Automate Your Remarketing-with Grant Wise-EP87

11/10/20 • 52 min

During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Grant Wise, the Founder of Witly, an automated-ad platform. With Witly, real estate agents are able to automate their marketing campaigns with various strategies to the point that by the time a lead gets to their door, their conversion rates are through the roof! Episode Highlights: Grant has been in the social media training industry for the last 7 years, going from teaching agents to use Facebook ads, to becoming a social media expert. Through his social media training ventures, Grant has had a hand in the sales of over $1B in real estate. Growing up in a family where everyone had their real estate license, Grant knew he wanted to be in the industry, but he didn’t want to sell houses. Witly was founded on March 31st, 2017 with the goal of saving agents the time that it took to build those funnels. Witly gives agents the ability to create their own lead source and increase their conversion rates. There is a healthy mixture of Witly users that have both their own leads and use Witly to generate leads. Through the use of automatic video remarketing, Witly drives up lead conversion rates for real estate agents. Instead of generating leads, Witly focuses on client generation through various remarketing techniques. 98% of people buy products from companies that have marketed to them more than one time. The more that you can get your face or company in front of the buyer or seller, the better relationship you will be able to build. Video remarketing instantly gets your face and personality back in front of your desired clients. Most agents automatically put a lead into a CRM, the classic marketing strategy that Witly has made outdated. Grant just held his video-marketing event in Bentonville, Arkansas where he shared a plethora of information that agents need to hear. Such a small amount of people use video marketing right now that you don’t even have to be good at it. The first few minutes of any listing presentation should be focused on building a relationship with someone, then the education begins. Your video marketing plan should look very similar to how you would approach clients in-person. Even though you hear all about video marketing in the real estate industry, almost no one does it. The desire, or need to buy or sell a property, is the foundation of where leads come from. Content that people search for on various platforms will always be provided to them automatically by those platforms. Witly operates by first casting a wide net and then funneling people through the sales process of individual agents. For those who desire to do this on their own, Grant suggests prioritizing quality over quantity when it comes to content creation. It’s important to know your metrics and your exact ROI for each investment into your marketing. Grant creates videos as both a method to warm up cold leads, and for people that already know him. Jeff appreciates agents and coaches that practice what they preach and walk the walk in their own businesses. Witly does everything for your video marketing campaign besides the signup and uploading of your content. Integrating Witly with your CRM will make your marketing campaigns that much more efficient. Consider your own experiences with product remarketing and how many times it took for you to make a purchase. 3 Key Points: Grant’s experience from traveling the country as a brokerage recruiter allowed him to understand what it is that agents and clients truly want. Witly gives agents the ability to increase the conversion rates of their lead sources by taking over their marketing campaigns. Video marketing should follow this order: build a relationship, establish authority through education, use testimonials as social proof, and demonstrate your knowledge of the community. Resources Mentioned: Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram) Grant Wise: Witly | Website | LinkedIn | Instagram | Podcast Lab Coat Agents EP59 StreetText (sponsor) Followup Boss (sponsor)

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Create the Success You Want-with Keri Shull-EP86

During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer interviews a billion-dollar agent and million-dollar agent maker, Keri Shull. Keri’s team is on pace to do over 800 units worth over $500M in volume, and next year is projected to do over $1.2B! Episode Highlights: Keri’s team is projected to do over $1.2B in volume in 2021. Entering the workforce out of Penn State in 2003, Keri chose real estate over being the Oscar-Meyer Weiner girl. Marketing was not a strong suit of Keri’s back in the beginning and she had to learn fast when she moved from Oregon to Arlington, a place where she knew no one. While Keri was able to close 19 contracts her first year, her husband Dan was able to do over $21M in his first year. Keri is aiming for 100% growth every year, even at the massive volume level that they move right now. Being a team leader allowed Keri to hold herself accountable for the environment that she created and the people that she surrounded herself with. Keri focused on who, not how, when building her team which led to massive growth. Realtors have trouble building teams and letting go of the day-to-day because they do not trust others enough to delegate those tasks. If you have trouble delegating tasks, put yourself in a room with people that have already done it successfully. Offering minimum wage to your team will bring in minimum wage talent. There is no one-size-fits-all method to grow a real estate business, so don’t listen to any coach that tells you so. Make a list of all your weekly tasks and circle the things that you aren’t good at or don’t like; create the job responsibilities off of those tasks. When you’re small, you’re forced to blend jobs together as opposed to hiring for one specific job. Comp plans being set up wrong from the beginning for the buyer’s agent or seller’s agent is one of the most common problems. In order to hit her goal of $1.2B, Keri needs to close 1,751 contracts. Use your average and history with 1st-year agent success, and hire based on those numbers. A large part of being successful hinges on answering the phone the first time that a prospect calls. Make sure to account for all the time it takes for your ISAs to both call new prospects and perform follow-ups. Keri is already hiring to reach her goals for next year, sitting at 60 agents now and looking to be at 75 by next year. Adjust your language to treat agents as partners or no one will take them seriously and they will never grow into what you need them to be. Keri has set up her lead agent to NET over $1M this year and that motivates people to join her team for the long-run. People are shocked to hear how large the marketing department is for Keri’s team. Recruiting and training are huge areas of emphasis to make sure their agents are problem-solvers instantly. Keri’s reality check approach trains agents to prepare clients for the market using real numbers. Many successful agents have a poor work-life balance. 3 Key Points: Everything changed for Keri when she attended a junk-email event and began to network with top performers. The reality of the market is this: you can either delegate tasks to partners or you can have no time outside of your job for your family. In the real estate industry, it’s safe to have a hiring plan with a projected 50/50 success rate. Resources Mentioned: Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram) Keri Shull (Website Coaching Instagram) 5 Tips for Work-Life Balance (website) Followup Boss (sponsor) Chime (sponsor)

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Changing the Real Estate Digital Marketing Game-with Ylopo Founders Howard Tager & Juefeng Ge-EP88

During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Howard Tager and Juefeng Ge, the Founders of Ylopo, a real estate marketing platform that is shaking up the traditional system while saving agents boatloads of money! Episode Highlights: Howard Tager and Juefeng Ge founded Ylopo as a way to shake up the real estate industry by providing agents with digital marketing resources. Big companies, such as Zillow, want to control the process and take commissions out of the pockets of real estate agents. Ylopo is coming up on having over 2,000 teams on their system because people are tired of the big portals. Google and Facebook are the biggest threats to the real estate portals and agents have access to these sites. Juefeng and Howard have combined their experience to become marketing gurus on Facebook and Google. Initially, Howard and Juefeng started Ylopo because they felt the need for change in a market where everyone was doing the same thing. Starting with Facebook, Ylopo focused on social media marketing in the real estate sector before anyone else. Ylopo created so many opportunities for its clients that they became overwhelmed, forcing them to develop Real Estate AI as a personal assistant for agents. Howard and Juefeng are driven to continue developing new technologies that make marketing easier for real estate agents. In a constantly evolving market, Juefeng and Howard are keeping their eyes on platforms that are prime for real estate marketing. Currently, Ylopo serves to generate as many relationships and opportunities as possible for its real estate agent clients. The Google side of Ylopo is evolving in a fashion that is creating a large number of new opportunities. Real Estate AI saves agents time by keeping consistent communication with their clients and prospects. Ylopo integrates with a plethora of CRMs to give the freedom of choice back to real estate teams. When it comes to seller lead generation, utilizing Facebook is cheaper but has an audience of people who are just becoming buyers/sellers. Google advertising is more expensive than Facebook but the quality of leads tends to be much higher. There are more keywords on the buyer’s side, so winning on the seller side comes down to user experience. Ylopo tries to anticipate what keywords both the buyers and the sellers are using, constantly optimizing those words for SEO. Due to the inevitable foreclosures as a result of the pandemic, it’s important to educate homeowners before they wind up on the wrong end of the situation. By taking a narrative and turning it into a series of video ads, Ylopo is able to tell a sequential story that grows its clients’ brands. Juefeng sees Ylopo’s Mission Control platform as a great digital marketing platform for brokerages, thus warranting a large renovation next year. Howard is pumped about Ylopo’s ability to create dynamic video ads on social media because of their value compared to their price. In the next 5 years, Howard sees Ylopo diving into a plethora of different verticals outside of real estate. Today, many industries still are not utilizing video, reusing content that is quickly becoming outdated. Howard and Juefeng are waiting for video platforms to catch up with their digital marketing ad products. 3 Key Points: Ylopo charges around 10% of the fees that big real estate marketing portals charge real estate agents to promote their brands, all while providing cool and new tech resources. Facebook and Google are platforms that have provided a way to bypass the large real estate marketing portals and there are only going to be more platforms full of opportunity in the future. Ylopo uses HomeOp to dive deeper than just the value of a seller’s home in order to create a deeper relationship with the consumer, giving them access to the most sophisticated data available. Resources Mentioned: Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram) Ylopo (website, Facebook) RedX (sponsor) StreetText (sponsor)