Episode 18 - Matt Feathers 2

In Episode 18 of the CINC Office Hours Real Estate Podcast, we sit down with CINC University Trainer and 10+ Year CINC User in the Nashville, TN market Matt Feathers, a seasoned real estate professional, to unpack proven strategies for scaling a successful real estate business using lead generation, CRM optimization, and digital marketing systems.

Whether you're a real estate agent, team leader, or brokerage owner, this episode dives deep into how to convert online leads, improve follow-up, and maximize ROI with platforms like CINC.

🔑 What You’ll Learn in This Episode

• How Matt Feathers builds and sustains a high-converting real estate pipeline
• Proven lead conversion strategies for internet leads
• Tips for leveraging CINC CRM and automation tools to increase productivity
• The importance of consistent follow-up and customer journey optimization
• Real-world insights into scaling a real estate team in today’s digital market
• How to improve your paid ads performance (Facebook, Google, and more)
• Best practices for nurturing long-term prospects into loyal clients

In today’s competitive housing market, success depends on more than just listings—it requires smart systems, effective marketing, and consistent engagement. Matt shares actionable insights that help agents:

• Close more deals from online real estate leads
• Streamline operations with real estate CRM workflows
• Boost efficiency with automation and AI-powered tools
• Stay competitive in a fast-evolving proptech landscape

🧠 Perfect For:

• Real estate agents looking to generate more buyer and seller leads
• Teams wanting to improve conversion rates and follow-up processes
• Brokers seeking scalable systems for growth
• Anyone using or considering CINC (Commissions Inc.) CRM

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

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

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

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

Creators and Guests

Host

Dan Lott

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

Host

Harry Kierbow

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

Host

James Terry

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

Guest

Matt Feathers

Matt is a database devotee in his 11th year using CINC in his Nashville, TN, real estate business and his 8th year as a CINC University Team trainer and practitioner. Most importantly, he's a devoted husband, and dad to three boys who loves watching them learn and grow.

What is CINC Office Hours?

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

CINC Marketing: Hello, everybody!

Audio shared by CINC Marketing: Welcome to another episode of… The tower.

CINC Marketing: Real Estate Podcasts.

CINC Marketing: Hope everybody's having a good day. Got people coming in.

CINC Marketing: Definitely, let us know where you're coming from.

CINC Marketing: Where you're joining from?

CINC Marketing: Or where you're coming from, if you have, you know, emotional things you'd like to discuss.

CINC Marketing: We're happy to see your viewpoint.

CINC Marketing: There's James, I knew it.

James Terry: Yep.

CINC Marketing: Hey, Dale, out in Waco, how you doing, man?

Matt Feathers: Dale. What's up, Dale?

Matt Feathers: Dale's coming to sync you next week.

CINC Marketing: Port St. Lucie.

James Terry: Yeah.

CINC Marketing: Oh, Billy Ramdis?

CINC Marketing: In Toronto?

CINC Marketing: Sounds like a, character from the Talking Baseball song.

CINC Marketing: There to be due to be-doo.

CINC Marketing: Alright, awesome. Alright, thanks, everybody. I'm guessing you can hear us.

CINC Marketing: Hey, Sherry, and your office?

CINC Marketing: Charlotte and Houston, Tamara?

CINC Marketing: Awesome, awesome, awesome.

James Terry: Jerry's got 8 people hanging out with us, how are ya?

James Terry: Welcome, everybody.

Matt Feathers: Northern Kentucky, is that right?

CINC Marketing: I think so.

Matt Feathers: Sweet.

CINC Marketing: That's what I think when I think NKY, but I'm not sure.

CINC Marketing: So if we're wrong, let us know.

CINC Marketing: This is, the Sync Office Hours Real Estate Live Q&A. This is turned into a podcast. This will be recorded.

CINC Marketing: So…

CINC Marketing: You can, if you haven't already, please follow the pod wherever you get your, podcasts. You can search Sync Office Hours to find us.

CINC Marketing: Or you can go to syncpro.transistor.fm.

CINC Marketing: To find us there. We also post these on YouTube and Facebook, so…

Daniel Lott: Did you mention that's on Spotify, also?

CINC Marketing: He is on Spotify. Dan is very proud that he is a Spotify influencer.

Matt Feathers: Hmm, I gotta make sure I'm subscribed.

CINC Marketing: Yes. Dan's influenced at least one person on Spotify, I'm sure of it.

Daniel Lott: I just influenced him to.

CINC Marketing: Oh, yes, we just watched? Yes, that's outside, people.

CINC Marketing: Alright.

CINC Marketing: So, yes, this is office hours. If you're looking for something else, you're in the wrong place.

CINC Marketing: And you've made an extremely specific mistake. I'm not sure how you've gotten here, but… you know

CINC Marketing: I am Harry Kerbo. I am the Senior Director of Paid Social over here at Sync. I am joined, as always, by my compatriots, James Terry, and the most handsome man.

CINC Marketing: in all of internet, and that's with a capital I.

CINC Marketing: That's not with a lowercase i, okay?

CINC Marketing: We're talking, like, 90s internet, like, Al Gore's internet, Dan Lime.

Daniel Lott: Thank you, thank you.

CINC Marketing: And, yeah, our guest today… Is, is Matt Feathers?

CINC Marketing: So Matt is.

Matt Feathers: Returning guest.

CINC Marketing: Returning guest, the first ever returning guest!

CINC Marketing: First thing's office hours.

CINC Marketing: Tamara has kind of a claim to that. She was on with Chelsea once, and then on by herself, but…

Matt Feathers: Oh, wow, punching the gut, right off the bat.

CINC Marketing: Yeah. No, I think you're winning. You're winning.

CINC Marketing: So… Yeah, take that, Tamara.

Matt Feathers: I've got taxidermy in the background.

CINC Marketing: Yeah. Yeah, and we already talked about how you had feathers in the background last time, which was just next level.

Matt Feathers: I'm on the road, I'm not home, not at home base with the feathers, but I just wanted to deliver on something.

CINC Marketing: Something, yeah. You brought that from home, right?

Matt Feathers: Travel with it, you know?

CINC Marketing: Yeah.

James Terry: I was expecting, in lieu of feathers, to have, like,

James Terry: I don't know, a doormat in the background on the wall, and, like, different types of… a placemat at the table, just, like, different mats hanging up there instead of feathers.

Matt Feathers: Oh, there you go.

James Terry: for us. That's just some silly stuff.

Matt Feathers: For my, for my next time. Yeah.

CINC Marketing: When you become…

James Terry: In the first episode.

CINC Marketing: her…

James Terry: Boy.

CINC Marketing: 3P.

Matt Feathers: Three times.

CINC Marketing: But I know, I know James has a beautiful, future eulogy for you, Matt, that he will read here in a minute, but, Dan, I know you had two things that you wanted to say. First, though, I have to ask you, what is Think?

Daniel Lott: That's a great question, Harry. Sync is the number one all-in-one real estate lead generation and conversion CRM platform for teams and top agents.

Daniel Lott: That's what we are.

Daniel Lott: In a nutshell, there's another paragraph, but I'll, I'll hold off on that. We got the.

CINC Marketing: I'm booking for a party, if you want that.

Daniel Lott: Cause…

Daniel Lott: first few months we did this, we didn't really mention who we were, what we did. But we said Sync, but we didn't say what Sync was, so if you were… since we have so many

Daniel Lott: listeners on Spotify who just stumble upon us that they need to know.

CINC Marketing: I have some exciting news that I think is also your news, but I want to say it.

Daniel Lott: button loose.

CINC Marketing: If you have… yeah, so we did just roll a new feature in the Sync CRM. From the Properties and Deals tabs, you can now advertise a listing, so there's a button in there. If you have a listing you want to put some promotion behind.

CINC Marketing: You can go in there, click Advertise Listing in the top right, that'll come right to us, and we will get that, built out for you, send you examples, and get the ads kicked off, so…

Matt Feathers: Sweet.

CINC Marketing: Yeah, very simple, frictionless way for you to promote, your listings, and that button is live now in the Sync CRM.

Daniel Lott: What are the benefits of that type of lead?

Daniel Lott: Or that type of advertisement.

CINC Marketing: So Kristen, that button is, on the Properties tab, and also on the deals tab in the CRM.

CINC Marketing: So the benefits, you know, you're…

CINC Marketing: If you have a specific listing that you really want to promote, really get some eyeballs on, we'll create an ad that's specific to that listing, we can run it from your branded, Facebook page and Instagram account, and your Threads profile. I always… Threads, there's 4 or 5 people in a tumbleweed on there.

CINC Marketing: And, so we're promoting your listing to interested people in your area from your branded page. Any, you know, likes you get, or comments, messages you get will come to you. You can field those. Leads that are generated go into the CRM, go into all the great

CINC Marketing: drip campaigns, all that, and are AI-enabled.

CINC Marketing: And then… You know, that's…

CINC Marketing: that's one of the main… the cost per lead is about $5 across the board. I mean, there's some variance depending on the property.

CINC Marketing: But, you know, you're getting extra eyeballs on that listing, and then if you do it again and again and again, it's really got that branding impact as well of, you know, your page is being shown again and again and again. People that interact with the listing are more likely to see it.

CINC Marketing: And it can help you be more recognized in your area. We've got a client

CINC Marketing: he's always on Real Trends. I won't say his name, because I'm not sure if he wants me to, but in the Minneapolis area, who's been doing this for a decade, literally.

CINC Marketing: And he's become very recognized. I mean, he does a lot of other things. It's not just this, but it's been a pleasure.

Daniel Lott: Thank you.

CINC Marketing: making a…

Daniel Lott: Just you. You're the reason.

Matt Feathers: But hold on, like, it's not… I mean, one way to look at it, though, is it could help me win a listing, too. Like, make that part of my listing presentation.

CINC Marketing: Absolutely, yeah, so you'll get examples, and one of the, really cool things that Meta does with these examples is you can send a preview link where you see it.

CINC Marketing: not just, like, a screenshot, but you're seeing it in all the different places. So, what does it look like on Marketplace? What does it look like, on Reels, or in Stories, or on Threads?

CINC Marketing: So it's, it's really cool, you can see all that, you can show your client that. So yeah, if you're interested in that, you can click that Advertise Listing button, and then,

CINC Marketing: you'll hear from… from us. Either myself or Scott Farron.

Daniel Lott: So, when we started this, I didn't know if the cost per lead was gonna be all that good, but the cost per lead ended up being really good, so it's kind of a…

Daniel Lott: A win-win situation, in that you're advertising your own listing, and you're getting a whole bunch of leads, so…

Daniel Lott: I'm a big…

CINC Marketing: Can I guess your second thing and see if I can…

James Terry: I don't…

Daniel Lott: Second thing? I already told you what it was.

CINC Marketing: Yeah, I forgot, though. You go ahead.

Daniel Lott: Alright.

James Terry: LSA.

CINC Marketing: Oh, I remember now! You go, though.

Daniel Lott: Okay, alright.

Daniel Lott: Alright, so the other thing I wanted to talk about is, other than the button… I don't… it's not gonna be as exciting as the button on the, the listings page, but,

Daniel Lott: Alright, so one thing, you're gonna start to see a lot of videos of me, or at least two videos about this topic.

Daniel Lott: And I'm really excited about it, and it is…

Daniel Lott: This could be a long story, so.

CINC Marketing: I got a lot of questions, Daniel.

Daniel Lott: Yes. So… Right, so…

Daniel Lott: People are, people are often asking us, like, hey, how are we gonna show up in AI? Like, how do we do that?

Daniel Lott: And one of the… let me…

Daniel Lott: One of the things that I have started to show up in.

CINC Marketing: Oh, whoops.

Daniel Lott: is… Something that I have… it's for a phrase that I have never uttered, written, or…

Daniel Lott: Done anything with.

Daniel Lott: And…

Daniel Lott: I have… I've done a… we've done a search… if you do a search in Google, you will show a video of me

Daniel Lott: on this, this phrase. And it is because…

Daniel Lott: The phrase is Semper Ergeat bullae Ilyae.

Daniel Lott: And it is because… That's…

Daniel Lott: image has that word on it, and that is our, department's, mass… it's our, department's, slogan, and… the cassowary, that is our, that's our,

Daniel Lott: official animal, and we did that, it's…

Daniel Lott: In the video, you'll see why we did it. It's a very long, long story, very entertaining.

CINC Marketing: Sell it.

Daniel Lott: But… What it shows, what's very exciting is…

Daniel Lott: I didn't do anything for this, and my… my video, one of my old videos show… you know, shows up in the AI.

Daniel Lott: And, you know, what this means, and we've also done a white paper a few months ago about this topic, but…

Daniel Lott: This is an example of extremely…

Daniel Lott: Hyper-local micro-targeting, or micro-targeting, or whatever it is, because it's a phrase that nobody's ever uttered, but you will be able to show up

Daniel Lott: in search results, in the AI results, for extremely niche, targeted phrases. And, Harry also has a video that he put out with a realtor who did this, and it was, oh my gosh, this person did exactly

Daniel Lott: they've never seen us, they're not one of our clients. But it was like, hey, this is… this is an example of how they're doing… they're talking about, like, a park, and how that's going to, affect the real estate prices in… near that park. And it's like, that's extremely niche. But…

Daniel Lott: that's gonna show up, because nobody else is doing it. Google doesn't have…

Daniel Lott: This 30-year history of, articles written about specific topics, which they do have for, you know, the, the words, or the, whatever, text.

Daniel Lott: They don't… there's not a lot of videos on specific topics, so if you want to show up.

Daniel Lott: in… for your best neighborhood. If you do a video where you talk about, these are the top

Daniel Lott: 5 home sales in this neighborhood over the last 3 months.

Daniel Lott: Nobody else has probably done that. If it's a small neighborhood, probably nobody else has done a video just like that. Google's gonna index it. They love indexing videos.

Daniel Lott: there's a good chance when somebody searches home sales in such and such neighborhood, there's a really good chance you're gonna show up. So…

Daniel Lott: This is kind of an extrapolation of it, you know, this is a phrase nobody ever searches for, my Semper ergi.

Daniel Lott: But there's other ones that do get searched that you can create videos for that will get indexed, because Google is actively indexing these.

Daniel Lott: I was never a big proponent on blogs. Like, people would just say, oh, write blog posts.

Daniel Lott: generally people don't, and they would, search a… they would do a post of… on a topic that thousands of people have already written articles about, so it's like, well, that's not gonna index, and it… the time to index is so long on written things. But this… you're looking at videos from, like, a few months ago, and they're indexed, so…

Daniel Lott: That's… that's what I wanted to talk about.

Daniel Lott: Long story short, if you want to be an AI, which you do.

Daniel Lott: Do videos on very specific targets, showing your expertise to your potential clients, your clients and your potential clients on specific neighborhoods and specific topics that are relevant to you.

CINC Marketing: Yeah, the client you're… or not the realtor you're referring to is Kate from Valor Real Estate, and they're in Canton, Georgia here. And yeah, it's… she does a bunch of videos about a bunch of different things, all Canton-related, so when you're searching, you know, like, she did one on,

CINC Marketing: high school renovation. And she has a video where she's just talking about it with pictures from the website in the background.

CINC Marketing: And post it on Instagram. But, you know, if you're searching for something about that Cherokee High School renovation, there's a good chance that she'll come up, because search engines like

CINC Marketing: video, people like video, and, I mean, the search engines have recently integrated even further with, like, Instagram to pull those results into search results. So, yeah, absolutely.

CINC Marketing: I agree with you.

Daniel Lott: I assume the housing market in Cherokee is gonna get a little bit better, because… They're hot.

CINC Marketing: Can't…

Daniel Lott: the heist.

CINC Marketing: Can't get any better, Dan.

Daniel Lott: Well, our local high school is being torn down. North Springs, which is where,

James Terry: Whoa.

Daniel Lott: Daniel Jackson from the University of Georgia, the catcher, we were just talking about that. But, so he's a North Spring graduate, they're tearing it down, they're building a new one. That is gonna help

Daniel Lott: theoretically, it's gonna help the housing market right around the North Springs school. So, somebody could write a post about that, because they really don't… or not write a post, but do a video talking about it, and it could get indexed. So, it's something that a lot of people around here are interested about.

CINC Marketing: Well, if you'd like to talk more about high schools in Dan's area, you can join him and I on the porch tonight.

CINC Marketing: We've got rocking chairs for you, but we should probably introduce our guest.

Daniel Lott: That's our other, that's our other, podcast.

Daniel Lott: for it, too.

CINC Marketing: Yeah, we should probably introduce… yeah, we'll make you some sweet tea.

CINC Marketing: No lemon, though.

CINC Marketing: no living.

James Terry: No lemon in your sweet tea.

CINC Marketing: Yeah, but okay, we've… too many tangents. James, introduce our…

James Terry: There we go.

CINC Marketing: Our fantastic guests, and we've got so many questions, we'll get going on those.

James Terry: Yeah, well, first, I did want to say, and we say this every time, but for anyone who's… this is their first time hanging out with us on office hours, we like for this to be as conversational as possible, right? So we did get some questions up front, as people are, were registering for the event.

James Terry: But over here in the chat window, we've got a few people from our frontline and our service team that can post some links, like, like, we have over here now, but

James Terry: we want this to be conversational, so if something… if we say something and it sparks an idea, a thought, a question, whatever, throw it in here, we'll try and address everything in real time. That's… that's kind of the best way for this to flow, I think it brings a lot of value, but…

James Terry: just in case, we do get to questions up front, so we can, we can address those as well. And, as we said earlier.

James Terry: Matt Feathers is our first time… our first returning guest to the Office Hours podcast, our first two-time guest.

James Terry: And the last time he was here, we didn't do this promotion. So I'd like to do a… just take a quick second and let everybody who's plugging in with us know who Matt is, what he's done for Sync, why we feel like it's, why we wanted to have him back on, and we think he's gonna be valuable for everybody to listen to. So just, real quick, Matt Feathers.

James Terry: has worked with Sync as a business advisor for almost 9 years now. He brings a wealth of knowledge to our company, not just as a successful real estate agent, but especially as a power user of Sync software.

James Terry: Matt co-hosts our in-person Sync University events, and is a technical and operational expert, of incorporating our software into his daily prospecting and follow-up.

James Terry: a true champion and example of how the Sync system, the leads, and the team will work together to make your business profitable, successful, and especially predictable. So, Matt, welcome back, buddy. Say hey to everybody. Did I miss anything?

Matt Feathers: That's the nicest thing anybody's ever said about me, so I'm super flattered.

James Terry: We got you, man. I'll read it over.

Matt Feathers: Thank you. I'm gonna play this for my wife when we're done.

Matt Feathers: Well, welcome!

James Terry: Why not, bud? Yeah.

Matt Feathers: Thanks so much. Yeah, no, it's an honor to be back. I had a ton of fun the last time, and I've just heard tons of people talking about watching these episodes, so I was super excited to come back, so thank you for having me.

James Terry: Terry, you are muted, brother.

CINC Marketing: Oh, I'm muted. Good, it was negative.

James Terry: Had something to say.

CINC Marketing: Alright, well, we've got some questions in a little segment that we like to call…

Audio shared by CINC Marketing: Mail time?

CINC Marketing: That's it. That's all it is, but it's so much fun for me.

CINC Marketing: Alright, so… again, thank you very much, everybody, for submitting questions beforehand. It helps us, you know, figure out who we need to get on the pod and answer these questions. Luckily, we're surrounded by people who are smarter than ourselves, or at least smarter than me.

CINC Marketing: The first question that we got came from Tamara.

CINC Marketing: And it's a common one we've heard recently. She said, how are you leaving a message when a lead uses Google, Google Answer to screen their calls?

Matt Feathers: That's a good one, and it's certainly, like, it's the real world right now, and seeing it more and more and more. But the first thing I did, because I wanted to track some things, was I added a label.

Matt Feathers: for… for when that was occurring, and I put it on those leads.

Matt Feathers: just for tracking purposes, just doing a little deeper dive, paying attention to what we were doing. But initially, I was overthinking things. I was leaving things, like, Matt with the home search site, Matt with the favorite city home search site. I was even referencing, like, specific addresses.

Matt Feathers: And it wasn't working, right? So I was getting super frustrated, and then, like.

Matt Feathers: like we've done in the past, like, overthink things, right? We were definitely overthinking it, so…

Matt Feathers: everybody knows a Matt, right? And even if you don't… if you have, like, an obscure name, or not a name like Matt, give it a shot. When it asks for who it is, and what you're calling about, I simply just say my first name. And I've had way more pickups with that than anything else.

Matt Feathers: than anything else. So, I know that's not, like, a sexy answer, or, like, overly exciting, or anything crazy, but that has been way more effective for me than any of that other stuff that I mentioned on the front end.

CINC Marketing: Yeah. Kristen said…

Daniel Lott: With the… using the just… just mat, which seems to be the best.

Daniel Lott: I guess anybody could say they're Matt, too, but .

James Terry: It's kind of weird.

CINC Marketing: Everybody… that's the advice. Everyone say they're mad.

Matt Feathers: There's a lot of us. Oh, be yourself. Be yourself. It creates some curiosity.

James Terry: By the way to go.

Daniel Lott: How is your open rates for that, or not your open rates, your, pickups, your phone pickups for that, compared to somebody who doesn't have the Google, you know, filtering, the, call screening?

Matt Feathers: Not… probably not as good. It just… it depends on, like, when… when you're calling, time of day, things like that. But, just from a prospecting standpoint.

Matt Feathers: When that doesn't exist, it's obviously,

Matt Feathers: I don't know, I wish I could say it was, like, easier to get them to answer, but somebody that's got that turned on on their phone, that's kind of, like, already a little bit of a barrier.

Matt Feathers: You know? But here's the reality, and I have to… you have to remember this, like, these sync leads, like, whether they're Google, Facebook, whatever, they're… they're probably not ready to talk to you right now, and their… their sell cycle might be a little further out. It's gonna take a few more occurrences, and just have to have that realization.

Matt Feathers: And with fewer and fewer homes being sold, I think we have to make more and more phone calls. And that's just what it comes down to. But specifics, Dan, I'm not… not real sure, but,

Matt Feathers: I don't know, it's kind of like when you've got your week planned out, and you're prospecting during particular times, and you're just committed to calling.

Matt Feathers: I try not to overthink those things. And the reason I did add that label, though, was to go back and track some instances, add some notes for things that are working, right? And see what's effective.

James Terry: I wanted to say I appreciate, Kristen, you put this in here, and I love a handful of what we just said, first of all, because

James Terry: Harry said when we first brought up this question, this is something we've been getting a lot lately, especially in this environment, in these conversations. People are asking this, like, how do we… how do we combat this? And repetition leads to… to revelation, right? We've been talking a lot about it, we've been getting a lot of different opinions. Most people, Matt, exactly like you're talking about, it's kind of been the best practice, first name.

James Terry: this is the first time I've heard anybody say, like, to use a label on that, so that you're aware of it, you know, before you call, just so you know what percentage, how often is it happening, things like this. Kristen, I like what you just said in there, like, really utilizing the…

James Terry: the FOMO aspect, right? Like…

James Terry: if your name's long enough, Matt's pretty brief, I don't know if you could work with it, but, like, Kristen said, she'll just start with her first name, but, like, the call is breaking up. You know, who's calling? Crit! And that's it. And the person, like, is curious and doesn't want to miss…

James Terry: somebody that they know and, takes that. So, yeah, that fear of missing out is a great way to get them to answer as well. That's interesting.

James Terry: Good, just good thoughts.

CINC Marketing: Off everyone 911?

CINC Marketing: Let's see who calls you back. Call me 911.

Matt Feathers: Well, there's, like, it's like one.

CINC Marketing: Don't listen to me, I'm not an agent. Don't listen to me, I'm sorry.

Matt Feathers: It's probably… I mean, it's along the lines of why the double dial's so effective, and it still is.

Matt Feathers: Right? Like, calling right back. There's… there's some curiosity on that other end, right? You could call it FOMO, whatever you want to call it, but just keep in mind, they came to your website.

Matt Feathers: They gave you, more than likely, their name, and a good phone number, right? That's all I need. That's all I need. I'm gonna do whatever it takes to try and get in touch with them.

CINC Marketing: Very cool.

CINC Marketing: can you guys hear my kids? It's summer. They just ran by. No? Okay.

CINC Marketing: Yeah. Matt, you mentioned,

CINC Marketing: Times to call, like, calling during, you know, calling during the day, like…

CINC Marketing: What a terribly phrased question by me, but what do you feel, like, what do you find are the best times to call? Are there best times to call?

Matt Feathers: Yeah, this is good stuff right here, because do you guys remember that Harvard Business Study that we kind of hung our hat on for years and years and years?

Matt Feathers: For prospecting, and conversion.

Matt Feathers: like, some of that stuff still has some substance, I believe that, but for the most part, and we started noticing this, like, post-2020, we all know what happened, 2020, 21, 22, like, the world changed a little bit, people's workday looked a lot different where they work from.

Matt Feathers: looks a lot different. A lot of that Harvard Business Review study was based on, like, peak times where when people were in traffic.

CINC Marketing: Yes.

Matt Feathers: You know? Well, some of that subsided.

Matt Feathers: And, I firmly believe now, like, the best time to call is all the time.

Matt Feathers: And I know that that's…

Matt Feathers: That's huge, right? That's probably too much to… or not… not finite enough, but

Matt Feathers: I don't think that there's a wrong time to call. I mean, obviously, midnight, you gotta think about your work-life balance and things, too. Speed to lead's still crucial, so a new lead registers, a new lead signs up, I'm still trying to get to them pretty quick.

Matt Feathers: 5 minutes is the goal, right? But, we used to say dialing from 8 to 9 was, like, the best time, and then 4 to 6, or 4 to 6.30 was the best time. If I've got time in my day, my business is a little bit slower, I don't have appointments on my calendar, I want to fill my pipeline, I'm prospecting whenever.

Matt Feathers: I've got safe filters, I've got P1, P2, P3, we've even built out other safe filters. Like, I'm working those filters in an effort to set appointments. So, when's the best time to call? Certainly hang your hat on, like, within the first couple minutes, make the best effort there.

Matt Feathers: If you can't, leverage AI to kind of fill those gaps, right? Let Alex shoot some texts off, to try to get a response. But, just always be dialing.

Matt Feathers: Always be dialing. And I'll look at my calendar for the week, like, on a Sunday, and look and say, hey, I'm gonna use this time frame or this day for my nurture and follow-up. That's different from prospecting. Those are people that I've already had a good conversation with.

Matt Feathers: But I'm putting nurture and prospect, I'm time blocking my calendar for that, I'm also time blocking for prospecting.

CINC Marketing: Okay, yeah, and I do,

CINC Marketing: I always think the mobile calling quickly is important because… especially if it's a verified lead, which is a blue checkmark in the system.

Matt Feathers: Right?

CINC Marketing: I know on… when we look at traffic on the social side, so Facebook, Instagram, close to… I mean, 80% plus, I believe, the last time I looked at it, was all mobile.

CINC Marketing: And so they're holding that phone.

Matt Feathers: Right.

CINC Marketing: Like, they're literally looking at it right then when they sign up. And a great deal of the search

CINC Marketing: at least on Google, is… mobile as well.

CINC Marketing: So, like, they're probably holding that phone if they… especially if they verified that number.

Matt Feathers: Well, especially if they're engaging with Alex.

CINC Marketing: Yes.

Matt Feathers: Or behavioral messages, or an auto-track, or something like that. If they respond to a text, what do they have in their hand?

Matt Feathers: Right? Yeah. Is there a better time to call? No. Like, just… just jump on it.

CINC Marketing: And I think that's all… that always bears itself out at Sync U,

CINC Marketing: Which is next week, by the way, in Atlanta. Come see Matt.

Matt Feathers: Good plug, yup.

CINC Marketing: Yeah.

Matt Feathers: No, you're right.

CINC Marketing: I've done this for almost 2 years now.

Matt Feathers: We do Power Hour on Wednesday now, it's on the second day. Historically, it was always on the third day. We changed our format, but we do Power Hour, I believe it's between, like, 2.30 and 3.30, or 2 o'clock and 3 o'clock. Supposedly the worst time to call.

Matt Feathers: Right? Wednesday at 2 o'clock. And we set a ton of appointments.

Matt Feathers: So, don't overthink it, just pick up the phone.

Matt Feathers: It's like the people that are, like, the healthiest, right? They go to the gym, and they do the same old boring exercises, they eat the same old boring food, they do the same old boring things every single day.

Matt Feathers: It's the same with prospecting.

CINC Marketing: Well, and that's… yeah, and that's… and Ron, I see your question as well, but I think… and we'll definitely go back to that specifically, but… I mean, Kristen just said, is time blocking ever going to get easier or more enjoyable?

CINC Marketing: You know, I mean, what, like…

Matt Feathers: Discipline. I mean, really, that's what it comes down to. Discipline's not supposed to be easy, it's not supposed to be fun. And let's just remove motivation from this.

CINC Marketing: Dang.

Matt Feathers: So, sorry, Kristen.

Matt Feathers: But look, like, look, Lance and I do this, we do a thing called Day in the Life, I think it's on Tuesday afternoon, Tuesday evening. We tested it at the last summit, RIP Summit. We did that, and it just got huge reviews, like, rave reviews, and it was nothing that was, like, overly sophisticated. We just said, hey.

Matt Feathers: Plan your week, and work your plan.

Matt Feathers: Time block. Don't set reminders, don't set reminders in the system for days when you know you're gonna be busy. Hey, I'm gonna be jammed up all week next week. There are no reminders in my sync system for my sync leads next week.

Matt Feathers: Alright? I'm just trying to have an efficient, like, plan that's easy to work.

CINC Marketing: Well, that's also what, you know, allows you to have some kind of balance, too. Sure.

CINC Marketing: Jasmine, I see… oh!

CINC Marketing: The… you got… you got a,

CINC Marketing: You got a poster quote there. What'd you say? Plan your week and work your plan?

James Terry: Yeah.

Matt Feathers: Yeah, I don't…

Matt Feathers: Yeah, I don't know if you can put that on a t-shirt or not, it's not that fancy, but it's pretty simple. And what we do doesn't have to be hard, you know, or anything crazy. And that's what I love about CNQ, like, we don't ask anybody that comes there to do anything that we wouldn't do, or to ask them to do things that they can't do. There's nothing that's overly stretched.

Matt Feathers: It's… it's just like, hey, this… this is what works, just… just do it.

CINC Marketing: Ron said…

CINC Marketing: If you don't get a lead on the first 2 or 3 tries, is it best to text and email, and then call in the next 24 hours?

Matt Feathers: Great question, and what I'm… and even, like, back on that Harvard Business Review.

Matt Feathers: It was, like, 6 to 7 times to convert. 6 to 7 attempts to convert.

Matt Feathers: And that study was from… I mean, it was almost 10 years ago. And think about how noisy the world is right now, and all the spam dials, robo-dials, it… I mean, our phones are lit up

Matt Feathers: I've got, you know, 40 notifications in the last 30 minutes. Our phones are lit up like Christmas trees.

Matt Feathers: But also, too, like, that tells me I've got to probably make more attempts, so something even more than 6 or 8 attempts.

Matt Feathers: But I do think you do have a… there's a threshold there where you say, okay, they've not answered any of my phone calls, I need to try a text message. I need to shoot an email, I need to leave a voicemail. Something like that, because that… at that point, that's your Hail Mary.

Matt Feathers: Right? Let's just see if I can get them, via another avenue.

CINC Marketing: the,

CINC Marketing: The Power Hour… so the Power Hour at SyncU is not live on Zoom, but we do have online conversion day.

Matt Feathers: Yeah.

CINC Marketing: Which is an online version, condensed version.

CINC Marketing: Of conversion day.

CINC Marketing: So that, if you guys… and all the training, I should have mentioned this already…

Matt Feathers: Yeah, ccommunity.com.

CINC Marketing: I am.

Matt Feathers: Scenecommunity.com, they've got Coffee and Calls, they've got the blueprint that John does, they do the bi-weekly call on Mondays, just tons of resources, for helping you guys out, for getting folks on the phone.

CINC Marketing: One thing specifically, to Kristen is the, the online conversion day, though. That's under the webinars tab, I believe. There should be one coming up.

CINC Marketing: But that is a… I believe it's a 3- or 4-hour training, so it's a condensed version online, but it does end with that, the Power Hour calling.

CINC Marketing: Which I think is… just… I think it's just the bee's knees.

CINC Marketing: You know. No, but I ha- it's… it's…

CINC Marketing: The training is phenomenal, and I'm someone…

CINC Marketing: that doesn't enjoy trainings, and every time I go, it's just like, man, this is really, really good.

CINC Marketing: So I would definitely… I think that's one of the differentiators for Sync, the…

CINC Marketing: committed support staff we have, email, call, you know, and then the training options that we have. There's a lot of great recorded trainings on SyncCommunity.com as well, so…

CINC Marketing: Definitely take a look.

James Terry: Matt, I wanted to say real quick, if Harry's looking at some other questions, Howard, you mentioned a second ago in Sync University, you changed that, power hour, the calling, to the second day.

James Terry: And…

James Terry: I love that we did that, because I know it was at the end of the program for a while, because it was like, let's educate people, let's talk about scripting, let's get everybody, you know, girded up and everything that they need, and then we'll implement. But people got flights, people got lives to get back to, you know, families and careers and everything that they put on hold to be here for that. So by moving that forward.

James Terry: Like, it avoids that, that issue of…

James Terry: I don't know, I like to call it, like, this ivory tower of theory, right? Of, like, oh, I learned so much in this,

James Terry: now I understand everything, but you're not gonna get any sales just by knowing what to do. Like, you've got to do the thing, right? There's gotta be action, there's gotta be activity behind it. That's the only way that any of this is, works, is by implementing what you're learning. So, by having that first day, here's everything you need, here's the meat and potatoes of the thing, and then before you go home, before you book that early flight.

James Terry: let's make those calls. And like you said, midday on a Wednesday.

James Terry: these are the results we'll get from it. So, yeah, if you focus on those best times a day, it's only gonna get better from there, right?

Matt Feathers: Yeah. Well, it's like, it's a method. There's real… there's a science behind it, and we spend a ton of time on that format, on that 3-day format. But day two would not be effective without day one.

Matt Feathers: Because you have to, like, know who to call, right? How to find them in the system, how to get them organized, clean up your database a little bit, have some strategy for day two. We demo the dialer on day one.

Matt Feathers: Like, we talk about some very practical things. Oh, by the way, I'm super pumped about the mobile dialer improvements that we saw yesterday. That's good stuff. It's coming soon.

James Terry: Yeah, some applause for that, people were excited.

Matt Feathers: Yeah, big time, for me, especially. But, yeah, day one, we're like, who do we call, right? What are some ins and outs of the system, some of the basics, the blocking and tackling, the fundamentals? Day two, it's gonna be a lot of prospecting.

Matt Feathers: During Power Hour, but also in advance of that, they talk about, opening line, which is huge, and then the objection handling, and then day 3.

Matt Feathers: is a little more time with Lance and I, and we're looking at things like other ways to engage your database, like wake up your database, some fun stuff, mass texts, auto tracks. So, like, Tuesday, Wednesday, Thursday, it's a science. And, it's proven to be pretty effective this year. It's gone really well.

CINC Marketing: One of the other videos on the Instagram profile that just went up, if you guys don't follow us, you should, is, John Marone talking about his approach to that of…

CINC Marketing: how… just how systematized he has it. I know I need X number of leads.

Matt Feathers: Oh, yeah.

CINC Marketing: X number of time, and then I need to make X number of dials, I'll connect with X number of people, and that will transition into this number of appointments, which will eventually boil down to this percent of actual serious buyers looking.

CINC Marketing: But it's very just systematized, and I thought that was really, really impressive.

CINC Marketing: just a way to think about that. And that's the kind of stuff that, you know, is taught at Sync U, so I think it is massively valuable.

CINC Marketing: As far as what…

James Terry: what can go on… what to put on a shirt. We were talking earlier, one of the quotes that John Marone threw out there, he goes like, if you're not going through your numbers, if you don't know those ratios, like Harry was just talking about, how many dials do I need to get this many people on the phone? He's like, if you don't know those numbers in your business, you might own a business, but you're not running a business.

James Terry: And I thought that was… that was some strong medicine, right there.

Matt Feathers: Yeah, and two, like, I always, like, backing up in front of that, like, the importance of your database and, like, why Day 1 and day 3 are also so important, is, like, I'm looking at myself, and I'm with eXp, which is, like, a virtual brokerage, cloud brokerage, right? I don't own a building.

Matt Feathers: I don't have a ton of assets. I don't have, like, a branded, like, you know, wrapped vehicle or anything like that. I look… I look at my… my data… my sync database is the most, valuable and most important asset in my business.

Matt Feathers: And it's… it's the one thing that is… it's almost like… it's a sellable asset.

Matt Feathers: In my business. If I ever got out of the business, and somebody wanted to…

Matt Feathers: take over my database and work Nashville leads, I can assure you that my database is worth a lot of money, because it's got good leads in there that you guys provide, at a good value, and it's very organized with good notes, and it's buttoned up. So, that's one way that folks should really think about their platform.

James Terry: Well, it was one of the words I, you know, in your promotion a second ago, was, like, how to create a predictable business. And that's what create… like, that's why that, that's sellable asset. It was one of the founding concepts of Sync, is that if someone's been in real estate for 30 years, if they make this a career, at the end of that, you know, career, in that retirement.

James Terry: they could have built something. If you're just selling houses, selling houses, selling houses, then hopefully you really just got a job, hopefully you saved up enough money, you've got some investments, the nest egg, that whole thing, but

James Terry: If you've got a dashboard, and you've got lead flow, and you've got these numbers where you can say, this is my revenue, you know, for the la- growth over the last several years, these are the profitability, you know, numbers and margins and everything like that, like.

James Terry: now you have a business that you can sell at the end of that, which is worth so much more than, let me sock some money away in my investments or whatnot. That was a founding concept of Sync in the beginning. I love when people are using it that way.

Matt Feathers: No doubt.

CINC Marketing: SOC as a verb.

CINC Marketing: Did not think we'd get that today.

James Terry: That's good. Did I use it right? Was that wrong?

CINC Marketing: Yeah, no, I know, it's great.

James Terry: Say it that way. Okay. Great. I was like… Good work. Is that a South Georgia thing?

CINC Marketing: Put that… just that. Put that on Instagram.

CINC Marketing: Jasmine said, how do you respond when a lead asks for a showing but denies that they requested one when you get them on the phone or in the conversations tab?

Matt Feathers: Well, I mean, it happens all the time, right? Because there's a lot of buttons on our site. Property inquiries.

Matt Feathers: Showing requests, a number of other things.

Matt Feathers: A lot of… a lot of folks look at those, and they get discouraged, or they say it doesn't work, but she said it best, she got them on the phone. Let's just… let's look at… let's get real granular there, and that's a huge win. Like, fire the confetti cannon. You got them on the phone.

Matt Feathers: Like, that's… that's what I'm looking for. That's all I'm looking for when I'm prospecting. And you're gonna get folks to say, no, I didn't do that. I didn't click that button, or no, I don't want to see that place, or no, I'm… it's not me, or I'm just looking, okay? Well, if I get them on the phone.

Matt Feathers: And you never want to pick a fight on the phone, right?

Matt Feathers: And I've never gotten a black eye on the phone, but if I've got you, like, I'm gonna keep digging deep, and I'll say something like, hey, well, while I have you.

Matt Feathers: Or what brought you to the site? Or what's got you looking in favorite city? Or what's got you considering

Matt Feathers: favorite city, like the city where that property was in.

Matt Feathers: Or, you know what, it's like the Hail Mary. If they're still being combative or denying that they did anything, hey, do you know anybody else looking to buy or sell any real estate? I'm still… I'm trying to keep that person on the phone and dig deep.

Matt Feathers: And trying not to be too quick to hang up.

CINC Marketing: I love what Kristen said, give them the golden bridge, oh, it's okay, may have been a while ago, or maybe someone else in your house was looking. That's… that's good.

Matt Feathers: I use the one, hey, it happens all the time. There's a lot of buttons on there, it's all good. It's all good.

CINC Marketing: Well, and from a site design standpoint, you know, that's… that's by design. I know, like, with the seller landing, or the seller reports that people get.

CINC Marketing: for instance, there are all kinds of button callouts on there for, you know, I'd like to get a more specific estimate, or this or that.

CINC Marketing: And I know, you know, I think people can get excited when someone clicks that and assume they're, like, ready to go right now, but, I mean, really what that is is a quality signal, is…

CINC Marketing: you know, that person went through, they looked at their home estimate, or whatever it may be, you know, they looked at the listing, they took additional action on that page. So, it's probably, you know, a real person, someone who's interested,

CINC Marketing: But, you know, the way the leads are generated, we're catching them earlier in the buying process.

CINC Marketing: Yeah. Or selling. Which goes right into what Ron asked.

CINC Marketing: Are the sync leads exclusive? Are they open for other agents to contact them?

CINC Marketing: So I love this question. Sync, that's one of… to me, and you… I'm gonna talk, because I'm the host, and then you guys can talk. But, Sync… that's, again, one of the differentiators, I think, of Sync, is your budget goes specifically to your campaign, driving leads to your site.

CINC Marketing: I know, you know, there's other providers out there that might send, you know, an alert out or something like that when, when, or, or, you know, be offering a lead to multiple clients. Sync does not do that. All of your budget is going towards your specific campaign.

CINC Marketing: And we're generating leads specifically for you.

CINC Marketing: So… Yeah, does anybody else?

Matt Feathers: There is an instance, don't let me go down a rabbit trail or a rabbit hole here, but, if you've got a team.

Matt Feathers: and you're running a pond, that's an instance where a lead can come in, and your agents, multiple agents can have access to a particular lead, and what we see time and time again is the majority of the teams that do the best with sync, they're not using Round Robin.

Matt Feathers: they're… they're using pond, and I know that's a different conversation for a different webinar for a different day, and I'm happy to do that. We've even talked about doing one here in the next few months. But that's an instance where a lead comes in, and multiple agents could go fishing.

Matt Feathers: Bore.

CINC Marketing: Yeah, hunting.

CINC Marketing: Hunting.

Daniel Lott: Then the same company.

Daniel Lott: You're not, you're not.

Matt Feathers: income.

James Terry: No, we're not to another.

Matt Feathers: quiet.

James Terry: To another… Don't.

Matt Feathers: Don't let me confuse anybody, or make you feel like there's other, agents having access to your leads. That's not the case, never the case. But, the pond might be an opportunity for that.

CINC Marketing: If you're saying that, it's time to pack your deer head and go, feathers.

James Terry: Yep, there's a…

Matt Feathers: There's a dedicated… there's a dedicated suitcase.

CINC Marketing: Okay.

James Terry: There was a… there was another question, Tamara asked in here, about when it's a brand new lead, do you leave a message?

James Terry: Or, it was in the Q&A, thing.

CINC Marketing: Okay.

James Terry: Yeah, but…

CINC Marketing: Okay.

James Terry: Do you leave a message, or just hang up when it's, like, first time calling? I know, again, we've gotten this question a lot about the… the use of voicemail.

Matt Feathers: scammed. Yeah.

Matt Feathers: Yeah, pros… when I'm prospecting, and there's a difference, right, between a prospecting call and a nurture follow-up call, but it sounds like this question is along the lines of prospecting. The initial call, hopefully within the first few minutes of them registering, no voicemails.

Matt Feathers: No voicemails. It's the easiest way to get your number blocked. And take off your real estate hat, your realtor hat.

Matt Feathers: Do you, like, do you guys like voicemails?

CINC Marketing: God, no.

Matt Feathers: as consumers, Nothing in the year 2026, I'm not a fan, even with the.

CINC Marketing: Text me.

Matt Feathers: Well, even, like, with the transcribe now, now I can look at the transcription and go, yeah, no thanks, delete, block, avoid, ignore.

CINC Marketing: Bam.

Matt Feathers: Or, yeah, whatever. But no, I've yet to find one, like, a voicemail message that converts, that does really well.

Matt Feathers: And I've yet… so we've had 100 people every month for the past 10 years, and I've yet to get anybody giving me a very good voice message that does very well, either. So, keep calling, trying to get them on the phone.

Daniel Lott: So don't do a test.

James Terry: Like, Kristen?

Daniel Lott: I think they'll say, so, should I, instead of doing a voicemail, should I then immediately text them?

Matt Feathers: I don't like the initial text either, like, that's what I leverage things like, you know, an auto track. Remember the old speed to lead, if you're not using AI? If you're using AI, well, think about this. Like, if you've got AI turned on, which, the majority of folks should.

Matt Feathers: There's already a text coming from Alex.

Matt Feathers: And then if there's a text coming from me, that's just not a very good consumer experience. So, stick with calling. Try and get them… try and get them on the… and, like, when you start engaging with somebody with text, and there's some back and forth, what are you trying to do anyway? And you eventually have to do anyway?

CINC Marketing: phone.

Matt Feathers: Try and get them on the phone. Like, in real estate, time kills deals, in all scenarios. So, like, let's just try and get them on the phone and have a good conversation.

CINC Marketing: We're gonna…

James Terry: I've heard…

CINC Marketing: God, we're gonna come out with a line of shirts from your saying. Time kills deals!

James Terry: Yeah.

CINC Marketing: Get at me, Matt Feathers!

Matt Feathers: So true.

CINC Marketing: You're a poet, you don't know it.

James Terry: Yeah.

Matt Feathers: So true.

CINC Marketing: Rhyme on a dime anytime.

James Terry: that question, like, oh, if I'm not leaving a voicemail, should I… should I send a text? Should I do these other things? I forget who we had a guest on. At one point, this question came up, and it was like, if they don't answer, like.

James Terry: you're gonna spend more time sending a voicemail, or trying to, you know, wordsmith a text that goes out, and be like, just dial 3 other people, you know? Like, you're wasting time with the voicemails.

James Terry: And I'd never heard somebody say, like, it's the fastest way to get blocked. That is a good point. Somebody gets it, and they're no longer talking to a person, now it's just a recording, and it's not like hanging up, like, there's a certain rudeness to, like, hanging up on someone there, but, like, blocking a voicemail, it's a robot, like, yeah, forget it, you know? Right.

James Terry: Thank you for mentioning that, that's a good point.

CINC Marketing: Well, Kristen has volunteered her team member for science. She says they are.

James Terry: I get it.

CINC Marketing: She says they're getting a… they have a voicemail that is getting answered and needs to be studied, so we appreciate your contribution.

James Terry: Share it, Cindy to me.

CINC Marketing: Yeah, if you know it, share it in the chat. If they're okay with it, it'd be great.

CINC Marketing: But yeah, I think you can only volunteer your team member for science if you're the site owner, so make sure you're the site owner, and then send us an email.

CINC Marketing: And we'll come pick them up in a van.

Matt Feathers: Maybe she has a better voice. She probably has a better voice than me. That's what it is.

CINC Marketing: Yeah.

CINC Marketing: Ron said, avoid letting peop- er, avoid letting people know I'm a broker.

Matt Feathers: Yep. Think about our opening line, guys, what do we say? It's like, hey, this is Matt from the home search site.

Matt Feathers: Like, how basic and generic is that, right? Like, because if you say, this is Matt with ABC Realty, or whatever, it's like, that already becomes kind of salesy.

Matt Feathers: Nobody wants to be sold. Not yet, anyway.

CINC Marketing: What about video messages to prospects?

Matt Feathers: Yeah, so that's a great question. For me, specifically, I don't use video messaging for prospecting.

Matt Feathers: I do, however, use them, like, with nurturing and follow-up with people that I've already had a good conversation with. Again, I just take my realtor hat off, think like a consumer. If somebody that I've never talked to

Matt Feathers: sends me a video message, or a link, or a link to a video, like, I'm not clicking it.

Matt Feathers: I don't have any familiarity.

CINC Marketing: Yeah, not these days, yeah.

Matt Feathers: Not these days. Not with… not with my friends, right? But no.

James Terry: dumb.

CINC Marketing: Not on my work phone.

Matt Feathers: Or my colleagues, yeah, no, but, no, I definitely… the sync video messaging, I leverage that. I call them on-the-go texts.

Matt Feathers: And,

Matt Feathers: I live in Hendersonville, up on the lake in Middle Tennessee. I've got tons of clients that are boaters, they're fishermen, they want to live on the lake. Anytime I'm on a marina, on the water, I'm sending them a video message. And I call them my on-the-go text messages. I like to golf. I've got a lot of clients that,

Matt Feathers: are golfers, or want to live on or live near a golf course. When I'm golfing, hey, I'm checking in with them with an on-the-go text. So, that's the way I'm leveraging. However, there are a lot of folks that do have some success with that initial, like, intro text or intro video, welcome to the site, things like that. You can embed those in auto track campaigns, you can use those in your opening

Matt Feathers: or your welcome text, however you see fit. It's just not my thing, but they can be effective.

CINC Marketing: I wanted to do this, what I got… oh, yeah.

CINC Marketing: So, let's see… and I think, too, I mean, just going back to video.

CINC Marketing: using… you know, doing… like, you mentioned, you go to a marina and shoot them a quick video, like, that's the kind of stuff that Dan was talking about with Hyperlow, you know? Hey, I'm at such-and-such marina in Hendersonville, you know, it's…

CINC Marketing: It's great. I don't know, I'm not scripting you, you know, you can script, but that's a great… and I think social could be really powerful for stuff like that, and just kind of building that passive client base of followers.

Matt Feathers: It's like, I've already had a good conversation with those folks, so I…

CINC Marketing: Yeah, no, no, I get what you.

Matt Feathers: You know what I mean? You know, I know what I want to talk about, I know what they want to talk about, it's relevant. That initial stuff, when I've never talked to you, it's kind of like a… it's a shotgun approach, and I… I would rather just keep calling.

CINC Marketing: And if you're doing video… I know, Kristen, you said you didn't get any answers on the video messages. Some of the things that…

CINC Marketing: I'm hesitant to ever recommend, like, AI, but AI is good at scripting out these short, video scripts, and I wouldn't say use exactly what it says.

CINC Marketing: But, it's great for giving you a base to…

CINC Marketing: kind of riff off of. So, I mean, you know, when we make social videos, sometimes I'll go to, go to… we use Copilot, but I'll go into Copilot and say, you know, make a…

CINC Marketing: 30-second video script, you know, that's very kind of tight and concise about this topic, and it'll… again, I don't use exactly what it says, but it'll give me kind of a structure of, you know, I can plug and play and

CINC Marketing: I don't know, maybe that could be…

James Terry: It's better than working from a blank page, right? It gives you something to start with.

Matt Feathers: Here's a little pro tip. Here's a pro tip. Go into your Help Center or Help section on Sync, and copy and paste your dynamic tags and their explanation of what they are.

Matt Feathers: Copy those into your chat, your chat on AI, whether it's Copilot, Claude, ChatGPT. I've got one…

Matt Feathers: And it's long, and it's pretty hardy, but my initial prompt was like, hey, these are my Sync CRM dynamic tags, please utilize these for my campaigns, my emails, my text messages, and I'll copy and paste those into Sync.

CINC Marketing: So yeah, I think it's great at… I think… I think we keep going.

CINC Marketing: I don't think we often.

James Terry: Sounds good.

CINC Marketing: funny today, what do you think? We've got a couple more questions and 5 more minutes.

James Terry: Yeah, I was about to say, we're getting close to the end. I was gonna let you think on that. You can boil those potatoes, but if.

Matt Feathers: Hmm, I like that.

James Terry: Yeah. But Alvaro will hurt me if I don't mention. We've talked a handful of times here, about, like, where we stand on getting, voicemails and things like that, and the,

James Terry: the recording where you put your name in, you know, just say your first name, and that kind of stuff. But, some people, those that have been with Sync for a long time, we did a big push a couple of years ago.

James Terry: for an LSA campaign and product that Google offered at the time, and Alvaro will be… oops, sorry, my phone lit up, because I said the G word. But he'll be angry if I don't mention this, because…

James Terry: Google has a partnership now where they are showing… one of the biggest issues we had with LSA the last time around was the search volume and the lead flow. The quality was amazing. It was as good as it gets, and there were incoming calls, but…

James Terry: not many people were searching for real estate agents on Google. Not many people were in that, I'm ready to have a conversation phase. But due to some partnerships.

CINC Marketing: What is LSA? Did you say what LSA is?

James Terry: Oh, that's a good point. LSA is Google, it's called the Local Services Ads, and so it links to your Google Business profile, the ad shows with a headshot, your review count, years in business, things like this, and when someone

James Terry: initially is searching real estate agents, they would see these headshots, and they click the button, and a call is connected immediately. They reach out to you directly. So the client, or the buyer or seller, would be calling your phone instead of the other way around, right? So, some of the tricky stuff there.

James Terry: they might call at a bad time. You might be in the middle of a showing and can't just stiff-arm somebody to pick up the phone. And that call ratio is a big part of their algorithm. Google gets paid when the call lasts 30 seconds. So if you're missing too many calls, Google ain't making no money.

James Terry: And they're worth $4 trillion. They're pretty good at making money. They're gonna send the call somewhere else pretty quick.

James Terry: So, because Google has now got these partnerships in place where in certain markets, they're able to show the LSA ad on homes for sale type searches instead of just realtor-type searches.

James Terry: the visibility of the LSA campaigns in these markets, we're expecting it to expand.

James Terry: But the visibility is going through the roof, and it's performing a lot better, and that lead flow is much better. So Sync is partnering with AgentPronto, because again, the answer ratio was such a factor. Agentpronto is paying to generate the leads, they vet the calls, the calls all go through their call center, they're handling it, and then with their AgentPronto process, that way nobody… none of our clients have to deal with sales calls.

James Terry: Or, you know, from…

James Terry: anything that's irrelevant that comes in, because I know different teams in solar panels, in house, you know, cleaning, they were training their sales teams to use LSA. You could do a Google search and have access to every real estate agent's phone number in every major city, right? Like, they were using it.

James Terry: So they vet all those calls, and then put you in touch with the people who are ready to buy, and that's what that's gonna look like. It'll be probably a referral fee on the other side, that kind of thing. So it takes out the invoicing, the lead flow, a lot of the complications. So if you're at all interested in LSA, or want to have a conversation about your market, the details.

James Terry: Ask your account manager, put something in the chat here. Alvaro made a post on it a couple of weeks ago. We've got a lot of interest, we're trying to get back into that and see what that process is gonna look like, because there's a few more moving parts. But, a lot of syncs

James Terry: partnerships and what we've created over the years are, Real Satisfied Agent Rating is a good way to, like, supplement the Google business, the Google reviews. It's not automatic, but it really smooths out that process. So, just a lot of, a lot of parts that are working together to make it… I think it's gonna be really successful.

James Terry: With the changes that have been made. I'm excited about it.

Matt Feathers: Yeah, I'm pumped about that, and two, it actually was a good reminder for me to be focused on getting reviews, especially, like, post-close or anybody I've helped out in the past. And I've incorporated some of those links into my sync templates and auto-tracks. So, just another way to leverage, the system.

James Terry: Yeah, having that online presence is never gonna be a bad thing, but especially when it's, monetizable by way of lead generation, it's only gonna help.

Matt Feathers: For sure.

CINC Marketing: Matt, do you have 5 to 10 extra minutes, or no?

Matt Feathers: Yeah, no, it's great.

CINC Marketing: Okay, yeah.

Matt Feathers: All good.

CINC Marketing: Cool, so we'll stick around. I know we're past the time, but there are a few more questions. And James, I do think one of the biggest things that improved with the LSA ads compared to the last time is that

CINC Marketing: They're now…

CINC Marketing: like, if you search homes for sale, they will show a carousel of properties, and if someone clicks on that, that would then open up the LSA ads, where in the past, they had to search for…

CINC Marketing: you know, I need a realtor in Hendersonville, or something like that.

James Terry: realtors near me or something. More like… more like the search that someone would do if they needed a plumber or a mechanic, you know, like that, when they're looking to talk to a real estate agent, it's not quite the same as.

James Terry: my pipe is leaking, you know, I have an active leak in my house, and I need a plumber right now. So yeah, that search criteria, and like I said, visibility, is what's really changed.

Matt Feathers: Well, this is the.

James Terry: And even if.

Matt Feathers: Yeah, I was just gonna say the biggest thing that… and this aligns with everything you're saying, is the majority of leads that come into our system, they want a house, they don't need a house.

Matt Feathers: Alright, think about that for a second. Like, they just… they want to know more about a neighborhood, or a city, or a particular address, or a house. I hope that they need one at some point, or yeah, they're, like, ready to go look at houses this weekend.

Matt Feathers: But using that, like, using, like, dangling that carrot about houses, but to eventually get to me, is gold.

Matt Feathers: So, I'm a huge fan.

James Terry: and I don't know if we're allowed to quote this number, Harry, clip it out later if we have to, but when Google showed the, the listing carousel on… directly on the Google search results page.

James Terry: a…

James Terry: Major Real Estate Portal, whose name starts with a Z, that we probably don't need to talk directly about.

CINC Marketing: That's true.

James Terry: Sealter, yeah. It dropped, like, 10 or 12% that day.

James Terry: Everybody knew how significant it was gonna be when Google, was giving people what they were looking for so immediately. But yeah, somebody looks at one of those listings and looks at,

James Terry: Listing details.

James Terry: 3 real estate agents' headshots right there, and they click on it. It only shows on mobile devices, so calls happen immediately.

James Terry: Yeah, it's really cool.

CINC Marketing: So yeah, if you're interested, send your, what, account manager a note? You can drop your email in here, in the chat, or it's on the Facebook group as well.

CINC Marketing: Is that right?

James Terry: And I'll follow up with you, and yeah, there's a,

James Terry: We don't have a Google Business Profile product here at Sync. It's not something that we own or manage for you, but we can… we can talk about it. I know there's some frustrations with, with getting certain, you know, the web… the address approved, that video you're talking about. We'll, we'll jump on.

CINC Marketing: Let's see… Now Darlene asked a question, and Darlene, I'm sorry, I didn't see you in here at the beginning, but if you're still here…

CINC Marketing: Let me see… oh, thank you, Albert!

CINC Marketing: You're my new favorite person.

CINC Marketing: Aside from Dan, of course.

Matt Feathers: That was nice.

James Terry: Well, yeah.

CINC Marketing: Darlene and Matt, I don't know if you can answer this, I can't answer this, but if you can't, I know our support team can.

CINC Marketing: She said, can I amend or delete a customized folder? Thank you, Ron.

CINC Marketing: I'm not sure…

Matt Feathers: Yeah, like a folder of templates, or a folder of labels, or, like, what… maybe a little more specifics. Folder of what?

CINC Marketing: Alright, and while she is answering that…

CINC Marketing: And Darlene, if it is…

CINC Marketing: Yeah, thank you, Orlando. Definitely give support a call.

CINC Marketing: Because they can help you as well.

CINC Marketing: There was… Oh my gosh.

CINC Marketing: I had… I had something good. There's another question that I can't find.

CINC Marketing: Oh, Kristen asked what improved with the dialer, so I looked that up. This is from Josh Lowe, our, app manager, app extraordinaire.

CINC Marketing: For the Android app, there's an exciting… this is his words… I'm sure it is exciting, but I'm just not saying it organically. We have an exciting update for you. Our new dialer with call recording and AI summaries is now in beta in the Android app.

CINC Marketing: So, that's the dialer update that just rolled.

CINC Marketing: You can try the new dialer experience on Android by navigating to our Sync Agent page on the Play Store, and tapping the Join Beta button.

CINC Marketing: And then the iOS beta is also coming soon, so that is…

CINC Marketing: Call recording with AI summaries is the big app.

CINC Marketing: rollout, I believe.

CINC Marketing: And Kristen also asked, how do you find the dynamic tags? You mentioned you feed those into AI, how do you find those?

Matt Feathers: Help Center, Help section, top right, on your platform.

Matt Feathers: Click Help, open up the Help Center, and then it's keyword-driven, just type in dynamic tags, and then you'll scroll down and see those, copy and paste them into your AI of choice.

CINC Marketing: Very cool. And then… Can you just give the opening line?

Matt Feathers: Who, me?

CINC Marketing: Yeah.

Matt Feathers: Well, happy to.

CINC Marketing: Yeah, I think that's really helpful to people, and that's why I like to wait an hour and five minutes into the broadcast to ask about it.

Matt Feathers: The grand finale.

CINC Marketing: That's right, this is like the fireworks.

Matt Feathers: It depends, you know, are you guys hey or hi people, or hello?

CINC Marketing: Oof. My god, no one has ever asked me that question.

James Terry: Wow.

Matt Feathers: It's a big deal, words matter.

CINC Marketing: Hi, I'm gonna go with Darlene. Hi.

Matt Feathers: Okay, hi, this is Matt from the home search site. I saw that you were checking out a few homes in Favorite City area. I was just curious, are you looking to make a move soon in the next few months, or just browsing?

Matt Feathers: So, there's some parts of that that you can kind of give it your own spin, make sure you have your own flow, make sure it sounds good, rehearse it, say it over and over and over again. Notice I didn't have to read anything to say that.

Matt Feathers: So, kind of make it your own, but don't twist it too much, because there's a science behind it.

Matt Feathers: Notice we didn't say their name, we didn't say our brokerage, we didn't say, how are you doing, because that doesn't matter. Don't say that you're a realtor, don't ask that they have a realtor. Like, the biggest thing is you want to get to that point to where you say, hey, are you looking to make a move soon, or just browsing? And what are they going to say?

CINC Marketing: Just browsing.

James Terry: browsing.

Matt Feathers: Just browsing, just looking, perfect, that's exactly what the site's for, and then roll. Go from there. So…

Daniel Lott: How many people actually use that line?

Matt Feathers: What's that?

Daniel Lott: How many people actually use the line?

Matt Feathers: The opening line?

Daniel Lott: Yeah, like, the one… because I've heard, like, I've… there's been a bunch of trainers on here over the years.

Daniel Lott: And they all say, do this line.

Daniel Lott: But…

Daniel Lott: are they… are people… do our clients actually use it? Like, or do you… do you know, or, like… like, from training, or do they… do they do it, do they really incorporate what… what you've said, or…

Matt Feathers: I will say that, like, that's the biggest… and it's so simple, right? But that's, like, the big… that's the biggest breakthrough, I think, that people have, at SyncU, especially on conversion day, and during Power Hour, is… think about it, like, you only have, what, 3 to 5 seconds to get somebody on the hook when they answer?

Matt Feathers: You have to be perfect.

Matt Feathers: Don't put too much pressure on yourself, right? But you only have a few seconds to get it right. So, the people that adopt that and utilize it, they set more appointments.

Matt Feathers: And that's what we're… that's what a phone call is for, right? You're trying to set an appointment.

Matt Feathers: And you want to get them on the list.

Daniel Lott: It seems so… it just seems so simple, you know? Like, because it's not like you're asking something really, like, oh, this really weird, complex thing. It's like you're just asking.

Daniel Lott: Was that 2 sentences, or 3 sentences? And they're basic sentences.

Matt Feathers: Two sentences.

Daniel Lott: You're just saying, call your leads, and say these three sentences, and you're gonna get appointments.

Matt Feathers: That's right. Tonality matters, though. You've got to practice it. It is super simple. Tonality is crucial. High energy, stand up when you're making those phone calls. Lot of energy, a lot of air, right? And just let it roll. You'll be surprised. It works. It really does.

James Terry: You can tell Matt said that a lot. Matt, I feel like if somebody woke you up in the middle of the night, you could, you could spout that sentence off, right? Like, it would roll immediately, like…

James Terry: It's in your DNA, right? That's what I'm saying.

Matt Feathers: I got it… I got it tattooed on the inside of my forearm, so it makes me so much easier.

CINC Marketing: Inside of your eyelids.

CINC Marketing: No, that's great, and I think it… we've had, I believe we've had all of the SynQ trainers on here now.

CINC Marketing: And…

CINC Marketing: It's so interesting, because you guys all say the same thing, but you say it slight… like, the words are the same, but the tone is just slightly different. You've all kind of, like, made it your own in a way that works.

CINC Marketing: You know, for that specific person. And then, like, you know, I've heard it described as, like, stepping on landmines of, like, how are you?

CINC Marketing: oh, well, I'm awful, and this has just happened, and this has just happened, and this, you know, like…

CINC Marketing: No. You know, I think, like, you just kind of deconstruct it, and it's so smart, and so simple, like, the line that the training has created. You know, I think it's great.

CINC Marketing: So Gold Star. I'm gonna write it out, put it right on the fridge, and, look at it every day.

CINC Marketing: So, yeah, I think that is… Can you take one minute

CINC Marketing: And just, you mentioned a really interesting, specific follow-up campaign.

CINC Marketing: That you guys were doing on your site for really old leads?

Matt Feathers: Yeah.

CINC Marketing: Can you just, like, just mention that?

CINC Marketing: really quickly, because I think that could just kind of help frame it in people's minds of…

CINC Marketing: You know, a different way to use the system and to get… to reach out to these leads that are, you know, dead or whatever.

CINC Marketing: Yeah.

Matt Feathers: I'm not sure if they're dead or not, but we're doing our best to find out. I do have a label for deceased in my…

Matt Feathers: my platform. But, no, we call it, we called it, our Hail Mary, campaign, and for those of you folks that,

Matt Feathers: don't… or not following sports, Hail Mary's like throwing that deep ball into the end zone, and just hoping somebody catches it, right? So, that's the, that's the idea. And we've got a database, a couple different databases, and some of those leads, they registered over 10 years ago.

Matt Feathers: And they might be one and done. And that's the reality of a lot of our leads. They come and get what they need, what they're looking for, and they go away, and never come back again. It happens, right?

Matt Feathers: But, but no, it's a campaign. I did generate it using AI, leveraged our dynamic tags into it, but I just said, hey, I asked for, like, a 12-month email campaign, geared at trying to get folks to come back to our site. Whether that's open the email.

Matt Feathers: Click a link within the email, I embed things like the market report link, a link back to the site, you can embed links to ETA,

Matt Feathers: And just remember, like, the goal is not always to get a… like, how many consumers nowadays are replying to spam emails? Because this is essentially a spam email. I mean, how many… do you guys reply to spam emails? I don't.

Daniel Lott: one.

Matt Feathers: Everybody. Yeah, dancing.

CINC Marketing: It's extremely busy.

CINC Marketing: Dude!

Matt Feathers: Don't take it personal if you're not getting any replies, but remember, the sync system's so good, because if they open the email.

Matt Feathers: And they've been gone for, like, 30 or more days, and you got your behavioral messages turned on, a text fires off.

Matt Feathers: That's awesome, right? If they click a link within the email, it turns things back on, like property alerts. It counts as a login. So…

Matt Feathers: look at it that way, but it's just… think differently, dig deep into your database. There's lead… and you don't know, like, they could be 10 years closer to buying or selling, right? So you don't know, right? So… so dig deep. Dig in there. Turn… turn over some old stones.

CINC Marketing: what you said about the replies is interesting, too, because, I mean, that's the thing with social, is, you know, you'll put a video up, and…

CINC Marketing: it'll get 3 or 4 likes, and you feel like, you know, no one is seeing it, but, I mean, I watch Reels and don't like them, you know? Like, I watch things and don't interact with them, so there's that value of you're getting seen.

CINC Marketing: People may just not be interacting in such an overt way… Right. …of, like, liking it or something like that, but that message is getting internalized, it is.

CINC Marketing: Great.

Matt Feathers: Yep, Hail Mary.

CINC Marketing: You know, I just realized when you said you're a Tennessee fan earlier, the UGA Tennessee Hail Mary, I haven't thought about that in a very long time.

Matt Feathers: 2016. I can…

CINC Marketing: Stupid gray uniforms.

Matt Feathers: I'm not.

James Terry: If you're not familiar, do you mind, explaining the situation and then.

Matt Feathers: Do you have another…

James Terry: detail.

Matt Feathers: Do you have another 15 minutes?

CINC Marketing: Yeah, we'll talk… yeah, for Matt to cheer through it. We'll… we'll talk about it on the porch tonight. So, Dan, what's your address?

James Terry: Yeah.

CINC Marketing: Alright, well… I went to Georgia Tech.

James Terry: So we don't have good seasons, and I'm never rooting Georgia, so…

CINC Marketing: Alright, well, we've stayed way too long. Thank you, everybody who stayed on. It's always one of the greatest things about this, is we get…

CINC Marketing: A very… a much higher percentage of people who attend when they sign up, and they stay on, and we appreciate you so much, because otherwise, we're just…

CINC Marketing: Sitting here talking to ourselves, and that's not fun at all.

CINC Marketing: So thank you, Grazi.

CINC Marketing: I think that's what that says, I've never written that word. Does that say Grazi or Grazy?

Matt Feathers: It's Grazi, I'm pretty sure.

CINC Marketing: Thank you. Good.

James Terry: Says, great job, Mr. Feathers, I know that much. Well done, sir.

CINC Marketing: All right, well, thanks everybody, Matt, thanks for sticking around late. That's why you're a two-time All-Star. And we look forward to the third time that you come on, so…

Matt Feathers: Thanks for having me, guys, I appreciate it.

CINC Marketing: Yeah, go to SyncU, check out SyncCommunity.com, and sign up for the next Office Hours there under webinars. It's the second Wednesday of every month. Follow the pod!

CINC Marketing: Follow the social!

CINC Marketing: Dan is handsome.

James Terry: book.

James Terry: And I will reach out to Kristen. I see that last message right before we sign off. I've got a note for you. For sure.

CINC Marketing: That's gonna get cut, you really broke my flow, James. See ya!

James Terry: I know, I know.