Episode 7 - Alvaro Erize

CINC Office Hours Episode 7 - Alvaro Erize | July 9, 2025

Office Hours airs live on the second Wednesday of each month at 11am ET.
Register to watch live and ask your questions at cinccommunity.com/registerforwebinars.

Title: Leadership Insights with Alvaro Erize: Driving Growth in Real Estate
📅 Date: July 9, 2025
🏢 Presented by: CINC

🔍 Episode Overview

In this special episode of Office Hours, CINC CEO Alvaro Erize joins the team to share his vision for the future of real estate technology and how agents can thrive in a rapidly changing market. From leadership principles to practical strategies for leveraging CRM tools, Alvaro offers a rare behind-the-scenes look at what drives success for top-performing teams and how CINC is enabling real estate agents and teams to close more deals than ever.

💡 Key Topics Covered

• The evolution of real estate technology and where it’s headed
• How leadership impacts team performance and client experience
• Practical tips for agents to adapt and grow in shifting markets
• The role of data, automation, and personalization in lead conversion
• CINC’s commitment to innovation and agent success

🔗 Resources Mentioned

• Register for future Office Hours
• Request a CINC demo
• CINC Training & Support Hub

🎧 Listen & Subscribe

Gain exclusive insights from CINC’s CEO and learn how to lead with confidence in today’s real estate landscape. Subscribe on your favorite podcast platform and stay ahead of the curve. Watch live on the second Wednesday of every month at 11am ET.

-----

Follow CINC on social media:
Facebook
Instagram
LinkedIn
YouTube
TikTok
Threads

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.

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.

CINC Marketing: Turn it on. No one do anything embarrassing.

CINC Marketing: Hey, everybody! Thank you all for joining us here today for the 7th

CINC Marketing: office hours. So still got some people pop it in. We'll

CINC Marketing: let it go here for a minute. If you guys are joining us, you know. Let us know. Where are you joining from? How long have you been with Sync?

CINC Marketing: You know, whatever you feel like you, we should know.

James Terry: Yeah, let's.

CINC Marketing: Let us know which one which one of us looks better in this t-shirt me or Dad.

CINC Marketing: because he joined.

Daniel Lott: Yeah, who wears it better.

CINC Marketing: Who wore it better.

James Terry: You can definitely tell who wore who wears it most often.

CINC Marketing: One.

Daniel Lott: Most.

CINC Marketing: Yeah, I'm to the point in my life where every shirt I own is either from work or one of my sons.

CINC Marketing: Tournaments.

CINC Marketing: Yeah.

Daniel Lott: That's pretty pretty true.

Alvaro Erize: Understand, taller than you know, Harry.

CINC Marketing: Oh, man, he's he's right there. I think he is 14, and like 6 1, and just.

James Terry: Oh!

CINC Marketing: Then.

James Terry: I'm not.

Alvaro Erize: I'm not sure how old I'll be when I get to be 6 1. But apparently it's more than 39.

CINC Marketing: You're almost there.

James Terry: I'm not there yet.

CINC Marketing: I'll be there soon, though, I can tell.

CINC Marketing: Keep stretching, you know.

CINC Marketing: Alright cool, cool so 2 min in got a lot of people on. We got a lot of great questions. Thank you guys so much again for

CINC Marketing: you know, just just coming out and engaging with us. We really appreciate this the point of this session, the monthly office hours, is just kind of an open Q&A. We have different guests

CINC Marketing: every month that come on with us. Today we've got the big cheese himself and the one man online who I consider to be more handsome than Dan Lot Alvaro Areze, the CEO of Sync, so yeah, very cool. Appreciate you being here with us, Alvaro. And

CINC Marketing: yeah, we got.

Alvaro Erize: You see my name all week.

CINC Marketing: Yeah, no, I know. I.

Alvaro Erize: Good at it.

CINC Marketing: I'm good at it. There have been many iterations of it.

CINC Marketing: Do I?

CINC Marketing: Did I do the last name right? Orize.

Alvaro Erize: Yeah, close. Enough. Close. Enough. Yeah, yeah.

CINC Marketing: Someone who has a fellow

CINC Marketing: name that can be mispronounced a lot. I am very sensitive to that. So.

Alvaro Erize: I have not. I am not. I've.

CINC Marketing: Alright! Alright!

Alvaro Erize: I've heard it in so many different ways. I've survived.

CINC Marketing: And of course we've got Dan and James with us as well, and I'm Harry Kerbo,

CINC Marketing: the senior director of paid social here. So James Terry, my counterpart on the search side, Dan Lott, the second most handsome person in the room, and the.

Daniel Lott: Thank you.

Alvaro Erize: No.

CINC Marketing: And you guys got anything on your mind today, or should we? Just

Daniel Lott: Pop right into some questions.

CINC Marketing: Alright!

James Terry: Yeah.

Daniel Lott: Think we're ready to go.

Alvaro Erize: Yeah.

Daniel Lott: We got a lot. We got a lot of people registered today. So.

CINC Marketing: Yeah, we got some really good questions. And of course, if you guys.

CINC Marketing: you know as you're watching have questions that come up, please feel free to throw them in the chat. We're gonna do everything we can to get these questions answered. We have really a lot today, definitely.

CINC Marketing: the most and very few are from my mother, which I always ask her to.

Alvaro Erize: And.

Alvaro Erize: Maybe, Harry, I'll also add, so so I apologize in advance for my accent. I'm I'm from Argentina. I do. I do my best with English the best that I can. But I've been with Sync, I think now been running sync for 8 years now. So I think Dan and James still still win against me and tenure, I think. You, too.

James Terry: Well, I'm here yet.

Alvaro Erize: I'm certainly. I'm certainly the the newer one in the team here. That's been. It's been a great great ride seeing seeing transform and grow a lot during the last 8 years. And so again, questions on. Feel free to ask on anything right, whether it's I know the team here is on on the lead generation side but also about

Alvaro Erize: our our system. Crm, history present where we're going and why please feel free to ask us any anything you have.

CINC Marketing: Yeah. And I mean, I will say about Alvaro, too. I mean, he's 1 of the more transparent leaders, you know, I've ever worked with which I you know I love. I've thrived off that I feel like, but you know Alvaro will answer the question, and you know so if you have something to have, something to say. Have something to ask.

CINC Marketing: Please definitely drop it in the chat. I'm going to go with some of the questions that we got

CINC Marketing: from the early registrations. So again, we got a lot of questions here.

CINC Marketing: One of the ones that I want to start with, that, I thought, was really interesting came from Margo, and she said, what research went into improving sync over other lead generation companies. So you know, I guess that's both on

CINC Marketing: maybe the Crm side, but also on, you know the advertising side, the follow up. You know. What? What do you guys? How would you guys answer that.

Alvaro Erize: Then do you want to take 1st apart from the Legion side, and then I can talk a little more holistically.

Daniel Lott: Well, I could talk about lead. Gen,

Daniel Lott: yeah, we don't really pay attention to what our our competitors do on on that side. Actually, we, we know what they're doing. We've

Daniel Lott: we know people.

Daniel Lott: some people who work here used to work there. So we know that. And we've, you know, years ago we we interviewed some people who worked there with one of our bigger competitors. And so we know what they do technically. But

Daniel Lott: we

Daniel Lott: you know, we know what they do and make sure they don't. They're not beating us, or, you know, innovating in some area. But we don't generally model ourselves after that, because I think we're we're doing a little better than they are.

Alvaro Erize: Yeah. So I think if if I if I think, how is Sync different? And especially

Alvaro Erize: 4 years, because if you ask me 8 years ago we were very focused on getting you the best, the

Alvaro Erize: least expensive leads, so that you had more ad bats because we didn't have too much information of what was a good lead, what was a bad lead? And so, as we started doing deep research on the big advantage of sync is that we really are at both ends of of the spectrum. Right? We started with generating traffic for your website, which evolves into a lead which then

Alvaro Erize: drives into your Crm, and then we follow all through the life of that lead, although especially with clients that use our pipeline effectively end to end. We know in the end, what closes, what doesn't close, and especially in the last 3 or 4 years I've been, and I think all of us have been obsessing with getting the best return for the money. Right? So it's not just the cheapest lead. It's the best equation between money in and money out.

Alvaro Erize: And so, of course we want you to have a good good volume of leads. Some

Alvaro Erize: sources are very good at giving you a base that you can feed your agents. But we also want to make sure. If we talk about our AI, we know now that 12% of those leads are getting to an agent ready status. We know that contact ratios, and we know all the way to closing that allows us to feed in. We are only investing in the parts of the business that we know make money

Alvaro Erize: for our clients ultimately, so specifically, detail oriented. What do we do? Different? Well, we're choosing our sources by their effectiveness, not just by their cost. And then we are developing stuff in our system to highlight that quality. If you think about

Alvaro Erize: real verified leads which we can talk a little bit more if we want. That is a very specific feature that no competitor has, and they don't have it because they don't know that it's important, right? Because for them it's just generating leads. And then, seeing what happens for us.

Alvaro Erize: we only care about a lead if it has the highest chance possible of getting for a closing. So getting early confirmation that that's going to be a strong lead is very valuable to us, and of course, valuable to you. So that's that's the basic difference between sync and the rest, which is sync is built with one objective in mind which is getting you the best return on money, of of what you spend in lead generation towards what you get in results out of it.

CINC Marketing: And that's that's where I always go to. I totally agree with you on the just the end to end. I mean, we own the

CINC Marketing: you know the journey of that lead all the way from the 1st time they click to your site till you know they've transacted with you and hopefully become

CINC Marketing: a lifelong customer. But our client oh, my gosh!

Alvaro Erize: I'm sorry.

CINC Marketing: Sorry. Well, I have not done that in a long time.

CINC Marketing: But you know I think the access to that whole pipeline

CINC Marketing: and all the analysis and just the amount of data

CINC Marketing: you know that we have, we're able to feed that into generating the best results

CINC Marketing: for our clients. And I always think it's interesting, you know. I see ads for other services sometimes that are touting

CINC Marketing: stats that don't really matter right like cost per impression, or something like that like that's not as important as the cost per lead or the cost. You know. There's there's much more important metrics.

CINC Marketing: And then, you know, if you think through that, I mean, I think it's because they may not know they don't have that full vision like what we do. The only thing they can see. Is that so? Yeah, the cost per impression is lower. But.

Alvaro Erize: Oh! What is.

CINC Marketing: That mean, you know, like, is that important.

Alvaro Erize: If if you think about the ultimate metric, it really is cost per sale. And this is something that. And again, we can go as deep as you guys want on different subjects. I see some questions on Florida, so we can move there. But just to at least give a takeaway from this.

Alvaro Erize: I really focus on cost per sale. So in the end, for me, it's if you take your lead sources and you analyze how much money did you put in, and how many sales you got? And you divide those 2 numbers. So if you put $10,000 and you got 10 closings out of it. That's a thousand dollars cost per sale. That is the ultimate metric for me. Of course there's others in the middle because you want there's level of efforts and stuff. But ultimately, that's what. And that's also what allows you to compare a lot of people.

Alvaro Erize: There's pay after close right? And how do you compare a pay after close against an upfront lead generation? Pay after close seems so attractive I put no money in. It's free sales. Well, it's not free sales right after you know very much, very well how much your cost per sale is, because if it's 40% of a $10,000 commission. That's $4,000, and you know you paid $4,000 for one sale. And so when you look at your

Alvaro Erize: pipeline of lead generation, where you are doing an investment upfront. Yes, there is more risk for you, because you're putting that investment up front. But if you know that you can expect certain results. And in the end you're gonna end up paying $500 per sale or a thousand dollars per sale. That tells you how much better, and allows you a real comparison. So if you take nothing else from this, and we every now and then we do a specific webinar. On this

Alvaro Erize: you should be thinking cost per sale. That's the way that you can organize your spend. And think of the growth of your company.

James Terry: And I I love this question about like what research went in, because it's evolved so much over the years, right like again, out of the 4 of us. We've got nearly 40 years total tenure here at Sync, right? So the research we used to do for lead Gen. And to stand out was tons of search, criteria, analysis. And what are people searching online and like what? As Alvaro said a minute ago.

James Terry: we were focused on lead cost per lead maximum number of leads for the budget provided years back. And that's still an important factor, right? Very much a guiding light for our team. But that focus on quality now. And with so much technology that's emerged in the last 10 years in the last 3 years, right to be able to say.

James Terry: not. Just how do we get this maximum number of leads, but which of those leads are actually getting appointment set and getting to transactions and tying that data back and forth and really analyzing. That's the the next step of of research that we're really focused on is how to maximize the effectiveness of the lead. Gen.

Alvaro Erize: James on that venue. I see a comment now, and I know I haven't forget about the Florida ones, but we we have said 16 appointments in the past 60 days that have not been able to qualify. I'd like to understand a little bit more. What you mean. Jamie, is, can we unmute and see if.

Alvaro Erize: or or-, or.

CINC Marketing: We can try.

Alvaro Erize: Or if not, Jamie, you can explain perfect.

CINC Marketing: I don't.

Alvaro Erize: Want to put my my team in a in a pickle here. But while.

CINC Marketing: Hang on!

Alvaro Erize: If if they can mute you. I'm I'm intrigued what you mean by the fact that you've set 16 appointments, but you haven't been able to qualify them.

James Terry: Hey, Jamie.

Alvaro Erize: I know.

James Terry: Hey? Is that a

Alvaro Erize: So. So yeah, so what you're saying is that you? You're getting good appointments. But but you're seeing worse credit than you were used to, and and that all these appointments

Alvaro Erize: comments have not been able to get qualified for credit. Right? That's interesting. I I don't think I've I've heard that recently. So so this is the 1st time that I'm hearing someone saying, because we do have something. Someone says, Well, I'm getting leads out of my area. Or if I'm in a vacation, I'm getting a lot of out of country or something like that. And we and we go and see. Sometimes we have negative words on on certain

Alvaro Erize: certain Combos like Canada to Miami, that we see that it's not a great closing ratios and and so but without going to that, I haven't heard yet of a specific trend towards lower credit. candidates signing up for leads. I think it's something we can. Where is it is this we said in.

CINC Marketing: Fort Bro.

Alvaro Erize: In Georgia.

CINC Marketing: Yeah.

Alvaro Erize: We're Banning.

CINC Marketing: Columbus.

James Terry: I'm off the top of my head, I would say that might be

James Terry: and seeing the market. I don't know if this is going to be a factor. Obviously, you know, we're not looking at your specific account right now, but it might be a factor of really broad search terms or or

James Terry: points of interest. Right? If we have full counties and things like that in major cities, if somebody searches homes for sale in Atlanta, cost per lead is great, but Atlanta is a huge

James Terry: acreage, and there's a huge window on Price Point and that kind of thing, so we don't know exactly where they might be searching there. So maybe getting a little more granular. And you can send a case you can. We can talk about this later, Jamie, you know about your specific situation, but finding even colloquial terms for homes in this neighborhood, in this subdivision, maybe trying to focus on higher price point with

James Terry: people that would have better credit. So it might just be that the the search criteria is too broad is why, you know, you might see that in your market.

Alvaro Erize: And and, James, I think the the general answer there is when you're seeing something that is out of the ordinary.

Alvaro Erize: you should. This team is here to meet with you, because obviously, when James is saying, Hey, let's try. Try some more specific terms. You cannot do that on your own right. It's these guys here. So I think that the the link there is

Alvaro Erize: I would do a I would set up a meeting with this team following up after this call to go over the campaign. And and this is good feedback, right? If our if my team doesn't know that something different is happening. We kind of react to it. So we can try. We can try some things now that might increase your cost per lead slightly, right as we as we narrow down, or we try more niches. So that's something that you should be

Alvaro Erize: prepared for.

Alvaro Erize: But ultimately, if you're seeing a trend, we should at least try to tweak and see if we can if we can do something about it. The general answer is, that's not something that I am

Alvaro Erize: lot of crimes and a lot of the different things. I I haven't heard a specific downturn in in the type of client that is signing up but I think we should look at your account specifically and see

Alvaro Erize: and and talking a little bit about the market. I I don't have a great answer, but I still want to answer about the Florida question. I think. I have 2 questions here about Florida, and so specifically about if we're seeing something about Florida or international scale. If if we have any specific reactions to hurricanes and to some of the of the

Alvaro Erize: events that that have gone on. Now that's not destroyed. Of course we have Texas recently, and we have a lot of we had California before. So

Alvaro Erize: in general, as a generic answer. We do react when there is a major event like that, we sometimes we might either pull back, spend at some point or or put some negative words on it to try to avoid some of the random traffic that happens in something like that. But but as

Alvaro Erize: but as as an ongoing procedure. We don't have a different or or, again, Dan and and team here, correct me. If if I'm wrong, we don't have a different approach to Florida than we do to the rest of the country. Right?

Alvaro Erize: I think today we are, of course, in a very particular market I have, and this might be an optimistic view in a difficult time, but we have come from one of the longest troughs in real estate history. In the Us. Right?

Alvaro Erize: I feel that we're a little bit on a slower extended version of what happened in 2,020. So if you think in 2020 with the of course, the event of the pandemic that was very extreme

Alvaro Erize: that had a a

Alvaro Erize: huge effect on pending up demand on transactions. Right? You have a lot of people that wanted to buy, and a lot of people that wanted to sell, but they could, because the governor was telling them that they couldn't meet to see the house right? So that was an artificial reason that you take the most inelastic industry of all in the Us. Which is

Alvaro Erize: home ownership. Right? People need to move irrespective of what's happening. They need to move when they get married. They need to move. When they get divorced, they need to move. When they have kids, they need to move. When their kids leave their house, they need to move when they change jobs. Right? So that's very inelastic. It doesn't depend on price, and more or less, it depends on life events. Right now, if you put a huge thing like you're forbidden from buying and selling homes. Let's go to

Alvaro Erize: extreme of the beginning of that actually can stall that that inelastic industry. But then, when you took off the lid in the second half of 2020 that exploded in business right? Because all of that pent up demand was still there. If you were still living with your ex because you couldn't move out like that doesn't get better. Usually it goes more towards the other direction, right? So

Alvaro Erize: so I don't know every experience. But but anyway but but

James Terry: In there.

Alvaro Erize: Maybe, Covid, but what I mean is, you could see in the second half of 2020 that that huge comeback. But the key was that the people that capitalized on that were the ones that were actually investing both money and time at the beginning of 2020, because buyers

Alvaro Erize: really are looking 3, 6, 9 months in advance of when they're going to move. So if, when the lid came off, you wanted to catch those buyers in October of 2020. You were too late because they were creating relationships early in that year

Alvaro Erize: that gets exacerbated, or that gets emphasized by the recent changes that have happened after the whole lawsuits. Right? I'll refrain from going to lawsuits because they upset me in general of how unfair they are to the real estate industry, but not to get derailed. They had one big positive impact, which was the

Alvaro Erize: reinforcement or the the actual enforcement of the buyer contract.

Alvaro Erize: So now this is very important for early lead generation like us versus like a late lead generation like Zillow, which is, you want to talk to someone. 6 months before they were finding a home, because you want them in a contract with you 6 months before finding a home. If you are going to come in a month or 2 before.

Alvaro Erize: High chances are that they are before where they used to say to you, I'm working with an agent, and it was a little bit of just an objection, because you could absolutely get through it. Today, when there is a buyer contract in place. That is a very different thing. Right? So my, the point to hit this long theatre of mine is

Alvaro Erize: If you think that if you think like I do, that the real estate market is ready for a rebound that prices will come down. Now that inventory is up, and that eventually the fed will decide to reduce interest rates

Alvaro Erize: when that happened. Don't think that buyers will start looking at that moment. Buyers cannot buy now. Many of them are holding, but they're looking now, and you need to start developing those relationships now. So if you're transactional and just want to talk to people when they're ready to buy, this is not your game. At least we are not

Alvaro Erize: we, we, our best clients are the ones that in tough times like today are having those conversations are setting those buyer contracts in places they're saying to clients, it's okay. If you're gonna buy between 6 months from now, I'm here for you. My website is here for you. I'm here to provide value. And when that rebound comes, those are the people that are gonna really make big like they did in the second half of 2020.

CINC Marketing: And one of the things that you mentioned Alvaro was the analysis that we did of clients who remove spend during the uncertainty of covid.

CINC Marketing: And so like even going back to the 1st question, right like these, this is one of the things that makes sync

CINC Marketing: better than others, because we have that full pipeline view. I mean, we were able to go in and see.

CINC Marketing: you know. Yes, you saved

CINC Marketing: $12,000 in ad spend, but you missed out on $60,000 of commission. If you just close things at the same rate

CINC Marketing: that you close the the leads that you did get, you know. So I mean, I,

CINC Marketing: Dan's always talked about the amount of data and the amount of you know ad spend that we have to draw these insights from that is very, very real

CINC Marketing: of understanding that these leads came from here. From this network they followed this path. This is the timeline we have that window that other competitors, you know, just don't have. And it's allowed us to really like the hyper local micro targeting that comes from data analysis of understanding what people are searching for and what they're interested in. So I mean, it really is, it really is the data. And then the team, that is.

CINC Marketing: you know, using that data both on the lead Gen. Side and the Crm side to, you know. Get you the best return possible for your ads, for your net new lead generation.

CINC Marketing: And I do think now, with Florida, one of the thing we do.

CINC Marketing: and you guys could target or could talk about this more than me, but you know we do

CINC Marketing: set up the campaigns in a similar way.

CINC Marketing: but I know, I believe, more of the the actual traffic

CINC Marketing: probably comes from out of area. Then, like Georgia compared to Florida like, is that something we see? Or

CINC Marketing: do you guys know that on Florida there's some.

Daniel Lott: They would get a lot of actually somebody posted about

Daniel Lott: people have been posting a lot of questions. We keep

Daniel Lott: responding to one question. So maybe you could move it along. But yeah. So one thing about out of area leads is, yeah, by some markets you get for buyer leads. You get a lot of out of area leads because it's I know Las Vegas is probably the number one market for out of out of area leads. It's tough to get people where I guess, moving within Las Vegas, there's a lot of people moving in into Las Vegas, and you can say the same thing for for Florida. I know I was just actually just reading

Daniel Lott: an article yesterday about

Daniel Lott: fewer people from Canada are looking to move to Florida. That's always been a big out of area market for one of the areas that generated a lot of the out of area sales in Florida's Canada. And that's been drying up a little bit this year. I haven't analyzed whether, actually, I think I'm gonna do that. I'm gonna do that today I'm gonna see?

Daniel Lott: it's give me a little something to do there. See? If, like, the amount of search traffic from Canada has decreased for Florida. But yeah, in that area. And also, if you are like turned off by getting out of area leads for buyer leads. I like, it's tough, like some people like buyer leads that are out of the area because they don't know they don't know realtors in your market if you're from out of the area.

Daniel Lott: Because so you're you know you're you're if you do a good job and call them up, there's a good chance they'll become your client. But so that's for buyer leads on. Seller leads. If you get out of area leads. I. Those are not as good. Obviously, because, you know, you don't sell houses like if if you're in.

Daniel Lott: you know destined and you get a seller lead from, you know Iowa, you're not gonna be able to sell a person. So in that case we do a good job, or

Daniel Lott: we are focused on making sure you don't get out of area leads like that. So if you are getting seller leads and you are getting out of area seller leads, let us know. And maybe there's something we can do. We did a big change.

Daniel Lott: We rolled a big change a couple weeks ago to curtail out of area seller leads and just some League quality initiatives a couple weeks ago. It's kind of inside inside baseball or whatever it's not worth talking about. But it should help in that regard. So if you are getting seller leads and they're out of area, let us know, and we can do some more work on that.

Alvaro Erize: And then going to your thought of of trying to answer a few quick questions there in the chat. So a quick one there? Tanya asked, How do you know if a lead is a bot or a spam?

Alvaro Erize: Of course the ultimate answer is, you call them, but the 1st thing I'd say is, you have real verified. You have the real verified mark that tells you that that lead has done a 2 factor, authentication. That means that just like, when you do a wire at the bank, we go to them and we say, Hey, if you want to have full access to our website, please confirm that this is your phone. And they do. So those 60 to 70% of leads that you're getting that have that checkmark.

Alvaro Erize: Those are 100%. That person is owns that phone number. Now, they might still not want to talk to you. I'm not saying that's an automatic person that will respond. But you know that that's not a bot. And that's not someone who who you know, that person owns that phone

Alvaro Erize: that, said the other 30, 40% of the leads are still valuable. You still should call them. Yes, you're gonna be calling some leads that that have no hope there. But but you're gonna be getting business out of that, you still should do it. But your 1st line of defense is your real verified. You have 60 to 70% of your leads that you know. No other system has this beyond a shadow of a doubt that the person that signed up is the person that owns that phone.

Alvaro Erize: So that's that question. Then can I set an automated follow up for unresponsive or long term leads? Yes, you can. If you're using our AI. Our AI already has

Alvaro Erize: long term, also drip through text on those leads, but you also can set out tracks. And so again, you can either ask your account manager for a specific session. On that you go like, hey? I want to set an out track for long term nurture of leads. We have some that are pre-made, but you can do your own. So that's something, certainly that I would if you if you can.

Alvaro Erize: Just or or maybe the team here can can link you if if you're not in regular contact with your am, that's something that your account manager should absolutely be able to help you with

Alvaro Erize: then back to Zachia. If I'm pronouncing your name correctly. So I understand. Well, I can't really wait a year for return on investment, and and we know it's tough. The first.st The tough answer is, this is a long term game, and I don't want to create unrealistic expectations for you that said you will convert

Alvaro Erize: in my rule of thumb. Is that a client that starts and does everything from day one? Well, in that 1st year, for sure, at least, will make their money back, because they'll make 2 3 deals in that 1st year. If they're getting 50 leads a month, we can have a deeper conversation on your particular account, but you will be doing 2, 3 closings that will make your money back. And it's on second year

Alvaro Erize: that it's really going to kick in where you're getting 6, 8 transactions where you're going to make multiple times your money. Now, the the point there is because we expect. And this is not a number that

Alvaro Erize: that we throw in the wind. This comes from from the research. We really do expect a 0 point 8 to 1.2. Conversion from leads to closings, which, if you think about it, if you're paying $8 a lead at a 1% conversion, it means that in total you're going to be paying $800 for each closing right which has whatever gci you have in your area. That's a huge return, but that 1%. Unfortunately.

Alvaro Erize: that happens over 3 years. I understand that sounds like a huge amount of time. But as you start every month you're putting new leads. You have the past performance of the leads of the of the past versus the performance of the leads that are coming now.

Alvaro Erize: 50% of all closings will come in that 1st year of having that group of leads right? So so that you're absolutely going to be having once you are in in this game for a while. You're gonna be having leads that close within a month. Within 2 months, within 3 months, one of the biggest sales that we had, which was a 22 million dollars

Alvaro Erize: buyer in in North Carolina, right or South Carolina. Where where is.

James Terry: Charleston, South Carolina.

Alvaro Erize: South Carolina. Well, my, my us geography is

Alvaro Erize: but that happened within weeks, right? And so, unfortunately, it is a numbers game. So the good news, in my opinion, is, if you do your things right and and you're following the procedures you absolutely will see. Return in that 1st year. Hopefully, you'll be above again. We have clients that make 2 or 3 times their money in the 1st year, but I don't want to set that as an expectation. The expectation should be that at the very least.

Alvaro Erize: you're for sure, covering your expenses and getting some money. And then in that second year, once you're closing leads from last year. But closing leads of this year is where things compound into this being a being, a true revenue pillar for you.

Alvaro Erize: that you can depend on. I hope again, we can have a deeper conversation that I know that it's a tough answer. Some people

Alvaro Erize: would like to be able to have a quicker return, and again, either luck or exceptional process can give you a quicker return. Right? Those 2 things happen. I have. I could tell 20 stories, but they're anecdotes of clients that will jump on Facebook and with us and go like, Wow, I've closed 6 deals within 3 months with the same. Okay, but I don't want to set you that expectation. The expectation is, yes, this is a long game.

Alvaro Erize: That doesn't mean that you should be underwater for for a year or 18 months. That's not like the numbers shouldn't be like that. But it does mean that your true time, when you're gonna be starting to really cash in on. This is on your second year.

Alvaro Erize: All right.

CINC Marketing: When when you talk about that, too, I mean, we're also setting up a you know, a campaign that's yours. It is a revenue stream that is yours. I don't understand what the alternative.

CINC Marketing: you know would be, which is not why you should do something, but you know, like, if you go to like a zillow or something like that, I mean at any point, and they've done it. They can increase the lead cost, like, you know that. And they're they're, you know. I mean, there's

CINC Marketing: there's what we're setting up for you is a campaign with history in your area that's generating leads that belong specifically to you.

CINC Marketing: and I think that's, you know, valuable. But I do think the initial, you know, getting that 1st sale is the scariest time absolutely.

Alvaro Erize: But, Harry, you you hit it in the head right? So so that is the difference, like I like you can do. If if zillow flex takes you, or whatever you can do, 0 flex with very little risk up front except your time, and then you pay if if it closes, and yes, that is a more immediate, pleasurable experience. Now, in the end, you're paying 42% of a $12,000

Alvaro Erize: commission. That's $5,000, right. And so there's a big difference between paying $5,000 per sale to a thousand dollars per sale. Again, if you're looking for an immediate solution because you're in a tough spot in a tough market.

Alvaro Erize: I can understand it. If you're looking to build a profitable and scalable business, you're not going to be doing that if you're paying 42% of all your income before you even split with agents. Well, it depends on how you do it. And so it depends on your goal. And it is true that our system, as Harry said, is built to create leads that are yours, that you will nurture through time that are for creating a

Alvaro Erize: revenue pillar for players that will want to be in this game long term and want the maximum return for their investment.

Alvaro Erize: That also is a harder game. That's why sync is not for everyone. And and and we know it. And and that's it. We're going for the best players that have that have those objectives right? But but we know that that it takes effort and and and some risk.

CINC Marketing: What are the let's see one of the interesting ones we got.

CINC Marketing: Lisa. I did see your question around Telecom and the caller Id.

CINC Marketing: When the Isa calls out.

CINC Marketing: I'm not sure if if you haven't talked to your account, manager on that, I do know we have a team that helps with that I'm not exactly sure

CINC Marketing: you know what they're able to do around the registration, but

CINC Marketing: that was a large initiative to get

CINC Marketing: everyone cleared with new telecom rules, you know, rolling out so

CINC Marketing: we do have. If you haven't talked to your account manager

CINC Marketing: on that yet, please do reach out. They could put you in touch

CINC Marketing: with someone on our team to at least help you. Look at that and understand what the options are.

Alvaro Erize: It is a big part of what we do. So telecom telecom today is is a swamp, right? And they are doing. There's a there's there's strong

Alvaro Erize: roadblocks in that world. So so the problem that you're all facing is real. There's no way of of completely avoiding it. But there are many ways of getting good, and so getting you registered correctly and and like the different options that the telecom team will give you, it takes a little bit of administrative work, but it it pays off. It include it improves.

Alvaro Erize: carriers were always block some messages depending on on a million factors. We have a whole team just dedicated to get the best deliverability percentage. That's something that we used to hear on email this and text is a very real thing. Deliverability in text is one of our top priorities, because it goes to that, to that conversion. So

Alvaro Erize: so absolutely.

Alvaro Erize: that's something that if you feel you're having an issue. It is something we have a team dedicated to, that. We can look at your account again and and make. Now again, you will always have an issue with it like there's no world where you're not frustrated by telecom roadblocks. That's this is the world we're in. We believe that we're the best at at navigating those roadblocks, and and we'd love to work in your account specifically, if you're feeling that that

Alvaro Erize: worse off than than you should.

CINC Marketing: Well, and I actually got a message from someone on our support team who's on the webinar right now and said, they're looking into

CINC Marketing: these 2, the telecom issue right now. So someone

CINC Marketing: I think we'd be able to reach out on that soon.

Daniel Lott: How's Matt Purdy? You might recognize him from office hours 5.

CINC Marketing: It's done.

CINC Marketing: It's not Matt Purdy.

Daniel Lott: No, he just Matt Purdy also posted something there.

CINC Marketing: Oh, so there's.

James Terry: Post in here. Yeah, there he is.

CINC Marketing: There he is! Alright!

James Terry: I didn't do it.

James Terry: And that might be a a Google voice. Piece as well. I saw you said like that was the software you were using to make the calls. I use Google voice. It's a free service. There might be other 3rd party options that you can use for it. I.

James Terry: I use Google voice for my very specific reasons, which are very minimal to what you would probably need them for. But there might be a setting where you can change like what it shows up as elsewhere, or the the area code that's being used to make it show like this market versus that market that kind of thing. So there might just be a simple setting that can change. But more than likely Matt Purdy, Orlando Tech X. They'll look into the the way more complicated piece that I don't know anything about. But I can check on the Google Voice side. I'm all over that.

CINC Marketing: We did get a pre-submitted question from someone. I see he has his hand raised as well. So I wanted to get to that. We. Still, we see all the questions in the chat, too. We're gonna keep going

CINC Marketing: But and they're great questions. Thank you guys so much.

CINC Marketing: Gurdeep, Gurdeep. I'm sorry. I'm not sure I'm pronouncing that right. But, he asked, can we test and optimize our ad spend by postal code time of day lead type in Canada?

CINC Marketing: And do we have benchmarks or cost per lead averages to guide our expectations in the current Ontario market?

Daniel Lott: Okay, we generally don't do time of day.

Daniel Lott: advertising. Just because we found that that really hurts the performance.

Daniel Lott: just across the board. We used to be start out doing that and then it was like, well, then, we tested it. And it's like, well, because a lot of the leads come in at like 6 to 8 to 9, and then if if you say like, well, I don't leads after 6 o'clock, you're gonna not get. Get as many leads. It'll go up

Daniel Lott: significantly. Postal codes in Canada. We do zip codes in the Us. But postal codes

Daniel Lott: We have tried those. But for some reason Google doesn't.

Daniel Lott: I guess because of the format of postal codes, Google, they're very hard to do. And they haven't just haven't been effective. I don't think people have search on them, maybe because they're too granular or or however, however, but if there's something you're interested. You know. Let us know. And then the other question was on just the cost per lead in Ontario. It really depends on the the market.

Daniel Lott: Canada is strange, like Toronto has a pretty high cost per lead, like, relatively compared to it's probably like 7 bucks a lead something like that, or 8 bucks a lead which is for doing better than the Us. But but then you get to some of the outskirts of Ontario, and the cost really is like half that, or even down to 3, or

Daniel Lott: like Canada, is the home of some of the the less expensive markets like down to a dollar lead. So but downtown Toronto downtown Vancouver. Those are pretty pricey.

Alvaro Erize: Then sorry on the lead ratio. Of how much does a lead cost versus what's the Gci

Alvaro Erize: expected from a sale? Canada has been very good in the past, right low, costly, while still high. High price homes right.

Daniel Lott: I think Albert was referring to the lead value index our proprietary metric. Yes.

James Terry: Yeah.

Daniel Lott: yeah, the yeah, exactly. It's like the price of the leads in Toronto. As I said, they're pretty high. They're like 7 bucks leads or 8 bucks lead, but the homes, as you know, if you're in Toronto, the home sale price, the average home sale price is really high compared to the price of the leads. So it's a very high lead value index, which is good. That means it's a really good market, for.

Daniel Lott: you know, advertising, because if you get bang for the buck.

Alvaro Erize: Of the same.

Daniel Lott: A loony, as they say up there.

Alvaro Erize: Thank you that being Jones.

Alvaro Erize: and on both sides of the equation, it is also true that in the last year and a half

Alvaro Erize: Toronto conversion, not conversion, as these guys think about it like to a lead, but conversion to a closing has gone down. I would talk with a lot of clients and some of my Toronto clients. It has been a rough last year, where conversion to them from lead to sale is down 20%,

Alvaro Erize: even with that conversion, being down again. An ongoing client that has been there for a while is still being able to make many times 5, 6 times their money because of this relationship between Gci and and Legion. But it is true that on absolute levels they're converting less business in this last year that they did 3 years ago.

James Terry: But that'll go to the same

James Terry: pent up demand that you were talking about a minute ago, Alvaro, in terms of

James Terry: that market will shift, and I was trying to figure out a way to work in like a poutine reference into all this when it does shift, and we can all celebrate.

CINC Marketing: Good.

James Terry: There's nothing not to love about Poutine. It's like the best thing in the world.

CINC Marketing: You did it, you just you just worked it in. You did it.

James Terry: Did I make that happen.

CINC Marketing: Good work. Yeah.

James Terry: But for the the time of day was one of the references there. And I mean, we're we're working in an auction on Google, anyway. Right? Like, every time a Google search is made, there's an auction for where the ad places, how much we pay for that click to get eyes on the website. That kind of thing and the market will always win out in an auction. Right? So if you think about this, it's all down to the supply and demand right? So

James Terry: we want to have the highest supply, the highest availability of getting the ad in front of people. So when it comes down to time of day. Like Dan said, we don't usually use that. Google calls it day parting.

James Terry: we want the ad to be available 24 HA day, because if somebody works in a restaurant and they get home at 2 o'clock in the morning then, and I've known people in that industry and in that world. And that's when they go to the grocery store. That's when they, you know, get online. And they do their research and things like that. Those people are out there now, if 70% of your traffic is coming at 2 in the morning, that's a conversation we should have for sure, but

James Terry: we also have AI follow up and texting and everything. The sale that Alvaro was just talking about in South Carolina for 22 million dollars. That sale came out. I think it was in the 8 o'clock hours, close to 9 Pm. On a Sunday night.

CINC Marketing: Night.

James Terry: Gotten the request in the past. Can we turn off the ads on the weekends? Can we turn off the ads after you know? 6 pm. Like, Dan said, and that 20 million dollars would have been lost if that were the case. Right like, we won't be able to capture that traffic and even if you're not online and you're not available to follow up immediately, we have the technologies that can respond, build a little bit of rapport and set up an appointment for you when you are back online.

Daniel Lott: Yeah, the AI is right like that. That sale happened because our AI picked it up. The lead came in, AI texted, and then set the appointment for the next day. So even if you think like well, I don't want to leave.

Daniel Lott: I don't want to call them at 9 o'clock. The AI can take care of that for you.

James Terry: And if you want to know how to start a good week.

James Terry: wake up on Sunday on Monday morning and have a 20 million dollar appointment on the books that you didn't set your personal.

Alvaro Erize: I'd say, here's here's my my gripe. I look at Agent ready leads so agent ready leads, we call it, with someone has had a long conversation, usually 4, 5, 6, 8 texts with AI, and they've gotten to a point where they're actually asking Alex, hey? I know I want to meet with with an agent and the issue with that is

Alvaro Erize: I. Those leads are extremely valuable, but but my experience from looking a lot of those is, they can go cold if they're not called or or texted by the agent relatively soon after that. So one of the bigger thing takeaways I have for many of my clients is, if you go to your platform today and you filter by agent ready.

Alvaro Erize: and you look at those conversations. I would go one by one with those conversations. And look what happens at the end. If there's not a text or a call from someone in your team within half an hour of that conversation getting to that agent ready level. That's that's a very big missed opportunity, because it is very normal that

Alvaro Erize: if you try a day later. That lead has gone completely cold. My experience with those particular leads, the ones that get to agent ready is they want action now, and if they didn't get it at the time, they got it with someone else right? And so that's that it's not good enough to go once a week and try to go. So the contact requested Tab in the agent, launch pad, or the filtering by Agent ready or being ready to the alerts of an agent ready lead.

Alvaro Erize: If if you take nothing else from this from from this webinar, I would say

Alvaro Erize: one, looking back, go filter by agent, ready, and actually look at the conversations and see what happened at the end of those conversations. See if there was a call or a text from one of your agents right after.

Alvaro Erize: If not, you may be leaving a lot of money on the table this particular sale. And again, I hate going to one anecdote, but this particular sale? Yes, the person didn't connect

Alvaro Erize: that same Sunday night, but they did connect Monday morning, and if they hadn't connected Monday morning on Tuesday that lead would have not been there. Right? So we talk about long term versus short term, and I have actually mentioned there from Adrian that I want to answer, but but we're giving you both right. This is why I'm a big proponent of buyer leads versus seller leads, which I know. That's a whole different discussion. But people obsess a lot about seller leads

Alvaro Erize: in my 8 years here. Online lead generation is much more effective

Alvaro Erize: as an entry point on the buy side than on the sell side, because when people know that they want to sell their

Alvaro Erize: home, they're looking for an agent. And so that is difficult to do online. Usually they go to people they trust they go to references. They do that kind of thing

Alvaro Erize: when people are looking on the buy side, and many times they're seller, too. So that's why we say buyer leads are seller leads, too. But but when they're in the mental process of buying a home. They just want to see a home. This person was on a Sunday night on the car, and they looked at this home. They liked it, and they were going to work with whoever is the 1st person that was ready to take them to that home, and that happened to be Alex. And then our client right but

Alvaro Erize: but that because of that. Yes, we many times are telling you. You need to invest in these leads that are 9 months away. But it's very, very possible that this is 2 weeks away, not 2 weeks away from a closing 2 weeks away from them, deciding that they're going to work with this agent because they took them to that 1st home. That our clients in general, once they meet with the client in person and take them to a home that's gonna be their client. And so that's our issue is getting you there. And if again, if I give you one takeaway from this.

Alvaro Erize: If you don't have in your team today or yourself a way to make sure that there's no chance that an agent ready lead happens, and you're not reacting within half an hour. Then you're leaving money on the table. That is the best takeaway you can get from here, which is

Alvaro Erize: work with your Am. Work with your team. Make sure that

Alvaro Erize: outside of everything else there's no chance that a lead gets to that stage, and you don't get to that within 30 min.

CINC Marketing: Yeah, and the Charleston I mean you you mentioned. If if the client had waited till later to call that person back, they would have been gone. I mean, you're right. They were there on vacation, and they wanted to see a home that day

CINC Marketing: so like if if they hadn't spoken, if our client hadn't followed up.

CINC Marketing: they literally would have found someone else

CINC Marketing: by going on the search engines. And I think, too.

CINC Marketing: it shows that I always tell people when it comes to the hyperlocal micro targeting that sync does

CINC Marketing: that? I mean, if you're by not using sync, you could be missing out on leads because they're too close to buying.

CINC Marketing: because sync is, you know, sync campaigns have these hyperlocal

CINC Marketing: niches in them or niches. I never know how to say it, and I always have to say that when I say it. But anyway, they have the hyperlocal targets

CINC Marketing: in them, and that's what triggered the search. I believe that search was something along the lines of

CINC Marketing: historic Charleston Battery homes for sale or something that's a very. That's a much more complex search than homes for sale in Charleston, or you know his even historic homes for sale in Charleston. We go so far as to name

CINC Marketing: the location, and then you know the the landing page that someone hits when they search on the sync page is matched to that search. All these little things matter, and these are little things that we've done over the course of a decade plus

CINC Marketing: to to generate those leads. The majority of your leads are probably going to be further out, or they're definitely going to be further out.

CINC Marketing: But we have those search terms.

Alvaro Erize: Say, majority. Still, Harry, again, I wanna I want to temper there because my numbers are 50% depends on what you call long term right? 50% of all closes that you'll get from a number of leads that you get today will be 60% will be in the 1st year, 40% will be in with 1st 6 months. So it's still. But the where it's confusing and people get sometimes misled is

Alvaro Erize: even if 40% of the closest that you'll get from a specific group of leads happens in the 1st 6 months when you just start at Sync, and you're only getting 50 leads in the 1st month. Yes, with a 1% conversion. That means

Alvaro Erize: the lead that is, gonna convert maybe happens on the comes in the 3rd month, and if then, if it comes in on the 3rd month, and it has a 3 3 month horizon, then it is closing at the 6 month mark or at the 8 month mark. So it's not that when I get a group of leads I shouldn't expect closings for 9 months, you're gonna get a bunch of closings from those leads in the 1st 6 months. But when you start at Sync and you're getting a trickle of leads for some time that takes a little time. That's why I take your talk about year 2 versus year one.

Alvaro Erize: But on leads like I'd say half of our leads are more long term, but half of our leads are really thinking about closing in the 1st 6 months.

Alvaro Erize: That's why the numbers work. I have 2 2 quick answers. Tom Flynn, can you turn off? Leads during an agent vacation?

Alvaro Erize: You can turn. You can get that agent out of lead routing if you want. So so if they're going on vacation, they don't get assigned leads right? You can also just reduce your spend on a specific time. You're like, look, I'm I'm we're all on vacation a certain month. Let's bring the spend down, or I have half the agents to call them. You absolutely can do both those things.

Alvaro Erize: Adrian, I'd like to follow up after you say in in that comment one of your big sales pitches talks about how you're capturing people much closer to transaction than other lead generation companies.

Alvaro Erize: I'm surprised about that, because that's not a that's not a sales pitch. And so I'd like to know where and how that that went my real here. Here's my my full on answer, and again I have. I made years in this. I'm not.

Alvaro Erize: I'm really telling you what I think, which is, if I wanted to just focus on people that are within 3 months of closing, I could absolutely do that your return on investment is gonna be one to 2 times right? So if you want that easier job, your return is gonna be lower. Because in the end when I'm setting the net, when I'm putting up. When these guys are doing driving traffic. There are people that are looking for 3 months from now, and there are people that are looking for 9 months from now.

Alvaro Erize: People think, Oh, let just focus on the ones that are 3 months from now that is not really possible. You're going to set the net, and you're gonna get all the fish. If you're gonna say all the fish that are yellow. Just I don't want them. Then you're gonna get half the fish for the same amount of net. So if you're spending amount, an amount of time of money, and I go. No, no, no, let me just focus on the ones that are wanting to buy in the next 3 months.

Alvaro Erize: Then you're just throwing away a bunch of money I give you. We're giving you both the the short term and the long term, so that you can maximize. And yes, it's a less attractive thing to sale to sell speed. But it is

Alvaro Erize: the maximizing equation for you to make money on on your investment. Now, what I do say in our sales pitches is, I think, we are the most effective lead generation to conversion platform in in North America. I absolutely believe that I've done the math, and I can defend it. But that does mean that I'm gonna be getting. It does mean that we're doing a ton of stuff

Alvaro Erize: to avoid bad traffic right? These guys work a lot on not wasting your money right on, not and on burning out the bots on taking out the spam real verified again, when when anyone wants to challenge my statement here, find another company that is willing and courageous enough to

Alvaro Erize: ask for 2 factor authentication on the leads. There's no one in this industry that have the balls to go and say, I'm gonna require you to text me back

Alvaro Erize: to confirm that that's your phone number and the fact that we're doing it for 70% of the leads

Alvaro Erize: lets you know why I feel so confidently of this. So if we have a pitch that says, No, no, we're going for the ones that are closer to the transaction. That's something that I wanna double down on, because that doesn't dive well with me. So I'm I'm gonna after we're gonna talk. I'm gonna see where you heard that I can say with a lot of confidence that we are the most effective lead

Alvaro Erize: generation to conversion, according to all the numbers that I've seen. But that includes the now and the future, and anyone that is not willing to work on the future, too. I don't know that we're the best business system for that.

Daniel Lott: What I think they're referring to is when we talk about hyperlocal micro targeting like that type of lead is.

Daniel Lott: instead of doing, you know homes for sale in Marietta. We do the 70 areas within Marietta, all the school districts, all that stuff like that. So for the same, for $6 a lead. You get somebody who is searching homes for sale in the Lasseter school district

Daniel Lott: is closer, is farther down the line than somebody who's type who's searching homes for Sarah Homes for sale in Marietta. That that's what they're referring to, and it's not like. It's the

Daniel Lott: like a zillow lead which might be closer to the

Daniel Lott: like to the endpoint, but that cost $500 a lead. So for $6 a lead, you get somebody a better, a more qualified person, a more interested person because they are searching for something granular than something broad, like the city name. That's what they're they're talking about.

CINC Marketing: The interesting thing with that is, those are actually cheaper a lot of times, too, because and that shows that other that competitors are not bidding on that, because they are cheaper than the ones that have more competition like it. And it's not because they're not.

CINC Marketing: you know.

CINC Marketing: They don't care about clients or whatever they just haven't

CINC Marketing: invested into the data and research that we have and built the automations that we built over a decade. I mean it just. It's not scalable for anyone else.

Alvaro Erize: Quick answer for Danielle, miss. So has someone turned off, still getting results? Yes, we have a a bunch of clients that decide not to use AI. They're either using their own or they have a dedicated Isa team that they feel is getting on it all the time, and many of them have results. I have clients that have been with us for 10 years, and and they don't

Alvaro Erize: on aggregate. Having looked at a lot of data. I can tell you that unless you're very sure about your follow up system, AI will make you better it. It increases your chances of having more closings sooner. I. So when when you say it seems to annoy clients, I get that pushback right. And but but here's the

Alvaro Erize: the exercise that I would recommend that you try which is, you're looking. Our brain works in this way. You see a conversation that that goes a little sour, and you go like, oh, this is a lead that could have been good, and it got soured by AI, or people are getting pissed off at AI, right? And you're focusing on that one. Which is, that's why I always talk. Anecdotes are

Alvaro Erize: are are difficult. Right when you look, then, at the 10 leads that had a conversation at 2 am. With Alex, that you wouldn't have had that conversation if Alex was not on.

Alvaro Erize: If you had an Alex on.

Alvaro Erize: you wouldn't be feeling pain from those because lost opportunity. That's the problem with the world which is lost. Opportunity

Alvaro Erize: is not that painful? Because you don't know you lost it right well when you have something that is giving you a ton of good results and opportunity. But if you're not really aware of it when it has a bad result for you that is very front loaded in your mind. Sorry from English. So so my point here is

Alvaro Erize: for me looking at data. It is undeniable that for 80% of our clients AI makes them better. It gives them more at bats. It gives all those agent ready that if you're reacting to, they're going to be good results. But you will have to live through seeing some conversations that you are like

Alvaro Erize: which I might say might also happen if you look at the recordings of your of your agents when they talk, because someone's we sometimes humans piss off humans, too. But I get the push back, and I understand, and you can absolutely turn it off. And

Alvaro Erize: if you're on your game on on, follow up, and you are on on texting and on calling, and you have good coverage. Then I'd say.

Alvaro Erize: Go for it.

Alvaro Erize: But if I give you a blind answer, I would say there's an 80% chance that you are better off by having AI on, even if it pisses off a client every now and again, and even when it pisses off a client, if you jump in sometimes that ends up in a great conversation for the agent, too. But but that's my thought

Alvaro Erize: again. That's that's an opinion, not not a fact.

CINC Marketing: Now, Albert, I know it's noon.

CINC Marketing: Do you have a few more minutes, or should we? Do you have somewhere? You gotta be.

Alvaro Erize: Yes, I do, and and a quick answer. I do have a few more minutes, and and sorry I get it in these things. So someone says, What is the right time to turn it off? Here's here's a great answer for you, which is as soon as possible. What I mean is, don't turn off AI. But that conversation.

Alvaro Erize: Alex. You should relieve Alex of its duties the earliest that you can. You want the biggest Alex, not pissing someone

Alvaro Erize: of the moment that someone answers Alex, you should be in like in a perfect client of mine when there's a 2 text back and forth with Alex. They go in the moment that you text the lead, Alex shots off

Alvaro Erize: right. So again, Alex cannot piss off your leads. If you were there after the second text that came back right? So so what is the right time to turn it off? If you're asking on a per conversation level as early as possible as early as humanly possible. Right? You cannot be there all the time. That's why Alex works so well. But if you have someone that is on it that is checking the conversations you should step in. A human will always be better.

Alvaro Erize: We could talk about voice AI, and other things if we have another hour.

Alvaro Erize: A human will always be better. Alex is awesome, but you are better, so. Get in as soon as you can.

James Terry: Alber, there's a question there. From Kathy about the the recordings, and some way you were just talking about listening, and we talked a lot yesterday about Api integrations and and recordings in the future. In that sense.

Alvaro Erize: Well, so 2 things. Yes, you have the Api conversation. We have an open Api, and so, if you have a favorite call

Alvaro Erize: or recording you, you can bring it in. But we are rolling it out. And more. We have call recording. But most specifically call notation where you're gonna get the feedback out of every call that is already in Beta, I think. We can add people on if they want it, and and it's rolling out soon, and I think it's a it's a huge win. We worked a lot to make it so that it is

Alvaro Erize: pretty safe from a compliance point of view, and and we're very excited about it. So so yes, if if that's interest to you, write us a note, and we can add you to the to the Beta.

CINC Marketing: Waylon asked about the Charleston sale. Did the client come up with the search? The historic comes for sale in Charleston battery? Or was that something did the client request that? Or was that added by the team? Do you know that Dan.

Daniel Lott: I believe they searched for battery, and it brought up. It didn't bring up a battery landing page, but it was a historic homes in Charleston.

CINC Marketing: But that was something that was added proactively through the Saint Nick.

CINC Marketing: Yeah.

Daniel Lott: Yeah, we we proactively.

Daniel Lott: This client's account. Has like they they.

Daniel Lott: We have a we did a white paper about. If you're if you're if you're interested.

Alvaro Erize: Share it, share a link to it afterwards on the chat. Why not.

Daniel Lott: Yeah. If we had.

James Terry: Oh, my God!

CINC Marketing: I can get it. I can get it.

Daniel Lott: All right. Okay, up to the Pdf, but

Daniel Lott: yeah. So this client gave us has been with us for 10 years. 8 years, very long time they gave us. When they started they gave us 1010 markets, and from there we expand. We expanded their campaign, and then they currently have around 200 Ad. Groups, 200 niches and hyperlocal micro targets that they're they're targeting.

Daniel Lott: And so one of those was Charles historic Charleston homes. And that is what having that triggered them being the recipient of the the click. If they would have just had a generic Charleston ad group they would have just they wouldn't have gotten the click. So it was more targeted. Google likes that. And so that's why they they got it.

Alvaro Erize: Well, it goes back to it again. It's and these guys are are.

Alvaro Erize: What they do is is difficult to explain how cool it is but but one of the main things that is different when you ask us what is different from other people, which is different. Difficult to see is one is the ability to catch traffic

Alvaro Erize: that you wouldn't have actually got. So again, you're to Google, you pay for the traffic, not for the leads. Right? That's a big, and so you have to guess what that traffic would be right. So you want to block out bad traffic and lock into the traffic that has the highest chance to later becoming a lead. Right? So that's a half of their job.

Alvaro Erize: Now, the other half is, once you got the right traffic. You need to convince them to move into giving you their information right? And and there's a trust process there. If they trust you enough, they're going to give it. If they don't, they're not so you could have got good traffic that got missed because you had a not

Alvaro Erize: if you're like you have a lot of these sites that are just crappy search sites that when the traffic gets there it goes like, this is they immediately bounce away right? Your website needs to provide trust. And one of them is having a high responsive. Well, like a search top of the line, your search website needs to be able to compete with zillow on how good it looks and and response. And I think we do that very well.

Alvaro Erize: But also these guys, by having niche landing pages. When you get a response to your search that is not generic, your chances of actually signing up are much higher. Right. If you are searching for a very specific niche term, and we're doing all that great with Google. But then you get into a super generic, or whatever Charleston Landing page.

Alvaro Erize: then there's a high chance that that person will bounce because they feel that they just. It's not tailored to what they were looking for. So those are 2 sides of the equation, getting the right traffic and then having the right capture. And again, when I verified the bar of trust to have someone do a 2 factor.

Alvaro Erize: Education is even higher. So so you need to like with a crappy website, you could never ask people to to factor authenticate because they wouldn't. They wouldn't give you. They wouldn't send you a text confirming who they are, just to get a use of a website that they don't like in the 1st place. So anyway, sorry I went on a on a rant. There.

CINC Marketing: No, you're. And I mean Google sites like Google, Facebook, you know, they pass that feedback along. Because when someone uses a site like Google Google wants the information they find to be valuable. So they then come back and use Google again. So you know, the more positive indicators that Google gets from the traffic that comes from our ads to our sites, the more likely they are to recommend us in the next auction, because they feel like that person had a meaningful

CINC Marketing: interaction. And that's another thing that's compounding, you know, over time with that relevant score quality, score, opportunity score. They all mean the same thing, but they're all slightly different from each network.

Alvaro Erize: Questions on the on the so so trying to search for Agent ready. Can you tell me real quick, or where? Let's do something better. I'm gonna send after this to to the group. I'm gonna ask our product team to do to record like a mini recording of of how to filter by agent ready? For the question of how do you turn on agent ready? If you if you have AI, it's there, it's it already. When when it gets to that.

Alvaro Erize: when the conversation gets to that stage, it triggers it. You need to make sure. And this is something that again, if you're not sure you should check with your am that you have

Alvaro Erize: alerts, text alerts from agent ready?

Alvaro Erize: That you're not getting blocked of those right that that you have, because sometimes people go like I don't wanna receive alerts or something like that. And you're missing out on that. You want that text that, says Agent ready. You should be getting a text. Someone in your team or yourself should be getting a text every time that it goes to agent ready. So 2 things

Alvaro Erize: I'm gonna have our product team do a mini recording. And we're gonna send it out to the group and number 2. If you're not sure about whether you have your notifications enabled with text. Then please talk to your am and say, Hey, I heard Alvara say this, I really wanna make sure that that I have. This enabled.

CINC Marketing: One of the questions. I'm gonna paraphrase it a bit, because it was more specific to a market. But I think it's can be applied generally, and it's an older one, so I don't think we answered this.

CINC Marketing: This was from Christina, she said. She recently took over a pipeline some of the leads are quite old.

CINC Marketing: so do you have suggestions for how long is too long to reach back out to contact some of these old leads.

CINC Marketing: And then the second part of the question, do we have a marketing campaign that would re-engage old leads? I can take that really quickly. So we do have campaigns, remarketing style campaigns. There's a brand marketing campaign which shows your face, your business, your logo, your your call to action, your USP to

CINC Marketing: to people who have visited your website. The point of that is for brand building. So when you call them, you know they know who you are. We also have a property style remarketing campaign called Listcast. So this

CINC Marketing: actually tracks homes that people are looking at on your site and then using a very creatively named Meta tool, called the recommender, recommends other properties that are similar to the one that you are looking at, or either properties that

CINC Marketing: that lead may not have already looked at that are similar. So it provides value, brings people back to the site. One of the issues I did see in this question is that you are located in Denver. There are states. It's 3 c's right now, California, Connecticut, and Colorado that have enacted

CINC Marketing: some increased strictness around Internet privacy and cookie tracking one of the things that is impact like. So the brand marketing that shows based on someone hitting your site that hasn't been impacted as much as something like listcast in those States that relies on

CINC Marketing: that relies on us sending advanced signals back to Meta. So not just that they were on your site. But what were they doing on your site? But that being said, If you have that database of old leads, we can do things around like so on on social. For instance, we could export those leads and then import those into an audience within

CINC Marketing: Facebook and Instagram specifically, what that would then do is search for that phone number and email address on those actual users on Facebook and Instagram. And if we're able to match those, those would the one would be the ones that would be added

CINC Marketing: to the audience. So

CINC Marketing: if you guys had any thoughts, you know specifically on, I mean, I guess really, when it comes to old leads. I mean, you're talking about the automations that we have in place when they take actions on the site.

CINC Marketing: you know. Perhaps email marketing property alerts, that kind of thing, anything specific on those for old leads.

Alvaro Erize: So well, I think hilarious.

Alvaro Erize: Sorry. No, in in general. Sorry I was about to put the white paper again, but there, I see James did it.

CINC Marketing: I did it first, st just no one's. I did it first.st But that's okay.

Alvaro Erize: So so again, 1st answer is, there's no too long like, no matter how old they are like, they should have some kind of follow up going on. We have long term out strips. We do have to be careful because you don't want. Of course, deliverability is important, and when you're reaching out to people if they go like. This is spam that hurts you, and you don't want that right? So. But we do have long term out again. Talk to your end. Put them in place

Alvaro Erize: and and again, if you are having AI AI will start dripping on all leads to on a very careful basis, because text is more delicate than email. But but at the very least

Alvaro Erize: those those long term should be getting an out of tracks threat for sure, and there's no too long that we constantly again. I hate to give anecdotes, but we get we have hundreds of anecdotes of people that go like, Oh, I just if you go to our Facebook group. By the way, everyone here that we have a sync owners, Facebook group and a Sync agents. Facebook group. You should be there. I really recommend it, and you will see all the time

Alvaro Erize: a client come in and like say, like, Oh, I just close the deal that a lead that has been in my system for 2,483 days. And so those are

Alvaro Erize: just we don't even know who they are. They just go and post it right? So so you have plenty, plenty of examples. There's there's no too too long in that sense, and I responded, but I realized I was only responding to hosts and panelists.

Alvaro Erize: Danielle, you asked about the phone recordings again. They're not that's not a feature that is activated for everyone at this point. It's a beta you can sign up Jeff Walker or head of product is here in the chat. You can sign up and start getting it, and if not, that's fine, you can wait, and soon we will have it as a feature for everyone.

CINC Marketing: Alright. Well, I think we've already taken more of your time than I promised. Alvaro. Thank you.

CINC Marketing: Thank you so much for coming on. I mean, this is awesome. This is always so like invigorating for me to come and just have these sessions with clients. And I did figure out, I think how to bring people on so next week

CINC Marketing: or next month.

CINC Marketing: Next month we may.

Alvaro Erize: I'm pushing you to be better.

CINC Marketing: They iterate and improve. Yeah.

CINC Marketing: I do wonder if James realizes that he still has that PIN cap on his collar that he put on to pretend it was a microphone.

James Terry: Here. Well, here you go.

James Terry: So yeah.

CINC Marketing: Did you remember that? I I just realized it about 20 min ago.

Alvaro Erize: But I I wanna also thank everyone that joined. I I just like Harry. I I do love this. I I like the answering questions on on the fly again. I I feel we're for good or bad. We're a very transparent company. That's why I I had a little direction on. When I think there's

Alvaro Erize: that we, if if someone misrepresented some way, I always want to react to it, we're very straightforward. We believe in what we do, we know it's not easy. That's why we don't have strange pitches. We know that it is for the best players in our industry. We know that it takes skill. It takes dedication.

Alvaro Erize: It takes time. If it was easy it would be zillow flex right, and that's but that's why there's no money in it. Right? That's it. It's things that are hard and that take dedication and effort are the ones where you can build a business around it. I believe we have the best platform for you to build a true, long-term, successful business. Profitable business

Alvaro Erize: revenue is easier than profit. We want you to make profit, not just revenue, and but that is not easy, and so we don't want to misrepresent it. We want to set you up for success. We want you making the hard choices. We want you making the investments. What Harry said at the beginning is absolutely true. We see people in tough times cut back on Legion spend. And again, it doesn't change our profits at all. Right. That's just.

Alvaro Erize: But we know that they're gonna giving. They're gonna be giving up for every $1,000 that they save. They're going to be giving up 5 to $10,000 in revenue.

Alvaro Erize: and sometimes they just even successful clients don't think about it that way. And they just go like, well, it's tough times I need to cut costs, and it's like, well, but that revenue you had last year you won't have next year, if you cut back so again take it. Take

Alvaro Erize: plan it for your year. How much money do I want to make. How much money do I need to spend on that? I do believe you have the best tool in the market for it. But but it doesn't do it on its own, and it requires your skill and your dedication. And I appreciate you being here. It means that you care, and we care to about your business, and we want you to be successful.

CINC Marketing: Yeah, no, this is great love to chat. Love everybody being involved. So yeah, I guess we will sign off from here. Thank you, everybody we love you.

CINC Marketing: We wouldn't be here without you, as always, one of my favorite sessions. Thank you so much to Alvaro.

CINC Marketing: Just great to have the accessibility of this. So if you enjoyed this, tell your friends

CINC Marketing: if you didn't, just don't talk about it.

Alvaro Erize: Join the Facebook group, join the Facebook group and be active there. You'll learn a lot. It's there's there's cool, cool people talking there.

CINC Marketing: Yes, the Facebook group is a very great resource for sure. A lot of really

CINC Marketing: smart agents in there. I've learned so much about real estate over the

CINC Marketing: 2 plus years. I've been here longer than you, Alvaro. So it's been

Alvaro Erize: That's great. I love it, I love it.

CINC Marketing: Alright!

Alvaro Erize: Company, that our people have been here for 10 years.

CINC Marketing: Oh, yeah, oh, yeah, no. Life changing place for me. So.

Alvaro Erize: But.

CINC Marketing: Thank you guys. Thanks, Alvaro. Thanks, Dan. And James. Like, I said, we love you. Tell people about this, and hopefully we will see you next month.

Alvaro Erize: Adios.

CINC Marketing: See you later.