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Episode 20: Zach Harrison | CINC Office Hours Real Estate Podcast
Recorded August 12, 2026
In Episode 20 of the CINC Office Hours Real Estate Podcast, hosts Harry Kierbow, Dan Lott, and James Terry sit down with Zach Harrison for a practical discussion focused on growing a modern real estate business through better systems, smarter lead management, and consistent execution. Real estate agents, team leaders, and brokers will gain actionable insights on converting more online leads, improving CRM adoption, increasing agent accountability, and creating scalable processes that drive long-term growth.
This episode explores what top-performing agents are doing differently in today's market, how technology and automation support stronger client relationships, and why follow-up remains the most important factor in lead conversion. Whether you're a solo agent, building a team, or managing a brokerage, this conversation offers proven strategies you can implement immediately to generate more appointments and close more transactions.
Key Takeaways for Real Estate Agents
✅ Strategies for improving lead conversion and appointment-setting
✅ Building repeatable systems that support scalable growth
✅ Increasing CRM adoption and agent accountability
✅ Best practices for lead follow-up and nurturing
✅ Leveraging technology and automation without losing the personal touch
✅ Creating a predictable pipeline in shifting market conditions
✅ Time management strategies for high-performing agents and teams
✅ Developing processes that improve long-term profitability
✅ Identifying and eliminating common lead generation and follow-up mistakes
✅ Practical insights from real-world real estate operations
Who Should Listen?
- Real Estate Agents
- Team Leaders
- Brokers and Brokerage Owners
- ISA Teams
- Real Estate Operations Professionals
- Real Estate Marketers
- CINC Users
- Agents Looking to Improve Lead Conversion
- Teams Focused on Growth and Accountability
Topics Covered
- Real Estate Lead Generation
- Lead Conversion Strategies
- CRM Best Practices
- Real Estate Technology
- Agent Productivity
- Database Management
- Real Estate Marketing
- Sales Process Optimization
- Team Growth
- Accountability Systems
- Follow-Up Frameworks
- Real Estate Business Development
- Digital Marketing for Realtors
- Customer Journey and Client Experience
- Real Estate Automation
Why Listen?
The most successful real estate professionals are not necessarily generating more leads. They're doing a better job converting the opportunities already in their database. Zach Harrison shares practical strategies for helping agents create consistent habits, improve follow-up performance, and use technology more effectively to drive results.
If you're looking to increase appointments, improve conversion rates, and build a more predictable real estate business, this episode delivers actionable advice you can put into practice immediately.
Register for next month's CINC Office Hours LiveCast: https://www.cinccommunity.com/registerforwebinars
Learn more about CINC: https://www.cincpro.com/request-a-demo
Let's Connect:
Facebook: https://www.facebook.com/CINCPro
Instagram: https://www.instagram.com/cincpro/
LinkedIn: https://www.linkedin.com/company/cincpro/
Register for next month's CINC Office Hours LiveCast: https://www.cinccommunity.com/registerforwebinars
Learn more about CINC: https://www.cincpro.com/request-a-demo
Let's Connect:
Facebook: https://www.facebook.com/CINCPro
Instagram: https://www.instagram.com/cincpro/
LinkedIn: https://www.linkedin.com/company/cincpro/
Have questions about CINC, real estate leads, or scaling your business? Drop them in the comments or join our next CINC Office Hours session live!
Creators and Guests
Host
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.
James Terry: Are you gonna…
CINC Marketing: Hello, everybody!
CINC Marketing: I think this is the first time in 20 times that I didn't mess up the music, and then James talked over it, so…
CINC Marketing: It's like a habit. You have to do it 21 times for it to stick, is what I hear.
James Terry: It's true.
CINC Marketing: That's a thing We'll let, everybody, come in here for a bit.
James Terry: Thanks for hanging out.
CINC Marketing: We got a really great guest today, Zach Harrison.
CINC Marketing: He's a CINC Trainer.
CINC Marketing: He has an amazing… what?
Zach Harrison CINC Trainer: Senior Center.
James Terry: on any toes.
CINC Marketing: Senior, I apologize. I apologize. Senior CINC Train Trainer. I appreciate you not walking off the pod.
CINC Marketing: After that football, by me.
Zach Harrison CINC Trainer: It's okay. You get, you get two strikes.
CINC Marketing: Oh, two, alright.
Zach Harrison CINC Trainer: Yeah, yep.
CINC Marketing: We are Danless today.
James Terry: That's how we know it's gonna sign. I don't wanna say how we know it's gonna be good.
James Terry: The cat's away, so we're gonna… there's no telling where we're gonna go today. We're gonna have some fun, that's for sure.
CINC Marketing: But you changed that, and it still rhymed. That was good. Good work, James.
James Terry: Did I do something?
CINC Marketing: Everybody, let us know where you're coming from.
CINC Marketing: James just joined the room, so he may not have Atlanta already typed in the chat, like he usually does.
James Terry: I don't have it queued up.
CINC Marketing: But yeah, thanks everybody for joining,
CINC Marketing: This is, CINC Office Hours. It's our live question and answer podcast.
CINC Marketing: We got some good questions before, so really appreciate everybody submitting those, but if you have, any questions that come up as we're going, feel free to drop them in the chat.
CINC Marketing: That is really the coolest thing about this, is we can answer your questions in real time, and understand, you know, what you're going through, what's going on.
CINC Marketing: So yeah, office hours, real estate Q&A. If you are looking for something else.
CINC Marketing: I don't know how you got here, but you're in the wrong place.
CINC Marketing: I am joined, as always.
CINC Marketing: by my intrepid counterpart, James Terry. He is the, well, I am Harry Kerbo, I'm sorry. Forgot the most important thing.
CINC Marketing: I'm Harry Kerbo, Senior Director of Paid Social here at CINC. James is the, the yin to my yang, the Senior Director of Paid Search.
CINC Marketing: Over on the client marketing team.
CINC Marketing: So hey James!
CINC Marketing: Hope you're doing well.
James Terry: Good morning, everybody.
CINC Marketing: And, yeah, we are joined by CINC Senior Trainer.
CINC Marketing: Zach Harrison. You may know him from CINCU, if you've been there, or from just general CINC trainings. Zach is one of our expert trainers on
CINC Marketing: you know, not just the CINC system, but also following up with leads, and you kind of become a psychologist.
CINC Marketing: as you work through it, too, and analyzing the behavior of the leads and the behavior of the people calling the leads, you know, because it's a… it's a psychological thing, for sure. So thanks for coming, Zach. I know James has…
CINC Marketing: A grandiose introduction for you?
James Terry: And while… while I run through this, Harry, if, Dan usually has it, and it is very clearly typed out, and he's reading from it. I feel like I should have taken a drink right there.
CINC Marketing: Oh, yeah.
James Terry: That was the moment.
Zach Harrison CINC Trainer: But,
James Terry: I don't know if you've got it typed up in front of you, but I guess be ready to tell everybody what CINC is for the purpose of the cast. But, our…
James Terry: Our guest today, Zach has been in CINC for 6 years. In fact, his very first day at CINC
James Terry: was the Monday after the pandemic shut down the world, right? And so, not one to make excuses, he got his laptop in the mail, he got to work, and just the rest has been history. So, he specializes in client enablement, CRM organization, conversion tactics, and site audits for long-term clients.
James Terry: as Chelsea puts it, he is both an avid dog trainer and a people trainer, if that makes sense, right? So, he was recently promoted, as we've mentioned already, to senior Trainer this year, and has done an incredible job helping to co-host Day 2 of CINC University, during our conversion day, training.
James Terry: Zach has a gift both for communication and patience, and it truly… you'll see this, how it draws in the listener.
James Terry: Outside of CINC, Zach is very much a jack-of-all-trades, and frustratingly enough, a master of all trades, as well. As we mentioned a minute ago, his hobby… one of his hobbies includes dog training. He's also very into disc golf, all kinds of different sports, making music and singing, as well as traveling the world. So…
James Terry: Zach, welcome out, buddy. I hope I didn't miss anything. Feel free to say hello, but I was told to ask about your CINQU opener from last year, man, so introduce yourself, but but what's that all… what's that opener all about?
Zach Harrison CINC Trainer: Yeah, yeah, absolutely. Thank you guys. Such a privilege to be on. Love getting to connect with more people and answer questions. I, I do love…
Zach Harrison CINC Trainer: training dogs and humans. That is… that is arguably the more important side of… of training dogs, is training their humans. So, love getting to work with people. It's funny, Harry, that you mentioned the psychology of… of leads, because that's actually my… my background. I… I have a degree in psychology, so this… this, like, study…
CINC Marketing: No way!
Zach Harrison CINC Trainer: people, yeah, yeah. So the study of people, and the study of, beyond, like, body language, you know, we could call it click language, whatever you want to call it here when we're looking at it on the CINC site, but there's so much that goes into it, and I love getting that deep with anyone I work with.
Zach Harrison CINC Trainer: So yeah, this opener that I like to use is kind of my own personal comparison of what it's like to go down a list and just call leads, right? Not everyone loves to just sit down and make phone calls. It can be a little bit of a grind, and…
Zach Harrison CINC Trainer: There are certainly days where it's… it seems fruitless, but it is…
Zach Harrison CINC Trainer: to me, no different than taking your dog to the dog park, right? You've got your dog, the only way to communicate is to meet these new dogs, and when they do meet, what do dogs do? They meet for the first time. What's the healthy way for two dogs to meet?
CINC Marketing: I just took this quiz, I know the answer. What do you think, James?
James Terry: Chelsea actually explained it to me as well, but, for the benefit of our clients, I believe when two dogs meet at the park, they sniff each other, right?
Zach Harrison CINC Trainer: Yeah, they smell, right? And usually, they smell
Zach Harrison CINC Trainer: The smelliest part of the dog, which is the.
CINC Marketing: What's true.
James Terry: They smell their butts.
Zach Harrison CINC Trainer: So they sniff butts, right? And so, like, you know, they… a healthy… a healthy greeting is a little ring around the rosy, I sniff yours, you sniff mine, we kind of get to know each other a little bit, and then usually there's, like, one dog that does a little, like, play bow, right? You'll see it, like, the butt's in the air, the head's down, and then they make one move, and then they're off, right? So, it's pretty similar, like, if you find a dog that's kind of willing
Zach Harrison CINC Trainer: willing to sniff with you, you can start to… to open up the relationship a little bit. Now, every dog
Zach Harrison CINC Trainer: doesn't want to play, right? There are definitely those antisocial dogs, there's older dogs that are like, you're too hyper for me, right? Little puppy, get out of here. So it's never like, oh, one dog doesn't like me, I'm gonna stop, or I'm gonna leave the dog park. No, it's like, next one. I'm moving on, I'm gonna go sniff another butt, right? And so, to me, it's like, it's very similar. You're working down this list of leads, and you're trying to get through the calls, and someone hangs up in your face. They tell you to go eat dirt. Like, what does it matter?
Zach Harrison CINC Trainer: There's so many dogs in the dog park. I don't care about you, I'm gonna move on to the next person, next dog.
Zach Harrison CINC Trainer: So when I'm… when I'm making calls, I'm just thinking.
Zach Harrison CINC Trainer: just gotta go sniff a butt, and we'll see if they're willing to do the Ring Around the Rosie with me, and then we can kinda get to know each other a little bit more.
Zach Harrison CINC Trainer: So that's… that is my… my metaphor for what it's like to call when you're working a big list of leads.
CINC Marketing: That's also my strategy at networking events, which is probably why I don't get invited to many anymore.
CINC Marketing: But no.
James Terry: He's never been invited back.
CINC Marketing: Yeah, yeah, I get invited… I get the first invite, yeah. Gotta get that Starbucks gift card. But, yeah, no, I had a… my brother-in-law, who sadly passed away, but he always would say, and he was one of the most country guys you would meet, and he'd say, well, they can't eat me.
CINC Marketing: Can't eat me, I'm not that worried about it.
CINC Marketing: I was like, okay.
CINC Marketing: He was a big dude. He was, like, 285. It's like, Chris, I don't know that there's many people that could eat you, you know? Like, so he was fearless. But yeah, it's… it's kind of the… that was… I think those two things are kind of similar of, you know, just on to the next one, you know?
Zach Harrison CINC Trainer: Yeah. Yeah. Yeah.
James Terry: Right, what's the worst that could happen? And for sure, I like to say this early on on our podcast as well, for everybody that's online that's joining us today.
James Terry: If we say anything, and I know we've talked about snipping butts and a little bit of cannibalism so far, but if we say anything that spurs a thought or a question, we got some awesome questions that people submitted signing up for the event today, but would love for this to be as conversational as possible as well. Throw a question into the chat. We like to try and answer stuff in real time and right here.
James Terry: So, if we, if we spur a thought, if a question comes up, absolutely throw it in there, and we want to have a conversation, we want to talk about that, first and foremost. But we do have some awesome questions that, that I know we're going to get into also.
CINC Marketing: The first question I have is, what is CINC?
CINC Marketing: CINC is the… this is not rehearse. CINC is the number one provider of real estate leads, CRM, website, AI, automated, and smart follow-up.
CINC Marketing: For real estate teams and agents across North America.
CINC Marketing: What do you think of that?
Zach Harrison CINC Trainer: Brilliant. I think if we had to skinify it, I think… I think your elevator pitch is on it.
CINC Marketing: What do you think?
James Terry: Scott?
CINC Marketing: of that.
CINC Marketing: That was off the cuff.
Zach Harrison CINC Trainer: Harry's got the.
James Terry: stuff.
CINC Marketing: So you do bring up a good point. Oh, I do want to mention a couple of, things. I know…
CINC Marketing: We did get some feedback last time around the new Advertise Listings button. Feedback is around some questions, as well as some signups. So there is a new Advertise Listing button in the CINC CRM.
CINC Marketing: You can find that in the Nestled Snugly in the top right corner of the Properties or Deals tabs.
CINC Marketing: I always say the button's green, but I feel like it's blue. That's like,
CINC Marketing: Mandela Effect or something. What's the Berenstein Bears stuff?
CINC Marketing: You know, anyway.
Zach Harrison CINC Trainer: It is blue.
CINC Marketing: It is blue.
Zach Harrison CINC Trainer: Looks like a white-blue, yeah.
CINC Marketing: It's a light, yeah, it's like a…
CINC Marketing: you can… you look at it and tell me what color you think it is. Everybody go right now. But if you click Advertise Listings, you can promote a listing on your site, fill out the information right there, that comes direct to my team, and we'll get that set up for you.
CINC Marketing: Also, there was a newer release that was discussed yesterday in our company meeting around adding LLMS.txt files and JSON
CINC Marketing: LD files to your site. So basically those help your sites be more findable, for AI overviews, AI search engines.
CINC Marketing: You're not gonna… it's not a silver bullet. You're not gonna generate that file, upload it, and instantly
CINC Marketing: gain 100% share of every AI search, but it does make your site more findable by the robots, which, at this time in our history, you want to be found by the robots, but
CINC Marketing: Once Skynet happens, you don't want to be found by the robots. So take advantage of being found by the robots while you want to.
CINC Marketing: Am I… Zach, I don't know if I'm older than you or not. Is that… is my Terminator reference to…
Zach Harrison CINC Trainer: It lands. It lands.
Zach Harrison CINC Trainer: Yeah, for sure.
CINC Marketing: Because I coached hockey for a little while, and…
CINC Marketing: When my kid was, like, 10, and I would make a bunch of Mighty Ducks references, and they're like, I don't know.
CINC Marketing: What you're talking about.
CINC Marketing: I always love…
James Terry: Data reference.
CINC Marketing: get home in time to watch Melrose Place, and they're like, what is Melrose Place, and what is… what is that quote? You old, old man.
James Terry: I made a reference to the movie Miracle the other day, the 1980 hockey game, and CINC has a long history with that particular movie, right? And so I referenced that to somebody outside of CINC, young guy, mid-20s or something like that, and he was like, that's the one, like, with the flying V, right?
James Terry: Yeah. I just didn't want to get into the details, so I was like, yeah, whatever, sure it is. I mean, it's not.
CINC Marketing: Also…
James Terry: Close, he had the right sport.
CINC Marketing: The Mighty Ducks!
Zach Harrison CINC Trainer: But the miracle… miracle was not…
CINC Marketing: Miracle! I'm sorry, I was still… I was… honestly, I was not listening. I apologize.
CINC Marketing: I just wanted to be part of the conversation.
Zach Harrison CINC Trainer: Yeah, no.
CINC Marketing: Miracle… no legit hockey movie would do the Flying V. I don't feel like it would work. It'd be difficult to not come in off sides, like…
CINC Marketing: There's a lot of… there's a… there's a whole lore around Mighty Ducks.
CINC Marketing: That is interesting. And just the, you know…
CINC Marketing: How do they change the goalie that fast? They… anyway…
Zach Harrison CINC Trainer: Here he's…
James Terry: I'm deep into Mighty Ducks.
Zach Harrison CINC Trainer: Anyway, anyway, anyway…
James Terry: What a real estate.
CINC Marketing: Right, yeah, I apologize.
CINC Marketing: Alright, so, James, you brought up a good point. If there is a topic that spurs your interest.
CINC Marketing: please drop it into the chat, and yes, I agree with you, James, that we should provide topics other than Mighty Ducks, cannibalism, and butt sniffing to get the conversation started. So, with that.
CINC Marketing: We should go to some of these great questions that we got in a little segment that we like to call…
Audio shared by CINC Marketing: Mail time?
CINC Marketing: That's all it is. That's all there is. There's a graphic, but… Anyway…
CINC Marketing: So, opening question, Zach, and one that…
CINC Marketing: we get a lot, and I think is… one of the things that I'm always, impacted by this is just the simple little things that, CINC provides to help set clients up for success, and making sure that gets, you know, disseminated. So, like.
CINC Marketing: What is the opening line?
CINC Marketing: What is the opening line that trainers teach? And, you know, if you have some thoughts on the psychology behind that.
CINC Marketing: what are those? You know, why are we saying the things that we say?
Zach Harrison CINC Trainer: Yeah, yeah, so I'll say it, and then we can kind of dissect it a little bit, so… ring, ring.
Zach Harrison CINC Trainer: Hello?
Zach Harrison CINC Trainer: Hey, this is Zach from the Home Search site. I noticed you were looking at some homes in Atlanta, and I'm just curious, are you looking to make a move in the next few months, or are you just browsing around for right now?
Zach Harrison CINC Trainer: Boom. Right? So, what I love about this is it simplifies
Zach Harrison CINC Trainer: an introduction, and it makes it pretty obvious, like, why would I call, I'm from the home search site? Like, generically, the home search site. So whether you've been to my site and other sites, or however many sites, it makes sense. You're looking at homes online.
Zach Harrison CINC Trainer: I'm the guy behind it, right? So, whether they need to know the details.
Zach Harrison CINC Trainer: I don't think they do, if they're willing to just start the conversation with me. So I really love how it begins with a very easy Zach from the home search site. Boom.
Zach Harrison CINC Trainer: I mention their city, just to kind of tie it all in, and then it's an option A, option B question, which is really nice. The human psychology of it, it's like, oh, well, I just answer
Zach Harrison CINC Trainer: A or B, rather than throwing out other things that… other reasons why I can't talk right now, blah blah blah, right? So most people are gonna say, hey, I'm just browsing.
Zach Harrison CINC Trainer: That's the number one objection. And it comes in a few forms, I'm just browsing, I was just curious, oh, I'm not really looking to buy right now, oh, you know, I'm not interested, right? However they say it, it's the, like.
Zach Harrison CINC Trainer: step back, right?
Zach Harrison CINC Trainer: But to that.
Zach Harrison CINC Trainer: I'm like, no, no, no. Come on in. Step on in. That's exactly what my website's for.
Zach Harrison CINC Trainer: Right? You're just browsing? Fantastic, that's perfect. Right? So it's more of, like, oh, like, I didn't mean to scare you away, like, look what we have. Look at all this stuff, that's so cool. So then you kind of warm them back up, and then you hit them with another question, like, what's got you interested in browsing?
Zach Harrison CINC Trainer: And the meat of it is, why? Why are you looking at houses online?
Zach Harrison CINC Trainer: if I can answer that question.
Zach Harrison CINC Trainer: 9 times out of ten, I can pull different threads of conversation that are gonna open up the what, the when, the where, right? But if I can get to the why.
Zach Harrison CINC Trainer: usually the relationship can start to build from there, and it's a little bit opposite of what a lot of other companies are coaching. Like, there's a company that literally coaches you to ask for the appointment before you do anything else.
Zach Harrison CINC Trainer: And to me, that's, like, a very salesy strategy. You know, it's sales first, it's very pushy, and I imagine that there's more people who would kind of…
Zach Harrison CINC Trainer: resist a little bit. If it were just like, hey, I noticed you clicked on this house, when do you want to go see it? Like, whoa, no, I'm not interested, like, I just clicked on the house, you know?
CINC Marketing: Don't you sniff my butt, Zach.
Zach Harrison CINC Trainer: Yeah, exactly.
Zach Harrison CINC Trainer: So for me, I love the simplicity of the opening line. I love that it leads us into a why question.
Zach Harrison CINC Trainer: That allows me to get that information. And, you know, not every conversation's gonna be perfect, but I don't even have to have my next questions lined up, because I'll pull my next question from the way that they respond.
Zach Harrison CINC Trainer: Right. And of course, open-ended questions, like, I always have them ready to go, like, in the back of my mind. If they continually hit me with, oh, well, I was just browsing, you know, I say, well, yeah, what's got you interested in browsing? You're like, just to look at houses.
Zach Harrison CINC Trainer: I'm like, oh, sure. Like, I can't keep asking, you know, specifics. They're like, no, I don't even know what I'm looking for, I'm just curious. He's like, sure, sure, well, tell me this, what's your current situation look like? Are you a homeowner? Are you renting? Are you local?
Zach Harrison CINC Trainer: Right? We go away from everything that's about house now, buying now, to, like, tell me about yourself.
Zach Harrison CINC Trainer: And again, it opens up these little threads that, once you see that thread, you start pulling on it, usually things unravel, and you get more information about them.
Zach Harrison CINC Trainer: So it's really cool. If it plays out in a real conversation.
Zach Harrison CINC Trainer: you can get so deep about who this person is and why they're looking, and when you get that, the relationship leads to the sale. Anyone who's been in sales knows it's more of a relationship
Zach Harrison CINC Trainer: place to be than pushing and always trying to make an exchange, you know? So, that's what I love about it.
CINC Marketing: It's interesting, because you always hear,
CINC Marketing: like, go for no is a, you know, like, a famous saying, I guess, for sales, and…
CINC Marketing: this is almost like… it's not so much go for no, it's like allowing the client to say no. Like…
Zach Harrison CINC Trainer: Totally.
CINC Marketing: We expect you to say no. We are trying to make you comfortable, like, this is one of the biggest transactions you'll ever make.
CINC Marketing: You know, it's not like picking up a stick of gum… not a single stick, I'm not that old, a pack of gum at the checkout.
CINC Marketing: You know, and another thing that I love about this question, so we've had a lot of the trainers on.
CINC Marketing: And you guys all say the same thing, but it's all very different. You know, like, based on who you are,
CINC Marketing: you know, like, Matt Feathers, he's just… he sounds like your buddy.
CINC Marketing: You know, it's like.
Zach Harrison CINC Trainer: Oh, yeah.
CINC Marketing: Sounds like someone you've talked to for 15 years.
CINC Marketing: We had Abu Ali and Krista Godby on last month, and, you know, Abu just sounds like
CINC Marketing: like a businessman, you know, like, this is the process, this is what we do. Krista almost incorporates this…
CINC Marketing: like, this FOMO in how she did it, you know? Like, she would say, like, what kind of homes are you looking for? You don't want to miss out on new homes, right?
CINC Marketing: And they say, no, of course I don't. So, and then, you know, when you do it, it's just like.
CINC Marketing: you are exactly where you're supposed to be, you know, to the lead. Like, oh, yeah, you're doing everything exactly right. When you're ready, I'm here. And it's so interesting to me, because…
CINC Marketing: It's the literal same words, but every time it sounds completely different to me.
CINC Marketing: And that's, you know, like, even thinking about the person that's answering the phone, like, some people…
CINC Marketing: may be more inclined to respond to that FOMO than that, you're in the right place, or, you know, I'm your buddy. So, like, what…
CINC Marketing: you know, obviously, you're not gonna talk… A, you're not gonna connect with every lead. Every lead that you connect with and you do the opening line with is not going to respond favorably to it. I mean.
CINC Marketing: What's kind of a realistic expectation, you think, of…
CINC Marketing: how many conversations I should have, and…
CINC Marketing: You know, what that would lead to.
Zach Harrison CINC Trainer: Yeah. Yeah, yeah, yeah. So, just drawing off of when we are calling at CINC University.
Zach Harrison CINC Trainer: We're usually calling around, like, 3PM, which isn't, like, a notoriously great time to call. It's actually probably not… probably one of the worst times to call, in fact.
CINC Marketing: Yeah.
Zach Harrison CINC Trainer: People are usually pretty busy, but we're calling around then, and we just finished coaching everyone on the opening line and everything, so everyone does… they kind of know the gist of what they're expected to do, but our numbers tend to be 15%
Zach Harrison CINC Trainer: contact rate, so…
CINC Marketing: Okay.
Zach Harrison CINC Trainer: 100 leads, you typically would talk to 15 people, right? Of those 15, we're usually getting 30 to 40% to agree to an appointment.
Zach Harrison CINC Trainer: So that's 5 appointments, if we just go with the 30%. 5 appointments out of 100.
Zach Harrison CINC Trainer: That's really good. That is really good. You know, do I expect all of those appointments to convert? No. Let's say… let's just say half of those people actually come to the appointment and are willing to, like, sign the agreement with me. That is still two closings.
Zach Harrison CINC Trainer: Out of 100 people.
Zach Harrison CINC Trainer: And if you do the numbers with CINC specifically, like, the math is great. If you can get 2%, your ROI is already there.
Zach Harrison CINC Trainer: Right? Now, how long does it take to call 100 people? I don't know, a couple hours, maybe, depending on what you're using. If you're using a dialer, it's probably a little bit faster than that.
Zach Harrison CINC Trainer: And if your average conver- your average commission is…
Zach Harrison CINC Trainer: I don't know, let's say $6,000. That's… that's $6,000 for 1 hour of calls.
Zach Harrison CINC Trainer: Right? Two closings, 2 hours, 6K for an hour. I don't know any job that I can get 6K an hour for.
Zach Harrison CINC Trainer: Right? Obviously, it takes a little more to walk them out to the house and everything, but, so that's our expectation. When we have people who are coached up, when we have people who have nothing to do but call, like, just call. Call as many people as you can. You've got one hour, go do it.
Zach Harrison CINC Trainer: That is… those are the numbers, and it's… it shocks people. It… we've had people… There was a woman who's a broker, and for her, she's kind of…
Zach Harrison CINC Trainer: She's kind of like…
Zach Harrison CINC Trainer: I have my agents, like, I don't make phone calls, but she was at CINC University, so we're like, just give it a try.
Zach Harrison CINC Trainer: I think she made 40 calls and set 5 appointments.
Zach Harrison CINC Trainer: Out of 40 calls. And we asked her, because she won. She set more appointments than anybody else in the room. It's like 35, 40 people dialing, and she set more than anyone else. And she's like, I don't ever do this. This is brand new to me. And so we're like, well, what changed? She's like, well, one, I actually called.
Zach Harrison CINC Trainer: Two, she's like, I was just having conversations. She's like, I can talk to a wall, so changing the mindset of, I'm not selling, I'm just having a conversation, for her, was the biggest switch that had changed. She's like, I'm just talking to the people, and then I ask for the appointment, and they agree.
Zach Harrison CINC Trainer: Right? So it, it, the numbers themselves are fantastic. You obviously have to be prepared, right? You can't show up and stumble over your words, and your opening line can't be choppy, like, those, those little pieces definitely matter.
Zach Harrison CINC Trainer: But it is, you know, getting to that next piece of it, of asking for the appointment, we… I mean, we haven't really talked about, but…
Zach Harrison CINC Trainer: I see some of these questions coming through.
James Terry: And I wanted to mention, yeah, because I love the questions in the chat, there's a couple over here in the Q&A section, so…
James Terry: Donnella had, had asked, and it's similar, there's an anonymous attendee that threw a question in, so I don't know who to reference on this one, but they're kind of similar. Donnella asked, after how many unanswered calls do you recommend switching over to text or to email outreach? And the anonymous question was similar, they were talking about
James Terry: I've heard that we do double dials, and the value of that, but it was around a dialer that they're using, and it's 3 back-to-back calls, and is that still recommended to do three, saying, like, if I get
James Terry: If someone answers on the third call, a lot of times they can be frustrated that you've been calling constantly or something like that. Is there a, again, a psychological difference to
James Terry: the double dial versus three, is that still the best practice? But those two questions, when do you, first of all, recommend switching to, hey, I haven't gotten ahold of them on the phone, let me text or email?
Zach Harrison CINC Trainer: Yeah, that's a good first question. So, I mean, if you're using the AI,
Zach Harrison CINC Trainer: I… I mean, AI does so well at getting this first conversation, or, like, the first response. So I… I am on team, like, let Alex do texting. Now…
Zach Harrison CINC Trainer: let's say you're not using AI, or you want to go the extra mile. I'd say at least get 6 calls.
Zach Harrison CINC Trainer: If you can get 6 calls, I feel pretty good, like, you've made good attempts. Switch up the time of day, right? Don't always call at 9am, right? Maybe…
Zach Harrison CINC Trainer: call them in the afternoon, call them on a Saturday, right? Like, be… be a little strategic with that. And then after… before I text, honestly, I would… I would try, if I've already called 6 times, I'd leave a quick voicemail.
Zach Harrison CINC Trainer: And it would have a little bit of a carrot there, where I'm not gonna say, hey, this is Zach with XYZ Realty Group, I'd love to help you buy a new house, right? Like, no one's gonna call me back. It's not gonna happen. But if I say, hey, I was looking around in Atlanta today, I saw this beautiful property, it's got this amazing
Zach Harrison CINC Trainer: kitchen, open concept, it seems like you might be interested in it, shoot me a text, or give me a call back, right? It's almost like, here's the reason to call me back, right?
Zach Harrison CINC Trainer: And then, of course, if you want to go to your phone at that point, and you want to send a text, I think same strategies apply.
Zach Harrison CINC Trainer: don't leave it empty. Like, don't give them an empty text, like, hey, this is Zach, I'm a realtor, I'd love to help you buy a house. Like, of course, no kidding, you want to help me buy a house. You get a commission. Like, it's… Tom Ferry calls it commission breath. I'm like, yes! You can smell it from a mile away, like, it's terrible.
CINC Marketing: Amazing.
Zach Harrison CINC Trainer: It's terrible, right? You can't show up with commission breath, right? But you have this whole resource behind you, like, everyone has their own website, like, use the value of the website to kind of guide why they should reach back out to you. And so there's so many ways to phrase it, but…
Zach Harrison CINC Trainer: My favorite is, I'd like to customize the website for you.
Zach Harrison CINC Trainer: My website sends you properties in your email. I don't want you to get listings that you don't care about.
Zach Harrison CINC Trainer: How can I customize the website for you?
Zach Harrison CINC Trainer: It's a customer service style of approach, and I think it works really well. So, 6 calls. If you're gonna… if you're gonna go for, like, a minimum, I'd say 6 calls. Keep calling after that, though, right? Don't give up. I'd…
Zach Harrison CINC Trainer: Any team… That asks for, like.
Zach Harrison CINC Trainer: a number… if we want to be excellent, what's our number? It's 10, actually, if I'm coaching them on that. I'd say call everybody 10 times, and even then, like, if they keep using the website, don't give up.
Zach Harrison CINC Trainer: Right? There's always a chance. But yeah, I mean, shoot them a text, don't make it empty, have a reason for them to respond to you. Don't ask more than one question. If you're asking, like, five questions, they're gonna be like, that's too much, I'm not gonna respond to it. Or they respond to one question, and you're like, okay, well, I've…
CINC Marketing: one.
Zach Harrison CINC Trainer: I've got 4 more. So keep it simple, give them a reason to respond if you're gonna go that route.
Zach Harrison CINC Trainer: Yeah, but 6 calls, and if you're using AI, let AI do its thing. I think people jump in too early, and then, you know, there's no more automated texting.
Zach Harrison CINC Trainer: I think, like, let Alex keep doing it. It does so well, and it's only getting better. Like, we're only making it stronger. So, that's my recommendation for… for the calls itself, as opposed to the texting.
Zach Harrison CINC Trainer: There was a second…
CINC Marketing: I'm sorry, what time period would you say 6 to 10 calls for a new lead?
Zach Harrison CINC Trainer: Yeah, that's probably 2 weeks or so, so, you know, if you're calling every other day.
Zach Harrison CINC Trainer: For 14 days, including weekends, that's 7 calls, right there.
Zach Harrison CINC Trainer: Right? And I do recommend using the weekends.
Zach Harrison CINC Trainer: I know people are like, my weekends are sacred, but if you're not getting people to answer the phone, it's worth making the attempt. 11 o'clock on a Saturday?
Zach Harrison CINC Trainer: It's a great time to call.
James Terry: yeah, people aren't answering the phone, something's gotta change, right? Like, insane.
Zach Harrison CINC Trainer: it up.
James Terry: keep doing it the same way, and expecting something to be different. You gotta switch something up. Absolutely. I love what you said, just…
James Terry: about not giving up, either, as long as they're using the site. Some of my favorite success stories and belief builders that we get on, at CINC are like, hey, this person has first registered, you know, 1200 days ago. It's been closed 3-4 years.
James Terry: And just kept nurturing the lead. Kept letting the drip campaigns go through, kept texting every so often. I'd call from time to time. And when they were ready to buy, now it's a $2 million transaction that is effectively… I mean, it's hard to call it a laydown. It's been 4 years, right?
James Terry: But, when they're ready, you're the only person they're thinking about. And so, like…
James Terry: a lot of times, again, I say that as a belief builder, not to say every lead's gonna take 4 years, but that's a snowball effect. If you're gonna be in real estate 4 years from now, you want that pipeline to be ready for you in the future. Your future self will thank you, right? 100%. That,
James Terry: that you continued that follow-up, and then all of a sudden, they just were like, hey, here's the address, let's do it. You know, that's a great call.
Zach Harrison CINC Trainer: Yeah. Yeah.
Zach Harrison CINC Trainer: What was… there was a second part to this question that I feel like.
James Terry: The other question was about, double dials and, three… three calls, like, is that recommended to… for a dialer 3 times in a row? Do you find, or do you get feedback like that, like this person, that, after 3 calls, even if they do answer, there's a frustration… frustrated tone or anything? Like, what are your thoughts?
CINC Marketing: What!
Zach Harrison CINC Trainer: I guess, you know, so we… we definitely do coach the double dial, like, the two calls back-to-back. I… I don't know much about the third call. I… I mean…
Zach Harrison CINC Trainer: In my opinion, If you're prepared for someone who might be…
Zach Harrison CINC Trainer: showing teeth a little bit, right? Like…
Zach Harrison CINC Trainer: go for it. If it gets the conversation started, I'd rather do it. I'd rather do it. Obviously, we gotta be prepared, so you have to have a good reason for calling.
Zach Harrison CINC Trainer: Right? Again, and you could come up with a bogus excuse. You could say, you know, I couldn't tell if my call was going through it. It sounded like it went through at first, and then I called a second time, and it just went straight to voicemail, so I'm sorry if now is a bad time, you just let me know, but…
Zach Harrison CINC Trainer: I'm the owner of this website, or, you know, if you are the owner, or it's like, I'm behind this home search website, and I've noticed that we've been sending you listings, and I don't know if they are the right ones, right? So, you can kind of get… get to the…
Zach Harrison CINC Trainer: I'm calling to help you out. I'm calling because I don't want my system to just be throwing stuff at you. I'd rather us be on target. I think that's a great way to kind of break the ice. If someone is frustrated, you're like, this is for you. It's not for me, it's for you.
Zach Harrison CINC Trainer: Right? So have, have that…
James Terry: And…
Zach Harrison CINC Trainer: That defense mechanism a little bit, yeah?
James Terry: And kind of, you know, jumping on the sword as well, and being like, hey, this is my bad. You know, everybody, if there's anything everybody can relate to, it's technology didn't work, right? We're all familiar with that happening to us. Absolutely.
James Terry: I tried to reach back out, I didn't know if it connected, I thought I'd… why not try one more time? Sorry if I, you know, whatever.
Zach Harrison CINC Trainer: Yeah, you know, I was gonna leave you a voicemail, but then it cut off on me. So I figured I'd call back, and I was trying to get your voicemail, but thank you for answering.
Zach Harrison CINC Trainer: You know, like, there's some strategies that you could throw out there if you're the type of person who just wants… wants them on the phone.
CINC Marketing: Yeah, the whole.
James Terry: as well as the.
CINC Marketing: I mean, you may talk to 100 people and not get 50 on the phone, and then 47 are like, I'm annoyed, but maybe 3 people say, I love your follow-up.
Zach Harrison CINC Trainer: Absolutely.
CINC Marketing: You know, and, like… I mean, it's…
CINC Marketing: It's the numbers… I think that's the most interesting and the hardest part of this, is just…
CINC Marketing: the numbers of it all, you know, of… it's just human nature to get discouraged when 97 people tell you no, but if you get 3.
James Terry: 3.
CINC Marketing: you're doing great. Like, you know, that's all you… that's all it takes.
Zach Harrison CINC Trainer: Totally.
James Terry: Who was it? Was it, John Marone? I loved his line a couple of months ago, I think it was John that said, if you don't know the numbers and the ratios of your business, you might own a business, but you're not running a business.
James Terry: Yes. I mean, like, knowing… knowing those ratios, how many dials, it's the only way for it to be predictable, right? Otherwise, it's just random, I'll just make calls and hope something good happens.
James Terry: But if you know I make 100 calls, I talk to this many. Somebody, again, in the chat had asked.
James Terry: what are those numbers? And so.
James Terry: we had said, like, the numbers are going to be different for each person. I know, and I should look through and see, do we have this client that I'm thinking of, but, I'll never not remember the Tom Ferry, the, the commission breath you just said.
Zach Harrison CINC Trainer: Oh, yeah.
James Terry: That's a fantastic line, because we've had people in the past say, oh, these leads suck, and we ask them, you know, like you said, ask them some questions, and it turns out every time somebody answered the phone, first words out of their mouth, no rapport, no connection, they just said, are you pre-qualified?
James Terry: Well, that guy's numbers weren't great. You know, not a lot of… he's got… he's got bad breath.
James Terry: Oh…
James Terry: And so, I love that term, first of all, but the numbers, my point is, they're going to change from person to person. There is an aspect of rapport, of communication, that kind of thing. But 2%, we've found, we did a lot of research, it also is going to change from market to market, home values, things like that, but a 2%
James Terry: closing ratio. If you, like you said, call this many leads, 15 answer, 30% get to an appointment, even if half of those will sign a buyer's agreement with you, 2 to 3, right? I want to say the return on ad spend was…
James Terry: 15 times, right, whatever that would be, 1600% return on ad spend, at a 2% closing ratio. And if you factor in, like, that's just ad spend. So, a return on CINC investment
James Terry: Right? Like, think about this for just a minute, I won't spend a ton of time on this… on this math, but if you're spending $1,000 on a platform and $500 on ads, you might get…
James Terry: 15-fold return on ad spend, but since you're spending twice as much money on the platform, your return on CINC is only 500-fold, or only 5-fold.
James Terry: Right? Like, because twice your money, only 500 bucks is actually the lead generation. Now, don't get me wrong, five-fold return on investment is pretty strong, too.
Zach Harrison CINC Trainer: It's darn good.
James Terry: But…
James Terry: It's one of the reasons we talk about increasing ad spend in markets where it makes sense, in markets where it's available, because that $1,000 number's not gonna change. But if you go from a $500 budget to a $1,000 budget.
James Terry: your return on ad spend, you're getting twice as many leads, right? So your total CINC investment goes up.
James Terry: you know, hyperbolic at that point as your budget goes up. But definitely, we did a, return on ad spend analysis at a 2% conversion ratio, across a handful of markets, and it's about 15-fold, return, over a thousand percent return, right? Like.
James Terry: The numbers were good.
Zach Harrison CINC Trainer: Incredible.
James Terry: To see it.
Zach Harrison CINC Trainer: If I had a company I could invest in right now and guarantee 15 times return, I would put my money in it.
Zach Harrison CINC Trainer: I would do that.
CINC Marketing: You'd tell me what it is.
Zach Harrison CINC Trainer: Yeah, right.
CINC Marketing: And then we could retire on a beach somewhere.
Zach Harrison CINC Trainer: Yes! Out in Spain. God.
CINC Marketing: Alright, okay.
CINC Marketing: I'm down.
Zach Harrison CINC Trainer: Spain's a breaker.
CINC Marketing: We would do great in Spain. Spain vibe.
Zach Harrison CINC Trainer: I've been twice so far, and every time, it just makes me want to move there. Every time. It's amazing.
CINC Marketing: Oh, go ahead, I'm sorry.
James Terry: questions, yeah.
Zach Harrison CINC Trainer: I was… I was gonna talk about this appointment. We have a few people asking about…
CINC Marketing: Yeah, that was…
Zach Harrison CINC Trainer: How do I get the appointments, right? So, obviously the conversation starts first, and I need to know their motivation, I need to know, generally speaking, the W's, right? The who, what, where, when, why. If I get to that point, I will tell them.
Zach Harrison CINC Trainer: The next best step.
Zach Harrison CINC Trainer: Is for us to have a quick 15-minute meeting.
Zach Harrison CINC Trainer: Right? I don't ask, hey, would you like to have a meeting with me? Because the answer is usually no.
Zach Harrison CINC Trainer: Right? I will not ask, I will tell them the next best step, because they are coming to me for advice, like, I'm the expert, I'm the local expert, I am the one who knows the market.
Zach Harrison CINC Trainer: So let me tell you what's the next best thing to do, right? So the next best step is for us to just have a quick 15-minute meeting, and then I tell them why that's important. I will bring a list of hand-picked homes, and if I want, I'll go down the list of what they've asked for.
Zach Harrison CINC Trainer: Right? I'm gonna bring a list of 3 bedrooms, with a basement, and the backyard for you and Sparky the dog.
Zach Harrison CINC Trainer: when is… are you avail… and I won't even ask when, I'll say, are you available?
Zach Harrison CINC Trainer: Tuesday or Thursday.
Zach Harrison CINC Trainer: Next week.
Zach Harrison CINC Trainer: Or you can ask, is it better to meet on weekdays or weekends for you?
Zach Harrison CINC Trainer: Right, so I'm not even giving them the out. I'm telling them that we're going to meet, and I'll tell them why.
Zach Harrison CINC Trainer: And then I tell them, and then I'll ask option A, option B, neither of which is no, right? Weekdays or weekends. And you can go with this option A, option B, like, well, you know, I'm not really sure if I'm ready to meet. I can double down on why it's important for us to meet.
Zach Harrison CINC Trainer: Right? They say, you know, I don't know if I'm ready for a meeting yet.
Zach Harrison CINC Trainer: Maybe I can get them to, like, re-evaluate the scenarios, like, well, if we found that 3 bedroom.
Zach Harrison CINC Trainer: with the basement and the backyard for Sparky, would you want to go see the house? Would you be interested? And most people are gonna say, well, yeah, I mean, that's everything I want, so I would love to go see it. In order for us to just be ready to go.
Zach Harrison CINC Trainer: We need to have this meeting, because there's other things we have to talk about.
Zach Harrison CINC Trainer: Right? So, weekdays are weekends, and I ask a second time. And if they still push back, obviously I'm not gonna keep asking the question, but I will not take the first no
Zach Harrison CINC Trainer: as… as what it is, right? I will reframe the question and let them understand why it's so important for this quick meeting.
Zach Harrison CINC Trainer: And then I will ask a second time. And if they say no to the second time, I'll tell them what's going to happen. You know, I totally understand, James.
Zach Harrison CINC Trainer: I get it. There is no rush.
Zach Harrison CINC Trainer: But here's what's gonna happen. My website is going to send you properties. I'm going to customize that to make sure that you get only the 3 beds with the basement and the yard for Sparky.
Zach Harrison CINC Trainer: If you see any properties that you like, you let me know, and then call or text me anytime, that's the easiest way to get ahold of me, but I'll stay in touch with you. How does that sound?
Zach Harrison CINC Trainer: they'll usually say, that sounds great, right? Now, a lot of people work in out-of-town… out-of-town markets. People in Florida, they get a lot of people from New York, people from the North trying to look at properties down there, so meeting in person is not really an option. So, in that case, it's a Zoom meeting.
Zach Harrison CINC Trainer: Right? Let's just have… let's just have a quick Zoom meeting. What works best? Weekdays or weekends, right? And then, regardless of whether it's in-person or virtual.
Zach Harrison CINC Trainer: Book an appointment. Ask them if they use a calendar. Do you use a calendar to structure your day?
Zach Harrison CINC Trainer: Most people are gonna say yes. What's the email associated with your calendar?
Zach Harrison CINC Trainer: And then I will put it on their email. I'll send it right there on the call.
Zach Harrison CINC Trainer: if, you know, especially if I'm sitting at a computer, I can book the email, book the meeting, I send it to them, and I ask them to actually accept the invitation, so that I know that it's on their calendar.
Zach Harrison CINC Trainer: Right? That is the most effective way to, one, book the meeting, but then also get them to show up.
Zach Harrison CINC Trainer: So it's a few steps, and of course, like, it takes practice. So, if you haven't done this, or you've never really gone through the asking for the appointment.
Zach Harrison CINC Trainer: roleplay with someone. Like, just go through it and see where you trip yourself up. Like, the repetition is gonna be super helpful for you. Like, again, CINCU, we have people who literally, we make them say it, like, 10 times in a row to get used to it, and you can tweak some subtle things, but…
Zach Harrison CINC Trainer: If you don't ask, the answer's always no.
Zach Harrison CINC Trainer: Right? And if all you do is ask them, would you like to meet, the answer's most likely going to be no. So, it is more of a telling them, here's the next step, and then asking, what's better for you, weekdays, weekends, or Tuesdays, Thursdays, right? You throw it out there as option A, option B.
Zach Harrison CINC Trainer: So that's our… that's our strategy.
CINC Marketing: And I saw there was a comment just about, you know, making a lot of calls and not seeing… so the appointment numbers from CINCU, it was, what, 15% contacted? Is that right? That's right. And about 30 to 40% of those turn into agreeing to a next step, setting that appointment.
Zach Harrison CINC Trainer: Yep.
CINC Marketing: So those were the actual numbers that Zach referenced, and we just…
CINC Marketing: I thought for the longest time that you guys were lying at CINCU, but they are legitimate. I mean, they're amazing, and they're legitimate. I've been in the room
CINC Marketing: And watched it physically happen.
CINC Marketing: So, you know, we got a comment about, you know, I've made a lot of calls, I'm not seeing those appointments. I would say, first thing, and I don't know what the scripting is, but to me, I think the scripting is very, very important.
CINC Marketing: And it's not uncommon for us to have clients that come over
CINC Marketing: you know, working sphere leads, or working, like, Zillow leads, or something like that, where you've got a follow-up that's set, but this is a different type of lead. We're capturing them earlier.
CINC Marketing: in that process. And so, I think the scripting is very important, and it may need to be changed from normal scripting.
CINC Marketing: From what you're accustomed to, if you're just starting with these leads. And then, you know, I would say take advantage of the training.
CINC Marketing: I mean, Zach's referenced CINCU,
CINC Marketing: he can… you guys can come meet Zach and talk about butt-sniffing and cannibalism in Spain, and… and real estate lead.
CINC Marketing: But I mean, I know that is a physical thing, like, you have to get there. There's a lot of great online trainings as well. Christine Dunn.
CINC Marketing: has a bi-weekly, role-play training, where you literally… it's a live call, where you talk about the objections that you're getting and how to overcome those. There's online conversion day, which is the…
CINC Marketing: Conversion day that is tremendously popular at CINCU.
CINC Marketing: Boiled down into a half day and online for free. There's John Marone's Agent Blueprint training. There are webinars like these. So, I think one of the things that really sets CINC apart is the training options.
CINC Marketing: You do have that CINCU, but you have a lot of great, free online training, too. And, I mean, CINC has a US-based team of support specialists, like, you could call in and talk to Zach.
CINC Marketing: This is the caliber of people that are answering your calls, and can give you guidance, and…
CINC Marketing: I mean, it is…
CINC Marketing: CINC as a business is so perfectly aligned with the success of our clients, because we succeed when you succeed. So we want to…
CINC Marketing: teach you to be successful using the data that we're gathering from across the board. So, I think that's a huge differentiator. You could talk to Orlando.
CINC Marketing: Orlando is…
CINC Marketing: One of my favorite people in the world, and you should talk to Orlando. But yeah, I mean, we have real people that are giving training at this high strategic level.
CINC Marketing: As well as real people who are picking up the phone, to…
CINC Marketing: tell you, this is how you do this, this is how you do that, these are the buttons you press to do this, you do this to make this happen. So, I mean, it's a tremendous advantage if you're willing to make that investment in the training.
Zach Harrison CINC Trainer: Yeah.
CINC Marketing: And we just hear story after story of people who…
CINC Marketing: I mean, it sounds hyperbolic, but I've literally had their lives changed by coming to this training and following this process.
Zach Harrison CINC Trainer: Absolutely.
Zach Harrison CINC Trainer: And just, just so everyone knows, CINCCommunity.com?
CINC Marketing: I'm sorry, yeah.
Zach Harrison CINC Trainer: CINCcommunity.com. That is where you can access all the upcoming live webinars, you can access registration for CINC University, see the dates that we have for CINC University. There's so many resources. Like, I tell all the people that I work with.
Zach Harrison CINC Trainer: If you feel like you're behind.
Zach Harrison CINC Trainer: Use our resources. They are guaranteed to at least open another avenue for you, and if you want something more specific, we can probably get you a one-on-one with someone.
Zach Harrison CINC Trainer: Right? Whether it's with someone like me, or one of our coaches who hosts these webinars, like, we are so open and so available, I don't know any other companies that are running lead generation that are this willing to be hand-to-hand with you, like we are.
Zach Harrison CINC Trainer: It's pretty amazing.
CINC Marketing: It's the cuffs.
Zach Harrison CINC Trainer: Mano a mano, amigo.
CINC Marketing: We'll set up a cage match, a cage match with…
Zach Harrison CINC Trainer: That's not exactly…
James Terry: seats.
Zach Harrison CINC Trainer: That's actually a great webinar.
Zach Harrison CINC Trainer: Kate, the calling cage match. You've got two agents, side by side, who are both going down a list of calls.
Zach Harrison CINC Trainer: Right? And if someone gets on the phone, the other person kind of pauses, and like, we listen to the conversation. And we hear what they say, and we see if they can book the appointment. Whoever books the most appointments wins the cage match.
CINC Marketing: I have to get a cage, though. Do you have a cage, guy?
Zach Harrison CINC Trainer: We have a gorilla. The gorilla certainly has a cage, right?
CINC Marketing: Oh, yeah, well, I mean…
James Terry: And some luggage.
CINC Marketing: Yeah.
James Terry: of, those of us that really follow the old advertisements. I love what you said about,
James Terry: we do… like, the success of our clients is what creates the success for CINC, right? Like, our… every advice, everything that we do, everything we talk about is…
James Terry: To give the best advice available to our clients. And a change that's happened recently in the digital advertising space
James Terry: And I know we've talked about it a little online. You may have seen some articles that Google's put out about local services ads, and these LSA campaigns. And we put something together, if you're familiar with them at all, it links to your Google profile page.
James Terry: So that the ad updates in real time, but it's specifically when people are searching Google right now for real estate agents, and there's only so much search volume for that, but Google, the reason we really revamped this is Google made a change recently to start testing
James Terry: Showing this ad type on home search terms.
James Terry: And I don't know if we're actually allowed to say this, hopefully I don't get in any trouble for it, but
James Terry: the day they made this announcement, Zillow's stock dropped, like, 8% that day or something. It kind of rattled the markets a little bit, because they were like, oh, now if I search, I will see home listings directly on Google's
James Terry: results page. People don't have to click and go to Zillow anymore to see those listings, and if someone interacts with that listing, they show the LSA ad right there. So the visibility of this ad went through the roof. I mean, it's a… there's a hundred times more searches
James Terry: for homes for sale than, you know, best realtor near me, or something like that. So, the point is, the point that I'm making in terms of what's best for our clients, we do offer that, we partnered with a company that handles all the upfront costs, they vet the calls, they, you know, like…
James Terry: They take those calls on, they vet out any rental calls that are coming in, or any sales calls that we don't want to pay for. They pay for the lead generation, and and then there's just a commission split on the other side, you know, after a transaction, after you've already been paid, is the only time that we get paid on that. But we set it up for as…
James Terry: like I said, no upfront cost to it. We wanted it to be as smooth as possible.
James Terry: I had talked to Alvaro, our CEO, about this, and he was like.
James Terry: Everyone should be running it. We want to make it as convenient and simple as possible for clients to run it with us and let us manage it and let us answer the calls and handle all the frustrating parts of the campaign.
James Terry: But if they don't want to run it with us, for God's sakes, they should be running it by themselves. They should run their own campaign if they, you know, they don't want the commission split on the closing or whatnot, because they are high-quality leads. We've gotten plenty of testimonials of, this is the single best lead source that I've gotten.
James Terry: well, that's awesome, but if there's only 6 leads coming in a month, like, you can't just live on only that, either, right? But, but that's my point, like, we put this together.
James Terry: to say, either you run it, and if you don't want to run it, let us run it. Again, at no upfront cost. So.
James Terry: goodness gracious, like, we see the LSA campaigns as such an opportunity for our clients, we wanted to make it as simple as possible. Because it's not the simplest thing in the world to set up, to verify, to jump through some of the hoops, that kind of stuff. If you do want to run it on your own.
James Terry: Reach out.
James Terry: Reach out to your client advisor, set up a conversation. I've been spearheading that for a number of years, would love to talk to you about it, even if it's as a consultation of, here's what I recommend you do if you don't want us to do it. But, man, we… I think all of our clients need to be considering an LSA campaign, because as that…
James Terry: change… as Google rolls that test into more markets, and the LSA ad is being seen more and more, it's gonna be really significant, moving forward. Like I said, Zillow's price took a hit when this got announced, so… might be something you want to consider, or at least have a conversation about.
James Terry: I was wondering if I was, was raising their hand for the cage fight, or if there was a question involved. I wasn't sure either. I think it's…
James Terry: I think it's 50 cups.
CINC Marketing: We did get another question in the Q&A from Danella. I'm gonna read it live, proving that I am literate, but I don't know what she said, so let's see. For leads who haven't worked with a lender yet, what's the best practice scheduling the consultation soon after the first call, or waiting until they've submitted documents and gotten approval?
CINC Marketing: She says, usually recommend a lender myself.
CINC Marketing: And follow up alongside them, but just want to make sure I'm not losing momentum with leads by waiting too long.
Zach Harrison CINC Trainer: Yeah, so…
Zach Harrison CINC Trainer: I mean, that's a conversation you could have in person with them. It is definitely nice to ask, when you're on that first call, will you be paying cash, or are you financing?
Zach Harrison CINC Trainer: Always, always ask.
Zach Harrison CINC Trainer: Cash first, like, if… People who pay cash.
Zach Harrison CINC Trainer: For whatever reason, they feel high and mighty about it, so if you're like, oh, are you financing? They're like, ew.
CINC Marketing: Good.
Zach Harrison CINC Trainer: Right? Like, don't, don't be that.
CINC Marketing: Yeah, alert.
Zach Harrison CINC Trainer: Will you be paying cash, or are you financing, right? Obviously, have that conversation, and then see if there, you know, would you like me to have my lender reach out to you? That's fine, but definitely by the time you are sitting face-to-face.
Zach Harrison CINC Trainer: you should be able to let them know, like, here are all the next steps, right? As a home buyer, these are the things that we will need to do.
Zach Harrison CINC Trainer: Before we… we move any further. And that is where you would bring… bring up your lender,
Zach Harrison CINC Trainer: maybe even, like, schedule the phone call right then and there, if you have access to their calendar or anything like that. Definitely want to get… get that rolling.
Zach Harrison CINC Trainer: Because, you know, generally, if they're not pre-approved.
Zach Harrison CINC Trainer: I'm not gonna go show you a house, right?
CINC Marketing: Hmm.
Zach Harrison CINC Trainer: We gotta, we gotta take that step pretty soon.
Zach Harrison CINC Trainer: Yeah, but I love recommending the lender. I think that's fantastic. And if…
Zach Harrison CINC Trainer: If your lender likes what you're doing with lead generation, there's always an opportunity to bring them into the system and let them also make some phone calls with you.
Zach Harrison CINC Trainer: not every lender's willing to do that, but I know a lot of lenders who have a team underneath them, and they're like, yeah, they're hungry, like, let's let my team call some of your leads.
Zach Harrison CINC Trainer: While you're calling your leads, you know? So there's opportunity there, for sure.
CINC Marketing: I always forget to ask this, do you have a hard stop at 12? We've got, like, 2 more questions.
Zach Harrison CINC Trainer: I do not. I do not.
CINC Marketing: Alright.
CINC Marketing: I just said hard stop, I hate myself a little bit.
CINC Marketing: One of the questions we got was from Victor. He said, when should we archive the leads? Do we delete or archive a lead, and how do we archive it?
Zach Harrison CINC Trainer: Yeah, yeah. I am on team, don't delete, don't trash.
Zach Harrison CINC Trainer: For the same reason that James kind of mentioned earlier, like, you've got a lead from 1500 days ago who all of a sudden chimes back in, starts looking at properties, and sends you a request. You know, and it's because the consistency of the website, the website does so much. It will keep people coming back.
Zach Harrison CINC Trainer: The emails, right? The little, the little things that keep people on.
Zach Harrison CINC Trainer: it leaves the door wide open, and it creates that pipeline effect, right? They may be years away from buying, but the system keeps the funnel down toward, you know, the pocket. So, I'm on team, don't do it. That's my take. But, let's say this, you've got
Zach Harrison CINC Trainer: you know, Mickey Mouse555666-1212, right? And the email is don'tcallmeat gmail.com, Okay.
Zach Harrison CINC Trainer: that's… that's kind of a different opportunity. There's a quick action if you're looking at a lead on your website. You can quick action and put them in the trash.
Zach Harrison CINC Trainer: Now, the trash does not delete anyone, which I actually really appreciate. They are just archived. So, in that scenario, the trash is your archive. So…
Zach Harrison CINC Trainer: that's really where I would put them if it's that scenario. Every now and then.
Zach Harrison CINC Trainer: I go back to the trash.
Zach Harrison CINC Trainer: you can go to the status of leads, there's a filter for it. I'm trying to be as verbal as possible for everyone who's just listening to this. You can open up the list of filters.
Zach Harrison CINC Trainer: And one of the filters is Status. And you typically will see the trash is hidden. You open up the trash, and you just go look at who's logged in. Recent logins in the trash, because who knows?
Zach Harrison CINC Trainer: You never know. You may have trashed a good lead. So that's my take on it, is if you can avoid it, don't, don't do it. Don't trash them. Leave them there, let them be visible, and then if it is a bad, you know, bad phone, bad email, obvious, not going anywhere.
Zach Harrison CINC Trainer: you can use the trash, but don't let the trash burn. You know, go back every now and then to take a look and see, is my trash someone's treasure, right? Because you don't want to be losing opportunities there.
CINC Marketing: But I think especially as we, you know, we're emphasizing
CINC Marketing: so we've got the… we've got the Alex AI really focused on newly generated leads now, but, you know, one of the focuses going back into Alex and improving Alex is keying off of those symbols of… or signals of old leads. So, you know, somebody logs back in.
CINC Marketing: So that's a focus, too. So, I mean, to me, that makes it… I'm 100% with you, Zach.
CINC Marketing: to me, that makes it even more important to leave the leads in there. The property alerts are the single biggest driver of return traffic to the site. I mean, we see in ads…
CINC Marketing: On the social side, we run a lot more ads that are listing-focused now, and that's really shortened the time to buy for those leads, the ones that do buy from social. They buy in less than 100 days a lot of the time, from what we're seeing. And, I mean, I think it's just…
CINC Marketing: They're looking for a home, they see a listing that they like, they connect with that, and then boom, it's off from there.
CINC Marketing: So yeah, I think, and I mean, we still… we do see…
CINC Marketing: I love some of the posts in the Facebook group of, like, I have not done anything with this lead for 8 years.
CINC Marketing: And they just emailed me, and they're like, I'm coming next weekend, I want to see these 4 properties, and we put a cash offer down.
CINC Marketing: like, we always talk about building pipeline. Like, that's the pipeline. You know, like, that's what you're talking about. You have the leads that you're nurturing, and like, over time, you know, year two, those leads get closer, and you'll convert more in year two than you did in year one.
CINC Marketing: And that particular client has been around for 10 plus years, and now he just has these random people emailing him.
CINC Marketing: Because he's been sending him property alerts for years.
CINC Marketing: and, hey, I'm coming this week. I mean, he'll say in the group, I don't deserve this. I mean, it's fantastic. And he'll say, you know, if I worked it harder, imagine what I could get. But I'm just seeing this from the pipeline that's been established. So it is a real thing.
CINC Marketing: Al mentioned something kind of on the same line.
CINC Marketing: Let's say you have 100 old leads that are cold.
CINC Marketing: How would you start to try and engage them?
Zach Harrison CINC Trainer: Yeah, I mean, I will always sit on the fact that calls are king, so if they have a good phone number.
Zach Harrison CINC Trainer: Keep calling them.
Zach Harrison CINC Trainer: Now, alternatives… I like automation, so if…
Zach Harrison CINC Trainer: I would, I would look at their search…
Zach Harrison CINC Trainer: to make sure that the search still has listings. It's not, like, so small that it's only grabbing 2 or 3 listings. Like, like Harry just said, the property alerts are what drives people back. So, let them get property alerts, right? Keep those property alerts going.
Zach Harrison CINC Trainer: Other than that, I really like the automation called the Market Report.
Zach Harrison CINC Trainer: There's a… there's a…
Zach Harrison CINC Trainer: it's an auto track, it's our drip campaign, that is a monthly market report to the leads. As simple as it is, it gets a lot of attention, gets a lot of people clicking and coming back to the website, so it's a good way to just, like, re-engage them. And then what I like to do… I do, I'm sorry.
CINC Marketing: Alright, I looked at my home value on Zillow, I'm sorry, I did do it. Years and years and years ago, and I still get the monthly update, and I still look at it. I know it's wrong.
CINC Marketing: I've seen what Zillow… what Zillow iBuyers did, I'm sure it's not accurate, but it is a trend, and it's something that's valuable to me, and I open it every month.
Zach Harrison CINC Trainer: It's awesome, right? I shouldn't have done it before, I apologize.
Zach Harrison CINC Trainer: So, I like some of the automation, right? In addition to the calls. Get… get the automation running to kind of back you up, right? Like, 100 leads especially, like, I don't have time to email all those people once a week, right? I don't want to spend time emailing all those people. So I'm going to use the automation to my advantage.
Zach Harrison CINC Trainer: you can always try these, like, one-off text messages. There's… there's plenty of things that you can do just to see if, like, the spark will catch, right?
Zach Harrison CINC Trainer: Hey, in case you didn't know, my website has a home estimate.
Zach Harrison CINC Trainer: An automated home estimate, or a free home estimate generator.
Zach Harrison CINC Trainer: here's a link if you're curious about your home value. Put it in a text, send it to them right away, like, the odds are…
Zach Harrison CINC Trainer: Out of 100 people, let's say maybe, maybe 15 people opened the link.
Zach Harrison CINC Trainer: just getting them to open the link and come back to the website is good, because that gets the property alerts back. If they've been gone for a year or two, like, just getting them to click on the website triggers the property alerts to start again, so that already is a good thing. But then you get an address.
Zach Harrison CINC Trainer: And you can start talking about the address, and then, like Carrie said, it's a monthly targeting email with property updates, that what's selling on the market, and what's your home value. So there's a few things that, like, are already built into the website that you just have to start taking advantage of.
Zach Harrison CINC Trainer: And those, those little engagements…
Zach Harrison CINC Trainer: Is it a guarantee? No. But could you grab another few percent off of your 100? Absolutely. Absolutely.
CINC Marketing: I mirrors! There you go.
Zach Harrison CINC Trainer: He figured it out.
CINC Marketing: I knew it, I was missing the button. Oh, and now I don't remember what I was gonna say.
CINC Marketing: Oh, this, yeah, I mean, this is a business where, I mean, if you can go from 1.5% conversion to 1.75% or to 2,
CINC Marketing: Like, that's a magnitude of difference. That's a humongous difference.
CINC Marketing: And keep layering on that. And… Oh, James. And, gotcha.
CINC Marketing: Bam! We almost made it!
CINC Marketing: Well, and I'm… I am the director of social, so I'm partial to social, but, you know, one of the things that I would always tell people is if you're comfortable with video on social, using that is extremely powerful, especially right now. You know, let's say that I'm in Atlanta.
CINC Marketing: you know, I'm not going to make videos about homes for sale in Atlanta, because I am competing with the Zillows, the realtors, you know, the giants there, but maybe there's a new park that's coming up near a neighborhood. How is that going to impact property values? You know, maybe there's a new restaurant.
CINC Marketing: You know, that… that you want to talk about. So…
CINC Marketing: And one of the things that we have seen, and it's a video series that's on the CINC Instagram right now, guys, follow us, at CINCPro.
CINC Marketing: Is… and I'm sure Dan has talked about this, but Dan has a nonsense flag in the back of all of his backgrounds, in the videos that we've made, with a nonsense Latin phrase. It's simper ergiat bulli illai.
CINC Marketing: Which is an inside joke, it literally means keep clicking those buttons.
CINC Marketing: There's a whole boring story behind it that you'd only appreciate if you'd been on the team. But anyway, it is a nonsense phrase. It means nothing at all. Dan has…
CINC Marketing: always had that in the background of his videos, and a little bit ago, he discovered if he searches that phrase, AI overviews have actually indexed him in relation to that phrase, just being in the background of his videos.
CINC Marketing: And so we put out a three… a three-video series on how that happened, and now the AI Overview has picked up all three videos. It's really fleshed out the knowledge on this nonsense phrase, simple, ergiat bulli, illi.
CINC Marketing: And… I'm not saying that you should make videos about nonsense Latin phrases, but it does…
CINC Marketing: Prove the point that if there's not a lot of content out there on a topic.
CINC Marketing: And someone performs a relevant search.
CINC Marketing: Google wants that person, or whatever, ChatGPT, whatever they're using.
CINC Marketing: still a small subset, by the way, ChatGPT, but whatever they're using wants to refer them to something that is valuable to them. And so, if you have that content out about
CINC Marketing: hey, this new park is coming up, and here's how it's going to impact property values, or these are the home… you know, here's the average… like a market report of the neighborhood, number of homes sold, average home price, number… average amount of time on the market. There's a chance that you'll show up.
CINC Marketing: And being recommended in those AI overviews, I think.
CINC Marketing: makes people feel like you're an expert, and that… that search engine has vetted the question, when really they haven't. They're just finding…
CINC Marketing: Whatever they can find, but, you know, that's a snowball effect as well.
CINC Marketing: And there's always term…
CINC Marketing: social for that. And social is also… you own your Facebook profile, you own your Instagram account.
CINC Marketing: Let's say you were to… You know, BEVE CINC,
CINC Marketing: Please don't. But let's say you were to, and go to, you know, start another website.
CINC Marketing: You're starting over, where that social credibility
CINC Marketing: That transfers. That follows you around.
CINC Marketing: Yeah, part of me is so…
James Terry: That's okay.
CINC Marketing: Thank you.
James Terry: If somebody looks for Think and Grow Rich, or How to Win Friends and Influence People, or maybe the 21 Irrefutable Laws, it'll be like, oh, James is the guy. He knows it.
CINC Marketing: It's helpful, because there's a lot of material about it.
James Terry: Because there's so much content on those, but especially, like, for the park, or if there's, like, a… something significant, for sure, like a new stadium coming in. Yeah.
James Terry: don't think… don't just do one video, either, right? That's the point of that, like, Latin phrase, because we have a big flag of it in our… in our team… in our department on the wall, and I think somebody googled it. They're like, what does that actually say? And they googled it, and it was like, Dan Lott knows! And I was like, what?
Zach Harrison CINC Trainer: Yeah.
James Terry: But put that, you know, a handful of videos out about this stadium coming in and what it means for you, that kind of thing.
James Terry: And, as people start getting interest, as it starts… it will all start going up as, as that search happens.
James Terry: It's called Generative Engine Optimization. There's a digital ads term for it. Obviously, we do search campaigns, that's search engine marketing, or SEM is super common, and people know that term. Everybody knows SEO, that's a term that's been around for decades at this point. Search engine optimization.
James Terry: this newer term that Harry's talking about, and that our product team just made an announcement, literally just yesterday, internally, that we are putting that in place for our websites to say, here's what I want to, you know.
James Terry: It's a minor thing, it's non-zero in the right direction, right? To say, here's what I want to be shown for, and for those to crawl my site and think about here. But that's called generative engine optimization, so that when people are asking ChatGPT a question, it'll reference your website, that kind of stuff.
James Terry: But especially those videos that are out there.
James Terry: On…
James Terry: topics or events in the area. I love restaurants, because there's a ton of them. You got plenty of restaurant video content, walkability in an area, you know, stuff like that.
Zach Harrison CINC Trainer: I'm glad you guys mentioned videos, because I know before the… before the show started, someone had asked, like, how do I start using more… more video messaging? Because your… I don't know if everyone knows this, your website has video messaging built into it.
Zach Harrison CINC Trainer: The only requirement is you record the video
Zach Harrison CINC Trainer: inside the app or inside the website on your computer. That's another one, Al. If you're not using video messaging.
Zach Harrison CINC Trainer: To try to re-engage some of these people.
Zach Harrison CINC Trainer: that is worth the time, because you record one video, and you can save it into your video library, and you can then send that out whenever you need or want to send out another video. That's a pretty good one. Obviously, it's not social media.
Zach Harrison CINC Trainer: That's… that's a different world, but direct to a person
Zach Harrison CINC Trainer: text message, email, like, whatever it is. And obviously, it's something that would require them to reach back out to you, like, hey, I've got time this weekend, I'm going to see this property, let me know if you're curious about it. Or, hey, I'm sending out
Zach Harrison CINC Trainer: Updates about the market. What market are you interested in?
Zach Harrison CINC Trainer: Boom, like, those little things, those little ideas to try to stem people back, video gets a lot of attention. And because it separates you from
Zach Harrison CINC Trainer: The millions of people who can just send you a text.
Zach Harrison CINC Trainer: Right?
Zach Harrison CINC Trainer: There was one other thing…
CINC Marketing: I do want to… real quick, the link I shared a bit ago is to, an agent, not a CINC client, she's in the area near where I live, she's in Canton.
CINC Marketing: But that is a great example, I feel, of someone who is using this video strategy, and she doesn't have, you know, a million followers, she has 750.
CINC Marketing: But she's constantly putting out videos,
CINC Marketing: The one that I want to watch right now, it says, your home isn't a banana, it shouldn't be sold like one. I don't know what that means, but I want to know what it means, you know, and she's someone that I know. But she's on… movies filmed in Canton, Georgia, professional wrestling in Canton, Georgia. Why is Canton named Canton?
CINC Marketing: You know, like, all of this content just around this market that she focuses on, and…
CINC Marketing: Like I said, I don't know her, she's not a CINC client, but I am very impressed by the job she does, and I would imagine that
CINC Marketing: you know, she generates leads through AI from these videos, and also through just the comments and likely messages that she gets from just constantly being present in these people's feeds when they're looking at homes in Canton, so…
CINC Marketing: Sorry, Zach, I cut you off.
Zach Harrison CINC Trainer: No, that was perfect. Matt Feather is another one of our coaches.
Zach Harrison CINC Trainer: he has a really great link that he built in through Google Maps, just talking about, like, restaurants and things, right? If you ever want to show people what restaurants are in a certain area.
Zach Harrison CINC Trainer: Start making a list, a group.
Zach Harrison CINC Trainer: of restaurants on your Google Maps. You can, like, tag them and put them into a specific list called, like, restaurants, right? Local restaurants. And you just put your favorite ones in that list, and just start building it up, because then you share that link, you can make a shareable link, and start sending that to people. So if you have people from out of town.
Zach Harrison CINC Trainer: who were like, hey, tell me a little bit about the area. He's like, well, first things first, here are my favorite restaurants.
Zach Harrison CINC Trainer: Boom, you send them a link straight to the Google Maps page, and it opens up with all those options. Ways to re-engage people who are non-responsive.
Zach Harrison CINC Trainer: Hey, not sure if you're familiar with the area, so just wanted to send you my favorite restaurants. Boom. Here's a link. It's anything that's… it doesn't have to be real estate related, but anything to be top of mind.
Zach Harrison CINC Trainer: Right? Top of mind, they think about you, they're like, oh, this guy was super helpful, he knows the area. Right? That's a win. Anytime you can plant that seed, you're moving in the right direction.
CINC Marketing: I think that is really important. We actually, spoke to a client recently who's in a… she's in a southern market, but she's a… she's from the north herself, she's from New York. And, you know, she mentioned that
CINC Marketing: She almost tailors her lead generation to a more average price point than the bigger price points.
CINC Marketing: Because when she calls…
CINC Marketing: they notice her accent and feel like she can't be an expert in the area. So, like, building that expertise…
CINC Marketing: I think that's what will get that… will get the sale, you know, is this person knows the region.
CINC Marketing: man, that restaurant was great, and it's not on any of the Google Maps, you know, it's not on any of the rankings, like…
CINC Marketing: this guy knows what he's talking about, you know?
CINC Marketing: And I think that can really be helpful in establishing that relationship, which hopefully leads to sale, and hopefully leads to multiple sales.
Zach Harrison CINC Trainer: Yeah.
CINC Marketing: You know, when they move again, O.
CINC Marketing: Matt's my buddy. You know, he called me, he was like my buddy, he sent me a list of restaurants.
CINC Marketing: And, it was great. And Matt, we're not just talking good about you because you're on here.
CINC Marketing: We genu- we genuinely love you, Feathers.
CINC Marketing: And we think you do a great job.
Zach Harrison CINC Trainer: You know he's in the room.
CINC Marketing: He is!
Zach Harrison CINC Trainer: Would have given him more credit.
James Terry: One of our only two-time guests.
Zach Harrison CINC Trainer: Here's.
James Terry: You're two times sold.
Zach Harrison CINC Trainer: Here's another one, here's another one. That's hilarious. Another one from another client of mine.
Zach Harrison CINC Trainer: he was telling me that he has a friend who is a, he's a local expert on Google reviews.
Zach Harrison CINC Trainer: Right? Which isn't hard to beat, you just review a lot of places, and you become this, like, local expert, right? You get a star on your name and all this cool stuff. I, myself, am a local expert, because I like to review things.
Zach Harrison CINC Trainer: What he does is he does an honest review of restaurants.
Zach Harrison CINC Trainer: he's a realtor in Austin, and he reviews these restaurants, and he doesn't say a thing about real estate, but he posts every time he has photos on his reviews, the last photo is his business card.
Zach Harrison CINC Trainer: Every time. And he pays $0 to put that out there. Every year, he gets probably 20 clients from his Google reviews.
Zach Harrison CINC Trainer: I'm like, free 20 clients?
Zach Harrison CINC Trainer: If any of those close, that's insane, right? What'd you say, James?
James Terry: Not to mention the food, he gets to go to all these restaurants in Austin?
Zach Harrison CINC Trainer: Yeah, right.
James Terry: The barbecue's on point, man, I've been out to Austin.
Zach Harrison CINC Trainer: That's right, that's right. Man, so it's, it's funny how you can just use all types of, of social media, all types of, of, you know.
Zach Harrison CINC Trainer: be in front of people. What do people look at? They look at the reviews. Let me put my stuff there.
Zach Harrison CINC Trainer: What are the yachts? Right? And it costs nothing except some little bit of time and ingenuity.
CINC Marketing: Yeah, and that is small. I mean, it's something that's helpful, something that people are interested in. And the brand… I was thinking about this, I was watching a movie recently.
CINC Marketing: And, like, the production company screen came up, like, an MGM with the lion.
CINC Marketing: Or whatever. And it's like, that is the ultimate example of just, like, awareness branding. Like.
CINC Marketing: Why do I care? I would have no reason to know What these production companies are…
CINC Marketing: But I know when I see the lion, MGM, you know, and I, like, that is the ultimate example of just…
CINC Marketing: I just show you my logo over and over and over and over again.
CINC Marketing: and then you recognize it. Like, that is…
CINC Marketing: That's, like, some, some PSYOP stuff, I think.
CINC Marketing: I don't have… I need to flesh out my opinion more for next time. I don't have a good closing for that.
Zach Harrison CINC Trainer: No, that's great. It is… I mean, in reality, it's that top of mind. Top of mind thing. Like, you see it, you know it, you feel comfortable with it.
Zach Harrison CINC Trainer: Right? And you have to, like, if you're gonna make the biggest purchase of your life with someone, you wanna feel pretty comfortable.
Zach Harrison CINC Trainer: Right?
James Terry: I like something you had said earlier, Zach, and…
James Terry: or I think, Harry, you were talking about how people have the exact same script, but they say the same words, and you can make people feel, you know, with their own tone and their own,
James Terry: personality and everything like that, and it reminds me, as far as, like, if you try and tailor that personality to each individual conversation, then it's gonna feel fake, right? Like, you can't… you can't do it that way. And speaking of branding, I obviously… I wasn't gonna bring this up, but I think…
James Terry: there's a reason you don't see a Mercedes commercial on TV talking about how it's the lowest price. If somebody's looking for that, they're not…
James Terry: Mercedes isn't interested in that, right? They are looking, we're gonna put out this verbiage, this is our brand, this is our attitude, and people that connect with that will come to us, right? Like, Mercedes, they say the same line every time. The best or nothing. BMW, the ultimate driving machine. It's not…
James Terry: get the least expensive vehicle, come buy a Mercedes, right? So, having that, like, I think you said it, Zach, you have people say their line 10 times in a row before they pick up the phone, and it's like, well, but this person might prefer to hear it a different way. It's like, but you can't say it that different way. It's gonna sound wrong.
James Terry: find that voice and the right people. There's so many leads, like, you gotta remember…
James Terry: the number of potential at-bats in order to get a hit, in order to get a win, right? And go through those numbers. I mean, one of the examples we had was 100, right? I have 100 people to reach out to.
James Terry: It's like, if you say it like that, the same way, then the right 15% are gonna… are gonna connect with you. The right 5% are gonna set the appointment.
James Terry: So…
James Terry: Yeah, I love that branding thought, and realizing that you as an agent are your own brand, right? Like, they're buying a house from you. It's that, like Harry just said, man, Matt's my buddy, you know? It's time to move again. Of course I'm gonna reach out to Matt, he helped me out.
James Terry: And it's that relationship.
CINC Marketing: He's got those feathers hanging in the background.
James Terry: Brilliant.
CINC Marketing: Brilliant. Brilliant. That's gotta be his wife, for sure, but… Alright.
CINC Marketing: Well, we have taken up way too much of everyone's time today, especially Zach's. Thank you so much for hanging out, man. That was awesome.
Zach Harrison CINC Trainer: My pleasure. This is a blast.
CINC Marketing: As always, I'm always so impressed by
CINC Marketing: The, you know, this is never the biggest attended webinar that we do, but just so many people stay on and interact, and…
CINC Marketing: I appreciate that so much. Thank you.
James Terry: Thank you, Daniella.
CINC Marketing: Yeah, this is one of the most fun things that we get to do.
CINC Marketing: So really, really appreciate you guys.
CINC Marketing: Office hours…
James Terry: Don't play. What?
CINC Marketing: Office Hours is, the livecast every second Wednesday.
CINC Marketing: of the month at 11 a.m. Eastern, and then this is posted to Spotify, Apple Music, YouTube, Facebook.
CINC Marketing: Wherever you,
CINC Marketing: like to download your podcast, so if you would like to check some of them out, please feel free to do so. Zach's will be up soon, but we've got great recent sessions from Matt Feathers.
CINC Marketing: Who is… who is hanging around the scene of the crime like a murderer. We've got great sessions with John Marone, Orlando, who's been on here. This is the 20th episode, so…
CINC Marketing: If you want to lock yourself in a room for a full 24 hours and listen to CINC advice, you can do that now. We have officially reached that point. So yeah, thank you, everybody. Please join us next time.
CINC Marketing: Matt, if you see that, someone's asking for your Google Map. Hey, Mark, appreciate you coming on, I know you've been on a few times, man. Great to see you.
CINC Marketing: But yeah, thank you guys so much.
CINC Marketing: If you love the show, please tell someone about it, and have them join us the next time, and yeah.
CINC Marketing: Everybody have a great day, unless you guys have anything to say.
Zach Harrison CINC Trainer: No, thanks for the opportunity. Thanks for the feedback, everyone. Was, was a pleasure. And if you ever want…
Zach Harrison CINC Trainer: Training. One-on-one.
Zach Harrison CINC Trainer: let… let me know, let your… your client advisor know. If you want to get your team coached up, I'm happy to take it. That is… that is my day-to-day, is meeting with clients on Zoom, going through, hashing everything out. So, you can name me, and they'll get you connected to me if you need it.
CINC Marketing: Alright, Matt, and Matt, be sure to stick around for the after show, it's all about hair tips.
James Terry: No training.
CINC Marketing: tips.
James Terry: It's all disc golf.
CINC Marketing: Yeah.
CINC Marketing: Alright, we had done a good job
CINC Marketing: topic, now we need to stop. Thank you, guys.
James Terry: We have a great day.
CINC Marketing: We love ya.
Zach Harrison CINC Trainer: Alright.
CINC Marketing: That deserves to be read. Matt Feathers, that man put the hair in Harrison. And with that, there's no topping it. We gotta get out of here. Thank you, everybody. Love ya. Have a great day.
Zach Harrison CINC Trainer: Goodbye, everyone.