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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.
Daniel Lott: Here we go!
CINC Marketing: The meeting is being recorded.
CINC Marketing: I always start these by saying that I have to stop doing that.
CINC Marketing: So anyway. Hey, everybody! Welcome to office hours here in the month of May.
CINC Marketing: I am Harry Kerbo, the senior director of Paid Social. We've got a really cool guest today, but
CINC Marketing: well, I think he's neat. Anyway, I'll let you guys decide after this is over.
Matt Hart: I didn't know that. That's how you said your last name. I've known you for 8 years, Kerbo.
CINC Marketing: Yeah, yeah. But
CINC Marketing: yeah, well, it's German, but we're southern. So we just say it. However, we want to. It's like term.
Matt Hart: Southern German, like Bavarian, or like
Matt Hart: that's for the accident south of the United States.
CINC Marketing: Yeah, no, this is I picked this up in Hamburg this accent. So but yeah, so before we get going, though. You guys, let us know where you're where you're at in the chat. If you feel so inclined.
James Terry: Yeah. Where's everybody logging in from.
CINC Marketing: Yeah, know that we'll be recording this. It'll be added to the Youtube channel. So please follow us there or subscribe mash that subscribe button. If you haven't done that yet.
CINC Marketing: And of course I'm joined, as always.
CINC Marketing: by James Terry Wolf Creek from live from the Wolf Creek Lodge. He didn't get a new job there, but it does look that way James Terry and
CINC Marketing: the most handsome man in in zoom, zoom image.
CINC Marketing: and perhaps the world. We're still calculating the results minus Alvaro rize, of course, who is
CINC Marketing: on a pillar by himself, Dan Lott, my boss, and
CINC Marketing: the most handsome man in the world. So how are you guys doing?
CINC Marketing: What's on your mind today? If anything.
Daniel Lott: Great airing.
CINC Marketing: Try not to talk at the same time. Boys.
Daniel Lott: Oh, okay.
James Terry: Dan, you jump in.
Daniel Lott: You go. You go, James. You have a lot to talk about.
James Terry: A a bit. I I am excited so Hello, everybody. James Terry. I am the senior director of paid search. So we handle all the the search ads, the Google campaigns buyer seller things like that.
James Terry: And yeah, if you're just one of the things I'm excited about. 1st of all. I'm hanging out at a big water park.
James Terry: and I told Dan.
James Terry: there is no way I am missing this webinar. I'm absolutely gonna be here mostly because Dan was like James, you're not gonna be missing this webinar. Right? He said. No, sir, I'm logging in. It's gonna be good. I don't know how the Internet quality is, I don't know the video quality, but I'm here. But.
CINC Marketing: To make that great wolf lodge money. Buddy.
James Terry: Yeah, you know.
CINC Marketing: Join in.
Matt Hart: And so I might stop and greet people as they come in, as well
Matt Hart: as far as it stands. Now. James, where where is great wolf on the the the ranking order of of Water parks.
James Terry: Well, it's definitely better than anything in Paris, you know. I prefer to Italy for sure. In terms of just overall vacations. This is the place to be. You know, I went to the Iss last year. Space was cool, but Great Wolf is the place, to be for sure.
Matt Hart: Compares to the great Wolf Lodge, Griffin, Georgia. Is that right?
CINC Marketing: Whoa!
CINC Marketing: You wish! That's where I'm from.
James Terry: Yeah, it's south on 85. I have no idea where I'm at. My wife.
Matt Hart: Where, when I'm driving, when I'm driving to Florida to go to Disney world. It's sort of like somewhere over there on the right, usually, isn't it?
CINC Marketing: Yeah, you'll see an exit, anyway.
CINC Marketing: Bucky's.
Matt Hart: That's Russell. I know that one. I know that one really well. Unfortunately.
CINC Marketing: Oh!
James Terry: But we can come back to unless Dan, you want me to get into the
James Terry: digital ads. And and what I'm excited about, you know, Sync related what people are logging in for. But Dan, if you wanna wanna jump in and introduce yourself, I can come back to
James Terry: the lead quality initiatives that I've been excited about the last several several weeks. Several months.
Daniel Lott: Yeah. Well, I'm I'm the the head of lead generation department dan lot. Let's see
Daniel Lott: we. We did have a planning session on this, so we could add, like an order of things when things are gonna happen. So.
CINC Marketing: We do, but it's off the rails.
Daniel Lott: It's not. It's
Daniel Lott: I. I think we're gonna talk about AI, right? Is that that's the that was the.
CINC Marketing: Well, actually.
Daniel Lott: Are we? Are we? Are we ramping up to that? Is that.
CINC Marketing: So had their bit.
Daniel Lott: Several different types of AI. As you know, in the year 2025 AI is pretty much anybody. The only thing people talk about, or at least a lot of people do.
CINC Marketing: Well, so I think, what what we discussed in the planning was your, your recent article about Google's AI Max
CINC Marketing: targeting, and just how and and just kind of throughout today. How AI is, you know, changing things.
CINC Marketing: so let me
CINC Marketing: let me get us back on the rails here and start by introducing our guests, Matt hard, and then we can get into your article. Our guest is the the Vp. Of sales here at Sync.
CINC Marketing: Really awesome guy. And I mean
CINC Marketing: you, you when I think of a salesperson in my head. But like I was, gonna say, like a good salesperson. I'm still off the rails. This is like a lawyer joke. It's turning into a lawyer joke. I don't mean it that way. But you know just Matt always does such a good job of matching. You know the needs of what people have with the products that we offer. And does a great job of. I've learned a lot of of just
CINC Marketing: you know, the the right way to match products with people just by working with Matt over. Was it 8 years that you said.
Matt Hart: It's been 8 years now. Yeah, 8, almost 8 and a half.
CINC Marketing: Yeah, and and alright.
Matt Hart: 6 year old. I need that extra half year right?
CINC Marketing: How many months is that.
Matt Hart: Exactly 100 44 months.
CINC Marketing: Did you come from career builder, or did I make that up.
Matt Hart: I did come from Career Builder. Yeah, I was a career builder for nearly 5 years. started I was selling. I was a national account. So which basically just means that I had like 5, you know, fortune 500 accounts here in Atlanta, and then went on to run a a mid market team there, which is where I kind of got my start in sales leadership. And then.
Matt Hart: a few years later came over to Sync to run, to run sales. Here.
CINC Marketing: I I was vaguely sure you did. And the whole reason I said that was to say
CINC Marketing: that was a real real career builder for you.
Matt Hart: It? Was it we.
CINC Marketing: Good.
Matt Hart: Yes, no, that was great.
CINC Marketing: Yeah, move on. Now.
Matt Hart: Yeah. Okay. All right.
CINC Marketing: Yeah.
James Terry: That is a dad joke.
CINC Marketing: No, but so you.
James Terry: Yeah.
CINC Marketing: So yeah, you've been here at Sync for 8 years, 8 and a half. You know. One of the things that I was interested in is.
CINC Marketing: you know, I mean.
CINC Marketing: So I've been here for almost 10 years 10 years. In 17 days. I'm sure you're planning my anniversary party, Dan. It's been.
Daniel Lott: It was 5.
Daniel Lott: Oh, dang! But you know so much has changed.
CINC Marketing: In sync for me, you know, like what.
CINC Marketing: how different is sync now than it was 8 and a half years ago when you came.
Matt Hart: Oh, man, like there's a million different ways. I could go with that. You know, I guess, like
Matt Hart: I don't have random dogs just like coming and fiddling in front of my desk anymore. Which was the thing that happened pretty regularly in the old office. But generally I would say. You know,
Matt Hart: Sync has really been on a mission for the agent, for the last.
Matt Hart: for the for the entire time that I've been here right, and I'm sure probably even a long time before that. But our goal as a company is always to keep the agent at the center of the transaction and empower the agent. And I think today's topic with AI is is as pertinent as it is. It could be in terms of highlighting the shift that we've seen over the last 8 years that I've been here right? Always constantly working to be on the leading edge
Matt Hart: of development technologies that are going to increase conversions and ultimately transactions for our clients. And so you know, watching that AI revolution happen over the last few years, and I would say.
Matt Hart: you know, one of the things that that really, I think we could point out is that sync is usually working on on cutting edge stuff before our competitors are right. We've had an AI solution as a part of our core, foundational, you know, platform and product for the better part now of like 4 years, and and I think
Matt Hart: you know a lot of them. A lot of our competitors and and in the competitive landscape have have, like they all, everybody's got AI. Now, right like that's just that's just part of your. If you don't have AI, you're so far behind that you you may as well right like. But.
CINC Marketing: Israel, what.
Matt Hart: Go.
CINC Marketing: No, I'm just kidding.
CINC Marketing: Give up just.
James Terry: Close shop.
CINC Marketing: I will say, too, if you guys have Qa. If you guys have questions, hey, Tom, definitely drop them in the chat. We'll be answering those. We got some questions from the submissions as well. So we'll be going through those. But, Tom, any questions you have, please feel free to to drop them in. That's great! That's what drives this so.
Matt Hart: Yeah. And and and I would. You know, I think I've spent, you know.
Matt Hart: weeks, hours, years now, researching and and understanding artificial intelligence. And I think I think something that's important to note is that
Matt Hart: it? It's really difficult with AI to just build something and deploy like you can't spend 4 years building something, deploy it and have it be its best version of it. Right? Like AI is, it's right machine learning. And AI take time to develop because you need the inputs over time for the for it to get smarter.
Matt Hart: And and so I think Sync always being at the cutting edge or the the bleeding edge of those things, and and really trying to get out ahead of the market and understand, you know how to best leverage these new technologies to serve our clients is is something that's been fundamental here in the time that I've seen and what's what's evolved and changed over time.
CINC Marketing: Well, I think one of the coolest things with the AI is syncs is, and and maybe I'm making this up. But syncs is proprietary, you know. So ours is actually based on syncs, best practices, you know, it's trained on the training that
CINC Marketing: you know, John Marone, Matt Feathers, Lance Christine do at sync. You come sync you? Yeah.
CINC Marketing: Now, now I think I may be presenting at the next sync you. So if you're on the fence.
CINC Marketing: Now's the time. Tell the great Wolf Lodge to be quiet, please, James.
Matt Hart: 5, down.
CINC Marketing: Trying to do, pipe down Great Wolf Lodge.
James Terry: What the.
CINC Marketing: Now.
James Terry: Questions. You know, they they need to get in their room. They need the Wi-fi passwords.
CINC Marketing: One of the questions, and and I do want to get into some of the questions. Now we did get some questions around.
CINC Marketing: so perfect. This was one of the questions I wanted to get into. But
CINC Marketing: Before I do that, we did get some questions around the support side of things. So
CINC Marketing: you know just different things around
CINC Marketing: different functionality within the Crm, if you do have questions, you know we have a great support team.
CINC Marketing: please be sure to reach out to them. You know, this is more going to be kind of higher level stuff around, you know the AI and and the questions that you have, like Tom, just put in there the questions that we got submitted. But you know we do have
CINC Marketing: another benefit of sync is the best support team in the industry reach out to them. They make me look a lot smarter than I am
CINC Marketing: all the time, and I'm very grateful for them.
CINC Marketing: But so one of the questions that we did get was around the AI, and so like, I don't know, and I don't know if you guys can see it in the chat, Tom just put it in. Thanks for reprinting it, Tom.
CINC Marketing: he said. I think Alex does a great job, but not at $200 a month for a social agency. So Tommy had to cancel and rely on drip campaigns for touches every 4 to 6 weeks. So, you know, I
CINC Marketing: I think that's a really interesting question. I don't know if there's a right answer to that, like, I think this is really interesting
CINC Marketing: feedback, because the way that I I look at AI right at
CINC Marketing: $200 a month is, you know, if you set 1, 2 appointments from that
CINC Marketing: I I would feel like, you know, if you were to buy an appointment like a lead in an appointment stage. That's cheaper than that, and that's nurtured from. You know your brand, that's your specific lead.
CINC Marketing: I don't know. Just kind of throw that out there like, what? What do you guys
CINC Marketing: think about Tom's question? I guess.
Matt Hart: I think. Oh, sorry you got Daniel. You looked.
Daniel Lott: I was, I was about to say something. I don't want to interrupt you, but you know well, I just every one of these office office hours. I have to mention the big sale in Charleston that we had. It was a sync lead.
Daniel Lott: 21 million dollars. Most expensive home sale in the history of Charleston. That was because of AI. It wouldn't have happened without AI. So again like this. What Harry was, I think he said it, or he was thinking it. You know, if you if you sell one house, because if AI helps you sell one house, it covers it so that one they probably got.
Daniel Lott: I don't know what a commission on a 21 million dollar house is, but it's more than $200 a month. So or I guess that'd be.
Daniel Lott: yeah. So yeah, because think you can think of it that way. So.
CINC Marketing: But I wonder if I wonder if Tom
CINC Marketing: I think so? How big was that agency? I'm not sure exactly how large I don't believe I think it's a husband and wife team, but I'm not positive. I know the client.
CINC Marketing: He's been a.
Daniel Lott: Yeah, they're not deep. They don't have a big ad spend. I think they're like they're less than a thousand dollars. I think they're like $900 in ads a month. So it's not like it's a huge
Daniel Lott: $10,000 a month ad agency, or anything or.
CINC Marketing: It's really.
Matt Hart: I I would I I would just say, Tom, that like it's a it's a very valid question, right like. 1st of all, like that you you were certainly not the only one that feels that way right? We hear this oftentimes. Right? We talk with with
Matt Hart: literally thousands of agents every month on my side of the business people who are looking at and and evaluating technologies to help them scale their business. And I I would say, it's a it's a question that comes up an awful lot. So here, here's what I would answer, though right, and especially right now.
Matt Hart: in in times when cash flow for agents is so critical. Right? You've got to be really judicious about where you spend your your dollars. And and I think you know, we're we're very sensitive to that, but also at the same time, you've you've got to pick where you think you are going to get the biggest bang for your buck
Matt Hart: in in your dollar spent and every every market's different, right? I'm not gonna say that that you know everybody should have the exact same solution for their business. And that's right. That's why there's there's different options out there, and and everybody's got to make that decision for their business.
Matt Hart: What I can do is tell you what we see across the board, across thousands of of solo agents and teams, and you know. Just in millions of leads generated. We know that having AI
Matt Hart: allows people to scale and work more leads right? Like that's kind of the bottom line, the morally, because at the end of the day online online lead generation for real estate is a math equation. And that's really what it boils down to right the the numbers you're working with. Right? Like, if you can work more leads, you're gonna have. You're gonna have better and more predictable revenue for your business.
Matt Hart: And that's why we're always encouraging people to to spend more money on ads. Without AI you wouldn't be able to work leads the way that you need to work leads
Matt Hart: at at the level of effort. Right? That that a solo agent has a special, particularly for solo agents right like you don't have infinite amount of time. Right? Like, that's your biggest constrained resources, your time. And so you have to have technology to help you work the leads the way that the leads need to be worked. Otherwise you're going to see a drop off in conversion rates.
CINC Marketing: What I think for me like the biggest, the most interest. So like the way I look at this, coming from more of a marketing standpoint and seeing, you know, the feedback of
CINC Marketing: our posts on social media for sync. And you know other Crms
CINC Marketing: post is it's this interesting like Bridge of
CINC Marketing: trust us. Spend this money, and you'll make money, and it's you know I need to know. I'm going to make money before I spend the money, you know, and and
CINC Marketing: unfortunately, the thing that it takes is time.
CINC Marketing: you know, to to close the leads. And so
CINC Marketing: and I manage the social side of client ad spend as well. So you know a lot of the time those leads
CINC Marketing: take longer on average to close than well, most of the time we would expect that those leads will take longer to than on average to close than a lead
CINC Marketing: from search. And so that I really am excited about the AI, because.
CINC Marketing: you know, there's there, I think there's less things that are
CINC Marketing: falling through the cracks, you know, when an existing lead re-engages, for instance, what like the the cool thing with the Charleston sale is that lead?
CINC Marketing: They were on vacation. They came. They googled it at like 7 30. AI responded. 5 min later
CINC Marketing: that agent woke up to
CINC Marketing: a 22 million dollar appointment on a Monday, you know. That'll cure the Mondays so like. But I get it at the same time.
CINC Marketing: you know. I it's interesting because and we've talked about this, but it kind of puts.
CINC Marketing: you know, sink at odds with ourselves because we want. You know, we know AI converts, but it also has, you know, a cost associated for us and
CINC Marketing: the development that goes into it. The research that goes into it. I mean, it's 1 of a kind, I think, you know, and I don't know. That's not an answer.
James Terry: I like what.
CINC Marketing: Tom, that's a meandering down my thought process.
James Terry: Well, I really like what Matt said about it being a math equation, right? I I think, in terms of numbers a lot. And
James Terry: so for $200 a month we're talking about 2,400 a year that goes into it. So what size home needs to be sold from an appointment set by AI like you were saying, if you get one or 2, 1 appointment, 2 appointments out of the entire year. A $200,000 transaction covers the entire cost like, right? What's the the math here like? You make a few $1,000 on a fairly.
James Terry: I don't want to say minor, but not a particularly aggressive goal in terms of transaction cost right? To to cover that. So the math equation makes a lot of sense to me. I like what Lane said on here. In the chat, talking about it, taking the place of an assistant. Harry. If you hadn't mentioned it, I was gonna say the exact same thing that that Charleston deal that lead came in at 8 o'clock on a Sunday night, right? I wasn't sure if Dan had mentioned that. But
James Terry: it's tough to be on your on the ball to the degree that you're gonna respond to a lead personally like, even if you're willing to make the calls, if you're like, you know, in the game
James Terry: 8 o'clock on a Sunday night you might not text them back, and immediately. But the AI is always. It's always on. It's always got there. And lastly, Eleanor had mentioned that she's canceled and and re-engaged AI over the years. My question is, when was that most recent? Because the updates and in sync AI, I mean, it has been ever evolving and.
Matt Hart: Yeah. The the AI we hear you
Matt Hart: years ago is not the AI that we have now. And that's that was my point earlier, right. I was like you that time for all of the data inputs to make the system smarter. And that's what ours has been doing for the last 4 years, right? We've been building and iterating off this thing for 4 years, based on
Matt Hart: millions of leads. Not just not just right, like millions and millions and millions of leads. Right? So by this point, we've got billions of data points telling us what works and what doesn't work helps us to refine to optimize for conversion. Right? And so that's what that's what enables
Matt Hart: our agents to scale their operation, because now they can work twice as many leads or 3 times as many leads, and at the end of the day it is a math equation, right? And so you have to. You have to determine for yourself what level of investment you're comfortable with, right? But if if you've got.
Matt Hart: you know
Matt Hart: whatever you pick your pick your dollar amount right like, it's just a math equation. Plug it in. We can help you do that right. Like our our account manager. Your account manager, should be able to help you plug in the numbers and go, hey, if you invest this much in lead, gen, with our tools and our system, this is the output. You should get right. And it's really it really is predictable
Matt Hart: because we've done it over millions and millions and millions of leads, thousands and thousands of of real estate agents, tens of thousands of real estate agents. We see this on an annual basis. We continually are optimizing to get those higher conversions and building that right into the system for our clients.
CINC Marketing: Yeah. And I think,
CINC Marketing: I 1st off. I love what Tom said. I agree. If you slay a dragon everyone eats. That's great.
James Terry: I love. That's really worded. Yeah.
CINC Marketing: That's awesome. But I, you know, like, that's what I love about these office hours like, I think this is very valid.
CINC Marketing: you know, feedback, and like Tom, I would like, I wouldn't be talking to you guys about this.
CINC Marketing: This is all very interesting feedback. And I, you know, I say that
CINC Marketing: I always tell people. Sync is an iterative company.
CINC Marketing: like a lot of times when when
CINC Marketing: you know you should see the way things used to be from time to time of of it. It gets better in steps. And I think, you know, we're constantly improving. We're constantly innovating.
CINC Marketing: So this feedback is very valid, and you know great. Thank you, Tom.
CINC Marketing: I don't know if that's a right answer, that that's just kind of more.
Matt Hart: I love Gn's comment. Here, too, you saw that one.
CINC Marketing: As a video, we've been able to.
CINC Marketing: Yeah. So and I think that's.
CINC Marketing: you know, like, if you get someone who's ready to go see a home right then. You've got
CINC Marketing: the chance of
CINC Marketing: getting them on, you know, easily getting them on the phone. I think it's the person that is
CINC Marketing: 10 months down the road that this is even more beneficial, for because they're not gonna the AI is not going to miss
CINC Marketing: that action that someone takes on the site, whereas
CINC Marketing: and it's not just doing it once as a a human. It's doing it every time, you know. And that's
CINC Marketing: and.
Matt Hart: You've been a client for for sync of any. You know any amount of time right? Like. At some point it gets really difficult to work all of the leads that you're getting on a monthly basis, and all of the leads in your database right like, how do you? How do you do that without without something that's there, because you don't know to keep your eyes on all of it. It's it's it's really tough, and that's, I think one of the other things that really sets sync apart from everybody else is like.
Matt Hart: we're gonna we're gonna bubble up and continue to work that opportunity. But bubble it up for you so that it becomes like we're waving our hands at you, saying, Hey, this lead wants to talk to you right? It's super super obvious, because it's it's, you know, that's our that's you know. Our our agent ready leads right like they're waving their hands, saying, Hey, I'm ready to talk to an agent. Now.
CINC Marketing: When this has been the biggest shift, I think, in my 10 years here at Sync it's gone from.
CINC Marketing: Yes, it's a numbers game.
CINC Marketing: Get as many new leads as you can call them right away
CINC Marketing: to. It is still a numbers game.
CINC Marketing: You still need to do that, but you can increase your numbers by
CINC Marketing: harvesting. That's a creepy word. But you know what I mean like continuing to prospect to these older leads. And actually.
CINC Marketing: these older leads are probably more valuable because
CINC Marketing: they've been in the system. They've been being nurtured, you know. They said.
CINC Marketing: They were ready to buy in a year 10 months ago, you know, and now they're coming back from a property alert or so, you know, I think the AI the focus of not just to follow up. But I think where we're headed with the AI, too, of
CINC Marketing: you know you.
CINC Marketing: Our main goal is to collect leads and surface people that want to speak to you, and you know, to collect leads and help you. It's to streamline this process, it's to, you know. Cut through this numbers game.
CINC Marketing: Mary Jo. I do see your
CINC Marketing: ready to set appointment, I think, are you? I think you mean agent ready?
CINC Marketing: Not the case. Not sure. Why AI says that in the instances, and that is not the case.
CINC Marketing: I will say
CINC Marketing: So this is definitely a good question for support as well, because they'd be more versed in it than I would be. But I have, you know, seen AI set a lead to agent ready when
CINC Marketing: there's a question that needs human input.
CINC Marketing: you know. So I think, really, just agent ready. A lot of the time is alerting you. That.
CINC Marketing: hey? This is a good time for you to step in and
CINC Marketing: and and text with the lead. I don't know if you were on last month but we had
CINC Marketing: Chelsea Scott and Tamara Ward, and they talked about
CINC Marketing: a lot about the AI messaging, you know, when to take over that kind of stuff. So that that's a really interesting one. If you have other questions around that.
CINC Marketing: Any thoughts on Mary's comment. Yeah.
James Terry: Harry, you might have the exact numbers, Matt. You might know this
James Terry: agent ready leads get set to appointment status, or like appointment set status in the dashboard at like 8 times the the rate of other leads. It was something like that. We had run these numbers at 1 point when talking at the how valid and how valuable is the agent. Ready status when it gets to you that kind of thing. So that's not to say that it's 100 of the time when it's agent ready or ready.
Matt Hart: Agent ready doesn't mean
James Terry: Exactly.
Matt Hart: Someone clicks. Set an appointment with an agent. Now it just means right that there, there's a there's a criteria that that does go into what those leads mean right? And to to Harry's point, it's best to talk to your account, manager and and make sure you understand all the details on whether because the talk track might be a little bit different, depending on which one you're talking to. Right
Matt Hart: and that's right, like. At the end of the day, too. You've got to match the right scripts with the right leads right? The better the better. You can understand what kind of lead you're dealing with. The better. Your opportunity to to convert that that lead to to businesses.
CINC Marketing: Have set up for more info.
CINC Marketing: Okay, Tom, when you say the views, are you referring to like
CINC Marketing: property views? Or just I wanna make sure be, or that I'm understanding what you say.
CINC Marketing: That's interesting, Gene, with the
CINC Marketing: far right views. Okay, thank you.
CINC Marketing: But that's interesting. With the
CINC Marketing: retirement capital. I remember you're in Florida. I've seen your name. I think you are. I'm just going out on limbs today, and I'm too fat for that. So all right, awesome. So you are in Florida.
James Terry: But that's really interesting.
CINC Marketing: That's really interesting with the
CINC Marketing: like, the importance of the AI in a just a longer sales cycle. It's kind of like what we were talking about
CINC Marketing: on the the social side as well.
CINC Marketing: So any more thoughts on that, Dan. You look! You look poignant and poised.
CINC Marketing: and oh, so handsome! Do you have any.
Daniel Lott: Thank you.
Daniel Lott: Do do I have any but.
CINC Marketing: Cookies or thoughts on that question.
Daniel Lott: No, but also just the fact that it's getting better, as Matt said, but also there also, there's some big features that they're working on like a couple of months ago.
Daniel Lott: Jeff, our product head product said that we're gonna be having voice AI in in a little while, and that
Daniel Lott: that will be
Daniel Lott: something that'll be. That'll be very interesting to see what what, what that does. I'm really excited about that extremely excited about that.
James Terry: Yeah, I've heard of a a model or proof of concept on on the voice. AI, and it is.
James Terry: It is pretty slick. It's gonna be good when they're when they're ready to make that move.
CINC Marketing: Well. But again, it's all about. And all right. So I'm gonna go back to that time that I filmed a 12 h sales training one on one with the sales trainer, and he talked about. You know, it's all about features, advantages, and benefits, right? Like
CINC Marketing: there's there's just the benefit of this all is. This entire system is designed to
CINC Marketing: help guide you in your day of you know these are the people that want to talk to me. These are the people that I'm still trying to prospect and just prioritize that, you know.
CINC Marketing: And I guess so.
CINC Marketing: It like one of the things I'm always interested in Matt.
CINC Marketing: and I think you'll have an interesting perspective on it, so like what
CINC Marketing: this feels like. Such a sales salesy question, such a softball! But like what? What really does set
CINC Marketing: sink apart like, what's better.
CINC Marketing: what's better about sync than like, really, yeah, like the AI to me, I think, is much better than a lot of the competitors I've seen. That hasn't always been the case, but now it is.
Matt Hart: Yeah.
CINC Marketing: You know? I mean, what do you.
Matt Hart: Yeah, there was like I. I can recall times, you know, in the not terribly distant past, where there were some like
Matt Hart: there were some major omissions on the Crm. Side for us, right? Like being able to send like birthday reminders was something like, for, for, like the 1st 4 years I was here. We were like, I don't understand. Why can we not do this basic thing that every other Crm can do? I mean, that's no longer the case, I would say, you're you're gonna be hard pressed to find a a feature or a function that sync does not do that everybody else does, and and at this point doesn't do better. But you know.
CINC Marketing: What's your favorite? What's your favorite, Matt?
Matt Hart: My favorite. What feature!
CINC Marketing: Yeah.
Matt Hart: It's got it. It's gotta be AI like I don't.
Daniel Lott: Other than AI, Matt. Come on.
CINC Marketing: Dan is bored with your AI. Talk.
Matt Hart: So. So what sets so I could tell you like this. This is what I have found in my 8 years in this industry. What I found is your Crm. Is only as good as the leads you're putting in it.
CINC Marketing: So.
Daniel Lott: There you go! There you go! That's the right hand.
Matt Hart: It may sound like I'm pandering to my my hosts, but the the truth is this, the serum is only as good as the leads. You're putting in it. And and if you're putting garbage in, you're gonna get garbage out. What I will tell you is syncs. Lead generation is hands down. I know this is not a, not an education that you guys need. But you know from. And we've
Matt Hart: talk to people who've gotten leads from every other system. We've hired people from every other company that that competes with us, and they all, every last one of them say, syncs, lead. Generation is is hands down better than anything else out there.
Matt Hart: and it's the hyper local approach that we take. It's the example that Dan just used on on the the you know, the level of micro targeting. We can do even within those hyper local ad groups that are driving these incredible results for our clients. Right?
Matt Hart: And so
Matt Hart: you know the way that we're doing it is different than with the way everyone else is doing it right. Generally speaking, most companies are out there doing zip code based marketing. They're they're putting a PIN in doing 30 mile radius based marketing sync
Matt Hart: has an entirely different way of going out and and maximizing our clients ad budgets based on the markets that they want to serve, driving higher higher value transactions through targeting certain areas and and features within properties, that sort of thing. So we've got the ability to go a lot deeper
Matt Hart: than everyone else, I think. And that's really the proprietary technology we've built to manage ad spend and and bids on on Google, for instance, these are tools that other companies just don't have. And so I think that's really what sets us apart.
CINC Marketing: I mean, that's.
James Terry: And.
CINC Marketing: I think that's the key thing is, it's not a replicatable and easy, easily replicatable replicable.
CINC Marketing: We'll edit that. It's not easy to duplicate the
CINC Marketing: the tools that are running in the background. And that so it's not, you know, a lot of times with the competition. It's like, Oh, you're putting ads on Google business pages. Okay, we can do that now. It's no. This is a decade of research, a decade of tech work
CINC Marketing: to allow us to do things.
CINC Marketing: Here we go and sinks. Syncs built different low key, high key, high key sinks, built different.
James Terry: And over the years, and you know, I've been at Sync. We were talking to. How long everyone's been around and stuff like that.
James Terry: we've seen when the client marketing team and I'll I'll touch on this very briefly, because Matt's here from the sales perspective. And I do have a question for him. But
James Terry: We've seen that when the client marketing team and the lead generation
James Terry: partners with our tech team, like the change in the impact to our lead quality. Our cost per lead. The value of the leads to our clients is not just the, you know, the next evolution of what's changed. But when we really partner with tech, it becomes like this, more of a revolution of what we're able to produce. I'm looking back to when we created. Our automation to create niche ad groups
James Terry: and really get specific and tailored into long tail keywords is the term we're using. But people that are searching gated communities or high rises in Las Vegas, and we can tailor the the ad copy.
James Terry: the the keyword itself, the landing page that we're driving and and add all that together, so that people are finding what they're looking for with as few clicks as possible. But also Google's relevance is, you know, drives down the cost because Google sees all those things as so relevant to each other. And it's all so tailored together. That was one huge impact of our team really collaborating with tech to build that tool
James Terry: internally, specifically for what we needed. And right now, what we're working on with tech. And our team has been looking into this, we've been wanting. This is to link
James Terry: the adwords campaigns where the ads are actually run and how we manage them in Google to the leads that are generated in the dashboard. So that way we'll be able to know on our end
James Terry: not just what was the cost per lead. The conversion rate like data like that. But we'll actually be able to know. Was this a real verified lead? And which of these keywords? Which of the ad copy will be able to run tests on our side, to focus on real verified and eventually to focus. And this is why I bring all of this up to the group of clients eventually to focus on, not just what lead gets generated, but which leads that get generated
James Terry: are contacted, which are, get to an appointment set status like, where in the pipeline status that we can focus on. And I say all that to say, using the pipeline and setting those leads when you do contact one, to set it to contacted. When you do set an appointment or make an appointment
James Terry: to update that stuff will really be valuable, not just from an engagement perspective. But it'll be very valuable from a lead generation perspective, so that we can focus on generating
James Terry: more appointments leads, so that we know what terms and what keywords and what niches that we're. You know, these hyper local targeting that we're using what's actually bringing value, not just bringing in leads. So I'm excited about that next big focus for lead generation. As that question came up.
James Terry: But, Matt, while we've got you here. One of my questions is, what have you been working on most like recently? Like, what are you excited about? Where we're going? What's your? You know? The last
James Terry: 3 months, 6 months a year, like as the vice president of our sales team. What are you excited about the direction that you're taking? The team.
Matt Hart: Yeah. So we're working right now. We've been working on really. Something pretty transformative, I think.
Matt Hart: you know, I I think the competitive landscape has really started to to change a little bit in our space. In that you're seeing a lot fewer sort of like all in one solutions like like sync offers.
Matt Hart: Where you're doing idx Legion and Crm all all together in one. And you're seeing a lot more of like piecemeal. Right? So like, you're gonna see combinations of technologies that people are running as their solution that require multiple integrations, things like that. Just and and so everyone knows in the tech world.
Matt Hart: The more the like multiple integrations just means more potentials for failure. Right? Like, where where things can break, is is really what I mean? And then and then
Matt Hart: the 2 companies have to go running around trying to figure out, well, is it broken on your end, or is it broken on your end? And and that takes time to to resolve. Meanwhile, clients are sitting in the middle going. When's my stuff? Gonna get back up. I've got business. I need to do but
Matt Hart: you've seen this this sort of like shift towards piecemeal solutions to to, you know. Because everybody's, you know, there's the new thing that comes out, and I want to bolt that on to the thing that I'm using over here that I like, and I don't want to shift and change all over everything. And so and then you've got companies that used to be all in one that are now breaking it up and go. Well, you can just buy this if you only want this
Matt Hart: piece or this. If you only want this piece, I I would say that sync is when everybody else is is zigging. Sync is zagging right like. And that's really, I think, what we're what we're working on right now is something that's gonna be pretty transformative, which is an all in one solution. I'm just gonna tease a little bit. I'm not gonna go, too, in depth with it.
Matt Hart: But where Sync has.
Matt Hart: you know, charged for these additional technologies like AI, you know, Tom brought up you know, as an extra $200. We're working on an all inclusive platform
Matt Hart: where we're even going to provide access to the leads.
Matt Hart: And we're gonna do it at a at a lower monthly cost than what you see on our traditional platform. And so the idea is that we're building out what what's more like a real partnership program. I'll I'll call it that. For now where where sync is really partnering with you is your your, the the tech extension of your business if you will. Right? And we're investing in your business, because.
Matt Hart: you know, we're so confident in our ability to generate leads and your ability to close those leads and and turn them into transactions that we're willing to put our money where our mouth is right. And so we're going to invest back into our clients. We're gonna build an all inclusive platform of all of those best practices that we know give agents the absolute, best chance of success.
Matt Hart: That's all being built into one platform. You're gonna see more about that over the coming months with sync, it's something that we're really excited about. And so I can. I can sort of
Matt Hart: tease that a little bit, but that's that's what's coming.
CINC Marketing: I think that's I'm excited about that, because it really aligns like like kind of what I said earlier. You know, it really aligns
CINC Marketing: both of you know both our clients with us of
CINC Marketing: you know. Hey? Here's all the things that
CINC Marketing: because what sync has that others don't have, aside from, you know, like the lead targeting, that kind of stuff is just the access to data. And I mean, we can see the entire journey of a lead we from the creation of that lead to
CINC Marketing: how many calls it takes for them to answer the phone to when they set their appointment. When they go under contract. I mean, if you use deals, we can see the property value, and that all goes back into
CINC Marketing: what we then put out there to generate more leads.
CINC Marketing: so I think that you know that access to data
CINC Marketing: is really gonna be a a.
CINC Marketing: it's what you know sets us apart from
CINC Marketing: just because someone thinks something's gonna work. We know exactly what does work.
CINC Marketing: And you know, this is what you should do. And
CINC Marketing: you know, since I see a lot of ads for pay it closing kind of
CINC Marketing: companies. And usually they haven't been around for very long.
CINC Marketing: And there's probably a reason for that, and they're usually not around for very long. After that, you know, Sync has been around for
CINC Marketing: 10 years.
Matt Hart: And the reason for that, though area is right like zillow, Zillow owns like the eyeballs right like. That's what Zillow's done really? Well is is, they've built the eyeballs, and the thing is there.
Matt Hart: That's a it's a viable business model. It's great for Zillow. It's it's less great for agents who are paying 40% of of their their commissions to zillow after the fact. And when you look at a cost per sale, analysis between something like sync and something like zillow flex. You you're gonna see that zillow is astronomically more expensive and much, much more difficult to scale the business with. Right and and.
CINC Marketing: Right off. There is time, the closing.
Matt Hart: That's what you're you're paying for someone else, someone else to do. The effort of lead conversion, ultimately, right like. And so the question is.
Matt Hart: how much do you want to pay for someone else to do that right? And we think that there should be something in between right like there's there's the tradition, the traditional sync model. And then there's the Flex model where they're taking nearly half of of your money. We think there should be something that that sits somewhere in the middle there, right like where you can, you can enable people with the tools and technology to be successful and scale their business in a meaningful way, but not take.
Matt Hart: you know, 40 45%. And they're moving. I I you know, I hear people saying that they think they're moving even higher than that in the future. So you know it. It just depends on on what level, what level of work you, the agent, want to put into it.
Matt Hart: But again, and this is the point with with technology and AI, and using automation to help you manage a larger volume of opportunity, which is what gives you the scalability? Right?
Matt Hart: I could probably talk about that for for hours in and of itself as a topic, but.
CINC Marketing: Well, I mean the the short term trade off, or whatever is time when you're talking about like a sync lead versus a zillow lead. But the long term trade off is dependence. Yeah, you know, I mean, you are
CINC Marketing: dependent on that provider, whereas with sync, you know it's it. It.
Matt Hart: You are working leads generated specifically for you, you know, and and you have a control of.
CINC Marketing: You know what you spend with us and what leads cost. And
CINC Marketing: so I do want to get to Tom's question. We've been keeping him on. It's like not saying the score in a radio broadcast of a basketball game
CINC Marketing: till we come back from break. So Tom, thanks for hanging out, but and again, let me know if I'm the way I understand your question, Tom, you said, can you discuss how you may limit zip codes or markets for other agencies in an area, and leads possibly repeating to another agency. So my understanding of that is
CINC Marketing: like oversaturation.
CINC Marketing: How do we make sure that we are not oversaturating a market and either
CINC Marketing: generating the same lead on across multiple sites, or I guess, driving up the cost per lead for.
Daniel Lott: Can I answer this question, Harry? I haven't really.
CINC Marketing: And yes.
Daniel Lott: Since today, so.
CINC Marketing: I guess Dan.
Daniel Lott: I wanna I wanna be involved.
CINC Marketing: Yes, so he says. Yes, by not having 20 agencies using sync in the Asheville area. Right? He just said that.
Daniel Lott: Okay, alright, so you know we are. I guess our opinions on this topic have changed over the years. I've been here from the beginning. But we are a lot more worried about that in
Daniel Lott: the early days. And that is because the way Google because of the way Google's ads were run. There's something called the I guess it was impression share. So we would do this very complicated analysis of like based on a normal, you know, if somebody's searching homes for sale in Asheville, like, what are the odds that somebody is going to see a sync ad. And then, because of the way they used to have, like
Daniel Lott: 2 rows of ads. And so you could see the same. Technically.
Daniel Lott: you can see this. You could see the Sync ads, like 6 versions of it, based on the thing. It's like, that that's
Daniel Lott: that's.
CINC Marketing: That's when they put the ad copy above the fold right?
CINC Marketing: Or is that I don't know.
Daniel Lott: That's when that's when they had the column, the column.
Daniel Lott: Oh, on the side, that's right. That was before they.
James Terry: School, like.
Daniel Lott: Kind of switched to the mobile 1st interface. So, anyway, so that we were. And we we used to turn down a lot of much to match chagrin, we would turn down, we would say no.
CINC Marketing: Okay.
Daniel Lott: We're full. We can't handle anymore. And then they
Daniel Lott: they! I don't think Asheville was ever like that. But there was some.
Matt Hart: Phoenix. Phoenix Las Vegas was Miami at a time.
James Terry: Parts of Northern Virginia.
CINC Marketing: Yes.
Daniel Lott: I mean. And now now we don't really we're not as concerned about that. And and the reason is it because having another per like. If another person, you know, signs up in Asheville that just means they're going with Sync as opposed to going with one of our competitors. So it's money is money. It's an ad spend is ad spend. Whoever's spending the money.
Daniel Lott: There's nothing unique about sync in terms of the the spending of the money. And like, Oh, yeah, by having another sync person that's going to. They're all independent. They're not.
Daniel Lott: Well, one. Okay. One thing that's very important is that
Daniel Lott: not not to get too technical is that each of the each client at sync is its own separate account, so they have no relationship to any anybody else. If they were, if they could be set up, and I assume some competitors would have it set up so that they would be campaigns versus accounts, in which case that would, you would negatively impact the other clients. But because
Daniel Lott: we have it set up as accounts, they're completely separate entities. Google doesn't even
Daniel Lott: Google doesn't know that they're they're both run by by sync. So they're not. It's not like, okay.
Daniel Lott: they're not rotating. It's like, okay. Well, site, a can go now. Okay, now, we're going to write now. The next time somebody searches for that same keyword we're going to have Site B like that. It's not like that. It's because they're completely separate entities, like, if if we have a boomtown or bull trail, or whoever it is, or whatever one of the competitors.
Daniel Lott: the it's the same. So it doesn't really impact it. And
Daniel Lott: we don't see like adding another person another client hurting the what
Daniel Lott: it doesn't affect like the cost per click or the cost per lead. So anyway. So I think we were worrying a little. We we justifiably were worried about it because there would be some weird searches that, like we, we bid on some weird search terms that nobody else bids on. So in the early days we would have like this, these kind of these weird searches we do. And it's like, Oh, these are all sick ads that looks really bad. Now, now that doesn't happen. And before it was an issue. Now it's now it's not to be
CINC Marketing: Is there a Tldr. Is there a Tldr of your answer, Dan.
CINC Marketing: Well, 1, 1 of the more interesting Google searches one of the more interesting. Google searches is the evolution of the search engine results page. And just how
CINC Marketing: ads have been more and more ingrained into normal search results. And it's the same thing with social. That's why
CINC Marketing: Facebook bought Meta. It's why Facebook bought Insta or not. Meta bought threads. Sorry. That's why Facebook bought Instagram or Meta, who knows whatever. But it's like
CINC Marketing: the reason that they're doing that is to expand the eyeballs on
CINC Marketing: and to have more places to show ads and overall. It drops
CINC Marketing: the lead costs, you know, if if you have it managed properly, and I think you know one of the other things that you know one of those articles about AI, Max and Google pushing more ads for AI, you know more AI generated ads and Meta. You know Mark Zuckerberg just mentioned the the term infinite creative.
CINC Marketing: which means like, instead of people making ads, you can still make ads. But you would just
CINC Marketing: go to Meta and say, find people that are interested in
CINC Marketing: a real estate. Crm, and they would do the rest, you know. I mean, I think that's
CINC Marketing: to me that's always dangerous, you know the more control that you seed to the billing person.
CINC Marketing: the company controlling the costs, you know.
CINC Marketing: But they're gonna make that easier and easier and easier. And you know, I think someone
CINC Marketing: with campaigns that are managed like syncs will benefit from that.
CINC Marketing: As things get more cookie cutter and
CINC Marketing: less people know what they're doing
CINC Marketing: because they're using AI. I don't know is that a crazy take.
Daniel Lott: I don't know. Okay, well, I wanted to talk about that. That was that was, that was a good point.
CINC Marketing: Oh, you weren't listening! You stopped listening to me.
Daniel Lott: Well, no, I was I well, I
Daniel Lott: I didn't really agree with what she said. So I was gonna gloss over that.
CINC Marketing: Okay. Okay.
Daniel Lott: No? Well, I guess to a point like what the goal of Google and the goal of Facebook for their advertising is to have.
CINC Marketing: Meta. It's Meta, Dan.
Daniel Lott: It's
Daniel Lott: it for Meta at Google is for everybody to be average. So everybody is marginally successful. So well, our job in our department is to be better than average, and we have successfully done that. And so. But there.
CINC Marketing: Better bet.
Daniel Lott: Like this, AI is.
CINC Marketing: Good never rest.
Daniel Lott: AI is another way that to oh, we're going to make things average. Okay? So we're gonna make it as easy as possible where everybody
Daniel Lott: like at some point like, for I guess for for Meta you could just say, I want leads, leads, real estate, lead, or or just something like really like like that, and like, well, we don't have to do any work. This is great. And I have. I perform marginally well. Okay, but with us like
Daniel Lott: some of the stuff we do like. So Google this week announced something called but it was, Search a AI for.
CINC Marketing: Max.
Daniel Lott: AI Max for search, or something like that. And then I guess just this morning I read another article about how they were discussing it last year, and how they like an internal Google, Doc, Google email about it. And it's like.
Daniel Lott: Okay, yeah, I see what you're trying to do here. So it's the
Daniel Lott: they're just trying. They try to take away like as as much levers for the P. They try to take away the levers
Daniel Lott: of the kind of the experts, so that everybody does well. And so we're always hesitant about like arbitrarily turning on any sort of AI or any sort of
Daniel Lott: and like any of the any of the automation that they do, because
Daniel Lott: were able to beat the market by not doing that. And but some of them have the benefits. And I was just noticed that in the internal email they had the same number of like, Oh, yeah, you're going to get like 27% more leads for the for roughly, the same amount of cost per lead. It's like, okay. And then you said that same number with this other thing. It's okay, maybe just 20. You've tested the fact that 27 is a nice number that people like to use in terms of improvement
Daniel Lott: because it doesn't say anything really. But anyway, long story short, I guess one of the good things about sync is that you know we will test it, and we will see how it.
Daniel Lott: how it affects accounts, how it affects lead, flow, how it affects the quality of the leads, quantity of the leads, one of the things we do as part of. Like, we mentioned the Ad group creation tool, we create a lot of landing pages that are hype, like the hyper focused. So that plays well with
Daniel Lott: AI, because those will be the landing pages that AI would send the visitor to if our competitors don't have those landing pages. They won't get those searches. So that's that's what happens now. And that could happen in the future that would would have in the future. If we decide to do it, we we generally don't like hop on the thing like the 1st week, because, oh, it's all this is great. Google says it's gonna be great. Let's flip it on. No, we'll test it, test, test it, and then see? Like, Oh, yeah, 6 months down the road, or whatever we'll, we'll flip it on if it works.
CINC Marketing: Right like that's so like Meta is a business. Meta makes money by having eyeballs on. Meta.
CINC Marketing: Meta wants ads to be engaging.
CINC Marketing: because that's what keeps people on Meta. So by by
CINC Marketing: kind of taking out those expert ad creators and targeters and making it more accessible
CINC Marketing: like, the question I ask myself, is, will that make the content more engaging? Maybe because AI is going to generate it? But I'm not sure.
CINC Marketing: And so the only reason that they would do. It is
CINC Marketing: because you're gonna have to spend more money to get the same results, using their guided
CINC Marketing: like they now control how expensive something is, and you need someone that is looking at things like what Rlsa, you know, when the Google Rep came over and talked for 3 days about something that we had tested.
CINC Marketing: and it didn't. And that was just his Kpi to get people on Rlsa like they are a business.
CINC Marketing: And so like, Yeah, I want to play. You know, we want to play nice with Meta and Google. But
CINC Marketing: ultimately we probably at this point.
CINC Marketing: like we probably know a lot more about it than they know. The reps that we talk to, you know, because.
James Terry: Oh, yeah.
CINC Marketing: We've been through so many things and tested so many things. And I think, like, that's the point I make of.
CINC Marketing: Yeah, if AI Max is great, we will absolutely use it.
CINC Marketing: It has to. It has to
CINC Marketing: focus on quality, not only quantity, you know, but
CINC Marketing: I think it's important to have the experts there.
CINC Marketing: So I have one random question before we go.
Daniel Lott: For Matt.
James Terry: How random.
CINC Marketing: No, no, it's not for Matt, though.
Daniel Lott: Why the vest? Why do you always wear a vest? What is it.
CINC Marketing: Cause it's cold right here.
Matt Hart: It is actually about. It's more function than it is a form. If I get the thing about it gets cold sometimes in the office. So I wear that. But if I get hot I can just unzip it, and then the core cools down and.
CINC Marketing: Can't do that with a jacket.
Matt Hart: How many vests do you own?
Matt Hart: And I'll I'll ask myself that question. So the answer is.
Daniel Lott: Not enough.
Matt Hart: 17, I own 17 different vests.
James Terry: 17.
CINC Marketing: Wow!
James Terry: Vest closet, like one spot for.
Matt Hart: I do. I do have a best.
James Terry: You'd have to. Yeah.
Daniel Lott: Is that why you moved recently? Because you needed a room for your best.
Matt Hart: Days.
CINC Marketing: For all schools and schools, and.
Daniel Lott: Invest space. That's why most people move.
Daniel Lott: Bye-bye.
Matt Hart: I have in in full transparency. I have 17, because it's possible that over the course of time
Matt Hart: the fit of my vests has changed, and I and I go.
Daniel Lott: Oh!
Matt Hart: Between, sir, so right now, like in the middle section of my vests.
James Terry: Drinking.
Matt Hart: I'm trying to work my way back to my like.
CINC Marketing: Summer vests.
James Terry: Yeah, sorry about that.
CINC Marketing: Yeah, all right. I have a random thought.
James Terry: Brando, question, yeah.
CINC Marketing: After Dan and James.
Daniel Lott: Oh!
CINC Marketing: So with all the hyper local ads that are created.
CINC Marketing: okay? And search is based on a cost per click basis.
CINC Marketing: Do we have? Are there more?
CINC Marketing: Does this question even make sense? Are there more ads
CINC Marketing: that generate clicks or don't generate clicks in the sync portfolio like? Is it niche down so much
CINC Marketing: that there are some. There are ads that are so specific they may get 2 or 3 clicks.
CINC Marketing: and those are going to be really good leads.
Daniel Lott: Yeah, we get probably probably a 3rd of the ad groups we create. Never. Kennedy.
Daniel Lott: never get any clicks at all. And so but
Daniel Lott: if, yeah, as you said, Yeah.
James Terry: And the one.
Daniel Lott: If they do, then they're good, and it doesn't, doesn't cost anything so.
James Terry: At that point have them there to be eligible.
James Terry: Yeah, they're there to be eligible if someone does look for that, and it's very relevant, and the campaign. The account overall looks good, because whether or not it gets clicked. The keyword, the landing page and the ad are all still tied to the same point of interest. So Google still sees it there as very relevant, but improves the quality score of the rest of the account, just for it being there and having been created, and it took us
James Terry: 3 seconds to build it with the automation. So there's that value, I would say we definitely have more keywords that don't get searched, or that don't ever, you know, like, throw an ad because we have just millions and millions of keywords in the campaign, and that a classic 80, 20, or even 90 10 rule right? Like 10% of the terms, get 90% of the traffic for the most part.
James Terry: But because of that, yeah, a lot of the ads for those keywords when it is very specific to
James Terry: waterway access in whatever city, you know might not get searched very often.
James Terry: but when it does, that guy's finding what they're looking for, we're there for them.
CINC Marketing: Well, and they're a sync client is likely going to get that click.
James Terry: Right. If they, when that search happens.
James Terry: someone else, or you know, other campaigns that are out there in the ecosystem will not be nearly as relevant, and they certainly won't have any history to it. So there might be 3 ads that show. And, in fact, while our ad might be at the top and likely to get that click because of its relevance. We'll be paying less for that click than the person in the second or 3rd position
James Terry: would, anyway. So we can have a better position at a lower cost because of how relevant it is. So
James Terry: maybe that answers your random question.
CINC Marketing: No, that's that's I've never thought of that before.
CINC Marketing: It's like I was in the shower just now.
CINC Marketing: Alright, and with that feels like like it's time to start
CINC Marketing: sign off. We could all we should all get clean.
CINC Marketing: thanks, everybody. Thank you so much, Matt, like, this is really cool, man.
Matt Hart: It was fun.
CINC Marketing: Oh, Eleanor, wait a minute, wait a minute.
CINC Marketing: Let's see.
Daniel Lott: The best way to talk about your account is, talk to your account, manager, and you have a dedicated advertising manager for your account. So they will talk to your account manager, and they'll set up a meeting with your advertising manager.
Matt Hart: Thanks, Miriam.
CINC Marketing: Yeah, Eleanor, absolutely. We will.
CINC Marketing: We will reach out to you. We definitely wanna
CINC Marketing: talk through that. And just that's
CINC Marketing: one of the benefits of sync is that you have an actual, human, right, experienced person managing your
CINC Marketing: marketing, that is, you know, in A
CINC Marketing: goes out in public and everything, and so he can talk to people, he or she. They can talk to people. We let him.
James Terry: And I feel so.
CINC Marketing: No eat in the common area all that good stuff. So we will have
CINC Marketing: someone reach out to you and talk about that. Thank you so much for reaching out to us here. Thank you for joining.
CINC Marketing: and whenever you have that, please reach out to the account manager because they will definitely
CINC Marketing: set up the call. But we'll reach out here after this. And thanks everybody so much. Thanks so much to everybody else for joining you know this is never the biggest webinar that we do at Sync, but
CINC Marketing: it always has some of the best. I mean, people get on and and stay on. And we appreciate that people interact.
CINC Marketing: We appreciate that. So thank you so much. Thanks for being with sync.
CINC Marketing: We, we love you and hang out with.
James Terry: That's Matt.
Matt Hart: Thanks for having.
CINC Marketing: Yeah.
James Terry: Appreciate you, brother.
CINC Marketing: James, avoid the pink eye at Great Wolf Lodge.
CINC Marketing: And yeah.
James Terry: Time.
CINC Marketing: One time.
Daniel Lott: All right.
CINC Marketing: Just cause. It's just cause you're batting a thousand.
CINC Marketing: Alright, everybody have a great, a great day and a great week. Thanks for being with Sync, and we will talk to you next month.
CINC Marketing: So.