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CINC Office Hours Episode 1 - Dan Lott, Harry Kierbow and James Terry | January 8, 2025
Office Hours airs live on the second Wednesday of each month at 11am ET. Register to watch live and ask your questions at cinccommunity.com/registerforwebinars.
🔍 Episode Overview
In this inaugural episode of Office Hours, CINC leaders Dan Lott, Harry Kierbow and James Terry sit down to answer live questions from real estate agents. They dive into actionable strategies for real estate lead generation, real estate CRM optimization and real estate marketing automation—all designed to help real estate agents and teams grow their business in today’s competitive market.
💡 Key Topics Covered
- How to maximize your CINC CRM for better lead conversion
- Real-world marketing tactics that drive results
- Common mistakes agents make—and how to avoid them
- Live Q&A with insights from top-performing teams
- Tips for adapting to shifting market conditions
🔗 Resources Mentioned
🎧 Listen & Subscribe
Stay ahead of the curve with the CINC real estate experts. Subscribe on your favorite podcast platform and never miss an episode! Watch live on the second Wednesday of every month at 11am ET.
Creators and Guests
Host
Host
Host
James Terry
James joined CINC in 2013 to help Client Marketing with a special project. He stayed on and was soon managing the build and launch of all new accounts before being asked to lead the Paid Search team. Bringing over 15 years of experience in digital marketing, James is passionate about the high growth potential of our Real Estate clients.
What is CINC Office Hours?
CINC's live monthly open Q&A with different real estate experts. Hosted by Harry Kierbow, Dan Lott and James Terry from CINC. Join us live on the second Wednesday of each month at 11am ET. Register now and submit your questions to be answered live at cinccommunity.com/registerforwebinars.
CINC Marketing: Hello, everybody! Thank you for coming in. We'll get started in a few minutes.
CINC Marketing: If you guys can. Just please let us know in the chat that you can hear me.
CINC Marketing: that you can see the the slides and let us know you know where you're
CINC Marketing: where you're from and what your favorite dad joke is
CINC Marketing: because I meant to write a bunch down and I didn't. So we've got a couple of minutes till we get started.
CINC Marketing: I'm gonna treat everyone to the hockey song by stomping Tom Connors, who, I'm sure you know.
CINC Marketing: while we wait dance favorite.
CINC Marketing: Hello! Out there we're on the air. It's hockey night tonight. Tension goes. The whistle blows and the goes down the ice. The goalie.
James Terry: Jumps, and the players bump, and the fans all go insane.
CINC Marketing: Someone roars Bobby. Scores at the good old hockey game. Oh, the good old hockey game is the best game you can name, and the best game you can name is the good old.
James Terry: Like, yeah, yeah.
CINC Marketing: Second period, where players dash with skates of flash, the home team trails behind, but they.
James Terry: Grab the Puck and go bursting up, and they're down across the line. They score.
CINC Marketing: The crease like bumblebees. They travel like a burning flame. We see them slide the puck inside. It's a 1 1 hockey.
Daniel Lott: Game. Oh, the good old hockey game is the best game you can name.
CINC Marketing: And the best game you can name is the good old hockey game last game in the playoffs.
CINC Marketing: Oh, take me where the hockey players face off down the rink, and the Stanley cup is all filled up for the chance to win the drink. Now the final flick of a hockey stick and a 1 gigantic scream. The Puck is in the home team wins the good old hockey game. Oh, the good old hockey game is the best game you can name.
CINC Marketing: You can.
Daniel Lott: Name? Yes, the.
CINC Marketing: At all.
CINC Marketing: Oh, look at old hockey game!
James Terry: Here's the.
CINC Marketing: Best thing you can name.
CINC Marketing: Look at that.
James Terry: Harry is always the one providing the entertainment, but.
CINC Marketing: That that will make the recording everybody.
James Terry: Our duty.
CINC Marketing: Yeah, so yeah, yeah, Tony, I'm doing what I can. That was painful. You don't like the song, Andrew. That's alright.
James Terry: Andrew's right.
CINC Marketing: Didn't talk about it.
James Terry: Andrew's right. He's on it.
CINC Marketing: So awesome. So thank you. Everybody.
James Terry: Smarter.
CINC Marketing: For joining us for those of you that don't know me.
CINC Marketing: I am Harry Kerbo. I'm the senior director of Paid Social
CINC Marketing: at Sync, and I'm joined by James Terry, who is
CINC Marketing: my counterpart on the search side.
CINC Marketing: And then Dan Lot, who's the big boss of it all, was actually syncs the mark. The client marketing team's original employee, and I believe, is now
CINC Marketing: the longest tenured employee at Sync. So
CINC Marketing: Dan knows what he's talking about. He's built this program from the ground up
CINC Marketing: and really excited to have you guys with us and have all the clients joining us. So I you know. I don't know. If you guys wanna
CINC Marketing: say something nice to the people, introduce yourselves, or if we should just move on, you let me know.
Daniel Lott: Well, thanks for joining us. This. This will be this will be a great experience. We're we're in for a treat. It's gonna be the 1st that you're in. This is the 1st 1 1st of the monthly office hours. So we've done webinars in the past. This is gonna be very similar to that, except for it's called office hours, and it's gonna be monthly. But it'll be more, less structured. So you know, we're gonna be answering your questions that you've provided, and stuff like that.
Daniel Lott: So, thanks for joining.
James Terry: 100%. Welcome everybody I I'm excited about what we're doing. This being the first, st I think Harry set this webinar up to run monthly through the remain rest of the decade. So we've got we've got 5 years to hang out
James Terry: job security.
James Terry: But it's gonna be like, Dan said. Very, I think laid back. We've got a couple of slides in the beginning. I think Gary's gonna run through, but just kind of a fireside chat. We'll be keeping an eye on the chat here. So if you've got questions, I love the
James Terry: don't just spectate participate kind of thing. But as most of you know, as you registered for the event, we asked for questions. So we have a great list of questions that you guys submitted as well. So that's what we'll be going mostly focusing on and going through what was put in already. So I'm excited about it, looking forward to getting getting kicked off. Thank you all for for joining us for
James Terry: for this 1st run.
CINC Marketing: Yeah. And I do want to say, we got a lot of great questions, a lot of diverse topics. You know, our our expertise is on the the marketing side. So you know, we got questions about
CINC Marketing: marketing your business on social and different ad types, that kind of stuff. We have some information around performance over the past few years as well as you know just what we see on our side.
CINC Marketing: But we did have some questions about
CINC Marketing: things concerning the new compliance updates with Tcpa.
CINC Marketing: I did follow up with our team on that. There was an email that was sent
CINC Marketing: by the team with details about that. We're also
CINC Marketing: still finalizing the plans. There are still, you know, getting ready to announce the plans there. So if you have questions, please do reach out to your account manager. Or if you didn't get that email.
CINC Marketing: please reach out to your account manager.
CINC Marketing: and then a lot of other questions that we got.
CINC Marketing: We're around things about, you know, scripting best practices when to call leads. I do hope you guys know, we have a ton of
CINC Marketing: resources that are available to you. We have
CINC Marketing: Bi, weekly conversion calls with our trainers, which are open calls like this, where you work through objections and scripting. We have the monthly online Conversion Day, which is also a really good opportunity to. It's a 3 or 4 h class where we go through our scripting. And then there's an online power hour where you can call leads and win prizes.
CINC Marketing: So there's a lot of
CINC Marketing: good opportunity there. And that's also something. You can see those webinars, those events@synccommunity.com
CINC Marketing: at CINC.
CINC Marketing: See immunity.
CINC Marketing: Oh, oh, munity!
James Terry: Community. I'm I'm I've confused this. I'm sorry it's sync.
CINC Marketing: DIN double c
CINC Marketing: double c.com. So all the events are there. You can register for those there and then also, your account manager is a really great option, and you know, take advantage of those training opportunities because they are run by.
CINC Marketing: A lot of them are run by our clients who have become very successful.
CINC Marketing: And I've come on to to coach other people. So with that, said.
Daniel Lott: But but while you're you're talking about the different resources you have at Sync. You also have a dedicated account manager for for advertising. I don't know if we were gonna touch on this later, but
Daniel Lott: they would be happy to talk to you. So just talk to your your regular account manager and say, like, Hey.
Daniel Lott: I want to shake up my ads, or I just want my ads explained to me. And your dedicated account manager will
Daniel Lott: be, you know. It'll the the meeting will happen where you'll be able to talk to him on the phone and just ask him ask him questions, because a lot of it's it's kind of confusing depending on how in the weeds you want to get. So it's always good to get, you know. A good overview on on your performance of your account, and you know what the goals are and stuff like that.
CINC Marketing: Yeah, Tony. That song was by stomping Tom Connors.
CINC Marketing: It's called the Hockey song.
CINC Marketing: It's great.
CINC Marketing: Alright. So what would a new Webinar series be without some production.
CINC Marketing: So we're going to see if our our quick 20 second video will play here, and then we'll go through some of the performance from the past year.
CINC Marketing: Oh, that would have been smooth!
CINC Marketing: Hold, please, here we go.
Daniel Lott: Thank you.
CINC Marketing: I am happy to say we did not lose one participant during that video. We actually gained 2, and we just gained another one. So whoever just came. Thank you very much.
CINC Marketing: And yeah, we're we're very happy that you're here.
CINC Marketing: So I see we're already getting some activity from the chat. Thank you guys so much. We do want this to be interactive. We do have some questions that were submitted when people registered. So we have some of those that will also go over. But before we do want to talk just very briefly about the performance of the campaigns over the past
CINC Marketing: 2 years or so, because this has been a very volatile time, you know, especially going back to Covid, which really reset
CINC Marketing: Internet lead generation for real estate. So you know. What are we seeing now? Wanted to go through that for a little bit, I know.
CINC Marketing: Sorry. I know Dan has some really good information on the Google side that scared me. I hope it didn't scare you.
Daniel Lott: All right. Thank you, Harry. Just a couple of slides. It's since we're since we're meeting in January. It's a good opportunity to look at last year's performance as well as you know the quarter by quarter performance just to capture the most recent trends. All right. So if you look
Daniel Lott: at the this is the cost per lead. This is for Google Buyer, which is the largest segment of our spend.
Daniel Lott: so that's that's kind of the bellwether of what we look at. It's very exciting.
Daniel Lott: in that 2,024
Daniel Lott: the cost really went down, which is really surprising, because, it's kind of bucks the industry
Daniel Lott: trends in that. The cost per click in
Daniel Lott: Google went up at least in 2023 went up 50%. I don't know what it is like industry wide so the fact that we
Daniel Lott: in 2023. We went up a little bit, and then 2024, we actually went down. I think it was around 10%. So that's a very good thing 1st time in 3 years that our cost per lead went down. And it's within like the historic pricing bands, which means that it's within like the 5 to $7 range. So if you look
Daniel Lott: this is over a long time. So if you figure, look at it like the cost per lead, all but 2 years has been within 5 and $7. So you know, and we've accumulated so much data. And like we've established these processes that you know, even though the cost per click
Daniel Lott: that Google is charging goes up. We're still still able to, you know. Manage to keep it within the 5 to $7 range, which is,
Daniel Lott: pretty pretty good. So you don't see the the 2020 was the Covid
Daniel Lott: that helped the cost per lead a lot, and then
Daniel Lott: 2012. I wasn't there yet. So that's why I was so expensive. That's when I started.
CINC Marketing: So I was wondering what the event in 2013 was. I was going to ask if it had anything to do with the housing bubble, but I couldn't remember the timing, but it was. It was actually you.
Daniel Lott: It was me. It was me. I just like put that in there, because it makes me
Daniel Lott: makes it helps my self esteem. So, although James started in 2013. Yeah, but that was November, though so.
James Terry: It was right at the end. Yeah, it was basically Thanksgiving.
Daniel Lott: That was me. Okay.
CINC Marketing: Cool.
Daniel Lott: Alright, so that.
James Terry: Per lead, trending down or staying fairly flat over a large window like that. How much? And this might be on a curveball you might not have the exact answer off the top of your head, but I think our clients would know how much of the home values changed over the last 10 years.
Daniel Lott: That's a great question, James. I don't know the answer to that. Thanks for bringing up a question that I could have easily found the answer to and acted like I did. I was talking about, but we have something called the lead Value Index, which takes into consideration the home value and the cost per lead to figure out what are the markets that
Daniel Lott: are the best deals for? ad spend, because, like it, the
Daniel Lott: I do it every quarter and every quarter. The number one is Honolulu, because the cost per lead in Honolulu is really cheap. It's like $5 a lead, and the home prices are around a million dollars, so
Daniel Lott: we should have more clients in in Honolulu. But maybe they have other stuff to do but
Daniel Lott: the anyway. So home prices have gone up significantly, like like
Daniel Lott: many, many times since 2013. So the value, the lead value index has gone up significantly since over the last 10 years, just because Home Prices, home prices have gone up a lot and cost has been pretty stable.
Daniel Lott: And that's that's the goal. That's the goal.
CINC Marketing: Well, I think this shows to the value of the work that the team does of, you know. I mean, if you just look at the search engine results. Page, if you just look at that
CINC Marketing: over the last 10 years, and how much that has changed.
CINC Marketing: you know the clients haven't been able or haven't had to
CINC Marketing: keep abreast of that. That's something that we've done to keep the lead costs flat. And I I don't think.
CINC Marketing: you know, whenever I look at competitors versus us, the cost per lead is always
CINC Marketing: lower, especially on the search side, and I think that is a Testament to the
CINC Marketing: you know, to the work, to the work that you do, Dan, and remembering that my year in review is coming up, I felt like, now is the appropriate time to tell you that. But no, I mean all.
Daniel Lott: We're able.
CINC Marketing: I do think I do think it.
CINC Marketing: you know I I do think that that it shows the work that the team is doing. And you know we we are
CINC Marketing: using our expertise to drive the cost down or keep it flat. Oh, no, no.
Daniel Lott: Oh, no.
Daniel Lott: yeah. A lot of that's also it's based on we've invested in a lot of technology and stuff like that. And you can see where the dips are. Those corresponded with some big
Daniel Lott: changes in processes and technology improvements like the one in 2,017 and 2019 were based on huge we spent, we spent like lots and lots of money and time on helping.
Daniel Lott: You know, scale, some of our our processes, and they they worked out.
Daniel Lott: So this over the last. This is last couple of years. It actually went up the first.st I was very bummed to see that the 4th quarter went up, but it was only by like a dime, so you could tell it was so quarter 4, 2023 versus quarter 4, 2024. That's that's how I look at stuff like quarter quarter over quarter year over year.
Daniel Lott: Yeah, year over year, the the same quarter. And so we're up 10 cents. So it's not a huge.
Daniel Lott: It's not a huge jump.
Daniel Lott: But I was really bummed when that happened, and it was also it was like 3 cents over what quarter 4 of 2022 was so
Daniel Lott: yeah, so any. But just in general.
Daniel Lott: During the quarter the 4th quarter is when you see the highest cost per leads. Then the
Daniel Lott: then 1st quarter goes down. A lot stays stable for the rest of the year until the 4th quarter. Then it jumps up again. And so that happens every year. And that's just because the search traffic
Daniel Lott: goes down a lot in November and December.
CINC Marketing: And so this is a similar chart just showing the social side of things.
CINC Marketing: Really, you know, we saw the same trend on the social side, I mean, as you can see, the overall cost per lead on social is generally lower than it is on search.
CINC Marketing: We saw the same trend this year compared to last year, or I'm
CINC Marketing: this year. The cost per lead was higher on average than it was last year until until
CINC Marketing: November. They just about equaled. And then December, the cost per lead dropped by almost 10% compared to December of last year.
CINC Marketing: So you know, I thought that was really interesting. You know. I was wondering if
CINC Marketing: you know we we keep seeing this. We are. We keep believer. We know there's this pent-up demand, because, you know, as
CINC Marketing: one of my favorite lines from Alvaro is always housing is, you know, an inelastic
CINC Marketing: need, right? There will always be people that need to move. Maybe there will be reasons for people not to move who are
CINC Marketing: kind of in that gray area. But
CINC Marketing: I did think that it was very interesting.
CINC Marketing: that the cost per lead flipped in December in terms of you know, not following that trend, because that's a large drop from November to December
CINC Marketing: to flip that trend.
CINC Marketing: And yeah, I thought that was great. I think a lot of that.
CINC Marketing: I think a lot of that comes from, you know, the the technology that Dan's been asking that or or been talking about that we've invested in
CINC Marketing: we've invested in some major social automation this year which has freed our team up for
CINC Marketing: making building accounts more efficient, which allows us more time to optimize accounts and keep that cost per lead low and be on calls with clients and and improve campaign performance. We've also invested in a new ad type called team listing ads, which has been very successful for clients.
CINC Marketing: and I've seen some questions in here around what's coming this year, you know. We'll continue to invest in that. We have some exciting tests going
CINC Marketing: right now around recruiting things like that.
CINC Marketing: So we're definitely continuing to push. And I think that's 1 of the reasons that this cost per lead dropped.
CINC Marketing: But I did wonder if you know, is this a signal of that pinup demand is maybe
CINC Marketing: maybe getting online, or it could also be, you know, on the social side just decreased competition around Christmas
CINC Marketing: for ad spend.
CINC Marketing: You know, or it could be like, who knows? You know, Meta.
CINC Marketing: maybe Meta is showing more ads on threads now, you know, and that's dropping the cost per impression which is dropping the cost per lead. But so I'm not exactly sure why this happened, and I do hope the trend continues.
CINC Marketing: But I just thought that was really interesting.
CINC Marketing: And then, comparing search and social. You know, one of the things that I thought was really interesting was.
CINC Marketing: you know they they do pretty much mirror each other. But
CINC Marketing: q. 3 is always really interesting on the social side. Q. 3 and Q. 4, because
CINC Marketing: that's when advertisers on Facebook and Instagram are really increasing ad buys for Black Friday.
CINC Marketing: Thanksgiving Christmas. You know, all that kind of stuff on the social side. So that is.
CINC Marketing: I don't want to say it's a phenomena phenomenon, but phenomenon. But it is a it is something that happens every year, and that comes from increased competition on the network. That's why the cost per lead dropped so much in 2020, because so many people dropped out of advertising altogether, you know, because you couldn't get someone to your brick and mortar.
CINC Marketing: So yeah, I just again, I just thought that was interesting looking at it in Q, 3,
CINC Marketing: in q. 4. For Facebook versus
CINC Marketing: the search side, where sometimes search drops off in cost per liter improves in q. 3.
CINC Marketing: Social usually starts that uptick
CINC Marketing: in q. 3, and continues through q. 4, and then drops off in q. 1.
Daniel Lott: But I guess the one takeaway I would take from this is that the the Facebook cost per lead is always
Daniel Lott: lower than Google, or social is always
Daniel Lott: a little bit less expensive than search maybe a couple of bucks or so. So that's something to keep in mind when you diversify your ad, spend.
CINC Marketing: That's it.
Daniel Lott: That you'll get more leads on the Facebook side.
CINC Marketing: When I do think that that's an important thing to mention here is, you know, what we do recommend diversification and
CINC Marketing: a budget on the search and social side. We do see the differences. Because I think one of the things that's unique about sync is we own that entire lead journey.
CINC Marketing: So we target the ads, we, you know, we, we hold that data in the Crm, we can see the pipeline stages. So we really understand that.
CINC Marketing: So I don't remember where I was going. I forgot.
Daniel Lott: Good stuff, Harry.
CINC Marketing: Thank you.
Daniel Lott: James is gonna be talking about diversification coming.
CINC Marketing: About diversity.
Daniel Lott: If we had our agenda, if you were looking at the agenda area, you would see.
CINC Marketing: The show sheet. All right. Fine. I'm just jumping ahead, but I do think it. I. The reason I went into that is.
CINC Marketing: we would expect leads from search to close earlier than leads from social, but leads from social. Do close.
CINC Marketing: and the return is about the same. When you look at the cost per lead.
CINC Marketing: And if you're going to be a realtor in 2 years, you should diversify your ad, spend
CINC Marketing: complete with a complete with a like mail time.
Daniel Lott: Okay.
CINC Marketing: Complete with a lost train of thought. All right. So that's all the prepared stuff that we have. We do have some questions that were submitted, and we'll be looking at the chat as well to pull some some questions.
CINC Marketing: But I'm gonna try and stop sharing my screen without turning this webinar off.
James Terry: Alright. Well, while Harry knocks that out and doesn't turn off the webinar, I'm sure he won't.
Daniel Lott: There we go! Here we go.
Daniel Lott: Now we have the ideas for 2024. The predictions.
CINC Marketing: Oh, the show sheet!
CINC Marketing: Sorry.
Daniel Lott: You're you're up first, st Eric. Come on.
CINC Marketing: Oh, okay, well, yeah. Well, so I mean, I think
CINC Marketing: so. I think you know, the idea behind this was something that is interesting to watch going into the next year. You know, one of the things that I thought has been really interesting recently, and I don't know if you've seen this or not is Facebook creating AI bots and giving them profiles on the network to interact with people?
CINC Marketing: You know. So there's a lot of interesting stories out there.
Daniel Lott: Harry's just thinking he's waxing.
James Terry: Madison.
Daniel Lott: Philosophically about it.
James Terry: On most of our zoom message conversations. That's the kind of face I would screenshot immediately.
James Terry: I would grab that deep and thought, look.
Daniel Lott: All right. Well, I guess we'll move on from Harry.
Daniel Lott: And my big idea for 2024 that
Daniel Lott: we are going to focus on is -oh, he's gone. Well, I am the host. Now that I have that thing on there. Okay, he's back, all right. Is the Google, AI is the the big thing that I did not anticipate was, gonna have that big of an impact last year last year. This time I said, Yeah, I'm not. Really. I don't. I don't anticipate it having a huge impact.
Daniel Lott: and it really has. They have Google
Daniel Lott: Google's number one job. Everything they do is focus on them, making as much money as possible by them.
Daniel Lott: making it as easy for you to click on an ad which is good because we want people to click on ads. So
Daniel Lott: what's strange is that they've rolled out AI and put it in a preferred position on the screens.
Daniel Lott: and it doesn't have advertisements on it. So it is.
Daniel Lott: It's theoretically, it's lowering. It's pushing down the ads which will lower.
Daniel Lott: There's lots of research on, like the the where you are on the screen, whether on a phone or on a desktop, like the the click through rates of ads. And so it lowers the click through rates.
Daniel Lott: Google started that they have rolled back a little bit on the AI, I think because they've probably their number. One thing is to get people to click on the ads, so they've lowered that a little bit. But as they get better and better, they're testing, putting ads in their little sync, their little AI summaries. So that's going to be another ad type, which is good.
Daniel Lott: However, you look at it. They but anyway, so there'll be so
Daniel Lott: so their AI summaries that they write up will somehow mention the name of the company that's advertising. It's great. So, anyway. So that's 1 of the things that will will change as well as there's a lot of
Daniel Lott: you know, Chat Gbt, and all that. They're also doing advertising so, and if they get
Daniel Lott: like, bing was the 1st mover in terms of having AI. And so last year at this time I was like, Oh, yeah, we we might be, you know, really, really rolling out bing.
Daniel Lott: but they still only have around 7% of the market. So there's really no point in doing it. But if Chatgpt comes out and you know, captures 20% of the search market, then that's something we would definitely have to look at and scale. It's for us. It's all about like the scalability and things like that, because if it's you know one off here, one off there. It doesn't make a lot of sense. It doesn't make a lot of sense for
Daniel Lott: optimization purposes. But if it's like 20%, then it's something we would, you know, jump all in. So anyway. So that's the big thing is, Google seems really focused on it.
Daniel Lott: There should be new ads. And so hopefully, it'll benefit you guys. So but again, the the cost really was the same, or is actually down last year. So
Daniel Lott: that was good.
Daniel Lott: James.
James Terry: So yeah, for 2025. And anyone who's had a conversation with me or seen any of my videos or anything knows that over the last 3 years most of what I've talked about has been Lsa related.
James Terry: And for those that might not know what Lsa is a local services ads. It's an ad type by Google, where, rather than most of our search and our other campaigns that are driving traffic for people who are searching for homes for sale in a certain market. These ads are shown for people who are specifically saying, looking for a real estate agent. So they're much further along in the buying or selling process closer to the decision making process. And
James Terry: when they search they're looking for like
James Terry: top real estate agents near me, those kinds of terms. Specifically, they're ready to have a conversation in a lot of cases. So we've talked a lot about Lsa. We had a product. And and we were running those ads. Google, in the last 6 months has made it increasingly complicated
James Terry: for an agency for a 3rd party to run those ads when the ad shows it's got you or your agents headshot. It's linked to your Google Profile page with the number of Google reviews you have, and your average star rating things like that. Right? So you're very much right next to all the other agents in your market. But they
James Terry: want you to own that personally, you as the agent, as the business owner, as the owner of that local business rather than a 3rd party. So what I mean by that is what 6 done.
James Terry: We really support that product we want. We've put together documentation we're putting. We're changing our website. It's not been published yet from an Lsa like what used to be a sign up page for those that were interested to a documentation of here's how you can create this and manage it yourself. I still think there's huge value in the Lsa product, in clients or in in
James Terry: buyers who have been looking. They've been doing their research. They have a home they want to buy. They're looking for an agent calling you directly. Now. The cost per lead naturally, is more than 6 or $7 right? Like someone reaching out to you
James Terry: for an appointment we've seen depending on the market. The cost per lead anywhere from 30 to $100. But some of the changes that Google has made over the last 6 months that really impact 2025 Lsa product are
James Terry: if someone calls, and they are looking to sell solar panels, and they want you to like mention their Solar Panel Company, or if someone calls and they're looking for rental properties. Not looking to buy that kind of thing, you would be able to dispute those leads. Now, ordinarily sync. Historically, I should say Sync has taken that on for all of our clients we go in. We dispute those leads.
James Terry: And as Dan was just saying, Google is very good at making money right? They're worth 2 and a half trillion dollars. It's something they think about a lot. And they do quite regularly. So they actually took the dispute process out of the hands of either a 3rd party or you directly, and they use AI as well to dispute any of the irrelevant leads.
James Terry: So I say that because Google has put Google in charge of deciding when Google should issue a refund right? And for about 90% of their Lsa campaigns.
James Terry: their clients got more refunds than they were getting right, because most most of their clients, I think, weren't keeping a particularly close eye on it at sync with a 3rd party. We were keeping a close eye on it, so we've seen a few of the again. Is the AI as accurate as
James Terry: me. James and my team going in and and disputing them manually.
James Terry: maybe maybe not. It'll improve over time, I'm sure. Right. But that's 1 thing that they took out of the hands of any 3rd party and it was value that we were able to bring to the campaign that we can't anymore, because it's AI. The other major change
James Terry: is that
James Terry: once you've set up an Lsa campaign and it's linked to your Google profile page severing that link is a lot more complicated than it used to be. Bordering on downright impossible. So
James Terry: basically, if you have a 3rd party, set it up.
James Terry: and then you want to manage it yourself, or you want to train. Have someone else run it for you. If if somebody.
James Terry: I'll say a different real estate advertising agency had set one up and you come to Sync.
James Terry: we can't just build you a new one anymore. You'd have to start your Google Profile and all your reviews over in like from scratch. So it's extremely they put a huge barrier to exit on setting on one of those campaigns which again, huge value in the Lsa program. I totally agree with it, but it means that you need to build it and own it and manage it personally as the business owner similar to
James Terry: your Google Profile Page. Right? We don't set those up and own them for you. That's your profile.
James Terry: So that's why we're putting all that documentation in place. I think that the lead value and quality is spectacular, but a major change in the next year is us supporting and helping you own that versus us, owning it for you the way we do for your Google campaigns and your social campaigns and everything else. So that's what something. I've been focused on going into next year.
James Terry: hearing all right.
CINC Marketing: And I'll say I think better cut me off because I was spilling the tea.
Daniel Lott: Oh, yeah, that's.
CINC Marketing: Mark Zuckerberg hit a button. But just look up the AI Bot stuff I know. At the beginning.
CINC Marketing: I think the initial reaction around the world has been ugh!
CINC Marketing: Right, and that was my initial reaction.
CINC Marketing: If the goal, though, is to generate engagement, you know, engagement on posts has been a big driver of whether or not Meta shows the ads.
CINC Marketing: If the goal is to generate engagement, I could see this working. It's just can
CINC Marketing: can Meta get through the public backlash of it, you know. And and will it be better if they do, or worse? So?
CINC Marketing: Anyway, I we do have some.
Daniel Lott: Not creepy at all, though not creepy. All these comments on your thing of people's like, Yeah, it's.
CINC Marketing: So I love.
Daniel Lott: Spam. It's like spam. But it's like Facebook is sponsoring it. So it's it's alright, though. So.
CINC Marketing: I love the example of
CINC Marketing: someone can write. What should I have for dinner tonight? And when none of their actual friends reply.
CINC Marketing: Jeff bot will suggest it, but it'll have like.
Daniel Lott: Have rice oroni spotted by rice.
CINC Marketing: Right? It's gonna be it's gonna be an ad gonna be an ad.
Daniel Lott: That's great! That's great!
CINC Marketing: Have you considered by? You know what would be great cooking in a new kitchen? Did you buy a house?
CINC Marketing: Alright.
Daniel Lott: Good stuff, alright.
CINC Marketing: Now, cause I'm really messing it up, so I'll let you go.
James Terry: One more thing. For Lsa. I forgot to mention very, very briefly. I'll be quicker than last time.
Daniel Lott: Okay.
James Terry: I know we've got a few people logged in here from Canada, and I had meetings, and I have asked the question every single month for the last 3 and a half years. When will Lsa ads be
James Terry: opened to real estate agents in the Canadian market, and I have yet to get an answer. They are not
James Terry: I don't know. I don't know if they're on the horizon. I'd like to think so. It seems like it'd be very valuable to both Google and the client, and you know any agents in Canada. But right now Lsa ads exist, for I don't know mechanics and plumbers and stuff. But not yet. So any of our Canadian clients keep working on the reviews. Focus on your Google profile Page. When they are available, you'll be able to hit the ground running, but they're not there yet.
Daniel Lott: Good stuff all right. Moving on.
James Terry: And.
Daniel Lott: I'm no, no, Harry. Okay. What? What?
Daniel Lott: We're moving on we haven't. We haven't started on the people's questions yet. We're we're halfway through.
CINC Marketing: I dropped. I haven't even been here. It's not my fault.
James Terry: As me. I can.
CINC Marketing: We're waiting for you.
James Terry: Search.
CINC Marketing: There are some questions around whether or not this will be recorded. Yes, it will be. It is being
CINC Marketing: as we speak.
CINC Marketing: and there are some questions. And a really common piece of feedback we get around social leads is that
CINC Marketing: people just don't like those social leads. So there are some comments in here around that
CINC Marketing: I'd be interested to know what your feedback is. And I'll tell you. You know what we see
CINC Marketing: from the data side is that leads from social
CINC Marketing: are actually more likely than leads from search to convoy convoit convert to an appointment
CINC Marketing: within 90 days. It's generally due to increased contact or increased contact validity, but they are
CINC Marketing: less likely to transact before a lead from search would.
CINC Marketing: however, we usually see our data shows that in like months 10 through
CINC Marketing: 15. Those lead types catch up with each other in terms of conversion.
CINC Marketing: and then, if you look at the cost per lead, the roi or roas is actually
CINC Marketing: similar from both sources, which is why we recommend
CINC Marketing: that people diversify their ad spend. But we do expect that those leads from social
CINC Marketing: will take longer to convert. And one of the really interesting things about.
CINC Marketing: I know I'm still in your question, James. I'm sorry. This is the second time I'm doing it. But one of the one of the really interesting things that we found out about leads from social is, while they were more likely to convert to an appointment within 90 days.
CINC Marketing: They were also more likely to be classified as an agent or lead reject
CINC Marketing: which just meant that the lead or the agent decided to stop working with each other for whatever reason. So
CINC Marketing: you know, I often wonder if that
CINC Marketing: that psychological impact of people telling you to.
CINC Marketing: You know I didn't sign up here. I don't know who you are. I don't know what you're doing
CINC Marketing: is outweighing, because a lot of times when we look at the data, at least on a global scale.
CINC Marketing: We see that the 2 lead sources convert
CINC Marketing: just the timelines are different. But once you get to that 9 to 10 month period. That's when
CINC Marketing: everything is nurtured and the the
CINC Marketing: the leads are starting to convert on a rolling basis. Right? So that
CINC Marketing: it's not 12 months between. Alright, Dan, I'll stop.
Daniel Lott: Yeah, see, I printed out this agenda.
CINC Marketing: It's a literal question in the chat. It's a literal thing.
CINC Marketing: Alright, that is feedback around.
Daniel Lott: This is a question that somebody when they registered? They asked. I have paraphrased it, why do you not block the leads that have incorrect contact information.
Daniel Lott: That's a great question, all right. And now I'm going to talk about the new real Verify program, which is.
Daniel Lott: I think, the best improvement we have made to the Crm in many years. That's just me, because it directly has to do with leads. So
Daniel Lott: I'm more interested in it. And it showed that around
Daniel Lott: 70% of leads are verified. What is verified mean, verified means that somebody has. They've entered their phone number.
Daniel Lott: It generates a text to their phone. And then they've clicked on a link in that on their phone, which can only happen.
Daniel Lott: which make me makes it verified, which generates a little blue click next, or blue checkmark next to the
Daniel Lott: next to the other name in the in the lead dashboard. And it just proves that that is the right phone number for that person. There is. No.
Daniel Lott: there's no doubts. It's a hundred percent.
Daniel Lott: If it's a blue checkmark. It's a hundred percent. That is the correct phone number for that person and actually, like, the end result is, 70% of leads are verified. The probably the best thing about it is, it starts out at around 60%. And then there's 10% of people who like entered in phony information, or maybe their landline something like that. And then it generated a text. And they're like, Oh, nuts, I
Daniel Lott: I'm not gonna be able to access it. So I'm gonna have to change my phone number to the one that is generates a text
Daniel Lott: so
Daniel Lott: that increased it from 60 to 70. So the leads are, the lead quality is better. Now, it is now 75, 70% of leads. They're they're all verified. Phone number is correct. And they can receive text that's very important. Being able to receive text is very important.
Daniel Lott: And when I was thinking about this little point today, I was like, cause we.
Daniel Lott: I guess for a while we didn't switch everybody over. And then at the end, we did like a blanket switch over unless people opted out so some people might not know what this is. So if if you see that blue checkmark, that means that the phone number is definitely right, that does not mean that if.
Daniel Lott: though, if it doesn't have a blue check mark, it's not right. That's that's 1 of the things to be.
Daniel Lott: because if if there's a lot of times like, I don't have my phone. Well, I have my phone here now, but like there, like if I was doing it.
Daniel Lott: and it's like, Well, I don't. I don't really care to do it. And like, Okay, I can. I can still see my property information good enough. I'm not going to do do. Very. I'm not going to go to the car and get my phone. So it doesn't necessarily mean that they're the 30% are bad. But the 70%.
Daniel Lott: You can rest assured that that is the right phone number. So that is the that's the best thing. And that's
Daniel Lott: anyway, that 70% is a lot higher, like, when they started doing this project, I was like, Oh, we're gonna get around 25%. And it's gonna
Daniel Lott: that. But this is, this is good. And then.
Daniel Lott: Harry, do you have any thoughts on?
Daniel Lott: Why, even these bad leads are not all that bad any thoughts at all, Harry.
CINC Marketing: Thank you for that totally natural and unplanned segue, Daniel.
Daniel Lott: Yeah, okay.
CINC Marketing: No, I I think this is always a really interesting question to me, too, of
CINC Marketing: you know, what we see from the data side is that it is a numbers game, and the people that are converting
CINC Marketing: the best. Or I guess, seeing the most success with Sync.
CINC Marketing: they're not converting 10% of leads or anything like that, right? So we see it as the more advanced that we can get. And then we think, once the lead is in the system.
CINC Marketing: We have the best follow up. You know we have. We've released updates to our AI which is
CINC Marketing: vastly improved from what it was and taking contextual clues and creating.
CINC Marketing: you know, unique messages to people now. So I think that that's something that's really, really exciting.
CINC Marketing: Even if 4, 1 match the number, although sometimes the name doesn't match. So I do think on the verified side, Joe, I see your comment. And Mckenzie
CINC Marketing: so bad numbers a number that wasn't in service. That's really strange, because
CINC Marketing: we send a 4 digit code to the number
CINC Marketing: that someone has to enter on the site to get that blue checkmark
CINC Marketing: so that might be a lead to, you know. That's interesting.
CINC Marketing: And now I do think, Joe, you bring up a good point.
CINC Marketing: And I actually saw this in a review about the Crm. Recently. And yes, we do, you know. Read those and try and improve on them.
CINC Marketing: But
CINC Marketing: you know, one of the comments was that I got a verified lead with a name that wasn't real and wasn't very nice, so like the name itself doesn't.
CINC Marketing: A verified lead doesn't mean that the name is correct.
CINC Marketing: A verified lead means that someone at that phone number received a 4 digit code
CINC Marketing: went to the website and and entered that code.
CINC Marketing: So that to us is the best indication
CINC Marketing: that we've ever had. And I think that any
CINC Marketing: competitors have of whether or not
CINC Marketing: this phone is verified. But then but then the question becomes, why do you let people in who don't verify? Or why do you let people in who have obviously incorrect information.
CINC Marketing: The reason for that is, we see that those people convert.
CINC Marketing: You know. It may take
CINC Marketing: if you ever look in the Facebook group. We'll see posts of leads that have been in the system for 5, 6, 7 years. That entered with all bad information.
CINC Marketing: and then eventually convert from an email or something like that.
CINC Marketing: So that's why we allow them in.
CINC Marketing: And you know the thought there is that the system will nurture them. Most of them will probably never
CINC Marketing: be ready.
CINC Marketing: But if you get one of those people
CINC Marketing: that converts on a $500,000 house.
CINC Marketing: I mean, that's money that you would not have had.
CINC Marketing: That just means that person's not ready. They'll go somewhere and look at properties.
Daniel Lott: Yeah. And like, that person comes back to the site and is looking at properties. And the AI starts communicating with them, or some of our, you know, automate other automation drip campaigns or something starts communicating with them. And then like.
Daniel Lott: then they're ready to buy 2 years later, and they change, they change their phone number. They say, like, Okay, yeah, okay, don't call me at this phone number, the the dummy phone number. And my name isn't. You know, Ron Burgundy. It's, you know, some something else. It's you know, but.
CINC Marketing: I'm ron Burgundy.
Daniel Lott: And so
Daniel Lott: yeah, so they'll change their information like on the fly when they've set up an appointment with your AI, or whoever that is so it doesn't really, you know, harm anything. So and there could be a benefit of somebody changing their information. And it happens all the time. And you see, we hear all these stories from our clients who like oh, 8 years ago this person registered as Donald Duck, and they just bought a million dollar house. So.
James Terry: And then you just said something important. I think it doesn't really harm anything at being there, I think, and a lot of our clients might not realize this. What we're running are called Ppc. Or pay per click campaigns. We, the money, went to Google or went to to Meta
James Terry: when they clicked on the ad initially, maybe up to 7 years ago, like you said, whether they registered on the site, whether they gave us any information, a right number a wrong number. The money was sunk already, so once it's in the dashboard, we'll do everything we can to, you know. Get them to come back to the site to re-engage that kind of thing. But if we cause the initial question was, why do we not block leads with incorrect numbers if we block them, they're gone, and there's no potential for
James Terry: extracting any further value from it, even though the cost was the same. So that's why we don't block, and we think that as long as they're there there's a chance.
James Terry: you know. You're telling me there's a chance even if it's a slim one. But those are some of my favorite stories people that are like, Oh, registered 1,200 days ago on the site and just converted. And I love. When people put those kind of success stories on the Facebook page. So just wanted to say that the cost is sunk at the click. Everything after that is, what can we?
James Terry: How much value can we get from that initial click and interaction.
CINC Marketing: Yeah, yeah. And I, yeah, I think that's right on. There is some interesting comments about some services people are using in the chat. If you guys don't see it. Forewarn
CINC Marketing: is one that a lot of people are talking about.
CINC Marketing: Oh, let's see. Oh, and I do see da da da da
CINC Marketing: Joe Mick, is that Joe Mchale?
CINC Marketing: It's I don't know it's cutting off. But
CINC Marketing: I do see, Joel said, 25% of my leads are saying they did not sign up for my site. How are you scrubbing them prior to verifying these leads? So
CINC Marketing: depends on the ad type you're running. If you're running. If these leads are coming from social, it's possible that they didn't sign up on your site. They sign up on what's called a lead ad form which is actually native to Facebook or Instagram.
CINC Marketing: It's tailored to mobile traffic, which is about 70% of the traffic that we receive in terms of leads, anyway or no, no, not even leads just all traffic
CINC Marketing: on social. Which is why we use that ad type.
CINC Marketing: But with that ad type. They actually sign up on Facebook or Instagram.
CINC Marketing: And then they're brought to your site.
CINC Marketing: We don't really. Do. You know, we don't really scrub the leads in terms of
CINC Marketing: the information that they enter. There is some basic blocking that that
CINC Marketing: we don't, you know, allow to be used to create a lead. But again it goes back to what James and Dan and I were saying. You know we see it as a numbers game. That person who is, who cares enough to register
CINC Marketing: they're doing. There's some reason, right that they're registering. They may not buy for 5 years, but you know, wouldn't you rather them be in your system
CINC Marketing: than someone else's. And you know we've seen competitors that try to increase
CINC Marketing: like try to increase lead quality by only giving you leads that say their timeframe is within X
CINC Marketing: right? And I don't know that those competitors do that anymore.
CINC Marketing: because I don't know how effective it is. And we've looked at that, too. You know a lot of times when we.
CINC Marketing: a lot of times when we put more barriers in place to give you leads
CINC Marketing: that appear higher quality, at least at registration.
CINC Marketing: The only thing it does is give you less leads. The quality is not necessarily increased, and it is a numbers game.
CINC Marketing: and the sync system is the best in the industry at following up.
CINC Marketing: I think I'm biased, but.
Daniel Lott: All right, and
Daniel Lott: just moving on, because I see I want to get to as many questions as possible.
Daniel Lott: Harry.
Daniel Lott: I have a single house that I want to advertise. Is there a way I can do that? Is it possible to advertise a do you offer
Daniel Lott: a sort of advertising channel or
Daniel Lott: advertise of a single property. How does that work.
CINC Marketing: Great question, Dan? Great question.
CINC Marketing: so kind of to step back and to make this answer longer than it needs to be. The answer is, yes.
CINC Marketing: the answer is, Yes, okay. But
CINC Marketing: you know, I think listing marketing is something that is becoming more and more relevant. When I 1st got here almost 10 years ago.
CINC Marketing: when I was but a wee lad and didn't have a gray beard.
CINC Marketing: I was, you know, Gandalf the Brown then. Now I'm Gandalf the gray, but
CINC Marketing: anyway, we used to only run
CINC Marketing: ads that had pictures of listings. What we saw was a lot of people clicking through saying, I just wanted to know the price right, but they weren't viable leads. So we changed away from that to more of kind of an idea based
CINC Marketing: homes for sale, eligible for Va or Fha or new construction properties.
CINC Marketing: and that actually increased the lead cost. But we felt it increased the lead quality as well as our data, showed that, too.
CINC Marketing: And so now we are, I think, with
CINC Marketing: the contraction of the market, and how quickly people have to move on listings or have had to move on listings. That listing marketing has become even more effective.
CINC Marketing: and it drives urgency in a way that maybe an ad for Fha. Eligible homes in a state or a city don't.
CINC Marketing: So I do think listing ads are very good to be running right now. We have 3 different types of those right? So we have team listing ads which promote all of your listings. We have listcast, which is a remarketing style product which promotes
CINC Marketing: listings similar to the ones that people have been looking at on your site.
CINC Marketing: And then, if you have a specific property, you'd like to feature.
CINC Marketing: you can also reach out to us, and we can create an ad specific to that listing.
CINC Marketing: I think, in the in terms of cost per lead. These generally have some of the best cost per leads across the portfolio. Of course it depends on.
CINC Marketing: you know the property, and, like what the price is compared to the average the quality of photos.
CINC Marketing: but yes, this is a very good option to use. So if you do have a listing you'd like to promote.
CINC Marketing: Please let us know at support@syncpro.com. That'll come to our department.
CINC Marketing: And you know you have to be the one in charge of the ad spend for your site
CINC Marketing: to to do that.
CINC Marketing: But we can, you know, certainly run those ad types. It is very effective. A lot of clients also have videos. If you have a video that you'd like to use to promote the listing, we can do that as well. You just need to send us the file. The file is what allows it to auto play
CINC Marketing: on Facebook and Instagram and Facebook and Instagram hate it when you leave Facebook and Instagram. So that's why we can't use like a Youtube link or something like that. We need the actual video file.
CINC Marketing: So the answer is, yes.
Daniel Lott: It's something. It's something that we've been offering, and we just don't publicize it all that much. And we I think we should should be like a 1 page or something. But
Daniel Lott: so, anyway, just ask us about it, especially if you have. You know, a house you have. You're trying to sell.
Daniel Lott: It's it's a good way to
Daniel Lott: sell your house that you're trying to sell a house, but that's 1 of the yes, sir.
CINC Marketing: One of the questions is, if I create a listing landing page on sync, can I pay you to run a Google campaign for listing campaigns. We run that on social.
CINC Marketing: The reason for that is there's a few. The targeting on social is proactive.
CINC Marketing: So we're telling Facebook and Instagram to show this ad to someone based on where they are or whether or not they've interacted with your site in the past and what their demographic profile looks like and what other activities they've been taking.
CINC Marketing: Online, also with social well, and and on the search side, we just don't see people
CINC Marketing: search for we just don't see people search for a specific address
CINC Marketing: as much right? And so the search volume for a listing ad would likely not be good also on the social side, and I know there are companies that say they they do. This.
CINC Marketing: I don't. I don't expect it would be effective, you know, is. And that's why we don't offer it. And also on the social side, there's a visual component. So you can use that video. You can use those images of the property, and that is one of the things that really drives the effect, I think. And there's also you can display the information. So we.
CINC Marketing: you know we have the information like the price of the listing, the beds, the baths, the square footage, the address, so someone can go and look that up. If they really don't want to sign up
CINC Marketing: we give them all the relevant information in the hopes that somebody that signs up is interested in that property. So that's why we do it the way we do and why we run it on social only.
Daniel Lott: Yeah. And that's another question that ties in ties in with that just like with search. There's a lot of things that search can't do like. As Harry said before, like veterans, was one of the Va loans, was one of the types of ads that would run on Facebook
Daniel Lott: like we'd have people say, like, Hey, I'm I'm trying to get. I want to advertise on Google and do just get veterans. So people don't search like, Hey, buy a house in Atlanta. I'm a veteran like you like. That's not what people search for. And so that's 1 of the limitations of
Daniel Lott: of Google, especially recently. Where they have
Daniel Lott: housing. What is it? Housing, employment? And they they.
CINC Marketing: See.
Daniel Lott: Yeah, you're not allowed to do targeting by demographics on Google. So anything like that demographics, if you want to appeal to a different demographic. You can't do it on Google. You can do it on Facebook kind. Well, as in a way, by doing a Va loan as opposed to like doing a demographics targeting for veterans, and then also that ties in with the other point that
Daniel Lott: this is something that
Daniel Lott: we get asked all the time, and it never really. I don't. I don't know is that we can do non English language ads on Facebook. We can't do those on Google, just because our website is in English. So
Daniel Lott: if you want to appeal to people who speak in a language other than English, Harry knows every language there is. He's like the Rosetta Stone, or he's so he'll put up. Put up ads in whatever language you want, and the cost per lead generally is lower. From what I understand, I'm just making this up. Is that is that true, Harry?
CINC Marketing: Well, it depends on it. So.
Daniel Lott: It wasn't language, I guess.
CINC Marketing: Calgary is a really good example, because Calgary has a very diverse population. So you know, ads in in our, you know, certain sites
CINC Marketing: like in Texas or California with Spanish do really? Well. So if there's an area with a large
CINC Marketing: population that speaks a certain language that you would like to appeal to. We can create ads in that language. And then one of the things that people do on their Facebook or Instagram profiles is they set a default language.
CINC Marketing: So a lot of times that can help us if there's a large enough population in the area
CINC Marketing: that can help us kind of cut through the noise and drive a lower cost per lead. And then, you know, you're following up with that person in that language so
CINC Marketing: that can be a really good option as well.
CINC Marketing: One of the questions that we got
CINC Marketing: was, I want to advertise for change of life that correlates to
CINC Marketing: thank you, Terry, I mean, change of life. Right? Right? Okay, yeah, that's what I thought you meant, Scott. So like downsizing pregnancy.
CINC Marketing: So
CINC Marketing: that's 1 of the things that, you know you used to be able to do. Dan talked briefly about housing employment and credit regulations that was instituted on
CINC Marketing: Facebook and Instagram, and I believe, 2017, or 2018. So whenever you're advertising for
CINC Marketing: an opportunity for housing employment or credit, you have a very restricted amount of Facebook's demographic options that you can use. I mean, before this, you could say, I want to show this to
CINC Marketing: moms with 2 kids between the ages of 40 and 50 who have a gray minivan, and are likely to buy a new one, you know, based on how long, or there was even a likely to sell
CINC Marketing: in their house interest type, which never worked.
CINC Marketing: never worked by the way it just increased cost per lead.
CINC Marketing: But with Hec those options are are much reduced. So I think I would say.
CINC Marketing: I think the change of life is a really good idea. We do that a lot with Va. As well for Pcsing.
CINC Marketing: Permanent change of station station.
CINC Marketing: so I think that is, that can be a really good opportunity. I think those people would still be captured by a lead just for homes for sale
CINC Marketing: in an area, you know, you're being less. You're excluding less people.
CINC Marketing: So you may also get. You may also get someone who is
CINC Marketing: You may also get someone who is not in that specific bucket
CINC Marketing: right? But they still want to buy a house like I think that would be okay.
CINC Marketing: Also, one of the really powerful things on social is customer list
CINC Marketing: advertising. So if you have a list of
CINC Marketing: you know, maybe people who are likely to buy based on how long they've been in their current home or something like that.
CINC Marketing: If you have email and phone number. We can create custom audiences from that
CINC Marketing: and show ads specifically to those people. And we can also create what's called lookalike
CINC Marketing: or special ad audiences. I'd have to look at that that may be being removed as well, or may have been removed.
CINC Marketing: But we can show those ads specifically to people, the larger the list the better.
CINC Marketing: Because if you think about it, the algorithm is trying to show
CINC Marketing: adds to people in their limited space. So the more opportunities it has to show the better.
CINC Marketing: I hope that answers your question.
CINC Marketing: You know.
Daniel Lott: And that kind of stuff it exists on social and like a version of it, exists in search. But it doesn't work like it's like the it would be like, well, the list you have to upload has to have 10,000 people in it or to and then you it matches, and you match 500. It's not big enough. So that's 1 of the good things about social is the that flexibility.
Daniel Lott: And I see it's noon. So.
CINC Marketing: Well, Scott said, what info do you need?
CINC Marketing: Phone number, preferably mobile email address.
CINC Marketing: And then the larger the list, the better.
CINC Marketing: Right? So like when I'm saying large, I'm I'm hoping for thousands of opportunities to match.
CINC Marketing: Do we need to make sure our Google page is deeded up.
James Terry: And.
CINC Marketing: James, you can talk. I've been running over.
James Terry: I just wanted to jump in because one of the questions, and we might address this more on the at the next conversation. But I'll do my quickest promotion possible. One of the questions we did get a lot of at the registrations was, what one thing should we be doing, and I think that's really valuable to to at least throw in an answer for quickly as I can. So I'll do my my quickest promotion possible for our online conversion day training. We call it Ocd internally.
James Terry: But I'm a big guy on like systems and and consistency and things like that. And so and getting back to the basics right? And so our online conversion day is not quite
James Terry: monthly. I'd like to see them be monthly, but they are 3 h similar webinars to this
James Terry: 2 h of training, of scripting. A lot of people on here are probably familiar with what those trainings look like, but I feel like a lot of times they're talked about in a
James Terry: go learn what you need, make the calls, and you walk away with with everything you know, it's it's not a 1 and done situation, those online conversion days. I don't think they should be utilized that way is my point. We do them consistently. There's no charge. They're online. A lot of our in person training or a lot of our live training are in certain cities. And they are, you know.
James Terry: face to face the online conversion day. Anybody can log in and be a part of, and you can make that just a part of your monthly routine for your entire team. And then everybody is just getting that basic reset of getting back to the scripts. It'll I promise it, will feel almost redundant at some point. But if you're hiring new agents they need to hear it again, and if you've got some veterans again, going back to the basics is super super valuable.
James Terry: and that 3rd hour the hour of calling, going through, implementing everything that was put in place, going through the dashboard, making the dials, and in some cases in 1 h of dialing clients are getting
James Terry: 4 5 appointments set. So making the online Conversion day training an ongoing part of your team's monthly routine, I think, is one of the most important things that that can be done. And
James Terry: well, it's funny to have 2 answers to what's the one thing that that we should be doing? We've talked a lot about. Harry jumped on the diversifying your ad, spend right online conversion day and that like part of your team's system. That's what you guys, you can implement
James Terry: from our side from an ad lead gen perspective diversifying the lead, spend having leads in the dashboard from different sources, who are going to be coming through and ready to have a conversation closer to the buying decision. All that kind of stuff.
James Terry: it makes sense to have those leads from different sources. We've talked a lot about it. So I just wanted to hit on those 2 things and talk about the online conversion day. Specifically, I talked to our director of our live training just before this meeting, our next online conversion day is to be announced. It's not yet the date is not yet set. They were putting a lot of their other again, the travel and the things like that in person events. But
James Terry: the sync community link that I know. I think misty, put out there and updated everybody with will be updated with the exact date. So keep an eye on that, and Harry just pulled up our future office hours dates which are set. So
James Terry: just wanted to say that the one thing for next year, I think online conversion day and then on as an ongoing part of
James Terry: of the schedule.
CINC Marketing: And we did get. I mean, we still have.
CINC Marketing: We've still got almost 80 people on here. So there is one more question that we received.
CINC Marketing: Oh, that I wanted to hang on one second it was around.
Daniel Lott: Deadline.
CINC Marketing: It was around. See, I did have it, Dan. I did have it.
CINC Marketing: So it was around. Trending leads the sync. Henry. The Sync community link is sync, CINC.
CINC Marketing: community.com. Look at how much better I did that, Dan.
James Terry: Yeah.
Daniel Lott: Yeah.
CINC Marketing: So
CINC Marketing: well, I don't know if I actually have. I don't know if I can get to the sheet. I'm gonna take down the share real quick.
CINC Marketing: One of the questions that we got was around trending leads.
CINC Marketing: So I'm not an expert in this. You know, this is definitely something that you can talk to the support side about, and they can give you more information. There's also
CINC Marketing: a link in the help center
CINC Marketing: that goes through trending leads, and here I'll drop it in the chat real quick.
CINC Marketing: and but training leads. So I think you know one of the things.
Daniel Lott: Launched.
CINC Marketing: Yeah, one of the things we've really been focusing on is surfacing
CINC Marketing: quality indicators within the platform. Because, you know, I think we have focused for a long time on lead generation and just kind of brute
CINC Marketing: lead cost.
CINC Marketing: And now, you know, we are a much bigger focus for us is
CINC Marketing: increasing your conversion within the Crm. And I think one of the best ways to do that is to do a better job.
CINC Marketing: I didn't make this. It sounds like I did, but I do like the idea. I think one of the the best ways to do that is to
CINC Marketing: do a better job of alerting clients when people take actions that make sense within the Crm.
CINC Marketing: so one of those new dashboards is contact, requested.
CINC Marketing: I think that is pretty straightforward. Those are leads that have requested that you contact them, and those are good leads. I know that our training team has adjusted their
CINC Marketing: they're training to incorporate. That. I think that's a really good tool to use
CINC Marketing: the trending leads is, I believe, really, since contact requested
CINC Marketing: but I did get some information on that. Whoever asked that I believe it was Deborah. So, Deborah, if you're still around
CINC Marketing: this is this is for you, Deborah.
CINC Marketing: and anyone else who's interested. So trending leads show you the leads who have taken some action on the site but have not specifically requested contact. If you look at that help article that I sent. It goes through these. But just so, you know, these are leads who have claimed their home in home pulse updated their saved search, engaged with the AI. Shared a listing from your site.
CINC Marketing: use the mortgage calculator, updated their personal information in their profile.
CINC Marketing: or have been active on the site for 5 of the last 14 days, viewed the same home 3 times in the last 5 days, or have favorited 3 properties in the last 14 days. So that's how leads are being added to that. That trending leads section
CINC Marketing: and again, it's an effort to better highlight to you.
CINC Marketing: How should I structure my day to day.
CINC Marketing: Who are the leads that make the most sense to call so? I can make the most money I can from Sync, which is our goal.
James Terry: And that was a very a question about a product. And I know that
James Terry: we've talked about this being the 1st of all of these conversations, either having maybe guest guest speakers from the product team come in and handle product questions or from the support team. A lot of the questions in the chat. We're kind of support, related that kind of stuff. So we might either in the future have people from other departments come in and to be able to address those, or we'll just have the product team have an office hour. So look for like
James Terry: we wanna make more opportunities to engage and address any questions. In a in a live situ. Scenario like this, so product might have their own office hours similar to this in the future, or we might invite them to join this one, which would obviously be a little bit faster moving forward something like that. But I saw a lot of the questions.
James Terry: We appreciate those questions, and that feedback because it lets us know what are everybody most curious about, and what who can we bring in to bring the most value to everybody is, you know, as quickly as possible again, all about systems for for me. But I just wanted to to address that, that there will be some some changes and some different perspectives, and and be able to address some of the questions we weren't able to get to in this meeting. But Harry or Dan, you guys wanna wanna put a bow on it as I know we're over time.
James Terry: Who wants to wrap up.
CINC Marketing: I want to go last.
Daniel Lott: Oh, jeez, I guess there he has something.
Daniel Lott: So I'm ready. Well, yeah, thanks, everybody. It was a good good conversation, a lot of lot of chatting there. So
Daniel Lott: it was long, too, hour and 10 min so, and a lot of people were there at the end.
Daniel Lott: Usually the drop off is much sharper. So it said that was good. Thanks, thanks, everybody, for showing up. And again you have a dedicated account manager for your advertising, and they would love to talk to you. I try to get them to talk to you guys, but sometimes they don't. They're not, as you know. So talk to them like, call your call your account manager, and they will set up the conversation with your advertising manager. So
Daniel Lott: it's there's benefits to that.
CINC Marketing: That's a huge benefit of sync is, we have an actual team of 15 people who all we do all day, every day is run ads for real estate on search and social
CINC Marketing: people that are
CINC Marketing: like in the Atlanta area, in in the office, you know, working together and collaborating. I don't know that competitors have that.
CINC Marketing: And you know, I think the way that we're structured. So we have the regional reps that lets those reps know.
CINC Marketing: You know, like my favorite story is always our guy in California, my guy, my California guy who
CINC Marketing: now I'm picturing a surfer
CINC Marketing: who who always would talk about. I believe it was Calabasas. We would never run ads in Calabasas for a time, because that's where Justin Bieber lived.
CINC Marketing: and the Kardashians. I believe so. You know, if you had that in your campaign
CINC Marketing: you're getting a million 19 year olds who are trying to see Kim Kardashian's house. So there is that regional expertise, but I also believe, and and of course the expertise on search or social.
CINC Marketing: But I think the clients that are most successful are the ones that are also lending us their expertise of their area and communicating with the marketing managers to let them know you know what kind of property is is
CINC Marketing: hot. Right now to quote Mugatu.
CINC Marketing: or you know what price range is is working or what new community is really, people are really interested in. So I think the people that are getting the most out of sync are also putting some into that investing in that training that we've talked about, you know, following up with the leads, taking the time to work with the marketing managers to optimize the campaign. So you know, please take that time. We're definitely here, and we don't exist without you.
CINC Marketing: so we appreciate the we appreciate the crap out of you
CINC Marketing: to give a little. That's my bow. Those were my prepared remarks. But I do really, really, really appreciate everyone who signed up. If you found value from this, please let someone else know
CINC Marketing: and let us know in the Mps comments so we can. You know, be positively patted on the head by Alvaro.
CINC Marketing: But and please do, we're going to do this every Wednesday, every second Wednesday of the month, at 11 Am. Eastern time they will be recorded. Please please sign up, please come. If you found it valuable. Please submit your questions so we can be able to assist you in the most efficient way possible.
CINC Marketing: And yeah, I'm really excited for this, I love the opportunity
CINC Marketing: to to chat with you guys and understand more of what's going on. And and to give you guys the viewpoint that we have, too. So
CINC Marketing: thank you so much. Thank you for being a sync client
CINC Marketing: again, we love you and we appreciate you.
CINC Marketing: Even the ones that hate Facebook.
CINC Marketing: So I hope that I hope that you guys have a great day.
CINC Marketing: And yeah, we'll see you next month. Thank you so much.
CINC Marketing: See you later.