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3 Clients In 30 Days Even During a Pandemic

 

It's no secret that the BEST thing any smart agent can do right now is learn how to stand out ONLINE. But how do you do this?

Krista Mashore, a top 1% agent, is here to share 25 strategies ANYONE can do right now to reach more people, stand out from the noise and attract buyers and sellers.

Krista is proving that she can still help agents win 3 clients in 30 days, despite today's circumstances. Are you up for the challenge?

 


Can't watch the webinar video?

Read the transcript! 

Dale Warner:

All right. Welcome, everybody to today's broadcast. I'm Dale with Realvolve Firepoint. Joining me today is Krista Mashore. Krista is a real estate coach. She's also an agent and a team leader, and a mother and a friend and all kinds of cool things. I respect her a ton. Krista and I have gotten to know each other a little bit over the last couple of years. I've spent a lot of time with her clients and I've just been blown away by a lot of the success stories that are coming out of her coaching community in her organization.

Dale Warner:

Number one, immediately, I could tell that there was a lot of really cool things that she was doing and teaching but one thing that she's really good at is getting those stories and sharing them for motivation.

Dale Warner:

Today, Krista is going to be sharing with us 3 Clients in 30 Days. This is her challenge that she has been putting out there for a while now. Krista, thank you so much for joining us today.

Krista Mashore:

Hi, everyone, how you doing? I'm glad to be here, Dale. Thanks so much. There's a couple things that we can do, people can ask questions in the chat, if you'd like to do that, we can do that. Then, I can also just kind of talk about some of the things that we're doing that is really working and basically really kind of focusing more.

Krista Mashore:

I know we're doing a webinar next week. It's really, really focusing on taking your business from offline to online, right? I don't want to get too much into that but I'm happy to talk about anything or anything that the viewers have questions on.

Krista Mashore:

We are doing a challenge right now. It's basically free. Typically, this challenge is $100. It's valued at honestly just under $10,000 where I take people and I coach them for 20 days. We call it 3 Clients in 30 Days. It's really a 15-day challenge and there's a five days of pre-challenge work and you go in with other people at the same time, so it starts every single Wednesday.

Krista Mashore:

The pre-challenge is from Wednesday until Sunday and we have had multiple people pick up six clients during this 15-day challenge. That's the really, really good success stories. We have that as our highest anyone's ever done but the average person picks up two, which means that we've had over 3,500 people in the past year go through this challenge. We have done the numbers.

Krista Mashore:

The average person picks up two clients 100% from the 30-day challenge, it's a buyer or seller, actual going into contract, and it be higher if people actually did the work. The problem we find is that not everyone actually does the work. It's really, really great. We teach on mindset and different techniques and tricks that people don't usually kind of think of. We coach you through it. We give you an activity to do every single day. And it's nice because you're working with other likeminded individuals who are in it for the same exact reason.

Dale Warner:

Tell us a little bit about the overall challenge.

Krista Mashore:

Okay, so we basically will walk you through with identifying who your client avatar is. What a client avatar is, is basically taking your ideal client that you want to work with based upon your strengths, what you're good at what you enjoy doing, who you love serving and we help you really identify who that client is. That way, you can get your marketing message really, really down and then help to identify a niche.

Krista Mashore:

I can walk you through all of this and many people are afraid about doing a niche. They think if they do a niche, they're going to lose business. Quite honestly, that's not the case at all. If you identify a specific niche and then we teach them how to do something, which I call video repurposing and what video repurposing is, is where you basically take one subject matter, do one topic and then you get that video, that script onto multiple sites. We teach them how to put it onto Facebook, onto YouTube, on Instagram, how to get search engine optimization by putting it on their website. Also, you get SEO and search engine optimization by putting it on YouTube.

Krista Mashore:

We help them feel comfortable doing this because we have found that most people's biggest fear is actually doing video. They're afraid of how they look or sound, they're not sure what they should say and they just let all these things get in their head. We help them walk through the fear of going from offline to online. We get them really comfortable using video. We teach them what to look out for, what to say, and how to find topics to talk about.

Krista Mashore:

Then, once you identify your client avatar and you identify your niche, we also help them to create content specifically based upon that niche so that when people go online and they start searching for certain information that they start showing up.

Krista Mashore:

Our students start showing up on page one of Google just under the paid ads from Zillow and Realtor.com usually within no more than 60 days. It takes a lot less than that. I'm just trying to over promise. I'm saying it wrong, but we teach them how to show up on Google. The idea is really become the community market leader to where anytime anybody is thinking about real estate in your town, they think about you because of the way that you're positioning yourself as the authority figure, as the go-to expert. This works for teams and agents that are already doing really, really well.

Krista Mashore:

We've taken agents from that were selling like 144 homes up to just under 300 and we've taken brand new agents who have never sold homes to being the top producer and the longstanding top producing agent in their area. It's just really thinking about doing things differently and really, really standing out.

Krista Mashore:

We teach them how to go the extra mile. Obviously, we use Realvolve. We teach them how to use Realvolve and Firepoint and to create workflows, do certain things online and automatically get zapped into their CRM and then things just happen automatically through Realvolve. Yeah, it's great. A lot of people, they think, "Oh, it's hard." It's not hard. It's just different.

Krista Mashore:

I'll ask one question. I'd love to answer in there and that is most of you have known for a long time that you need to start taking your business from offline onto online. You've known you need to start utilizing video. You've known how important properly distributing it and properly utilizing social media. You know how important it is and now you're being forced to, right?

Krista Mashore:

This is an opportunity to do something that you already know that you should have done. It's an opportunity right now. Now, you get to start taking your business from offline to online. Instead of doing things just holding open houses and door knocking and cold calling, we teach people how to get 500-600 hours of watch time on one single video and how to get 150,000 impressions and 5,000 engagements. Now, you have the opportunity to take your business online.

Dale Warner:

Yeah, it's one of my favorite things about your Facebook community is going in there and seeing some of the videos and people posting the videos that they've shot and created under your direction or through the challenge and then putting the stats, like how many people watched it, how long it's been on Facebook and the responses that they've gotten. It's really incredible because the thing that I've noticed is a lot of times, people's first video isn't necessarily, it's not their best video they're ever going to do but you do have to start with that one video.

Dale Warner:

I love watching them go from videos that are still good, but how they get better and better and better over time and seeing some of those stats about how little effort it really takes when you get down to it. It wasn't like they had to put together this big studio and memorize this big long script. I mean, you guys break it down into easy steps. It's simple videos that really establish them as experts. Yeah, it blows me away how many people will watch one of those videos that are really simple, just somebody looking at the camera and talking and they get, like you said, hours and hours of views.

Krista Mashore:

Yeah, we have one of our students, he actually took what we teach and he has incorporated into his listing presentation that basically he calls it the 24-hour plus club, where he gets 75 plus hours of watch time within 48 hours of a listing going live. He shows people, "Hey, within two days, I get 75 hours of watch time on one video. I mean, do the math. Think about how many eyes are watching a video because Facebook will tell you how many hours people watch." When I can walk into a listing appointment and say, "Hello Mr. seller, here's the reason why you're going to hire me is because," agents are using the buzz term that they utilize social media and they utilize technology.

Krista Mashore:

Well, let me show you the difference between utilizing it correctly and utilizing it the right way. Here's an example of another agent. You see they have 44 views. Here's my listing. I have 187,000 views and if you look at this, it shows we had 555 hours of watch time just on this one property.

Krista Mashore:

According to the National Association of Realtors, 67% of buyers will walk through a home that they see online. "Mr. and Mrs. seller, if 67% of buyers are going to walk through the home that they see online, do you see why it's so important to get 150,000 views as compared to 44 views, and you see how important it is to get hundreds and hundreds of hours of watch time and how it helps to be on the first page of Google and blah, blah, blah."

Krista Mashore:

You're just can show them all these stats and you can show not tell why they should be utilizing you and hiring you over your competitors because you truly know how to utilize digital marketing and social media. "Also Mr. and Mrs. Seller, as you know, 99% of buyers start their home search online. We're able to target people now who are viewing similar properties to yours three and six months ago because now they're actually really ready." When you start talking like that to sellers, they are shaking their head the entire time. That's how we're having brand new agents beat top producers that have just been top producers by default, because nobody else has come in and shown that they can market this way.

Dale Warner:

Yeah, I love that you're taking the video content that you're shooting to become the community market leader but it's tying into everything that you're doing in the real estate team so that you're using it as concrete evidence in a listing presentation. It's really compelling evidence as well because it's visually stimulating and it's something that they can touch and feel really online, which is absolutely amazing.

Dale Warner:

Let me ask everybody watching a question here. Pull up the chat. I need your answer even if you're somebody that normally doesn't participate in things like this, I want to hear from you, if you do video, what was the hardest thing for you about getting started? If you're not doing a lot of video, what is it that you're most afraid of? Is it that you don't know what to say? Is it that you don't feel like you have the right setup? Is it that you don't know where to post the videos? I mean, what are these barriers that you feel are in your way right now?

Krista Mashore:

It's really funny too to answer, don't do video because they don't know like to say. Okay, I can help you with that, Melanie. Okay, let's do that. Let's do this. Can I share my screen a little bit?

Dale Warner:

Lots of things coming in. Keep it coming, guys.

Krista Mashore:

Keep going.

Dale Warner:

Yeah, share your screen.

Krista Mashore:

I'm going to share my screen. We'll answer one question right now. The question that we're going to answer is what do you say? One thing that I highly recommend doing, which is really, really easy and anybody can do it, oops, I lost you guys, is you can use Google to help you find things to say.

Krista Mashore:

Let me show you what that looks like. We're going to go to Google right now. Here's Google and how to sell my home. Now, watch this. This right here is what people are searching on Google. When you just put up how to sell my home, let's just say, these are things that a buyer or seller might be putting in. This shows you exactly what comes up first, how to sell my home fast, how to sell my home by myself, how to sell my home without a realtor, how to sell my home on Zillow, blah, blah, blah, right?

Krista Mashore:

Now, when you click on it, then obviously, the ads are first but look when you go to the bottom. Then, it also shows you all the related searches on how to sell my home fast. You could do a video on each one of these creative ways to sell a home fast, how to sell a house fast in a slow market, how to sell your house in five days. That's all content, right? That's one strategy.

Krista Mashore:

There's also something called answerthepublic.com. If you go to answerthepublic.com, this right here, you can just go to here and put in discover what people are asking about. You can do a search. You can say how to sell a house, then it's going to tell you all the different questions that come up that have to do with how to sell a house fast. This takes a little bit of time. Then, it's going to show you all of the different questions from the questions and it gives you like hundreds. You see this?

Dale Warner:

Wow.

Krista Mashore:

All of those are how, are, who, different questions regarding how to sell a house that you could literally... What fees to sell a house? What cost to sell a house? What steps to sell a house? What's required to sell a house? House for sale, why sell my house? I mean, every single one of these things can then become a topic.

Krista Mashore:

If you look here, there's 202 different things. You can just keep on going, right? You can put it into a spreadsheet. Here we go A, all that, those are all things that you can do a house on but even if you didn't do that, what I want you to think about is, is that you know, if you just, first of all, this is something I talk about a lot is that when people go online, they're going online because they are usually trying, they're aware that they have a problem, right? Your job as a real estate agent is to number one, answer the questions that people have but also even more effective is to make people aware of problems that they don't even know that they have, right?

Dale Warner:

Mm-hmm (affirmative).

Krista Mashore:

Because once you can make people aware of problems that they don't even know they have, you then become the expert. Let me give you an example as far as what I mean by this. You can talk to people about how important it is to utilize technology and social media in your marketing.

Krista Mashore:

Now, everyone thinks, "Well, great. If I hire an agent, they just post their videos on Facebook and they just post their videos on their business page and that's all I need," but then when I get there and say, "Oh, Mr. and Mrs. Seller, I know all of us know right now, how important is that we market our homes online and let me explain, we know that that's imperative to you and here's why," you give the stats from the National Association of Realtors. However, what most people don't understand is that there's a right way and there's a wrong way of doing it and then you go and you show them.

Krista Mashore:

Now, I'm showing sellers that there's a problem that I have the solution to. I'm able to show them that when you properly utilize social media and you utilize video and technology to get their house shown by the masses and get 120,000 times more reach, which means eyes on it, engagements, more exposure, that means the difference of them getting higher price, better term selling or not selling. They didn't even know there was a difference between properly doing it and not.

Krista Mashore:

Think about all the different problems that your sellers have. People are wanting to go away from pain and towards pleasure, right? However, research shows that people are more geared towards wanting to move away from pain, right? We want to think about what pains do sellers have? Remember, when you create a content, the more that your content speaks to the consumer, the more the consumer is going to click and download? The more that the consumer is more comfortable with you, they know you, they like you, they trust you, they see you as the authority figure, the more likely they are to give you their contact information.

Krista Mashore:

The more that you can properly can produce content and correctly distribute it and then meet the needs of the person on the other side so they actually want to open it, the more likely you are going to convert. Identifying what problems people have like writing their list. What are the problems that have ever happened in the real estate trend? People don't know about terms and contingencies and should I do inspections are not do inspections and what's the deposit? Am I going to lose my deposit?

Krista Mashore:

I mean, we can go on and on and on, you know real estate, right? I mean, what's the first question you get asked when you go to a party and they know you're a realtor? Everyone can put it in the chat box, they're going to ask you, how is the market? Tell them. Be that resource.

Dale Warner:

Yeah, that's great. It's funny because exactly what he did was answer the public or answer the people?

Krista Mashore:

yeah, answer the public.

Dale Warner:

Answer the public? Jacob Stark, he's our marketing guy. He's on the webinar here listening. He has been hammering this point into my head over the last little while and it reminds me of something that I read in the HubSpot book, inbound marketing years and years ago, it's just what are the frequently asked questions that you get every day and you are already answering those questions. When people ask, you know what to say to them. You're answering those questions every day as you deal with clients, write them down and just shoot it in a video and post it. That used to be the go-to blogging strategy five, six years ago was to just start with your frequently asked questions. You're just advocating do that in video and you get even more power, even more punch from that.

Krista Mashore:

Yeah, think about what questions people are asking right now. Now, they're asking like, is this the housing economy going to cause a recession? Is this going to be like 2008? When is the economy going to recover? What do you think is going to happen to the housing market? I would highly suggest not feeding into the scarcity mindset that there's going to be this housing crisis. Do not feed into the negativity. Be somebody of hope and positivity right now.

Krista Mashore:

Right now, the best thing that you can do for your community is to be somebody who's positive, who's smiling, who's giving hope, I mean and doing things for your community. The more that you can do things for your community right now and just be a servant and somebody who's not just out there selling all the time, is going to go so, so far for you and people are craving for information. They're craving for positivity. You don't need to even, you can be a brand new agent and do that.

Krista Mashore:

Right now, I do a video a day it's called the One Minute Mindset to where I do a one minute mindset that gives tips and tricks on how we can get through these trying times. It's things like okay, remember to breathe and do something kind for somebody. Yesterday it was like write a thank you note once a day for the next 30 days or 7 days. Just things to kind of take people's minds off of the negativity part and get them thinking more positive. They know that you're in real estate. If you're marketing yourself correctly, they know that you're in real estate. When you consistently produce content correctly, you're making a connection with people so you're going to convert more clients. I call it the seven C's, but remember, the most important part of it is correctly producing the content because if you are distributing content and no one's seeing it, you're not getting that visibility.

Krista Mashore:

There's something called the parasocial relationship, which basically is based upon us as youth, we used to watch TV, our brains have been programmed to see somebody on the other side of a video screen and to see them as somebody of authority. They start to develop a relationship with you. When you start producing video content and properly distributing it and you're getting hundreds of hours of watch time every single video that you do, imagine how powerful that is when you go into a restaurant or you go into somebody's house or you meet a buyer or you meet a seller and they already feel like they know you. Number one, they're calling you because they like you, right? They wouldn't be calling you if they didn't like what they were seeing on the other end.

Krista Mashore:

That's one thing. You already have half the battle. You're already so much more likely to convert because they already have a relationship with you. It's a one-sided relationship, but you start walking around town and everyone's like, "Hey, Krista, how's the market?" You're a target and you're trying to shop for a new bathing suit and people are asking you about the market or you're in line at the grocery store and someone's like, "Oh my God, Krista, that house that sold on the street," and they absolutely act like they know you and you're just playing right along. You have no idea who they are because you're constantly being seen by your community.

Dale Warner:

Yeah, at Realvolve we call that propinquity. There's a cycle psychology term, a social psychology called propinquity. Some people call it the mere familiarity principle but that just states that the more you're exposed to something or someone, the more you like them. We can't help it, the more you're exposed to somebody, the more you like them.

Krista Mashore:

Or you don't like them, right?

Dale Warner:

Or you don't like them. That's true too because some people create a feedback loop about a list or something that they don't like about somebody and they don't like them but that's fine too because the numbers are in your favor for the likability piece because if you have a smile and a phone, you are going to be great on camera. That's what I always say.

Krista Mashore:

All you need is this, right?

Dale Warner:

Yeah, exactly.

Krista Mashore:

Also, what they need to have great effects and all this stuff.

Dale Warner:

A studio, yeah.

Krista Mashore:

Honestly, just start with this and make sure you don't have any underwear in the background and make sure there's no crazy noise and just go for it.

Dale Warner:

Do you mind if we go through a couple of these other questions here?

Krista Mashore:

Yeah.

Dale Warner:

There's some really good ones and the one that I wanted to bring up first, just because it's one of my favorites, two people both said something about being self-conscious. Not liking the sound of their own voice, I'm self-conscious. I don't like the way I look on camera. How do you respond to that?

Krista Mashore:

That's how you look. Okay, I just have to tell you this. It's really hard to get out of our own heads because we don't like the way we look. We don't like the way we sound. I cannot stand the way that I sound and I have to just get over it but take yourself out of the equation because when you meet somebody in person, that's how you look, that's how you sound, that's who you are, right? The more you start to take you out and think about them, how you're helping them, how you're serving them, how you're impacting them, how you're making a difference for them, the easier it gets. Guess what? It is just like kissing for the first time or riding a bike or changing a diaper. You're scared to death when you first do it, but it gets easier and easier and easier, right? It just takes practice.

Krista Mashore:

That's why the challenge is so great. You just go to... I'll put it in here how you can sign up for the free challenge but kristamashore.com/challenge. That's information for the free challenge. It is 100% free. There's no gimmicking. I'm not going to make you pull your credit card out at all during the entire thing. You get live training for me, Monday through Friday as well as 20 different lessons and 20 different trainings all the time. We help you get over the fear of video. We help walk you through it, teach you what to say, help you just become great at it quite frankly.

Krista Mashore:

Dale, I don't know about you, but I don't think there's very many people that will ever say they like doing video. I mean, if you interview 100 people, 97 are going to say they hate it. There's three weirdos that like it. No offense, but very rare that people like to do video. You'll learn.

Dale Warner:

I mean, I have a personal story about me. People like to think that guys are not self-conscious about their appearance and maybe it's true that we're not on average as self-conscious about our appearance as women are but I've always been a little self-conscious about my appearance. I have these chubby cheeks that I inherited from my mom's side of the family. I worked for a video company and I was forced to shoot videos. I shot hundreds of videos a month. I actually got so much more comfortable with my appearance and my confidence was boosted after just watching myself on camera over and over and over again. It really helped me a lot and people don't think about that. To add on to that, because not liking the sound of your own voice or not liking whatever, how often do we think, well, this person wants me to go on a listing appointment, but I don't want to go on a listing appointment because I'm afraid they're not going to like my voice, the sound of my voice.

Krista Mashore:

Yeah.

Dale Warner:

We never say that. We never ever would say that but with video, for some reason, we think it's different than all the other human communication that we do, picking up the phone, talking to somebody face to face, our voice never really even enters into our head, it's because we have to listen to it back that we think somehow that should affect whether or not we do the video. Certainly, the moral of the story is just do it.

Krista Mashore:

Just start.

Dale Warner:

Do it.

Krista Mashore:

Just start. Let me ask you a question. If you would like to make more money and make more of an impact, if you hate money, don't do video. If you like money and you want to make more of an impact, start doing video. No one likes the way they look. I still don't like to watch myself when I do videos. I just told Chelsea, one of the teammates yesterday I go, "I hate my voice," and she goes, "What are you talking about?" I go, "Oh, my God, I hate my voice. I had to listen to a webinar to try to learn from it." She's like, "No, you're so crazy. Your voice is great." I'm just like, "We are our own worst critics and we beat ourselves up, right?" But that's not productive. We're not helping anybody.

Krista Mashore:

Again, talk about enjoying your work more, when you start doing video, you're attracting that right client and they're calling you because they're already liking and you're de-attracting the wrong ones. For example, I'm hyper.

Dale Warner:

It's prescreening, right?

Krista Mashore:

Yeah, I'm hyper. I'm fast-paced. People are going to see me and be like, "She bugs me. She's too fast. She's too happy. I'm not calling her," or they're going to be like, "I like her. She's fast. She's kind of crazy. I'm calling her." Then, I'm attracting my ideal client. You start to enjoy what you're doing more.

Dale Warner:

Yeah, the next best thing to being in person is being on video. It's the next best thing.

Krista Mashore:

Yes. Absolutely.

Dale Warner:

A couple other questions here. I mean, there was another theme. It's about editing and about kind of the setup and the lighting and things like that. I'm just kind of lumping all those together. How would you answer those concerns?

Krista Mashore:

There's something... You can go to fiverr.com or Freelancer.com and they can do the editing for you. Just make sure that you've got a really, really good background. If you look at the back that I have out there that I usually, this is my podcast room. It's not the best background but I kind of like it but just look to see what's behind you. You want to have a purposeful background, not too much stuff, right? You don't want 87 pictures. You want maybe a nice plant and then a little picture of something in the background. You want to do it outside, make sure that you're not in front of the window. The best lighting you can ever get is to... Can you hear me?

Dale Warner:

I don't know if that was me or you? Yeah, but I lost you.

Krista Mashore:

Did you lose me?

Dale Warner:

Mm-hmm (affirmative).

Krista Mashore:

Is that better?

Dale Warner:

Now, we got you back.

Krista Mashore:

Okay. You want to make sure that with the lighting, the best light is natural lighting. If you stand in front of a window and the lighting is behind you and you're like this, the window is here and you're standing in front of it, so your cameras facing this way, am I seeing that right, right now? Hold on a second.

Dale Warner:

You don't want backlight. You want the light to be on the same side as the camera.

Krista Mashore:

Yeah, in front of you.

Dale Warner:

That's right.

Krista Mashore:

Yes, yes. Okay, thank you, Dale. You want the light-

Dale Warner:

Yeah, I was just going to say, I have... I just wanted to show you guys, I have this lamp. I literally have this little lamp and I just put a bright daylight bulb and I hang a piece of paper towel in front of it and it just diffuses the light and it creates this awesome soft light. I literally lean it up.

Dale Warner:

Now, I have lights at my office but since I'm working remote, I didn't have time to grab it. I just stick it in front of me. It looks amazing but it's just this

Dale Warner:

Yeah, it's just a little bulb. I just got a different bolt for this light. I took the lampshade off, put a paper towel in front of it and now I'm lit from the front. I have tons of light behind me.

Krista Mashore:

All I have is natural light on me. I just have a natural light on me.

Dale Warner:

Yeah, I have tons of natural light behind me.

Krista Mashore:

See, look?

Dale Warner:

It's easy.

Krista Mashore:

There's a window out there. That's what you see. And it's dark in here but I'm lit up because the window is shining on me. It's the best type of natural light.

Krista Mashore:

Here's what I'll say to everyone, people get so caught up in the lighting and the effects and then they'll record all these videos with, I'll never do anything with them and never get them distributed. No, just shoot and go. You'll get better and better as you go. Your videos will get better. It's been shown as far as research goes lately that unpolished videos actually get more engagement and more interaction two times more, as a matter-of-fact, then polished perfect videos. You don't want to only have perfect polished videos and you want people to see you when you're not perfect and not all done up.

Krista Mashore:

I will shoot a video when I'm looking like a superhot mess after working out. No makeup on. I mean, I look terrible actually and people are always like, "I love how you just are so normal and real and you don't care." They like that. Be perfectly imperfect. People hate... No one loves perfection, right? It's fake. It's not real. Be as genuine as you can. Be yourself. Add value. Serve, don't sell and somebody asked a question, "Should I be doing community stuff?" Absolutely.

Krista Mashore:

Community stuff is so important. Interview local restaurant, interview local businesses right now. I'm doing something right now where I interview a local business. It's called support your local business. I just interviewed them and I talked about are they still open and how we can help them and how people can still help them operate business. People love that, right? You don't need to have any experience as an agent to do that. You can be brand new to do that. You're helping somebody else. They're reminded that you're in real estate without you saying, I'm in real estate. Come work with me. You should be doing that all day anyways, not just because of the pandemic.

Krista Mashore:

I've been doing community videos for three, four years and we teach our students to just completely become the community market leader, to dominate their community based upon goodwill and service.

Dale Warner:

Yeah. What are the other challenges, Krista, that people face or what are some of their biggest ahas when they go through that 30-day challenge?

Krista Mashore:

They feel comfortable doing video. We teach them one of the things that we teach people to do is to do 10 video text messages every single day to people they don't know, they just met, somebody that's interact with them on Facebook, past clients, friends of friends, your own friends, just doing a video text message like this. Super simple. "Hey, Dale. It's Krista. I just saw that you guys went on a vacation. It looks so much fun. I was just thinking about you. I wanted to say hi and I hope all as well. If you need me, let me know. Have a great day, Dale." I didn't ask for business. I didn't tell him I was in real estate. I just said, "Hey, I noticed that your son graduated from college," or that, "You just made a killer-looking cake last night," or "You and your wife had an anniversary," or whatever it might be, serve, don't sell.

Krista Mashore:

You're reminding people that you're in real estate. Then, when you're creating content, as well as doing that on a regular basis and you're distributing it correctly, people are seeing you more and more. Your referrals go up, past client retention goes up because you're being referred more, you're retaining past clients and are wanting to sell with you because they cannot forget about you because you're all over the place. You're showing up where they're looking and they're looking online. That's where they are.

Dale Warner:

What's funny is, I have my real estate agent continues to tell me all the time that I'm his best client because of all the referrals that I've given him. The value of the referrals I've given him are 10 times his next most valuable client. What I did was he did a really good job of staying in touch with me and he used video to do it.

Dale Warner:

I used to work at BombBomb and he would shoot me videos once a month. Video tech was just saying, "Hey, how you doing?" Checking in with me and I told one other person at BombBomb about him and they bought a house with him and it ended up that it just kind of spread like wildfire and he did like six or seven homes in a year and a half just from BombBomb employees.

Dale Warner:

Now, 50 some odd percent of BombBomb's customers are real estate agents. There are plenty of real estate agents in our city that know all those BombBomb employees and yet there was one guy that was reaching out to the BombBomb employees with video in their hometown. It just turned into a bunch of deals. I'll tell you, it works on BombBomb employees. It works on me. It works on everybody to stay in touch like that with a simple video just saying hi. It's amazingly powerful.

Dale Warner:

I was literally just looking at the stats about an hour ago for the repeat and referral business and I have a slide that shows that the younger generation is actually more likely, people 37 years old and younger, so millennials and Gen Z-ers are even more likely to get their real estate agent's information from a referral. They ask their parents. They ask their neighbors. They ask people. Even though they're more active online, they're more likely to ask their friends and family who to use. Reaching out to video to their parents...

Krista Mashore:

Yes.

Dale Warner:

... is a really great way to get all of these new clients that are going to come in to your business and be clients of yours for the next 10, 15, 20 years.

Krista Mashore:

Yes, absolutely. Well, you would not believe how much the referral or repeat business comes up just from doing that because people forget. I mean, how many times have you been at a store or you've been out to dinner and you see a past client, they're like, "Oh, my God, I just bought a house. I'm so excited." You're like, "Thanks. I'm excited for you too." It's your fault because they loved working with you, but they forgot about you and it was like the right time at the right moment and the other realtors who didn't, but if you stay in contact with them, if they're constantly seeing you on Facebook and on video, they can't forget. They're going to start referring you more.

Krista Mashore:

A lot of people, I will say to you Dale, is that they just have to learn to get out of their heads. In the challenge, we really, really help people understand how to kind of like feel comfortable with themselves, to get more confident, to get rid of those limiting beliefs because we can give someone the blueprint on exactly how to be successful, but if they can't get out of their head, it's difficult. We spend, a lot of time in the challenge, helping people get break through their own personal barriers, become more confident, feel more self-assured, and just go for it.

Dale Warner:

Just the repetitions themselves plus you guys have some very specific tactics and tricks...

Krista Mashore:

Yes, absolutely. We give them a training every single day what they have to do, both mindset and actual activities for their business and we started it right out of the gate.

Dale Warner:

Got it. Is that Melanie or Malaine? Anyway, she's asking, "Are you paying for SEO or do you have an organic plan?" I think that's in reference to what you mentioned earlier, getting people to write below those advertising, number one spot in Google, tell us a little bit more about that.

Krista Mashore:

Google and owns YouTube, right or vice versa, Google and YouTube, yeah. The more that you start producing content and putting it on Google and you put it onto your website, your website is also aligned with Google, YouTube is aligned with Google. You start creating video content and you start aligning with Google and showing up in the search.

Krista Mashore:

I'm not paying for SEO. No. It's all done through organic content. You're consistently producing content that your client avatar is interested in and it works really, really well in niching because think about it, if you want to specialize in homes in a certain neighborhood or you want to specialize with a certain type of buyer, first time buyer, first time different loan programs, move up seller, move down seller, out of area seller, whatever it might be, and you're creating tons of content.

Krista Mashore:

When people go online to search, your stuff is going to start showing up. When they see 5, 10 videos from you about what you know, homes to buy in Deer Ridge, talking about exposure and different types of homes and the neighbors and the schools and the golf course and you're like the Deer Ridge queen of real estate or wherever it might be, you're going to show up in their searches. Who do you think they're going to be calling and who are they going to be learning their information from? They're going to be learning it from you.

Krista Mashore:

As you start to put information, we teach you to do record a video, get it transcribed through Rev, take that long form transcription, add some emojis to it, make sure it sounds okay, pop it onto a Facebook ad via long form post and then do the video and run an ad behind Facebook, then you take that same video, put it on the website, then again, you get search engine optimization, put the video and the blog on your website, then also put it on onto YouTube, take clips of it and put it on Instagram. I know it sounds overwhelming but if you even just did one of those things, if you just did Facebook or you just did your website, you're going to start... It's a lot more than you're doing now. It's a lot more than you're doing now.

Krista Mashore:

You organically start to show up in searches. When you do it through a niche, it happens more quickly because you have 15 videos on the same subject matter, you're going to be showing up quite often.

Dale Warner:

You know what I've noticed about some of the videos that I've done, because I've done a lot of video content over the years too and I don't really even know what I'm doing when I post it online. I know how to shoot really good videos and send them to people but in terms of video SEO, I'm not the expert. Chris is the expert, but just in my fumbling and posting things online frequently, there are some videos that I posted three, four years ago that I've tens of thousands of views and still continue to rank really, really well for certain keywords and it's typically a phrase, but the beautiful thing about that is those long tail keywords or those more hyper specific search terms, I'm number one on a lot of them now.

Dale Warner:

If somebody types in a general term like homes, Colorado Springs, that is an extremely competitive term that I'm not necessarily going to rank for overnight but if they're typing in homes Black Forest, which is a community in Colorado Springs or a question about our community, now, I have an opportunity to be there, front and center really high up and by the way, each view on those long tail keywords, converts at a much higher rate than homes Colorado Springs. The conversion percentage is higher because it's a more specific search term. What Google is doing is providing more relevant, the most relevant content they can find. The more relevant that content is when people search it, the more likely they are to take action. It works in your favor to create these hyperlocal market-specific videos, like what you're talking about, Krista?

Dale Warner:

I mean, again, I've seen it where it's the craziest thing, didn't intend for even a video to rank for something. I wasn't thinking of that thing in particular, but yet there's tens of thousands of views on that thing and it still brings me business.

Krista Mashore:

Yeah, absolutely. I call that digital location domination. People are doing farming, that's just digitally farming. You're digitally farming. What Dale said is very, very true. Research shows that the more content that you can produce that actually really speaks to someone, the more likely it will convert. Let me just give you an example.

Krista Mashore:

I'm 48 years old. I'm having hot flashes. If I see something on hot flashes, I'm like, "Yeah, I want to read that because I'm sick of hot flashes," and I'm going to click on that, right? I see something about, "Hey, how to gain muscles in a 25-year-old man," I'm not interested. The more that if somebody is specifically searching in a specific neighborhood and they would like homes on the golf course and Deer Ridge community and you are the golf course realtor for that community, you're going to show up and then they're going to start searching. NAR says that buyers and sellers start their home search three to six months prior. I think it's way more than that, quite frankly.

Krista Mashore:

Your content is consistently working for you. It's working for you more than ever now because it's selling for you. When you're producing content, your content is selling for you. As you said, for years to come, you produce one piece of content, you put it on YouTube, you put it on your website, it continues to rank, and then five years from now, someone's looking for a house and in Deer Ridge on the golf course and your stuff comes up.

Dale Warner:

Yeah, it blows me away. I mean, the web page, the YouTube video, stuff like that can rank for years and years. Sometimes, it just gets better and better. I mean, the ranking continues to climb.

Dale Warner:

Malaine, I hope I'm saying that correctly. Malaine's asking another question about kind of a niche. She said for 55 plus year-old buyers sellers, they've had multiple real estate transactions in their life. Many have wealthy friends. They typically go with a referral from their friend, not a random online agent. How do you target these buyers and sellers?

Krista Mashore:

I was reading different comments. Somebody said, it looks like the kristamashore.com/challenge it shows the offer expired. It's not expired, Bill. Check it back. I'll make sure that that's fixed today the clock should be restarting. Okay, 35 plus year-old buyers, they have had multiple real estate transactions in their life. They have many wealthy friends, referral from a friend not a random online agent. How do you target these buyers and sellers?

Krista Mashore:

How do you target buyers and sellers who are older? Okay, Facebook has just changed. Think about what is a 55-year-old buyer doing? Are they moving up or they're probably moving down. Maybe their kids are going away to college. Maybe they're empty nesters now. Are you an empty nester looking to downsize? Start creating content. Think about where they're at in their life, what kind of things are they searching? What problems are they having and then start producing content that they're going to be that's going to help them.

Krista Mashore:

How to get rid of all your stuff when downsizing? That isn't even specific to real estate but it's something that they probably are thinking. How do I get all my stuff or how do I have an estate sales, having an estate sale, yet you have a hold an estate sale and then you talk about estate sales, and they're going to be targeting those people.

Krista Mashore:

Just think about where are people at? I always tell my students, make a list. What are all the problems that people have? How can you be the solution? Right? What are the problems that they have they don't know they have. Okay, even when selling, I think about that. People probably don't even think about that they're going to need to get rid of other stuff. Where are they going to store it? How are they going to get rid of it? Is it worth what it was when they bought it? Show them about different online websites they can go to sell their things and how easy it is to get them sold. I'm going to be selling right now. I'm going through that. I'm stressed and I'm a realtor. I'm going to be Googling that.

Krista Mashore:

Is it possible to target a type of housing such as homes with secondary accommodations for extended families? You use or mortgage helpers or additional pension home? There's a lot of different things that you can target on. You can target interests. In Facebook, when you're running ads, you can target specific interest because of the special ad category. In, I think, it was January Facebook change because of the HUD, guidelines. We used to be able to like really, really target in on certain communities and certain areas. Now, you can only go a 15-mile.

Krista Mashore:

Anytime you're producing anything that has for real estate or for your home, you have to check the special ad category box. However, if you're just producing content that's answering questions, you can get more detailed in your targeting and you can look at the interest. There's thousands of interests that you can do, for example, people they used to have one that was like likely to buy or likely to move that used to be an interest, they took that away. But it was great when they had it, right and then Facebook's algorithm, it's designed to put your content in front of people that are more likely to search it.

Krista Mashore:

Facebook, when you run ads, they start to learn what it is that your ideal client, how they behave, and they start finding more people like that based upon their behaviors. The more that you use it, the easier it gets and the more you start to build this great momentum and right now, it's cheap. It's so cheap to market right now because most people have stopped.

Dale Warner:

Yeah, that's interesting. It's almost never been a better time, right?

Krista Mashore:

Yup, very much so.

Dale Warner:

Jenna asked, is BombBomb really necessary or can you just upload to YouTube from your phone and skip using another program?

Krista Mashore:

Just use your phone. You can even like, for the videos, I use for my video videos, I utilize Vimeo and I have them on private or public depending but if you're doing a video text message, you don't need BombBomb for video text message. You just need to use your Vimeo and then shoot it over and you can even go on messenger and Facebook and you can record a video straight in messenger to people when it's like a personalized video that we talked about doing earlier, which works really, really well and people always say, "Well, what do I say," or "I don't know what to talk about. What do I say?" Go and look at something that they've done. Go on their Facebook page. Maybe they commented on one of your stories. Maybe they liked one of your stories. You can say, "I noticed that you commented on one of my stories. I wanted to say thank you and I also noticed that X, Y and Z happened or you did this," boom, that's a connection. We have people that pick up clients they don't even know based upon sending these video text messages.

Dale Warner:

Yeah, especially if you're doing text messages and then what Krista is talking about a lot of her video strategy includes social media. You're going to be posting to social media platforms. I would say if you're planning, this is my personal opinion about BombBomb, if you're planning on doing a lot of video email and if you're wanting to do longer video text messages, more trackable video text messages and things like that, then BombBomb can be a great tool but in terms of what Krista was talking about, especially when it comes to texting, posting on the social media platforms, it's going to be an extra step to use BombBomb for a lot of that stuff. You're just going to want to put that on your phone.

Krista Mashore:

But to say this though, I use BombBomb in conjunction with Realvolve and Firepoint because I have all these marked workflows and campaigns. Then, BombBomb is compatible with Realvolve and Firepoint.

Krista Mashore:

Now, when I'm creating my pre-listing presentation video, when I'm doing my workflows that talk about, "Hey, you're having a home inspection tomorrow. Here's what to expect," I just hit a button and boom, everything automatically goes out throughout the entire workflow. We've got like 15 videos that we've created within our campaigns, within our workflows. Those videos are automatically going out and it's compatible with Realvolve. What you do is you can systemize things. It does help to have that type of software.

Dale Warner:

Yeah, doing the prerecorded videos and being able to drop them really quickly into a text message or into an email or build them into your workflows, that's where BombBomb really shines.

Krista Mashore:

Yes.

Dale Warner:

There's definitely some nuances to why you would or would not want to use BombBomb. It's worth a conversation but good question, Jenna. What other questions you guys have for Krista? Use Vimeo or YouTube to store your videos.

Krista Mashore:

Yup, you can use Vimeo or YouTube to store your videos. Again, mark them private or not depending on what you're wanting to get out there. Obviously, you're going to want to mark them public if you're wanting to get the name out there. You've got personal type ones that you're using for your business, those you'd want to mark private. In most cases, most your videos are going to want to be public so that everyone can see you and you can get exposure.

Dale Warner:

Would you agree with this, Krista? I mean, if Vimeo seems to me to be, like especially their professional plans are really good for storing videos, especially if you're going to be using them on your website and things like that but in terms of social media, YouTube, I mean, if you want to get it out there and have people watch it, you're going to want it on YouTube.

Krista Mashore:

Absolutely, absolutely.

Dale Warner:

Is there a tagging strategy that you use for YouTube to get views? The way that your thumbnail makes a difference on YouTube, your titles make a difference on YouTube, all of that and you got to think about what people are searching and putting in. It's got to be in your title. It's got to be in your description, right? Then, YouTube knows to kind of put people to that direction.

Dale Warner:

I really personally love Facebook over any kind of marketing. We do them on all of them because on Facebook, people go there on average of 17 times a day, they spend 51 minutes there, and they're there. When they can continue to see you on a platform that they're always going on, even though they're there for personal use, if they're seeing you and you're giving helpful valuable information, you're adding value to their life, you're serving and not just selling all the time, you continue to be showing up and it's Top of Mind awareness. I personally love... We put everything on YouTube as well but I think Facebook, you're definitely going to get more bang for your buck in my opinion.

Dale Warner:

Yeah and pretty much every demographic is on Facebook now. It didn't use to be that way but those 55-year-old plus people that are wealthy, they're also on Facebook. Yeah, Bill says that he gets mixed up with all the systems and what to use.

Dale Warner:

What I tell everyone to do, Bill, is to pick one platform and master it: Learn, implement, master, repeat. Pick a platform, get really, really good at it, get very, very consistent with it, and then as you start getting comfortable and you've mastered it, then move on to the next one but don't stop doing the first one. That's a really, really good strategy. Pick one and many people will say, "Well, which platform should I pick? Which one do I do first?" Well, who's your client avatar? If you're looking for millennials, more millennials are on Instagram. You want to start with Instagram. If you're looking for people that are like 35 to 55, you're more on Facebook, right? Just kind of depends upon what who you're targeting and what you feel most comfortable with.

Dale Warner:

Your program helps with mastering one of the medias?

Krista Mashore:

We teach you... The paid program, absolutely. We teach you the master more than one but in the challenge, we introduce you. We talked about the strategy. The challenge is the free challenge but in the program, we teach you how to master Facebook like crazy. We teach you how to get hundreds of thousands of views and hundreds of hours of watch time.

Dale Warner:

Love it. What other questions do you guys have for Krista?

Krista Mashore:

Hopefully this is making sense to everybody.

Dale Warner:

Does this make sense, yes or no? Put that in the comment.

Krista Mashore:

That's a good idea. I'm going to take a picture of this right now, because they're saying that it's broken. I want to make sure... Need to send it.

Dale Warner:

I just went to it and it seems to be working for me.

Krista Mashore:

Oh, does it?

Dale Warner:

Yeah.

Krista Mashore:

Let me try too. Let's see. Oh, it says, yeah. It does say. I think you can still probably, let me just do that. It'll get fixed. It will get fixed soon.

Dale Warner:

Yeah, I can still go and submit the... I can click on that big red button.

Krista Mashore:

You can still... Okay, good, good, good, good, good. That's thing shouldn't say that anymore. We're going to lose people. Go click on the red button. You'll still be able to go on. Yep, you can still get on.

Dale Warner:

I just enrolled. This is my a second time going through the challenge.

Krista Mashore:

Oh gosh. Oh, good. Jenna. Hopefully, it's been helpful. Listen, everyone, it's not hard. It's just different, right? You get what you say in life. If you say it's going to be hard and miserable, you're just going to get it. You've got to start talking to yourself having different conversations with yourself. Tell yourself that you can do this. Video is easy. You love the way you look on video, right? Technology is easy. You get what you think. You get what you say. I have this bracelet on right now for a reason because anytime I say something negative, "Man, video sucks. Oh, I love video. Video is awesome. Video is easy."

Krista Mashore:

I have this on for a reason, especially right now because of the virus and all the negativity that we see is I'm really, really making sure that I'm conscious of what I'm saying to myself and what I'm telling myself because your thoughts become your actions, your actions become your life, thoughts, equal actions, equal reality, equal life. We really, really right now more than ever have to be very conscious of what we're saying to ourselves, what we're putting into our brains because there's so much bad news. Be careful of what you're consuming. Be a producer of content, not so much a consumer right now and be a producer of positive content and really, really watch that mental talk you're having yourself because you can talk to yourself in or out of anything, right?

Dale Warner:

That's 100% true. Megan, I'm going to have somebody reach out to you to answer your question but we can get that taken care of for you right away. I already just posted an IM to one of my team members. They're going to reach out to you real soon here. Okay, let's see. I think we got everything do we not?

Krista Mashore:

I think so. I think we did, yeah.

Dale Warner:

Do you use Tiktok, last question, do you use Tiktok?

Krista Mashore:

I have not started Tiktok yet. I know I need to but it's kind of like what Bill said, it's just too much for me.

Dale Warner:

Yeah, it's funny because when all of this stuff continues to pop up and get popular, I'm a millennial and stuff sort of pass me by. I'm one of the older millennials, if not the oldest. Yeah. It starts passing you by if you don't keep on top of that stuff. It's certainly worth enrolling in a challenge like Krista's so that you get an in depth knowledge of practical uses for these technologies. You can really get your head wrapped around. What is this used for? How can I use it in my business? Is this something I could see myself using in the long-term? The thing that I love about Krista's program, she's using this video technology that's a lot of people seems like a black box. It's a mystery. I don't know how to do it. She's making it easy to consume.

Dale Warner:

I've seen people and I know Krista has lots of success stories she could share but I've seen people that relocated to a new area of the country, didn't know anybody and all of a sudden they're doing 10 homes a month. There's brand new agents that have come in or agents that are trying to revamp their business that have been in for a while and just want to add a boost of energy and all of a sudden, all the goals that they have for themselves, they achieve them in the first three to six months and have to then elevate their goals to a whole another level because they didn't even think it was possible before. Yeah, I just want to invite everybody go-

Krista Mashore:

Even during the Coronavirus.

Dale Warner:

Right.

Krista Mashore:

We have people... One of my students just posted, "I did more business in December than I did in the entire first six months of the year," and then he just did another one saying how his business I think it's 477% increase during the pandemic, during this past three to four months because he's positioned himself as the community expert. He also was beating the top producer.

Dale Warner:

Yeah, I happen to know there's an agent on the call right now that was doing photography on a listing and it went under contract before they even got it listed. They didn't even have anything posted yet. That was just this week. Yeah, there's definitely still business happening. The better you get at online really quickly, the more success you can have whether or not this is a two-year thing, a three-month thing, a six-month thing, it's going to be beneficial to everybody to get better at online because that trend is definitely not going away.

Krista Mashore:

Oh, yeah, there's more video content uploaded in 30 days. The more video content is uploaded in 30 days than the past 30 years from all major networks combined: NBC, ABC, CBS Lifetime, all of it. People are consuming. When you go out to a restaurant, what is everyone doing? It's really sad actually, their heads are down. Everyone's head is down all the time. They're on their phones. You want them to be seeing you. You want to be known. You need to be seen, you need to be heard. Okay, that's how you become known. That's the reason why, why do you think that McDonald's advertises on the Super Bowl commercial when it's a billion dollars to advertise? They do it because they know advertising works. You think of McDonald's, you think Golden Arc. You think Nike, you think Swoosh. You want them to think you when they think real estate. That's what they do in my community. You can't know there's not a single soul in my county that doesn't know me because I make it impossible for them not to.

Dale Warner:

Love it. All right, everybody. Thank you so much for joining us. Thank you so much, Krista for sharing today. Go to Krista's challenge. It's absolutely free. Like she said, go through that challenge. Get three new clients in 30 days and we will see you on the next one. Let us know how we did. Shoot us an email, info@realvolve.com if you have any other comments and we'll see you next time. Bye for now.

Krista Mashore:

Thanks, everybody.

 

 

Jacob Stark

VP of Marketing for Realvolve and Firepoint.

realvolve

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