Foreign. Hey, welcome back to the podcast today! We're going to explore the critical conversations when producing content specifically. and I'm assuming short form. Maybe some long-form video and help me get there.

I've got Mr video Jason Pantana and I've got Mr Exactly what to say Phil M Jones So fellas, we did a lot of prep. We spent a lot of time getting organized for this podcast. There's there's a really good chance that somebody out there right now is creating content because they think they should create content. Yeah, and there's a big divide between content creators.

and I would argue: Thoughtful content creators? Thoughtful around? Who is my audience? Thoughtful around? Are they in my funnel? If they're in my funnel, where are they in my funnel? Um, if I'd like to them to enter my funnel, What is that conversation? Are they someplace around the world? Are they in my backyard? So I'm hoping that today between YouTube Brilliant guys I Can ask enough questions to to make sure that the person listening right now are watching right now could take an army set of notes and produce a bunch of really great what is an army set of notes? We have to think about that. Army Set of notes. Hmm. I was just thinking like a stack of like a giant.

You just mean a lot of notes. Mystery. Exactly what to say is corrected Me: okay, one to nothing. Phil Okay, all right so so Jason What in your mind are the most important videos thinking about what I just said? Yep, you just came off stage of the elite.

You just walked us through sort of this eight different archetypes of people that are creating content. If we were to do a little brainstorm jam session with the three of us right now, what are the videos You think the average person listening and I don't mean you average I mean you? Elite But you know what? I'm saying what videos should they be producing right now? Let's go kind of one at a time and then let's just attack it. Okay, yeah, so I'll just start with a list just to get us rolling. Okay, and and I want to Echo What you said? Because I don't want to contradict that that you have to determine why you're doing it.

What are you building? Who are you attracting? Those questions? Matter foundationally? Yes. Um, let's start with green screens. So right now we know Instagram Reels Tick Tock And those videos are killing it just in terms of short form, vertical content. Yep.

uh. One of the downsides is that the attention is really, really fleeting. so you have seconds to hold people's attention. Which means you got to crush it with a hook.

Each of these platforms YouTube shorts, Tick Tock Instagram reels all offer a handy dandy feature called a green screen. It is an effect whereby it removes you in a selfie mode. Style Video from your background. Yep, and what a lot of our awesome coaching clients are doing.

They're learning it at our events like Edge and so forth is we're teaching them how to use these videos whereby they basically screenshot or they screen record key articles. So maybe you set up a Google alert like like this one right here that I just did. which is, uh, 30-year fixed down 0.05 percent to 5.99 which is a tremendous number 15-year fixed at Fi and again, rates are going to be lower than this, but this is based on mortgages daily commentary over something that is important or relevant that time as if like the Weatherman or the Weather Woman exactly documenting about what's happening at that moment in time. And one of the advantages is a lot of folks are struggling with.

well, what do I make my content about? Yes, But in this case, you're reacting to already trending news and you're positioning yourself as the expert, giving commentary to what's happening and keeping your community informed about events that are relative to what you do and to them. So let's shoot one right now. All right. Phil Rates have dropped to 5.99 That's right, they were as high as 7.2 nearly nearly 90 days ago.

We know that you know rates have a big impact on buyer psychology. You have four seconds to Captivate him tell me when you're ready I'm not ready because the worst time to think about the thing you're going to say is in the moment. When you're saying it right, it's not fair to be able to do it. I Thought I Almost got a point I Thought you almost got a point.

But yes, but the point is is actually if you are looking to be able to win with videos, it isn't about just doing it for the sake of doing this. if you've only got four seconds to be able to Captivate them. If you need a killer hook, you probably shouldn't just press the damn button and go live. You should probably thinking for a second is what outcome or objective am I looking to what I would be looking to do if I am trying to get quick attention in the video is some form of contextual setup.

So what might I be saying is is you've no doubt heard that there has been a lot of movement in interest rates over the last few months and are probably wondering how that impacts you, your life, your family. So something that hits the show me that you know me Button as quick as possible in the opening of that video would be entirely necessary. And I do think these green screen videos are important I Just also think they're not the only video. Oh, we're doing one example of something that is still very fiery right now.

Yeah right. Um, more More than likely someone does something like this. They could have a hundred thousand views, right? Which is an enormous number of people. Yeah, um.

but again, we're gonna get more into the local viewers mattering more. but give us that like walk us through like maybe two or three variations of like, uh, a different, a different way to open that up. So I have a piece of content I Want to share the news? I have a tendency to go like this: hey, did you see that the rates just went to which you know police don't ever say hey guys ever again I Don't know anybody that watches videos with a group? We're usually sitting by myself right? who else is in this room And you know if you do this because there's so many hello, hey hey guys and I'm like I'm by myself. There was a time where that might exist to be the right way of communicating.

When the decision is that there is a tribe of people out there. a lot of people who've built following that have said, you know there's a proud Association that the bulk of those people, the other side of that all feel that same sense of belonging. But for most of us, you know we are casting lines one to many which is actually one to 2223 individual people, not one one, Not one to agree. Hey guys, might be useful if there is a proud Association but it isn't necessarily true.

What am I saying is the universal belief at the front end of any video is to remember that content before context is noise. World is noisy enough right now. So if you want to be able to have people jump into your content, set the context up first. Hey guys might be context To somebody that is already believing that they're part of something, this is for me.

This is like this is a tribe, but in most sense of circumstances, you want to hit Show me that you know me Button As quick as possible. So some form of hypothetical contextual statement that says there's been a lot of noise right now about interest rates and you're probably thinking, what does that mean for you, what does that relate towards your circumstances and how do you make decisions, giving all that change or like if you are in that line of thought that goes bang, that's me real quickly. And I think in short form video. You've got to talk straight to the person that you want to be able to act and be okay missing everybody else Yes, and be okay with the smaller number of views.

but the right views? Absolutely. Which goes against the grain of a lot of social media. Guru Based advice, right? But the reality is, you get what your content attracts and so ultimately you have to be willing. I Would argue to sacrifice vanity metrics if those vanity metrics aren't in alignment with what you're really trying to achieve.

Yeah, So in the case of setting the context, I Agree. I Would also say that most likely what will happen because that is such a contextually relevant statement, the algorithm will quickly learn who to show it to, who's willing to watch it. Yeah, so it's going to start working on your behalf pretty pretty darn quick. Yeah.

So I would say that said in context is actually not only important for the important for the viewer, but it's equally as important for the algorithm. so it knows who the viewer is I hadn't thought of that. Yeah, I Think you're probably right with that, All right. So give us one other variation.

so let's talk about something else that maybe is newsworthy right now. So right now Market by market is going to be different, but maybe in your Market you're seeing multiple offers are back. So so give us another opening. Thinking of context how this might be relatable to someone that could be thinking about selling a long time ago.

or maybe even someone that was thinking about selling four or five months ago when they felt perhaps prices in the world fell apart. So are we still in the green screen? Green Screen Video over the top of something else? Sure. I Could be standing in front of a sold sign I Could be standing in front of a recent listing. Yeah, let's shift it to that.

Okay, let's do that. I'm standing in front of a recent Soul time I'm sitting with five offers. Okay, paper offers. That sounds old school, but you're you're all with me on this.

I'm looking at five Paper offers and I'm I'm looking at this and I want to shoot a video you might be saying is in the last seven days I've spoken to 15 people that are all questioning whether the house they bought in 2020 is the right house to live in and should they be looking to move. and if they are looking to move is now the right time to sell, what are they going to move to and I'm just going to lay out all of this understanding of oh dang, you're in my head to that given set of circumstances. So I might come directly at a group of people that are thinking of moving but have actually bought a house two three years ago, right? That might be something that I chewed out from a from a context. but I'd be very clear on who are the 30 people in my following that I'm actually really talking to at this time, right? So can I get them with the hook Not? How do I get this Mass Attention There are you know there are people following you for a reason I'd like to think past clients should be following you I hope so and that past client route is somebody you can very quickly say I'm gonna get inside your head and I'm going to help understand what the conversation is you're having behind my back and I'm going to try and join the conversation you're having behind my back.

so I can get a seat at the table and my opening would lean straight towards that. So coach me through this should I Just say if you bought a home between 2019 and 2022, you could say that, but now what you sound like is a salesperson. Okay, so coach So story base it by setting context by saying that one of the most interesting conversations I've been having most recently with many local people is yes, Should I or shouldn't I move Particularly people that bought homes in 2020 and 2021 that bought for a different world than the world that we live in today. You see how very quickly is is.

Now we've got this new context point: I think I have to say something smart to get a cashew. What will it take? We're recording this in Vegas Yeah I Feel like we've got to take these to the tables later. This is a five thousand dollar chip. So Jason when you hear that, where do you think the average listener is going with it? Well, so I love the idea and I Echo the idea of appealing to the 30 or so who are within my my group of listeners or followers for whom that message is most applicable.

I Had a couple of different ideas in terms of how I might approach it I have more cashews. Okay, so one idea is you could leverage maybe the duo cam feature potentially inside of one of the platforms where it's like it starts with this camera and you're like hey, you're at the desk and you have all the five documents. hey, look at this everybody and I've got a little click bait in the beginning and then it flips to me and it says I haven't seen that in a while and I'm guessing you haven't either. What you're looking at is and you could talk about the offers and create, not necessarily an invitation for them to do anything other than no the context of what you're seeing in the marketplace.

I Think it depends on what you're offering to your followers, so let's play this out. I Love the uh, taking something from the national news and then showcasing so it's funny. The other day I was reading this article on the Wall Street Journal Who said the world is about to die in real estate is over and yet here are five offers, right on a listing. I Just took a few days ago and the reason I shared this with you is not the offers.

I Share it with you because it's important that you understand what's happening with your home's value today. Give them out of cashew. Oh my Goodness. I Won a cashew.

Ladies and gentlemen, this needs to come back. Yes, it's two to one. but so again, for my friend watching all we're trying to do is is thoughtfully try and give you another perspective the next time you're shooting a video. Yeah, so let's do another one.

I I Had a thought in my head around I Want to shoot a video to a cohort of buyers that I met in August September October November And if you study the U.S home prices. We saw a dip in home prices in October. We saw a massive decline in number of transactions. We went from selling five to selling literally four million total.

you know, resale units. So there's this cohort of customers right now, right? This is probably worthy of a chocolate covered almond filling. Pressure: The best for the best. Uh.

approach here that are sitting on the sidelines and they don't know? they don't know. So how do I position a video to connect with them with where they're at? Acknowledge maybe some of the fears or anxiety they had or not I don't know to bring them back to life. Let me learn a little more about this from you from this scenario. So how many people you say? A few over this time period? If you're the agent in this? How many? I Bet the person watching right now has five seven.

So five seven ten. You can count them. You see their faces. You understand a little bit of context about them.

so you've got a huge amount of insight if you're going to shoot a video for these people is: why does it have to be one video for all of them When you could just take the time to craft one at a time and send it using a really cool app like text message? Yes. Oh wow, that's a special. That's right. they're gonna go there.

You don't have to download that. Maybe Yes, maybe yes. If it's an Android please. right? Yeah.

Get an iPhone He's put this video on like his. DVD We're not gonna go there but like it can be a one-on-one video and I think this is this ability to be able to use a modality that everybody else is trying to say. How do I get one to many and say I can turn it into one to you? So let's do a Tom and Kathy We were on the fence. We were looking at homes with you.

Here's the context. We were looking in homes with you. We wrote an offer in May We didn't get it. Let's go back.

We wrote an offer in January We didn't get it. We got super disappointed. Then you know we had a bunch of business dealings and things that got in the way and then we circled back around with you in May and there was just no nice homes on the market. Then the rates spiked and it freaked us out.

And even though our kids have now been born yep and we desperately want to be in School District A and have a little more space for all the obvious reasons, we have been sitting on the sidelines still lurking all over Realtor Zillow Redfin and everything else I Read your emails but we haven't engaged in a while. What video do you send me with that context I would probably purposefully take an environment that says I was thinking of them and I'd probably shoot the video from in my car or sat in my driver's seat Etc and I would use opening fact question and you know the opening would be like hey, it's me because they can see you they know, um, the facts would be what you just laid out I know back in the fall that you were looking to be able to move and we we tried on a few and we missed on a few and it didn't quite work out and there's been a lot of change that's happened in the marketplace and I was thinking that it might be time for us to revisit and learn what the next play needs to be. So I just lay out the facts that are in this video. Oh Fq and the question that's then going to come at the come at the end is an easy to answer question is you know you got? are you guys still interested in moving at some point this year? So I'm going to extend it out like here we are recording this in: January The question is I'm going to give myself a long Runway to get their engagement back in yeah and just look to get a response back in the other direction.

but if I send that in text message they'll see when it's read it. Yeah and it shows some form of I was thinking about you in order to take this I Desperately wouldn't put it through any of the portals that are like the the video send email. Yeah, no it needs to look natural authentic. just hey.

I was thinking about you guys the other day and right? right? Seriously, here is the facts that says I remember this stuff this happened in March we tried and then you know you guys had some circumstances that I honored. We circled back around in May and then the rates went up to seven and then just fact, fact and I would probably care I care, try and Lace Some of those facts that says a lot has changed yes rather than all of the bad news. Sure, is this been a lot of change and what seems to be changing for many is that now's a better time than it was back then? Yeah. So I I Try and simplify it to create some optimism into the conversation that has them feeling like I've been waiting for them? Yes, Is the feeling the other side of this video needs to be like Oh he has been thinking about me all this time and actually I was right to have made no moves over the last three, five, seven months.

But now's the time for us to be able to re-put this back on the agenda If it needs to feel like you meet them, where the music is being timed and if you can achieve that, you could send seven video messages that take you a minute each to be able to record and be sat here the following day with some big hitting appointments ready to get to work on. I Would take that conversation from the standpoint of I Agree in this specific scenario, the one-on-one personal text message video is absolutely way to go. If you're listening you were saying. well, how can I start curating that message to a broader audience? Yes, social media setting.

So something we've been talking a lot internally about is these ideas of dog Whistle calls to action. And so a dog Whistle Call to action is basically a call to action that is like a dog whistle only only the intended recipient of the offer can hear it. Everybody else is just part of the message. And so I would look to use one of those in the videos where you don't want to be too Niche and isolate a broader viewership, but you want to be widely appealing to everybody else.

And I think you could go back to the scenario of like the News about rates decreasing right and it can simply say like, hey, you might be aware that I was posting videos before we saw rage shoot up. And here's the impact it had in the marketplace: I'm always here to keep you in the know. a lot of folks maybe put themselves on the sidelines because of that event and it looks like the market, there's been a lot of good change. Well, if you do both these things at the same time, you've got sales and marketing working together.

Yeah, so what you do is you lean into those seven people. you make those one-on-one outreaches they engage back in. Now what is your video seven days later that's going out to the masses is over the last week. I've had some really interesting conversations with people that were looking to move last fall and they failed to be able to achieve that outcome.

And what they're now realizing is that this is the perfect time to re-enter the market. Yeah, so I'm using that truth to create this truth telling a never-ending story That means all of your marketing each other. I Actually think oh, do we both get one? This is like Cheers play together and it's not like a piece of content. a piece of content.

a piece of content we're building a never-ending story in. Hilarious. I I Promise both of you, the person watching right now could be a team leader, right? Sure, who has tens, if not hundreds of these? They could be so many of my friends that have used one of our postcards that got 500 hand raisers which is the next one I Want to do around sellers 500 hand raisers from one mailer? So so this was really good so both worthy of a chocolate? Well I Want to add one more point to it? Yes, there's also an opportunity if you're gonna do it like a video to everybody where you could put some engagement calls to action as well. Not just the dog whistle, but it's like hey, by the way, if you know somebody who's feeling stuck, maybe share this video with them at the very end.

yes and then let them go identify the people within your audience. That's right, thank you I Like positive reinforcement I was playing along with the dog whistle, you know I have a treat thank you. Okay so so um I have been obsessed since the last Summit with so many people have been arbitraging Zillow Realtor and I'm not I'm not dogging those people and you know some of them in your Marketplace and they're selling hundreds and hundreds and hundreds of buyers And they're doing. they're doing a service right and yet what I know is when I when I do a deep dive in the US Mls's So for my friends around the world in the US MLS where we have a little more access to data what we see is that, uh, take a cohort like La Orange County San Diego 80.9 of the active agents.

Meaning they sold one house in the last 12 months. Not the people that have a license, but the active agent sold one house. That group represents two listings sold on average. Call it 46 percent of the market, then I look at the top six percent.

So many of our clients that that tiny little cohort of Agents They represent 33 percent of the market. So what we're seeing is as always, it's the rich and the rest right? It's it's these guys and gals that are listening to and and I hope you're not one of them. If you are, pay, pay special attention. So we start saying what if we could just create soft hand raising offers you know, like a simple one could be.

Um, I would list my home in the spring with Nancy if I could sell my home for x on a postcard, text the number X to Nancy and and now we just have some engagement. Of course some people are going to say you know seven trillion dollars and some some are going to say 895 000 right? And and what we're seeing is that or the QR code. Curious about the value of our home. So many other things that are what is old is new.

but QR codes brought back some ease and ways for people to raise their hands. Last night we were in the sort of Mastermind and I had uh, not to say their names. To be fair to them, three different people that had sent out 10 000 examples of these postcards that are now sitting on over 500 people full form fill out Wow! Tommy Cathy Ferry one to the Roman banana Street I Want to know the value of my home? Those are gold. Mm-hmm Now we know Mike Fields and so many other clients are now because they've been doing this since the summit.

They're like they're taking listing after listing after listening because they're nurturing and they're following up and they're making that right personal connection. What is a video I should send to that group to the 500 who completed the form? Fill on for instance. Yeah, curious about the value of your home postcard with QR code How long ago did they complete the postcard? Yes. Get it.

Got it. Got it In some time period and some time period? All right. Can I put one on the house? Yes, let's give some context to this that maybe Jason that Yeah, What's happened is that you've tried some standard Outreach Because you're not going to necessarily jump straight to a video, your video is going to be one of two purposes, right? It's either to see the conversation that you're looking to be able to have, so you're going to respond promptly with a video to set some scene for the conversation that you're looking to be able to have and provide some evidence. Give yourself something to Chase or you're gonna put it in a I've tried to contact this person three, four five times in other ways so I'm going to use it as a last date so it's either head of or behind of this scenario to serve it and you can even add a 2B to his last one which is the I've already unsubscribed and I'm no longer answering right? So I I raised my hand I want to know the value of my home and I've unsubscribed which is like I walk in the clothing store and say I need a new suit right? Someone walks up and says hi, can I help you no I'm just looking and we actually took that and a 500 000 listing or a 20 000 or a hundred thousand dollar commission check and we took it and said okay, so three different videos now.

Okay, so first, oh great. All right. So video number one is for the person who just scanned the code correct and this could be an initial Outreach or just a checking end to see if they want to take action on it. Yeah, hey, thank you so much for filling out.

Yeah, so it's going to be a one-to-one message obviously. Hey, this is Jason Pantano with ABC Realty reaching out because you submitted your address to find out what your home is valued at in today's Marketplace which I'm sure your aware is. there's a lot of change at work in the marketplace. I'm reaching out to see if you were serious about selling your house and at what price let me know.

that might be one initial idea. Okay, now let's take the same situation and see how you can approach an angle or a lens on that same video. Yeah is I'd Probably give them three options, is completed, some information on the form, and you're probably going to fall into one of three categories. This you're this or you're this.

Yeah, and what I'd probably put is is the first option I would suggest is something that is is clunky and lumpy like as in you You're intrigued to understand like what the potential is that lives in your home as to what you might be able to do with that Equity so that what you could do is release that Equity to go on to be able to, you know, explore other ways of investing. Alternatively, you were just curious about what the number was going to be or more interestingly for both of us and I'd label it is that you've got some serious intent about perhaps looking to be able to make a move in the next 12, 18, 24 months in some way, and knowing the true valuation of your house will help you make a smarter decision around that. Yep, so please please pretty please just shoot me a text message back. Are you a like looking to better understand more about investing and what you could do to release? Equity Be like just looking because you wanted to know the number for fun or see that you are you're looking to make it to make a move at some point in the future.

Just hit me a B or C back on a text message and I try and remove all the friction in the response. right? Yeah, see I Like that because one mine assumed price was an important variable, right? I don't know that it is or not I mean I assume it's a variable but I don't know that it's the only variable but I went I went and I put the skewer. I'm gonna give you my information because I want to know the value of my home? You did, but his didn't exclude that possibility, right? It was just far more open-ended So I would definitely say that's the better play. Um I think you have your opening fact and then you went into a three you're this this or that? yeah and hit me and ABC back in the other direction and I'm making it okay for people to say hey I was just like messing around, just curious.

Yeah, it was my kid right and they wanted to know what their inheritance is, right? Yes, and there's all those things are going to be true. And the fact that you call it out in the video? yeah, they're like oh, I owe you I owe this a response and you learn more about the success right marketing metrics. You learn more about the insights of those people. How even if I get the wrong response to that I can still continue if this was maybe shared in a text or an email I can still get it backwards and forwards with that individual period.

Find out what they might want to do in the future? Get permission to stay in? contact start The Never Ending Story Yeah, How would you handle it differently if they had unsubscribed B2 or a B yeah, did I jump one? No, No, that's perfect. Let's do. let's do unsubscribe. There is a lot you might have had this happen before.

You meet somebody in an open house and they say hey, I absolutely want to know what's going on. Tell me more about this property. You put them on your email drip campaign and they unsubscribe And that moment is the moment where you have the choice. You walked in the department store, you absolutely want to buy a suit someone walks up to and says hi.

Can I help you and you're like no I'm just looking and then you went and bought a suit right? That person's going to interact. They're going to do so nobody go like who in their right mind right fills out a form and says here's my cell phone and email. Unless they want to talk to somebody, they're they're intent. I'm not saying their tent is high to move.

Their intent for information is high. Their intent for information is high. They're intend to have a conversation isn't necessarily High I didn't They're in temporary information and they might not want to have a conversation and they might not want to be bombarded with numbers and we all do this. I would take might.

They definitely don't want to be a bombarded right Because we we find ourselves in this situation a lot. right? is there's a Gateway pop-up as you want The thing that's the other side of it. Okay, you have my email address because I know I can unsubscribe lately like we are okay that we can do that. Yes, so would you send a video to somebody unsubscribed? Well, in this case I actually wouldn't To that point because they unsubscribed from all my communications presumably and so I think you have to get clear on what they're unsubscribing from.

So this came up in The Mastermind yesterday. yes to not name names so going. So there was a limited unsubscribing it wasn't to all different more forms of communication and so there was a conversation just for backstory sake. That uh, the inside salesperson marked them as unsubscribed from an email drip system that did not exclude them from you could call and say like hey, we noticed you turned that off What does that mean, right? They just it was a blanketed nothing from anybody.

Does that give a little bit more? yeah I guess so I think I'm with you the I would probably not make this the most important video I'm gonna record today. If this is somebody's unsubscribed, there's probably a dozen other videos I'd look to make prior to getting to this one which mean I'd never get to it. Yep, what would the video look like if I did have to be able to do this all the time? Oh, is I'd probably call it what it is I'd I'd send a one last ditch communication. That's right, that's what I was thinking I'd put a number of facts in there that says you signed up for this because you wanted to know this.

Yeah. I Also appreciate that we've sent you some emails that maybe you didn't want to receive at that level of frequency, but uh, can you let me know and I'll probably use the one two three options again I wonder if you could even use your can you help me understand? Yeah, potentially yeah as a way. and then you could go through the facts. What? What I'm looking for though is I'm not looking to sell to them I'm looking for some honest information so I can re-categorize them in my CRM so that what I can then do is understand what future communications could look like because I know as a buyer in a lot of circumstances I don't want regular emails because my need maybe is dropped, but that need could represent itself at some point in six 12 months from a priority point of view and I might be pretty happy just to Ping somebody back saying hey, call me on this in September Yeah, but you've got to make a decision on that, whether it's record a video or not.

Am I throwing this in the garbage to never see again which is the no action point which is probably the worst thing to do. or am I going to try and get some permission to re-engage in conversation later? Yes. Okay, one last video to shoot, there's a really good chance the person watching right now has an appointment that they're going on that they're a little uncomfortable. And by uncomfortable I don't mean you're uncomfortable with a prospect, you're uncomfortable with your chance of success.

So what what message could we send to engage? Build a little more poor, Maybe create a degree of separation, Maybe just maybe become a little more likable? Yep, because you know Brandon I know Brandon and they told me Brandon and he's the local Brandon and I'm the slightly outside of the local but you know we engaged and we met how referred. Whatever doesn't make a difference and I just want an edge before I show up. What video would we send? I only have one chocolate left, a listening appointment where you know you're in second place. or at least you believe that you're in second place in the race at this point in time and we're sending this before the appointment just before the appointment.

Okay, who wants to make the first move? You? That was amazing. So I'm gonna put the pressure on Phil right? That's not true I don't want to make the first move. Uh, I'll tell you what I think this depends on somewhat of your experience. if you're a new agent versus an experienced agent, an experienced agent or a new agent I believe it could be in your own personality.

so if you're fuzzy and warm, that should show up in whatever video you sent, you could send a video and say hey, Tom I'm so excited about tomorrow's meeting I Want you to know I'm prepping today and I'm gonna come prepared to ask these questions I Wanted to give you a heads up on those questions so we can really have a deep dive conversation and get the most out of our time together. Yes, Really grateful for the opportunity and then just be done. Nice. Something about that.

What's the setting and what? What do you mean? What's the setting? Is it just iPhone No, not in this case. I I Think this would somewhat depend upon what my concerns are for the reasons: I'm maybe competitively not standing out, right? So I'm going back to when I was a brand new agent when I was selling houses and I was younger than everybody else. I Don't think I would have been on my iPhone doing it selfie style I would have been at a desk in a professional setting giving off the vibe that I'm working right now. Yes, it could even be screen crack capture from your webcam, but with the standard with the backdrops, that's right.

Yeah, that would be nice. That's right. Yeah, that'd be my instinct. Yeah, and then another choice that you could make as an alternative video.

Not that I'm not for. for that is, if you're going to find yourself in this situation on repeat, it might be the time that you invest in a high quality 60 second three minute seven minute Choice video that that sets the scene that creates a wow moment with that individual that is beyond expectation that shares some statistics about you and your backstory, showcases some of the credibility pieces and I'd call it my my Eight Mile video. Yeah so you know in the Eminem movie eight Mile is famous rap battle scene is about to to lose it because somebody's going to trash talking with a number of things. so what he does is he puts it all out up front.

So I take every known objection that you know that exists against you from being in second place. I'd put it in this video and see if I can change the frame of thinking of that individual before I show up and I'd probably produce that, invest money in it and have something that serves me for six months and then revisit it every six months with new stats and say this is almost my bio. this is my resume video yeah that I'm putting out there ahead of time. That helps set the scene for the interview right and I treat it like I'm trying to win the interview and I know I'm not the favorite I know the internal candidate's favorite I'm coming from the outside and let's see what I can do to just hedge my bets.

What about some ofq with a because you told me right? Oh that's nice right? I really love the because you told me you guys wanted to move in a certain time frame you were looking for it. If my goal was there is I'd look to start the meeting before the meeting exactly So I'd look for something that people could can report back in. so all I'd put out in the front of the video is I'm thinking about a discussion or a meeting that's happening on Saturday putting some research in, what I'm preparing ahead of time is blank and blank and blank and blank and blank and blank which is hitting the because of the fact that you said and what I do is I Just finish it with a simple question. is is there anything else you want to add? Is there anything else that you you know that could be helpful for you ahead of time? That's great and can I get them to transact with me before they transacted with me? Meaning they're more likely to do that for me Exactly exactly I Think that little anything else.

That's a great little kicker right? Is there anything else that I missed? That's what's important to the two of you. Well, you can't Not reply. hey no, that sounds great. Well actually I'd love it.

If you could just talk to me a bit about blank or any chance, you can just run some mortgage numbers. So I can know a bit more about affordability. You get the chance to be able to be more valuable for them telling you what valuable looks like to them, right? Another home just came at the market. we just saw it.

Yeah, did you see it? Did you hit like all of that real-time data And again, you know the point here for for my friend watching is, um, anything that can be video should be video whether it's one-on-one personal or in a in a sort of forum setting as an educational piece. the one of the great Degrees of Separation is just that. I'm thinking about you right How many times when you get a video from someone that just says hey man, just want to wish you happy birthday I Know everybody's probably just sending you texts and saying you know Hbda what you know like I'm actually saying Happy Birthday to you like people, people eat that up to see your eyes, they make the connection It's the likability factor. So and the whole thing wants to do those one-on-one videos is huge.

You go to a broker's open house, you go see a new piece of real estate Etc like that is your backdrop every time. Sending one-on-ones Etc is to prove that you're doing leg work in the background for your buyers and sellers and those are micro moments. Yep, then they're building up to a whole lot of Rapport that can get you a lot of Leverage later on down the road. right correct right and I think the one-on-one videos inform the to whole Market to whole audience videos and seeing them being able to work in conjunction with each other.

Yeah, it's good stuff. I had a client who uh we mapped out on a whiteboard everything in like in like colored markers of all the different marketing methods and we're like Facebook over here and we're gonna explode this and YouTuber and explode this then Instagram the book review the mega open house energy. The postcards are like everything was. Everything was up and then across the top we just wrote in the new address it's just like like hey we're working on your right and I know that may you know, Maybe you're gonna say that's cheesy, that's great but like actually so it was like oh my God like so so I'm so excited because you told me you guys wanted this and this.

So I've already mapped out an entire strategy now. it's going to take me potentially two weeks before I can launch it and I promise you when we launch it, we are going to open up the largest number of potential buyers into your property. So I'm going to walk through all of this. but if you see on the wall anything that I'm missing that you think is important in terms of showcasing your property, please let me know in a text.

So what you're saying is the combination, but prove it one thousand percent like it's like if you're gonna show me you're doing the work and I love the hey I'm a new agent I want to be behind the screen and I want to look as professional as possible and I think there's a ton of validity in that I Just know I've done this with enough other clients that it's just it's just one wall in the office. It's like this is our marketing plan. Change the address well and you could go back to the new agent scenario. It really depends upon what is the perception I'm trying to create.

Yes is I'm a young firing in all cylinders, everything going on Crazy. You hired me because of a technical skill set or that's a Competitive Edge yeah I would do what you just said. Yes for sure. Oh man.

I just got a good idea. I can't split this three ways. Go ahead in that scenario is is: how do you start potentially winning attention for the purpose of the meeting with your outbound content ahead of time? Yeah, so for example, if you can cast a line out into your Marketplace to find a potential buyer for your listing before you show up to the listing appointment. having created content around, you know I have an appointment this week where somebody's looking to try and sell a house in this area that's going to be this this Oh yeah and actually try and try and go fishing before you get to the appointment.

You've already done the work before the work, right? Well, it's assuming the listing and and a lot of our thousand. a lot of a lot of our clients do that. Yes, I'm thinking of Gary Gold Who's like, yep, there is no choice I just took it, it just took the list. I Want to let you know on I've already emailed 250 brokers in the marketplace letting them know that I have a property on this street with some of these features without too much detail, right? and I already have seven people that have raised their hand.

So I want to let you know even though I haven't come over yet? I'm already working for you. Just something like that that just has people go all right now. when now? as long as it's honest? please. So good? Yeah please.

Yeah, it's great. Yes key as long as it's honest. All right. So I don't have a knife to cut that up, but I think this was really valuable.

so thank you guys so much I feel like I'm playing Monopoly here's houses right? Yes, that's good I really feel if you're listening only right now. It's very important that every now and then you pop into YouTube to watch the demonstration of of the value delivery that was here today with food. So thank you so much for watching! Hey, would you do me a favor? Would you tell me of these two? Which one gave you the most value in the comments? Oh sorry guys, let's just have some fun. Will you do it for me? Seriously? I would really love it.

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