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A fun and accessible look into Hobart and Tasmanian Property with 4one4 Property Co. Real Estate Agents, Patrick Berry and John McGregor
Patrick
So, so much about selling the houses as it once was like every agent can market a home every agent has access to the same marketing material. Yeah, I think a lot of where we become valuable now is that lead up in the journey to that point in time when you sell but giving you that that information that inside knowledge that better understanding so you can make the right decisions when your time comes to sell in that
Aaron
Alright guys, welcome back to the property pod your weekly engagement in real estate here in Hobart marketplace. I'm your host Aaron horn, and I've been trying to fill the seats the last few weeks. I come in today and I have got one empty seat that I didn't know about but you've got me. I've got you back. Patrick Barry is back in the studio. Johnny Mack is in Adelaide Adelaide ran out last night. Yeah. Okay, well, there you go. I missed him by a day we are recording a daylight so I'll give him a leaf pass. I think he thought that we were filming yesterday, but it didn't happen because obviously you've you're away yesterday. So ya know, my weeks are all out of whack. At the moment mum will be listening to this in Singapore. And she'll say I'm so sorry. But I'm looking after my other grandchildren. So shout out to get your priorities. Right, exactly. We've got a property pod to record. And you're over in Singapore, just having the money in the sun living the life that sands I'm assuming Yeah, no, they apparently just live in the pool now. So love and lifestyle yet mom's over there getting set up and you've been travelling the world. So everyone's been away except for me. He says like basically today, all I want to do is break down your trip as you first went to Sydney to learn from Gary Vee idea. That was very fun. So let's look let's run through chronologically. But before we get to the big show, run us through kind of what you did. You went to Sydney and what was it all started a little bit of a go, I got served an ad to see Gary Vee. And anyone that follows him online knows that he's just amazing. Like he's videos online. And the way he describes scenarios is just different is I think the first thing you ever showed me was that like, he was a multi millionaire guy. And he was still going to houses and flipping stuff from yard sales. I was like, why you like it's good. Keep watching. So like this opportunity to speak to him was the first time he I've seen him come to Australia apparently has been before but I've never you weren't following along, then. Yeah. So this opportunity came up and was like, Oh, this is fantastic. I've always wanted to see Gary B. And then. So had to go to Sydney for that. And then I started researching discovered that in Milan, another conference that I've been to in the past in Las Vegas, happened to be on a week later. And I said to Abby, well, we're already halfway there being a city because it's two flights to get regardless, I don't know, distance wise. And time wise, it doesn't make sense to be halfway there. But I was working on the theory, I'd already done one leg of the flight
Patrick
decided to tap on a full week of learning and head over to Imaan as well and do two conferences back to back. Yeah, fair enough. Look, you're you've expanded your mind you expanded here locally with someone from over there. And then you've travelled, but look, it started off awesome. We went to obviously Sydney first and had Gary and a couple of other speakers as well that were there.
Aaron
The earliest speakers in the day with a nice mix of sort of those motivational speakers that are there to pump up your tires. And then there was a lot of talk around funnel advertising. So most people listening to us probably have experienced funnel advertising but don't realise they have Yes, that's where the Internet uses the algorithm to figure out who might be interested in buying a product, you get served an ad. I got caught in one the other day, and like I know, they got me and I read the stats on you know, like, normally it's not the first time you see the ad that you get falling into the funnel. Normally it's not the second time it's the probably the fourth or fifth time. And I came up with about the fifth time was this keeps popping up for me. Yeah. And it's normally a product, you look at a new like, what 2995 For that that ebook on how to be a better real estate agent. That sounds pretty good. Maybe I should buy that. Yeah. And it sucks you in? And then yeah, so we we spent a lot of time learning about funnels and how they work. And it was quite amusing because this entire conference was sold via funnels. So yeah,
Patrick
I was there was because I'd been served the ad and I was coached into clicking on the ad. And then from there buying a ticket, which then got me to this event. So you could say like somebody in this space, like if if someone internationally was coming to Australia, they probably might market through normal means of marketing and otherwise, like they might it might be in a newspaper, or it might be a radio ad or they might go on a press tour or something to say I'm coming to Australia come and check out my my show my show or my conference. This one was primarily or 100% Only marketed through digital marketing. Yep. Through a funnel to say, let me show you that this will work. Yeah. Now I'm assuming some people then found out about it from friends and family that said I'm going to this and I remember like, oh, wow, I want to get on that. And so you followed the link to them. But the majority of tickets sold. Were somebody sitting in front of a computer saying, right, who are we going to who do we think is going to best suit this kind
difference, let's build a profile, let's serve the add to that profile, and then try to sell out this conference. And they did you have caught a net and sold out that 2000 seats I think we sold, I think there's a few more they could have sold but a bloody good effort considering the cost of advertising in funnel advertising versus traditional mainstream marketing advertising is a lot cheaper. Yeah. So to be able to sell that many tickets using such a different approach to advertising. Yeah, it was interesting. Well wait, like we've played in the space with kind of running seminar or conference here and there. And you know, we've gone or done the one we brands that was Yeah, exactly a similar approach. And yet, you'll put out kind of an organic posts of the people that follow along to your marketing in the online space. And, you know, three or four people might click on the link, and then you'll find it Oh, yeah, they clicked on the link, don't really commit to it. Put a little bit of money behind it targeted to a specific people, like people who've been looking into first time buying,
Aaron
you know, sell out the whole thing. So it's kind of Yeah, finding that spot is interesting. We're talking about this, because I think iOS 17 has just come in, in the last week. And all of that is changing. Oh, really, this whole week I've been looking into, yeah, what's going to happen? So I've been following all these things that are saying, it's all changing. What we're talking about now might change. Everything's always changing, though, at the end of the day. So tech is forever evolving, which is a perfect kind of jumping off point to get onto your next plane and travel across the world. So 214 hours later, and I'm in Viva Las Vegas.
Patrick
Yeah, so that's, you know, I've left Sydney and I'm really pumped and excited. I've learned from the mastermind, Gary. I was probably on a plane at the same time. He was heading back to the States probably Yeah, if not, now, he was in Brisbane, the day I left. But um, yeah. Then we then went to a conference called Eman which look, I don't expect anyone to know it's sort of a real estate base. So the first thing you went to wasn't real estate based marketing, digital marketing online where as Inman is a conference demand connect you man Connect is the conference in mind is the website that is the back of it. And it's basically a digital news platform in America that solely specialises in real estate news. And in mind isn't an acronym for anything. It's a guy's name. Yep, that's correct. But the difference is, is with the conferences that Imam connect put on, and the way that they run their events, they're more in my opinion, they're more future thinking conferences. So it's more about, you know, what, what is working for some people? And how can they leverage that technology in the future? For sure. So they talk a lot about technology. They talk a lot about scripts and dialogues and how to better connect with with clients and what clients are looking for in today's market. Yep. But most of the things I take away from it, it's not stuff that you implement tomorrow. It's stuff that you work on implementing over a longer stretch goal. So it's not big that right, this is really cool. They really get you to think about, you know, what is coming in, you know, the buzzword at the moment is AI. AI is a buzzword, that's what everyone's talking about. There's talks that in our industry alone within the next 24 to 36 months, you know, 30% of our jobs will be automated by AI. Yep. And what does that mean? Does that mean people lose their jobs? Does that mean you know, people have more time to specialise in upskilling other areas? And that's what a lot of the the talk was around at the conference. Yeah. So I'd be really keen to kind of find out more about that next step of it, because we've kind of played with it here. Like Manuel arrived into this like area of being like, how can we use some of these tools to become better at what we do both on the media side of things? And then well, actually, one of the speakers talked about AI and digital video editing, and they use the exact tool that we use to edit this podcast. Yeah. Okay. So it was kind of cool that we because you know, you've been playing in the space, and I've been playing in the space that were other people using similar tools to us. Yeah. For people that don't know, Aaron's filming today, what are we through two cameras, two today, but normally, three or four? Yep. And we currently use an AI programme to edit the, it's amazing. It's such a time saver for something that would have taken me, you know, three or four hours in the past to kind of go through everything, line it up, synchronise, make sure everything plays in, even before I was using the stream deck and kind of not concentrating on what we're talking about and editing on the fly. Now it's literally cutting it up in front of me, this auto part is amazing. And then now they've just added another feature where it will be cutting out short clips, they're recognising Oh, this is a really good feature.
Aaron
Yeah, you should use this for your social media. So they keep adding on to their product. Same way that now I guess my first question is, Does that scare you that you're gonna lose your job, you know, look into, interestingly, a bunch of the stuff as it comes through, you think I'm gonna lose my job. And we can even talk about remember when I was taking the photos coming back editing all the photos by myself. I was so hesitant to hand that over because I was like, I'll lose my job. I won't have anything to do. They'll just get some random bloke off the street to come and take photos with their iPhone and
Patrick
I'll be out of my ass. But no, no pivoted to oh, now we're going to kind of advance through this, do that and and take it to the next level, I reckon that's what people probably need to understand the most about AI is not to see it as a threat, but see it as an enhancement to allow you to do other things. We're all busy live every single day.
Aaron
And we all want to do more things. A couple of people described AI as like the digital assistants just to help you out. Like, they all said that AI can't replace the human factor. Like, it's amazing what it can do. It's amazing and how it helps you be more efficient, but it can't replace you as the expert. Yeah, it can help you become an expert faster. So another interesting thing they talked about for anyone that's been thinking about getting into real estate, we've how much technology there is online, and how much data there is online. What once would take you know, five to six years, maybe 10 years to become an expert in real estate, potentially you could upskill to that sort of level in you know, six to 12 months now with the way that AI work. Yeah. And so I guess any prop Tech really can kind of yet take you from being like that boots on the ground and letterbox dropping and being like, oh, no, let's like build my community based around might like eremo is a really good example in our,
Patrick
in our offices as being someone who's like, look, I'm willing to put myself out there and expose myself to I was literally at a golf day, on the weekend. And three people said to me, that that guy in your office like he's, he's pretty wild, isn't it? I would
Aaron
have said it before. And I'll say it again, used to think he was a real douchebag. Now I'm on I'm on Team as I
Patrick
watch him, he's gonna be a high flyer. And look, he is a great example of going from nothing to really strong social proof in his backyard. Yeah, like we've been what's he been working two years in real estate? Yeah. And he's now you know, selling flat out. He's got so much social proof so much credibility in the marketplace. Works coming to him. Now. He's not having to search for it as hard as what he once was. But that's a great example. He went out and he leveraged technology. Yeah, I've reached the understanding of databases and how you can use automation to be able to make your job more efficient and and then as you say, this artificial intelligence stuffs coming in and he's able to analyse the data a lot quicker than something like he could do if he was like, working through the numbers by himself to then free up his time to be like, Alright, how do I leverage this into more sales? What was amazing the other day, everyone's had a chat JpT we've been playing around, we connected judgeship, etc. The internet. So what that sounds like that lighting up Skynet. Yeah. Okay. For people that don't understand how it works, most people probably don't understand. But Chuck gpj is just a database of knowledge that's closed off from the internet. I think September 2021. was the last time I got any new information. Every time you ask him to write something for you. It can reference its own database, but it can't go out and find new information. No. So we recently plugged hours into the internet by installing a plugin. It's so dangerous every time you say.
you're listening to the property.
Aaron
If it comes back to the day that the internet was broke was two idiots did it to eat.
Patrick
But it's amazing, like, so I just connected mine to read PDFs. Yeah, so I've had mine reading a PDF that came out last night from CoreLogic RP data, which is our largest data company. And I said, you need to summarise this for me so that I don't have to read the 25 page report. I basically told it go find the information that is relevant to the Tasmania marketplace. Yeah, memorise it for me,
Aaron
and which is really interesting. Like if you're not selling in Melbourne or Sydney, I don't want to know some of the facts about kind of the median there. And you can put in, like, hit me with the median on these areas. But you want to know what's happening in your backyard. You want people who asking you what's happening in the Hobart marketplace? I've got that easy. Oh, did you read the 25 pages? So tight?
Patrick
So I'm not sitting here saying that as agents were becoming lazy. I'm just saying we're getting creative on how we are absorbing the knowledge that we need to exactly to serve our community. Yeah. It's been it was really Yeah, the AI chats were really interesting around around that. And another big key takeaway that Eman really pushed hard on is what they call long format marketing, which is what we're doing today, this podcast. And really, basically, as people have more access to the internet, and people have their own ability to research the marketplace, like once upon a time, you know, agents were the way described as gatekeepers of sale price. It's like if you want to know what a household you had to ask me. Yep, now you can go do all that research yourself. We've said on this podcast before that. Buyers that we're working with become almost like little mini experts on that little backyard. They're looking to buy in almost better than what we owe. Yes. We're trying to, you know, know, every block of land through the million dollar houses through to every suburb where some of the buyers we work with we're just looking at Glenorchy only three bedroom one bathroom. Yeah.
Aaron
And they'll they'll be able to tell you oh, well, one three streets over sold for this much a day. And that one slipped through my net because my net so much bigger.
Patrick
So a lot of the conference spoke about you know, weird As your value as an agent become and started talking about long format, marketing and just giving information and providing people with that knowledge so that when they are researching that's that you become the credible source and then they come to talk to you. Yep. So we've been doing it for a while now. But it was nice to know that that's becoming where we should be. So
Aaron
yeah, we're like, well, we've been on the right track, at least it's nice to reiterate that kind of even the start of this podcast was let's like, yeah, unshackled the gates and say, we're happy to give you the info.
Patrick
I really liked it. I asked chat JpT when I connected it to the internet, to reference to write me a market report on Glenorchy. Yep. And it went out and searched the Internet and actually pulled back a blog from our website, data out of our website, and it basically read something along the lines of such and such a porn for property co Billy's brother, but it didn't know that I worked for him for it didn't know that that was my website. So I could have been any real estate agent in Hobart asked you to do this script. Yeah. And it went and sourced our site as a reference point,
Aaron
when you called me to tell me, you'd sound like a giddy little. I was really excited. Oh, my God, dude, you're not going to believe that.
Patrick
I was like, pretty impressed that it decided that our information was credible enough for it to include the report that it was putting together. So it's a really interesting approach now to how you market yourself in real estate and how you big hopefully become valuable to the consumers that are listening to us. Yeah, is more that we need to be providing important information to people so they can make better understanding and better decisions. It's not so much about selling the houses as it once was like every agent can market a home, every agent has access to the same marketing material. Yeah, I think a lot of where we become valuable now is that lead up in the journey to that point in time when you sell, but giving you that that information, that insight, knowledge, that better understanding, so you can make the right decisions when your time comes to sell in that?
Aaron
Yeah, 100%. And I think one of the things that fall on fours always done is been that kind of leader and looking forward or tackling that as like you've won the innovation Ward here a few times and happy. Yeah, you had this look on your face, never won
Unknown Speaker
a lot. I couldn't count. Don't ask me how many plays?
Aaron
There, there you go. That's a good example of, you've always been open to innovation and looking forward and not being stuck in using outdated or if you've never been scared to push forward and try something new. So rather than being like, Oh, this is the way it's always work, this is the way we're going to continue to do it. It's this new things coming. Let's jump on the train while we can. And like like you say, like that we're long for marketing. Now. We've been using the same programme that they're pumping up at these conferences, we've been looking at them early and kind of tried to engage in them. So that's one strength of kind of why you would choose for one for over another agency, if you're looking to be relevant in the local market.
Patrick
That's it. And look, I've got, I'm sure more will come out on our podcast over the coming weeks and months from what a man has taught us and what knowledge is that I'm sort of brought away from it yet. I've got pages and pages of notes of things to go through.
Aaron
Yeah, I looked in on that other room before and you had kind of the whiteboard starting to get marked up. And it looked like one of those things where you know, you you connect all the red bits of string, like you're trying to solve a mystery, like, how do these be connected that bit? It's gonna get there. And we always kind of have these marked up walls where we're planning.
Patrick
I do love our boards, anyone that comes to visit our office, we'll see whiteboards around the place. And it is like that spider graph, you've got a central box, and then there's all these alarms coming off it everywhere. It's not unusual for us to have multiples of these happening at any one time with different projects we're working on. And it's to me, that's what excites me about it is how can we think of the next thing to help our clients and have a better experience in the industry? Oh, like
Aaron
100% Like, and then the other reason to go to a conference like that on the other side of the world is like, I've been to something like, Oh, you've been to something like this before. You know, you get a lot out of it. You're like, Yeah, I'm halfway there. I'm in Sydney. I'm so close. But other people might say, Oh, no, I'm too scared to take that risk. And
Patrick
I've had multiple people say, what can you learn from an American real estate conference since I've been back? Yeah. Like, why is it any different to an Australian real estate conference? Oh, well, they do things differently might do that. Yeah. Well, we're all marketing ourselves as agents, we're all doing effectively the same thing. Yes, their technology is different. And the way that they interact with their clients might be different but but they're all the same. If you can break down
Aaron
that core stuff and bring it back into your market and be like I understand my market, I can take these things from the other place and try and maximise what I can do in my space.
Patrick
Now, that's it that's what I really enjoy out of the man is just trying to come away with those small nuggets that are a little bit different and outside the square so we can bring them back here and and hopefully get that Extra 5% 100% Awesome. I
Aaron
think it's bang on Well, that was awesome. Hopefully we will have J Mac back next week. If not, I'm going to be away. I'm just going to keep the rotating desk.
Patrick
And kudos to you guys while I was away you had some cracker episodes was
Aaron
the one with with Ray from don't finance really really good stuff?
Patrick
Yeah that was awesome to see that you can fill the spot with a guest host when I'm going
Aaron
Yeah, well it's funny cuz I was just like, man I'm dying to pot and we connected over Tik Tok which was crazy and yeah, and then I've listened to her pot. I mentioned her podcast on the show while she was here. So Rhiannon from dog finance. It's called this busy life and I found it on Spotify. She was surprised it was still up she said oh, I didn't realise it was still out there. It is still out there and if you're interested in hard working people jump on this is really cool guests on that. So shout out to those people and we'll be back we'll be back next week with even more podcast
Unknown Speaker
sounds good see you then guys. See
Aaron
ya bye. You have been listening to the property bought, recorded and edited by 4one4 Media House in conjunction with 414 property code.
Speaker 2
This podcast is general information only. And the thoughts and views expressed is the opinion of our panel and listeners should always seek then use their own investigation into any topic we discuss to ensure they fully understand their own situation.
Speaker 3
It does not constitute and should not be relied on as purchasing or selling financial or investment advice or recommendations expressed or implied, and it should not be used as an invitation to take up any agent or investment services. No investment decision or activity should be undertaken on the basis of this information without first seeking qualified and professional advice.
Transcribed by https://otter.ai