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The Ultimate Virtual Real Estate Business

 

 

Krista Mashore is no ordinary agent. Challenging the norm has positioned her among the elite agents for years. This unique approach also led her to create a virtual real estate business, which has become incredibly valuable during today's reality.

Krista will walk you through her process and share the marketing and tools she’s created to make this a great experience for clients.

Learn how to…
- Use proven templates to market virtual home buying
- Hold virtual open houses and get more results in less time
- Host online buyer & seller seminars that position you as the expert
- Present virtual listing presentations that win 97% of new clients
- Tour people through homes virtually without expensive equipment or services
- Automate a virtual contract to close process that keeps clients engaged
- Close the transaction safely and securely

 


Can't watch the webinar? 

 

Read the transcription! 

Dale Warner:

Welcome, everybody, to today's broadcast. I'm Dale with Realvolve and Firepoint, and joining me today is Krista Mashore, joining me from Brentwood, California area.

Dale Warner:

And today we're talking about The Ultimate Virtual Real Estate Business, and I just wanted to say that we're really grateful you're here today. And we want your participation, so I'm going to be asking questions. Krista is going to be asking questions. So make sure to put in the Q&A section there or in the chat section, so that we can have as interactive a webinar as possible.

Dale Warner:

And I just wanted to introduce Krista really quick. Krista is a real estate coach. She's a team leader. She's a marketing expert, an author. She's written some really, really good books. They are some of the best, most focused books I've ever read on the real estate subject. And so Krista, so glad to have you with us today.

Krista Mashore:

That's nice. Thank you. I want to tell you, too, I have a feeling this is going to last over an hour, and I have the time if you guys do. So I can stay longer if you need me to. I don't have anything until later, so just wanted to put that out there. But thanks for having me.

Dale Warner:

Great. Yeah, we're glad you're here. I'm going to close the window. We just did a presentation a week ago or something like that, and I think you and I have done ... I was just thinking about this this morning. You and I have done probably 15 or 20 webinars, at least, together in the last couple of years. And Krista and I have gotten to know each other, and one of the things that I've always been really impressed with ... When I get to interact with Krista's coaching clients, all the real estate agents and the team leaders that join her summits and online, they are just an amazing group of individuals that has focused on their business, that are focused on themselves and their families. And the success stories that I hear are just so inspiring. People turning their businesses around or taking it to the next level, breaking through the plateaus.

Dale Warner:

And so it's a real treat to be able to continue to listen to you, and every time we do one of these, I learn something new. So again, thanks for joining us. If you're just arriving, please let us know in the chat that you can hear us. And I know everybody says that, but I just want to get you in the habit of going over to that chat and saying hi, because we're going to ask questions and we need your interaction.

Krista Mashore:

Do you guys know something? High energy equals high income. What does that mean? That means when ... And also, there's two types of learning. There's natural learning and there's institutionalized learning. Natural learning is when you actually interact, and so we're going to pretend like you guys are right here with us, that we are doing an in-person seminar training. And so when we ask a question, we want you to yell it out. We want you to answer us and pretend like you're right here. And when you do that, research shows that you are more likely to implement what you're learning and you learn more quickly.

Krista Mashore:

I used to be a teacher, so I know that to be the case. So make sure you're paying attention and don't try and do a million things. Really, really focus, because we cannot multitask.

Dale Warner:

Great. Well, so Krista, tell us a little bit about your real estate business. You and I were just chatting before, but tell us a little bit about your real estate business and why you wanted to talk about The Ultimate Virtual Real Estate Business with our attendees today.

Krista Mashore:

I know everyone needs it right now, right? So we have 16 houses that we're closing since the pandemic, and we've been on shutdown. We have not been able to show houses and we're closing 16 homes. We've got nine that are closing now. We closed an enormous amount already this month, all virtually.

Krista Mashore:

So we've been able to meet buyers every once in a while, but most of them is not. We're meeting sellers virtually via Zoom and doing all of our online marketing. And the reason why people are coming to us is because of our online marketing. They understand that right now, more than ever, you need to be online. So if you're here right now and you know you need to be online, I'm in California. Say, "I know I need to be online!"

Krista Mashore:

So now the idea is not just to know it, but to actually do it. Everyone knows for a long time they should be online. 99% of buyers start their home search online, so we want to show up where they're looking, when they're looking. But now we've been forced to. So I want to really encourage all of you to take it very, very serious and now to consider this your opportunity to get to do what you've known you should have done a long time ago. Right now, it's an opportunity that you get to start going online. So think of it that way.

Dale Warner:

Yeah, I love it. This is kind of an essential thing right now, as you said. A lot of people just have to be way more online if they want to stay in business. But you've been doing this for a long time, right?

Krista Mashore:

Yeah, yeah, a long time. If you read my book, Sell 100 Homes, it talks all about that. I have a new book coming out that basically talks all about online. It's doable. So some people are really intimidated and worried about being online, and here's why I started. So I was a really big REO agent and foreclosure agent, and I was selling over 100 REOs. My best year was 169 REOs I sold, and it was just me and an assistant and a transaction coordinator. It was a really busy time for me. Well, all of a sudden, the market changed and it got better, which was great for the economy. But I went from selling 169 homes to selling only 12, and it was because I was so focused on short sales and foreclosures. And I lost a listing one time, and I always call to find out why, and they said, "Well, the last guy that was here called you the foreclosure queen." And I was like, "Oh my God, I am the foreclosure queen!" That's true.

Krista Mashore:

So I made a commitment at that time to really start changing the way I was doing business, and I started researching what Fortune 500 companies do. How do they market? And they're all online. They have a servant mentality and they're online all over the place.

Krista Mashore:

And so I want everyone to think of something: Why is it that McDonald's will spend millions and millions of dollars at the football ... What's it called? The end of the year. What is it?

Dale Warner:

The Super Bowl?

Krista Mashore:

The Super Bowl! Yeah, sorry. Okay, the Super Bowl. Why on the Super Bowl does McDonald's advertise? Everyone knows who McDonald's is. They advertise digitally so that everyone can see them, so they can expose themselves.

Krista Mashore:

All the Fortune 500 companies do that. So we, as real estate agents, we need to be more like McDonald's. So that we don't turn into the travel agent who is extinct or we don't turn into ToysRUs, who is extinct. We want to become like Amazon, and so we do that by adapting.

Krista Mashore:

You guys can't hear me that well?

Dale Warner:

I can hear you just fine. Some people said that your audio isn't as clear.

Krista Mashore:

Really? Because if it's not, what I can do is I can go into my podcast room. Want me to go into my podcast room real quick, Dale?

Dale Warner:

That just got louder. It sounds pretty good.

Krista Mashore:

Is that better, everyone? Okay. Sorry. I'm glad you guys told me. All of a sudden, I looked and I saw that. So we want to be ... Perfect, great, great, great. Thanks, everyone. I appreciate your input.

Krista Mashore:

So we want to become more like ... We want to adapt to what's happening right now, and I really, truly believe that the real estate market, we've all known it was changing. But I believe it is never going to be the same again, since all this has happening. And now more than ever, especially sellers, they know how important having an online presence is. Yesterday was one of the first listing appointments I've gone on in a long time. I haven't been going on them for the past couple years, because I'm focusing on my coaching. We're still closing an enormous amount of business, but my team is doing it, though, and I'm just the face of the company.

Krista Mashore:

And they said ... I walked in like, "Oh, Krista, we hired you because of your online mart presence." And the lady said to me ... She goes, "You know, I know a lot of realtors know now that they need to be doing this." She says, "But you've always done it, and that's why we called you."

Dale Warner:

Yeah, so tell us about what you've learned and what you think people need to be doing right now to increase their virtual presence and their virtual business.

Krista Mashore:

So what I'm going to do is I'm going to show you some examples. Christopher said he's a teacher in Citrus, getting ready to jump full-time in real estate. Teachers do amazing. I used to be a teacher, and my first broker told me, "Teachers do really, really well." And that's because we're servants at heart. We love to teach and train. So what I want you to understand is that's what your job is. Your job is to teach people to be the community market leaders, what I call them. Your job is to be ... Anything anyone thinks about their community or real estate, they should think about you, because you are exposing yourself in that manner.

Krista Mashore:

So let me go ahead and I'm going to show you some examples of what it is that I'm doing right now. And again, it's all digital. And then we can walk through any of the strategy, but I kind of want to show you all the different online portals that I'm doing. Does that sound good to everyone, to show you some? Okay, great.

Krista Mashore:

So I'm going to go ahead and share my screen, and the first thing I want to show you, it was something that really, really helps me get a lot of seller leads. I know everyone likes seller leads, but let me explain something first that's really, really important. Research shows that it takes about 33 times for somebody to actually want to click on something that they see online. When I first started teaching this two years ago, two-and-a-half years ago, it was 12 times. So it took 12 times before somebody would click. It's 33 times right now, and the reason being is because people are distracted with so much stuff. So what that means is that you have to develop someone's trust. Someone is more likely to click on your stuff once they know you, like you, and trust you.

Krista Mashore:

There's a reason why all of you are on this call right now. It's because you trust Realvolve, right? Realvolve has showed you that they are going to deliver immense value to you. So therefore, you are taking your very precious time to show up here on this training. Had Realvolve and Firepoint not positioned themselves as the authority figure, you would not be here. So you either maybe have seen me. Maybe you've listened to my podcast. Maybe you've seen me on stage. You've read my book. So you are here because of that, and because Realvolve has positioned themselves as the expert. Is that correct? Right. Everyone should be saying yes. That's why we're here.

Krista Mashore:

Okay. Your job is to do that in your community. If you want someone to be able to reach out and say, "Hey, choose me," you need to establish yourself as the authority figure. The more that you can establish yourself as the authority figure in your sphere, as a real estate agent, as a lender, the more they are going to want to click. The more likely they're going to convert. So I tell people it's like this. Let me just get this out here. And I have a slide on this. I'm sorry. I was teaching earlier. But basically, I call it the eight Cs. You need to commit to consistently producing content correctly. And when I say correctly, it means if you're producing content and you're putting stuff online but no one's seeing it, it's not doing you any good.

Krista Mashore:

So if you can commit to consistently producing content, distributing it correctly, you are going to make a connection with people. And when you make a connection with people, you're more likely to convert those connections into clients and customers.

Krista Mashore:

How do we do that? We do that by meeting them in every single phase of the transaction where they're at. We have to understand something. This is like an infinity sign. It never stops. Your job is to give people information where they're at in the buying or selling process. So initially, you're going top of funnel. Funnels go down. Top of the funnel. So initially, in this phase, people are becoming aware. A-W-A-R-E. They're becoming aware of you. They're becoming aware. They don't know you. This is cold traffic. They're becoming aware. They're interested in doing something. And then all of a sudden, you want to take people from here to getting you to here. They start to like you. They start to like you.

Krista Mashore:

When they're doing this, they're in a phase right here, everyone, where they're researching. The National Association of Realtors says that buyers absolutely start their home search three to six months before they take action. Sellers are doing the same thing, which means that we need to make them aware of us. Then we need to make them actually like us so eventually they will trust us and see us as the authority figure.

Krista Mashore:

So we're going to continue to produce content and continue to bring people down our funnel. I've got some examples of what funnels look like. The more that you can produce content, give them information, and give them value, the more likely that they are going to convert. The more likely they're going to click on your ad. So you want to make sure that you're constantly producing content, giving information, giving value, tips and tricks, and helping people.

Krista Mashore:

You only see the top three speakers because Jacob, he's not showing his screen. That's why.

Dale Warner:

If you guys want to see Krista full screen, there's some controls in your top right that say Speaker View.

Krista Mashore:

Watch and then you can see it. It gets big. So there's Gallery View. Then you can see everybody. Or there's Speaker View that shows the speaker. So then you see my big mug if you want to. So that might help some of you.

Krista Mashore:

So you want to make sure that when you're creating your online content, that they're actually going to want to click on you. And you do that by letting them see you all the time, so that they trust you and they see you as the authority figure. And how do you do that, Krista? How do I do that? Well, I consistently produce content, and I distribute it to my community online. I give tips and tricks about real estate, life hacks, interviewing restaurants, interviewing local businesses. Anything and everything around the community. You're that person that's giving the community the information. Then they're going to click.

Krista Mashore:

Now, let's go and show you some of the things that we're doing right now, and then I'm going to go and share my screen. Now, this right here is an example of a video that I created that's talking about virtual online open houses.

Krista Mashore:

Are you thinking of selling your home right now and you're really worried about what to do? Well, let me just give you one strategy that's awesome that can be done very, very well. It's an online virtual open house. Now, here's the thing. There's a strategy behind how to do this correctly, and it goes something like this. You have people actually register for the open house. So that way, the agent will have their contact information so they can actually continue to market to them and follow up with them. We'll have the buyers actually show up virtually and we'll walk them through an actual tour of the home. And it looks something like this. As you can see, we utilize virtual technology to actually do walk-through tours on our homes. It's as if you're actually in the property right there. You can see every aspect of the house. You can measure the walls. You can actually walk through as if you were in the home right there.

Krista Mashore:

Now, here's what we do. We actually meet online with these buyers, and we show them the property, and they're with us so they can answer questions. We can give them detailed information, and it's just as if they're actually walking through your home. So don't worry. Here at Homes by Krista, we have digital marketing down to a tee. We've been utilizing technology and innovation for years and years, and we actually specialize in doing things like this. So our properties, the people that we sell with, are not going to miss a beat.

Krista Mashore:

So for more information about these types of strategies and many more, how we can still help you sell your home during these crazy times, give us a call here at Homes by Krista. We cannot wait to serve you.

Krista Mashore:

Okay, so that's an example of a video. Oops. Let me go back to that. That we did. Now, let me show you the example of the landing page that got them to go there in the first place. So now, remember: We wanted them to show up. And now I'm going to show you ... Oh, where did it go? I think I got rid of it. So give me ... No, no, no. Hold on a second, everybody. Oh no! I somehow clicked out of it. I clicked out of it. I have everything on my screen, ready to go, and I clicked out of it. So let me just go back on here and pull it up for you guys real quick. I had all my funnels and everything and ready to rock. This will be very easily fixable.

Krista Mashore:

Okay, so let me show you an example of the ad that actually got them there, and then I will show you the actual open house. So here is an example of the ad on Facebook, the Facebook campaign did to get them to actually show up to the open house. Can you see this? Join us for a virtual open house to tour one of our properties. How it works: Click the link below. Blah, blah, blah. So this is an example of it. This is an ad: thinking about buying a home. Now, remember, we're specifically targeting these type of videos to people that have already looked at properties online, and we're also targeting these to sellers, so that sellers know that we do virtual online open houses. Okay, so there's an example of that ad. Any questions on that, go ahead and just ask in the chat box so I can find all the things that I had up. But some I deleted. It will just take me a second and they'll be right here.

Krista Mashore:

Alex. Any questions so far, everybody?

Dale Warner:

Why do you use Vimeo instead of YouTube?

Krista Mashore:

I put everything on YouTube, but certain things I want private and certain things I want public. So I absolutely use YouTube so that my community can see me, but I use Vimeo and storage because I do a lot of stuff from my coaching that I don't want everyone to see, just certain people. So that's the reason why you're seeing that. So here we go.

Krista Mashore:

Okay, let me go ahead and show you now some-

Dale Warner:

There's several more questions. Do you want me to ask the questions?

Krista Mashore:

Yeah.

Dale Warner:

Who did you use for advertising these ads? Christopher asks. Adwerx or someone else or DIY?

Krista Mashore:

Krista. So this is what I teach. I teach agents how to utilize Facebook and how to use targeting and retargeting and how to master Facebook. What I have found is there's not a company that can do it as well as we do. We teach it, and we actually have had people that do this for other agents go through our trainings. So we do it on our own.

Dale Warner:

And there's lots of questions about specific targeting and criteria and Ad Manager and things like that. So I'm going to skip those for now. There's also a question about Matterport.

Krista Mashore:

Yeah, so that was a Matterport. We use Matterport. That was a Matterport tour that you saw right there. We also have the Matterport tour in our listing presentation. So basically, before I go on a listing presentation, I have a 20-minute video that basically shows all of the online marketing that we do, that I send to sellers beforehand. And it shows examples of the reasons why they would want to hire us. One of them is how we use Matterport. We talk about Facebook advertising, why ours is actually done correctly. We show them how many hours of watch time we get on videos.

Krista Mashore:

So for example, I'll show you. This is an example of a home tour that we show to sellers, saying, "Hey, if you look at this, the reason why you want to hire us over traditional agents is because we specialize in digital marketing. And our videos get an average of 500-plus hours of watch time." And then we show them three or four examples of this. We show them examples of how our homes get 150,000 views, 5,000 clicks. Clicks and shares and comments and that type of thing, because of how we utilize digital marketing. And then we remind them that the reason why it's so important is because 67% of buyers will walk through a home they see online. So it's my job. My fiduciary obligation is to get your home in front of as many people as possible.

Krista Mashore:

So what I tell my students, and I'll tell all of you: You want to show, not tell. So one of the things I say is really, it's a buzz term right now that everyone's using, saying they use digital marketing, that they use social media. And then I show them a comparison of, "Here's how we do it and here's the results that we get. Now, here's other agents." And I cross their name out and all that. They're getting 20 views, 30 views, and you can see that we have 150,000 views. And then we show them the watch time and how that helps them and all that.

Krista Mashore:

When you can start to really master this type of thing, it really gives you your value-add. So that way, you're getting paid your full commission. You're beating other competitors and you're beating other people because you're showing what makes you so different than everyone else.

Krista Mashore:

That's why when Dale said earlier he's amazed about the results that our students get, it's because we teach them how to have so many tools in their toolbox. It's impossible for them not to win, because they show up and it's like, "Wow!"

Krista Mashore:

Okay, so let me go ahead and show you now, and I think I tried this one earlier. The link, for some reason, isn't working, so let me see if it's fixed. I don't know if it is. So let me show you the example of the online open house. Here we go.

PART 1 OF 4 ENDS [00:21:04]

Krista Mashore:

Sample of the online open house. Here we go. Hopefully it's working, because it wasn't a second ago. Yeah. It isn't the best example, but I can show you a couple of my other ones. This is an example of a landing page that right now, for some reason, the link isn't working. It looks different than this. I can show you ... let me show you a different one. To give you an idea of what it looks like, we'll just go ahead and we'll do a seller seminar post, this is kind of similar.

Krista Mashore:

Here's an example of a landing page that somebody would go to. This is the same. It looks very similar to this as the open house. The difference is that it has the houses on it, and they can register to go to the online virtual open house. This is an online virtual seller seminar. Basically, there's a video that they go to in the beginning. All right? I can play it if you guys want me to. Let me know.

Krista Mashore:

Then they register to get access to the actual virtual online seller seminar. Okay? The reason we do this is because number one, we're targeting sellers and sometimes they're too busy. We really want to see them in person. Obviously, in person is always better. But if they don't have the time or if you don't have the time, this is a great way to be in front of people.

Krista Mashore:

When they put their information in here, what happens is they get instant access to all of the different videos. Right? Now they've got a video on take the pre-marketing quiz, pre-marketing timelines, timing, marketing your home, home evaluation, is Zillow accurate, what to disclose, receiving ... These are videos of every single thing you can think about buying a house. Right?

Krista Mashore:

Basically what I'm doing is when we take something similar to this and we also target people who have like, "How come your home didn't sell?" People that are expireds or for-sale-by-owners. We teach this in the program as well. Instead of just calling it for sale by owner, creating a landing page that says, "Why your home didn't sell.com," or, "It didn't sell in brentwood.com." Whatever your landing page might be. Then you're going to tell them the reasons why their home didn't sell was because they didn't utilize digital marketing, properly expose it, and all of that.

Krista Mashore:

Then again, you can see here, we want them to schedule a call with us. We want them to do a free custom market analysis. But let me show you an example of a video that I think is important, because hopefully this will go big. I want to show you guys bigger. Any questions on that?

Krista Mashore:

This again is an online virtual seller seminar. The online virtual open house looks very, very similar to that. What I want to do right here is ... let me just stop share for one second. I want to show you an example of the video that they are getting when they ... I've already showed you that. You already saw that. So, we're good. Questions on that so far?

Krista Mashore:

I'd really like to focus on the virtual open house tours, like the description stated. Can you show the virtual open house? You saw the video I did, correct? You saw the video and you saw the ad that I ran of the virtual open house. I have a whole slide in training on how to actually ... what you would want to do when you did an online virtual open house. But I don't think that's the best thing to do right now, because it's really ... you saw the video, you saw the landing page. How much more specific would you like me to be? Dale?

Dale Warner:

I don't know. I mean, we're still getting very specific questions about your technology and the virtual open house and about targeting on Facebook, it looks like.

Krista Mashore:

Okay. First of all, understand that a few months ago, Facebook changed its ... you have to click a box that says special ads category. Because of HUD and HUD's guidelines, you have to check a box that says special ads category anytime it's anything real estate related, because of the HUD's guidelines. Okay?

Krista Mashore:

It made it a little bit more difficult, but there's ways around it. When you're targeting people ... I'm going to show you an example so it's very easy for you to see it. Okay? I'm going to show you what it looks like and how I do it. All right? I can't teach you how to target right now, but I can show you the strategy behind it. It's impossible to teach you how to do Facebook marketing in an hour, right? It'd be impossible for me to do so.

Krista Mashore:

Let me just show you this so you get an example of what and how I target people and the strategy behind it. I'm going to show you exactly what that looks like, so you get an idea of it, if I can get on my slides here. These are great questions. I like it because I know exactly what you guys want, which is really, really great.

Krista Mashore:

Okay. So here we go. Here we go. Here we go. Okay, awesome. I'm going to go ahead and share my screen to give you an example.

Krista Mashore:

Okay. So, here is an example. I'm going to show this one first. Can you guys see that, Dale?

Dale Warner:

Yep, it's loading. Yep. We can see it.

Krista Mashore:

Remember, top of funnel. In the very beginning, this is where people don't know you and that you're always doing different types of campaigns on Facebook, depending on your... meaning, sometimes you're doing campaigns to get people to know you. Sometimes you're doing campaigns that's designed towards people who like to watch video. Sometimes you're doing campaigns that are designed to get people to want to download a buyer's guide or a seller's guide or that wants a home evaluation on their home. Right? You're constantly running different types of ads and with different objectives, based upon where people are at in their cycle. Okay?

Krista Mashore:

Let's just take top of funnel. This is when no one knows you yet. You would use the reach objective on Facebook and run an ad, a video with the reach objective, which means you're reaching all of your community, initially. You're going to do something on, "Three Musts When Selling your Home Faster and For More Money." That's a video that you would target as just you blast it out there to everyone.

Krista Mashore:

Then you're telling people who are watching that and the people that are watching that video, you are saying, "Okay, I want you to send another video similar, that has to do with selling to these same people." So you're going to target people, you're going to retarget to that, meaning you're going to send the same people that watch the first video, another video regarding the exact same thing, because research shows number one, that people are more likely to click and actually consume your content when it's based upon something that they're interested in. I can tell Facebook, "Hey, I want to know everybody who watched this entire video." If you're watching an entire video on selling, most likely you're interested in selling, right? Yes.

Krista Mashore:

Okay. Then I'm going to send another video: "Four Essential Tips When Selling your Home Faster and For More Money." Now at this point, people at first didn't know me. Now, they're starting to get warmer on the second phase. They're kind of getting to know me. They're starting to develop trust with me.

Krista Mashore:

Then I'm going to bring them down. Click here to find out an accurate value of your home. This is a CMA that this is people saying, "Hey, I want you to give me an evaluation." Those are hot leads. They've gone down the funnel. Okay? Meanwhile, as I'm doing this, I'm telling Facebook to retarget people. I'm saying, "Create custom lookalike audiences for me," and I'm creating a custom audience to then future market to.

Krista Mashore:

Now some of you are thinking, this sounds really, really difficult. It's something that needs to be learned, right? But it's so, so effective. This is how we're able to get people that get to go from selling two houses in a year to selling 63 within a 20-month period. This is how we get top-producing agents to, we have one gal, she was already selling over a hundred homes. She did 293 homes last year, so she sold 188 more homes utilizing this type of strategy. It absolutely does work.

Krista Mashore:

For example, phase one, cold traffic using the reach objective. This is for buyers, "Five Secrets for First-time Buyers." People that watch that, boom, I'm going to say, "Great, now I want, I'm going to do a traffic objective." I really rather you do a video views objective next, actually.

Krista Mashore:

Then you're going to send them the difference of a pre-approval versus a pre-qual. Remember, people are researching. They're researching. Then next, I'm going to say, "Great, you've watched two videos now on buying, now let me send you an open house list. Now let me send you your dream homes list." Right? So you know that if people are going down the funnel, these ones at the bottom are very, very interested in what it is that you have to sell, what it is that you have to offer. Okay?

Krista Mashore:

That's what I want you to think of. Remember, know, like, trust. Right? Brand awareness. You start generating leads. You start nurturing the leads and you convert. That's where the conversion happens. Remember, commit to consistently producing content, distributing it correctly so people are seeing it, you're making more connections, and you're more likely to turn those connections into clients and customers.

Krista Mashore:

Okay. Any questions on that so far? Is that making sense to everybody? Got it? Okay, perfect. Perfect. Good, good, good, good. Awesome.

Krista Mashore:

Okay, so now let me talk about really very successful types of campaigns that we run. I want you to think about in your area, number one, you've got to start doing video. I mean, I tell everyone video, video, video. If anybody asks me, "What's one thing I should do, Krista, right now to increase my business?" I would say start using video and run ads behind the video.

Krista Mashore:

Here's why. You have to understand something. The reason why most people are not successful is because they're not doing it correctly. When you put your videos out there, Facebook is a business. They want your money. In order to stay alive, you need to pay them, play. Pay to play, right?

Krista Mashore:

What Facebook does is they only put you in front of people that already know you. Facebook's algorithm only puts you in front of your friends and family. That's it. You want to be in front of everyone else. You want everyone else to see you, right? So when other people start seeing you over and over and over again, you're talking about your community, you're talking about real estate, they start to see you as the expert.

Krista Mashore:

Brand new agents start beating top-producing agents using this strategy, because they're top of mind. Okay? Also, your referrals go up because your past clients remember you. Past clients continue to work with you more often, because they're seeing you all the time. Again, you want to be in front of people that don't see you as well as people that do.

Krista Mashore:

If you utilize this strategy correctly, you're going to retain more clients. You're going to get referred more, and they're going to resell and relist with you. Why? Because they're not forgetting about you. I will tell you, I always tell the story. I bought a house a year and a half and we built a home. We love our blind lady that did our blinds. We love the person that did our closets. I cannot refer them, because I lost their information. I can't remember her name, and she's never once stayed in contact with me. I don't see her on social media or anything. I get asked all the time for blinds and closet people, and I can't even refer her because she hasn't seen top of mind. And I liked her.

Krista Mashore:

How many times has it happened to you where you absolutely, and I can explain boosting in a second. How many times has it happened to you, where you've gone to a Home Depot and you see an old seller or buyer and they're like, "I just bought a house," and you're all, "Great! Why didn't you use me?" You're thinking to yourself, because you didn't stay top of mind.

Krista Mashore:

When you are consistently marketing where they are, which they're on Facebook, everyone's online, you go to the store or you go out to eat, and everyone's doing this. Everyone is online. We have to be showing up where our people are looking, and they are looking online.

Krista Mashore:

Boosting does not work well, and here's why. The whole reason why you use Facebook's ad manager account is because you want to target people and retarget people and create lookalike audiences. You want to create campaigns based upon what they're doing and reach those certain people. The retargeting aspect is where all the gold comes. Just boosting it, yes, more people see you, but you can't take it to that next level and give them content based upon what they're doing.

Krista Mashore:

Am I working with somebody who's a first time home buyer? Am I working with somebody who wants to sell? Who wants to buy, move up, move down, credit repair. You want to be giving the right content to the right people, so they'll convert. That's why it's so, so important. Let me show you...

Dale Warner:

Jim asked a good question too. I know you wanted to get to the Facebook boost question, but Jim asked, "How do you know when it's too much or overload them to the point of avoidance?"

Krista Mashore:

Okay, so you can set your ads to only run a certain amount of time, but remember it takes 33 times for somebody to see you. People are distracted, so if you showed up twice a day on their feed, it's not too much. Right? Or once a day on their feed, it's not too much, because they're not seeing it all the time. They might see it, but they don't really see it. And you want to become top of mind, top of mind, top of mind. You know that you've hit the jackpot when you hear it from somebody, "I see you everywhere." You want to hear that. "I see you everywhere." When you hear that, you know okay, it's working. This is working. I'm doing this correctly.

Dale Warner:

So Facebook boosts?

Krista Mashore:

We just talked about that with, you can't retarget. You can't give them exact information. I mean, it's helpful, but it's not as helpful as doing it the right way, because you want to give them information based upon what they're doing and what they're interested in. That's how you're more likely to convert, right?

Krista Mashore:

I want to give sellers seller stuff. I also want to have people see me that just like to watch videos. You can say, "Facebook, I want you to show my video to people who like to watch videos, and I'm going to be doing a community, like interviewing a restaurant or talk to me about new local hotspots or fun things to do. You don't just want it to be real estate. You want to be able to do all the things. So Paulo says, "What did I do to see Krista in all my feeds?"

Krista Mashore:

So here's the deal, that's what I'm doing nationally. Okay? That's what we teach you to do locally. Now imagine how powerful that is that you can start people to start seeing you all the time in your local area. That's what we can do it on a national level. Imagine how we can teach you on a local level. That's what you want to start seeing.

Krista Mashore:

The difference between boosting and an ad is when you just boost a post, it's just more people are seeing it, you're paying to have more exposure. But when you run an ad behind it, then you can actually start using the targeting features and the retargeting feature, and putting the right content in front of the right people and bring them down your funnel. The idea is to get them to go from here to here, right? Then you can focus on these people.

Krista Mashore:

For example, you want people to request a CMA from you, a market analysis. Let me just give you an example of that. Now here's an example. Share.

Dale Warner:

Yeah, and I'll just say something too. What people need to understand about Facebook is that you don't always see everything that your friends post in your feed. If you scrolled forever, you wouldn't see everything that all of your friends had ever posted. They have an algorithm that's delivering content in the smartest way possible that gets you to stay on their website. So when you're taking advantage of the boost, you're just getting more of that same basic algorithm, and the ads are run on a whole different platform with targeting, and you can blast it out to a lot more people if you want to, or a more targeted group if you want to.

Krista Mashore:

More targeted, yeah. Okay. I want you to understand something too. Marketing is, when you think marketing, you need to think attraction. Marketing is not just your logos or your website or your colors. Yes, it has to do with that, but it also has to do with when you market correctly, people are raising their hand and they're saying, "I want you to give me more of what you have. I want you to give me more of what you're producing."

Krista Mashore:

Here's an example. Had three, whoops, sorry about that. Had three CMA requests this week, two two-step and one one-step. That means somebody said, "I want you to give me a home evaluation." A two-step means they gave you their name, their phone number, their email address, because she was targeting people via a seller campaign.

Krista Mashore:

Okay, here's this one: "I'm almost overwhelmed with the CMA requests and the follow-ups, not complaining." Okay. "Just got another two-step, that makes four this week." "Just received my fourth CMA request. That makes two two-steps and two one-steps since Friday."

Krista Mashore:

Now that is from online targeting. Somebody is saying, "I would like you to give me a home evaluation on my home," because you've properly targeted them. Then when you get there, so then you follow that with I wonder if it worked, but we have at Firepoint and Realvolve, right? It's called a CMA drop off. Then we give them a seller guide. Did I send him a copy of my seller book? Digital seller book? Then we send them a copy of other homes we've sold in the area. Then we send them our listing presentation that we do online. We send them the seller seminar.

Krista Mashore:

That's all a part of a workflow. Again, all online. We still do normal things, like we drop off a market plan. We literally, I dropped off this to their home before the listing presentation. I dropped off this to their home, and it looks prettier now we changed our marketing. Prior to actually going after the CMA drop off, right before the listing presentation.

Krista Mashore:

So we're taking it one step further and not just doing things online, but we're doing things that most agents will never take the time to do. Most agents will never drop off something beforehand. We do all those little things to ensure that we have more leverage, more tools in our toolbox to be able to beat out someone else.

Dale Warner:

So Krista, I have a question. When you're doing those, I love how you're doing all this targeting on Facebook to generate these leads and especially to get these CMA really high quality seller leads. What about, do you send them invitations to these virtual open houses through Facebook ads and through email?

Krista Mashore:

We do both.

Dale Warner:

Okay, so you're targeting a whole database of leads that you might've generated in the last three months or something like that and sending them the invitation to those virtual open houses?

Krista Mashore:

Absolutely. We can basically target people that were looking at our stuff three to six months ago. We're retargeting these things then and we tell the sellers, Mr. Seller, Mrs. Seller, we are purposely targeting people that looked at home similar to yours three to six months ago because the national association of realtors shows that buyers start their home search three to six months before. We have the ability to show people homes exactly like yours with your specs to people that viewed them earlier.

Krista Mashore:

Again, all that goes into Firepoint and Realvolve through our workflows. We email it to our database, we email it to people that are already subscribed, because anytime somebody clicks on something in Facebook, we zap them into Firepoint and Realvolve as a buyer or as an open house type of a list.

Krista Mashore:

I want you to think of, people always ask me, "What things should I create?" The things that you should be creating are things that are highly desirable. For example, in my area, everybody likes single story homes with pools, so we have a single story home pool list that we do an ad on Facebook, where people can ask for a single story pull list. If maybe a four-car garage is really important or a certain style of home or a certain neighborhood, you can request your list of homes in X neighborhood doing an open house list when the window will be open houses.

Krista Mashore:

Think about things, and remember you're going to be targeting people or giving them things that would be of interest to them based upon where they came at in your funnel and how you're tagging them. You want to make sure that everyone is being tagged from online, so you're giving them the right content. Remember, sellers become buyers as well. 40% of sellers will become buyers, so don't not give them any buyer stuff. Give them buyer stuff as well.

Krista Mashore:

Jason said, "How long does it take to see traditional results of your social media efforts?" It depends upon how consistent you are, number one. Okay. If you're super consistent, we find like the magic number is right around four to five months. I know some of you were thinking, "That's a long time! Oh my gosh, four to five months!"

Krista Mashore:

But think about what happens with momentum. All right. When you start doing something, it's usually kind of like this. It's kind of flat, because people are getting to know you, like, and trust. Also, you're really trying to figure out what they're interested in. Then all of a sudden, it kind of starts to go like this, right? Supposed to go up, but then all of a sudden it just does this.

Krista Mashore:

That is how momentum happens, and that is how Facebook happens. I'll give you an example of that. My own personal experience. I have four of these Two Comma Club awards. What those are. One is on its way.

PART 2 OF 4 ENDS [00:42:04]

Krista Mashore:

Four of these, Two Comma Club awards, what those are... One is on its way. It's been like six minutes since it's been on its way. So what that means is, I created a digital marketing funnel, where I made over a million dollars on one funnel. Okay. The first funnel, it took me 11 months to get. 11 months for my first one. Then within six months I got three more. Okay, within a six month timeframe. I don't think it was even six months. I think it was closer to five and the reason was like, wow. I mean it just, I had a momentum going and people got to know me. Okay, makes sense. That's the same thing with real estate. This strategy that... I'm going to have you see me on your leads is the exact same strategy that we've been doing in real estate locally, right? It's all having a really heavy online presence.

Dale Warner:

So Anna asked, "Dale, are you with Realvolve? So are you and Chris are going to talk about what are the best workflows to use?" Yes, I am with Realvolve and... But no, we weren't planning on talking about workflows right now. Do you have a specific question about workflows? I mean, I guess Krista, at what point in your funnel, because I know you're using ClickFunnels and some other marketing automation tools, at what point do you put people on a workflow, typically in Realvolve?

Krista Mashore:

Instantly.

Dale Warner:

Okay.

Krista Mashore:

We've got a workflow for everything. Buyer workflow, seller workflow, credit repair workflow, CMA, drop-off workflow. We got work flow for; they went on listing presentation. Did we get it? Did we not? Right. Meta buyer. We're closed for everything because we want to make sure that we're always top of mind and we don't forget anything. And here's what I tell people, it can be difficult to start. Like when you think about, Oh my God, I had all these workflows, we'll just take one at a time. Just do one at a time. Who's your focus? Are you focusing on buyers or sellers? And then start with that workflow, right? One of the biggest mistakes that I've met, Krista has a verse of energy. I do. I have a lot of energy.

Krista Mashore:

I don't even do any caffeine either. She's naturally like this. But when you're... Who do you want to work with? We work with buyers or sellers. Right? And then just start with that workload. Whoever you're interested in working with most. Biggest mistake I ever made was not having a good CRM soon enough. I thought my clients would always come back to me cause they loved me and I do a great job because I do, but they forgot about me because they didn't have my CRM. So it's really important to have a good CRM.

Dale Warner:

So two questions in a row about budget, about a marketing budget.

Krista Mashore:

Okay. So I spend $200 on every single video that I do. Okay. And when I do that, but let me explain to you. So I'm just going to show you a couple of these right now, and I'm going to show you why and I'll show you my screen in a second. Just give me a second here. I'm going to show you why. Okay, I get that. I mean, that makes sense to me. So, and I want you to about how much time you spend, how much time you spent, and how much money you spend on an open house or think about how much money I'm losing because you're not doing it. So I'm just going to go ahead and share my screen right here real quickly.

Krista Mashore:

Here we go. Share. Okay, so Mr. Seller, the reason why you want to, the reason why you want to hire me is because the national association of realtors shows that 67% of buyers will walk through a home that they see online. Mr. Seller, here's just a few examples of some of the homes that I sell. And this is an example of how many hours of watch time that we get on each video. 555 hours, 357 hours, 394 hours.

Krista Mashore:

Now if you just take this one right here, 555 hours on a two minute video, that means I had 16,500 people watch this one home tour. Here's an example of showing that we reached 132,000 people. Here's what I'm showing you reach 76,000 people. Okay? Again, show not tell. So I'm spending only about $200 on each of those videos to get that. We have, we can show sellers that we can get 75 hours of watch time in a 48 hour period.

Krista Mashore:

The two most important ... What is the most important time a house gets when you first listed? We can show them how we can get over 75 hours of watch time and if in a 48 hour period, that's very powerful. And all that goes into the presentation when we meet them. So let me ask you something. There's something called a parasocial relationship. All right? Okay, this is a study that was done that showed that because of when we were younger, we used to watch TV. Okay? It's not sharing anymore, right?

Dale Warner:

No.

Krista Mashore:

Okay. That we start to develop a relationship with either the person that we see on the other side of the screen. Okay. So and they start to see us as the authority figure. And as the leader, research also shows that the more you see somebody, the more you grow to like them. So you didn't like him before. The more you see him, the more you grow to like them. Imagine how powerful it is. And I'm getting 500 hours, 400 hours, 300 hours of watch time of people seeing me and my properties and then I can, and then the sellers are getting the benefit of me exposing their home.

Krista Mashore:

How powerful is that when I go there? So I always do a hundred dollars on reach, a hundred dollars on video, use those objectives and run my campaigns around them because I want everyone to see me in my community. And then I also want people that like to watch it for Facebook to push my ads to people that might like to watch video because they're more likely to watch it. Okay. So, and I know it's like can sound kind of scary. Like it can sound kind of scare you.

Krista Mashore:

And Cindy said, "Can you share your screen and do an actual Facebook ad?" I can't. It'll take too much time. You won't learn anything anyways from just doing one. And what I tell my students is they literally have to do it like five or six times and then just keep doing it. Right? So at first, what takes them two hours to do within two months, it'll take him 10 minutes and they can do it with their eyes closed, because they do it so much. It's just a lot of repetition. But I don't think that's the best way to use our time right now. It's, it's really hard to teach like the step by step. I can tell you like the why's and the objectives and all that, but to teach the technical stuff is very, very difficult in such a short time and I think we'd be doing a disservice to everybody else.

Krista Mashore:

What do you think is the best time of day to post ad? So research shows that if you post on Thursdays instead of Tuesdays, like you get way more engagement on a Thursday than you do on a Tuesday. Okay. Also, you want to think about when are people on Facebook, they're on Facebook in the mornings when they're driving to work, right? And they're on Facebook's during their lunchtime and they're on Facebook during like after work, like get time on their way home from work, commuting, that kind of thing.

Krista Mashore:

So we like to post ads on those times. But remember we're also paying to make sure that our ads are being exposed when people are on there. So it doesn't make that much of a difference. I will tell you that when I have a listing, I like my listing agent to at least get on there by Thursday if it's going to be active that next week because I want people to be seeing it and they're probably going to be going out on the weekends.

Dale Warner:

So Jason asked, if you're just getting started in social media, would you recommend to focus on Instagram and Facebook first to gain the most traction?

Krista Mashore:

So first of all, Instagram is more for millennials. Facebook is more for older. We do both. But I think that Facebook by far is the most effective way to market on any of your properties because people spend an average of 2.3 hours a day on social media, on all the social media, Twitter, LinkedIn, Facebook, Instagram. And the last time I did research it showed that on Facebook alone people go there over 17 times a day and they spend 53 minutes a day just on Facebook.

Krista Mashore:

Plus in my work, the buyers that I'm looking for and the sellers that I'm looking for, the demographic is more on Facebook than Instagram. And also you have, you can do longer watch time on Facebook than you can on Instagram. But I will tell you one thing, whenever you do, do one and master it and learn to do it the correct way before you Jack of all trades, master of none. You want to be a master of one, learn, implement, master, repeat and then learn a new platform once you've mastered the first.

Krista Mashore:

And somebody asked a good question in $200 over what time period? So usually Nancy, that's over about no more than two weeks. Sometimes it's even, you know, like 10 days, right? Because what I'm always running different campaigns, so like, I might have campaigns I'm running right now. Okay. There're months where I was spending $5,000 on Facebook ads. But when in real estate you can make a million dollars with that. So to me it's worth it. You have to also understand something else. People will say, "Well, what does it cost per lead?" You can't even or it's not just about the leads that you're getting or people downloading stuff.

Krista Mashore:

When you properly utilize social media to get as much exposure as possible, you can't quantify it because your referrals go up, you get more appointments because people are just seeing you all the time. Right. So they might not download a guide or anything, but because they're constantly seeing you and in their eyes they're seeing you as the authority figure, your phone is ringing. Okay. We've had brand new agents get best realtor of the year and they have barely ... I haven't sold the house yet because people's perception is that they're doing a lot of business because their... Is this helpful? I'm hoping.

Krista Mashore:

More questions. Okay, good, Jason. Good, good, good, good. Okay. Let me show you guys a couple more. You guys are the best. Thank you. Let me show you guys a couple more. Let me see, escape. A couple more campaigns so you can kind of get an idea of some of the things that we do. Here's an example of our... Share... An example of our CMA workflow requests. But remember something, okay. They're clicking on this for a reason. It's not like you're just clicking on it. It's because I've targeted them and I've developed their respect, right? That they're clicking on this because they've gone down my funnel. That's why it's so effective. So here's an example of it. Like I'll just do it really really quick.

Krista Mashore:

Hi there, Krista Mashore Homes by Krista. So you've landed on this page because you're wanting the market analysis on the value of your property. The only way I can get that to you is if I know your email address and if I knew the address of your property. So do me a favor, fill out the information below. All you need is your email address and your property address and we'll get that over to you right away. Thanks so much to make it a great day.

Krista Mashore:

Okay, easy. And then they, they, you know, they, they learn a little bit about us, they're clicking here, click here to get started. They put their information in, and then it's going to send them a thing. Now he out here at one more.

Krista Mashore:

Thanks so much for the information. Listen, I like to give you as detailed a report as possible. You want to know a more precise value of your home. So if you feel a little bit more information below we'll be able to give you a much more detailed, accurate value of what we feel your home is worth. So you answer the answer the few questions for us and look for the report not only in your email box but also on your front porch.

Krista Mashore:

Okay, so then here it says like, I want to sell my home in the next three to six months. Right? Tell me a little bit about the upgrades they have. They list them there. What's your unique features? Do I have a pool? That kind of thing. And they get their free report. Okay. For a buyer one that we have, we have a question on there which is really, really awesome and it says like, "Do you want to know about how you can get programs to get additional money to help you purchase it or qualify for home?" They're like, "Yeah, I want that." Like who would say no to that? Right? That's a really, really good way to get them to want to give us their information and download their stuff. Okay.

Krista Mashore:

And remember, remember, remember! The more that contents speaks directly to somebody wants, the more they're going to click. The more that you develop yourself as the expert and you develop trust, the more they're going to click. That's why you see this, everyone. That's why it goes like this because it takes him a little bit of time for people to establish you as the leader and then once they do, all of a sudden it's like, wow! And it works for new agents and old agents alike. I just want to show you something which is really, really cool here. So if you look at this stack, because some of you are thinking, "Well this doesn't work, it won't work for me."

Krista Mashore:

But look at Eric. It says, "Not only as has Krista's coaching helped me immunize my business from the Coronavirus, it's actually thriving more than ever than it ever has in three years in the industry. Last year, January to April before Christmas program is strong market. I only made $9,000. This year January to April in the middle of the worldwide pandemic, I've made $54,939." Okay. So I don't want you to think that it's like, Oh this can't happen. You know, to me it can.

Krista Mashore:

Like Alicia. Alicia went from doing 105 transactions to 12 months later doing 201 to 293. So she was already a top producer doing well. And then we've got brand new agents that are newer to the area, right? Newer to the business, that are doing really, really well as well. So it really, really does work. Here's an example. Eight referrals in the past two weeks translating in 12 contracts, sell and buy, okay?

Krista Mashore:

Why? Because they can't forget you. Alex used to be like a phone guy. He would do all cold calling. Does no cold calling now. All right? Just based upon changing the strategies and what you're doing, your average price point can go up right. There's just a lot of stories, right? We have a girl named Leslie Bennett. She went from doing two deals to I think 23 or 24 to 63, right? New agent. And the reason being is because when you start utilize, reaching people where they're looking, so they actually see you, and then showing up and having your unique value ad, you become recession-proof. You become Zillow proof, discount broker proof. Okay? And that's what I want you to start thinking is, okay, I know I need to do this, but now how do I ... If you read this book, it'll really help you.

Krista Mashore:

Right? Like go on. This book will help you. A lot of what I'm talking about is in here and we give more of the detail on it. This will really, really help you get started on it. Oh, I also have a free challenge that I'm doing. We teach some really great strategies. If you go kristamashore.com/challenge you'll get 20 days of coaching directly with me. So we give, it's a 15 day challenge, five day of pre challenge. It's free right now because of the pandemic, and literally you get a training for me for 15 days, 20 days and then I go live as well, a half an hour every single day. So it's much a lot about the strategy that how to we teach you how to feel comfortable using video, because so many people are so freaked out about video, right? They're so stressed about it.

Krista Mashore:

And if you ask 100 people and they like doing video, everyone, two will say yes and they're weird. The other 98 they don't like it. Right? I do not like doing video either. I used to hate it, but I'm good at it now. Everyone thinks that just because I'm so outgoing that I like doing video. No, I was terrible. It's hard for me. I don't like the way I sound. I don't like the way I look. Whatever else. But you just get better. So this challenge, absolutely, Liz, we do all of our own landing pages. We do everything.

Krista Mashore:

Everything that you're seeing is all done by my team and me. Okay? But if you go to kristamashore.com/challenge, you can sign up for free and there's no gimmicks. There's no nothing. You literally will get coaching by me. And the reason I'm doing that, let me just be very honest. The reason I'm doing this, because I know you're going to get so much value out of that challenge.

Krista Mashore:

You're going to be like, "Holy man, she's doing this for free. What is it going to look like when I actually pay her to coach?" Okay. That's the reason I do it. And that's the reason what you're doing the same thing, right? You want to give value, develop relationships with people so it gives them a reason to want to work with you. Okay. The URL. It's kristamashore.com/challenge, kristamashore.com/challenge

Krista Mashore:

If you do the actual coaching, absolutely. We teach you how to do all of this when you actually in the coaching. Absolutely. We teach you it all. It's not something you can learn overnight though. I mean, it does take a little bit of time. I tell everyone you're basically getting a master's degree in digital marketing. So you don't get your master's degree in a day, but I'll tell you what, within a month or two, you're doing way more than your competitors are, right? Which is a good thing. You know what? I'll... Go ahead.

Dale Warner:

No, you go ahead.

Krista Mashore:

Jason, sign up for the challenge is what I'll tell you to do. I don't go over coach pricing, but we've got pricing all different levels to meet all different people's needs and we won't take you if we don't think we can help you. I mean, honestly we have turned people down. We have a no a-hole policy, so if you're an a-hole, don't sign up. We're very strict about ... Like Dale said, he's so surprised about how good our culture is, and that's because we only take people that are solution-based thinkers, people that are coachable and that will actually do the work and all that.

Krista Mashore:

I don't have different types of cameras. Mostly Kelly, just use your cell phone. You got a cell phone? That will work. Don't worry about being all perfect and getting all the great equipment. If you've got a cell phone that'll work for you. What I find is a lot of people are like, they let the technical stuff getting their way, like green screen and microphone and all the stuff. No, just start. Be perfectly imperfect. You saw my video on there.

Krista Mashore:

It wasn't anything special that was just from my cell phone and, and I even made a mistake and kind of like, who cares? People like imperfection, right? Be perfectly imperfect. People, they like imperfection. One time I was doing a video at a house and like it was the coolest thing. I was recording a video and all of a sudden this guy like starts mowing his lawn, I'm like, "Hey!" And he's like turn it off. He's like, "Yeah." I'm like, "Can you just give me like one minute before you mow your lawn? I'm recording a video." He's like, "No problem." We got that on video and it was like the coolest thing ever. Right? Because people love that kind of stuff too.

Dale Warner:

So in the Q and A section, there's three questions about CRMs. So I guess just to sum it up, what's your favorite CRM and what do you look for?

Krista Mashore:

So my favorite secret is obviously Realvolve and Firepoint. That's what I use. We have like over a hundred workflows in there. We give all of our workflows to our students when they join and they have access to all of that. It is absolutely my ... I've done, not to talk about either serums that I've done, top producer, I have done, like all of them and Realvolve is and Firepoint is my absolute favorite.

Krista Mashore:

Somebody said something about the $100 challenge. It says it's a $100, it used to be a $100. We're doing it for free now because of the Coronavirus and because of the pandemic. I'm trying to serve as many people as possible. The only thing we request is that you share it with people and tell people about it. This challenge is also for local professionals and local businesses. I just wrote another book. It's geared towards local professionals and local businesses, and by the way, real estate agents are all local professionals, so it's geared towards you too. And that will be coming out very, very soon.

Krista Mashore:

I just got the audio portion done and so we're working on all of our workflows and landing pages on that. I'll just show you a picture of it real quick. Here's the name of it. So you want to take a picture that you can, that'll be coming out very, very soon. So if you're already seeing me on Facebook, we'll be targeting you this book too. So you'll have the opportunity to actually download it for free. We're giving away a free digital copy of it once it comes available.

Krista Mashore:

And why am I doing that? Because I want to get your contact information so I can future market to you, right? That's the reason why we're giving away for free. And then we'll be upselling to the actual audio copy of it, and then sending you to Amazon if you want to buy the actual book. But it's free right now. It says it's a special promo, so don't worry about that. Jason, why are you out?

Krista Mashore:

Okay, so guess what, everyone? Here's what I'm going to tell you, Salvador, not tech savvy. The a-hole rule. Jason, I already like you. You can join. So no one is tech savvy. I have a learning disability, I have a true learning disability. I have a central processing disorder, and when I was in second grade, I couldn't read. So I was in special education. But you can do anything you put your mind to, and when you have an absolute blueprint and you have a support system and accountability, you can do anything. There's a study called change or die, and this study, basically, they took people that were dying and they told them, if you don't change your behavior, you're going to die. Like you have to stop doing X, Y, or Z, eating, drinking, or you're going to die-

PART 3 OF 4 ENDS [01:03:04]

Krista Mashore:

... going to die. You have to stop doing X, Y, or Z, eating, drinking, or you're going to die. After a year, 90% of people in one group failed and went back; they would rather die than change their lifestyle. There was another group of people that had coaching, accountability, and support, and they were with other people that were doing the same thing, after a year, 77% of those people made it. You are seven times more likely to make a change and be able to do something when you have coaching, accountability, and support. I never would've been able to get these awards or write these books or do that if I have not hired coaches to help get me there, it would be impossible.

Krista Mashore:

Hold on, I love what she said. She said, "It's harder for people to give you their address these days." Guess what? It's not when you develop a relationship with them, it gets easier. When they think they know you and they trust you, why do you think I'm doing my challenge for free? I want you to get comfortable with me, for you to know that I'm the real deal, and for you to be like, "Man, I like her. I can tell she's not a fraud," because no one knows who to trust nowadays. I'm proving to you that I'm trustable, and I know what I'm talking about. That's why I'm doing the free challenge. When you start creating content and helping and serving tips and tricks, people start to trust you and they're much more likely to give you their information.

Krista Mashore:

You have to date people before you jump into bed. That's what you're doing. You're flirting. You meet somebody at a restaurant or you meet somebody at a party, you don't just go, "Hey, let's get married." No. What do you do? You text message, you go video chat, you hold hands, you go to breakfast, you go to lunch. Maybe you kiss or you hug, then you become boyfriend and girlfriend, then you get engaged, then you get married. Most marketers try to jump straight into bed. They forget the dating phase. When you can flirt with your audience, date your audience, get them to know you, like you, and trust you, they're more likely to convert. Remember, commit to consistently producing content correctly. You're going to make a connection, so you're going to convert more clients and customers.

Krista Mashore:

Absolutely. [Madonna 00:02:08], you're cute. Here's a nice thing too about video, is that what happens is, is that you attract your ideal client avatar. Because people either like me or they don't. We lost 25 people on the call. They didn't like me so they got off, which is fine because you want to work with who you want to work with. You start to enjoy your job more. You're attracting the kind of clients that already know you. When you walk in that door, they already have made up their mind pretty much if they're going to hire you or you wouldn't be there in the first place. When you are competing with people... I mean, I can't tell you, I compete with people all the time.

Krista Mashore:

People will call me because they want a top producing agent. They don't just interview one agent ever, because I am attracting people that are doing their homework, they're kind of savvy, so I can't tell you how many times I've seen another agent, "Hi, Brian," waving at my competitors, and I get it every time. I'm not trying to be conceited, but I mean, my closing ratio is 97% and there was plenty of times where I was thinking, "That person is not going to hire me because they're going to like Brian better. Brian is much more stoic and we're so opposite." But I pretty much get it every time because they've already made up their mind because they already know me. They either like me like that or they like my marketing.

Dale Warner:

If I had to call a thousand people to sort through them, a thousand people that were barely interested in talking with me, and I had to sort through them and convert them, it would be a mess. But if I use my video like you do, and your funnels, to take that from a thousand to a hundred and then down to 10, now I can have a conversation with 10 people that are interested.

Krista Mashore:

Absolutely. Let me show you guys something. I'm not going to show you the whole thing, but I'll show you a little bit of it. Because my students pay me a lot of money for this. But I want to show you something to give you an... I'll show you a different one so I can show you the whole thing. Remember, your goal is to convert them before you even walk in the door. You want to be like, "How can I get these people to want to work with me... " I finally found my screen, it's up. "How can I get them to want to work with me before I even get there?" You do that, again, by developing a relationship with them. Let me show you something.

Krista Mashore:

Remember, here's our job. Our job as agents and as marketers is to get people to understand that, and I'll repeat it, [Melinda 00:04:31], to get people to understand that they have a problem that they don't even know about. Now let me explain what I mean by that. People will say, when I meet with people, "Oh, well the other agent said they use social media too." I'm like, "Did they show you?" Because I said, "What we find is that 99.9% of agents across the country do not know how to use social media correctly. Let me show you what I mean by that." And then I show them, "Here's how you do it normally where no one sees and here's why, and here's how you do it right." And then I show them the reach and the engagements and the watch time and they're like, "Wow, the other agent didn't show us that." And then I can show them examples of, "Hey, you see this is the YouTube ad and this person has 20 views, and I've got 3,000."

Krista Mashore:

And then they start to get it. You want to show, not tell, and you want to make sure that you're telling them about things that you can do to make it better for them that they don't even realize there's a problem to begin with. If somebody didn't know how important it was to utilize social media and video and all that, it wouldn't make a difference. But once you show them how important it is, then they start to get it. Let me see... Downtown. I'm just trying to find something. Keep asking your questions. Somebody said something, it was the eight C's. You want to commit to consistently producing content correctly. You're more likely to make a connection, so you're going to convert more clients and customers.

Dale Warner:

[Yon 01:08:57] says, Krista, what's your Zodiac sign? You're so energetic. Are you an Aries?

Krista Mashore:

I'm a Leo. I'm such a Leo. I'm Italian and my maiden name is Vitale, and that stands for vitality in Italian. My family is very much like this kind of a thing. But I am a fire sign, that's right. But I'm a nice one. I can't find that. You want to create videos that aren't just real estate related. You want to create some fun ones and some funny ones. Ones that are fun to watch. I'll give you an example. No, that's a different one. Keep asking, because I can look for this while you guys are asking questions.

Dale Warner:

People keep asking more questions about video. The video stuff, like Krista said is, she mentioned earlier, just use your phone to shoot the video, but there's all kinds of video editing software and little things that can transcribe your videos for you that you can use. I know some of that's in The Challenge and others of that are in her coaching program.

Krista Mashore:

Listen, everyone. We don't want you to become video editors. Your job is not to become a video editor. Your job is to send it to Fiverr, pay 30, 40 bucks if you want to do the branded ones, and your job is to focus on real estate. I get that not everyone has that money, so at first you might want to learn it, but I will tell you that... [Glenda 00:01:10:37], you're cute. That the best investment you'll ever make in your business is... I mean, think about this, I'm not saying this to brag, and of course, I went from not anyone knowing me as a coach from zero to $7.4 million in 25 months from this exact strategy, nationally. Imagine how well it can work locally when you do it right. Now mind you, for every $1.00 I make, I put back $1.10 right now because my goal is to really try to make an impact and to get out there.

Krista Mashore:

It's not like I'm this millionaire, but my point is, is that when you learn this, there's a reason why we have so many success stories of people going from zero to 60, from 108 to 293, from having the best month of their life in December. We only have two lenders in our program, both of those lenders, Tracy is selling 16 loans this month, her best month ever, Debbie Galvan did 74 transactions last month, her best year of her entire life. She did more business in the second... She started the program in April, so that was from May until December. She did six deals from January to May, and then from May to December she did all the rest. Because she did this consistently and she believed in herself.

Krista Mashore:

A lot of people think, "It can't happen to me. Krista, you have all that energy, that's why it works for you." We have people of all ages, sizes, markets, I hear the same thing from every agent. My market is saturated. There's so many realtors. That is that way everywhere. We all have a lot of competition. But when you can show your value add and be very different, it's very easy to go in there and win. We have something called The Listing Process, that we give our students, and we have all the real world workflows, we give them the listing presentation video, the script, the slides, all of it. They just go in there and we teach them how to... We give them the marketing plan, the about me brochure, all of it. They walk in there and we have agents that have been in the business for 15 years that say that they haven't never had so much ammunition to go in there and win.

Krista Mashore:

I've been doing this for 19 years, I've sold over 2000 homes, and I have been focusing on digital marketing for nine years. That's what we teach people. How to digitally market, but then once you get there, how do you make sure that you convert that client? There's different phases of the sales cycle. The first one is marketing. Marketing, then lead generation, lead nurture, then conversion, fulfillment and delivery, and then the five R's. Refer, retain, resell by having rituals and routines. We go over all that in The Challenge as well. I love IGTV. IGTV, IG Stories, we use all that. In our highest level program we teach all of that stuff. But remember, Jason, you got to slow your roll buddy, because if you do all these things, you won't do them all well. Choose one, master it and then move on. Jack of all trades, master of none. You want to become a master of one.

Dale Warner:

Wow, other questions? I know we've skipped lots of questions you guys, so sorry if we missed you. We tried to get to as many as we could. We had hundreds of people on the presentation today.

Krista Mashore:

[Abigail 00:01:13:59], I have a full time videographer, and the reason I have a full time videographer is because when you're selling as many homes as I do, I do professional video, professional photography on every one of them and I create a ton of video content, so I hired a full time videographer. I actually did that a long time ago before I was ever even coaching because it just made financial sense for me to have somebody because I create so much content. But again, you don't have to have that. You can just do your phone and you can send them to Fiverr, and you can find a really inexpensive videographer to help edit on Fiverr or Freelancer or something like that.

Dale Warner:

[Nicole 01:14:37] wants to know, can you do a rundown of your team and roles on the real estate side?

Krista Mashore:

Before I was into coaching, it was pretty much just me and I had a full time transaction coordinator and a full time marketing assistant. And then I added a buyer's agent because one of my coaches was like, "You're missing a lot of business because you're not working with any buyers." So I hired a buyer's agent to work with my buyers. Now, because I'm doing 95% coaching and 5% real estate, but people don't understand that I'm not doing real estate because they see my videos, they see my stuff, I do a listing presentation before I meet them, in all my workflows, throughout the transaction, I have a video that says, "Hey, tomorrow's the inspection, be sure to do this and that." All that, again, is in Realvolve and Firepoint, so they feel like I'm still involved.

Krista Mashore:

But I have my brother, he is now my listing specialist. It's my brother who's a listing specialist, a full time videographer and photographer, a full time transaction coordinator and a full time marketer. And then I have one buyer's agent. But when people always say, "Well of course you sold a lot of houses, you have a team." When I sold 169 houses, it was just me, a marketer and a transaction coordinator. No one else was licensed. It's because of having good workflows and systems. Most of our agents will tell you that they're doing more business now than they've ever done and they're working less and they're enjoying it. Why? Because they have systems and workflows.

Krista Mashore:

Because when I was selling real estate full time, I didn't work weekends and I did not work nights. I refused to do it, only on rare occasion, and people would wait. Just like a doctor or an attorney, that's how I held my, I'm a specialist in what I do. I can get them the most amount of money, the best terms, and they waited, they come to me. Because I positioned myself as the authority figure. That's what you want to do. I mean, it sucks to work weekends. I don't want to be doing open houses. I don't do open houses. I haven't done open houses for years. We still don't. Occasionally my people will do it. I won't. Still, I was always the top 1% without doing open houses.

Krista Mashore:

Again, because I'm showing my sellers, "Mr. and Mrs. Seller, did you know that less than 3% of open houses, according to the National Association of Realtors, sell with open houses? The reason why agents are doing them is because they've been doing them for years and they do not understand how to use social media and digital marketing correctly. Let me show you what I mean by that." Boom. Then I go in and show them what we do and they're just like, "I hate open houses. I don't want to do them anyways." But everyone else is telling them open houses. What I say is that open houses were done... Yes, they work and I understand they work everybody, but it's so much more... I mean, imagine doing a video and getting 500 hours of watch time or 300 hours of watch time, how much more powerful that is than doing an open house? I don't want to have to make donuts for the neighbors, I want to make donuts for my own family.

Dale Warner:

I like Belinda's question, she's been in the business for over four years, done pretty well, recently moved to a new city, been very difficult. How would I market on Facebook? I'm newer to the area, don't know very many people. The reason why I like that question is because one of the very first people I met in Krista's coaching program had just moved to Florida, I think, and she didn't know anybody there. She was really soft spoken, I can't remember her name.

Krista Mashore:

Was it Chelsea?

Dale Warner:

I think it was Chelsea. She's really soft spoken, a little shy.

Krista Mashore:

She passed away, unfortunately, but Chelsea was doing amazing. She was new to the area, very, very shy, very insecure about doing video, and she was one of our top students within a year. We also have two agents that are in Sacramento, near me, brand new agents to the area, brand new agents, no one knew them, she owned a McDonald's franchise or something, and they have a buyer's agent now, they're top producers, they're beating the top producing agents in the area. So many people are like that when you do it.

Krista Mashore:

I actually have a book called 3 Clients in 30 Days. You can go online. 3 Clients in 30 Days. Basically, the premise of it is if you went to a brand new city, you didn't know anybody at all, how would you start your business? Read that book. You can read my whole 20 page outline of what I would do. It's do this. I would consistently produce content correctly, run ads behind them, target people, retarget and kick butt. You guys have been great.

Dale Warner:

[Bettina 01:18:58] wants to know, how do you get the watch time on your videos?

Krista Mashore:

By targeting. Basically by targeting people. I do the reach campaign and video views campaign and I target people. I'm putting my videos in front of people that are more likely to watch them and then I retarget them. Remember, when you just post on Facebook, or on your business page, Facebook is only putting you in front of your friends and family. No one's seeing you. You want everyone in your communities to see you. And then on top of that, you want to take old school techniques, if you are going to do an open house, that's great, but do it. Run an ad behind it. Get it exposure. Get people there. Show your seller what you're doing for them.

Krista Mashore:

[Jacob 00:16:44], are all my books there? That's pretty cool. I didn't even know that. kristamashore.com/books. Thank you. Jacob you're awesome.

Dale Warner:

I think Bettina was asking, where do you actually see how much watch time you've gotten on your videos?

Krista Mashore:

Through the Ads manager account. They actually recently just changed it so it doesn't show up the same as it used to. Facebook changes all the time so we're trying to find a work around that. I showed you this, remember if you look at this, it shows you minutes viewed. You do 60 divided by 33,000, that's 555 hours. This is the back of the ads manager and I show that to my sellers. We show them marketing wise. Anything else?

Krista Mashore:

I think we're about winding it up. I'm new at leads and will definitely read your book. Thank you. Good. Shorter videos are better, Fressa, but again... Ow, my hair. It depends upon where they're at. Initially, I always do short videos, and research shows that if somebody sees the video's 10 minutes long, they won't watch it.

Dale Warner:

Love it. Will you be sending a copy of this? Yes. Everybody that registered will get a recording of this webinar. Krista, you've been great today. Really appreciate it.

Krista Mashore:

Thank you.

Dale Warner:

Again, we apologize if we didn't get to your questions. We tried. Check out Krista, go buy her books, go do that 30-day challenge. Go to kristamashore.com/challenge.

Krista Mashore:

Thank you.

Dale Warner:

If you have any other questions about Realvolve or Firepoint, about all of our amazing systems to help you convert leads and stay in touch with your past clients, reach out to us as at firepoint.net or realvolve.com. Please reply to those emails and let us know how we did, give us suggestions. We would love to hear from you. Thanks for joining and we'll see you on the next one. Bye for now.

Krista Mashore:

Bye, everybody.

PART 4 OF 4 ENDS [01:22:16]

 

Jacob Stark

VP of Marketing for Realvolve and Firepoint.

realvolve

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