WEBVTT

NOTE
This file was generated by Descript 

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It's the CasaCast.

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We've got Orange Credo.

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The CasaCast.

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Our company's neato.

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The CasaCast.

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Created by CasaGo.

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It's time for the show.

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Let's go.

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Hey, welcome to CasaCast.

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Today with Ruth Fouts.

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Ruth Fouts is the founder of Venturi.

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He's a market leader and has literally
created an entire segment in our industry.

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I've known Brooke now for about five
years and have learned a lot from him and

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have been grateful for his friendship.

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Today, we're going to be talking about
seven things he's learned in helping

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700 companies grow their inventory.

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Brooke, welcome to the show.

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Steve.

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So glad to be here, man.

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Thanks for having me.

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. So Brooke, we met about five years
ago, I believe at a streamline summit.

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I don't even remember that if
that was where it was or not,

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but it sounds about right.

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Yeah.

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It seems like I've known you forever now.

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And in that time you've taken Venturi
from literally sort of just an idea

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all the way to a market leader.

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Everybody knows Venturi in our industry
and the good things you've done.

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Well, yeah, I appreciate that.

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It was, uh, there wasn't
a straight line for sure.

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There wasn't a, you know, really
even a category called inventory

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acquisition before we started.

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Um, and, uh, As I heard, you know,
one of my mentors said before,

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like, when you want to start a
business, start a business, it's

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something that you know really well.

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And it's something that you're
really passionate about.

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And that's exactly what I did.

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And, uh, but again, there
wasn't really a, an industry.

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There wasn't a vertical, there
wasn't a company to copy.

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And we really kind of created this
category of, of inventory acquisition.

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Now it's got a little bit more popular
now and a couple other companies have

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jumped into it because of, I guess they've
seen our success, but yeah, just, uh,

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happy to do it and having fun doing it.

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Brooke, when you thought about  what
your future was going to be and

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how you're going to create a new
company,  what made you decide this

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should be what I'm going to do.

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I'm going to go help
people grow their business.

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What was the spark?

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You know, obviously I've been in this
industry for about seven, uh, 17 years.

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And one of the things that I think I
did pretty well was, you know, I, when I

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first kind of jumped into this industry,
I started a company called managers

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or realty and grew up pretty fast,
grew up from zero to 500 properties.

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You know, I thought
that was kind of normal.

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And then I would go to conferences and
I would, you know, people would ask, you

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know, they're kind of the modern day,
like how many head of cattle do you have?

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The question that's, you know,
how many properties do you manage?

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And I would always kind of tell
them that and everyone's jaws would

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drop about kind of how fast we grew.

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And so I got asked to like
start doing some presentations

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at VRMA and events like that.

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And, you know, next thing you know, I
kind of became like the inventory guy.

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And, you know, when I kind of became
a free agent, I was looking for

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something to do, you know, again, I
went back to, you know, when one of my

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mentors said, he's like, Brooke, you
know, do something you're passionate

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about, do something you really enjoy.

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And Do something you really like.

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And honestly, I really didn't enjoy
the, the operational part of growing a

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company, but I love the growth side of it.

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So I actually decided to call a
couple of friends that called like

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three or four friends that were in
the industry and said, Hey, I think

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I'm about starting this company
and this is what we're going to do.

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And every one of them, like,
you know, 30 seconds into my

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pitch said, Brooke, shut up.

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I'm in, you know, I
didn't tell him the price.

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I didn't tell him how much
I didn't, you know, I didn't

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really have a business plan.

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I didn't have a pricing sheet.

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Um, so that was really the catalyst
of what kind of launched us.

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And then it's, you know, and that's kind
of the beauty of starting businesses.

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I think it's, it's like, start with
something, you know, so many people get

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caught up in trying to, you know, build
out the entire business plan and have

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every single thing answered on the other
way, I build something, get something

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in the hands of your customers and see
what they think of it, and then just,

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you know, iterate from, from there.

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And that's kind of what we did.

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And even though we weren't software out
of the gates, I think it's You know,

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we were kind of followed that MVP kind
of a process, you know, that so many

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software companies do, but we did it
really initially as a, as a marketing

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agency out of the, out of the gates.

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Yeah.

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And in that time, you've grown
your company from literally zero to

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how many clients do you have now?

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Yeah, so I think we're, we're just
shy of 400 partners on our platform.

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We've got about 50 employees.

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We've got companies all over the us.

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We have a couple companies outside
the us but for the majority,

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they're, they're, they're US based.

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Um, and yeah, we've grown that
in the last, uh, five years.

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So just like I grew my vacation
rental management company from

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zero to 500 properties in five
years, I've grown this, uh, to, uh,

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almost 400 in, in five years too.

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So That's incredible.

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And you've written a couple books.

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Uh, one is zero to 500
properties in five years.

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And that's been a success.

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, you've had got a lot of
copies out there now.

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Yeah.

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So I don't think I've announced this,
but we're actually just about to surpass,

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uh, between the two books, uh, 10,
000 copies, either we've given away

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at conferences, uh, or sold on Amazon.

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Yeah, really, really proud of that fact.

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And I mean, not too many people can
say they've sold or given away 10, 000

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books, but it's, uh, glad to do it.

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And, um, you know, all a hundred percent.

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I just wrote a check every quarter.

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I look at my.

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My Kindle account and how much, uh, we
made and, uh, all 100 percent of the

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proceeds go to, uh, advocacy efforts
for the vacation rental industry.

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So just wrote a check to, uh, to
VMI, uh, a couple of weeks ago.

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That's good for you.

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And then you mentioned the second
book, but the second book is the

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vacation rental secrets, right?

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Yeah, that's this one.

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I wasn't really planning on doing.

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Um, and it actually went
really, really fast.

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It all started from a LinkedIn post
where I just asked a couple friends.

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I said, Hey, do you mind sharing some
of your mistakes and push that out?

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And it went viral.

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And next thing you know, I had, you
know, just tons of people were following

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this and, you know, reaching out to me.

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And I was like, man,
this content's too good.

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Um, I actually went to a conference.

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I think I was at the Northwest VRP.

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And somebody came up to me and said, Hey,
Brooke, I never met this person before.

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They're like, I love your post
on these, uh, the mistakes.

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In fact, I print everyone out and
I put it into a three ring binder.

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So I'm like, wait, you're
making like a book out of it.

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And he said, exactly.

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And I was like, that was kind of
like the light bulb moment for me.

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I'm like, you know, this content's too
good just to having a LinkedIn post.

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So we We turned all that
content into a book.

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We summarized it.

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And again, we, we give those away.

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Um, if anybody wants a copy,
obviously they can email me

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directly at brookinventory.

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com.

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Happy to have me to give them a
copy, either one of those books.

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You've always been really generous
with knowledge and information.

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And today you're going to be generous
with us with some information.

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Appreciate you doing that.

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So, Brooke, we're talking about the
seven lessons learned when you're helping

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over 700 companies grow their inventory.

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And for number one, you said they
understand the value of good data.

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What do you mean by that?

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If you think about it, you know,
they, they say data is the new gold.

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And, um, one of, uh, our chief
revenue officer, Rob, who, you know,

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really well, uh, he says, you know,
50 percent of all your marketing

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just comes down to your list.

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And it's true.

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So true.

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If you think about it, if you're going to
market, do proactive marketing, like you

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have to have really, really good data.

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I mean, I would much rather
have really, really good data.

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And send a small amount then, you know,
just spraying it out there to everybody.

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Um, so whether that's, you know, getting
that data from, you know, multiple

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different sources, you can get it from,
there's many list brokers out there.

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You can buy data from, there's
several companies in our space

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that, you know, sell data for this.

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You can, you know, uh, scrape,
you know, the, the OTAs, you can

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scrape Airbnb, Vrbo, booking.

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com, you know, you can get vacation
rental permit lists, which will

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be one that's often overlooked.

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Um, and then just compiling
that data and then, you know,

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appending it to get emails, to get
phones, to get mailing addresses,

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there's a whole process in that.

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And I mean, that's probably where we
spend about 50 percent of our time, uh,

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inventory is really just building out a
robust database of target data, because

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again, that's, that's half the battle.

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Because if you think about it, if,
if you can get somebody where they're

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a higher propensity to make a move,
you can save, uh, some money versus,

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you know, just spraying out to every
single person in a, in a zip code.

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When you're thinking about how you
understand your data, like what

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are some of the key pieces that
you're thinking, like, okay, this

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is all a big contact list, but maybe
somebody would ask themselves, how

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am I supposed to understand this?

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Like, what am I looking for and
what am I trying to understand?

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Well, it's understanding
what is your ideal?

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What's your ICP, your
ideal customer profile?

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What does it look like?

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And what I usually
recommend is start there.

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You know what I mean?

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Get a list, get a spreadsheet of your
current customers, your current owners.

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Where are they?

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What buildings are they in?

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Where are their addresses?

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Look at it on a map.

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Look at where those properties are.

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Look at even where they live.

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Uh, I think there's a great
story of, uh, Drew Brown.

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Uh, you know, he realized in Hilton
Head that a lot of his owners,

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you know, came from one little
specific, uh, town in, uh, Ohio.

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So he actually went out to Ohio and
did, like, a real estate seminar and

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actually got people to come out to
it, um, because he just recognized it.

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And he didn't, he wouldn't have
noticed that if he didn't put it

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onto a map and noticed that all these
owners lived in, like, with a zip

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code in some random town in Ohio.

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Um, so really understanding like
where those targets are coming from.

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What is your ideal
customer profile look like?

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Um, and then, you know, it's just
reaching out to them and then you can

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obviously do it in multiple different
methods and we'll talk about that.

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But obviously there's, you
know, direct mail still works.

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We'll talk about that in a second.

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Email works.

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Um, you can do some
really creative things.

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If you have their emails in your
phones, you can do some really

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cool, creative digital marketing
where you're actually serving up

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ads directly on their social feeds.

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But you can only do that if you
have a really strong, robust

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database and people don't understand
how difficult that actually is.

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This is not like where you're just, you
know, you're not just buying a list from

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a list broker and just starting there.

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Um, you know, there's a lot of different
things like, you know, we, we have an

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entire data science team on our, our team.

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I think we have four people on our team
that that's all they do full time is

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they're going through there, getting
that data, compiling it, but then there's

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other really creative things you can do.

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So, you know, I'll give
you a perfect example.

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If you get just, let's say
if you're just leveraging.

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Call it like a vacation rental permit
list, or if you're just leveraging,

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uh, like a scraped OTA list, you may
be missing out on a lot of targets.

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So one thing we've actually been able
to do is let's just say you realize

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that a lot of your targets are in a
couple of different, you know, if you're

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in a condo market or in a couple of
buildings, well, what you can do is we

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have this button in our platform that
actually allows you to select and hit

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every single person in that building.

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So, yes, you may only have like
10 records out of a building

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that has 200 people in it.

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But if you hit, it's kind of like
the boost up or the power up button,

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you know, on like when you play
Nintendo, you hit that button.

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And then what you're now doing is
you're hitting every single one

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of those targets in that building.

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Cause you know, if you've got 10 targets
potentially in there, then maybe the rest

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of those, uh, could be targets as well,
but you don't have their addresses, but

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kind of powering up or boosting up the,
you know, you, you allows you to do that.

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So, um, yeah, there's a lot of different
things you can do, but it is mission

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critical to really start with that
really good solid list out the gates.

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Yeah, that's really cool.

00:10:37.285 --> 00:10:39.305
By the way, that's, you know, a
target rich environment is what we

00:10:39.305 --> 00:10:40.585
called that in the military, right?

00:10:40.585 --> 00:10:43.465
You know, that you've, you've
got a few targets there and

00:10:43.465 --> 00:10:44.665
obviously you're doing well.

00:10:44.665 --> 00:10:48.825
So target rich environment, Brooke
for number two, you said they're

00:10:48.825 --> 00:10:50.995
consistent in their marketing.

00:10:51.805 --> 00:10:54.105
I mean, this one, I
cannot preach this enough.

00:10:54.145 --> 00:10:57.275
You know, the, the best companies, the
companies that have the most success.

00:10:57.865 --> 00:11:00.575
You know, just like they very often do
on a guest marketing, they build out

00:11:00.575 --> 00:11:03.485
their marketing calendar 12 months in
advance, they lay it all out there,

00:11:03.485 --> 00:11:06.955
they have their direct mail outline,
you know, whether it's every month

00:11:06.955 --> 00:11:09.865
or every other month or at once a
quarter, but they've got it laid out.

00:11:10.305 --> 00:11:12.315
They have their emails kind
of like laid out there.

00:11:12.315 --> 00:11:14.229
They've got their digital laid
out there, and it's, it's great.

00:11:14.410 --> 00:11:17.820
You know, obviously they're making
some adjustments as they go, but they

00:11:17.820 --> 00:11:21.660
stick to it because the companies that
we see that usually end up failing

00:11:21.670 --> 00:11:25.040
are the ones that the law about one
or two postcards and they say all this

00:11:25.040 --> 00:11:28.750
doesn't work and then they, they, they
stop and they'd never do it again.

00:11:28.770 --> 00:11:30.890
But you have to, there's, there's
something that was developed.

00:11:30.890 --> 00:11:32.929
I think it was developed by
the movie industry actually.

00:11:33.390 --> 00:11:37.420
In the 1930s or 1950s, something like that
is called the marketing rule of seven.

00:11:38.000 --> 00:11:42.240
And what it says is it takes on average
about seven touch points before somebody

00:11:42.240 --> 00:11:46.540
actually recognizes your brand So you have
to be in front of them seven different

00:11:46.550 --> 00:11:50.190
times before they even recognize you and
you have to be in front of them And you

00:11:50.190 --> 00:11:52.870
know, here's another thing some people
say well brooke This is our busy season.

00:11:52.870 --> 00:11:54.690
They're right in the middle of
summer We you know, we don't

00:11:54.690 --> 00:11:56.050
want to you know market to them.

00:11:56.050 --> 00:11:56.550
That's stupid.

00:11:56.550 --> 00:12:00.410
Nobody's making a move right now and so
But you're planting those seeds and what

00:12:00.410 --> 00:12:04.490
you're doing is you want to get in front
of them while it's top of mind, you know,

00:12:04.490 --> 00:12:06.979
maybe they just went to their house,
you know, they just spent a week down

00:12:06.980 --> 00:12:10.249
in their vacation home and they realized
that the cleaning was less than par.

00:12:10.279 --> 00:12:12.009
Maybe they realize there's lots of damage.

00:12:12.200 --> 00:12:13.840
Maybe their rentals aren't that good.

00:12:13.880 --> 00:12:15.249
Maybe they're off a little bit this year.

00:12:15.579 --> 00:12:18.560
You want to get in front of them be top
of mind because here's what happens.

00:12:18.990 --> 00:12:21.670
We have tracking specific
phone number tracking on every

00:12:21.670 --> 00:12:22.680
marketing campaign we do.

00:12:22.690 --> 00:12:25.080
We see how long people are
holding on to these pieces.

00:12:25.440 --> 00:12:29.900
People are holding on to these pieces
for a month, six months, even a year.

00:12:29.960 --> 00:12:31.890
We've even had some a
year and a half later.

00:12:32.130 --> 00:12:34.850
And the person calls are like, I've been
holding on to this postcard, just waiting

00:12:34.850 --> 00:12:36.509
for the right time, you know, to do it.

00:12:36.520 --> 00:12:38.710
So you have to be in front
of them and be top of mind.

00:12:39.130 --> 00:12:41.370
Um, you know, be consistent, uh, for sure.

00:12:41.370 --> 00:12:44.875
It reminds me of those, you ever been to
those like arcade games where You drop

00:12:44.875 --> 00:12:46.955
a quarter in and then you just drop it.

00:12:46.995 --> 00:12:49.395
Then there's like thousands of
quarters and just eventually

00:12:49.395 --> 00:12:50.435
it ends up like tipping.

00:12:50.435 --> 00:12:53.765
It's just, you got to keep dropping those
quarters in and eventually it pays off.

00:12:53.765 --> 00:12:54.955
And, but here's the beauty of it.

00:12:55.255 --> 00:12:58.865
You don't need a lot, like the
ROI, you don't need a huge response

00:12:58.865 --> 00:13:00.235
rate for it actually to pencil out.

00:13:00.445 --> 00:13:03.785
The ROI is so solid on some
of you sign up a new owner.

00:13:03.935 --> 00:13:05.435
These contracts are so valuable.

00:13:05.775 --> 00:13:08.214
I mean, you only need about a
half of 1 percent response rate

00:13:08.214 --> 00:13:09.675
to a 1 percent response rate.

00:13:09.950 --> 00:13:12.970
And just an average conversion rate and
the ROI pencils out as long as you're

00:13:12.970 --> 00:13:15.990
in a market that, you know, that has,
you know, properties doing, you know,

00:13:16.700 --> 00:13:18.740
north of 20, 000 in gross public revenue.

00:13:19.160 --> 00:13:19.520
Yeah.

00:13:20.160 --> 00:13:23.060
Brooke, that reminds me of in
2008, when the economic crash

00:13:23.070 --> 00:13:24.410
was happening, I needed cash.

00:13:24.410 --> 00:13:27.730
And I decided I had to sell my
airplane to make payroll and do

00:13:27.730 --> 00:13:28.870
the things that had to get done.

00:13:29.840 --> 00:13:33.230
And as I walked into my house, I was
like, okay, how am I going to do this?

00:13:33.300 --> 00:13:38.240
And there'd been a gentleman sending
me postcards of really interesting,

00:13:38.320 --> 00:13:41.840
uh, airplanes on the front and on the
back is like, if you're looking to buy

00:13:41.840 --> 00:13:43.400
or sell your airplane, give me a call.

00:13:43.410 --> 00:13:44.780
And he'd done that for several years.

00:13:45.660 --> 00:13:49.594
And I walked into my
kitchen and open the drawer.

00:13:49.925 --> 00:13:53.675
And there was five of his postcards that
I'd saved because they were cool airplanes

00:13:53.675 --> 00:13:57.325
as a, you know, as an enthusiast, I
picked it up, turned it over, called them.

00:13:57.795 --> 00:14:00.225
And some of those postcards
had been there for a long time.

00:14:00.525 --> 00:14:03.935
And, uh, yeah, he got the business and
he got the broker, the sale of that

00:14:03.935 --> 00:14:07.365
airplane, but it was all because of these
little three by five, you know, whatever,

00:14:07.365 --> 00:14:10.545
whatever size it were small postcards
with cooler planes on the front of it.

00:14:10.545 --> 00:14:11.365
And it's the same thing for us.

00:14:11.880 --> 00:14:12.450
Absolutely.

00:14:12.450 --> 00:14:15.820
I mean, I I'll tell one other story
similar to that about a year or two

00:14:15.820 --> 00:14:19.430
after I graduated college, I wanted
to start a mortgage banking operation.

00:14:19.870 --> 00:14:21.880
You know, when you're 23 years
old, you don't have any money.

00:14:21.880 --> 00:14:22.480
So what do you do?

00:14:22.480 --> 00:14:25.250
You go to dad, you know, went to
dad and dad's like, well, here's

00:14:25.250 --> 00:14:26.200
what I'll do for you, Brooke.

00:14:26.690 --> 00:14:28.250
He owned another small business.

00:14:28.250 --> 00:14:30.580
He's like, I've been getting
this damn letter from Wells Fargo

00:14:30.580 --> 00:14:33.430
saying that they have a 50, 000
line of credit for me available.

00:14:34.060 --> 00:14:37.160
He goes, I'm not going to give you the
money, but I'll, I'll co sign for you

00:14:37.160 --> 00:14:41.105
with this right here with this 50, 000,
but He even made the comment before

00:14:41.115 --> 00:14:45.025
he's like, they've been sending me this
line of credit, uh, information forever.

00:14:45.275 --> 00:14:47.025
And I've just, that's,
I'm like, what a waste.

00:14:47.035 --> 00:14:49.275
Why are they wasting their
money and sending this to me?

00:14:49.605 --> 00:14:51.685
But sure enough, a couple of years
later, we took advantage of it.

00:14:51.685 --> 00:14:53.005
And that was the 50, 000.

00:14:53.015 --> 00:14:56.005
We, we launched our mortgage
banking operation and it was just

00:14:56.005 --> 00:14:58.495
kind of ironic, but the same kind
of thing, same, same comment.

00:14:58.505 --> 00:15:01.695
He never called on it, never planned
on calling on it, was making fun of

00:15:01.695 --> 00:15:03.635
them for sending it to us consistently.

00:15:03.635 --> 00:15:06.695
And sure enough, we ended up
leveraging that to launch the business.

00:15:07.950 --> 00:15:13.060
One last story, Spencer and Carpentry
had sent a letter out to some of the

00:15:13.060 --> 00:15:17.810
neighbors and sure enough, a year later,
the woman called right after Christmas

00:15:17.860 --> 00:15:22.340
and said, I'd had your letter on my
refrigerator for nearly a year now.

00:15:22.370 --> 00:15:26.090
And I decided I was going to give myself
a Christmas present and get a new property

00:15:26.090 --> 00:15:29.670
manager when I saw the statement I got
this last month and he got the deal.

00:15:30.005 --> 00:15:31.245
So that's pretty cool.

00:15:31.745 --> 00:15:32.315
We hear that.

00:15:32.325 --> 00:15:34.125
I hear it all the time,
time and time again.

00:15:34.715 --> 00:15:38.265
So for number three, Brooke,
you said they utilize the seven

00:15:38.275 --> 00:15:41.975
messaging building blocks in all
the marketing to new homeowners.

00:15:42.075 --> 00:15:42.685
What does that mean?

00:15:43.295 --> 00:15:47.335
This one took me a while to kind of
formulate and this one definitely

00:15:47.335 --> 00:15:48.335
didn't come out of the gates.

00:15:48.364 --> 00:15:51.595
Um, I mean, this, this probably,
Probably took a couple of years

00:15:51.595 --> 00:15:52.985
for us to really figure this out.

00:15:53.465 --> 00:15:57.295
But what I realized was, you know, if
I looked at all the messaging, um, so

00:15:57.295 --> 00:16:02.145
anytime you want to message to a new
homeowner, um, you know, it doesn't matter

00:16:02.145 --> 00:16:05.755
what it is, it could be a direct mail
piece, it could be an email, it could be.

00:16:06.065 --> 00:16:10.045
Uh, owner presentation, you know, whatever
it happens to be like every single

00:16:10.045 --> 00:16:15.975
marketing piece Needs to follow the seven
key messaging building blocks And you

00:16:15.975 --> 00:16:19.235
know again, this has morphed over time
and we've added and we take the way but we

00:16:19.245 --> 00:16:22.575
really you know This is the way it's been
for probably about three or four years now

00:16:23.065 --> 00:16:25.485
Um, so what it comes down to is whenever
you're going to market to them Just make

00:16:25.485 --> 00:16:26.705
sure you have all these pieces in it.

00:16:26.755 --> 00:16:29.260
It's almost like a checklist
And again, if anybody wants

00:16:29.260 --> 00:16:30.610
to email me, brookeinventory.

00:16:30.610 --> 00:16:31.860
com, we actually have a worksheet.

00:16:31.880 --> 00:16:32.730
Happy to send it to you.

00:16:32.730 --> 00:16:34.150
It has lots of different examples.

00:16:34.430 --> 00:16:36.870
And what I love about this is
once you build this out, you

00:16:36.880 --> 00:16:38.140
have this as your baseline.

00:16:38.140 --> 00:16:40.930
And you use this in any of your marketing
efforts that you do from then on.

00:16:40.930 --> 00:16:41.960
So you don't have to be creative.

00:16:41.960 --> 00:16:43.370
Again, you've got it written out there.

00:16:43.370 --> 00:16:45.400
So we'll go through them
really, really quickly.

00:16:45.400 --> 00:16:47.369
So the first is, uh, USP.

00:16:47.730 --> 00:16:49.410
What is your unique selling proposition?

00:16:49.410 --> 00:16:52.710
This is like, what is the one
thing that makes you different?

00:16:52.720 --> 00:16:54.600
What is the one thing that sets you apart?

00:16:55.100 --> 00:16:58.255
You know, this is not like a platitude,
you know, it's like, so, you know, if

00:16:58.255 --> 00:17:00.990
you think outside of our industry, you
know, think of Tom's shoes, you know, buy

00:17:00.990 --> 00:17:02.500
one, give one, like that's their thing.

00:17:02.860 --> 00:17:04.989
So, like, just what's that
one thing that sets you aside?

00:17:05.739 --> 00:17:07.980
Number two, what are those
key features and benefits?

00:17:07.980 --> 00:17:09.869
Like, this is like really
what's in it for the owner.

00:17:09.869 --> 00:17:13.699
What's, what's the part of your
rental program that sets you aside?

00:17:13.719 --> 00:17:16.670
Like, you know, whether it's, you've
got, you know, a full time revenue

00:17:16.670 --> 00:17:20.964
manager or, You know, you've got, uh,
what, you know, triple inspections

00:17:20.964 --> 00:17:22.764
on, you know, uh, on cleanings.

00:17:22.764 --> 00:17:25.185
It's just like, what are the parts
that really just highlight your rental

00:17:25.185 --> 00:17:26.464
program that you make it unique?

00:17:26.464 --> 00:17:29.774
And, um, I'm sure you've got some good
tips on there where it's not this like

00:17:29.794 --> 00:17:31.634
platitudinal, uh, you know, thing.

00:17:31.654 --> 00:17:35.594
So number three is, uh,
what we call trust icons.

00:17:35.964 --> 00:17:36.664
These are really cool.

00:17:36.665 --> 00:17:41.404
It almost helps at like a subconscious
level, establishing trust and credibility.

00:17:41.714 --> 00:17:45.944
So someone just glances and they see
this, they may not even notice it.

00:17:46.230 --> 00:17:48.900
You know, but maybe they are
at the subconscious level.

00:17:48.909 --> 00:17:51.889
So, you know, just like maybe
they're a member of the VMA, maybe

00:17:51.889 --> 00:17:55.489
they're, , a plus rating on the, you
know, better business bureau, maybe

00:17:55.489 --> 00:17:58.919
they're their Airbnb superhost, maybe
they're a VRBO, , premier partner.

00:17:59.389 --> 00:18:01.419
Um, you know, those kinds of
things, you know, help kind of

00:18:01.429 --> 00:18:03.069
build those trust and credibility.

00:18:03.379 --> 00:18:05.789
Uh, you know, maybe you're, you
know, we, we just launched on

00:18:05.789 --> 00:18:07.599
comparant, uh, our sister company.

00:18:08.029 --> 00:18:08.759
Market leader.

00:18:08.799 --> 00:18:12.559
So this is the top 1 percent of all
vacational managers are market leaders.

00:18:12.819 --> 00:18:15.449
Um, so like put that badge
on there and celebrate that,

00:18:15.949 --> 00:18:17.629
uh, number four social proof.

00:18:17.749 --> 00:18:22.279
So social proof is a, it's a, it's a,
again, it's like another kind of like

00:18:22.279 --> 00:18:27.099
psychological phenomenon where people
actually trust the actions of others.

00:18:27.294 --> 00:18:28.534
To help them make a decision.

00:18:28.774 --> 00:18:32.004
They actually feel that some people
have more knowledge about the situation

00:18:32.014 --> 00:18:34.134
than they do and what's going on.

00:18:34.134 --> 00:18:37.414
So it's also evidence that, you
know, people, uh, you know, signed

00:18:37.414 --> 00:18:40.114
up with you and they've seen kind
of some value from your services.

00:18:40.124 --> 00:18:43.774
So obviously a perfect, you know, the
tried and true one is social proof

00:18:43.824 --> 00:18:45.564
of social proof is testimonials.

00:18:45.929 --> 00:18:50.359
So, you know, if you have a testimonial,
um, and what I like to do is, and we can

00:18:50.359 --> 00:18:52.999
talk about this later, but like, if you
do any kind of micro targeting, so if

00:18:52.999 --> 00:18:56.689
you're targeting very specific communities
or buildings, make sure the testimonials

00:18:56.689 --> 00:19:00.059
are for people in that building or in
that, you know, in that community, it just

00:19:00.279 --> 00:19:01.909
resonates a little bit, you know, better.

00:19:02.569 --> 00:19:04.219
The fifth thing, compelling offers.

00:19:04.659 --> 00:19:07.679
So just really, you know, craft
really good, compelling offers

00:19:07.689 --> 00:19:08.729
to make them irresistible.

00:19:08.729 --> 00:19:11.429
I mean, not to sound cheesy, but
it's kind of like the infomercials.

00:19:11.429 --> 00:19:14.479
I mean, there's a reason why infomercials
follow the same format because they

00:19:14.479 --> 00:19:19.329
work, you know, so, but have some kind
of compelling offer that I would say it's

00:19:19.330 --> 00:19:20.659
like, it knocks them off their stool.

00:19:20.689 --> 00:19:24.469
You have to do something that kind
of gets them just out of the, just,

00:19:24.469 --> 00:19:27.099
they're used to like seeing the
same stuff over and over again.

00:19:27.109 --> 00:19:27.429
So.

00:19:27.869 --> 00:19:29.689
You know, give them some
reason to reach out.

00:19:29.759 --> 00:19:33.799
So it could be like a free smart
locks or 0 percent commission for the

00:19:33.799 --> 00:19:35.869
first six months or a signing bonus.

00:19:35.869 --> 00:19:39.499
I've even seen a lot of people leverage,
you know, here's my acid test for

00:19:39.509 --> 00:19:40.909
a really good, compelling offer.

00:19:41.339 --> 00:19:44.979
So envision your ICP or ideal
customer profile standing over the

00:19:44.989 --> 00:19:46.439
trash can or the recycling bin.

00:19:46.739 --> 00:19:48.169
And they're just going
through the direct mail.

00:19:48.179 --> 00:19:51.049
And they're just dropping it in the
trash can drop it in their cycling bin.

00:19:51.739 --> 00:19:55.479
And they come across your postcard and
they're literally dropping into the trash

00:19:55.479 --> 00:19:57.729
can and they stop because they see like.

00:19:58.419 --> 00:20:01.479
I'm telling you, it could be like a
signing bonus or could be something that

00:20:01.479 --> 00:20:04.939
stops them in their tracks and all you
want to do is just put that postcard

00:20:04.939 --> 00:20:08.219
aside and not throw it away and then
they can make that decision later.

00:20:08.239 --> 00:20:09.939
Maybe, like you said,
they put it in the drawer.

00:20:10.209 --> 00:20:14.409
It did something to kind of
give them the reason to act.

00:20:14.409 --> 00:20:17.369
So that's a kind of a good acid
test for a good, compelling offer.

00:20:17.919 --> 00:20:20.659
Here's another one that's kind
of similar to the infomercial.

00:20:20.659 --> 00:20:22.029
It's called risk reversals.

00:20:22.624 --> 00:20:25.204
So risk reversals like are
transferring the risk from the

00:20:25.204 --> 00:20:28.284
buyer to the seller, like make it
really easy for them to sign up.

00:20:28.284 --> 00:20:32.024
Like don't give them any excuses, you know
what I mean on why they should sign up.

00:20:32.024 --> 00:20:35.094
So, you know, this is a little bit
controversial, but like, you know, I

00:20:35.094 --> 00:20:38.864
actually recommend don't doing long
term contracts personally, um, or

00:20:38.864 --> 00:20:41.984
maybe, you know, no startup fees, you
know, and I, when I would go around

00:20:41.984 --> 00:20:44.414
that first year, I signed, you know,
when I first launched inventory, I went

00:20:44.414 --> 00:20:48.484
around, you were one of them, uh, I
went to 34 onsite, you know, visits.

00:20:48.909 --> 00:20:52.919
And I would ask about the rental program
and so many people had sign up fees and I

00:20:52.919 --> 00:20:57.569
would say these contracts are so valuable
like you're adding another hurdle to make

00:20:57.599 --> 00:21:02.189
them sign up, reduce friction, reduce
the, you know, the friction and signing

00:21:02.189 --> 00:21:06.019
up, you know, make it so easy for them
to sign up that they have no excuses.

00:21:06.389 --> 00:21:09.819
And adding startup fees is
sometimes just another excuse.

00:21:09.819 --> 00:21:12.889
And now I've gotten pushback on that,
but I still believe in it because I

00:21:12.889 --> 00:21:15.479
want to, you know, I want to get the,
you know, how many people did you

00:21:15.479 --> 00:21:16.889
pretend, what's your opportunity costs?

00:21:16.889 --> 00:21:20.189
How many people did you lose because
you didn't, uh, you know, have that

00:21:20.189 --> 00:21:23.329
in there or, you know, say what
you will about evolve, evolve as a

00:21:23.329 --> 00:21:26.809
great example of risk reversal, if
you're not happy, you can cancel.

00:21:27.019 --> 00:21:29.769
And they'll send you 100 percent
refund of your management fees.

00:21:30.009 --> 00:21:30.629
Think about that.

00:21:31.029 --> 00:21:32.659
100 percent refund of
your management fees.

00:21:32.679 --> 00:21:35.179
Now, if you read the fine print,
it's only between month, like six

00:21:35.179 --> 00:21:36.469
and seven and stuff like that.

00:21:36.469 --> 00:21:37.819
But at least it sounds really good.

00:21:38.129 --> 00:21:39.959
You know, and it gives them kind
of like, what do you got to lose?

00:21:39.959 --> 00:21:42.089
You know, no money out of
pocket, you know, no startup

00:21:42.089 --> 00:21:43.369
fees, no long term contract.

00:21:43.649 --> 00:21:45.779
You can cancel and get
a 100 percent refund.

00:21:45.789 --> 00:21:46.269
You know what I mean?

00:21:46.269 --> 00:21:50.359
So to me, it's a, it's a perfect, you
know, kind of what I call the, you

00:21:50.359 --> 00:21:51.909
know, the infomercial risk reversal.

00:21:52.379 --> 00:21:54.549
And then last but not least,
and it's funny that people

00:21:54.549 --> 00:21:55.699
forget this one all the time.

00:21:55.749 --> 00:21:57.159
It's so obvious, but they do.

00:21:57.654 --> 00:22:01.054
It's called CBA, CTA call to
action, like every marketing

00:22:01.054 --> 00:22:02.484
piece you have, it doesn't matter.

00:22:02.484 --> 00:22:03.584
Make it so simple.

00:22:03.584 --> 00:22:07.454
Like it's amazing when I go around
whenever we would meet new partners and

00:22:07.454 --> 00:22:08.894
we would look at their landing page.

00:22:09.299 --> 00:22:11.539
Like there's no easy way to sign up.

00:22:11.539 --> 00:22:14.929
There's no easy way to inquire like
you should make it like the call

00:22:14.929 --> 00:22:17.879
to action should be on that page so
many different times where they don't

00:22:17.879 --> 00:22:18.879
even have to think about it later.

00:22:19.019 --> 00:22:22.349
There should be a call to action no
matter how you're scrolling down and

00:22:22.369 --> 00:22:25.709
every piece of that web that landing
page or, you know, You know, even

00:22:25.709 --> 00:22:29.109
on, like, when you send a direct mail
piece, give them different options.

00:22:29.369 --> 00:22:32.729
You know, my mom, for example, like,
she wants to call and talk to somebody.

00:22:32.779 --> 00:22:34.569
Don't force them to just go to a website.

00:22:34.639 --> 00:22:38.039
Give them a phone number that someone, and
we'll talk about this later, but actually,

00:22:38.059 --> 00:22:39.399
someone actually answers the phone.

00:22:39.859 --> 00:22:42.209
But my brother, on the other hand, like,
he doesn't want to talk to anybody.

00:22:42.209 --> 00:22:42.829
He's an introvert.

00:22:42.839 --> 00:22:44.329
You know, he wants to
just text the person.

00:22:44.339 --> 00:22:47.359
You know, and he'd rather do that
thing than going to a landing page.

00:22:47.359 --> 00:22:48.569
So give them the option to text.

00:22:48.599 --> 00:22:49.529
Give them the option to call.

00:22:49.529 --> 00:22:50.789
Give them the option to
go to a landing page.

00:22:51.089 --> 00:22:53.119
Give them different options
on this call to action.

00:22:53.559 --> 00:22:56.149
To fit kind of those
different demographics.

00:22:56.199 --> 00:22:59.869
So again, those are the seven
key messaging, uh, you know,

00:23:00.129 --> 00:23:02.819
building blocks that need to
be on every marketing PC there.

00:23:03.549 --> 00:23:06.199
You said it at the beginning of
this, but I feel like after hearing

00:23:06.209 --> 00:23:08.559
these seven people are going to
want to ask you for that worksheet.

00:23:08.589 --> 00:23:11.400
Can you tell everybody
how to get that worksheet?

00:23:11.789 --> 00:23:13.139
Yeah, just email me.

00:23:13.139 --> 00:23:14.609
We've got this great worksheet.

00:23:14.609 --> 00:23:17.299
Brooke, B R O O K E at ventori.

00:23:17.299 --> 00:23:19.059
com and happy to send you the worksheet.

00:23:19.069 --> 00:23:20.949
It's got all those
examples I talked about.

00:23:21.284 --> 00:23:23.884
It's got the seven key messaging
and you know, it even gives you

00:23:23.884 --> 00:23:26.804
blanks so you can fill them in
and then you've got your sheet.

00:23:26.864 --> 00:23:30.624
And then next time you do a marketing
piece, just reference that, that

00:23:30.624 --> 00:23:32.434
worksheet and you've got it ready to go.

00:23:32.434 --> 00:23:33.604
And it's easy peasy.

00:23:34.264 --> 00:23:36.414
I feel like that could have
been a podcast all to itself.

00:23:36.544 --> 00:23:37.724
So that was really good stuff.

00:23:38.344 --> 00:23:41.494
So for number four, you said
they leveraged technology to make

00:23:41.534 --> 00:23:43.984
themselves effective and efficient.

00:23:44.774 --> 00:23:47.674
It's kind of like Tony Stark
technology to me is like.

00:23:48.009 --> 00:23:50.489
Giving, uh, Tony Stark, the Ironman suit.

00:23:51.239 --> 00:23:53.679
Look, I've been in everyone's shoes.

00:23:53.689 --> 00:23:54.099
You know what I mean?

00:23:54.099 --> 00:23:55.299
We grew our company.

00:23:55.329 --> 00:23:56.599
You're answering tons of calls.

00:23:56.599 --> 00:23:58.519
You, I mean, your, your
phones are blowing up.

00:23:58.529 --> 00:24:02.209
Like you don't have the bandwidth to sit
there and constantly do the follow up.

00:24:02.949 --> 00:24:05.279
So make yourself more productive.

00:24:05.794 --> 00:24:08.864
Again, these contracts are super
valuable leverage technology.

00:24:08.864 --> 00:24:10.454
So there's a couple of
different things you can use.

00:24:10.944 --> 00:24:15.534
The first one is, I mean, and again, this
blows my mind that most people don't do

00:24:15.534 --> 00:24:18.724
this because it's funny if I ask them,
do you have a CRM to track guests, you

00:24:18.724 --> 00:24:22.484
know, past guests or, you know, any
guests and the answer is always yes.

00:24:23.004 --> 00:24:23.964
You know, absolutely 100%.

00:24:24.764 --> 00:24:27.934
But then I asked if they have
a CRM for, you know, owners.

00:24:28.464 --> 00:24:31.084
And I mean, luckily, more and
more people are starting to do it.

00:24:31.114 --> 00:24:32.624
But I would say 90 percent don't.

00:24:33.074 --> 00:24:36.114
The majority are using
either, uh, Post it notes.

00:24:36.134 --> 00:24:37.994
They're using yellow legal pads.

00:24:38.324 --> 00:24:41.014
Some are using, uh, Excel spreadsheet.

00:24:41.024 --> 00:24:44.014
And maybe 1 percent is
using like a HubSpot.

00:24:44.524 --> 00:24:47.694
But just use something because
these leads are so, so valuable.

00:24:47.694 --> 00:24:51.319
And one of the things we found, so again,
After helping 700 different companies,

00:24:51.339 --> 00:24:56.439
we've seen about 50 percent of the deals
that many of our partners are closing.

00:24:56.439 --> 00:24:57.759
Most of our partners are closing.

00:24:58.219 --> 00:24:59.839
They didn't close
initially out of the gates.

00:25:00.579 --> 00:25:03.749
What they did is they actually put
it into our CRM and the marketing

00:25:03.749 --> 00:25:06.839
automation did the follow up and
they closed it later many months

00:25:06.839 --> 00:25:09.479
later and 50 percent of the deals.

00:25:09.829 --> 00:25:13.359
So if you're not leveraging some kind of
CRM that has that marketing automation,

00:25:13.579 --> 00:25:16.709
what you're doing is you're, you're
really losing because you do not have the

00:25:16.709 --> 00:25:19.919
bandwidth because again, I've been in your
shoes, you don't have the bandwidth to sit

00:25:19.919 --> 00:25:23.519
there and do the constant follow up unless
you have a full time business development

00:25:23.529 --> 00:25:25.319
rep that is really, really good.

00:25:25.819 --> 00:25:26.549
And even then.

00:25:26.899 --> 00:25:29.529
Why would you, why, why wouldn't
you leverage this inexpensive

00:25:29.539 --> 00:25:31.889
piece of technology for a
couple of hundred bucks a month?

00:25:32.219 --> 00:25:33.869
I mean, HubSpot has a great version.

00:25:33.879 --> 00:25:37.939
Now it's just a CRM, you know, in the
free version, if you want to start

00:25:37.939 --> 00:25:39.789
getting the marketing automation,
you're going to have to start paying.

00:25:39.789 --> 00:25:42.949
But Zoho has one Salesforce, obviously.

00:25:43.329 --> 00:25:44.669
You know, shameless plug Venturi.

00:25:44.669 --> 00:25:47.239
Obviously, we've got a CRM with
marketing automation built in.

00:25:47.239 --> 00:25:51.299
So, so get something, you know, to
at least track those leads because

00:25:51.299 --> 00:25:52.799
again, it's super, super valuable.

00:25:52.799 --> 00:25:55.709
And again, 50 percent of the leads
are not closing out of the gates.

00:25:55.939 --> 00:25:58.759
So, if you don't have out, I mean, they
don't have that kind of automation.

00:25:58.759 --> 00:26:01.749
You're actually leaving money on the
table and you're losing deals because

00:26:01.749 --> 00:26:03.189
you're, you're, I just trust me.

00:26:03.189 --> 00:26:05.519
I know you're not falling off
at all those most of the time.

00:26:06.614 --> 00:26:09.544
You know, we have so many things going
on as property managers, you know, and

00:26:09.544 --> 00:26:13.014
even business development teammates,
you've got a thousand different people

00:26:13.054 --> 00:26:17.424
you're talking to hundreds of things
happening day, emergencies, floods,

00:26:17.534 --> 00:26:19.364
check ins, door codes that don't work.

00:26:19.804 --> 00:26:22.494
And then to think that you're going
to have the mental bandwidth to go,

00:26:22.494 --> 00:26:25.964
remember to go back two weeks to look at
a yellow pad, to call this person at a

00:26:25.964 --> 00:26:30.664
certain day, it's just not realistic from
a point of  just being a human being,

00:26:30.674 --> 00:26:31.704
you're just not going to get to it.

00:26:31.854 --> 00:26:34.734
Well, it's, it's kind of like
the Eisenhower matrix, right?

00:26:34.734 --> 00:26:38.044
It's like, you know, important and
urgent, you know, like, it's like,

00:26:38.054 --> 00:26:41.044
you're obviously going to do the things
that are just obviously really urgent,

00:26:41.054 --> 00:26:45.974
you know, you're putting out fires and
sometimes literally, you know, and those

00:26:45.974 --> 00:26:49.384
are the things, the screaming owner, the
screaming guests, the person that fell

00:26:49.384 --> 00:26:52.194
off the deck, like those are the things
that are going to take your priority.

00:26:52.194 --> 00:26:52.514
So.

00:26:53.444 --> 00:26:56.114
Why not just leverage a piece
of technology can do that, that

00:26:56.114 --> 00:26:57.484
drip for you automatically.

00:26:57.564 --> 00:27:01.264
I think that one thing that I always
love to say about technology is supposed

00:27:01.264 --> 00:27:03.964
to make you bionic, not robotic, right?

00:27:03.984 --> 00:27:05.784
So it doesn't mean you
set it and forget it.

00:27:05.784 --> 00:27:09.734
And then sending out messages and you
just expect a contract to sign up.

00:27:09.774 --> 00:27:11.524
It's helping you build things out.

00:27:11.524 --> 00:27:14.194
It's making you bionic, but
you still have to have input.

00:27:14.304 --> 00:27:18.274
So it's not just robotic with nobody
giving real responses when it's time.

00:27:18.819 --> 00:27:19.759
Yeah, a hundred percent.

00:27:20.249 --> 00:27:23.039
And obviously there's tons of
different pieces of technology.

00:27:23.079 --> 00:27:26.419
Go to a VRMA show and look at how,
how many different companies, how

00:27:26.419 --> 00:27:27.609
many new companies are out there.

00:27:27.609 --> 00:27:30.349
I mean, you can spend your entire
day, you know, doing nothing but

00:27:30.349 --> 00:27:32.049
like signing up with new technology.

00:27:32.459 --> 00:27:36.289
So you gotta be careful, you know, not to
go overboard, but at the same time, if you

00:27:36.289 --> 00:27:39.759
can find things that really do make you
more productive, I would definitely do it.

00:27:39.759 --> 00:27:44.279
You know, now specific to the use case of
getting new homeowners, you know, a couple

00:27:44.279 --> 00:27:47.339
of things we've found, uh, as far as
pieces of technology that are really good.

00:27:47.759 --> 00:27:48.709
Cold email outreach.

00:27:48.749 --> 00:27:52.249
That is one that just, I mean, I just
got off the phone literally like an

00:27:52.249 --> 00:27:55.239
hour ago, a new partner out of Sonoma.

00:27:55.579 --> 00:27:58.819
And he just signed up two new first
email campaign out of the gates.

00:27:59.039 --> 00:28:00.579
He signed up two new homeowners.

00:28:00.789 --> 00:28:04.869
The first one was I think 140, 000,
uh, projected gross book and revenue.

00:28:04.869 --> 00:28:07.269
And I think the other one was
150, 000 projected gross book

00:28:07.279 --> 00:28:09.219
and revenue first email campaign.

00:28:09.599 --> 00:28:13.749
So again, this goes back to point number
one, you have to have really good data.

00:28:14.034 --> 00:28:16.764
That you have to have really,
really good data out of the gates.

00:28:17.264 --> 00:28:21.034
But then secondly, like this is not
like, this is not constant contact.

00:28:21.034 --> 00:28:24.254
This is not mail chimp type
of email, cold email outreach.

00:28:24.254 --> 00:28:25.314
There is an art to it.

00:28:25.644 --> 00:28:28.454
It is definitely a little
bit, be a little bit unique.

00:28:28.754 --> 00:28:31.664
You're not writing these
beautiful, pretty letters.

00:28:31.944 --> 00:28:33.294
This is very simple.

00:28:33.294 --> 00:28:35.334
You're asking for a very light lift.

00:28:35.634 --> 00:28:37.884
You just want to hit
them, hit them with small.

00:28:37.884 --> 00:28:41.014
You want to look like you sent them
a direct message where it wasn't.

00:28:41.394 --> 00:28:42.254
Cold crafted.

00:28:42.724 --> 00:28:46.044
Um, and you know, what you're asking is
something as simple as like would you

00:28:46.044 --> 00:28:49.114
like to see, you know, rental projection
on what we think we can do for your home?

00:28:49.114 --> 00:28:51.994
We've been very successful helping
other neighbors, something like that.

00:28:52.144 --> 00:28:54.005
Very simple, late lift.

00:28:54.064 --> 00:28:56.874
You're not asking for them to
sign up right out of the gates.

00:28:57.594 --> 00:29:01.205
And, um, Those little messages work,
and then it gives you the opportunity,

00:29:01.215 --> 00:29:03.515
gives you a little bit of an inch, gets
you their foot in the door, and then

00:29:03.515 --> 00:29:07.265
you can build out, uh, performa, then
you can kind of go over, you know, your

00:29:07.265 --> 00:29:10.945
seven key messaging building blocks
of what makes you unique, your USPS

00:29:10.945 --> 00:29:13.945
and, you know, features and benefits,
compelling offers and all those things.

00:29:14.235 --> 00:29:15.234
And then hopefully you get them.

00:29:15.234 --> 00:29:15.484
But.

00:29:15.860 --> 00:29:18.730
I would recommend, um, there's
many different, you know, services

00:29:18.730 --> 00:29:21.640
that do this, but use a specific
tool that's meant for this.

00:29:21.640 --> 00:29:27.080
So like Mailshake is one, uh, Lendless
is another great cold email outreach, but

00:29:27.080 --> 00:29:30.069
also if you don't know how to write direct
response copy, and there's definitely,

00:29:30.070 --> 00:29:33.539
again, like I said, an art to it, find
somebody that does know how to write

00:29:33.539 --> 00:29:38.170
direct response copy, have them write like
a three email campaign sequence for you.

00:29:38.545 --> 00:29:39.765
We're big fans of Upwork.

00:29:39.765 --> 00:29:41.485
You're probably going to hear
me talk about Upwork a lot.

00:29:41.485 --> 00:29:44.605
Just hire somebody on Upwork for a couple
hundred bucks and just have them write

00:29:44.605 --> 00:29:48.385
it for you and then just put that into
Lendlist or Mailshake and let them,

00:29:48.394 --> 00:29:49.584
uh, you know, send that out there.

00:29:50.235 --> 00:29:56.885
And off he goes, that brings us to number
five, they send direct mail consistently.

00:29:57.085 --> 00:29:58.785
So direct mail is not dead.

00:29:58.825 --> 00:30:02.385
The vacation industry, many people
think, uh, you know, they're, I've

00:30:02.385 --> 00:30:07.205
had many partners, very successful
partners with us kind of roll

00:30:07.205 --> 00:30:09.044
their, their eyes on direct mail.

00:30:09.054 --> 00:30:11.615
They're like, you know, look,
we're a technology based company.

00:30:11.815 --> 00:30:15.025
We're forward thinking like
seriously broke direct mail.

00:30:15.185 --> 00:30:19.195
Well, guess what direct mail works in
a vacational industry is one of the

00:30:19.195 --> 00:30:22.945
few industries where it still works,
but you gotta be consistent with it.

00:30:23.075 --> 00:30:26.574
You also obviously, Hey, you have
to be, you got to leverage that.

00:30:26.575 --> 00:30:28.974
We talked about before there's
seven key messaging building blocks.

00:30:29.890 --> 00:30:32.300
USP's, features and benefits,
call to action, compelling

00:30:32.310 --> 00:30:33.280
offer, all the other ones.

00:30:33.660 --> 00:30:35.240
But you have to be consistent.

00:30:35.400 --> 00:30:39.749
I would much rather send a thousand
postcards six times over the course of

00:30:39.749 --> 00:30:44.210
a year or six months than I would have
to just drop in 6, 000 all at one time.

00:30:44.250 --> 00:30:45.930
There's a compounding effect there.

00:30:46.300 --> 00:30:48.520
People are not ready to make
a decision all the time.

00:30:48.740 --> 00:30:50.420
Again, we talked about the rule of seven.

00:30:50.770 --> 00:30:53.700
There's really a compounding effort,
you know, the R and again, the ROI

00:30:53.700 --> 00:30:55.020
is there, the math pencils out.

00:30:55.400 --> 00:30:58.349
I don't know how old this is, but
I had a stat that I remember I

00:30:58.349 --> 00:31:02.059
said in one of my presentations
previously, but the CASA sends 7.

00:31:02.859 --> 00:31:04.919
5 million mailers per year.

00:31:06.355 --> 00:31:07.195
They wouldn't do that.

00:31:07.405 --> 00:31:08.715
They tracking all of this, right?

00:31:08.715 --> 00:31:10.395
They wouldn't be doing
that if it didn't work.

00:31:10.805 --> 00:31:14.215
And I actually read, if you actually
dig into their investor deck, their

00:31:14.245 --> 00:31:18.304
organic CAC or customer acquisition
cost is actually a third of the

00:31:18.305 --> 00:31:19.805
cost of what their M and a was.

00:31:20.144 --> 00:31:24.735
So they were spending on average 6,
700, I believe on an organic CAC basis

00:31:25.075 --> 00:31:27.815
versus a 21, 000 on an M and a basis.

00:31:28.080 --> 00:31:29.340
So a third of the cost.

00:31:29.640 --> 00:31:32.380
So look, if the cost is doing
it, that's why they send 7.

00:31:32.420 --> 00:31:35.600
5 million mailers per year
because it was our number one, you

00:31:35.600 --> 00:31:37.740
know, ways to grow organically.

00:31:38.280 --> 00:31:42.930
One of the things that Vicasa
has done well is push, push,

00:31:42.980 --> 00:31:44.290
push for homeowner acquisition.

00:31:44.450 --> 00:31:47.990
If they're nothing else, they're
consistent in their homeowner acquisition

00:31:48.080 --> 00:31:51.180
marketing that has been systematic
and on point since the beginning.

00:31:51.860 --> 00:31:57.750
Number six, they have the right person
in the business development role.

00:31:57.940 --> 00:32:01.470
And I think this is an
incredible discussion point.

00:32:01.610 --> 00:32:03.524
I'm looking forward to
hearing your thoughts on this.

00:32:03.525 --> 00:32:06.825
I'll be a little candid
and vulnerable right here.

00:32:06.825 --> 00:32:07.945
I mean, here's the thing.

00:32:07.965 --> 00:32:11.415
I, we can do everything
right on the Venturi side.

00:32:11.945 --> 00:32:13.255
We can get the right lists.

00:32:13.255 --> 00:32:16.105
We can help them create the
best marketing campaigns.

00:32:16.134 --> 00:32:18.255
We can send out those marketing campaigns.

00:32:18.914 --> 00:32:22.694
But if they don't have the right
person in that role, closing the deals.

00:32:23.085 --> 00:32:24.355
They're never going to be successful.

00:32:24.445 --> 00:32:28.555
And, you know, this was kind of a
epiphany, I guess, last February for

00:32:28.565 --> 00:32:31.715
me is I actually had two partners
cancel back to back from each other.

00:32:32.185 --> 00:32:34.874
And when I looked into their system,
I logged into their, uh, their

00:32:34.875 --> 00:32:40.274
CRM, the one person that 34 new
untouched leads and the other one had

00:32:40.274 --> 00:32:41.875
like 20 something leads untouched.

00:32:42.425 --> 00:32:44.475
And when I called him back, I
was kind of like, Oh, sweet.

00:32:44.475 --> 00:32:45.125
It wasn't us.

00:32:45.940 --> 00:32:46.640
Wasn't our fault.

00:32:46.670 --> 00:32:48.980
You know, they, you know, they just
didn't do their thing, you know,

00:32:49.020 --> 00:32:50.060
thinking that they would stay on.

00:32:50.060 --> 00:32:51.269
And they're like, yeah,
Brooke, you know what?

00:32:51.270 --> 00:32:53.270
We hear you, but we're still canceling.

00:32:53.890 --> 00:32:55.920
So it's like, we did
everything in our power.

00:32:55.920 --> 00:32:57.440
We did everything successfully.

00:32:57.440 --> 00:33:01.670
We generated the leads, you know,
we got it at a good CAC or a CPL

00:33:01.670 --> 00:33:05.019
cost per lead, but they didn't have
the right person to close that.

00:33:05.059 --> 00:33:06.530
And that was like an epiphany for me.

00:33:06.530 --> 00:33:09.170
It's like, you know, it's so
important to have that right person.

00:33:09.220 --> 00:33:11.620
And, but if I looked
across other companies.

00:33:11.620 --> 00:33:13.320
So one thing we do is.

00:33:13.730 --> 00:33:14.790
We do culture index.

00:33:14.850 --> 00:33:17.500
Uh, there's also predictive
index, which is just as good.

00:33:18.100 --> 00:33:20.430
So we do these psychometric
personality assessments on many

00:33:20.430 --> 00:33:24.100
of our partners and consistently,
especially in the early days, when

00:33:24.100 --> 00:33:27.049
I was onboarding every person, I was
going on site with every new partner.

00:33:27.459 --> 00:33:29.980
I would notice the companies
that were successful.

00:33:30.299 --> 00:33:33.149
One of the common traits is they
had a really good, strong business

00:33:33.150 --> 00:33:34.490
development rep in that role.

00:33:34.490 --> 00:33:37.630
That was very responsive, which we'll talk
about in a second, but they were just a

00:33:37.630 --> 00:33:39.290
good salesperson, but they were the right.

00:33:39.640 --> 00:33:43.540
They were that right profile that right
psychometric personality assessment, and

00:33:43.550 --> 00:33:47.549
they will do I would notice they would
do three X the output of what many of the

00:33:47.549 --> 00:33:51.389
other people were doing shameless plug,
you know, then Tory actually we launched

00:33:51.389 --> 00:33:56.899
a fractional business development team,
and we did this specifically because we

00:33:56.900 --> 00:34:00.640
knew the exact profiles of what people
were and we did all this really not

00:34:00.640 --> 00:34:03.620
even to make money, but just so people
would stay on the platform because if

00:34:03.620 --> 00:34:06.660
we could plug in a fractional business
development role, we're breaking even on

00:34:06.660 --> 00:34:08.899
that position and they're closing deals.

00:34:09.035 --> 00:34:11.345
They're going to be more
likely to stay on the platform.

00:34:11.345 --> 00:34:15.005
So it's kind of ironic, we're pulling
in, you know, people into a software

00:34:15.005 --> 00:34:17.595
platform just to, you know, reduce churn.

00:34:17.615 --> 00:34:20.454
And, you know, even if it's, like I
said, at a break, even it works, but,

00:34:20.754 --> 00:34:24.224
but yeah, the, the, if you have the right
profiles, you know, the trailblazers,

00:34:24.225 --> 00:34:28.114
the persuaders, sometimes even, you
know, daredevils or mavericks or,

00:34:28.125 --> 00:34:32.325
or rainmakers, uh, even enterprisers
sometimes too, they will do three X the

00:34:32.325 --> 00:34:34.485
output of most of those other profiles.

00:34:34.880 --> 00:34:35.970
I see it all the time.

00:34:36.020 --> 00:34:38.240
You can get everybody right up to
the point, but if you're not calling

00:34:38.240 --> 00:34:41.620
it back, if you're not following up,
sometimes even just the desire to want

00:34:41.620 --> 00:34:45.490
to talk to new people, your efforts
are diminished pretty dramatically.

00:34:45.590 --> 00:34:48.550
Again, candidly, that's what's so
challenging about our business.

00:34:48.600 --> 00:34:49.949
Um, I can do everything, right?

00:34:50.230 --> 00:34:52.260
We can, we can kill it, crush it.

00:34:52.369 --> 00:34:55.235
But if they don't have that right
BD person in there, There's a

00:34:55.235 --> 00:34:57.685
high probability it's actually
not going to be successful.

00:34:58.255 --> 00:35:01.885
So we've actually tossed this out
in some of our leadership meetings.

00:35:01.885 --> 00:35:06.935
It's like, do we do culture index on all
of our prospects in advance and make sure

00:35:06.935 --> 00:35:08.675
they have that right person in the role.

00:35:08.705 --> 00:35:12.305
And if they don't have the right person
in the role, And if they choose and,

00:35:12.315 --> 00:35:15.055
you know, give them the option to sign
up with our fractional BD services,

00:35:15.055 --> 00:35:18.985
but don't literally not even take on
anybody unless they actually do that.

00:35:19.005 --> 00:35:23.864
And, uh, there's a solid argument then of
why that is, because we know if they have

00:35:23.864 --> 00:35:28.475
the right BD role person in that role,
there are retention is incredibly longer.

00:35:28.714 --> 00:35:33.035
It's the success of the ROI is
incredibly better than if they

00:35:33.045 --> 00:35:34.015
don't have that person in there.

00:35:34.225 --> 00:35:36.595
What are some of the
metrics inside the system?

00:35:36.605 --> 00:35:40.325
You could say on a Weekly
basis or monthly basis.

00:35:40.325 --> 00:35:44.285
You're like, okay, I'm going to look
at these four metrics to decide if my

00:35:44.285 --> 00:35:45.995
business dev person is the right person.

00:35:46.285 --> 00:35:48.424
And what would you say those
four metrics are first?

00:35:48.635 --> 00:35:49.434
And we're gonna talk about that.

00:35:49.435 --> 00:35:50.474
That's the number seven point.

00:35:50.475 --> 00:35:53.765
But responsiveness, they have to
be responsive and they just have

00:35:53.765 --> 00:35:55.004
to have a good closing ratio.

00:35:55.144 --> 00:35:57.465
You want to see at least
a 25 percent close rate.

00:35:57.775 --> 00:36:00.435
And if you're getting below that,
it's, it's hard for the, a lot of times

00:36:00.435 --> 00:36:03.705
the numbers to pencil out because it
does cost a lot of money to generate

00:36:03.705 --> 00:36:05.525
new leads, uh, on a cold basis.

00:36:05.835 --> 00:36:09.125
But if you're generating them in
there and you're getting about a 25

00:36:09.125 --> 00:36:13.404
percent close rate or higher, there's
almost always a pretty decent ROI.

00:36:13.855 --> 00:36:16.595
And, but again, those, a lot of things
that are flushed out through those

00:36:16.595 --> 00:36:19.265
psychometric personality tools, you
can get that in the interview process.

00:36:19.540 --> 00:36:20.060
Really cool.

00:36:20.510 --> 00:36:22.520
So we've touched on this number seven.

00:36:22.640 --> 00:36:24.450
They're incredibly responsive.

00:36:24.510 --> 00:36:26.560
Every vacation manager we
speak to, they want to grow.

00:36:26.560 --> 00:36:28.910
They want to add new properties
and they want to know what the

00:36:28.910 --> 00:36:30.639
silver bullet is that that does it.

00:36:30.650 --> 00:36:30.790
But.

00:36:31.335 --> 00:36:33.415
The irony is they, they want
the flashy things, right?

00:36:33.465 --> 00:36:35.965
They want the beautiful marketing,
the pretty postcards, pretty

00:36:35.965 --> 00:36:37.365
landing pages and stuff like that.

00:36:37.365 --> 00:36:40.515
But it comes back to like the
fundamentals, you know, blocking

00:36:40.515 --> 00:36:43.075
and tackling, it's like pick up
the damn phone when a lead calls

00:36:43.505 --> 00:36:45.075
or respond really, really quickly.

00:36:45.114 --> 00:36:48.874
You know, Mark Roberge, who is a, he was
like employee number three at HubSpot.

00:36:48.875 --> 00:36:51.755
He was the chief marketing officer
there, chief revenue officer.

00:36:52.245 --> 00:36:54.465
And now he's actually a
Harvard professor at sales.

00:36:54.880 --> 00:36:56.900
And he owns a couple of VC firms.

00:36:56.930 --> 00:37:00.540
Um, but he says, if you connect with
a lead immediately or call them back

00:37:00.540 --> 00:37:05.870
within two minutes, the likelihood of
success is 10 X and just waiting one hour.

00:37:06.279 --> 00:37:08.870
I'll say it again, 10 X
versus waiting just one hour.

00:37:09.410 --> 00:37:12.519
And it's about 10, 000 times
more likely if you wait a day.

00:37:13.010 --> 00:37:16.450
So, I mean, with our fractional BD
people, a team, like I've been out

00:37:16.450 --> 00:37:19.940
of dinner with them with clients and
they will literally answer the call.

00:37:20.405 --> 00:37:22.565
You know, some people think it's
rude, but they'll actually answer

00:37:22.565 --> 00:37:26.075
the call at the dinner table,
even if they're with their family.

00:37:26.075 --> 00:37:28.365
And they'll just say, look,
you know, thanks for calling.

00:37:28.375 --> 00:37:28.775
You know what?

00:37:28.785 --> 00:37:30.175
I'm actually having dinner with a client.

00:37:30.175 --> 00:37:31.525
I'm having dinner with my family.

00:37:31.765 --> 00:37:34.945
Would it be okay if I called you
back and, you know, half hour an hour

00:37:34.945 --> 00:37:36.334
or, you know, what's the best time?

00:37:36.714 --> 00:37:39.685
But just picking up that phone
sometimes because here's what happens.

00:37:39.705 --> 00:37:42.305
They're just gonna they're not gonna
leave a message and they're just gonna

00:37:42.315 --> 00:37:46.595
go to the next one, you know, and we
actually have some data to back that up.

00:37:46.605 --> 00:37:49.405
So we actually jade on our
team who I know you've met.

00:37:49.815 --> 00:37:50.365
Jade is awesome.

00:37:51.145 --> 00:37:51.625
Oh my God.

00:37:51.625 --> 00:37:52.385
She's incredible.

00:37:52.395 --> 00:37:56.105
She, uh, she went around, she secret
shopped a hundred, uh, professional

00:37:56.105 --> 00:37:59.794
vacation rental managers, and she
inquired about, she just specifically

00:37:59.794 --> 00:38:03.145
called on like their, um, you
know, property management services.

00:38:03.405 --> 00:38:06.275
And by the way, like here's
a little data point, like.

00:38:07.350 --> 00:38:10.300
Call your numbers, like go
to your website, pretend like

00:38:10.300 --> 00:38:12.770
you're an owner and you want to
sign up in your rental program.

00:38:13.130 --> 00:38:14.210
How challenging is it?

00:38:14.280 --> 00:38:15.220
Call your number.

00:38:15.679 --> 00:38:19.360
Do you have to go through the phone tree,
which I highly recommend you don't do.

00:38:19.839 --> 00:38:23.949
Um, do you, you know, does it go to
a voicemail, which most of the time

00:38:23.949 --> 00:38:27.530
it does, you know, just what is that
experience like secret shop, your own

00:38:27.530 --> 00:38:31.190
company, you'll, if you see how difficult
it is, You will change some things

00:38:31.190 --> 00:38:34.410
immediately, especially when you realize
just again, how valuable these leads are.

00:38:34.850 --> 00:38:37.040
So Jay went out, she secret
shopped a hundred companies.

00:38:37.380 --> 00:38:39.280
She inquired about property
management services.

00:38:39.620 --> 00:38:42.270
And like the results were like
astonishing people when I picked

00:38:42.270 --> 00:38:43.950
up the phone 34 percent of time.

00:38:44.280 --> 00:38:47.149
And this is after her going
through like all the call trees

00:38:47.149 --> 00:38:48.640
and everything else menus.

00:38:48.950 --> 00:38:51.420
And then when she left the message,
which again, as I said before, who

00:38:51.420 --> 00:38:54.950
leaves messages anymore, they only
called us back 57 percent of the time.

00:38:55.560 --> 00:38:58.020
Which means most management
companies are missing the majority

00:38:58.020 --> 00:38:58.970
of opportunities that come in.

00:38:58.970 --> 00:39:00.920
So I, I'll give you a perfect example.

00:39:00.920 --> 00:39:04.320
Like, um, I, I was looking for
some help with my property down

00:39:04.320 --> 00:39:07.490
and I have a personal vacation
down in Bethany beach, Delaware.

00:39:07.830 --> 00:39:09.160
I was looking for some help on it.

00:39:09.469 --> 00:39:11.020
I was calling around
some different companies.

00:39:11.030 --> 00:39:13.690
One, one guy's website looked awesome.

00:39:14.049 --> 00:39:18.189
He was a young professional, was in
some kind of career, did a career

00:39:18.189 --> 00:39:20.049
change, just looked really good.

00:39:20.629 --> 00:39:24.330
Another one was, You know, didn't
look so great, you know what I mean?

00:39:24.510 --> 00:39:26.920
But he called me back
on Sunday immediately.

00:39:27.170 --> 00:39:30.210
I mean, immediately, I guess
what the other kid never

00:39:30.210 --> 00:39:32.240
called me back ever, you know?

00:39:32.729 --> 00:39:34.019
Um, and who am I going with?

00:39:34.019 --> 00:39:36.459
I went with it together for the
second guy, the guy that, you

00:39:36.460 --> 00:39:37.689
know, called me back on a Sunday.

00:39:37.689 --> 00:39:39.619
Who's he's like a 70 year old man.

00:39:40.005 --> 00:39:40.295
You know what I mean?

00:39:40.315 --> 00:39:45.085
Doesn't use a computer, you know, doesn't
even he mails me physical invoices, you

00:39:45.085 --> 00:39:48.815
know, um, but he was quick and responsive
and he got the business, you know?

00:39:48.884 --> 00:39:52.334
So, um, again, the most successful
companies we see out there, they

00:39:52.334 --> 00:39:53.884
have 100 percent connectivity rate.

00:39:53.884 --> 00:39:57.824
So when Jay did that exercise again, say
what you will about some of the large,

00:39:57.835 --> 00:40:01.675
you know, venture backed companies,
the Casa had 100 percent success rate.

00:40:01.685 --> 00:40:04.385
Every time she secret shop them
there, they're doing something right.

00:40:04.385 --> 00:40:05.515
They understand the value of that.

00:40:07.440 --> 00:40:10.260
Sometimes I think about when I've
shopped for things, I'm going

00:40:10.260 --> 00:40:13.130
to buy a large purchase or, you
know, a service I'm looking for.

00:40:13.170 --> 00:40:16.080
And I'm at the front end of this
funnel and I'm calling people.

00:40:16.080 --> 00:40:18.679
I'm thinking, and I'm not getting
them to call me back or like, I'm

00:40:18.680 --> 00:40:20.140
having to work to give them money.

00:40:20.149 --> 00:40:22.280
And I keep thinking like, if I'm
working this hard to give you

00:40:22.280 --> 00:40:25.644
money, how hard is it going to be
when I'm trying to get my money?

00:40:25.785 --> 00:40:26.025
Right.

00:40:26.025 --> 00:40:28.985
And, and that psychological thing, it
has to be happening with homeowners.

00:40:28.995 --> 00:40:32.325
Like if it's this hard to sign up,
how hard is it to rent my place?

00:40:32.325 --> 00:40:36.355
How hard is it when I've got a problem
with a work order or I got something

00:40:36.395 --> 00:40:37.875
going, you know, wrong with my property.

00:40:37.875 --> 00:40:41.735
I think making their lives
easier is their idea, right?

00:40:41.754 --> 00:40:43.395
Because you can do this yourself.

00:40:44.044 --> 00:40:48.065
The reason why you hire a property
manager is to take friction and work

00:40:48.075 --> 00:40:50.745
and hardship out of your life, because
you're going to go off and do the

00:40:50.745 --> 00:40:52.325
job that Earned you the property.

00:40:53.155 --> 00:40:55.475
So if you're going to make it
harder as a property manager, how

00:40:55.475 --> 00:40:56.705
much value do you really have?

00:40:57.215 --> 00:40:57.935
That's a great point.

00:40:57.945 --> 00:41:03.045
Steve, every touch point throughout
the process is an indicator of how

00:41:03.045 --> 00:41:05.174
well run your other, your operation is.

00:41:05.745 --> 00:41:08.855
If you've ever gone into a restaurant
and you'd look back in the kitchen

00:41:08.865 --> 00:41:11.300
and it is just, So spotless.

00:41:11.600 --> 00:41:13.650
It is just and they're not screaming.

00:41:13.660 --> 00:41:15.860
They're just running in
a nice efficient manner.

00:41:15.860 --> 00:41:17.260
Like that's why I love open kitchens.

00:41:17.670 --> 00:41:20.869
You know, I remember my wife and I went
for our anniversary last year at Delta

00:41:21.009 --> 00:41:25.339
Healdsburg, you know, kind of nap on
Sonoma area and um, we actually had an

00:41:25.339 --> 00:41:28.750
open kitchen concept and we actually got
this one table that was right in front

00:41:28.790 --> 00:41:33.390
of the, it was actually like a bar that
was overlooking the, uh, the kitchen.

00:41:33.795 --> 00:41:36.925
And just seeing how methodical they
were about everything, how clean

00:41:36.925 --> 00:41:38.885
everything was, and guess what?

00:41:38.915 --> 00:41:40.155
It was one of the best meals ever.

00:41:40.175 --> 00:41:40.715
You know what I mean?

00:41:40.715 --> 00:41:43.655
So it's like, when you have this well
run operation and every other touch

00:41:43.655 --> 00:41:45.535
point, it's usually a good indicator.

00:41:45.565 --> 00:41:49.955
Or conversely, if they're seeing,
you know, miss mishaps and missing

00:41:49.955 --> 00:41:54.175
appointments and non responsiveness in
the early days and early phases, you know,

00:41:54.175 --> 00:41:57.625
it's, uh, it's probably a good, uh, early
indicator that it's our canary in the

00:41:57.625 --> 00:42:00.655
coal mine, that it's probably, there's
some, some trouble underneath there too.

00:42:01.200 --> 00:42:04.780
Even if you're like, you can say, Oh,
well, I'm just not focused on sales.

00:42:04.780 --> 00:42:05.540
I'm operational.

00:42:06.750 --> 00:42:11.750
The truth of the matter is, say it
or not, but if that isn't your focus

00:42:11.999 --> 00:42:14.220
and you think you can get a homeowner
to doing that in your homeowner's

00:42:14.220 --> 00:42:17.079
mind, that's exactly what they're
thinking , this is a reflection of how

00:42:17.090 --> 00:42:18.650
my relationship is going to be with them.

00:42:18.940 --> 00:42:20.010
If I were to ever sign up with them.

00:42:21.380 --> 00:42:22.540
Brooke, thanks so much
for coming on the show.

00:42:22.540 --> 00:42:23.760
I got one last question for you.

00:42:23.950 --> 00:42:26.680
What is your favorite thing about Costco?

00:42:27.585 --> 00:42:28.135
Oh, my gosh.

00:42:28.595 --> 00:42:30.955
You know, I am sure other people
have said this, but it's got to

00:42:30.955 --> 00:42:32.535
be just the culture of the team.

00:42:32.655 --> 00:42:35.625
Like, I've never seen a team
that just works so well together.

00:42:35.945 --> 00:42:38.795
One of the greatest experiences
I've had, and I've told the story

00:42:38.795 --> 00:42:40.195
in some of our all hands meeting.

00:42:40.670 --> 00:42:45.780
When I went to visit you guys in Park City
on site, starting off the meeting, you

00:42:45.780 --> 00:42:50.940
know, going over your, uh, the orange, uh,
credo, you know, and reading through that.

00:42:50.940 --> 00:42:54.669
And the way, you know, your,
your team members would share

00:42:54.669 --> 00:42:57.249
the stories and experience share.

00:42:57.545 --> 00:43:00.465
Going through that, I think it was
such a cool experience and I've

00:43:00.465 --> 00:43:02.935
never seen any company do that.

00:43:03.475 --> 00:43:04.545
Uh, we sure appreciate that.

00:43:04.545 --> 00:43:04.765
Yeah.

00:43:04.765 --> 00:43:09.294
And, and, you know, it's these people
who, uh, truly believe in what they're

00:43:09.294 --> 00:43:12.024
doing that's made it so special and
we're all really grateful for them.

00:43:12.585 --> 00:43:13.865
Brooke, again, thanks for coming on.

00:43:14.274 --> 00:43:15.074
We're so glad to have you.

00:43:15.075 --> 00:43:19.105
And maybe we can come back and do another
one on how to know if you've hired

00:43:19.105 --> 00:43:20.485
the right business development person.

00:43:20.855 --> 00:43:21.255
I'd love that.

00:43:21.255 --> 00:43:21.774
Let's do it.

00:43:21.775 --> 00:43:22.185
Let's make it happen.

00:43:22.535 --> 00:43:22.895
Thanks, bro.

00:43:23.275 --> 00:43:23.535
Thanks, Steve.

00:43:23.535 --> 00:43:40.424
We've got orange credo