WEBVTT

1
00:00:07.260 --> 00:00:12.759
CINC Marketing: Hello, everybody! Thank you for coming in. We'll get started in a few minutes.

2
00:00:15.276 --> 00:00:18.950
CINC Marketing: If you guys can. Just please let us know in the chat that you can hear me.

3
00:00:19.995 --> 00:00:25.040
CINC Marketing: that you can see the the slides and let us know you know where you're

4
00:00:25.970 --> 00:00:29.350
CINC Marketing: where you're from and what your favorite dad joke is

5
00:00:30.200 --> 00:00:36.279
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.

6
00:00:37.200 --> 00:00:44.060
CINC Marketing: I'm gonna treat everyone to the hockey song by stomping Tom Connors, who, I'm sure you know.

7
00:00:44.700 --> 00:00:52.320
CINC Marketing: while we wait dance favorite.

8
00:00:52.930 --> 00:01:03.249
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.

9
00:01:03.250 --> 00:01:06.599
James Terry: Jumps, and the players bump, and the fans all go insane.

10
00:01:06.600 --> 00:01:19.909
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.

11
00:01:19.910 --> 00:01:20.579
James Terry: Like, yeah, yeah.

12
00:01:20.580 --> 00:01:29.849
CINC Marketing: Second period, where players dash with skates of flash, the home team trails behind, but they.

13
00:01:29.850 --> 00:01:34.700
James Terry: Grab the Puck and go bursting up, and they're down across the line. They score.

14
00:01:34.700 --> 00:01:42.450
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.

15
00:01:42.450 --> 00:01:48.270
Daniel Lott: Game. Oh, the good old hockey game is the best game you can name.

16
00:01:48.270 --> 00:01:59.210
CINC Marketing: And the best game you can name is the good old hockey game last game in the playoffs.

17
00:01:59.210 --> 00:02:23.900
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.

18
00:02:23.900 --> 00:02:24.330
CINC Marketing: You can.

19
00:02:24.330 --> 00:02:25.869
Daniel Lott: Name? Yes, the.

20
00:02:25.870 --> 00:02:26.220
CINC Marketing: At all.

21
00:02:26.220 --> 00:02:29.570
CINC Marketing: Oh, look at old hockey game!

22
00:02:29.570 --> 00:02:30.709
James Terry: Here's the.

23
00:02:30.710 --> 00:02:32.519
CINC Marketing: Best thing you can name.

24
00:02:32.870 --> 00:02:34.330
CINC Marketing: Look at that.

25
00:02:35.810 --> 00:02:38.449
James Terry: Harry is always the one providing the entertainment, but.

26
00:02:38.450 --> 00:02:41.250
CINC Marketing: That that will make the recording everybody.

27
00:02:41.530 --> 00:02:42.440
James Terry: Our duty.

28
00:02:43.770 --> 00:02:49.639
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.

29
00:02:49.640 --> 00:02:50.430
James Terry: Andrew's right.

30
00:02:50.720 --> 00:02:51.940
CINC Marketing: Didn't talk about it.

31
00:02:51.940 --> 00:02:53.899
James Terry: Andrew's right. He's on it.

32
00:02:55.856 --> 00:02:58.979
CINC Marketing: So awesome. So thank you. Everybody.

33
00:02:58.980 --> 00:02:59.680
James Terry: Smarter.

34
00:02:59.940 --> 00:03:03.439
CINC Marketing: For joining us for those of you that don't know me.

35
00:03:03.580 --> 00:03:07.449
CINC Marketing: I am Harry Kerbo. I'm the senior director of Paid Social

36
00:03:08.126 --> 00:03:13.289
CINC Marketing: at Sync, and I'm joined by James Terry, who is

37
00:03:14.061 --> 00:03:16.829
CINC Marketing: my counterpart on the search side.

38
00:03:17.160 --> 00:03:27.380
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

39
00:03:27.600 --> 00:03:30.360
CINC Marketing: the longest tenured employee at Sync. So

40
00:03:31.400 --> 00:03:35.260
CINC Marketing: Dan knows what he's talking about. He's built this program from the ground up

41
00:03:35.853 --> 00:03:41.899
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

42
00:03:42.650 --> 00:03:47.790
CINC Marketing: say something nice to the people, introduce yourselves, or if we should just move on, you let me know.

43
00:03:48.860 --> 00:04:14.319
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.

44
00:04:14.710 --> 00:04:16.380
Daniel Lott: So, thanks for joining.

45
00:04:17.740 --> 00:04:32.280
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

46
00:04:33.106 --> 00:04:34.320
James Terry: job security.

47
00:04:34.760 --> 00:04:47.779
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

48
00:04:48.030 --> 00:05:08.149
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

49
00:05:08.320 --> 00:05:09.669
James Terry: for this 1st run.

50
00:05:10.990 --> 00:05:23.430
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

51
00:05:23.650 --> 00:05:35.379
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.

52
00:05:35.785 --> 00:05:37.920
CINC Marketing: But we did have some questions about

53
00:05:38.030 --> 00:05:42.970
CINC Marketing: things concerning the new compliance updates with Tcpa.

54
00:05:43.532 --> 00:05:48.060
CINC Marketing: I did follow up with our team on that. There was an email that was sent

55
00:05:48.825 --> 00:05:52.650
CINC Marketing: by the team with details about that. We're also

56
00:05:53.067 --> 00:06:02.690
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.

57
00:06:02.800 --> 00:06:05.270
CINC Marketing: please reach out to your account manager.

58
00:06:05.470 --> 00:06:09.179
CINC Marketing: and then a lot of other questions that we got.

59
00:06:09.460 --> 00:06:17.780
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

60
00:06:18.530 --> 00:06:21.799
CINC Marketing: resources that are available to you. We have

61
00:06:22.050 --> 00:06:43.679
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.

62
00:06:44.116 --> 00:06:45.749
CINC Marketing: So there's a lot of

63
00:06:46.305 --> 00:06:55.100
CINC Marketing: good opportunity there. And that's also something. You can see those webinars, those events@synccommunity.com

64
00:06:55.310 --> 00:06:57.030
CINC Marketing: at CINC.

65
00:06:57.170 --> 00:06:59.530
CINC Marketing: See immunity.

66
00:06:59.930 --> 00:07:01.640
CINC Marketing: Oh, oh, munity!

67
00:07:02.920 --> 00:07:06.660
James Terry: Community. I'm I'm I've confused this. I'm sorry it's sync.

68
00:07:06.660 --> 00:07:08.410
CINC Marketing: DIN double c

69
00:07:08.410 --> 00:07:23.330
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.

70
00:07:23.580 --> 00:07:27.749
CINC Marketing: A lot of them are run by our clients who have become very successful.

71
00:07:28.275 --> 00:07:34.130
CINC Marketing: And I've come on to to coach other people. So with that, said.

72
00:07:34.130 --> 00:07:45.520
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

73
00:07:46.090 --> 00:07:53.009
Daniel Lott: they would be happy to talk to you. So just talk to your your regular account manager and say, like, Hey.

74
00:07:53.230 --> 00:08:01.019
Daniel Lott: I want to shake up my ads, or I just want my ads explained to me. And your dedicated account manager will

75
00:08:02.340 --> 00:08:22.220
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.

76
00:08:23.840 --> 00:08:29.210
CINC Marketing: Yeah, Tony. That song was by stomping Tom Connors.

77
00:08:29.600 --> 00:08:31.719
CINC Marketing: It's called the Hockey song.

78
00:08:32.900 --> 00:08:33.890
CINC Marketing: It's great.

79
00:08:34.610 --> 00:08:40.899
CINC Marketing: Alright. So what would a new Webinar series be without some production.

80
00:08:41.289 --> 00:08:49.349
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.

81
00:08:50.430 --> 00:08:52.019
CINC Marketing: Oh, that would have been smooth!

82
00:08:54.490 --> 00:08:57.860
CINC Marketing: Hold, please, here we go.

83
00:09:17.770 --> 00:09:18.740
Daniel Lott: Thank you.

84
00:09:22.090 --> 00:09:32.799
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.

85
00:09:34.255 --> 00:09:37.090
CINC Marketing: And yeah, we're we're very happy that you're here.

86
00:09:37.340 --> 00:09:58.479
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

87
00:09:58.700 --> 00:10:07.969
CINC Marketing: 2 years or so, because this has been a very volatile time, you know, especially going back to Covid, which really reset

88
00:10:08.340 --> 00:10:15.879
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.

89
00:10:16.530 --> 00:10:23.059
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.

90
00:10:23.580 --> 00:10:42.949
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

91
00:10:43.920 --> 00:10:52.972
Daniel Lott: at the this is the cost per lead. This is for Google Buyer, which is the largest segment of our spend.

92
00:10:53.450 --> 00:10:58.532
Daniel Lott: so that's that's kind of the bellwether of what we look at. It's very exciting.

93
00:10:59.060 --> 00:11:01.389
Daniel Lott: in that 2,024

94
00:11:02.023 --> 00:11:11.257
Daniel Lott: the cost really went down, which is really surprising, because, it's kind of bucks the industry

95
00:11:12.090 --> 00:11:15.716
Daniel Lott: trends in that. The cost per click in

96
00:11:16.816 --> 00:11:26.270
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

97
00:11:26.440 --> 00:11:47.019
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

98
00:11:48.620 --> 00:12:06.930
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

99
00:12:07.110 --> 00:12:15.654
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,

100
00:12:16.662 --> 00:12:22.860
Daniel Lott: pretty pretty good. So you don't see the the 2020 was the Covid

101
00:12:22.990 --> 00:12:25.749
Daniel Lott: that helped the cost per lead a lot, and then

102
00:12:25.930 --> 00:12:31.329
Daniel Lott: 2012. I wasn't there yet. So that's why I was so expensive. That's when I started.

103
00:12:32.370 --> 00:12:42.009
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.

104
00:12:42.340 --> 00:12:46.150
Daniel Lott: It was me. It was me. I just like put that in there, because it makes me

105
00:12:46.310 --> 00:12:54.460
Daniel Lott: makes it helps my self esteem. So, although James started in 2013. Yeah, but that was November, though so.

106
00:12:54.460 --> 00:12:57.459
James Terry: It was right at the end. Yeah, it was basically Thanksgiving.

107
00:12:58.240 --> 00:12:59.220
Daniel Lott: That was me. Okay.

108
00:12:59.220 --> 00:12:59.790
CINC Marketing: Cool.

109
00:13:00.070 --> 00:13:00.550
Daniel Lott: Alright, so that.

110
00:13:00.550 --> 00:13:17.919
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.

111
00:13:18.310 --> 00:13:38.844
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

112
00:13:39.420 --> 00:13:45.009
Daniel Lott: are the best deals for? ad spend, because, like it, the

113
00:13:45.570 --> 00:13:55.310
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

114
00:13:56.400 --> 00:14:00.966
Daniel Lott: we should have more clients in in Honolulu. But maybe they have other stuff to do but

115
00:14:01.390 --> 00:14:07.259
Daniel Lott: the anyway. So home prices have gone up significantly, like like

116
00:14:08.010 --> 00:14:23.409
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.

117
00:14:23.740 --> 00:14:25.870
Daniel Lott: And that's that's the goal. That's the goal.

118
00:14:26.260 --> 00:14:36.670
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

119
00:14:37.160 --> 00:14:41.020
CINC Marketing: over the last 10 years, and how much that has changed.

120
00:14:41.580 --> 00:14:45.330
CINC Marketing: you know the clients haven't been able or haven't had to

121
00:14:45.660 --> 00:14:51.529
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.

122
00:14:51.850 --> 00:14:57.219
CINC Marketing: you know, whenever I look at competitors versus us, the cost per lead is always

123
00:14:57.450 --> 00:15:02.579
CINC Marketing: lower, especially on the search side, and I think that is a Testament to the

124
00:15:03.610 --> 00:15:13.050
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.

125
00:15:13.050 --> 00:15:13.500
Daniel Lott: We're able.

126
00:15:13.500 --> 00:15:16.116
CINC Marketing: I do think I do think it.

127
00:15:16.860 --> 00:15:21.869
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

128
00:15:22.220 --> 00:15:26.159
CINC Marketing: using our expertise to drive the cost down or keep it flat. Oh, no, no.

129
00:15:26.160 --> 00:15:26.866
Daniel Lott: Oh, no.

130
00:15:28.070 --> 00:15:38.309
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

131
00:15:38.410 --> 00:15:54.720
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.

132
00:15:54.960 --> 00:15:59.650
Daniel Lott: You know, scale, some of our our processes, and they they worked out.

133
00:16:01.730 --> 00:16:26.020
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.

134
00:16:26.418 --> 00:16:32.579
Daniel Lott: Yeah, year over year, the the same quarter. And so we're up 10 cents. So it's not a huge.

135
00:16:33.030 --> 00:16:35.240
Daniel Lott: It's not a huge jump.

136
00:16:35.480 --> 00:16:43.927
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

137
00:16:45.610 --> 00:16:47.709
Daniel Lott: yeah, so any. But just in general.

138
00:16:48.242 --> 00:16:53.510
Daniel Lott: During the quarter the 4th quarter is when you see the highest cost per leads. Then the

139
00:16:53.710 --> 00:17:05.519
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

140
00:17:05.660 --> 00:17:09.149
Daniel Lott: goes down a lot in November and December.

141
00:17:13.150 --> 00:17:17.960
CINC Marketing: And so this is a similar chart just showing the social side of things.

142
00:17:18.588 --> 00:17:27.129
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.

143
00:17:27.817 --> 00:17:33.520
CINC Marketing: We saw the same trend this year compared to last year, or I'm

144
00:17:33.660 --> 00:17:39.659
CINC Marketing: this year. The cost per lead was higher on average than it was last year until until

145
00:17:39.850 --> 00:17:48.750
CINC Marketing: November. They just about equaled. And then December, the cost per lead dropped by almost 10% compared to December of last year.

146
00:17:48.970 --> 00:17:54.000
CINC Marketing: So you know, I thought that was really interesting. You know. I was wondering if

147
00:17:54.220 --> 00:18:02.079
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

148
00:18:02.618 --> 00:18:06.799
CINC Marketing: one of my favorite lines from Alvaro is always housing is, you know, an inelastic

149
00:18:06.980 --> 00:18:12.460
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

150
00:18:12.710 --> 00:18:15.229
CINC Marketing: kind of in that gray area. But

151
00:18:15.590 --> 00:18:18.960
CINC Marketing: I did think that it was very interesting.

152
00:18:20.470 --> 00:18:28.739
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

153
00:18:29.050 --> 00:18:30.890
CINC Marketing: to flip that trend.

154
00:18:31.626 --> 00:18:35.869
CINC Marketing: And yeah, I thought that was great. I think a lot of that.

155
00:18:36.510 --> 00:18:43.970
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

156
00:18:44.783 --> 00:18:52.520
CINC Marketing: we've invested in some major social automation this year which has freed our team up for

157
00:18:52.660 --> 00:19:11.480
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.

158
00:19:11.680 --> 00:19:19.490
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

159
00:19:19.700 --> 00:19:22.510
CINC Marketing: right now around recruiting things like that.

160
00:19:23.225 --> 00:19:29.339
CINC Marketing: So we're definitely continuing to push. And I think that's 1 of the reasons that this cost per lead dropped.

161
00:19:29.450 --> 00:19:36.270
CINC Marketing: But I did wonder if you know, is this a signal of that pinup demand is maybe

162
00:19:37.154 --> 00:19:43.889
CINC Marketing: maybe getting online, or it could also be, you know, on the social side just decreased competition around Christmas

163
00:19:44.170 --> 00:19:46.019
CINC Marketing: for ad spend.

164
00:19:46.992 --> 00:19:50.740
CINC Marketing: You know, or it could be like, who knows? You know, Meta.

165
00:19:50.950 --> 00:20:02.939
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.

166
00:20:04.770 --> 00:20:06.919
CINC Marketing: But I just thought that was really interesting.

167
00:20:07.440 --> 00:20:15.209
CINC Marketing: And then, comparing search and social. You know, one of the things that I thought was really interesting was.

168
00:20:15.730 --> 00:20:19.579
CINC Marketing: you know they they do pretty much mirror each other. But

169
00:20:19.760 --> 00:20:25.199
CINC Marketing: q. 3 is always really interesting on the social side. Q. 3 and Q. 4, because

170
00:20:25.500 --> 00:20:34.449
CINC Marketing: that's when advertisers on Facebook and Instagram are really increasing ad buys for Black Friday.

171
00:20:35.380 --> 00:20:41.470
CINC Marketing: Thanksgiving Christmas. You know, all that kind of stuff on the social side. So that is.

172
00:20:42.050 --> 00:21:02.169
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.

173
00:21:03.255 --> 00:21:08.100
CINC Marketing: So yeah, I just again, I just thought that was interesting looking at it in Q, 3,

174
00:21:09.048 --> 00:21:11.920
CINC Marketing: in q. 4. For Facebook versus

175
00:21:12.080 --> 00:21:20.070
CINC Marketing: the search side, where sometimes search drops off in cost per liter improves in q. 3.

176
00:21:20.260 --> 00:21:22.829
CINC Marketing: Social usually starts that uptick

177
00:21:23.050 --> 00:21:27.340
CINC Marketing: in q. 3, and continues through q. 4, and then drops off in q. 1.

178
00:21:27.340 --> 00:21:33.199
Daniel Lott: But I guess the one takeaway I would take from this is that the the Facebook cost per lead is always

179
00:21:33.790 --> 00:21:38.120
Daniel Lott: lower than Google, or social is always

180
00:21:38.340 --> 00:21:47.790
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.

181
00:21:47.790 --> 00:21:48.319
CINC Marketing: That's it.

182
00:21:48.320 --> 00:21:50.679
Daniel Lott: That you'll get more leads on the Facebook side.

183
00:21:51.660 --> 00:21:58.790
CINC Marketing: When I do think that that's an important thing to mention here is, you know, what we do recommend diversification and

184
00:21:59.700 --> 00:22:11.309
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.

185
00:22:11.840 --> 00:22:22.849
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.

186
00:22:25.250 --> 00:22:28.679
CINC Marketing: So I don't remember where I was going. I forgot.

187
00:22:29.680 --> 00:22:30.890
Daniel Lott: Good stuff, Harry.

188
00:22:30.890 --> 00:22:31.410
CINC Marketing: Thank you.

189
00:22:31.410 --> 00:22:33.549
Daniel Lott: James is gonna be talking about diversification coming.

190
00:22:33.550 --> 00:22:34.280
CINC Marketing: About diversity.

191
00:22:34.280 --> 00:22:36.910
Daniel Lott: If we had our agenda, if you were looking at the agenda area, you would see.

192
00:22:36.910 --> 00:22:43.530
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.

193
00:22:44.060 --> 00:22:50.830
CINC Marketing: we would expect leads from search to close earlier than leads from social, but leads from social. Do close.

194
00:22:51.010 --> 00:22:55.170
CINC Marketing: and the return is about the same. When you look at the cost per lead.

195
00:22:55.430 --> 00:22:59.840
CINC Marketing: And if you're going to be a realtor in 2 years, you should diversify your ad, spend

196
00:23:02.840 --> 00:23:06.440
CINC Marketing: complete with a complete with a like mail time.

197
00:23:07.470 --> 00:23:08.000
Daniel Lott: Okay.

198
00:23:09.850 --> 00:23:25.029
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.

199
00:23:26.085 --> 00:23:32.320
CINC Marketing: But I'm gonna try and stop sharing my screen without turning this webinar off.

200
00:23:35.350 --> 00:23:39.440
James Terry: Alright. Well, while Harry knocks that out and doesn't turn off the webinar, I'm sure he won't.

201
00:23:39.440 --> 00:23:40.489
Daniel Lott: There we go! Here we go.

202
00:23:40.620 --> 00:23:44.559
Daniel Lott: Now we have the ideas for 2024. The predictions.

203
00:23:45.000 --> 00:23:46.279
CINC Marketing: Oh, the show sheet!

204
00:23:46.420 --> 00:23:47.370
CINC Marketing: Sorry.

205
00:23:50.040 --> 00:23:52.109
Daniel Lott: You're you're up first, st Eric. Come on.

206
00:23:53.110 --> 00:23:56.309
CINC Marketing: Oh, okay, well, yeah. Well, so I mean, I think

207
00:23:56.470 --> 00:24:17.089
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?

208
00:24:17.802 --> 00:24:21.240
CINC Marketing: You know. So there's a lot of interesting stories out there.

209
00:24:25.730 --> 00:24:27.590
Daniel Lott: Harry's just thinking he's waxing.

210
00:24:27.590 --> 00:24:28.280
James Terry: Madison.

211
00:24:28.280 --> 00:24:30.089
Daniel Lott: Philosophically about it.

212
00:24:31.660 --> 00:24:37.820
James Terry: On most of our zoom message conversations. That's the kind of face I would screenshot immediately.

213
00:24:39.410 --> 00:24:41.350
James Terry: I would grab that deep and thought, look.

214
00:24:42.410 --> 00:24:45.519
Daniel Lott: All right. Well, I guess we'll move on from Harry.

215
00:24:47.070 --> 00:24:54.237
Daniel Lott: And my big idea for 2024 that

216
00:24:55.100 --> 00:25:22.498
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.

217
00:25:23.090 --> 00:25:26.720
Daniel Lott: and it really has. They have Google

218
00:25:28.700 --> 00:25:36.214
Daniel Lott: Google's number one job. Everything they do is focus on them, making as much money as possible by them.

219
00:25:37.201 --> 00:25:45.639
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

220
00:25:45.860 --> 00:25:53.749
Daniel Lott: what's strange is that they've rolled out AI and put it in a preferred position on the screens.

221
00:25:53.980 --> 00:25:57.230
Daniel Lott: and it doesn't have advertisements on it. So it is.

222
00:25:57.790 --> 00:26:02.899
Daniel Lott: It's theoretically, it's lowering. It's pushing down the ads which will lower.

223
00:26:03.280 --> 00:26:13.637
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.

224
00:26:13.960 --> 00:26:34.490
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.

225
00:26:36.280 --> 00:26:42.720
Daniel Lott: However, you look at it. They but anyway, so there'll be so

226
00:26:42.870 --> 00:26:55.700
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

227
00:26:56.370 --> 00:27:02.090
Daniel Lott: you know, Chat Gbt, and all that. They're also doing advertising so, and if they get

228
00:27:02.681 --> 00:27:11.569
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.

229
00:27:12.590 --> 00:27:33.259
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

230
00:27:33.720 --> 00:27:45.050
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.

231
00:27:45.360 --> 00:27:55.969
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

232
00:27:56.410 --> 00:27:57.479
Daniel Lott: that was good.

233
00:27:58.030 --> 00:27:59.090
Daniel Lott: James.

234
00:28:00.220 --> 00:28:11.949
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.

235
00:28:12.402 --> 00:28:41.650
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

236
00:28:42.280 --> 00:28:44.580
James Terry: when they search they're looking for like

237
00:28:44.820 --> 00:29:00.959
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

238
00:29:01.120 --> 00:29:21.120
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

239
00:29:21.120 --> 00:29:34.000
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.

240
00:29:34.513 --> 00:29:58.186
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

241
00:29:58.550 --> 00:30:11.449
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

242
00:30:11.760 --> 00:30:28.559
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

243
00:30:28.987 --> 00:30:52.560
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.

244
00:30:52.560 --> 00:31:15.270
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.

245
00:31:15.800 --> 00:31:28.879
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.

246
00:31:29.750 --> 00:31:46.220
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

247
00:31:46.360 --> 00:31:50.818
James Terry: me. James and my team going in and and disputing them manually.

248
00:31:51.310 --> 00:32:03.859
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

249
00:32:04.250 --> 00:32:05.529
James Terry: is that

250
00:32:05.640 --> 00:32:19.540
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

251
00:32:19.790 --> 00:32:22.689
James Terry: basically, if you have a 3rd party, set it up.

252
00:32:22.980 --> 00:32:29.999
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.

253
00:32:30.430 --> 00:32:35.899
James Terry: I'll say a different real estate advertising agency had set one up and you come to Sync.

254
00:32:36.280 --> 00:33:02.129
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

255
00:33:02.130 --> 00:33:07.920
James Terry: your Google Profile Page. Right? We don't set those up and own them for you. That's your profile.

256
00:33:07.920 --> 00:33:31.150
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.

257
00:33:32.950 --> 00:33:33.640
James Terry: hearing all right.

258
00:33:33.640 --> 00:33:39.919
CINC Marketing: And I'll say I think better cut me off because I was spilling the tea.

259
00:33:39.920 --> 00:33:41.130
Daniel Lott: Oh, yeah, that's.

260
00:33:41.130 --> 00:33:48.430
CINC Marketing: Mark Zuckerberg hit a button. But just look up the AI Bot stuff I know. At the beginning.

261
00:33:49.260 --> 00:33:52.949
CINC Marketing: I think the initial reaction around the world has been ugh!

262
00:33:53.250 --> 00:33:56.589
CINC Marketing: Right, and that was my initial reaction.

263
00:33:57.700 --> 00:34:07.759
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.

264
00:34:08.260 --> 00:34:13.379
CINC Marketing: If the goal is to generate engagement, I could see this working. It's just can

265
00:34:14.750 --> 00:34:23.589
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?

266
00:34:25.870 --> 00:34:27.899
CINC Marketing: Anyway, I we do have some.

267
00:34:27.909 --> 00:34:33.549
Daniel Lott: Not creepy at all, though not creepy. All these comments on your thing of people's like, Yeah, it's.

268
00:34:33.550 --> 00:34:34.089
CINC Marketing: So I love.

269
00:34:34.090 --> 00:34:38.919
Daniel Lott: Spam. It's like spam. But it's like Facebook is sponsoring it. So it's it's alright, though. So.

270
00:34:38.929 --> 00:34:41.549
CINC Marketing: I love the example of

271
00:34:42.289 --> 00:34:48.049
CINC Marketing: someone can write. What should I have for dinner tonight? And when none of their actual friends reply.

272
00:34:48.730 --> 00:34:52.150
CINC Marketing: Jeff bot will suggest it, but it'll have like.

273
00:34:52.150 --> 00:34:54.209
Daniel Lott: Have rice oroni spotted by rice.

274
00:34:54.219 --> 00:34:57.720
CINC Marketing: Right? It's gonna be it's gonna be an ad gonna be an ad.

275
00:34:57.720 --> 00:34:58.789
Daniel Lott: That's great! That's great!

276
00:34:58.790 --> 00:35:03.620
CINC Marketing: Have you considered by? You know what would be great cooking in a new kitchen? Did you buy a house?

277
00:35:06.640 --> 00:35:07.200
CINC Marketing: Alright.

278
00:35:07.540 --> 00:35:08.560
Daniel Lott: Good stuff, alright.

279
00:35:08.560 --> 00:35:12.139
CINC Marketing: Now, cause I'm really messing it up, so I'll let you go.

280
00:35:12.690 --> 00:35:17.510
James Terry: One more thing. For Lsa. I forgot to mention very, very briefly. I'll be quicker than last time.

281
00:35:17.510 --> 00:35:17.880
Daniel Lott: Okay.

282
00:35:17.880 --> 00:35:30.614
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

283
00:35:31.190 --> 00:35:38.390
James Terry: opened to real estate agents in the Canadian market, and I have yet to get an answer. They are not

284
00:35:38.926 --> 00:36:01.509
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.

285
00:36:03.010 --> 00:36:05.029
Daniel Lott: Good stuff all right. Moving on.

286
00:36:05.030 --> 00:36:05.400
James Terry: And.

287
00:36:05.400 --> 00:36:08.870
Daniel Lott: I'm no, no, Harry. Okay. What? What?

288
00:36:09.800 --> 00:36:14.949
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.

289
00:36:16.170 --> 00:36:18.649
CINC Marketing: I dropped. I haven't even been here. It's not my fault.

290
00:36:20.140 --> 00:36:20.779
James Terry: As me. I can.

291
00:36:20.780 --> 00:36:22.809
CINC Marketing: We're waiting for you.

292
00:36:22.810 --> 00:36:23.170
James Terry: Search.

293
00:36:23.170 --> 00:36:29.149
CINC Marketing: There are some questions around whether or not this will be recorded. Yes, it will be. It is being

294
00:36:29.680 --> 00:36:30.949
CINC Marketing: as we speak.

295
00:36:31.310 --> 00:36:37.770
CINC Marketing: and there are some questions. And a really common piece of feedback we get around social leads is that

296
00:36:38.190 --> 00:36:42.859
CINC Marketing: people just don't like those social leads. So there are some comments in here around that

297
00:36:43.080 --> 00:36:48.290
CINC Marketing: I'd be interested to know what your feedback is. And I'll tell you. You know what we see

298
00:36:48.870 --> 00:36:52.460
CINC Marketing: from the data side is that leads from social

299
00:36:53.250 --> 00:36:59.369
CINC Marketing: are actually more likely than leads from search to convoy convoit convert to an appointment

300
00:36:59.540 --> 00:37:05.999
CINC Marketing: within 90 days. It's generally due to increased contact or increased contact validity, but they are

301
00:37:06.530 --> 00:37:11.110
CINC Marketing: less likely to transact before a lead from search would.

302
00:37:11.340 --> 00:37:15.830
CINC Marketing: however, we usually see our data shows that in like months 10 through

303
00:37:16.060 --> 00:37:20.840
CINC Marketing: 15. Those lead types catch up with each other in terms of conversion.

304
00:37:21.330 --> 00:37:26.679
CINC Marketing: and then, if you look at the cost per lead, the roi or roas is actually

305
00:37:27.010 --> 00:37:31.249
CINC Marketing: similar from both sources, which is why we recommend

306
00:37:31.490 --> 00:37:36.539
CINC Marketing: that people diversify their ad spend. But we do expect that those leads from social

307
00:37:36.710 --> 00:37:40.999
CINC Marketing: will take longer to convert. And one of the really interesting things about.

308
00:37:41.140 --> 00:37:55.600
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.

309
00:37:56.260 --> 00:38:01.740
CINC Marketing: They were also more likely to be classified as an agent or lead reject

310
00:38:02.733 --> 00:38:09.609
CINC Marketing: which just meant that the lead or the agent decided to stop working with each other for whatever reason. So

311
00:38:09.930 --> 00:38:12.269
CINC Marketing: you know, I often wonder if that

312
00:38:12.490 --> 00:38:15.710
CINC Marketing: that psychological impact of people telling you to.

313
00:38:15.950 --> 00:38:19.460
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

314
00:38:19.980 --> 00:38:24.570
CINC Marketing: is outweighing, because a lot of times when we look at the data, at least on a global scale.

315
00:38:24.860 --> 00:38:27.720
CINC Marketing: We see that the 2 lead sources convert

316
00:38:28.355 --> 00:38:34.029
CINC Marketing: just the timelines are different. But once you get to that 9 to 10 month period. That's when

317
00:38:34.450 --> 00:38:37.192
CINC Marketing: everything is nurtured and the the

318
00:38:37.780 --> 00:38:41.229
CINC Marketing: the leads are starting to convert on a rolling basis. Right? So that

319
00:38:41.750 --> 00:38:44.130
CINC Marketing: it's not 12 months between. Alright, Dan, I'll stop.

320
00:38:44.130 --> 00:38:46.409
Daniel Lott: Yeah, see, I printed out this agenda.

321
00:38:46.410 --> 00:38:50.439
CINC Marketing: It's a literal question in the chat. It's a literal thing.

322
00:38:50.670 --> 00:38:52.760
CINC Marketing: Alright, that is feedback around.

323
00:38:52.760 --> 00:39:03.360
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.

324
00:39:04.680 --> 00:39:12.450
Daniel Lott: That's a great question, all right. And now I'm going to talk about the new real Verify program, which is.

325
00:39:13.140 --> 00:39:22.792
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

326
00:39:23.340 --> 00:39:28.889
Daniel Lott: I'm more interested in it. And it showed that around

327
00:39:29.000 --> 00:39:39.699
Daniel Lott: 70% of leads are verified. What is verified mean, verified means that somebody has. They've entered their phone number.

328
00:39:39.890 --> 00:39:49.679
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.

329
00:39:49.900 --> 00:39:57.044
Daniel Lott: which make me makes it verified, which generates a little blue click next, or blue checkmark next to the

330
00:39:57.960 --> 00:40:08.400
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.

331
00:40:08.590 --> 00:40:11.119
Daniel Lott: there's no doubts. It's a hundred percent.

332
00:40:12.240 --> 00:40:38.120
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

333
00:40:38.730 --> 00:40:44.709
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

334
00:40:44.840 --> 00:40:45.810
Daniel Lott: so

335
00:40:46.170 --> 00:41:02.430
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.

336
00:41:02.670 --> 00:41:07.909
Daniel Lott: And when I was thinking about this little point today, I was like, cause we.

337
00:41:08.110 --> 00:41:24.719
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.

338
00:41:25.500 --> 00:41:29.890
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.

339
00:41:30.020 --> 00:41:37.320
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.

340
00:41:37.440 --> 00:41:51.900
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%.

341
00:41:52.210 --> 00:41:59.330
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

342
00:41:59.550 --> 00:42:05.450
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

343
00:42:05.550 --> 00:42:08.559
Daniel Lott: that. But this is, this is good. And then.

344
00:42:08.900 --> 00:42:11.340
Daniel Lott: Harry, do you have any thoughts on?

345
00:42:11.690 --> 00:42:16.789
Daniel Lott: Why, even these bad leads are not all that bad any thoughts at all, Harry.

346
00:42:17.230 --> 00:42:20.859
CINC Marketing: Thank you for that totally natural and unplanned segue, Daniel.

347
00:42:20.860 --> 00:42:22.060
Daniel Lott: Yeah, okay.

348
00:42:22.408 --> 00:42:27.640
CINC Marketing: No, I I think this is always a really interesting question to me, too, of

349
00:42:28.230 --> 00:42:34.430
CINC Marketing: you know, what we see from the data side is that it is a numbers game, and the people that are converting

350
00:42:34.910 --> 00:42:39.340
CINC Marketing: the best. Or I guess, seeing the most success with Sync.

351
00:42:40.020 --> 00:42:50.869
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.

352
00:42:51.290 --> 00:42:59.350
CINC Marketing: We have the best follow up. You know we have. We've released updates to our AI which is

353
00:43:00.460 --> 00:43:07.870
CINC Marketing: vastly improved from what it was and taking contextual clues and creating.

354
00:43:08.370 --> 00:43:15.639
CINC Marketing: you know, unique messages to people now. So I think that that's something that's really, really exciting.

355
00:43:16.700 --> 00:43:27.789
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

356
00:43:28.727 --> 00:43:34.810
CINC Marketing: so bad numbers a number that wasn't in service. That's really strange, because

357
00:43:35.320 --> 00:43:38.109
CINC Marketing: we send a 4 digit code to the number

358
00:43:38.310 --> 00:43:43.010
CINC Marketing: that someone has to enter on the site to get that blue checkmark

359
00:43:44.120 --> 00:43:47.420
CINC Marketing: so that might be a lead to, you know. That's interesting.

360
00:43:47.530 --> 00:43:50.409
CINC Marketing: And now I do think, Joe, you bring up a good point.

361
00:43:50.630 --> 00:43:58.139
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.

362
00:43:58.910 --> 00:43:59.439
CINC Marketing: But

363
00:43:59.800 --> 00:44:09.559
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.

364
00:44:10.010 --> 00:44:12.870
CINC Marketing: A verified lead doesn't mean that the name is correct.

365
00:44:13.220 --> 00:44:18.580
CINC Marketing: A verified lead means that someone at that phone number received a 4 digit code

366
00:44:18.710 --> 00:44:22.870
CINC Marketing: went to the website and and entered that code.

367
00:44:23.300 --> 00:44:26.320
CINC Marketing: So that to us is the best indication

368
00:44:26.440 --> 00:44:28.770
CINC Marketing: that we've ever had. And I think that any

369
00:44:28.890 --> 00:44:31.570
CINC Marketing: competitors have of whether or not

370
00:44:32.350 --> 00:44:44.150
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.

371
00:44:44.955 --> 00:44:48.749
CINC Marketing: The reason for that is, we see that those people convert.

372
00:44:49.260 --> 00:44:50.839
CINC Marketing: You know. It may take

373
00:44:51.970 --> 00:45:00.979
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.

374
00:45:02.259 --> 00:45:07.759
CINC Marketing: and then eventually convert from an email or something like that.

375
00:45:09.760 --> 00:45:12.369
CINC Marketing: So that's why we allow them in.

376
00:45:12.590 --> 00:45:20.069
CINC Marketing: And you know the thought there is that the system will nurture them. Most of them will probably never

377
00:45:20.310 --> 00:45:21.260
CINC Marketing: be ready.

378
00:45:21.450 --> 00:45:23.900
CINC Marketing: But if you get one of those people

379
00:45:24.550 --> 00:45:27.869
CINC Marketing: that converts on a $500,000 house.

380
00:45:28.390 --> 00:45:31.190
CINC Marketing: I mean, that's money that you would not have had.

381
00:45:31.340 --> 00:45:36.080
CINC Marketing: That just means that person's not ready. They'll go somewhere and look at properties.

382
00:45:36.290 --> 00:45:49.759
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.

383
00:45:50.210 --> 00:46:06.570
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.

384
00:46:06.570 --> 00:46:08.170
CINC Marketing: I'm ron Burgundy.

385
00:46:08.490 --> 00:46:09.790
Daniel Lott: And so

386
00:46:09.900 --> 00:46:34.400
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.

387
00:46:35.400 --> 00:46:52.229
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

388
00:46:52.410 --> 00:47:20.539
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

389
00:47:20.540 --> 00:47:28.680
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.

390
00:47:28.730 --> 00:47:49.600
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?

391
00:47:49.660 --> 00:47:54.060
James Terry: How much value can we get from that initial click and interaction.

392
00:47:54.860 --> 00:48:04.180
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

393
00:48:04.590 --> 00:48:07.360
CINC Marketing: is one that a lot of people are talking about.

394
00:48:08.220 --> 00:48:14.800
CINC Marketing: Oh, let's see. Oh, and I do see da da da da

395
00:48:16.470 --> 00:48:18.609
CINC Marketing: Joe Mick, is that Joe Mchale?

396
00:48:18.740 --> 00:48:20.990
CINC Marketing: It's I don't know it's cutting off. But

397
00:48:21.631 --> 00:48:32.559
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

398
00:48:34.440 --> 00:48:46.830
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.

399
00:48:47.554 --> 00:48:57.290
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

400
00:48:57.960 --> 00:49:00.969
CINC Marketing: on social. Which is why we use that ad type.

401
00:49:01.090 --> 00:49:05.580
CINC Marketing: But with that ad type. They actually sign up on Facebook or Instagram.

402
00:49:05.750 --> 00:49:07.859
CINC Marketing: And then they're brought to your site.

403
00:49:09.520 --> 00:49:13.729
CINC Marketing: We don't really. Do. You know, we don't really scrub the leads in terms of

404
00:49:13.860 --> 00:49:19.030
CINC Marketing: the information that they enter. There is some basic blocking that that

405
00:49:19.140 --> 00:49:29.839
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

406
00:49:31.270 --> 00:49:41.339
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

407
00:49:41.520 --> 00:49:45.879
CINC Marketing: than someone else's. And you know we've seen competitors that try to increase

408
00:49:46.560 --> 00:49:51.879
CINC Marketing: like try to increase lead quality by only giving you leads that say their timeframe is within X

409
00:49:52.240 --> 00:49:55.960
CINC Marketing: right? And I don't know that those competitors do that anymore.

410
00:49:56.300 --> 00:50:01.560
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.

411
00:50:02.290 --> 00:50:06.639
CINC Marketing: a lot of times when we put more barriers in place to give you leads

412
00:50:06.870 --> 00:50:10.270
CINC Marketing: that appear higher quality, at least at registration.

413
00:50:10.970 --> 00:50:18.119
CINC Marketing: The only thing it does is give you less leads. The quality is not necessarily increased, and it is a numbers game.

414
00:50:18.460 --> 00:50:22.360
CINC Marketing: and the sync system is the best in the industry at following up.

415
00:50:22.560 --> 00:50:24.650
CINC Marketing: I think I'm biased, but.

416
00:50:25.490 --> 00:50:27.600
Daniel Lott: All right, and

417
00:50:28.477 --> 00:50:32.429
Daniel Lott: just moving on, because I see I want to get to as many questions as possible.

418
00:50:32.720 --> 00:50:35.420
Daniel Lott: Harry.

419
00:50:36.260 --> 00:50:44.909
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

420
00:50:45.140 --> 00:50:47.430
Daniel Lott: a sort of advertising channel or

421
00:50:47.930 --> 00:50:51.240
Daniel Lott: advertise of a single property. How does that work.

422
00:50:51.910 --> 00:50:54.584
CINC Marketing: Great question, Dan? Great question.

423
00:50:56.560 --> 00:51:01.409
CINC Marketing: so kind of to step back and to make this answer longer than it needs to be. The answer is, yes.

424
00:51:01.870 --> 00:51:04.535
CINC Marketing: the answer is, Yes, okay. But

425
00:51:05.180 --> 00:51:12.600
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.

426
00:51:12.740 --> 00:51:16.120
CINC Marketing: when I was but a wee lad and didn't have a gray beard.

427
00:51:17.000 --> 00:51:22.780
CINC Marketing: I was, you know, Gandalf the Brown then. Now I'm Gandalf the gray, but

428
00:51:24.460 --> 00:51:26.980
CINC Marketing: anyway, we used to only run

429
00:51:27.980 --> 00:51:42.149
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

430
00:51:42.510 --> 00:51:48.170
CINC Marketing: homes for sale, eligible for Va or Fha or new construction properties.

431
00:51:48.823 --> 00:51:55.579
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.

432
00:51:56.020 --> 00:52:00.950
CINC Marketing: And so now we are, I think, with

433
00:52:01.110 --> 00:52:10.170
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.

434
00:52:10.460 --> 00:52:18.270
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.

435
00:52:18.850 --> 00:52:36.679
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

436
00:52:37.244 --> 00:52:41.500
CINC Marketing: listings similar to the ones that people have been looking at on your site.

437
00:52:42.190 --> 00:52:46.210
CINC Marketing: And then, if you have a specific property, you'd like to feature.

438
00:52:46.340 --> 00:52:51.149
CINC Marketing: you can also reach out to us, and we can create an ad specific to that listing.

439
00:52:51.722 --> 00:52:59.620
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.

440
00:52:59.910 --> 00:53:05.750
CINC Marketing: you know the property, and, like what the price is compared to the average the quality of photos.

441
00:53:07.380 --> 00:53:13.289
CINC Marketing: but yes, this is a very good option to use. So if you do have a listing you'd like to promote.

442
00:53:13.480 --> 00:53:18.219
CINC Marketing: Please let us know at support@syncpro.com. That'll come to our department.

443
00:53:18.667 --> 00:53:23.309
CINC Marketing: And you know you have to be the one in charge of the ad spend for your site

444
00:53:23.420 --> 00:53:24.879
CINC Marketing: to to do that.

445
00:53:25.010 --> 00:53:43.859
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

446
00:53:44.050 --> 00:53:55.190
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.

447
00:53:55.660 --> 00:53:56.559
CINC Marketing: So the answer is, yes.

448
00:53:56.560 --> 00:54:04.443
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

449
00:54:05.160 --> 00:54:11.479
Daniel Lott: so, anyway, just ask us about it, especially if you have. You know, a house you have. You're trying to sell.

450
00:54:11.650 --> 00:54:13.430
Daniel Lott: It's it's a good way to

451
00:54:13.760 --> 00:54:21.360
Daniel Lott: sell your house that you're trying to sell a house, but that's 1 of the yes, sir.

452
00:54:21.760 --> 00:54:30.240
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.

453
00:54:30.380 --> 00:54:38.960
CINC Marketing: The reason for that is there's a few. The targeting on social is proactive.

454
00:54:39.140 --> 00:54:51.989
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.

455
00:54:52.815 --> 00:54:59.469
CINC Marketing: Online, also with social well, and and on the search side, we just don't see people

456
00:55:00.450 --> 00:55:05.750
CINC Marketing: search for we just don't see people search for a specific address

457
00:55:06.000 --> 00:55:16.609
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.

458
00:55:17.620 --> 00:55:39.060
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.

459
00:55:39.120 --> 00:55:48.730
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

460
00:55:49.224 --> 00:56:00.050
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.

461
00:56:00.220 --> 00:56:20.549
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

462
00:56:21.210 --> 00:56:39.649
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

463
00:56:39.930 --> 00:56:45.263
Daniel Lott: of Google, especially recently. Where they have

464
00:56:46.080 --> 00:56:50.460
Daniel Lott: housing. What is it? Housing, employment? And they they.

465
00:56:50.460 --> 00:56:51.070
CINC Marketing: See.

466
00:56:51.240 --> 00:57:20.810
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

467
00:57:20.950 --> 00:57:22.670
Daniel Lott: this is something that

468
00:57:22.830 --> 00:57:39.551
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

469
00:57:40.620 --> 00:58:00.560
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?

470
00:58:00.560 --> 00:58:01.930
CINC Marketing: Well, it depends on it. So.

471
00:58:01.930 --> 00:58:03.630
Daniel Lott: It wasn't language, I guess.

472
00:58:03.630 --> 00:58:12.430
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

473
00:58:12.780 --> 00:58:19.790
CINC Marketing: like in Texas or California with Spanish do really? Well. So if there's an area with a large

474
00:58:19.930 --> 00:58:33.250
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.

475
00:58:33.700 --> 00:58:39.039
CINC Marketing: So a lot of times that can help us if there's a large enough population in the area

476
00:58:39.360 --> 00:58:47.829
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

477
00:58:48.330 --> 00:58:51.210
CINC Marketing: that can be a really good option as well.

478
00:58:51.711 --> 00:58:53.609
CINC Marketing: One of the questions that we got

479
00:58:53.810 --> 00:58:58.189
CINC Marketing: was, I want to advertise for change of life that correlates to

480
00:58:58.843 --> 00:59:07.440
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.

481
00:59:07.640 --> 00:59:08.680
CINC Marketing: So

482
00:59:09.170 --> 00:59:17.380
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

483
00:59:18.131 --> 00:59:24.709
CINC Marketing: Facebook and Instagram, and I believe, 2017, or 2018. So whenever you're advertising for

484
00:59:25.770 --> 00:59:38.379
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

485
00:59:38.660 --> 00:59:49.639
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

486
00:59:50.568 --> 00:59:54.480
CINC Marketing: in their house interest type, which never worked.

487
00:59:54.820 --> 00:59:58.189
CINC Marketing: never worked by the way it just increased cost per lead.

488
00:59:58.300 --> 01:00:05.640
CINC Marketing: But with Hec those options are are much reduced. So I think I would say.

489
01:00:05.750 --> 01:00:12.819
CINC Marketing: I think the change of life is a really good idea. We do that a lot with Va. As well for Pcsing.

490
01:00:12.950 --> 01:00:15.320
CINC Marketing: Permanent change of station station.

491
01:00:16.860 --> 01:00:26.049
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

492
01:00:26.420 --> 01:00:30.349
CINC Marketing: in an area, you know, you're being less. You're excluding less people.

493
01:00:31.152 --> 01:00:37.417
CINC Marketing: So you may also get. You may also get someone who is

494
01:00:38.640 --> 01:00:41.890
CINC Marketing: You may also get someone who is not in that specific bucket

495
01:00:42.280 --> 01:00:45.879
CINC Marketing: right? But they still want to buy a house like I think that would be okay.

496
01:00:47.040 --> 01:00:53.159
CINC Marketing: Also, one of the really powerful things on social is customer list

497
01:00:53.610 --> 01:00:56.819
CINC Marketing: advertising. So if you have a list of

498
01:00:57.450 --> 01:01:03.040
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.

499
01:01:03.170 --> 01:01:08.350
CINC Marketing: If you have email and phone number. We can create custom audiences from that

500
01:01:08.480 --> 01:01:13.070
CINC Marketing: and show ads specifically to those people. And we can also create what's called lookalike

501
01:01:13.180 --> 01:01:19.199
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.

502
01:01:19.410 --> 01:01:24.659
CINC Marketing: But we can show those ads specifically to people, the larger the list the better.

503
01:01:24.990 --> 01:01:28.990
CINC Marketing: Because if you think about it, the algorithm is trying to show

504
01:01:29.120 --> 01:01:34.969
CINC Marketing: adds to people in their limited space. So the more opportunities it has to show the better.

505
01:01:36.050 --> 01:01:38.069
CINC Marketing: I hope that answers your question.

506
01:01:38.540 --> 01:01:39.390
CINC Marketing: You know.

507
01:01:39.390 --> 01:02:01.740
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.

508
01:02:01.880 --> 01:02:05.070
Daniel Lott: And I see it's noon. So.

509
01:02:05.070 --> 01:02:06.900
CINC Marketing: Well, Scott said, what info do you need?

510
01:02:07.650 --> 01:02:11.249
CINC Marketing: Phone number, preferably mobile email address.

511
01:02:11.630 --> 01:02:14.030
CINC Marketing: And then the larger the list, the better.

512
01:02:14.290 --> 01:02:22.219
CINC Marketing: Right? So like when I'm saying large, I'm I'm hoping for thousands of opportunities to match.

513
01:02:22.700 --> 01:02:25.540
CINC Marketing: Do we need to make sure our Google page is deeded up.

514
01:02:27.280 --> 01:02:27.840
James Terry: And.

515
01:02:29.403 --> 01:02:32.230
CINC Marketing: James, you can talk. I've been running over.

516
01:02:32.230 --> 01:02:57.820
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.

517
01:02:57.820 --> 01:03:12.539
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

518
01:03:12.620 --> 01:03:20.120
James Terry: monthly. I'd like to see them be monthly, but they are 3 h similar webinars to this

519
01:03:20.120 --> 01:03:30.000
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

520
01:03:30.000 --> 01:03:52.550
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.

521
01:03:52.550 --> 01:04:20.670
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.

522
01:04:20.670 --> 01:04:34.160
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

523
01:04:34.340 --> 01:04:47.429
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

524
01:04:47.570 --> 01:05:04.009
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

525
01:05:04.540 --> 01:05:19.011
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.

526
01:05:19.590 --> 01:05:44.729
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

527
01:05:44.910 --> 01:05:58.399
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

528
01:05:58.540 --> 01:06:04.991
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

529
01:06:05.470 --> 01:06:06.650
James Terry: of the schedule.

530
01:06:09.260 --> 01:06:11.470
CINC Marketing: And we did get. I mean, we still have.

531
01:06:12.450 --> 01:06:18.479
CINC Marketing: We've still got almost 80 people on here. So there is one more question that we received.

532
01:06:18.770 --> 01:06:25.390
CINC Marketing: Oh, that I wanted to hang on one second it was around.

533
01:06:25.390 --> 01:06:26.000
Daniel Lott: Deadline.

534
01:06:26.380 --> 01:06:29.379
CINC Marketing: It was around. See, I did have it, Dan. I did have it.

535
01:06:30.430 --> 01:06:38.779
CINC Marketing: So it was around. Trending leads the sync. Henry. The Sync community link is sync, CINC.

536
01:06:39.060 --> 01:06:43.799
CINC Marketing: community.com. Look at how much better I did that, Dan.

537
01:06:44.475 --> 01:06:44.860
James Terry: Yeah.

538
01:06:45.160 --> 01:06:45.670
Daniel Lott: Yeah.

539
01:06:48.090 --> 01:06:49.710
CINC Marketing: So

540
01:06:51.460 --> 01:06:57.200
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.

541
01:06:59.772 --> 01:07:04.420
CINC Marketing: One of the questions that we got was around trending leads.

542
01:07:05.182 --> 01:07:14.879
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

543
01:07:15.330 --> 01:07:17.939
CINC Marketing: a link in the help center

544
01:07:18.260 --> 01:07:24.819
CINC Marketing: that goes through trending leads, and here I'll drop it in the chat real quick.

545
01:07:25.710 --> 01:07:29.559
CINC Marketing: and but training leads. So I think you know one of the things.

546
01:07:29.560 --> 01:07:30.320
Daniel Lott: Launched.

547
01:07:30.500 --> 01:07:34.829
CINC Marketing: Yeah, one of the things we've really been focusing on is surfacing

548
01:07:36.106 --> 01:07:45.780
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

549
01:07:45.980 --> 01:07:47.300
CINC Marketing: lead cost.

550
01:07:47.520 --> 01:07:53.120
CINC Marketing: And now, you know, we are a much bigger focus for us is

551
01:07:54.550 --> 01:08:01.310
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.

552
01:08:01.670 --> 01:08:09.039
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

553
01:08:09.370 --> 01:08:16.599
CINC Marketing: do a better job of alerting clients when people take actions that make sense within the Crm.

554
01:08:17.665 --> 01:08:21.850
CINC Marketing: so one of those new dashboards is contact, requested.

555
01:08:22.475 --> 01:08:32.550
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

556
01:08:33.271 --> 01:08:39.400
CINC Marketing: they're training to incorporate. That. I think that's a really good tool to use

557
01:08:40.170 --> 01:08:46.790
CINC Marketing: the trending leads is, I believe, really, since contact requested

558
01:08:47.296 --> 01:08:55.150
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

559
01:08:55.877 --> 01:08:58.660
CINC Marketing: this is this is for you, Deborah.

560
01:08:58.779 --> 01:09:25.260
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.

561
01:09:25.439 --> 01:09:30.829
CINC Marketing: use the mortgage calculator, updated their personal information in their profile.

562
01:09:31.279 --> 01:09:48.850
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

563
01:09:49.640 --> 01:09:52.939
CINC Marketing: and again, it's an effort to better highlight to you.

564
01:09:53.160 --> 01:09:55.430
CINC Marketing: How should I structure my day to day.

565
01:09:55.730 --> 01:10:02.379
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.

566
01:10:04.590 --> 01:10:10.879
James Terry: And that was a very a question about a product. And I know that

567
01:10:10.880 --> 01:10:36.109
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

568
01:10:36.110 --> 01:10:55.729
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.

569
01:10:55.800 --> 01:11:22.300
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.

570
01:11:22.470 --> 01:11:23.680
James Terry: Who wants to wrap up.

571
01:11:23.950 --> 01:11:24.879
CINC Marketing: I want to go last.

572
01:11:26.635 --> 01:11:28.760
Daniel Lott: Oh, jeez, I guess there he has something.

573
01:11:29.400 --> 01:11:36.679
Daniel Lott: So I'm ready. Well, yeah, thanks, everybody. It was a good good conversation, a lot of lot of chatting there. So

574
01:11:36.960 --> 01:11:41.519
Daniel Lott: it was long, too, hour and 10 min so, and a lot of people were there at the end.

575
01:11:41.960 --> 01:12:09.549
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

576
01:12:10.160 --> 01:12:11.950
Daniel Lott: it's there's benefits to that.

577
01:12:12.640 --> 01:12:22.380
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

578
01:12:23.010 --> 01:12:24.330
CINC Marketing: people that are

579
01:12:24.590 --> 01:12:33.229
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.

580
01:12:33.400 --> 01:12:38.840
CINC Marketing: And you know, I think the way that we're structured. So we have the regional reps that lets those reps know.

581
01:12:39.490 --> 01:12:47.230
CINC Marketing: You know, like my favorite story is always our guy in California, my guy, my California guy who

582
01:12:48.050 --> 01:12:49.739
CINC Marketing: now I'm picturing a surfer

583
01:12:50.344 --> 01:13:00.180
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.

584
01:13:00.340 --> 01:13:05.380
CINC Marketing: and the Kardashians. I believe so. You know, if you had that in your campaign

585
01:13:05.590 --> 01:13:17.920
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.

586
01:13:18.400 --> 01:13:31.199
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

587
01:13:31.300 --> 01:13:34.030
CINC Marketing: hot. Right now to quote Mugatu.

588
01:13:34.130 --> 01:14:02.619
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.

589
01:14:02.770 --> 01:14:07.019
CINC Marketing: so we appreciate the we appreciate the crap out of you

590
01:14:07.230 --> 01:14:21.649
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

591
01:14:22.160 --> 01:14:29.640
CINC Marketing: and let us know in the Mps comments so we can. You know, be positively patted on the head by Alvaro.

592
01:14:30.141 --> 01:14:52.089
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.

593
01:14:52.634 --> 01:14:55.869
CINC Marketing: And yeah, I'm really excited for this, I love the opportunity

594
01:14:55.980 --> 01:15:03.990
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

595
01:15:04.696 --> 01:15:08.619
CINC Marketing: thank you so much. Thank you for being a sync client

596
01:15:08.740 --> 01:15:11.629
CINC Marketing: again, we love you and we appreciate you.

597
01:15:12.457 --> 01:15:14.540
CINC Marketing: Even the ones that hate Facebook.

598
01:15:14.700 --> 01:15:19.769
CINC Marketing: So I hope that I hope that you guys have a great day.

599
01:15:20.430 --> 01:15:24.530
CINC Marketing: And yeah, we'll see you next month. Thank you so much.

600
01:15:25.360 --> 01:15:26.429
CINC Marketing: See you later.