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CINC Office Hours Episode 2 - Matt Feathers | February 12, 2025
Office Hours airs live on the second Wednesday of each month at 11am ET.
Register to watch live and ask your questions at cinccommunity.com/registerforwebinars.
Title: Lead Conversion Mastery with Matt Feathers
📅 Date: February 12, 2025
🏢 Presented by: CINC
Register to watch live and ask your questions at cinccommunity.com/registerforwebinars.
Title: Lead Conversion Mastery with Matt Feathers
📅 Date: February 12, 2025
🏢 Presented by: CINC
🔍 Episode Overview
In this episode of Office Hours, CINC University Trainer and 10+ year client Matt Feathers joins Dan Lott, James Terry and Harry Kierbow to share expert insights from the Nashville real estate market. Matt breaks down proven strategies for lead conversion, CRM optimization and how to build a scalable follow-up system that works.
💡 Key Topics Covered
- How Matt Feathers built a high-performing real estate business using CINC
- Best practices for contacting and converting new leads
- The importance of consistency in follow-up
- Tips for leveraging automation without losing personalization
- Real-world examples from Matt’s experience in the Nashville market
🔗 Resources Mentioned
🎧 Listen & Subscribe
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.
Daniel Lott: It's right there.
James Terry: Yep, Harry, do you see them?
CINC Marketing: No!
CINC Marketing: Oh, it may be the. Oh, I bet it's there, we go, is that better.
James Terry: There's still one along the bottom and on the left side of my screen. But better.
CINC Marketing: Yeah, it's because I am.
CINC Marketing: Is that better?
CINC Marketing: Hey, everybody.
James Terry: Much better.
CINC Marketing: I'm sharing my screen. And I've only got the one monitor today. So
CINC Marketing: I bet you're seeing the toolbars and my my video screen.
CINC Marketing: But anyway, thanks everybody. We've got
CINC Marketing: about 40 people on the call already. That's awesome. Thanks, everybody, for joining us.
CINC Marketing: take a second. Let us know where you're coming from in the chat, and we'll give
CINC Marketing: some people a few more minutes to join.
CINC Marketing: Just to remind you guys, office hours is every second Wednesday at 11 Am. Eastern time.
CINC Marketing: and we have ambitiously booked it in zoom until the end of 2029.
CINC Marketing: So we hope that you'll join us on every single one.
CINC Marketing: Thanks for being here today.
CINC Marketing: and the next one is March 12, th
CINC Marketing: which is coincidentally 3 days before my birthday. So if anyone would like my address. I'm happy to send it to you.
CINC Marketing: I can remind you, on March 12.th
Matt Feathers: You put something on your calendar for for 5 years. Is that right?
CINC Marketing: Just in Goto, in Gotowebinar.
Matt Feathers: That's a big commitment man.
CINC Marketing: Yeah, yeah, it's job security. I, I feel so.
Matt Feathers: Happen.
CINC Marketing: It has to happen. That's right.
CINC Marketing: Alright cool. So we've got more than 50 people in
CINC Marketing: awesome awesome. I'm just gonna take this down now are the are the boxes gone away.
James Terry: Yes, sir.
CINC Marketing: Alright cool now. I can see the chat too awesome.
CINC Marketing: Got you sorry for Marietta? That's exciting.
James Terry: Just some no account. Drifter.
CINC Marketing: Yeah.
James Terry: No, next next month, march March 12th will be, I expect, a lot of belated birthday wishes. That'll be 5 days after my birthday.
James Terry: so.
CINC Marketing: Gonna be so exhausted from the excitement over my upcoming birthday that they will.
James Terry: Preparation for Harry's party. Yeah.
CINC Marketing: They'll be sleeping it off, so.
James Terry: Big, big.
CINC Marketing: Barbara says it's snowing in Wisconsin.
James Terry: I believe you.
CINC Marketing: I do, too.
James Terry: Is it.
CINC Marketing: That wasn't like to submit.
James Terry: Is it.
Matt Feathers: There's some. There's a weather model saying like Nashville's, gonna get 20 inches next week.
James Terry: Oh, my! Gosh!
James Terry: Folks!
CINC Marketing: Pineland, New Jersey, Scott.
James Terry: I grew up
CINC Marketing: Vegas.
James Terry: I grew up in South Georgia, and so like we almost never saw snow. I'll bet I saw snow like 3 times before I went to college, and so to me, places up north like Wisconsin. I was just like it must never stop snowing in Wisconsin right like, is it just year round in in certain parts of the country. I
James Terry: it it was just this, this thing I didn't understand.
CINC Marketing: Oh, yeah, I always thought we went up to Minnesota for a hockey tournament for my kid and there was a restaurant that was adjacent to the hotel. We would go and order in between games, and then they'd run outside, play on this big pile of snow.
CINC Marketing: Turns out it was all the snow that the snow plows had piled up from the parking lot so people could park, and they were just like covered in soot, and everything by the time they came up.
CINC Marketing: but that didn't stop them. They went there every day.
CINC Marketing: all right. Well, move to Arizona. Yeah.
CINC Marketing: I know Brian Brian in Arizona is happy to help anyone
CINC Marketing: tired of the snow or tired of.
James Terry: I bet Wisconsin has some some awesome summer and fall.
James Terry: Other parts of the country have all 4 seasons. I feel like we don't get 4 seasons in Georgia.
CINC Marketing: Oh, God! I don't want to talk about.
Matt Feathers: If Nashville gets 20 inches next week, then Sync, you is gonna last longer a lot longer than 3 or 4 days
Matt Feathers: for me, cause I'm gonna be staying in Marietta.
CINC Marketing: All right? Well, cool. You guys can follow our separate podcast for stories about snow. But today we're here to talk about sync related things. I am Harry Kerbo. I'm the senior director of Paid Social, and today our guest is Matt Feathers from the Sync training team. But before we get to you, Matt. I know you got a couple of things you want to say. I got to introduce the boys here, the guys, Dan, the
CINC Marketing: Vp. Of client marketing, and the most handsome man on the podcast thank you.
Daniel Lott: Great.
CINC Marketing: Do you remember that from my upcoming review and then my counterpart on the Sync client marketing team, James Terry? He's the senior director of paid search.
CINC Marketing: So yeah, how you guys doing? Dan, I know you had a couple of things you wanted to mention before we got going. So
CINC Marketing: here's your chance.
Daniel Lott: Okay. Well, I thought we were gonna go more and more light conversation, and then go segue into it. But.
CINC Marketing: So this is oh.
Daniel Lott: Are we doing? Like, okay? All right. No. I'm just kidding the no. Just a couple
Daniel Lott: items calling back from updates, from the from the last webinar we had last office hours we had last month on the same day last month.
Daniel Lott: We they were something about
Daniel Lott: ads in non English languages. And I saw
Daniel Lott: right after that webinar. That's immediately, maybe the next day somebody started one of those in Google. And I I think we
Daniel Lott: prattled on and on about how you're not supposed to do it in Google. But somebody did not follow our best practices. So I just wanted to make sure.
Daniel Lott: and it was a pretty obscure language is like this is never going to get any traffic. They're not going to be happy. It's.
CINC Marketing: Why is that Dan?
Daniel Lott: Well, it is because it's
Daniel Lott: it. Google ads are not set up to to run that way.
Daniel Lott: And for one thing, our websites are not. They're in English. They're not in non English languages. So what you should do is do Facebook advertising. If you're seeking a audience that does not speak English. You can do it in Facebook, and you have the flexibility of tailoring your message to specific audiences, including putting in the the different language.
Daniel Lott: Is that about right, Harry?
CINC Marketing: Yeah, that is something that we can do that. I don't know that a lot of people are aware of.
CINC Marketing: And i, 1 of the reasons that I believe that we don't do it on search is.
CINC Marketing: I'm sorry I'm so popular.
CINC Marketing: One of the reasons I believe, that we don't do it on search is because of the landing pages like you talked about, and also the keyword lists are
CINC Marketing: English. I'm not an expert, but I believe that would have something to do with it. But
CINC Marketing: on the social side, you're able to go in and say, I want to proactively show this ad to people who have said their primary language, is this.
CINC Marketing: with your help we can also translate whatever ad wording or use a wording that you have. And then the big difference on the social side is, there's a
CINC Marketing: kind of an interstitial page after they sign up on Facebook or Instagram, where there is a form that we can customize, and so we can put it in most major languages, and that helps with the conversion rate, and
CINC Marketing: it needs to be in a place where the audience is large enough. You know.
CINC Marketing: multiple 10 thousands of people
CINC Marketing: that are that indicate that is their primary language for it to be efficient. But you know essentially what you're doing is.
CINC Marketing: you know, that's a competitive advantage for a lot of people. If they're able to communicate more effectively with people that speak a different language. And so you're just segmenting your ads to show specifically to those people who say.
CINC Marketing: This is my my primary language. So that's why we do it on the social side, and we see a good.
Daniel Lott: It works really well, and you get a good cost per lead.
CINC Marketing: Yeah, I mean, we have.
CINC Marketing: We have clients that are running that locally. We have clients that are, you know, running ads for investors in foreign countries looking to come for investment properties in the area. So there's a lot that we can
CINC Marketing: can do with that. So.
Daniel Lott: All right. And then the other topic I wanted to discuss was, we talked a lot about AI during the 1st one last month. And we're just kind of like
Daniel Lott: discussing like, Oh, how's this gonna impact like traffic? And and then things like that? And it's like. Well, we don't know. Maybe it'll help it. It'll hurt. It probably gonna hurt it, anyway. So I just came across a study
Daniel Lott: like the day like last week. That went
Daniel Lott: that looked at click through rates of ads when there was an AI kind of summary at the top of the the search results page versus when there is not a AI summary at the top of the search results page, and it was like a shocking
Daniel Lott: reduction in the click through rate. If there is AI deduct or in AI summary, it's something like the click through rate went down 60%, something like that.
Daniel Lott: and that is not a good thing. And it's because when that's the case, that means that it raises your your cost per click, which raises your cost per lead, which reduces your number of leads. So
Daniel Lott: Strange is that our cost per lead
Daniel Lott: company wide went down last last year with both search and social. So we were able to. Yeah, exactly, James. So I don't know but it's
Daniel Lott: If that is the case. Google, like, as I always say in these things, Google just wants to make as much money as possible. They don't care how they make it. So if they're gonna they love their AI, everybody loves their AI these days. So they're gonna try it out. And at some point they're gonna say, like, Oh, jeez guys, you know.
Daniel Lott: we are. Our revenue went down maybe we should curtail the the AI, because we've noticed that it hurts the click through rate. So maybe it. Maybe this will show. Maybe this will be a good indicator to them. That they should, you know, not necessarily just put the AI up there, which would then
Daniel Lott: increase the click through rate which would help us. So maybe that that'll be a good thing for 2025. So.
CINC Marketing: Yeah, it's interesting, like how they're sending
CINC Marketing: focus to that. AI write up instead of a link. Click.
Daniel Lott: Because they don't get paid for it, which is what they
Daniel Lott: sort of like when they used to have organic listings. This same report showed the click through rate on organic listings. It's like.
Daniel Lott: Oh, yeah, it's a lot lower. The organic. Nobody. Yeah.
Daniel Lott: Well, the the paid ones are at the top where the AI is at the top. Then there's the paid, and then right at the bottom. If you scroll down you'll see some organic listings. So
Daniel Lott: back in the day, used to be up at the top where you had it.
CINC Marketing: That's right. We used to walk uphill both ways. 15 miles in the snow.
Daniel Lott: So true.
CINC Marketing: The 3.rd The paid results are on the right.
Daniel Lott: That's right.
CINC Marketing: Yesterday.
Daniel Lott: Yeah.
CINC Marketing: You got anything on your mind, James?
James Terry: Man. I'm glad to be here. I'm excited to see what are what's the count? I was just looking at it. 75 75 folks from all over the country appreciate everybody putting in where they're signing in from. I saw everybody from Punta Gorda, Florida, up to Toronto. So I always just like to highlight and and and stress like
James Terry: from your perspective from our clients, like what we want is for everybody to focus on participation not just, you know. Observation, I guess right. Don't just
James Terry: don't just be here and and listen like.
James Terry: be a part of the conversation right? That chat is there. I did want to point out, because I remember we learned a few things from last time. There is a QA. Like section. But we are gonna monitor the chat a lot closer if we talk about anything and it spurs a question. You know, this can be fairly conversational. Put some questions in there. I can't guarantee we'll be able to
James Terry: to address everything that comes up in the chat. But if you've got a good question. By all means. We'll either address it right now, or we do review those those messages and everything that we talk about in the chat afterwards. Of course, this is being recorded. We go through it, and it might be something that we we address on another one if we don't get time for it today. So
James Terry: again.
James Terry: glad everybody's here, glad to be a part of the conversation. And and yeah, throw some throw some questions into the chat. We've got some stuff to talk about. I look forward to hearing from Matt at some point in this my guest speaker on this webinar.
Matt Feathers: It'd be tough to get a word in with you guys.
CINC Marketing: Yeah, he's gonna
CINC Marketing: he's gonna leave us a terrible yelp review if we don't get to our guest, who is awesome to have matt is a
CINC Marketing: 10 plus year sync client in the Nashville area.
CINC Marketing: Still an active client still working leads, still selling sync leads, and he also is one of our trainers at Sync University.
CINC Marketing: So, Matt, thanks so much for being here with us. We got a lot of great questions, not just on the ad side, but on the training side as well. So I'm excited for your help today. And Matt's an incredible resource
CINC Marketing: he says things, and I'm just like, Wow, that makes so much sense that yeah. So he's an incredible resource. Definitely. Drop your questions for him, Matt. Thanks so much for waiting a quarter of the webinar without saying anything. We appreciate that. I know you got a couple of really cool things coming up that you wanted to mention, and then we'll go ahead and get to everybody's questions. So.
Matt Feathers: Yeah, I appreciate you guys having me super flattered and and looking forward to it. yeah, we do have a lot of exciting things coming up this year. It's kinda like,
Matt Feathers: our first.st I guess it is. Yeah. In February, our 1st sync you is next week. So it feels like pitchers and catchers are about to
Matt Feathers: report to spring training. But this isn't spring training. It's it's real, it's live. It's gonna be a ton of fun. I'm super excited for it. I don't know if there are any more seats left for for that one. I know it's close to filling up, or it's already filled up. I'm not sure but you can check that out@synccommunity.com. That's the best place to go and get some resources, not just for sync you, but like webinars. And there's links to other bi-weekly, like conversion, training and stuff.
CINC Marketing: Webinars on, there.
Matt Feathers: Oh! That!
CINC Marketing: You should have bookmark. It.
Matt Feathers: Make that your priority. Okay?
CINC Marketing: Day, check it.
Matt Feathers: And then the other thing that's pretty cool. I'll give my good friend, John Marone our conversion, Guy Plug here, but he's created what he's called the sync agent blueprint. And if you go to sync agent blueprint, and I can type that in the chat. But Sync agentblueprint.com. That is a place where you can get signed up for. It's like a 5 week. Course, I think. 1st week they're just doing mindset stuff
Matt Feathers: second week. They're gonna kinda look at your database like who to call who not to call kind of clean it up a little bit and then 2 weeks of conversion training in the last week. I believe they're doing a power hour. So it's new, but it should be pretty cool. And I think you guys, our clients will have a chance to to learn a lot and make some money.
CINC Marketing: Yeah, and I think so I always say I attended a John Marone power hour at one of our summits, and just
CINC Marketing: I was blown away. I remember walking in. You got the music going, and it's you know I'm not that kind of person. It's like, man. This is not going to be for me, but by the end of it I was like Superman yelling. And all this stuff I mean it was he's good. He's good at what he does, so I think that would be a good opportunity.
Matt Feathers: The method is pretty cool, man like day one like we're we're organizing your database. We're getting it kind of tidied up. Day 2. We're we're doing some automation, some engagement. We're already going to be like getting some responses from leads. And then day 3. It's like the rubber meets the road. We're going to start making things happen. So it's a it's a really good flow. And even if you're not like a high energy like motivation, get up. Pound your chest type of person.
Matt Feathers: There's even if that's not you. There, there's still a place for you, and it will help you find your way, you know.
CINC Marketing: I'm saying that wasn't me. But by the end of the maroon thing that was me. I've never been so excited in my life.
Matt Feathers: It's there, just.
CINC Marketing: It was me, and it was Dan and I, Dan, was into it, too, so.
Matt Feathers: He doesn't. He got more into it as it went.
Daniel Lott: It was. It was something else. He! He!
Daniel Lott: 7.
CINC Marketing: He does a really great job, and then you combine that with the additional days about all the the database and it's truly the best training in the industry. Angela was asking, How do you sign up for that? I'm not sure which one you're talking about. So I'm just gonna say them both. Sync you in Atlanta. That's next week that's on synccommunity.com.
CINC Marketing: And then John Marone's.
CINC Marketing: Thank you, Jenny. And then John Marone's training
CINC Marketing: course, that's at syncagentblueprint.com. Is that right, Matt?
Matt Feathers: Yeah. Yeah. And I. And I failed to mention, I should have pointed this out. The the next one's gonna next week's gonna be so cool because it's it's paired up with a Tom Ferry a day of Tom Ferry training and interaction. So if you come to Sync, you if you stay at Sync U, you do the power hour. Then I believe you get a ticket to the 4th day, which is a Tom Ferry event which is super exciting.
CINC Marketing: Yeah. So this is cool. We've also got some events in the
CINC Marketing: We've also got some events in the office. So that's 1 of the things we're really excited about. We got a couple of cocktail hours, which is always exciting. But we'll get to mingle with the clients and
CINC Marketing: you guys can see how handsome Dan is in real life
CINC Marketing: when you come up to the office, and I'm sure you'll agree with me.
CINC Marketing: So again, want to thank you guys for showing up being around. Just to remind you guys, office hours is a open Q&A session. So there's no set agenda. We do have some questions that were submitted at sign up that we wanted to talk about that I'm going to throw out to the group. So I hope you guys will find some value there. If you have additional questions, please just drop them in the chat. We'll be monitoring that.
CINC Marketing: Oh, look at me! I'm a poet, and I didn't know it. Rhyme on a dime anytime.
CINC Marketing: So yeah, without that or without further ado, let's get into some of the questions, and we got some really good ones around training last time that I wanted to kind of lean on Matt to answer.
CINC Marketing: So, Matt, I'll just kind of get into it. You know, one of the questions that we got was around, what's the best way to encourage your team to do the dials. You know we've done the training, but we're still having difficulty getting people to commit to the dials on our team. So do you have any advice around that.
Matt Feathers: Yeah, I think one of the biggest things that people overlook is like, I always say, speed of the leader speed of the team like you can't. You can't ask
Matt Feathers: your your agents to do something that you're not willing or able or capable of doing, you know. So it's like for me. I've always been like a demonstrator, you know. I like getting into the system and making dials, doing some role play, doing some things like that. But if you're a a team leader with a team of agents, and I've been doing it long enough to where it's like, I've learned what works and what doesn't work, and not not everything's gonna work for everybody. But
Matt Feathers: I was really like I was just guilty of really wanting wanting it more than they did, wanting it more than my agents did. And I had to shift my mindset to say like, really, what I'm looking for here is, I want more for them.
Matt Feathers: and I used to be like the guy that was like you got to make your dials this week. 250 dials, 500 dials, whatever that number is. But the the shift happened when I sat down with agents like individually, and like, what? What are your goals? What can you commit to?
Matt Feathers: You know that those are things to like really important things to identify, because it's gonna be different for everybody. Because if you you establish that number for your team. It's like we gotta make our 500 dials this week. Well, then, everybody just starts like chasing a number.
Matt Feathers: and they're not. They're not quality conversations. You're just like checking that box every day. So it's really came back to like having a 1 on one and and saying, well, what are your financial goals? What are your personal goals? And then you can kind of like reverse engineer it. Because then the conversation was like, Well, what's your average price point, or what do you want your average price point to be.
Matt Feathers: you know, and we've we've done dials. We know it takes this many dials, to have this, many contacts, to set this so many point, this many appointments, and then work your way backwards.
Matt Feathers: and then moving forward like, hold them accountable to that.
Matt Feathers: Hold them accountable, that, and then it may not work out for everybody. Right? We've lost a lot of team members, teammates, people on our team. But you always got to be filling that pipeline to no different than in real estate. If you're if you have a team, you're trying to grow your team.
Matt Feathers: Hopefully, some of that stuff makes sense.
CINC Marketing: Well, I think, yeah, I mean, it's the same kind of thing anywhere, right? I mean.
CINC Marketing: the accountability holding people accountable is always
CINC Marketing: the most difficult part, I feel like I mean even, and not in a real estate setting for me. But just, you know, within our team.
CINC Marketing: and trying to lead by example, and
CINC Marketing: it's difficult. But I it's something I've had to grow into over the last decade. I've been here at Sync.
Matt Feathers: Sure.
CINC Marketing: I've been happy to be able to, you know.
CINC Marketing: Remember that from my review, Dan.
CINC Marketing: This is all a scheme for me to get a raise next year.
Daniel Lott: Maybe this year, maybe.
CINC Marketing: Elaborate. You guys get paid.
CINC Marketing: Let's see, there are a couple of questions in the chat.
CINC Marketing: So some things around Tcpa, I know that that's a big
CINC Marketing: a big event moving forward. That is something that our team is actively working on. There's communications that's going out. If you haven't received those. Please reach out to your account, manager.
CINC Marketing: or if you have specific questions on that, please reach out to them. We're just not experts there, you know. So we're following the lead of the experts within our company. You have access to them, too. So please reach out if you have questions
CINC Marketing: like some questions around co-branding with lenders to help paying for sites. That's definitely something you can work with your account manager on. If you have questions there. So please reach out
CINC Marketing: and again.
Matt Feathers: Cole's got a pretty good question there about.
Matt Feathers: That's where I just got to. Yeah.
Matt Feathers: Hearing to do dials. Well, when we say dials, it's typically prospecting, right? That's people we've never talked so she says she has 200 leads. That's people we've never talked to, or maybe we've talked to them at some point, and they've ghosted us, or they're not returning our calls or whatever we move them back to attempted contact. So making dials is that's a reference for prospecting and for for me. It's like trying to commit to mornings and afternoons. Those are the best like confirmed
Matt Feathers: best times to make contact with folks, and every market's a little bit different, but for us it's it's like 8 to 9 in the morning, and then
Matt Feathers: 4 ish to 6 6 ish in the afternoons. So that's and trying to hit somebody a couple of times a day to dial somebody a couple of times a day. There's nothing wrong with that. We're we're trying to get them to answer, trying to get them on the phone and and convert. So hope hopefully, that helps.
CINC Marketing: Yeah, and that that dovetails nicely into another question that we received at sign up best times and days to make lead generation calls. So you're just talking about your specific market. But I mean, do you guys see with sync, you that
CINC Marketing: that's that's different. Across the country? Are there like trends? Or is it pretty much?
CINC Marketing: These are the best times across the board, or or what do you guys see.
Matt Feathers: It could be different from market to market. But one thing we know, that's like, I mean, this has been a constant for years. Now, when we cause we track numbers that sync you on day 3 we dial actually in that power hour at a pretty obscure. It's like
Matt Feathers: middle of the afternoon on like on like a Thursday.
CINC Marketing: Yeah.
Matt Feathers: And our pickup rate is like, I think it's like
Matt Feathers: 15 to 25%, you know, and then appointment set from their contact to appointment set is like 30, 33% from there. And that's.
Matt Feathers: you know, historically, not been a great time to dial, but.
Matt Feathers: I always ask people to like, what's your pipeline look like? Because if you don't have anything closing in 30, 60, or 90 days. Well, then, you might want to be calling all day right? And some of that morning and afternoon stuff is really attributable to like people driving to and from work.
CINC Marketing: Yes.
Matt Feathers: But now.
CINC Marketing: When I talk on the phone.
Matt Feathers: Well, now, we know a lot of folks work from home.
Matt Feathers: Right?
Matt Feathers: No.
Matt Feathers: Yeah, I, mean it there's no, no harm in dialing. It comes down to. How much money do you want to make.
CINC Marketing: Well, and that's so. A lot of good feedback in the chat here, too.
CINC Marketing: Let's see Brian documents the hour of the day that he calls leads, if not connecting. Then he moves the timeframe around
CINC Marketing: Michael, New Hampshire and Massachusetts always try mornings and late afternoons, early evenings. Got to try them all.
CINC Marketing: Isn't that some kind of candy slogan?
CINC Marketing: I'm I was a TV child of the nineties. My time is 5 to 7. The systems work when I work it
CINC Marketing: agent for one year.
CINC Marketing: Yeah, I mean, yeah, I think.
CINC Marketing: that's always really interesting to me around. And that's so like, Covid was something that really changed the way online lead generation works. And that
CINC Marketing: that's that makes sense that it's maybe had an impact on when people are answering phone calls as well. Now.
Matt Feathers: Sure.
CINC Marketing: But I never answer personal phone calls during work hours. When I'm working from home, Dan, I just want you to know that.
Daniel Lott: Course.
Daniel Lott: But wouldn't it? Also, I guess, if people are working from home when that also increase their flexibility, as, like Carrie, much like
Daniel Lott: you can reach them all day like before, when everybody was like changed to their desk from 9 to 5. They're
Daniel Lott: They probably weren't on the phone, for, you know, a half an hour conversation talking about their their home search needs, you know, but now that they're now that they're in their home office. They they have the flexibility to do that.
CINC Marketing: another question around this was a string of questions. And I, we do see the questions in the chat, but these are kind of strung together. What scripts are top producing sync teams using to get the best results.
Matt Feathers: Is that for me.
CINC Marketing: Yeah.
CINC Marketing: No. James.
Matt Feathers: I assumed it was well, I mean we. We keep it pretty simple like in it. It is that conversion script that and it's it's evolved a little bit, but really not a ton. And the the most powerful piece is that opening line.
Matt Feathers: and you've got to nail it because there is so much noise going on in the world. There are so many spam calls. But it's it's really simple, it's, you know, looking to make a move soon, or just browsing, you know. And hey, Matt, this is or or Hey, Harry, this is Matt with the home search site, saw that you were checking out a few homes at bump, bump, or online looking to make a move soon or just browsing. And we're really trying to get them to say.
Matt Feathers: just browsing that they think they're getting off the hook, but when they say that well, then, we can take it from there right and start digging deep
Matt Feathers: find. Try and find out the why. Not so much the what we'll get there, but really digging deep and and going 3 wise, deep, hopefully for every what and then the goal, like, I like to ask people like, what what's the goal of a of a call or a dial? And I get a lot of different different answers. But the goal is really to set an appointment.
Matt Feathers: Yeah, actually, yes, set an appointment not just to follow up with somebody or send them homes. What are you looking for? I'll reach out in the next 30 days like we're trying to meet with people face to face, and if they're in a different state, or they can't meet face to face. Yes, we'll hop on a zoom call. I've zoom call zoom call people in Germany before that are looking to relocate in the military back to Fort Campbell. Like
Matt Feathers: face to face like you, you've got to give them enough value on that phone call
Matt Feathers: to get them to meet with you face to face. And that's what that's what we're shooting for.
CINC Marketing: One of the things I was struck by during that conversion. Training was, you know, there was some scripting around ways to talk to people. But I felt like a lot of the training was around.
CINC Marketing: You know, you kind of training yourself. So you're comfortable that you know what to say. So you can actually listen to the person
CINC Marketing: and guide that conversation instead of just waiting to read the next line, you know. And I thought that was really impactful.
Matt Feathers: You should do, you should be doing way more listening
Matt Feathers: than talking. And there's there's a lot of instances where, like, you're listening to somebody talk on the phone and you're in your head. You're thinking about what I should say next.
Matt Feathers: And that's that's wrong. You know. You're going to be stepping all over top of yourself. But when you do start doing more listening, you pick up on things, and then you can ask more questions based on what they're telling you and try and dig deeper, because I mean the number one thing that humans want and need, that they want to feel loved. They want to be heard right? So if you show them that you care and that you're listening on the phone, you're going to get a lot farther.
CINC Marketing: Michael said with, I'm just looking.
CINC Marketing: they think this will get you off the phone my reply, awesome, what are you looking for in your next home.
Matt Feathers: That's the.
CINC Marketing: Yeah.
Matt Feathers: It like, there, there! The reality is like a lot of the the majority of these sync leads like they are not ready to talk to you.
Matt Feathers: Some. Some of them are. Some of them might be writing offers this weekend, but here's the thing like we don't know unless we call them we don't know, and that's the exciting part about it. That's why I still get excited about this. And I love. This is because I'm trying to meet people exactly where they are and and help them. That's it, that's it. But yeah, that I'm looking the I have an agent. I'm not buying for X amount of months or years, or
Matt Feathers: that's not me or I'm looking for somebody else. Those are all just objections.
Matt Feathers: you know. We we have responses built out for that stuff. And he's right, like with, I'm looking or just looking perfect. Well, what are you looking for, or what brought you to the site today. I'm not letting you off the hook, you know. If I got you on the phone, I'm digging deep.
CINC Marketing: Alright! Let me give Dan and James a question, or is James gonna say something.
James Terry: Yeah, I wanted to address real quick.
James Terry: 1st of all, Matt, you had said, like the majority of sync leads, I would say the majority of online leads
James Terry: are are not necessarily ready. Right? Just by the way that they're they're targeted. And they're looking for photos are kind of high high in the funnel. That kind of thing. Not just like we're doing it this way. That's how that's how Internet leads work. Right? But I also wanted to address. Ryan, asked a question about leads in the dashboard, and you know, putting in bad numbers and things like that, and wanted to address that we do verify
James Terry: the the phone numbers as they come in. So we text the number that's provided. And I'm sure most of the people I know we've had a lot of trainings, a lot of comp communication.
James Terry: About this. We rolled it out I think it was last February we started testing the lead verification. And so we text a code to the number that's provided. And if they respond and put that code in, then we know not just the number is valid, and that it's like a a working phone number. But it went to the person who was actually on our site that it was A. The person who signed in gave us an accurate phone. Their phone number right now, that's not to say.
James Terry: just find someone with a passion for clicking on fishing text. No, I didn't. I didn't do that. But you know what? Yeah.
James Terry: And so that's what. If you look in your dashboard, the leads dashboard. That's what the little blue check mark means. It means that it's a Ver verified phone number that they responded. And we can confirm this number belongs to this person absolutely. Now your question was, if not, why not? So? One of the fo focuses is to get as much information and value from every click that lands on your website. So even if they give us a bad number like
James Terry: we don't want to just not put, not capture any data from that right? It's still in there. And we found. And this is one of, I think, the biggest benefits to the entire lead verification test that we ran. And when we rolled it out is we found that
James Terry: you guys remember the exact number. I think it was about 10% of the bad numbers updated because we hide some of the the photos and the school information. Some of that is grayed out. If they don't verify their number, it's behind that verification wall. So if they give us a bad phone number and then they don't respond to our text.
James Terry: they're gonna go. They come back to the site. About 10% of our total click traffic comes back to the site, sees that that information is hidden and updates their phone number to become verified. So it was just an immediate uplift in legitimate phone numbers. I mean, that's a number that went from
James Terry: bad number will not answer the phone to verified blue checkmark. Right? 10% of the leads did that. And we found
James Terry: the number improves as traffic comes back with drip campaigns. And you know listing alerts, things like that. But out of the gate about 60% of our lead volume verifies their phone number, and then it trickles up to to around 70% of verified leads.
James Terry: not to say do not call. For all the reasons Matt was just talking about, not to say don't call a lead. If it doesn't have a blue checkmark they may have left the phone in the car and not been able to respond to it. All the information is valuable in there, but wanted to address that for Ryan Link. That's what that blue checkmark means, and we do absolutely verify. All the incoming traffic.
James Terry: Great question, though.
James Terry: Yeah, but I mean, but also, too, if someone is not ready to give you.
CINC Marketing: That phone number like.
CINC Marketing: I understand that you'd like to speak with them. But wouldn't you rather them be on your website than someone else's. And then.
CINC Marketing: you know, when you talk about success in converting online leads like, you're not talking about 50%. You know, some people just aren't going to convert with you.
CINC Marketing: But our whole idea is to give people as many chances as they can. And then we've really invested in AI and automation to try and surface
CINC Marketing: more of what you should be doing right. So taking all those data points that we have and making them relevant to you, so
Daniel Lott: Well, I wanted to ask Matt, what I guess after Sync rolled this last year. How has that? The blue checkmark impacted? How you have done your your prospecting have? Do you ignore it? Or do you, you know, actually like, Hey, this of the blue check mark means it's actually a real human being. And that's a real phone number. So is you prioritize them or just do you ignore it? What? What's your thoughts.
Matt Feathers: It's a it's a great question, and I I guess I've been doing this so long that I'm still pretty methodical like I I don't care if I get like a Santa Claus or a Mickey mouse. As long as I get a phone number, whether it's verified or not. I'm gonna I'm going to call it because you just don't know. But what I will say is is that I've been like, I don't wanna say pleasantly surprised because you guys
Matt Feathers: do great stuff like super impressive stuff. But yeah, I guess I was a little surprised that we're getting so many verified numbers. I I think it's really cool, but I think.
CINC Marketing: Are, we.
Matt Feathers: It speaks to like
Matt Feathers: what or how consumers are kind of conditioned now, like they're used to doing this stuff.
Matt Feathers: and it doesn't do me any good to like, overthink this and like, how can I affect this? Or how can I change this? I'd like I just spend more time on on reaching out to them, on calling them. And I do. I mean, ultimately, I have the realization that a lot of leads like to James's point. Not not just sync leads, but Internet leads. They come to our site to get something.
Matt Feathers: and they might very well be like one and done. They see that one house, or get those photos or find that information, and then they're gone, that that's just the reality of it. Once you kind of realize that and know that that's kind of the norm. Then you're just committed. You have to be committed to calling them regardless. But I love the fact that we have like good, accurate info. That's like, I think I told Harry, like, I'm a database
Matt Feathers: devotee like I I want like the most flexed awesome database, because it's really one of the only assets that I have in my business, and if I got a database full of good numbers that are verified like that database becomes way more valuable.
CINC Marketing: Yeah.
CINC Marketing: Well, I think it'll be, James mentioned. It rolled a year ago, and so I think it'll be interesting to continue to watch the stats of these verified leads versus leads that don't verify, as they have enough time to, you know, all move through the funnel, and we continue adding verified leads.
Matt Feathers: It reminds me like when AI, when with AI, we started sending that opt out language.
Matt Feathers: and everybody thought that it was like the world was ending doom and gloom. Everybody's gonna opt out. Well, the reality of I think that uptick was only like one, or like maybe a half a percent to 1 1 and a half percent. Something like that which blew my mind. But what that told me was is like, this is just the norm. Now, like everybody's seeing that language
Matt Feathers: right? And I love the fact that, like we're not giving, we, we pay a lot for the platform and and for our leads like I don't. I don't want to give everything away for free
Matt Feathers: like I I want them to be a little committed like, give me your good phone number.
CINC Marketing: Well, and it's it's interesting. You know. The pictures are one of the things that seem to make people verify the most, and that also falls in line with, like the success of team listing ads, which is a newer ad type. We have that focuses on your listings, and I think
CINC Marketing: you know, as houses became more difficult to find during Covid.
CINC Marketing: Seeing a house that you like that resonates with you. That maybe is in your price point.
CINC Marketing: People are are willing. And I I think you're exactly right, too. I I don't. It's not weird to
CINC Marketing: 2 factor anymore.
Matt Feathers: No.
CINC Marketing: You know everything I log into. I 2. Fact, I have to 2 factor to log into my authenticator app to 2 factor. Other things like.
CINC Marketing: it's just crazy. I can get into my bank easier than I can get into our Meta account, which is good.
CINC Marketing: But alright, I have a question about search volume.
CINC Marketing: Are you intrigued?
CINC Marketing: All right. Here we go. How are leads optimized for individual site owners. So they are not competing against each other
CINC Marketing: specifically in the same, or if in the same market, apart from existing competition on keywords. So it's basic, you know, how are we making sure that we're not saturating a market
CINC Marketing: with clients on, you know, when they start with sync.
James Terry: Do you want me to.
Daniel Lott: I'll I'll take it. I'll take it.
James Terry: I think Dan and I both can handle this one.
Daniel Lott: That.
Daniel Lott: I would just say that just in general. If you add up all of our clients in a specific market by their impression share, which is one of the statistics we used to do this i, 1 of my
Daniel Lott: 5 years ago, or whoever long it was I used to do these very, very, very complicated like, oh, look! Look how smart I am! I'm coming up with this really cool metric showing what percent of all searches included a a sync client on it, and then you would add them all up, and it's like, Oh, it's 15! 0, 0, it's 20! 0, so it's
Daniel Lott: like, it's a small percent of of the time you're gonna see your ad, and then another ad. So of another client. And even if it is, it doesn't really matter, because if they click on yours, then, you know, they're going into your flow. They're they're going to your website. They're entering their information.
Daniel Lott: there's no indication that the conversion rate or the cost per lead is negatively impacted. If it is next to another client. I think that would be something we would be concerned about if that was the case. But that doesn't seem to be so if if you're next to a zillow ad, or if you're next to a you know
Daniel Lott: one of our competitors or homes.com ad, or something like that, it's they. Still, they impact the cost per click just as much as if it was a sync client being there. So there's nothing magical about having 2 sync clients.
Daniel Lott: James, do you have any anything to add.
James Terry: Yeah. My explanation on this is usually a ton of numbers and and kind of boring, so I'll try not to spend too much time on it, but
James Terry: we always recommend having between 5 and 10, like major markets, cities, and things like that in any major metro, and then 10 to 15 supplemental markets, neighborhood subdivisions, things like this. And so between 10 and 20 points of interest, a campaign will have thousands of keywords. Each point of interest has hundreds of keywords in it, right? So thousands and thousands of terms, and
James Terry: the reach of the ad with us here in Atlanta. If somebody's in Phoenix, and they're looking to move for work, and they search homes for sale in Marietta, or whatever you know the term might be.
James Terry: The ad is eligible to show to that person in Phoenix, Arizona. Right? So basically, there are hundreds of millions of people across North America that we can show the ad to. There are hundreds of thousands of opportunities to show the ad every single day.
James Terry: and most of our clients. If if an ad budget on Google is $500. We need to spend 17 bucks a day. Right? So again, this is a ton of numbers. But just to say, we've only got to show the Ad. Maybe a couple 100 times in a day out of an opportunity of hundreds of thousands. So we would
James Terry: we could have a bunch of clients in one market and still not really have a whole lot of overlap, because there's so much opportunity to show the ad. The search volume in most markets is, is very, very strong. So I just like to to address that from a numbers perspective of none of our campaigns
James Terry: have absolute overlap in in exactly what markets they show, either. So
James Terry: it's something we we keep a very close eye on as as far as what those percentages are, and making sure, like what the search volume is and
James Terry: we're nowhere near those numbers. There's this huge, huge opportunity to show the ad.
CINC Marketing: Well, I have a I have a couple of quick things on the ad side, and I know Matt and I talked about something similar to this, and he had a really interesting perspective. I think I hope I'm not putting you on the spot. But you know, 2 things I always say about this question is, you know, let's say that we turn a client away. In a market. Are they? Then just
CINC Marketing: their advertising dollars? Don't leave the market
CINC Marketing: right like they're just going to go somewhere else and spend it. So I mean, the market is what the market is. So it makes sense that you'd want to have the best real estate lead generation in that market. We consistently drive the lowest cost per lead. We have the best tools on the back end. We have real verified leads. So we have awesome training like this.
CINC Marketing: Most of our bosses are hot, handsome, but not as handsome as Dan, of course. So you know, like you want to work with the best, I would think. And then also, I mean just
CINC Marketing: I don't know how old all of you guys are. But or how much you know, pay attention to things like the Google Search engine results. Page. But look at the look at the way that that's changed over the last 15 years decade, you know. I mean, organic results used to be there. Front and center and ads are on the side, and then it mixed ads in, and then, like you go there now, it's all ads, that's all it is
CINC Marketing: and like. That's why I think it's interesting with the AI, I mean, will Google figure out a way to insert ads into the AI and make money that way? Right? So like they're constantly tinkering and just figuring out.
CINC Marketing: How can I show
CINC Marketing: every single ad to someone who's who is relevant and who will find it relevant so they'll use me again, right? So that that user will use Google again. So
CINC Marketing: I think it's, I know, I think. Search it. Search
CINC Marketing: The numbers of search has just expanded so much over the past few years, and the ways that these networks have developed to harness, that
CINC Marketing: make sure that something like that is is not a concern. I mean, why?
CINC Marketing: Why in the world did Facebook make threads?
CINC Marketing: Is anybody on threads?
CINC Marketing: Whoever is, though, they're gonna start getting ads because they're testing it. That's what they're doing. They're opening up new ad inventory. So
CINC Marketing: we've killed this on the ad side, though, Matt, I know you had some interesting perspective, or I think you did.
Matt Feathers: Well, I'll keep it really simple, like I'm I'm looking at my screen, and I see 4 people there, and 3 of the 4 are a lot smarter than I am, and if there's any, if there's anybody that's in my position, that's a sync client like the most beautiful part about this is is I, I just allow, once I give you guys my target cities, right? I just allow you guys to do the work. So
Matt Feathers: for for people that are like
Matt Feathers: worried or wondering about their ads, like, I mean the 3 constants in my last 10 years. It's what's like death taxes and sync rolls in pretty good leads for a low price every month. Like I just, I don't worry about like
Matt Feathers: me having to generate Google buyer leads, and it's just one less thing for me to worry about. And I can focus on money making activities. But yes, you're going to have some competitors that you well, people, that you would consider competitors in your marketplace.
Matt Feathers: That are sync clients right? But the difference is is like, and there very well could be a lead in my database that could be in Brian Womack's database, who lives one neighborhood over from me. But I've trained in. He's been to our trainings like it. It's all out there. And the reality is like a lot of these leads are in a lot of different databases. But the difference is is like, who's gonna pick up the phone and get to them 1st and help them.
Matt Feathers: That's that's where the rubber meets the road. That's the difference.
CINC Marketing: Got an awesome comment from Erica, closed the 2.8 million dollars cash deal within 30 days of signing up. That is amazing. So glad to hear that
CINC Marketing: got some other questions here. There is one that I'm I'm interested in. That's probably something that
CINC Marketing: you know, Matt, but I I've never thought about this after you make the 1st call, and no one answers. When do you call again? And then how many times do you call.
Matt Feathers: A lot of folks will double dial.
CINC Marketing: Yeah, okay.
Matt Feathers: It does work it. It creates kind of a sense of urgency. But I just I commit to my. It's almost like going to the gym right? The the folks that are the healthiest and the strongest are consistent. They they typically go every day or several several times a week, and I have my P. Filters right? My prospecting filters. p. 1, p. 2, p. 3. And I'm working through those.
Matt Feathers: It's it's pretty pretty simple. There's no harm in calling a lead multiple times in a day. You're you're trying to get them on the phone.
Daniel Lott: Do you leave a message?
Matt Feathers: Great question. When I'm prospecting. I do not leave voicemails.
Matt Feathers: and when I say prospecting, that's people that I've never talked to, or folks that have kind of maybe ghost. I've talked to him at some point, but now they're back in attempted contact. But voicemails are. They've never worked for me. I think of my like, I have to think like a consumer. Do you guys like when you get voicemails in 2025.
CINC Marketing: No.
Matt Feathers: Do you ever call people back?
Matt Feathers: No.
CINC Marketing: My voicemail gives me anxiety. I rarely check it.
Matt Feathers: It's it's and it's like 2 clicks from being blocked. Now, right.
CINC Marketing: Yeah.
Matt Feathers: So I voice mails are I. I have people that say, like, this is part of their cadence, or this is what they do, but like
Matt Feathers: it's show. Show me your message like and and like, give me your numbers. I've just never. I've never seen it work.
Daniel Lott: Well, what about sending like a text before you call? Is that something like, Hey.
Daniel Lott: this is Matt. I'm gonna call you.
CINC Marketing: Client, too.
Matt Feathers: Well, I I try to think of it this way, especially like with us, and be having a team and having a pond they're getting. We. We love AI, we we there. Our leads are getting text messages from Alex. They might be getting text messages from behavioral messages if I start texting them and other agents start texting them. It's very confusing. It's a bad consumer experience. So for us, it's if we've not talked to you yet. It's dialing. It's phone calls. Only now, if you've called somebody 1012, 15 times.
Matt Feathers: who knows? Maybe a voicemail or or a text is.
Matt Feathers: it's like the your last shot. There's no harm in that right, but we we lead with dials and really stick to making dials.
CINC Marketing: Yeah, that's what is it?
CINC Marketing: Oh, Brian, yeah, 10% of the agents. Close 90% of the deals in the greater Phoenix market.
CINC Marketing: Bonnie, I agree with you. Sync University is a wealth of info. The verbiage and methodology do work.
CINC Marketing: So yeah, remember, we do have an event next week in Atlanta. If you're in the area and not signed up definitely recommend.
CINC Marketing: go into synccommunity.com.
CINC Marketing: and signing up for that one question on the Ad. Side we got from Frank. How many target cities can you list? So I guess what's the best
CINC Marketing: makeup of, you know, targeting for the clients campaign.
James Terry: So
James Terry: it's weird to like, ask this question. But like the term cities, are you actually meaning like a city name, or you, if you're asking point of interest, like including zip codes, subdivisions, golf course, divisions, gated communities school districts. Right? Like all those can be different points of interest and ad groups that we create. So to answer the question, I wouldn't recommend having more than 50 points of interest in ad groups. That's why, we
James Terry: we say, between 10 and 20, when someone's 1st coming out of the gate, we know that about 3 or 4 of those with Google's algorithm are gonna kind of float to the top and get the majority of traffic, and we'll get maybe 3, 4, 5 that are getting
James Terry: same as you just said, with the agents in a market, you know, 80%, I'm sorry. 20% of the areas provided are gonna generate 80% of the click volume, right? So once we get north of that 40 50 houses don't send. If you get every zip code in your metro area, most of them are gonna get no volume at all right? Like they're not gonna show the ad whatsoever. It's just too diluted. So
James Terry: we say 10 to 20, so that when someone 1st comes on board and is going through their implementation, and we're building their campaign, we have enough to get something like that. Number exists
James Terry: so that nobody provides us. Here's the one city that I want to target. Or I just want leads in this zip code. Right? We need a little bit broader market than that. But but it can get too big at the same time. I would say 20 is a really great number. We can go more. If you've got a big team, if you're spread out, if you're P, if people are willing to take drives. But I wouldn't go north of 50
James Terry: And of course this all comes back to what's your budget? How much you know? Spend what's your daily spend and things like that? There's a lot of factors involved. But that's a pretty safe estimate.
Daniel Lott: But I always look at the the footprint for an account like if somebody's like is only, you know, as James said, like, oh, I only want this one little Zip code I want. But this one little area like that doesn't give us a lot to work with, and so that that one might. That account will not have a very good cost per lead, because they're they're targeting
Daniel Lott: an area that might have only, you know, a total of 40 houses for sale. So it it's always good to have, you know, you know, if like, if
Daniel Lott: you know, Matt's in Nashville, so it's like he's in Hendersonville, but like, if they also have an like a Nashville ad group, that will that will do.
Daniel Lott: It'll have a lower cost will lead if he diversifies outside of just the core of of Hendersonville, to add
Daniel Lott: Nashville, or Antioch, or or wherever they are good. Let's fill or think of some other ones. But you know, yeah, so it's it's good to diversify just because it will lower your cost per lead. But there are limits to it. But don't be too.
Daniel Lott: Don't have too small of an area like. Don't have one like oh, I only want John's Creek, or or one little area that's not. You're not going to do very well.
CINC Marketing: Or a neighborhood, or something.
Daniel Lott: Yeah, or enable.
James Terry: Yeah, I I like, I think the the simplest answer I've told people before is, I'd rather have more information than less information. So send us a bunch of stuff. We'll analyze it, and we might choose the 20 out of. If you send us 200 areas, we won't necessarily target all 200. We know that that's not going to be the best thing for your campaign, but we'll choose the areas out of those 200 that will generate the best cost per lead and lead flow. You know. More information is better than less information, right.
Matt Feathers: Yeah, no, I.
CINC Marketing: I think this is.
Matt Feathers: I hope I can get some practical advice here, like
Matt Feathers: If you do get an obscure city, or maybe a price point that you don't love it's okay, right? You should still pursue them right? Because they don't. They might not know what they don't know.
Matt Feathers: And do people ever change their mind or shift gears absolutely. And then, if it is somewhere that you're not, you know, interested in going to, or a price point, maybe you're not interested in working. Then it's a referral opportunity, so don't. Don't. Don't be handcuffed by a lead that might come in. That doesn't look that sexy, you know.
CINC Marketing: Well, and if you're if you're getting a lot of those, say in an area that you don't want to work, that's something that you should let your account manager know as well. One thing
CINC Marketing: that I want to make sure. Everybody knows there's a team of 14 of us that manage these ads all day every day. You have a an account manager on the ad side who is managing your campaign. So if you have questions, you want to talk about strategy, please set up a meeting
CINC Marketing: with our team. They're happy to to go over things with you and make changes based on the feedback, because one of the important things is we're looking at things from kind of that macro level. A lot of the time of cost per lead conversion rate.
CINC Marketing: you know, especially if people are not using the pipelines. There's really not anything we can tell beyond that. So you know, we, your feedback, is beneficial to the campaign. You're the expert. You're the person who's calling people, you know. You can tell us that everyone from this city is, you know, too low of a price point or something like that. So please keep us in the loop
CINC Marketing: when you're doing that. And the area thing
CINC Marketing: is another just kind of differentiator, I think, for sync. You know, we've developed automation over the last
CINC Marketing: 1112 years that when you give us an area we're creating those groups of, you know, zip codes and things in those areas. Automatically, we have data that says in this city, these are the most searched areas. And this is the average cost per lead. So we're creating those ads. And the automation is creating ads that some people will probably never see
CINC Marketing: right for a Zip code or something like that.
CINC Marketing: But if they are searching for that, they're far along in their home search. They know what they're looking for, and your ad would sync
CINC Marketing: is the only one that's going to show up, because it's just not scalable for someone that doesn't have the automation that Sync has
CINC Marketing: to do this. So I always tell people like, if you're not using sync, you know, going back to the competition question, you know, if you're not using sync, you could be missing out on leads because they're too close to being ready to buy right because they're searching for a neighborhood or a Zip code, or and it's just not in your campaign, because they don't have the tools that we have to drive your campaign, and those leads are never going to be the majority of your leads.
CINC Marketing: You know, most people start searching at the city level, or but if you have someone that knows what school zone they want to be in. They're typing that in in Google.
CINC Marketing: Don't you want to get that person, you know, and have them their information and and get them on the phone. So
CINC Marketing: you know, good guidelines along the target areas. But I would say definitely, you know, one of the benefits of sync is having this Us based team of
CINC Marketing: experts. I mean, we have over a hundred 50 years of experience
CINC Marketing: betwixt us. I was hoping I'd get to use betwixt today.
Daniel Lott: Yes. So yeah. Just hopping on what Harry said to or interrupting him. But
Daniel Lott: you weren't listening. You're just waiting to talk. We talked about that exactly.
CINC Marketing: It will.
Daniel Lott: So.
CINC Marketing: Recorded Michelle. Great good luck at your appointment.
Daniel Lott: So we have this a tool called the the area tool, which shows or no. It's a radius tool that check. We have so many tools, but it like within, like the city of Marietta, which is where our headquarters are, there's around 30 sub markets within the one city of Marietta. So if somebody wants to be, I want leads in Marietta. We're able to look at this tool and see like, Oh, there's like these 5
Daniel Lott: high schools that generate leads. There's these, you know, 3 golf, like golf courses generate
Daniel Lott: being near a golf course is something that people search for. And so we have landing pages that are set up for homes for sale near, you know, Country Club of the South, some something like that. So within.
CINC Marketing: Add the landing page. Everything is congruent. And that's 1 of the things that Google looks at in terms of
CINC Marketing: quality score.
James Terry: It's only real event. Yeah.
Daniel Lott: And so other other companies don't do that. We do that. And so that's 1 of the things that impacts it. And like, that's the kind of thing that I know we had that the question. I guess I don't know if this is the answer to the question, but it's the what do you do to get leads that are closer to the sale? It's like somebody who is interested in a specific neighborhood or specific middle school.
Daniel Lott: like they're closer to than somebody just saying homes for sale in Marietta, or homes for sale in the Atlanta area, you know, it's and so that's what we. And so we we use these tools to like. Oh, to get the better cost per lead, as well as to diversify your account by you know.
Daniel Lott: subdivisions, school districts.
Daniel Lott: net like lakes. Lakes are really good. All this kind of stuff for generating a good cost. Relief like physical areas. Geological things, geological.
CINC Marketing: Margaritas homes near Margaritas. That would be the ad group that would work for me.
Daniel Lott: The there you go, so I I'm not sure about that one. But
CINC Marketing: Comes their tacos.
CINC Marketing: Alright cool. Well,
CINC Marketing: we could talk about this stuff for hours. If anybody has any last minute questions, please feel free to drop it in the chat. Zach, thank you for helping out Mark. I was gonna acknowledge Mark had a question around his mobile app and notifications.
CINC Marketing: definitely follow what Zach says and then reach out to us. If that doesn't work, which is actually exactly what Zach said. So thank you, Zach.
CINC Marketing: and yeah.
CINC Marketing: I guess we'll wrap it up here. We'll be back next month. Matt, man, thank you so much like you give a whole nother layer of this that we just can't provide. And you know I really appreciate it. We'll have the replay out on the Youtube, Channel.
CINC Marketing: So please subscribe there and be on the lookout for that. And yeah, we hope that you will join us next month. You can go ahead and sign up. Now tell all your friends. Tell all your enemies tell everybody. So. Yeah, that's all for me. But yeah, Brian, go get that buyer lead. You guys feel free to say bye to everybody. If you want to say anything to
CINC Marketing: to wrap it up. And yeah.
Matt Feathers: Best wishes. So hopefully, I see you guys next week and some of our attendees next week at Sync, U.
CINC Marketing: Where do we find the classes to plan?
CINC Marketing: That may be handsome, guys?
CINC Marketing: I'm sure she's referring to Dan at least as the handsomest.
James Terry: So.
CINC Marketing: Let's see. Great call gotta go no, no, no! Where do we find the classes to plan? I'm not sure. I've Eva. I'm not sure if you're if she was.
CINC Marketing: I'm not sure she was referring to Dan.
CINC Marketing: I'm not sure if you're referring to John Marone's training or sync. U. John's training is at syncagentblueprint.com. Oh, just the class next month, this. Okay, so sync university and office hours. You can find all those, as well as other recorded calls and upcoming trainings@synccommunity.com.
Matt Feathers: Right.
CINC Marketing: I tried to spell it last time. It went horribly.
James Terry: There you go. Thank you, Zach.
CINC Marketing: It was like the Mayor spelling eagles, ELGL.
Matt Feathers: Yeah, so.
James Terry: Matt, just for the the last few people who haven't jumped off yet, and it hasn't been mentioned. Thank you so much for everything that you contributed to this, the the wisdom, the knowledge, everything. That you brought to this conversation. But I have to point out how much I love the feathers in the background.
CINC Marketing: I didn't even realize.
James Terry: I was wondering if anyone else noticed this like subtle for Matt Feathers. It makes me jealous that I don't have a name that works for that.
Matt Feathers: As I.
James Terry: Brilliant.
Matt Feathers: This is our nest, my friend. There mighty
Matt Feathers: might even be a tattoo or 2 as well.
CINC Marketing: That on the next episode Diana asked about
CINC Marketing: anything we can do to get more leads definitely reach out to your account. Manager.
CINC Marketing: set up a call with the marketing team. We can provide recommendations. We can work to optimize the campaign. And frankly, though it is a numbers game. So a lot of the times, that is, you could wear a robe, James. A lot of times. The best way to get more leads is to increase budget in an efficient way, and to let us help you plan to do that. So we're happy to do that.
CINC Marketing: Anybody else, Dan.
Daniel Lott: No, I think that's it.
CINC Marketing: All right. Well, thanks, everybody who is here and was here. Thanks for all your questions, all your interaction. This is really so much fun to do. So. Yeah, it was great. We hope to see you again next month. We hope to see you sync you next week.
CINC Marketing: and yeah, maybe we'll just see in the grocery stores, too. That'd be great also. So everybody have a great day. Have a great month and thanks again for joining. We'll see you next time.
Matt Feathers: See you guys.
James Terry: Share, you.