rental properties in a specific city. Here’s an example headline that incorporates these elements:

    • “Tired of Making Repairs? Get a Fair Cash Offer Today (Sell Your Rental Property Fast!)”

    This headline is clear, relevant to buy-and-hold investors facing repair hassles, emphasizes the benefit of a quick cash offer, and targets investors specifically in your city.

    High-Converting Element #4: Equally Compelling CTA

    Your call to action (CTA) is the moment of truth on your real estate PPC landing page. It’s where you convert curious visitors into qualified leads by prompting them to take a specific action.

    A strong CTA is essential for maximizing your lead generation efforts. Here’s what makes an effective CTA for real estate investors:

    • Clear Action Verbs: Tell investors exactly what you want them to do. Use strong verbs like “Download,” “Schedule,” or “Get Started.”
    • Prominent Placement: Make your CTA button stand out visually. Use contrasting colors and place it above the fold (visible without scrolling).
    • Relevant to Investor Goals: Your CTA should align with the value proposition you’ve presented and address the investor’s specific goals. Don’t ask them to “Learn More” if they’re ready to “Schedule a Consultation.”

    Examples:

    Consider these CTA examples tailored to different investor goals:

    • “Download Your How to Stop Foreclosure Guide” (Clear action verb, relevant to distressed property investors facing foreclosure)
    • “Schedule a Free Consultation to Find Your Perfect Investment Property” (Prominent placement, addresses buy-and-hold investor goals)
    • “Get a Fair Cash Offer Today!” (Strong verb, urgent tone for investors seeking a quick sale)

    Remember: A/B testing different CTAs can help you determine which ones resonate best with your target audience.

    From one test we ran at Carrot, we found that “Get My Fair Cash Offer” converted 49.55% better than “Click here to continue.”

    split test motivated house seller website

    Here are the exact percentages…

    house seller website test

    Giving people what they already want isn’t just less work for you; it converts better, too.

    High-Converting Element #5: Trust Signals & Social Proof

    Securing motivated sellers hinges on establishing trust. This is where trust signals and social proof come into play.

    • Trust Signals: These are visual cues that demonstrate your legitimacy and expertise as a real estate professional. They act as a digital handshake, assuring house sellers you’re a reliable and trustworthy partner to help them achieve their goals.
    • Social Proof: This leverages the power of “herd mentality.” By showcasing positive experiences from past clients (especially sellers in your local market), you demonstrate the effectiveness of your approach and encourage others to take action.

    Why are these important for real estate investor landing pages targeting sellers?

    House sellers are entrusting you with a significant financial decision – selling their property quickly and efficiently. By incorporating trust signals and social proof, you significantly increase the likelihood of converting website visitors into qualified leads.

    Examples of Trust Signals:

    • Security Badges: Display logos indicating secure transactions and data protection.
    • Professional Licenses & Affiliations: Showcase your real estate licenses and relevant professional memberships.
    • Awards & Recognition: Highlight any industry awards or recognitions you’ve received.

    Social Proof in Action for Real Estate Investors:

    • Seller Testimonials: Feature quotes and success stories from satisfied sellers, particularly those in your local market.
    • Case Studies: Showcase real-world examples of how you’ve helped sellers achieve their goals (e.g., “Sold John’s house in X days above asking price”).
    • Logos of Trusted Partners: Display logos of reputable companies you work with, like title companies or closing attorneys.

    Remember: Social proof should be authentic and verifiable. Encourage seller reviews on trusted platforms like Google My Business or industry-specific sites.

    By strategically integrating trust signals and social proof on your real estate investor landing pages, you build trust with potential sellers and establish yourself as a proven resource to help them achieve a smooth and successful sale.

    High-Converting Element #6: Image That Paints Desire

    Real estate is a visual business, and the same applies to your landing pages targeting motivated sellers. High-quality visuals are crucial for capturing attention, conveying information effectively, and ultimately, convincing sellers to choose you over other options.

    Why are visuals important for seller-focused landing pages?

    • Attention Grabbing: Compelling visuals instantly capture attention and make your landing page stand out. In a sea of competing offers, strong visuals are the first impression that can convince sellers you’re the right buyer for their property.
    • Emotional Connection: The right visuals can evoke emotions and build trust with your audience. Use high-quality photos of beautiful homes you’ve helped sell or inspiring visuals of happy sellers receiving a fast cash offer. This creates an emotional connection and positions you as a solution to their situation.
    • Transparency & Trust: High-quality visuals demonstrate professionalism and transparency. Showcase problem-free solutions: for example, pictures of smooth walkthroughs or happy sellers signing paperwork. This builds trust and reassures sellers you’re a reliable partner in their sale.

    Examples of Effective Visuals for Motivated Sellers:

    • High-Resolution Property Photos: Showcase attractive, professional photos of the types of properties you buy (e.g., single-family homes in need of repairs, inherited properties).
    • “Before & After” Photos: If you specialize in renovations, highlight your expertise with “before & after” photos showcasing the transformation potential of properties.
    • Fast Closing Videos: Short testimonial videos featuring sellers who received a quick cash offer can be incredibly powerful. These visuals demonstrate your ability to deliver a smooth and efficient sale process.
    • Data & Charts: Use data visualizations (e.g., charts showing average closing times) to communicate your commitment to a fast and hassle-free experience for sellers.

    Remember: Don’t underestimate the power of visuals. Invest in high-quality photos or consider using high-resolution stock imagery that resonates with motivated sellers and showcases the types of properties you typically buy.

    High-Converting Element #7: Quick Load Speed

    In today’s mobile-driven world, ensuring your real estate investor PPC landing page is mobile-friendly is no longer optional – it’s essential. Here’s why:

    • Mobile Dominates Real Estate Searches: A significant portion of motivated sellers initiate their search for solutions (like cash buyers) from their smartphones. If your landing page isn’t optimized for mobile viewing, you’re missing out on a huge pool of potential leads.
    • Seamless User Experience: Mobile users expect a smooth and intuitive experience. A mobile-friendly landing page ensures clear navigation, easy-to-read text, and properly sized buttons for seamless interaction on any device. Frustrated sellers on clunky mobile pages are more likely to bounce and seek alternative solutions.
    • Faster Lead Generation: A responsive landing page loads quickly and functions flawlessly on mobile devices. This translates to faster form submissions and quicker lead capture when motivated sellers are ready to take action.
    page speed loading time

    (Image Source)

    Benefits for Real Estate Investors:

    By prioritizing mobile-friendliness, you unlock several advantages in the competitive real estate market:

    • Increased Lead Generation: Capture leads from a wider audience of sellers who are searching and making decisions on their phones.
    • Improved Conversion Rates: A user-friendly mobile experience keeps sellers engaged and more likely to convert on your call to action (e.g., requesting a cash offer).
    • Enhanced Brand Image: A mobile-optimized landing page demonstrates professionalism and a commitment to providing a convenient experience for sellers, potentially positioning you as the go-to buyer for their needs.

    Remember: Don’t just assume your landing page is mobile-friendly. Use Google’s Mobile-Friendly Test tool or other resources to check responsiveness and ensure a smooth experience for sellers on any device.

    At Carrot, we’ve optimized all our member’s websites to be fast. Here are the results of one being run through a speed test.

    Carrot member pages speed results

    This helps with SEO rankings, and, more importantly, helps with the conversion rate. When your website loads quickly, people stay longer and are more willing to work with you than if they have a clunky and difficult experience.

    It’s not the most important element in the world, but it does make a difference…

    And how much would it cost you if a motivated seller, could-be-a-deal, left your website because it moved too slowly? $10,000? $50,000?

    Yeah… it’s not worth it.

    Bonus Section: Common Real Estate PPC Landing Page Mistakes to Avoid for Sellers

    While crafting compelling landing pages to capture motivated sellers, here are some common mistakes to steer clear of:

    • Generic Landing Pages: Don’t use a one-size-fits-all approach. Tailor your landing page specifically to the needs of motivated sellers (e.g., facing foreclosure, inheriting a property) rather than a broad real estate audience.
    • Weak Value Proposition: A vague or unclear value proposition won’t resonate with time-sensitive sellers. Clearly state how you solve their problems and the benefits of working with you (e.g., “Sell your house fast for cash and avoid costly repairs”).
    • Confusing Navigation: A cluttered landing page with complex navigation will frustrate sellers. Keep it simple and focus on a single call to action (e.g., “Get a Cash Offer Now”).
    • Lack of Trust Signals: Sellers are entrusting you with a significant financial decision. Omit trust signals like security badges, professional licenses, or testimonials, and you risk losing credibility.
    • Excessively Lengthy Forms: Don’t overwhelm sellers with lengthy forms. Request only essential information needed to get started (e.g., property address, contact details).
    • Unrealistic Promises: Avoid making exaggerated claims about closing timelines or cash offer amounts. Focus on transparency and realistic expectations to build trust with sellers.
    • Not Tracking & Testing: Don’t set your landing page and forget it. Regularly track key metrics (e.g., conversion rates, bounce rates) and A/B test different elements (e.g., headlines, CTAs) to optimize your landing page performance for maximum lead generation.

    By avoiding these common pitfalls and focusing on the best practices outlined above, you can create high-converting real estate investor PPC landing pages that effectively capture motivated sellers and propel your investment business forward.pen_sparktunesharemore_vert

    How Do You Get Results?

    PPC takes work but is essential for real estate professionals seeking more qualified leads. Real estate businesses can ensure high conversion rates by optimizing their landing page for conversion. This is especially important when targeting hyper-competitive markets such as Dallas, Miami, or Denver, where it’s even more critical for a business to have all conversion principles in place.

    Doing so can increase lead generation by up to 2-3x or more compared to businesses without conversion optimization. With the right approach and strategy, you can use PPC to increase lead generation and build brand loyalty among your target markets.

    If you’re already a member, here are some resources to help you learn more about PPC:

    Other free PPC resources:

  • EP 428: Multifamily Development Opportunities for 2023 w/ Daniil Kleyman | Market Harvest 3/23

    EP 428: Multifamily Development Opportunities for 2023 w/ Daniil Kleyman | Market Harvest 3/23

    If you’re a wholesaler or flipper wanting to get into multifamily developments, this episode is for you. Daniil Kleyman talks about the important steps he took to GC & raise capital for duplexes and, later on larger commercial properties. We talk about the ROI of building spec homes vs commercial properties and what opportunities Daniil sees in his market. Enjoy!

    Mentioned in this Episode:

    Connect with Daniil: RehabValuator.com

    In-depth content on developing: RehabValuator YouTube Channel

    Catch more episodes at CarrotCast.com

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:01 – 00:00:27:12

    Daniil Kleyman

    The rental side. What I focus on is really class-A product these days in order to build ground up. Given what things cost you almost have no choice but to focus on class-A product because that’s the only kind of product that will give you the rents that can support the cost of construction. But even before construction costs got out of hand, I very quickly realized that a lot of the suffers is a management headache.

    00:00:27:12 – 00:00:44:14

    Daniil Kleyman

    And my focus for a long time has been on the classic product. We build really nice stuff that attracts really nice tenants that commence really high rents and in turn it allows me to build a scalable portfolio.

    00:00:48:27 – 00:01:11:23

    Brady Winder

    Friends, welcome back to the Kurt Cass podcast. I’m your host, Brady Winder, and this is a podcast where we help you dial in your online marketing so you could build a business of freedom and impact. The second Tuesday of every month is our market harvest, where we’re bringing you data from behind the scenes at Carat, the real estate industry data, and we bring in an expert to talk about something that we don’t traditionally talk about during the podcast.

    00:01:11:23 – 00:01:26:03

    Brady Winder

    So a little bit of a step away from online marketing to talk about what’s going on, different relevant real estate industry topics. So I’ll spend a couple minutes going over our data, but first I want to kick it off and introduce you to our guest, Dana CLAMAN. Welcome on, man.

    00:01:26:05 – 00:01:28:01

    Daniil Kleyman

    How are you? Thank you. Happy to be here.

    00:01:28:14 – 00:01:49:22

    Brady Winder

    Yeah, absolutely. Well, I’m going to go through our data real quick here and then I’ll toss it over to you to give an intro. And then we’re going to be talking about multifamily today. So multifamily trends and opportunities for 2023 and what I’ll see in his market, it’s going to be a fun conversation. So real quick, behind the scenes at Carat, it’s been a couple months since we did this.

    00:01:49:22 – 00:02:12:10

    Brady Winder

    We skipped last month and as a side know, I’m probably not going to be on the next one or two of these. I’m having a kid at any time now in the next two weeks. Thank you. And so Trevor is going to be coming back on, so you’ll get to hear from Trevor. He’s been away from the podcast for a little bit and he’s going to dive really deep, much deeper into the data with you guys and hopefully Tyler for my co-host will be joining us soon as well.

    00:02:13:20 – 00:02:53:07

    Brady Winder

    Anyway, so visitors, what we’re seeing behind the scenes at CARAS in terms of visitors, motivated sellers coming to care sites has been has declined steadily, not a huge drop off but a little bit taper down over the last nine months or so, 9 to 12 months, four two reasons one being the Google may update in 2022 and you know, some rankings being impacted by that and that’s not a I want to make it very clear this is not a care issue we’re seeing, but this is Internet wide and, you know, multiple industries and this is primarily businesses, websites that didn’t have their profile set up well.

    00:02:53:07 – 00:03:16:28

    Brady Winder

    So that’s their expertise, authority and trust. They were the most effective. Basically, this is just a long the way of saying that people who weren’t putting out quality, unique, relevant content, their rankings were impacted with some of the Google updates from last year. It’s kind of a double whammy, though. Those contacted by the interest rates, you know, coming up, obviously through last year, sellers are more sitting on the sidelines.

    00:03:16:28 – 00:03:36:18

    Brady Winder

    So visitors have gone down. The good news is the leads we’re seeing have gone up, you know, 5.9% this month over last month. So it’s good because it shows what we were anticipating that we’re coming out of the winter slump and heading up into that sort of boost we typically see in the spring. So that’s what we’re seeing with leads.

    00:03:37:06 – 00:04:18:12

    Brady Winder

    It’s encouraging and we’re predicting to see, you know, usually it takes people a few months to kind of the freeze when big shifts happen in the market. But we’re seeing more seller interest. And so we do purchases predict to see more seller interest as the year goes by and should be seeing more leads. But as far as visitors and leads where they come in from, you know, social media or are they searching organic, organic and direct, direct meaning people go in right to someone’s account members, a website, direct an organic search, continue to be the bread and butter for current members far and above paid search, social media things like that.

    00:04:18:18 – 00:04:48:16

    Brady Winder

    And so people are still bringing in leads. And then as far as what’s converting what’s converting leads at the higher rate, same thing. Organic search is continuing to convert at the highest rate above things like paid social, direct mail, email, that sort of thing. And yeah, that’s about it. The only other thing I’ll touch on, see if it’s in here, only other thing I’ll touch on and if you have any thoughts on this, is inventory.

    00:04:48:28 – 00:05:04:19

    Brady Winder

    You know, we’re for January 20, 23 of this year. We get 625,000 active homes on the market. It’s not exactly double, but close double what it was January last year. Any thoughts on that man and how much has dramatically changed?

    00:05:04:29 – 00:05:41:04

    Daniil Kleyman

    You know, it’s it’s changed dramatically, but it’s off of a very low baseline. Very low baseline. I mean, we had no inventory a year ago. Yeah. And I you know, honestly, I don’t watch this national data carefully. I barely watch it for my own market. And we sell houses. But I know locally we do not still not have enough inventory and everything that’s that’s being put in the market unless it’s unreasonable or in terrible shape, it’s selling.

    00:05:41:24 – 00:05:50:27

    Daniil Kleyman

    So, you know, we still have a housing shortage in this country and it’s not getting any better because of interest rates, because homebuilders went back. So, yeah.

    00:05:51:18 – 00:06:09:23

    Brady Winder

    Yeah, it’s interesting. We did an episode, I think our last market harvest was two months ago. We did an episode just about that. Like what is it going to take for, you know, for this gap to go away, the housing shortage. And yeah, there’s quite a big gap to fill there. But anyways, yeah, tell us a little bit about what you do.

    00:06:09:23 – 00:06:16:29

    Brady Winder

    You’ve been in carrot’s ecosystem for a long time and a friend of Trevor’s for a long time. What’s your deal, man?

    00:06:16:29 – 00:06:21:09

    Daniil Kleyman

    Yeah, well, first of all, congrats on the kid. That’s fantastic. So your first.

    00:06:21:18 – 00:06:27:08

    Brady Winder

    Second, we have an eight year old son, and so it’s a big gap. Intentional gap. But yeah, brother.

    00:06:27:08 – 00:06:35:13

    Daniil Kleyman

    No, that’s awesome. My brother and I are nine years apart and we hated each other for the first probably 20 years of his life. And then we became really good friends.

    00:06:35:21 – 00:06:36:22

    Brady Winder

    Sounds about right. Yeah.

    00:06:36:27 – 00:07:06:07

    Daniil Kleyman

    So that’s awesome. Congrats. I’ve got, I’ve got three myself and they’re all very close in age, which creates its own craziness on a on a daily basis. But so I live in Richmond, Virginia. That’s where my real estate business is located. I my business right now primarily is focused on ground of development. So we have a homebuilding division where we build and sell spec houses.

    00:07:06:07 – 00:07:27:18

    Daniil Kleyman

    But that’s a small part of my business. We probably do anywhere between 12 and 20 houses a year. Most of my focus is on building long term assets for my rental portfolio. So I develop multifamily and they develop mixed use projects. They develop projects where it’s it’s mostly apartments and then we will have a retail component either on the ground floor or on the corner of the building.

    00:07:28:13 – 00:07:56:03

    Daniil Kleyman

    So my tenants include restaurants, juice bars, yoga studios, cocktail lounges, co-working spaces. We have a restaurant that’s actually having a soft opening tomorrow, another restaurant. So I’m very passionate about those kinds of projects because the mixed use development in general allows us to create walkable neighborhoods. It allows us to create amenities inside our buildings and then serve our tenants.

    00:07:56:12 – 00:08:11:03

    Daniil Kleyman

    So that’s that that part of my business I’m very passionate about. But my my focus is on building long term assets. And, you know, I do everything from building duplexes to right now we’re working on a 130 unit apartment complex and everything in between.

    00:08:12:00 – 00:08:18:01

    Brady Winder

    Is I’m curious for context, here is Richmond a pretty trending? Is it growing pretty fast?

    00:08:19:11 – 00:08:57:23

    Daniil Kleyman

    We’ve been we’ve been growing even before COVID and during COVID, we were a big sort of beneficiary of people moving south. Right. People moving. Everybody’s moving to Florida. But some people get tired of driving all the way down to Florida and then they just stop and move into Virginia. No, all jokes aside, we’ve had we’ve had a solid influx of people from Northern Virginia, from D.C., from Baltimore, people that are able to work remotely now or people that are tired of the high cost of living up.

    00:08:57:23 – 00:09:19:06

    Daniil Kleyman

    There are people that are tired of the traffic and where I where I do business. We have a great quality of life, everything. Housing is still relatively affordable. So people moving from the south, people moving south from up there are hitting much cheaper price points than what they’re used to while actually driving our market up.

    00:09:19:26 – 00:09:40:06

    Brady Winder

    So, Dana, with you doing being on the residential and commercial side of mixed use and new in spec homes, how are you determining where to put your investments in, like whether you want to go more into residential versus commercial? And then I don’t know if the supplies you at all, but are you considering like different, you know, ABCD classes or markets?

    00:09:41:26 – 00:10:05:20

    Daniil Kleyman

    It’s a great question. So on on the rental side, what I focus on is really Class A product. Now it’s funny because these days in order to build ground up, given what things cost, you almost have no choice but to focus on class product because that’s the only kind of product that will give you the rent that can support the cost of construction.

    00:10:06:12 – 00:10:30:27

    Daniil Kleyman

    But even before construction costs got out of hand, my preference and we have an in-house property management company that manages all of our assets so we’re vertically integrated. But my, my, you know, when I started 15 years ago, I had some student housing, I had some Section eight rentals, and I very quickly realized that a lot of the suffers is a management headache and can be a nightmare.

    00:10:30:27 – 00:10:55:12

    Daniil Kleyman

    So my focus for a long time has been on the classic product. We built really nice stuff that attracts really nice tenants who commence really high rents and in turn it allows me to build a scalable portfolio because we release these properties quickly. Our rent comes in on the first of the month, they stay rented, they have very low turnover.

    00:10:55:26 – 00:11:22:18

    Daniil Kleyman

    We have tenants that treat their properties really well and you know, I haven’t had to evict somebody in over ten years. I haven’t had to even threaten eviction to a tenant in probably the same amount of time. We’re 100% leased were 100% rent collected usually within the first week of the month. Inevitably, there is always some somebody that’s having a little bit of difficulty and needs a few days to catch up.

    00:11:22:18 – 00:11:44:17

    Daniil Kleyman

    But I mean, I’m, you know, it’s it’s a the kind of portfolio that I actually want to scale and then we don’t mind managing and my property management staff that sits in my office, they’re proud of the product that we put out in the market. They’re proud to walk potential tenants through those units. They’re proud of the kind of buildings that we put out.

    00:11:44:17 – 00:12:07:20

    Daniil Kleyman

    So so my focus is on class-A. And again, ironically, I mean, these days you really have no choice if you’re going to build ground up. There is a reason why everything nationally that’s that’s coming up, that’s multifamily ground up. It’s old class-A stuff. Unless you’re getting low income housing tax credits and you’re getting subsidies from the government, in which case you can afford to build on quite affordable.

    00:12:07:20 – 00:12:34:10

    Daniil Kleyman

    But otherwise, if you’re doing you know, if you’re not getting subsidies, you’re building clay, you have no choice. You’re putting out class-A product that must command class-A rents. And that’s that’s that’s almost the entire construction pipeline right now in the country. So so that answers your question about the rental product. How how much spec product we’re putting out, how many houses we’re building to sell the.

    00:12:34:29 – 00:13:04:06

    Daniil Kleyman

    Yeah, we pay attention to the market. We pay attention to interest rates, we pay attention to buyer demands. I was spooked for a while because probably the biggest pipeline we’ve ever had has been over the last four months of what we have under construction and given what interest rates were doing and people yelling gloom and doom, I you know, there was a period of a few months where I, I was a little bit freaked out because we were building more houses than ever.

    00:13:04:06 – 00:13:42:00

    Daniil Kleyman

    Last November, December, buyer demand plummeted, right? It was just dead. But things rebounded in January. Everything that we’ve put out on the market so far and they’ve had three closings in the last 30 days has sold. It’s sold quickly. I can’t speak for every part of the country. I can’t speak for other markets. But what we’re seeing locally is that if you build a good product in a relatively good location because there are less buyers now and buyers are more picky about what they’re buying, if you put out a good product in a relatively good location and if you don’t try to push the market right.

    00:13:42:00 – 00:14:02:16

    Daniil Kleyman

    What we did the year ago was we put product out in the market and we said, Hey, I think it’s worth for 50. Let’s see if we can get for 85 and a half the time you’d have multiple bids and you’d get for 85, right? You can’t do that anymore. You can’t price things unrealistically because they will set you.

    00:14:02:16 – 00:14:23:14

    Daniil Kleyman

    Yeah. So if you’re putting out good product, if you’re putting out good product in a relatively good location that doesn’t have any major red flags. And if you’re listing things at reasonable prices, what we’re seeing is that everything is still selling. Now, again, there are there are overheated markets around the country and that’s and that’s no longer the case.

    00:14:23:19 – 00:14:51:16

    Daniil Kleyman

    But, you know, the beauty of the market phenomenon is it’s always been fairly even even keel, Right. It didn’t go crazy during the housing boom. It didn’t go crazy on the way down during the recession of oh eight. It’s been it’s been a fairly stable market compared to places like Phenix. That goes nuts or Austin, right? Yup. That just goes through and then goes, you know, and cools off really rapidly.

    00:14:51:16 – 00:15:01:12

    Daniil Kleyman

    And I like that about the market because it, it, it makes sense on a regular basis. Whereas there are some other markets around the country that are very temperamental.

    00:15:01:19 – 00:15:11:03

    Brady Winder

    Yeah. Tyler Ford, our co-host, he was on the last one I did is in Tucson and he’s experienced that the crazy highs and lows. It’s wild the swings.

    00:15:11:03 – 00:15:12:20

    Daniil Kleyman

    There it is. Yeah.

    00:15:13:08 – 00:15:30:25

    Brady Winder

    So, you know, I’m curious about the multifamily, but more so the mix used to. I love walking through towns like you’re talking about where it’s really walkable. There’s just so much going on. What kind of opportunities are you guys seen in Richmond for multifamily mixed use coming up this next year?

    00:15:30:25 – 00:15:52:10

    Daniil Kleyman

    So I’ve got, you know, I’ve got a bunch of projects in the pipeline with, with the other mixed use and what I what I am realizing is that again, if you just listen to the news, if you pay attention to all the, you know, talking heads over last five, seven years, you know, retailers that retail that it’s it’s not true.

    00:15:52:16 – 00:16:14:24

    Daniil Kleyman

    Right. People will always want to go to restaurants people will always want to go to, you know, local neighborhood amenity spots. Now, location makes a great difference. So there are places where I’m building apartments where I won’t do mixed use because it just doesn’t make sense to put a business there. There’s not enough foot traffic, there’s not enough car traffic.

    00:16:15:10 – 00:16:45:09

    Daniil Kleyman

    It’s a great place for multifamily, terrible place for mixed use. So when we build an excuse, we’re a lot more selective about locations than even we would be with the regular multifamily product. But there are still ample opportunities, I believe, throughout the country to build mixed use projects in the right locations because people more than ever probably want that walkability.

    00:16:45:20 – 00:17:08:12

    Daniil Kleyman

    Mm hmm. Everything. Everything is moving towards density, right? Like, we’re we’re not I truly believe we’re not going to come back from the age of suburbs and cul de sacs where everybody wants that, right? There’s a huge part of this country that wants to live in the magnetized, walkable neighborhoods. And there are lots of cities around the country that lack that have you.

    00:17:09:09 – 00:17:09:18

    Daniil Kleyman

    Yeah.

    00:17:10:00 – 00:17:25:06

    Brady Winder

    Oh, sorry. I was going to ask if you’ve seen that trend come up since the pandemic, has that been pretty dramatic going from everybody being completely isolated, stay inside quarantine to now, hey, we want to be out and about in a walk or neighborhood is a benefit to do.

    00:17:25:22 – 00:17:49:18

    Daniil Kleyman

    You know, I was in the middle of a 20,000 square foot mixed use project right when the pandemic was actually 25,000 square foot mixed use project, right when the pandemic happened. And we we never saw that fall off. So we opened up a little of phase one of that project in May of 2020, like when lockdowns were hardcore.

    00:17:50:06 – 00:18:20:05

    Daniil Kleyman

    Yeah. And and one of the businesses in my building that opened up was a juice bar. And it was a perfect business for the pandemic because it was mostly was a small space. It was mostly carryout right. And he opened they opened up during during a perfect time for that and we never saw. So I personally guess what I’m trying to tell you is I never in our in the neighborhoods we were active.

    00:18:20:05 – 00:18:38:24

    Daniil Kleyman

    We never really saw that demand go down. Even during the pandemic, people wanted to people want to walk places. It’s just what they were doing changed because maybe they weren’t sitting down in big restaurants around a lot of people, but they still wanted to go and grab a cup of coffee. They still wanted to go grab a juice or a smoothie.

    00:18:38:24 – 00:19:01:28

    Daniil Kleyman

    They wanted to go and pick up a meal. So most most of the retail development that we do, they’re small spaces, right? I don’t do these. If you go into a suburban shopping mall, they have these restaurants that are five, six, 7000 square feet. Right? But we don’t do that stuff. What I love doing is taking making small bets.

    00:19:02:15 – 00:19:31:21

    Daniil Kleyman

    So our average retail space is 1000 to 1200 square feet. And so right now we just we just finished phase two of that project that has another 5000 square feet of commercial space and there’s six tenants in there. Wow. Yeah. Which, which means that these tenants have smaller overhead. They’re making more revenue per square foot than they would in a really big building.

    00:19:31:21 – 00:19:59:17

    Daniil Kleyman

    Right. Big space. And also, if one of them doesn’t work out, we’re not sitting with 5000 square feet empty. So the project that we just finished that’s got an ice cream parlor with a full production kitchen, it’s got an office, it’s got a 1000 square foot coworking space that fits 22 desks and the don’t ask me how, but, you know, it’s got a they’re getting ready to open up a rama noodle shop that’s going to be mostly takeout.

    00:20:00:17 – 00:20:23:23

    Daniil Kleyman

    And then there’s like a 1200 square foot cocktail lounge in there. And that’s and that’s one of the things that I really love about this business is because we get to curate tenants. I have an apartment building and it’s got a bunch of commercial tenants downstairs and I get to really curate who goes in there and make sure that those businesses are not just somebody that can breathe and pay a rent check.

    00:20:23:23 – 00:20:53:22

    Daniil Kleyman

    I want to make sure that those businesses are and the many to my tenants are in the memory to my neighborhood and they become a draw and help me lease sub the apartments in that building because we have 21 apartments in that building as well. So that’s that’s one of my favorite parts about this business is being able to put together a tenant makes this very complementary, but just massively enhances that block in the neighborhood.

    00:20:53:22 – 00:21:09:00

    Daniil Kleyman

    And you drive past that building now, and especially when it gets warmer in the summer and you just see activity on the street, people on the sidewalk, people, people at tables in the sidewalk benches, eating ice cream. And it’s it’s cool because it’s you. You can see the difference.

    00:21:10:15 – 00:21:23:05

    Brady Winder

    Yeah, I love that. I love the way you describe that. I love how you talk about making, you know, making small bets versus, you know, one tenant at 5000 square feet that tenants out like, you know, you’re kind of screwed.

    00:21:23:05 – 00:21:43:26

    Daniil Kleyman

    Yeah, you’re just yeah, you’re, you’re and the downside is that the downside to retail and when I say retail, you know most people when they think of retail, they think like stores. When we say retail, we I can mean restaurants and cafes that can mean office to me, all of that I kind of throw into that retail bucket let’s call it commercial.

    00:21:44:12 – 00:22:08:06

    Daniil Kleyman

    Yeah. The downside to commercial is, you know, when things are good, things are good. When when those tenants are there, they’re there for many years. Right? I’ve had the restaurant, my first ever commercial tenant, they’re probably coming up on ten, 11 years now and they’re doing great. Nice. So when that’s good, that’s good. Those tenants are in there for a very long time.

    00:22:08:06 – 00:22:31:00

    Daniil Kleyman

    They pay their rent. It’s usually triple net leases, which means that those tenants are responsible for their own maintenance. They pay their share of real estate taxes and insurance has very little management on their part. So when things are good, they’re great. The problem is when these tenants leave and inevitably all of them at some point, well, I hope it’s not for a very long time.

    00:22:31:00 – 00:22:48:16

    Daniil Kleyman

    It’s not as easy for me to fill as an apartment. If somebody if you move out of one of my apartments, I can advertise it. I may have to do some painting, but I can have somebody in there potentially tomorrow moving in. Commercial spaces are much harder to fill because, you know, you have to find the right tenant.

    00:22:49:03 – 00:23:10:20

    Daniil Kleyman

    You have to qualify the tenant. Then you have to make sure that that space is right for the tenant. And if that space is not right for the tenant, then you’re renovating that space again and you’re contributing what’s called tie allowance for that tenant, which is standing room and allowance. So replacing these tenants is much more complicated and it will inevitably cost money.

    00:23:11:12 – 00:23:32:01

    Daniil Kleyman

    So it’s a double edged sword, right? When things are good, things are wonderful and inevitably there is going to be a time when things are going to be not so wonderful. But you put money away for that, you put reserves away for that, so that when that happens you’re not, you’re prepared. Mm.

    00:23:32:12 – 00:23:44:03

    Brady Winder

    Yeah. And you’re also not making, you’re not building and designing super niched properties that are very specific, you’re keeping them open to retail so that you know.

    00:23:44:25 – 00:24:07:15

    Daniil Kleyman

    For the most part, I mean we just finished again, we’re finishing this, this, this building where one of our tenants is putting into 2000 square feet. They’re putting a really, really high end cocktail lounge and the ramen noodles shop with the shared kitchen. Yeah. They build that space out from the ground up, meaning it was just gravel floor, gravel, gravel on the floor and four walls.

    00:24:07:15 – 00:24:27:26

    Daniil Kleyman

    So that entire build out is very specific to their exact needs and designs. It would be challenging to get somebody to come in and simply take over their space. Yeah, but at the same time, they have so much skin in the game of their own that, you know, and, and they’re, they’re very good operators. They’re going to be successful for a long time.

    00:24:27:26 – 00:24:45:12

    Daniil Kleyman

    And when the time comes for them to go, we will have depreciated the building so much and we will have made so much money from it that will, we’ll cut the check and bite whatever cost, you know, requires to, to replace them with somebody else. That’s going to be awesome.

    00:24:46:10 – 00:24:46:17

    Brady Winder

    Yeah.

    00:24:46:17 – 00:24:47:26

    Daniil Kleyman

    Just that’s just the nature of the game.

    00:24:48:17 – 00:24:55:11

    Brady Winder

    I want to be there and I would love to be at a ramen ramen shop and cocktail lounge right now. That’s like, that’s my city.

    00:24:55:11 – 00:25:08:03

    Daniil Kleyman

    It’s a great it’s a great combo. You know, you go in, there you are. You have to wait to get to get ramen. You go next door, grab a drink, and vice versa. It’s they’re going to do really well.

    00:25:08:21 – 00:25:40:28

    Brady Winder

    That’s awesome. So one other thing I wanted to ask you about before we wrap up, just for the we like to give the show short for the sake of time. And I want to ask you more about your transition into multi-family. I mean, we could go for hours about that, but let me boil it down into two areas and I want to ask you about is there you know, you’re transitioning into, you know, getting into more commercial properties, Mars mix, use, specialty, higher level investing versus your, you know, people who are doing fix flips and wholesales.

    00:25:41:10 – 00:25:56:23

    Brady Winder

    When you started taking on some of these larger transactions, what were the two most helpful things you did or most helpful thing you did in the area of relationships? So what did networking look like? And then in the areas of finance, like was it reserves or what were the two things you did to kind of make that transition?

    00:25:57:18 – 00:26:27:00

    Daniil Kleyman

    So I, I would say the most helpful thing to me was going out it slowly, meaning I, I was renovating single family houses and I didn’t all of a sudden wake up one day and said, I want to build 131 apartment building. Can you. I suppose you can. You can go and raise a bunch of outside capital and find some good contractors and engineers and, and, but you’re kind of learning with other people’s money.

    00:26:27:09 – 00:26:44:11

    Daniil Kleyman

    So one of the most helpful things to me was I evolved very slowly. I was renovating single family houses and then they decided to to build a single family house. And they built a duplex, They built a bunch of duplexes and they and they and they see them myself so that they truly knew what I was doing. Then.

    00:26:44:11 – 00:27:04:29

    Daniil Kleyman

    Then they built a four unit building and a six unit building. Then we built a 14 unit building. So I, I made the point I wanted to do it slowly and grow organically. And that allowed me to build my knowledge base and my confidence and to to address your, your actual question. That also gave me plenty of time to build up credibility with my local lenders.

    00:27:04:29 – 00:27:27:01

    Daniil Kleyman

    We do a lot of business with local community banks. They didn’t just come out of nowhere and help one of these banks. It was like, I need $20 million, you know, I established long term track records with these bankers by borrowing small amounts of money, paying it back, or, you know, that’s properties I’m keeping that making my my loan payments every month.

    00:27:28:12 – 00:27:53:23

    Daniil Kleyman

    And it’s allowed me to build good long term relationships with subcontractors as well. You know, they’re there guys that have been working in their projects for for many years and we know and trust each other. So so as far as relationships, capital is incredibly important. It’s easy to do residential deals with private money lenders or just with your own a little bit of cash.

    00:27:54:07 – 00:28:23:19

    Daniil Kleyman

    When you get into larger scale development, you will need institutional money, you’re going to need banks, you’re going to need you’re going to need bank or bank like lenders. So the relationships I’ve built over time have been by performing on a number of deals and gradually ramping them up. So. So you asked me about finances and you asked me about about relationships.

    00:28:23:19 – 00:28:50:26

    Daniil Kleyman

    So, so so those are interrelated, right? You’re due to do larger scale development. You you need two things. It’s very simple people over complicated to do any kind of large real estate deals. So you need equity and you need that right? There is no such thing as 100% financing. When you’re doing a large scale development, right, you’re going to need skin in the game and that can be skin in the game that you bring from your own money.

    00:28:50:26 – 00:29:15:20

    Daniil Kleyman

    Or you can bring in limited partners that contribute equity to your deal, right? So for me, I don’t like to raise a lot of outside capital. So for me, it’s also been helpful to kind of slowly ramp up my own finances so that I’m able to execute larger deals without going out there and raising money from 50,000 people.

    00:29:15:20 – 00:29:16:00

    Brady Winder

    Yeah.

    00:29:16:26 – 00:29:39:28

    Daniil Kleyman

    But again, that’s a personal preference, right? There are other investors that very successfully syndicate deals and they go out and they raise all of their money from outside investors and then they bring a bank lender to contribute the remaining portion of it, you know, whatever, it’s 70% of the deal and they can execute deals that way. Um, they just, it just depends on what your preferences.

    00:29:40:13 – 00:29:45:09

    Brady Winder

    Yeah. And what, you know, how much bandwidth you have, how much stress you want to take on, you know.

    00:29:45:27 – 00:30:09:26

    Daniil Kleyman

    Yeah. And you know what I always tell people because we meant there, we meant there are a lot of people and we meant there people trying to get into, into development. There are larger scale deals. Having an operating business that’s separate from your long term investment or development business is helpful. So there is a reason why we, for example, build spec houses to sell.

    00:30:10:07 – 00:30:34:20

    Daniil Kleyman

    It’s not my primary focus. It’s not where my passion lies, right? I’m very passionate about building the long term portfolio, but being able to build 12, 15, 20 houses a year and sell them and generate a healthy amount of profit, then creates a piggybank for me and generates my own equity internally that can roll over into long term projects.

    00:30:35:13 – 00:31:01:28

    Daniil Kleyman

    So the more of those deals I do, the less money I have to raise from partners or from outside investors. So if you can have an operating business of some sort that generates operating cash and profits and use that to fund your long term investments, that’s always helpful. And banks like to see that as well, Right? So many investors and so many developers, they don’t have two pennies to scrape together.

    00:31:01:28 – 00:31:26:26

    Daniil Kleyman

    It’s all coming from outside sources. Yeah. If you can show your lender that, look, I’ve got a separate business that has a history of generating profits, you’re going to be much more likely. It’s going to be a lot easier for you to secure financing because banks, when they finance deals, whether they be small or large, they don’t just look at what you have.

    00:31:27:21 – 00:31:48:18

    Daniil Kleyman

    They look at what are you able to get if things don’t go according to plan, if things if, if brought out, if your project goes over budget, if if unforeseen things happen, you know. A Yes. What do you have now? Do you have reserves, you have liquidity, but it also helps them to show that I’m able to generate more cash.

    00:31:49:04 – 00:31:56:19

    Daniil Kleyman

    I’m able I’m able to create more money to tackle situations that may arise, that may sink the deal. Does that make sense?

    00:31:56:29 – 00:32:15:15

    Brady Winder

    Yeah, absolutely. I mean, and I appreciate the the context in your journey there and really the patience, because I think a lot of, you know, I see a lot of investors look like, oh, I love to get into multifamily or I love to get into commercial. And to them it’s it’s what you describe. The other scenario of like you go from flipping a house to building 130 unit complex.

    00:32:15:15 – 00:32:35:00

    Brady Winder

    And so, you know, like how you kind of break that down and start to build trust with people. And you can answer my two questions with one response of like go slowly, you know, you build those relationships, you’re not taking big bets, you’re making smaller ones and building those relationships with the banks and the the subcontractors as well.

    00:32:35:00 – 00:32:55:19

    Daniil Kleyman

    You’re also just you know, you’re I mean, if you’re going to play with other people’s money, you need to fake it till you make a thing is fine if you’re playing with your own dough, right? Yeah. But there’s so many people out there that are faking till they make it with other people’s money. And that’s the responsible. Yeah, right.

    00:32:55:19 – 00:33:14:18

    Daniil Kleyman

    I mean, there is. And there is a lot of people that are jumping into, you know, syndications and they’re buying apartment buildings and they don’t know what they’re doing. But it’s it’s not hard to raise money these days. I just had this conversation with a friend of mine the other day. It’s very easy to raise capital from people who don’t know what they’re doing.

    00:33:14:18 – 00:33:26:25

    Daniil Kleyman

    There’s so much gullible money out there that if you are unethical and unscrupulous, you can go out there and raise a ton of cash. But you need to be a steward, a responsible steward of that money.

    00:33:27:08 – 00:33:52:22

    Brady Winder

    Yeah. So my last question and we’ll wrap it up here, man, you mentioned subcontractors. You you go to your first few developments and so you truly have a good understanding of what goes in. You know, you know, I’m assuming, you know, a good skilled labor looks like in how to get the best bang for your buck. Contractors. You know, from my own experience, building from talking to everyone else’s building is like contractors.

    00:33:52:22 – 00:34:16:24

    Brady Winder

    It’s there’s a shortage. We know that. And it’s different. It’s become more and more difficult to find quality skilled labor. Meanwhile, material is going up like everything’s just gotten more difficult for construction sites. Besides those long term relationships and you having the experience of seeing, are you doing anything specific to like, you know, find and retain quality subs?

    00:34:16:24 – 00:34:55:09

    Daniil Kleyman

    Yeah, So absolutely. I am always having conversations. I’m always having conversations with what subs and and suppliers to you know that’s, that’s other thing that I some of the people that we mentor, you know they’re doing projects and they’re still buying everything from Lowe’s and Home Depot, right. I mean there’s a lot of suppliers locally that we get to compete with each other on lumber siding doors, just the amount of money that you can save there for any given project by simply shopping around there’s three or four people is incredible.

    00:34:55:09 – 00:35:21:21

    Daniil Kleyman

    But we’re there’s two parts to that game, right? I mean A maintaining existing relationships with your subs. And what I mean by that is I guess it helps to give them consistent work so they know where their bread is buttered, right? Yeah. Paying them quickly, that goes a long way. And like our subs never have the chases for money and we don’t nickel and dime them and don’t show them.

    00:35:21:21 – 00:35:38:00

    Daniil Kleyman

    Like if we agree to a certain number, there is no situation in which I call them when they get that bill and say, but you didn’t, you didn’t do this or you took an extra three days to do it and I’m going to chip away some money from you. So taking care of your people goes a long way, right?

    00:35:38:00 – 00:36:03:20

    Daniil Kleyman

    If they know that you’re going to give them consistent work and if they know that they’re going to get paid quickly without any kind of bullshit, that goes a long way. So we take care of our existing subs. But that being said, we are very careful about keeping our existing subs honest. And what they mean by that is, you know, when, when he know like when you’re illustration knows he’s your only guy, he’s your go to guy, those prices are going to start creeping up.

    00:36:03:20 – 00:36:25:17

    Daniil Kleyman

    Right. So we’re constantly checking them like like you’re my guy, but I’m going to make sure that you’re staying competitive from project to project. And in order to do that, we’re constantly having conversations with you subcontractors and a lot of this coming from from our network. You know, I talk to other builders, they talk to other developers, and they say, Hey, who are you using for electrical these days?

    00:36:25:17 – 00:36:57:16

    Daniil Kleyman

    Like, who is there anybody that you’re happy with that you don’t mind referring? It’s not hard to to form new relationships, but it’s it’s a constant game. You’re constantly updating your list of contractors because even your go to guys eventually fade out. Right? They just maybe they self-sabotage or get burned out or so I mean, you need to constantly keep your old decks of of of backups of contractors.

    00:36:57:26 – 00:37:25:24

    Daniil Kleyman

    Yeah. And, you know, being disciplined is really important. What what with I have become more disciplined about over the last couple years is again when I even when they have go to subcontractors we get two or three bids for everything always you know there’s never a situation where or I’m sure there’s been situations, but the goal is to never have a situation where I’m just getting a price from one guy and blindly signing off on that.

    00:37:25:24 – 00:37:49:05

    Daniil Kleyman

    So I mean, we’re getting multiple bids on on everything and and keeping people honest and keeping people competitive without just beating the living shit out of somebody rightly, there is a difference. And I see people taking that too far, right? I’m not advocating like beating the crap out of your subcontractors so they’re not making any money. Yeah, but keeping people competitive and getting them to, you know, even now, right.

    00:37:49:12 – 00:38:10:15

    Daniil Kleyman

    Subcontractor shortage, we’re still able to to do that to a degree with our relationships because they want to work for us. So, hey, listen, like I want, I want to give you this job. But you know, you got to improve a little bit. What can you do here for me? And you do that enough and you’re saving a lot of money on your projects.

    00:38:11:06 – 00:38:29:21

    Brady Winder

    Yeah, I like that. I appreciate that. It is. Checks and balances. You know, it’s like what you said about Keeping Them Honest, You know, minimum 2 to 3 bids, aim for 2 to 3 bids, every project. Yeah. So you always have context. You understand what rates because I mean, you know, I feel like rates for contractors are changing just as fast as interest rates.

    00:38:29:21 – 00:38:30:15

    Brady Winder

    It’s crazy.

    00:38:32:07 – 00:39:00:03

    Daniil Kleyman

    Materials have gotten crazier than labor over the last couple of years. You know, materials have just been completely out of control. What I found is that most of our subcontractors have been reasonable. They’ve not they’ve not taken advantage and jacked up their prices. Yeah, excessively, right? For us, the biggest struggle has been has been materials.

    00:39:00:20 – 00:39:00:29

    Brady Winder

    Yeah.

    00:39:01:12 – 00:39:26:21

    Daniil Kleyman

    Yeah. Over the last probably three years that’s been, that’s been and not just pricing but but lead times. And you know, right before I started this podcast, I got off the phone with my electrical contractor and you know, we’re starting the 16 unit apartment building in gear is taking six months like the the meter stack for the for the electrical meters is taking six months to arrive.

    00:39:28:21 – 00:39:38:28

    Daniil Kleyman

    So yeah. So you have to order it. I mean you have to order it just weighing the advance. Otherwise you get to a certain point in your project and then you’re you’re just standing still.

    00:39:38:28 – 00:39:55:06

    Brady Winder

    You know, hearing you say that and going through my own build myself. I think maybe, maybe if anyone finds this interesting, let me know or email me. But. Brady at Care.com. But maybe we’ll do an episode on supply chain issues because I think we all thought but at least a lot of people thought it was going to go in a couple of years, that it would sort itself out.

    00:39:55:06 – 00:40:01:15

    Brady Winder

    Clearly, that has not happened. So I want to know more about when is going to start to normalize. Will it normalize? You know.

    00:40:02:02 – 00:40:21:27

    Daniil Kleyman

    It’s it’s it’s improved in a lot of areas, but there’s still areas like electrical gear that and there’s a few others. You know, our lead times in appliances has improved. We we have major trouble with appliances for a while. So some things have improved and some things are still very difficult.

    00:40:22:17 – 00:40:28:20

    Brady Winder

    Yeah, it’s pretty wild. Drywall went up recently. I was like, Wow, this is crazy. I didn’t see that one coming.

    00:40:28:29 – 00:40:50:03

    Daniil Kleyman

    It’s, you know, there is there was a period where we saw price increases every three days. Yeah. I mean, we we just got an email from, from our suppliers every days about the price increase and it was insane. I mean, just for context, you know, I built a lot of duplexes. I ran the math. I have kind of a typical duplex that I’d like to build.

    00:40:50:03 – 00:41:21:12

    Daniil Kleyman

    It’s about 2500 square feet of apartment on top, apartment in the bottom in 2016, I could build the duplex $475,000 at at the peak of lumber. Right. It it costs me double that cost me 300, 350 grand to build the same exact duplex. So that was probably a year ago. Now, lumber has come down since then, so I’m probably now oh, for that same duplex that cost me 175 grand to build in 2016.

    00:41:22:09 – 00:41:26:01

    Daniil Kleyman

    I can probably get that done for about 325 to 330 right now.

    00:41:26:01 – 00:41:27:09

    Brady Winder

    Is that materials are all in.

    00:41:28:12 – 00:41:47:12

    Daniil Kleyman

    All in not including land. Well right so just just hard costs. Yeah so I mean almost double you know and people are wondering why housing is so expensive. Yeah. It costs twice as much to build as it did seven, seven years ago.

    00:41:47:23 – 00:42:07:07

    Brady Winder

    Hmm. Okay. Well, we might have our next episode. We might. We might dive into that. That’s a that’s an interesting one. It’s affecting all of us. Well, we’re out of time, man. I appreciate you hopping on. Thanks for sharing your journey. Sure. Yeah. Super insightful. Happy to have you on again Someday, man. And yeah, where can people find you?

    00:42:07:07 – 00:42:15:03

    Brady Winder

    You mentioned you have students you’re mentoring, you know, Adam and Amanda. Neil Yeah, they’re campers. Yeah. Yeah.

    00:42:15:03 – 00:42:41:25

    Daniil Kleyman

    Well, so we so, I mean, I, I met Trevor ages ago and we got into sort of the mentoring business through our software business. So I have a real estate analysis, marketing, fundraising and project management software called the rehab validator that we’ve, we came out with ten plus years ago. And we have, you know, a very large number of clients.

    00:42:41:25 – 00:43:04:19

    Daniil Kleyman

    And there is a free version of the software that people can sign up for, and we use it in our own business. I use it for my ground up developments, for everything from deal analysis to creating funding presentations for all of our banks to actually running it. There’s a construction management suite inside the software, so if people go the rehab valued adcom, there’s a free version there that they can sign up for.

    00:43:04:19 – 00:43:07:16

    Brady Winder

    And all of that made by investors. For investors.

    00:43:08:17 – 00:43:29:02

    Daniil Kleyman

    Yeah. I mean, I built this firm really for myself originally for for my own business. And it’s kind of evolved since then in in line with the needs of, of my business. And it just so happens that it works for a lot of other people. But that’s, that’s usually a great way to get a hold of me because then you’ll start getting emails from me and you can just reply to them.

    00:43:29:02 – 00:43:33:21

    Daniil Kleyman

    And I typically respond to everybody unless it’s total nonsense, in which case it gets ignored.

    00:43:33:21 – 00:43:51:12

    Brady Winder

    So yeah, absolutely. All right. Rehab valuated. Com Put a link in the show notes. All right. Well, thanks again, Daniel, for joining me and everybody watch and listen and thanks for tuning in. If you have any questions, hit me up. BRADY At Care.com, if you have any feedback on the episode, there’s something I want to hear about. Let us know.

    00:43:51:24 – 00:44:16:19

    Brady Winder

    But Trevor will be on for the next market harvest. And until then, we will see you next time.

    Josh Culler

    There’s been a lot of interesting changes over the last few years, and even I would say like some changes since the last time I was on the Caracas. Like some really big changes in terms of like video traffic. And I feel like when I was on that first episode with Trevor, we were talking about like why you should take advantage of it.

    00:00:18:03 – 00:00:35:00

    Josh Culler

    The time has passed if you’re not doing video now, this is not going to be a very comfortable episode for you. Like it’s it is definitely something where it is the standard, it is the thing that you have to be doing and 2023 and it’s not a case of like, should I or should I not? It’s a yes, automatically.

    00:00:35:07 – 00:00:38:07

    Josh Culler

    It was a yes two years ago.

    00:00:43:21 – 00:01:06:16

    Brady Winder

    Hey, friends, welcome back to the current cast podcast. I’m your host Brady Winder, and this is the podcast where we help investors build businesses of freedom and impact by dialing in your online marketing. So this month is video month at Video Marketing Month. And so this is probably one of my favorite topics and it’s very relevant right now.

    00:01:06:16 – 00:01:29:09

    Brady Winder

    I know any time you’ve heard us talk about video marketing in the past two years, we’re always saying, Oh, it’s more relevant, but that’s because it actually is. It’s increasingly becoming more and more relevant to things that happened this last year that matters As far as video marketing. One of them, it has become a lot more almost necessary in order to rank high in Google.

    00:01:29:09 – 00:01:47:20

    Brady Winder

    So pages that are putting videos on their blog posts and on their pages are much more likely to rank. We don’t have an exact percentage, but anywhere between ten and 100% more likely to rank, depending on the topic, the types of posts. Anyways, the SEO benefits just within the last year with the updates of Google made have come up a lot.

    00:01:47:20 – 00:02:15:06

    Brady Winder

    And the other thing is I ran a survey every few months, every six months to a year within our audience on how they like to consume content, what topics they’re interested in. Far and away. 80% of our audience this time around wants to consume content through video. And so we’re seeing the same thing for our members customers. For sellers, video content is just more of a standard right now and less and less.

    00:02:15:06 – 00:02:32:00

    Brady Winder

    Hey, this thing you need to take advantage of. So it’s becoming more and more important. I can’t drive that any further. So we’re going to have a conversation today on video marketing one on one. So getting started what some of the tactical things, what do I need to do? What do I need to be thinking about? How do I strategize?

    00:02:32:00 – 00:02:52:27

    Brady Winder

    How do I outline what kind of topics, what do I talk about? How do I actually get this video done? And then a whole lot of really good technical tips on little things you can do or software you can use to make the best of this video to really attract more leads and convert those leads into deals. We’re going to cover a lot of stuff.

    00:02:53:04 – 00:03:16:23

    Brady Winder

    I’m not worried about how long this podcast goes. Fair warning. Anyways, that’s what we’re talking about today. And so that brings me to a writer. My guess on Josh Cutler. His is his second second time on the podcast and Josh Color is a friend of care. He’s been at care camp. He’s been on our care summit which if you’re wondering if CARE Awesome is happening this year it is don’t worry is the summer.

    00:03:16:23 – 00:03:25:13

    Brady Winder

    We’ll be announcing it very, very shortly if we haven’t already. Anyways. Josh color of Aria video. Did I say that right? Sorry.

    00:03:25:17 – 00:03:26:15

    Josh Culler

    Yep. Yep.

    00:03:27:00 – 00:03:39:09

    Brady Winder

    Mario video. Josh Color. I was going to introduce you. Tell us a little bit about yourself and what you do, because I feel like you’ll do a better job of it. I people you. Yeah. Why you wish we listened to you on this podcast.

    00:03:39:13 – 00:04:01:13

    Josh Culler

    Yeah. No, that’s good. Thanks for having me back, man. I was the last dash, actually. The first time that I was on the Carrie cast was in the studio. So that was a lot of fun with Trevor. Yeah, over there hanging out with you guys. So I appreciate you having me back. Yeah. So just in a nutshell, I’ll keep it very short and sweet because I hate when I’m hosting a podcast and people spend 20 minutes on introducing themselves and I’m like, Oh, well, we’re almost done now.

    00:04:02:07 – 00:04:22:07

    Josh Culler

    So yeah, I’ve been in the real estate investing space for over 11 years now. So I was a marketing director for a large wholesaling organization out here in the Midwest, doing anywhere from 4 to 500 deals a year. And I was the marketing director for that organization, and that got me grounded into the real estate investing space. And now I’m speeding up the time.

    00:04:22:07 – 00:04:48:21

    Josh Culler

    I now focus all of my services and business on real estate investors and influencers as well educators, people that are really taking what they have done in real estate and then teaching it out to other people as well. Maybe they have masterminds, coaching programs, courses, stuff like that. And so what we primarily focus on now is social media for for social media management, YouTube management, podcast management.

    00:04:49:06 – 00:05:06:26

    Josh Culler

    But you know, specifically working in the real estate investing space. So there’s been a lot of interesting changes over the last few years. And even I would say like some changes since the last time I was on the Caracas, like some really big changes in terms of like video traffic and how much I think you said it right.

    00:05:06:26 – 00:05:32:02

    Josh Culler

    I was actually going to like kind of capitalize on your statement, that video is not like I feel like when I was on that first episode with Trevor, we were talking about like why you should take advantage of it, why, you know, now is the time, the time has passed. Like if you’re not doing video now, I don’t like this is this is not going to be a very, very comfortable comfortable episode for you.

    00:05:32:03 – 00:05:47:28

    Josh Culler

    Like it’s it is definitely something where it is the standard. It is the thing that you have to be doing. And 2023 and it’s not a case of like, should I or should I not? It’s a yes, automatically. It was a yes two years ago. So that we’re going to have some good questions. I’m excited about this.

    00:05:48:11 – 00:06:03:08

    Brady Winder

    Yeah, I like that the people who are doing it are the ones who are winning. Yeah, well, thanks for summarize in that. Yeah, I’ll have people reach out to me from time to time like, Hey, Brady, you need time to, you know, help me out with this podcast on the site. I do from time to time. But when people get serious about it, Mike, I don’t have the time.

    00:06:03:08 – 00:06:21:05

    Brady Winder

    I’m all on accurate. I’ll send them to Josh So if you’re really are serious about a YouTube channel podcast social and you want to go all in and content, consider go with Josh and his team. They’re really good at what they do in their their industry specific to not just real estate but to investors, wholesalers flippers they know you guys inside and out.

    00:06:21:21 – 00:06:43:06

    Brady Winder

    And so two more quick things before we dive in this conversation. Just just to further impress them. The importance of video. I was doing some research before we started the podcast today. Around 25% of searches feature a video snippet at the top of the page. Whenever you’re Googling how to, you know, how to make chicken pot pie, how to sell my house fast.

    00:06:43:06 – 00:07:08:19

    Brady Winder

    Louisville, Kentucky. A lot of times there’ll be a video up there and then sometimes even a video with the snippets pulled out or little chapters of the video that is becoming more and more common. I’m sure you guys see this every day and stuff you search. Another interesting tidbit we’ve seen in our own data from over 8000 members is a YouTube leads from YouTube convert from visitors into leads at 8.43%.

    00:07:08:19 – 00:07:31:18

    Brady Winder

    So that’s actually double the conversion of any other lead source. And so it’s the highest converting lead source we have accurate, which is just it’s crazy. You know, people who are watching YouTube videos, they are they are motivated. Yeah. So anyways, let’s dive in. I want to talk about first how to how to get started in video marketing.

    00:07:31:18 – 00:07:51:00

    Brady Winder

    So we’re going to talk about the mindset and the gear. I think one thing we just need to get out of the way just real quick. You probably experience this all the time as everybody. Everybody has to start somewhere. People like like the biggest objections, like, I don’t I don’t want to be on camera. I don’t know. I don’t know what to do.

    00:07:52:03 – 00:08:04:24

    Brady Winder

    To me, it’s simple. It’s like you got to be willing to be bad at something and care more about the person on the other end of the screen or care more about getting the lead. You got to think about something else besides how you’re looking on camera. What do you think about that?

    00:08:05:06 – 00:08:26:21

    Josh Culler

    Yeah, at this point in time, I when somebody asked me that question, the only response that I have is if you’re not going to do it, your competition is going to do it. So suck it up. Like there’s a lot of things in business and you know, like as a business, there’s there’s so many things that I have not wanted to do or I knew was going to suck.

    00:08:26:21 – 00:08:44:00

    Josh Culler

    I knew it was going to be a grind and it was going to be something I was uncomfortable with, But as a responsibility, I had to do it because it’s just part of business. Well, video content is part of marketing. You have to do it. And of course, I think and even, you know, and it comes to my personality.

    00:08:44:00 – 00:09:02:25

    Josh Culler

    Brady I mean, there are some people out there that have never been on video, but they’re super confident in themselves and they can just hop on a camera and just talk away. And there are some people that it’s the complete opposite where if even if there’s nobody on the other side of the camera, like there’s literally nobody in my room right now and they’re looking at a camera, it scares them to death.

    00:09:04:05 – 00:09:20:29

    Josh Culler

    You it’s just like anything else. Practice will make perfect. You keep getting it out there and you will get better over time. If you look at anybody, anybody’s videos, I mean, like the biggest YouTuber on the planet right now is Mr. B and or maybe it’s PewDiePie, but like if you look at it, he’s probably the most well known YouTuber.

    00:09:20:29 – 00:09:42:09

    Josh Culler

    If you go back and actually look at his first video he ever posted, it was ridiculous. He look, he looked so he looks so dumb like it is video and it was all pixelated low. I like, but he started somewhere. Everybody that has that you follow that has been an influencer in any way shape or form started at ground zero.

    00:09:42:09 – 00:10:02:24

    Josh Culler

    Everybody started at zero. So you if you’re going to do anything with video, you’ve just got to turn the camera on, start practicing. I think a really good thing to do that actually is kind of funny is coincidentally, I just had an onboarding call with a new client that we’re bringing on, and he’s one of those guys that he’s a little bit, you know, he doesn’t like speaking on stage.

    00:10:02:24 – 00:10:22:01

    Josh Culler

    He’s kind of shy on camera, stuff like that. He even said he’s his own biggest critic, so if he records a video he doesn’t like, he’ll just delete it, he will edit it or anything like that. And, you know, basically what I told him was like, dude, one of the best things that you could do for yourself if you’re that type of person is just to don’t script out your video.

    00:10:22:01 – 00:10:47:21

    Josh Culler

    It’s create the topic, create some bullet points, and then just get it out. If you mess up, if you screw up, you say something you don’t want to say or you need to repeat yourself. Just pause for a second and carry back on. That’s what post-production video editing is for. You can clip all that out. So there’s just some mechanisms, I think, Brady, that people can, if they really pull back the curtain, they look at like what video has become nowadays, it’s not live TV.

    00:10:47:21 – 00:11:06:27

    Josh Culler

    You’re not a news anchor that you have to be perfect on every single word that comes out of your mouth. You’re articulate, clearly, can’t stutter, can’t trip over your words. That’s not the case. Like, there’s there’s ways to get to happiness and yeah, again, the number one thing I would say is just suck it up, because if you’re not going to do it, your competition’s going to be right.

    00:11:06:28 – 00:11:21:15

    Brady Winder

    Absolutely. I’m so glad you said that thing about scripts, too. That was one of the things this is going to talk about as far as aligning videos is for me. I mean, there’s a time and a place for scripts, but more often than not, bullet points can be what’s most helpful? Tell me, what does this look like for you?

    00:11:21:15 – 00:11:38:02

    Brady Winder

    So if I’d say, Josh, we’re going to record it, say I’m going to record a video of you, and the video’s about like teaching people how to sell their house fast and Louisville, Kentucky, or working with like working with a real estate investor in Louisville, Kentucky. How many bullet points are you doing? What does that look like to keep you?

    00:11:38:02 – 00:11:39:09

    Brady Winder

    What do you need to stay on track?

    00:11:39:17 – 00:12:13:11

    Josh Culler

    Yeah, that’s a great question. And there’s two answers I’m going to give actually, and a couple of variables to this. If you’re doing like an ad video, say, for instance, you’re actually using the video to be a Facebook ad, I would recommend scripting it. And the only reason why is because you want to get out what, like you’re paying for X amount of time to be to have your ad out or, you know, just script it, make sure is very well articulated and I would practice it and record it several times because the problem that I’ve always had Brady with people that script videos and put them on a teleprompter or maybe they just try

    00:12:13:11 – 00:12:43:25

    Josh Culler

    to memorize it, it’s very unnatural for us to read something off and remain human while doing it. We like to turn our robotic voices on and not move, not show any animation or any emotions at all. And that’s what ultimately connects. That’s that’s one of the biggest reasons why video is so powerful is because it connects emotionally, intellectually, and it’s just it’s far more connective than putting a copy out there for somebody to read or any other form of content.

    00:12:44:17 – 00:13:17:29

    Josh Culler

    And it’s very hard to read off a script. I can’t even do it. I have out of the couple hundred people over the years that I’ve recorded videos with, there’s only one person that I have allowed to use a teleprompter because they were really good at it and they’ve had it passed with reading teleprompter scripted videos. So just what I would say is if you’re going to do a short form piece of content, if you really feel like you need to script it out and it’s got to get to the point, you know, like I said, if it’s for an ad or something like that, then or a TV commercial, of course, scripted out, just

    00:13:17:29 – 00:13:44:19

    Josh Culler

    practice it a handful of times and stay focused on trying to keep the human element. The alternative, of course, is my recommendation is not scripting videos into a bullet points. I would say for every every minute that you’re going to go and talk about something, maybe create two basic bullet points. The thing that I don’t want to do, it’s almost like going back into the school days where you don’t want to literally write and Terry paragraph for your bullet point.

    00:13:44:19 – 00:14:03:18

    Josh Culler

    You want to just treat it like a headline. So here’s the headline of my bullet point number one headline of bullet point number two. And then you talk about those things. And the key the key to is rate is something that’s a little off topic with us that I always like to mention is you shouldn’t be talking about things that you don’t know inside it out anyway.

    00:14:04:03 – 00:14:05:26

    Josh Culler

    So. Yeah, yeah.

    00:14:05:26 – 00:14:06:14

    Brady Winder

    Good point.

    00:14:06:22 – 00:14:26:20

    Josh Culler

    If you can’t talk about it on a podcast like this comfortably and get all the information out, regardless of if you’re comfortable on camera or not, you shouldn’t be doing it anyway. So if you can’t riff for 20 to 30 seconds on a bullet point, then you know, go away from that topic. So I think that with bullet points, just treat them like headlines.

    00:14:26:25 – 00:14:44:22

    Josh Culler

    Do one or two bullet points for every minute that you plan on talk, It’s a five minute video, maybe not ten bullet points, but somewhere in the neighborhood of like six two 6 to 9 bullet points would be a good idea, but make them as informational to you as possible. And the important thing is just you getting the content out.

    00:14:44:22 – 00:14:53:27

    Brady Winder

    I like that one. You know, one or two for every minute or so, because that’s about it’s like about how long your brain can go remembering what you’re talking about. You know.

    00:14:54:01 – 00:15:11:21

    Josh Culler

    In regards to mush, I do one per minute, but that’s what works for me, right? So that person could also riff for 5 minutes. If you just give me one thing to talk about. But I didn’t start off that way either, by the way. And I’m sure Brady, like you’re you’re pretty fluent on camera as well. And I’m sure you didn’t start off that way.

    00:15:11:21 – 00:15:20:07

    Josh Culler

    I’m sure Trevor didn’t start out that way, right? It takes practice and time to evolve that over time, to be comfortable on camera and allow yourself to get information out.

    00:15:21:02 – 00:15:44:19

    Brady Winder

    Oh, it’s it’s crunchy. In the beginning. It’s crunchy. I’m not going to link up some of our old content so you’re can click it in the show notes. I’m going to find it hard to. Yeah. Good chat this yeah is crunchy. Don’t judge the light lighting or audio either everybody starts. So another thing to keep in mind is knowing your goals.

    00:15:44:19 – 00:16:11:03

    Brady Winder

    So I feel like, you know, you talk about video, it can be really vague like, oh, video marketing and people might think of ticktalk. I mean, I think of Instagram social and they might think of TV. I don’t know. But for the sake of this conversation, we’re talking about generating leads. And so I think one of those I’m sure you see this is one of the mistakes I see people do is they haven’t really thought or they haven’t decided exactly what they want their video to be for.

    00:16:11:03 – 00:16:42:28

    Brady Winder

    So they say, well, I want to generate leads with it, but I also want to be an influencer and I also want to share with other people how to do X, Y, or Z. And so videos that maybe sometimes are good, but they don’t have a clear purpose. And so they kind of just they don’t really hit when you’re watching them, you know, video someone walking through, hey, we’re flipping a house is what we’re doing is I’m not saying don’t shoot that contact because it can be helpful, but know why you’re doing it as this is this for like a social media outlet or your website where you’re educating people on what it’s like, work

    00:16:42:29 – 00:16:51:28

    Brady Winder

    with a wholesaler or an investor, or are you trying to get coaching students so you can teach people how to flip houses? It’s usually two different things.

    00:16:51:28 – 00:17:16:08

    Josh Culler

    Do I? So when I travel to speak, I’m going to be traveling to a large area in Pennsylvania next week, and I got asked to to speak on a similar topic. But I’m like, you know what? Let me frame it a little bit differently and the type of presentation, I call it a North Star. So the North Star is obviously, you know, the story of, you know, Jesus being born and the three wise men.

    00:17:16:08 – 00:17:49:16

    Josh Culler

    We’re finally following the North Star to, you know, get to their destination. Basically, it’s just a waypoint. Is really what it is. And if you look at what you are, you can also call it your goal, your objective, whatever you want to call it, the North Star, though, it’s basically you’re on a path somewhere. And in your marketing, if you don’t have a very specific point in which you’re trying to reach, whether it’s the end of a funnel that you have built now or it’s step one would be like click the link in my bio, fill out this landing page, fill X, Y and Z, go do this, go do that.

    00:17:50:00 – 00:18:10:09

    Josh Culler

    You have a sentence for that. But at the end of the day, if they’re not reaching your North Star, then your marketing could be pointing to multiple different things that can really confuse the fact of what you do. So if you create what your North Star is for some people, you know, if you’re if you’re, say, a realtor listening and your North Star is it, it could be more than one thing.

    00:18:10:09 – 00:18:35:07

    Josh Culler

    But I unless you have multiple businesses, it should not be more than 3 to 5 things, period. Like unless you own multiple businesses and you have different products that you’re working with, with within. But say, for instance, you’re a realtor, maybe you’re a North star is to get more listings and to sell more deals. Right? So it could be, you know, one of those two things or whatever it is, it could be one of those you know, it could be one or two more, whatever it looks like.

    00:18:35:07 – 00:19:00:24

    Josh Culler

    But you have to be very specific on what that is. And in every bit of content that you work within is literally just pointed out that that’s the objective. Because again, like you said, the you know, there’s some people out there I run into this all the time where, you know, somebody will contact me and they’ll say, you know, I attended this mastermind and, you know, like I got up to speak and like five people in the room were like, you’re a really good speaker.

    00:19:00:24 – 00:19:17:08

    Josh Culler

    You should do social media stuff. And then I responded like, I don’t really like social media. I just want to buy real estate, sell it, You know, maybe I’m a wholesaler or whatever it is, and then they get pressured into doing it. Now they’re shooting videos on random topics that they have no idea why they’re shooting up. That’s a waste of time.

    00:19:17:23 – 00:19:19:15

    Josh Culler

    We call that garbage.

    00:19:19:15 – 00:19:22:14

    Brady Winder

    So if you have a specific.

    00:19:23:08 – 00:19:45:19

    Josh Culler

    You know, goal North Star that you’re trying to achieve everything that you do, content wise, not just video content, but primarily video content should be centered around that. And I boil that also down to demographics, and that goes down into platforms. Brady So like when I’m hopping on a onboarding call with a new client, we go through the process of who your demographic is.

    00:19:45:19 – 00:20:04:11

    Josh Culler

    It’s marketing 1 to 1. You’re your target demographic, your avatar, whatever it is, the ideal person you want to work with. And if they’re not, believe it or not, not everybody consumes tick tock. Believe it or not, not everybody’s on podcast and listen to podcasts. So if your demographic is not there, then why would you put content there?

    00:20:04:11 – 00:20:21:28

    Josh Culler

    Why would you be building something that’s not there? But the other the other kind of rebuttal to that I get radio is you build it and it will come. Or like, you know, there are there are scenarios. There are rare, very rare scenario. Yeah. Where you could start putting something out and then your demographic will flock to it.

    00:20:22:06 – 00:20:45:14

    Josh Culler

    But you got to remember, the more sophisticated your demographic is, the less likely they are to budge off of what they’re currently using. So there’s so many variables that that comes to this. And you know this too, if you’re saying that everybody is your target demographic, that nobody is right, You got to get very specific with it, figure out where they hang out, what they consume, what type of content they consume, what they’re looking for.

    00:20:45:14 – 00:20:48:15

    Josh Culler

    And that’s what you got to put videos out about.

    00:20:48:15 – 00:20:58:24

    Brady Winder

    Yeah, I really appreciate how you didn’t gloss over and just call it for what it is you say. That’s garbage. I call it noise, but it’s it’s anything outside of the focus people consume.

    00:20:58:24 – 00:21:00:19

    Josh Culler

    It just makes noise. Just remember.

    00:21:00:19 – 00:21:15:00

    Brady Winder

    Yeah. Yeah. You know, it reminds you of essentialism. I’m going to be cautious. But in Essentialism, Greg McKeown talks about how you need to have know what the finish line is, know what the end goal is. Otherwise you’re just going to be creating indefinitely, forever.

    00:21:15:06 – 00:21:42:12

    Josh Culler

    You’re never going to know when you reach that finish line. You’re never going to know when you get to the destination. And obviously the destination repeats itself, you know, based on conversions, you know, you want more conversions, but you know, my proper rule of thumb, Duda is like whatever you have to offer. A simple quote that I like to say is content slash social media slash video marketing is literally just explaining to your target demographic about what you do, who you are and your industry.

    00:21:42:22 – 00:21:58:13

    Josh Culler

    If you answer those questions, that’s literally how you can frame your topics around and the type of content you put out. That’s that’s going to solve all your problems and asking questions of like, I don’t know what topics to write or do to do videos about or I don’t know what platforms to post on. That’s what you do.

    00:21:58:20 – 00:22:20:16

    Josh Culler

    Because also, you know, this to me is that like if you’re say for instance, if you have if you’re a real estate investor, you’re a wholesaler, or as much as we like to say referrals are a really good source of getting more deals, it’s not realistic. You might get one or two, you know, on a periodic basis, but for the most part you’re doing you’re doing repetitive actions to get deals.

    00:22:21:00 – 00:22:47:18

    Josh Culler

    So putting out daily social media videos or let’s just say, for instance, you started a podcast to bring you more deals. You’re not going to have a thousand motivated sellers lined up to listen to your podcast every week. And the transactional service is really what it is. That being said, maybe the alternative is I know I have a couple of friends of mine that do Brian Snyder down in Indianapolis.

    00:22:47:18 – 00:23:12:25

    Josh Culler

    He does a podcast that’s specifically built to educate other Indianapolis wholesalers and real estate busters to bring him deals. So he teaches how to bring them because they don’t wanna do their own marketing. So they have all their wholesalers bring it deals and it brings them deals all the time. So that’s the alternative. But if your objective is depending on going directly to the motivated seller, that could dictate the platform that you’re on and the frequency, because once again, you’re not going to have 100,000.

    00:23:12:25 – 00:23:20:19

    Josh Culler

    So, you know, Instagram followers that are all motivated sellers watching your your daily videos, it’s just not works. So there’s yeah, variables.

    00:23:21:03 – 00:23:41:04

    Brady Winder

    Or maybe you could even go, you know talk on like a community podcast about, you know, how you are the local investor in your community, why you’re different from an agent and what you offer, or maybe sponsor a podcast episode. There’s yeah. One thing I want to hit on a real quick gear. We’re not going to we’re not going to spend time talking about gear.

    00:23:41:04 – 00:23:45:05

    Brady Winder

    Y’all can Google this. Y’all can look at blog posts for getting started with video marketing.

    00:23:45:09 – 00:24:18:24

    Josh Culler

    I was going to say, I’ll just give one high level expert tip here. You have an iPhone that is, I would say, newer. So I even have that. I’m a content creator, but I just have the iPhone 12 pro max, whatever the top one is. And if you have this or newer, you’re good to go record content out there on Amazon, you can buy Nikes that plug into your lightning port and then it’s wirelessly propelled to you to get good audio, get good video feed record content.

    00:24:18:24 – 00:24:36:25

    Josh Culler

    That way it works. As long as you got good lighting, as long as you frame yourself correctly, it’ll work. You know, you don’t have to have like Brady set up looks insanely incredible. Mine looks pretty solid, but they’re stages to it. Everybody thinks that they can buy $10,000 worth of camera gear, jump right into it, but that’s not where it starts again.

    00:24:37:06 – 00:24:44:29

    Josh Culler

    Everybody starts from ground zero. And what better to create content with something that you already have? So that’s my expert on gear. That’s my expert opinion.

    00:24:45:19 – 00:25:06:15

    Brady Winder

    I’m glad you said that. I was going to say iPhone 3G s that works. In all seriousness, though, it’s like it depends a lot on the audience do so like for motivated seller specifically there you know if this is an ad or thing on social media, it needs to kind of blend in with the fee to blend in and I think stand out at the same time.

    00:25:06:27 – 00:25:17:28

    Brady Winder

    But by blending, I mean like if it looks overly polished, overly commercialized and professional, they might gloss over depending on what they’re looking for. So just food for thought.

    00:25:18:15 – 00:25:44:28

    Josh Culler

    I think a really good way to go about recording content in the context of what you just said too, is environment is very important too. So if you are shooting a video specifically to motivated seller leads, be at a property maybe that you have under contract or if you don’t have anything. We were just getting started. Go to your parents house or go to your house and go in the front yard and, you know, shoot a video in front of a house that you would be that would be in your buy box.

    00:25:45:25 – 00:26:03:13

    Josh Culler

    You know, if you don’t buy D class in D class neighborhoods, don’t go to a D class neighborhood and, you know, in a war zone and record videos, but be in the same environment. I think that’s really important and underrated as well when recording. So don’t be afraid. Don’t don’t shy away from just getting out of your office and, you know, recording video still.

    00:26:03:27 – 00:26:23:24

    Brady Winder

    Yeah, that’s good. That’s good. Yeah. Well said. Keep a simple start with an iPhone. Let’s talk about topics. This is this is a big one. Nobody knows what to talk about. I think, you know, we already covered you covered one of the most important things, which is if you don’t know what to talk about, the best tip we can give you is ask.

    00:26:23:24 – 00:26:51:05

    Brady Winder

    Find out what questions people are asking. So find out what questions sellers are asking and just answer their questions. That’s like the definition. That’s like content marketing. One on one is answer the questions that people are asking and give them the best value you can. Something something that’s disrupting the Internet as we know it right now. I JPT It’s like everyday conversation.

    00:26:51:05 – 00:27:11:14

    Brady Winder

    Like what is it doing? What is it doing? It’s it’s maybe it’s a bunch of buzz right now and it’s actually not as powerful as we think it is. Maybe not Maybe things maybe the landscape of Google in being really does completely change in a couple of years. We’re staying on top of that anyways. The reason I bring it up is because there’s a there’s a place for it.

    00:27:11:14 – 00:27:35:16

    Brady Winder

    So my job as a podcast host and content strategist, I’m constantly coming up with ideas and what to talk about, what we should be talking about, and we can talk about anything, how to format that. I found a really helpful I don’t know if you’ve said all Josh, but I found it helpful as not not to do the bulk of my thinking, but as a helper, as an assistant for when I get stuff.

    00:27:35:21 – 00:28:00:26

    Brady Winder

    Yeah, and so, I mean, you could do it to us so you could use chat to get you to like, you know, 50% of a blog posts like give me the outline, give me some to talk about. I like to use it for outlines like help me summarize this idea. Or let’s say I have an idea and I’m thinking of another way to say, Hey, reword this phrase or conclusions.

    00:28:00:26 – 00:28:14:28

    Brady Winder

    So concluding a video or blog post can be difficult because a lot of people get stuck at the very end. It’s like, okay, write me a conclusion to this. It could be helpful for that. Any thoughts on GP JPT and are we all going to be replaced tomorrow? Josh And now?

    00:28:15:05 – 00:28:33:09

    Josh Culler

    So I think it’s one of those things and I’m not I will say this first, I’m not an expert in it, but you know, like I mentioned earlier, I’m one of my full time jobs as a CEO of my organization is research and development. So I spend a lot of time digging into stuff like this. I think, you know, anytime something new comes to the forefront like this, it does get hyped.

    00:28:33:09 – 00:28:52:12

    Josh Culler

    You know, for instance, I have my my VR headset over here that we play games on and stuff like that. And I remember when VR first came to the forefront, when Samsung was kind of the biggest one to launch it, you would have to take your phone and set it inside of the headset and then you would do that and your phone would burn up after like 10 minutes and stuff like that.

    00:28:52:21 – 00:29:15:18

    Josh Culler

    And it became hype and then it kind of like dialed back a little bit and then met out, really brought it back up. And, you know, Oculus has been around since since that time period. And it was really under Samsung’s watch and it moved over to Facebook slash matter. I think it has the feeling of that. So I think it’s something that is a I think people are looking at it like it could be like this huge thing.

    00:29:16:06 – 00:29:32:15

    Josh Culler

    But I think right now it’s just a tool that can help with a lot of things that you talk about. You presented it in a really good way. I think it’s just a tool to kind of either spark it, get you started, help you finish up, give you ideas, create sparks, whatever it is. But I think that, you know, for instance, I tested a handful of things I love.

    00:29:32:15 – 00:30:09:18

    Josh Culler

    Asking questions is how I learned I was terrible in school. And so asking questions is like how I learned everything. And it got me really excited. You know, I even went as far as to we were looking for a new copywriter for our team and I had Chad GPT write me a job posting for a social media copywriter and it did a pretty bang up job like it did a really good it got it got about 85% accurate on what I would type out and I just had to go through an editor a couple of things and something that would have taken me close to an hour to type out it literally.

    00:30:09:25 – 00:30:39:09

    Josh Culler

    I finished it like 8 minutes after I edited what it already presented. But I think a really good leverage point. You know, I tested this the other day as well. You know, people in order for to use stuff like this and technology like this, you have to be good at asking the right question. But understanding what the other side of it is, For example, what I asked Chad GTP to do for me was I I’m going to try to like were to exactly how I word it.

    00:30:39:09 – 00:31:01:29

    Josh Culler

    I said create me 50 topics for video content that business owners are asking about, and it literally lists it out 50 topics of the most asked questions on the Internet of what people are asking about video content. And I was like, okay, those are my topics that I’m going to be shooting videos on for the next couple of months.

    00:31:02:13 – 00:31:30:18

    Josh Culler

    And it did a really good job on that. So if you got specific, I can’t imagine I didn’t test this. Yeah, but I can’t imagine that if you look at Chat GTP and you say, create me 25 topics that are for sale by owner, you know, motivated sellers are asking about you know, it might be able to spit out a handful of really good topics but you know I do I do like the idea you know I have been reading up that Google is planning on coming out with a competitor within the next few days to that.

    00:31:30:18 – 00:31:53:21

    Josh Culler

    That is no shock. And surprise to me because normally Google is not the first one to do things. It is like the second or third, but because of it being Google, they do it the best and then they squash whatever the first one was. And Apple and Google have that reputation to do it. Apple’s ever the first to anything either, but they will crush at that, you know even after their second or third to it.

    00:31:54:03 – 00:32:13:03

    Josh Culler

    Then I’m excited about this type of technology. I think people need to just be leveraging it as a tool right now and just be focused on asking the right question to the to the program. But yeah, I don’t I don’t see it being a everyday useful tool for somebody for another, like probably two or three years as some development to go under.

    00:32:13:03 – 00:32:17:28

    Josh Culler

    But it’s, it’s pretty it’s pretty impressive at the given moment.

    00:32:18:19 – 00:32:31:14

    Brady Winder

    Yeah, it’s interesting It’s a it’s a good help right now for sure And you still, you know, kind of like you’re alluding to, you still need a a human element to at a minimum QC it to make sure it is the right.

    00:32:31:14 – 00:32:53:25

    Josh Culler

    I even gave it to my as soon as I heard about it I signed it over to my lead, my my department lead for my quality control and writing department. And I’m like, Hey, take a look at this and see if this is something that you could use in your department, because they I mean, they quality control. I mean, we, we at it and publish close to about 5000 pieces of content on a weekly basis.

    00:32:53:25 – 00:33:11:17

    Josh Culler

    So my quality control team has to have eyeballs on every single one of those every single week. So I’m like, go through and see if this is something that will help you guys, you know, in efficiency. And she was able to discover like one or two things that it might help with, mostly with like descriptions and show notes creation.

    00:33:11:17 – 00:33:20:08

    Josh Culler

    But I think like it’s just underdeveloped right now because it just started. But it’s it’s been I’ll keep an eye on it. It’s going to it’s going to be pretty cool.

    00:33:20:21 – 00:33:39:06

    Brady Winder

    Yeah. We’ll check back in on a year from now. Maybe we’ll have another conversation, right? Yes, change of course. So topics I’ve got a I’ve got a list of topics here for generating seller leads. We pulled this from our video marketing playbook. I don’t know if I said this at the beginning. The podcast is video Marketing Month Guru Care.com Search Video.

    00:33:39:12 – 00:33:57:03

    Brady Winder

    We’ve got this playbook. Josh actually helped us come up with a view on this a while back and we revamped it in the last year, but basically How to get Started Video a list of 52 ideas as one idea per week and just all the essential information, you know, to get going on the video marketing in one nice little PDF.

    00:33:57:03 – 00:34:12:18

    Brady Winder

    So anyways, I pulled this most of it from that list of 52. I’m going to run through them and just and talk about in real quick. Josh, feel free to interrupt me or if you have any you want to add, just go for it. But I’m just going to give you guys these so you know what to talk about.

    00:34:13:15 – 00:34:27:18

    Brady Winder

    Seller testimonials probably hands on the most important thing you can do if you haven’t done a deal yet. Get character testimonials from other people you know about you, you as a person, your character. But seller testimonials get them on Vimeo plus to them more.

    00:34:27:18 – 00:34:38:13

    Josh Culler

    Chime in here real quick. Yeah, something super cool. So like I don’t know if I’m hoping you haven’t discovered this yet because it would be really cool if you did it that I found something that that you didn’t find out.

    00:34:38:17 – 00:34:39:17

    Brady Winder

    I’m excited now.

    00:34:39:17 – 00:35:01:15

    Josh Culler

    About value too. So one of the number one is seller testimonials and the reason why I wanted to bring this up in the first place, because that is normally what people revert to for video content is getting very you know, you’re at closing table, you want to get your cell phone out, record a quick video. What I see happen, though, and it’s been acceptable up until this point because now you have the tool to be able to help.

    00:35:01:15 – 00:35:21:15

    Josh Culler

    This is, you know, let’s say, for instance, your closing table is like three feet across. Well, you’re sitting on the other side with your phone recording it. Where’s the microphone? It’s next to you. So it’s across the table. And so maybe you’re in a bigger room. So it sounds hollow. The person that’s on the other side of camera more than likely is not good at speaking on camera because that’s not what they do.

    00:35:21:23 – 00:35:46:15

    Josh Culler

    So they’re just going to give it their best bang up shot. You’re going to have fuzz. You might have some like office sounds in the background, the fax machines going, the the copiers, printers, phones ring and stuff like that. So my lead video editor discovered a tool called It’s an Adobe Tool and it’s called Adobe Podcast. But what it does is it has a a speech enhancer tool to it.

    00:35:46:21 – 00:35:55:25

    Josh Culler

    It’s in beta mode right now. I think you have to have an Adobe account to use this. Basically what you do and Brady after we’re done, maybe I’ll show you an example because you won’t believe me if you haven’t tried this yet.

    00:35:56:06 – 00:36:02:13

    Brady Winder

    Sorry. Are you doing it? You all Honestly, I’m getting distracted. Like I have to know about this right now. The podcast guy is.

    00:36:03:04 – 00:36:23:25

    Josh Culler

    Normally normally when I discover stuff like this, I’m kind of like, Oh, that’s kind of cool in my help. But this is this right here is something I require all of my videos to go through at this point. So it will literally take any audio like I’ve I’ve done it with testimonial videos where it was that there was fires in the background.

    00:36:23:25 – 00:36:45:16

    Josh Culler

    They were they were just super hollow. They were quiet because they were like four or five feet away from the camera type thing. And it was with a cell phone. You got to just strip the audio, put it into this software. It takes like maybe 2 minutes tops. It’ll spit it back out. I’m telling you, it will sound like they have a podcast microphone right next to their mouth.

    00:36:45:27 – 00:37:11:29

    Josh Culler

    Really? And it will make it sound immaculate. You got to test it. Brady is mind blowing, but that alone, we’re going into a phase where content is becoming unacceptable. To have high quality standards, you have to have high quality standards to get what you’re trying to get to because people are just sick and tired of watching cruddy Zoom videos and cell phone recordings.

    00:37:11:29 – 00:37:23:21

    Josh Culler

    You have to make it as high as possible. Audio is one of those ways to do it. This right here testing solid testimonials. It will ultimately ten x the quality of video by just doing that.

    00:37:24:06 – 00:37:41:27

    Brady Winder

    I, I thank you for mentioning that. I’m so glad you did because we were just I was recording a podcast last week at the you know if you listen to this in March it just came out a couple weeks ago but it’s all about testimonials. Keith and Bo and I, we dive really deep into this, and Keith had mentioned how he had thrown out a testimonial.

    00:37:41:27 – 00:37:55:00

    Brady Winder

    It was like one of his best testimonials, you know, throw it out because the phone was so far away, didn’t think about it. And it’s like, I can just hear that that conference room sound in my head where it’s 15 feet away and you didn’t get what you needed to get.

    00:37:55:09 – 00:38:12:22

    Josh Culler

    Dude, and takes all of that out. It cleans it up. It is the most mindblowing software for editing like media at all that I’ve seen. And it’s all it’s all automatic, so you don’t have to make any adjustments or anything. It’ll do it for you. It just knows what to to take out to add and stuff like that.

    00:38:12:22 – 00:38:38:02

    Josh Culler

    And, and a lot of times, you know, for me, like I speak at a higher tone so I don’t have much of a low voice so it’ll equalize my, my my tone as well and it just sounds when you put headphones on after you run it through it, it just sounds so good. So, I mean, to interrupt you with that, but I know testimonials is a number one thing with topics and that’s the biggest barrier is, you know, you don’t you don’t normally have a DSLR camera with a lapel mike at your closing table.

    00:38:38:28 – 00:38:43:14

    Josh Culler

    So I still want you to capture video if your concern is audio, run it through that. You’ll be good to go.

    00:38:44:03 – 00:38:51:17

    Brady Winder

    Okay. Yeah, I love that. I had not heard of it. You got me all excited. I’m glad I hadn’t heard of it. I’m going to be. I know what I’m doing for the rest of today will be tested.

    00:38:51:17 – 00:38:52:15

    Josh Culler

    I know you’ll be stuck.

    00:38:53:10 – 00:39:20:14

    Brady Winder

    Yeah. Get the mic close to the person. You’re recording it. The phone call. It’s the closer you are, the less room noise and all y’all are close in your deals in a big empty conference room that’s echoey as all get out So the mike close second about me video this is huge. This is the thing that converts your visitors into leads and leads into deals as people getting to know you like you trust you and they can see that you’re a real human in your market.

    00:39:20:14 – 00:39:46:15

    Brady Winder

    Doing about me video doing by yourself to get started. And then I would even recommend once you’ve got a better feel for you know, how you position your service and your your overall messaging, maybe even bring in a videographer to do a legitimate like professional about me. A video that is a time and a place to do professional video so you can show that you’re not above the competition because most people are not going to do that.

    00:39:47:02 – 00:40:10:21

    Brady Winder

    Yeah, yeah. About me video and then some of the more general topics how to sell your these are more obvious and a lot of them are aligned with Google keywords. What sellers are searching for, they’re not always the same as YouTube. So if you go to YouTube, do keyword research there, there’s a lot of times some variance. But how to sell your house fast for cash in Pensacola, Florida, whatever, city state.

    00:40:10:27 – 00:40:36:15

    Brady Winder

    So maybe talk about the steps you would need to do or did you know that you can sell your house this fast? Did you know you can close this fast? So talk about some of the things people might not know, the questions they have. We buy houses in the city state. So talk about where you buy houses, what types of houses you buy home buyers in city state, Roseburg, Oregon, where home buyers in Roseburg, Oregon.

    00:40:36:15 – 00:40:50:13

    Brady Winder

    How are we different from agent investor or how are we different from agents? How to Stop Foreclosure in Roseburg, Oregon, If you’re about to be foreclosed on, here’s the five steps you can take to not get foreclosed or here’s what you might want to prepare for how to deal with that.

    00:40:50:13 – 00:41:07:17

    Josh Culler

    I like I like that one because not that the other ones are bad, but I like that one because the context of it is you’re delivering some value to the person watching the video. You’re giving them tips on what to do if they’re going through something. And then giving yourself as a solution is a really good way to frame it up.

    00:41:07:17 – 00:41:20:15

    Josh Culler

    So the other ones are great as well, but I like that one, the concept of that one because yeah, it’s value leading and then you give call to action at the backside of it saying if you need help with this, I have solution for you. Here’s what that is.

    00:41:20:15 – 00:41:51:27

    Brady Winder

    So yeah, while I actually like the you said that because you know the reason that one stands out versus the others is one of the most important things I learned about copywriting awhile back from Trevor actually is is opening a loop in the person’s mind. You could do this like almost borderline unethical. Like with click bait, you know, you open up the Google app and here’s like 100 articles that are just pure clickbait and but they’re all opening a loop like, you won’t believe what these people did to their child when they’re going through the airport security line.

    00:41:51:27 – 00:42:18:12

    Brady Winder

    That was literally one I saw yesterday. Come on anyways. But it’s how to stop foreclosure. So they know that they’re going to get the value out of it, like five steps to stop foreclosure in 60 or three ways. Working with an investor is different from an agent would be a better way to spice up the topic. Real Estate Investor versus Agent Pros and Cons Top five Mistakes When Selling Your Roseburg, Oregon Home.

    00:42:19:01 – 00:42:19:25

    Brady Winder

    That’s a good one.

    00:42:20:06 – 00:42:21:09

    Josh Culler

    MM Yeah.

    00:42:22:10 – 00:42:40:15

    Brady Winder

    Top five neighborhoods. This one is a little bit more geared towards buyer leads, but I put it in here because I think it’s still I don’t see investors do it enough and it can still really position you as an authority. This is a concern that agents are making all day, every day, you know, top five neighborhoods in Portland, Oregon.

    00:42:40:25 – 00:42:53:03

    Brady Winder

    But if you know someone if a motivated seller goes to your website and they’re looking to sell their house fast and they see, oh, this guy actually knows all my neighbors and know he’s a local guy, I think that adds a great deal of credibility to you.

    00:42:53:14 – 00:42:55:23

    Josh Culler

    Yeah, I think so.

    00:42:55:23 – 00:43:10:04

    Brady Winder

    And then tip, we already cover this, but what questions are you getting from your prospect’s ask them or either one, whatever. Any any thoughts on topics? Josh That’s my short list from the video marketing playbook.

    00:43:10:15 – 00:43:41:23

    Josh Culler

    Yeah, that’s, that’s, those are really good places to start and don’t be afraid to overlap any of those topics because generally speaking, a lot of those topics will overlay with each other. I think another good kind of contextual topic silo would be processes. So like the process of working with you, keep it in general, the process of working a wholesaler, or if you’re a realtor, the process of selling your house with a realtor because there’s a lot of questions that people have.

    00:43:41:23 – 00:43:58:23

    Josh Culler

    I, I had never even, even though I’ve been in this real estate investing space for a long time, I’ve actually never listed a house with a real estate agent before. And last March. It’s been a year since we moved into the house that we’re currently in, and last year in February was the first time I’d ever dealt with a realtor and did.

    00:43:58:23 – 00:44:16:18

    Josh Culler

    I had so many questions. There were so many things. I had no idea what to expect with it. And I think just realtors. Not that my realtor didn’t do a good job of this because he is answering all my question. He’s a close personal friend of mine, but I think a lot of people, when they’re going to list their house or they’re going to buy a house like they have so many questions.

    00:44:16:22 – 00:44:39:20

    Josh Culler

    So any of those questions that you can answer by opening up processes is a good idea. Also, like if you’re a real estate investor, like what’s the closing process? If you’re a realtor, what’s the closing process? If I’m buying a house and selling mine and or whatever it is, if you can list out those processes, people want to know step one through whatever in order to get to the destination that they’re trying to achieve.

    00:44:39:20 – 00:45:07:26

    Josh Culler

    And if you can answer those questions, then you’re creating clarity in their mind. You automatically have built credibility with yourself with that person. So process is another thing that I really like to do. I mean, honestly, it’s common practice in the education world. If you go to open your phone right now to any real estate influencer and click on their first video on Instagram reels, it’s it’s guaranteed to be some sort of a process, whether it’s like, here’s the five things that you’ve got to do to close more deals.

    00:45:08:01 – 00:45:30:05

    Josh Culler

    And then they’re walking you through those five things. The process of what it looks like to close more deals or here’s how you can sleep better, like they’re going to walk you through step one, through four of how to sleep. There’s just the process of working through things with, you know, your demographic is very, very important and I think it’s very underrated.

    00:45:30:05 – 00:45:43:02

    Josh Culler

    And I think it’s something that a lot of people don’t do. They want to go straight to the About Me videos, which of course you should do, but that’s not where the buck stops. You’ve got to keep going and providing value is very key when it comes to especially video content.

    00:45:43:18 – 00:46:10:07

    Brady Winder

    Oh yeah. And I mean, the things that you and I are both talking about can be useful for, you know, are useful for Legion and, and awareness and, and warming up those leads for sort of the middle of the funnel. But I would be so excited as a investor or an agent right now because the tools that are available to us to create content like you’re talking about are so powerful.

    00:46:10:07 – 00:46:29:21

    Brady Winder

    But also so underutilized. And so I’m not a real estate agent, but I can’t imagine how many techs a real estate agent gets because I know what I text my real estate agent, you know, as 8 p.m. on a Sunday night. Hey, I got a question for you, dude. I can’t imagine how much they get on. And then it’s like the opportunity to answer.

    00:46:29:21 – 00:46:37:25

    Brady Winder

    So many of those things with really sweet, short form video content. It’s like, Oh my gosh, there’s so many this many ways to do this.

    00:46:38:03 – 00:46:50:02

    Josh Culler

    I was like, I was just about to look it up. Like, I go back into my text thread with my realtor from last year and probably pull out like 45 to 50 topics just from the questions I asked.

    00:46:50:02 – 00:46:50:23

    Brady Winder

    Oh my gosh.

    00:46:51:01 – 00:47:19:15

    Josh Culler

    I like it. Yeah, there’s so many questions out there. So I think that people don’t have an excuse to create topics. It’s literally just answering the questions that your target demographic about what you do, your industry, you know, and the process of working with you and you know what it is that you do like literally what I would do is if you’re struggling with this this document for one day document every single task that you do and then create spinoff topics about those tasks that you do and then deliver that on video.

    00:47:20:19 – 00:47:42:03

    Brady Winder

    Absolutely. I love that. And if you know and if if you find yourself like saying the same things or if you’re an agent, like texting people back or you’re investing in your training, your team telling them the same things all the time, like, Yeah, I empathize with you. It sounds exhausting. It’s a lot. I know and I know it’s work to create the process or to create the video, but at the same time, like you can be proactive about it.

    00:47:42:10 – 00:48:03:19

    Brady Winder

    You can educate people with videos on your website. You can say, Hey, you know, we’ve started working together. Here’s three short little videos on what you can expect from working with me. Here’s how the process is going to go. I mean, I like to say like nothing beats a personal touch, but in so like offer a personal touch, share when you can but is it scalable and yeah, I don’t know.

    00:48:03:25 – 00:48:25:18

    Josh Culler

    I couldn’t write it but I could method that I think is a good idea for that is like for instance on my team, if somebody asks a question about something specific, what I do is I have like a 1 to 2 minute short video that I have like a massive unlisted playlists on my YouTube channel for all this stuff, for video training, for internal team.

    00:48:25:29 – 00:48:53:07

    Josh Culler

    But I recommend this for external marketing as well is that you shoot a one or two minute video that explains it at a high level and then maybe you shot another video that’s like a 5 to 10 minute video that goes deeper. And at the end of your two minute video, you could say if this didn’t explain it and you need more details, I have a link down below to the next video that explains everything in the detail, because now you’re given the option for them to get the short quick answer or everything into every nitty gritty detail you can have to offer.

    00:48:53:13 – 00:48:59:15

    Josh Culler

    It’s a lot of work, but if you go above and beyond that way, you will see results with that. Like it’s a nine day difference.

    00:48:59:15 – 00:49:05:06

    Brady Winder

    Yeah, I like that. It’s like the reddit. TLDR Too lazy to complain. Is that too lazy? Didn’t want to watch.

    00:49:05:06 – 00:49:06:27

    Josh Culler

    That’s exactly what it is. Yes.

    00:49:06:27 – 00:49:28:07

    Brady Winder

    Okay, quick side. No. Anybody listen to podcasts, right? You know, we’re true audience people who are tuning in every week. If you’d be interested in it. It was a deal to lazy didn’t listen. If anyone out there is interested in like condensed podcast episodes like Hey, you don’t feel like listening to the hour and ten minute long podcast with Brady and Josh, Where’s the five minute version?

    00:49:28:07 – 00:49:31:15

    Brady Winder

    Let me know. Brady at Care.com. Email me. I’m genuinely curious.

    00:49:31:15 – 00:49:32:09

    Josh Culler

    Cliff Notes.

    00:49:33:00 – 00:49:53:11

    Brady Winder

    Yes, the Cliff notes. I’m curious. Maybe we put at the beginning I don’t know if nobody emails me. Don’t expect it. You have to listen all hour in 10 minutes. Okay. So we talked about topics. We covered a lot there. I think the last thing I want to talk about and maybe one of the most valuable is a few tools and really creative use cases for video for real estate.

    00:49:53:11 – 00:50:14:09

    Brady Winder

    And so I want to go through this list and and then we will wrap it up because we could talk all day on this stuff. But anyways, as we go through this list at this point in the podcast, you might be feeling overwhelmed. You might have a million ideas. If you’re anything like me, I give you full permission and just hit pause.

    00:50:14:21 – 00:50:29:13

    Brady Winder

    Don’t even finish the episode. Go shoot the video. If you’re feeling motivated, just go to the About Me video. Go start getting testimonials and then come back and hit play. When you have started making this videos and, find some tools to help speed things up some differently.

    00:50:29:17 – 00:50:51:18

    Josh Culler

    I could give I could give a helpful solution to what typically what I may step one through whatever type person like I don’t like to, I’ll think ahead. But if I if I haven’t gotten past up to that, I can’t go to step five. So I think a really good like step one is create your topics of what you do before you’ve done that.

    00:50:51:18 – 00:51:13:14

    Josh Culler

    If you have not yet, which if you’re in business, you should have already done this, is create your target demographic, your avatar. A really good, easy way to do this is just to go to either the one page marketing book, just Google that and that’ll help you nail down all of those details. So it’s like demographics, age, you know, occupations and geographical locations, stuff like that.

    00:51:13:27 – 00:51:34:15

    Josh Culler

    And that. Or you could do the Donna miller Story brand kind of exercise there. So either one of those will work that will establish demographics. Step one. Step two, start creating your topics. I would create you know, you have 52 topics here at your disposal. So that’s not an excuse there to create another like 25 or 30 topics for yourself.

    00:51:34:15 – 00:51:56:15

    Josh Culler

    Sounds like a lot. Once you get past five, you will be riffing through those. I promise you it will be much easier going through writing those topics down. Then as you do that schedule something you know your own capacity. So block out whether it’s once a week, once every other week or once a month and just what we call batch your video recordings.

    00:51:56:21 – 00:52:12:08

    Josh Culler

    So if you’re going to choose once a month and you’re doing, say, three videos a week that you’re publishing, that’s 12 videos a month that you record. So the first Monday of the month, that’s when you recorded 12 videos and then you don’t have to worry about it over for the rest of the month until the next month.

    00:52:12:19 – 00:52:29:28

    Josh Culler

    Likewise, for if you’re going to do once a week or once every other week or whatever that is, batch your videos, record them and then you can move on to getting them out into the public. So you start with those three stops. You have no excuses at this point. You got to just go execute that. Don’t don’t get overwhelmed with everything else.

    00:52:31:04 – 00:52:31:18

    Josh Culler

    Brady.

    00:52:32:05 – 00:52:46:09

    Brady Winder

    Please. Thanks for doing that. Yeah. No, that’s perfect. Yeah, I see. I’m a I’m a step one through ten guy. I love following them. Terrible at creating them. I’m not naturally geared towards processes and.

    00:52:46:09 – 00:52:51:13

    Josh Culler

    Place train all my team and I have to train clients too. So it’s repetitive.

    00:52:52:10 – 00:53:15:13

    Brady Winder

    No, that’s good stuff. That’s good, man. Okay, so top seven. Well, it’s going to be nine by the time we’re done with this podcast. It’s up creative uses for video for Real Estate. One Shameless plug Video post curates video post tool within our own software. So if you’re recording videos and you have a care site and you’re not already using this, I don’t know what to tell you.

    00:53:15:13 – 00:53:43:19

    Brady Winder

    You’re missing out. You probably could be ranking higher if you do this, right. So what is this is you record a video How to Sell My House Fast. Roseburg, Oregon. You put it into our video post tool automatically transcribes it, puts it in your blog post, spend 1520 minutes adding your h one edge to tags as your titles, your headings, and rework the wording so that it sounds a little bit more natural or you could say This is a transcript from the video.

    00:53:43:19 – 00:54:02:00

    Brady Winder

    We do the same thing with our podcast since we put the transcript and the blog post helps tremendously for SEO. SEO alone. But also if you forget about SEO, if somebody wants an alternative to watching the video, then there you go, they can read through it if that’s their preferred way to learn because of videos. Not for everybody.

    00:54:02:04 – 00:54:29:12

    Brady Winder

    It is for most, but not for everybody. And they can scan through to see what it’s about. Just like Google can. So use video post and a quick use case for this. So, you know, I’m not just talking theory. We shot a video, a link it up the show notes, but Trevor and I a few years back shot a video about how to use video posts and in I’m getting really meta here but in that video we shot a video on a cell phone of like co-working spaces in Roseburg, Oregon.

    00:54:29:12 – 00:54:46:15

    Brady Winder

    Hey, if you’re looking for a cool workspace, check out the loft Jurors for Oregon. We did that upload. It’s ranked number, I believe, at the time of recording. This is still ranked number one for co workspace for Roseburg, Oregon. It’s not a competitive term. That’s not the point. The point is how easy it was and how effective it is at getting things to rank.

    00:54:46:15 – 00:55:06:09

    Brady Winder

    So did the video transcribe get up there? I also did this with if you go Google now, someone’s going to try to outrank me. If I say this video, husky, video, husky reviews, go look it up. And there’s a video that I shot. I scripted and recorded, put it in the Kurt’s video post. I’ve been ranked number one above video Huskies own website for like two years now.

    00:55:06:09 – 00:55:28:15

    Brady Winder

    I’m out ranking there on website, which is just crazy, super powerful. So video post second one, I just threw this in there because I just remember that video ask we had a have you ever heard of that Josh video ask this is really interesting it’s we had a Kerry camper share this tool with us and they’re using it to basically screen and qualify tenants for their rentals.

    00:55:28:15 – 00:55:51:16

    Brady Winder

    But there’s a million use cases. You could use it for getting testimonials too. Like we’re we’re probably going to experiment with it. I care if for getting testimonials from our members, but basically it’s just a simple little piece of software and mobile app. You send them a link and it will the the app will prompt the person. So it’ll say, you know, tell me about your experience with this, and then it’ll give them 30 seconds to record.

    00:55:51:16 – 00:56:15:05

    Brady Winder

    They record a video response. So that’s the basics of it. But you can do like a if this than that. So if they answer this then ask this prompt instead. So really intuitive, powerful tool for getting video from other people. So you don’t even necessarily have to be there. Yeah, a lot of creative ways to use that, like getting screening tenants for your rentals.

    00:56:15:18 – 00:56:36:08

    Brady Winder

    Anyways, Adobe podcast, I just threw that in the list so I wouldn’t forget about it. We already talked about that. That was a nice surprise. Another one is a number for YouTube keywords. I know you’re thinking on YouTube. That’s not a creative use case, like everybody knows to put their videos on YouTube, but a lot of people don’t think about doing cured research.

    00:56:36:08 – 00:56:54:00

    Brady Winder

    And so it like for YouTube, they just think, Oh, I’m just going to put a video and put a video up on this topic and hope that it works out. You spend like 5 minutes doing keyword research. I do before every podcast when I’m coming up on my titles. What is ranking in YouTube? Where’s the low hanging fruit?

    00:56:54:01 – 00:57:17:12

    Brady Winder

    So if you go get Tube buddy, just Google tube buddy or video IQ, Video IQ, they both do about the same thing. You can do your keyword research with them, find the low hanging fruit so it’ll tell you like the competition for that keyword and what people are searching for, what the intent is, or if it’s actually the video you to be shooting.

    00:57:17:12 – 00:57:39:27

    Brady Winder

    So anyways, not overcomplicate it, but if you have been doing videos for some time, then take some time to do some basic keyword research and optimize the videos that you’re shooting. Because why not? Number three? No, that was a number for my ordering is we’ve added so many in here, my ordering is all off Bom bom, bom, bom.

    00:57:39:27 – 00:57:58:16

    Brady Winder

    This is specifically for agents. I don’t know. I’m a user myself, so I’d imagine investor could use it. I don’t see why not. But for follow up, so little videos that go into emails for follow up agents are using this for like, Hey, here’s what to expect next. Or as a thank you video, thanks for working with me.

    00:57:59:00 – 00:58:02:09

    Brady Winder

    Josh, you have any plans to do like follow up videos or anything like that?

    00:58:02:10 – 00:58:18:18

    Josh Culler

    Yeah, of course. Yeah. And campaigns like if they especially like text or email campaigns, they will leverage that stuff like Bambam videos in there. Bambam is kind of like phased out just a little bit. I think there’s a couple other tools that people use, but it is still useful.

    00:58:19:06 – 00:58:29:13

    Brady Winder

    That’s funny because Chad Beatty Like set of words. Shaggy Beatty I want to Chad repeated before we hit record just to see if there was any was missing in the first one. I was like, Oh, bom bom.

    00:58:29:16 – 00:58:29:26

    Josh Culler

    Yeah.

    00:58:30:21 – 00:58:59:21

    Brady Winder

    Yeah. Another one real quick. Liam videos. Josh and I were talking about process. I love Liam videos. I will die by them because you can just hit record. I intentionally so what is Liam is just a quick little Google Chrome plug in goes on your browser you click it and it screen. Of course you use your camera and your screen and you can just send somebody a URL to that video so you don’t have to do any editing download upload to YouTube.

    00:58:59:28 – 00:59:16:25

    Brady Winder

    Send them the YouTube link. You don’t have to do any of that for it. So for internal videos like super Quick and Dirty Liam videos is a great way to explain things. And a lot of software is like billing this and now like Slack in your table, it’s already built in. But Protip don’t upgrade your account. Stick with the free version.

    00:59:16:25 – 00:59:26:10

    Brady Winder

    It’s a five minute limit because it will make you be concise. I never record over five minute videos on Liam. It’d be dangerous for me to upgrade.

    00:59:26:20 – 00:59:34:14

    Josh Culler

    Dude, it’s a habit. I do the same thing I like. I have not upgraded it. I use I use Liam four or five times a day. I still haven’t upgraded because I’m like, I got to keep it short.

    00:59:35:01 – 00:59:35:27

    Brady Winder

    That’s then you’re like.

    00:59:35:27 – 00:59:39:07

    Josh Culler

    If it requires more than 5 minutes, I’m getting on a Zoom call with you. So.

    00:59:39:08 – 01:00:07:28

    Brady Winder

    Right, exactly, exactly. For else, another one 360 virtual tours. This is not news to any of you, but we’re on a podcast. A while back, one of our members mentioned how they were using Matterport like an agent word. This was an investor and they’re doing 360 virtual tours for their buyers list. So as soon as they would get the house under contract, say, Hey, we’re coming to take photos, put the Matterport up and send that out to those buyers lists.

    01:00:07:28 – 01:00:29:10

    Brady Winder

    It says they the buyers have so much more confidence when they’re able to you virtually tour the home and they can get it get the contract sign so much quicker. So if you’re an investor, consider Matterport before after flip videos on your site. So a lot of people do this on Instagram. Little IG stories. Hey, here’s this house we’re working on.

    01:00:30:04 – 01:00:54:25

    Brady Winder

    I think that also could lend a lot of credibility if you are flipping houses and you’re doing it well. I think of home buying guys in Dallas. They’re members of ours. They really take pride in how they flip their homes. They care about them and they are doing the community a service. So if you’re doing that type of flip where you’re really improving the property, put on your website and people love to see that as incentive to work with you versus someone else.

    01:00:56:02 – 01:01:22:22

    Brady Winder

    And then the last one, social media repurposing, I figured that would be a good note for Josh to end on. I mean, we could talk about this all day. We won’t, but social media repurposing. So just like, you know, if if I’m if I’m an investor, I’m making these videos that we’re talking about what’s what’s like the easiest low hanging fruit like ways I can repurpose these videos because it’d be it’d be bad not to do any repurposing.

    01:01:22:25 – 01:01:25:28

    Brady Winder

    But you also don’t want to go ham and try to be the next TikTok influencer.

    01:01:26:05 – 01:01:50:17

    Josh Culler

    Yeah, I’m going to give an answer that probably most people will not like, but you have to do this or you’re not going to stay consistent because consistency is the number one factor to any success within content. It’s hire it out and you can leverage tools like or platforms like Fiverr or Upwork. A lot of people have like especially marketers, they have a bad taste in your mouth with fiber.

    01:01:50:21 – 01:02:15:29

    Josh Culler

    I use fiber pretty often on some smaller projects that need done. You can also go to Upwork and find video editors that will help you chop up the content, repurpose it and possibly even post it for you. The reality is, is that if you’re a business owner, you don’t necessarily most of the time and this is why this is where like we come in and people hire us because they don’t have the time or the ability or the want to to keep up with this kind of stuff.

    01:02:16:11 – 01:02:35:22

    Josh Culler

    So I have my clients focus on recording content. I want them doing nothing else. I don’t allow them to check the content. I don’t allow them to post it. Obviously that’s a little bit of a higher level. Service is going to cost you more, but you if you’re just getting started, allocate a couple hundred bucks a month to just getting videos edited.

    01:02:35:22 – 01:02:57:00

    Josh Culler

    You can send them off to a good editor on Fiverr or hire somebody, a freelancer on Upwork to edit videos for you, have them edit it, maybe you can post it or have an assistant post it for you and just get them out that way. Because the reality is, is what happens is that people shoot videos and then they get stuck at the editing portion because they spend so much time on it and they just don’t do it later on, like they they’ll they’ll be fired up about it for a month.

    01:02:57:00 – 01:03:19:11

    Josh Culler

    And then if a phase is out now, you literally wasted a month of doing literally nothing. That’s my short answer. If you are the type of person that you want to do it yourself, there’s very simple tools that you can use to edit videos. Of course, like from a professional standpoint, from your pro is great and it actually has gotten to a point where it’s pretty easy to use like it’s very user friendly.

    01:03:19:11 – 01:03:41:09

    Josh Culler

    It’s not. It still has all the technical aspects of it, but it’s not as complex as it used to be. Of course, if you have a mac device, I movies are really easy to use platform to edit your videos on, but outside of that headliner, dot app is really good as well. And there’s there’s tons of other platforms.

    01:03:41:09 – 01:03:54:00

    Brady Winder

    We’ve news using. I forgot about that we’ve been using headliner for. I mean I’ve been using it for years for podcasts because they were the first ones to say, okay, drag in your audio or video, add captions automatically adjust snippets. Yeah, yeah. Audio Grahams.

    01:03:54:00 – 01:04:08:26

    Josh Culler

    Yeah, yeah. So that’s what I would use by I’m just going to lean back into hire it out likes stop being a cheap H-E-B, be willing to spend some money on some of your marketing and hire somebody for 200 bucks a month to edit your videos and get them back to you. That’s what I would say.

    01:04:09:12 – 01:04:28:02

    Brady Winder

    I think that’s a great answer and I want to I want to dive deeper real quick and then I swear we’ll wrap it up. But so I think it’s a good answer that you say hired out, not because you’re the guy with an agency who does this really well, but because there are there’s diminishing returns, too, with anything.

    01:04:28:15 – 01:04:53:03

    Brady Winder

    And the diminishing returns correct me if I’m wrong, but here’s you know, Brett and I were just having a conversation in the office about this the other day. The returns of social media are high, meaning people might ask us, like, why don’t you post to social media more often? My take on it is we post enough to stay relevant to make sure that when someone comes across our Instagram feed that there’s things on there.

    01:04:53:03 – 01:05:17:03

    Brady Winder

    It’s somewhat current, it’s interesting, there’s there’s stuff there consume, but we’re not posting a thousand times a day. That’s why when I hear you say, hire it out, I’m like, it’s it’s more scalable that way. If you’re if social media is a strategy, I feel it. Maybe I’m being long one of this with this, but I feel like there’s this big gap between like you post, you know, once a week and it’s effective.

    01:05:17:17 – 01:05:22:24

    Brady Winder

    You post, you know, ten times a week and it’s marginally more effective. Is that the case?

    01:05:23:06 – 01:05:44:11

    Josh Culler

    No. Well, it depends. There’s platforms. There’s platforms specific. Like what I what I tend to do is take what the platform wants and, and go all in on that. Like, for instance, if you’re not posting at least a video a day on Instagram, you’re obsolete just period. Especially if you especially if you’re just starting to content, you will be obsolete if you’re posting less than one video a day.

    01:05:44:19 – 01:06:15:00

    Josh Culler

    It’s just the reality of it. It’s how the platforms work on YouTube. If you’re not posting at least 2 to 3 videos weekly are for videos, you’re going to be obsolete or or it’s going to be really hard for you to get traction at all. But with these platforms, you really have to like volume is a key. You have to put into what they want and generally speaking with reels, Tik Tok videos, YouTube shorts, velocity is the name of the game because these are shorter videos, you’ve got to feed more into it.

    01:06:15:06 – 01:06:43:23

    Josh Culler

    But even if you look at it one video a day on Instagram, let’s just say it’s seven videos that are minute long, the 7 minutes worth of recording, right? I mean, that’s that’s really not as much as you might think it is. So that’s a week’s worth of content. So volume does matter what my formula today is, Volume plus quality is really what and it’s the right volume, the right volume, the right time quality, the right efforts combined is what’s going to get you the success out there that you you need.

    01:06:44:15 – 01:06:57:13

    Josh Culler

    So in a way it does matter. But do you need to be posting ten times a day? Probably not. And that being said, I don’t know if it would hurt you. We have a client that we post five times a day for and they kill it.

    01:06:57:13 – 01:07:14:21

    Brady Winder

    So no bigger. Yeah, yeah, yeah. And content. Thank you for that context man. That’s that’s I appreciate the insight there that’s specifically more geared towards influencers if looking to get motivated seller leads like these answered Posner Instagram TikTok In terms of do.

    01:07:14:22 – 01:07:27:18

    Josh Culler

    Yeah you got to consider your demographic. If they’re not following you on Instagram, then you only need be creating the content that they’re going to consume, which for the most part, if it’s transactional, it’s just going to be informational content about what it is you do and that kind of thing.

    01:07:27:18 – 01:07:49:20

    Brady Winder

    So yeah, awesome. In well, this has been value packed. This is the longest podcasts I’ve recorded in a while. I have no shame about it, but hopefully everybody listening you have found this if we missed anything, if there’s a tool that you’re using or a tip that somebody gave you, let us know. Send me an email. Brady At Care.com, or if you’re on YouTube, drop in the comments below.

    01:07:50:03 – 01:07:53:12

    Brady Winder

    And thanks for listening. And Josh, thanks so much for joining me. Man.

    01:07:53:15 – 01:07:55:16

    Josh Culler

    Yeah, man, this is a lot of fun and hope to be back soon.

    01:07:56:00 – 01:08:16:10

    Brady Winder

    Yeah. All right. We’ll catch up later.

  • EP 426: Real Estate Video Marketing: 9 Creative Use Cases, 12+ Topics & 15 Pro Tips to Attract & Convert Leads w/ Josh Culler

    EP 426: Real Estate Video Marketing: 9 Creative Use Cases, 12+ Topics & 15 Pro Tips to Attract & Convert Leads w/ Josh Culler

    This one is jam-packed! In this podcast all about video marketing for real estate investors, you’ll learn:

    • Creative ways to integrate video into your marketing & follow-up that you likely haven’t tried (with specific apps & tools)
    • The most effective topics for getting motivated seller & buyer leads + how to outline a video fast
    • What gear you don’t need, how to create a video strategy, why audience & demographic matters, and the truth about being comfortable on camera
    • The most common video marketing mistakes made by investors & influencers
    • and a whole lot more.

    You might want to take notes and listen to this in two parts! Head to Carrot.com/video to get the full playbook & our other resources.

    Mentioned in this episode:

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:01 – 00:00:18:00

    Josh Culler

    There’s been a lot of interesting changes over the last few years, and even I would say like some changes since the last time I was on the Caracas. Like some really big changes in terms of like video traffic. And I feel like when I was on that first episode with Trevor, we were talking about like why you should take advantage of it.

    00:00:18:03 – 00:00:35:00

    Josh Culler

    The time has passed if you’re not doing video now, this is not going to be a very comfortable episode for you. Like it’s it is definitely something where it is the standard, it is the thing that you have to be doing and 2023 and it’s not a case of like, should I or should I not? It’s a yes, automatically.

    00:00:35:07 – 00:00:38:07

    Josh Culler

    It was a yes two years ago.

    00:00:43:21 – 00:01:06:16

    Brady Winder

    Hey, friends, welcome back to the current cast podcast. I’m your host Brady Winder, and this is the podcast where we help investors build businesses of freedom and impact by dialing in your online marketing. So this month is video month at Video Marketing Month. And so this is probably one of my favorite topics and it’s very relevant right now.

    00:01:06:16 – 00:01:29:09

    Brady Winder

    I know any time you’ve heard us talk about video marketing in the past two years, we’re always saying, Oh, it’s more relevant, but that’s because it actually is. It’s increasingly becoming more and more relevant to things that happened this last year that matters As far as video marketing. One of them, it has become a lot more almost necessary in order to rank high in Google.

    00:01:29:09 – 00:01:47:20

    Brady Winder

    So pages that are putting videos on their blog posts and on their pages are much more likely to rank. We don’t have an exact percentage, but anywhere between ten and 100% more likely to rank, depending on the topic, the types of posts. Anyways, the SEO benefits just within the last year with the updates of Google made have come up a lot.

    00:01:47:20 – 00:02:15:06

    Brady Winder

    And the other thing is I ran a survey every few months, every six months to a year within our audience on how they like to consume content, what topics they’re interested in. Far and away. 80% of our audience this time around wants to consume content through video. And so we’re seeing the same thing for our members customers. For sellers, video content is just more of a standard right now and less and less.

    00:02:15:06 – 00:02:32:00

    Brady Winder

    Hey, this thing you need to take advantage of. So it’s becoming more and more important. I can’t drive that any further. So we’re going to have a conversation today on video marketing one on one. So getting started what some of the tactical things, what do I need to do? What do I need to be thinking about? How do I strategize?

    00:02:32:00 – 00:02:52:27

    Brady Winder

    How do I outline what kind of topics, what do I talk about? How do I actually get this video done? And then a whole lot of really good technical tips on little things you can do or software you can use to make the best of this video to really attract more leads and convert those leads into deals. We’re going to cover a lot of stuff.

    00:02:53:04 – 00:03:16:23

    Brady Winder

    I’m not worried about how long this podcast goes. Fair warning. Anyways, that’s what we’re talking about today. And so that brings me to a writer. My guess on Josh Cutler. His is his second second time on the podcast and Josh Color is a friend of care. He’s been at care camp. He’s been on our care summit which if you’re wondering if CARE Awesome is happening this year it is don’t worry is the summer.

    00:03:16:23 – 00:03:25:13

    Brady Winder

    We’ll be announcing it very, very shortly if we haven’t already. Anyways. Josh color of Aria video. Did I say that right? Sorry.

    00:03:25:17 – 00:03:26:15

    Josh Culler

    Yep. Yep.

    00:03:27:00 – 00:03:39:09

    Brady Winder

    Mario video. Josh Color. I was going to introduce you. Tell us a little bit about yourself and what you do, because I feel like you’ll do a better job of it. I people you. Yeah. Why you wish we listened to you on this podcast.

    00:03:39:13 – 00:04:01:13

    Josh Culler

    Yeah. No, that’s good. Thanks for having me back, man. I was the last dash, actually. The first time that I was on the Carrie cast was in the studio. So that was a lot of fun with Trevor. Yeah, over there hanging out with you guys. So I appreciate you having me back. Yeah. So just in a nutshell, I’ll keep it very short and sweet because I hate when I’m hosting a podcast and people spend 20 minutes on introducing themselves and I’m like, Oh, well, we’re almost done now.

    00:04:02:07 – 00:04:22:07

    Josh Culler

    So yeah, I’ve been in the real estate investing space for over 11 years now. So I was a marketing director for a large wholesaling organization out here in the Midwest, doing anywhere from 4 to 500 deals a year. And I was the marketing director for that organization, and that got me grounded into the real estate investing space. And now I’m speeding up the time.

    00:04:22:07 – 00:04:48:21

    Josh Culler

    I now focus all of my services and business on real estate investors and influencers as well educators, people that are really taking what they have done in real estate and then teaching it out to other people as well. Maybe they have masterminds, coaching programs, courses, stuff like that. And so what we primarily focus on now is social media for for social media management, YouTube management, podcast management.

    00:04:49:06 – 00:05:06:26

    Josh Culler

    But you know, specifically working in the real estate investing space. So there’s been a lot of interesting changes over the last few years. And even I would say like some changes since the last time I was on the Caracas, like some really big changes in terms of like video traffic and how much I think you said it right.

    00:05:06:26 – 00:05:32:02

    Josh Culler

    I was actually going to like kind of capitalize on your statement, that video is not like I feel like when I was on that first episode with Trevor, we were talking about like why you should take advantage of it, why, you know, now is the time, the time has passed. Like if you’re not doing video now, I don’t like this is this is not going to be a very, very comfortable comfortable episode for you.

    00:05:32:03 – 00:05:47:28

    Josh Culler

    Like it’s it is definitely something where it is the standard. It is the thing that you have to be doing. And 2023 and it’s not a case of like, should I or should I not? It’s a yes, automatically. It was a yes two years ago. So that we’re going to have some good questions. I’m excited about this.

    00:05:48:11 – 00:06:03:08

    Brady Winder

    Yeah, I like that the people who are doing it are the ones who are winning. Yeah, well, thanks for summarize in that. Yeah, I’ll have people reach out to me from time to time like, Hey, Brady, you need time to, you know, help me out with this podcast on the site. I do from time to time. But when people get serious about it, Mike, I don’t have the time.

    00:06:03:08 – 00:06:21:05

    Brady Winder

    I’m all on accurate. I’ll send them to Josh So if you’re really are serious about a YouTube channel podcast social and you want to go all in and content, consider go with Josh and his team. They’re really good at what they do in their their industry specific to not just real estate but to investors, wholesalers flippers they know you guys inside and out.

    00:06:21:21 – 00:06:43:06

    Brady Winder

    And so two more quick things before we dive in this conversation. Just just to further impress them. The importance of video. I was doing some research before we started the podcast today. Around 25% of searches feature a video snippet at the top of the page. Whenever you’re Googling how to, you know, how to make chicken pot pie, how to sell my house fast.

    00:06:43:06 – 00:07:08:19

    Brady Winder

    Louisville, Kentucky. A lot of times there’ll be a video up there and then sometimes even a video with the snippets pulled out or little chapters of the video that is becoming more and more common. I’m sure you guys see this every day and stuff you search. Another interesting tidbit we’ve seen in our own data from over 8000 members is a YouTube leads from YouTube convert from visitors into leads at 8.43%.

    00:07:08:19 – 00:07:31:18

    Brady Winder

    So that’s actually double the conversion of any other lead source. And so it’s the highest converting lead source we have accurate, which is just it’s crazy. You know, people who are watching YouTube videos, they are they are motivated. Yeah. So anyways, let’s dive in. I want to talk about first how to how to get started in video marketing.

    00:07:31:18 – 00:07:51:00

    Brady Winder

    So we’re going to talk about the mindset and the gear. I think one thing we just need to get out of the way just real quick. You probably experience this all the time as everybody. Everybody has to start somewhere. People like like the biggest objections, like, I don’t I don’t want to be on camera. I don’t know. I don’t know what to do.

    00:07:52:03 – 00:08:04:24

    Brady Winder

    To me, it’s simple. It’s like you got to be willing to be bad at something and care more about the person on the other end of the screen or care more about getting the lead. You got to think about something else besides how you’re looking on camera. What do you think about that?

    00:08:05:06 – 00:08:26:21

    Josh Culler

    Yeah, at this point in time, I when somebody asked me that question, the only response that I have is if you’re not going to do it, your competition is going to do it. So suck it up. Like there’s a lot of things in business and you know, like as a business, there’s there’s so many things that I have not wanted to do or I knew was going to suck.

    00:08:26:21 – 00:08:44:00

    Josh Culler

    I knew it was going to be a grind and it was going to be something I was uncomfortable with, But as a responsibility, I had to do it because it’s just part of business. Well, video content is part of marketing. You have to do it. And of course, I think and even, you know, and it comes to my personality.

    00:08:44:00 – 00:09:02:25

    Josh Culler

    Brady I mean, there are some people out there that have never been on video, but they’re super confident in themselves and they can just hop on a camera and just talk away. And there are some people that it’s the complete opposite where if even if there’s nobody on the other side of the camera, like there’s literally nobody in my room right now and they’re looking at a camera, it scares them to death.

    00:09:04:05 – 00:09:20:29

    Josh Culler

    You it’s just like anything else. Practice will make perfect. You keep getting it out there and you will get better over time. If you look at anybody, anybody’s videos, I mean, like the biggest YouTuber on the planet right now is Mr. B and or maybe it’s PewDiePie, but like if you look at it, he’s probably the most well known YouTuber.

    00:09:20:29 – 00:09:42:09

    Josh Culler

    If you go back and actually look at his first video he ever posted, it was ridiculous. He look, he looked so he looks so dumb like it is video and it was all pixelated low. I like, but he started somewhere. Everybody that has that you follow that has been an influencer in any way shape or form started at ground zero.

    00:09:42:09 – 00:10:02:24

    Josh Culler

    Everybody started at zero. So you if you’re going to do anything with video, you’ve just got to turn the camera on, start practicing. I think a really good thing to do that actually is kind of funny is coincidentally, I just had an onboarding call with a new client that we’re bringing on, and he’s one of those guys that he’s a little bit, you know, he doesn’t like speaking on stage.

    00:10:02:24 – 00:10:22:01

    Josh Culler

    He’s kind of shy on camera, stuff like that. He even said he’s his own biggest critic, so if he records a video he doesn’t like, he’ll just delete it, he will edit it or anything like that. And, you know, basically what I told him was like, dude, one of the best things that you could do for yourself if you’re that type of person is just to don’t script out your video.

    00:10:22:01 – 00:10:47:21

    Josh Culler

    It’s create the topic, create some bullet points, and then just get it out. If you mess up, if you screw up, you say something you don’t want to say or you need to repeat yourself. Just pause for a second and carry back on. That’s what post-production video editing is for. You can clip all that out. So there’s just some mechanisms, I think, Brady, that people can, if they really pull back the curtain, they look at like what video has become nowadays, it’s not live TV.

    00:10:47:21 – 00:11:06:27

    Josh Culler

    You’re not a news anchor that you have to be perfect on every single word that comes out of your mouth. You’re articulate, clearly, can’t stutter, can’t trip over your words. That’s not the case. Like, there’s there’s ways to get to happiness and yeah, again, the number one thing I would say is just suck it up, because if you’re not going to do it, your competition’s going to be right.

    00:11:06:28 – 00:11:21:15

    Brady Winder

    Absolutely. I’m so glad you said that thing about scripts, too. That was one of the things this is going to talk about as far as aligning videos is for me. I mean, there’s a time and a place for scripts, but more often than not, bullet points can be what’s most helpful? Tell me, what does this look like for you?

    00:11:21:15 – 00:11:38:02

    Brady Winder

    So if I’d say, Josh, we’re going to record it, say I’m going to record a video of you, and the video’s about like teaching people how to sell their house fast and Louisville, Kentucky, or working with like working with a real estate investor in Louisville, Kentucky. How many bullet points are you doing? What does that look like to keep you?

    00:11:38:02 – 00:11:39:09

    Brady Winder

    What do you need to stay on track?

    00:11:39:17 – 00:12:13:11

    Josh Culler

    Yeah, that’s a great question. And there’s two answers I’m going to give actually, and a couple of variables to this. If you’re doing like an ad video, say, for instance, you’re actually using the video to be a Facebook ad, I would recommend scripting it. And the only reason why is because you want to get out what, like you’re paying for X amount of time to be to have your ad out or, you know, just script it, make sure is very well articulated and I would practice it and record it several times because the problem that I’ve always had Brady with people that script videos and put them on a teleprompter or maybe they just try

    00:12:13:11 – 00:12:43:25

    Josh Culler

    to memorize it, it’s very unnatural for us to read something off and remain human while doing it. We like to turn our robotic voices on and not move, not show any animation or any emotions at all. And that’s what ultimately connects. That’s that’s one of the biggest reasons why video is so powerful is because it connects emotionally, intellectually, and it’s just it’s far more connective than putting a copy out there for somebody to read or any other form of content.

    00:12:44:17 – 00:13:17:29

    Josh Culler

    And it’s very hard to read off a script. I can’t even do it. I have out of the couple hundred people over the years that I’ve recorded videos with, there’s only one person that I have allowed to use a teleprompter because they were really good at it and they’ve had it passed with reading teleprompter scripted videos. So just what I would say is if you’re going to do a short form piece of content, if you really feel like you need to script it out and it’s got to get to the point, you know, like I said, if it’s for an ad or something like that, then or a TV commercial, of course, scripted out, just

    00:13:17:29 – 00:13:44:19

    Josh Culler

    practice it a handful of times and stay focused on trying to keep the human element. The alternative, of course, is my recommendation is not scripting videos into a bullet points. I would say for every every minute that you’re going to go and talk about something, maybe create two basic bullet points. The thing that I don’t want to do, it’s almost like going back into the school days where you don’t want to literally write and Terry paragraph for your bullet point.

    00:13:44:19 – 00:14:03:18

    Josh Culler

    You want to just treat it like a headline. So here’s the headline of my bullet point number one headline of bullet point number two. And then you talk about those things. And the key the key to is rate is something that’s a little off topic with us that I always like to mention is you shouldn’t be talking about things that you don’t know inside it out anyway.

    00:14:04:03 – 00:14:05:26

    Josh Culler

    So. Yeah, yeah.

    00:14:05:26 – 00:14:06:14

    Brady Winder

    Good point.

    00:14:06:22 – 00:14:26:20

    Josh Culler

    If you can’t talk about it on a podcast like this comfortably and get all the information out, regardless of if you’re comfortable on camera or not, you shouldn’t be doing it anyway. So if you can’t riff for 20 to 30 seconds on a bullet point, then you know, go away from that topic. So I think that with bullet points, just treat them like headlines.

    00:14:26:25 – 00:14:44:22

    Josh Culler

    Do one or two bullet points for every minute that you plan on talk, It’s a five minute video, maybe not ten bullet points, but somewhere in the neighborhood of like six two 6 to 9 bullet points would be a good idea, but make them as informational to you as possible. And the important thing is just you getting the content out.

    00:14:44:22 – 00:14:53:27

    Brady Winder

    I like that one. You know, one or two for every minute or so, because that’s about it’s like about how long your brain can go remembering what you’re talking about. You know.

    00:14:54:01 – 00:15:11:21

    Josh Culler

    In regards to mush, I do one per minute, but that’s what works for me, right? So that person could also riff for 5 minutes. If you just give me one thing to talk about. But I didn’t start off that way either, by the way. And I’m sure Brady, like you’re you’re pretty fluent on camera as well. And I’m sure you didn’t start off that way.

    00:15:11:21 – 00:15:20:07

    Josh Culler

    I’m sure Trevor didn’t start out that way, right? It takes practice and time to evolve that over time, to be comfortable on camera and allow yourself to get information out.

    00:15:21:02 – 00:15:44:19

    Brady Winder

    Oh, it’s it’s crunchy. In the beginning. It’s crunchy. I’m not going to link up some of our old content so you’re can click it in the show notes. I’m going to find it hard to. Yeah. Good chat this yeah is crunchy. Don’t judge the light lighting or audio either everybody starts. So another thing to keep in mind is knowing your goals.

    00:15:44:19 – 00:16:11:03

    Brady Winder

    So I feel like, you know, you talk about video, it can be really vague like, oh, video marketing and people might think of ticktalk. I mean, I think of Instagram social and they might think of TV. I don’t know. But for the sake of this conversation, we’re talking about generating leads. And so I think one of those I’m sure you see this is one of the mistakes I see people do is they haven’t really thought or they haven’t decided exactly what they want their video to be for.

    00:16:11:03 – 00:16:42:28

    Brady Winder

    So they say, well, I want to generate leads with it, but I also want to be an influencer and I also want to share with other people how to do X, Y, or Z. And so videos that maybe sometimes are good, but they don’t have a clear purpose. And so they kind of just they don’t really hit when you’re watching them, you know, video someone walking through, hey, we’re flipping a house is what we’re doing is I’m not saying don’t shoot that contact because it can be helpful, but know why you’re doing it as this is this for like a social media outlet or your website where you’re educating people on what it’s like, work

    00:16:42:29 – 00:16:51:28

    Brady Winder

    with a wholesaler or an investor, or are you trying to get coaching students so you can teach people how to flip houses? It’s usually two different things.

    00:16:51:28 – 00:17:16:08

    Josh Culler

    Do I? So when I travel to speak, I’m going to be traveling to a large area in Pennsylvania next week, and I got asked to to speak on a similar topic. But I’m like, you know what? Let me frame it a little bit differently and the type of presentation, I call it a North Star. So the North Star is obviously, you know, the story of, you know, Jesus being born and the three wise men.

    00:17:16:08 – 00:17:49:16

    Josh Culler

    We’re finally following the North Star to, you know, get to their destination. Basically, it’s just a waypoint. Is really what it is. And if you look at what you are, you can also call it your goal, your objective, whatever you want to call it, the North Star, though, it’s basically you’re on a path somewhere. And in your marketing, if you don’t have a very specific point in which you’re trying to reach, whether it’s the end of a funnel that you have built now or it’s step one would be like click the link in my bio, fill out this landing page, fill X, Y and Z, go do this, go do that.

    00:17:50:00 – 00:18:10:09

    Josh Culler

    You have a sentence for that. But at the end of the day, if they’re not reaching your North Star, then your marketing could be pointing to multiple different things that can really confuse the fact of what you do. So if you create what your North Star is for some people, you know, if you’re if you’re, say, a realtor listening and your North Star is it, it could be more than one thing.

    00:18:10:09 – 00:18:35:07

    Josh Culler

    But I unless you have multiple businesses, it should not be more than 3 to 5 things, period. Like unless you own multiple businesses and you have different products that you’re working with, with within. But say, for instance, you’re a realtor, maybe you’re a North star is to get more listings and to sell more deals. Right? So it could be, you know, one of those two things or whatever it is, it could be one of those you know, it could be one or two more, whatever it looks like.

    00:18:35:07 – 00:19:00:24

    Josh Culler

    But you have to be very specific on what that is. And in every bit of content that you work within is literally just pointed out that that’s the objective. Because again, like you said, the you know, there’s some people out there I run into this all the time where, you know, somebody will contact me and they’ll say, you know, I attended this mastermind and, you know, like I got up to speak and like five people in the room were like, you’re a really good speaker.

    00:19:00:24 – 00:19:17:08

    Josh Culler

    You should do social media stuff. And then I responded like, I don’t really like social media. I just want to buy real estate, sell it, You know, maybe I’m a wholesaler or whatever it is, and then they get pressured into doing it. Now they’re shooting videos on random topics that they have no idea why they’re shooting up. That’s a waste of time.

    00:19:17:23 – 00:19:19:15

    Josh Culler

    We call that garbage.

    00:19:19:15 – 00:19:22:14

    Brady Winder

    So if you have a specific.

    00:19:23:08 – 00:19:45:19

    Josh Culler

    You know, goal North Star that you’re trying to achieve everything that you do, content wise, not just video content, but primarily video content should be centered around that. And I boil that also down to demographics, and that goes down into platforms. Brady So like when I’m hopping on a onboarding call with a new client, we go through the process of who your demographic is.

    00:19:45:19 – 00:20:04:11

    Josh Culler

    It’s marketing 1 to 1. You’re your target demographic, your avatar, whatever it is, the ideal person you want to work with. And if they’re not, believe it or not, not everybody consumes tick tock. Believe it or not, not everybody’s on podcast and listen to podcasts. So if your demographic is not there, then why would you put content there?

    00:20:04:11 – 00:20:21:28

    Josh Culler

    Why would you be building something that’s not there? But the other the other kind of rebuttal to that I get radio is you build it and it will come. Or like, you know, there are there are scenarios. There are rare, very rare scenario. Yeah. Where you could start putting something out and then your demographic will flock to it.

    00:20:22:06 – 00:20:45:14

    Josh Culler

    But you got to remember, the more sophisticated your demographic is, the less likely they are to budge off of what they’re currently using. So there’s so many variables that that comes to this. And you know this too, if you’re saying that everybody is your target demographic, that nobody is right, You got to get very specific with it, figure out where they hang out, what they consume, what type of content they consume, what they’re looking for.

    00:20:45:14 – 00:20:48:15

    Josh Culler

    And that’s what you got to put videos out about.

    00:20:48:15 – 00:20:58:24

    Brady Winder

    Yeah, I really appreciate how you didn’t gloss over and just call it for what it is you say. That’s garbage. I call it noise, but it’s it’s anything outside of the focus people consume.

    00:20:58:24 – 00:21:00:19

    Josh Culler

    It just makes noise. Just remember.

    00:21:00:19 – 00:21:15:00

    Brady Winder

    Yeah. Yeah. You know, it reminds you of essentialism. I’m going to be cautious. But in Essentialism, Greg McKeown talks about how you need to have know what the finish line is, know what the end goal is. Otherwise you’re just going to be creating indefinitely, forever.

    00:21:15:06 – 00:21:42:12

    Josh Culler

    You’re never going to know when you reach that finish line. You’re never going to know when you get to the destination. And obviously the destination repeats itself, you know, based on conversions, you know, you want more conversions, but you know, my proper rule of thumb, Duda is like whatever you have to offer. A simple quote that I like to say is content slash social media slash video marketing is literally just explaining to your target demographic about what you do, who you are and your industry.

    00:21:42:22 – 00:21:58:13

    Josh Culler

    If you answer those questions, that’s literally how you can frame your topics around and the type of content you put out. That’s that’s going to solve all your problems and asking questions of like, I don’t know what topics to write or do to do videos about or I don’t know what platforms to post on. That’s what you do.

    00:21:58:20 – 00:22:20:16

    Josh Culler

    Because also, you know, this to me is that like if you’re say for instance, if you have if you’re a real estate investor, you’re a wholesaler, or as much as we like to say referrals are a really good source of getting more deals, it’s not realistic. You might get one or two, you know, on a periodic basis, but for the most part you’re doing you’re doing repetitive actions to get deals.

    00:22:21:00 – 00:22:47:18

    Josh Culler

    So putting out daily social media videos or let’s just say, for instance, you started a podcast to bring you more deals. You’re not going to have a thousand motivated sellers lined up to listen to your podcast every week. And the transactional service is really what it is. That being said, maybe the alternative is I know I have a couple of friends of mine that do Brian Snyder down in Indianapolis.

    00:22:47:18 – 00:23:12:25

    Josh Culler

    He does a podcast that’s specifically built to educate other Indianapolis wholesalers and real estate busters to bring him deals. So he teaches how to bring them because they don’t wanna do their own marketing. So they have all their wholesalers bring it deals and it brings them deals all the time. So that’s the alternative. But if your objective is depending on going directly to the motivated seller, that could dictate the platform that you’re on and the frequency, because once again, you’re not going to have 100,000.

    00:23:12:25 – 00:23:20:19

    Josh Culler

    So, you know, Instagram followers that are all motivated sellers watching your your daily videos, it’s just not works. So there’s yeah, variables.

    00:23:21:03 – 00:23:41:04

    Brady Winder

    Or maybe you could even go, you know talk on like a community podcast about, you know, how you are the local investor in your community, why you’re different from an agent and what you offer, or maybe sponsor a podcast episode. There’s yeah. One thing I want to hit on a real quick gear. We’re not going to we’re not going to spend time talking about gear.

    00:23:41:04 – 00:23:45:05

    Brady Winder

    Y’all can Google this. Y’all can look at blog posts for getting started with video marketing.

    00:23:45:09 – 00:24:18:24

    Josh Culler

    I was going to say, I’ll just give one high level expert tip here. You have an iPhone that is, I would say, newer. So I even have that. I’m a content creator, but I just have the iPhone 12 pro max, whatever the top one is. And if you have this or newer, you’re good to go record content out there on Amazon, you can buy Nikes that plug into your lightning port and then it’s wirelessly propelled to you to get good audio, get good video feed record content.

    00:24:18:24 – 00:24:36:25

    Josh Culler

    That way it works. As long as you got good lighting, as long as you frame yourself correctly, it’ll work. You know, you don’t have to have like Brady set up looks insanely incredible. Mine looks pretty solid, but they’re stages to it. Everybody thinks that they can buy $10,000 worth of camera gear, jump right into it, but that’s not where it starts again.

    00:24:37:06 – 00:24:44:29

    Josh Culler

    Everybody starts from ground zero. And what better to create content with something that you already have? So that’s my expert on gear. That’s my expert opinion.

    00:24:45:19 – 00:25:06:15

    Brady Winder

    I’m glad you said that. I was going to say iPhone 3G s that works. In all seriousness, though, it’s like it depends a lot on the audience do so like for motivated seller specifically there you know if this is an ad or thing on social media, it needs to kind of blend in with the fee to blend in and I think stand out at the same time.

    00:25:06:27 – 00:25:17:28

    Brady Winder

    But by blending, I mean like if it looks overly polished, overly commercialized and professional, they might gloss over depending on what they’re looking for. So just food for thought.

    00:25:18:15 – 00:25:44:28

    Josh Culler

    I think a really good way to go about recording content in the context of what you just said too, is environment is very important too. So if you are shooting a video specifically to motivated seller leads, be at a property maybe that you have under contract or if you don’t have anything. We were just getting started. Go to your parents house or go to your house and go in the front yard and, you know, shoot a video in front of a house that you would be that would be in your buy box.

    00:25:45:25 – 00:26:03:13

    Josh Culler

    You know, if you don’t buy D class in D class neighborhoods, don’t go to a D class neighborhood and, you know, in a war zone and record videos, but be in the same environment. I think that’s really important and underrated as well when recording. So don’t be afraid. Don’t don’t shy away from just getting out of your office and, you know, recording video still.

    00:26:03:27 – 00:26:23:24

    Brady Winder

    Yeah, that’s good. That’s good. Yeah. Well said. Keep a simple start with an iPhone. Let’s talk about topics. This is this is a big one. Nobody knows what to talk about. I think, you know, we already covered you covered one of the most important things, which is if you don’t know what to talk about, the best tip we can give you is ask.

    00:26:23:24 – 00:26:51:05

    Brady Winder

    Find out what questions people are asking. So find out what questions sellers are asking and just answer their questions. That’s like the definition. That’s like content marketing. One on one is answer the questions that people are asking and give them the best value you can. Something something that’s disrupting the Internet as we know it right now. I JPT It’s like everyday conversation.

    00:26:51:05 – 00:27:11:14

    Brady Winder

    Like what is it doing? What is it doing? It’s it’s maybe it’s a bunch of buzz right now and it’s actually not as powerful as we think it is. Maybe not Maybe things maybe the landscape of Google in being really does completely change in a couple of years. We’re staying on top of that anyways. The reason I bring it up is because there’s a there’s a place for it.

    00:27:11:14 – 00:27:35:16

    Brady Winder

    So my job as a podcast host and content strategist, I’m constantly coming up with ideas and what to talk about, what we should be talking about, and we can talk about anything, how to format that. I found a really helpful I don’t know if you’ve said all Josh, but I found it helpful as not not to do the bulk of my thinking, but as a helper, as an assistant for when I get stuff.

    00:27:35:21 – 00:28:00:26

    Brady Winder

    Yeah, and so, I mean, you could do it to us so you could use chat to get you to like, you know, 50% of a blog posts like give me the outline, give me some to talk about. I like to use it for outlines like help me summarize this idea. Or let’s say I have an idea and I’m thinking of another way to say, Hey, reword this phrase or conclusions.

    00:28:00:26 – 00:28:14:28

    Brady Winder

    So concluding a video or blog post can be difficult because a lot of people get stuck at the very end. It’s like, okay, write me a conclusion to this. It could be helpful for that. Any thoughts on GP JPT and are we all going to be replaced tomorrow? Josh And now?

    00:28:15:05 – 00:28:33:09

    Josh Culler

    So I think it’s one of those things and I’m not I will say this first, I’m not an expert in it, but you know, like I mentioned earlier, I’m one of my full time jobs as a CEO of my organization is research and development. So I spend a lot of time digging into stuff like this. I think, you know, anytime something new comes to the forefront like this, it does get hyped.

    00:28:33:09 – 00:28:52:12

    Josh Culler

    You know, for instance, I have my my VR headset over here that we play games on and stuff like that. And I remember when VR first came to the forefront, when Samsung was kind of the biggest one to launch it, you would have to take your phone and set it inside of the headset and then you would do that and your phone would burn up after like 10 minutes and stuff like that.

    00:28:52:21 – 00:29:15:18

    Josh Culler

    And it became hype and then it kind of like dialed back a little bit and then met out, really brought it back up. And, you know, Oculus has been around since since that time period. And it was really under Samsung’s watch and it moved over to Facebook slash matter. I think it has the feeling of that. So I think it’s something that is a I think people are looking at it like it could be like this huge thing.

    00:29:16:06 – 00:29:32:15

    Josh Culler

    But I think right now it’s just a tool that can help with a lot of things that you talk about. You presented it in a really good way. I think it’s just a tool to kind of either spark it, get you started, help you finish up, give you ideas, create sparks, whatever it is. But I think that, you know, for instance, I tested a handful of things I love.

    00:29:32:15 – 00:30:09:18

    Josh Culler

    Asking questions is how I learned I was terrible in school. And so asking questions is like how I learned everything. And it got me really excited. You know, I even went as far as to we were looking for a new copywriter for our team and I had Chad GPT write me a job posting for a social media copywriter and it did a pretty bang up job like it did a really good it got it got about 85% accurate on what I would type out and I just had to go through an editor a couple of things and something that would have taken me close to an hour to type out it literally.

    00:30:09:25 – 00:30:39:09

    Josh Culler

    I finished it like 8 minutes after I edited what it already presented. But I think a really good leverage point. You know, I tested this the other day as well. You know, people in order for to use stuff like this and technology like this, you have to be good at asking the right question. But understanding what the other side of it is, For example, what I asked Chad GTP to do for me was I I’m going to try to like were to exactly how I word it.

    00:30:39:09 – 00:31:01:29

    Josh Culler

    I said create me 50 topics for video content that business owners are asking about, and it literally lists it out 50 topics of the most asked questions on the Internet of what people are asking about video content. And I was like, okay, those are my topics that I’m going to be shooting videos on for the next couple of months.

    00:31:02:13 – 00:31:30:18

    Josh Culler

    And it did a really good job on that. So if you got specific, I can’t imagine I didn’t test this. Yeah, but I can’t imagine that if you look at Chat GTP and you say, create me 25 topics that are for sale by owner, you know, motivated sellers are asking about you know, it might be able to spit out a handful of really good topics but you know I do I do like the idea you know I have been reading up that Google is planning on coming out with a competitor within the next few days to that.

    00:31:30:18 – 00:31:53:21

    Josh Culler

    That is no shock. And surprise to me because normally Google is not the first one to do things. It is like the second or third, but because of it being Google, they do it the best and then they squash whatever the first one was. And Apple and Google have that reputation to do it. Apple’s ever the first to anything either, but they will crush at that, you know even after their second or third to it.

    00:31:54:03 – 00:32:13:03

    Josh Culler

    Then I’m excited about this type of technology. I think people need to just be leveraging it as a tool right now and just be focused on asking the right question to the to the program. But yeah, I don’t I don’t see it being a everyday useful tool for somebody for another, like probably two or three years as some development to go under.

    00:32:13:03 – 00:32:17:28

    Josh Culler

    But it’s, it’s pretty it’s pretty impressive at the given moment.

    00:32:18:19 – 00:32:31:14

    Brady Winder

    Yeah, it’s interesting It’s a it’s a good help right now for sure And you still, you know, kind of like you’re alluding to, you still need a a human element to at a minimum QC it to make sure it is the right.

    00:32:31:14 – 00:32:53:25

    Josh Culler

    I even gave it to my as soon as I heard about it I signed it over to my lead, my my department lead for my quality control and writing department. And I’m like, Hey, take a look at this and see if this is something that you could use in your department, because they I mean, they quality control. I mean, we, we at it and publish close to about 5000 pieces of content on a weekly basis.

    00:32:53:25 – 00:33:11:17

    Josh Culler

    So my quality control team has to have eyeballs on every single one of those every single week. So I’m like, go through and see if this is something that will help you guys, you know, in efficiency. And she was able to discover like one or two things that it might help with, mostly with like descriptions and show notes creation.

    00:33:11:17 – 00:33:20:08

    Josh Culler

    But I think like it’s just underdeveloped right now because it just started. But it’s it’s been I’ll keep an eye on it. It’s going to it’s going to be pretty cool.

    00:33:20:21 – 00:33:39:06

    Brady Winder

    Yeah. We’ll check back in on a year from now. Maybe we’ll have another conversation, right? Yes, change of course. So topics I’ve got a I’ve got a list of topics here for generating seller leads. We pulled this from our video marketing playbook. I don’t know if I said this at the beginning. The podcast is video Marketing Month Guru Care.com Search Video.

    00:33:39:12 – 00:33:57:03

    Brady Winder

    We’ve got this playbook. Josh actually helped us come up with a view on this a while back and we revamped it in the last year, but basically How to get Started Video a list of 52 ideas as one idea per week and just all the essential information, you know, to get going on the video marketing in one nice little PDF.

    00:33:57:03 – 00:34:12:18

    Brady Winder

    So anyways, I pulled this most of it from that list of 52. I’m going to run through them and just and talk about in real quick. Josh, feel free to interrupt me or if you have any you want to add, just go for it. But I’m just going to give you guys these so you know what to talk about.

    00:34:13:15 – 00:34:27:18

    Brady Winder

    Seller testimonials probably hands on the most important thing you can do if you haven’t done a deal yet. Get character testimonials from other people you know about you, you as a person, your character. But seller testimonials get them on Vimeo plus to them more.

    00:34:27:18 – 00:34:38:13

    Josh Culler

    Chime in here real quick. Yeah, something super cool. So like I don’t know if I’m hoping you haven’t discovered this yet because it would be really cool if you did it that I found something that that you didn’t find out.

    00:34:38:17 – 00:34:39:17

    Brady Winder

    I’m excited now.

    00:34:39:17 – 00:35:01:15

    Josh Culler

    About value too. So one of the number one is seller testimonials and the reason why I wanted to bring this up in the first place, because that is normally what people revert to for video content is getting very you know, you’re at closing table, you want to get your cell phone out, record a quick video. What I see happen, though, and it’s been acceptable up until this point because now you have the tool to be able to help.

    00:35:01:15 – 00:35:21:15

    Josh Culler

    This is, you know, let’s say, for instance, your closing table is like three feet across. Well, you’re sitting on the other side with your phone recording it. Where’s the microphone? It’s next to you. So it’s across the table. And so maybe you’re in a bigger room. So it sounds hollow. The person that’s on the other side of camera more than likely is not good at speaking on camera because that’s not what they do.

    00:35:21:23 – 00:35:46:15

    Josh Culler

    So they’re just going to give it their best bang up shot. You’re going to have fuzz. You might have some like office sounds in the background, the fax machines going, the the copiers, printers, phones ring and stuff like that. So my lead video editor discovered a tool called It’s an Adobe Tool and it’s called Adobe Podcast. But what it does is it has a a speech enhancer tool to it.

    00:35:46:21 – 00:35:55:25

    Josh Culler

    It’s in beta mode right now. I think you have to have an Adobe account to use this. Basically what you do and Brady after we’re done, maybe I’ll show you an example because you won’t believe me if you haven’t tried this yet.

    00:35:56:06 – 00:36:02:13

    Brady Winder

    Sorry. Are you doing it? You all Honestly, I’m getting distracted. Like I have to know about this right now. The podcast guy is.

    00:36:03:04 – 00:36:23:25

    Josh Culler

    Normally normally when I discover stuff like this, I’m kind of like, Oh, that’s kind of cool in my help. But this is this right here is something I require all of my videos to go through at this point. So it will literally take any audio like I’ve I’ve done it with testimonial videos where it was that there was fires in the background.

    00:36:23:25 – 00:36:45:16

    Josh Culler

    They were they were just super hollow. They were quiet because they were like four or five feet away from the camera type thing. And it was with a cell phone. You got to just strip the audio, put it into this software. It takes like maybe 2 minutes tops. It’ll spit it back out. I’m telling you, it will sound like they have a podcast microphone right next to their mouth.

    00:36:45:27 – 00:37:11:29

    Josh Culler

    Really? And it will make it sound immaculate. You got to test it. Brady is mind blowing, but that alone, we’re going into a phase where content is becoming unacceptable. To have high quality standards, you have to have high quality standards to get what you’re trying to get to because people are just sick and tired of watching cruddy Zoom videos and cell phone recordings.

    00:37:11:29 – 00:37:23:21

    Josh Culler

    You have to make it as high as possible. Audio is one of those ways to do it. This right here testing solid testimonials. It will ultimately ten x the quality of video by just doing that.

    00:37:24:06 – 00:37:41:27

    Brady Winder

    I, I thank you for mentioning that. I’m so glad you did because we were just I was recording a podcast last week at the you know if you listen to this in March it just came out a couple weeks ago but it’s all about testimonials. Keith and Bo and I, we dive really deep into this, and Keith had mentioned how he had thrown out a testimonial.

    00:37:41:27 – 00:37:55:00

    Brady Winder

    It was like one of his best testimonials, you know, throw it out because the phone was so far away, didn’t think about it. And it’s like, I can just hear that that conference room sound in my head where it’s 15 feet away and you didn’t get what you needed to get.

    00:37:55:09 – 00:38:12:22

    Josh Culler

    Dude, and takes all of that out. It cleans it up. It is the most mindblowing software for editing like media at all that I’ve seen. And it’s all it’s all automatic, so you don’t have to make any adjustments or anything. It’ll do it for you. It just knows what to to take out to add and stuff like that.

    00:38:12:22 – 00:38:38:02

    Josh Culler

    And, and a lot of times, you know, for me, like I speak at a higher tone so I don’t have much of a low voice so it’ll equalize my, my my tone as well and it just sounds when you put headphones on after you run it through it, it just sounds so good. So, I mean, to interrupt you with that, but I know testimonials is a number one thing with topics and that’s the biggest barrier is, you know, you don’t you don’t normally have a DSLR camera with a lapel mike at your closing table.

    00:38:38:28 – 00:38:43:14

    Josh Culler

    So I still want you to capture video if your concern is audio, run it through that. You’ll be good to go.

    00:38:44:03 – 00:38:51:17

    Brady Winder

    Okay. Yeah, I love that. I had not heard of it. You got me all excited. I’m glad I hadn’t heard of it. I’m going to be. I know what I’m doing for the rest of today will be tested.

    00:38:51:17 – 00:38:52:15

    Josh Culler

    I know you’ll be stuck.

    00:38:53:10 – 00:39:20:14

    Brady Winder

    Yeah. Get the mic close to the person. You’re recording it. The phone call. It’s the closer you are, the less room noise and all y’all are close in your deals in a big empty conference room that’s echoey as all get out So the mike close second about me video this is huge. This is the thing that converts your visitors into leads and leads into deals as people getting to know you like you trust you and they can see that you’re a real human in your market.

    00:39:20:14 – 00:39:46:15

    Brady Winder

    Doing about me video doing by yourself to get started. And then I would even recommend once you’ve got a better feel for you know, how you position your service and your your overall messaging, maybe even bring in a videographer to do a legitimate like professional about me. A video that is a time and a place to do professional video so you can show that you’re not above the competition because most people are not going to do that.

    00:39:47:02 – 00:40:10:21

    Brady Winder

    Yeah, yeah. About me video and then some of the more general topics how to sell your these are more obvious and a lot of them are aligned with Google keywords. What sellers are searching for, they’re not always the same as YouTube. So if you go to YouTube, do keyword research there, there’s a lot of times some variance. But how to sell your house fast for cash in Pensacola, Florida, whatever, city state.

    00:40:10:27 – 00:40:36:15

    Brady Winder

    So maybe talk about the steps you would need to do or did you know that you can sell your house this fast? Did you know you can close this fast? So talk about some of the things people might not know, the questions they have. We buy houses in the city state. So talk about where you buy houses, what types of houses you buy home buyers in city state, Roseburg, Oregon, where home buyers in Roseburg, Oregon.

    00:40:36:15 – 00:40:50:13

    Brady Winder

    How are we different from agent investor or how are we different from agents? How to Stop Foreclosure in Roseburg, Oregon, If you’re about to be foreclosed on, here’s the five steps you can take to not get foreclosed or here’s what you might want to prepare for how to deal with that.

    00:40:50:13 – 00:41:07:17

    Josh Culler

    I like I like that one because not that the other ones are bad, but I like that one because the context of it is you’re delivering some value to the person watching the video. You’re giving them tips on what to do if they’re going through something. And then giving yourself as a solution is a really good way to frame it up.

    00:41:07:17 – 00:41:20:15

    Josh Culler

    So the other ones are great as well, but I like that one, the concept of that one because yeah, it’s value leading and then you give call to action at the backside of it saying if you need help with this, I have solution for you. Here’s what that is.

    00:41:20:15 – 00:41:51:27

    Brady Winder

    So yeah, while I actually like the you said that because you know the reason that one stands out versus the others is one of the most important things I learned about copywriting awhile back from Trevor actually is is opening a loop in the person’s mind. You could do this like almost borderline unethical. Like with click bait, you know, you open up the Google app and here’s like 100 articles that are just pure clickbait and but they’re all opening a loop like, you won’t believe what these people did to their child when they’re going through the airport security line.

    00:41:51:27 – 00:42:18:12

    Brady Winder

    That was literally one I saw yesterday. Come on anyways. But it’s how to stop foreclosure. So they know that they’re going to get the value out of it, like five steps to stop foreclosure in 60 or three ways. Working with an investor is different from an agent would be a better way to spice up the topic. Real Estate Investor versus Agent Pros and Cons Top five Mistakes When Selling Your Roseburg, Oregon Home.

    00:42:19:01 – 00:42:19:25

    Brady Winder

    That’s a good one.

    00:42:20:06 – 00:42:21:09

    Josh Culler

    MM Yeah.

    00:42:22:10 – 00:42:40:15

    Brady Winder

    Top five neighborhoods. This one is a little bit more geared towards buyer leads, but I put it in here because I think it’s still I don’t see investors do it enough and it can still really position you as an authority. This is a concern that agents are making all day, every day, you know, top five neighborhoods in Portland, Oregon.

    00:42:40:25 – 00:42:53:03

    Brady Winder

    But if you know someone if a motivated seller goes to your website and they’re looking to sell their house fast and they see, oh, this guy actually knows all my neighbors and know he’s a local guy, I think that adds a great deal of credibility to you.

    00:42:53:14 – 00:42:55:23

    Josh Culler

    Yeah, I think so.

    00:42:55:23 – 00:43:10:04

    Brady Winder

    And then tip, we already cover this, but what questions are you getting from your prospect’s ask them or either one, whatever. Any any thoughts on topics? Josh That’s my short list from the video marketing playbook.

    00:43:10:15 – 00:43:41:23

    Josh Culler

    Yeah, that’s, that’s, those are really good places to start and don’t be afraid to overlap any of those topics because generally speaking, a lot of those topics will overlay with each other. I think another good kind of contextual topic silo would be processes. So like the process of working with you, keep it in general, the process of working a wholesaler, or if you’re a realtor, the process of selling your house with a realtor because there’s a lot of questions that people have.

    00:43:41:23 – 00:43:58:23

    Josh Culler

    I, I had never even, even though I’ve been in this real estate investing space for a long time, I’ve actually never listed a house with a real estate agent before. And last March. It’s been a year since we moved into the house that we’re currently in, and last year in February was the first time I’d ever dealt with a realtor and did.

    00:43:58:23 – 00:44:16:18

    Josh Culler

    I had so many questions. There were so many things. I had no idea what to expect with it. And I think just realtors. Not that my realtor didn’t do a good job of this because he is answering all my question. He’s a close personal friend of mine, but I think a lot of people, when they’re going to list their house or they’re going to buy a house like they have so many questions.

    00:44:16:22 – 00:44:39:20

    Josh Culler

    So any of those questions that you can answer by opening up processes is a good idea. Also, like if you’re a real estate investor, like what’s the closing process? If you’re a realtor, what’s the closing process? If I’m buying a house and selling mine and or whatever it is, if you can list out those processes, people want to know step one through whatever in order to get to the destination that they’re trying to achieve.

    00:44:39:20 – 00:45:07:26

    Josh Culler

    And if you can answer those questions, then you’re creating clarity in their mind. You automatically have built credibility with yourself with that person. So process is another thing that I really like to do. I mean, honestly, it’s common practice in the education world. If you go to open your phone right now to any real estate influencer and click on their first video on Instagram reels, it’s it’s guaranteed to be some sort of a process, whether it’s like, here’s the five things that you’ve got to do to close more deals.

    00:45:08:01 – 00:45:30:05

    Josh Culler

    And then they’re walking you through those five things. The process of what it looks like to close more deals or here’s how you can sleep better, like they’re going to walk you through step one, through four of how to sleep. There’s just the process of working through things with, you know, your demographic is very, very important and I think it’s very underrated.

    00:45:30:05 – 00:45:43:02

    Josh Culler

    And I think it’s something that a lot of people don’t do. They want to go straight to the About Me videos, which of course you should do, but that’s not where the buck stops. You’ve got to keep going and providing value is very key when it comes to especially video content.

    00:45:43:18 – 00:46:10:07

    Brady Winder

    Oh yeah. And I mean, the things that you and I are both talking about can be useful for, you know, are useful for Legion and, and awareness and, and warming up those leads for sort of the middle of the funnel. But I would be so excited as a investor or an agent right now because the tools that are available to us to create content like you’re talking about are so powerful.

    00:46:10:07 – 00:46:29:21

    Brady Winder

    But also so underutilized. And so I’m not a real estate agent, but I can’t imagine how many techs a real estate agent gets because I know what I text my real estate agent, you know, as 8 p.m. on a Sunday night. Hey, I got a question for you, dude. I can’t imagine how much they get on. And then it’s like the opportunity to answer.

    00:46:29:21 – 00:46:37:25

    Brady Winder

    So many of those things with really sweet, short form video content. It’s like, Oh my gosh, there’s so many this many ways to do this.

    00:46:38:03 – 00:46:50:02

    Josh Culler

    I was like, I was just about to look it up. Like, I go back into my text thread with my realtor from last year and probably pull out like 45 to 50 topics just from the questions I asked.

    00:46:50:02 – 00:46:50:23

    Brady Winder

    Oh my gosh.

    00:46:51:01 – 00:47:19:15

    Josh Culler

    I like it. Yeah, there’s so many questions out there. So I think that people don’t have an excuse to create topics. It’s literally just answering the questions that your target demographic about what you do, your industry, you know, and the process of working with you and you know what it is that you do like literally what I would do is if you’re struggling with this this document for one day document every single task that you do and then create spinoff topics about those tasks that you do and then deliver that on video.

    00:47:20:19 – 00:47:42:03

    Brady Winder

    Absolutely. I love that. And if you know and if if you find yourself like saying the same things or if you’re an agent, like texting people back or you’re investing in your training, your team telling them the same things all the time, like, Yeah, I empathize with you. It sounds exhausting. It’s a lot. I know and I know it’s work to create the process or to create the video, but at the same time, like you can be proactive about it.

    00:47:42:10 – 00:48:03:19

    Brady Winder

    You can educate people with videos on your website. You can say, Hey, you know, we’ve started working together. Here’s three short little videos on what you can expect from working with me. Here’s how the process is going to go. I mean, I like to say like nothing beats a personal touch, but in so like offer a personal touch, share when you can but is it scalable and yeah, I don’t know.

    00:48:03:25 – 00:48:25:18

    Josh Culler

    I couldn’t write it but I could method that I think is a good idea for that is like for instance on my team, if somebody asks a question about something specific, what I do is I have like a 1 to 2 minute short video that I have like a massive unlisted playlists on my YouTube channel for all this stuff, for video training, for internal team.

    00:48:25:29 – 00:48:53:07

    Josh Culler

    But I recommend this for external marketing as well is that you shoot a one or two minute video that explains it at a high level and then maybe you shot another video that’s like a 5 to 10 minute video that goes deeper. And at the end of your two minute video, you could say if this didn’t explain it and you need more details, I have a link down below to the next video that explains everything in the detail, because now you’re given the option for them to get the short quick answer or everything into every nitty gritty detail you can have to offer.

    00:48:53:13 – 00:48:59:15

    Josh Culler

    It’s a lot of work, but if you go above and beyond that way, you will see results with that. Like it’s a nine day difference.

    00:48:59:15 – 00:49:05:06

    Brady Winder

    Yeah, I like that. It’s like the reddit. TLDR Too lazy to complain. Is that too lazy? Didn’t want to watch.

    00:49:05:06 – 00:49:06:27

    Josh Culler

    That’s exactly what it is. Yes.

    00:49:06:27 – 00:49:28:07

    Brady Winder

    Okay, quick side. No. Anybody listen to podcasts, right? You know, we’re true audience people who are tuning in every week. If you’d be interested in it. It was a deal to lazy didn’t listen. If anyone out there is interested in like condensed podcast episodes like Hey, you don’t feel like listening to the hour and ten minute long podcast with Brady and Josh, Where’s the five minute version?

    00:49:28:07 – 00:49:31:15

    Brady Winder

    Let me know. Brady at Care.com. Email me. I’m genuinely curious.

    00:49:31:15 – 00:49:32:09

    Josh Culler

    Cliff Notes.

    00:49:33:00 – 00:49:53:11

    Brady Winder

    Yes, the Cliff notes. I’m curious. Maybe we put at the beginning I don’t know if nobody emails me. Don’t expect it. You have to listen all hour in 10 minutes. Okay. So we talked about topics. We covered a lot there. I think the last thing I want to talk about and maybe one of the most valuable is a few tools and really creative use cases for video for real estate.

    00:49:53:11 – 00:50:14:09

    Brady Winder

    And so I want to go through this list and and then we will wrap it up because we could talk all day on this stuff. But anyways, as we go through this list at this point in the podcast, you might be feeling overwhelmed. You might have a million ideas. If you’re anything like me, I give you full permission and just hit pause.

    00:50:14:21 – 00:50:29:13

    Brady Winder

    Don’t even finish the episode. Go shoot the video. If you’re feeling motivated, just go to the About Me video. Go start getting testimonials and then come back and hit play. When you have started making this videos and, find some tools to help speed things up some differently.

    00:50:29:17 – 00:50:51:18

    Josh Culler

    I could give I could give a helpful solution to what typically what I may step one through whatever type person like I don’t like to, I’ll think ahead. But if I if I haven’t gotten past up to that, I can’t go to step five. So I think a really good like step one is create your topics of what you do before you’ve done that.

    00:50:51:18 – 00:51:13:14

    Josh Culler

    If you have not yet, which if you’re in business, you should have already done this, is create your target demographic, your avatar. A really good, easy way to do this is just to go to either the one page marketing book, just Google that and that’ll help you nail down all of those details. So it’s like demographics, age, you know, occupations and geographical locations, stuff like that.

    00:51:13:27 – 00:51:34:15

    Josh Culler

    And that. Or you could do the Donna miller Story brand kind of exercise there. So either one of those will work that will establish demographics. Step one. Step two, start creating your topics. I would create you know, you have 52 topics here at your disposal. So that’s not an excuse there to create another like 25 or 30 topics for yourself.

    00:51:34:15 – 00:51:56:15

    Josh Culler

    Sounds like a lot. Once you get past five, you will be riffing through those. I promise you it will be much easier going through writing those topics down. Then as you do that schedule something you know your own capacity. So block out whether it’s once a week, once every other week or once a month and just what we call batch your video recordings.

    00:51:56:21 – 00:52:12:08

    Josh Culler

    So if you’re going to choose once a month and you’re doing, say, three videos a week that you’re publishing, that’s 12 videos a month that you record. So the first Monday of the month, that’s when you recorded 12 videos and then you don’t have to worry about it over for the rest of the month until the next month.

    00:52:12:19 – 00:52:29:28

    Josh Culler

    Likewise, for if you’re going to do once a week or once every other week or whatever that is, batch your videos, record them and then you can move on to getting them out into the public. So you start with those three stops. You have no excuses at this point. You got to just go execute that. Don’t don’t get overwhelmed with everything else.

    00:52:31:04 – 00:52:31:18

    Josh Culler

    Brady.

    00:52:32:05 – 00:52:46:09

    Brady Winder

    Please. Thanks for doing that. Yeah. No, that’s perfect. Yeah, I see. I’m a I’m a step one through ten guy. I love following them. Terrible at creating them. I’m not naturally geared towards processes and.

    00:52:46:09 – 00:52:51:13

    Josh Culler

    Place train all my team and I have to train clients too. So it’s repetitive.

    00:52:52:10 – 00:53:15:13

    Brady Winder

    No, that’s good stuff. That’s good, man. Okay, so top seven. Well, it’s going to be nine by the time we’re done with this podcast. It’s up creative uses for video for Real Estate. One Shameless plug Video post curates video post tool within our own software. So if you’re recording videos and you have a care site and you’re not already using this, I don’t know what to tell you.

    00:53:15:13 – 00:53:43:19

    Brady Winder

    You’re missing out. You probably could be ranking higher if you do this, right. So what is this is you record a video How to Sell My House Fast. Roseburg, Oregon. You put it into our video post tool automatically transcribes it, puts it in your blog post, spend 1520 minutes adding your h one edge to tags as your titles, your headings, and rework the wording so that it sounds a little bit more natural or you could say This is a transcript from the video.

    00:53:43:19 – 00:54:02:00

    Brady Winder

    We do the same thing with our podcast since we put the transcript and the blog post helps tremendously for SEO. SEO alone. But also if you forget about SEO, if somebody wants an alternative to watching the video, then there you go, they can read through it if that’s their preferred way to learn because of videos. Not for everybody.

    00:54:02:04 – 00:54:29:12

    Brady Winder

    It is for most, but not for everybody. And they can scan through to see what it’s about. Just like Google can. So use video post and a quick use case for this. So, you know, I’m not just talking theory. We shot a video, a link it up the show notes, but Trevor and I a few years back shot a video about how to use video posts and in I’m getting really meta here but in that video we shot a video on a cell phone of like co-working spaces in Roseburg, Oregon.

    00:54:29:12 – 00:54:46:15

    Brady Winder

    Hey, if you’re looking for a cool workspace, check out the loft Jurors for Oregon. We did that upload. It’s ranked number, I believe, at the time of recording. This is still ranked number one for co workspace for Roseburg, Oregon. It’s not a competitive term. That’s not the point. The point is how easy it was and how effective it is at getting things to rank.

    00:54:46:15 – 00:55:06:09

    Brady Winder

    So did the video transcribe get up there? I also did this with if you go Google now, someone’s going to try to outrank me. If I say this video, husky, video, husky reviews, go look it up. And there’s a video that I shot. I scripted and recorded, put it in the Kurt’s video post. I’ve been ranked number one above video Huskies own website for like two years now.

    00:55:06:09 – 00:55:28:15

    Brady Winder

    I’m out ranking there on website, which is just crazy, super powerful. So video post second one, I just threw this in there because I just remember that video ask we had a have you ever heard of that Josh video ask this is really interesting it’s we had a Kerry camper share this tool with us and they’re using it to basically screen and qualify tenants for their rentals.

    00:55:28:15 – 00:55:51:16

    Brady Winder

    But there’s a million use cases. You could use it for getting testimonials too. Like we’re we’re probably going to experiment with it. I care if for getting testimonials from our members, but basically it’s just a simple little piece of software and mobile app. You send them a link and it will the the app will prompt the person. So it’ll say, you know, tell me about your experience with this, and then it’ll give them 30 seconds to record.

    00:55:51:16 – 00:56:15:05

    Brady Winder

    They record a video response. So that’s the basics of it. But you can do like a if this than that. So if they answer this then ask this prompt instead. So really intuitive, powerful tool for getting video from other people. So you don’t even necessarily have to be there. Yeah, a lot of creative ways to use that, like getting screening tenants for your rentals.

    00:56:15:18 – 00:56:36:08

    Brady Winder

    Anyways, Adobe podcast, I just threw that in the list so I wouldn’t forget about it. We already talked about that. That was a nice surprise. Another one is a number for YouTube keywords. I know you’re thinking on YouTube. That’s not a creative use case, like everybody knows to put their videos on YouTube, but a lot of people don’t think about doing cured research.

    00:56:36:08 – 00:56:54:00

    Brady Winder

    And so it like for YouTube, they just think, Oh, I’m just going to put a video and put a video up on this topic and hope that it works out. You spend like 5 minutes doing keyword research. I do before every podcast when I’m coming up on my titles. What is ranking in YouTube? Where’s the low hanging fruit?

    00:56:54:01 – 00:57:17:12

    Brady Winder

    So if you go get Tube buddy, just Google tube buddy or video IQ, Video IQ, they both do about the same thing. You can do your keyword research with them, find the low hanging fruit so it’ll tell you like the competition for that keyword and what people are searching for, what the intent is, or if it’s actually the video you to be shooting.

    00:57:17:12 – 00:57:39:27

    Brady Winder

    So anyways, not overcomplicate it, but if you have been doing videos for some time, then take some time to do some basic keyword research and optimize the videos that you’re shooting. Because why not? Number three? No, that was a number for my ordering is we’ve added so many in here, my ordering is all off Bom bom, bom, bom.

    00:57:39:27 – 00:57:58:16

    Brady Winder

    This is specifically for agents. I don’t know. I’m a user myself, so I’d imagine investor could use it. I don’t see why not. But for follow up, so little videos that go into emails for follow up agents are using this for like, Hey, here’s what to expect next. Or as a thank you video, thanks for working with me.

    00:57:59:00 – 00:58:02:09

    Brady Winder

    Josh, you have any plans to do like follow up videos or anything like that?

    00:58:02:10 – 00:58:18:18

    Josh Culler

    Yeah, of course. Yeah. And campaigns like if they especially like text or email campaigns, they will leverage that stuff like Bambam videos in there. Bambam is kind of like phased out just a little bit. I think there’s a couple other tools that people use, but it is still useful.

    00:58:19:06 – 00:58:29:13

    Brady Winder

    That’s funny because Chad Beatty Like set of words. Shaggy Beatty I want to Chad repeated before we hit record just to see if there was any was missing in the first one. I was like, Oh, bom bom.

    00:58:29:16 – 00:58:29:26

    Josh Culler

    Yeah.

    00:58:30:21 – 00:58:59:21

    Brady Winder

    Yeah. Another one real quick. Liam videos. Josh and I were talking about process. I love Liam videos. I will die by them because you can just hit record. I intentionally so what is Liam is just a quick little Google Chrome plug in goes on your browser you click it and it screen. Of course you use your camera and your screen and you can just send somebody a URL to that video so you don’t have to do any editing download upload to YouTube.

    00:58:59:28 – 00:59:16:25

    Brady Winder

    Send them the YouTube link. You don’t have to do any of that for it. So for internal videos like super Quick and Dirty Liam videos is a great way to explain things. And a lot of software is like billing this and now like Slack in your table, it’s already built in. But Protip don’t upgrade your account. Stick with the free version.

    00:59:16:25 – 00:59:26:10

    Brady Winder

    It’s a five minute limit because it will make you be concise. I never record over five minute videos on Liam. It’d be dangerous for me to upgrade.

    00:59:26:20 – 00:59:34:14

    Josh Culler

    Dude, it’s a habit. I do the same thing I like. I have not upgraded it. I use I use Liam four or five times a day. I still haven’t upgraded because I’m like, I got to keep it short.

    00:59:35:01 – 00:59:35:27

    Brady Winder

    That’s then you’re like.

    00:59:35:27 – 00:59:39:07

    Josh Culler

    If it requires more than 5 minutes, I’m getting on a Zoom call with you. So.

    00:59:39:08 – 01:00:07:28

    Brady Winder

    Right, exactly, exactly. For else, another one 360 virtual tours. This is not news to any of you, but we’re on a podcast. A while back, one of our members mentioned how they were using Matterport like an agent word. This was an investor and they’re doing 360 virtual tours for their buyers list. So as soon as they would get the house under contract, say, Hey, we’re coming to take photos, put the Matterport up and send that out to those buyers lists.

    01:00:07:28 – 01:00:29:10

    Brady Winder

    It says they the buyers have so much more confidence when they’re able to you virtually tour the home and they can get it get the contract sign so much quicker. So if you’re an investor, consider Matterport before after flip videos on your site. So a lot of people do this on Instagram. Little IG stories. Hey, here’s this house we’re working on.

    01:00:30:04 – 01:00:54:25

    Brady Winder

    I think that also could lend a lot of credibility if you are flipping houses and you’re doing it well. I think of home buying guys in Dallas. They’re members of ours. They really take pride in how they flip their homes. They care about them and they are doing the community a service. So if you’re doing that type of flip where you’re really improving the property, put on your website and people love to see that as incentive to work with you versus someone else.

    01:00:56:02 – 01:01:22:22

    Brady Winder

    And then the last one, social media repurposing, I figured that would be a good note for Josh to end on. I mean, we could talk about this all day. We won’t, but social media repurposing. So just like, you know, if if I’m if I’m an investor, I’m making these videos that we’re talking about what’s what’s like the easiest low hanging fruit like ways I can repurpose these videos because it’d be it’d be bad not to do any repurposing.

    01:01:22:25 – 01:01:25:28

    Brady Winder

    But you also don’t want to go ham and try to be the next TikTok influencer.

    01:01:26:05 – 01:01:50:17

    Josh Culler

    Yeah, I’m going to give an answer that probably most people will not like, but you have to do this or you’re not going to stay consistent because consistency is the number one factor to any success within content. It’s hire it out and you can leverage tools like or platforms like Fiverr or Upwork. A lot of people have like especially marketers, they have a bad taste in your mouth with fiber.

    01:01:50:21 – 01:02:15:29

    Josh Culler

    I use fiber pretty often on some smaller projects that need done. You can also go to Upwork and find video editors that will help you chop up the content, repurpose it and possibly even post it for you. The reality is, is that if you’re a business owner, you don’t necessarily most of the time and this is why this is where like we come in and people hire us because they don’t have the time or the ability or the want to to keep up with this kind of stuff.

    01:02:16:11 – 01:02:35:22

    Josh Culler

    So I have my clients focus on recording content. I want them doing nothing else. I don’t allow them to check the content. I don’t allow them to post it. Obviously that’s a little bit of a higher level. Service is going to cost you more, but you if you’re just getting started, allocate a couple hundred bucks a month to just getting videos edited.

    01:02:35:22 – 01:02:57:00

    Josh Culler

    You can send them off to a good editor on Fiverr or hire somebody, a freelancer on Upwork to edit videos for you, have them edit it, maybe you can post it or have an assistant post it for you and just get them out that way. Because the reality is, is what happens is that people shoot videos and then they get stuck at the editing portion because they spend so much time on it and they just don’t do it later on, like they they’ll they’ll be fired up about it for a month.

    01:02:57:00 – 01:03:19:11

    Josh Culler

    And then if a phase is out now, you literally wasted a month of doing literally nothing. That’s my short answer. If you are the type of person that you want to do it yourself, there’s very simple tools that you can use to edit videos. Of course, like from a professional standpoint, from your pro is great and it actually has gotten to a point where it’s pretty easy to use like it’s very user friendly.

    01:03:19:11 – 01:03:41:09

    Josh Culler

    It’s not. It still has all the technical aspects of it, but it’s not as complex as it used to be. Of course, if you have a mac device, I movies are really easy to use platform to edit your videos on, but outside of that headliner, dot app is really good as well. And there’s there’s tons of other platforms.

    01:03:41:09 – 01:03:54:00

    Brady Winder

    We’ve news using. I forgot about that we’ve been using headliner for. I mean I’ve been using it for years for podcasts because they were the first ones to say, okay, drag in your audio or video, add captions automatically adjust snippets. Yeah, yeah. Audio Grahams.

    01:03:54:00 – 01:04:08:26

    Josh Culler

    Yeah, yeah. So that’s what I would use by I’m just going to lean back into hire it out likes stop being a cheap H-E-B, be willing to spend some money on some of your marketing and hire somebody for 200 bucks a month to edit your videos and get them back to you. That’s what I would say.

    01:04:09:12 – 01:04:28:02

    Brady Winder

    I think that’s a great answer and I want to I want to dive deeper real quick and then I swear we’ll wrap it up. But so I think it’s a good answer that you say hired out, not because you’re the guy with an agency who does this really well, but because there are there’s diminishing returns, too, with anything.

    01:04:28:15 – 01:04:53:03

    Brady Winder

    And the diminishing returns correct me if I’m wrong, but here’s you know, Brett and I were just having a conversation in the office about this the other day. The returns of social media are high, meaning people might ask us, like, why don’t you post to social media more often? My take on it is we post enough to stay relevant to make sure that when someone comes across our Instagram feed that there’s things on there.

    01:04:53:03 – 01:05:17:03

    Brady Winder

    It’s somewhat current, it’s interesting, there’s there’s stuff there consume, but we’re not posting a thousand times a day. That’s why when I hear you say, hire it out, I’m like, it’s it’s more scalable that way. If you’re if social media is a strategy, I feel it. Maybe I’m being long one of this with this, but I feel like there’s this big gap between like you post, you know, once a week and it’s effective.

    01:05:17:17 – 01:05:22:24

    Brady Winder

    You post, you know, ten times a week and it’s marginally more effective. Is that the case?

    01:05:23:06 – 01:05:44:11

    Josh Culler

    No. Well, it depends. There’s platforms. There’s platforms specific. Like what I what I tend to do is take what the platform wants and, and go all in on that. Like, for instance, if you’re not posting at least a video a day on Instagram, you’re obsolete just period. Especially if you especially if you’re just starting to content, you will be obsolete if you’re posting less than one video a day.

    01:05:44:19 – 01:06:15:00

    Josh Culler

    It’s just the reality of it. It’s how the platforms work on YouTube. If you’re not posting at least 2 to 3 videos weekly are for videos, you’re going to be obsolete or or it’s going to be really hard for you to get traction at all. But with these platforms, you really have to like volume is a key. You have to put into what they want and generally speaking with reels, Tik Tok videos, YouTube shorts, velocity is the name of the game because these are shorter videos, you’ve got to feed more into it.

    01:06:15:06 – 01:06:43:23

    Josh Culler

    But even if you look at it one video a day on Instagram, let’s just say it’s seven videos that are minute long, the 7 minutes worth of recording, right? I mean, that’s that’s really not as much as you might think it is. So that’s a week’s worth of content. So volume does matter what my formula today is, Volume plus quality is really what and it’s the right volume, the right volume, the right time quality, the right efforts combined is what’s going to get you the success out there that you you need.

    01:06:44:15 – 01:06:57:13

    Josh Culler

    So in a way it does matter. But do you need to be posting ten times a day? Probably not. And that being said, I don’t know if it would hurt you. We have a client that we post five times a day for and they kill it.

    01:06:57:13 – 01:07:14:21

    Brady Winder

    So no bigger. Yeah, yeah, yeah. And content. Thank you for that context man. That’s that’s I appreciate the insight there that’s specifically more geared towards influencers if looking to get motivated seller leads like these answered Posner Instagram TikTok In terms of do.

    01:07:14:22 – 01:07:27:18

    Josh Culler

    Yeah you got to consider your demographic. If they’re not following you on Instagram, then you only need be creating the content that they’re going to consume, which for the most part, if it’s transactional, it’s just going to be informational content about what it is you do and that kind of thing.

    01:07:27:18 – 01:07:49:20

    Brady Winder

    So yeah, awesome. In well, this has been value packed. This is the longest podcasts I’ve recorded in a while. I have no shame about it, but hopefully everybody listening you have found this if we missed anything, if there’s a tool that you’re using or a tip that somebody gave you, let us know. Send me an email. Brady At Care.com, or if you’re on YouTube, drop in the comments below.

    01:07:50:03 – 01:07:53:12

    Brady Winder

    And thanks for listening. And Josh, thanks so much for joining me. Man.

    01:07:53:15 – 01:07:55:16

    Josh Culler

    Yeah, man, this is a lot of fun and hope to be back soon.

    01:07:56:00 – 01:08:16:10

    Brady Winder

    Yeah. All right. We’ll catch up later.

  • EP 422: Getting Better Testimonials: A Practical Guide to Increasing Trust & Conversion

    EP 422: Getting Better Testimonials: A Practical Guide to Increasing Trust & Conversion

    Testimonials can make or break your ability to generate leads and convert those leads into profitable deals. That’s why we’re talking with two of our all-time favorite guests, Beau the closer & Keith the SEO beast to break down:

    • The specific questions that’ll get a house seller to give you a raving review that bust objections
    • How Keith & Beau leverage these testimonials on your website and Google profile to generate more & higher-quality leads
    • How to capture the perfect video testimonial vs. a written review, the most common mistakes investors make, and more!

    Whether you’re brand new to real estate investing or you’ve done 100 deals, join in on this conversation with two six-figure wholesalers to hear how you can become a more credible (and profitable) real estate investor.

    Learn how to make the most of your website at Carrot.com/convert

    Mentioned in this Episode:

    Keith Sant’s Carrot site

    Beau Hollis’ Carrot site

    Episode Transcript (This is an automated transcript by robot carrots – please mind the typos 😉)

    00:00:00:04 – 00:00:16:00

    Beau Hollis

    And I have so many my friends. I’ve tried and tried and tried to talk to them. Go to closings. Go to closings. Go to closings, get allies, go for the reviews. And they still don’t have reviews. And they’re trying to run like PPC ads and all this kind of stuff. They’re running all these kind of ads, paid ads with no reviews.

    00:00:16:00 – 00:00:22:04

    Brady Winder

    Wasted money. Everybody listen to this. Like, don’t be run on PPC as with no reviews, no credibility, your waste money garbage.

    00:00:22:04 – 00:00:37:22

    Beau Hollis

    Stop that. Don’t do it. Go to go to the start going to closings for the next month or two. Bring your cell phone. Have great cameras, by the way. Go there. Take a selfie video with these people or go to their house. If you already bought their house and have a good relationship, say, hey, I know it’s crazy, but would you do a review with me?

    00:00:38:05 – 00:00:43:07

    Beau Hollis

    You know, like go, like, spend, spend a little time, do this, invest in it.

    00:00:48:16 – 00:01:06:11

    Brady Winder

    Hello, friends. Welcome back to the Care Cast podcast, where James Brady I’m your host and this is the podcast for real estate investors and agents, where we help you build businesses of freedom and impact by dialing in your online marketing. Today I have my friends with me, Mr. Keith Sands, Bo Hollis. Welcome back to the podcast, guys. How’s it going.

    00:01:07:15 – 00:01:11:04

    Beau Hollis

    Man? Glad to be on here with all of these guys.

    00:01:11:15 – 00:01:13:10

    Keith Sant

    Yeah. Bernie, appreciate you having me back.

    00:01:14:20 – 00:01:33:05

    Brady Winder

    Absolutely. It has been a minute. If you guys don’t know, Bo Hollis keeps saying, go to Google and type in carrot. Keith, Bo, whatever. You’re going to find a lot of good content, but these guys have been investing for years are some of the best wholesalers, best investors around and really know their stuff when it comes to it.

    00:01:33:05 – 00:01:49:23

    Brady Winder

    So Keith is stronger on the lead generation side and Bo is the closer, but they both do both of those really well. But if you guys want to know how to generate leads through and closed deals, we’ve got a lot of content on both of those. So what are we doing today? It’s website design and conversion month care.

    00:01:50:14 – 00:02:15:08

    Brady Winder

    In February. And so we’re talking about how to increase the conversion on your website to close more deals. What are the best ways you can increase the conversion on your website and make use of the leads that are coming in is to add testimonials and add credibility to your website. And so I feel like this is a concept to marketers and to some investors that is simple and easy.

    00:02:15:08 – 00:02:37:19

    Brady Winder

    And for some people there’s a lot of questions that come with it. So we’re going to talk about getting testimonials both for credibility and conversion on your website, but we’re also going to touch on how this helps as far as SEO, and we’re talking both video and written, but I also want to know, you know, before we get in this conversation that with recent Google updates, video and video testimonies are playing a bigger role in ranking in Google.

    00:02:37:19 – 00:02:53:00

    Brady Winder

    So whether that’s videos in your website or on your website or in YouTube. And so that being said, Keith Bo, as an investor and agent, where do you where do you need testing ideals and why do they even matter in the first place?

    00:02:54:03 – 00:03:16:11

    Keith Sant

    You need them everywhere. I mean, you definitely need them everywhere. It’s it’s for credibility. You know, there’s so many cash homebuyers, right, for people to choose from. And and they want to know that they’re doing business with real companies. And if you don’t have that, that that testimonials to everyone else like are you even real like, are you even a real company?

    00:03:16:11 – 00:03:43:03

    Keith Sant

    Have you been doing business? Like, yeah, it’s just the credibility is insane. And I’ve had so, so many sellers say they chose me because of my testimonials. Like they, they watch the videos, they read them. They did a lot of research before calling me and just decided they wanted to do business with me regardless of what price. And so the testimonials are extremely important.

    00:03:43:03 – 00:04:02:05

    Keith Sant

    Like they feel like they got to know you by watching, you know, seeing your website. If you have video, which is extremely important, like you just said, like like they feel like they got to know you through all of that. And I’ve had people show like I show up to the appointment and they’re like, You’re the guy in the video and I’m like, Yeah, and my own website.

    00:04:02:05 – 00:04:17:09

    Keith Sant

    Now they’re looking at me like I’m a frickin rock star. But yeah, so video is video testimonials and those are the only videos I have on my website or just video testimonials and, and they work. So definitely get them and put them everywhere you can.

    00:04:18:23 – 00:04:38:09

    Beau Hollis

    Yeah. I mean, you know, talking about what Keith is talking about, I have I, when I first started I didn’t, didn’t do it. I took pictures with sellers like all the time. I would just take pictures because I didn’t really know what to say or I was just like, Hey, did you know? I just took a selfie with my sellers, which was is, you know, if I can give you advice, it’s better than none, right?

    00:04:38:09 – 00:04:56:12

    Beau Hollis

    Like, absolutely. Just take a quick selfie, a smile. Obviously, if it’s a good situation and they’re quite happy with your job, at least do a do a do a selfie list. But I’ve had sellers just kind of like what he was talking about. I had I met a guy one day and he was like, Man, you’re actually quite famous.

    00:04:56:12 – 00:05:18:04

    Beau Hollis

    And I had no idea. And I said, What are you talking about? He’s like, Man, I googled who you are. I Googled your name and you’re everywhere, all over the Internet. And it’s things like this, you know, like different things like this. Plus, like all of our testimonials that we have on our Web site now are video. Testimonials are everywhere.

    00:05:18:04 – 00:05:33:01

    Beau Hollis

    And it’s a really simple process. It’s not that hard, but it makes you stand out from every other person in your market. If you have a lot of just content with you and sellers, I mean, it doesn’t it’s not hard. It’s a it’s a very, very simple process, but it really matters.

    00:05:33:20 – 00:05:52:22

    Brady Winder

    And so one of the reasons I want to talk to you guys specifically about this is because what you just mentioned, it’s it’s simple. It needs to be in order to do well, you need to not overcomplicate it. And, you know, like you said, you start out with selfies and then it’s just recording on your phone. You guys have been doing this a while and I know Bo on your website.

    00:05:52:22 – 00:05:57:18

    Brady Winder

    You have a ton of video testimonials. Yep. Do you ever take your foot off the gas.

    00:05:58:00 – 00:05:58:15

    Beau Hollis

    Because you.

    00:05:59:03 – 00:05:59:11

    Brady Winder

    Know.

    00:05:59:16 – 00:06:25:20

    Beau Hollis

    You know, so, you know, let me just say this is that in the wholesale space, there’s a reason why a lot more people do not have more testimonials. And here’s the reason. It is because there’s been a lot of teaching in the wholesale space is to do this virtually or do this where you’re you’re absentee from the the day to day operations from your business.

    00:06:25:20 – 00:06:46:22

    Beau Hollis

    So the people who teach this, you know, this model of of wholesaling or investing, it’s it’s very hands off approach. It’s get a contract, have everybody else do your work in your business. You have this entire team of people and you don’t go to closings because they assign things and stuff like that. So let me say let me say this is I am the opposite of that.

    00:06:47:00 – 00:07:07:01

    Beau Hollis

    I and the reason we have so many video testimonials is because I believe you should go to closings. I believe that you should be there shaking your seller’s hands, looking them in the eyes and grab your phone. And it’s so simple to say, Hey, would it be okay after we get done here? Could we do a quick video testimonial?

    00:07:07:01 – 00:07:20:23

    Beau Hollis

    And that’s how I’ve gotten all my stuff is people say yes every time and then just give it to Title A title agent or we have a friend with you. Just hold it up and start talking. Hey, you know, we will get into that. I’m sure you know how to do it.

    00:07:21:14 – 00:07:28:04

    Brady Winder

    Kids, what do you what do you ask at the door? You ask him about the closing table, or is it as simple as, Hey, can I get a quick video? Says one for me?

    00:07:28:15 – 00:07:33:02

    Keith Sant

    Yes. I’ve actually never been to a close. I don’t really go to close.

    00:07:33:15 – 00:07:37:11

    Brady Winder

    I didn’t realize I didn’t intend for this to be polar opposites. I don’t really.

    00:07:37:11 – 00:08:00:03

    Keith Sant

    Know. No, I mean, because we do a lot of like virtual closing or like what we do, like mobile notaries and stuff. So, like, a lot of the signing will happen at the seller’s house and, you know, you know, the buyer, you know, signed a different maybe the day before, just in a different location. Right. But if I you know, 90% of all my deals are assignments and I still got to get the keys from the seller to the buyer.

    00:08:00:03 – 00:08:19:02

    Keith Sant

    So I usually meet up on closing day like, hey, can I meet up with you and grab the keys from you? And it’s almost always at the house. And so then I grab the keys, you know, shake their hand. Thank you so much. Now they’re happy. They just got paid, right? Like, are there wires initiated? And then I say, Oh, I kind of just thought about this.

    00:08:19:02 – 00:08:34:14

    Keith Sant

    Like, would you mind stepping over here real quick and just doing a quick video with me and just kind of telling people about our experience would help me kind of reach more people and, you know, situations similar to yours. And nine times out of ten, they’re like, yes, the only time I’ve ever had anyone say no is a woman.

    00:08:34:14 – 00:08:40:14

    Keith Sant

    Like, I didn’t do my hair, but I’ll write you a really good review and I’m like, okay, I appreciate that. Well.

    00:08:41:14 – 00:08:43:06

    Brady Winder

    Yeah, I think if I make a today.

    00:08:43:08 – 00:08:43:16

    Keith Sant

    Yeah.

    00:08:43:20 – 00:09:02:01

    Brady Winder

    Oh, I like that. I mean, I mean, it’s simple, but the timing is key. Like, that’s the happiest they’re going to be in the entire process. Get them then. Do you guys prefer to do you and the seller or is it just us like you holding the phone and you’re, you know, prompting the seller? What do you like?

    00:09:02:22 – 00:09:24:15

    Keith Sant

    I try to get in there with the seller for sure. In the beginning, like the first few that I did, I was just holding the phone like selfie kind of back it out and like, you know, we’re huddle in real close and and then, you know, like, but I have some other ones where I brought like a partner or even brought the buyer with me and he’s holding the camera for me.

    00:09:25:19 – 00:09:29:04

    Keith Sant

    And yeah, it works.

    00:09:29:04 – 00:09:52:04

    Beau Hollis

    Yeah. I personally I like to be in the videos just because, number one, you’re in the videos, you’re in the videos and your it’s your website, right? You’re your faces every single place on your website. So you’re with John and Judy and Ben and Tom and Sally and Sarah and all these young people, right, that you’ve bought their houses from and you’re in different outfits and you’re just there’s so much of you, you’re like, Wow, this guy’s busy, he’s active.

    00:09:52:12 – 00:10:11:11

    Beau Hollis

    You know, he’s actually there. So even if it’s a picture, like, it really matters. I don’t have like the big sold signs like realtors do. But I mean, sometimes I wish I did just because it’s a it’s a visual effect, But I just like what I do is I give my phone, my cell phone to the to the attorney there, unless I have a friend with me.

    00:10:13:05 – 00:10:31:05

    Beau Hollis

    And then I’ll just have them hold it and I’ll just say, hey, I’m with John. I just bought his house and I coached him prior to this. Right. I tell them exactly, Hey, I’m going to ask you how the process went. Was it simple? Was it easy? And would you recommend it? Would you recommend it to a friend?

    00:10:32:03 – 00:10:48:22

    Beau Hollis

    Right. So I just do that and say, Hey, I’m with John and we just bought his house. John, How was it? Working with us was amazing. I loved it. Would you recommend this to a friend? Oh, my God, It was so cool, right? It was. It was great experience. You should definitely you simply. So thanks a lot, John.

    00:10:48:22 – 00:10:54:13

    Beau Hollis

    Thank you. And what may give a hug or something like that, you know, simple boom, done like 15 seconds, 20 seconds. We’re done.

    00:10:55:12 – 00:11:09:17

    Brady Winder

    Do you do you ever ask them, do you ever have times where like, oh, I’m going to make a case of this? You’re going to ask him a bunch of questions because it went so well. Like, were you ever asking, like, why did you choose us over some of the other investors that gave you offers?

    00:11:09:17 – 00:11:36:14

    Beau Hollis

    I personally don’t too much. I I’m the only kind of questions I might go into would be this is just me personally. I would go into questions like, do we pay you a fair price for the property? You know, Do you feel like we paid you a fair price for the property? And do you feel like we were fair with you or a question like that, just because that’s a big objection that other sellers are going to have, that is the biggest objection.

    00:11:36:18 – 00:11:57:13

    Beau Hollis

    Are they is this company going to be fair with me on pricing? And so I want to overcome that objection by a review. That’s so when I say, hey, was this fair with you? Was I fair with you on the pricing? Say, oh my gosh, and I have other testimonials. You can go on my site, you can say, Oh my goodness, yes, it was so fair.

    00:11:57:13 – 00:11:58:19

    Beau Hollis

    I, I can’t believe it.

    00:11:59:04 – 00:11:59:13

    Brady Winder

    Mhm.

    00:12:00:05 – 00:12:21:18

    Beau Hollis

    You know those kind of things I like. That’s one of the only questions I would ask just because most people are not like me where they totally random off the cuff talk about any subject ever in the world and intelligently like they just, they stutter and they just get really frightened in front of a camera. So I try to keep it really simple so they know what to say.

    00:12:22:10 – 00:12:35:12

    Brady Winder

    Yeah, that’s a good point. I like how you’re kind of coaching them or briefing them at a time because they need to know what to expect. I mean, it’s normal for most people to just kind of stutter or mumble, mumble their way through something. So yeah.

    00:12:35:14 – 00:13:10:23

    Beau Hollis

    I’m not going to ask them, like if I don’t think that they’re going to say yes, I’m not going to. I never have said, hey, say yes, you know, but I’m always I tell them if I feel like it’s going to be a positive or a mutually good conversation, I will ask them for a video review, because I will say this is that if people are going through a really hard time personally, like they’re going through a divorce or they’re going to death in the family or something like that, getting a really happy review is a challenge because, you know, selling this home may be a very sad situation for them.

    00:13:10:23 – 00:13:30:21

    Beau Hollis

    Right. You’re you’re dealing with somebody who’s in a lot of maybe emotional distress. So he was this great experience for, you know, it sucked. I sold my childhood home and I am really sad today that I had to let that part of my life go. So being very careful and conscientious of their feelings and what you ask and say, you know, is really important.

    00:13:30:21 – 00:13:47:17

    Beau Hollis

    And that’s the reason I ask the questions, like, was I fair with you? Was it good with you? Because all of that is not really deep diving into their emotional state. It’s just keeping it really simple and they can answer yes to it because I’m treating them fair. I’m kind to them. Was it a simple process? I already know the answer, right?

    00:13:47:17 – 00:13:57:09

    Beau Hollis

    That stuff’s all yes answers. So it’s framing, framing your questions into, you know, what the answers are going to be, not in a negative way.

    00:13:57:23 – 00:14:01:00

    Brady Winder

    Right? Absolutely. Any thoughts on that, Keith?

    00:14:01:18 – 00:14:25:06

    Keith Sant

    Yeah, just like I was saying, like if you frame your answers, I love what you said about using the testimonials of the reviews to squash sellers objections. I do that with like my Facebook ads and stuff and, you know, kind of frame the question, you know, I want to squash the you know, like can close fast, right? Like, I had one guy I specifically asked him as a cat and we close in like 30 days.

    00:14:25:06 – 00:14:30:12

    Keith Sant

    Right? And he’s like, you close in two weeks. Yeah, that’s right. I knew it because in two weeks I want.

    00:14:30:12 – 00:14:31:10

    Brady Winder

    That one yesterday.

    00:14:31:10 – 00:14:48:01

    Keith Sant

    I want to say that. Yeah, right. And then like another one, this lady, like I specifically asked, I was like, All right, if I remember right, you got other offers, right? Yeah, I got two other offers and you were the highest boom. Like, that’s one of the objection. Like is yeah, they could pay. Maybe they’ll pay fair prices.

    00:14:48:01 – 00:15:09:01

    Keith Sant

    But is, is Keith is kind house buyer’s going to pay me more than the other guys? Yeah we are you know, and you know just other ones as well that try to squash those objections like, you know, can you really close Can you close on time? Are you going to pay me a fair price. Those are, those are the main ones I get and try to squash those and, and yeah.

    00:15:09:08 – 00:15:19:02

    Beau Hollis

    They’re work. Yeah. Yeah. I have a closing tomorrow. I met the seller on Sunday. Okay. And I am closing their house tomorrow.

    00:15:19:20 – 00:15:21:14

    Brady Winder

    So like this Sunday of this week.

    00:15:22:04 – 00:15:56:11

    Beau Hollis

    Yes. And I didn’t get the contract until I believe it was Monday so kill the time of this recording. It is Thursday. So we had Monday. I really sent I had did the title order Monday, Tuesday, Wednesday, three days. We’re closing Friday. So it’s a really and so yeah, five days and so you know I already know my review is going to be awesome because I performed so well and that’s another whole thing to this business as well as how to get good reviews.

    00:15:57:20 – 00:15:59:18

    Beau Hollis

    You do really good at your job.

    00:16:00:01 – 00:16:01:09

    Brady Winder

    Exceed the expectations.

    00:16:01:11 – 00:16:22:09

    Beau Hollis

    Really exceed the expectations communi Kate communicate, communicate with your seller. I know where to speak in the basics which but the guys and girls who are the very best in this business, they are brilliant at the basics, right? It’s overcommunicate. Let people know what’s happening and just really do a good job at what you’re supposed to be doing.

    00:16:22:09 – 00:16:40:01

    Beau Hollis

    Like I’m buying a house in five stinkin days and the review is going to be amazing. I paid more than everybody else. I closed faster than there ever anticipated. And it’s it’s a dream scenario for them. So I anticipate getting hugs.

    00:16:40:22 – 00:16:48:23

    Brady Winder

    That’s while you’re close in on the house faster than I can do my laundry at times because it takes me a week just to get back to the clothes dryer.

    00:16:49:22 – 00:16:57:14

    Beau Hollis

    I have a good relationship with my dad that really does help me expedite things. Do what things other people can’t do.

    00:16:57:21 – 00:17:17:07

    Brady Winder

    That’s fast. So you’ll had your boss hit the nail on the head with, you know, the objections like, that’s why the website exists is to combat those specific objections, because when somebody clicks on a Google ad or their search and, you know, sell my house fast. Seattle, Washington, like those, those questions are already popping up in their heads.

    00:17:17:07 – 00:17:37:10

    Brady Winder

    So your copy, the words on your website and those videos need to tackle those. And this isn’t specific to motivated sellers. This is any website, any business. Are there any, I guess, kind of two questions, any other objections you’re making sure to tackle? And then are you doing anything special with these videos on your website? Like are you organizing them, lend them out in a way?

    00:17:37:11 – 00:17:43:06

    Brady Winder

    Are they kind of just a random smattering to make sure that they, you know, you have a variety on their.

    00:17:43:06 – 00:18:03:04

    Keith Sant

    Those are the main objections that I’m really kind of getting after. And I know you asked earlier, like, have you ever put your foot on the air? You take your foot off the gas. I have. Yeah. But I need to actually get it back on there. But and as far as like how many you put on or where you definitely want to put them on your reviews page.

    00:18:03:14 – 00:18:30:19

    Keith Sant

    Right. Like you have a reviews or testimonials page. I do put one or two on my landing pages. I find that like your city and your location pages, I never really saw a ton of sellers actually clicking on the videos that were on the city landing pages, but the people that were actually research ing you and wanted to go to your reviews page the How it works page the our company is page like they, you know, like I said, they’re getting to know you through this stuff.

    00:18:31:02 – 00:19:01:14

    Keith Sant

    And so having it on your reviews page is super powerful. Having a YouTube video on your city, landing pages is super powerful. We’ve done, you know, testing and actually saw it will increase your rankings if you do it correctly. So having it on there is as powerful. Do I see a ton of people actually watching it now, But once it’s over on the reviews page and on YouTube and other places, they are getting watch and and it is helping you a lot.

    00:19:01:14 – 00:19:01:23

    Keith Sant

    Yeah.

    00:19:02:20 – 00:19:19:05

    Brady Winder

    And anything else, anything else you’re doing as far as SEO, like I noticed when I went into Google yesterday and search kind house buyers reviews because that’s what I would, you know, if I was doing business with you, that’s what I would search. Like one of the first results, if not the first one. I think it was after Yelp and something else.

    00:19:19:05 – 00:19:31:10

    Brady Winder

    And then you’re Google my business pages you know kind of house buyers, dot com slash reviews and testimonials, something like that. It seemed like you were specific with the URL and the copy on the page. What do you do in there?

    00:19:32:06 – 00:19:43:15

    Keith Sant

    Yeah, yeah. I actually put like my one right, because that is what people are googling, right? And they’re like kind house buyer reviews, you know, simply sold reviews. Like if they’re already.

    00:19:44:03 – 00:19:47:18

    Beau Hollis

    Those who don’t know that each one is, you know, explain what that means.

    00:19:48:00 – 00:19:49:19

    Brady Winder

    Thank you both. We assume and we forgot.

    00:19:50:02 – 00:20:13:10

    Keith Sant

    Yeah. So your H1 is like your main title or your your main heading on a page, like every web page should have one, each one. And instead of just saying reviews or what our happy customers are saying, I want to like really spell it out and, and get that main keyword, which is company reviews and house buyers go.

    00:20:13:10 – 00:20:38:07

    Beau Hollis

    On on our sites. So for people like myself with like, like things simple like child’s asking for big, bold letters, right on our on our biggest, boldest letters on our websites. Right. Yep. So if they Google your house buyers or my site simply sold, it is the biggest darkest text letters. Color is not necessary, but that is the biggest boldest text on our sites.

    00:20:38:18 – 00:20:40:22

    Beau Hollis

    Correct. What is the H1 H1?

    00:20:41:04 – 00:20:41:08

    Keith Sant

    Yeah.

    00:20:41:11 – 00:20:55:14

    Brady Winder

    And every highlighting that text and you’re saying instead of normal text, which should be your copy or your body text, you’re telling Google this is H1 your biggest header or for the for the smaller ones, each two is three. But you’re telling Google, pay attention to this, This is what this page is.

    00:20:55:14 – 00:20:59:11

    Beau Hollis

    It’s not the most important. You’re pointing that out. Basically. This is the most important. Right?

    00:20:59:11 – 00:21:07:00

    Keith Sant

    Exactly. And all your H twos and threes are like secondary topics under that parent topic of the H1.

    00:21:07:00 – 00:21:13:07

    Brady Winder

    Maybe I’m getting too nerdy and specific for a podcast about testimonials, but what are your age twos and threes look like on that page?

    00:21:13:14 – 00:21:34:03

    Keith Sant

    On that page I’d have to look. But I mean, if I was just going to, you know, shoot, I’d say yeah. And the main one would be the main one would definitely be my company reviews right now. As far as reviews. And then and then underneath that H2 could be something like House Fire video reviews kind of Aspire Google Review.

    00:21:34:03 – 00:22:14:18

    Keith Sant

    I think that’s actually what they are. House fire. I actually break them up after I got enough, I was like, okay, cool. I can actually make sections and House Fire Better Business Bureau. And then I would, you know, see what our happy Seattle or Washington homeowners have to say or reviews from happy Washington homeowners. So I kind of yeah I’m very specific and try to get kind of aspire to review kind of multiple times and then after that I can kind of, you know, get other things in there that are very okay, if that makes sense, and try to kind of fluff it up with location and and some other stuff.

    00:22:16:02 – 00:22:24:17

    Brady Winder

    No, that totally makes sense. That’s helpful insight there on the skills side as well, because people are Googling like this or they are Googling this before they decide to work with you.

    00:22:25:22 – 00:22:44:15

    Beau Hollis

    It’s like you’re researching a product that you would like to buy, right? You’re going to buy something. You’re going to research everything you can about it. I mean, most people do that, right? They research things and stuff about companies and they research. So the best way to do it is just do we’re talking about YouTubing and Googling one.

    00:22:44:15 – 00:23:01:01

    Brady Winder

    And Trevor brought this up before, but the worst thing you can have is, is no reviews. You’d rather have a couple. I mean, you don’t want all bad reviews, but seen with somebody, no reviews. If I’m on Amazon and you see no stars immediately, I’m like scrolling past. Like, I don’t know if I can trust that there’s zero credibility right now.

    00:23:01:23 – 00:23:19:02

    Beau Hollis

    And I have so many my friends. I’ve tried and tried and tried to talk to them. Go to closings, go to closings, go to closings, get a list, go for the reviews. And they still don’t have reviews and they’re trying to run like PPC ads and all this kind of stuff. They’re running all these kind of ads, paid ads with no reviews, wasted money.

    00:23:19:02 – 00:23:24:04

    Brady Winder

    Everybody listen is like, don’t be run on PPC with no reviews, no credibility, your waste of money, garbage.

    00:23:24:04 – 00:23:24:21

    Beau Hollis

    Stop that and.

    00:23:25:05 – 00:23:25:12

    Keith Sant

    Yeah.

    00:23:26:03 – 00:23:40:23

    Beau Hollis

    Go tos go to the start going to closings for the next month or two. Bring your cell phone or you don’t have a fancy camera. Go there, take a selfie video with these people or go to their house. If you already bought their house and have a good relationship, say, Hey, I know it’s crazy, but would you do a review with me?

    00:23:41:05 – 00:23:44:12

    Beau Hollis

    You know, like go, like, spend, spend a little time, do this, invest in it.

    00:23:45:01 – 00:24:03:00

    Brady Winder

    Okay. So I got I got a couple quick technical questions on video reviews and then we’ll move on. We’ll talk about Google reviews and Keith’s got some tips on how he uses Google reviews that we were talking about before the podcast. One. So Bo, your buddy with no reviews. A lot of people are like, Oh, I just don’t want to be on camera.

    00:24:03:00 – 00:24:06:13

    Brady Winder

    I could be on camera. What’s the simplest, fastest advice for that?

    00:24:07:02 – 00:24:07:21

    Beau Hollis

    Stop being lazy.

    00:24:08:06 – 00:24:08:14

    Brady Winder

    Yep.

    00:24:09:04 – 00:24:26:15

    Beau Hollis

    There it is. I mean, for I mean, like, I mean, I’m going to be a coach for a second and say, you know, know that you don’t really care about your business. Stop being lazy and go to the stinking closing like, end of story. Like, get it done. Like figure out a way to do it. I mean, if you really or show your website down, which we don’t want that we’re pro carrot but at the same.

    00:24:26:16 – 00:24:28:12

    Brady Winder

    Well that out of the podcast you can.

    00:24:29:21 – 00:24:46:14

    Beau Hollis

    Either do what you say you’re really there to do or stop, just stop it. Stop being lazy, you’re being lazy. Bam. It takes you 5 minutes and just get yourself an hour. I mean, the iPhone 14 pro max has the most insane camera. Stop being lazy to say hi even. Hi, this is John. I just bought our house.

    00:24:47:00 – 00:25:04:22

    Beau Hollis

    Was it great? You could stutter like it is in a great process. Oh yeah, it was great. Awesome. It Who cares what it’s like? You don’t have to be like a fancy production value here. We’re just talking cell phone in front of a seller. End of story.

    00:25:05:01 – 00:25:11:19

    Brady Winder

    And the next question that pops up, someone’s going to get. Will both of you edit them? Do I’m going to send this to someone. Fiver. Do I have my logo and intro music and all that?

    00:25:12:04 – 00:25:29:13

    Beau Hollis

    Nope. What you do is when you hold the phone in front of them, say, All right, here we go. Three, two, one, click the little red button, and then take a deep breath. Yep. At the end, you hit the red button again and it’s over. And then you can do all the little editing you want. If there’s 3 seconds in front 3 seconds, then you can edit it.

    00:25:29:13 – 00:25:49:16

    Beau Hollis

    Running film. It’s so simple. It is not hard at all. I just find a lot of people, I just think is the culture of what we do. It’s they don’t go to closings and I think most of the time they just don’t do it because they’re not there. I think they get assignments and maybe, you know, I think it’s so is so worth it.

    00:25:49:22 – 00:26:09:20

    Beau Hollis

    I mean, like we’ve talked about this so much today, Like, it’s so worth it to go there because you win deals, you actually make more money because you have them. And it’s fax. It is it is straight fax. If you like money and you like eating food and paying your bills and you want more of it, you get testimonials.

    00:26:10:13 – 00:26:11:05

    Beau Hollis

    It’s not hard.

    00:26:11:23 – 00:26:14:04

    Brady Winder

    Oh, I love that. I love that. That’s a.

    00:26:14:04 – 00:26:19:22

    Beau Hollis

    No. I’m hardcore. I’m hardcore sometimes. But hey, that you want to make more money. That’s why I listen to podcast.

    00:26:21:08 – 00:26:45:21

    Keith Sant

    I do understand like not being not wanting to be on camera and just being like introvert, right? Like, I don’t know, but I was way more extrovert than I ever am. And I remember like the very first video testimonial I did, I didn’t want to get on camera. I no joke. My hands were like, shaking. And but I’ve made so much money from that video and it just got easier.

    00:26:46:02 – 00:26:50:22

    Keith Sant

    It got easier. I remember Brady when you first asked me, you call me. Yeah.

    00:26:51:11 – 00:26:53:00

    Beau Hollis

    We give money in your bank.

    00:26:53:07 – 00:27:08:23

    Keith Sant

    Brady called me like in back in 2019 and said, Hey, Keith, like, would you like to be on like a cast episode? And I’m like, Who the heck would want to hear what I have to say? Like, This doesn’t make any sense. And then I was super nervous, but I’m like, okay, like if it’ll actually add value and help people.

    00:27:08:23 – 00:27:27:02

    Keith Sant

    And so I did it and I was like, I was super nervous during that first first one, like straight up. And I had so much good, positive feedback. I thought I looked like an idiot. I sounded like an idiot, but like I had people reach out to me and say, I listened to that twice. It was amazing. She didn’t like but for me, right?

    00:27:27:02 – 00:27:46:15

    Keith Sant

    Like I thought it was just, you know, I already knew the information and whatnot. But I’m telling you, you know, anyone that’s hesitant to get out there, like, I swear, like you are your own worst critic. Like, I’ve been there, I’ve done that, I stumble all the time. You probably think you stumble way more than you do people are going to notice it way more.

    00:27:46:15 – 00:27:59:05

    Keith Sant

    You can always edit like don’t trip, just get out there because it’s so valuable and no one thinks you look like an idiot or sound like an idiot. You’re just literally critiquing yourself for no reason whatsoever.

    00:28:00:07 – 00:28:22:18

    Beau Hollis

    Let me say this about that. You know, like you are, you’re more introverted than I am. I’m like, they don’t get more extroverted than me. Most people. But let me say, this is what’s beautiful about our business, is that I can be me and you can be you and you can hold the camera in front and you can maybe be a little bit more reserved than me and I can be.

    00:28:22:18 – 00:28:40:08

    Beau Hollis

    Hey, guys. Oh, my gosh. Give me a high five. You know, I can do whatever I do in my reviews. And you could be you. And guess what? You are going to reach certain people that I’m not able to reach that may like your personality style better than me. And I’m going to reach people that made that you may not be able to reach because of my personality.

    00:28:40:08 – 00:29:07:17

    Beau Hollis

    So people may resonate with your style and say, Oh man, this guy, he’s just kind, he’s he’s reserved and he’s different than this other guy. I think I like that guy better. And that’s the point of capitalistic ventures that we’re doing, is that we can put ourself out there right next to each other and give people options. You know, Keith is working with some people in my market, ranking them up above me who I’m friends with, by the way.

    00:29:08:03 – 00:29:26:06

    Beau Hollis

    And we talk all the time on the phone. I was with Brian this morning and doing deals together and he’s like, Hey, how about what about this ranking? This ranking? And guess what? He’s starting to get his testimonials up and we help each other out. And people may choose him or they may choose me. And you know, that’s what that’s what this is all about, is just doing your best.

    00:29:26:06 – 00:29:49:16

    Beau Hollis

    You don’t have to be like someone else. You just got to do your best. It’s just you can stutter. But here’s one thing I learned in sales is that I know I’m talking a lot, but maybe this help somebody. Is that the people that you’re doing the testimonial with? If this is your very first testimonial, guess what? They don’t know.

    00:29:49:16 – 00:29:50:05

    Beau Hollis

    They don’t know.

    00:29:50:16 – 00:29:51:01

    Brady Winder

    Oh, yeah.

    00:29:51:13 – 00:30:05:03

    Beau Hollis

    They don’t have a clue. They don’t know. You’re nervous. They don’t know you’re shy. They don’t know that you’ve never done this before. They have no clue. They think that this is your hundredth. They don’t really know unless you tell them. So they’re just like, oh, this is this is the plan.

    00:30:06:05 – 00:30:26:06

    Brady Winder

    Yes. Well, that’s the thing. When you first start doing videos that when you’re doing it, it feels like, Oh, I’m terrible right now. But on my second video, it’ll get better. And on my fifth video it’s going to be amazing. But it’s not a matter of better or worse. It’s just the confidence going up. It’s their confidence catching up to the quality you probably already have.

    00:30:26:21 – 00:30:28:21

    Brady Winder

    Yeah, I love the way you put that. You don’t know.

    00:30:29:06 – 00:30:45:14

    Beau Hollis

    Yeah, it’s so simple. They don’t have a clue. And you just be yourself, be you be loving and caring and kind to the sellers. And that’s all that really matters is just you. Hey, was this a simple process? And write it down? Like, write yourself a little script. If this will help you write a very simple script. You can watch some of our testimonials.

    00:30:45:14 – 00:30:59:13

    Beau Hollis

    Keith has amazing ones. We have some pretty good ones as well. And just write and say the same thing. Hey, this is Bo. You know, write it down and then write two or three things you want to say and then say it. Practice, record the videos in the mirror like or do one with your mom or your sister or your friend.

    00:30:59:17 – 00:31:04:16

    Beau Hollis

    You know, just practice if you feel that nervous, right? That’s an idea.

    00:31:05:04 – 00:31:20:21

    Brady Winder

    That’s great. No, that’s great advice, man. The only other thing I would add as far as so just wrapping up kind of video section, we’ll talk about Google reviews and in text reviews, when you’re doing the videos, like Bo said, just have a good fun, just a quality iPhone will work if you have a video or there with a camera.

    00:31:20:22 – 00:31:37:01

    Brady Winder

    Cool. But keep the keep the phone close to you If somebody else is holding it, you know, don’t have them be a mile away. You’re going to get garbage audio, so stay a few feet away. It really sucks. We’re like, oh, the review is amazing. You go listen to it after the fact and you’re like, Oh, this audio is suffering because that that matter.

    00:31:37:01 – 00:31:56:15

    Brady Winder

    So stay relatively close. But the other thing is, you know we’re talking about keep a simple pull at your cell phone and do it. You know, we’ve tested on our own Web sites, you know, care member sites and Care.com, our website, the the more real it looks, the better it will convert. So.

    00:31:56:16 – 00:31:58:08

    Beau Hollis

    Oh, that’s so true, man.

    00:31:58:23 – 00:32:18:19

    Brady Winder

    Absolutely far and away by not I mean so with care website you can plug in testimonials and have them auto populate in certain areas of the website. That’s good and that works. And it’s a quick and easy way to get them up there. You should do that. We do that. We also couple it with, like Keith has mentioned on his testimonials, his reviews page screenshots of real reviews.

    00:32:18:19 – 00:32:39:12

    Brady Winder

    So you got your simple raw cell phone videos because that’s what people are used to see in their social media feeds. And when they get a text from a friend, it’s normal. When you when it’s overly polished, it has a tendency to put up this put up walls between people and say, Oh, I don’t know, this feels a little bit too corporate, corporate he is willing to work with.

    00:32:39:16 – 00:33:01:03

    Brady Winder

    Some of that depends on your brand. But anyways, the more real looks, the better. So if we’re talking about Google reviews, Facebook reviews, screenshots of the review itself, screenshot the review and post it onto the page, we found that converts better than oh, do I need to make the text look perfect? Should I put it in Canva? Should I design a you know, it’s not going to convert and it’s going to waste your time.

    00:33:01:07 – 00:33:04:15

    Brady Winder

    What? Keith What have you guys or what have you guys found on that?

    00:33:05:13 – 00:33:30:16

    Beau Hollis

    Oh man, we have done some real serious marketing stuff just over the last years, and I have tried, you know, really high production value stuff now where you have high production value things on our website. But like what you’re saying, the worse it looks, the crappier it is, the better it converts. I don’t know what I mean. Give me an iPhone six in.

    00:33:30:16 – 00:33:52:22

    Beau Hollis

    I promise you would probably be better than 14 like you to go get something janky and like, have my son feel like as a seven year old and he’d be like, in any, you know, go, It would probably be better, you know, people because it’s real. It’s authentic. Right. And that’s what really it says that you are a real person, you know, that’s just my $0.02.

    00:33:54:03 – 00:34:00:19

    Brady Winder

    Yeah. Yeah. Keith, what about as far as like, Google, Facebook reviews, stuff like that, like the esthetic of.

    00:34:00:19 – 00:34:25:20

    Keith Sant

    Yeah, I’m a huge fan of screenshots for a lot of reasons that, you know, the main is, like you said, it’s real. It’s like, okay, it’s authentic. You could actually see where it came from. The other reason is from like an SEO perspective, especially if you get like a really big long review or something really good. But let’s just say it’s 200 words and you just paste that onto your like city landing pages, for instance.

    00:34:25:20 – 00:34:48:13

    Keith Sant

    It’s going to mess with your SEO because it’s going to mess with like the keyword density and other things because you just added 200 words, if that makes sense. And if they start interesting, if they start saying like, Oh, he even took it in with the chicken coops in the backyard and this and that. Now it’s like, is this site about chicken coops or is it about selling houses or buying houses?

    00:34:48:13 – 00:34:57:15

    Keith Sant

    Right. And so I don’t I’d rather have screenshots so that way I could be very I could control the words on my page for SEO. The max.

    00:34:58:13 – 00:35:04:11

    Brady Winder

    Yeah, absolutely. And then name the images appropriately kind of house by review or something like that.

    00:35:04:13 – 00:35:06:07

    Keith Sant

    Exactly. Exactly.

    00:35:07:14 – 00:35:34:22

    Brady Winder

    So the screenshots work for credibility conversion. They work better for SEO. Let’s talk about Google reviews. So getting them. So there was a study done. We talked about this on one of the prior SEO podcasts, but on Google reviews on like how many do I need in the gallery? And the study found that it was either 30 or 35 somewhere on that 35 mark it was that is what you needed to stand out and get yourself to the number one spot.

    00:35:34:22 – 00:35:56:09

    Brady Winder

    As far as your Google page, your Google business page, and then past 3035, it was diminishing returns. But that was where you showed the most significant gain is getting around that many reviews. So, I mean, that’s pretty simple. We know that the more Google reviews you have, the better chance that you have of ranking in Google. You should get as many as possible.

    00:35:56:17 – 00:36:05:01

    Brady Winder

    So my question is, Keith, how are you getting these reviews and when are you asking for them?

    00:36:05:01 – 00:36:31:07

    Keith Sant

    So I like to try to get those video reviews. Right. Well, let me go back to really fast. I found that same thing, right, Like you said, about like 35 after. Well, I found that after like 20 reviews you get. Yeah. Diminishing returns on Asians, they’ll get them. But like, as far as like actually SEO value and you showing up like it definitely goes down and you get a big you get a boost around ten and then you get another boost around 20.

    00:36:31:07 – 00:37:05:16

    Keith Sant

    So if you can if you’re under ten, like, you know, get to that ten and then look at your impressions on your Google my business listing and see what happens. And then once you get to 20 again, you get that like another boost. I haven’t actually found any significant boost after morning. I know a lot of people that are, you know, impression that Google my business and other stuff with with under 20 but yeah definitely get those the way I’m getting for sure is like I like to send emails after the close I try to get them a lot of times if I’m able to get those videos right, it’s hard.

    00:37:05:23 – 00:37:25:09

    Keith Sant

    Then like I’ll also write it. You know, if I get a video review, they’re kind of less likely to do a Google overview, if that makes sense. But if I’m not able to get that, I’ll still send them an email. But I send him an email and and I’ll even offer I say, Hey, you know, hey, you know, so-and-so.

    00:37:25:09 – 00:37:51:16

    Keith Sant

    And then like a little personal line that was so great, you know, thank you so much for facilitating the sale of your mom’s house. Like if I’m dealing with, you know, a daughter or something like that, you know, blah, blah, it would mean the world to me and my business. If you actually write a review. And by the way, I’m actually able to send you a 50 $50 gift card if you write a review here and here.

    00:37:51:16 – 00:38:09:22

    Keith Sant

    Here are the links. All you got to do is basically send me send me an email reply telling me where you want me to send the gift card and I’ll send you 50 bucks and and like 80% of the time they write the review and just say, Thanks, Keith, and don’t send me a return, you know, like an address.

    00:38:09:22 – 00:38:33:15

    Keith Sant

    I’m like, cool. Like just offering the $50 gets me way more reviews than if I didn’t offer because I’ve done that, too. I did it without offering. Yeah, I’m not afraid to pay. I think I’ve only sent out like ten gift cards and got 50 as reviews. And that’s and that’s just on, on Google as well. And so what I like to do is I say if I’ll give you $50, if you write it here and here.

    00:38:33:20 – 00:38:46:11

    Keith Sant

    And so one of them’s like always Google because Google are like really valuable. Then I will alternate between like Facebook for the second link or BBW for the second line or Yelp to try to kick up those other numbers as well.

    00:38:47:07 – 00:39:04:21

    Brady Winder

    Okay. So a couple of things to just to highlight or clarify use of that are actually important. It’s a dedicated email because some people might just throw it in as an afterthought or appear as an email or oh, by the way, if you like to do so now dedicated email specifically saying, Hey, this would mean the world to me, I would really value this.

    00:39:05:02 – 00:39:21:17

    Brady Winder

    There’s that human empathy part to it instead of just, oh, if you’re if you enjoyed this experience. So you’re doing that. You’re incentivizing them for multiple reviews because I think a lot of people are like, Oh, I can ask review, I don’t want to bug them or whatever, so they just won’t. Or the way I go, I have to pay them.

    00:39:22:02 – 00:39:41:21

    Brady Winder

    Well, you don’t, but I like that idea of saying, Hey, I’ll give you a gift card if you leave me multiple places, because it’s valuable to have them in multiple spots. If you had to choose, what’s the best place to get a review? Like if someone only going to give you one or to Google my business Yelp Facebook video hands down.

    00:39:42:09 – 00:39:50:03

    Keith Sant

    Well, the video is I love video, but definitely Google and tell you get that 20 and then after that it’s video and and everywhere else.

    00:39:50:03 – 00:39:58:10

    Brady Winder

    But okay Google I notice I was just googling Bo real quick to see what is at 16. You’re 16, Bo. You need a handful more.

    00:39:58:11 – 00:40:03:20

    Keith Sant

    Everyone go right simply so you get four more. I’m telling you, you get a you get a boost.

    00:40:04:19 – 00:40:09:08

    Beau Hollis

    I know I need two. So if you guys are feeling generous out there, go ahead and hug your boy out.

    00:40:10:02 – 00:40:13:13

    Brady Winder

    Yeah, go review. Simply sold and then go review the Carrot Gas podcast.

    00:40:13:18 – 00:40:32:13

    Beau Hollis

    Talk about how awesome I am. That is so kind of you. Oh, no. Yeah, I need to work on that. On the Google side of things, you know, I think some of the times it’s you’re sitting there and you’re thinking of a video testimonial and you’re trying to get the closing down, you know, a me I’m signing documents, right?

    00:40:32:13 – 00:40:48:03

    Beau Hollis

    I’m actually there to sign documents and papers. So sometimes, you know, you’re trying to think of a video review and, hey, would you do this, this, this and this? Sometimes you just lose it. And I understand why people might not get them. Sometimes you’re busy trying to manage the transaction and you just may forget.

    00:40:48:11 – 00:41:08:05

    Brady Winder

    You know, as long as you do remember. I think one of the most important things to remember is is to make it easy for them. Like either emailing them, you’re saying, here’s the link. This I found the same thing. When you’re with anything, asking someone to do something like, Hey, you know, here’s our podcast that we did together, would you mind sharing this on social media if you just ask that?

    00:41:08:05 – 00:41:27:05

    Brady Winder

    But don’t give them the way to do it. They’re probably not going to do it. And so can you leave us a review? You can text them the Google my business link where it’s one tab, it should be no more than one tap boom. And then they can type it hit enter. That’s it. If it’s more complicated than that, the more resistance in between that I mean, same thing with generating a lead in your website.

    00:41:27:05 – 00:41:41:06

    Brady Winder

    The more resistance you have more forms after fill out are more questions I have to answer the forms the less likely you are to get the lead. So make it easy. Anything else you’re doing to make it easier? I mean, besides, just send them the link or text in the link.

    00:41:42:13 – 00:41:43:03

    Keith Sant

    That’s all I’m.

    00:41:43:03 – 00:41:45:03

    Brady Winder

    Doing that that’s good.

    00:41:46:00 – 00:42:04:11

    Beau Hollis

    You know, I do a lot of hours in person just because, you know, I’ve always liked that. Because tell me not to my face kind of thing. It’s a you know, it’s really hard. Not only do that, I’ve only had two people tell me no ever that they didn’t want to take a picture with me or talk about it at all.

    00:42:05:23 – 00:42:06:22

    Brady Winder

    Out of hundreds.

    00:42:07:11 – 00:42:24:11

    Beau Hollis

    Oh, out of multiple, like multiple, multiple hundreds. Only two people ever. One person said they were already famous enough and they were. Both were, but both were quite elderly and they just felt like, Nah, I don’t want to do it because I’m just I’m too old kind of thing.

    00:42:25:02 – 00:42:26:19

    Brady Winder

    Yeah, that’s awesome.

    00:42:27:11 – 00:42:30:00

    Beau Hollis

    Yeah. And so that was the reason why they didn’t want to. And I said, No problem.

    00:42:30:19 – 00:42:52:07

    Brady Winder

    Yeah, well, that’s encouraging to hear. I know we’re about out of time. This has been super value packed. I’ve enjoyed the conversation. I feel like there’s a lot of really good just tactical takeaways here. My last question, four years and we’ll wrap it up. We’ll call it a closes. Feel free to answer. What was your worst or your best testimonial experience?

    00:42:52:11 – 00:42:59:00

    Brady Winder

    Is there anybody any you didn’t use or someone blew up in your face or you’re like that? That video went poorly.

    00:43:01:19 – 00:43:18:06

    Keith Sant

    I had one like you mentioned that it was so good, but I was too far away. I was like 12 feet away plus and there was kind of a busy road and you could just not hear. But it was really good. That was kind of like my words. I felt like, Oh my God, waste of an hour drive.

    00:43:18:06 – 00:43:50:04

    Keith Sant

    By now I’ve had some really got like, like Beau is saying earlier, like if you do a good job and like, it could be emotional. I met two people on the verge it like had to kind of like stop in the video testimonial because they they’re going to start crying but like they were genuinely so thankful for me like, you know, one of them was a divorce, you know, lost his wife but like, yeah, like they were both like, so thankful and, and both around, they’re like, you know, two of my favorite reviews.

    00:43:50:04 – 00:44:06:07

    Keith Sant

    I use them as Facebook ads and I get a lot of a lot of leads from them. Now, if you do the right thing, you’re going to get some super happy people and let them be your advocates.

    00:44:06:07 – 00:44:26:11

    Beau Hollis

    Yeah, you know, I’ve had some I can’t say I really have had a bad review necessarily as far as no one’s ever said, like it wasn’t a good process or anything like that. No one’s ever said that to me. But I have had some really I have one time I bought this house when I first started from this guy who actually reached out to me.

    00:44:26:11 – 00:44:47:17

    Beau Hollis

    By the way, let me just clarify this. He did reach out to me, but he was just an angry soul. He was just an angry guy. He wouldn’t do a review for me, but he he took a picture with me. And it is the funniest picture because he’s just literally sitting there with like, the most bitter, angry face ever.

    00:44:47:17 – 00:45:10:21

    Beau Hollis

    It’s just like he looks angry at the world and I’m smiling and he’s just so upset. But I mean, I gave him what he wanted for the house, but he was still just angry at the situation. But I’ve had some pretty great reviews of people who actually were just like, you know, this is a godsend. You know, Bowe treated me so amazing.

    00:45:11:06 – 00:45:30:05

    Beau Hollis

    It was the easiest process of ever. They elaborated on their own, right? I didn’t tell them to do anything or say anything. They were just elaborating of is the easiest, simplest thing I’ve ever done my whole life. I’ve sold a lot of houses and I wish everything could be like this easy, but made it amazing. The attorney like this, they really raved and they were just like, so happy I won.

    00:45:30:05 – 00:45:55:06

    Beau Hollis

    They like, give me a hug. It was just I mean, one time this I mean, I had multiple hugs, but this one old lady, she was just so just thrilled. I mean, just we really make a difference there. The what we do actually matters. It’s not just to some hucksters out there. We actually make a difference in people’s lives who need to get a quick sale for their home with a fair.

    00:45:55:06 – 00:46:04:21

    Beau Hollis

    So what we do matters, and that is the reason why reviews matter is the reason that reviews matter is because what we do matters.

    00:46:04:21 – 00:46:08:03

    Brady Winder

    Absolutely. And your elevate in the industry as a whole, you know?

    00:46:08:09 – 00:46:28:06

    Beau Hollis

    Oh, absolutely. It’s so important because every person out there who’s saving somebody from foreclosure or buying an inherited property that maybe they live out of town and they don’t know what to do and they’re reaching out last minute, like my fastest closing is actually three days from the time I met them. I met somebody on a Tuesday and we Tuesday night at like 6:00, met them.

    00:46:28:06 – 00:46:52:18

    Beau Hollis

    So basically Wednesday, met them Tuesday night at six, got the house on a contract and closed Friday morning. So we had Wednesday tidal pool, Thursday tidal review closed Friday morning. So really like a 48 hour basically time frame. And the review was outstanding from the time I closed it, from the time I met the person to when they that was apparently, by the way, that’s come.

    00:46:52:18 – 00:47:12:08

    Beau Hollis

    But yeah, that was but what we do matters. I mean all the people in the scenarios, I think we talk about reviews, but the reason it’s important is so it’s so much more important than just the review itself. It’s the why it’s important is because we’re letting other people know who might need our services, that we are good at our jobs and that we can help them.

    00:47:13:14 – 00:47:23:05

    Brady Winder

    Absolutely. I love that. Thanks for sharing that. Man Two really quick tips in our time. I said we’re going to close and we never do. That’s just how it goes.

    00:47:23:07 – 00:47:24:11

    Beau Hollis

    You’re a preacher close, right?

    00:47:24:16 – 00:47:44:02

    Brady Winder

    Yes, exactly. Well, we’ll be done another hour and then you guys can go to lunch. Um, Keith mentioned retargeting ads I forgot to bring up so. Or you mentioned Facebook ads. Make sure to use them in your retargeting ads. Are you using them in any other ads? Keith’s top of funnel middle Funnel are just retargeting people that have been to your website already.

    00:47:44:13 – 00:48:06:01

    Keith Sant

    Yeah, I use them for like everything. They’re literally like my attitudes for, for top of funnel and retargeting, but definitely for the retargeting because they got to your site for whatever reason, they didn’t fill out the form either. They thought they, you know, you couldn’t actually perform, you weren’t going to pay the highest price, you know, you weren’t going to, you know, just you weren’t the guy, right?

    00:48:06:01 – 00:48:15:04

    Keith Sant

    And there’s a reason why they didn’t perform. Maybe they were just busy by actually squashing those objections and the retargeting and the super power.

    00:48:15:04 – 00:48:41:10

    Brady Winder

    Absolutely. Last quick tip on the video testimonials. If you get a, you know, a great testimonial like these guys are talking about, you can, you know, and you have enough reviews on your care website and let’s say you don’t have enough screenshots from Google, My Business or Facebook. You can take the, you know, transcribe the texts or transcribe what they’re saying in that video or just type out, simplify it, you know, make it a sentence, or to put that in your care website as a testimonial so it pops up on the page.

    00:48:41:19 – 00:48:59:18

    Brady Winder

    You can do it with the video or just itself. So just a way to add more reviews to the page for help with your SEO and just help with the page overall. So yeah, that’s all we got for you. Bo Keith, thank you so much for joining us. Anybody listening? Thank you for tuning in. Have you got value out of this chair with a friend?

    00:49:00:05 – 00:49:03:02

    Brady Winder

    And don’t forget to go live. Bo simply saw the Google review.

    00:49:03:07 – 00:49:05:08

    Beau Hollis

    Listing for Come on people for review just.

    00:49:05:08 – 00:49:34:16

    Brady Winder

    Before kidding. Not kidding. But go to care.com last convert to get the rest of our conversion content for the month and thanks for tuning in everyone. We will see you next time.

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