About the talk
Welcome to our 2nd annual Dippidi Deep Dive: Real Estate Marketing, Branding & Advertising Conference - a 2-Day virtual event that was held on April 14-15, 2021.
Over 5,000 registrants received the most essential and tactical strategies from 20+ industry leaders on the ever-evolving areas of digital marketing that will help grow your real estate business right now, including our headline speakers:
▪️ Gary Vaynerchuk, 5-Time New York Times Bestselling Author, Serial Entrepreneur, Chairman of VaynerX, CEO and Co-Founder of VaynerMedia
▪️ Tom Ferry, the #1 Real Estate Coach in the industry for the 7th Consecutive year
▪️ Jason Pantana, Master Coach and Marketing Guru at the Tom Ferry Organization
You can watch the complete replay of BOTH days and access our keynote speaker's slide decks here:
This was one of the events of the year in the Real Estate industry. 🏆
Jason Pantana is a coach, trainer, and speaker for Tom Ferry International, the world’s leading real estate coaching program, as well as host of the popular seminar, Marketing Edge. His dynamic sessions arm professionals with the tools they need to stay current, competitive, and, above all, successful.View the profile
So without further Ado, we have Jason dance, Anna backstage. If you guys don't know, Jason, he is a public speaker. He is a master coach. He's with Tom Ferry organization. A lot of you guys follow him. A lot of you guys work with him or one of the times Harry coaches. So, I'm so excited for you guys to get insane amount of value. This may be one of my favorite sections of the entire event just cuz I'm such a big fan of Jason's myself. So Jason, what's going on, man? How's it going? How are you today? Man? It's really, really awesome to have
you here. I'm so grateful. Like I was saying I follow your stuff and really, you're kind like the North Star. I used to read you. Give me inside the, what's going on. What's Happening? And what we can do for a client activity cuz you know, a lot of things that you coach and teach, we actually Implement in and take off our clients play. So it goes hand-in-hand. So The things that are working for your clients, that you, you know, preach and coach on, I'm watching, man. And I know thousands of others are as well. So I'm so excited to have you applied directly using
Dippity and amazing service. Love what you're doing and I love your vision and Leadership just in terms of how your positioning ourselves and how you're really trying to level up Agents from a marketing standpoint, grow their businesses and really digging deep. So I'm super grateful to be here today. So, just to make sure I got a rig, like, 30-35 minutes of keno and it will jump the Q and A's at the game plan. Exactly. Whatever you need. Matt so much and good morning. Good afternoon, depending upon where you guys are watching from. My name is Jason, Pantano, like Tyler set up a business coach
and National speaker with Tom Ferry internationally, get to hear Tom Perry. Yesterday. I heard enough. But Ray reports about how great that session was and I'm really honored to get to be with you today on this session. This conference has been so buzzed, and there's so many agents and team leaders, and business owners were just jumping in on this thing because everybody's committed to the same outcome, which is growth in their business, leveling up their marketing. Is it today? I want to be very objective and straight shooting in terms of years, you can do and what you should be doing
in your business right now in 2021 and going for it. So I'm going to have some slides have a lot of slides. I'll tell you this now you can get my slides. I'll give you a link at the end of the session today so you can download my slide just as a resource, but if we can set this up on the screen real quick, I got to connect with you on social on Instagram, Facebook, YouTube, Twitter, or wherever it is. I am Jason Santana, let's connect there. And if you have a question, if we didn't get to it in the Q&A today, just shoot me a note, DM me. I want to be a resource for you. I want to connect
with you. So let's certainly be friends and followers. All that fun stuff across social media. So, what's the timer? Have you got need a man? Hey, Tyler, did you lose audio? Yeah, I'll be backstage. Okay, I am, I love working for one of his coaches. I love what we're doing with the number one Coach and Company for the last eight years in a row in the reason I'm saying this because I'm going to get into today is the stuff that's working for a coaching members all around the world, US Canada everywhere. None of this stuff is fictitious or made up or
speculative. I want to talk about what's working in marketing. How should you be thinking about your marketing today and going forward? And let me basing it off. A lot of examples of our coaching members are, Rockstar agents all over the place coming out of this incredible coaching ecosystem. Let's jump into my thoughts today. This is the magic phrase that I want you here all day. Everyday your that agent. I see you everywhere. That's not afraid of marketing. That's the magic racing business. You're that agent. I see you everywhere, because Signifies that
you have somehow that you've earned the mindshare of the marketplace. It means that you're on the consideration set of buyers and sellers and they're like you're that agent. I see you everywhere, you know into psychology. There is a principle or a phenomenon known as a mere exposure effect, and I'm going to give it a very over like a simplified overview the mere exposure effect. I think explains the underpinnings of why marketing works because what it basically says and indeed, in this context is that people or in our case consumers tend to prefer to work with you business
with higher business owners companies or service providers near the key part with him there the most familiar. You're that agent. I see you everywhere with Hunger. The most familiar. There's a reason why your database past clients sphere of influence is probably our best source of business. And simply put that reason is because they know you, they like, you to trust you. There's a reason why your Geographic Farm. If you started Geographic Farm in your market area, that it takes time to start cultivating business is because they don't know you yet. And it's going
to take postcards and mailers an email in events in all the stuff that you're going to do to position yourself in that farm area as a local, trusted Authority in advisor in that Marketplace. It takes time. You have to have that, familiarity Philip, Philip, Philip, Philip Philip. And then, eventually it reaches, this saturation, Tipping Point, where it's like, you're not agent. I see you everywhere. We should be working hard for that idea, your agent. I see you everywhere to position yourself to win in today's Marketplace. You got to be the agent of choice. If you're not the agent,
a choice, you're an agent of chance in the odds, never favored an agent of chance. No, not let me show you what I mean. I was going to slide for second. I got some stats. I was looking over the National Association of Realtors profile of homebuyers and sellers last week and I found their agent. There listening agent by way of repeat business or a referral specifically, a referral from a friend, family member or a neighbor. Okay, waiting at that means that for you
at this is this is super simple. Midway two-thirds of all the listings in your Market are going to come out your database. That's the way you should look at it or are you marketing to are you staying in a relationship with your past clients received influence? Because that's where the listing for the most likely to occur. Second. I saw that 40% of buyers. This is 2020s report. 40% of buyers have their agent by way of referral and 13% of buyers found or you The agent that are used in the past, so repeat business, but then it says, 91% of buyers claimed that they would actually
hire or recommend their buyer's agent. But only 13% actually work with the first time home buyers and some of those other things, but still is a massive disconnect and boils down to losing the relationship. This is a relationship business. And you had a job at your Market is in large part to keep in contact with your database was fear leads your market area. You got a position yourself everywhere, all the time that needs to be like a marching order for you guys in 2021 right now. How can I be everywhere online offline everywhere, which is what I'm going to talk about today. How
can I be the agent of choice? I'll say it again. If you're not the agent of choice, you are an agent of chance. The odds don't favor you as an agent of chance of today. I want to talk about several ideas of how to position yourself as an agent of choice. Again slides. I'm going to give you a link at the end. I know what you're going to download them now. I want you to I'm at the end so you can go get the supplies and have them as a resource. And then, obviously Tyler said that this thing's been recorded. So you have the video too, but I really want to see you. Get in action in terms of
positioning your brand. What is your brand as an agent? Your brand, is your face at your voice that you reminded your heart. It's you. If you the consumer chooses to work with, its you the customer chooses to refer it. So I want a position you power cleaner, local market area through three areas where it talked about search social and sponsors, my three like my little three-point outline for a day. Today. We'll talk about search first. Noticed. It had like to send out of the circle as serfs and Google my days. I want to talk to you about search engine results Pages. That's what
strikes me. So I Google results, things like that and then Google my business going to talk about that yesterday. I'm going to go into some detail today on Google my business because candidly is paying dividends for our clientele right now, in terms of buyers and sellers and people coming to you and it's not really strong SEO happening. Engine results Pages go. I just have a list of sites that I want you to be making sure your profiles look or not. When was the last time you did an audit? A self-check on Google instead of ok Google. My name is but I'm going to go make sure that it's not a
1998, head shot or whatever. It might be. I'm going to clean up the Bayou. Is it an accurate phone number? Am I still at the office? If that's the right address? I'm going to go clean up all my links and all my profile is all over the web. Social networks business listings agent directories are the whole list. This is free to do after the session today. But listen, like there's this thing called off-page SEO. When people Google you, they're not going to just find a website with people. Google you are going to find all the links connected to you, and you have to make sure it's incumbent on
you to make sure that those links are accurate. They look good in a position, you powerfully because I got to tell you it like you were going to Google you imagine that your mother makes a referral about you my daughter. She's a fabulous, agent contractor, and then you give the name and then they go Google. You even if it was a referral from your own mother, they're still going to Google you. And what are they going to find when they do that? Make sure your links are cleaned up across all the way up. All
the size. What's keep dropping in? I want to talk about, Google my business, Google, my business to screenshots. This is our client. This is the far group Northwest, Rockstar, husband and wife team out in Spokane, Washington. Can I Google my business? This is a screenshot of Google my business in Google Maps. This is a screenshot of Google my business in Google search. Google. My business shows up and Google Map searches and it shows up and regular old Google searches and it shows up. Listen close. It shows up whenever Google and Furs that the Searcher is looking for something. Local,
they're looking for is my Google. Possibilities. Google's job is basically to be a genie like you type in whatever the heck you want, and then Google's going to show you the right thing. But Google has determined ways to feel through a site. Is it person looking for something local? I want to make sure I give them local things to look at. So that's when Google my business gets triggered, Google, my business shows up in Google map searches and it shows up and regular. All Google searches win. Google face is looking for something local now hear me out. There. Is this thing? This is the
new SEL that you need to be thinking about the 2021. It's called location Authority. As the O stands for search engine optimization location. At the party is the SEO of your Google. My business. For example, you may have a Google my business listing time called it a business with the yesterday. You may have one but you're like, I search for myself and it never shows up. I can't get Google to trigger. The, I can't get Google to show it to me, and what that means is you have low location of authority. Location of the word to use when Google's like we're. So confident that the far groups is a
strong really built out Google. My business profile, that will show it for a search a hundred miles away. Now, think about this study, does a search for best real estate agent to my Marketplace. And then you get the map listings of all the local businesses, the fars in a very high chance of ranking because their location authorities strong, their location of tortillas week is not going to show up. This is a fact relocation Authority. So people always ask, how do I get my business listing to populate and key searches? How do I build that up? The answer is you got a field, your location of
your location of authority. That's where my word. They're looking back to the screen. I want to give you a few hacks to do that. Build up your location Authority. First one is lots of photos. Lot of you had your Google, my business listing, unless you get your main photo for the behind me there. If we can pick me up the screen, you see the photo of the team there? A lot of you have one photo, but you need lots of photos. You should be adding photos. Like 1, 2, 3. Three, seven, ten times a week, add photos, add photos. Add photos at photos of lipsticks. I photos of you. Add raw Photo
Pro photos. Team photos, Brandy photos. Add photos for your location Authority. And if you're super stabby, you might use it to like, Geo imager this website. What it does is you can put your photos through it and then you can tag them with a specific address. So let's imagine that you sold 123 banana Street in the heart of this hot neighborhood where you're trying to dominate your market place. You want to be positioned as an agent of choice there and see what you can do is like, say hey, I got my just sold photo. I'm going to upload to Google photos. But first, I'm going to run it
through GL imager and I'm going to tag it to dress that this photo is located. It was taken at 123 banana Street and then I put it in Google my business and now Google my business. Read the backside of the photo card that says, where was it taken blah blah blah. All those details about it and Google recognizes this photo with located at 1 to 3. Which means you are incremental increase in your location of Thor. The around that address, what that means. This is kind of theoretical is that when Neighbors start to search for real estate agent, you are a criminal incrementally.
Increasing the odds of your Google. My business was staying populating in that search. So photos location, Authority photos. If you want to get the geotag address, great do it. Next thing is you would make use of their products on Google my business. So I got this whole screenshot of thing here. This is the end of our group noticed they have their listings actually in put it as Prada start coaching clients are recording first time, home buyer webinars, and they're listing those as products. They're recording downsizing or Estate Planning webinars, and they're listing. Those is products
that's building out your profile that increasing your relevant that building up location to 40. Next thing is repurpose or social content as Google post. Do inside your Google, my business. Mustang what you can get to with this address, go to business. Google.com. That's how you get to your Google, my business listing business. Google.com., Make sure your log into my Google account. Otherwise he's going to get all screwy but you can add Google posts. Google posts are basically social media posts that populate on your Google, my business listing. Every time you're adding to these
things, you are increasing, the odds of being discovered your building at the location at 3. Yesterday. Tom talked about getting reviews. I would double down on reviews on Google and specifically. I would go looking for Stellar stories. With that means is when you sell a listing, get the seller to write a review of a talk about you selling it because what's going to happen is a technical, think about the intent of most searches on Google. It's more likely that a seller is going to say best agent. Nearby Best agent around me then it is a buyer a buyer going to most likely go looking for
homes around the homes for sale nearby, but it but a seller is going to likely look for Change it to keep that in mind and then when they find your high location of authority, Google my business, when they find that they're going to read the reviews and do the reviews position. You as a listing agent. That's why you need to tell her story because then this person too far as they looked up properties like crazy. They're definitely the right choice that it isn't a choice. All right. So that's Google my business. Let's get back to our Mainframe work here. I know my moving kind of fast, but
I definitely when I get to the q-and-a today, I'm excited about the Q&A. Second section is social, so we just talked about sterk's, the engine of choice, really own search Google search. I didn't have time for but YouTube search, you own search, social your building content like crazy. If you think about cracking, the social code contest cracks because you're not making enough content fire garyvee stay at at our stomach event. Last fall. You are not making enough content. He's not making enough content. Nobody's making enough content because you can keep More
content and it's infected. So, I got two words, their content development, content distribution. You see it on the screen right now. I want to talk about those two aspects and I want to encourage you to say like a 2021, you got a built-in flip, a Content, you need content are. So what kind of content let me give you a Cadence. This is a commitment. I use Peloton. I have a Peloton bike at home. And sometimes if you ride a really tough ride, like a tells you the rating. It's rides, are in 8.8 out of 10, in terms of difficult, and I'm like, okay. So I get on the bike and they're like, I
want you you have to write out to get the swing goes. I want your Cadence to be at. I want you on the dance floor, that is standing up on the bike. Going it in 80, Cadence fast and I want you at a hundred resistance. I don't like I can't do that. That's really hard. But the thing of it is like you you find that you get stronger over time as you keep doing it your body, build endurance, your muscles get stronger, you get conditioned to do it and the Pea Turn on the screen right now. Coming up. This is that this may be tough for you to do, but I want you to strive for it because by striving to
do this. I'm going to explain it in the second. By striving to do this. You're really positioning yourself as having the content you need. Do you need to position your brainpower play? This is an Instagram post in Cadence. I'm going to get off Instagram in a second and move Beyond it but it's an Instagram post and Kayden and I want you to commit to a 2021 1 igtv a week. I g TV is the long form video for Instagram. That's a minute or longer basically admitted up to 10 minutes. If you have a lot of followers, you can get longer than 10 minutes to let's call it a minute and minutes.
This is your long form video to be a pro tip market reports. That kind of stuff. I want one igtv week and let that little note that says + share to feed. This is just a little technical detail, but there's when you upload an igtv, there's a button that says share to defeat. What that does is it means I'm going to share Instagram. I'll share your video to igtv feed, which by the way, is its own app, but by clicking that box that says share to feed your also putting on Instagram proper. So, just make sure you click that box. Number to is one real a week. Reels are basically Instagram's
competition against Tik Tok videos. When this is what histogram does Instagram make spy GTV to compete with you to the long-form video. Instagram, make Snapchat stories to compete with Snapchat. Instagram makes real to compete with ticktock. The reels are up to 30 second long vertical videos, but they are there multi clip vertical videos. Just like Tik Tok only there. Only 30 seconds mom. I want you to do one a week. These suckers are getting crazy views. This is been true with Facebook and Instagram forever and always whenever they roll out a new feature like when they won't
outlive you want to do it because they're going to give you bonus points for doing it. They're going to take your your content and put it further because they're trying to gain adoption of new products. The reels in their latest thing, by the way, I'm I'm talking about it, but actually Instagram guides is the latest thing, but let me get back on track one real week plus just like before, click the button that shares it to the main page three supporting post week, like any photos galleries Graphics types of post, whatever and then never don't have a story. I know the double negative. My
mother was a, she's retired English teacher. She has a double negative. Never don't have a story. You want to keep that thing going stories in my mind on Instagram on Facebook or anywhere kind of like you're burning a fire with wood. Burning fire stories are kind of the kindling wood to keep throwing a kindling wood and to keep the fire going and then every now and again you drop in the lock and us going to burn for a while. The logs are igtv, reels, the three post and your story going all the time. And that's going to create this non-stop. Swirling effect of Engagement and your brand
growing position and he was an agent of choice are at. So this is the Kaden This is the Rhythm if you want to be like an extra-credit student, you can also go live once a week. That's the extra credit. But it's what I do. TD a week, one trailer week three supporting post. Never don't have a story. That's already. Okay, now, from there, when I'm done cuz we got to build this. I only had his time into this yesterday. I want to ask him if he said frequency of valuable and I'll send a contact create familiarity and relevant which by extension builds. Trust. This
is a trust based business. An agent of choice is an agent of trust. So the idea of that Cadence one real, when I get TV supported post, never don't have a story. Is that your content is building frequency to gain. Familiarity affect. It. Build build, build, build, build, build. I see you everywhere. That's our magic phrase. Right frequency of authentic content, valuable content. Got to be good. Right Kathy, awful creates familiarity irrelevant switch. Build trust. Alright, let's keep cranking. Let's not just stop ourselves an Instagram because what a
crying, shame to make content. For only one platform when there are so many good platforms right now. I want to give you a strategy or a concept Instagram to everywhere. So, the idea is you make that I do to you that real those three supporting post on Instagram, but you don't stop on Instagram. You're putting your blood sweat tears, energy knowledge confidence and everything into building that amazing content. The content deserves to be spread far and wide. So I want a cross-platform distribution strategy. I want to go from Instagram to everywhere and let me show you exactly
what I mean. So this is going to be technical. This is this slide right here is the reason why I'm getting this life because it's technical, but I want you to look at it. Notice Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, and Sunday, but the rulers not rule on the slide. It's every day of the week. And then I'm using the regiment. I just gave you. So I see post igtv, second post real Third Coast. Igtv, once a week, one trailer, week number three, post awakened, and stories are included. Just never don't have a story. That's, that's the
operative idea here and then YouTube and they see your Facebook profile. And then you see the Facebook page. If you have a Facebook group, you see it and then you see Facebook Messenger or Instagram, Direct at the same thing. And what what that means. This is not, what that means is you can actually share it with them, caught a pod. So, imagine you got like some really raving fans. You may want to have a group message that day when I drop this igtv, for instance. I want to make sure they see it and get it. I want to make sure because if they get it, they can hard at. They can like it.
They can comment straight away. And I got to tell you, like, when you drop a post on any platform, the faster you start gaining engagement that's going to Stephanie cute Instagram or Facebook or whatever. The platform is to show it to everybody far and wide. The first hour of a post is making a break in the most of these platforms splitting YouTube. They're a little bit different than the kind of a search engine but like Facebook and Instagram to make her to break her that first hour. You want to pull out all the stops to get, massive engagement, all the stops real quick. I'm going
to zoom in on some things. Look. What did this Tuesday? Igtv in the notice. It's not just where it goes. It's how it goes. And when it goes artist, want to go see how it goes. So it may be tough to read on the screen and I'm not sure how big your computer screen as you're going to get the slides. But notice underneath the IG TV. It says it's going to go as a post there going to be a citizen to be like, I'm going to upload to igtv. I'm going to click the button that says share to feed and then it's going to be a post for me. So I got that and then I'm going to share a story just to
try to promote it as well. I'm going to upload it to YouTube. I'm going to post it natively on Facebook meeting. I'm going to take the video file and post it again. And or I'll let my Facebook and my Instagram, create a profile sync. It over. That's fine to Facebook page. I'm going to post at their Facebook group if I have one. I'm going to share the page post and or the profile post your choice to a Facebook group. I don't talk and fast. You're going have to watch this part back to get out of bed. So can what I'm calling for here is a distribution Unit B. Answer the questions up. What is my
content? When? Is it going out? Where is it going out. How am I going to distribute it? In other words, is it supposed? Is it story? Is it an upload? Is it, what is it? Do I upload it to Facebook or do I share it for my page to my profile? You need to plan on that. Then I got the blog listed the blog with it. I think it's an opportunity for a blonde to be like in bed. And this is a screenshot of my notice. It's a video that I uploaded to YouTube and I have invented it. This is very easy to do you simply copy the URL from YouTube in you dropping the blog and then the blog takes care of
it, but it's actually YouTube video. In my blog y'all should be doing this to build your ass. So, you know, you should be taking your videos and put him in literally everywhere. Then we got LinkedIn your profile. You might have a company page and it Email. That's another one that people aren't looking at like what? What matching he's doing matching is emailing out his videos and is content with database. Not going to tell you, he's getting more out of this than he is like on a Facebook post to post this right here in your emails. And I know, Tom talk about the email yesterday. I got you
a double down, email. You got a double down because the stuff works and you'd be using it as a regular channel for distribution. I was just finished my way through this, Google my business. That's a Google post. And then you see the Snapchat icon. The yellow box is a Snapchat icon. And then you see the Tik-Tok icon and then you see a podcast. If you guys are Distributing content to a podcast, I highly recommend using ankur, a n c h. O, r. FM, anchor. It is owned by Spotify is free and it makes the stripping, a podcast Spotify and apple, and all the big podcasting apps literally
easier than posting on Facebook. I mean, it's easier than posting on Facebook. But if you have video content, start pumping it out. You don't want to exclude somebody's preference in terms of how they consume your content. You got to be everywhere. And then I got Twitter and then Pinterest and I got bored of like I got kind of description scripted like a penny a blog. Like it's going to be a chair when you get the slides go back and look at this, but you need a game plan for Instagram to everywhere. Kansas LeConte on Instagram. You got to put it everywhere. OK Google ask a question.
Let's talk about sponsored content only give you some ideas at the places to look. I know I'm going really fast. We're talking about the invasion of choice, the world of digital and focusing on digital right now. So the search social sponsored are the three pillars of where we want to be sure if we talked about, basically, making sure your Langston when you Google you that everything looks good. We talked about Google, my business, we talked about on social, you need to make more content content, cracks the social code, you need to be producing video content. Post stories, all the stuff I
talked about. I know this is a lot like you're probably like, this is just too much stuff. I know that but go back to my Peloton example, you got to build the muscle that it takes to be able to operate at this level because to me the agent of the future has a strong brand and you look at the ways we build brand, man. It's it's content and social uncertainties of the channel to do it. Now. I understand some of you may be an all kind of degrees of success or being new or being experienced in the business. So I want I want to discourage you in your brand new, the enemy of the best is good
enough. Just get started with something and then work your way up to earn it. If your experience is super busy right now, be afraid to delegate and hire some people to do. This va's video, editors fiber, whatever. Just get the job done, see it as a strategy and get the job done. Right? Let's keep going with sponsored. Notice that I've got fpig ads. That means Facebook Instagram ads. Then I got GD. Ngls adds that stands for Google Display Network, and Google local services, and I got pee pee. See, what does pay per click and YouTube at basically I'm saying we're going to take
and what that means is, the content you're producing for social. Let's put some money buying that stuff. That's not applicable to all these different types of ads, but we'll go through each one of the first things first. Don't be afraid of the almighty boost on Facebook, putting Contour Facebook page drop boost. You know, what, I would tell you to use at the minimum Dennis use dollar-a-day method, did a few as well established, the dollar-a-day method. Basically, what it is, you know what the minimum spend is
basically a bucket de onibus supposed. So when you post your content, when I do to be a weak one, real weekend, free post a week. When you post that content, By putting a dollar a day for 7 Days on everything you post which basically means you were spending $7 a day to promote your content across Facebook and because Facebook own Instagram, but could also distributes Instagram. So I'll say it again. Said the Dennis uyu dollar, David it basically what it's doing is, okay. Let's put some money cuz it's the lowest possible spend on all of our content. Just to see how it performs, and if
you get like a diamond in the rough like that video really well, then you can put more money, you can double down triple down and run it for longer, but it's like just do it for a dollar a day for 7 days. It's about today. Basically, now, it would be do the math on it. Cuz I don't have you doing 7 piece of the content. I have one igtv, one reel, one, two, three 2:40,. So it's basically five bucks. I would do a dollar a day for five days and just adjusted the desk. I know I'm talking numbers that you really fast. Let me just reiterate what I'm saying. Boost your post on Facebook, which will
include Instagram, a buck a day for 4 or 5 days now. That's going to be too costly. Then instead boost one a week and put some money behind it. Whatever you think is the best piece of content, you made that week but some money behind it and sponsor it talk about Google local Services ads, Google local Services, as these things are freaking awesome. They came out in 2015, but they haven't been available for real estate agent until late last year. Google local Services ads are basically trigger. When any he does like best real estate agent, best realtor in Miami in
Chicago and Milwaukee in Albuquerque. It's going to actually show. You could said that William Lim highlighted, very top can actually pull these local Services, add and put them at the very very tippy-top of Google search. The very top and literally there's a phone number where you can press the number in straight up. Call them. Straight up calling a couple things. I got to find out about these if you haven't done them yet. Why do I like him so much? Well, let me go to the next flight to can see this real quick one. I like them because they are above the regular rats. So I can you go to
the on the screen? That's actually an ad from up next. And then Dave Ramsey benefit. Those are regular Google search at and the local services at Google likes them so much. It actually put them above the other apps. Heck. Yeah, I mean, thank you, but they're going to Disney maxpass. I'm cutting the line. Second reason. I like these things is because the intent of the search is there looking for an agent. Think about like historic Zillow, Premier agent to sport Zillow. Premier agent was like somebody searching for a house online. They were going to the Dreamhouse. I love this house. I
want this house, please, please, please, let's go see it, and there's a butter. What do I do? What do I do? And I see two buttons, they can stay contact agent or schedule a tour and Press one of those two buttons and then basically, Zillow baton switches and they're like you want to go see this house here. Three wonderful agents non-talking historic Zillow Zillow, Premier agent. Here's three. Fabulous agents, pick one and then they do that. But the difference there was they weren't looking for an agent. The difference there was they were looking to go see a house and then Zillow offer
them an agent. To go do that thing. But on Google they're not looking for a house there. Looking for you there, straight up wanting to talk to an agent. I'm sorry unless it's a referral. It really doesn't get any better than that. In terms of leaves, third reason. I like these things you only pay for connections. So you establish. They're going to give you when you said about, they going to give you a multiple choice of you want to spend this much, this much this much, would this much per week and you get to pick one? Which means you can't get out there by like, with Zillow. You have
a, an agent, would buy it the whole area. Nobody can buy at the whole area. He thinks you're you have a, a floor and a ceiling in a floor, in a ceiling in terms of what you can spend on them. But then it says we're going to actually charge you if we give you a connection if somebody called you bae. So now you don't answer the phone. We got a problem. But if I call you were going to charge you and you can even display of an agent calls me with an agent calls me that you can dispute it and they won't bill you for it. These things. Also, why not really good with seller intent because when
we said it before, it's more likely that the seller is going to go looking for the best agent and blank. Then it is a buyer because the buyers and go looking for houses and like so it's focused on seller leads. Y'all should be doing these things. These are a no-brainer, the reviews. It links up to your Google my business listing, Google reviews matter, his dad's, let's talk about Google Display Network as apparently, I can't spell the word display. Whoops. Didn't mean to do that. Google Display Network ads. It was a long day yesterday. Google Display, Network ads on
winter, surfing the web, and like I'm on the website for stores.com and then random Banner at start to show up. They could be long and skinny tall and skinny. That should be a square frame video sometimes but they're just on a random websites all across the web. Those are called Google Display Network. As I want to see your face everywhere. I want to see you Target in your local area. I want to see your face at the reason. I like Steve's here. Without putting a real estate. Is his face is on them. Don't put a house, don't put somebody else's face, put your face on them. This is
position and he powerfully as our kind of useless on their own, they work best when they're part of a bigger multi-channel strategy. I'll give an example of a client and sarnia-lambton. His name is Sean. He's been running display that work at 8 is Market forever forever and then like a year or two ago. He started a video show on Facebook. I got really popular and all of his friends. Business, networking is personal Network. They all started saying, I keep seeing your videos on Facebook. I love them. They said I started noticing the videos and then he made this,
like something funny happened within a few months of the video show on Facebook. I started having people randomly. Come to me all the time and say hey man, I can I see you everywhere. Can you show me how you're doing that? And they were commenting about his Google Display Network out and he was like, oh wait a minute. I have been showing those ads to you on Google for years, literally four years. And why did you suddenly now noticed them? And the answer is because they saw the video on Facebook, beyonc, don't do anything on the, on their own, their connective tissue. Their best utilized to
reinforce other big pillars of marketing like your content on social, but when you do that, they're cheap, like what kind of the slides real quick? Look at this email. I'll let you look at it on your own time, but it says, this is today's results. So this guy is running display, Never Dies and is Mark, and he spent $4 and 39. That's NEX 22.3 thousand impressions in his local Marketplace for less than five bucks, and they clipped the ad and go to his website. He was spending average CPC. It says, $0.03 CPC is cost per click, the average cost-per-click
with three freaking since they're cheap. Google Display. Network ads, are literally, like, unless you have a post or video go viral on Tik-Tok or YouTube. You will never find a cheaper platform for marketing. Google Display Network, is the cheapest. I mean, do the math again, but you look at the screen are cost of a stamp is $0.55. I can get $0.03 klicks. I'm outperforming the exposure of physical mail by an exponential Factor. If I don't know whatever. Mustang mail doesn't work. I like postcard cuz it's a diptych anesthetic things different, but I'm just
saying like your options. What are how can I diversify? My marketing budget across the web search social sponsor to be Everywhere to be the agent of choice next. By the way, you run. These on ads. Google.com at 3. Go to Riley's ask. I have some training on my YouTube channel to go watch some of that stuff for my coaching members were part of our Tom Terry Network. You are watching. I have a bunch of trainings inside of the Loom, our software, as well. I had a very detailed training inside of our loan platform. So just go to those places and resources house now.
Is YouTube and stream ads. I think Tom mentioned it yesterday. He might have but these suckers are amazing. This is the one specifically the skippable YouTube instruments. So these are the ones with, like, you go to watch a video on YouTube and then a commercial starts to play at the beginning in your life. And you hear Stonyfield, organic yogurt, good to the last drop, whatever that thing is and in your head. Your kind of intuitively just saying 54321 skip at and then you move on. But UTMB. That is.
I think these ads are basically the new Facebook Boost post. What Facebook was like, five six, seven years ago. That's what these are today. Just a little FYI that you should know about one. You get billed for a cost per view at their bidding strategy on these. What that means is, you're not paying it. But you're not paying your paper cost per view. How does YouTube to find a view with a view on YouTube is 30 seconds or the duration of a video or at least 30 seconds when he said that. I said that basically if you do an ad with a 2-minute video
they have to watch at least 30 seconds of that. I that I had for it to count as of you. If you do an ad in the whole video is less than 30 seconds total there to watch the whole damn thing, or you don't get charged. That means the five seconds are free. That is 25. Second. 29 seconds are free. I like this, you can Target the homeowners in your local market area, but it started to citytarget homeowners position, your brand in front of them, be everywhere. I love these at now. Have you not listened close to me here? When you don't want to run these ass, if you have a video that you upload
to Youtube and you have hopes that is going to perform organically. Do not run a YouTube instrumental or any kind of you too bad because once once YouTube knows, you're going to pay the money. Once they know that they're not going to give you organic reach you want. And you know, what a sacrifice that because if you have a video that performs organically overtime, I mean, that's amazing. So they were organic. YouTube strategy is different. It's not like Facebook Boost post. I know I made the comparison a second ago, but it's different in that I have. If I'm going to boost post on Facebook.
It's not going to hurt my organic organic, going to be awful anyway. Because Facebook's make sure that because they want my money, but YouTube still makes most of their money on ads running on videos that perform organically. So just another word. If you want to perform organic that YouTube don't run at a market report or something. That's like, it's only good for two weeks or 30 days and then the numbers or dated. Why not? Why not running YouTube and stream be everywhere. Because remember, got to be the agent of choice in 2021 and Beyond the agent of the
future, has a strong brand, your brand is your voice at your mind, and your heart that you care about, and it's your face. I got to see your face. It's you, if you're not the agent of choice, you're an agent of chance. And the odds will not favor. You my friends. They won't let us bring Tyler back on if he still backstage and let's do a little bit of Q&A, if Tyler's there. Amazing stop. Jason, great, great wolf, man. Honestly, the, the Google local service ads are probably the biggest thing that we are identifying as well as right now cuz sellers, you know, the biggest thing that
they type in right now is best agent near me or best agent in Tampa. And I mean, that's a safe to say it's probably what you were saying cigarette. Absolutely forgot to tell them where to get the slides. I'll be remiss if I don't if you want to slide there on I just put them on my website. I couldn't Jason can't Hannah pantana,. Jason pants Hannah, Cam dipity and you can just download them there at the PD. Ask you'll get all of that stuff. You can look at them. Jason pants Hannah. Calm Dippity problem. I didn't say that if you guys are just
catching the stream on YouTube or on in the Facebook group. Be sure to register. So you get through actual recording of Jason thought. I need to wash that three or four. Myself so amazing stuff man. So there's nothing a few questions and some were piling in now. So if you have questions for Jason going to ask about 5 or 10 minutes here for him. So I did okay at the time, I didn't go as long as I thought it would, I don't think it's your team leader. Google, Chris, the phone number for you Google record, those calls Google track. That number is call attribution. So Google knows. So here's the deal.
If a lot of you guys are running Google local Services ads where you're saying. I'm open 24 hours a day. You're actually putting yourself at risk of getting calls at night. And if you don't answer that call, Google is reporting that against you. And it's hurting your chances of rank in teacher searches. You to answer the call at their numbers recorded. Could you run it through a service? Like grasshopper? I don't know, maybe, but they got the wrong. They're going to run over on that thing. Yeah, I need the agent of choice, and being everywhere. So, important. So, when you create this
unique content repurposing, it on multiple mediums. This makes the most sense. So nobody comes location, Authority Jason, if you get your office in one city, but your Market is in another. How, how would you go about that in your opinion? Who? That's the problem. I can see that in the challenge. I don't know. I'm just thinking as fast as I can on that. I don't know. You have to work around that because I'm assuming this is a person in the states and I'm assuming that they are obligated to list their business address by their real estate commission as
their office address is. There's no way around that. I would say the best chance you've got in this is not going to be sufficient is you should geotag a lot of images. You should try to reinforce the area to serve the profile allows you to stay the areas you serve to even though your address. Maybe one thing you can say, I serve these areas are Uptown that should help. But Kenny way. I don't know. Exactly the impact that's going to have cuz I haven't seen the algorithm by which Google actually interprets. I'm going to show this. I'm not I just know they're looking for location.
40-person Ali. I would be having an address in one place and staying at work in another could be perceived as a weak point. But I'm so just do what I said and kind of ignore it and hopefully I'll be okay. And in just one. Location of Thor. T. If you wonder do I have good location Authority. Here's how you can know if you Google yourselves like if I type in in my web browser, even if I do an incognito, so it doesn't my history and stuff on it. If I type in Far group f a r r space group. Their location to Thornton is so good that I can be in Nashville where I live and it will, it will
automatically start to autocomplete that as if I'm looking for their business listing, all the way in Spokane. If you can start triggering your location at the ready, for literally thousands of miles away, that's amazing. So clearly they own their name. The other question is what happens if I'm in that Locale Market? Google and Chrome is tracking my location and I say best agent in. That's a different element of location Authority, but if you can't get your stuff to populate on the Google search your listing, try going to the address like physically going to the address on your business
listing standing in it, making sure your Location is on the tracking is on and then search for yourself on Google Maps or Google search and see if it shows up. That way. Chances are it will. And what that means is your location Authority. So weak that it will not trigger a search for it. Unless you're literally standing on top of your address, that make sense. How much do you recommend when doing Google local service ads like weekly monthly? Obviously, you pay per lead but how like, what your typical recommendation when it comes to add budget? For that
says, I forgot to mention this to and I'll get it here in a second. I guess I don't like running TPC at does a Google local Services ads. You're just telling Google. I'm a real estate agent in Nashville. And then Google was actually placing the ads for you and it's literally a multiple-choice ABCD. Do you want to pay? I'm going to make this up fifty bucks a week, a hundred fifty bucks, a week to her 50 bucks a week or five hundred bucks a week and you Oh, no.
Not sure what happened to Jason here. Let's see if I can remove him Adam back. Well, I think where he was going with that. So as far as like the Google, so let's see. It, one question was about to Google post on the hashtag Jackie. I wanted to ask him that question. That was my last one for him here. So hopefully Jason to pop back in. If not, the one thing that I did want to mention was as far as the sponsor component of all of what Jason just spoke here, about a weird, if he can help you guys accomplish that. So you
guys can focus on the other areas more of the content creation of, we focus on Google local service, ask Google, Facebook and Instagram ad. That's what we can. Definitely help you guys with Jason seem to be back in her. So let me add them back. Hey, I'm on my way. Sorry to hear you on everything there so I can about hash tags in the Google post. The really cool unique to us, you know, part that you had their own. What's your take on hashtag when it's most relevant, hashtag matter. On
on Instagram. They matter the most, they matter on YouTube, but I actually have a love-hate relationship on YouTube hashtags because you can click a hashtag and stop watching the video If you put them on there, which I think works against you because one of the key metrics that YouTube cares about is watch time. So somebody's watching a video and then they jump out the jump over to something else that actually hurt you. So it really Instagram, the one I care the most about hashtags Twitter to agent when it comes to focusing on, you
know, one area. What what do you recommend? Cuz I know Google local Services. May not be the first component that you may want to to tap into or maybe it is. What do you recommend as far as that goes? I would say I'm going to die. I'm going to die per second, does call the people, you know, and reach out to them. So you a quick story. I got my coaching session the other day and I was talking to my client. They have crushed it on their team. The last couple of years ago. I've been in the business for a couple of years and I was saying, hey. How did you do in
terms of reaching out the past clients and staying connected? We know that roughly two-thirds of listings. We said, 67% of sellers founder AJ by way of repeating referral business, that means fear of influence and the past clients. I never got a new agent. So just appeared in fluid. I've only been doing this for like 2 years. So, nobody's getting ready to sell yet. And it was funny because on our coaching session. He had just hired a new admin to was a past client of his first. And she had bought a house from him about nine months ago. And so I said, hey something. So I won't give names. I
brought her in on the call. I was Like, how long ago did you buy a house from Erin? Or from a, from a, from by the house? And it was like nine months ago, and I was like, okay, what did you pay for it? And the answer is two hundred, fifty thousand bucks. I asked the agent, unlike what is it worth today? And he's like, probably about 3:50. I was like, hold the phone. So that's $10,000 a possible Equity per month for 9 months. And then I asked her, I was like, I do any thought to selling, and then she goes every day, every day, my husband, and I talked about it and I'm like, he doesn't
like your new agent. The market is so hot yourself at the contact, your spirit, call text email as far as everything else goes. I would build a weekly email newsletter and get really strong on that and start making your content for social... I've been doing and I get to go because they're really cheap and you got to build your brand, the thing you need to try to get a bill that familiarity up. Okay?. Ammo first, what's your strategy? What are your colors before you get to Distributing it? You have to have a constant first content or
arrows in the quiver. It's kind of having a ball without arrows. Very video. Ever posted anywhere near that, love it. Thank you so much for your time. And I love everything that you said here. I think your slide next, probably going to be the winner of the entire conference. So really nice job on that, man. So yes, send it over to me. Make sure that you follow Jason. If you guys don't already take a screenshot of hard our session here, Tim, and I tagged us got to get a chance to win. One of Gary B's sign books here. Jason. Thanks so much for your time, brother. I really appreciate it.
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