WEBVTT NOTE This file was generated by Descript 00:00:00.940 --> 00:00:03.780 It's the KasaCast, created by KasaGo. 00:00:03.780 --> 00:00:09.247 It's time for the show, let's go! 00:00:09.247 --> 00:00:11.787 . Kelsey has been with the company now for about 10 months. 00:00:12.507 --> 00:00:17.797 . She started the special business unit of homeowner acquisition and marketing. 00:00:18.002 --> 00:00:22.182 Kelsey's successfully grown the special business units, , to 00:00:22.732 --> 00:00:24.542 a very healthy part of Casago. 00:00:24.632 --> 00:00:29.872 . She helps a lot of our partners find success in growing their inventory. 00:00:30.762 --> 00:00:31.712 Welcome Kelsey. 00:00:32.502 --> 00:00:33.652 Thank you for having me. 00:00:33.792 --> 00:00:34.606 Excited to be here. 00:00:35.476 --> 00:00:40.631 Kelsey, we originally met at Keystone Retreats in, , Nashville at our 00:00:40.631 --> 00:00:43.871 first event that Matt and I put on. 00:00:45.301 --> 00:00:46.521 what was that, 2022? 00:00:47.231 --> 00:00:47.601 Yeah. 00:00:47.711 --> 00:00:52.731 And you saved our hides when our original Event coordinator fell 00:00:52.731 --> 00:00:57.781 out the last minute and you came in and kept the machine running. 00:00:57.861 --> 00:01:01.371 And through that, we became friends and you picked up the ball and ran with it. 00:01:02.271 --> 00:01:02.521 Yep. 00:01:02.551 --> 00:01:03.141 Good time. 00:01:03.771 --> 00:01:04.791 That's what a budget will do. 00:01:05.681 --> 00:01:06.791 That's what a budget will do. 00:01:06.851 --> 00:01:07.351 That's right. 00:01:11.311 --> 00:01:12.851 Kelsey, you're originally from Colorado, right? 00:01:13.161 --> 00:01:13.421 Yep. 00:01:14.056 --> 00:01:17.256 Yep, born, well, actually I was born in North Carolina, but since I 00:01:17.256 --> 00:01:22.106 was four, raised in Denver and then went to college at Colorado State 00:01:22.106 --> 00:01:27.136 University and graduated there in 2017 and then moved here to Nashville. 00:01:27.646 --> 00:01:31.178 Did you meet your husband Josh in Colorado or did you meet him after college? 00:01:32.168 --> 00:01:33.778 After college, we met here in Nashville. 00:01:34.148 --> 00:01:34.342 Okay. 00:01:34.642 --> 00:01:39.952 Yeah, he, I think he moved here around 2018, like basically a year after I moved 00:01:39.952 --> 00:01:45.922 here, he moved here, but we didn't meet till 2020 . So you guys met during COVID. 00:01:47.347 --> 00:01:47.707 Yeah. 00:01:49.327 --> 00:01:50.047 . That's a good time. 00:01:51.357 --> 00:01:53.787 Started dating and then got married like what? 00:01:54.927 --> 00:01:56.397 13 months after that. 00:01:57.967 --> 00:02:06.307 . So a short engagement, so now Josh travels around as the drummer in a band Yeah. 00:02:06.717 --> 00:02:08.097 For a famous Christian singer. 00:02:08.097 --> 00:02:08.307 Right. 00:02:08.397 --> 00:02:09.112 Can you tell us a little bit about that? 00:02:10.942 --> 00:02:12.532 His name's Ryan Stevenson. 00:02:12.562 --> 00:02:16.322 I don't, he's one of those that he has a lot of well known songs, but I 00:02:16.322 --> 00:02:21.572 think his labeled in Doom Justice and putting a lot of marketing behind him 00:02:21.572 --> 00:02:26.372 so that people would know that that is who is the singer of those songs. 00:02:26.372 --> 00:02:31.092 But yeah, he's got a lot of well known songs and they travel around COVID. 00:02:31.182 --> 00:02:36.022 Since COVID, they got off a bunch of arena tours and decided to, since it all was 00:02:36.022 --> 00:02:39.903 shut down and they wanted to play music, they got bought a van and loaded all their 00:02:39.903 --> 00:02:45.333 gear and was playing backyards all over the country and have continued doing that. 00:02:45.373 --> 00:02:48.273 Now it's more churches and stuff like that. 00:02:48.273 --> 00:02:48.933 Theaters. 00:02:49.453 --> 00:02:51.003 But yeah they tour all over. 00:02:51.273 --> 00:02:56.383 He's a traveling machine., And you have a claim to fame of 00:02:56.473 --> 00:02:58.743 having 8 million views on YouTube. 00:02:59.383 --> 00:03:00.383 I'll clarify that. 00:03:00.653 --> 00:03:03.473 Josh, my husband, he is loves guns. 00:03:03.483 --> 00:03:06.113 He is just he studies them a lot. 00:03:06.123 --> 00:03:07.573 He watches a lot of videos. 00:03:07.643 --> 00:03:12.053 . . And he started a YouTube channel just for fun. 00:03:12.288 --> 00:03:16.438 And he had just ordered a what is it called? 00:03:17.068 --> 00:03:20.358 Just a thing of ammo, and it came in this wooden box. 00:03:20.768 --> 00:03:24.738 And he asked me to record him un opening it, unveiling it. 00:03:25.598 --> 00:03:28.658 And there, I guess it was strapped in steel. 00:03:29.188 --> 00:03:31.648 And I just made some comments about like, Use scissors! 00:03:31.648 --> 00:03:34.091 And he was like, That's steel, I can't use scissors on this. 00:03:34.091 --> 00:03:37.388 And I was like, Anyway, so, my, just my commentary on it. 00:03:37.468 --> 00:03:41.918 That video ended up, I think it has over 10 million views now. 00:03:42.408 --> 00:03:44.347 He didn't get to monetize it. 00:03:44.347 --> 00:03:45.598 It just too much time went past. 00:03:45.628 --> 00:03:48.258 But that would be my claim to fame is having my voice. 00:03:48.528 --> 00:03:51.388 There's comments people commented all on the video, like, 00:03:51.918 --> 00:03:53.618 laughing at my commentary, so. 00:03:54.308 --> 00:03:56.152 I don't have any other fame other than that. 00:03:56.152 --> 00:03:57.612 . Well, we all know you 00:03:58.152 --> 00:04:01.862 \ . And today we're talking about seven tips to help you grow your inventory. 00:04:02.072 --> 00:04:04.882 And this is really relevant because this is what you do for Costco 00:04:05.062 --> 00:04:06.142 and for our partners, right? 00:04:06.142 --> 00:04:06.202 Right? 00:04:06.722 --> 00:04:07.252 It is. 00:04:07.262 --> 00:04:08.292 It's exactly what I do. 00:04:08.992 --> 00:04:12.662 When starting this program, I guess you could say, we were starting from scratch. 00:04:13.457 --> 00:04:15.647 .And now we're built up to about 14. 00:04:15.747 --> 00:04:20.577 And just figuring out being new to the industry, the vacation rental industry. 00:04:20.577 --> 00:04:25.597 I have marketing and like music and events, weddings, retreats, stuff 00:04:25.597 --> 00:04:29.456 like that, but new to the vacation rental industry just learning from 00:04:30.937 --> 00:04:34.557 the market representatives that I'm working with from the partners, 00:04:34.767 --> 00:04:36.386 learning a lot about their market, it. 00:04:36.647 --> 00:04:42.407 And what the pain points are, what their homeowners really value. 00:04:43.037 --> 00:04:47.357 And maybe what is lacking in other companies in their area and what 00:04:47.357 --> 00:04:49.737 we can speak to in those strengths. 00:04:50.637 --> 00:04:55.697 So Kelsey for number one, you have, , Have a local feel with personal touches. 00:04:55.887 --> 00:04:58.557 How do our partners do that? 00:04:59.687 --> 00:05:00.157 Yeah. 00:05:00.217 --> 00:05:04.987 I really love this because there's a lot of generality out there. 00:05:04.997 --> 00:05:08.837 There's these big national brands that like their marketing is just very stale. 00:05:08.837 --> 00:05:09.887 They have a lot of it. 00:05:10.227 --> 00:05:13.317 But it's just very stale and there's not really like that 00:05:13.327 --> 00:05:14.807 local touch or local feel. 00:05:15.097 --> 00:05:17.307 , and that is one of Costco's strengths. 00:05:17.307 --> 00:05:22.857 , I know all of our partners really hold a lot of value in their business, in 00:05:22.867 --> 00:05:27.657 who they are, what makes them Different being with Costco, who does have the 00:05:27.657 --> 00:05:30.757 national reach, but also that local field. 00:05:30.767 --> 00:05:32.897 That's really the heart of the point about all this. 00:05:32.907 --> 00:05:36.627 So touching on that and utilizing that in your marketing. 00:05:36.627 --> 00:05:40.337 And so some of the things that we do in the markets that I work with is 00:05:40.687 --> 00:05:45.477 showcasing, Them, the, a photo of them or their team or whether it's a husband and 00:05:45.477 --> 00:05:47.847 wife or just them solo or the entire team. 00:05:47.852 --> 00:05:53.647 We, I always like to have some sort of photo that puts a face to the company. 00:05:54.267 --> 00:05:57.302 That way they it's a little more o welcoming and it just feels 00:05:57.302 --> 00:05:58.562 like it's a little more personal. 00:05:58.562 --> 00:06:00.662 And so when somebody calls they, they may. 00:06:00.877 --> 00:06:04.677 Now they know who they're talking to they have that like face rather 00:06:04.677 --> 00:06:09.517 than just like a logo or . So that, I think that local feel and then always 00:06:09.537 --> 00:06:14.677 putting local boots on the ground 24 seven support, like always putting that 00:06:14.677 --> 00:06:20.177 in your marketing , I think it makes people feel like it's not just you're, 00:06:20.207 --> 00:06:21.917 they're not just lost in the mix, right. 00:06:23.022 --> 00:06:27.862 . Yeah, I actually saw an article one time talking about how when you put 00:06:28.222 --> 00:06:33.662 the face of a real person, not like some model, but like a real person on 00:06:33.672 --> 00:06:38.742 the website, and especially around the contact area, the trust in the website 00:06:38.762 --> 00:06:41.242 doubles for those who are going there. 00:06:41.272 --> 00:06:44.412 And I think what you're talking about is a perfect example of when you put 00:06:44.412 --> 00:06:48.192 people's faces, when you talk about the local person who's actually on the ground, 00:06:48.282 --> 00:06:49.442 somebody who they're going to speak to. 00:06:49.912 --> 00:06:50.172 Right. 00:06:50.852 --> 00:06:53.772 I mean, we put it on our websites and we put it, I mean, even think 00:06:53.782 --> 00:06:55.712 about your experiences with guests, 00:06:55.742 --> 00:06:57.872 ? , it's all about personal touches with guests. 00:06:57.872 --> 00:07:01.302 And I know Henderson personally does really well with this. 00:07:01.502 --> 00:07:03.452 So why wouldn't you also do that in your marketing? 00:07:03.512 --> 00:07:07.602 Any, anything you can do to build trust in marketing, I think is super important. 00:07:08.992 --> 00:07:10.862 Yeah, that's really good advice. 00:07:11.492 --> 00:07:16.032 So for number two, you said identify the known pain points for homeowners 00:07:16.742 --> 00:07:18.442 and address those solutions. 00:07:19.172 --> 00:07:23.442 Yeah, I kind of mentioned that a little bit ago, but identifying pain points so 00:07:23.442 --> 00:07:27.462 that when I'm meeting with my markets I'm constantly asking them, like, 00:07:27.932 --> 00:07:29.652 What are you hearing in your area? 00:07:29.652 --> 00:07:30.782 What are you hearing from the community? 00:07:30.782 --> 00:07:32.182 What are you hearing from your homeowners? 00:07:32.182 --> 00:07:35.002 What are you hearing from other management companies that are 00:07:35.002 --> 00:07:36.242 maybe calling you frustrated? 00:07:36.242 --> 00:07:43.852 Like, what are those pain points in your specific market that we can speak to and 00:07:43.852 --> 00:07:46.792 we can meet by being a part of Costco. 00:07:46.792 --> 00:07:50.432 And so it's figuring out what those pain points are and addressing them 00:07:50.512 --> 00:07:54.102 in your marketing or addressing the solutions to those in your marketing. 00:07:54.322 --> 00:07:55.822 Because that's, what's going to stand out to people. 00:07:55.822 --> 00:07:59.632 So if it's property protection, like maybe all these guests are 00:07:59.632 --> 00:08:01.292 just like trashing their home. 00:08:01.332 --> 00:08:03.722 And that is a pain point of your market. 00:08:03.722 --> 00:08:05.962 Like put, like, we take care of your investment. 00:08:05.962 --> 00:08:11.212 Like it's our own, like we are the steward of your property owner centric, like, We 00:08:11.292 --> 00:08:12.862 like property protection is huge for us. 00:08:12.862 --> 00:08:16.552 Like put that in your marketing or if it's revenue Like maybe it's a numbers 00:08:16.572 --> 00:08:20.372 market and that's what Owners are frustrated that they're not making enough 00:08:20.702 --> 00:08:24.732 revenue obviously the time is different and whatnot, but like maybe like go 00:08:24.732 --> 00:08:29.712 into your the data of your portfolio and like pull out like how your homes 00:08:29.712 --> 00:08:34.312 are Performing showcase that on your marketing showcase those numbers and how 00:08:34.702 --> 00:08:38.995 like with dynamic pricing make a point to highlight those in your marketing. 00:08:38.995 --> 00:08:40.935 So what are the pain points and address them? 00:08:40.935 --> 00:08:43.205 Because that's what's going to speak to somebody in that moment. 00:08:44.675 --> 00:08:47.705 Kelsey, when I was out in the field, always signing up 00:08:47.715 --> 00:08:49.885 homeowners back in the early days. 00:08:49.895 --> 00:08:49.915 Yeah. 00:08:50.540 --> 00:08:54.800 I found that there was like these themes of friction points in different markets. 00:08:55.250 --> 00:08:59.650 So like in one market, it seemed like there was an entire group of homeowners 00:08:59.650 --> 00:09:04.120 who were very concerned about work orders and being overcharged for work orders. 00:09:04.120 --> 00:09:07.870 And then, to go to another market or community and I would be talking to them 00:09:07.870 --> 00:09:12.470 and they were concerned about, damages and then another group and when I found 00:09:12.470 --> 00:09:17.100 those themes, I would start speaking to those themes about not badly not in a way 00:09:17.100 --> 00:09:22.780 that's that bad mouse or is, negative of the competition, but I would highlight 00:09:22.780 --> 00:09:26.830 how we were fixing that problem and, putting that into marketing, putting 00:09:26.830 --> 00:09:30.580 them to your homeowner meetings when you know, these are common friction points. 00:09:30.590 --> 00:09:33.390 It's amazing how well those increase your conversion rates. 00:09:33.990 --> 00:09:34.460 Totally. 00:09:35.540 --> 00:09:36.000 Absolutely. 00:09:36.190 --> 00:09:39.380 I mean, I mean, you're trying to stand out from the competition, right? 00:09:39.400 --> 00:09:43.830 And so those are addressing solutions to the pain points is a big way to stand out. 00:09:45.800 --> 00:09:50.870 So for number three, you put that the key is the value proposition. 00:09:52.990 --> 00:09:53.310 Yeah. 00:09:53.350 --> 00:09:56.240 I mean that that's actually a good segue into the next one because 00:09:56.240 --> 00:09:57.640 we're addressing solutions, right. 00:09:57.640 --> 00:10:04.070 And our marketing and so value proposition is literally addressing those solutions 00:10:04.100 --> 00:10:06.840 and then elevating why cost to go. 00:10:07.575 --> 00:10:14.855 Is the value of to homeowners, so that's, it's a national approach, right? 00:10:14.855 --> 00:10:19.735 We've got a national reach, but we're local and we've got our own touch. 00:10:19.735 --> 00:10:22.545 We've got our own presence in the market. 00:10:22.865 --> 00:10:24.895 And then just like, that's owning you, right? 00:10:24.905 --> 00:10:26.555 Like, what is different about you? 00:10:26.565 --> 00:10:28.435 What sets you apart from the other? 00:10:28.435 --> 00:10:31.455 So value proposition is really holding key to like, what are those 00:10:31.465 --> 00:10:33.625 foundational things about Costco? 00:10:34.095 --> 00:10:35.395 I mean, that's our orange credo. 00:10:35.535 --> 00:10:39.435 Like, you could literally start listing out some things from the credo. 00:10:39.445 --> 00:10:41.615 Like, I feel like that is a big value proposition. 00:10:41.615 --> 00:10:43.575 How many companies even have a credo? 00:10:43.595 --> 00:10:46.515 Like that alone, the culture of a company is huge. 00:10:46.515 --> 00:10:49.465 So like, culture is a big value proposition. 00:10:49.475 --> 00:10:54.105 And then just what they get as a, as being part of Costco as a homeowner, 00:10:54.135 --> 00:10:58.655 like the different things that they receive and yeah, so it's just 00:10:58.705 --> 00:11:02.855 highlighting those things that like owning you and what stands out and 00:11:02.855 --> 00:11:04.815 making sure to always touch on those. 00:11:06.315 --> 00:11:10.115 What are a couple of value propositions that you've seen partners use 00:11:10.115 --> 00:11:11.845 that have worked really well? 00:11:12.355 --> 00:11:14.135 I would say local boots on the ground. 00:11:14.765 --> 00:11:16.285 That is a, that's a big one. 00:11:17.025 --> 00:11:21.315 And then we like to, I like to express like why hiring the 00:11:21.315 --> 00:11:22.835 right property manager matters. 00:11:23.460 --> 00:11:29.910 And so, like, the difference between a average property manager and the right 00:11:29.910 --> 00:11:35.170 property manager, and what those, the value of Costco brings that is the 00:11:35.170 --> 00:11:39.720 right property manager yeah, so that, and I think owner centric is a huge 00:11:39.720 --> 00:11:45.080 one, and property stewardship, and the programs that we offer, like the home 00:11:45.080 --> 00:11:50.910 design, And that's with what host GPO, like highlighting those things, the 00:11:50.940 --> 00:11:56.070 homeowner protection program, like the, all of the technology and the things 00:11:56.070 --> 00:12:00.920 that we have at our fingertips, being a partner of Costco, I'd say those are big, 00:12:02.400 --> 00:12:07.090 so for number four, you said being consistent in 00:12:07.100 --> 00:12:08.980 branding to build recognition. 00:12:10.705 --> 00:12:11.285 This is big. 00:12:11.595 --> 00:12:15.915 And this is what I think most people like we are in an instant 00:12:15.915 --> 00:12:17.555 gratification culture, right? 00:12:17.585 --> 00:12:21.515 Like we know that we want to see results, instant gratification, or not seeing 00:12:21.515 --> 00:12:22.685 results, we're going to pull the plug. 00:12:23.335 --> 00:12:25.275 And I think marketing is the opposite of that. 00:12:26.465 --> 00:12:27.905 Marketing is longevity. 00:12:28.775 --> 00:12:32.455 And like I kind of said at the beginning With my husband, the guy 00:12:32.455 --> 00:12:37.445 that he works for, his team didn't put marketing behind him to make him 00:12:37.655 --> 00:12:39.285 known for the songs that he's singing. 00:12:39.915 --> 00:12:41.775 That is a big deal. 00:12:41.835 --> 00:12:45.215 That's the difference between a Justin Bieber and a Ryan Stevenson. 00:12:45.225 --> 00:12:46.815 Like, marketing is huge. 00:12:46.845 --> 00:12:48.265 That is, it's branding. 00:12:48.265 --> 00:12:49.755 It's putting your presence out there. 00:12:49.755 --> 00:12:50.715 It's putting your name out there. 00:12:50.735 --> 00:12:51.565 And that's money. 00:12:52.265 --> 00:12:56.205 Marketing costs money, but it's important because nobody is gonna know you exist. 00:12:56.610 --> 00:13:01.020 If you don't put yourself out there and so, and being consistent in it. 00:13:01.030 --> 00:13:04.860 So if you don't see it, if you do one or two mailers or you do marketing for 00:13:04.860 --> 00:13:08.050 one or two months and you don't see anything and you pull the plug, well, 00:13:08.050 --> 00:13:11.240 great still, then nobody's going to see anything and you're still not going to get 00:13:11.240 --> 00:13:12.710 any return because you're not out there. 00:13:13.210 --> 00:13:15.470 And so you have to be consistent with it. 00:13:15.890 --> 00:13:18.630 I think I watched something one time of a cost set, like. 00:13:19.380 --> 00:13:24.180 Their marketing spend is ridiculous, . We received their 00:13:24.180 --> 00:13:25.710 marketing in our faces all the time. 00:13:25.710 --> 00:13:29.190 We're tired of it, but you know who they are because they put a 00:13:29.190 --> 00:13:34.590 lot of money behind their brand and to make sure you know who you are. 00:13:35.040 --> 00:13:35.730 And so. 00:13:36.125 --> 00:13:37.695 It's just and they don't stop. 00:13:37.765 --> 00:13:38.615 They just never stop. 00:13:38.615 --> 00:13:40.985 So I think marketing is effective when you just don't stop. 00:13:41.015 --> 00:13:44.615 Even if you may not see results at the beginning or like you feel like it's just 00:13:44.615 --> 00:13:48.975 not working, like keep putting a little bit to it every single month is important. 00:13:48.985 --> 00:13:49.905 Just keep going. 00:13:50.225 --> 00:13:51.315 Be consistent because 00:13:51.315 --> 00:13:54.860 you will reap what you so And so it could be something that you sewed 00:13:54.910 --> 00:13:58.460 in like the first or second month, but you may not reap that until 10 00:13:58.460 --> 00:14:00.550 months down the road when somebody's like, all right, now I'm ready. 00:14:00.550 --> 00:14:03.140 And this postcard has been on my fridge for 10 months, so 00:14:03.140 --> 00:14:05.460 just be being consistent as big. 00:14:05.560 --> 00:14:06.550 Don't pull the plug on it. 00:14:06.550 --> 00:14:07.220 Just keep going. 00:14:08.940 --> 00:14:09.080 Yeah. 00:14:09.080 --> 00:14:13.040 And that kind of, and you're right, that does segue into just never stop. 00:14:13.360 --> 00:14:13.710 Oh yeah. 00:14:13.750 --> 00:14:14.630 Never stop marketing. 00:14:16.360 --> 00:14:18.200 Your efforts don't matter if they're not consistent. 00:14:18.260 --> 00:14:20.480 I definitely believe in that and I think something great about this 00:14:20.490 --> 00:14:24.280 program brings that because like our partners, they're working really hard. 00:14:24.280 --> 00:14:28.320 They have all these things on their plate between guests and revenue and all the 00:14:28.320 --> 00:14:30.360 things and marketing may get backburnered. 00:14:30.370 --> 00:14:33.140 But I think what's great about this program is like me 00:14:33.930 --> 00:14:35.150 doing the marketing for you. 00:14:35.150 --> 00:14:39.870 Like, You can know and have trust that there is consistency 00:14:39.870 --> 00:14:41.650 going on in your marketing. 00:14:42.290 --> 00:14:45.950 So in 08, when the financial crash happened I had a little airplane 00:14:46.290 --> 00:14:50.790 Saratoga and a local guy here kept sending me postcards and the postcards 00:14:50.790 --> 00:14:52.810 had really cool airplanes on them. 00:14:52.810 --> 00:14:55.250 And on the back, it was about there was advertisement about 00:14:55.270 --> 00:14:57.130 selling and brokering airplanes. 00:14:57.880 --> 00:15:00.320 And there was a couple of those airplanes that were pretty cool. 00:15:00.320 --> 00:15:02.260 I'd thrown them in a drawer . And I'd see him every now and 00:15:02.260 --> 00:15:03.170 then when I'd open the drawer. 00:15:04.050 --> 00:15:10.870 And so suddenly, the economic downturn was upon us and I was in a cashflow struggle. 00:15:11.500 --> 00:15:12.020 Things were tight. 00:15:12.020 --> 00:15:15.980 We had like an 87 percent drop in revenue in one year and 190 00:15:16.990 --> 00:15:19.940 employees or something like that at the time and trying to make payroll. 00:15:19.940 --> 00:15:21.540 So I decided to sell the airplane. 00:15:22.800 --> 00:15:27.450 And I had remembered seeing those postcards in the 00:15:27.450 --> 00:15:29.250 drawer just a few days ago. 00:15:30.050 --> 00:15:32.290 And I'd, I went there, opened it up, called him. 00:15:32.330 --> 00:15:36.390 And because he was consistent with these postcards over the course of, several 00:15:36.390 --> 00:15:38.950 years yeah, he got to, his commission. 00:15:39.040 --> 00:15:44.020 He probably spent, A hundred bucks in sending me postcards over the course 00:15:44.020 --> 00:15:45.370 of several years, but he got the deal. 00:15:46.020 --> 00:15:46.340 Yeah. 00:15:46.760 --> 00:15:47.140 Yeah. 00:15:47.340 --> 00:15:47.580 Yeah. 00:15:47.600 --> 00:15:48.350 They're investments. 00:15:49.120 --> 00:15:49.300 Yeah. 00:15:49.510 --> 00:15:50.190 That's amazing. 00:15:50.360 --> 00:15:51.150 And that's the thing too. 00:15:51.160 --> 00:15:53.390 Like you just said, he maybe spent a hundred dollars on postcards. 00:15:53.650 --> 00:15:55.070 Postcards are so cheap. 00:15:55.400 --> 00:15:57.850 If all you do is postcards, that is not, you're maybe spending a 00:15:57.850 --> 00:15:59.400 hundred bucks, 200 bucks a month. 00:15:59.400 --> 00:16:00.220 Like it's not that bad. 00:16:00.650 --> 00:16:06.040 And, but to close that deal is significantly more like all your 00:16:06.040 --> 00:16:09.230 marketing efforts in one year, you close one home pays for itself. 00:16:11.060 --> 00:16:11.220 Yeah. 00:16:11.220 --> 00:16:13.520 It also reminds me of a letter that Spencer put out. 00:16:13.520 --> 00:16:15.020 And didn't hear much from it. 00:16:15.855 --> 00:16:20.735 And then almost six months later, he gets a call from that letter. 00:16:21.365 --> 00:16:24.085 And it was after the beginning of the year. 00:16:24.235 --> 00:16:30.005 And when this client got his letter, she put it up on her 00:16:30.365 --> 00:16:33.485 refrigerator because she was frustrated with her, property manager. 00:16:34.015 --> 00:16:34.765 And so. 00:16:36.335 --> 00:16:39.125 When she got her statement, , she decided she was going to give herself a 00:16:39.145 --> 00:16:42.845 present for the new year and get a new property manager and took that letter 00:16:42.875 --> 00:16:44.685 off of the refrigerator and called him. 00:16:44.735 --> 00:16:48.515 And that's led to multiple referrals from that one homeowner. 00:16:49.205 --> 00:16:51.865 But they're investments and they're not instant gratification. 00:16:51.865 --> 00:16:54.915 Like you said, . They take time , once you plant that seed 00:16:54.915 --> 00:16:56.235 for you to reap the benefits. 00:16:56.535 --> 00:16:56.815 Nope. 00:16:57.065 --> 00:16:57.565 Totally. 00:16:57.815 --> 00:16:58.385 I love that. 00:16:59.845 --> 00:17:00.455 That's awesome. 00:17:01.555 --> 00:17:04.365 So for number six, create a written plan. 00:17:07.655 --> 00:17:10.775 . There are a lot of things that have happened in my life that I wrote down 00:17:10.795 --> 00:17:12.485 and they took place, like wild things. 00:17:12.535 --> 00:17:17.625 Even, like, meeting a, an artist that I loved and admired and now we're friends. 00:17:17.655 --> 00:17:19.685 Like, I, but I didn't know her at the time. 00:17:20.025 --> 00:17:22.355 Years ago, I wrote that down and here we are. 00:17:22.445 --> 00:17:26.265 But, so if you don't write something down, it's not gonna happen because 00:17:26.265 --> 00:17:27.465 you don't have a vision for it. 00:17:27.465 --> 00:17:29.275 You don't have, like, it's just in your mind. 00:17:29.295 --> 00:17:32.475 And how many things are in our mind that Or just like swarming 00:17:32.475 --> 00:17:35.385 and never actually take place because we don't have a plan for it. 00:17:35.395 --> 00:17:40.985 So Marketing a marketing plan is huge I mean marketing plan strategy all the 00:17:40.985 --> 00:17:47.625 things like you have got to write it down Create a timeline Like by months 00:17:47.705 --> 00:17:52.035 create a budget like and stick and write it down and stick to it Because 00:17:52.035 --> 00:17:53.375 if you don't it's not going to happen. 00:17:53.375 --> 00:17:57.795 So I just Yep, create a written plan, whether it's on a Google sheet, whether 00:17:57.795 --> 00:18:02.585 it's on an actual piece of paper, whatever it may be write it down. 00:18:02.885 --> 00:18:05.365 So you have, so you know where you're going, it's clarity, it's vision, it's, 00:18:05.415 --> 00:18:10.295 it can always change and ebb and flow and mold, but like at least brings clarity 00:18:10.305 --> 00:18:13.930 and direction to where you're going and you know that something is gonna come. 00:18:14.170 --> 00:18:14.620 Go out. 00:18:14.670 --> 00:18:18.690 You're going to be sending marketing out because you have a plan and you've written 00:18:18.690 --> 00:18:19.930 it down and you know where you're going. 00:18:21.210 --> 00:18:25.000 And Kelsey, you don't even take on a client without having a plan, right? 00:18:25.320 --> 00:18:25.640 Correct. 00:18:25.670 --> 00:18:25.860 Yeah. 00:18:25.860 --> 00:18:27.560 We make a plan every single time. 00:18:30.040 --> 00:18:31.440 And how far out are your plans? 00:18:31.440 --> 00:18:33.210 Are they a year out or are they six months out? 00:18:33.360 --> 00:18:33.890 Every year. 00:18:34.180 --> 00:18:38.060 We plan it out for a year and then, but our campaigns are about three months. 00:18:38.060 --> 00:18:42.260 So we'll run a campaign to a specific group of homeowners for three months 00:18:42.260 --> 00:18:44.150 and then shift the next three months. 00:18:44.150 --> 00:18:45.570 But we map it out for about a year. 00:18:48.390 --> 00:18:51.910 Finally, for number seven, utilize Costco's resources. 00:18:55.080 --> 00:18:56.470 What resources are those? 00:18:56.520 --> 00:18:57.590 Those resources. 00:18:57.590 --> 00:19:02.460 So being a partner of Costco, these resources are provided to you at no, 00:19:02.470 --> 00:19:05.530 like it's part of being a part of Costco, which is huge because if you're your 00:19:05.530 --> 00:19:10.770 own business like this You'd have to get these resources all on your own. 00:19:10.780 --> 00:19:13.290 So I think it's a really amazing that Costco provides 00:19:13.290 --> 00:19:14.580 for your owner acquisition. 00:19:15.070 --> 00:19:19.810 They provide for you the tools to start or extend your growth. 00:19:20.110 --> 00:19:22.300 And that's the Costco CRM. 00:19:22.720 --> 00:19:28.740 So that's the customer relationship management tool that helps you take 00:19:28.810 --> 00:19:34.420 A homeowner from a new lead to a closed home and an onboarded home. 00:19:34.460 --> 00:19:34.640 And 00:19:34.690 --> 00:19:38.710 I've seen with my partners that utilize the CRM consistently. 00:19:39.280 --> 00:19:45.050 Are successful are I see the most growth with them and it's because it's organized. 00:19:45.050 --> 00:19:48.960 You've got this platform that organizes your leads and when somebody calls 00:19:48.960 --> 00:19:52.280 or when somebody submits a form like there's communication going out to them. 00:19:52.280 --> 00:19:57.070 So just utilizing that CRM to help you manage those leads and keep you 00:19:57.080 --> 00:20:00.790 organized because then if you don't like so many will fall through the 00:20:00.790 --> 00:20:04.890 cracks and never get followed up with and that's a lot of lost homes. 00:20:04.890 --> 00:20:07.540 And so if you've got a system, you've got a A resource to 00:20:07.540 --> 00:20:08.730 help you manage those leads. 00:20:08.730 --> 00:20:09.540 I think it's huge. 00:20:09.560 --> 00:20:12.510 And then the other one is audiences, which is our program 00:20:12.510 --> 00:20:15.500 for getting absentee owner data. 00:20:15.610 --> 00:20:17.240 And so that is also a big deal. 00:20:17.260 --> 00:20:23.390 So as a partner, you have access to your territory in audiences, which pulls 00:20:23.410 --> 00:20:25.100 the absentee owner data in your home. 00:20:25.700 --> 00:20:28.640 And that is great for creating your mail lists. 00:20:28.900 --> 00:20:31.910 So you create your mail lists and you create your marketing and you send them 00:20:31.910 --> 00:20:36.030 to those homeowners, or it also has the feature that you can pull the emails 00:20:36.030 --> 00:20:40.240 and phone numbers to that so that if you wanted to do email marketing to 00:20:40.240 --> 00:20:43.570 them, or even if you just wanted to cold call some people like it, it has 00:20:43.570 --> 00:20:49.605 that data for you to be able to market to those homeowners in your territory. 00:20:49.605 --> 00:20:53.575 So those two resources are big and Costco just provides them to 00:20:53.575 --> 00:20:56.155 you at your, for your benefit. 00:20:56.155 --> 00:21:02.475 And so I think utilizing those and then I can give some marketing, I 00:21:02.475 --> 00:21:07.415 guess, resources to Costco has its own handwritten machine that I think is 00:21:07.415 --> 00:21:09.485 great for For you to utilize as well. 00:21:09.485 --> 00:21:10.925 So those would be like more personal. 00:21:10.945 --> 00:21:14.435 That's more personal marketing or that, like I said, that personal touch 00:21:14.435 --> 00:21:18.415 feel and you could use the handwritten machine that's down in Rocky Point. 00:21:18.735 --> 00:21:21.415 You can always reach out to me about it and I'll work with 00:21:21.425 --> 00:21:23.205 Janet to help get those sent out. 00:21:23.755 --> 00:21:25.405 But yeah, utilize that machine. 00:21:25.435 --> 00:21:29.765 There's also we have a postcard resource as well, and it's called 00:21:29.765 --> 00:21:33.685 postcard mania, but also audiences has the capability to send postcards too. 00:21:33.685 --> 00:21:36.315 So there's just multiple resources. 00:21:36.335 --> 00:21:40.955 And then I love for like typed letters, open letter marketing is a great 00:21:41.025 --> 00:21:46.405 resource for sending like, Typed letters that are in an envelope and sent out. 00:21:46.765 --> 00:21:50.505 So those are some marketing resources, but I just love that being a partner with 00:21:50.505 --> 00:21:57.185 Costco you don't really have to work hard to be able to like market, there's it's, 00:21:57.265 --> 00:21:59.605 the resources are at your fingertips. 00:21:59.615 --> 00:22:02.785 And especially when those leads come in to manage them and to 00:22:02.785 --> 00:22:05.935 close them and have successful. 00:22:06.595 --> 00:22:12.865 When ratios, before you came on, I think one of the struggles that I 00:22:12.865 --> 00:22:18.595 was seeing, and, this includes my own markets that, , that I'm a franchise 00:22:18.595 --> 00:22:24.535 in is that we all have the intention to market, but property managers are busy 00:22:24.595 --> 00:22:31.555 managing homeowner relationships, guest stays, making sure they have fantastic 00:22:31.575 --> 00:22:41.975 experiences, damages, accounting, Statements, finances, teams, and because 00:22:42.045 --> 00:22:46.345 marketing is important, but doesn't feel urgent, it gets pushed to the back burner. 00:22:46.935 --> 00:22:48.905 And so everybody has the intention to do it. 00:22:49.145 --> 00:22:50.805 Everybody has a budget in there to do it. 00:22:51.505 --> 00:22:54.025 And it just wasn't getting done. 00:22:54.425 --> 00:22:55.145 , I'm glad to be here. 00:22:55.145 --> 00:22:59.025 Thank you And so when I get to see like all of the hard work paying off it's 00:22:59.025 --> 00:23:00.815 one of the, one of the coolest things. 00:23:00.815 --> 00:23:04.345 And just being able to add value to our partners businesses is really awesome. 00:23:04.395 --> 00:23:05.845 . So Kelsey, one final question. 00:23:06.645 --> 00:23:08.875 What is your favorite sentence from the Orange Credo? 00:23:10.690 --> 00:23:13.380 My favorite letter is E for excellence. 00:23:13.520 --> 00:23:15.640 And do you want me to say the whole sentence? 00:23:16.090 --> 00:23:18.090 I want you to say whatever you want to say. 00:23:18.390 --> 00:23:18.770 Okay. 00:23:19.040 --> 00:23:21.640 , it's yours to interpret how you please. 00:23:22.180 --> 00:23:23.860 I will perform my job with excellence. 00:23:23.860 --> 00:23:27.890 I will seek to better my performance and the performance of my coworkers. 00:23:28.460 --> 00:23:31.940 And I love E for excellence because it's not perfection. 00:23:32.415 --> 00:23:34.105 I think we get that confused. 00:23:34.125 --> 00:23:35.195 It's excellence. 00:23:35.205 --> 00:23:36.475 It's a mindset. 00:23:36.515 --> 00:23:40.015 It's a posture that we come into every day. 00:23:40.325 --> 00:23:44.765 I, my standard is because I am a believer and so my standard is I 00:23:44.765 --> 00:23:46.235 do everything as unto the Lord. 00:23:46.235 --> 00:23:50.395 So think of that thing that you hold with the highest honor and the highest 00:23:50.395 --> 00:23:53.035 standard like in work as unto that. 00:23:53.415 --> 00:23:57.535 And so, come into everything with just that heart posture and that mindset. 00:23:57.955 --> 00:24:01.175 Of excellence, because if we don't, then the people on the other 00:24:01.175 --> 00:24:02.755 side are going to feel the lack. 00:24:03.165 --> 00:24:06.595 And even though we may lack sometimes, like, and that's why it's not perfection. 00:24:06.985 --> 00:24:12.405 It's always coming to the day, wanting to seek better performance. 00:24:12.435 --> 00:24:15.195 And then also the performance of your coworkers, lifting each other 00:24:15.195 --> 00:24:17.645 up and propelling them forward. 00:24:17.645 --> 00:24:19.525 So that's, I just love excellence. 00:24:19.555 --> 00:24:21.385 And I think Costco does a great job at that. 00:24:21.715 --> 00:24:24.515 I think as a whole, like we Value others. 00:24:24.545 --> 00:24:25.965 And we want the best for others. 00:24:25.965 --> 00:24:30.335 We want the best for them to have the best experience, , and we value 00:24:30.335 --> 00:24:33.525 our own businesses and we want all of our reviews to be five stars. 00:24:33.525 --> 00:24:38.135 And so I believe that like Cosco does a fantastic job at operating in excellence, 00:24:38.215 --> 00:24:43.945 . I read a quote one time , speaking to the fact that if you seek perfection, 00:24:44.225 --> 00:24:46.195 it'll be unattainable and exhaust you. 00:24:46.990 --> 00:24:51.210 But if you seek excellence, you'll find satisfaction and 00:24:51.230 --> 00:24:53.090 be able to achieve that goal. 00:24:53.380 --> 00:24:57.000 And I think excellence is a fantastic goal for all of us at Costco. 00:24:58.120 --> 00:24:59.620 . Kelsey, thank you for coming on today. 00:24:59.720 --> 00:25:00.590 What a pleasure. 00:25:00.640 --> 00:25:04.070 And you guys are always welcome to email me and use me as a resource. 00:25:04.110 --> 00:25:06.960 Ask me any questions, schedule a call. 00:25:07.020 --> 00:25:08.330 . Just reach out to me 00:25:10.040 --> 00:25:12.830 It's the Casa cast we're so luxury. 00:25:13.135 --> 00:25:15.955 The Casa cast, they want to be us. 00:25:16.095 --> 00:25:22.795 The Casa cast, just don't call it in their being BW Casa cast. 00:25:23.340 --> 00:25:29.880 We got Orange Credo, the Casa cast, our company's nato, the Casa cast created by.