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In Episode 17 of the CINC Office Hours Real Estate Podcast, we sit down with John Marrone to break down proven strategies for real estate lead generation, conversion, and business growth in today’s competitive market.
Whether you're a real estate agent, team leader, or broker, this episode delivers actionable insights on how to optimize your sales process, leverage CINC tools, and turn more leads into closings. John shares his expertise from the front lines, including what’s working right now in digital marketing, follow-up systems, and agent productivity.
🔑 In This Episode, You’ll Learn:
- How to convert real estate leads more effectively
- Proven strategies for scaling a real estate business in 2026
- Tips for maximizing your CRM and CINC platform performance
- Best practices for follow-up, automation, and client engagement
- Mindset shifts to help agents increase production and close more deals
This episode is packed with real estate marketing insights, lead conversion tactics, and business-building strategies designed to help you stay ahead in a rapidly evolving housing market.
🚀 Who This Episode Is For:
- Real estate agents looking to generate more leads
- Team leaders focused on growth and scalability
- Brokers wanting to improve agent performance and ROI
- Anyone interested in real estate technology and CRM optimization
If you’re serious about growing your real estate business in 2026, this episode is for you.
📌 Subscribe & Stay Ahead
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👍 Like the episode if it brought you value
💬 Comment with your biggest takeaway or questions for future guests
👍 Like the episode if it brought you value
💬 Comment with your biggest takeaway or questions for future guests
Creators and Guests
Host
Host
Host
James Terry
James joined CINC in 2013 to help Client Marketing with a special project. He stayed on and was soon managing the build and launch of all new accounts before being asked to lead the Paid Search team. Bringing over 15 years of experience in digital marketing, James is passionate about the high growth potential of our Real Estate clients.
What is CINC Office Hours?
CINC's live monthly open Q&A with different real estate experts. Hosted by Harry Kierbow, Dan Lott and James Terry from CINC. Join us live on the second Wednesday of each month at 11am ET. Register now and submit your questions to be answered live at cinccommunity.com/registerforwebinars.
CINC Marketing: Oh, I'm not sharing my sound, I always mess this up. Hang on.
CINC Marketing: Start over.
CINC Marketing: Hey, everybody!
James Terry: Don't worry, Harry, I have a bit in my promotion how John's a way more professional podcaster than you and I.
CINC Marketing: You're seeing the, the dark underbelly of office hours right now.
CINC Marketing: They make it so weird to just share your audio.
CINC Marketing: Alright, Ross… I know you're not here.
CINC Marketing: Cut this.
CINC Marketing: And here we go.
Audio shared by CINC Marketing: Hello, everybody.
CINC Marketing: And… I forgot to fade it out. I've gotta fade it, but I only, I only remember that.
CINC Marketing: Whenever I get started, so… Is that like that? Everybody.
John Marrone: Real quick, I've asked you, was that, like, a, like a James Bond theme?
CINC Marketing: I don't know where Ross got that from. That may be Ross didn't.
James Terry: Jason?
CINC Marketing: Just.
James Terry: Little beachy.
CINC Marketing: Have you ever seen the reels, like, where they recreate the Goldeneye music, you know, and the guy comes in, he's like, I just need some pause music.
CINC Marketing: not the hardest track of the 90s, and then they're like, you know, and they're all… That's what I picture, so…
CINC Marketing: But we could talk about that.
James Terry: Thank you, Tonya.
CINC Marketing: Hey, everybody!
CINC Marketing: For the, third or fourth time, depending on what part Ross cuts. I am Harry Kerbo, the Senior Director of Paid Social here at Sync. Thank you for joining Office Hours 17.
CINC Marketing: Which, yeah, we're gonna have to get an abacus or something, cause I'm…
CINC Marketing: Almost out of fingers and toes.
CINC Marketing: You'll notice that we are Danless today.
CINC Marketing: So if you're here for Dan.
CINC Marketing: Sorry. Dan's daughter's graduating high school. So…
CINC Marketing: Way to go, Kate Locke, congratulations!
CINC Marketing: Going to play softball in Chicago.
CINC Marketing: While you're coming in.
CINC Marketing: James would get onto me if I didn't ask you to let us know where you're from.
CINC Marketing: And then also in our… in honor of our guest today, the great John Marone.
CINC Marketing: Who's your favorite or famous John? Do you have a favorite John?
CINC Marketing: Or Famous John?
James Terry: Greenville, Tucson, yeah, throw that in the, in the chat as well, everybody. If you got a favorite,
CINC Marketing: fictional Oh, okay, that's Orlando.
James Terry: Good answer, though. Good answer, I hadn't thought about it. John Wick was on a lot of lists.
CINC Marketing: Yeah.
James Terry: music fans out there, I'm a… I like Johnny B. Good, Johnny Cash, John Lennon made my list.
James Terry: I was looking for…
James Terry: quiz material, and I was like, is there any John more famous than John Marone? I don't know. I was like, maybe I can find 5. And .
James Terry: Thank you. Johnny.
CINC Marketing: Appleseed, that's a deep pull. That's good.
James Terry: Travolta's been on a bunch, I… I can't deny Face Off.
James Terry: Maybe the best movie of the 90s.
James Terry: I don't know. He'd brought…
James Terry: He'd probably prefer, you know, we talk about Grease, or Saturday Night Fever, or Pulp Fiction. No, it's face-off. That is the legacy.
John Marrone: Crazy.
CINC Marketing: I always think, when the note takers join, I always think it's, like, a really robust answer to the question in the chat. And it's like, oh, no.
James Terry: Yeah.
John Marrone: People have actually said that I look like John Travolta. I don't see it.
John Marrone: But it's been told many times. But to each their own.
James Terry: Young John Travolta.
John Marrone: Young Johnny, young Johnny.
James Terry: Heck yeah.
CINC Marketing: Alright, well, I guess, you can always, always drop a favorite John in the chat if you feel so inclined.
CINC Marketing: Heh.
CINC Marketing: Yeah.
John Marrone: I squint often nowadays.
John Marrone: It's gonna happen today, just, just…
CINC Marketing: But yeah, we should get started. We got a ton of great questions, really appreciate you guys, coming on.
CINC Marketing: Sending us questions, it helps us to guide, you know, what we're gonna talk about today. We will get to answering your questions, but I should, introduce, my co-host, the Yin to my yang here at Sync.
CINC Marketing: The Senior Director of Paid Search, James Terry.
CINC Marketing: And the headmaster of guest intros, so I understand…
CINC Marketing: He's got a John… a John intro.
James Terry: Yeah, I like to do a promotion of our guests and let everybody know why we asked them to come out and share. So, if you don't know, I mean, a lot of people probably know, John, you're almost the face of Sync at this point. You do a lot, but just for any of our guests who don't know.
James Terry: John Marone has a background in just about everything. He's in real estate, he is in content creation, as everyone is gonna see, I mentioned just a moment ago, he's a far more professional podcaster than Harry or myself, but we're excited to have him on to share with y'all today, because John has been a conversion specialist with Sync for over 9 years.
James Terry: He is an objection-handling ninja that never lets a just-looking response get in the way of converting a lead. He's masterful in his delivery, in his tone, in finding the why behind the why for buyers and sellers on the other side of the phone, right?
James Terry: He inspires, he motivates, and he transforms agents and teams to be their best and expects nothing less from them, day after day. So I hope everybody's ready. Strap in, grab a notebook, or get the digital note-taker, you know, set up in the chat here, because we're gonna have some fun this morning. John, welcome out. Did I miss anything? Do you want to say hello to everybody?
John Marrone: Man, you didn't miss much, man. I mean, you missed all the bad things, which is awesome, right? So I appreciate that.
James Terry: Skip right past that stuff.
John Marrone: Right past that stuff. No, man, I appreciate it. I'm super excited to be here. You know, obviously, I want to make sure that we're offering the most amount of value to everybody, so guys, the one thing I'll say is today, like.
John Marrone: Open up, be vulnerable, whatever is holding you back from the next level, habits, conversions, structure, mindset, whatever it might be.
John Marrone: Today's the time to go ahead and ask the questions, and hopefully we can get you an answer, because my goal is everybody leaves here with one little thing, one little tangible, actionable thing that can go ahead and change their day, their week, their month, or even their year. So that's my goal today, man, I appreciate the intro, and excited to get this thing rocking.
CINC Marketing: And John, just so, I know people.
CINC Marketing: After they watch this, we'll want to, you know, grab some more training.
CINC Marketing: I know you've got… you mentioned there's some Sync U promos coming up as well,
CINC Marketing: that they can come and get some live training from the Sync team, and also some
CINC Marketing: Options to… to get with you.
CINC Marketing: For additional training as well?
John Marrone: Yeah, absolutely, so we'll drop the links in here right now and kind of tell you, we'll drop 3 in here. The first one is our Sync U. If you've never been to a Sync U, guys, it's our Sync method to success. It's 3 full days of complete immersion to take you from day one, understanding the best practices in the system. Day 2 is full 8 hours with me, all conversion-based. We call your leads, we're making real money in real time.
John Marrone: Giving you the highest converting scripts in the industry, 8 years, 18,000 agents to prove that. Then Day 3 is all about automation and AI. So, 50% off if you guys come over the next 3 months here. Sync University, the link is down there. So click it, come, 50% off, I promise you. You spend money.
John Marrone: or you spend time in the system, you're gonna wanna go ahead and understand how to drive a thing to its best capability, and we got that answer for you at a 3-day event sync U. The last two quick things here, if you guys are interested in additional training or coaching, we have a real estate coaching company, we call, Real Estate Mastery, and we coach off of sales.
John Marrone: social.
John Marrone: structure and self-mastery, live calls every Tuesday with myself, as well as some one-on-one calls, not to mention 23… about 2,300, 2,400 hours of coaching calls in a portal with tons of resources at your, hand whenever you want. Listing presentation, buyer presentation, done for you, chat GPT prompts, you name it, it's in there. So this is our coaching link right there.
John Marrone: And if you say, John, I just have a few more questions about the coaching. I definitely want to do it, but I really want to hear a little bit more about it. I'm going to go ahead and put a link in here.
John Marrone: And this link, you can book a call with me, and we can have a 20-minute conversation about what that looks like, or questions around converting sync stuff. So there you go, there's the 3 links, and hopefully you guys can find one of those valuable.
CINC Marketing: How does he do that? He was talking the whole time and typing. I was trying to type out one of the links, and he beat me to it while you were…
John Marrone: He knows.
CINC Marketing: So much to learn.
John Marrone: I got, I got, I got crazy hands.
John Marrone: And yeah, yeah.
John Marrone: If you do it 3 or 4 times a week, you know, you kind of get used to it.
CINC Marketing: Alright, alright.
John Marrone: Okay.
CINC Marketing: Speaking of things to learn, let's get into these questions. We got a lot of really good questions.
CINC Marketing: That were submitted.
CINC Marketing: I will, you know, throw a couple of these out here, and then let's, you know, let's see where it takes us, but…
CINC Marketing: I do want to welcome everybody to a little segment we like to call…
Audio shared by CINC Marketing: Mail time?
CINC Marketing: Mail time.
CINC Marketing: That's the most… The most work I've ever done for a two-second audio clip. Anyway!
James Terry: Well, I want to say real quick as well that we do love for this to be conversational, right? Everybody that's on here, like, use that chat. This is a chance to talk to Harry and I, both on the lead gen side, but especially to John Marone, right? So, we've got the pre-submitted questions, there were a lot of them, there were some really great questions in there, but if a question comes to mind, or if we talk about something and it spurs a thought, put it in the chat, like, we'd like to respond and be able to
James Terry: talk to you in real time as well. So definitely don't be afraid of the chat, like John was saying.
John Marrone: these.
CINC Marketing: Yeah, one of the, interesting questions
CINC Marketing: that we got, that I think kind of piggybacks off of Sync U.
CINC Marketing: Which is something I know you guys track really closely.
CINC Marketing: Kalita asked, What's the current conversion rate?
CINC Marketing: a number of dialed conversations had to, like, a deal closed. So, you know, I don't… I know there's a lot…
CINC Marketing: That matters with the follow-up, but, you know, what do you guys, track, and what is that looking like?
CINC Marketing: Right now, as the market is, you know, changing, you hear it's a very tough market out there, so what does that look like for Sync U?
John Marrone: Yeah, man, so here's what's crazy, guys.
John Marrone: We've been tracking our numbers for the past 8 years, and as I mentioned earlier, 18,000 agents or so have been through, whether it's online conversion stuff, or it's the coaching, or it's in person, and we track everything, because data drives direction, right? That's the first thing I want you guys writing down. Data drives direction. Before I get into what the conversion rate is, if you're not tracking, you don't have a business, right? Because you can't make pivots faster.
John Marrone: You know, we look at Amazon, right? We look at Apple, look at all these big companies, they track everything, and they make quicker changes, therefore accelerating their growth, accelerating getting the holes in the ship plugged a lot quicker.
John Marrone: Some of us right now, on this call.
John Marrone: think that we have a business, and you might have a business, but you don't run one until you actually know your numbers. Small example. I could look at my board right here, and I know I need 560 calls to speak to 44 people, to set 13 appointments for 5 of them to be serious buyers.
John Marrone: Why is that important? Because I know if I'm here, and it's May 13th, right, whatever the date is, and I look at my numbers, and I got 100 dials in for the month.
John Marrone: and I know I got 2 weeks left, and I know I need to make 560 in order to make my numbers make sense, now I can find opportunities to put a little bit more, call times in, right? So that's number one. Now get to the actual numbers. What we have seen, and guys, this is…
John Marrone: I don't care if it's pre-COVID, during COVID, after COVID, I don't care what market it's in, this is… it kind of is crazy to me, I'm not gonna lie, because we see this every single month.
John Marrone: Dial to contact is 10%.
John Marrone: Dial to contact is 10%, right? So dial to pick up, 10% are picking up.
John Marrone: Now, pickup, or sorry, yeah, so pickup to actual appointment, so contact to appointment set, we're seeing an average of 33%. Now, the national average is less than 5.
John Marrone: So how do we get such a big difference in our conversion rate? Well, there's a lot to it, right? There's the art and science behind sales that we kind of teach you and we walk through. But then there's also human psychology and human behavior that we utilize as well.
John Marrone: And so when you tie all four of those things together, that is why we're getting that 33%. And it's funny, because we just did a blueprint, and we are all done now, but we have another one coming in September, so I saw Bobby ask what the link was. Thank you guys for putting it in there. Get on a waitlist, right? Get on a waitlist. So we did a blueprint, it's a six-week course, where it's an hour and a half.
John Marrone: every Monday, walking through, basically conversion, role play, objection handling, opening lines, everything. And we just got our conversion rate, on Monday from that, because we called our leads, and it was a 14% pickup rate, and a 34% conversion rate. We don't miss, guys, we don't miss. Now, after that.
John Marrone: kind of what you're talking about, Harry, that's kind of really up to you. And there's one thing I will say, is I would just say, hey, 50% of my leads that I set an appointment for will be a serious buyer or seller.
John Marrone: I'd just say 50% is kind of what we're seeing, right, in the next 12 months. Doesn't mean not in the next 18 months, 22 months. Next 12 months, I could say that 50% of the appointments I set and keep.
John Marrone: We'll actually be ready to buy.
John Marrone: Right? Ready to buy, whether that's timing for them, or whether that's, you know, financially for them. And then it's gonna be market-specific on, you know, where you're at. I'm here in Santa Rosa Beach, Florida, right? Anybody know Destin, Florida, Santa Rosa Beach, Florida? Most beautiful beaches in the country. I'm so grateful to live here. You know, and we have a big investment area. So unless someone's paying cash for the interest rates.
John Marrone: We have a longer time to close these people.
John Marrone: But I got clients that are in New York right now.
John Marrone: that are one day on the market, two days on the market. So, depending on your market, it will matter afterwards, but what we can control, the dials, contacts, appointment set, that right there is a 10% pickup rate, 33% conversion rate.
CINC Marketing: And so, yeah, it really becomes systematized of, you know, these are the actions that you need to take to get these results.
CINC Marketing: And kind of on that same… one of the things that I always think is interesting, at least about,
CINC Marketing: I know the Sync U has been updated a lot this year, but last year, I know you guys did
CINC Marketing: You know, conversion day.
CINC Marketing: And the calling was at a weird time, right? Like, technically, according to all the statistics of when you should call, that was another question that we got.
CINC Marketing: You know, what are… what are the best hours for calls being answered and conversations?
John Marrone: Yeah, so what Harry's referring to is we call when we do our live events, on… in person around 2 o'clock, 2 to 3, which isn't the best. What we see as being the best is gonna be that 9 to 10
John Marrone: And then again that, like, 11.30 to 1, and then 4 to 6. So those are your best times. You gotta think about people going to work, you gotta think about people taking a break from work, you gotta think about people coming home. As well as Saturday mornings work really well. So Saturday mornings work really well.
John Marrone: But anytime you can call is the best time to call. Anytime you can call is the best time to call. And I'm also dropping in here, a little resource. If anybody wants our tracker, it's so simple, it's literally just a spreadsheet that has
John Marrone: several columns, and it shows you a conversion rate. You guys can go ahead, I just dropped it in there, get the tracker.
John Marrone: you know, it's free, just put your information in and it'll be emailed to you. So, wanted to make sure that everybody has that resource. That's what we use when we do SyncU, that's what we use for our company, and that we're telling everybody to use on a simple basis. We can get way more granular with it. I got guys, I got a guy named Daniel Blessing, he's a part of Sync, and that man tracks everything. Like, you look at his spreadsheet.
John Marrone: And people are like, oh, I want to track that. I'm like, bro, you can't even track the two phone calls you made. You want to track how many showings, how many offers, how many…
John Marrone: I love you, and I really want you to, but let's start in the beginning, right? And these are called the lagging indicators, right, that'll help you get there. So, there, right there is the lagging indicators that'll make sure that you're getting the appointment set and then closed.
CINC Marketing: Bobby, Randy, I see you have your hand raised. If you want, you can drop something in the chat. If you're interested in coming on and, chatting, we can do that as well, if that's alright with you, John.
John Marrone: No, Brandy's not allowed on here. There's no… Randy Churchill's not allowed on here.
CINC Marketing: Oh, mistake!
John Marrone: But that's a…
CINC Marketing: burn, or…
John Marrone: He was just, he was just waving high to me.
John Marrone: I'll see you, Randy.
CINC Marketing: So, yeah, Bobby, I do see your question about,
CINC Marketing: the please review setting the appointment dialogue, and we got some other questions as well, just kind of, you know, a lot of stuff around setting that appointment. So… I guess if you could kind of go over…
CINC Marketing: If you could kind of go over that… that intro line, or the dialogue that…
CINC Marketing: you know, we're teaching that… I think that makes a big part of the difference, because it's… I have a bachelor's in psychology. You can't do anything with a bachelor's in psychology except be interested in things, so I'm interested in the way the scripting works.
CINC Marketing: I think it… I think it's really brilliant. So, could you kind of review that for… for everybody?
John Marrone: Yeah, absolutely. So, you know, like Harry talked about, there's human psychology tied behind it, so let's talk about…
John Marrone: little piece by piece, why we say it, and then we'll talk about, kind of, how we say it, right? So the first thing is we're always starting with, hey, so the next step, or the next step in a process.
John Marrone: Here's why, okay? Two reasons. One is, when you say, hey, here's the next step in a process, we have to understand, sometimes our leads, they don't even know the next step, right? They don't understand the next step, so we gotta make sure that we're guiding them. That's one, that's simple. But number two.
John Marrone: Here's what happens with us when we try to ask for the appointment, and tell me if anybody on here agrees with this or feels this. When you go and you feel that, okay, I should probably ask for the appointment.
John Marrone: Fear usually arises.
John Marrone: I don't want to sound salesy, I don't want to be pushy, what if they say no? What if they reject me? Well, with fear comes resistance.
John Marrone: Right? So what I'm trying to do is I'm trying to lower resistance, okay? Now, I'm not saying I'm gonna lower fear, because it's just a natural feeling, but I can lower the resistance to give in to fear.
John Marrone: Well, how do you do that? You have something you say every single time you close. You make it a default. You make it simple, right? So, the, hey, next step in the process, hey, the next step is this.
John Marrone: It's important because that's how we're setting appointments for open house leads, for FSBOs, expires, sink leads, home valuation leads, every time I ask for the business.
John Marrone: Hey, next step in the process, super simple, this is what we're gonna do.
John Marrone: Every time, right?
John Marrone: And it's important because if you have this very simple thing, it's called subconscious leaking, right? You know
John Marrone: that this is what you say every single time, the subconscious leaking begins, and what that allows you to do, it doesn't allow you to attract yourself to the fear, because you're subconsciously leaking, knowing this, this is the moment I say this. And then it's like default, and it's like default.
John Marrone: Right, so, it sounds like this, though. Hey, next step in the process, it's real simple. Basically, I just want to go ahead and set up a quick 15-20 minute call, or 15-20 minute, you know, appointment, or Zoom, whatever it is for you guys. Mainly, we want to make sure that we kind of show you our strategy, but also bring you a list of some hand-picked homes.
John Marrone: What do you think works better for you, Tuesday, or maybe Thursday?
John Marrone: Right? Now, there's 3 things I did here besides next step in the process, okay?
John Marrone: The first thing I did is I didn't say, hey, do you mind, right? Do you mind if you set an appointment? Hey, can we set an appointment? I'm not asking, because when it comes to the close, and asking for the appointment, we have to be in a superior role.
John Marrone: The moment we go into the inferior role, which is asking, hey, do you mind if we could set an appointment? Hey, what do you think about setting an appointment? When we go into inferior role, we lose control, and it's going to be hard for us to set an appointment. Number two, right, is I am saying not, hey, does Tuesday or Wednesday work?
John Marrone: I'm saying, hey, it's Tuesday, or maybe Wednesday?
John Marrone: And the reason why we're doing that is because when you say, hey, does Tuesday or Wednesday work, it sounds way too salesy, but when you're, hey, let me look at my schedule, looks like I got maybe Tuesday, or how does Wednesday work?
John Marrone: Right? It feels more authentic. The more authentic you are, the more action you take. And number three, I don't ask it on a same tonality level.
John Marrone: there's a drop at the end. So once again, it will sound like, hey, you think, like, Tuesday, or it looks like maybe Thursday, would that work?
John Marrone: Right? Hey, does that work? Would that work? You drop that tonality. Curious, confidence wins. Right? Curious, confidence wins, and calm as well. So I'll say it one more time.
John Marrone: Hey, look, next step in the process, really simple. Let's just set up a quick 15 minutes, just want to make sure that, kind of understand our strategy, but also want to bring you a list of some hand-picked homes. So, what do you think works better for you this week? You think maybe Tuesday, or maybe Thursday?
John Marrone: Oh, Thursday. Great, and then you go right into the appointment. Now, other thing with the appointment I do want to mention, guys, is that we should be setting a calendar invite, but there's a right way to do it. The right way to do it is ask these three questions. Right? Hey, do you use a calendar to run your day? Yes, I do. Okay, they raise their hand. Great. What is the best email?
John Marrone: I'm not saying, hey, I got hairy at gmail.com.
John Marrone: Why am I not saying that? Because if you're anything like 95% of the people out there, when you sign up for something, you're using a secondary email, not your primary.
John Marrone: So, if I send it to Harry at gmail.com, and I just say, is it Harry at gmail? He's, yeah, sure, that's it.
John Marrone: Right? There's a chance he's not gonna tell me what's actually connected to his
John Marrone: Gmail calendar. So I'm gonna ask, best thing is now I possibly have two emails, and I have his primary. Hey, what's the best email for that? Hey, it's Harry. You know, the bestmarketer in the world at gmail.com, right? Okay, great. Right? Last thing, when I send this over to you, can you just hit accept so it pops up in our calendars? I can. Alright, great. So we're not just sending out a calendar invite, we're asking those very three important questions.
John Marrone: Yes questions, yes question, yes question. So, that, tied with that, will have a higher show rate, for sure.
CINC Marketing: I think it's really interesting,
CINC Marketing: You know, the part about coming from authority, too, because, you know, like, there's a lot of studies about
CINC Marketing: If you put a lab coat on.
CINC Marketing: you can get people to do pretty… a lot more than you can if you don't have the lab coat on. You know, if you're perceived as an authority.
CINC Marketing: Or as an expert.
CINC Marketing: It can increase, you know, your ability to set that appointment, in this case, or whatever it may be that you're trying to do.
John Marrone: But you gotta be an expert, is one thing, right? Just really quick.
John Marrone: But they don't care if you're an expert if you don't show that you know what their situation is, right?
John Marrone: Like, the expert doesn't matter, like, people…
John Marrone: I hear agents all the time talk about how much they know about the market.
John Marrone: to a client, or talk about how much they know about what they can do for interest rates if it's not, you know, what they're looking for. Those things are good to say, but you gotta make it at the right time, right? You can't come out with a ton of information if the person doesn't find value in you yet, right? So, the reason why James went ahead and gave me a little bit of a pedestal stand on is because hopefully you guys will listen to what I'm saying. If he didn't give any background on who I am.
John Marrone: You guys didn't like Sync, you guys didn't like me, and I gave you the best content in the world, you wouldn't listen.
John Marrone: Right? So, all it is, is I'm transferring my value that I'm creating by not just giving you answers of how much I know, but I'm actually diving deep into your situation, asking about you, not just the property, right? The person reveals the property.
John Marrone: Then, when I go ahead and I create the authority, they're trusting me to move forward with it. And also, last piece of this, guys.
John Marrone: we have to let them know what's in it for them. And you guys know this as marketers, right? When anybody's reading content online.
John Marrone: Their thought is, what's in it for me? So when I'm setting an appointment, I have to let them know what's in it for them. Hey, the reason why this next
John Marrone: time we talk is important is because of this. And that'll vary per person and what it is, but I literally come out and say, and the reason why it's important for us to meet again is this. So they understand the importance of it, versus us just assuming they know why it's important to meet again.
James Terry: That's brill.
CINC Marketing: What's going on.
James Terry: I've heard people say, like, every time you're at that stage or whatnot, like.
James Terry: everybody's always asking the question, so what? Like, your goal is to answer the so what question. You know, like, why is this important to me? Why do I need to do this next thing? And helping that person take the next step. I love what you said about subconscious leaking. I hadn't heard that. I've heard, the phrase, action cures fear.
James Terry: A lot of times, right? Like, but the way you talked about fear is a natural response. The goal isn't to remove the fear, the goal is to remove the resistance. That's something that you can control, and yeah, having that,
James Terry: that just ingrained response in the back of your head that every time you hear this, you just kind of default and you say this, subconscious leaking. Love it.
John Marrone: Yeah, man. And you could transfer that, guys, not just in sales, right? That could be a part of your daily response mechanisms. You know, the one time I remember really doing it was, you know, we have two kids. I got a daughter and I got a son. My daughter's gonna turn 9 tomorrow, two miracle babies. Told we couldn't have kids for, you know, seven years, three different doctors, and proved them wrong. Of course, a lot of practice helps, but nevertheless,
John Marrone: With that being said, I remember
John Marrone: being like, hey, my daughter's playing, soccer, and I would always see… like, I coach a lot of my kids now, like, I do a lot of it, but at that point, I wasn't coaching her, but I always see this.
John Marrone: At the fields. All the parents.
John Marrone: And I'm like, I don't want to be that dude, right? Like, I don't want to be that… of course, like, once in a blue moon, it's gonna happen, it's gonna happen.
John Marrone: But I'm… we're so attached to this, right? All our kid is looking to do is be like, Dad, did you see that? Mom, did you see that? That's… that's all they're looking… even if it's, hey, mom, did you see that frog in the ground, right? Like, they just want our attention.
John Marrone: And so I remember, like, I would play in a scenario in my head that, hey, when the phone rings, and I'm at the soccer field, I pay attention to her, not the phone ringing. And I would do this, I'd play the scenario in my head over and over again. I'd visualize it. And I'd visualize it. So, when that actually would happen.
John Marrone: Right? I would subconscious leak, and I would not have resistance to go for the phone that's ringing.
John Marrone: And I'd actually be there. And literally a few weeks after that.
John Marrone: She came up to me, my phone was ringing, and I didn't even think about picking up the phone.
John Marrone: Not because, oh, I'm better dead than the next person, no, because I train my brain, when this happens, I do this.
John Marrone: Right? And that's an easy way to go ahead and start creating better character, and not compromising, like a lot of us sometimes do.
James Terry: There was a question in the chat that was a couple of minutes ago, it was from Tracy, talking about, when we… when you call, and you were saying the timing and stuff like that, and she asked, if you don't know where the person's
James Terry: where the lead is at, there could be a time zone difference. Is that just thinking too deeply about it? Like, you had said it as you were talking.
James Terry: the best time to make a call is whenever you can make a phone call, right? Like, if you're sitting down.
John Marrone: Yeah.
James Terry: too much into it, or what are your thoughts?
John Marrone: Yeah, that's, that's an over-analyzeation for sure. Once again, I live in a place where I would say 90% of my leads are out of state, and I have no clue what state they're in, right?
John Marrone: So, it's… no, and if you call at a time that they don't want to talk to you, right, obviously they're gonna tell you. But as long as you're calling after 9, right, and someone picks up and it's 7 AM,
John Marrone: who knows, they might have been up since 5 o'clock, and they're working now, and that's their quiet time. It's a good time for them to pick up.
John Marrone: So, no, don't think too deep into it. You know, will you get it one in a… one, maybe two, throughout the month, that it's way too early or way too late? Yeah. But don't allow that to stop you from freaking out the phone and calling, yeah.
CINC Marketing: A couple of questions. First, Bobby, I love what you said about the, the earned name tags, that's cool.
CINC Marketing: You know, it's this same kind of concept, like, even in our Facebook group.
CINC Marketing: You know, for owners, you have people with…
CINC Marketing: Earned nametags, like me, being a social media expert. I don't know how I got that, but I'm just saying.
CINC Marketing: Just for an example.
CINC Marketing: But, we did get some questions around…
CINC Marketing: And Bobby… oh, are you gonna…
James Terry: I was just gonna say, if Dan were here, he would be the most handsome man in real estate, or… what's the title that you give Dan, similarly?
CINC Marketing: The internet, James.
James Terry: Thank you.
CINC Marketing: internet, okay? Because I get yearly reviews, and it's important that you build up that social currency.
James Terry: We are quickly coming up on mid-year, yeah.
CINC Marketing: But… no, so we did get some ques… and this is one… first off, I've just been thinking, as you talk, like, we've had…
CINC Marketing: You know, now we've got you on, we've had Christine on, we've had Matt Feathers on, we've had Lance on.
CINC Marketing: One of the really interesting things is how you guys… it's all, like, the same kind of…
CINC Marketing: guidance, but you guys have all made it so much your own in the way that you do it, right? So it's like, it's a foundation to start from, but then as you guys do it more and more and more, you can see where you've tailored it, you know, specifically to
CINC Marketing: To your strengths, and I think that's, you know, that's really cool, just to get these different perspectives on kind of doing the same thing. So if you guys don't follow Office Hours, follow us on the podcast. Also, replays on YouTube, you know.
CINC Marketing: So I think that's really interesting, and one of the questions that always comes up when we have you guys, on is around voicemails.
CINC Marketing: So…
CINC Marketing: We just got that question from Bobby. How many times do you call and hang up before leaving a voice message? We also got a similar question.
CINC Marketing: From Charlotte.
CINC Marketing: She says she's a newbie, she's been on, I think, a little under a month or two, but she says she's a newbie, none of her leads are answering their phones. What's the science behind not leaving a message? So, what are your thoughts on voicemail?
John Marrone: Yes, before I go to voicemail, you had said something that I think
John Marrone: I want people not to miss. He said, a lot of us say the same thing, but make it our own.
John Marrone: So everything that we teach you guys, and this is whether it's scripting or anything else, the number one lesson that you should be taking as a student is you always duplicate, then you iterate.
John Marrone: You always duplicate, then you iterate. So you do exactly what the method says, but then you iterate and make it your own. Doesn't mean lose the key concepts, doesn't mean to lose the key elements that we talk about, but you gotta find your flow in it. You gotta find what works for your voice, right? Yeah, I'm a guy from Jersey, right? I got a little bit different tonality than maybe Matt Feathers over there in Middle Tennessee, right? So, there's just a different vibe.
John Marrone: And you gotta be authentic when you do it, and that's what I'll tell you with sales. Some people stress out because sales is stressful, because they are faking it, right? They have to put on this mask to be in sales.
John Marrone: Only because they haven't mastered it in their own way. So, just want to touch on that. Now, let's go to voicemails. So…
CINC Marketing: I want to interrupt you real quick, because one of the things that Christine said that I really, really liked
CINC Marketing: About this topic, and she said… she had a better word, but it's like, you're not unable, you're just uncomfortable.
CINC Marketing: You know, like…
CINC Marketing: you're not unable to do this, you just haven't practiced it enough to where you're comfortable with it, you know? And I thought that was, that was,
CINC Marketing: Even though I don't remember exactly what she said, that was the gist of it. I've, I've iterated on it.
CINC Marketing: So, yeah. Yeah, go ahead, talk about voicemails.
John Marrone: Okay, so voicemails, voicemails. Let's play a little concept game here, okay? To me, I like to make sure that we understand why we do things, and I think Charlotte kind of had asked, hey, what's the method behind it? So first things first is think about the last time you guys bought a car.
John Marrone: Right? Think about the last time you bought a car. If you guys want, if you bought a car in the last 12 months, drop it in the chat. What kind of car did you buy in the last 12 months? Okay? So during this process of buying the car, right, or whatever, you had to go to a car lot, unless you use Carvana, right? So you went to the car lot, and you went to this car lot.
John Marrone: And this guy, or this girl, suited and booted, right, been waiting for you all day to come in. It's been a really, really slow day, and here you come on this car lot, and they walk up to you, and they're like, hey, anything I can do to help you? And what do you say?
John Marrone: Nope. No. I'm good. Even though you drove there to buy a car, the guy who helped you buy a car
John Marrone: You don't want help from?
John Marrone: It's not because you're weird, it's because you're a human, and humans love to buy, and they hate to be sold.
John Marrone: Now, when we say we're with ABC Realty on a voicemail, and we have not added value yet, all they hear is, I'm going to be sold. And I don't like that feeling.
John Marrone: I'm not ready. I don't like real estate agents. I want to go through the listing. All these different threads that they're thinking are coming through.
John Marrone: So I don't want to leave a voicemail, because the moment I say I'm with ABC Realty, they immediately think they're going to be sold, they don't want to talk to an agent, whatever the case is, and I block it goes, right? Or ignore every time it goes. So I never want to leave a voicemail, because I never want to
John Marrone: leave an opportunity for them to make their own assumptions without actually speaking to me first. So, we don't leave voicemails. Now.
John Marrone: This is for people you haven't talked to yet.
John Marrone: this isn't for people you've spoken to, right, and everything else. These are for leads that you have not spoken to yet. Once in a while, for, like, a,
John Marrone: Property inquiry on, like, a, showing request?
John Marrone: we would maybe do one of those, hey, you looked at 123 Main Street, saw you wanted to take a look at it, give me a ring back, but I'd only leave one voicemail. That would be the only way I would leave a voicemail. But to be honest with you.
John Marrone: My callback rate for that?
John Marrone: Very, very minimal.
John Marrone: Very minimal, because once again, like, they still aren't ready until you talk to them.
CINC Marketing: When so many people have, like, voicemail transcription now, and so, you know, you're losing so much of it, and…
CINC Marketing: Going back to,
CINC Marketing: like, James called it, you know, the what's in it for me. I always think of it as features, advantage, and benefits, you know, when we're trying to make an ad, like.
CINC Marketing: The features are what it does, the advantages are why it's better, and the benefits are what you care about. It's why it's gonna make your life easier.
CINC Marketing: You're not really able to do that at all in a voicemail.
CINC Marketing: To a new lead, you know?
CINC Marketing: you're really just talking about features, and like, the only people that care about the features… like, when I try to talk to people about new ad types, they're like, I… okay, that's great, you know? They don't care about the features until you're like.
CINC Marketing: This is a better lead type, and it costs less. Perfect. I'm on board, you know what I mean?
CINC Marketing: They could… most people, some people care, but most people could care less what the features are, you know?
John Marrone: Features tell, benefits sell, right? Features tell, benefits sell. And so, we can't disregard the feature, but we gotta end with the benefit, right? And that's where we win. So, like, for example, for the co-chair, I could be like, hey, we have
John Marrone: a portal with all these, you know, things, and we have this, and we have this, we have this, versus I could be like, hey, we got a portal with this listing presentation that'll guarantee you 65% conversion rate on every single listing you go into, right? Then we'll give you 75 ChatGPT prompts that'll save you 17 hours of content creation, so you can use that time to be with your family or make more phone calls.
John Marrone: Right? Like, the features are great, you need to know them, but the benefits are what's gonna go ahead and get people sold, or get people interested even more.
CINC Marketing: But going back to the scripting, like, that's kind of… it's almost like…
CINC Marketing: You know, your scripting is, like, your list of features, and you more start with, kind of, like, when you start talking to a lead, you're talking about more…
CINC Marketing: Maybe even more advantages, or just generalized benefits, but, you know, like what you were saying.
CINC Marketing: As you get to know that person more and more and more, you're honing in on, you know, which of the benefits you offer that they'll care about.
CINC Marketing: You know?
CINC Marketing: That's.
John Marrone: Huge.
CINC Marketing: Yeah.
John Marrone: Huge. And, you know, what we always say is you gotta feed the need, right? It's like the love languages, right? Anybody ever take the love language test, the other five love languages, right? If you haven't, and you are married, you should. I'll tell you something right now. I,
John Marrone: you know, my wife just wants contribution, right? She wants contribution, and I can do all the other things, but unless I do that, unless I'm helping the dishes, doing everything else, she doesn't feel loved, right? Me, I'm physical touch, right?
John Marrone: And why is this important for us? It's because sometimes we're talking about things that…
John Marrone: they no longer care about, then we ask for the appointment. So, we have to get that why, and the first why is always a lie. I want 4 bedrooms. Why? Well, we got a kid coming, and we got 2 kids already. That's not the why.
John Marrone: How many bedrooms do you have now? Oh, we got two. Man, what would that do to be able to get some extra space in there? Man, I'd be able to finally, my daughter have her own space, my son would have it, and we could finally have our nursery. My wife would be so…
John Marrone: All of a sudden, they start talking about emotion.
John Marrone: Hear me. Emotion creates motion.
John Marrone: So, we will ask for the business, this is what I want you guys to do, ask for the business when you feel and hear the heat of the emotion, even if you don't have all the whats, even if you don't have all the W's yet. Because then we come back, we say, hey, by the way, I forgot to ask you,
John Marrone: Are you guys looking to pay cash, or are you guys gonna be financing?
John Marrone: After I set the appointment, hey, by the way, I forgot to ask you, who else is making this move with you? Hey, I forgot to ask you, is this the only area, or are you open to Destin as well?
John Marrone: I'm okay with doing a PS close, which is aka gathering more information after I set the close. What I don't want to do is get the heat of the emotion, and then all of a sudden start talking about things they don't care about, and then try to ask for the appointment, because that's where we lose them.
CINC Marketing: That's great.
CINC Marketing: Let's see, I'm reading John's, question.
John Marrone: Another job.
CINC Marketing: You're gonna… do not give this John preferential treatment, John, just because you're John's.
John Marrone: Johnson.
CINC Marketing: If I have a new lead that comes through, take me through step one, call or text.
CINC Marketing: If they don't pick up a response, step two, what is it?
CINC Marketing: And then next step, on and on, until they pick up or respond.
CINC Marketing: What do you… how would you go about that?
John Marrone: First off, my man John, I'm gonna invite you to come on to our Every Other Monday calls with Christine. I jump on once in a while, our conversion calls, you need to get to a sync. You… you should not be in sync and calling leads unless you're using our scripts. Of course, you could use any other ones, but I'm just… I want to give you the best chance to win. And we break all that down, right? If you have not used our script books yet, John.
John Marrone: Definitely, definitely, go ahead and get the script books. Every other Monday, Christine does, once again, the, dialed in. I jump on a few times a year, I used to do it all the time, but now, you know, she's got the reins to do it.
John Marrone: Or come to a St. U, because I'm telling you.
John Marrone: that's all broken down, but I'm gonna give it to you, because I want to make sure you get some value. So our opening line…
John Marrone: It's the most important part of our script, in my opinion.
John Marrone: Because that's what gets people to open up, right? And that's where, honestly, 85% of our objections come from, as well.
John Marrone: So our opening line.
John Marrone: I'm gonna give it to you, but I also want to tell you why it works so well. So you say, hey, this is John with the home search site. Why do we say home search site? Because we're on a bunch of different sites. I'm not saying their name, I'm not saying, how are you doing? I don't want to step on those 50% chance landmines are blowing up on me.
John Marrone: Hey, so I take a look at some homes over in Destin. Homes are for buyers, houses are for sellers.
John Marrone: Holmes brings an emotion in, Houses takes an emotion out.
John Marrone: Okay. Hey, so I was looking at some homes in Destin. Hey, just curious, you know, were you looking to make a move in the next few months, or just kind of on there browsing?
John Marrone: We know the number one objection we get right off the gate is just browsing, just looking. And it's crazy when we talked about human psychology earlier, when we give them the objection that we know they're gonna say, their wall comes down, and you almost hear it in their tonality. Yeah, but we're just on there looking.
John Marrone: Got them. That's when I know I got them. But that's the jab, right? Now time for the right hook, and it's like, great, look, man, that's exactly what the site's for. Hey, while I gotcha, what's, what's prompting you to browse?
John Marrone: But how I say it matters, right? Because I could just read it.
John Marrone: But I could also embody it. So I'll say exactly how it would sound.
John Marrone: So you could pick up the curiosity tonality throughout as well, right? Hey, this is John with the Home Search site. I noticed you're looking at some homes over in Destin. Hey, just curious, you know, were you looking to make a move in the next few months, or just kind of on there browsing?
John Marrone: Man, we're just browsing right now. Awesome! Look, man, that's exactly what the site's for, but while I gotcha, what's, what's prompting you to browse?
John Marrone: Okay? When I say, hey, looking to make a move, I elongate the word, and then I dropped off, you know, the next few months, or just browsing.
John Marrone: Right? When you elongate a word or heighten a word, and then you drop down, that's called a curiosity tonality.
John Marrone: The second part, I did it again, but I did a pattern interrupt. So when I said, hey, while I gotcha, what's, what's prompting you to browse? So I said a what's, what.
John Marrone: What, what's. Reason why is because, as humans, when we hear… we go…
John Marrone: out, right? Very, very common. But when I interrupt a pattern of what is normal for them, they perk up. It's… it's… they can't fight it.
John Marrone: Right? They can't fight it. So, think about it, if you hear somebody speak with a normal accent all the time, and all of a sudden, this person comes out of nowhere and speaks in a whole different accent, you're like, whoa, that's interesting. Right? You start to listen to the words a little bit more.
John Marrone: So, I want to do that with my tonality and my cadence. So, great man, that's exactly what the site's for. Hey, while I gotcha, what's, what's got you browsing?
John Marrone: Okay? Now, let's say this all happens, and we can't set an appointment. The other question John had, I think, was like, you know, let's say if they don't pick up, what do I do? Right? So that's the opening line.
John Marrone: Well, we call a minimum of 5 times in the first 7 days.
John Marrone: I have AI turned on, so I don't worry about texting. I have AI as an extension of me, not as a replacement of me. Soon as I see Sir Alex, or Ma'am Alex go in there and start conversating, I'm jumping in. I'm not waiting for Alex to go ahead and run with it.
John Marrone: I'm gonna jump right in, because I know I can carry the ball a little bit further than he can, probably, just because
John Marrone: I'm a human, right?
John Marrone: Have I not done it before at him? Yeah. We just closed a $2.7 million property that started with AI.
John Marrone: Right? Started with AI. Did I wait, though, until the very end?
John Marrone: No, I knew what was happening, I jumped in, and I carried it. I acted as Alex to set up a call for John, right? But that's what you have to do. So…
John Marrone: Call as much as you need to. I got people in my system that I haven't talked to in 100, 200, 500, 1,000 days, and then we still get a hold of them many times later, two years later, right? And set appointments. And also, don't say names. I just want to bring this up.
John Marrone: I'll tell you guys a very quick story. A lead come in named Joe Jonas. Anybody know who Joe Jonas is? Right? So, Jonas Brothers, a lead come in, I'm like, we're in Destin. There's definitely… it could be a chance, right? The Backstreet boy just sold his property over here, if anybody ever watched that on the news.
John Marrone: So, I was like, it could be him.
John Marrone: But I called, and I didn't say his name, because what I said before, that's a landmine, right? Instead of saying, hey, is this Joe, or hey, Joe, just went within, hey, this is John, did exactly what I did.
John Marrone: And I'm talking to him, I'm like, this don't sound like a Jonas Brother, okay? But I go to the end, I say, hey, by the way, what's that best email so I can send it to you?
John Marrone: Oh, it's Scott Foster.
John Marrone: So, this whole time that he signed up as Joe Jonas, and jonas at gmail.com, it was really Scott Foster from Dallas, Texas, and he's coming in a week and looking at $4.5 to $5 million properties on the beach.
John Marrone: It never would have happened if I…
John Marrone: was like, Joe, Jonas, I'm not calling this lead, it's a fake lead, which some of you guys do, don't lie. Or, you call and you say, hey, is this Joe? Because you're not using the script that we asked you guys to use. So, not stepping on those two landmines allowed us to get a potential $4.5 million, buyer that's coming down here on the 23rd of June.
CINC Marketing: And Annie, did you say 5 calls in the first 7 days, or 7 calls in the first 5?
John Marrone: 5 calls in the first 7 days.
John Marrone: Yeah, ideally, right? That's the ideal situation. Sometimes you've got more leads than you can handle, and it's a little bit harder, but absolutely.
CINC Marketing: And, a couple people did mention about getting on the calls. I just posted a slew of links in the chat.
CINC Marketing: If you want to get on the dialed-in calls, that John was referencing, that's at synccommunity.com slash register for webinars.
CINC Marketing: It is two C's in a row, I always mess that up, but it is SyncCommunity.com. There's lots of great training options on there, stuff about SyncU, archive trainings, you can sign up for next month's office hours, you know, maybe?
CINC Marketing: If you have some time. I also dropped help.sync.pro, which is our Sync Help Center, and Sync's three daily money plays, which is a document that has, some of the scripting that John was referencing, so please check that stuff out.
CINC Marketing: And then, John, I know you said… okay, good. I think we got your question, but if not, John, please, let me know.
CINC Marketing: Sorry, I wasn't trying to just… get you… We'll get John. Here's 4 random links.
CINC Marketing: Please let me know if that's not right. But go ahead, James.
James Terry: Yeah, John, I like what you were saying just now about,
James Terry: the repetition, like, you know, changing your inflection, and you said earlier, what was it, duplicate, then iterate, right? And so I was curious, like.
James Terry: I've heard a lot, about…
James Terry: repetition leads to revelation, right? So how do you get to that point where we tell our clients, like, here's a script, but it needs to be, you know, make it your own and everything? Is it just repetition? Is it reading that script until it becomes more part of the DNA, and it becomes more your own? Because it's got to be, like you said.
James Terry: here's what we're duplicating. Now.
James Terry: iterate, you know, make that yours. How do we get from here to there?
John Marrone: That is such a good question, and here's what I'll tell you. I wish we could do it on our own, but not many people can, right? Not many people can. Like, to read the script over and over again, and to really identify what piece of that
John Marrone: script, that sentence, that one word, the way you say that one word needs to be tweaked just a hair to make it sound like you. It's very difficult, because remember, we're in the picture.
John Marrone: Right, we're in the picture.
John Marrone: So we need somebody outside the picture to really hear it. If you've ever been to a St. U, I think I have somebody, and I know Randy's been to a Sync U, somebody said they were here for the, they were at the one over in Chicago last week. You will see that when we actually roleplay with you, we'll stop and we do deep work.
John Marrone: What is deep work? Deep work is where we'll stop, and I'll say, hey, just say these 5 words in a row.
John Marrone: Hey, this is John with the home search site. Okay. Hold on. Now read this.
John Marrone: Then you read it, I'm like, that doesn't feel like it's you. What would you change? Would you say, what's prompting you to browse, or would you say, what's got you browsing? What feels more authentic to you? Right? Judith was there, there you go, the role-play practice was so helpful, you can see immediate improvement in minutes, right? So, just making the small changes, right? I call them small hinges that swing open big doors.
John Marrone: it's so important for us to do it ourselves is hard. I'm not saying you cannot do it, I'm just saying, you need to have somebody listening to you to challenge you, and obviously we do that at our SYNC use, we do that in our coaching, we do that in our role plays when we have opportunities with Sync on live events. You gotta have somebody that's gonna challenge you and not just cheer you on. And, you know, like Judith said, she was there.
John Marrone: I don't ever let people go off of okay.
John Marrone: You know, right, James, you raise your hand, say, hey, I want to roleplay, and you were okay, we're not stopping until you get to great, right? And then you find your way, what that feels like to be great in your own voice.
John Marrone: So, the long-winded answer to that is it takes many, many, many months, if not sometimes longer.
John Marrone: if you're doing it yourself, but it could take less than a few sessions if you have somebody really sitting there challenging you, and then you go ahead and you do it over and over again. And you'll still find little tweaks, right? I remember my back… the back end of the opening line, hey, are you just browsing? This is what I used to say, but…
John Marrone: I would say over the last year or so, I changed it for me. Hey, just, you know, you're looking to make a move, or are you just kinda on there browsing?
John Marrone: I use it, hey, just kind of on there browsing.
John Marrone: That feels more authentic to me now, but a year ago, I was saying, hey, are you just browsing?
John Marrone: But I add those little filler words in there because it feels more like Jon Moreau.
John Marrone: Right? So, you'll still kind of make some iterations along the way, but you need somebody to help you really… because the last thing that you want to do is be unauthentic when you're making these calls, because the script doesn't feel right, and then you're going to be blaming the leads, the script, and then you're gonna go off the rails. So you might as well fix it now, because wasting your time on money is only creating more frustration.
John Marrone: So, and more stress.
John Marrone: Yeah, we'll be in Tempe, Bobby. We'll be in Tempe… someday, soon. I don't know when.
CINC Marketing: September 22nd.
John Marrone: Boom! And 50% off, by the way, 50% off, so go ahead and come hang out with us in Tempe or Atlanta.
CINC Marketing: Very cool. We are running…
James Terry: Sir.
CINC Marketing: We are running low on time, we got a few more minutes, but I would really love if you guys have
CINC Marketing: you know, like, a favorite takeaway from John, you know, today, or it could be from me, but it's probably from John. You know, drop that in the chat.
CINC Marketing: Something that you think would be helpful to maybe someone who joined late.
CINC Marketing: We have gotten a few questions recently about the recording for this.
CINC Marketing: Whoa, speak of famous names, Michael Douglas… .
James Terry: Nice.
CINC Marketing: So, I don't believe we're going… it's in Atlanta or Tempe the rest of the year, this year, so…
CINC Marketing: I forgot what.
CINC Marketing: But…
CINC Marketing: Oh, thank you, thank you, John, thank you, John, that was a good one. Yeah, if you have…
CINC Marketing: Any takeaways, please drop it in the chat.
CINC Marketing: The recording of this… Will be available on…
CINC Marketing: The Sync YouTube channel, as well as the Sync Facebook page, those are posted in the chat, and we're also available wherever you get your podcasts, so you can go to SyncPro.transistor.fm, or just search Sync Office Hours, wherever you, wherever you get your pods.
CINC Marketing: So… oh, James just got dark. We're not done yet, James.
James Terry: No, yeah, my monitor went on.
CINC Marketing: James is, like, done.
James Terry: Also, my Bluetooth went out.
CINC Marketing: Couple last questions.
CINC Marketing: Is James okay? Have we lost communication with James?
James Terry: Can you hear me?
CINC Marketing: Yes, I can hear you.
James Terry: Okay, probably doesn't sound as good, but…
CINC Marketing: However, one problem.
CINC Marketing: Alright.
James Terry: I'm gonna take…
CINC Marketing: One question from a client that I do want to make sure we ask, and then I do see Tracy's question around…
CINC Marketing: texting, but we got a question from a client.
CINC Marketing: who, launched at the beginning of this year, and they said, you know, I haven't set a single appointment yet.
CINC Marketing: for five and a half months, what am I missing?
CINC Marketing: Like, what… where would you start with there? What would you say?
CINC Marketing: to that client.
John Marrone: First off, it's like when someone asks me, hey, what book should I read? Right? I'm like, I mean, I don't know, what are you going through, right? Like, that's… that's…
John Marrone: You know, so it's very hard, right? Because it's kind of like a personal type of situation question, but if I'm saying, like, just broad, first thing, and we said it before, and I'm not trying to promote you guys to spend money, I'm trying to help you guys make money, sync use where you gotta be, okay? Syncuse where you gotta be.
John Marrone: it'll give you the best instruction on how to get from where you're at to where you want to go. Getting our scripts is number two. Watching our conversion stuff online, you know, talk to me about how you can convert better, that's number, three. Number four is I want you to track. What is that… how many calls are you making?
John Marrone: Right? How many calls are you actually making? Because we have cognitive distortions, and if you guys don't know what they are, please take a look at them. There are about 10 cognitive distortions that we have. I used to call about this in my Real Estate Mastery crew, and we all have them, right? We all have them, and sometimes we have multiple at the same time. And what this comes down to is where we'll say, man, nobody's picking up.
John Marrone: Right? But the truth of the matter is, if we actually looked at the numbers, it's really only, you know.
John Marrone: 15% of people are picking up, which is the normal, right? That's a good rate. But we feel like, oh my god, because there's 85% of people that aren't, it really crushes our soul, and we feel like nobody is. Or, you know, hey, I'm not setting appointments, you know, I'm calling a lot of people, how many a lot of people? 5 a day.
John Marrone: How many leads do you have? I have 700. That's not enough, right? You need to call more people than 5 a day. So, it's hard to answer that, but I would say, sync you,
John Marrone: our conversion stuff on Mondays, every other Mondays. We have tons of webinars on, you know, YouTube and everything else. Reach out to me about the scripting, but I would dedicate yourself to the scripting. I'll tell you a quick story, that guy, Daniel Blessing, I talked about.
John Marrone: So, Daniel Blessing…
John Marrone: He came aboard Sync 3 years ago. He was a part-time agent, closed 5 deals, right? Part-time agent, 5 deals, cool.
John Marrone: Well, when he came aboard Sync, he joined our coaching, our Real Estate Master Coach, and he's like, I need to figure this out. He's a young kid, great kid, Alabama, Auburn kid, and I need to figure this out, I'm working part-time.
John Marrone: What do I do, John?
John Marrone: He goes, I hear I need to do this, I need to do that, I gotta buy this thing, buy that thing. I said.
John Marrone: drown out the noise. I'm gonna give you small steps, and this is what I'll tell that person, anybody on here. Number one is you figure out what your, your floor and your goal is. What's a floor, what's a goal?
John Marrone: To go from 0 to 50 calls a day, very difficult to be consistent. What I want to do is I want to say, no matter what, I'm making 15 calls a day. I'm making 20 calls a day. Chaos is happening around me, I'm still gonna make my 20 calls today. And then I slowly increase my 20th floor to a 25 floor, then to a 30 floor, until I hit my goal.
John Marrone: And the reason we do that is because momentum is the biggest thing to gain, and it's also the hardest thing to get back from when you lose it.
John Marrone: So, figure out what your floor is, figure out what your goal is. Number 2 is dive deep into our scripts. Understand what they are, and make your own. So, number 3 is role play if you want to increase your pay.
John Marrone: Role play if you want to increase your pay. And I want you 5 days a week, 5 days a week, okay? Role play with me, let me help you get better. Great, great, great. Okay.
John Marrone: Number 4, track, track, track.
John Marrone: Track, track, track.
John Marrone: And number 5?
John Marrone: book a call with me, and let's go over those tracking numbers, and let's see where the holes are in a ship, so we can set sail. That's it!
John Marrone: Understand what your goal, what your, floor is, understand the scripts, roleplay 5 days a week, make those calls consistently, ask for feedback on, you know, what it is from the tracking system that you need to change. Let's fast forward now. 5 in his first year, after doing this, he hit 34 his second year. Last year, 57. This year, went full-time, he'll hit 75 transactions, now full-time.
John Marrone: But last year, 54 transactions part-time.
John Marrone: How did he do that? He's no different. You just follow those 5 steps.
CINC Marketing: Well, and I, I think, I mean, that's what, you know, the follow-up makes such a big difference. I mean, we were just looking at a client.
CINC Marketing: Who's closed 7 leads in her first 6 months, and 5 of those are coming from social, you know, which we see social leads close, but that's an abnormal timeframe.
CINC Marketing: for leads from social to close in the, you know, in the first few months. And I mean, she is just… she's a monster on the phone. You know, she is calling people, she has really good follow-up procedures, she has, great tracking.
CINC Marketing: You know, so she knows what she's doing and what to expect, and I mean, it's impressive.
CINC Marketing: You know, so, I mean, I just think there's… it shows there's a human element to this.
John Marrone: Absolutely.
CINC Marketing: And, you know, most of the people that end up leaving Sync are people that don't close, you know, that deal in the first however long.
CINC Marketing: And that's so frustrating to us.
CINC Marketing: Because, like, all of the data shows that, like, if you haven't, it's coming, you know? Like, you're so close to getting it.
CINC Marketing: But I mean, the human element is… Definitely present.
CINC Marketing: In here.
James Terry: And I'm… I'm so torn on saying this at all, because…
James Terry: to be absolutely clear, everything that John just went through is 100% the priority, right? That is the answer to the question, he left nothing out. But from the lead gen side, if there is an issue, say, with price points are too low, or leads are out of area, or, you know, things like that, if it's not…
James Terry: something that's system, you know, I want to make a point to say.
James Terry: one of the things that you might be missing, I haven't set an appointment, it's been a couple of months, is reach out to your account manager. If you're early on, reach out to your implementation manager, and ask to talk to our team. Ask to talk to the lead gen guys, and so go over the markets, and we'll dig in, and we'll find, hey, what niches can we focus on? What areas do we need to hone in on? Should we get more granular keyword groups? Like, you gave us
James Terry: a major market, but we can kind of dig in and find some others, or is this city nearby, you know, can we include that and expand the reach of the ad? There's some other stuff we can do on our side as well that might bring down cost per lead, put more leads in there so that you've got more calls to make when you get together with John, you know? That kind of stuff. So definitely…
James Terry: Fuel…
James Terry: Please, we try and encourage our clients to reach out and talk to our team. We're here for it, as well.
John Marrone: Like, in the end, guys, your success is our success, right? Like, it's… and I think sometimes…
John Marrone: some of, maybe, our clients forget about that. Like, if you guys aren't succeeding, we're not succeeding. And we can't help what we don't hear. And we have so many clients, it's hard for us to have our finger on every single pulse out there. So if you feel like something's going on, reach out to the guys and see. I mean, I know for me personally, you know, I was like, hey, I don't want to do Panama City Beach anymore. You know, it's just a little too far for me now. I'd rather stay honed in on my destined Miramar Beach and Santa Rosa.
John Marrone: of each? And do we have enough juice in order to pull from that? What would that look like? What would I need to do? Do I need to increase ad spend? Is our ad spend okay?
John Marrone: Boom, here you go, and by the way, here's a different lead source we could try in order to see if we're bringing, you know, different leads in, you know, try this instead of Google, right? So, getting creative with your creative team, don't wait for them to reach out to you, doesn't mean that they don't want to, it's just that you gotta understand with
John Marrone: thousands of clients, it might be a little difficult. You should…
John Marrone: track your numbers, right? But you should also track what it looks like for the marketing, and see if you don't feel like the quality is there, reach out to them, because they want to make sure that you guys get quality, because if you get quality, and you make the phone calls, and you convert, everybody wins, and everybody's happy.
CINC Marketing: Alright, well, we've gone over…
James Terry: one takeaway. Harry, you asked everybody's takeaway. The number one thing I heard John say was data drives direction. You might own a business, but you don't run a business unless you know those numbers. Man, I couldn't help but write that one down. That was strong.
John Marrone: Love it.
James Terry: Wrong medicine.
CINC Marketing: I'm getting older, I took away that leaking can be a good thing.
CINC Marketing: So, that… that gives me confidence going forward, and I think…
CINC Marketing: That's a great place to close. John, we have two questions I said we would answer, so I don't know if you can do it, but can you give me one-word answers on these?
CINC Marketing: You don't mind.
CINC Marketing: Do you… do you text a lead if you haven't spoken with them?
John Marrone: AI.
CINC Marketing: AI,
CINC Marketing: Curveball. Answer C.
CINC Marketing: And do you use your personal cell or your sync number?
CINC Marketing: Boom. That's not a… that's not a yes or no question, I'm sorry.
John Marrone: You said one word, right? Both.
CINC Marketing: Both. Alright. Alright, well, thank you so much, John. You are super amazing. Please, one of the huge differentiators of Sync
CINC Marketing: Is the training that's available, the resources that are available to you?
CINC Marketing: Get to a sync U, get to an online conversion day. 100%. Get to a dialed in, go to a coffee and calls. Like, there are so many options available.
CINC Marketing: Because… You know, like John said and James said, we're successful when you're successful.
CINC Marketing: We want you guys to be here for years and years and years, and someday help grow Sync.
CINC Marketing: You know, that's the only way that we want people to leave, so…
CINC Marketing: Thank you guys so much for being on today, thank you for your engagement. This is one of my favorite things to do at Sync.
CINC Marketing: And I've been here for almost 11 years now.
CINC Marketing: So, I used to have brown hair. Crazy, right?
James Terry: Yeah.
CINC Marketing: I didn't have kids when I started.
CINC Marketing: But yeah…
James Terry: John, thank you for… thank you for joining us. That was, that was hugely valuable. I hope it was worth the cost of… price of admission for everybody. I think everybody got a lot of… a lot out of it.
CINC Marketing: Scott, you can get a full refund.
John Marrone: Yes.
James Terry: There we go.
John Marrone: Of your time.
CINC Marketing: Of your time. Oh, no, no, no, that's ours.
CINC Marketing: Never getting that back.
CINC Marketing: So anyway, thank you guys so much. Thanks, John.
CINC Marketing: If you have any last thoughts before we hop out of here?
John Marrone: You know, I mean, I would just say, I'm gonna leave you guys with these last three things. Number 1, raise your standards to raise your results.
John Marrone: you know, sometimes you gotta understand that your standards are a little bit too low for the results that you want, and it's time to confront it so you can change it. Number two is, I would say, control what you can control in a world where there's a lot of things outside of your control. Some of us are focusing our energy on things we cannot control, whether that's government-related things, gas prices, the price of groceries, or market-specific things.
John Marrone: And it takes us away from putting the energy into our business, takes us away from putting energy into our kids, into our health, into our spirit, all those things. So, really understand, where am I putting my attention, and how do I shift from things I can't control into things I can control, and you'll find yourself being way more productive. And last but not least, and I say this before, I end every call, or every podcast that I have.
John Marrone: It's don't wait for the door of opportunity to open, go kick that damn door down and take what is yours.
John Marrone: That's all I got.
CINC Marketing: Oh, yeah.
CINC Marketing: Dude, come to SyncU, get on an online conversion day, check out John's, coaching.
CINC Marketing: Man, thank you so much. This was great.
CINC Marketing: And follow Sync on social if you want to see the replay.
CINC Marketing: And reach out to your AM if you have questions about your marketing or about Sync.
CINC Marketing: So many things. Anything we can do to help you, please just let us know.
CINC Marketing: Alright, well, I guess we should end it. Adios, Orlando! What a great way to end it. See you guys later. Thanks for working with, and have a great month.
James Terry: Take care.