Today on the Listing Agent Lifestyle podcast, we're going to listen in on a session from a live mastermind summit that we did about the Listing Agent Lifestyle.
This is going to be a two-part podcast and what we're talking about here is the idea of creating a team of 'whos'.
You've heard me talk about this idea of 'who not, how' to support you in building out your listing agent lifestyle, and we're starting to see, more and more, as we move into the twenties, this collaborative model working out.
There are some amazing success stories in the general business world that are a result of this collaborative model, so we're going to apply that to real estate and specifically to the listing agent lifestyle elements over the next several weeks.
This is a great episode for us to set the stage because this last week, Dan Sullivan and Ben Hardy's new book called Who Not, How was released, and it's based on my idea of the self-milking cow, and surrounding yourself with the people who can support you, rather than learning how to do something.
Kylie Jenner Office Tour | ColourPop Tour
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Transcript: Listing Agent Lifestyle Ep128
Dean: Hello and welcome to the Listing Agent Lifestyle. In today's episode, we are going to a live mastermind, live summit, that we did about the Listing Agent Lifestyle. And this is going to be a two-part. It's a long session, two hours. We're going to divide it. Here's part one. And what we're talking about here is the idea of creating a team of who's, you've heard us talk about this idea of who, not how, to support you in building out your Listing Agent Lifestyle. We're starting to see more and more as we're moving into the '20s here this sort of collaborative model working out. And I point out some of the most amazing success stories in the general business world that are as a result of this collaborative model.
We're going to apply that to real estate and specifically the Listing Agent Lifestyle elements over the next several weeks here. This is a good episode for us to kind of set the stage here because this last week Dan Sullivan's new book called Who Not How is out into the world, and it's based on this idea of what was born from the self-milking cow. This idea of surrounding yourself with people who can support you. That is a great timely event and I think that you are going to enjoy this episode. This is part one.
We have some audio. I want to show you a couple of short videos as inspirations, because I think we hit it on the head that the common theme of what's going on here not only for today but for the '20s is really going to be about building your who team, about what that can look like when you're... The official word that I have in mind for our summit here is collaboration, and that's a really great example of building your who team, who can we collaborate with to make these things happen. When I started looking into the talk that I was doing in Phoenix, I started out with Kylie as an example of someone who has at the ultimate level built a who team.
And when I started looking into the mechanics of that, she's partnered, as I said, with a company called Seed Labs. And they have a really interesting history because they are the millennium children, brother and sister, of a gentleman who owns a company called Spatz Laboratories, who as a trade maker of cosmetics for... They've been in business for 40 plus years. The brother and sister started Seed Labs by at first using excess capacity in their parent's factory to make their own... Experiment with making short run cosmetic lines for influencers to test that market and see what's happened. If you remember how Kylie first got started was doing a lip kit for a limited release and it was maybe four years ago now that she did that.
Did a limited run of 15,000 lip kits and then released it and basically broke the internet. That was done with her friend, Laura, who's the daughter of the guy who owns the Spatz Lab. From that, they broke off and created this Seed Laboratories. Seed Labs now makes all the different brand. They created themselves as a who team for people who want to have cosmetic lines. They do all of Kylie's manufacturing and distribution and packaging and fulfillment and everything, and they also have a brand of their own called ColourPop, which they are basically modeling the... There's something going on in the world right now called fast fashion. Have you guys heard of those words where there's quick manufacturers?
They'll watch the award shows or red carpet premieres or magazines to see what celebrities are wearing and then they'll very quickly created knock-offs of those gowns or those dresses or those looks and get them to market very quickly. Well, they decided to take that model and put it into the cosmetics world. And they can get a new product from idea conception to shipping it in five days because they do it all under one roof. When I was looking, I found a tour of the ColourPop facility, and I want to show you just as a juxtaposition what you can have. They do runs from 1,500 pieces to all of Kylie's stuff.
But if you wanted to start a cosmetics, or I wanted to, I could call Seed Labs and have this whole factory at my disposal too. I'll play it and you can see what I'm talking. I'll do some commentary, but I think it will be good as we start to dig into all of the elements of this here. What do you think of that? That's pretty impressive, isn't it? Like I mean, I would look at that and I see that as an inspiring vision of what a who team at the maximum level could look like. Can you imagine if we replaced the making of the stuff with somebody walking through the ultimate Listing Agent Lifestyle who team? This is where the getting listings department is. They handle all the list building and mailing out of the post cards.
When people respond in, they send out the reports. And every month we put together the newspaper and out it goes. And then we get a new listing, this is our listing multiplier team, and they get to action and they make the info box fliers and send out the just listed cards and run the Facebook Ads for the properties and answer questions when people are calling in. This is our negotiation team. I mean, you can imagine how all of that you start to think about how could you make all of those elements come into play. Now, do you think that if Kylie had to do all of that on her own and figure all that stuff out, do you think that she would be a billionaire right now?
Not very likely, right? I mean, it's because that she's able to partner with a who team like this that she's able to do it. And to contrast that, I'm going to show you just the beginning of an office tour of Kylie's office. Now, remember how buzz of activity and precision elements that this goes to? Here's Kylie's office tour.
Kylie: We are here....
Dean: It doesn't get much more exciting than that. I mean, we're going room to room to these empty things where here's the seven people that are randomly at desks throughout the thing, but you get the idea that that seems like a much more relaxing environment. Oh yeah. The thing that you feel about that is that that is a much more creative, slower pace, not a lot of urgency going on in that office, right? That they're setting tone. And then meanwhile, back at the factory, the whole thing is this buzz of activity with hundreds of people and thousands of moving part and logistics and everything happening to make that a reality. But when you look at it, this whole thing of what she has is she had the vision for this.
She didn't have the capability, but she partners with Seed Labs to do all the capabilities and she's got the reach of her 150 million. So she's creating the thing and doing the letting people know that it's out there and available, and everything else is happening behind the scenes. Now, translating that, I mean, it seems like what the heck is... Especially for people who are new here coming and seeing, what did you talk about? Well, we spent the whole morning talking about Kylie. What's going on here? But you start to see how it's directly transferable. If you start thinking about what we have is the vision, you've got the vision of what we're trying to create.
The cover on the box is this Listing Agent Lifestyle that completely integrates all of the elements that we're talking about, a complete system for getting listings, a complete system for multiplying your listing, a complete system for getting referrals, for converting leads, for finding buyers. And if we imagine having all of them working together under one system, the impact that that could have. When we go around the room, everybody talks about what they've got going on, and you may hear that some people have one thing that's really their strong thing that's driving it all. They may have a secondary thing, but it's very rare that you hear people who are firing on all cylinders with all of the things.
And the reason for that is because at some level, they're getting involved below what we call the milk line. You see, I always wear the cow here as the patron saint of the who team here. That the cow says who and not moo. And our goal is to have you focus on doing the things that only the cow can do. The cow is just there to make the milk and the rest of it is done by farmers. The farmers can't make the milk, but they allow the cow to just be in the pastures, making the milk, and coming in and getting milk. They're not milking themselves or processing it or taking it to market or sweeping up the factory or sending out the invoices or doing all those things.
When we look at the milk line of our real estate business, you start to see that getting the listing, talking with somebody, being with a seller who's about to put their house on the market, getting the signed listing is the milk part of this. And even that is arguable. That if you could go one layer above that, that you could have somebody going out and getting the listings under your umbrella there. But if you are running your own thing, getting the listing, then I would argue that every single thing that happens from the moment you leave the house with the signed listing could be done by a who team. It could by somebody else.
There's no magic in you taking the photographs or you putting it to the LMS or you setting up the website or doing anything like that to stay without meeting, roaming around with your relationships, with your people, being on the lookout to generate more business, setting the vision for it, up to the point where somebody is ready to make an offer. And you can jump back in and negotiate the contract with them. And then from the moment that the contract is signed, again, transaction coordinators can handle the whole thing. I think that's an exciting vision to kind of aspire to for people where you've got the opportunity to support yourself in whatever role that you want.
Sometimes people have a vision where you don't want to do all the marketing and you don't want to run all the stuff behind the scenes, but you just want to be a realtor. You want to go out and show homes and be out with people. Everybody has a vision of what they really want to do. As we go through these conversations, what I want to lean towards is thinking and identifying what are the systems that we could set in place to be what would your idealized version of getting listings be, right? We'll spend the first segment here. We'll talk just about the getting listings side of it. We'll put on our getting listings division head hat and start to focus on what we know so far, what's the baseline of this.
I mean, we know that if we just run the system of picking the area, of mailing the postcards, of mailing out the initial packages and mailing the monthly newsletters, those are the basics of the mechanics of what has to happen to make that a reality. I think it would be a good thing to kind of hear where you're currently at with the getting listings. Just so I can get a visual on the stuff, who in the last 12 months has gotten to the point where they've gotten and sold a listing from the getting listings program in the last 12 months? I know Tony has. You're just getting going. Barb. Oh, you got that? Who else? Penny, Zach, Ron, Rene. Okay.
When we look at this, it would be interesting to hear how you've set up your systems right now. Rene, you're talking about the who team. I'd be good to kind of start with that. And then we can answer any of your questions about... I want to make sure that you know that you're crystal clear on what needs to happens for your getting listing system. Okay.
Rene: Diane sends out the postcard for me. But then once that lead comes into the office, I do everything from that point forward. I talk to the client. I price the property. I pull all the comparables. Then I do a marketing presentation to them or a most probable sales price. Do either a silent market or put it out in the market. Negotiate the deal and close it.
Kylie: You're doing the during unit of the stuff? Okay.
Rene: And it's also called dysfunctional.
Kylie: Ah! Well, when you look at it, what do you see even just in what you know right now? Where do you see as the sort of discrete little packets of things that could get done?
Rene: One thing that's been interesting for me is I have had an assistant in the past that worked in my office, and what I found... Somebody mentioned it that they want to chase the money. I've had one assistant who became a real estate broker, and then it was like I'm not going to sit here and train you how to sell commercial real estate. It takes years to learn that. And then I had an assistant that was more of a transaction coordinator, but then she decided, "Hey, paperwork isn't my gig." Well, hello? That's what I need a transaction coordinator to be really good at.
Kylie: That's what we're talking about last night. Real estate would be great if it wasn't for the people and the paperwork.
Rene: Yes.
Kylie: Right.
Rene: I am my own stumbling block right now because I know people, I know the who's, but I've had two bad experiences of training and really putting the time and effort in. So now I'm really resistant to try it again and release it. I do have an executive assistant in Alabama and she's wonderful. And we do Zoom calls and I give her all my things that are easy to pass. I know I can do it. I just got to get out of my head.
Kylie: The most excruciating thing for me or for anybody who's trying to systemize a process is documenting the process. When you're creating the SOPs, that that's really the thing. It's different when you're just kind of handing it off to somebody and then they know how to do it, but it's all in their head. That's where we often run into the... Where you get frustrated is that when somebody comes in, you kind of like quickly give them the gist of it and they get how to do it. And now you've successfully transferred the protocol from your head to their head. And now when they leave, now you have to go through that again because you didn't document the actual recipe or the manual, the checklist for it.
Tony showed me... Will you talk about there... Here's the system that... Probably if Chuck Charlton documented the results that he's gotten, he's probably a little bit ahead of you on revenue total for the thing. But when you look at the documentation here, Tony's got... This is the operating manual for him running his getting listings program. How different areas are there? Can we give the mic up there? Oh, the summary's in the back?
Tony: Yeah, the last page I think. The very last page. I think it's...
Kylie: There we go. Total flyers to print, 14,458. Total number of houses, 28,917. Total area, 37. There's 37 different areas that are all divided by... They're all individually named, free December 2019 report on Victoria Park and Lawrence Area, house prices with an individual map and the oval showing where that is. This is the mail codes so that they get bundled for the post office in the right way. This is really making it dummy proof for anybody to be able to it, and there's the map of what that area entails. The codes, they're broken down by the number of homes that we're mailing to. That is duplicated for each of the areas. And it's a real system that now somebody could...
All they have to do is they learn the moves for this one area and then they're duplicating it 37 times, and you're expanding out to more and more areas as you go, but leaving in your wake a documented system for it. You know? It's one of those things that... Running a system and generating over a million dollars in revenue from something is an exceptional outcome that requires an exceptional discipline. I'm using the word exceptional in that it's rare, not that it requires exceptional talent to do it. It requires exceptional discipline to stick to it and just have that system executed. Yeah, Barb.
Barb: My question is of Tony. How small is your smallest community?
Kylie: There's 398. And this one 328. And this one 485, 354, 353.
Tony: That's the average.
Kylie: It's about the smallest, right? 314. They're by postal walks, right? 438. But they're all in that... Oh, there's one, 158. 168 in this one. So yeah, you look at those things, we're defining the areas. That's what probably took the most painstaking amount of time was to identify the individual areas. You start to think, the lesson in this is that it would be easy, it would be so much easier to send out the Southwest Scarborough house prices. That would be the easy thing to do because it would bundle everybody under one. But there's something magical about Warden and Kingston and then there's the... I live in there. What's going on in this area is that total horoscope effect. You know?
Barb: To follow on that question, are all these communities... Did you do the research on it as far as they're all doing it 10%? Your formula, is it 10%?
Kylie: There's no magic about... It doesn't matter what the turnover rate is. I use those. We choose an area... When you're evaluating one area versus another, we might look at the turnover rate and the total yield of something. But I would not mail to an area because it has a lower turnover rate or whatever because often the lower turnover rates are inversely offset by the price range. Usually the higher priced areas have a lower turnover rate and the higher turnover rates are in lower priced areas.
When we did the math on the lake front homes in Winter Haven versus the condos, there were almost over double the turnover rate, but the total yield was less than the total yield from the lake front homes because the prices are so much higher. That's what we looked at. Yeah, Barry? The who team. Yeah.
Barry: The documents, I have some VAs helping me. I have one VA that does the reports for the monthly newsletters. That kind of gets the listed homes in that specific area and the sold homes. That's all done virtually. And then a marketing assistant in house. I try to do in house as much as I can. I like seeing everything and tweaking things in house.
Kylie: When I first met Tony, I said to him what I was saying about Canada, that Canada has the unaddressed ad mail. The price to mail stuff is perfect. I said to Tony, if I lived in Canada and I was doing the stuff, I would literally have a printing press in my basement.
Barry: Yup. That's what I did.
Kylie: It would be nonstop going because it's just so inexpensive and the prices are so disproportionately high compared to other areas.
Barry: Yes. Yeah.
Kylie: You took it seriously.
Barry: I took it seriously. I got two printers, commercial printers, and I just do everything in house. The only thing that's not in house from the printing side, and everything is one-sided black and white, by the way, it's the folding and cutting. It's just next door to our building. We have a print shop that does that for us.
Kylie: That's so great. And when he's saying it's all done in house, he's not saying he's doing it. He's not running the printing press.
Barry: No.
Kylie: We'll make that distinction. I'm not saying you run the press and do all that stuff.
Barry: Mm-hmm (affirmative).
Kylie: There's something about the efficiency if you're doing it on that scale. The reason that ColourPop and the Seed Labs can have such agility is because everything is under one roof. If you had to coordinate everything with this daisy chain of outside suppliers, there's more breakage in that.
Barry: The marketing assistant does everything with the printing, the bundling. And then we have a courier that picks up everything and drops it off to the postal service.
Kylie: Yeah, right. And then it just goes off like clockwork.
Barry: Yeah.
Kylie: And you mail the postcards in the beginning of the month and then the report's in the middle?
Barry: It works out to the end of the month for the flyers and the newsletters around mid-month.
Kylie: Perfect. When you're mailing out the reports, you've got the machines that do all the...
Barry: Yup.
Kylie: You print all the reports and put them in the envelope. You got the envelope stuffing?
Barry: I've got the envelope machine, stuffing machine, that seals it, and then we have a stamper.
Kylie: Yeah. It's so great. I find that inspiring. You know? Is it on?
Male: Can you speak a little bit about the horoscope effect? I like to hear more about that.
Kylie: Okay, absolutely. We are 100% focused on ourselves at all times. Everything we're doing is from our perspective. We're looking and only giving the attention to the things that are of interest to us. But we're particularly interested in the things that are even more specifically about us. When I say the horoscope effect, I use it as an example. If you ever come across a horoscope page in the newspaper, what's the first place that you go to? You read your own horoscope, right? And then you might go see your significant other's one or anybody else that's close to you that you want to know what's going on for them. And then you don't care about the... I have no interest in what's going on in Aries.
I don't even know what the other signs are. I'm a Taurus. I read that. My girlfriend's a Leo. I read that. I couldn't even name the other signs, right, because I have no interest in them. The reason that we feel like it's specific is because it's narrowed down to that level, right? Where when I say if I live in Scarborough, which is a big city on the edge of Toronto, as one of the big GTA things, it would be... If you take this combination of the 28,000 houses in that area, it would be so much easier to say Southeast Scarborough because that cuts an umbrella over all of it.
But it's such a big area that it wouldn't be as specific for me as the report on Kennedy and Highview area house prices, which is exactly where I live. This is going to feel like it's valuable to me, right? The only place that that sort of combining umbrella words, the only person that's convenient for is you, because it creates less work for you to combine things. But it creates more work for the end user because they're going to have now weed through all of Southeast Scarborough when all I'm really interested in is what, I live at Kennedy and Highview, what are these houses going for.
Male: Thank you. It's like really drilling down and providing what they want because they don't care about anyone else.
Kylie: That's exactly right, and that's the same thing on the buyer's side. If somebody's coming to... If they're coming to Florida or they're coming to Fort Myers, that there's going to people who want an ocean or a beach condo. That's what they want. There's going to other people who want to be in a golf course community, or there's going to be people who want to be in an active adult community, or whatever the thing is. That when you can narrow it down so that you're attractive to exactly what they're looking for, because the person who's looking for a beach condo is different than the person who wants a house on the inner coastal.
Whenever you can narrow it down like that, you're doing yourself a favor by amplifying what you're looking at. You know? Yeah. We take that as looking for what are the categories that have legs. You look at this 10-year vista for things. I talked about the moving sidewalks. What are the moving sidewalks that are affecting your area there? Like if you look at what I mentioned about Florida on the macro, six million new people, some portion of those are going to be in Collier County. Is that your county? Lee County, right. That's where Naples is, Collier County. When you look at that, what's the projected growth for there and you start to think about what is it that people...
10 years from now, I don't think that beachfront condos are going to out of style or the desire for them. There's likely going to be more beachfront condos in Fort Myers 10 years from now than there is today. There's going to be more golf course communities. We start to look at those things. You commit them for the long-term, and it makes a big difference. You're layering these stacked sort of... What was the first area that you mailed out to, Tony?
Tony: I kind of just drew a circle around my house.
Kylie: Around your house?
Tony: Yeah.
Kylie: When you look at that, now, it was kind of... You did the same thing.
Tony: The same thing.
Kylie: Because we went through this idea that people say, "Well, there's no named community," but it was the intersections.
Tony: That's what people say.
Kylie: That's what he did and that's just now just layered on top of it and now he's the... Are you still number one in the whole district? He's the number one agent in the whole area by narrowing that focus, CAT scanning it into those individual pieces. That's a part of it is the first decision if we're thinking about really optimizing your getting listings system is to have the vision for what listings are we going to get and how are we going to layer what's the progression that we're going to do. Tony every year or every quarter or every six months is adding on new areas. He didn't start out with 28,000 homes.
He started with 2,500 homes, and you just keep expanding out, but not giving it away. Ron, you're going that, right? Maybe share your...
Ron: Yeah. I'm set up very set up to Tony's, have that operational procedural manual. I was very specific on turnover rate and everything for the very first neighborhood and then built it around that same zip code, to then later on some other advertising, because like Zillow will hone in on zip codes and what not. Very similar. It's very easy. Once you have that operational manual put in place, it's very easy to scale and descale within a matter of days. I mean, really. Because once everything is set up, then you can kind of just run from there.
The cool thing, similar to what Tony's done too, is obviously each time that a new neighborhood has opened up, I already have the manual for what the postcard will look like, get it in the LMS, get the print out, having the letters. Everything is pretty much the same, and then you can set up different action sets and different triggers to be able to triggers emails and follow-ups from there.
Kylie: That's awesome.
Ron: Sure. If I wanted to expand let's say to a new neighborhood and I wanted to kind of flood gates to more leads going in... Yup, that's exactly right.
Female: I'm good.
Kylie: Okay. That's okay. No, we got it that you're just getting clarity on what open up a new neighborhood means, meaning you're rolling into a new area and building on it. It's very cool. And then Rene, can I ask you about how you started, because we had a conversation about some very specific things. Maybe if you can use the mic and... There we go.
Rene: I just picked the University of Oregon, so I picked a point, and then I did a one and a half mile radius. And I looked for all multi-family owners that were four units or larger so I can get into the true multi-family, and I just started mailing to them.
Kylie: I just picked the area and I got the names and I started mailing. And that's good. I mean, that sums it up. That's really what we're talking about is making sure that you're choosing an area where you're going to have a long-term runway for it. Some of the times the lake front homes that we did in Winter Haven, it took a little effort to get that list to only have the lake front homes. It took Kenny McCarthy in Cape Ann to get only the ocean front homes in Cape Ann. There were 975 of them. How many ocean front... Are you guys doing the ocean front ones? 600 ocean front homes. The more specific you can get these lists and speak directly to them, the better.
I mean, you're the only one that's communicating to them in that way. Most of the time people are saying, "Call Dean and start packing," kind of thing, right? Trying to convince people to list with them. Okay. Let's set the frame with questions or anything that anybody kind of getting going or in the middle of something. You want to make sure you're doing things right or whatever comes up. Let's open up for discussion.
Male: I know as a follow-up with the getting listings postcards, you started out doing micro targeting on Facebook, which isn't available anymore. But have you had any success? Because I've got one neighborhood that I'm doing getting listings in, it's a subdivision, but previous activities that I did to generate leads, I've got leads in like eight different neighborhoods and still sending the monthly stuff to them. Even though I'm not getting listing postcards to them, I'm still trying to treat them as if I got them that way as far as my monthly follow-up.
Kylie: That's a great thing. That's something. Anytime you're doing listing follow-up, it's great to send the newsletter... Just adopt all of your listing leads, all of your... You're talking about doing some area marketing. Anytime you're doing that, this is the perfect system for... Again, it doesn't matter where they've come from.
Male: I do 10 different reports for different neighborhoods, and some of them I only mail to two or three people in the area, but I'm still treating them that way. My question was you were experimenting with some Facebook that would do multiple areas that either rotated through the images, how it would get them. Are you having any success with reaching back some of those micro targets doing a macro Facebook Ad?
Kylie: Yup. I'll show you what we were able to do. We did some carousel ads in a... We ended up... We did an ad that was a carousel style ad. Let me see if I can find this one specifically. But we did the one with the map area like Tony has here, a few ad sets. I see the ads. There we go. I'll AirDrop this to myself, and I'll show it up on the big screen here. We did the same thing. There's a lake front corridor here that is similar to the style that we were doing here with Tony with sort of the map of the area. Okay, let's see. Do I need to do something to turn on my AirDrop on my laptop? Does anybody know, or does that automatically... In my system preferences? Okay. System preferences.
Oh, thank you. There we go. Very fancy. AirDrop. That's it. My phone is not connected to... Does it to have to be connected to the same network? That's what I thought. That's what I thought. I see Zach. AirDrop. There's for me, but the... Over here? Yeah. Oh, my wifi. Okay. I got you. Okay. Okay. Okay. Perfect. There's Stewart. I see you here, Stewart. Yeah. Okay. We'll figure this out over lunch, so I can show you some of the different things. But essentially that's what the ad looks like. There's an area in Winter Haven Southeast that shows the red circle around the stuff on the map. We were able to run an ad in the minimum... We have a 15 mile radius now, which is not as great as what the thing was.
We were able to experiment with two things. We did the carousel ad where we had one box for Northeast, Southeast, Southwest, Northwest, and that was okay. We were able to generate some leads for that, but it's not the same as being able to specifically narrow the thing. I went down a path of looking with some of the geo-fencing, but most of that stuff is app-based. It's all the phone things, so that in-app ads, which are not like on the Weather Channel or on Waze or any of those things, and it's not the same as showing up in somebody's newsfeed or things like that. The Facebook, the 15 mile radius is really what we have. How have you done?
Tony: Well, for those of you coastal, we found a little hack where you can-
Kylie: Yeah, we were talking about that.
Tony: ...pull the circle out so it's over the water and it'll scoop area and that kind of keeps you dialed in.
Kylie: That's what we've been doing. The ocean front loophole is you can drop your pin five miles offshore and get the five mile of just the ocean front homes or 15 mile slope. You can get that.
Male: I still have one running that. I still have one micro targeted one, like very small running, and I haven't pulled it off yet. Until you get a flag.
Kylie: Until you get human review. Exactly. And then it'll be... Yeah. Oh, we need a mic down for Nancy.
Nancy: This is Nancy Garnan. On the Facebook advertising, I kind of have dropped out a little bit without meaning to just with turnover. And I want to go back into it, but also I've been playing with a Messenger chatbot. I'm kind of curious if the Messenger chatbox is a good thing to do in addition? I mean, I know I need to do the advertising to even get leads to them. But with the markets changing, that people are getting off of Facebook more and going to different platforms, have you noticed that, or do you think it's still worthwhile to be active on Facebook?
Kylie: No. Listen, there's still over, how many, 1.5 billion daily users on Facebook. There's not any slowdown of that. I mean, we've seen so much going on. I'm constantly amazed at how much activity there is on Facebook and how quickly you can tap into these things, right, for so many different things. I was sharing last night, we're running ad campaigns for a periodontist client who does gum contouring, and we're generating leads, very specific leads, for $2.40. It's just like so ridiculous how you can tap into such a big market at whatever... On a small level if you want to go total control. You don't have to run a full page ad in a magazine and take your chances on whether it's going on work.
You can start with a $25 test ad and see what happens and scale your winners. Imagine if you had the ability in a print ad to just test the first thousand people that skim through the page and see what kind of response you get and then change the ad and see that you get a better response to the second thousand. And then you know by the time 10,000 people have scrolled through the magazine, you got the winning one. That's what you have the opportunity with the Facebook stuff.
Nancy: That helps because I found out recently that's part of what I've been missing. The other part is anybody playing with chatbots?
Kylie: Okay.
Male: I used them a couple of times. Facebook has a very simple technology where you can put in if someone responds to an ad. I've done something what's called... Facebook has leads ads where Facebook will pre-fill a person's...
Kylie: That's all 100% what we use is the...
Male: Right, the Lead Ads. You have the option to use that with a chatbot also where they'll also put in there information and get them to click yes with a phone number. It puts the phone number and send my phone number. What I find is that you get less phone numbers because they can skip it. They'll just put okay. You get to communicate with them through the Facebook because you can design like, are you looking for investment or a place to live? That they'll answer almost always a place to live. When you get to what's your phone number, you'll get okay a lot of times. You don't get the phone number, but you get them to come in.
It can be more engaging, and you can set up to come back to them through the Messenger. That's to the extent that we've used it with the Lead Ad platform.
Kylie: And there we have it, another great episode. And if you'd like to continue the conversation, you can go to listingagentlifestyle.com. You can download a copy of Listing Agent Lifestyle book, the manifesto that shares everything that we're talking about here. And you can be a guest on the show if you'd like to talk about how we can build a Listing Agent Lifestyle plan for your business. Just click on the be a guest link at listingagentlifestyle.com. And if you'd like to join our community of people who are applying all of the things we talk about in the Listing Agent Lifestyle, come on over to gogoagent.com.
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