Today's conversation is about the power of YouTube ads specifically instream video ads in your local Marketplace as a primer and a driver for generating listings in your Geographic farm. This is a critical conversation for your Marketing in 2024. So if you're in the mode right now of planning out your Marketing in 2024, this is a conversation to listen to from start to end because it will be a deep dive with an expert guest who's been crushing it in his Geographic farm when it comes to generating listings, leveraging a variety of marketing channels. But really, the the straw that breaks the camels back in terms of being what the consumer resonates with most.

when they say hey, I want to list my house can we talk to you about selling our home is the YouTube and stream ads. This will be a deep dive in YouTube ads. We'll talk about calls to action, We'll talk about all the marketing that goes into how do you position yourself to generate and win more listings and your backyard in 2024. So thank you so much for watching this week and marketing! I'm pumped that you're viewing the show right now, listening, watching wherever you are streaming the show.

If you're new to the Channel, please make sure to tap that big red subscribe button and there's a little bell icon right next to it if you hit it. it turns on notifications. so whenever we publish new videos like this one here, you're the first to be able to listen and take action on the ideas. Now I Said we have a special guest on the show and we do a returning guest for his second round on this week of marketing.

Ladies and gentlemen viewing or listening I give you Mr Shane Bergman Shane how are you man I am doing well Jason That introduction is incredible and I'm the whole time I'm like does this guy even breathe Yeah no yeah you think I practiced that but no, that was completely off the cuff. You think off the cuff I know you. You just told me you're going to do an intro I was like to give an intro really quick. It's incredible.

Um so I reached out to you Shane because you're crushing it in your Geographic farm with YouTube ads and I want to save the YouTube ads for a little bit and I want that to be the cherry on the ice cream Sunday so to speak. But I want to talk a little bit about your approach to Geographic farming being that it's multi- Channel just for the viewer or The Listener give us a sense of your farming activities. What does that look like? Well, there's a lot of activities that I that I do to specifically Farm my area and I guess to give like a little bit more context I live in um, in a in a community with about 900 homes, there's a lot of construction, a lot of growth happening where I'm at. I'm kind of in the epicenter of just this 20-year master plan That is where I'm at.

Uh, we built our home in here three years ago and I you know moving in here that I wanted to come in and attack from a farming standpoint. So all of these efforts and everything that I'll be referring to has taken me really three years to kind of get the momentum rolling with this. Um, but from a multifaceted approach. you know I think we'll We we'll dive into YouTube which is something that has been new and and really amazing for my farming efforts.

But I do very consistent mailers. so at least once a month we're mailing out. um, the entire Community As far as past, you know, transactions, What's under contract, what's active, what's what's sold and that's just like a it looks like a spreadsheet. It's nothing too sexy.

It's transactions little call to action which is a QR code anytime. I have a sale in here I send out another just sold postcard. Uh, a new listing. Same thing that's like the mailing campaign to the side.

Um, well and while you're thinking about, let me jump in. I Meant to say this before, so you made a comment that this has taken quite a number of years to build up to and now you're really reaping the Harvest of all that work. and I think that's an important disclaimer when it comes to farming because a lot of people are expecting immediate results. So I should hear you saying no, no, no, this is an investment in, um, long-term growth.

Can you give us a sense for how effective has your farming efforts been in terms of listings generated? or uh, any kind of a marker that would give our viewer or listener some plls for what? hey, what? What can I expect in terms of outcomes? Yeah, I mean so it took me probably about a year and a half before I actually was able to get my first legit listing from from one of those Um sources. but as of now I mean well. I'm I'm on Pace right now, but between one and two listings per month because of the initiatives that I have from the farming campaign and that's in your 900 residen area. Uh, it's expanded out at this point now because we have bumping communities that will have you know, 3 400 homes.

Um, there's homes to the north of us which will have larger communities, but the the entire overarching Community I live in is called Vieira I The community that I live under the subdivision is called Tona Cove but I have dominant market share in Tona Cove and then any of the like, you know, skirty neighborhoods in the area. how big is the area? uh, broadly put, roughly, uh, probably n miles. All right. So so we're generating or two listings per month and it's really the result of your farming, which so far you've descri.

We Know YouTube ads are involved, but so far you've described it as uh, mailers, so pick us up again. Let's talk about the multi- channel aspects of what does your farming strategy look like from a 30,000 foot view? Cool. So MERS that's done. We've got that there.

Uh, something else that I wanted to deliberately do is get into the community Facebook page now I Understand not every Community has this, but where I live, every Community does. so you see those. Community Pages A lot of times it's people just complaining about the neighbor's dog pooped in my yard. or you know there's some trash here these sketchy people in the neighborhood.

There's a lot of just kind of crap that are on there. But what I did is I went in and I started offering value and and what I viewed as value was I'm super analytical and data driven. so I wanted to provide my neighborhood's updates as to what it's looking like from a real estate sense. I didn't want to do this weekly I didn't want to do it bi-weekly monthly I felt was too much so I went in and I and I asked the community I think that this is critical to say hey I just put together this 25 minute video with the Q1 results of 2021 2022 Whatever right? I I Just want to get your permission that it's okay to continue posting these on a quarterly basis.

Takes me a lot of time and energy I Don't want to waste that if you guys don't find this valuable. That was my first post essentially and everyone was like yeah, love this. This is amazing. You take the time to do this.

it's so well done. You're funny. Like all these other things that I do in a video, they pick up on it and now I have the permission of the community to do it so the admin can't really go in and say Hey you know he's going in there. he's marketing.

he's a real estate agent, he's selling something I'm not I I asked permission from the community. got in a weird spot. Hey, you looking to level up your marketing game next year in 2024 and I'm talking about video and social and email and your Google business profile SEO strategy. If that describes you, then make sure to check out our series of courses called Marketing Pro With courses that talk about all those subjects and more designed to make you a better marketer, designed to help you attract and win more business in 2024 because guess what now and always, the market belongs to those who market.

So if you're interested, click the link in the description for more details. So I love the permission getting consent at aspect of it and that also creates anticipation. So you're doing it on a quarterly basis and are you publishing the video? The market update itself in the Facebook group or elsewhere and you're driving to it. So I put it as an unlisted uh on on YouTube and then I share that into the Facebook group.

And then when I've done with those unlisted videos I've now put them on my website for the communities that I'm serving these in because I didn't do that before, but now it's I Mean it's a 20 to 25 minute video on average? Uh, so it's long I go over a lot of things Facebook is one thing. but now they're living there. so if anyone wants to go back, they can look at the archive of the videos that I've been doing for three years. That's awesome, all right.

So a quarterly Deep Dive Market update with permission and consent to leverage the Facebook group. I I You start the page and you're the admin behind it. It doesn't work as well. So like by joining the group as a you know, a resident in here now I'm able to contribute versus if I was on the admin side I think it'd be a conflict of interest.

So if there's not a group, yeah, you know you're in a you're in a point where you should probably create it. But if there's an existing group, jump in there and create the value. And if I can talk a little bit about like how I'm doing these videos, it just be like high level. sure you know there are.

there are other apps that you can do this, but for the most part you can broadcast it with loom. So any time I'm doing screen share I use Loom I get my slides ready on my screen I'm just looking at the MLS I might have some other tabs for it and then I just record in real time and I'm kind of walking through it I've got a got it down to a Cadence and a sequence now but it's as simple as that. like I don't want people to think they have to overthink these videos and they have to do like OBS and they have to have a cool little stream deck and a roadter. like all this other crap like you could just do a I'm staring at on my table right now just you I'm talking about you but you could do that and really really basic and most of my videos that I'm doing are that like just before we jumped on this call I sent out a neighborhood update with loom.

it's LM just a screen recording. it shows my face on the bottom left, it's very very and then you send a link. So I think it's brilliant I think Al gives a level of hey this is Insider information this is special access. this is just for you because it's an intimate sort of casual dialogue and and I would also encourage anybody watching.

Don't be dis like 20 25 minutes may seem like a lot, but think about how you talk to a client. if you're at the kitchen table and you're going through comps and you're talking about the marketplace. uh I've watched your videos before these Market updates. they're not marketing content, they are behind the scenes.

Me talking to you as an expert, just casual videos that are used to somebody who wants to be aware of what's happening in the broader Marketplace that could affect their decision to maybe sell or to continue living where they are. and I think it's also like it. My personality shines through too, so like automatically people are like ah I either like this guy or don't and then if they like me go hang around and then I'm able to like input humor and like there's streets in our neighborhood that are like known as like the party Street or the street where it's like ah if you live on py like you're this type of person and I know that because I live in here so I I you know poke the bear on these videos and then what it does is it engages comments. When I see people in the neighborhood they be like oh I like your little job about po like they do suck Arch tailes the street like this little like these little things wantes that you know because you live there that other people don't just I think builds confidence and it allows you to like humanizes you and that's what.

I Why I really love those videos. it does. And I also think we're living in a culture right now where we are inundated with short form professionally buttoned up videos. Everybody's watching video video video and it can seem a little bit outside looking in and not inside scoop or inside track to connect with somebody.

And I believe there's an appe TI right now in the marketplace for people to want to connect with longer form content. We know in general when a consumer or a viewer is willing to watch a video for longer, it signifies a greater level of intent. So what would you describe as the kind of person who's willing to watch a 20-minute market update Quarterly Talk about their Avatar in terms of intent or who they are I Mean it's probably someone that's looking at selling in the next 24 months is is really what I've dialed it down to or someone that is keeping so close tabs on the area because if they're not thinking about selling, it's just because they're analytical and they're an engineer. Which at the end of the day, those are the clients that I'm all automatically attracted to.

Yeah, but I think the most people that are absorbing this content and they're paying a lot of attention because they're thinking about selling in the immediate or near future and then I'm guessing they start to make when they're talking to their friends or neighbors and so forth they start saying well, did you watch Shane Bergman's video He talked about this or he said that and all of a sudden you start becoming their thought leader in terms of the overarching marketplace in your Geographic Farm I think awesome I mean even like I have a a listing appointment coming up this week in my neighborhood and the guy's like he's literally quoting me in the in my videos about the price per square foot or the other nuances to his floor plan. and then he admitted it too and a text to me he's like, you know, here's just my view on the pricing, but I got that from you because of your videos and I'm like the listing. Presentation's already started though because the video is already started right? All right. So you've got your uh, mailers postcards with QR codes.

nothing overly aggressive or pushy. You've got your Facebook group with permission and consent to leave long form videos. you do that on a quarterly basis for Market updates and you jab at and you become very obviously living in the community based upon how you talk in those videos. What else? Before we dive into YouTube ads? Is there anything else that's a part of your farming strategy? So open houses.

Um I If I do an open house in this community, it it is known that we're going to, we're going to, take it to the next level or three. um the last one we did. You know we had a taco truck out on the driveway I've heard other other people kind of on this uh I don't know if I could say that but I've heard people talk about these ideas how they're not great but what it does is it creates the community knows my open house styles and what they do. and and I think if you're an agent and you're not honest with your client and telling them why open houses like why we do open houses I'm I'm blunt with my my sellers I say hey the the Pro: the probability of me selling this house dur an open house is like less than 5% it's closer to 1% closer.

The reason I do it. yeah it's closer to one. and the reason I do it is because like I'm going to meet other people in the neighborhood I might get other clients from but I don't know who they know and that's why I honestly do because it we could find a seller through three different channels of it, but ultimately it's more self- serving for me and I I start with that and still people love these and so when I do the open houses like we're making a a big deal about it because like it's fun, it's my farm, it's my neighborhood I want to invest the money and I want people to know that're like this is how we do it Well I Don't think anybody who would point the finger at the spectacle of having a taco truck or something fun like that in an open house is making the Assumption of they're for buyers but statistically speaking, they're not for buyers. We know that like 1% of people are going to buy an open house Yes, you can lead generate I Just did a video on open houses from a lead generating standpoint a few weeks ago.

but by the time you're watching this video, however I think that the let's call it a spectacle, the taco truck or the attraction and the draw makes it an event that allows you to have a reason to invite the neighbors because they are the ones who possess the information of who that likely buyer might really be and they're the greater advantage. And so I'm assuming then there is some kind of a method to attract the neighbors to actually show up. What does that look like? y Yep, so same thing. go back to the Facebook page and then I do this invite.

It's not an invite like hey, come to my open house I want you to look at this home and say hey I want to give you tacos or hey I want you to come over cuz I have a margarita bar or hey I have an ice cream truck and I know your kids love ice cream. it's in the driveway I don't even care if you come into the house because ice cream's there for two hours. So please I had to pay a minimum. at least let me hit that minimum and the people still come through and they're like hey, we saw your open house you know, so it's on the Facebook page for the bigger ones.

I will do mailers as an invitation, but I I'm also I'm not a guy that I'm not going to go door too and hand out flyers for an IM I know that works for a lot of Agents but I'm a very digital kind of working guy. so um, it's going to be through Facebook or potentially mailers to invite them to these, um, to these events and then there might be an ad behind it too which I know will will kind of jump into well and I also think that and we'll jump into that next. but I Also think like the fact that you have the Facebook group, the fact that you have a digital broadcast mechanism to get the word out. It's not to say you can't go door knocking or cold calling or Circle prospecting.

That's fine. Um, it's simply to say by whatever means it takes to get the neighbors to show up. that's what you should do, Whatever is most natural to you. That's what you should do.

And I got to applaud you once again, you got the consent of the homeowner, you explained why you're doing what you're doing. You took full like you were willing to say like this is this is my business I'm building my business and here's how I can serve you and you were very upfront and transparent which I think gives uh sellers even more confidence in the person they're working with to sell their home. Let's talk about YouTube ads. Um, okay, and I'd love to do sort of a 101 2011 301 crash course on YouTube ads.

And for the person watching, you may or may not be familiar with YouTube ads. Uh, YouTube ads. Obviously, YouTube is owned by Google Google is a search engine. YouTube is also a search engine.

But the the types of ads we're talking about today predominantly are what are called instream ads and those are effectively the commercials that you'll see on a YouTube video before, during, or after the video you're you're actually attempting to watch and Those ads. I'm going to let you explain this: I won't steer your thunder, but they can be targeted geographically. They can be targeted at specific audiences. Talk about how.

let's talk about how you're using YouTube ads first and then what are the videos that make up your commercials? Well, Jason The YouTube ads are your thunder because I learned them from you Well, I didn't make them up I learned them from YouTube and from Coach David Colwell and other people in our ecosystem. Well, I was not doing them before you. So I have to applaud Coach David Cwell was the first in our ecosystem. I'm aware of who was using YouTube ads and he was.

he was crushing it. Credit goes to him. All right. Well either way, uh um so with the with the YouTube ads, the way we're doing the in stream right now is um they are I'm actually I'm literally filming the the videos in the homes in this neighborhood because I want people to recognize the footprint or the way it looks because the homes here are all identical like there's some feature of it.

So so I like that because I think from a visual standpoint people kind be like oh I know that house or I know that floor plan and then we we intentionally try to make them really short and we're trying to also put in a little bit of entertaining. a little bit of humor and a little bit of like captivation because I want people stay around if they're going to stay around for it. Um, so the ads that we've been really playing around with, they encapsulate all of those and then we've really had some fun with the call to action and I know you want to talk about that, but it's basically a way for us to say hey I want our ads to come across as different I want them to come across as like I can recognize that but I also want them to come across as that's a guy that I either love or hate like like all of my marketing I feel like is is polarizing and that's something that is is me I'm a very polarizing person. always have been I wanted to tell you I but I haven't leaned into it for for a really long time and it's just been the last couple years where I'm like, you know what? I I love that because I either want people on my side or not because I'll be your best friend or your worst enemy and I'm and I'm completely okay with that.

Yeah, I would frame that and say polarizing not in the sense that you're Sensational or that you are, um, click baity or that you're controversial. It's just that you're pretty definitive and kind of a driver personality to the point and that may not be for everybody. I don't want to give somebody watching the consent to go be completely absurd for the sake of clip bait on on their videos. However, when you put yourself on video I often talk about this.

We are in a relationship based business. It's a know you like, you, trust your business and there's no kind of medium that is more honest about who you are to be known, liked and trusted than video. And so when you put yourself on video, you're going to attract your tribe. It's uh, what does Tom say? Your Vibe attracts your tribe and so video is going to be the ultimate driver or facilitator of of that idea.

Um, okay so first of all, you said that these instream ads are short Define short for us if you wouldn't mind I was trying to hammer it less than 60 seconds. Okay now I think the last one we did was like 40 something. Can I put a little uh FYI in there I would aim for more than 30 seconds for anybody watching and the reason for that is because the way you get build with these ads is it's called a true View And historically with YouTube ads, true views are somebody who watches for at least 30 seconds. and so if your video is less than 30 seconds, you pay after 11 seconds.

So you actually save money if you go over 30 seconds. But I love the idea of under a minute so they're relatively short and you're inside the property. Talk about why you're inside the property a bit more and what sort of offer is being made in these videos. So I I want to be in the property because it's we're doing listing videos already there.

So I'm being efficient with my videographer in our time. But also secondly, I want people to when they see it, they're going to know the backdrop. They're going to know something about that home. whether it's the way the kitchen is designed or the crappy light pictures that are in a lot of these homes.

you know something like that. They're going to recognize that and then they're going to be like they're going to try to figure out like what what and also listen to me. So I love that aspect of it. so you said they, Which means you must have some specific targeting.

So talk about who you're targeting with these YouTube and stream ads. Yeah, so with YouTube it's interesting because you're able to kind of Target a Geo area and get really, really kind of dialed in on it. So what I'm doing right now is I'm targeting my farm which is 32940 and I understand that not everyone is able to Target a zip code, right? Well, so I'll chime in on that. So there is what's called personalized ads which is the and there's specifically a subgroup called housing.

Um, you may be aware if you're watching or listening that on. Facebook They have what are called special ad audiences which is effectively in the US fair Housing laws and it's Facebook or Meta's way of staying compliant. Well, Google's also staying compliant through what are called personalized advertising policies um, specific to housing. They don't generally approve targeting by a zip code.

some people get away with it. they don't generally approve it. But what's interesting is they do let you Target in some cases subdivisions, neighborhoods, and what are called privacy safe radiuses which a privacy safe radius does not appear to be disclosed as to what is a privacy. Here is the test and see what kind of a geographic area can you target and you can draw radius? Um, in your case, just given the way that the area is laid out, you're able to Target effectively your geoarm A lot of you watching may have to Target A little bit more broadly than that, but I would still say you know it's close enough for as it's It's still important to be using the YouTube instream ads because they're pretty targeted nonetheless.

So please continue. Uh, so it's the target area there and then you know what we do. As far as the um the ad spend is I mean it's it's based on kind of anyone, everyone else's budget out there. and then from that point we're we're rocking our instream video and then letting it go.

And a lot of times what I like to do is I Like to do the first two or three weeks and kind of sample and see how it's performing and then if we need to tweak anything about it whether it's the opening line or maybe they ad didn't perform well so we need to do another one. But um, so far you know I've been really happy with the ads that we've been generating. All right. So I've seen a couple of the ads you're running and and when we say an ad on YouTube effectively all an ad on YouTube is is a video you uploaded to your channel and then you put money behind it and targeting behind it so it does have some organic um plays to it I'd love to hear your thoughts if we get to it about organic versus paid.

Does the paid cannibalize the organic performance of your channel? We can talk about that, but the videos I've seen one of them was I Believe it's you guys have a five-part listing process. There's five steps to getting your home sold successfully and your video is you walking through a property and it's like you said, there's some funny moments, engaging moments. It's you talking about your value proposition as a listing agent. and then I saw another video that was you inside of another one of your listings.

and I want to note that what was interesting about it is you said we're here in another one of my listings. Which means it was implied I've already seen your other video so there appears to be a sequence of first I watch this and then I watch that. How many videos are you putting money behind as far as ads and is there any kind of a method to it? So there's a method to it. Um, as far as ads right now I think we have three circulating.

um I I Want to kind of back up a little bit because those these ads these videos that I'm creating are only for ads and they're unlisted. they are not public faed and they're not on my channel. So when I when I'm doing these videos we're we're filming them with the intent of I don't want it to be seen anywhere else but but YouTube and stream for listed and then that those are the ads I'm running. Uh, as far as the vernacular goes is I'm in another one of my listings we put.

we spent a lot of time trying to like curate that because we want to let people know we have a lot of listings in here. just happens to be another one, but how do you get that across without coming across as like a braggadocious you know a-hole Just that was that was the way to do it I felt like was our best way to do it. So that's it. And and what I've really kind of dialed in on is the things that our team offers.

as far as listing services. I know a lot of other agents do not do that I know a lot of other teams a domestic partnership most of them are don't offer the systematic approach that we do so I really really want to like Hammer that home that our team is a true team. we have systems and then we also have protocol and so that's been kind of like the whole um, inspiration behind getting these you know videos out there because I want people to see that like our team is truly operationally different now. I have a technical question: you got two or three circulating at all times, how long do you let them run and then I want to ask you about ad group in a little bit more a technical question.

But first, let's talk about how long does an ad run for in a campaign? So by default I normally run it out two weeks and then I start trying to analyze it. after the first week going into the second, the see, you'll extend it and then I'll extend it. Yeah, then I'll run it out. um, generally about a month and then I try to get something fresh out there.

but I've been doing this long enough now where I can still kind of like recirculate older ads and kind of shoot them out there and then maybe play a little bit around with like, um, because now you can do a related video within our ads. So different things like that that we've been able to kind of like plug and play and see if we can get the attention. I've also created different websites as a as a as a landing page for people to go to and they're clicking so you know it's just like constant experimentation with it. But um, generally speaking it's between two weeks and four weeks Do you ever have a concern about um, there's a principle called ad fatigue where if you advertise too much to the same audience, they get tired of your ads.

Do you ever have a concern about that? I don't because because ours aren't like the same I mean we keep them different and interesting and to the point to where it's like you know the other day like that first video you talked about with the five steps of our listing process. There's this funny line in there where I say uh I'm on this couch and I don't even know who owns it right because it's we had a stag and it's just like this little funny bit that I put in there. but I literally have people come up to me and like quote that to me and then I have to remember like oh crap I put that I put it in an ad and now people are quoting my verbiage that I've put in an ad. so I know it's like they watch it because they know I'm GNA be doing something different or funny and and it's almost like an entertaining aspect where they're hanging around.

so I I'm not worried about the ad fatigue for us I I know some people have like a very generic ad like yeah that that would get tiring but I mean ours. We're trying to keep it up well and I would suggest anybody who's maybe concerned about ad fatigue, you can. There's a couple of options. One when you run YouTube ads, they have what's called an ad sequence where you can literally create conditions where first they have to watch this one before they can see this one and they have to watch both of these before they can see this one so you can have a layered effect.

There's also a tool called frequency capping inside of your Google ads manager that you can limit the number of times somebody can see your video ads per week or per day. Um I Usually don't recomend messing with it unless you're really running a lot of ads. and the other option is that I think would be interesting for you is if you're running multiple ads at the same time, you could theoretically W one campaign and then add each video as its own what's called an ad group so that the whole budget can pull from all three videos and choose which video is the most appropriate video for any given viewer in the area. so you can create just an everywhere effect but also have a more efficient budget.

that was a little bit more of advanced. Recommendation: Anybody, anybody watching um, ballpark? What would you say? Spending per campaign for a two? we run? Uh, 500. Okay, so you're putting some money behind it and do you know about what your cost per view is? Um I'd have to go back and check but it it was pretty cheap. Yeah the dollar.

like typically under seven cents per view. And remember I think five is what I what I do the bid at Yeah Okay, so so you said a bid if I appreciate you remembering that when you run these YouTube ads, you have to set a Max bid or a Target bid that says I'd like to pay about 5 cents per view. remembering that if view is 30 seconds, if they click, skip ad after 5 seconds, it's free. It doesn't count as a view.

and so I Guess what I Would like to say to anybody watching or listening is these ads are remarkably inexpensive. remarkably inexpensive, and what's more inside of the targeting options, you can Target uh Audience segments I Can Target Just homeowners? You can Target Just renters? You can Target People who are believed to be in Market To move Soon you can Target people who are in Market to buy a house soon because it's Google ads. The amount of targeting is ridic. ridiculous and these things are Luxy Watches Luxury Cars like all you do Affinity Audiences Yeah, Absolutely.

I mean they are, in my opinion, the most underutilized advertising format there is, and that's why I was so excited to talk to you. because you're generating one or two listings every month in your farm simply because of those positioning you as the dominant agent. All right. last last bit to talk about.

and then we're going to get out of here because I'm this one's going long on accident. Um, talk about calls to action. And I'll set this up. Generally speaking: when I see business making a call to action and this is going to sound a little bit judgy I don't mean it to sound judgy I Often hear that call to action spoken as if this is what I want you customer to do.

Here's what makes me happy. Here's what benefits me, the business. and what's been so fascinating about your videos is they're the reverse. Your calls to action are really self- removed and they appear to be offered as if the decision rests with the customer and you're thinking about what they want to do, not what you want them to do and therefore I believe that's been impactful in terms of getting more performance on your calls to action.

Talk about some of your Ctas. so it's having empathy with the consumer and letting them letting them know that you're aware that like they have choices. So I feel like that's how I kind of head into it and then also knowing that like I'm not a fit for everyone and I'm totally cool with that and I want to be very blunt and transparent with you that I might not be the right fit for you and that's totally cool like I'm I'm super fine with that. So by like kind of putting that into a phrase as short as you can, but also delivering it to where it's like, you know, just organic and genuine.

We've worked on that and and I think we've really hit a nice little stride where people resonate with it and it's okay. if if I'm not a fit for them like I want that I would rather know now than like you know when I'm putting hours of effort behind it. and I think from an overarching theme of everything I do. From a marketing standpoint, it's about I don't want to use the term like a barrier, but it's almost like I want to make it a little bit more challenging for a consumer to enter my space because once they're in there, I'm going they're now part of my, you know, my tribe and I want to now spend the time with them.

but if not, that's okay. like I'm totally fine with that. Yeah, so it's the difference between a forced registration style call to action where you're effectively saying hey, you want this carrot and stick and then you're going to force some kind of registration and that's even present in the language of a lot of people's calls to action versus yours I actually have a couple of yours I can remember them one of your videos, the one where you talked about your five parts of a successful sale from a listing standpoint I Remember you ended um by saying go check out one of our teams listings. You'll see the difference.

It wasn't even a you saying like hey, go book with this Go Do that it was permission to go do something independent of me. You didn't even involve yourself and I believe that was a really powerful call to action just given the fact that when people are on YouTube they're not necessarily looking up your ads, they just happen to see your ads And so their willingness to take action on that ad is probably very limited. But a call to action like that was memorable and there was another one you shared that I was I I Loved the call to action. It was simply click to see if our team's a good fit for you.

Again, it was very customer Centric not click to see why our team's better than everybody else and I found that to be refreshing and I believe the customer is responding because they too find it to be refreshing I wonder if you have any other thoughts around calls to action or wisdom you might offer to the viewers today I think it's just about you know for us we we know we sell a lot of real estate and I've never been a guy to brag about production or volume or you know I'm selling this or that I Like to to show people I do it but like how do you put communicate that without coming across again? it's like a braggadocious a-hole So for us it was like you know subtle little words that we'll throw in. Then it's like you know another one of my listings. Like here we are like check out one of our other listings because you'll notice the difference. It's like implying like I have other listings I don't need to brag about them but I really want to encourage you to go check them out because I promise you you're G to see a difference and maybe that works for you.

Maybe it doesn't but I think trying to you know for me it's like I'm I try to be a humble guy. Maybe I'm not always the most humble of of people you're but I I really to be like you know I I I try to be and I definitely want the consumer to see that and I think um I think if I could jump in I think what's evident in your videos and maybe this creates a point of understanding for the viewer and listener. Today, it's a lot of people. approach it.

Hey, here's why you should pick me. Pick me. pick I'm over here. Pick me.

You appear to say here's what I want for you. This is what I want for you I want this for you. You deserve this And that language absolutely makes a consumer think ABS I do deserve that and Shane's the guy to bring about that level of service for me and for my family making this decision to sell our home. I Hope that maybe articulates it a little bit.

Yeah, you're a lot better with words than I am. I Just say a lot of words something I'm better I Just talk really fast. Your wpm is incredibly fast I I Hear every time I go on the road somewhere somebody says you're the only person I can't put at 1.2 or 1.3 speed or what I I'm like they have to slow me down I'm the only person I Love it. It's a badge of honor for me truly.

Um, all right. So just in conclusion, looking at your farming strategy, uh, it's a multi-layered approach I Love it. It's very customer. Centric Uh, your marketing comes from a standpoint of you immersing yourself in the community, being a part of the community, not worrying so much about how many leads you get, but just serving.

And it's crazy when you start to serve like that people start to line up because they want to be a part of it. So I wonder if you have any closing thoughts of wisdom for the folks listening or watching? Something you had said a month or so ago to us was um, like a local celebrity right? and I don't know if you remember this this call but it's something that's like deeply resonated with me and it's something that like you know it's like you hear it and you're like ah, celebrity, local celebrity what does that mean But like once you start actually thinking about it, understanding like now I'm at a point where it's very challenging for me if I walk into our Publix which is our grocery store in the area anywhere else like there's a very high probability I'm gon to be recognized every time. and I think that is an effort of of all of the layered marketing approaches that we've done. and as someone in real estate, as someone that lives in the area that has children in this, you know local school systems here and sells a lot of real estate.

You're like, that is what I want and that is something that like when you put a phrase on it I was like absolutely, that's what I'm striving for local celebratory status. Um, and that's something that I've just been really kind of holding on to. So I think any other agent that's in a you know similar subdivision as I am or suburban area like becoming that local celebrity should be viewed as a great thing. not kind of like a weird do I want to be the celebrity thing because you're in sales and at the end of the day like you need to have conversations well and and maybe if the word celebrity is off putting to somebody watching or listening you might even say a local leader you are clearly known at the city Gates You are a local leader in your community and you've LED and people are following and isn't that what everybody wants to build community and to be a part of that? Community That's that's what everybody signed up for when they took this gig.

Man, you've been awesome! Thank you for sharing all this I'm sure there's loads of additional questions. Drop those in the comments I Think maybe we could do a a follow-up round on this video and talk more about YouTube ads. Uh, no matter how technical your question is or your thoughts are are, just blow them in the comments. We'll look at those and we'll see about round two.

And I Want to hear from you what kind of an ad are you going to run in your local Marketplace on YouTube to position yourself to win and earn more listings Shane Thank you for being on the show today and for everybody who tuned in to watch or listen. Thank you so much! Make sure to share this with one of your peers in your referral group And until next week. This is this week and marketing. Thanks Jason Thanks everyone for listening! a.