Episode 21: Lance Simpson | CINC Office Hours Real Estate Podcast

Recorded September 9, 2026

In Episode 21 of the CINC Office Hours Real Estate Podcast, hosts Harry Kierbow, Dan Lott, and James Terry welcome back Lance Simpson, founder of CINC University (CINCU) and one of the most respected trainers in the real estate technology and lead conversion space. Lance Simpson is known throughout the industry for helping agents, teams, and brokers create scalable systems that turn more leads into appointments, clients, and closings.

This episode focuses on the habits, workflows, and database strategies that help top-producing real estate professionals maximize opportunities already inside their CRM. From lead follow-up and database engagement to automation and agent accountability, Lance shares actionable advice designed to help agents improve consistency, increase conversion rates, and build a more predictable business.

Whether you're a solo agent, team leader, ISA manager, or brokerage owner, this episode offers practical ideas that can be implemented immediately to improve performance in today's competitive housing market.

Key Takeaways

✅ Your database is often your biggest untapped source of business.

✅ Consistent follow-up outperforms one-time marketing campaigns.

✅ CRM success depends on agent adoption and accountability.

✅ Automation should enhance personal communication, not replace it.

✅ Simple systems executed consistently outperform complicated processes.

✅ Long-term nurture strategies help agents capture future business that competitors miss.

What You'll Learn

How top agents create consistent lead follow-up habits
Database management strategies that generate more opportunities
Ways to improve CRM adoption and daily usage
The importance of speed-to-lead and long-term nurture campaigns
Building scalable systems that support team growth
Creating accountability without micromanagement
Leveraging automation to increase agent productivity
Turning dormant leads into active conversations
Best practices for converting internet leads into appointments
How technology can support stronger client relationships

Key Takeaways

✅ Your database is often your biggest untapped source of business.

✅ Consistent follow-up outperforms one-time marketing campaigns.

✅ CRM success depends on agent adoption and accountability.

✅ Automation should enhance personal communication, not replace it.

✅ Simple systems executed consistently outperform complicated processes.

✅ Long-term nurture strategies help agents capture future business that competitors miss.

Who Should Listen?

Real Estate Agents
Team Leaders
Brokers & Brokerage Owners
ISA Teams
Real Estate Operations Managers
Real Estate Marketers
CINC CRM Users
Growth-Focused Real Estate Professionals
Agents Looking to Improve Lead Conversion
Teams Focused on Scaling Production

The Bottom Line - Why Agents Should Listen

Lance Simpson has spent years helping thousands of agents and teams implement proven systems that drive measurable results. His approach focuses on practical execution, accountability, and maximizing opportunities already within an agent's database, making this episode especially valuable for real estate professionals looking to improve conversion rates and grow their business efficiently.

Register for next month's CINC Office Hours LiveCast: https://www.cinccommunity.com/registerforwebinars

Learn more about CINC: https://www.cincpro.com/request-a-demo

Let's Connect!
Facebook: https://www.facebook.com/CINCPro
Instagram: https://www.instagram.com/cincpro/
LinkedIn: https://www.linkedin.com/company/cincpro/

Have questions about CINC, real estate leads, or scaling your business? Drop them in the comments or join our next CINC Office Hours session live!

Creators and Guests

Host

Dan Lott

Dan joined CINC in 2012 when he was the first employee of CINC's Client Marketing Team. He has more than 20 years' experience in search marketing and online advertising, mostly developing lead generation programs for fast-growing businesses.

Host

Harry Kierbow

Harry has led CINC's Paid Social Media Marketing Team since 2015. He has more than 15 years experience managing social campaigns for clients of all sizes - with more than half of that being focused on real estate lead generation.

Host

James Terry

James joined CINC in 2013 to help Client Marketing with a special project. He stayed on and was soon managing the build and launch of all new accounts before being asked to lead the Paid Search team. Bringing over 15 years of experience in digital marketing, James is passionate about the high growth potential of our Real Estate clients.

Guest

Lance Simpson

Lance Simpson is a real estate agent and CINC guru who helps agents turn their database into consistent closings. He specializes in simple, repeatable systems for lead conversion, follow-up, and pipeline management that drive predictable growth.

What is CINC Office Hours?

CINC's live monthly open Q&A with different real estate experts. Hosted by Harry Kierbow, Dan Lott and James Terry from CINC. Join us live on the second Wednesday of each month at 11am ET. Register now and submit your questions to be answered live at cinccommunity.com/registerforwebinars.

Audio shared by CINC Marketing: Hello, everybody!

CINC Marketing: That's the point.

CINC Marketing: Yeah, I never remember to, fade that out. I'm gonna do it one day, though. We've only done, 21 of these?

CINC Marketing: It's only been, it's only been a little over a year and a half, so it's on my to-do list. I'm gonna knock it out one of these days.

CINC Marketing: It's like, passing a bill.

CINC Marketing: We'll let everybody, come in. We've got a big group already.

CINC Marketing: Tell us where you're coming from.

CINC Marketing: Tell us if you thought Michigan won!

James Terry: Oh, we are getting into the heat of it, aren't we?

CINC Marketing: Oh! Oh!

Lance Simpson: the big W.

James Terry: I'm like…

Lance Simpson: No, it wasn't pretty, but I'm taking that win.

CINC Marketing: I'm sure you guys probably know, Lance. He is our awesome guest today.

CINC Marketing: Second time for Lane.

James Terry: Yes.

CINC Marketing: Backed by popularity.

Lance Simpson: I feel honored to be able to have, like, a callback.

CINC Marketing: Yeah.

CINC Marketing: I thought I was prepared.

James Terry: and Lance.

Lance Simpson: I liked it.

CINC Marketing: I'm not prepared, I'm looking for the list of questions, I'm sorry.

James Terry: You wouldn't believe how many emails we got.

CINC Marketing: Tuck amongst.

James Terry: demanding that Lance be back.

Lance Simpson: Well, so at CINC University, I tell everybody, I'm like, hey, y'all reach out to the marketing team.

CINC Marketing: Fuck.

Lance Simpson: Talk with James, Dan, and Harry, and request me to come back again. If you think I did good, I'll give you free trainings.

CINC Marketing: I was gonna make a…

James Terry: We got folks from all over.

CINC Marketing: I was gonna make…

Daniel Lott: Somebody waking up at 8 o'clock in the morning to… to… to be here. San Francisco, nice.

CINC Marketing: Yeah, Dan, I wake up at 3.30 every morning to run, to jog.

Lance Simpson: Who are you running from?

Daniel Lott: shows.

CINC Marketing: Yeah, then I… then I eat 8,000 calories over the rest of the day, so it's, you know…

CINC Marketing: This keeps me level. We should probably start, I am Harry Kerbo, the Senior Director of Paid Social here at CINC, joined, as always, by my counterpart on the search side, slightly less dressed up, tuxedos are…

CINC Marketing: Higher in the rankings than polos, James, but that's okay. James Terry, he is the, Senior Director of Paid Search, and as always…

CINC Marketing: The most handsome man, in internet land.

CINC Marketing: Dan Lott. You guys may not… if you have…

CINC Marketing: If you've joined CINC in the last 90 days, you may not know Dan.

CINC Marketing: He's, he's our, you know, the prodigal son has returned.

CINC Marketing: Yeah.

James Terry: rebranded to regular guest. He's a regular now.

CINC Marketing: Yeah, yeah, I had to change your, description on the podcast setup.

Daniel Lott: Family responsibilities have to… you know, family comes first. So, am I…

Daniel Lott: Kids need to be dropped off in various places around the country, so…

Daniel Lott: I have to be there to do it.

CINC Marketing: Yeah, yeah, that is, like, the base, yeah, that's true.

James Terry: Hard to argue with that. That's true.

CINC Marketing: And then, yeah, our great guest, Lance Simpson, founder of CINCU, super cool, still teaching there, agent in production.

CINC Marketing: Thanks for joining us again, Lance. I know James has a,

CINC Marketing: you know, say hi to the people, but I know James has a write-up about you, I'm assuming.

James Terry: Yeah, yeah, of course.

James Terry: I always,

Lance Simpson: I'll let you do your thing.

James Terry: Lance, I'd love to give a promotion and just let everybody know. We've got dozens of people on here. For those that don't already know you, I want to make sure that they know why we asked you to come out and share with everybody and what they're going to get out of it. So, real quick, our guest this morning, he's been a real estate agent for over 23 years. He's what I consider a CINC guru who helps agents turn their database into consistent closings.

James Terry: He also happens to be one of the early… one of our very earliest clients, and has been extremely influential to how CINC's entire system was developed.

James Terry: Matter of fact, Lance actually created CINC University, as Harry just pointed out, stealing my thunder, in spectacular fashion. And he's been hugely valuable to pretty much everybody who attends CINCU, and not just the clients, but also our employees who are there getting a lot out of it as well.

James Terry: So, what does him being here today mean for everybody that's joining us? Lance specializes in auditing and organizing client databases. He has an eye for bottlenecks and processes especially. And by prescribing daily actions, he is able to help agents smooth out the lead's life cycle.

James Terry: Lance can help you focus on simple and repeatable systems that drive lead conversions, conversations, follow-up, and pipeline management to generate predictable growth.

James Terry: Also, and I like to throw this in there whenever Lance is on, for anybody who shares this particular interest, we might have some fun questions and conversation about it.

James Terry: Lance is an avid off-road adventurer and a Jeep enthusiast. So, Lance, welcome out, buddy. Let me know if I missed anything, man. Say hello.

Lance Simpson: I don't even have to, have you send me that. I'm gonna add that to my bio, because it's, like, pretty awesome.

Lance Simpson: Yeah, yeah, super excited whenever, I was down in Atlanta last month, and Harry's like, man.

Lance Simpson: Would you come back? And I was like, absolutely. I barely slept last night, I was so excited.

CINC Marketing: Oh, dang it.

Lance Simpson: Guys.

Lance Simpson: But yeah, I think one of that passion is definitely that database guru of digging in and just keeping it organized, and I know I was blowing up the Slack channel with a lot of, like, cool stuff that we've got going on, and testament to the leads that you guys generate for us that kind of keep those closings coming in, so…

Lance Simpson: I'm excited for today.

CINC Marketing: Yeah, and I think, one of the most… I was just reading over these stories that you have of recent closings, and I think, you know, that's…

CINC Marketing: one of the most apparent reasons that, you know, we want you on the podcast, because you're actually doing it and using the system in a way that makes sense, or wants you back on the podcast.

Lance Simpson: But I can't let Dad have more than me?

CINC Marketing: Well, one of the more interesting ones is, and something you were talking about in the green room.

CINC Marketing: A little breaking the fifth wall, fourth wall, I don't know what wall it is, but we're breaking it. Just…

CINC Marketing: You don't just see closings from leads that have high engagement on the site all the time, right? Like, you still get closings from leads that maybe hit the site once, log in once.

Lance Simpson: I share this story month after month, and month after month. I mean, every month, I'm in looking at my database, and just, like, I'm tracking. I like to be able to see, more like lead activity, because I do like to see, like.

Lance Simpson: do I gotta focus more on, like, this particular lead set? And since 2013, the number has been the same. The majority of our closings come from that lead that comes in one time.

Lance Simpson: They look at one or two houses during their registration, they go away, they don't open any emails, they don't open up any property alerts. And you might ask me, gee, Lance, how do you get ahold of them, and what do you do, right?

Lance Simpson: It's…

CINC Marketing: I would ask you that. I would be remiss.

Lance Simpson: It's the phone. I mean, we're pretty diligent about time blocking, mornings and afternoons, at least an hour in the morning and an hour in the afternoon, and calling our leads. Then, obviously, we've got a lot of safe filters and ways that we can dissect that down the P, 1, 2s, and threes being our top priorities.

Lance Simpson: But then it's also, what do we do with them once we get ahold of them?

CINC Marketing: Yeah, and then you shared another one, so I do see the mixture, and I see you guys… it's obvious that you guys are doing…

CINC Marketing: You know, you're doing a good job with outreach on those new leads, but you're keeping in contact with the older leads using the system, and this other one you shared.

CINC Marketing: What, looks like they came in… Almost 6 years ago.

CINC Marketing: That, that recently closed for 2 million plus, so…

Lance Simpson: Well, no, that one hasn't closed yet. We… we're out showing him over the weekend. So yeah, so that was Jeffrey. He, he came in. Actually, I did a post, I think it's in the CINC Owners group that I shared it to this morning, kind of talking about it, but lead was generated mid-2020.

Lance Simpson: We did not have a first conversation with him until 25.

Lance Simpson: So, 5 years of him being in our system, getting calls from us.

Lance Simpson: And then the random re-engagement-type email text that we send out. And then, yeah, we finally had a great conversation with him in 25. Got a daughter that goes to, Belmont, and looking at relocating here. So, he came in over the weekend, my agent showed him 17 homes, all in that $2 million price range, which…

Lance Simpson: is awesome for us, we love those. We're typically $500,000-$600,000, so… but it's a 6-year-old lead, and I think I shared some of, like, the notes and stuff that are even on the post, but I shared with you that, you know, again, it's that testament of once we get you on the phone.

Lance Simpson: It's all about setting it up and handling that nurture process, and communicating with them.

CINC Marketing: Where… can you say where they're relocating from? Because we've seen a lot of trends, and one of the things we're using now, you know, with social targeting, we have to tell people where we want the ad to show, so we're using IRS migration data.

CINC Marketing: That we're pulling from AI for targeting. I'm just curious, in real life, you know.

Lance Simpson: West Coast, California.

CINC Marketing: Yeah, yeah That's very interesting. Very cool. Well, and I mean, it just shows that

CINC Marketing: No matter what they say.

CINC Marketing: you know, call the leads, you know, let them use the site if that's what they want to do. Eventually, maybe they'll come through, and…

CINC Marketing: You know, reach out to the ones, even if they look like they don't have a ton of site activity, call them and get them on the phone, like, that's the biggest thing.

Lance Simpson: That's… yeah, I mean, for us, that's always been, here's what I can't control, and I see it all the time, like, some email deliverability. You can thank the internet marketers for killing that for all industries. Wow. So I don't know if the email's going through.

CINC Marketing: Know what room you're in, Lance?

Lance Simpson: Sometimes, you know, the text messages, you know, then you also run into… if you send out too many text messages to people you don't know, you get some unsubscribes. I don't like…

Lance Simpson: Too many unsubscribes, which is why we like the phone call. You know the cool thing about picking up the phone? There's no unsubscribe link.

Lance Simpson: And… and it's just… I mean, so we're… we're diligent about having calls, and when I get you on the phone.

Lance Simpson: it's a game. Who's gonna hang up first? And it's usually, like, us that continues that conversation. Even little things of, like, whoa, whoa, whoa, really quick, before you go, I got one more question.

CINC Marketing: Yeah, it's a question we always get, and now seems like a good time to ask it. We got it again, this month. Can you kind of go through that opening line? Do you mind doing that?

Lance Simpson: Yeah, I mean, it's super simple of, you know, hey, this is Lance with the Home Search site. Noticed you were looking at homes in whatever your favorite city is. Just curious, you looking to make a move soon, or are you just browsing?

Lance Simpson: We can twist it up. You're looking at making a move soon, you're looking at making a move in the next few months, you know, whatever flows best for you. Just browsing. What do you think most people tell us?

James Terry: Just.

CINC Marketing: Just browsing.

Lance Simpson: just browsing, absolutely, because they're not ready to talk to us yet. And that's that hang-up for most agents. They're like, oh, okay, I get it. Well, if you need anything, give me a call. Click.

Lance Simpson: No, I mean, that's exactly what the site was made for, for you to be able to browse, so tell me a little bit more about your situation.

Lance Simpson: And that's where we start digging in deeper with them, right? And that's kind of… we kind of turn more into that customer service than we are the salesperson. And so, whenever I start asking you about your current situation and what's gotten you looking to move, I'm trying to get a little more personal with you, and, like, how can I best help you? Because…

Lance Simpson: Every person's got their own situation, and we handle it uniquely with it. So, you know, we like to make sure that we bring value and let them know that we actually do care about their transition.

CINC Marketing: And then, do you know… Well, sorry, James, did I cut you off?

James Terry: I'm curious about your question. I did want… I have something to say, but I want to know what your… I want to know what Lance knows, for sure.

CINC Marketing: Are you gonna ask me if I had a question? Is that what you're gonna ask me?

James Terry: I was going.

CINC Marketing: Good, good. No, so…

CINC Marketing: I would imagine with those leads that you're seeing, you know, they hit the site maybe once, look at a property, and never come back, you know, those ones that are closing, it's…

CINC Marketing: I guess, is there a difference, like, looking at those leads versus the leads that

CINC Marketing: this lead that you brought up that's 6 years old, I mean, what does the number of reach-outs look like for you and your team? Do you know generally about

CINC Marketing: for that. Sorry, I guess I could have… I could have given you some…

Lance Simpson: How… I love this. So you're talking about, like, how many people on average are we nurturing a month?

CINC Marketing: No, I'm just saying, like, I guess specifically my question is, for this guy that's 6 years old, you said you got in touch with him.

CINC Marketing: for the first time in, 2025, I think, you know, how many… Contact.

James Terry: Yeah, it's temp.

CINC Marketing: is that?

James Terry: Yeah.

Lance Simpson: I'd have to go back in it. I mean, the hard part is that we can't really track that.

Lance Simpson: Based on, like, because if we leave call notes and stuff, there's not really a true tracking on it. And I don't really get caught up on that number anyways. It doesn't really drive the football forward for us, so for me, it's that contact to appointment set.

Lance Simpson: I will tell you, though, over the 5 years, I had mentioned, like, like, we'll make phone calls. So we got those, you know, if you've logged in the last 30 days, you're getting a call from me at least every third day. New registrations, you're getting 2 calls a day from me for the first 14 days here in my system. So, you know, there's a lot of attempts that kind of come in with that, but then when you kind of fall off of that list, in the past, we've made some changes this year.

Lance Simpson: But in the past.

Lance Simpson: once you've not logged in for a period of time, you fall into our re-engagement bucket. So we've got filters where I'm able to go in and say, give me all of my… pick a city, Franklin leads that are in the 500 to a million price range. I like that one because Franklin's our high dollar market, right?

Lance Simpson: But I also target all the other areas, and we'll send out re-engagement campaigns. Sometimes it has to do with real estate, other times it's silly stuff of, like, hey, today's national whatever day.

Lance Simpson: and we'll put some kind of a… I call it, like, clickbait. Ultimately, what I'm trying to do is we use the pocket listings and get them to drive them back into the website.

Lance Simpson: And once they drive back into the website, it allows them to start looking for houses and hopefully rebuild their dream. That's what happened with Jeffrey, is we got him re-engaged back over that 5 years, and it was just… the timing was right.

CINC Marketing: That's a really great… I love it. That's a… last thing, and then I'll shut up. That's a really great point, though, of just…

CINC Marketing: like, not even getting focused on, it took X number of dials to contact this person, and I know, because you use the system in a great way, and we'll talk about that later, tease.

CINC Marketing: Tease.

CINC Marketing: You know, you're able to look at it that way because you're doing this filtering that's helping you find the active leads, versus saying.

CINC Marketing: I've called this person X number of times, it's, you know, it's, oh, this guy was back on the website. Oh, this guy clicked my email.

CINC Marketing: I should call him.

CINC Marketing: So that's really, really interesting.

James Terry: Yeah, I love that answer, Lance, because…

James Terry: the question is… is a very natural question, especially, you know, for… if somebody's brand new in real estate or something, how many times do I need to call? And it's… I mean, your answer was effectively as many as it takes, right?

Lance Simpson: Yeah, damn.

James Terry: Like, what's that $2 million potential transaction? You're showing houses, you're not there. Like, what's it worth? You know, was it worth making however many calls it was required? And, Lance, we were talking before this, the meeting.

James Terry: that… I love how your philosophy is so faith-based, right? Like, you talked about your database, and you're like, we don't know which ones it's gonna be. We call all these people this many times, I don't know which ones are gonna pick up, I don't know which ones are gonna be ready to have a conversation.

James Terry: are gonna be looking for the… in the next, you know, 6 weeks or whatever, but I know some of them are. I know they're in there, that's the fate. Like, I don't know which, we're going through the numbers, we're gonna identify them at that point.

Lance Simpson: Well, I mean, for me, that kind of came easy, so going back, and not to take up too much time, but, like, when I moved, relocated to Nashville in 2005, I was the new kid. I didn't have a sphere of influence. And I was getting my butt kicked by a lot of the agents that did, and then you hit that 2008 market when, like, the whole world collapsed.

Lance Simpson: And I started looking around my area of all the agents that had this huge sphere of influence business.

Lance Simpson: and past clients, because they were born and raised there. They had all their friends. A lot of them got out of business. They had to go get a secondary job.

Lance Simpson: And that's right when the internet leads were starting to kind of take hold, and that was kind of, like, my excitement, because people were relocating to Nashville from all over the world, and they had no relationship with an agent. So that's what got me into that internet. And then, fast forward, I realized.

Lance Simpson: Running

Lance Simpson: sphere of influence is not scalable. Like, I don't know who's… what one of my agents, or one of my sphere of influence is going to be my next sale, but I do know that if I'm continually generating leads, which you guys provide some awesome ones for us, and I'm constantly calling them, I now have a scalable business, and I do know that

Lance Simpson: there's gonna be… if I make all my calls the way I'm supposed to, that I'm gonna follow my market trends and hit our goals.

Lance Simpson: But I gotta put in that work time and time and time again to kind of be able to do it. But then we also doubled down, and I don't even focus on the new ones anymore. I also realized some people, buying a house is a need or a want. It's 50-50, right? And a lot of what we sell are people that want a bigger house. They want a smaller house. I think I mentioned to you guys where we've got one right now. Matt, had just left my place picking up a lockbox.

Lance Simpson: to go out and put it on a house that we had sold them years ago, CINCLEED, and bought the house, she's never moved in it, it was just a rental. She's ready to sell it and go into something a little bit smaller. We have an investor, CINCLEAD, that is interested in that house.

Lance Simpson: So… we're… you know, but it's just connecting those dots, and… but it's also managing those relationships and keeping everybody in the right pipeline stages. So…

Lance Simpson: One more that we've got, too, is one of my other callers.

Lance Simpson: he's been pretty diligent about making dials. I think he was, like, 3,500 dials last month out of my database.

Lance Simpson: And…

Lance Simpson: I have call filters that go all the way out to 15 years last login to cover my entire database, right? He called somebody that hadn't logged in in… 4 to 5 years?

Lance Simpson: And the guy answered, and he goes, oh my god, this is awesome. We just listed our house in Ontario, and need to relocate to Nashville.

CINC Marketing: Hmph.

Lance Simpson: and music industry. So, it's like, alright, so we're waiting for that one to kind of pop through the queue, because Dales are more of, like, an inside sales agent that we've been… we've been kind of helping out, and so when he gets back from Italy, we'll… we'll learn a little bit more about that one, but it's… it's making the most out of our entire database. There, to me, there is no bad lead.

Lance Simpson: Other than a bad phone number and a bad email. Can't do anything with those. But those are far few in between.

CINC Marketing: That's awesome. 5… 5 best rappers Alive?

CINC Marketing: Daly on, Dylan, Dylan, Dylan, Dylan.

CINC Marketing: Anyone?

Lance Simpson: on the floor.

James Terry: Claudio has reminded me of something we didn't say at the beginning, because I know we had some really good questions, and I think I told Harry coming into this conversation, I was like, man, Lance can probably go for 3 hours on, like, 2 or 3 of these questions that we saw in here. But Claudio has a really good point.

James Terry: and we didn't say it coming into this, would love for this to be as conversational as possible. We've got, what is this, 3, 4 dozen people that have logged in to hang out with us for a little while. If you've got questions, if Lance says something that sparks a thought, I see the screening question, we do get that's a very consistent question for these. It is a technology that's, that's getting bigger and bigger and everything, and we're seeing it more and more often. But anybody have a question.

James Terry: put it in the chat over here. We love addressing it in real time, we love having this, making it as conversational as possible. And while we let people think about those questions, one other thing we missed coming in, we hit the ground running today, actually. Dan, do you want to run through your, what is CINC? Do you…

Daniel Lott: Oh, yes! Oh! Who are we? Yes!

CINC Marketing: Sorry, I just assumed you were missing this one.

Lance Simpson: We're advertisement for our sponsors.

CINC Marketing: Yeah, I just assumed you weren't coming, sorry.

Daniel Lott: Yeah, okay. Well, first of all, in case, you don't know, CINC is the number one all-in-one real estate lead generation. That would be…

Daniel Lott: Perry, James, and I, we're on the lead generation side, and conversion, that's Lance. CRM platform for teams and top agents.

Daniel Lott: So, that's what we are.

Daniel Lott: First couple times we did this,

Daniel Lott: didn't say who we are, and it was… it's like, well, we're sort of… we make no sense. Like, you know, if you don't know what we're doing, it's like, what are these people talking about? I have no idea what they're talking about. So…

Daniel Lott: I did.

CINC Marketing: You made it the last 23 minutes without knowing that.

Daniel Lott: Yeah. God.

CINC Marketing: Bless you.

Daniel Lott: I'm waiting, I'm waiting to find out what they… who are they… what is… what is going on here? I am… I'm scared.

CINC Marketing: I, learned that in podcaster school.

Daniel Lott: Yeah.

CINC Marketing: Be sure to insert a Chappelle reference before…

Daniel Lott: Okay.

Lance Simpson: Hey, Dan, I'm sorry to take your thunder so early in it. Can I come back again in a future episode?

Lance Simpson: I promise I'll let you do that at the beginning, if Harry doesn't mind.

Daniel Lott: You're always welcome, you're always welcome.

CINC Marketing: It's my fault. No, it's my fault.

Daniel Lott: And then… The other thing I wanted to discuss, I have now called up a spreadsheet,

CINC Marketing: So, talk us through your spreadsheet, Dan.

Daniel Lott: Everybody loves that.

CINC Marketing: This is right.

Daniel Lott: I'm doing a list. I'm doing a list.

Daniel Lott: Alright, so one of the things that, CINC and our team is focused on

Daniel Lott: is, lead quantity is kind of, like, our number one focus, getting the most leads, for the, for the buck. You know, you give us $1,000 to generate leads, and we try to get you as many as possible. You know, that's our, that's our job. And our secondary is, lead quality, but

Daniel Lott: we always say quantity and quality are the same, but it's just really hard to measure, quality, until now. And, so we did a research project where we're able to.

Daniel Lott: We analyzed

Daniel Lott: 500,000 leads over the last, I guess, 8 months, or it was a 6-month analysis. It came out a couple months ago. I wasn't here for the last one, so I, couldn't talk about it last month.

Daniel Lott: But, so one of the things is we're trying to determine what are the best type of leads that convert into sales. And one of the measures we do for sales is if they're agent-ready. That's one of the classifications in…

Daniel Lott: the dashboard. As you can see, age-ready leads are something like 6 times as likely to, become a sale

Daniel Lott: a transaction, actual buying of a house, than, just a regular lead. So, agent-ready leads are the indicator of sales. And so, one of the things that we focus on is

Daniel Lott: in our team is we focus on hyper-local micro-targeting, which I say every month, and that is just, going more granular in the advertising. As opposed to doing, you know, homes for sale in Nashville, it would be, you know, homes for sale in Nashville with a pool, or homes for sale in…

Daniel Lott: you know, Sylvan Park with a pool, something like that. Sylvan Park's in Nashville, or a neighborhood in Nashville.

Daniel Lott: So, that's what we do. We spend a lot of time and a lot of money, and spent a lot of, many years developing this process. And, one of the things is niche advertising is a component of it.

Daniel Lott: And niche advertising is going after… that is going after, instead of going after Nashville, you go after Nashville with pools. The pools is the niche. It's a completely different ad group, it's a completely different process. You could have…

Daniel Lott: if you're in Nashville, you could have 50 other ad groups focusing just on the niches, and they go very, very granular. And we do it

Daniel Lott: And we sort of do it on faith, in that, you know, they do have… they generally have a lower cost per lead than niches do, which is great, we love that, and that's one of the reasons we do it. And we always say, I always say, niches bring riches, because it… because it rhymes, and because it makes sense, in that if somebody is gonna take…

Daniel Lott: The extra step of specifying what type of property they're looking for.

Daniel Lott: that is somebody who's further down the road. So, like, of the homebuy process, so they're more interested. So we always thought that, and it's like, well…

Daniel Lott: That's fine. We think that's the case, it makes sense to us, so we can say it. And it rhymes, it's great. So we did this analysis, and one of the overriding conclusions from this analysis is, you know, we looked at a whole bunch of other things. We looked at, like, time of day that they registered, day of the week, and all this, like, what are the ones, what are the best ones?

Daniel Lott: Those all kind of were the same, but it was the niches is the one place where there was a kind of a specific

Daniel Lott: benefit to these leads over the general lead. Not to say the general homes for sale in Nashville isn't good.

Daniel Lott: Those are good. Those are… I came up with the analogy of, like, that's sort of like the hamburger, but the niches are, like, kind of like the cheese and all, like, the fixin'. So, you know, a hamburger's great, but, you know, a cheeseburger with, you know, jalapenos or whatever, that's… that's even better. So you gotta still have the hamburger, but you need the niches, too. So,

Daniel Lott: I'm just gonna read, everybody likes when I read lists of stuff,

Daniel Lott: I'm gonna… here's some of the niches that…

Daniel Lott: I'm not gonna do the whole thing, there's gonna be a little video coming out, later, but some of the best ones were…

Daniel Lott: Single family.

Daniel Lott: is the… is the best. If single-family homes for sale in Nashville was the one that was most… not Nashville, but the city name, is the most likely to, convert into a sale. And then we had some other ones, such as Deepwater, which wouldn't work in Nashville, Contemporary.

Daniel Lott: recently listed… 3 car, without HOA.

Lance Simpson: Basement.

Daniel Lott: and beachfront. So… Those are…

Daniel Lott: And they're crazy, and you're not gonna get a lot of leads from those.

Daniel Lott: And… but… and it's… the… when you're doing it yourself, you're not gonna spend the time. We're able to do it because we have developed

Daniel Lott: This technology, which allows us to create those at, you know, the press of the button.

Daniel Lott: Orlando… oh, it's Orlando.

James Terry: after basement?

Daniel Lott: What was after basement? Was… beachfront.

James Terry: Beachfront.

Daniel Lott: So…

CINC Marketing: I'm gonna spend the time doing it.

Daniel Lott: Because there is a good chance you're not gonna get any leads at all from these ad groups. And it's sort of like…

Daniel Lott: I'll try them, I'm gonna do it, I'll create them, I probably won't get it. I won't get any clicks, and if you don't get any clicks, you don't spend any money, so it's fine. It's like, well, the effort's on us, you know, we're spending the time and doing it.

Daniel Lott: You might not get any leads, but if you do, they will be… Most likely.

Daniel Lott: better cost per lead, and better quality. So, we are happy that it kind of justifies all the work we do. So, anyway, that's my… that's my talk.

Lance Simpson: I got a question for ya.

Lance Simpson: Is it helpful when us as the agents kind of communicate with you to say, hey, listen, when I talk with a lot of folks, they're always asking me for this, meaning no HOA, or pool, and then also kind of understanding my market to say, like, I know that a lot of sales are going to come from, like, this price point in this area. Like, like, knowing my market and just kind of what

Lance Simpson: I deal with? Is that something that would help you guys with that niche, or…

Lance Simpson: Do you guys? It helps.

Daniel Lott: We might not use it, but any sort of information, like, that without HOA is, like, there's literally, I think there's, like, 93 niches we use, and probably half of them, or a third of them, are from

Daniel Lott: a client has said, you know, people don't like HOAs, you know, you should really do this, or like, I would really be interested in people who just…

Daniel Lott: like…

Daniel Lott: who don't want HOAs, and so we started that ad group, and then we tried on that, and then we tried on another account, and then it just kind of took off from there. Like, deep water, that's not something we would have necessarily thought about, but, you know, in Cumberland, the mighty Cumberland in, running through Nashville doesn't have deep water, but, you know, if you're in Miami…

Daniel Lott: That's probably…

Lance Simpson: I mean, it's deep if you're just used to, like, knee-deep water, like, 2 foot in Old Hickory, and then you like deep water, and it's 10 foot. I mean, that is deeper, but…

James Terry: I'm a certain aspect.

CINC Marketing: Yes, yeah.

James Terry: It's all deep for me, yeah.

Daniel Lott: That's do it.

James Terry: But I love that analysis, because Dan's right, we've had those niche ad groups as long-tail keywords in the campaigns for a long time, because we were confident

James Terry: First of all, we knew that the cost per lead was better, right? Love seeing that that is…

James Terry: it supplements the campaign, right? The engine is still gonna be that general ad group that's gonna bring in most of the traffic, but since we can build them at scale, we're gonna put in there, a lot of them might get no clicks at all, it doesn't make sense to spend hours and hours and hours doing it manually. We put that automation at work in years ago so that we can put them in at scale, and be able to pull in, maximize that traffic, because you may have noticed a lot of those niches he talked about

James Terry: And a lot of them that weren't mentioned there, but to your point, Lance, if somebody… hey, we got a lot of golf courses around here. People are looking for golf course communities, gated communities. In Miami, there might be waterway access, or, you know, he said, beachfront, water, water views, you know, high-rises if somebody's in Las Vegas.

James Terry: things like that. The price point of those niche ad groups is designed to capture traffic, looking at higher price point

James Terry: properties as well, right? Golf, gated, water view, oceanfront, things like that. And so, to see and to find out that they get to a conversion, the… what we call ROAS, the return on ad spend for those niches is much, significantly better. Just good to have that analysis to back up what we've always kind of believed.

Lance Simpson: Well, here's one of the cool things that… and again, I mean, you guys have been generating leads for me for 13, almost 14 years now, and one of the cool things is we do have a couple ad groups out there that, while we don't sell a lot to that area, we generate leads that come into it, have conversations with them, and then push them somewhere else and sell them somewhere else, because they don't know what they don't know. They just think that that's what they want, but then…

Lance Simpson: Having a great conversation with them, it pushes them off somewhere else, so…

Lance Simpson: I think… I think it's awesome.

CINC Marketing: No, I mean, if you think about, like, the guy who came from California, you know, his initial search was probably on that general Nashville group, because he just knew, I need to live in this area, you know, and then…

CINC Marketing: as he's doing more and more research, it becomes, you know, homes in… 3-bed homes, or homes with a 3-car garage, because I just got my daughter a car, and we need a garage for it, because she's going to school over there. You know, and then it becomes… or, like, an example for me.

CINC Marketing: the elementary school that we live next to is very sought after. It's a public school, it has really good scores, all that, you know, whatever. But…

CINC Marketing: I would, you know, it might start off for me as homes for sale in Atlanta, then become homes for sale in Woodstock, and then homes for sale in

CINC Marketing: this school zone, you know, and that's a very specific hyper-local search, and it's a competitive advantage if you're working with CINC, because we're the only ones that have that automation that would create that

CINC Marketing: That would create that in the first place, and that, you know, would probably not get anything for

CINC Marketing: Along, you know, most of the time, but anything that gets is gonna be cheaper and higher quality because there's so little competition for it.

Daniel Lott: And, yeah, and there's,

Daniel Lott: It's extreme… we have spent, like, literally years doing this, millions of dollars developing this technology which allows us to do it. Our competitors have not done that.

Daniel Lott: And so, if you go with one of the competitors, and, like, they're not gonna do this, because they know, like, okay, doing 60 ad groups for Nashville, that will take around a week. And these ad groups, because it's… if you're doing it manual.

Daniel Lott: it takes a really long time. And that's, like, when we started, we would do it, and it would say, oh, okay, I gotta launch this, it takes… well, it'll be up in 3 days. You know, it's like, okay, that's impossible. So, we're able to do it almost instantaneously because of the technology we've built. And so, you know, that's…

Daniel Lott: one of the advantages. And so, if you're talk… if you ask your… your provider, if you're with another provider, and you ask them, like, oh, do we do this? They'll say, yeah, yeah, sure, we do it. And they… they won't. They'll, like, you can stick it… you'll stick a keyword.

CINC Marketing: Well, that's a bold statement.

Daniel Lott: Well, no, it's true.

Lance Simpson: You know what?

CINC Marketing: work, easily.

James Terry: enough, yeah, adding the keyword's not hard.

Daniel Lott: Yeah.

CINC Marketing: It's a lot.

Daniel Lott: Oh, yeah, oh, you'.

CINC Marketing: They're lying to you right now. They are lying.

Daniel Lott: Well, yeah, well, they are. And, well, and I'm…

Daniel Lott: Alright, well, I'm gonna stop talking a little bit, because I know I've taken up my time, but…

Daniel Lott: Well, and one of the things that you have to do an ad group with a landing page that has the specific properties that match your search. Like, deep water, the properties have to be deep water, you know, homes.

Daniel Lott: The keywords say Deepwater, and it all… the ad type says I've lost Lance.

CINC Marketing: This is the time.

Daniel Lott: Okay, okay.

Lance Simpson: Anyway, I had a dog… I had a dog sitting over here whining at the door, so…

James Terry: We ran them all.

CINC Marketing: I'll have to get Lance a wrap-it-up button.

Daniel Lott: My final thing, like, if you just throw in a keyword, that's not gonna do anything, because the ad isn't gonna mention Deepwater, and the landing page isn't gonna go to deep water. So, it's like, oh, oh, I'm gonna help my client do this, and no, you're not gonna do it. You're not gonna do it, and it's gonna be a waste of time, and…

Daniel Lott: you know, that's why… that's what we do. So, we're happy to waste our time for you, but it works! Niches, indeed.

CINC Marketing: Too slow, dude.

Daniel Lott: We're paying riches. So, we learned that.

CINC Marketing: Alright, well, I have terrible clock now.

Daniel Lott: Woo! Today.

CINC Marketing: Because it's time for us to get to a little segment we like to call…

Audio shared by CINC Marketing: Mail time?

CINC Marketing: We're 40 minutes in. I gotta go back to, podcaster school. We got a lot of great questions. One that we have been seeing a lot, and Claudio put it in the chat. I'll get to it while I'm, going through some other… looking for some other questions that we got here, but, Lance, what do you say about

CINC Marketing: the new… the… I guess it's not super new, but it's newer. The… the call screening…

CINC Marketing: That you're getting when you're calling people on, you know.

Lance Simpson: That's an interesting… so that one comes up every single month at CINC University, as far as, like, with this one, and I feel like sometimes agents make it a bigger deal than what they think. We started tracking this, and it's…

Lance Simpson: roughly…

Lance Simpson: 10-11% of our calls that this pops up on, but agents are like, it happens all the time. Well, if I continually call the same list of people over and over and over again, and you're on that list, and you have it.

Lance Simpson: it maybe seems like it's more than what it really is, but it's really, like, like, I only count you as one instance, not five, because I called you five times.

Lance Simpson: we ask this question at class and hear what people have to say. We've tried a lot of different things, from, like, a long, drawn-out, you know, this is Lance with Nashville Advantage, talking about 123 Main Street, to all over the board, to… we just started saying.

Lance Simpson: Lance, and just kissed my first name.

Lance Simpson: And then, last month, there was a younger gentleman in that class that said he used their name.

Lance Simpson: And that's what… that was our exact reaction. We're like, interesting, would have never thought about it.

Lance Simpson: And he's like, it's worked well, he's had more people. Now, when I hear people say I've had more or a ton answer, like, I'm a quantify it kind of a person, so I don't know what that number of more is. Is it 2 out of 3? 2 out of 10? I don't know. I feel, though, that whether I just say Lance or Harry, like, one word is just it, like, the

Lance Simpson: the more you talk, I think it hurts your chances.

Lance Simpson: Somebody also said, and I don't know if this is true, but if you hang up and call right back, it will bypass the…

Lance Simpson: the computer, or it tricks Google, so sometimes maybe try dialing and double dialing back. I don't… again, I mean, I think, Terry, you had kind of said it, like, we're just… we're dialed in on our daily activities of making phone calls, so I will call you. If I get that, I'll turn around and say, Lance, if you don't answer it, I go on to the next. I don't overthink it, because I know I've got 12

Lance Simpson: thousand other leads in my database that need my help.

CINC Marketing: Well, someone who's not gonna pick that up is probably not ready for a conversation yet.

CINC Marketing: Anyway… Does he say, does he… is he like, it's Harry from the future? It's future Harry.

CINC Marketing: I have a warning for you.

Lance Simpson: So, somebody else had also said this, if you kind of do pay attention.

Lance Simpson: And if I know that, here, you're on my list every day, and I keep calling, and I keep saying, Lance, Lance, Lance, you know, somewhere around that 10th, 12th.

Lance Simpson: What was that? You're maybe too young for it, but there's, you know, it was the old burn. It's me again.

Lance Simpson: You know, call me back.

Lance Simpson: I'm not.

CINC Marketing: Yeah.

Lance Simpson: Still here, you know, but would I do that the first couple calls? No.

Lance Simpson: Round 12, 15, 20 attempts, yeah, have fun with it.

CINC Marketing: And what about, Claudio asks, dialing from CINC or a private number?

Lance Simpson: Everything we do, I will fire an agent if I find out they're manually calling from their cell phone.

Lance Simpson: Everything has to be done through the dialer or the mobile app utilizing the CINC number.

CINC Marketing: Well, because that's how… that's the best way for you to filter the database, like you talk about, for future.

Lance Simpson: Well…

CINC Marketing: I'm having that activity.

Lance Simpson: They're… yeah, I mean, and it's… some people are like, oh, well, it's tracking. Not… I mean, I… yes, tracking, but it's not Big Brother tracking for my agents. It's more of, I'm able to go in and say, okay, yes, there was a 5-minute conversation with it.

Lance Simpson: And then everything's automated, because the system automatically will track that information that puts it in, but then…

Lance Simpson: Why I like using the CINC number is sometimes people will text you back. They might not answer, but they'll text you back.

Lance Simpson: If you text back my CINC number, that automatically logs that note and that text and tracks it in the system.

Lance Simpson: if you text my cell phone number, it is now outside of the system, and none of that communication is in there.

Lance Simpson: for those that know what the pond is, we run pond routing, where all of our leads go into one main account, and all my agents are allowed to go in there and go fishing. So… we want all that communication housed in one spot, because maybe here you called with your CINC number, and they texted back?

Lance Simpson: That communication's gonna be in the pond, so one of my other agents is still gonna be able to see that opportunity, and if you're busy, they're able to jump in on it.

CINC Marketing: Well, and I mean, for us, updating the pipeline, one of the benefits, or one of the reasons we're able to really work through this lead quality initiative is we're able, you know, we own that whole… we can see that whole journey of the lead, so…

CINC Marketing: when someone is updating their pipelines within the CINC platform, it's helpful to us and helpful to them, because we can then see that

CINC Marketing: you know, okay, this… this niche, like Dan is talking about, is producing X amount of leads over X amount of time that are in contacted appointments set, so that's also

CINC Marketing: you know, it's feeding into the hive mind. It's,

CINC Marketing: you'll help Skynet be more effective by updating your pipelines. Geez, Lance.

Lance Simpson: Yeah.

CINC Marketing: Oh my gosh, Lance, you're not gonna get invited back like this.

CINC Marketing: Last and… last and final time for Lance Stone.

Lance Simpson: It's a little puppy dog, Dad.

CINC Marketing: We gotta see the dog now.

James Terry: The roy Lance off.

CINC Marketing: Yeah.

James Terry: Can we see the dog, or no?

CINC Marketing: It's the doggone.

Lance Simpson: Give me.

James Terry: Dog Lance?

Lance Simpson: We'll see if I…

James Terry: Well, that's…

CINC Marketing: Let me pat that down.

James Terry: Harry, while we're looking for the dog, but such a good point on pipeline status. Everything Dan was.

CINC Marketing: Oh my gosh, I thought it was a little puppy.

James Terry: Yeah, I thought it was a little fella.

CINC Marketing: I'm probably gonna, like, pick him up.

James Terry: Lab.

CINC Marketing: Whoa!

CINC Marketing: Alright.

James Terry: Oh, I had a white lab growing up. Great, great dogs.

James Terry: But similarly, Harry, you talk about pipeline status, and from our perspective, all the analysis Dan was talking about a minute ago, we won't dig back into it, but knowing which, which keyword group, which niche is most effective at different, you know, not just

James Terry: cost per lead, but which areas are getting the best, cost per appointment? What areas are getting the best, actual results?

James Terry: And I know we've talked that a lot of people are using SkySlope and different transaction management stuff. CINC's got a bunch of integrations to put that kind of stuff into the system as well, so that we would know, for your specific account, yes, portfolio-wide, which is very valuable for, oh, the pools ad group gets to a transaction more often than the luxury ad group, or something like that. You know, whichever ad

James Terry: groups we have, these niches, again, that we're talking about, but having those integrations and knowing the pipeline status, the actual transaction numbers, as much as… and you can tell Lance is a systems guy, right? As much as can be automated, put in the background, integration with SkySlope or whoever, so that we're able to get that information and know this campaign, we need to focus as much as we can here. Even if the cost per lead is

James Terry: 7% higher, you know, maybe it's a $7.20 instead of $6.90 or something. Is that worth it for an area that's getting a transaction, you know, at…

James Terry: 30% higher rate? Like, of course it is, right? So, we have for a long time been focused on lead quantity, because that was mostly what we could… that was the only visibility we had on our side. The more visibility we get into the quality of leads and what brings the most value and gets to transactions, the more we can hone that in as well.

Lance Simpson: See, I might be an oddity, but whenever I hear quality.

Lance Simpson: It's funny, on different… again, CINC University, running that for 11, 12 years now, of what people think quality is, and they're like, well, that's a bad name, and I'm like, I forget most people's names anyway, so a name isn't a quality. To me, quality is, you give me a good phone number and a good email address.

Lance Simpson: Because the rest of it, I don't know your timing, so I do know, though, that people buy and sell homes all the time, and if there's a life-changing circumstance.

Lance Simpson: I want to be their guy, so as long as I got a good phone number.

Lance Simpson: That… that's… that's a… that's a good quality lead for me. But yeah, we, whenever we started hearing about putting the transaction management piece together, that made total sense. I never put two and two together with that until that kinda…

Lance Simpson: came up, and I was like, yeah, I want more… I want more leads like these ones here that… that we have closed. Pipeline stages, we're constantly moving them around. We may have had a conversation with you today.

Lance Simpson: But then, if you ghost us after a couple months, and you're not logging back in, and you're not responding to my nurtures, I'll move you back to attempted contact, because I know that's where I'm gonna do some re-engagement, reigniting, and then get you to come back and re-prospect, yeah.

CINC Marketing: Very cool. Lance, I know we've got a…

CINC Marketing: People wanna hear more from you already.

CINC Marketing: And Dan's available, too. Dan will come to your party and read his spreadsheets, Matt, so if you want that…

Daniel Lott: I just read lists of cities, and they're called…

CINC Marketing: I love it.

Daniel Lott: Fascinating. It's fascinating.

CINC Marketing: Kids love it.

CINC Marketing: It's more in the 8 to 12 range, so I don't know. You know, cancel the clown.

CINC Marketing: Papa Dan's coming.

CINC Marketing: To read his lists.

CINC Marketing: But Lance, I know you're at CINCU,

Lance Simpson: We have September Phoenix coming up.

Lance Simpson: Two weeks?

Lance Simpson: I think.

Lance Simpson: what is that? I forget the dates, but something like the 19th, 20th, 21st, whatever that Tuesday, Wednesday, Thursday is. Highly, highly recommend, if you've not been to a CINC University.

Lance Simpson: Go, because these are just little snippets of…

Lance Simpson: 24 hours of education, 3 full 8-hour days of database management, automation, and conversion training that, tend to be highly successful. I don't… I feel like it's been pretty successful, being that we're going into our 12th year of doing it.

Daniel Lott: Great seats still available.

Lance Simpson: There are some great seats. Usually the back row's fill in first. I recommend jumping up into the front row.

Lance Simpson: But yeah, yeah, we still got some availability out there in Phoenix. Phoenix is probably one of my favorite places to go. They got an awesome snack shack for break times that is loaded with anything and everything you could dream of, so… and it's Phoenix. Phoenix is just a really fun place.

CINC Marketing: Yeah, I think it's only 128 there right now.

Lance Simpson: You know what? I don't know how about Hotlanta, but…

CINC Marketing: Oh.

Lance Simpson: It's been triple digits for… I think they said we're gonna be 102, 103 in Nashville again today.

CINC Marketing: I was in, Tampa this morning.

James Terry: Cool.

CINC Marketing: Tampa. Oof.

CINC Marketing: Woof.

Lance Simpson: Yeah.

CINC Marketing: You guys will have to…

Lance Simpson: I'm ready for winter, though. I'm not complaining, I'm not ready for winter.

CINC Marketing: Cory, yeah, yeah.

James Terry: All lab groups have been doing well.

CINC Marketing: Yeah, yeah.

James Terry: We're getting some traffic.

CINC Marketing: Pools near me.

James Terry: So, a couple of these questions, like, Mariana asked back here, like, as far as timing, and you had talked earlier, Lance, your, the initial conversation, like, after, after that first conversation and contact, what's the cadence following that? And I feel like that's kind of similar, there was another question in here.

James Terry: what are some of the best practices people overlook when using CINC? I think that was a new person asking. But,

Lance Simpson: So, so go into the cadence, and I think…

Lance Simpson: In the help section, there's a playbook.

Lance Simpson: And it's… it's…

CINC Marketing: I'll get the link.

Lance Simpson: It's, it's written out in there, but, and…

Lance Simpson: If theirs is more specific, like 28 days, I always say, like, for my database, I don't ever want to see a reminder more than 30 days old.

Lance Simpson: meeting, I'm gonna touch base with you.

Lance Simpson: minimum every 30 days. So kind of how my cadence goes, if you're 12 months plus.

Lance Simpson: That window's 30 days. If you get into that 9-month window of, we're getting a little bit closer to your buy time, I'm gonna do it 21 days, maximum. 6 months, we're gonna be at 14 days, and then whenever you're in that 3-month window, daily, no more than 7 days between touches.

James Terry: Again, definitely.

James Terry: A system and a…

Lance Simpson: It's just a stupid ink.

James Terry: concept, a system implemented, and clearly with results, so…

Lance Simpson: It is, and I mean, this is what blows a lot of people away whenever I show them how many people we have and are contacted that we're nurturing, and…

Lance Simpson: I think, you know, since we've been hitting it a lot heavier with some more phone calls over the last year, it has grown, but it used to be right around 50 to 60 out of 12,000 leads that we were nurturing, and everyone's like, wow, that seems low. But we're diligent about the fact of, if I talk with you today, and then I try to follow up with you over the next 3 months, and you're non-responsive to me.

Lance Simpson: I'm moving you back to attempted contact, and then I'm gonna start hitting you up again with re-engagement campaigns and some of that automation stuff to get you to come back and hit that prospecting filter again.

CINC Marketing: Man, the Daly Money plays got a little,

CINC Marketing: Got a little facelift. So yeah, y'all check out that link. It's got a nice little call tracker on here, as well. Good work, marketing team!

CINC Marketing: Not us. The other one. It's very confusing, but it makes sense if you know, but… Oh…

James Terry: country.

CINC Marketing: Yeah, it's okay, don't worry about it. You don't need to know, I don't know why I brought it up. I apologize.

Lance Simpson: I know somebody had asked, best way to get ahold of me.

Lance Simpson: follow me on Facebook, and shoot me a message on Facebook.

Lance Simpson: Lance Simpson. It's an easy one. My picture has me and my Jeep. It's a big Jeep.

CINC Marketing: Is the shirtless one.

Lance Simpson: No, always got a shirt on, nobody wants to see that.

James Terry: The Jeep. The Jeep is the one that loses the top sometimes.

CINC Marketing: Yeah, that's a… Wow. Good work. Might have just won, that was good.

CINC Marketing: Yeah, and now we did get a question around the bonus leads, so if you guys are unaware, we do have Google

CINC Marketing: one tap, and… sorry, put my… we have Google OneTap on the sites as a path to registration. That doesn't automatically correct… collect phone number. So if they do go through that… but it does collect a valid email. If they…

CINC Marketing: Go through that, we then try to collect the phone number, but they don't always provide it, and when they don't, they can get put in as a partial lead, in the database, or a bonus lead, because that's coming through a different

CINC Marketing: We consider partials from, like, the seller side, that's just the address. Here you'll have a name and a valid email address.

CINC Marketing: So, just if you don't know what those bonus leads are… now, it's my understanding that a change is either being made, or will be made, to move those out of the main lead dashboard, Dan?

Daniel Lott: The change has been made, from what I understand. I haven't seen it, or I have seen it, and they're not there anymore, so the change has been made. It's not retroactive, but… so the bonus leads are now, called partial leads, so…

Daniel Lott: You… there's a, a section, a hidden section of your website called, where you can untoggle,

Daniel Lott: the partial leads, or you would toggle… click the button, and so you would see the partial leads in addition to the other ones. And so,

Daniel Lott: pretty much you can ignore them, most people ignore them. We were getting a lot of, like, kind of pushback or confusion as to what these leads are, it's like.

Daniel Lott: why? I've gotten these 3 leads in a row, have the same phone number. What's going… this is… what are you doing here? It's like, well, those are bonus leads. It was, like, a little bit too much to, explain what they were, and since… if…

Daniel Lott: as Lance said, it's really important to call your leads, and if you don't have a phone number, it's really… it makes it a lot harder to call the leads, and they obviously don't want to be…

Daniel Lott: you know, talk to if they don't give you a phone number. So, anyway, so we made that tweak. We never counted them as

Daniel Lott: Right. We also, like, when we told you how many leads you generated, like, if you look at the marketing dashboard, and you say, like, oh, we generated 100 leads, and people would say, like, oh, but yeah, there are all these bonus leads, like, yes, those didn't count towards the 100. And when we do our analyses in Google, and…

Daniel Lott: You know, all those,

Daniel Lott: it's, yeah, that wouldn't… we wouldn't count them as leads in our internal anything. They didn't count as anything. They're just bonus. We didn't want to throw them away, so we put them in your database. Now they're not… now they're kind of hidden, so you don't see them. They still exist, but it's a little trickier to access.

CINC Marketing: Well, and.

James Terry: They made it up.

CINC Marketing: Go ahead.

James Terry: I like the fact that we had implemented it early on, because basically we did all this testing for, like Harry said, the sign in with Google button. We've all seen that, sign in with Google, sign in with Facebook, that kind of thing, on a registration form. And if somebody used that sign in with Google button, we saw that the phone numbers we did generate, like.

James Terry: basically, we were able to get, I don't know, 3 or 4% more legitimate leads and phone numbers because we were able to use that button, but people

James Terry: a lot of times we'd click that button and then not put a phone number in. So we automatically, because of being signed in with Google, we'd get the name and the email address. So we had some data, and we had that, so we'd get, like, 4% more phone numbers, legit leads, and then, like.

James Terry: 60% more, you know, email addresses and partial leads. So it made sense to implement it, because we wanted the 4% phone numbers, right? Like, we knew there was a thing we could do to get more leads. Of course we want to do it. So I think this is the best of both worlds, having the partials that don't give us a number go into

James Terry: a different part, because it did create a lot of confusion, and wouldn't anybody feel that way if you log into your dashboard, you see 555 numbers.

James Terry: on your leads, like, that doesn't seem legitimate. So, best of both worlds now. Excited about that.

CINC Marketing: Well, and the question also mentions an email drip campaign, and so I think as part of the change also, they'll be added to property alerts, which is…

CINC Marketing: the single biggest driver of traffic back to the site. So, I think that will be… even… even now, we have instances, I mean, it's not most of them, but we have instances where they're converting to full leads later on. So I think by adding property alerts.

CINC Marketing: That's what these people want to, you know, that's… if someone sees a house in an area they want, at a price point they want, it, inventory is, you know.

CINC Marketing: something that drives action. Oh my god, inventory drives action? I don't know if that's good, but it kind of…

CINC Marketing: It sounds good. Anyway, when they see it, it drives that action, and I think that will…

CINC Marketing: like James said, we get more full leads, and now we have these… these, people that need one piece of information to be complete, and then the property alerts will just surface those more. So I think that will be…

CINC Marketing: A big win with it.

Lance Simpson: So, property alerts. You guys got time for one more good nugget?

CINC Marketing: Yeah.

James Terry: Boys.

CINC Marketing: Stay a little bit later, no.

Lance Simpson: So, yeah. So, property alerts, yeah, there's another, happy hour one from our CINC University, but Matt and John are on that one, so I told them I'd be late anyway. Property alerts, one of the things that we started doing…

Lance Simpson: more consistently, again, this year than in years past is, obviously, CINC creates an automated

Lance Simpson: property alert for somebody whenever they come in. Now, those people that have registered over the last 2 weeks, we go in after they've been on our site 3-4 days.

Lance Simpson: we update their safe search. We knock out the highs and the lows. We kind of take that median, and so we'll change their search. So, maybe you came in looking at that $2 million property, and then a $300,000 property.

Lance Simpson: I'mma figure out where that median is. I've never had a conversation with you. Update that saved search. I'll… sometimes I like to even make it a little wrong.

Lance Simpson: And I will send it out. If I have an email address, I'll email it. If I have a phone number, I'll text it. If I have both, I will email it and text it, and I will send them the link. And so my… my email would be like, hey, first name, unless I don't have a first name, and then it would just be like, hey, this is Lance with Natural Advantage, wanted to let you know we updated your Safe Search to include all Franklin homes, 3 bedroom, 2 bath.

Lance Simpson: 500 to 750,000. If we missed anything.

Lance Simpson: Let us know. Here's the link to your quick search.

Lance Simpson: So those bonus leads, that would be a great email to send out to them. And a lot of agents, they get caught up in their head, they're like, but I don't know what they're looking for.

Lance Simpson: Okay, well then just send them one that says they have the generic one that says, here's everything for this. If I miss something, let me know. Here's the cool piece about that, and that's why I like sending it a little wrong. If I missed it, they're more likely to say, no, I want Nashville, or no, that's too expensive, not expensive enough.

Lance Simpson: I want this area as well, but then they respond back, and as soon as they respond back, now we start getting conversation going back and forth.

James Terry: That is a huge nugget, Lance, because, like, doing it a little bit wrong, I don't know if anybody here has spent any time on Reddit.

James Terry: But people are very inclined to correct someone, right? That is just a psychology of people, or maybe just of people on the internet, I don't know. But putting it off a little bit, and then letting them come back and be like, well, actually, you know, this kind of thing.

Lance Simpson: If I get it right, if I get it right, you're less likely to respond back. You're gonna be like, cool, I got it, now I don't…

James Terry: I got everything I need, right? Absolutely, yeah.

Lance Simpson: Yeah, but if I, if I make it a little wrong.

Lance Simpson: People like to tell you where you're wrong.

James Terry: Wow, that was worth the price of a mission right there, I think. That's huge.

James Terry: And I want to hit Darius. Darius had a question in here, and I think it'll be a quick answer. It was about best practices, which I know you could go pretty deep in best practices, 3 days, 8-hour days, I'd imagine. But he asked, how do you fit it into your daily work schedule? Specifically asking about the times that you set aside to reach out, and like, what are the best times

James Terry: To call… call leads in your…

Lance Simpson: I… so every Sunday, I time block my calendar. Now, I will tell you, like, our call times are blocked out in our calendar for

Lance Simpson: weeks. Like, the only time that that time block comes off is if I'm on vacation, or I know I'm gonna be off-road, event somewhere, and have no signal. So those are in there. It's kind of like, yeah, like, people have, like, gym time where they go to the gym, and they're like, nothing's changing that. That's how our prospecting time is. Yeah, I don't know what that's…

CINC Marketing: But I get what you're saying.

Lance Simpson: I would rather prospect than go to the gym, right? But every day I look at it. If I have no appointments with clients, that means I haven't prospected enough, so I'm gonna double down more on that prospecting time. I'll sprinkle in my nurture times throughout the day as well, but we run everything solid off of a calendar, and we put in all of our money-making activities.

Lance Simpson: our primary ones, but then we also, I've got a 16-year-old, so I'm trying to enjoy as much time with her before she leaves the nest. Matt's got a couple younger boys, baseball, sports, and everything like that, so we're a very, like, work-life balance, and so…

Lance Simpson: putting everything in the calendar. I might not get a lot of days off, but I take a lot of…

Lance Simpson: time off on the days that, like, you know, I might have 2 hours that I can go golf, or go work on the Jeep, or, you know, things that are not real estate related, and… and get it done. So, but yeah, it's just time blocking, and I know it sounds like a lot, but when you start layering in a lot of these little things, I think people would be surprised that

Lance Simpson: it's the less than 4 hours a day that I can go in and prospect.

Lance Simpson: retarget and… and, like, reignite my database, but then also being the broker of my database and running a team, doing team accountability. So, I mean, it's… I don't have a ton of time wrapped up daily with this, because I started small. I'm like, first I'm gonna do this. Get good at this, and then I'm gonna layer in this piece, and then layer in this piece, layer in this piece.

Lance Simpson: You want to get really good at it? Come to a CINC University. We got people that have come back 9, 10, 12 times, and they continually pull nuggets away.

CINC Marketing: Yeah, I think that's what I've really, like, taken away, is just how intentional you are

CINC Marketing: With how you, you know, manage your business, and how you've…

CINC Marketing: You know, you're intentional in the way that you use the system, and that is…

CINC Marketing: You know, you find those, those, benefits of,

CINC Marketing: Yeah, like what you're saying, that makes total sense. It's like a meal prep or something, you know? Like, the first time you do the meal prepping, it's kind of…

CINC Marketing: Oh my god, but then, like, you just get good, and you are better and better and better at it, and it becomes… it just becomes what you do.

Lance Simpson: Yep.

CINC Marketing: Oh…

James Terry: That was such a quick line you used there as well, Lance, but the fact that you've got people that have been to CINC University several times, you know, 10, 12 times, they're still getting new stuff, and we've got, online conversion day that we do, what, every 4 to 6 weeks. Like, CINC has a lot of resources to help people.

James Terry: with their… their transactions, their understanding the system and how to best utilize it. And I think that one thing, which I want to say was a question, what's the biggest mistake people make, something like that. But I… in my opinion.

James Terry: people will go to a CINCU and let… okay, I learned it all, now I've got it. And it's that repetition, you know? You haven't heard something until you've heard it 7 times, that kind of thing. Like, make even those trainings being part of their system and their business.

Lance Simpson: Well, we've got… Daniel Blessing came initially as a single agent.

Lance Simpson: he was a solo agent, now has a team. He's one of the ones I've referenced 12 times. There's… I got tons of them that I can kind of, you know, name drop out there that people know, but he's been one of the more recent ones, and it's like a good movie. I mean, like, while we always teach the same thing, the class kind of controls it, but every time you watch a good movie over and over again, you pick up a new line.

Lance Simpson: So it's where you're ready for. I think one of the big mistakes, and while there's a lot of cool online trainings.

Lance Simpson: you're getting just little snippets, and it's not putting all the pieces of the puzzle together. So people will say, well, I went to this online training, I don't need to go to CINC University.

Lance Simpson: And then, when they finally do come, they're like, crap, I wish I'd have done this sooner. That's probably one of the statements I hear over and over and over again. New people, I think, as long as you wait 45 to 90 days, because you do want to kind of test drive it, break it a little bit.

Lance Simpson: And then come in and, you know, do what we teach. It works, and we like to keep it simple.

Lance Simpson: I don't want to have to overwork.

CINC Marketing: Well, and it really is,

CINC Marketing: Yeah, I mean, it's like, you know, it's like reading a strategy guide for a game that you're playing, or something like that, you know? I mean, it's…

CINC Marketing: CINC… there are so many things that you can do with it, and you can… there's a way to work it, and there's, you know, ways that you can, like… like filters and things like that, that you can, you know, kind of make it your own as well.

CINC Marketing: I think, yeah, do it… check out the stuff on CINCCommunity.com, but yeah, I think the biggest mistake is people just not coming to sync you, because you're in that room.

CINC Marketing: I mean, it's face-to-face, it's like…

CINC Marketing: you know, returning to the office after COVID, there were so many things that were lost when we were completely online, just little nuanced things and conversations and, like.

James Terry: forward.

CINC Marketing: Do brainstorming sessions, yeah, that…

CINC Marketing: you can't get online. There are great resources online, absolutely, but CINCU is a one-of-a-kind thing.

Lance Simpson: And here's what I love about it, it's the attendees. There's not a CINCU that I've not learned something from somebody in.

Lance Simpson: And then what happens is I learn from them, we come back to the lab, we plug it into play, and we test it, and if it works out, guess what's going into the agenda?

Lance Simpson: More tips and tricks that we have learned.

James Terry: Like, using the… the, the.

CINC Marketing: Thank you.

James Terry: on that.

CINC Marketing: Assuming someone's identity, yeah.

James Terry: Yeah.

Lance Simpson: Yeah.

James Terry: Oh, I'm.

CINC Marketing: you.

CINC Marketing: I'm you.

CINC Marketing: Answer the phone.

CINC Marketing: We did get a question, is there a CINCU plan for Toronto? I believe this year it's Atlanta and Phoenix.

Lance Simpson: Phoenix, and then November, December. November, December, we're gonna test out a new format. It's only gonna be a 2-day, so it's a highlighted CINCU.

Lance Simpson: So, it's, it's more… just kind of like… like Launchpad, just kind of getting you…

Lance Simpson: launched and ready to go for the beginning of the year. I don't think we have anything slated. We're still trying to lay out next year. We got some different things that Chelsea's looking at, from some workshops to a full CINCU, but I know all CINC U's will be in Atlanta.

Lance Simpson: and then some little workshops, but I think currently everything is going to be all U.S.-based. We've done a Toronto in the past, but the hard part is, is when you get the cost of getting out there, and then there wasn't high participation.

Lance Simpson: So if you want us to come to your market, everybody's gotta show up.

CINC Marketing: Yeah.

CINC Marketing: And he should.

James Terry: Good news is, Atlanta has this, like, giant airport.

Lance Simpson: Well, I'll tell you, here's one of the cool things, and we started CINCU in Atlanta.

Lance Simpson: But, I mean, at the old building, and there was the Nye Outback, the little bar area that we had, and everybody there, so over the years, when we started going into Phoenix and different locations, that piece kind of fell away.

Lance Simpson: Now, we're in the training center, we're in the building right next to headquarters, so we do a networking party after day one, up in the headquarters, where you get to tour the whole 15th floor, all the employees are there. Well, not all, but, you know, there's a lot of the employees that are there, account managers, so…

James Terry: There was a reason we didn't do a networking party at the old office.

Lance Simpson: That was fun over at the old office.

CINC Marketing: Yeah?

James Terry: It was… It had character.

CINC Marketing: Yeah, well, and I would say, too,

CINC Marketing: two things I'd want to point out specifically as training opportunities. I know there's a,

CINC Marketing: every other Monday call, that's a live role-playing call, so that's a good way to interact if you're not able to get…

CINC Marketing: down here, live, or until you can. I know the Agent Blueprint, I believe that's coming up as well, with John Marone.

Lance Simpson: We've got another one that… it's gonna be a 5-day challenge.

Lance Simpson: 5 days in a row. I'm gonna kick it off with kind of organizing your database and helping you build out some call filters.

Lance Simpson: And then John's gonna turn it into a 5-day challenge, where it's only gonna be, like, an hour, hour and a half a day of…

Lance Simpson: of getting you prepped for a week, so it's almost kind of like for those, you know, like, football, kids, you know, the little two-a-days where, you know, every day you're… you're jumping in. So, so yeah, so we're gonna do that. I think that's the beginning of November.

CINC Marketing: Okay, and is that CINC, that's syncagentblueprint.com, is that right?

Lance Simpson: Nope, the blueprint's gonna be something a little bit different, I don't know…

CINC Marketing: Okay.

Lance Simpson: I don't know what they… it's like CINC Challenge or something, I'm not quite sure exactly what it's branded. Okay. We're helping Ross get the documents and stuff together as we speak, so…

CINC Marketing: That'll be on the, CINC Community then, I'm sure. CINCCommunity.com, that link is up above from Orlando from 11.49 PM.

CINC Marketing: Alright, well, we've stayed late. Lance has his happy hour.

CINC Marketing: Things are, you know? Not a real… it's a, you know, CINCU happy hour. It's not a…

Lance Simpson: Yeah, yeah, so one of the cool things about CINCU, too, is two weeks after you attend a CINCU, we do a webinar kind of similar to this, where you can jump on, ask questions, but it's only for those that attended that CINC University. Tell us some success, or if you're struggling with anything.

Lance Simpson: Y-you got all of us alive, so…

CINC Marketing: That's great, I didn't know that.

Lance Simpson: Yeah.

CINC Marketing: I go every time! I'll come ask you guys some questions.

Lance Simpson: I'll get… I'll make sure you get put on the link list.

CINC Marketing: Thank you, yeah, please do, please do.

Lance Simpson: Yep, you gotta wear a tuxedo, don't dress up.

CINC Marketing: That's all I wear. This is actually a… this is a body tattoo.

CINC Marketing: Thank you.

CINC Marketing: Yeah, so any of the… any of the CINCU information, the scheduling's on CINCCommunity.com, my mouse died… I'm trying to copy it. It's above from Orlando, Orlando Pichardo, not the city.

CINC Marketing: Hang on, I'm trying to copy it. Oh, you can't copy in Zoom. It's… if you scroll up, Aldo, from 1149,

CINC Marketing: But it is CINC Community.com.

CINC Marketing: two C's… Hit you with one CC at training.

CINC Marketing: Doctor? No? I tried. That's okay.

CINC Marketing: I'm gonna delete that when I do this replay.

CINC Marketing: Anybody else has,

CINC Marketing: If anybody else has a last-minute question, submit it now, or forever hold your peace, or at least for the next 30 days. Office Hours is every… the live recording.

CINC Marketing: is every second Wednesday of the month at 11 a.m. Eastern Time. Replays are on Spotify, YouTube, Facebook, Apple Music,

CINC Marketing: Whacker, there's some… there's a bunch of weird ones, I don't know what they are, but anywhere you type in, step outside and scream.

CINC Marketing: Sync office Hours into the AI app on your phone as loud as you can.

CINC Marketing: And we'll be there, in replay fashion.

CINC Marketing: I feel like Dan's about to say something.

Daniel Lott: No, no, I was, I was leaning forward, too, but then I was like,

CINC Marketing: Just showing me you're interested, I appreciate that.

CINC Marketing: Yeah.

Daniel Lott: I mentioned that nobody asked whether this is gonna be recorded. That's usually the first question.

CINC Marketing: Whoa!

CINC Marketing: Fantastic, yeah, good call-out.

CINC Marketing: That's true.

James Terry: I've been seeing it.

Daniel Lott: Maybe they'll get that online fun.

James Terry: following on YouTube.

CINC Marketing: Yeah, I'm telling you, this is my, my monthly League of Their Own reference. Dozens of people are waiting for the game to start.

CINC Marketing: Alright, and with that, I'll say thank you to Lance.

CINC Marketing: Awesome as always. Come see Lance at a CINCU.

CINC Marketing: Follow Lance on Facebook,

CINC Marketing: You know, if you're a Jeep enthusiast, maybe you'll run into them there, but don't literally run into them. Those Jeeps are expensive.

Lance Simpson: I will just run over them.

CINC Marketing: Yeah, yeah.

James Terry: If you're going to, be in a bigger Jeep, I guess.

CINC Marketing: I like that you… I like… that's a power move. I like that you…

CINC Marketing: Type your own name into the chat at the end of a webinar.

Lance Simpson: That way there, they know where they can go follow me at, and then, again, Messenger's the best way to get ahold of me on Facebook.

CINC Marketing: You're just doing some AI optimization. Just type your name over and over again in the chat for the replay.

Lance Simpson: Right?

CINC Marketing: Yeah, awesome. James, Dan, anything before we go?

Daniel Lott: I think everybody's good. Great job, everybody.

CINC Marketing: Good, man.

James Terry: Make sure you guys talk at the same time.

CINC Marketing: Okay?

James Terry: I want to thank everybody for coming to hang out, spend some time with us, be part of the conversation. Lance…

James Terry: Appreciate it, man.

Lance Simpson: Always, thank y'all. You guys are the real rock stars. You're the ones that make it easy for me to do what I do.

Daniel Lott: That is true, that is true.

CINC Marketing: I think we can un… I think we can end there.

CINC Marketing: Alright, thank you guys so much.

CINC Marketing: We love ya. If you like office hours, tell someone, and…

CINC Marketing: If you don't, keep it to yourself.

CINC Marketing: We'll see you next month!

Lance Simpson: See you guys.

CINC Marketing: Hold the pod.

CINC Marketing: Go Ducks!

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