Foreign. Welcome back to the show! Here's the question of the day: Is there a correlation between content and real estate contracts to help us unpack that? I've got Jen Dillard and I got Chris Kwan who have been around me for a long time who've been putting out a lot of content and I actually we had a totally different direction idea I plan for the show but I thought it would be an interesting thing to unpack. So Chris for the person that doesn't know who you are um, the second time of the show, give me some context. hold back all of your enthusiasm.

Okay, so uh, my name is Chris Kwan I am a team leader. uh, in a group? um Irvine California is where we're located I've been there my pretty much my entire life. Yes and um, yeah, it's It's a little bit new. The team building is a little bit new for me.

I've been in a business for about 12 years and so, uh, building a team has been a very interesting experience while still still running my own business, right? Yeah, and creating content and being a father and all sorts of stuff. So I've got four full-time jobs right now and it's great. I'm gonna love it I love it. so we're going to talk about that.

so Jen Dillard uh tell them where you're from and how long the business I am I live in Hood River Oregon I Moved there six years ago, started my team five years ago and I have I got my license in 2007, got out of it in 2008, jumped back into it in 2016, and built my team in 2018. Outstanding. Yeah, so so let's just let's just call for what it is. Is there a correlation between producing content and getting site contract yesterday? It is now.

Okay, so there is now. So let's just unpack this. How long have you guys been producing contract or contract contact? How long you been doing content? Um, and when did it first start to happen? I would say in 2015 50 years ago. that's kind of right.

Around the time you were like hey, maybe you guys should start to make some videos I think it's coming around the corner and then next year it was like guys, it's coming here it's you guys, it's it's it's gonna be here really soon And so at that time I was with the brokerage where the guy was just all about video. people thought he was nuts. He was doing these lifestyle videos and they were amazing to me as like a newer agent but I was like okay, cool like this seems like kind of techy. it seems kind of new.

like this is direction that I want to do in. Yeah and that was producing great results for him. Yes and creating a lot of awareness. in in an industry that where video was like who's using video right? Yeah, so there's photos.

Maybe you had some really nice photos, but that was it. It's a good listening description. Yeah, right. Okay, so 2015 you started.

But when did you start to experience results? When did you start saying that client that check and that deal that referral from another agent or whatever came directly from Uh no. So we started getting results right away but not from like social media, not from like other agents, not from like it was from the clients. The client was like oh, this is very interesting yes and it was just another way for us to market the home. Okay, do something a little bit extra that everybody else wasn't doing and it was a confidence builder for them because they're like look, these people are doing everything they can to sell the property and that opportunity led to some other stuff but you didn't see it right away.

It wasn't until probably let's see, it's 20 2021 was where a lot of the agent referrals started coming. And yes, nationally we started to build this kind of like media hub and created more of a personal brand. And that's where all these like feeding data referrals were coming from and I was like wait, you can get business from other agents I Thought this was our competition like why are they sending me business but yes it just opened up a whole different source of business for me. that I was like wow I could create a sustainable business pillar from us right? Yeah right? Okay so let's balance.

So Jen same same question: six years in the business, five years with your team. Now when did you first start producing content so I was super hesitant like so many people about putting my you know getting out there and doing videos so like I hate the way I look I hate the way I sound, blah blah blah so I really my coach really helped me to realize that it wasn't about me, it was about the content that I was putting out and so as I got more comfortable. really. around 2020, I started to put out more video and and then I started to roll out the ICU Everywhere campaign and I think in conjunction with doing those other those other um, you know areas of marketing in addition to the video.

That's what I really saw it take off the community, geograph, farming events, all the all the stuff and this is sort of the overlay where they start saying come to see you I see you everywhere when I really knew that it was working was I was at the grocery store and I ran into this this older woman and she said oh my gosh, you're Jen Dillard I see you all over the Internet and I was like hold on I'm in real estate I had to like yeah yeah so so yours sounded like it happened faster. For context I have been telling people they should shoot videos since 2007. Oh so and so all of a sudden in 2013 I started coaching because some of my long time listeners were like, you know I remember like 2007 he's like oh my goodness Yeah, so um so yours took a little longer and then you got this narrow Niche called Asian Asian referrals. yours seemed to have happened a little faster.

Do you think that was because of the pandemic? Yeah, Do you think because there was more screen time? Yes. Okay, and like why were agents suddenly other agents around the country watching your content? No. I mean well, I would I would One One piece of information was that I had a hard time breaking into a farm. Okay, from the time that I started to let's say 2020.

Yes, really difficult I did mailers, door droppings I do door knocking I did events I just needed another layer for me to get in front of these people and the social media part of that was able to unlock that. So all of a sudden I started getting calls from like hey, I see you on YouTube I see you on social media One opportunity was just enough for me to be able to to carry that over into a different opportunities. I knew exactly how to generate business around business. Yes, I just couldn't get into this farm for whatever reason, right? because there was already players in there and I was just like look, I'm knocking I'm here.

Use me and I'll make sure that you have a great experience. And finally when I got that opportunity it was like snowballs. Well what a great way to get in front of so many people. I Mean you can get in front of so many people in such and so quickly? Yeah, so let's play a game.

I Dropped the two of you off tomorrow in a different part of the country and you're licensed and you're on a team so you have some resources around you to do the things you have to do. But I say okay now what is your social video strategy going forward and you're very technical. You do a lot of forever your own editing and like but like half the fun of watching your videos was not like I knew he was doing it and like when your wife was in it your kids were in it or it's just you like nerding out on some equipment right there was there was something too that because it showed another side of you. so I don't know if that would be your same strategy I don't know what your strategy be but I just I just reversed you.

you're now in Hood Oregon you're now in Irvine California I Want to know very specifically how much content on what platforms talking about? What? How do you post it? What? SEO strategies do you have? Go super nerdy deep with me. Whoever wants to go first of course I would focus on and focus on what are the best restaurants in Irvine What are the best? You know, where do you where to shop for your dog, where to shop for your kids? You know, what are some fun things to do with the kids on the weekends and all of that kind of content. And then I would put it on long form Instagram YouTube Okay so back up. so if I'm it's 2023.

so I'm gonna go to chat GPT and say I live in Irvine California I'm how old I'm 38 years old. my typical client is I love to go into Chat Gbt and start with yeah my my most ideal customer is XYZ ABC one two three let's make that my avatar. Now tell me in the City of Irvine California and surrounding what are all the stores, shopping experiences, places they go and it just goes. It just makes up an entire list for me.

I've got my avatar and I've got all the places where you know the internet tells me that they go. How do I prioritize what should be first, what should be second and you said long form, then Clips I don't understand what either of those mean I'm an amateur, what are you talking about? How do you prioritize it? And where do I start first and like go Very granular with me. Well I think that you prioritize it based off of what your I mean for me. my I would say my target client is probably somebody's similar to myself.

So what would I want if I was moving to the area or living in the area? what would I wanted? Yeah and so I would start with those as the first you know topics of interest and then long form. meaning five minutes I would just five minute con. You know five minutes of diving deep into, you know, maybe an interview with a particular restaurant owner. or you know, digging in deep into a conversation and then short form would be would be 60 seconds a minute.

Okay Reels: Instagram yeah Clip quick quick Highlight: Okay cool. Chris same question and you can't edit your own stuff? Yeah yeah, what would be what would be your yeah. So if you would drop me into Hood River and I was already a real estate agent but it was just in a new new area I already have systems I already have experience? yeah I don't need to I don't need to work on that stuff. Yes.

So I would go I would study the MLS as much as I could to understand where the the largest portion of the buyer or the seller segment is. yes, price, point wise, location and I would figure where where all that stuff is and I would go super technical on trying to figure out how to get in front of those people. Um, the content portion of it would be I'd be coming from more of an authentic type of a situation where I'd be like I would certainly tell people I am new to the area I'm the new person in town I'm going to document everything and I believe it's so important for every single agent that's even new to the business to know the business right? So I already know how to sell real estate, but the only thing I don't know is the inventory, the communities, the people. So I need to document every single portion of that.

So if I were to go and look at there was a guy I used to work with at a different company. his his thing to tell clients was that he would preview more properties than any other person in the market and when he would go into listing appointments he would say I know every single house that is on the market right now because I go and preview them. Yes! and so his knowledge of the inventory in the market in the community was so high and there was such a big gap between him and everybody else that if I were to do that in a market and document it and just show everybody that book I am a seasoned agent in a new market I'm here to Bringing wife that kind of options that you don't have in this market here, right? No offense to anybody that's here. Yeah, but I'm going to be the new player I'm the new kid in town.

Yes! and if I could document that and show that and where you put that, you can put it in so many different places, you can put it in prints and put on a QR code you put it on YouTube reels. anything you want I will put it logs everywhere. Right everywhere. You can repurpose it everywhere.

Yes, everywhere. right? Use AI to to take that video to create a script, put it in an email newsletter or in like a blog or something. Yeah, but I already have that there. I have a team to do that.

Yeah, so it's not like I'm doing that myself. Yes, I no longer. I mean editing my videos or maybe some small stuff here and there for fun. But I have that team there to create all the videos in the content.

so if you don't have that, then maybe you focus on that as well. But from a contest standpoint, that's exactly how I was strategically able to do it in a new one. You know what? I love about it. Polar Opposites But the same thing, right? Polar Opposites And then hey, I'm going to give them everything they want.

Everything you need to know about Irvine California From the standpoint of kids, schools, life, shopping experiences, restaurants, all that stuff. Okay, at the end, they were watching videos. We're like, do I understand her? Do I know or do I like her? Do I trust her? Do I know Do I like it? Do I trust him because because everybody's sending me Direct Mail Some people are doing phone calls, some people are doing Geographic like almost like those are like table Stakes today and then video becomes the overlay. So here's here's what I wrote down to add for our listener: I would go to the moving data and I would figure out exactly who and where people are moving from to Irvine to Hood River right? Are they? Are they moving from one part of Irvine to another? Are they coming from another? You know, another part of the country because the schools and the lifestyle or whatever.

you know, whatever it is. So I'm going to get the moving truck data first and foremost. Now they're going to answer the public lookup type in Irvine real estate and it's going to tell me every question that is on the minds of consumers and then I'm going to create quality content answering every one of those questions. Do you wonder why the schools in Irvine Airport Three reasons Why the you know the restaurants at Hood River Like I'm just going to answer every question on that answer the public site which is bananas.

you got to get the paid subscription no I don't know the company but damn I wish I did. If you guys raise money and you're watching this, call me then I'm going to create a series of videos for YouTube Facebook and Instagram but mostly for YouTube following the theme of moving from X to Y, moving to Irvine California moving to Hood River Three things you need to know: Moving it. moving to Irvine and I would literally just have a series of videos X Whatever. The access almost doesn't make a difference, but when people go and do a search, they're going to see over and over again.

moving to Hood River And this is where. like content to contracts, it's not gonna be like five videos. It's gonna be like 75 videos. 75 videos that I just every possible reason to move to Hood River Every possible reason to like it moving to Oregon Haven't thought about Hood River yet like I'd even have that inside there.

would you get the information on moving from how many walks or so how many walks is is outdated. So until they, uh, open it up again. So now everyone in the moving truck companies publishes every year their annual stats and and you kind of get a sense of like where they're coming from and where they're going. But either the pandemic sort of changed everything in terms of the landscape of where people are moving to and from and I believe, uh, how many walks is still like in 2019.

right? So so please if you're watching updated because that's a banana site. but I I would use that formula and I think at this point I go back to volume and I want to get everybody's you know your input on this when I look at uh, some people's insta channels, Some people's YouTube channels and people ask me like, how did you go from you know, 35 000 view or 35 000 subscribers. Like over 500 000 subscribers? The answer is only one thing I Gave the bees to YouTube What? I Wanted Daily content. Daily content.

Daily content. Daily content. So so knowing that what's your what's your thesis today like let's take YouTube and Instagram being to the biggest, most popular sites. How many times are you feeding insta hosts? How many times are you doing reels, and how many stories are you doing in a typical day or week? Whatever.

Let's go first. Um, so it's It's tough because as there's more content creators in the space now YouTube the numbers are going up right? Yes. So in order to keep up with the numbers that you need to put out, you need to have a designated team to help you once. Yes.

So if you're if you have a goal of like one time per day, that was probably good in like 2019, right? But like 2023, 2024, that one piece needs to be 10 pieces, right? Pretty right? It could be. You know. So something crazy like that. Yeah, um, but let's talk about the unpacks.

Someone's saying oh my. God like 10 posts today or two to three posts on evening, a midday, an evening morning, whatever. and then a bunch of stories like unpack? Yeah, it's letters. I Think it's important to be like if you want to be, that if your goal is to be in front of some be everywhere all at once, then you need to go to the other platforms that not everybody else is on, right? So I know that I'm majority on Instagram but there may be somebody who might be on Twitter Twitter is killing it right now.

Yes, so like going to some of those other platforms and repurposing the content there so that those type of people can actually see you. Um, is going to be important, right? So if I say 10 a day, you mean like it could be the same thing Post 10 times a day on all the different platforms including incest, a post and maybe it says the story and then Facebook is a post and then Facebook is the story one piece four times in an Ideal World If you could get them all different on all different platforms on a single day, that doesn't mean that you can't take a piece of content that would that you used a week ago on a different platform in an ideal world, that's what I would do. Yes, that's really difficult it is, but if you're if you don't have a team, you can still put out a lot of content you don't need. You know you don't have to have a dedicated media team I don't want people to think that they have to have in order to put out content and my strategy is a bit different: I do I post five times a week I have a real every day yes and then I always have a story I make sure I always have a story up.

So that's my strategy and it works for me. and I make sure I repurpose that content off platforms that I care to post on. Yeah, but I You know I'm not a post 10 times a day. It's just not something that interests me to do.

But you know if I have to write a role totally it's working. It's working for me. I Just continue. Everything's continuing to grow and also what's so cool about video is you don't have to have a videographer you can shoot.

Our iPhones are amazing. You can shoot with an iPhone so there's really no excuse for not putting out content because there's so it's It's so scalable. Yes! So one of the things we're going to talk about at the Summit this year is all the various AI tools that can help speed process up, make things faster, make things better. like even just mentioning just a couple of these sites even though they're not AI some of them are powered by AI Um, what are you guys using today I'm going to soon chat GPT but if you tell me chat GPT tell me a prompt or two that you're using that you're finding to to make your the output of Channel GPT more effective.

One that I've used recently is just this. You know I am a 38 year old real estate aged female real estate agent and Hood River Oregon my my um target audience Is this: what are five? Instagram uh topics that I could post about that would be relevant to my audience. It populated our headlines. It was headlines what I asked for right? and it populated.

It was perfect. So you have to be very specific. You can't just say like I want to post something on Instagram what do you recommend? Yeah, you have to be very specific about what it is that you're looking for I know I'm looking at you like I'm telling you you know but I love it because you're you're the prompt is you know I'm gen dealer and I'm a real estate agent in Hood River I sell this many homes my average sales price is this my typical client. is that right? I Want to attract more people like this and people that that they know as well.

What advice do you have? around 10 pieces of content? The more you it's like the detailed question is the whole key. That's why prompts are just so huge right now. Other prompts that you're using because I know you're using chat Gbt I mean I think the missing piece is your experience as the the user yeah user so like certainly you can be like hey write me a you know paragraph about this topic but inserting some of the experience that you have it can be about a specific Community it could be about the person it could be about a you know a way that somebody says it. So if I say hey I want this piece to be in a speech from like Tom Ferry or whatever um and you can also have it analyze web pages too so you can say hey, take this web page and Rewind it in a way that this webpage is describing it yes um I've used it recently on a listing presentation.

It is amazing with language translation. Yes yes, really really good. I Had I take that piece of content and I'd be like if I take it to my friends I'm like hey read this does this sound correct and you're like this is really good actually and you guys see it's synthesizing out Yes okay I am obsessed I think that the next iteration of this site and if I'm spelling it wrong, just type in what you think synthesizio.io as you know Google will say did you mean and it's that one So so currently what they do is they have they enable people that are uncomfortable or don't want to shoot video or would like Evergreen content from someone named Sarah or Lucy or Phyllis on their team where literally you can say here is the script and then you can pick from like 140 different faces essentially avatars right robot human beings and then I think it's like 200 languages So you can literally say here is my 30 days to close my Escrow in Irvine but I want the entire thing in Mandarin right and you can have you know Phyllis or Phil whoever you want this Avatar who is just in perfect you know Chinese Bing Bing Bing bing Everything you need to know right? like I I am so obsessed with that side of anything because too many people say to me well then you would get that a lot. So I still get it.

It is remarkable to me and and and I listen I have I I have empathy for that person. They have a story inside their head. so like I at this point in my career I'm like hey I got it. Here's a better solution.

Can you write Yeah! If you can write a script if you can't judge, you could even run it for you. You can still do all the questions, all the answers and you can say yeah I have this full-time gal uh her name is Martha and she does most of my content for me and Martha is just synthesizer.com Write the script and in perfect you remove the body, the lips are moving on time. I Mean it's bananas. The next evolution of that is going to be though.

you're gonna take a photo of yourself and like here's the camera and you're gonna do this and then it's going to be you. Well you know there's a program now where you. It's actually I think it's on captions on the app. Yes where you can actually look at it.

Yeah, my eyes are actually on the camera while you're looking down here. And have you seen that yet on the iPhone it is. It is bananas and it looks so good. Yes! so and I bet by the time that this released in the next couple days someone's going to say hey, that side already exist.

it just came out. Have you looked at uh chat? no chat? gpte.ai right? Gbte dot a i It is basically every new AI platform available. You just go in and search uh language voice videography. Like anything you want someone who's already basically building something around that? um we're gonna unpack all that at the Summit this year.

I'm super fired up I think there's gonna be I think about like Ben Lawless So Ben I I think Ben has confirmed I hope Ben is confirms I'm talking about right now that is a killer agent from Chicago He did a talk for me at the Roadmap event recently and basically the talk was as my video scales. So do my sales right. So the more videos he's producing so he's realizing. Okay, so I'm selling.

you know, 100 plus homes a year I'm doing those videos a year I now and he started like kind of 2019. like very or you know he's new to this. But I think it's going to be interesting to watch the degree of separation between those that just say I'm going to do whatever it takes to be resourceful. Whether I'm gonna just get myself on the camera and just go for it, or I'm going to Outsource to another solution.

But I think there's going to become an even greater degree of separation between people that can build their brand, create all this trust, do it in a scalable way, and others. They're not going to be a member like Gary vaynerchuker like 2008 if you're not on social media business I Love you Gary But I think that was inaccurate, right? Um, but I would make the argument. if you're not creating content at scale today, it doesn't mean you're gonna be out of the business. it's just going to be harder for people to find you.

It is. and it's just all about being top of mind. Yes, it really is and it's I don't know I Love I Love the ability to like I said reach so many people so quickly. Yes, Yes! All right.

Closing thoughts on content to contracts is I feel like it's the first first new Step Right Where I think for many years we were pushing video pushing video, pushing video to expose yourself. um create personal brand. But it's interesting to see where where the industry has gone because it was so driven on company brand. Yes now it's very much driven off our sourcinal brand.

Yeah and the personal brand. If you have a very strong personal brand it's it. Could be a it could be a so much bigger and larger than a company's brand for sure. So now all of a sudden the association with being a with a specific company because of what they offer.

it's not. So it's not that that important because you have a big personal brand all my CEOs watching this he said that not me around the world. everyone around the world has figured out like like money brand the company voice just as much as the agents aren't Interruption Well I mean not not some match but you reinforce it right because I think that's how you retain uh agents. It's a totally different topic Yeah, but um I do believe that the contents is empowering agents to create more of a brand for themselves which allows them to create opportunities, opportunities other contracts.

So it's just part of the it's just the first step in in the evolution of where I think the industry is going. and I like it? Yeah, I like it. Jen Closing thoughts: I Think a lot of the reason that people don't put out content is because they don't know what to say or they don't know what to put out. But if you are in real estate and you have, you have experiences.

Obviously if you're in real estate you have experiences. So what I like to do is just I put out what I want more of and for me right now I want more Sellers and so I make sure to put out content that's directed towards Sellers and using the dog whistle as Jason likes to call it and saying you know I Recently met with the seller and they were experiencing this this and that's really what gets me the most. listings is because people can relate to it. they go oh she's not interested to me exactly right? So give us the script one more time.

I was recently I Was recently meeting with a seller and they had previously been with a different real estate agent and they asked me what I would do differently if I were to list their home. Here are the three things that I told them that I would do differently if I were to Market their home you know, have you ever taken that content turned it into a more animated to show like before and after photos to show you know, maybe the way without obviously blocking out the agent's name. Not doing anything with ethics and I mean obviously like we're all good people. So, but to be able to show like before and after? Yeah, right.

So it's not just saying hey I would do better photography as an example, but you know photography looked like this. We made it look like this, right the staging my photos. but I do definitely like it wasn't stained. not agents but but not really staged it and it looks like this.

You know? Definitely yeah, just to be clear studies. Yeah, but to show the difference if you can without breaking any ethics violations ever ever. Okay, so that was really cool guys. I really appreciate you both just jumping on the show.

If you have not made a reservation for this year's success time, they're both going to be there Yeah, seven times I'm guessing every year. So eight years, right? Yeah, Are you going on like five, five or six? Yeah, five or six. So I love it. It's our 20 year anniversary That doesn't mean anything to you other than like I've just been doing this for a long time.

but I Promise you if you want to get on The Cutting Edge of AI you want to be more competitive, you want to basically be handed you guys. don't even know this. I'm going to hand you six playbooks right? So like we did last year, the one billion dollar Playbook would like 50 to the best marketing strategies, real estate attractions, we're doing that but then everybody's best. Listing presentations that everybody's best referral drivers, that everybody's best social strategies and everybody's best organizational admin, operations manuals and then one just on the digital brand.

so is about 72 different case studies from our clients and my goal is very simple: I Don't want people asking how anymore right if I can answer all the how for you and the only question is what do you want? What do you want because here's the how he says what do you want and then then yeah, a little bit of alcohol. how do we not personalized from this is Chris's plan to this is Jen's plan. Rip off and duplicate cut his head off, put your head on and get to work. So so I hope you make a reservation if you haven't done, so do it right away.

Thank you guys Thank you thank you thank you. You got a conference going on downstairs. we should race back down there. we'll see on the next show.