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🎙️ Episode 15 Show Notes — CINC Office Hours Real Estate Podcast
Guest: Lance Simpson
Release Date: March 11, 2026
Release Date: March 11, 2026
In Episode 15 of the CINC Office Hours Real Estate Podcast, CINCU Founder and Trainer Lance Simpson sits in for an insightful conversation focused on real estate growth strategies, lead generation, technology, and operational excellence in today’s competitive housing market.
Key Takeaways from this Episode
âś… Building scalable real estate systems using technology and automation
âś… Improving lead conversion and follow-up through smart CRM workflows
âś… Strategies for real estate team growth and accountability
âś… Adapting to changing market conditions in 2026
âś… Optimizing marketing spend with ROI-focused digital marketing
âś… Common mistakes agents make when implementing real estate technology
âś… How top-performing teams stay consistent and profitable
Resources & Links
- Request a CINC Demo
- Find CINC Trainings
- Follow us on Instagram | LinkedIn | Facebook | TikTok | YouTube | Threads
Creators and Guests
Host
Host
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.
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!
Daniel Lott: Hello, Andy. Welcome to…
CINC Marketing: Well, thank you, Dan.
CINC Marketing: Other people take notes. Look at that. That's…
CINC Marketing: That's how you do it right.
CINC Marketing: That's an insight.
James Terry: Did we do it right?
CINC Marketing: Damn.
CINC Marketing: You don't identify… Anyway, you guys, missed some Green Room beef happening about… Green Room about Greenville.
James Terry: Greenville.
Daniel Lott: Greenville, South Carolina. It's a great city. One of our colleagues moved there.
CINC Marketing: Dan loves Greenville.
Lance Simpson: Gave up… I think she gave up the beach life to move there.
Daniel Lott: the… The what?
Lance Simpson: beach life. She lived down… down on the beach, down in Florida.
CINC Marketing: in Florida, yeah. Well, they have a little river that runs through downtown Greenville, which is.
Daniel Lott: Basically the same thing. It's a waterfall.
Daniel Lott: You can get your little chair, set your chair there, put your feet in the water, it's pretty nice.
Lance Simpson: I'll have to let her know.
Daniel Lott: Hill Drive, got a minor league baseball game.
Daniel Lott: But baseball team?
CINC Marketing: As people are coming in, I would be remiss if I didn't ask you to let us know where you're coming in from.
CINC Marketing: Anyone from Greenville?
James Terry: No, definitely.
CINC Marketing: Get an authority.
CINC Marketing: We've got… we've got Nashville and Atlanta arguing about Greenville. Maybe we have… Asheville!
Daniel Lott: Another.
Lance Simpson: I like Asheville.
CINC Marketing: That's good.
James Terry: Nashville's great.
CINC Marketing: I had an uncle that lived in… well, he still does.
Daniel Lott: Patrick.
CINC Marketing: Emily Clark.
Daniel Lott: Carolinas are covered.
Daniel Lott: That's what's…
CINC Marketing: Yeah.
Lance Simpson: Like Mooresville.
CINC Marketing: Alright, well, thank, thank you everybody for joining us. This is Office Hours 15.
CINC Marketing: That's 15 months, if you're keeping track. And yes, I'm sure you already know this, but March is the month of my birthday.
CINC Marketing: So monetary donations are always accepted. I don't need any gifts, I have too many.
Lance Simpson: How about a happy…
CINC Marketing: forgoing gifts.
CINC Marketing: I want money.
CINC Marketing: I need money, because my kids play travel sports.
James Terry: I forgot.
CINC Marketing: Harriet, you're first.
James Terry: My birthday was in March. My birthday was last Saturday, also March.
CINC Marketing: Oh, I knew that, actually. I should have said happy birthday.
CINC Marketing: But now I'll do it publicly, so everyone… I don't know.
CINC Marketing: So cool, thank you for joining us. People still filtering in.
CINC Marketing: There's still good seats left, so, get yourself down to the…
James Terry: Why?
CINC Marketing: You'd like?
CINC Marketing: I am Harry Kerbo. I'm the Senior Director of Paid Social at Sync.
CINC Marketing: I am joined, as always, by my counterpart, James Terry, on the search side.
CINC Marketing: Good morning, everybody. Good morning, primarily.
CINC Marketing: And the most handsome man.
CINC Marketing: on the internet.
CINC Marketing: Dan Lott.
Daniel Lott: Thank you very much.
CINC Marketing: Yeah, review season is over, but it's always good to,
CINC Marketing: To prepare for next year. I'm… I'm putting nuts in the tree for next year.
Lance Simpson: I thought you were about to intro me, I thought that was gonna be mine.
CINC Marketing: No, no, no. There's only one man that's handsomer than Dan Lott, and that's Alvaro Arise, so…
Lance Simpson: That's my pecking order.
CINC Marketing: But… Well…
CINC Marketing: First off, before we intro our guest, who, by the way, is the founder of SyncU,
CINC Marketing: Like, if you guys have questions, this is the guy to ask.
CINC Marketing: But…
CINC Marketing: Do want to check in, with James and Dan. You guys got anything on your mind before we get going on questions and intro and Lance?
Daniel Lott: Well, I just want to say, I'm gonna read my description of what sync is.
CINC Marketing: Oh, that's right, what… what is sync?
Daniel Lott: We have the hats? James… James and I both have the shirts?
James Terry: Yeah, what are we doing here?
Daniel Lott: Think is the number one all-in-one real estate lead generation and conversion CRM platform.
Daniel Lott: For teams and top agents.
Daniel Lott: And… and sell agents, too.
Daniel Lott: Top agent. Well, I guess top agent to be a solo agent.
CINC Marketing: It's also a lifestyle clothing brand.
Daniel Lott: Yeah.
Daniel Lott: With hats.
CINC Marketing: Hats, yeah.
Daniel Lott: We do, we have an online store now, if you want to have access to it.
CINC Marketing: Yeah, we got a mug down there.
CINC Marketing: If things go well, I'll show you guys my sink underwear later.
Daniel Lott: If they go well.
James Terry: Lance, things will not go that well.
James Terry: you worry.
CINC Marketing: Alright, well, I would,
CINC Marketing: Let's go ahead, let's… James, let's have you intro the guest.
James Terry: Absolutely, I do love this. This is, I wanted to hear from Dan, I wanted to hear what he's got, got on his mind, but I've…
James Terry: I've been excited to tell everybody about who we've got on this month. So, our guest this morning has been a real estate agent for 23 years. He's what I would consider a sync guru, who helps agents turn their database into consistent closings.
James Terry: He also happens to be one of our earliest clients, and has been extremely influential to how Sync's system was developed.
James Terry: And although Harry stole a little bit of my thunder earlier, I do want to mention that Lance actually created Sync University, which has been hugely valuable to pretty much everybody who attends, both our clients, obviously, as well as our employees who are there.
James Terry: So, what does him being here today mean for everybody in attendance?
James Terry: He specializes in auditing and organizing client databases, and has an eye for a bottleneck in processes. So by prescribing, like, daily action, he helps agents smooth out the lead lifecycle.
James Terry: Lance can help you focus on simple, repeatable systems that drive lead conversations, follow-up, and pipeline management to generate predictable growth.
James Terry: Also, I have to throw this in for anybody who shares this… this interest and may have some fun questions. Lance is an avid off-road adventurer and a Jeep enthusiast. So, Lance, welcome out, buddy. Let me know if I missed anything. You want to say hello to everybody real quick?
Lance Simpson: Hello, you nailed it! Honored to be here. I mean, 15 episodes it took me to get onto this thing with y'all. I'm excited.
Daniel Lott: You gotta…
CINC Marketing: Yeah, we appreciate you being here.
James Terry: Man.
CINC Marketing: We've got some Sync Royalty.
CINC Marketing: on the pod. This is a podcast also, so be sure to,
CINC Marketing: What, Dan? Be sure to subscribe. It's a livecast. It's a livecast that turns into a podcast.
CINC Marketing: This is the webcast.
James Terry: On that note, as this…
Lance Simpson: I was gonna say, I mean, I couldn't do what we do in real estate without y'all's expertise and providing those leads that you guys do that get us the money, so…
James Terry: We did it!
CINC Marketing: There we go, alright.
Lance Simpson: It all starts with you.
Daniel Lott: We got some credit here.
CINC Marketing: We do see…
James Terry: On the note, real quick, Harry, of this being a livecast, I definitely want to, like, say real quick that the chat is a really important feature that everybody is here with us live. So, this is… we don't have a presentation or anything like that, we never share slides.
CINC Marketing: Refuse to prepare.
James Terry: We don't even prepare, that's true. We just wanted to be as conversational as possible, right? So if you're here, if you're with us live, if you're hanging out, Chester, hello, welcome from Chicago.
James Terry: Definitely be sure, if you have a question based on anything that Lance is talking about, based on the conversation that's going on, throw it in the chat, you know, like, we'll address as much as we can. We had some great questions that came in as people were signing up, so we do have plenty to talk about, but we definitely want to address
James Terry: what's on your mind in this moment as you're here listening to everybody. So, keep that in mind, please.
CINC Marketing: And with that… It's time for a little thing we like to call…
Audio shared by CINC Marketing: Mail time?
CINC Marketing: Real time.
CINC Marketing: Original audio by Harry Kerbo, available for parties.
CINC Marketing: I will start with the one question that… I have never not gotten…
CINC Marketing: For a livecast, or webinars, when we used to do them back in the day, that's so 2000s.
CINC Marketing: This is being recorded.
CINC Marketing: It will be posted, as a podcast, it will be on our social media.
CINC Marketing: If you're not following, please do so, at SyncPro.
CINC Marketing: We're in more places than you probably want to be.
CINC Marketing: So yeah, Instagram, Facebook, LinkedIn.
CINC Marketing: YouTube, TikTok, we're on threads, we're one of the ones on Threads, if you, too, are one of the real ones.
CINC Marketing: Navigating.
CINC Marketing: Huh.
Daniel Lott: Spotify.
CINC Marketing: Spotify, Apple Music, We are everywhere, so…
CINC Marketing: And if you do follow us on social, Hopefully you saw…
CINC Marketing: One of the… one of the more recent posts we're doing
CINC Marketing: For, deals that are coming through from Sync clients.
CINC Marketing: We just had our first deal posted for Amy Pendergast.
CINC Marketing: Which I continually expected to be grasped. I misspelled that.
CINC Marketing: Multiple times, and had to correct it.
CINC Marketing: But yeah, Amy closed a, a lead from social.
CINC Marketing: In, 93 days, so 93 days in the system. Which, that's the more,
CINC Marketing: you know, remarkable thing, we do see…
CINC Marketing: Social leads are generally further out.
CINC Marketing: Because of the way that they're targeted, but the team listing ad type has been generating deals that close quickly.
CINC Marketing: You know, a lot of them in under 100 days, from what we're seeing.
CINC Marketing: And so.
Daniel Lott: And she's in Greenville.
CINC Marketing: She is in Greenville, that's what spurred the Greenville discussion.
CINC Marketing: So… Amy, if you're here, congratulations.
CINC Marketing: Thank you.
CINC Marketing: We salute you.
CINC Marketing: Alright, another question that we got…
CINC Marketing: We got a lot around training, but, I really wanted to…
CINC Marketing: Start with this one, it's more on the search side.
CINC Marketing: So this question came from Debbie.
CINC Marketing: She said.
CINC Marketing: Well, it's… it's real… she said, why don't I see my ads when I search for them on Google?
CINC Marketing: For my site, and, you know.
CINC Marketing: I know that's a loaded question, there's a lot around that.
CINC Marketing: So what would you guys say to…
Daniel Lott: someone who's searching for their ads, their own ads, you know, on Google and…
CINC Marketing: What can that do to their ad spend?
Daniel Lott: I'll take this one. I'll take this one.
James Terry: No, I'm…
Daniel Lott: Clearly that, clearly that.
Daniel Lott: Alright, so, a lot of it, has to do with the amount of advertisers there are.
Daniel Lott: And the fact that you are one…
Daniel Lott: You're one of a thousand. You're, like, in your area, there are a thousand different advertisers. There's something called the…
Daniel Lott: We used to look at this number a lot more, but there's something called the search impression score, which shows what percent of all searches, relevant searches, your ad would show up. And even, like, a site that has a $1,000 budget.
Daniel Lott: you're only gonna get, like, 5%, and, of all the time, because so many people are advertising. And that's, like, a real budget. Most of the time, it's…
Daniel Lott: Much, it's like the…
Daniel Lott: the caret, the… the less than symbol, or it's, like, less than 1%, because you're… if you're spending, like, $250, you're never gonna see your ad. And,
Daniel Lott: That's one point, that's why you're not gonna do it. Then the other point is, you really shouldn't be… well, actually, on the other, why you can't. I have…
Daniel Lott: all I do is look around the internet for, like, I go…
Daniel Lott: I googled the phrase, like, homes for sale in Phoenix, homes for sale in all these other ones, and, like, they've gotten wise to me. Like, Google has, like, the ads don't really show up to me as much as other people.
CINC Marketing: I rarely see housing ads now, yeah.
Daniel Lott: Yeah, so if you do it, you're actually being, like, multiple times, you may be blocked by Google from seeing
Daniel Lott: like, real estate ads, and your ads. And then the final one is, you should spend your time calling your leads and not,
Daniel Lott: searching for your ads. As I'm sure Lance would…
Daniel Lott: attest to, because it's kind of a waste of time. The proof that your ads are showing is the fact that you're getting leads from them, so…
Daniel Lott: Does it?
James Terry: Hutter.
Daniel Lott: My take on that?
James Terry: Yeah, 100%, like, the fact that leads show up, because I know… and I can appreciate this question as well, right? Like, if somebody…
James Terry: let's say you buy a billboard on the side of the road, and you drive down that road, you see your billboard. You know it's there, and you know that everybody on that road, all the other cars are seeing it, right? So this is a little less visible, in the sense that we're showing the ad to people who are looking for it, but… and I like to put some numbers to this, right? Like…
James Terry: think about what we call the reach of the ad, how many potential searches there are where we can show the ad on that search. It's literally hundreds of thousands. For large markets, millions, and if somebody has a bunch of ad groups and keywords, you know, we have thousands, tens of thousands of keywords in your campaign.
James Terry: In most cases. So we have plenty of opportunity to put the ad out there and be seen.
James Terry: But in most cases, like Dan said, if somebody has a $1,000 budget, we can… we're only spending about $35 a day, right? So with so many opportunities, we can't get more than about 40 or 50 clicks.
James Terry: Right? So we just don't have to show it every time it's eligible to show, if that makes sense. We might have a million opportunities to show the ad, but we can only show it, like, 300 times, you know? So just to put some numbers to it like that, that's why you don't see it every time you search, is…
James Terry: We're showing it a few hundred times out of a potential, you know, that it's being searched. A ton of opportunity.
James Terry: So I hope that makes sense as well. But 100% on what Dan said.
James Terry: you should be calling the leads more than searching the ads anyway, right? The fact that the leads are there is evidence that we showed it to somebody.
CINC Marketing: Is it, is it… Is it…
CINC Marketing: like, a negative in the eyes of Google or Bing if…
CINC Marketing: They show you, like, even… let's say you do see your ad and you don't click on it.
CINC Marketing: Is that a negative in the eyes of… the algorithm.
James Terry: So, definitely don't click on it, because these campaigns are what we… they're called PPC campaigns, they're pay-per-click. So if you click on it, Google gets paid, and that's money out of your budget, right?
CINC Marketing: I think you meant paper clip?
James Terry: Paperclips, yeah.
CINC Marketing: Paper, yeah, paper clips.
James Terry: Absolutely. So, when you click on the ad, money changes hands, right? So don't do that. And in case anybody in 2026 is not aware yet, I'll go ahead and remove this, this curtain.
James Terry: everything online is tracked, right? Google keeps up with all of it. So they do know
James Terry: the ad was shown and not clicked on. That's a ratio that they keep up with.
James Terry: And it can hurt… it's called the click-through rate. How many times did someone see the ad? And so, if we show it a lot and it doesn't get any clicks, it says that we wrote a bad ad, right? So, it is a factor. I wouldn't say it's a…
James Terry: a huge impact. The click-through rate overall is a big impact, but if we show it 10,000 times, but at the end of the day, it is a metric that is counted against you if you search your ad and you do see it without clicking on it. Yeah, that's a good point too, Harry.
CINC Marketing: I always figured that's why we stopped seeing the housing ads. I'm hard-pressed to find, especially, like, Atlanta houses for sale, I hope I never move.
CINC Marketing: Like, well, there's no… well, there's no houses on the internet! I guess I'm just…
James Terry: Yeah, eventually Google will recognize you've been searching this and not clicking it, so we don't need to show it to you. Yeah. There was a famous study that in,
James Terry: what, Arkansas? No… no Walmart employee could see, like, a Walmart ad anywhere, because Walmart employees were, like, searching Walmart stuff all the time, and they stopped showing the ads to, like.
James Terry: everybody in Bentonville.
CINC Marketing: The famous Arkansas Walmart Google PPC study. I believe we're all familiar with that.
CINC Marketing: I think we all know how that ended.
Daniel Lott: I don't that worked.
James Terry: down.
CINC Marketing: I will remind you that you are 32 minutes away from your chance to win Dan's money.
CINC Marketing: So, yeah.
CINC Marketing: James will be figuring out who our… who our guest, star and opponent. Dan is fresh off a loss. We're really gonna see his heart.
CINC Marketing: Today, we're gonna see what he's got. He's been a wild man at the office.
Daniel Lott: February, you're not changing.
CINC Marketing: animal.
Daniel Lott: Yeah, it was bad.
CINC Marketing: My audio is really low, so I can just see the… I can kinda hear everybody, but I'm…
CINC Marketing: Sorry if I'm talking over you.
CINC Marketing: But I don't really care.
CINC Marketing: This is my idea.
CINC Marketing: So, we did get a quite… let's talk about leads. Let's talk about leads, man.
CINC Marketing: And, follow up.
CINC Marketing: So we got a lot of questions around engaging leads, but before we go there, this was an interesting one, that I wanted.
CINC Marketing: To pose mostly to you, Lance, but you guys may have some thoughts, too.
CINC Marketing: We got a question from a client who's been with Sync for a while, but never really…
CINC Marketing: engaged with the database, so they said, yeah, I have 13,000 leads, really, in the database that I haven't been working with Sync. Like, Lance, where would you start?
CINC Marketing: with a database like that, and it's multiple years of leads, you know? What would you do? That was her question, where do you start?
Lance Simpson: First thing would be probably, I mean, like, just getting reorganized, get the leads back in the right pipeline stages. My guess is the majority of them will be in attempted contact.
Lance Simpson: And then, at that point, those that are actively logging in, reach out to them, you know, just call them.
Lance Simpson: Those that have not logged in, that's where we kind of like to start sending out some, like, re-engagement-type campaigns. You know, various emails, I like to break those down based on, like, median price point and city, and just hit little targeted groups every month, so…
Lance Simpson: You know, maybe, like, for me, for the month of March, we actually were targeting leads that haven't logged in in the last, believe it or not, I've got leads that go back 15 years in my database.
Lance Simpson: So, Matt and I created a campaign that started targeting for the last 14, 15 years, just trying to get re-engagement to come in, and while it doesn't sound like much, we've actually brought back probably 4 or 5 people right now that are actively looking back on the website again.
Lance Simpson: just utilizing some of the AutoTrax campaigns.
CINC Marketing: And do you do that mostly with email? Do you do that with text, or kind of a combination, or…
Lance Simpson: I'm more… one, I mean, there's always the phone calls that are going out that are like, hey, at one point in time, you were looking for homes, and then I like the email.
Lance Simpson: We try to limit the texting
Lance Simpson: Just because of, like, the way the telecom and everything ended up tying in with…
Lance Simpson: a lot of the automated texts that go out, as well as it's, like, super easy for them to unsubscribe from text, which, I mean, we can still call them, but, yeah, we'll sprinkle in a few of them, but I feel like texting, they don't really remember who we are, or don't know who we are, so we've had better success with, A, the phone call, and then, getting their emails
Lance Simpson: back active again. The cool thing is, is if they've not been opening up our emails, and they do.
Lance Simpson: That fires off all their new, any old campaigns or property alerts start going back out to them again, so…
CINC Marketing: Michelle, just asked your thoughts on Alex, the Sync AI.
Lance Simpson: I love, love Alex. It is, I mean, I think with everybody, there's that love-hate relationship with it, but when you understand Alex, Alex actually says the things that we're uncomfortable saying or afraid of saying, but…
Lance Simpson: you know, I'm not always readily available by my phone, so… or my agent, so Alex is that… working around the clock for me of teeing them up.
Lance Simpson: And, again, I mean, you know, what do they say? Like, any publicity is good publicity, even if it's bad. So, I look at, even if it's a negative conversation with Alex, it's given me an opportunity to jump in and have that call with them. It's just knowing when's that appropriate time to jump in, and
Lance Simpson: Yeah, make sure that, you know, whenever they do do that handoff to you, you reach out to them within the first couple minutes. You're gonna get the quickest response from them at that point.
CINC Marketing: And maybe this could, that kind of goes into another question that we got.
CINC Marketing: And we got several around this of,
CINC Marketing: You know, having… trying to engage leads, leads seem…
CINC Marketing: Months out, things like that.
CINC Marketing: Leads coming in at all hours of the night.
CINC Marketing: So, I mean, do you have any…
CINC Marketing: And maybe we have this, I'm just ignorant of it. Are there any kind of, if a lead comes in in the middle of the night, are you reaching out to them right away? You know, what is that?
Lance Simpson: middle of the night, I'm sleeping. The, To me, this.
CINC Marketing: Lance hasn't slept since 2003.
Lance Simpson: Yeah.
CINC Marketing: Great.
Lance Simpson: I mean, it's running a business, right? You know, I mean, I'm not gonna… me personally, I'm not gonna reach out. We have our business hours, but we have dedicated prospecting hours every day.
Lance Simpson: And so, you know, we start at 8 to 9 o'clock in the morning, we're prospecting. 4.30 to 5.30, 6 o'clock at night, we're prospecting. Those are our times where we're going through and reaching those
Lance Simpson: We're trying to reach everybody, via calls.
Lance Simpson: If you are using AI, AI will kick off in the morning, sending out some text messages that go. Tying back into that last question of the 13,000 leads, some of the re-engagement, the thing that I liked with those, too, is the behavioral messages, so whenever they do come back in, behavioral messages take over for us.
Lance Simpson: Which allows Alex. But, no, yeah, anybody that comes in in the middle of the night.
Lance Simpson: We just, you know, I mean, we pick up the call and call them the next morning.
Daniel Lott: Well, what do you consider the middle of the night, or what, what, like, what are acceptable hours?
CINC Marketing: What are your party hours, Lance? How late will you stay at my house if I invite you over?
CINC Marketing: I'm in bed at 8, no. I… I mean…
James Terry: Nashville.
Lance Simpson: we try to kind of treat it like a regular business, so, I mean, that's why we have our prospecting hours from, like, 4.30 to 6 at night. Come about 6, 7 o'clock, you know, if my agents don't respond, you know, I always say, like, 8 o'clock is kind of, like, the cap for us.
Lance Simpson: But sometimes, you know, I mean, we got agents that got little kids, so they're getting their kids to bed, so as long as I do what I'm doing every day, starting at 8 o'clock in the morning to 6 o'clock at night, that's… those are kind of our business hours.
CINC Marketing: It's really… I've never thought… go ahead, Dan, I'm sorry.
Daniel Lott: I was gonna then, of course, segue to the big sale from last year, which was the Charleston sale, which I have to mention, at least… I don't think I mentioned it last month, but, that was a AI that was kicked off at, like, 8.30 at night, so…
Daniel Lott: if you want the opportunity… if you don't want your agents, you know, sitting by the phone at 6 o'clock, your AI can be sitting by the phone, if replying to a, you know, inquiry, or something like that.
Lance Simpson: That's a great point, and that's what allows us to have that balanced life of doing some real estate.
Lance Simpson: But still being able to enjoy the things that we enjoy to do outside of real estate.
CINC Marketing: We did get a question… Oh, go ahead.
James Terry: Well, I was gonna go to this question as well, and I saw it in the Q&A section. I appreciate you putting it over here in the chat also, but that…
James Terry: with contacting and follow-up and reaching out to people and, you know, calling leads and everything, does go well to this question about… and I think we got this a couple of months ago when Christine was on, so Lance, I am interested in your take on it. I assume it'll be similar to Christine's, as you guys are eye-to-eye on a lot of subjects, but…
James Terry: you know, when you call, and there's these privacy filters that are getting more and more popular, and it asks for, like, what's your name and what's the reason for the call, how do you handle that? Like, is there any software or technology that bypasses it, which is asked in this question? I don't think Christine got that, that I'm aware of, there's not, but is there anything that bypasses it, and if not, how do you…
James Terry: How do you leave that message?
Lance Simpson: I don't think that there's any software that allows us to bypass it. We've played around with a lot of different things, from, like, looking at their favorite city, to…
Lance Simpson: you know, a specific address to try to, like, add that in. The best thing that I found is just Lance.
Lance Simpson: Not this is Lance, just Lance.
Lance Simpson: Whenever it asks.
James Terry: I…
Lance Simpson: Who you're calling for and what you're calling? Lance.
James Terry: I do remember Christine saying, don't say first and last name for a nugget for this question, if you just… especially, you know, oh, this is Mike. Well, they might know a Mike, you know? Like, they don't… they probably don't know you, but they might pick up if you just say the first name, that kind of thing, so that makes sense.
Lance Simpson: Yeah, yeah, just keep it simple, just your name, first name.
Lance Simpson: Then, nothing else.
James Terry: And at the end of the day, if it's…
James Terry: a good lead, and they were searching online, and they were on your site, and they… they wanna buy a house, they're gonna, you know, they're gonna pick up. They're gonna.
Lance Simpson: I want to talk.
James Terry: to you.
Lance Simpson: I mean, I always say, go back and look at your own shopping nature, right? When I'm…
Lance Simpson: about to go out and buy something, I don't immediately run out to a salesperson and start talking with them. I do my own research online ahead of time, where I'm like, don't bother me.
Lance Simpson: So, as soon as I'm ready, though, that first person that calls me and has an engaging conversation with me, I'm ready. Let's go.
Daniel Lott: Do you… has there been any impact on the,
Daniel Lott: Percent of, phone calls that get answered, if they are,
Daniel Lott: face the filter. Is it causing people to not pick up the phone? Or… or is it causing people to pick up the phone because they, by default, don't answer the phone? But now that they know that Lance is calling, I'm gonna…
Lance Simpson: I'm gonna talk to Lance.
Lance Simpson: I think that the ones that answer are more serious about
Lance Simpson: Making that next step into the transaction.
Lance Simpson: And so, if you do get that filter that comes up that says, who is this, why are you calling, and you say, Lance, and they answer, you have a higher percentage of converting them into a client than.
Daniel Lott: Oops.
Lance Simpson: As you go,
Lance Simpson: as far as the other ones, I mean, we haven't really tracked to see how many times we've gotten that message verse, but we do know that we do get a higher success rate of people
Lance Simpson: Actually connecting with us, and if they do connect with us, they know they're ready to talk real estate.
Daniel Lott: But it's also, they're a person, you know? Like, maybe it's just me, but most of the people who call me are robots and recorded messages.
Daniel Lott: I don't have a lot of friends, I guess. But, so this at least ensures that it's a real human being that's on the thing. It's like, I don't want to talk to, you know, some phony, you know, life insurance company or something like that. That's not gonna work. That's a recorded message.
Daniel Lott: this weeds out that, so it's… I don't necessarily think this is a bad thing.
Daniel Lott: So…
CINC Marketing: I think with all of it, you have to keep in mind, like, the failure is gonna be… for this type of stuff, the failure's gonna be so much… you're gonna meet with more failure than success, you know? And that's…
CINC Marketing: I am a psychology major, and the recency effect is a thing. You know, you have a bunch of bad calls, that's what you're gonna think of it as.
CINC Marketing: that's one of the things that I would think is hardest, just continuing
CINC Marketing: You know, like, going for the no.
CINC Marketing: I… well, you know, it's interesting. There's a perk up there.
Lance Simpson: We had.
James Terry: book right here.
Lance Simpson: over the years of doing Sync University, inevitably, every few classes, there's somebody that comes in that has a dollar amount tied to every no, because they know for every no they get, they're one step closer to that yes, and it is. I mean, that's where, when you start looking at how many shots that we have to take.
Lance Simpson: to… to get somebody, so… That's what we're looking for.
Lance Simpson: And the more people we talk to, then we can start being choosy on who we want to work with.
CINC Marketing: Yeah.
CINC Marketing: Renju, I see your question about, being labeled as spam. I do want to go just…
CINC Marketing: Lance, you talked a little bit about…
CINC Marketing: Like, the emails that you send to try and get people to get back on the site.
CINC Marketing: Jagvir, I'm sorry, I'm sure I did not do that justice, but,
CINC Marketing: He asked, do we have any re-engagement templates in sync that we can use for older and active leads, or
CINC Marketing: You know, even what are you sending out?
Lance Simpson: Well…
CINC Marketing: those people back.
Lance Simpson: So, I'm fortunate, those that have been to training, I've got Matt Feathers that handles all of our auto tracks. He's my operations manager, and one, he's a really good wordsmith, but we've actually utilized ChatGPT to create some of our re-engagement campaigns.
Lance Simpson: don't use it word for word, go in and look at it, make sure it kind of messages, you know, matches the message that you're looking for, but, yeah, we've… what I found out on, like, my 14- to 15-year-old leads that haven't logged in, we…
Lance Simpson: I think I had a targeted group of about 400 on that list.
Lance Simpson: We had a campaign that I was touching them every 3 days for the first month.
Lance Simpson: Or for the first two weeks. And then from there, I took it weekly for a few… for a month, and then it's back to monthly. So, we're kind of hitting them a lot on the front end, because they've been gone for so long.
Lance Simpson: to kind of, like, dangle it in front of them, and then if they don't, then we'll just kind of tear off of it. But yeah, we utilize, ChatGPT on kind of building some of that, and it's pushing market reports.
Lance Simpson: Safe searches, you know, sending some of the property things to them, just asking questions like, hey, you know, at some point you were looking.
Lance Simpson: Did you end up buying? Are you happy?
CINC Marketing: So maybe this is a good time to, asked the question.
CINC Marketing: Oh, well, actually, I'm sorry,
CINC Marketing: Rinju, what do you say it… and I… this may be…
CINC Marketing: Oh, wait, I'm sorry, the most important question just came in. Margaret, you can find the recorded livecasts on YouTube.
CINC Marketing: Wherever you get your podcasts, just search Sync Office Hours.
CINC Marketing: Alright.
James Terry: office hours.
CINC Marketing: Sorry, I got very excited. Margaret is my new favorite.
James Terry: Mentors.
CINC Marketing: I'm a fan of Margaret Fantini.
Lance Simpson: Harry, I'm gonna add your podcast so I can go back and watch from the very beginning all the way up to this, whenever I get off of this.
CINC Marketing: Don't watch the first one.
Lance Simpson: Oh, I'm watching them all.
James Terry: I think the first… The first one is…
CINC Marketing: Yeah.
James Terry: It was designed to be a webinar.
James Terry: I think Matt Feathers was the first guest we ever had, right?
CINC Marketing: No, it's just the three of us.
James Terry: No, no, no, the first webcast was just the three of us, but the first guest that we brought on was Matt.
Daniel Lott: Well, how about that?
CINC Marketing: Well, you guys can hear about all our reminiscences in the companion podcast that we'll put out later.
CINC Marketing: It will be Sync Office.
CINC Marketing: Ladies.
James Terry: Alright.
CINC Marketing: When I call from sync, it shows as spam.
CINC Marketing: Is that… I'm not sure if that would be something you could really help. I mean, I know you could call into the support team, and there's some things that they can look at. You know, I'm not sure what the options are there, but…
CINC Marketing: Do you have any thoughts on that, Lance?
Lance Simpson: We hear it a lot, I mean, and that's definitely, I mean, that ties in with the telecom. I know we have our number registered, so we get a lot of natural advantage that shows up.
Lance Simpson: I will say, and again, goes back to that personal shopping experience of whenever I want to sign up for a website to get information.
Lance Simpson: And knowing most salespeople, like… like, if I signed up looking for a widget.
Lance Simpson: and within the next 5 minutes, I get a phone call from a spam. I'm more likely to answer it, because I want information on it. Now, I'm hesitantly answering it, because I was like, alright, please be the salesperson, please be the salesperson, and not, you know, some kind of a spam call, but, you know, somebody that's actually looking for real estate.
Lance Simpson: they're more likely to take that spam call, but if you get a lot of it, I've definitely reached out to support and just have them kind of put their eyes on it.
CINC Marketing: Yeah, there are some registration options, I know, so yeah, and that's, support at Syncpro.com.
CINC Marketing: If you're seeing that kind of issue,
CINC Marketing: So we got a question, let's go back to some ad stuff.
CINC Marketing: Got a question… Really just around…
CINC Marketing: You know, I… so… so my team deals in the city only.
CINC Marketing: but I'm getting leads from, you know, surrounding areas.
Lance Simpson: I guess, what is, you know, what, what is…
CINC Marketing: What are the options for that?
CINC Marketing: What should be expected? You know, what should the client do?
Daniel Lott: Is this a question for me?
Daniel Lott: Sure. The Google side?
CINC Marketing: Got your hand on your chin.
Daniel Lott: Holding my head up. The, well, it's kind of unavoidable. The way ads are set up, it's based on a keyword basis. So, like, if somebody…
Daniel Lott: Let's see… Where's this person? I always like to localize it.
CINC Marketing: I'm not sure. Let's say they're in Atlanta.
Daniel Lott: They're in LA, okay. So, if they are in, so somebody wants to get to Leeds and Marietta, which is a suburb, which is where Sink used to be headquartered.
Daniel Lott: we would put in an ad group for, you know, like, homes for sale in Marietta. So the person would click on that, but…
Daniel Lott: they're not, like, tied to only searching Marietta. They can search anywhere in the Atlanta area from
Daniel Lott: you know, from that site. So, you'll get, from that search, from that click, you'll get a lot of people who are, you know, on the Marietta page, but there'll also be people who say, like, actually, I just realized Marietta's a dump. I want to go to Sandy Springs. Sandy Springs is the best. So.
CINC Marketing: Whoa, Marietta, catching strays! Jeez!
James Terry: So then the person searches and says Sandy Springs, and then…
Daniel Lott: you know, the leads from Sandy Springs, and then if the client doesn't have a Sandy Springs ad group, they're like, well, how'd this happen? It's because they have, you know, changed the search, that's how it works. And, you know, you can use that. Sandy Springs is only 10 minutes away from Marietta, or you could, you know,
Daniel Lott: you know, use, Agent Pronto, or what is it? What's our,
Daniel Lott: You could give our… somebody else who… who services, you know, the Sandy Springs area, so…
Daniel Lott: That's why it is. There's… you're not locked in to just a specific area. Once you have your site, you can go anywhere. You know, you could go to a different state, probably, I don't know, but probably not.
James Terry: Yeah, I like…
CINC Marketing: Go ahead.
James Terry: I like to remind… remind people that, at the end of the day, we're… we're working with people, right? Like, these clicks and these impressions, clicks, leads, like, those are people on the other end of that, right? And so when they go to your site.
James Terry: they have access to the entire MLS, right? All we know is, in this example, and Harry, if this was, Chester's question, he's in the Chicago area, and Chicago does have a ton… a lot like Atlanta, Midtown Atlanta specifically, a ton of little neighborhoods and stuff like that, so…
James Terry: one solution, something we can do about that, is get a little more granular with what our search term is, right? Like, if somebody's searching, to Dan's point, homes for sale in Marietta.
James Terry: then…
James Terry: they have access to the entire MLS, and they might not have been so honed in on exactly where in Marietta they want to live. They might not have done a ton of research. Marietta's a fairly large, you know, city. It's got a huge footprint.
CINC Marketing: dump.
CINC Marketing: Fairly large dog.
James Terry: I mean, when compared to Sandy Springs, it's all downhill, you know? Like, Sandy Springs.
CINC Marketing: Yeah, I wonder who lives in Sandy Springs here.
James Terry: Where the air is crisp, we understand.
Daniel Lott: That's the best.
James Terry: I heard everybody in Sandy Springs owns a cabin, also.
Daniel Lott: Oh, the lucky one.
James Terry: But, what we can do is target, like, rather than Marietta.
James Terry: We can use keyword terms like…
James Terry: Loring… Loring Square, which is a neighborhood in Marietta, and if somebody knows Loring Square, if they're searching for that online, they know the price point of the homes in that neighborhood, right? They probably know where their kids are going to school, Cheatham Hill is right next to it, you know, that kind of thing. Like.
James Terry: they've done a lot of their own homework, and they're a little more honed in and closer to a decision. Now, it's not going to get a lot of search volume, but it can supplement a campaign and focus on that, as much as possible, and we can try and maximize the traffic going to the site.
James Terry: for those more granular areas within the city of Marietta, if that's what they want to focus on. So there are strategies to try and get in there, but like Dan said, it's never going to be 100%. It's not a faucet. These are.
Daniel Lott: And talk to your account manager and just say, like, oh, I really like… I really want more leads in this town, and then we can… from that, we can then create ad groups of the sub-markets within that town that will…
Daniel Lott: You know… Which will get you more leads in that town, but it's not 100%.
Lance Simpson: what, what's interesting about this, and I mean, what you guys do is, like, science in itself, but we have a town that we always generate leads for, and for a while there, I used to always say, I want at least 25% of my leads to come out of that town.
Lance Simpson: But we don't sell a lot in that town. That's just that search where a lot of people come in, because they're like, I gotta live here. And then they realize, oh, I can't afford to live here, and then we sell them…
Lance Simpson: In other areas, so… it's kind of one of those, like, okay, yeah, while we don't really work there, that… that funnel fills and gives us sales in other areas.
Daniel Lott: What town is that?
CINC Marketing: I bet it's Brinwood.
Lance Simpson: Springs.
James Terry: Greenhills? The Sandy Springs equivalent, that's for sure.
CINC Marketing: I'm gonna say… Ugh.
CINC Marketing: Man…
Lance Simpson: My ad manager… You know…
CINC Marketing: Do you know where that turn is? I think it's in Franklin, Tennessee, where it's, like, cement and a 90 degree turn, and there's no mirror or anything. It's like the leap of faith from Indiana Jones.
Lance Simpson: Yeah.
CINC Marketing: Yeah, it's terrifying.
CINC Marketing: Terrifying. Cool.
CINC Marketing: Well, and we did get some questions around increasing lead quality as well, and I think, you know, James, kind of what you're talking about.
CINC Marketing: Of the, you know, the hyper-local micro-targets.
CINC Marketing: That real… I… one thing, I think, is…
CINC Marketing: You know, it's a different type of lead from some… from a lead coming from, like, a Zillow or something like that, because those people are not forced to sign up.
CINC Marketing: So… You know, the… the…
CINC Marketing: I mean, we could create a site where they aren't forced to sign up to generate those leads, but you're looking at the same lead cost as what Zillow does.
CINC Marketing: You know, the hyper-local micro-targets in…
CINC Marketing: this strategy of generating leads, I think, are the best way
CINC Marketing: To increase lead quality, because, you know, you're putting out searches for people who are searching for more specific
CINC Marketing: things than just Atlanta. They're searching for a zip code or a school zone.
James Terry: Yeah.
CINC Marketing: What do you… is that the best way? If a client is looking to…
CINC Marketing: We got questions around increasing lead flow, nobody said decrease, but maybe they are.
CINC Marketing: Who knows?
James Terry: I just…
CINC Marketing: Maybe they're tired of waiting. We've heard it. We have heard that before.
James Terry: Yeah, yeah. Dan said something very important, a moment ago, and I want to make sure everybody heard this. That's right, Dan, look off stoic.
Daniel Lott: Don't.
James Terry: Oh my
James Terry: But he said something very important, and he was like, if you want to get more leads from this area, like, let us know. Like, make no mistake.
James Terry: on our side, we're working with ones and zeros, right? It's all about cost per lead and lead flow, and we have a list of markets that were generally provided when the campaign went live, but
James Terry: communication is paramount, like, right? Like, even, like I said at the beginning of this livecast, like, we love the conversational aspect. Put some stuff in the chat, let us know what you're thinking. Similarly, as you start getting leads, and as you're working your dashboard and calling leads, feedback is important, it's necessary, right?
James Terry: to let us know, hey, we're getting a lot on this side, but the price point is really low in that. We don't know, I mean, we know the price points if we look it up, we can find that, but if it's in the campaign, we're gonna focus on what generates the most leads for the budget we have.
James Terry: If that needs to be honed in over time, letting us know, hey, this is the area, you know, this is in my backyard, my office is in this town, so it's very easy to show listings there. Or traffic is, at this hour, is a super long drive, can we focus on this side of town? And then we can hone in on those, hyperlocal micro-targets.
James Terry: in the city that you want to maximize lead flow for, right? But that requires some back and forth and some conversation, so by all means, our team wants to communicate with you and wants to be able to hone this in as much as possible. It's not a one-and-done
James Terry: oh, at implementation, I gave 10 cities, and that's it. It can be, and we'll use those 10 cities and build a great account.
James Terry: But we can hone that in over time to make it, to maximize the value and the quality.
Lance Simpson: I was just gonna say, Ty and I, I mean, this goes back 2013, whenever we first started doing the ad spend, and…
Lance Simpson: coming on with Sync, that was one of those that… I did the research. I had spreadsheets laid out across the whole conference room table to say, alright, what target areas do we want to go after that have… where I feel I could take market share? And then I expressed that with you guys, and I worked really close with my account manager there of, alright, this is where we want to kind of target, what percentage we want out of each one, and
Lance Simpson: It's worked out great, but going back to, like, lead quality, not everybody that signs up is gonna buy today. I think that's one of the big misconceptions.
Lance Simpson: is they think that it's today, and sometimes this is a long game process. We had one that closed back in November, 1.2-ish million, was in our database for…
Lance Simpson: 400 plus days?
Lance Simpson: We've had another instance where they were 1,000 day old that kind of put us at those, so it's just a matter of categorizing them in the database, and…
Lance Simpson: Just that long-term nurture, I don't know.
Lance Simpson: They'll come…
Daniel Lott: Do with the, like, the real verified, the check mark that shows that it's a real lead, and it's, you know, double… it's double,
Daniel Lott: what's it called? Two-factor, authenticated.
Daniel Lott: Do you give those higher, do you call them first, or do you…
Lance Simpson: We, I mean…
Lance Simpson: It still comes down into, like, a system-wise. I mean, we have our P1, P2, P3 filters. We've generated some other ones, too, that are, like, last log in 30 to 60, 60 to 90. We don't… we don't go out and say, that's got a black or blue checkmark, but it's this. What was interesting, and I used to always say about 72-75% of my leads
Lance Simpson: were good phone numbers, and that was before the real verified, so now that we have the real verified, all that did was, like, cement it in my head to say, yeah, you know, I mean, like, we are getting some good ones, but some of the unverified are still good phone numbers. So, we just give them all… we call them all.
CINC Marketing: Debbie asked, how long does it take for the ad changes? So, I mean, you would have a call…
CINC Marketing: With the… you can have a call with the marketing team or speak with the support team over the… over email, and we'll, you know, reply back.
CINC Marketing: Those changes will go into effect in…
CINC Marketing: you know, two to three business days. Whenever you make a change to ads, there can be a time
CINC Marketing: Where it kind of slows down, where it's figuring back out who to show the ads to.
CINC Marketing: But…
CINC Marketing: Yeah, or depending on the time of the month, it might be, the beginning of the next month, but…
CINC Marketing: Yeah, we'll make those changes as soon as we get the request, and then…
CINC Marketing: The ads themselves will start running in those areas that, you know, as soon as we make the changes, it may just be a small ramp-up.
Daniel Lott: Just going back to the, the Real Verified, I just always like to talk about this.
CINC Marketing: It's what.
Daniel Lott: You know, when stands money, that's coming up. But,
Daniel Lott: So it just shows, like, if you… like, we always get the, the, you know, like, oh, these… are these real people? Are these, like, I don't know, like, this person didn't pick up the phone, they're not a real person.
Daniel Lott: if… They have the blue checkmarks, they are… there's…
Daniel Lott: that kind of proves they're a real person, because the person has to, like, manually type in this… this code and… and all this. It could… it can't be somebody who's like, oh, you know…
Daniel Lott: just put in somebody else's phone number and, like, trick them out, because I want to access the listings, but I don't want to give them my same information. No, it's a person that has to do it. So, and, like, what Lance said, it's like… it's like 70-75%
Daniel Lott: are… are real verified. And then the people who don't do it are…
CINC Marketing: Losers.
Daniel Lott: They're not… well, they are not necessarily losers, but, like, if your phone is in your car, and you're, like, searching on your computer for houses, you're not gonna run to your car and…
Daniel Lott: get your phone to two-factor authenticate your thing. So…
Daniel Lott: But it's still… it's still a…
Daniel Lott: might be an accurate phone number. You don't know. It's… but the blue indicates that it's 100% accurate. It's… it's…
Daniel Lott: 75%, it's, you know, every time. But the other ones are also probably pretty good, but the person doesn't want a two-factor, because that's kind of a drag.
Lance Simpson: One of the things that we like to do with the ones that did not authenticate.
Lance Simpson: So the ones that… because if you… if you don't do the two-factor, you're locked out of seeing pictures.
James Terry: So…
Lance Simpson: at some point in time of you being in our system after a couple days, if you haven't authenticated while we're kind of going through our prospecting when we're done, I'll go in and unlock them. So I'll just leave them unverified unlocked, because I still don't know if they're a real person, and then that's where we'll shoot them a text message.
Lance Simpson: and, like, an email that says, oh, hey, sorry, we noticed that you were locked in our system and not able to view photos, and maybe copy a quick link to their search, and then send it over to them to say, hey, here's some stuff, it looks like you're currently looking in Nashville for 3 bedding, 3 bath.
Lance Simpson: If we need to make any changes, let us know.
Lance Simpson: So, they're kind of like a little call to action, but, you know, like, oh my god, we're so sorry, it looked like you were locked out of our system, we unlocked you.
Lance Simpson: And…
Lance Simpson: You know, I mean, does it work all the time? Sometimes. Sometimes it doesn't. I mean, that's just… that's the whole idea of, like, that re-engagement and, like, making phone calls.
Lance Simpson: But it's just an extra touch that we have that we can kind of… kind of throw out, so I kind of like having that. Like, it's its own little separate list to try to get them verified or get them to respond to me.
CINC Marketing: It's really smart.
CINC Marketing: Dang it, I had some… I keep having something I was gonna say, and then I keep forgetting, because then I start reading. We'll go to Eddie's question. Right mix for local area lead versus out of town?
CINC Marketing: Out of town, maybe longer timeline. Yeah, that's what we generally see. I mean, usually, I don't know if it's different now.
CINC Marketing: Because, I mean, we had people buying…
CINC Marketing: like, condos through Zoom during COVID. I don't know if that's…
Lance Simpson: I… I mean, I don't know if it's just my market, but I feel like my out-of-towners
Lance Simpson: are more to make a purchase quicker than the local ones, because it comes down to, do the… do you need a home, or do you want a home? And more of the local home… local buyers want a bigger home, a smaller home, where if you're rel… if I'm relocating into Sandy Springs, because I'm not going to Marietta,
CINC Marketing: The dumb.
Lance Simpson: It is, right? If I'm relocating there, I'm gonna need a home really quick, so…
Lance Simpson: I feel like some of…
Daniel Lott: I don't have an agent, either.
Daniel Lott: Yeah. If you're from out of town, you never have an agent.
Lance Simpson: Yeah.
Daniel Lott: Well, it also depends… we've analyzed, like, what pers… like, market by market, what percent of traffic comes from
Daniel Lott: within the market versus, externally. And I would expect that Nashville gets more… a larger percent of traffic from outside of the area, just because Nashville's such a
Daniel Lott: I used to live in Nashville, so it's a cra… it's growing like crazy. People are coming from all over the place. I remember, like, doing this for, analyzing the, Las Vegas, traffic, and a lot of the tra… most of the traffic is from people who don't live in Las Vegas. So, if you want to get more…
Daniel Lott: traffic… this is hard to do, and it's… it's… but if you want to get more from outside of the area, you do more generic searches like Nashville or Las Vegas, but in Nashville.
Daniel Lott: If somebody is, like, looking, like, homes for sale in Sylvan Park, that's probably somebody who lives in Nashville, and they want to move to Sylvan Park.
Daniel Lott: So, we would do the micro-targeting, would be more for the, kind of, the locals, whereas the broader, the… even, like, Marriott is pretty, like, there's probably a thousand homes for sale, or at least 500 homes for sale in Marriott. It's huge. So, that could be somebody from outside who just…
Daniel Lott: for some reason, went to Marietta Square and got the bakery or whatever, and was like, oh, I want to move to Marietta. So,
Daniel Lott: But anyway, so that's, that's one of the things that, that you can, that we keep in mind, and, and all that.
CINC Marketing: Alright, did anybody have, or anybody from the question list? Any… oh, I did have something really quickly.
CINC Marketing: We got a comment about… So… How does ad budget impact
CINC Marketing: your hyper-local micro-targeting if you're a sync client, right? I mean, we've had people that have written in and say, I want the hyper-local micro-targeting. Like, if you're a sync client, you already have it.
CINC Marketing: My understanding is it's more driven, really, by…
CINC Marketing: Your time would sink, which just gives us more time to optimize things, and your market.
CINC Marketing: Than it is your budget.
CINC Marketing: Is that…
Daniel Lott: Yeah, it is. If you have a really small budget, like a $100 budget or something like that, we probably won't…
Daniel Lott: do it, but…
CINC Marketing: It doesn't make sense.
Daniel Lott: Probably will. Well, yeah, just because it doesn't make sense, but it is… it's more of a time, a time… over time, we are continually adding ad groups to your accounts. I remember for the… that Charleston one, we did a big…
Daniel Lott: Analysis of it, and it was like.
CINC Marketing: Never heard of it.
Daniel Lott: After, like, they were with us for 10 years or something like that, and then…
Daniel Lott: At the end, they had, like, prior to the transaction, they had 250 ad groups, even though they gave us 8 areas, but we continually drilled down, and it was one of those drills, drill downs, is what caused the ad to be
Daniel Lott: the lead to be generated. So, you know, we went from Charleston, and there's lots of little nooks and crannies in Charleston, same as Nashville, there's lots of little neighborhoods in Nashville. And so, over time, we keep adding. So, and then eventually one of them may generate the lead that becomes the big sale.
CINC Marketing: That's a free guide if you'd like to learn more about it.
Daniel Lott: There, there is, free guide.
Lance Simpson: Hey, Dan, I just wanted to add, like, you can generate the leads all awesome as you guys do, but if we as agents don't make the phone calls the way we're supposed to.
Daniel Lott: That's exactly… yes, we are… our team, although we're the glamour boys of the company, but it is really everybody else, the, you know, the… it's the agents calling the, the leads, and the, you know, all the automation that is built to make it easier to call the leads, but you gotta call the leads.
CINC Marketing: Regardless with all of that, yeah, the agents…
CINC Marketing: are what make the difference in the work that agents do. And,
CINC Marketing: We're gaining more and more visibility into that, you know, as we're tracking more of the transactions, and lead quality, and that kind of stuff.
CINC Marketing: There's just some people that…
CINC Marketing: convert everything, you know? And it's because they're following best practices, and I think treating it like a business, like.
CINC Marketing: You know, like you talked about, Lance, of just systematizing how to do this versus…
CINC Marketing: Hair on fire every day and burning out.
James Terry: And there was this one question, as Dan said, like, what was the very small… if you have a very small budget and everything, and and I know I'm gonna butcher the name, and I apologize for it, Jagvir, Jagvir, you said you have a $250 budget in Brampton, do you need to increase?
James Terry: And I like to look at this on a percentage basis, right? And I don't know what your platform, you know, type and cost and all are, but let's say you're spending $1,000 a month on the software and the platform, and $250 a month on ads, right? Your invoice is $12.50, okay?
James Terry: So, if you increased by $250, your invoice goes up to $1,500, right? It goes up by about 20%. But your ads, your lead flow, the number of leads coming in, goes up by 100%, because your budget went from $250 to $500, right? So…
James Terry: not knowing, like, to say, like, do I need to increase my budget?
James Terry: I don't know what your current campaign is, I don't know how many lead… there's a lot of questions and, again, back and forth that should happen on that. There's a conversation there that needs to happen to decide, like, what's best for you, how much do you need, how many agents do you have, all that kind of stuff.
James Terry: But most of the time, I'll say most of our clients probably should increase their budget, just from those two ratios of how much are they spending on the tech versus how much are they spending on leads. They need more gas in the engine in order for the car to go faster, if that makes sense.
Lance Simpson: It's…
CINC Marketing: gas in a tank, but I was with you until that.
James Terry: No.
CINC Marketing: Okay, yeah. You pour it on top of the engine. I don't know cars. Just pour it right on top of the engine, and gear going, guys. You heard James, okay?
Lance Simpson: The,
Lance Simpson: Kind of going back to that, it's funny, like, I've got a couple buddies of mine that also brokers run teams, but our markets are so different, so I've got one buddy that, he's like, I want to own everybody's data in my entire market.
Lance Simpson: But he's also in a smaller little market, so that makes sense. Like, could you imagine me trying to own everybody's data in the Nashville market? Like, I couldn't do it, so that would be overwhelming. So, yeah, you gotta kind of look at it, and I've always ran
Lance Simpson: right around that 30 to 50 leads per month per agent, once the engine's going. Like, like, you…
Lance Simpson: get the engine going, you know, you gotta add a lot to it, but I always…
CINC Marketing: Cain the gasoline off of it.
James Terry: Once you get the gas right there on top.
Lance Simpson: I always like to have about an extra 50 leads per agent coming in.
Lance Simpson: just to kind of keep things going are kind of the numbers that I've always ran in my business here in Nashville.
CINC Marketing: What idiot poured gasoline on this damn motor?
James Terry: I just put my engine in a pool of gasoline, and I think that's how it works.
James Terry: Harry, we're We go a little over on time. Do we want to run through our, give some…
CINC Marketing: Do we have… do we have someone that wants to do Win Dan's Money? Let me tell you what Win Dan's Money is.
CINC Marketing: It is a, 1 minute, 7-question trivia contest.
CINC Marketing: Against Dan Lott.
CINC Marketing: The winner, if you win.
CINC Marketing: gets $200 in ad spend for our individual listing ads promotion, so you can promote a listing on Sync's Dime.
CINC Marketing: And all you have to do?
CINC Marketing: Raise your hand, step forward, and then James will give you 7 questions.
CINC Marketing: You'll do your dirtiest against them, or your damnedest, or whatever.
CINC Marketing: D word?
CINC Marketing: And, then Dan will come back on, and he will…
CINC Marketing: Answer the same 7, the winner.
CINC Marketing: Wins!
Daniel Lott: I lost last time. Before, it was thought that I was unbeatable.
CINC Marketing: But, we've got, we've got…
Daniel Lott: I have been beaten, so…
CINC Marketing: He has been beaten.
Daniel Lott: So, $200 could be yours in ad spend.
CINC Marketing: Yeah, so, I saw a hand go up, but I'm not sure if it went down.
CINC Marketing: It was, like, a thumbs down.
James Terry: I do not want to.
James Terry: And yeah, I was about to say, I know Margaret had a question that we all love. Can I… can I find a, the old…
James Terry: Webcast, the old.
CINC Marketing: Oh, okay, these questions…
Daniel Lott: Howdy's in!
James Terry: I don't know if she…
Daniel Lott: Here we go.
James Terry: Love it.
CINC Marketing: Questions are on… Famous lances.
Daniel Lott: I used to choose multiple.
James Terry: multiple categories. This time.
Daniel Lott: They're not real.
James Terry: In honor of Lance Simpson, our category is Lance.
Daniel Lott: Bonnie? Do not worry. I think Bonnie's the way to go.
Lance Simpson: A lot of them.
CINC Marketing: That's a lot of fun. Alright, well…
James Terry: Bonnie, that's a lot like a hand raise. We're gonna have a blast.
CINC Marketing: I do not know much on Lance.
Daniel Lott: Oh, yadda! Okay, here we go.
CINC Marketing: Giannis!
CINC Marketing: How do I unmute?
James Terry: Yeah, we're gonna…
Daniel Lott: Alright.
CINC Marketing: I almost deleted you.
CINC Marketing: Alright, James, you wanna tell people how it works while I figure out how to…
James Terry: So…
James Terry: like Harry was talking about, we have 60 seconds, there's 7 questions. We'll run through them quickly, the time starts when I finish the first question.
James Terry: I will ask everybody who is listening in, please don't put your answers as we're going through it the first time. Don't put the answers in the chat if you know it, because Dan's gonna come back in and go through the same questions, and we don't want him to see those answers there in the chat, so…
James Terry: Fight that as best you can, that temptation. Don't put the answers in the chat. We've had people do that, and then we accused Dan of cheating, and he was offended.
James Terry: No need to wait for me to finish the question. As soon as you know the answer, you can jump in. Again, 60 seconds happens quick, I promise. So as soon as you know the answer, feel free to jump in, with… with it.
James Terry: And then, if you don't know the answer, you can say skip. Don't spend a lot of time trying to think about it and figure it out. Lightning doesn't strike very often, so if you don't know one of them, say skip, we'll jump to the next one. We'll come back if there's time, but but don't wait.
James Terry: to use your skips. There's no limit to them.
James Terry: Move quick.
James Terry: For sure.
James Terry: But it's what I'm No more.
CINC Marketing: Am I saying your name right?
Yanis Henriquez: Yeah, niece.
CINC Marketing: Janice?
James Terry: niece.
Yanis Henriquez: Yes.
CINC Marketing: Alright, okay, I'm sorry, thank you. Alright, where are you from?
Yanis Henriquez: Denver.
CINC Marketing: Alright!
CINC Marketing: Very cool.
CINC Marketing: I just found… I'm trying to get out to Irvine for a hockey tournament, and I just figured out that Denver
CINC Marketing: is, like, 17 hours from Irvine, California. It doesn't look that far on the map.
Yanis Henriquez: It's a great drive, trust me.
CINC Marketing: It does, I think it would be cool, but…
CINC Marketing: I forgot to do this too, Dan, and then I'm gonna kick you out.
Audio shared by CINC Marketing: I can't tell if people.
CINC Marketing: I can hear that. Can you hear that? I hope James can hear it.
Audio shared by CINC Marketing: You should go to a doctor. I just dance every day.
James Terry: So often here.
Audio shared by CINC Marketing: Yeah, just getting his wiggles out.
CINC Marketing: Alright, so, Yannis, thank you for joining us. We will give 7 questions.
Daniel Lott: Still here, Harry.
CINC Marketing: I know you're still here, Dan.
James Terry: Sorry.
CINC Marketing: Put him in the, that was a little aggressive, I apologize.
CINC Marketing: Why don't you shut up, Dan?
James Terry: Major reviews will be here eventually. Yeah.
CINC Marketing: Yeah, so I'm gonna kick Dan out, James will give the, 7 questions, I'll put 60 seconds on the clock.
CINC Marketing: And then the timer does not start until James finishes the first question.
CINC Marketing: All about lances. Alright, Dan, you're going away.
CINC Marketing: Don't leave, though.
James Terry: Wait for us.
James Terry: Alright, Giannis, you ready?
CINC Marketing: Alright, yeah.
James Terry: Everybody here? Can you hear me?
CINC Marketing: Alright.
James Terry: Okay, perfect.
CINC Marketing: Start the timer after you've finished it.
CINC Marketing: Question.
James Terry: He'll start at the timer, he will give us a 30-second update so we know, and he'll give us a 10-second update when we're almost done. Are you ready to get started?
CINC Marketing: Oop.
James Terry: Did we kick her out?
James Terry: Janice, are you…
Yanis Henriquez: Yep.
James Terry: Okay, okay, good. I wanted to make sure you could hear before we got started. So, question number one.
James Terry: At the age of 16, he began competing as a triathlete, and despite, we'll say, not feeling well, he won the Tour de France a record 7 consecutive times. Let's not worry about what happened after all that.
Yanis Henriquez: Armstrong.
James Terry: Wielding a lance in the movie A Knight's Tale, Heath Ledger competed on horseback in this medieval sport.
Yanis Henriquez: Night's Tale.
James Terry: Portrayed by everyone from Richard Gere to John Cleese, this Knight of the Round Table was considered the greatest, bravest, and most skilled fighter.
Yanis Henriquez: Sir Lancelot?
James Terry: Nailed it. This woman was King Arthur's wife, but her affair with Sir Lancelot ultimately caused the downfall of Camelot.
James Terry: Maybe we should have called her Yoko.
CINC Marketing: 20 seconds.
James Terry: Lance Reddick played this iconic lieutenant… er, played the iconic Lieutenant Cedric Daniels on this HBO drama set in Baltimore that explored how the drug war compromises law enforcement.
James Terry: Oh, the audio's breaking up.
Yanis Henriquez: Yep.
James Terry: This… this multi-platinum boy band superstar is certified by both NASA and the Russian space programs as an astronaut and a cosmonaut. He's very in sync with his goals.
Yanis Henriquez: Lance Beth.
CINC Marketing: Alright, that's time.
James Terry: I was gonna say, I was like, oh, do we have quite time for the last one?
CINC Marketing: Alright, that was a good job.
James Terry: Well done.
CINC Marketing: Alright, Yanni, stick around. I'm gonna bring Dan back on, and we will see how he does.
CINC Marketing: Hang on, this is always the most difficult part. Try not to kick anybody out.
CINC Marketing: Where's Dan? Dan's somewhere in the internet.
CINC Marketing: Gotta pin him… He's coming.
James Terry: Alright, Dan, you're back.
Daniel Lott: Alright, how'd it go?
CINC Marketing: Went well. Went well. We're playing, Yannis.
CINC Marketing: She's from Denver?
James Terry: Got your work cut out for you, Dan.
Daniel Lott: Mountain.
Daniel Lott: She's looking to…
CINC Marketing: In this streak of losses for you?
Daniel Lott: Oh, Lord.
James Terry: Alright, Dan, you ready? I know you know the rules. You all set?
Daniel Lott: Yes, I'm ready.
James Terry: The category is Lance.
James Terry: Question 1.
James Terry: At the age of 16, he began competing as a triathlete, and despite not feeling very well, he won the Tour de France a record 7 consecutive.
Daniel Lott: Lance Armstrong.
James Terry: Wielding a lance in the movie A Knight's Tale, Heath Ledger competed on horseback in this medieval sport.
Daniel Lott: Goust?
James Terry: Portrayed by everyone from Richard Gere to John Cleese, This Night of the Roundtable was considered the greatest.
Daniel Lott: Links a lot.
James Terry: close.
James Terry: This woman was King Arthur's wife, but her affair with Sir Lancelot ultimately caused the downfall of Camelot.
Daniel Lott: Guinevere?
James Terry: Lance Reddick played the iconic Lieutenant Cedric Daniels on this HBO drama set in Baltimore that explored how the drug war.
Daniel Lott: The wire.
Daniel Lott: The wire?
James Terry: John Cleese plays Sir Lancelot in this brilliant 1975 comedy, with 92% on Rotten Tomatoes.
Daniel Lott: Also, features.
James Terry: to…
Daniel Lott: Monty Python's Holy Grail.
James Terry: This multi-platinum boy band superstar is certified by both NASA and Russian space programs as an astronaut and cosmonaut. He's very in sync with his goal.
Daniel Lott: pass.
James Terry: That's the last question.
Daniel Lott: Lance?
Daniel Lott: Lance?
CINC Marketing: time.
Daniel Lott: Lads?
Daniel Lott: I don't know.
James Terry: Very close on that last one. I should have known that.
Daniel Lott: That's… that seems right up my alley.
CINC Marketing: That was Lance Bass.
CINC Marketing: You said pass, I thought you actually got it right. I did too, I wrote a check down.
CINC Marketing: Kind of the, alright.
CINC Marketing: So, Dan, I've got you with 6.
CINC Marketing: And…
James Terry: real.
CINC Marketing: Yanis… From Denver… Faded out a little bit.
CINC Marketing: But I've got her at… slightly less than 6 with 5.
Daniel Lott: Oh, alright.
James Terry: I was about to say it.
CINC Marketing: So, great job, Yanniste.
James Terry: abundant.
CINC Marketing: coming on.
CINC Marketing: Dan keeps his money, unfortunately.
Daniel Lott: Oh, I loved this tiebreaker question, too. I was really hoping to get to use it. That was close.
CINC Marketing: But… With that, it's time for us to play his stupid music.
Audio shared by CINC Marketing: Where?
CINC Marketing: And thank everyone for joining Office Hours.
Audio shared by CINC Marketing: Episode 15.
CINC Marketing: And thank you, Lance. That was great. You were awesome, man.
Lance Simpson: Thank you.
CINC Marketing: Come see, Lance and Matt live at Sync U. That's in, like, 13 days, yeah?
Lance Simpson: Yeah, yeah, not next week, following week. Synccommunity.com for all of our events that are coming up this year.
Daniel Lott: Are seats still available?
Lance Simpson: There are a few left for Atlanta, and then I don't know if we've really started pushing Chicago, or…
Lance Simpson: Or what, but yeah.
Lance Simpson: Yeah, get on, come out, and I know people were asking for some, like, different templates, a lot of that stuff. We share a lot of our content at Sync University, so…
CINC Marketing: And I saw, Sync, you, the schedule has really been reworked, so it's a different kind of flow.
Lance Simpson: It is. It is all about money-making activities day one on how to get a profit.
Lance Simpson: So…
CINC Marketing: I almost…
CINC Marketing: I just tried to fake make it rain, and almost spilled an entire turvus of water on my computer.
CINC Marketing: It would have been recorded on my Zoom for IT, I'd have been paying for a computer.
CINC Marketing: So, be sure to come next week, because I might need money, I'm very clumsy.
CINC Marketing: And thanks again. Come see Lance and Matt in Atlanta at SyncU. Join us next month, for Office Hours 16.
CINC Marketing: And, yeah, check out Sync Community, all the webinars, all the trainings, follow us on social.
CINC Marketing: If you like the show, tell your friends!
CINC Marketing: And if you don't, you know…
Lance Simpson: Don't…
CINC Marketing: Violence is not violence.
CINC Marketing: Have a great day, thank you.
James Terry: Appreciate the time, Lance. Thanks for hanging out with me.
Lance Simpson: We'll see you guys.