We're talking, you know this year: 100 million dollars in volume two and a half to three million bucks: zero marketing budget. Just creating videos - hey welcome back to this week in marketing. Today, i've got the jeremy night austin texas, by way of san diego 12 years ago. By the way, in 2019, jeremy went all in on video marketing today we're going to unpack the two most important tactics and how he makes the phone consistently ring because of video jay knight in the house.

What's up man thanks for having me, i appreciate it, so we want to unpack uh the two most important. If you will plays that you've been running on video uh, so maybe give us a little backstory 2019. You had a moment and you're like maybe this video thing's gon na work. What was that moment and then, let's get into the tactics well yeah? Well, first off! Thank you.

For a long time ago, you kept saying youtube: youtube youtube youtube! I really didn't know what that meant other than i'm just going to start putting videos on youtube. So i was putting out a ton of content on youtube, just funny real estate videos, and i didn't really niche down and figure out what an audience was. Who i was serving so 20 late 2019. I changed my like literally december 2019.

I changed all of my content. I had an epiphany one day. Somebody said to me: hey, you know. The great thing about youtube is like it's great, but in austin there's nobody talking about what to know when moving.

Here i had a hard time finding properties. I had a hard time finding where to live. What was going on in the market - and i was like oh wow, so literally like the first week of december, i started just being super consistent one video a week. I went into one video week into one video and a live stream a week now shorts and all this stuff.

In 2020 uh, we went from doing maybe 15 million a year to doing 30. 20 21. We did 50 million this year, we're on track to 100. So it's been crazy, we're growing a huge team.

So it's been, it's been crazy. It's worked yeah, it's worked so so there's a lot to unpack there. The first thing is, i love the fact that you had the awareness to hear people saying i was searching and there was no content like i mean like ding ding, ding, ding, ding, ding, hello, like that's an opportunity right right and then you, you started creating content Early but clearly did you start with the hey if you're looking in austin, here's the five most important, here's, the three things: did you start there immediately based upon that information, or were you shooting some videos and then fell into that? Well, that's very interesting! So what i was doing was kind of just everything about austin, so the first video i did that was really like kind of the catalyst was what you must know when moving to austin. Yes - and i realized i can't just - and i had a friend who was kind of bigger on youtube and she's, like you need four like four topic types and make it week after week.

You do that new topic that week yeah so give us an example of the four topic types. That's a good insight for people yeah. So what i did because obviously a great thing to do is get referrals from from real estate, especially texas, a big state. So first week i did was what you must know about moving austin texas.

Then i did what you must know about. Moving to texas, texas, just texas in general yeah, and then i did. You know what five cities you should be looking at when you're moving here and then kind of like uh. The last was just you know, basic information about what you should know.

So those are like the kind of the four types i did for a while. So, like neighborhood suburbs were two different that i would kind of go back and forth so now my content is basically i do what to know about austin. So when the news comes out, i would do what the what's happening in the market, but i'm very creative about. I don't say this: is a market update, so basically i break down what the numbers that come out for the month.

Are i break them down on a way to explain what you as a consumer as a seller, need to understand about the market, and then i do we'll do property tours? So now we do luxury property tours that actually lands this week. So we'll do um. We do have a video coming out this week doing my walkthrough two million dollar property so that those have been great for us in the past uh we would do walk-throughs on luxury properties, and so my price point went from 300's now pretty much everything work is Luxury, and so much of that, so just for for the people that are listening, um tell them about your cold calling strategy, your direct mail, your your zillow and google ads yeah zero yeah. Exactly and what was your gci last year, uh yeah.

We did about 1.2 gci last year and we ran about a 90 margin right because because again, video first marketing, ladies and gentlemen, so i'm actually looking at your channel right now and i think there's some some things we want to. We want to call out, in terms of tactics, yeah um, i'm looking at what clearly was yesterday's video massive tax, all caps forcing austin homeowners, and i don't get the balance of it, yeah, forcing people out yeah. So what was what was the thought behind that video and i'm looking like literally within a day you're at you know, 2200 views yeah and i got seller leads out of that already, so the focus of that, basically, you know the tax code and text is a Little bit different, so i took what was going to be my market video. The same day uh the market numbers came out, the taxes came out.

So what was going to happen? So basically, i just said: hey look you're going to get this tax notice, here's! What sellers are thinking about this here's, what how it's going to affect buyers! Here's what's going to happen in the market! Now the the best thing to do, though - and everybody should be thinking about this when you're doing youtube - is what you notice first was a thumbnail and title right, and so i think a lot of agents miss that by they go. We need to do the seo part of it. We need tags everything yeah, the tags are great, they help, but that doesn't force me to want to click on that massive tax. Wait i wanted to.

I want to hear this forcing people out. I want to hear that right, well, thumbnail, first always on youtube and by the way, so for my team uh, let's scroll, for example the uh, how high will austin property taxes increase because it's a photo of you with kind of a face like ah right with This big stop sign that says: taxes, 20, 22., yeah right and that's got you know again on a tombstone. So so clearly, if we were, if we were to roll this back up to say, the tactic is, it looks like jeremy takes real-time news and then makes it for everyday consumers. Is that a fair way to describe it yeah? So, what's so cool about that? I remember like sitting with gary vaynerchuk in like 2008 or nine and he's like look.

Some people are just never gon na create content, but they can dj yeah other people's content yeah. So in essence, you're taking here's. What's going on with tesla building a five million, you know blah blah blah blah and how it impacts and that good prices uh contract with tesla, actually tell us about that yeah. So i was uh working and i don't even know if tess was going to allow me to say this, but who cares uh we're not working with him by twitter yeah yeah.

So we just did a bunch of content on what it meant for the county. What it meant for uh, you know tax purposes and this stuff and like they reached out and we started working with a lot of their referrals and working with their program of um reloads. How good is that yeah? That's pretty crazy! So right now in dallas and that's happening with other companies as well for sure yeah goldman sachs is moving 7 000 people here and i literally look around i'm like who's going to be the first person that shoots a video on how does 7 000 new employees In goldman sachs, a new mega center in dallas impact home prices yeah because there's nothing for sale in this town yeah. Where are seven thousand high earners, going to live right so you're doing that kind of stuff yeah talk about? Why, like you know, make sure you check out his instagram make sure you check out his youtube channel jeremy knight, k-n-i-g-h-t um, you do this cool thing where, like the article is behind you green screened in what was the inspiration for that? What's been the result of that, do you ever get any flack from the local newspapers? Oh no.

They reach out to me bloomberg reaches out to me the local paper uh, so awesome business journal, which is out to me on a regular basis, i'm in so many of their articles. Now so basically, what happens? I've noticed you being quoted more and more. I'm like. Oh, that's awesome, yeah! So what's interesting about that! What's great about that! We came to here in december and everybody was talking about what they were going to be doing for reals, and this and you had said well, jeremy you're, very good at doing news and that's what you do on youtube channel.

So i said you know, i can cut that down into 30 60 second clips yeah and instead of spending hours creating content, i can do it in 30 minutes, and so basically you know when there's anything, that's kind of important or what's happening. What's who somebody's bringing jobs? What's what taxes are going to hit i'll do a second 30 to 60? Second thing, where i shoot in front of my green screen, i just take and overlay the article and talk about the key points in the article. What's crazy about that is you know, put on instagram i put on my shorts, my shorts, my youtube shorts and i get i get calls i get dms constantly. You know i did one about john deere moving here and somebody from john deere must be like hey.

I'm getting a job with john deere i'd love to meet you and potentially help with uh my move to austin. So did you when you go back to you know december 2019 and you you'd heard you know this character. Saying video video, video video video? Did you ever imagine this would be the result? Yeah, that's always the hope, yeah. You know.

I think i had a very clear vision. Once i figured out what i was doing wrong cause. I was doing a lot wrong and so unpack that yeah. So what i was doing wrong was i was, i wasn't focusing on what my audience was and who my audience was.

I was creating content more aimed at jokes and fun, stuff with agents so and then i was posting it places where agents were get trying to get feedback from agents when it wasn't the content and that's a huge mistake on youtube. Do not take your your video link and toss it into a facebook group with agents when that's not the intended audience right. It actually kills your analytics. So i was right.

I was killing my channel for the longest time. I wasn't really focusing on titles and thumbnails. I was but not to the fact that i am now yeah and so that change has been crazy, because i mean you once you start that lead funnel. That's the greatest part about youtube.

You cannot shut that lead funnel off. No, no, i think it's so important that i was actually watching a video this morning right here we are in the middle of the video mastermind and what came up in my newsfeed was like the five most important things with thumbnails and right, like all that, and I'm like yes, like it's so important to have, especially for the agent listening right now. If you just pay attention to like the local business rag, it tells you like buildings that are trading new companies that are moving to town companies that are leaving, and you can tie every one of those articles right back to. And how does that impact our local real estate economy? You know what the greatest part about that is.

It actually streamlines your editing and your workflow, because if you can take five articles and just take snapshots from articles and make it your b-roll in the background, like that's what i do so i'll say, you know like let's say leander: it's what's north of austin. So there's a lot of development, so i did a video like the five developments coming. You should know about in leander why leander's growing so much we have so much business in leander. Now, like i'm tired of the lander, don't don't put that on youtube.

I'm just kidding but like we have so i mean, and it's it's crazy is that you know the the price point there. A long time ago was half a million dollars. Now we're servicing a one to two million dollar base in leander because we're talking about those things and guess what a lot of those people that are buying with us, the company, as i'm talking about that's, who they're working for i've, always said uh. How do you what's the fastest way to scale trust and build a brand and the answer one thousands always today in in a modern world, it's always going to be video.

How important is consistency and then, let's talk quickly about shorts yeah, so consistency is 100 everything. So i was getting burnt out on creating you know. I was doing one video a week, so i was kind of getting burnt out a few weeks. Trying to just do the content do content, so i started doing a live stream.

Instead, if you're not doing live streams and you do a youtube channel, you absolutely should be doing live streams because i'm so embarrassed right now we don't do that. You should be doing live streams because here's blaming katie yeah the greatest thing about trying to be consistent and doing, and switching to that now it's just a whole. I have a whole thing called real migos now i'll bring out agents from around the country. We talk about real estate, how you know, if you're looking in that market or this market, where the differences and things like that and we'll have 200 live viewers, just commenting like crazy, like savage animals and then dropping dropping dollars.

In every time i mean i'm getting paid every time because they're dropping in money for right, referrals and hey, where else and what else we need to do and well that in the live chat, they'll yeah somebody throws in five bucks: 20 bucks, oh yeah, okay, so Actual dollars yeah actual dollars. How does that work yeah, so you get paid through youtube, so basically they pay youtube. They give you 20 bucks for youtube and it comes through your ad, your adsense. We need to talk to courtney yeah.

You should be doing live streams. Okay, yes, all right, i'm embarrassed right now on my own show all right coach, i'm on it all right so shorts. What's your strategy, how do you pick the audience? What kind of content is resonating right now yeah? So that's where you need to be consistent as well, so i try to take instead of doing a full eight-minute video just 60 seconds on, what's like an instagram reel like a facebook reel right, but i try not to do them every day. So i'm trying to do them, so my standard videos come out tuesday.

Our live streams are wednesday and all our clips are on sunday, so we cut down the clips from the live stream. So that's you know four or five different types of um. You know uh video we're getting a week, so what i'm doing is on monday and fridays i'm putting out the reels or mondays and thursdays depending on the week. So it's twice a week and i just take whatever article that's most news relevant for that week and throw that out there and it takes so fast.

You just read an article. What five minutes right, you just say real, quick! What happened in the article? How it's going to impact you as a consumer, how it can help you as a consumer and then boom you're out, hey, make sure you like comment, subscribe or make sure you follow yeah yeah! Does it matter how many uh, how many subscribers you have? No, you should, and but you don't want to overdo it with shorts, because the thing with shorts is they're. Two vertical columns right, so you have everybody's coming youtube channel, for your content is watching that, so those people really aren't watching your shorts and people watching your shorts really aren't watching your youtube channel. So i've seen people want to do a full channel off the side or do it all in one.

I think there's you could do it either way, but i just keep it on my channel for now. Yeah me too me too, all right. So one last hack, this has been really good and real fast. I love it.

This is going to be. People are going to watch this over and over and over and over. So you got to make sure you go to his channel because all the stuff that we're talking about is like i'm looking at his channel, i mean, and even since december i'm like, i can see changes since the last video mastermind yeah um, one last hack, if They wanted to uh improve. Who was watching the video audiences specifically, what did they do? Create engagement in your videos? This is the most important part.

So when people watch you one thing, they're coming to youtube for is getting information right, but you have to be engaging. I can watch tom various videos and get a lot of information, but if somebody says well, what do you think or how do you think that's going to impact? You drop a comment below i want to hear from you yeah. You do those, but the thing with youtube is: like people watch 50 of your videos, no matter what yeah right the best retention i get's about 60 65, but halfway through when i know i'm about that four minute mark i'll say, does that? How does that sound? Do you do do you feel that way? What do you? What do you think yeah and what's great, is for every 100 likes? I get 100 comments yeah, and so what that does is feeds the algorithm and it starts putting that video in front of more and more people. So that's we have to just keep creating engagement and ask questions.

You know you could be giving out the best information and people are going to watch it, but there's no reason for them to force them to click on it or watch the next video, and i don't sell i've, never asked for business on my channel. I never will, and even my coach like well, what's your call to action, my call to actions hey if you like this watch next video or it's hey catch me in the next video, because typically there's a video popping up here for them to click on a Roll so sure i mean people might the watch hours on my channel is insane. It's like 5 000 watch hours a a day. It's so it's stupid, so people are just watching all day, yeah! So hey! You guys hear it here.

First, we're talking. You know this year: 100 million dollars in volume two and a half to three million bucks, zero marketing budget, just creating videos and being consistent and now growing a team yeah, congratulations! Man, jeremy! Thank you so much. I hope a bunch of agents follow this. I hope a lot of people see you they'll, see you at summit and other events that we're doing uh jeremy's a big time contributor.

My friends uh, if you haven't already like, subscribed, make sure you do so today. If you have a question for jeremy drop it in and if you want to ask a question to the audience and let them give you some feedback, what question would you want to ask the agents? I want you to go to my channel. Look at my channel and tell me which video you like and don't like, and if you're going to create content what content you would mirror your content around drop that that's a great question, yeah all right guys! Thank you! So much make sure you take action. We'll see you soon, yeah thanks.

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