WEBVTT 1 00:00:02.830 --> 00:00:04.819 CINC Marketing: Here we go, it's recording. 2 00:00:05.190 --> 00:00:06.520 CINC Marketing: Hey, everybody! 3 00:00:07.600 --> 00:00:10.900 CINC Marketing: Thank you for joining us. 4 00:00:11.960 --> 00:00:18.479 CINC Marketing: My name's Harry Kerbo. I am the Senior Director of Paid Social here at Sync. We'll, hang out. 5 00:00:18.780 --> 00:00:23.649 CINC Marketing: For another minute, and I'll leave you in suspense as to who these other fine gentlemen are. 6 00:00:24.410 --> 00:00:27.479 CINC Marketing: While you're joining us, you know, let us know 7 00:00:27.590 --> 00:00:31.679 CINC Marketing: Where you're coming from? And, you know, as always. 8 00:00:31.790 --> 00:00:46.070 CINC Marketing: We've got some questions that we've received prior to this from clients that we'll be discussing, but if you have any questions at all, please, shoot them to us in the chat. And then… 9 00:00:46.540 --> 00:00:48.100 CINC Marketing: Very exciting. 10 00:00:48.330 --> 00:01:00.470 CINC Marketing: If you are into it, we're going to the next step of unmuting today, so we'll have a, have a conversation, if you, you know, if you have any questions that you'd like to… 11 00:01:00.630 --> 00:01:04.040 CINC Marketing: Put out to the group here, online. 12 00:01:04.349 --> 00:01:10.250 CINC Marketing: So… Allowing a couple more minutes here, you know, as always. 13 00:01:10.400 --> 00:01:26.479 CINC Marketing: Here at Office Hours, just an open Q&A, for you guys to submit any questions that you have. We did get some questions, around support issues, so some things around setting up auto tracks, that kind of stuff. 14 00:01:26.630 --> 00:01:35.419 CINC Marketing: One thing to remember is that you do have access to an account manager, as part of Sync, so… 15 00:01:35.720 --> 00:01:49.560 CINC Marketing: You know, definitely make use of that. You can reach out to support at Syncpro.com, and they can help you with, you know, all your questions. Matt Purdy on the, on the Zoom, so… 16 00:01:51.400 --> 00:01:57.490 CINC Marketing: Alright, cool. Well, people still coming in, but we'll go ahead and get started. So I, again, am… 17 00:01:57.500 --> 00:02:07.060 CINC Marketing: Harry Kerbo, the Senior Director of Paid Social Marketing here at Sync, or Commission Sync, as you see Dan's shirt, back there. 18 00:02:07.060 --> 00:02:19.990 CINC Marketing: And I am joined today, by Eric Robson. He's gonna be our guest today for Office Hours. Eric, say, say hi to the nice people. 19 00:02:19.990 --> 00:02:28.289 Eric Robson: Hello, nice people. Yeah, I'm Eric Robson, I've been with Sync, … coming up on 10 years now, actually. I'm the director of… 20 00:02:28.430 --> 00:02:34.339 Eric Robson: New accounts for paid search, as well as our display marketing. And, we'll be discussing 21 00:02:34.910 --> 00:02:41.430 Eric Robson: some of those things today, some of the things that I do to help get new accounts started, and stuff like that. So, happy to be here. 22 00:02:42.740 --> 00:02:56.149 CINC Marketing: Awesome, thank you very much. Glad you could join us. As always, joined here by my counterpart on the search side, James Terry. James, you doing alright, man? Anything on your mind? 23 00:02:56.980 --> 00:03:16.110 James Terry: Heck yeah, man. A lot of… yes to both, right? So, for those that I haven't met, hello, welcome out, glad you guys could join us this morning. I am James Terry, I'm the Senior Director of Paid Search over here at Sync, and probably the person at Sync who's most grateful 24 00:03:16.280 --> 00:03:31.579 James Terry: to Eric, because I used to handle all of the launches and the new accounts, and … and Eric came in and stepped up and has taken over such a huge responsibility, and taken a lot of that off my plate, so I appreciate him, and he's done an awesome job with it, so… 25 00:03:32.720 --> 00:03:34.919 James Terry: Good stuff, a lot of, lot, lot going on. 26 00:03:35.950 --> 00:03:46.489 CINC Marketing: Yeah, very good. Yeah, and I do want to mention, Eric, you may notice the name, from an email you probably received. Any, … 27 00:03:47.190 --> 00:03:51.210 CINC Marketing: Is it Space Ghost Coast to Coast? Did you get that thing I sent ya? 28 00:03:51.740 --> 00:03:53.720 Eric Robson: That's actually Harvey Birdman. 29 00:03:53.720 --> 00:03:55.060 CINC Marketing: Harvey Birdman! 30 00:03:55.450 --> 00:04:00.300 CINC Marketing: an attorney at law. So anyway, if anyone…. 31 00:04:00.300 --> 00:04:01.839 Eric Robson: niche Adult Swim references already. 32 00:04:01.840 --> 00:04:04.270 CINC Marketing: If that invokes it. 33 00:04:04.630 --> 00:04:13.120 CINC Marketing: imagery in anyone's mind. That's what I think anytime I send an email. Do you get that thing I sent you? But, … 34 00:04:13.120 --> 00:04:26.870 CINC Marketing: The email did have a special offer for clients that want to try out our brand advertising. We'll be talking about that some today, but also look for that email if you have not seen it yet. But… 35 00:04:27.180 --> 00:04:33.079 CINC Marketing: the moment you've all been waiting for, the introduction… it's like when Hulk Hogan comes out. 36 00:04:33.520 --> 00:04:35.720 CINC Marketing: The introduction, topical. 37 00:04:35.720 --> 00:04:36.400 Daniel Lott: that. 38 00:04:38.090 --> 00:04:39.020 James Terry: We miss them. 39 00:04:39.530 --> 00:04:46.380 CINC Marketing: I was always an Ultimate Warrior guy, myself, but… and then, … Mick Foley. 40 00:04:46.690 --> 00:04:52.060 CINC Marketing: But anyway, the most handsome man in internets, Dan Lott. 41 00:04:52.350 --> 00:04:58.070 CINC Marketing: Hey Dan, he's the VP of Client Marketing, the, … The founder. 42 00:04:58.290 --> 00:05:01.929 CINC Marketing: Of all this, two-time Inman Marketing All-Star. 43 00:05:02.450 --> 00:05:04.370 Daniel Lott: Two times. Two time, yes. 44 00:05:04.730 --> 00:05:07.020 CINC Marketing: That… that could have been your wrestling. 45 00:05:07.420 --> 00:05:08.769 CINC Marketing: Two times, two times. 46 00:05:10.610 --> 00:05:12.500 CINC Marketing: Work on that. 47 00:05:12.500 --> 00:05:20.189 Daniel Lott: Yeah, wow, yeah. Well, thank you. Thanks for that great, introduction. Excited to be here. 48 00:05:20.750 --> 00:05:22.190 CINC Marketing: I'm like Paul Bear. 49 00:05:23.800 --> 00:05:24.490 Daniel Lott: I don't know. 50 00:05:24.490 --> 00:05:25.200 CINC Marketing: Anyone? 51 00:05:25.490 --> 00:05:25.900 Daniel Lott: that. 52 00:05:25.910 --> 00:05:26.530 James Terry: Oh, no. 53 00:05:26.530 --> 00:05:27.750 CINC Marketing: Undertaker? Okay. 54 00:05:27.750 --> 00:05:34.900 Daniel Lott: My, my wrestling stopped at, like, 1984. That was… that was about it. When it was Hulk Hogan with Mr. T. That was back, that's when I lost. 55 00:05:34.900 --> 00:05:37.430 CINC Marketing: Oh, Mr. T. Yeah, alright. 56 00:05:37.910 --> 00:05:38.920 CINC Marketing: Alright, cool. Well, so…. 57 00:05:38.920 --> 00:05:39.820 Daniel Lott: Video. 58 00:05:39.940 --> 00:05:41.690 James Terry: Here he's working on the mustache. 59 00:05:41.690 --> 00:05:49.710 CINC Marketing: Check out our… check out our side podcast on the mat, where we talk 1980s wrestlers, so… 60 00:05:50.340 --> 00:05:53.920 CINC Marketing: Yeah, but Dan, I… I know! 61 00:05:54.540 --> 00:05:55.430 CINC Marketing: Jimmy Hart. 62 00:05:55.660 --> 00:05:59.920 CINC Marketing: I know you have a, a new guide 63 00:06:00.120 --> 00:06:03.889 CINC Marketing: That just came out, that you wanted to, talk about. 64 00:06:04.300 --> 00:06:12.190 Daniel Lott: That's true, Harry. Thanks for bringing that up. Actually, we created it together. It's a co-buyeline, so… 65 00:06:13.050 --> 00:06:13.920 Daniel Lott: Don't, sell. 66 00:06:13.920 --> 00:06:14.350 CINC Marketing: And it's…. 67 00:06:14.350 --> 00:06:14.940 Daniel Lott: What? 68 00:06:15.340 --> 00:06:16.550 CINC Marketing: Yeah. 69 00:06:17.140 --> 00:06:19.149 CINC Marketing: Yeah, I'm a servant leader, Dan. 70 00:06:19.150 --> 00:06:20.510 Daniel Lott: Yeah, there you go. 71 00:06:20.510 --> 00:06:23.970 CINC Marketing: Is that all you want to say? You said you wanted to say something about it, I assume there was more than. 72 00:06:23.970 --> 00:06:32.960 Daniel Lott: No, that would be pretty short. No, so what it is about, and I think I mentioned this last month for the people who were here last month. 73 00:06:33.200 --> 00:06:34.460 Daniel Lott: But, … 74 00:06:35.370 --> 00:06:46.680 Daniel Lott: I did a couple videos about, AI overviews in Google, and Google, you know, everything we have to do is… has to do with lead generation, specifically… 75 00:06:46.860 --> 00:07:01.900 Daniel Lott: I'm focused mostly on the, the Google side, the search side. And so, Google is changing what they're doing by incorporating AI. You already know this, you've seen the, the AI summaries, they're generating a lot of traffic. 76 00:07:02.150 --> 00:07:07.310 Daniel Lott: to Google. Google wants to keep the traffic and put ads on there, so it's great for Google. 77 00:07:07.440 --> 00:07:21.660 Daniel Lott: these AI overviews are not going away, and I think that's something that you need to know, that, like, search has changed. Like, over the last year, it has changed. And, it's not gonna change back. So… 78 00:07:21.960 --> 00:07:32.339 Daniel Lott: One of the things that I think is particularly interesting is that I've been here forever. Eric's been here almost 10 years, and I think he's the youngest of the four of us. 79 00:07:32.340 --> 00:07:33.619 CINC Marketing: It's the baby, yeah. 80 00:07:33.620 --> 00:07:36.759 Daniel Lott: So, we've been there forever, and, …. 81 00:07:36.760 --> 00:07:38.099 CINC Marketing: Just a baby. 82 00:07:38.760 --> 00:07:40.700 Daniel Lott: So…. 83 00:07:41.030 --> 00:07:41.660 CINC Marketing: Had to get that out. 84 00:07:41.660 --> 00:07:51.310 Daniel Lott: our clients always would say, like, oh, I want to get organic traffic, and they would bring up blogs, and we would say, like, sure, go ahead and, … 85 00:07:51.750 --> 00:08:00.750 Daniel Lott: make a blog. That's great. That's fine. There's no harm to it. But it's not going to accomplish anything. Like, literally, it would not accomplish anything, because they don't get ranked. 86 00:08:00.860 --> 00:08:17.410 Daniel Lott: So… or it… your ability to get ranked is really hard, with blogs. Very, very hard. And you don't want to write it, either. It's a lot of work. It's a lot of work for very little rewards. One of the things we found with our… 87 00:08:18.000 --> 00:08:30.110 Daniel Lott: Doing these videos, and doing all, like, the webinars, and doing our white papers, and just doing social media focused on videos, is that… 88 00:08:31.240 --> 00:08:43.069 Daniel Lott: You can show up in the organic search rankings if you do videos and you do a… develop a comprehensive social media strategy. You will show up. 89 00:08:43.240 --> 00:08:50.450 Daniel Lott: And it's not as much work as writing blogs, and you… you have to stick with it. There's a lot of, … 90 00:08:50.790 --> 00:08:53.710 Daniel Lott: you know, you have to develop a strategy to it, and so… 91 00:08:54.010 --> 00:09:02.789 Daniel Lott: the white, the white paper I wrote with Harry, just talks about some of the things from a real estate's perspective, is, like. 92 00:09:02.920 --> 00:09:11.479 Daniel Lott: we always talk about hyperlocal micro-targeting, and you can do that on your own as a real estate agent. You can… 93 00:09:11.580 --> 00:09:25.480 Daniel Lott: put together videos and social media posts talking about specific areas, which Google will then perceive you as an expert in that particular area, and… 94 00:09:26.060 --> 00:09:27.629 Daniel Lott: that area… Right. …would… Right. 95 00:09:28.620 --> 00:09:33.470 Daniel Lott: would be like a… like a neighborhood, something like that. So… … 96 00:09:34.580 --> 00:09:43.909 Daniel Lott: So, anyway, so that's… that's what… that's what the guide is about. It's like how to do videos and social media to get you noticed by Google. 97 00:09:43.910 --> 00:09:56.779 Daniel Lott: and have you rank in the AI summaries. One of the interesting things about AI summaries, also, is that people perceive them as being the truth, not… it doesn't necessarily… it isn't necessarily the truth, and you'll see on, … 98 00:09:56.830 --> 00:10:06.889 Daniel Lott: If you ever look at one of those AI summaries in the bottom left-hand corner, it says, some of the stuff in here might be wrong. So it's like, great. It's like, here, they present this as being the truth, and it's like, yeah… 99 00:10:07.360 --> 00:10:15.959 Daniel Lott: It's the truth, except for it might not be the truth. But, either way, it's fine, it's making us money, so we're gonna keep on throwing it out there. So… 100 00:10:16.150 --> 00:10:25.400 Daniel Lott: You might as well be the person that they throw it to, mention you, like, if it's… if it's a… if somebody has a question about a, like, a neighborhood, like a… like a real estate question, they might say, like, oh, the… 101 00:10:25.690 --> 00:10:30.449 Daniel Lott: Some of the realtors, or, like, the question is, what are some of the realtors serving this neighborhood? 102 00:10:30.880 --> 00:10:37.050 Daniel Lott: you could get mentioned, which would be, like, a huge, positive impact for you, so… 103 00:10:37.210 --> 00:10:41.369 Daniel Lott: Anyway, that's what the white paper's about. I'm gonna actually… Talk about. 104 00:10:41.370 --> 00:10:42.270 CINC Marketing: I think a key…. 105 00:10:42.270 --> 00:10:44.280 Daniel Lott: I'm going to try to put a link to that. 106 00:10:44.280 --> 00:10:45.700 CINC Marketing: I've already… I put it in there. 107 00:10:45.700 --> 00:10:46.690 James Terry: Got it. 108 00:10:47.450 --> 00:10:48.309 CINC Marketing: Oh, there it is! 109 00:10:48.550 --> 00:10:50.969 CINC Marketing: I'm your hostess with the mostess, Dan. 110 00:10:50.970 --> 00:10:52.610 Daniel Lott: Yeah, so if you're interested in it. 111 00:10:53.130 --> 00:11:02.469 Daniel Lott: go for it. It'll be some work, not as much work as writing a whole bunch of blogs, but… and you can have fun with it, so we… like, we like doing our videos, so…. 112 00:11:03.200 --> 00:11:04.250 CINC Marketing: I think part of it…. 113 00:11:04.250 --> 00:11:04.760 Daniel Lott: Yay. 114 00:11:05.180 --> 00:11:17.979 CINC Marketing: Another part of it is, the importance of, you know, the captioning that you… or the descriptions on the videos, the headlines on the videos, depending on the network, the hashtags that you use. 115 00:11:18.140 --> 00:11:19.450 CINC Marketing: … 116 00:11:19.620 --> 00:11:27.200 CINC Marketing: you know, I think, recently, or I know, you know, Instagram just made a big, update about 117 00:11:27.470 --> 00:11:41.789 CINC Marketing: how their posts, their public posts are more searchable and findable, by search engine bots, and so those results, you know, potentially, social media has always had an impact on SEO, but with that kind of… 118 00:11:41.950 --> 00:11:47.089 CINC Marketing: you know, mentioning, you could potentially rank for reels that you're doing, and so I think… 119 00:11:47.260 --> 00:11:50.970 CINC Marketing: you know, Dan, what you're saying makes sense, because… 120 00:11:51.550 --> 00:12:03.460 CINC Marketing: If every… if everyone's doing a video about, here's the U.S, housing market trends… Oh, I sent it to… I need to send it to everyone. Thank you, Brooke. 121 00:12:03.670 --> 00:12:18.439 CINC Marketing: I'll resend that link. If everyone's doing videos about U.S. housing market trends as a whole, there's a lot of noise there. You know, the example that you use in the videos that you do, Dan, and in the guide, I think, is North Springs, which is an area here. 122 00:12:18.970 --> 00:12:20.629 CINC Marketing: If you're competing 123 00:12:20.750 --> 00:12:27.890 CINC Marketing: to come up when somebody looks for North Springs, or have that on your AI summary, there's less people looking for that. 124 00:12:28.160 --> 00:12:33.299 CINC Marketing: But you have a better chance of coming up because there's less people trying to rank for that, too. 125 00:12:34.280 --> 00:12:36.420 CINC Marketing: So the guide… thank you, Eric. 126 00:12:36.660 --> 00:12:37.190 James Terry: Go. 127 00:12:38.290 --> 00:12:45.439 CINC Marketing: The guide is definitely, … worth a read, you know? My mom thought it was great, Dan. 128 00:12:45.680 --> 00:12:46.660 Daniel Lott: Oh, she did! 129 00:12:46.890 --> 00:12:47.520 Daniel Lott: Oh, good. 130 00:12:47.520 --> 00:12:49.580 CINC Marketing: No, I didn't… she didn't read it. I'm just kidding. 131 00:12:50.360 --> 00:12:52.049 Daniel Lott: Maybe, maybe next time. Maybe next. 132 00:12:52.050 --> 00:12:54.410 CINC Marketing: Maybe next time, yeah. 133 00:12:54.520 --> 00:12:56.110 CINC Marketing: That's what I want. 134 00:12:56.110 --> 00:12:59.720 James Terry: I love those AI summaries, because like Dan said, like, we all see it, and it's… it's… 135 00:12:59.800 --> 00:13:12.859 James Terry: the masses, the public, like, perceives it as the absolute truth, even though it says in the bottom, like, hey, this might not be accurate. And so basically, as a society, we've just decided to crowdsource what is the truth, right? Like, hey, people… 136 00:13:12.860 --> 00:13:24.609 James Terry: here's what the internet is saying, but we get to dictate what the internet, you know, what's out there, what we put out there, and what we want to be perceived as. At least right now, while that content is fairly 137 00:13:24.610 --> 00:13:33.880 James Terry: relatively limited. So it's definitely the time to jump on that and try and get that information out there, if it's something that you want, you know, in the future, moving forward. 138 00:13:34.410 --> 00:13:42.340 CINC Marketing: Well, and then posting regularly is an important part of it, because that encourages the bots… The bots! …to crawl your, … 139 00:13:42.860 --> 00:13:50.280 CINC Marketing: Sorry, I just slipped into Quinn. I've really got movies on my head. I've got a As Good As It Gets quote, too, when I talk about… 140 00:13:50.970 --> 00:13:55.700 CINC Marketing: Let's go get another sweaty wad of money. Alright, now I'm done. 141 00:13:56.020 --> 00:14:13.650 CINC Marketing: But anyway, you know, posting regularly is what encourages the bots to regularly crawl your profiles, and that's what lets them see, that information. And then, comments on the posts are very important because, and not just commenting from one side, but you commenting back. 142 00:14:13.800 --> 00:14:31.850 CINC Marketing: Because the networks, you know, Meta, LinkedIn, that kind of stuff, sees that as meaningful engagement, which they want to keep people on their networks, they want people commenting on posts and finding things relevant. And if you look at the analytics in the back end, even 143 00:14:32.340 --> 00:14:40.150 CINC Marketing: Even posts that… don't get all favorable responses. If you're making thoughtful comments back. 144 00:14:40.780 --> 00:14:46.789 CINC Marketing: … that gets an engagement boost, and Meta interprets that as… 145 00:14:46.940 --> 00:14:53.560 CINC Marketing: You know, meaningful engagement, people finding value in the post, and they're more likely to refer it, so… 146 00:14:54.430 --> 00:14:57.070 CINC Marketing: We did get a question from Brooke. 147 00:14:57.510 --> 00:15:02.010 CINC Marketing: Brooke asked, how can we post video on our Sync website? 148 00:15:02.860 --> 00:15:06.619 CINC Marketing: So there are options, I know, for custom landing pages. 149 00:15:06.930 --> 00:15:09.990 CINC Marketing: To post it, there's also, I believe, some… 150 00:15:10.340 --> 00:15:21.490 CINC Marketing: site templates that accommodate a video on the homepage. But then, you know, you also want to think about things like load time, you know, load time… a slow load time, for instance, can… 151 00:15:21.490 --> 00:15:36.419 CINC Marketing: penalize your site, both in terms of the search engines and just in human behavior, you know, of people, loading it. So, I think that's always a concern. You know, the sync sites are built specifically to generate traffic. 152 00:15:36.490 --> 00:15:48.759 CINC Marketing: into leads. So, you know, I think that's a conversation worth having with your account manager, if you're interested. What we're specifically referring to is posting videos on… 153 00:15:48.880 --> 00:15:58.130 CINC Marketing: Social media. So, now feels like a good time. If you haven't followed us yet, go ahead, smash that subscribe button. 154 00:15:58.510 --> 00:16:02.700 CINC Marketing: The best way to support the work we do is by you liking this video. 155 00:16:03.300 --> 00:16:06.199 CINC Marketing: Those all work sometimes, but it's at Syncro. 156 00:16:06.200 --> 00:16:06.980 Daniel Lott: that? Where do you find those. 157 00:16:06.980 --> 00:16:09.849 CINC Marketing: At Sync Pro, at Sync Pro, yeah, it's at Sync Pro. 158 00:16:10.130 --> 00:16:10.640 Daniel Lott: Yeah? 159 00:16:11.000 --> 00:16:13.480 CINC Marketing: Instagram, LinkedIn, Facebook. 160 00:16:13.580 --> 00:16:18.710 CINC Marketing: Youtube, TikTok, even Threads, Dan. Even Threads. 161 00:16:18.900 --> 00:16:19.620 Daniel Lott: Wow. 162 00:16:19.620 --> 00:16:22.450 CINC Marketing: So, anywhere you want your sink, you can get it. 163 00:16:22.560 --> 00:16:29.790 CINC Marketing: But posting there regularly, and when I say regularly, I'm thinking, you know. 164 00:16:29.940 --> 00:16:39.349 CINC Marketing: 3 to 5, 4 to 7 times a week. You know, making sure you get at least 4 posts out there, I think, can really help the algorithms to know to go look for. 165 00:16:39.360 --> 00:16:40.709 Daniel Lott: Well, that's a little daunting. 166 00:16:40.710 --> 00:16:41.400 CINC Marketing: For new content. 167 00:16:41.600 --> 00:16:46.780 Daniel Lott: Like, what you're saying, like, for a single person to post 7 times with… 168 00:16:47.010 --> 00:16:48.749 Daniel Lott: Like, a video. That's kind of rough. 169 00:16:50.380 --> 00:16:51.209 Daniel Lott: Got a rough hair. 170 00:16:51.210 --> 00:16:52.780 CINC Marketing: I mean… What's the name? 171 00:16:52.780 --> 00:16:53.150 Daniel Lott: Where you get. 172 00:16:53.150 --> 00:16:54.430 CINC Marketing: Well, you're not gonna post one. 173 00:16:54.430 --> 00:16:56.080 Daniel Lott: They're getting video. 174 00:16:56.260 --> 00:17:05.739 CINC Marketing: you're not gonna get… you're not gonna post one organic video, but I think as you start creating content, you'll get better and better at it. You know, I think… 175 00:17:06.329 --> 00:17:13.509 CINC Marketing: … you could easily go… I mean, you mentioned this in the videos, you could go into one neighborhood. 176 00:17:13.819 --> 00:17:18.040 CINC Marketing: That you want to talk about, or look up a few records and come out with 177 00:17:18.819 --> 00:17:24.389 CINC Marketing: 6, 7, 8 videos, you know, and that could be your whole months of content, so maybe it's… 178 00:17:24.890 --> 00:17:31.860 CINC Marketing: You know, maybe it's taking a little bit of time, you know, not a full day, not a half day, I don't think. 179 00:17:32.250 --> 00:17:46.029 CINC Marketing: to film different things. And you can also, you know, you can capitalize on trends. I mean, a lot of people are posting trending stuff to their personal TikTok already. There are things that make sense from a business perspective. 180 00:17:46.220 --> 00:17:51.220 CINC Marketing: But you want to mix in… That helpful content, and then… 181 00:17:51.740 --> 00:17:57.990 CINC Marketing: going back to your specific AI reference, the AI overview, you know, if you want to rank for North Springs… 182 00:17:58.010 --> 00:18:17.579 CINC Marketing: when you do a video, talk about North Springs. When you have a, when you do a title for the video on LinkedIn or YouTube, include North Springs, you know, in the caption or the description, include North Springs, because that's the kind of stuff that, … 183 00:18:17.700 --> 00:18:21.659 CINC Marketing: That the search engines are looking at, and that makes it more likely for you 184 00:18:21.850 --> 00:18:25.900 CINC Marketing: to be included in the AI, and to be found. … 185 00:18:26.120 --> 00:18:28.459 CINC Marketing: If somebody searches for that neighborhood, so…. 186 00:18:28.970 --> 00:18:45.340 James Terry: Yeah, those platforms really like consistency, and so it's a lot like going to the gym, right? If you go to the gym once a month, if you post once a month, you're not gonna get spectacular results from going to the gym one time a month. But if you start going twice a week. 187 00:18:45.340 --> 00:18:50.950 James Terry: You might start looking a little better, feeling a little better, self-image goes up, and you start realizing. 188 00:18:50.950 --> 00:19:06.459 James Terry: it's worth committing to 3 or 4 times, and ramping up to that a little bit. So, posting probably a couple times a week, start getting a little bit of results, and you can decide, do I want to continue to build on that? Is it worth… 189 00:19:06.650 --> 00:19:15.509 James Terry: committing a little bit higher level, that kind of thing. But definitely, like, posting 3 times a year is not going to get you very far. I mean, I think we all know that, right? 190 00:19:17.130 --> 00:19:21.370 CINC Marketing: Yeah, unless you're Taylor Swift, she's about to go on the Kelsey's podcast. 191 00:19:22.560 --> 00:19:25.200 CINC Marketing: Early access. Dan, I know you're excited. 192 00:19:25.200 --> 00:19:26.590 James Terry: an argument that Taylor Swift…. 193 00:19:26.590 --> 00:19:30.290 Daniel Lott: Man, I actually saw that. So, yeah, that's big news, big news. 194 00:19:30.440 --> 00:19:36.290 Daniel Lott: But yes, and then, so the example that we used with, like, how Harry says, like, oh, use the word North Springs all the time, it's like. 195 00:19:36.740 --> 00:19:49.630 Daniel Lott: the phrase, hyperlocal microtting, I just made it up a couple years ago, and so… but if you… if you do a search, like, oh, like, about Sync, you can see, like, in some of the descriptions, it's like, oh, Sync is an expert in hyperlocal micro-targeting. It's like, oh! 196 00:19:50.220 --> 00:19:57.659 Daniel Lott: there you go. That's how it works. And so, if you do lots of videos saying that you're an expert on a certain neighborhood. 197 00:19:57.900 --> 00:20:09.519 Daniel Lott: Google will… will take notice. So, it's… it's not rocket science, but you gotta do it over and over and over again, repetition. So, similar to how we're repeating the same concept over and over again right here. So… 198 00:20:09.800 --> 00:20:13.289 Daniel Lott: I was thinking maybe we could move on, because we have Eric. 199 00:20:13.740 --> 00:20:16.060 Daniel Lott: It's not often you can get an Eric Robinson. 200 00:20:16.060 --> 00:20:16.670 CINC Marketing: I have weight. 201 00:20:16.670 --> 00:20:17.870 Daniel Lott: webinar, so…. 202 00:20:17.870 --> 00:20:25.800 CINC Marketing: I have one more… I have one more question, but the answer will be… Amanda asked about, coding HTML into an email template. 203 00:20:26.350 --> 00:20:41.699 CINC Marketing: That would be something I would definitely work with your account manager on. You know, we could help you with questions around ad spend, but in terms of formatting an email into the CRM, definitely take up, take that up with the 204 00:20:41.830 --> 00:20:43.170 CINC Marketing: support team. 205 00:20:43.320 --> 00:20:45.879 CINC Marketing: Or Matt Purdy, if you're out there. 206 00:20:46.410 --> 00:20:47.410 CINC Marketing: Party? 207 00:20:47.790 --> 00:20:51.079 CINC Marketing: You may be able to, to help with that, so… 208 00:20:51.470 --> 00:20:54.240 CINC Marketing: Alright, that's it. Now you can go, Dan. Thank you. 209 00:20:54.850 --> 00:21:08.770 Daniel Lott: Alright, I was segmenting into Eric. One of the unsung people at Sync, in the Sync marketing department, is Eric Robson, because it is, … the launching of the campaigns is the, I think. 210 00:21:08.990 --> 00:21:15.500 Daniel Lott: Arguably, the most… the key part, because, like, if you do it wrong at the beginning, … 211 00:21:16.020 --> 00:21:18.860 Daniel Lott: Like, if you picked out bad areas… 212 00:21:18.990 --> 00:21:22.969 Daniel Lott: you cannot mess it up forever. So, … 213 00:21:23.170 --> 00:21:35.030 Daniel Lott: there's so much pressure on Eric doing what he does. But, you know, he doesn't say… but anyway, actually, it is a really hard job, and, you know, dealing with volume and doing it, like. 214 00:21:35.620 --> 00:21:38.210 Daniel Lott: Like, the time constraints, like, he'll be, … 215 00:21:38.470 --> 00:21:47.189 Daniel Lott: like, told to, like, launch something in, like, an hour or something like that. So, Eric, could you just talk a little about… 216 00:21:47.560 --> 00:22:00.809 Daniel Lott: kind of like the area suggestion, because that's, I guess, just in general, you know, people throw out, like, 20 different… a list of 20 different areas, or geos, or schools, or whatever it is, and how do you determine 217 00:22:01.020 --> 00:22:02.010 Daniel Lott: … 218 00:22:02.740 --> 00:22:09.829 Daniel Lott: you know, which ones you choose, and, how do you do it, and why do you do it? What are your, what are your thoughts on that topic? 219 00:22:09.830 --> 00:22:26.820 Eric Robson: Sure, yeah, so, we definitely have some best practices when it comes to, how you want to set up your lead generation campaign. We have been, kind of coaching up the implementation managers during, kind of, the onboarding process for everybody to kind of make sure that we're, 220 00:22:26.920 --> 00:22:44.660 Eric Robson: meeting expectations, and we're trying to attract leads from areas that each of you actually want to work. It doesn't do you any good if you're getting leads that are two and a half hours away. So what I specifically look for is… implementation will kind of take the broad strokes, they generally… 221 00:22:44.660 --> 00:22:58.100 Eric Robson: want to see a… every market's a little different, right? So, what suits people on average may not work in some specific scenarios, but generally, we try to ask for maybe 10 to 15 222 00:22:58.100 --> 00:23:10.470 Eric Robson: markets, it's, usually a best practice to have some variety in a new campaign, but we're all about trying to find that, that kind of happy medium of, like. 223 00:23:10.690 --> 00:23:20.309 Eric Robson: having those hyper-local targets, like Dan's talking about, is really great when you can attract those kinds of leads. The search volume is kind of… 224 00:23:20.890 --> 00:23:30.729 Eric Robson: The dynamic where we kind of have to balance, like, decent search volume versus, like, Great lead quality. 225 00:23:30.880 --> 00:23:35.010 Eric Robson: So, you know, say somebody's working in, like, Houston. 226 00:23:35.210 --> 00:23:53.599 Eric Robson: well, we can create ad groups for, like, Houston homes for sale, but generally speaking, that lead is going to be very high in the funnel, very early in their home buying process. They don't, you know, maybe they're relocating, or maybe they're moving across the state or something. So there's tons of search volume there. 227 00:23:53.600 --> 00:24:09.840 Eric Robson: And that's not to say a search for, like, homes for sale in Houston won't generate a good lead, it's just some… some less serious buyers will also come in just through the nature of search. So typically, what I'm looking for is a good balance of, like. 228 00:24:09.990 --> 00:24:16.899 Eric Robson: Getting search volume from areas that have a decent volume of listings on average, … 229 00:24:17.120 --> 00:24:35.860 Eric Robson: we have seen a proportional relationship between the number of listings and overall conversion rate for each of those areas. So the more variety there is, our kind of line of thinking is, people have more choice, so they're more likely to stick around and engage with the site to narrow down what they're looking for. 230 00:24:35.860 --> 00:24:44.929 Eric Robson: If we're directing people to a landing page for, like, a really specific neighborhood, or, like, a street name or something, and there's, like, 3 listings on it, it's… 231 00:24:45.670 --> 00:24:59.630 Eric Robson: really unlikely to get leads out of that specific a market. It's not that it will never happen, but you can't really pin your entire campaign's performance on really specific areas like that. 232 00:24:59.660 --> 00:25:16.430 Eric Robson: So my job is to kind of, amongst other things, tease out, like, which of the areas that are on that initial list are going to be viable. Again, implementation does a good job of kind of, like, giving the broad strokes of our best practices, so that when they get to me, 233 00:25:16.640 --> 00:25:26.669 Eric Robson: You know, it can be straightforward, but sometimes, you know, it does merit a follow-up conversation for myself, or occasionally a regional rep might reach out, you know, if we have 234 00:25:27.950 --> 00:25:44.789 Eric Robson: a lot of really specific areas, and nothing really broader, because our… my sort of line of thinking is, you don't want to be, you know, kind of sitting on your hands as you paid for this platform, waiting for that one perfect lead, and just ignoring all the other stuff. … it's… 235 00:25:44.960 --> 00:25:55.679 Eric Robson: you know, part and parcel to this kind of search is there is more work in kind of, like, looking through the leads that we're generating, finding the good stuff, nurturing them into sales, … 236 00:25:55.930 --> 00:26:12.259 Eric Robson: it's not going to be 100% home runs all the time, but I want to try to make sure that we're striking that balance between leads that know an area well enough to search for neighborhoods, subdivisions, school districts, whatever it is, and getting enough volume so that you're not, like. 237 00:26:12.440 --> 00:26:16.520 Eric Robson: going a week without a lead showing up. … 238 00:26:16.670 --> 00:26:19.869 Eric Robson: But yeah, that's… that's kind of how we get things started. 239 00:26:20.480 --> 00:26:27.009 Daniel Lott: Well, one of the things that we have at Sync is that when Eric goes about creating the account, 240 00:26:27.240 --> 00:26:46.429 Daniel Lott: And this happened years ago, but it wasn't always this way, but we have this cool, ad group creation tool, is what it is. And, so when Eric creates it, he'll plug in the different areas, and then press a button, and magically, it'll show how many, homes are on the landing page of the 241 00:26:46.430 --> 00:26:59.130 Daniel Lott: Of that ad. And why that's important, as Eric mentioned it, is the number of homes on the landing page has a very, very, very direct relationship with the conversion rate. 242 00:26:59.360 --> 00:27:05.649 Daniel Lott: Conversion rate being the, kind of the chance that the person who clicks on the ad is gonna become a lead. 243 00:27:05.730 --> 00:27:23.800 Daniel Lott: And why that's important is the conversion rate is one of the two factors in, what… how many leads you get. So, if the conversion rate is low, you're gonna get very few leads. And, we've… over… over time, like, we have a lot… 244 00:27:23.900 --> 00:27:35.970 Daniel Lott: one of the great things about Sync is that we have access to a whole bunch of data, and so we've downloaded, like, all the landing pages that we figure out, like, how many homes are on each landing page, and then we do all this research to see 245 00:27:36.460 --> 00:27:49.170 Daniel Lott: what is the direct… what is the correlation between the number of houses on the landing page and the conversion rate? And it is… it is a stark, very close relationship. Like, if it's less than 10, your conversion rate's gonna be much, much, much, much lower. 246 00:27:49.170 --> 00:27:58.059 Daniel Lott: And that's just the way it is. And, I think part of it has to do with the fact that we have 12 homes on our first landing page, so… 247 00:27:58.080 --> 00:28:03.029 Daniel Lott: On our, on our homepage, or on the PDQ page is what we call it. … 248 00:28:03.770 --> 00:28:20.010 Daniel Lott: So that, you can see, like, oh, I wanna get a, I wanna get by a house in this little, neighborhood. Okay, I've seen them all. I'm not interested, I'm gonna move. I'm, I'm leaving. So, that's pretty much it. So, Eric has to decide… 249 00:28:20.180 --> 00:28:27.429 Daniel Lott: like, okay, this person really likes this neighborhood, but they're not gonna get any leads from it. So there's kind of that delicate… 250 00:28:27.600 --> 00:28:29.510 Daniel Lott: balance. So, if you just pick 251 00:28:30.090 --> 00:28:31.919 Daniel Lott: You're not gonna get any leagues, or very few leaks. 252 00:28:31.920 --> 00:28:49.800 CINC Marketing: Well, and I think that's… when we tell a client, you know, no, we're not gonna do this ad group, or this target, it's not because we don't like you, or anything like that, it's because it's not gonna be a good use of your money, because maybe there are too few listings, or anything like that. 253 00:28:50.020 --> 00:28:57.050 CINC Marketing: I know for a long time, where Bieber lived, we were hesitant to include… and the Kardashians, I think it was Calabasas? 254 00:28:57.050 --> 00:28:57.520 James Terry: Masses. 255 00:28:57.520 --> 00:29:03.589 CINC Marketing: We were hesitant to include that in campaigns, because so much traffic was people just seeing where Justin Bieber lived. 256 00:29:03.590 --> 00:29:05.920 James Terry: The cost Great. 257 00:29:05.920 --> 00:29:09.639 CINC Marketing: Most of it was me, James. Most of it was me. 258 00:29:09.640 --> 00:29:11.830 Eric Robson: Quality's not there for searches like that. 259 00:29:11.830 --> 00:29:13.210 CINC Marketing: Yeah. 260 00:29:13.210 --> 00:29:13.730 James Terry: involved. 261 00:29:14.500 --> 00:29:23.410 CINC Marketing: If you, if you, watched the last Office Hours with Alvaro, one of the things he talked about was the difference in cost per sale, and that's what… 262 00:29:23.560 --> 00:29:32.640 CINC Marketing: That's what the balance that Eric's talking about is all about. The example that Alvaro uses is a Zillow example of… 263 00:29:32.900 --> 00:29:41.359 CINC Marketing: 42% of a $12,000 commission is $5,000, somewhere in those… those lines. You have a $5,000 cost per sale. 264 00:29:41.770 --> 00:29:46.940 CINC Marketing: just from that amount, you know, before you start paying your agents, with Sync. 265 00:29:47.290 --> 00:29:57.919 CINC Marketing: Our whole goal is that that cost per sale is much, much, much lower than that, even though the leads may take a little bit more time to nurture, but once that pipeline is mature. 266 00:29:58.370 --> 00:30:11.910 CINC Marketing: you have an asset, you know, you have your database that's converting leads and something that, you know, can be passed on, versus just buying from a vendor, I think, which is a very different… 267 00:30:12.220 --> 00:30:14.240 CINC Marketing: Very different thing, so… 268 00:30:14.530 --> 00:30:19.550 CINC Marketing: Sorry, Dan, did I cut in? Did you have more for Eric, or should I get to some questions that we had? 269 00:30:19.550 --> 00:30:38.759 Daniel Lott: … let's see, what else was I gonna ask? The, … what about, like, how would you target a neighborhood if it doesn't really exist, or if it's just kind of like a made-up concept? How do you go about doing that kind of stuff? How do you do… what are some of the cool stuff that… that Sync has that allows you to do… 270 00:30:39.460 --> 00:30:44.829 Daniel Lott: This stuff, when this is one of the things that other search engines can't do, particularly. 271 00:30:44.830 --> 00:30:48.809 CINC Marketing: Maybe Buckhead? Maybe Buckhead in Atlanta is an interesting example. 272 00:30:49.970 --> 00:30:52.139 CINC Marketing: Buckhead the Neighborhood vs. Buckhead the city? 273 00:30:52.140 --> 00:31:02.009 Eric Robson: Yeah, that one comes up a lot, with, people in the Atlanta Metro that we have that want to target that area. It's, you know, for those of you not in the notes. 274 00:31:02.370 --> 00:31:09.839 Eric Robson: where everybody in the Atlanta area wants to sell condos and homes and stuff, because it's one of the priciest places to live around here. … 275 00:31:10.290 --> 00:31:17.210 Eric Robson: But there's also a actual city called Buckhead, Georgia, that's, like… people. 276 00:31:17.820 --> 00:31:26.520 Eric Robson: And it's maybe two and a half hours southeast of here. So that's one of those long lists of really, like. 277 00:31:28.170 --> 00:31:44.150 Eric Robson: like, anecdotal little things that I have to know when I'm launching stuff. Again, talking about the neighborhoods in Los Angeles that really don't convert into meaningful leads and stuff, knowing how to target, the right areas. And, you know, I… 278 00:31:44.380 --> 00:31:55.519 Eric Robson: I'll admit, I can't know everything about every single market all the time. Sometimes we do have to have a little follow-up dialogue to make sure that we're… we're getting the right area, but to Dan's point, yeah, so… 279 00:31:55.820 --> 00:32:01.110 Eric Robson: One of the things that makes… Sync unique is, … 280 00:32:01.280 --> 00:32:10.049 Eric Robson: you know, other lead generation services might be entirely dependent on the MLS mapping that the IDX feed gives them, and that's the only way that they can filter things. 281 00:32:10.130 --> 00:32:27.930 Eric Robson: We have a lot of different methodologies that we can use to target specific areas, so that's one of the things I look at in the launch process. Dan's talking about listing counts show up for the different areas. If I feel like something seems really low, but it's on somebody's 282 00:32:27.980 --> 00:32:46.440 Eric Robson: you know, requested areas, and for the most part, everybody kind of knows where they can sell homes effectively, and where they've had business before, so it may merit some further investigation to make sure that, like, okay, if I'm relying on, like, a subdivision field and an IDX and nothing's showing up, it could be that 283 00:32:46.440 --> 00:33:00.470 Eric Robson: Well, maybe most listing agents aren't identifying that area with subdivision. Maybe they're using the school district, or maybe there's some other field, like a main area or something. All the MLSs are kind of different with how they handle the information. 284 00:33:00.560 --> 00:33:03.350 Eric Robson: But another way that I can kind of… 285 00:33:03.480 --> 00:33:14.610 Eric Robson: do a bit of a sanity check is running just broad keyword searches through the MLS for wherever that neighborhood name shows up. You know, that might give me a better idea of… 286 00:33:14.750 --> 00:33:28.319 Eric Robson: where this area is, but again, maybe it doesn't capture everything. Maybe there's 7 listings out of 50 that are in an area that only have that neighborhood listed in the description for those 7, and we're missing the others. 287 00:33:28.320 --> 00:33:37.480 Eric Robson: So what we can do in that case, this also gets kind of more nitty-gritty, but we also have, … 288 00:33:37.520 --> 00:33:48.959 Eric Robson: a way to actually, like, do a polygon map of a certain area. Like, certain neighborhoods and areas within, like, Los Angeles, one I was working on just last week, was like that, where… 289 00:33:48.960 --> 00:34:07.610 Eric Robson: some of the listings might say something like Studio City, California. Well, Studio City isn't, like, necessarily the catch-all way that all those listings are mapped in Los Angeles. Some people have them in the description, some people have them in the subdivision. But one thing that we do have the ability to do in those cases is we can actually just… 290 00:34:08.230 --> 00:34:13.799 Eric Robson: Draw a map around where the physical boundaries of the neighborhood are to make sure that we're… 291 00:34:14.060 --> 00:34:22.159 Eric Robson: targeting the right listings in the right area. And, you know, similarly, we may have to use that kind of methodology for… 292 00:34:22.320 --> 00:34:31.299 Eric Robson: neighborhoods that have really commonly used names, like, you know, Riverside, or Oak Ridge, or something like that, where in a specific 293 00:34:31.659 --> 00:34:43.689 Eric Robson: you know, larger metropolitan area, there may be multiple neighborhoods that use that kind of naming convention. And it may be that, like, you're operating in one particular part of this market, and 294 00:34:43.920 --> 00:34:44.920 Eric Robson: you know… 295 00:34:45.090 --> 00:34:52.630 Eric Robson: that's just kind of part of the… your local knowledge. You only know of the one Riverside, you're not thinking about the others. 296 00:34:52.639 --> 00:35:01.180 Eric Robson: So that's… that's one of those things where I have to kind of, like, get dialed in and figure out, alright, which of these areas are they talking about? And I can do… 297 00:35:01.180 --> 00:35:15.630 Eric Robson: other kind of filtering, like, oh, it's in these two zip codes with this keyword, that gives us the neighborhood that they're after. So, that is kind of a more in-depth approach that we sometimes have to use in the launch process if… 298 00:35:15.690 --> 00:35:20.709 Eric Robson: We have specific neighborhoods that aren't clearly defined in the feed, but we want to make sure that we're… 299 00:35:20.960 --> 00:35:29.450 Eric Robson: You know, when we're driving traffic to the page based on the areas that you're targeting and the searches that we're trying to go after, we're showing them the most relevant results. 300 00:35:30.560 --> 00:35:31.330 Daniel Lott: Well, you've just flown. 301 00:35:31.330 --> 00:35:31.760 CINC Marketing: hearing…. 302 00:35:31.760 --> 00:35:36.420 Daniel Lott: James said… James couldn't take it anymore. He was like, this is too amazing. So…. 303 00:35:36.740 --> 00:35:37.440 CINC Marketing: Wait, wait…. 304 00:35:37.440 --> 00:35:38.990 Daniel Lott: Interesting! Yes, I hear it. 305 00:35:39.470 --> 00:35:42.319 CINC Marketing: Yeah, I just think here… oh, wow, and now. 306 00:35:42.320 --> 00:35:42.960 Daniel Lott: Yeah, Taylor. 307 00:35:42.960 --> 00:35:46.500 CINC Marketing: I'm gone. I'm gone entirely. Jeez. Alright. 308 00:35:46.500 --> 00:35:48.300 Daniel Lott: Alright, James. 309 00:35:48.760 --> 00:35:50.380 Daniel Lott: So I'm gonna say is…. 310 00:35:50.700 --> 00:35:57.250 CINC Marketing: No, I was saying, a recent launch, just hearing all of that makes me think of… 311 00:35:57.360 --> 00:36:07.449 CINC Marketing: a recent unnamed competitor launching a totally AI-automated suite for advertising. You know, like, that kind of expertise is the stuff 312 00:36:07.930 --> 00:36:09.769 CINC Marketing: That can't exist. 313 00:36:10.050 --> 00:36:14.719 CINC Marketing: With that type of system, and your lead gen is something… 314 00:36:14.960 --> 00:36:23.849 CINC Marketing: you know, people aren't buying houses in 2 weeks. People are buying houses in months. So by the time you realize that 315 00:36:24.750 --> 00:36:30.110 CINC Marketing: the AI doesn't know what it's doing, you know, you're 6 months in the hole. So I think it's… 316 00:36:30.300 --> 00:36:37.670 CINC Marketing: That's a really cool example to me of the difference that you get from a company like Sync, who has 317 00:36:38.360 --> 00:36:42.049 CINC Marketing: Who actually invests in the people who are running the campaign. 318 00:36:42.720 --> 00:36:46.720 CINC Marketing: In a manner more so than streamlining their jobs away with AI. 319 00:36:48.080 --> 00:36:50.449 Daniel Lott: Whoa. Harry, hot take! 320 00:36:50.450 --> 00:36:50.920 CINC Marketing: Hot 10! 321 00:36:50.920 --> 00:36:51.840 Daniel Lott: Throwing it out there. 322 00:36:52.450 --> 00:36:52.889 CINC Marketing: There we go. 323 00:36:52.890 --> 00:36:57.770 Daniel Lott: I was just gonna say that, like I said, we have built all these tools, and it makes things go… 324 00:36:58.120 --> 00:37:02.390 Daniel Lott: Much, much, much, much, much faster to do these. But… 325 00:37:02.520 --> 00:37:04.980 Daniel Lott: Like, the kind of, like, the grunt work, like… 326 00:37:05.060 --> 00:37:16.349 Daniel Lott: before, you would have to manually, like, oh, how many houses are for sale in this neighborhood? Okay, then you go, and it would take, like, it could literally take hours. So the tools has shortened it. 327 00:37:16.420 --> 00:37:27.929 Daniel Lott: But, it only goes to a certain… a certain level, in which case, like, what Eric's talking about, this is a real… this is a lot of work. Like, what he's doing, it's like… and it's so easy to just say. 328 00:37:28.310 --> 00:37:36.470 Daniel Lott: that's good enough. It's good enough. It's fine. It's fine. I, you know, I know there's around 60 homes for sale in such and such a neighborhood, or… 329 00:37:36.620 --> 00:37:42.920 Daniel Lott: Plan community, plan communities can be, tricky, in the, like, the Southwest. So… 330 00:37:43.140 --> 00:37:56.719 Daniel Lott: Like, I know there's, like, 60 houses, there's 20 here, that's… that's fine. It's fine. It's… otherwise, I'm gonna have to go and figure out what the zip codes are, and, like, doing the little thing, like, what he's saying, it's complex, it takes lots and lots of time. 331 00:37:56.840 --> 00:37:57.610 Daniel Lott: But… 332 00:37:57.930 --> 00:38:05.859 Daniel Lott: what we just said before about the conversion rates, well, you're gonna get twice as many leads in the area which is your favorite area, so… 333 00:38:06.030 --> 00:38:08.770 Daniel Lott: you know, it's worth the extra step, and… but… 334 00:38:09.430 --> 00:38:15.130 Daniel Lott: It's… because the other stuff has been automated, you're able to, like, the things that you can… 335 00:38:15.330 --> 00:38:19.450 Daniel Lott: It is impossible to automate, we're able to dedicate the time to do that. 336 00:38:21.270 --> 00:38:27.930 CINC Marketing: I have two things. The first one is, if James comes back, everyone be quiet, like we've been waiting for him this whole time. 337 00:38:30.370 --> 00:38:31.479 CINC Marketing: Good, you're back. 338 00:38:32.150 --> 00:38:35.839 CINC Marketing: He sent a message, he said something happened to his computer. 339 00:38:36.070 --> 00:38:44.440 CINC Marketing: James got a new computer, and I got a new computer. Mine's working great, James is doing things, and that's got Dan on the fence about whether or not he should get it. 340 00:38:44.440 --> 00:38:48.149 Daniel Lott: I'm not getting a new computer. I like my old computer. It works, it works great. 341 00:38:48.150 --> 00:38:50.250 CINC Marketing: Okay, masochist. It's missing, so…. 342 00:38:50.250 --> 00:38:51.899 Daniel Lott: 5-year-old computer, it's great. 343 00:38:51.900 --> 00:39:04.219 CINC Marketing: Yeah. Okay, well, I do… we did get some good questions from signups. Should we go into them? A couple of them are around… were around launching accounts, targeting, that kind of stuff. 344 00:39:04.990 --> 00:39:05.640 Daniel Lott: short. 345 00:39:06.610 --> 00:39:14.350 CINC Marketing: Alright, this was one I thought was interesting. This is, a client that's… 346 00:39:14.400 --> 00:39:24.509 CINC Marketing: launching… at the time, they were launching soon. They had questions about market saturation. So they were launching in the Dallas area. 347 00:39:24.520 --> 00:39:39.469 CINC Marketing: And they listed a bunch of different smaller neighborhoods. I can get the list if needed, but I think just in general, listed a bunch of different smaller neighborhoods within Dallas, and also Dallas as a target area. 348 00:39:39.720 --> 00:39:41.540 CINC Marketing: And, … 349 00:39:42.330 --> 00:39:59.089 CINC Marketing: So I thought there were two interesting parts of that question. The first is market saturation in general, and then the client-specific question was, would Dallas be the most saturated? So, you know, when you talk about saturation, is it… 350 00:39:59.350 --> 00:40:02.930 CINC Marketing: You've got a lot of different neighborhoods running within Dallas. 351 00:40:03.170 --> 00:40:08.870 CINC Marketing: and then Dallas itself, is that… like, I guess just talk about that, and how you guys… 352 00:40:09.460 --> 00:40:12.990 CINC Marketing: determine that, because I think, you know, market saturation is… 353 00:40:14.060 --> 00:40:18.629 CINC Marketing: It's real, but in online advertising, it's more… become more of a myth as… 354 00:40:19.190 --> 00:40:28.859 CINC Marketing: Meta's bought threads, and Google has updated their search engine results pages to be able to place more ads, so…. 355 00:40:31.990 --> 00:40:33.480 Daniel Lott: Do you want to comment, Eric? 356 00:40:33.680 --> 00:40:34.070 Eric Robson: I can't. 357 00:40:34.070 --> 00:40:34.660 CINC Marketing: Anyone? 358 00:40:34.660 --> 00:40:35.789 Eric Robson: Like me to. 359 00:40:35.790 --> 00:40:36.939 CINC Marketing: Just throwing it out there, guys. 360 00:40:36.940 --> 00:40:37.444 Daniel Lott: Oh. 361 00:40:37.950 --> 00:40:44.679 Eric Robson: Okay, so specifically with, like, market saturation, I mean… 362 00:40:46.200 --> 00:40:59.239 Eric Robson: it's not something you really have direct control over, right? Like, you can't determine how many of your competitors are gonna operate in a given space, and if Dallas is the market that you work in, and you want online leads, it's… 363 00:41:00.440 --> 00:41:13.359 Eric Robson: Is it gonna be through us? Is it gonna be through a competitor? Is your competition going to be using online lead generation as well? If it's all coming from Google Ads, it doesn't particularly… 364 00:41:13.420 --> 00:41:22.399 Eric Robson: matter which platform it's with, because the search volume in each of those markets is going to be the same. And so… 365 00:41:22.400 --> 00:41:38.809 Eric Robson: whether they're… they're on, you know, Team Green, or Team Yellow, or Team Blue, whatever it is, like, you're still… that money is still entering the marketplace. Those ads are still showing up regardless of where they're coming from. And if you're a realtor that needs leads in Dallas, like. 366 00:41:39.230 --> 00:41:44.970 Eric Robson: it's… the… sitting on the bench is not the strategy, right? So… 367 00:41:45.750 --> 00:41:50.919 Eric Robson: It's not something where we can have active control over, like. 368 00:41:51.340 --> 00:42:08.710 Eric Robson: what… what cost per lead are we gonna expect out of this area? If we're launching people here, are we gonna discourage people to just not enter the space at some point? Well, no. That's where all these other micro-targeting strategies come into place. And that's part of the conversation that we have to have with each 369 00:42:08.770 --> 00:42:16.740 Eric Robson: client, because, as I said, when you're targeting a broad geo, like Dallas, there will be some good leads, there will be some not-as-good leads. 370 00:42:17.060 --> 00:42:25.789 Eric Robson: But we can't rely exclusively on really small neighborhoods, because you don't want to be missing out on the good leads you could be getting if you're going after a larger 371 00:42:26.000 --> 00:42:34.410 Eric Robson: higher in the funnel area. We want to try to drive that consistency, build that market relevance, drive your CPL down over the weeks and months over time. 372 00:42:34.550 --> 00:42:38.429 Eric Robson: You don't accomplish that by only going after small areas and just… 373 00:42:38.530 --> 00:42:45.009 Eric Robson: Hoping that your campaign gets relevant in 6 to 12 months versus what you could achieve in 6 weeks. 374 00:42:45.200 --> 00:42:49.369 Eric Robson: So, you know, I don't really know that, like. 375 00:42:50.630 --> 00:43:06.989 Eric Robson: bowing out and saying that the landscape is too competitive is really the strategy. It's, you know, you've got to get in the mix, we've got to talk about what your priorities are, you know, if we have, like, broader scope things, and we have that conversation one, two, three months down the line, and you're like, look. 376 00:43:06.990 --> 00:43:13.489 Eric Robson: the Dallas leads are really not doing it for me, like, the quality's not there. We have other strategies, in addition to… 377 00:43:13.600 --> 00:43:21.320 Eric Robson: Other more specific neighborhoods and subdivisions and stuff, we can go after, niche property terms. 378 00:43:21.400 --> 00:43:36.069 Eric Robson: … within a larger geo, which also help demonstrate more of that intent over time. If somebody's looking for, you know, a gated home in Dallas, or a home with a pool, or, like, a luxury condo or something, like, that's… 379 00:43:36.070 --> 00:43:44.240 Eric Robson: somebody who's more in touch with what they want. Again, the search volume is not going to be nearly as high as a broad search, like homes for sale in Dallas. 380 00:43:44.280 --> 00:44:00.539 Eric Robson: But the lead quality is gonna help make up for that, and so that blended approach is going to kind of help you establish a healthier campaign that's gonna help you avoid just exclusively competing on the most expensive keywords and placement times and things that 381 00:44:00.700 --> 00:44:08.380 Eric Robson: that higher level of saturation starts getting us to worry about in terms of campaign performance. That kind of balanced approach is what keeps… 382 00:44:08.500 --> 00:44:11.829 Eric Robson: you competitive when you're getting lead generation through Sync. 383 00:44:12.300 --> 00:44:20.270 Daniel Lott: And we don't usually… we used to kind of say, like, oh, we're not accepting any more people in, like, a handful of cities, and that was just because of… 384 00:44:20.490 --> 00:44:25.709 Daniel Lott: the way Google used to display their advertising, especially on desktop devices, you could tell…. 385 00:44:25.710 --> 00:44:32.270 CINC Marketing: Well, tell them what… tell him what the cutoff was, because I think that that is interesting. What would make you close the market? 386 00:44:32.880 --> 00:44:33.980 Daniel Lott: Oh, God. 387 00:44:33.980 --> 00:44:35.829 CINC Marketing: Do you remember? I remember. 388 00:44:35.830 --> 00:44:45.250 Daniel Lott: It was the… I spent a lot of time doing… it was the aggregate search impression share of all the specific 389 00:44:45.470 --> 00:44:46.400 Daniel Lott: … 390 00:44:46.620 --> 00:44:58.739 Daniel Lott: sites in a, sub-market. So, it would be like, oh, yeah, well, we have… like, if there's too many… if there's too many sync sites, you would see, like, oh, they're all sync sites here. But the… so they're like, that looks pretty. 391 00:44:58.740 --> 00:45:07.440 CINC Marketing: So it was… but I think it was the likelihood of two sync ads showing up in a market. And, I mean, you talk about the data that Sync has, I… 392 00:45:08.070 --> 00:45:11.920 CINC Marketing: Do you think other companies were doing that at the time? I can't imagine. 393 00:45:11.920 --> 00:45:16.520 Daniel Lott: Well, they didn't care. So, but now they have… well, Google, I think, is out of their fourth, their… 394 00:45:16.650 --> 00:45:19.780 Daniel Lott: At some point, Google's just gonna be ads. They're gonna be like, … 395 00:45:19.950 --> 00:45:32.739 Daniel Lott: It's gonna be… well, it's gonna be all ads and AI. So we… I think we all know that. Like, okay. So, but, so, at some point, it might be just, oh, Sync ads, because you can kind of tell some of our… 396 00:45:32.960 --> 00:45:48.119 Daniel Lott: keyword things. But, but yeah, exactly. So, yeah, what Eric's saying is, like, if they don't go with us, they're gonna go with someone else, which is gonna make it more crowded. There's no sort of, like, first mover advantage, like, oh, wow, there's already a whole bunch of people in this market. 397 00:45:48.200 --> 00:46:02.520 Daniel Lott: My time has passed, shoot, I wish I would have done it 4 years ago… 4 or 4 years ago, whatever. As they say with planting a tree, the best time to plant a tree was 10 years ago. The second best time is today. So, …. 398 00:46:02.520 --> 00:46:03.430 CINC Marketing: Great delivery! 399 00:46:03.680 --> 00:46:04.999 Daniel Lott: Yeah, hell, yeah, it's…. 400 00:46:05.000 --> 00:46:05.370 CINC Marketing: Good work. 401 00:46:05.370 --> 00:46:07.160 Daniel Lott: I'm very passionate about trees. 402 00:46:07.860 --> 00:46:09.080 Daniel Lott: So, you know. 403 00:46:09.310 --> 00:46:10.120 Daniel Lott: So, anyways…. 404 00:46:10.120 --> 00:46:13.820 CINC Marketing: Yeah, I… Yeah, so that's all I have to say. I love getting asked to… 405 00:46:14.030 --> 00:46:21.260 CINC Marketing: I love getting asked the question about saturation, because I think it really does play into the hyper-local. I mean, if… 406 00:46:21.710 --> 00:46:25.849 CINC Marketing: If your market is saturated, don't you want Sync running your ads? 407 00:46:26.330 --> 00:46:32.930 CINC Marketing: You know, like, if your market is saturated, don't you want those hyper-local ads in your campaign, and… 408 00:46:33.650 --> 00:46:36.410 CINC Marketing: That's what's gonna separate you. 409 00:46:36.680 --> 00:46:43.740 CINC Marketing: You know, is those longer-tail searches that other… other agents in the area don't have, because, you know…. 410 00:46:44.740 --> 00:46:47.280 Daniel Lott: They don't even hyper-local, bro. 411 00:46:47.510 --> 00:46:49.490 Daniel Lott: In Dallas, there's probably around 500. 412 00:46:49.490 --> 00:46:50.100 CINC Marketing: Better shirt. 413 00:46:50.100 --> 00:46:57.110 Daniel Lott: sub-markets that we, micro-target within that sub-market to, that we advertise. 414 00:46:57.730 --> 00:47:11.840 Daniel Lott: there's some really exciting videos where I count down the, the ones that generate the most leads, and it's like, in a lot of the cities, it's not actually the city itself. It's like a lake, or it's a bucket, is a, as Eric mentioned, is a huge… 415 00:47:12.030 --> 00:47:17.059 Daniel Lott: it's… that might be number one? I'm not sure what the number one in the Atlanta area is. It might… 416 00:47:17.230 --> 00:47:22.320 Daniel Lott: It might be, like, Lanier, but it might be Bughead. They're probably one and two, so… Which are not a lamb. 417 00:47:22.320 --> 00:47:22.900 CINC Marketing: nation. 418 00:47:22.900 --> 00:47:27.059 Daniel Lott: Atlanta doesn't generate that many leads. Right. So… It's crazy. 419 00:47:27.060 --> 00:47:27.720 CINC Marketing: Yeah. 420 00:47:28.500 --> 00:47:32.799 CINC Marketing: Okay, got a new… a new fun question. 421 00:47:33.330 --> 00:47:37.190 CINC Marketing: … I'm just… I'm trying to… 422 00:47:37.730 --> 00:47:52.109 CINC Marketing: So… yeah, okay, so we did get a few questions again around wanting to target really specific areas with a launch. I think we've talked about that a lot. You know, the whole idea there is just a good balance of lead flow. 423 00:47:52.370 --> 00:47:57.510 CINC Marketing: So we want to get as many of those hyperlocal leads as we can, but that's a supplement 424 00:47:57.630 --> 00:48:00.260 CINC Marketing: You know, not the, … 425 00:48:00.980 --> 00:48:04.779 CINC Marketing: What? That's the pickle, not the ham sandwich. You know what I mean? 426 00:48:06.030 --> 00:48:06.570 Daniel Lott: Fair. 427 00:48:07.120 --> 00:48:09.829 CINC Marketing: Anyone know what I mean? Okay. I mean… I'm not gonna move on. 428 00:48:09.830 --> 00:48:11.289 Eric Robson: that analogy before, but…. 429 00:48:11.290 --> 00:48:12.459 CINC Marketing: I just made it up. 430 00:48:12.460 --> 00:48:14.220 Eric Robson: bandit. That's…. 431 00:48:14.220 --> 00:48:15.150 CINC Marketing: go viral. 432 00:48:15.510 --> 00:48:16.050 Eric Robson: Right. 433 00:48:17.090 --> 00:48:17.760 CINC Marketing: … 434 00:48:18.220 --> 00:48:36.510 CINC Marketing: Okay, so one of the things that I, that we talk about a lot, at least internally, and we got some questions around it, is this, this idea of a ramp-up period, when a new campaign starts. So, you know, my understanding is that 435 00:48:36.810 --> 00:48:41.420 CINC Marketing: Generally, a campaign's gonna do better in month 2 than in month one. 436 00:48:42.000 --> 00:48:58.550 CINC Marketing: You know, and that's specifically on search. We actually see a lot of times the opposite on social, and, you know, one of the strategies for bringing social cost per lead down is what we call refreshing an ad set, or basically duplicating it. 437 00:48:58.570 --> 00:49:02.849 CINC Marketing: And restarting it, which resets all the audience feedback and that kind of stuff. 438 00:49:02.990 --> 00:49:04.170 CINC Marketing: … 439 00:49:04.710 --> 00:49:14.999 CINC Marketing: And that's another reason that diversifying funds… diversifying ad spend makes sense, to keep good lead flow. But, you know, what is the, … what is that ramp-up period? You know, how… 440 00:49:15.130 --> 00:49:24.709 CINC Marketing: how… is there an average length of time? And… and why is it… why is it happening? And what should someone that just launches maybe expect? 441 00:49:25.630 --> 00:49:36.600 Eric Robson: Yeah, so… some… another thing that kind of makes lead generation, I wouldn't say completely unique to us, other advertisers do this as well, but for… 442 00:49:36.990 --> 00:49:37.790 Eric Robson: you know. 443 00:49:37.790 --> 00:49:39.419 CINC Marketing: Probably not as good, though, right? 444 00:49:39.760 --> 00:49:41.819 Eric Robson: Of course not. 445 00:49:41.820 --> 00:49:42.490 CINC Marketing: Yeah. 446 00:49:42.490 --> 00:49:48.819 Eric Robson: Now, clients coming from, bigger shops where there's kind of this almost expectation, where there's, like, a… 447 00:49:48.900 --> 00:50:04.279 Eric Robson: a buy-in, and instead of, like, bidding through the actual ad network, you're bidding with the service that you're subscribed to, to get leads. There's this kind of notion of there's a big pool of leads, and they're sort of divvied out depending on what you're bidding. … 448 00:50:04.880 --> 00:50:08.179 Eric Robson: With… what we do is… 449 00:50:08.740 --> 00:50:19.919 Eric Robson: We're creating a new account and campaign, ad groups and ads, keyword lists, everything, based off of our best practices, but they're all unique to each client. So every… 450 00:50:20.240 --> 00:50:32.630 Eric Robson: every campaign is basically starting fresh on Google. You are a new entity to them, and so everybody kind of starts at this baseline level of, like, basic 451 00:50:32.900 --> 00:50:39.030 Eric Robson: relevance, and that's kind of the period when your costs are going to be the highest for advertising, because… 452 00:50:39.350 --> 00:50:41.450 Eric Robson: Google's… 453 00:50:41.900 --> 00:50:50.089 Eric Robson: Entire search model is based on promoting the content that's most relevant for the searches that are happening on their search engine. 454 00:50:50.260 --> 00:51:05.049 Eric Robson: And so to promote that, to maintain that integrity, to keep them as, like, the premier search engine used on the market, they have to make sure that they're driving the most relevant content. And so when you're starting a new ad campaign. 455 00:51:05.570 --> 00:51:07.760 Eric Robson: That relevance hasn't been established. 456 00:51:07.770 --> 00:51:26.960 Eric Robson: So, Google is having to take a chance on your content to figure out, okay, is this relevant to the search terms that are being used? And they determine that through several different ways. The algorithms have changed over the years, but the three basic guiding principles are 457 00:51:27.430 --> 00:51:35.099 Eric Robson: how relevant is the ad text that you're using to the search terms that are being targeted? … 458 00:51:35.580 --> 00:51:45.799 Eric Robson: how much time are people spending on the site when they get there, and how often are the ads actually getting clicked on versus when they're not? So… 459 00:51:46.150 --> 00:51:51.210 Eric Robson: Google looks at all that, and that… that does kind of play into what we were talking about before with, like. 460 00:51:51.530 --> 00:52:08.669 Eric Robson: people being able to comparison shop when they get on your site, and so more listings tends to generate higher conversion rates. So, if someone lands on a page and there's 300 plus listings available, Google is monitoring how much time you're spending on the site, interacting, clicking on properties, things like that. That helps kind of promote that relevance 461 00:52:08.670 --> 00:52:12.939 Eric Robson: score. Back in the day, it used to kind of be called Quality Score. That's… 462 00:52:13.090 --> 00:52:24.499 Eric Robson: kind of a dubious metric now, they've kind of moved away from that. The point is, what they're looking at is the same kind of criteria to determine that relevance. And so, over time. 463 00:52:24.900 --> 00:52:38.810 Eric Robson: Google aggregates the relevance based on each of those sessions that people are engaging with the content that you've directed them to with your ads, and if they're determining, like, oh, hey, this content is relevant for the search, homes for sale in Dallas. 464 00:52:39.460 --> 00:52:46.439 Eric Robson: then your ads are gonna show up more often, because Google wants to promote that content that they feel is being more relevant to their user base. 465 00:52:46.530 --> 00:52:58.650 Eric Robson: So as that time progresses, the amount of money we have to spend from your marketing budget on each click on those ads goes down, because they want to incentivize that higher quality content. If, you know. 466 00:52:58.710 --> 00:53:15.010 Eric Robson: I'm running a real estate page, and I'm bidding for terms like, hammers for sale, well, you're gonna get absolutely crushed by, like, Lowe's and Home Depot, because that actually matters. Like, they don't want to have random stuff showing up for searches that are unrelated. … 467 00:53:15.150 --> 00:53:25.059 Eric Robson: And in a similar vein, we try to improve lead quality by using really comprehensive negative keyword lists to filter out things that are less relevant to clients like you all. 468 00:53:25.140 --> 00:53:35.659 Eric Robson: To make sure that we're avoiding, kind of, those lower quality searches, or things that are adjacent to real estate, but don't really matter for buying and selling a home, that kind of stuff. 469 00:53:35.760 --> 00:53:39.619 Eric Robson: … But all of that gets pulled together. 470 00:53:39.790 --> 00:53:45.479 Eric Robson: to determine, like, how to best improve your relevance over time. And so, in that first month. 471 00:53:45.550 --> 00:54:00.850 Eric Robson: you know, you may look at a marketing report and your CPL is super high, and you're like, oh my god, what have I done? Like, this is… this is way higher than I expected, and it's… that's very normal, because as I said, all of these accounts are brand new to Google, and so they're kind of having to… 472 00:54:00.870 --> 00:54:10.839 Eric Robson: you know, they're financially incentivized to give you that opportunity to show up, but they want to make sure that they're… they're making their money in the process. So… 473 00:54:10.910 --> 00:54:18.519 Eric Robson: Generally speaking, with average budgets in a typical market, you know, that ramp-up period can take 474 00:54:18.570 --> 00:54:30.270 Eric Robson: Four to six weeks, sometimes it's longer, sometimes it's shorter. There's no real hard and fast number that applies to everybody. It's really a function of search volume and how much budget we're moving through in a month. 475 00:54:30.290 --> 00:54:49.659 Eric Robson: There's no, like, specific ratio that's like, oh, if you're spending this, and you're getting this number of clicks per month, this is how long your ramp-up period will be. That's… that's really not how it works. At the end of the day, these are human beings conducting these searches. Every day, the volume's gonna be different, every searcher is gonna be different, their intent is gonna be different. 476 00:54:49.660 --> 00:54:58.329 Eric Robson: So, we just kind of give people these basic guidelines. That said, if your CPL is really high in the first month, and in the second month, it's just as high. 477 00:54:58.330 --> 00:55:14.689 Eric Robson: that's probably indicative of a problem. Our team tries to look at stuff like that, stay ahead of it. We have lots of robust reporting that lets us know when things are not where they should be, and that's… but that's… that's a process that every new client, every new campaign, every new platform has to go through. 478 00:55:14.820 --> 00:55:16.350 Eric Robson: Typically. 479 00:55:16.350 --> 00:55:21.980 Daniel Lott: Well, I was gonna say that I think it's around a 90-day ramp-up is, like, when are the, … 480 00:55:22.130 --> 00:55:32.999 Daniel Lott: the sales… the sales folks, give, lead estimates for… for new clients. They'll… I think it's, like, a 90-day ramp-up. Like, they try to… 481 00:55:33.410 --> 00:55:38.370 Daniel Lott: give us a buffer. But it's 90 days, and we… 482 00:55:38.640 --> 00:55:44.619 Daniel Lott: It's, twice as high. So, for the first 90 days, it's twice as high as what the mature 483 00:55:44.940 --> 00:55:52.670 Daniel Lott: … cost per lead is for, for a, for a market. So, … It's usually… 484 00:55:52.920 --> 00:55:58.350 Daniel Lott: a lot less than 90 days, and as Eric said, you know, if it's not going down, … 485 00:55:58.610 --> 00:56:08.579 Daniel Lott: like, we have to, like, kind of take proactive measures, and I have a whole bunch of accounts that I'm looking at right now, which, launched a month and a half ago with 486 00:56:08.750 --> 00:56:11.399 Daniel Lott: frustratingly high cost per lead, so I'm… 487 00:56:11.630 --> 00:56:15.819 Daniel Lott: Adding a whole bunch of ad groups and niches and stuff like that, and those are the kind of things. 488 00:56:15.820 --> 00:56:16.590 CINC Marketing: Piper, Google. 489 00:56:16.820 --> 00:56:17.430 James Terry: It's…. 490 00:56:17.430 --> 00:56:18.319 Daniel Lott: lower it. 491 00:56:18.610 --> 00:56:27.179 James Terry: Yeah, it's not uncommon to see an account, and Eric, correct me if I'm wrong, like, in month one… from month one to month 2, the cost per lead come down. 492 00:56:27.340 --> 00:56:50.220 James Terry: 30%, mostly because that cost per click is coming down so drastically, but also because we're doing those optimizations, like Dan was just saying, adding in new areas, those niches, you know, things that improve the conversion rate, so it drives down that cost, and then from month 2 to month 3, for it to drop another 20% to 30%. And that's why Dan's saying, like, it can be twice as expensive in month one 493 00:56:50.220 --> 00:56:54.760 James Terry: than what we would see in month 3 or 4. Obviously, at some point, it's gonna balance out, and we're gonna get… 494 00:56:54.760 --> 00:57:01.190 James Terry: where we're going, right? It's not just gonna keep dropping 30% indefinitely. Man, I wish, yeah. 495 00:57:01.190 --> 00:57:02.000 CINC Marketing: Sounds pretty good. 496 00:57:02.000 --> 00:57:02.370 James Terry: He will let. 497 00:57:02.370 --> 00:57:02.800 Daniel Lott: Yes. 498 00:57:02.800 --> 00:57:05.890 James Terry: Hold another one you about it, right? 499 00:57:06.050 --> 00:57:06.820 James Terry: What that means. 500 00:57:06.820 --> 00:57:09.860 CINC Marketing: But, you know, close the doors, go sell houses. 501 00:57:09.860 --> 00:57:13.299 James Terry: Right? We won. We beat Google. But, … 502 00:57:13.990 --> 00:57:18.420 James Terry: But that relevance and that maturity of the campaign is why we'll see that. 503 00:57:19.460 --> 00:57:19.920 Eric Robson: Yeah, and. 504 00:57:19.920 --> 00:57:21.900 CINC Marketing: So… Go ahead. 505 00:57:21.900 --> 00:57:24.870 Eric Robson: Well, just… just to kind of sum up, I mean, that's… 506 00:57:24.950 --> 00:57:44.020 Eric Robson: That's why we use that balanced approach, right? Like, I've talked about this before, like, if we're trying to establish that relevance on terms that don't have a lot of search volume, that ramp-up period is longer, because ultimately, it's a numbers game. It's how many times your ad's getting clicked on, how many opportunities are you giving Google to establish how relevant you are. 507 00:57:44.020 --> 00:57:51.200 Eric Robson: for those search terms. So, having… having that balanced approach really helps shorten that, and having… 508 00:57:51.340 --> 00:58:01.159 Eric Robson: You know, increased budget to be able to put in to create more opportunities for those ads to show up are the more direct ways of shortening that ramp-up period. 509 00:58:01.890 --> 00:58:05.340 James Terry: And one more thing on… I promise I'll kick it back to you, but… 510 00:58:05.520 --> 00:58:23.139 James Terry: a lot of the people who are listening might not be brand new clients to sync. They might be out of that ramp-up period by now, but one thing to know about that is if you say, let's add this new market, let's get into this new area, if you want to create new keyword groups in new areas, and we're expanding. 511 00:58:23.140 --> 00:58:27.180 James Terry: you were using Dallas as an example, and it's like, hey, let's create a Fort Worth 512 00:58:27.250 --> 00:58:37.639 James Terry: campaign, or let's create ad groups in Fort Worth. Those new areas now have a ramp-up period as well. So don't think you can just, like, add a new major market 513 00:58:37.930 --> 00:58:45.900 James Terry: And it's gonna do as well as the areas that have been in the campaign for 3 years, building that, that history, that relevance. 514 00:58:45.900 --> 00:58:58.240 Eric Robson: Or if you've, like, got a platform and you've shifted from one market to the other, like your office has moved, or you have another primary that's taking over, or something like that. Yeah, it's handled on the ad group level. 515 00:59:00.150 --> 00:59:14.490 CINC Marketing: Is there… so Meta has a concept of the learning phase, which is a certain number of leads, you know, optimizes the campaign once it exits the learning phase, and essentially. 516 00:59:15.130 --> 00:59:20.609 CINC Marketing: I do believe that it exists, but the number of leads is… 517 00:59:20.740 --> 00:59:27.469 CINC Marketing: I believe it's 50 in a certain period of time, so it seems like a way to drive more spend. 518 00:59:27.840 --> 00:59:32.739 CINC Marketing: for Meta, is it possible to exit… 519 00:59:33.110 --> 00:59:42.410 CINC Marketing: The ramp-up period earlier by spending more on search, as it is on… In theory on Meta? 520 00:59:42.410 --> 00:59:46.169 Daniel Lott: Well, theoretically. Theoretically, yes, but… 521 00:59:46.440 --> 00:59:53.219 Daniel Lott: And there is such a thing as, like, the learning period. Whenever we make Big adjustments to spend, or… 522 00:59:53.470 --> 01:00:03.320 Daniel Lott: We're constantly making big adjustments to accounts, kind of behind the scenes, like the budgets and stuff, but that will throw you back into a learning phase, and …. 523 01:00:03.800 --> 01:00:04.539 CINC Marketing: Yeah, any major. 524 01:00:04.540 --> 01:00:06.980 Daniel Lott: I think it's just who… you know, I know this is not. 525 01:00:06.980 --> 01:00:09.139 CINC Marketing: Hoopla? Were you about to say hoopla? 526 01:00:09.380 --> 01:00:11.219 Daniel Lott: Hooey. I was gonna say hooey. 527 01:00:11.600 --> 01:00:13.730 James Terry: I was here in Law as well. 528 01:00:14.200 --> 01:00:15.750 CINC Marketing: So…. 529 01:00:15.750 --> 01:00:17.680 Daniel Lott: I'm not really sure, because it's like, well… 530 01:00:18.360 --> 01:00:25.109 Daniel Lott: we did this yesterday, and we're doing it tomorrow, I think they'll be able to… I think the learning's already been done. 531 01:00:25.370 --> 01:00:26.060 Daniel Lott: And that…. 532 01:00:26.060 --> 01:00:26.959 CINC Marketing: I haven't heard the word. 533 01:00:26.960 --> 01:00:32.059 Daniel Lott: Eric, Eric, like, what Eric described is, I think, what… like, that they know that we're… 534 01:00:32.310 --> 01:00:42.540 Daniel Lott: They know we're good people, it's a good site, they know… they have the metrics on the click-through rate and stuff like that, and the time on the site, and they know what we are, so…. 535 01:00:43.260 --> 01:00:46.119 CINC Marketing: I haven't heard Hooey since my last trip to the Haberdasher. 536 01:00:47.230 --> 01:00:49.670 Daniel Lott: Oh, how about that? 537 01:00:50.850 --> 01:00:54.560 CINC Marketing: Alright, it's, we're… oh, Dan? 538 01:00:54.730 --> 01:01:00.630 Daniel Lott: What are you gonna say? I was gonna segue to Eric, what Eric's other… primary. 539 01:01:00.630 --> 01:01:03.500 CINC Marketing: I'm about… I'm about to do that right now. 540 01:01:03.940 --> 01:01:04.740 Daniel Lott: Okay. 541 01:01:05.080 --> 01:01:06.860 CINC Marketing: Don't tread on me, Dan. 542 01:01:08.090 --> 01:01:09.860 CINC Marketing: As the settlers said. 543 01:01:10.780 --> 01:01:11.500 Daniel Lott: Okay. 544 01:01:12.420 --> 01:01:13.970 CINC Marketing: Treading on me is hooey. 545 01:01:16.020 --> 01:01:24.539 CINC Marketing: So, we are at the end… we are at the end of our time together. It's been, magical, as always, but Eric, I know Dan. 546 01:01:24.730 --> 01:01:28.559 CINC Marketing: Eric has a, a special offer. 547 01:01:28.900 --> 01:01:35.460 CINC Marketing: From the bottom of his heart that he wants to talk about. It's in that email. Remember Harvey Birdman? Get that thing I sent you. 548 01:01:35.700 --> 01:01:44.110 CINC Marketing: To come full circle. But Eric, why don't you tell, us, or Dan, or whoever, tell us what's going on with brand advertising. 549 01:01:45.100 --> 01:01:53.509 Eric Robson: Yeah, so I just dropped a little bit of information in the chat for anybody who's interested. As we mentioned at the beginning, I also manage to display marketing initiatives here. 550 01:01:53.800 --> 01:02:05.929 Eric Robson: on the client marketing side, so what that entails is we have a brand advertising service. So, unlike search, we're actually trying to drive, 551 01:02:06.110 --> 01:02:09.599 Eric Robson: Improved market relevance to the people that have visited your site. 552 01:02:09.690 --> 01:02:14.369 Eric Robson: Through display ads. These display ads are served on the Google Display Network. 553 01:02:14.450 --> 01:02:25.239 Eric Robson: … I don't know if they've crossed 3 million just yet, but it's on over 2 million websites that are connected through the Google Display Network. So… lots of different sites, like. 554 01:02:25.270 --> 01:02:39.609 Eric Robson: you know, news sites, recipe blogs, sports pages, all manner of content out there on the internet. I'm sure you've seen display ads out there, you know, if you engage with, like, an e-commerce site, you know, looking at a… 555 01:02:39.780 --> 01:02:54.459 Eric Robson: pair of shoes on Zappos, or, you know, some new tool you need to work on a project around the house, and you start seeing the product showing up in different places on different websites, as well as Facebook and Instagram. That's basically, you've been… 556 01:02:54.650 --> 01:03:00.959 Eric Robson: Targeted by a remarketing pixel, and you're being served those, through the display networks on each of those 557 01:03:01.110 --> 01:03:03.639 Eric Robson: ad providers, so we… 558 01:03:03.800 --> 01:03:10.369 Eric Robson: Offer that ability for people to kind of improve their brand awareness, send clients to 559 01:03:10.560 --> 01:03:17.589 Eric Robson: People who have visited your site, whether or not they've registered as leads, and we can also, if you opt in. 560 01:03:17.660 --> 01:03:29.820 Eric Robson: You can target a sphere of influence, so we can take, like, a… basically an export of the leads in your sync database, trim it down to the essential information that each of those ad networks needs. 561 01:03:29.820 --> 01:03:38.720 Eric Robson: They encrypt it, upload it, give us a display audience to serve to, and then we have, integrations that update that if you have 562 01:03:38.790 --> 01:03:48.820 Eric Robson: you know, organic sources, or third-party lead gen sources, people that are visiting your site that aren't coming through one of our ad networks. You'll be able to stay kind of top of mind with display ads. 563 01:03:48.870 --> 01:04:02.830 Eric Robson: Through those channels as well. Right now, the offer that we're… we've emailed everybody out is, you get your first 2 free months, 2 months for free, and additionally, we design, 564 01:04:02.940 --> 01:04:12.370 Eric Robson: ads for you in-house. You know, my team kind of works on, providing a lot of different design services. 565 01:04:12.560 --> 01:04:32.080 Eric Robson: we can follow basic templates and get assets from you, headshots, logos, things like that, and build a suite of ads so that you're eligible to show up on the greatest number of placements that are possible on Google, Facebook, and Instagram. But if you register before the end of the month at that link and use the code ONBRAND, you'll be eligible to get 566 01:04:32.080 --> 01:04:47.270 Eric Robson: your first two months of that service for free. Once we get your information, and we build your ad set, we'll provide you with a link to preview them, you can let us know if we need to make any changes or updates, or anything like that, and … once we get the go-ahead from you, you'll start your… 567 01:04:48.380 --> 01:04:51.520 Eric Robson: Start your display campaign and start staying in front of your leads. 568 01:04:52.690 --> 01:04:54.279 Daniel Lott: Well, alright. Two free months, Eric! 569 01:04:54.280 --> 01:04:55.920 CINC Marketing: Evans to Betsy! 570 01:04:55.920 --> 01:04:57.300 Daniel Lott: Two free months! 571 01:04:57.790 --> 01:04:58.970 CINC Marketing: …. 572 01:04:58.970 --> 01:05:07.589 Daniel Lott: And this is really good, I don't know, I'm a big fan of the, the, the brand advertising. And especially if you have… 573 01:05:07.990 --> 01:05:19.880 Daniel Lott: Like, if you're already spending, like, $5,000 on advertising, this product is… it's pretty cheap, it's like $200 a month, so the bang for the buck is a lot better… bigger if you have a very high ad… 574 01:05:20.260 --> 01:05:37.680 Daniel Lott: ad spend, because, like, all those leads, you've just generated, you know, 800 leads this month. These 800 people are gonna see your face all over the internet. And so it's like, oh, who's this… who's this weirdo calling me up? Oh, it's this guy that I'm seeing all over the internet. He must be… 575 01:05:37.890 --> 01:05:44.300 Daniel Lott: he must be a pretty great guy. So, I'm gonna pick up the phone. So, there's just the economies of scale, like, if you, … 576 01:05:44.410 --> 01:05:53.340 Daniel Lott: If you have a lot of leads, if you have a lot of leads, if you have a lot… and this sphere of influence thing that Eric, is talking about, it's really cool. So if you… if you're moving to a new… 577 01:05:53.460 --> 01:06:04.700 Daniel Lott: a new brokerage, you can upload the, the sphere and tell people, like, hey, I, or not tell them, but they'll, they'll see your new, your new place in the, in the ads. 578 01:06:04.880 --> 01:06:06.510 Daniel Lott: Because the sphere of influence. 579 01:06:07.070 --> 01:06:12.960 Eric Robson: Just gonna show a quick demo. This is an ad set that we, worked on just a short while ago. … 580 01:06:13.160 --> 01:06:19.430 Eric Robson: They do have little, little animations in them to help them stand out on the page, … And…. 581 01:06:19.430 --> 01:06:20.419 Daniel Lott: make it smaller. 582 01:06:21.460 --> 01:06:23.650 Eric Robson: Well, I can show you all of them, if you'd like. 583 01:06:24.610 --> 01:06:25.270 CINC Marketing: Whoa! 584 01:06:25.510 --> 01:06:39.199 Eric Robson: So yeah, as I said, they come in a lot of different placement sizes, that's kind of something that's configured by the people that, distribute this content based on what kind of fits how they're displaying their content on their pages. … 585 01:06:39.330 --> 01:06:54.829 Eric Robson: But, yeah, we have, … in addition to a lot of these other sizes, we have several sizes that work on Facebook. These also get populated over to Instagram, when we set up those campaigns, as long as you have a page that we can advertise on your behalf. 586 01:06:54.920 --> 01:07:01.109 Eric Robson: And this is just one example, I didn't wanna… I don't wanna bore you guys with every single little… little one that we have, but…. 587 01:07:01.360 --> 01:07:02.480 Daniel Lott: No, I think…. 588 01:07:02.480 --> 01:07:03.620 Eric Robson: A little taste of what they like. 589 01:07:03.620 --> 01:07:05.930 Daniel Lott: I'm always really impressed when I see the house. 590 01:07:07.720 --> 01:07:13.410 Eric Robson: Link's in the chat, syncremarketing.com forward slash register, use the code ONBRAND. 591 01:07:15.750 --> 01:07:18.810 CINC Marketing: How many impressions is that? Did you mention that? 592 01:07:19.210 --> 01:07:19.880 Eric Robson: I didn't. 593 01:07:19.880 --> 01:07:20.310 CINC Marketing: Terr. 594 01:07:20.310 --> 01:07:26.019 Eric Robson: Great question, Harry. So, minimum guaranteed for… 595 01:07:26.400 --> 01:07:35.800 Eric Robson: for the campaign is, 10,000 impressions. That's just kind of a baseline to give us kind of a way to make sure that we're 596 01:07:35.910 --> 01:07:42.919 Eric Robson: … providing value from sending these ads out there. On average, I would say our clients get between… 597 01:07:43.910 --> 01:07:54.279 Eric Robson: 16 to maybe, like, 24,000. It's all kind of dependent on the size of the audiences we're serving, right? And so, those audiences get built through… 598 01:07:54.570 --> 01:07:56.680 Eric Robson: the, … 599 01:07:57.120 --> 01:08:15.600 Eric Robson: lead generation that you're engaged in, so people that have higher budgets tend to have larger audiences, and they tend to get more impressions per month. It's a flat fee, $200 a month. Like I said, with the code, you get those first two months for free. Decide if you like it and want to keep going. Just reach out to us if you don't. 600 01:08:15.630 --> 01:08:27.700 Eric Robson: You won't hurt my feelings, but we just want to put that out there. But yeah, so that's… that's across both the Google Display Network, and as I said, if you have a page on Facebook that we can connect to, we'll have you show up there as well. 601 01:08:28.760 --> 01:08:41.010 James Terry: And that impression count is, … is an impressive number, and like you said, dependent upon how big is the reach, how many… the sphere of influence, or the number of leads, but I know you also do a lot of research into 602 01:08:41.010 --> 01:08:59.599 James Terry: avoiding, like, ad fatigue. Like, when you say 24,000, it's not because you showed 10 people the ad 5,000 times, right? I know you put a cap on, or whatever, we can put a cap, to make sure that people aren't seeing the ad 100 times a day, because it can have a very adverse effect, right? 603 01:09:01.229 --> 01:09:05.469 Eric Robson: … Yeah, so that's… 604 01:09:06.919 --> 01:09:24.389 Eric Robson: So there is… that's kind of more handled automatically by the display networks right now. There is, like, a setting where if we feel like, you know, it's… it's very rare, but we have gotten feedback from maybe a handful of clients over the number of years that I've gotten this, where they're like, this person feels like they're seeing the ad too much. 605 01:09:24.389 --> 01:09:31.119 Eric Robson: If you get feedback like that, we do have levers to pull to kind of dial that down. But yeah, it… 606 01:09:31.139 --> 01:09:39.199 Eric Robson: the campaigns do the best that they can to make sure that you're not, oversaturating somebody and creating, like, a frustration factor. There's definitely a… 607 01:09:39.259 --> 01:09:41.219 Eric Robson: A sweet spot of… 608 01:09:41.489 --> 01:09:47.779 Eric Robson: Showing up enough that they remember who you are, but not so much that you're, you know, getting… 609 01:09:47.959 --> 01:09:49.219 Eric Robson: Negative feedback. 610 01:09:49.220 --> 01:09:52.999 CINC Marketing: They hate who you with their brand. Well, I mean, like, so…. 611 01:09:53.000 --> 01:10:00.889 Eric Robson: Well, so, I don't know if there's any keen-eyed people in the audience, but, like, I have my little Washington Capitals cup here, and… 612 01:10:00.890 --> 01:10:15.240 Eric Robson: notoriously, I have noticed, like, during the NHL playoffs, that the same advertisers seem to show up in a rotation all throughout the playoffs. And eventually, you do get kind of tired of seeing the same 8 ads over and over again. … 613 01:10:15.290 --> 01:10:30.620 Eric Robson: Google and Facebook are wise to that, so they want to make sure that advertisers like us continue to engage with services without frustrating people, so they try to strike that balance for us. But yes, if you do get any kind of feedback like that, there are ways for us to tone that down if we need to. 614 01:10:30.620 --> 01:10:31.190 James Terry: Correct. 615 01:10:32.680 --> 01:10:34.180 James Terry: As I live and breathe. 616 01:10:35.410 --> 01:10:36.360 CINC Marketing: Good one. 617 01:10:36.880 --> 01:10:46.450 CINC Marketing: That's no Hooey right there. So, man, well, I know what we're gonna do next Office Hours. Next Office Hours, all Dan Lott Vernacular Edition. 618 01:10:47.130 --> 01:10:50.089 Daniel Lott: So get excited. 619 01:10:50.090 --> 01:10:50.920 James Terry: Heavy sigh. 620 01:10:51.660 --> 01:10:54.060 CINC Marketing: Get off my lawn. 621 01:10:54.430 --> 01:11:05.500 CINC Marketing: But yeah, no, so we went over like we always do. That's… we're not good at much, but online advertising and, going over on webinars. But we are very good at those two things. 622 01:11:05.570 --> 01:11:20.170 CINC Marketing: So, thanks everyone who's been on here today. As always, had a good amount of people that stayed the whole time, which is always great. We appreciate your time and know that it's valuable. 623 01:11:20.400 --> 01:11:25.279 CINC Marketing: Thank you, Eric. A lot of really good, information. 624 01:11:25.390 --> 01:11:30.879 CINC Marketing: And, you know, whether you know it or not, Eric has probably worked on your campaign at some point. 625 01:11:31.060 --> 01:11:32.230 CINC Marketing: So, …. 626 01:11:32.230 --> 01:11:34.320 Daniel Lott: That is true, that is very true. 627 01:11:34.560 --> 01:11:41.299 CINC Marketing: Yeah, yeah, so it's… I think it's cool to get his perspective. I appreciate you coming on and answering questions. 628 01:11:41.620 --> 01:11:46.230 CINC Marketing: We'll be putting this out. The number one asked question on every webinar. 629 01:11:46.600 --> 01:12:05.589 CINC Marketing: This is being recorded, and we will add it, to our YouTube channel, so again, please smash that subscribe button for us if you have not done so already, so you can be notified when this comes back out, and we will see you, next month, unless Dan and James have anything…. 630 01:12:06.360 --> 01:12:07.899 Daniel Lott: Nope, I think you covered it. 631 01:12:08.580 --> 01:12:09.199 James Terry: Yes, sir. 632 01:12:09.200 --> 01:12:09.620 CINC Marketing: Yeah. 633 01:12:09.800 --> 01:12:10.510 James Terry: Down. 634 01:12:11.690 --> 01:12:28.460 CINC Marketing: Yeah, thanks very much, this is always my favorite webinar, always the most fun. So, we will see you guys next month. It is the second Wednesday every month at 11am. If you loved us, be sure to tell your friends, and if you didn't, just keep it to yourself. 635 01:12:28.460 --> 01:12:32.799 CINC Marketing: But otherwise, we hope to see you next month. Thanks very much! 636 01:12:32.850 --> 01:12:34.159 CINC Marketing: Have a great day. 637 01:12:34.160 --> 01:12:35.090 Eric Robson: Hi, everyone.