Attract | Capture | Convert

Justin Ulrich
All right, we are live. Thank you everybody for joining us so much. We have a fun presentation prepared for you today while we’re waiting on folks to join.

If you could let us know where you’re located in the comments, love to see where everybody’s listening from, and I feel like a lot of folks that are side partners are located on the west coast, so that’s what my gut tells me, but let us know in the comments where you’re located while we kind of wait for folks to show up. We’ll be getting started here probably about, give folks another 30 seconds to a minute or so, and we’ll start getting running with the content here. Until then, you get to look at my face, you get to look at Andy’s face.

We brought our best ones. I am located in Charlotte in North Carolina. Andy, where are you at?

Andy Redington
I’m in Denver, Colorado.

Justin Ulrich
So little known fact. I’m actually in Denver, North Carolina, so now everybody knows exactly where I live. I’m not going to give you my street address.

I’m purposely not showing the entire view outside my window because I don’t want anybody on the internet to figure that out, but no. Well, awesome. Oh, we’ve got some Silicon Valley, Sarasota, Florida.

Catherine, thanks for joining. Tyler, San Diego. Allison, Atlanta, awesome.

So, we’re all over the board actually. Didn’t think we’d have such a swath of folks attending. Trenton, Louisiana, awesome.

Well, cool. Keep letting us know where you’re listening in from in the comments. Before we get started, I just wanted to run through a couple of quick housekeeping items.

So, the comments are there for you, everyone obviously to make comments during the presentation, but if you have any questions at all, you can add them in there. We’re going to have a Q&A session at the end of this, so we’re going to try to get to as many questions as possible at the end. For those questions that we do or don’t get to, we’re actually going to try to also answer them in the comments so that they’ll live on evergreen with this presentation, which brings us to the next point.

So, the presentation itself is going to live on forever. So, if you want to share it with anyone on your team, you could send them this link on LinkedIn. They could just click in and they click attend, you know, and they can actually watch the same presentation because it’s recording as we talk and kind of stream it right now.

We’ll also be sending out the presentation tomorrow. I’ll have an email that goes out as you probably know in the emails we talk about this being the Local Marketing Master Series. So, we have a series of five webinars that we’re doing over the five consecutive weeks.

So, in the next four weeks, we’ve got four more coming. So, the email that I’ll be sending out tomorrow will have this recording, the link that you’re in right now in case you lose it, and then also a registration link for the next session, which is going to be around Social Strategy Mastery. So, keep an eye out for that email.

All right. With that, we can go ahead and get started. Looks like we’ve got a ton of folks that have shown up.

So, we’ll go ahead and kick things off. My name is Justin Ulrich. I lead marketing team here at Evocalize.

With me today, I’ve got Andy Reddington. He leads the client success team at Evocalize. Side is one of our fantastic partners.

So, we power a ton of technology platforms within the real estate and mortgage space. A large percentage of real estate ads run across our platform. And we’ve partnered with Side to give them the same technology that we offer a lot of our other world-class partners that are out there.

So, everyone here has access to it, which is great. We’re going to talk to how the portals, the process that they go through to attract, capture, and convert leads, and how they build their lead engines, and how we have the same technology that powers those very portals is also available through Side, like I mentioned, that you have access to. So, we’ll break down how everything works, go through and take you through the tech that you guys already have access to.

And then in subsequent sessions, we’re going to get into more nitty-gritty and really digging into social, digging into Google, digging into like local marketing, and then digging into nurture and follow-ups in each of these subsequent sessions. So, with that, Andy, do you have anything to add before I jump in?

Andy Redington
No, I think you covered it. Just really excited for everybody to join us today. And yeah, excited for this whole series.

So, appreciate everyone taking the time out. I know it’s tough to find time to attend these things, but hopefully you get a lot out of it. So, I’ll let you take it from here, Justin.

Justin Ulrich
Awesome. Thanks, Andy. Believe it or not, Andy is actually really cool. He may not seem like it, but he actually is.

Andy Redington
Thanks, Justin.

Justin Ulrich
So, the housing industry. So, we know the housing industry is consolidating right now. We’ve got like just a quick snapshot of some of the larger players in the space.

We’ve got, you know, Zillow is kind of building out their own tech portal. We’ve got Realtor.com is a big one out there. Redfin and Rocket have come together.

We’ve got more recently Movado and Lower. These companies are consolidating and they’re doing so for good reason, right? They want to have the ability to control the entire buyer’s journey, right?

From generating awareness to attracting them in, converting them into a lead, the real estate agent is able to then kind of foster that relationship. And then they’re able to pass that lead directly to a trusted loan officer partner that’s also internal within their organization. And they can kind of nurture that through and they can reap the benefits of having their hand in each leg of that journey.

And they’re able to capitalize on that financially, right? So, it makes a ton of sense why they’re consolidating. What we wanted to show though is with these real estate portals, the traffic that they’re driving per month, the monthly visitors kind of to their portal, that’s what this is showing.

Millions, there’s like between these few companies, there’s like 800 million estimated visits that go to their different platforms, which is massive, right? This is how it all starts for when you’re creating a massive lead engine that’s just churning and churning out leads. This is how you do it.

You have to drive traffic and they’re doing all sorts of things to do it on the organic side and on the paid side, which we’ll get to in a minute. But all this to show like if you’re smaller, if you’re a mom and pop, maybe you have one agent in your office, you may have a team of 10, team of 15. It seems pretty daunting to be able to compete with folks that are this size.

It’s like, well, if they’re spending all this money on this stuff, like how do I get in, right? But all this to show you a quick comparison to actually all of the online traffic across like Google, Meta, TikTok, the traffic that these portals is getting pales in comparison to the actual traffic that’s running across these platforms. And this is like comparing my social following, which is abysmal to like Taylor Swift’s.

It is such a stark comparison, but all this to show that there is so much room for you to come into these platforms and market your business across these platforms with digital marketing and still be able to compete. Look at how much space, how much wiggle room there is or open share of eyeballs that you can capture. Just by coming in with the right strategy and a little bit of spend and effort.

The portals themselves, about 70, 80% of their overall traffic comes from the big platforms, right? The portals are marketing on, they’re doing things on Google, Facebook, TikTok, Instagram, YouTube, right? They’re pushing videos, they’re pushing their listings, they’re pushing ads across Google.

They’re doing organic, about 70% of the traffic is coming from organic. So that’s blog posts. It’s like best neighborhoods in this area, 10 best school districts in this state or whatever it might be, right?

You know that all these platforms are, they’re massive and they’re always creating this type of content to get that traffic, right? If they can drive traffic, then they can capitalize on that later when they turn those folks into leads. And I’ll talk about that just in a little bit, how they’re building profiles before they turn them into leads.

But 70% is organic, 30% is paid. So 30% of their traffic is coming from explicit marketing efforts that are designed to reach qualified audiences that are very specific. So when you run paid digital ads, you’re going to set up, you’re going to identify the audience of folks that you want to go after.

And you can segment this in tons of different ways. I’ll get in just a second on the next slide, how you can segment. But the reason why it’s important is because 90% of people are spending five hours a day on average online.

So these are, they’re on Google, they’re on Facebook, they’re on Instagram, TikTok, YouTube, a whole host of like popular websites that are out there. These folks are on their browsing and just think of the doom scrolling or the perusing through different sites for whatever it might be, right? So it just brings home the importance of digital marketing.

If they’re spending five hours a day online, that’s exactly where you need to be. And you need to be showing up on the platforms where they are, delivering the right message to them that they’re ready to hear at the right time. This is where segmentation is so important and the portals do it really, really well.

So as folks engage with certain content, they click to your website in different ways. They’re coming there through referral traffic from other sites, or they’re coming there through ads that are on Google, or they’re coming there through a blog post. All of these engagements are creating this kind of vapor trail because we don’t know who the person is yet, but we’re collecting data, we’re building a profile around this individual, and we’re able to drop them into specific buckets.

Those buckets are what we call segments. So if you have different audience segments, you can group them based on certain activities, certain demographics, certain geo-specific keywords that they’re searching, or if they’re in a certain area, you can group them in all sorts of different ways. All sorts of data can be leveraged to create these segmented audiences.

Once you have your segments, then you’re able to say the right things to them. And the portals do this really well at scale. So let’s say, for example, if I came in through top 10 school districts in Southern North Carolina.

If I click that, then obviously that area is important to me, and that indicates that I’ll probably be searching for a home in that area. So I’ll get dropped into a segmentation or an audience segmentation that I may be served up ads for listings within Southern North Carolina, right? That’s how it works.

So if you think you want all of this activity is designed to keep top of mind and to nurture folks along, so eventually you’re building this profile. This is exactly what the portals are doing. They’re capturing all this data, all this vapor.

They’re able to suck it all up and to build the profile for the individual until they’re able to identify them. Identifying them is where what we would call lead capture. So if you want to, typically if I’m a buyer, I’m going to be searching for all these different things and it’s like, I’m not quite ready to give my information because I know someone’s going to call me, right?

And I don’t really want to get contacted right now. So that would tell me the ones that do give their information and are okay being contacted are more likely to want to have a conversation and go down the path, right? They’re a little more qualified, a little warmer lead, right?

It’s a better lead to go after. So I’m going to wait until there’s a value exchange that’s strong enough for me to give my most information, my cell phone number, right? And my email address.

I don’t want to give that until I’m like, ah, I need to see what the new rates are or if I qualify for this type of loan or, oh man, I really want to see this open house. Like I’m going to give my information so we could set up a showing, right? So that value exchange occurs.

Someone gives their lead information and now they’re a lead. Great. Now we can marry that with all that vapor, all that profile that we’ve built earlier.

And now we can continue to serve up, like we can really identify a strong segment to associate them with and serve up the way more specific and accurate information to them to continue to nurture them. That could be in the form of emails. It could be in the form of SMS texts.

I could be calling them with a certain cadence. It could be that I’m serving up retargeting ads across Google and Facebook or YouTube. It could be that, I mean, there could be all sorts of ways that I can create a holistic approach to nurturing these folks along with everything that I have at my disposal and not focus on just one tactic.

What typically happens if folks focus just on email or just one of these things, you’re leaving money on the table, right? You’re not putting your best foot forward in terms of creating your greatest likelihood to convert. And then you’re also risking fatigue by communicating too much over one channel.

People just kind of turn it off or they’ll unsubscribe and then you really just lose that lead altogether. But if you do it right and you get all of these systems or all of your different channels to work together to nurture them along, then you can nurture them over a longer period of time and get them to purchase when the time is right. One of the things to think about, I wanted to bring up, well, I could talk to this a little bit later.

Let me just double check here. I want to compare this to e-commerce. So if you think about, like, if I’m buying shoes and I go on like zappos.com, Zappos is really good. If you’ve ever gone to Zappos and looked at a pair of sneakers, you put them in a cart. It’s just, I mean, put in the comments, have you used Zappos before? Like you always see an ad of the shoe that you put in your cart and it’s like an abandoned cart, segmented audience.

So they do this really well at scale for every type of shoes that they have. If I put them in my cart and whether or not they have my information, they can use cookies or pixels to serve up an ad with that very specific pair of shoes that I didn’t purchase. And I might see that ad for the next seven days after I put it in my cart.

So they’re really dialed in how they’re segmenting their audience in a way that it gets them to convert very quickly. On the real estate side, it’s a much longer buying cycle. So we’re talking six, nine months, a year.

You might get a lead that’s a good lead, but they don’t convert for a year. It wasn’t that it’s a bad lead. It’s just the timing wasn’t right.

So that whole time you have to make sure you’re pushing out content across all these different channels and you’re engaging across all these different channels in a way that’s appropriate, delivers compelling content to keep people engaged and so that you can nurture them. So when they are ready to make the buy, if they’re buying or selling, they’re ready to make the move, they let you know, and they go with you because you’re top of mind through nurturing them appropriately. This is exactly what the portals do.

The difference with the portals is they’re taking these leads. They’re generating thousands and thousands of leads, right? They’re really, really good at it.

We helped them get there. We know exactly how to do it. So we’ve helped them get thousands of leads that they can then package up and sell to Joe Schmo, Jane Schmane, and whoever else, right?

They can sell the same leads over and over and over. And so folks are, rather than creating this engine, they’re like, I’m just going to buy the leads. And unfortunately, it puts you in a situation where you’re buying leads that are being worked by multiple people.

And we’ve got some stats later that we’re going to talk through about, you know, who’s most likely to actually win when it comes to contacting your leads. But odds are, I mean, if you’re buying a home or you’re selling a home, you’re only going to choose one real estate agent. You can’t choose multiple.

So most of the people that get that lead are not going to win it. So it’s something that if you can build your own lead funnel, just like the portals have, same approach, same technology, high level again. You’re driving awareness.

You’re getting people engaged. You’re generating signals online that they’re interested in. You’re retargeting them through different paid channels.

You’re able to capture them through a lead form across Facebook or across a landing page lead form, whatever. Then you’re able to convert, right? Or you’re able to capture that information, then nurture them along until they’re ready to convert.

That is it. That’s exactly how you do it. And we have the same exact technology that I’m going to take you through in just a second that we actually helped, like I mentioned, with the lead portals pulled together.

Digital campaign builder. So this isn’t a commercial for digital campaign builder. This is literally just us telling you best practices.

If you’re going to create your own lead gen engine, this has to be a component of it. Like you have to be on the channels where buyers and sellers are. Again, five hours a day, people are scrolling.

Think if your listings are the ones showing up instead of, you know, I’ll bring up Joe Schmo again. If you’re competing against Joe Schmo in your community, and he’s running ads, his listings are likely to be the one that show up, right? So you want to make sure you’re showing up where buyers are when they’re ready to have those ads show up.

Within digital campaign builder, like it’s super easy to use, right? You can see the simplicity of it. Behind the scenes is where all that complexity, all this complexity where we’re doing all these different stages in the funnel, but then we’re using all the different data that we’re capturing and we’re feeding it back into the platforms to drive more lookalike leads that are higher quality, right?

All that stuff is all behind the scenes with a tool that looks easy to use, just like this. I literally had my, she’s nine now, but she was eight at the time. Last year I wanted to make a fun video.

I’m like, log in and just create an ad real quick. And she was able to do it. Now as a marketing pro, I’ve done demand gen my whole career.

I’ve always relied on agencies to do this stuff because it’s always like, it’s just too much. It’s too much to set up. It’s too much to manage, learning the ins and outs of the platform, all that stuff.

It’s a nightmare. And I can deeply empathize with anyone who’s not in marketing, who’s going to be doing this stuff. This is why the product is so awesome.

So literally you can go in, you can select a blueprint based on whatever your goals is that you want. If you want to drive leads, you want to drive awareness. There’s blueprints.

It’s kind of hard to see, but there’s retargeting ads. There’s some around single property listings. You can have multi-property listing ads that go out like carousels.

There’s video ads. If you’re recruiting folks on your team, you can push out ads for it. If you’re having an open house or an event or anything like that, there’s a blueprint for it.

All you have to do is you select a blueprint. You can fill out, you can customize it a little bit if you want, or you can just click through to the next screen and say, hey, I selected my blueprint. I want to schedule when I want to push the ad and I want to identify how much I want to spend.

That’s it. It’s literally click, click, click. And behind the scenes is where we have all of the world-class patented proprietary tech working for you.

And again, this is all something you guys already have. And it’s something that you have free access to. Again, the only thing you pay for is when you’re actually your ad spend type of thing.

Do you have anything to add to that, Andy? I’ve been blabbering.

Andy Redington
No, no, you covered it well. We put a lot of thought and effort with the awesome side team over there to really tailor this to all the side partners on this call. So please go check it out.

To Justin’s point, it’s really just a couple clicks and you’ll see really amazing performance from it. And Justin will call it out at the end of this presentation, but you’re always welcome to schedule a call with us as well to walk through it one-on-one if you need a little more guidance. But please, if you’re not using DCB today, go check it out.

It’s a game changer for all the associates out there. Yeah, perfect, perfect.

Justin Ulrich
But wait, there’s more. So when you’re clicking through, this is kind of what you experience on the front end. The back end, this is kind of what it kicks out, right?

The platform is, think of it as an automation platform. You can actually set up your ads so that they automatically will create new ads and adjust with content over time. You just kind of leave it on as a subscription.

But the other automation component is the actual creation of these things. So if you’ve ever tried to create an ad in any platform, it is kind of a nightmare, but then you have to do it in every platform and go create things. And it’s just like, ugh, right?

I’m not interested. So this actually allows you to, with one blueprint, depending on the blueprint, you could actually see these icons up there. It’s like Facebook, Instagram, Google on some of them.

Some have two, some have all three. It’ll actually create the ads across all those platforms. And it will do a best practice of creating ads, whether you use this platform or not.

This is just all good to know. Each platform will say, hey, you want this many copy variants. So the text that’s in there, you want to have, call it 10 different subject lines, 10 different copy lines, 10 different areas where you have feature copy that you write, 10 different, five to 10 different images.

Each image has to have its own aspect ratios, like options. Like there’s so much stuff. This actually creates all those things.

So you’re seeing one like skin of an ad, but if you’re doing a program, it will create like, it could have like seven ads that are associated with it. And the platforms will actually determine which image text combination is going to have the highest conversion. So that’s like an optimization best practice for when you’re pushing out ads across any of these platforms, right?

You want to have all of these options. And so this actually helps to create all these options for you. There’s no guessing around, it’s just done.

It’s turnkey and it’s super, super impactful. And we’ve got some results a little later as to what it helps create. But again, this is one skin.

You’ll have multiple skins that crank out for each of these ads. The other thing about these programs is it allows you the ability, we just launched this across all of our partners and Side was one of the first ones to check it out and have seen really good success so far, but co-marketing, it’s been super exciting. It allows folks to actually, when you create your ads or your ad programs, excuse me, you can invite a local loan officer.

That’s like a trusted partner of yours to do co-marketing on the ad itself. So it’s super easy to, you basically say, Hey, I want to invite for co-marketing. You put in their email address and then leave a little note.

It sends them an email invitation to log in and see the ad creative and then approve it. And what this does is it also, once they approve, it gives the ability, it’s like bifurcated payments. We do payments through Stripe and it separates everything.

So it’s all built with compliance in mind. It will put on the screen, you can see here your information, assuming this is you on the left, also loan officer on right. But it has both of your information on there, your logos, as well as your NLS ID, the critical information that’s needed from a compliance standpoint, as well as it presents you as a unified team to go to market together with.

So it’s just like the consolidated portals are doing. Again, when they’re pushing out ads and they’re saying, Hey, if I’m a real estate agent and I’m asked all the time, which I’m sure everyone here knows, and let us know in the comments, if you’ve never been asked, Hey, who’s a good loan officer that you work with? People always look to the agent for referrals because the agent at that point has already built trust and rapport.

So if you can present in a unified front in a fashion like this, it strengthens your partnerships. It helps you both get leads that you can share. Both get all the same leads.

So you can craft your message that you’re going to go to market with after you’ve gotten the lead. And when you have conversations with folks, you can talk up each other’s business, which is great. It doubles your ROI.

So think about if you have any marketing tactic at all that you could guarantee a double ROI, why would you not throw your energy towards it? So if I’m spending $500 on a campaign and I’m getting X amount of leads, I could get the same number of leads if I spend $250 on the campaign and my loan officer is spending $250 on it. So why wouldn’t you?

You know what I mean? It makes total sense to pursue that. So you can look at it different ways.

You can get twice the leads for your money. You can get the same amount of leads for half the cost. There’s a couple of different ways you can look at it, but you’re doubling your ROI on the marketing dollars spent.

All right. Leads intelligence. So the way the platforms work is if I’m given a lead, the platform is waiting for a signal to determine whether or not that’s a good lead so I can go get more leads like that.

And it’s within 24 to 48 hours is when I say platform, I’m talking like Facebook, Google, Instagram. They need to know relatively soon, is this a good lead? In e-commerce, that’s easy.

They make the purchase that sends a signal based on the event, the click that happens, it sends a signal back to the platform. This is a good one. Get more buyers just like this.

In real estate, we’re talking again, 6, 9, 12 months until you potentially, they make the purchase. And then by that point, it’s way too late to let the systems know like, hey, you need to get more buyers like this because they’re like, they’ve already lost the signals and the algorithms have moved on. And this is kind of driven like this.

Platforms over the years have just been educated time and time again just to get the lowest cost lead. Everyone wants just give me this low cost per click, low cost per lead. And where that’s great, it makes sense.

You want to keep your lead costs low, which is why we thought, hey, let’s keep the cost as low as possible. We’ll build out an entire team of AI agents that are like PhD level data scientists that like, you know, push up their glasses and they’re out there communicating with the platforms, letting them know that, hey, they work in 24-7 to say this leads good, this leads not, this is why, right? Based on all, there’s thousands of data points that we have within our algorithm that that we have educated our AI agents on that are communicating back in close to real-time with the platform, send me more of these, because these we know are have a much higher propensity to purchase or to sell, right?

If you’re looking to buy or sell leads, right? It’s gonna get you the best quality leads over time, more so than if you have it the old way where you’re just, you know, you’re not notifying, you’re not giving that feedback loop. The system now can continuously learn, and this is already active, it’s already working for folks.

It continuously learns to drive higher quality leads, and the longer your programs are on and running, the smarter they get and the better the quality gets over time, while keeping that cost, the lead cost, low and driving higher volume of better quality leads. We’ve had fantastic results with this. It’s been up for three months currently, like within beta, and it’s launched now for a couple, I think we launched it three weeks ago, but it’s not hype.

Like it is getting real results. Hot leads, what we qualify as hot leads, have doubled in that three months. High-income buyers have increased 163 percent.

Down payment capacity has improved by 170 percent. Low quality leads, the highest volume of leads, which are like the low cost, low quality typically, those have, the low quality has decreased 34 percent off a large number, 34 percent. So that doesn’t mean that we’re getting fewer leads, it means that we’re shifting from low quality into higher quality.

And our overall creditworthiness of those leads has gone up 140 percent in three months. And what’s really cool about this leads intelligence is you get the ability to actually weigh in on the lead quality yourself as a user. So you can go in and actually, you know, thumbs up, thumbs down.

Is the quality good? Yes or no. And self-reported from agents and loan officers, the quality has increased 200 percent based on them saying, these are better leads.

You know, this is a good lead. So it’s been working out incredibly well for us. Okay, so these leads are coming in.

I’m sorry, we’re going a little long. So if you need to drop, totally understandable, this is a recording. But a couple of key things to get into.

Once you get that lead, you’ve spent all this time and money trying to bring them in. You’ve nurtured them along from vapor to actually giving you their information and now they’re a lead. Now what?

What if I told you there was one thing that you can do, if you get anything from this call, like there’s one thing that you can do to actually increase your likelihood and put some guesses in the comments. What do you think it is you could do to increase your likelihood to connect by a hundred times, to connect to that lead, and increase your likelihood to convert them by 21 times? What do you think that thing is?

What can you do? Leave it in the comments. Andy, I would ask you, but I know you’ve already seen this presentation, you know the answer.

But okay, one thing, the one thing that you can do, respond within the first five minutes. This might not seem groundbreaking to you, but there are multiple studies that have come out that have shown responding within the first five minutes increases your likelihood to connect with the lead by a hundred times and increases your likelihood to convert them by 21 times. That’s incredible.

And 78% of buyers choose the first person to respond as the one that will win their business. This I’ve seen the same thing in home services and other businesses, even in B2B as a marketing leader, have seen this and have tested it. What’s crazy is after 10 minutes, if you wait 10 minutes to respond, your likelihood to convert drops in half across each master.

Getting in touch with them, actually converting them, everything drops significantly. So you have to figure out a way, which we have here, I’ll talk to you in a minute, to get to them as quickly as possible. So when leads come in through our system, we have lead notifications.

And you should have this across any way that you’re bringing in leads to your business, right? There’s the paid thing that I’m talking about now, but there’s also like if you’re getting organic leads on your website, you’re getting leads through social, you have to have notifications set up through automation, an automation solution to at least let you know, this lead just reached out. And you need to contact them now.

And it’s not, I’ll contact them in five minutes. You have to be fully committed to contacting them now. So that could be through, I’m gonna text them, I’m gonna send them, I’m gonna phone, you know, call them on the phone personally.

I’m gonna have a service that calls them right away. I’m gonna have AI reach out. I’m gonna have an email that goes out automatically.

There’s tons of ways that you can do it, but you have to, at a bare minimum, let them know, hey, I just received your outreach. I’m gonna look into it for a little bit. I’ll contact you and I’ll get in touch within the next couple minutes.

So they at least know that you’re going to be contacting them shortly. So there’s an immediate kind of outreach that has to happen. And then there’s you actually doing a little bit more of a meaty follow-up that’s highly, highly, highly recommended.

You saw the numbers. If you’re spending all the time, all the effort, all the money on bringing in leads, you’re attracting, you’re converting, I’m sorry, you’re capturing, now you have to convert. You have to do this piece.

You have to have it in place. You can funnel leads as a side partner, which is great. You could funnel them directly into follow-up boss.

And then follow-up boss, you could have different nurture programs that you have set up, different cadences, the calls, the SMS, emails, whatever it might be that you set up, you can do that with follow-up boss. You have access to it today. The other piece is scoring those leads is also very important.

So like on our lead notification that you see here on the right-hand side, it’s an email example. That’s, hey, this lead just came in, you know, check it out, score it. You can score it right in there if it’s a good lead or a bad lead.

You don’t even have to log into DCB to do that. Or while you’re in DCB on the left-hand side, you can go through all your leads and say thumbs up, thumbs down on all of them so that you’re feeding those signals back into the system so that they’re pulling more leads like that or they’re leaving leads that are bad, they’re leaving them out of your campaigns. Scoring them is super important.

Enrolling them into a nurture program, this is, we’re gonna do a whole session on this. The side team is gonna present on the different solutions that y’all have available already that you can go in and leverage. So free to you currently, you have active pipe, you’ve got follow-up boss, you’ve got luxury presence.

I’m not gonna act like I have any idea as to what programs they have set up, template like out of the bag, but the side team is currently on the call with us. They’re in the comments and so they’re gonna be posting one-pager links as well as links to the marketplace to go check out these tools. Again, you have access to them, I highly suggest you look at them.

Also within side marketplace is some side exclusive discounts on Fellow and Real Scout. Again, something you’ll need to go in, check out for yourself to educate yourself a little bit more around these different solutions and we will have, it will be session number five of this local marketing master series. We’ll go over nurture best practices where we will talk to the tools that are made available to you as well as how to leverage them to set up best practice nurtures and follow-up.

So stay tuned for that session. A couple of testimonials real quick about DCB. So this Holly is great.

You know, she spent, I left the campaign on, she understood that the quality leads are gonna happen, higher quality over time. She left it on running and she got 40 plus leads that that were pretty good for her that came in through setting up these ad programs that, you know, took a couple clicks to set up. She said, I’ve never gotten so many inquiries for an ad on a listing.

And those, they’re super easy. You go into the platform, you go into the blueprint, select your listing by address and you can see the images and stuff in there and it automatically will create ads for you based on that listing. And Andy, are those, are those full lifecycle ads?

Andy Redington
Sorry, I was responding to a comment on LinkedIn here. Yeah, so I believe Holly was running, yeah, she was running video ads for the specific testimonial here and yeah, it’s all incredible.

Justin Ulrich
Yep, super easy to set up and there’s good subscription options too. If you want us to leave an ad running and it’ll run month to month and get smarter and smarter as it goes. Another testimony we’ve got, getting an ad off the ground DCB couldn’t be any easier.

It takes five minutes. You just have to pick your listing and photos from the list, update the text if you’d like to and you’re done. I love that.

Ryan Dunn, I love that. No, tough crowd. Too bad I can’t hear anybody laughing.

I’m sure all of you guys are laughing to yourself. Some more results that we’ve gotten from across side and some of our other partners. These are very, very common results to see like 300% increase in click-through rate, 200% decrease in cost per click, 70% decrease in cost per lead.

All of this with time savings of 98%. We’ve got partners who’ve reported their agents or loan officers spending nine hours a week on their digital marketing, now down to nine minutes because it’s so easy just to set up and go and everything just hums for you behind the scenes. You don’t really have to worry about any of the best practice stuff.

So before we get into questions, I would highly urge you guys to screenshot this, snag it with your phone real quick, whatever you might need to do. Sorry, to remind yourself to go in and create a program. You don’t have to launch it.

Again, you have access to the tool already. Go into DCB, quickly create a program and just see how easy it is. You’re going to be shocked.

It’s extremely simple to do. It almost seems too easy, but again, my kid did it. Andy mentioned earlier, if you want some help, we’ve got a member of our team, Robin, who’s incredible, has met with 250 plus side partners, both individuals and teams and taking them through the platform, showing them the ins and the outs.

A lot of times getting started with something new, especially if you’re putting money against it, it seems like, eh, it’s a little daunting. We’ve tried to make it as easy as possible, but even then it can be kind of tough sometimes. So I recommend if you’re kind of on the fence, set up time with Robin.

He’ll answer any questions that you have and that’s literally his job to meet with side partners. So feel free to reach out and set up time with him. Okay.

Quick plug in case people jump off before questions. Next week, tune in for the Social Strategy Mastery session. So I’m going to be getting in deep into organic and paid strategies and some tactics to do.

My goal with these things is to try to give you something to do today or this week to help drive change in your business. So we’re going to give you some things that you can do, and then we’re going to do a little bit deeper dive and actually take through kind of a little bit more granular clicking through the screens to see what setting of a blueprint actually or running an ad actually looks like in Facebook and Instagram. So I’ll be sending out an email tomorrow that has a link for the registration for this session.

I’ll also put a link to the registration for this session in the comments of this session so that you can go, you can find pretty easily how to go register for that one. Okay. Done with the blurbs.

Andy, do you have anything to add before we jump into questions?

Andy Redington
No, I’ve been trying to kind of actively, there’s probably a few more I need to catch up on, but I’ve been trying to actively stay on top of the comments and questions as they come through. So I’ll keep working in the chat, but anyone, feel free to keep shooting those out there and I’ll keep moderating to the best of my ability here.

Justin Ulrich
Andy, I’ll probably lean on you to answer some of these questions too, but let’s just go through them. Even if you’ve answered them, it’s probably good just to answer for the team in case we needed to dig in a little bit more, but we can go through and let’s look at some of these. I’m just, give me two seconds team.

I’m just going through the chat to see if anyone came in. Okay. What was her ad spend?

So I gave some examples earlier. Both the examples I gave earlier, the ad spend was like a hundred dollars a month for three months. So I think the most important thing to realize is a lot of times we see this a lot and it’s not just our industry.

It’s across the board. Folks will say, I’m going to go run an ad and I’m going to get some leads and I’m going to contact them, right? And they’ll run an ad for a week or two weeks and they turn it off because they haven’t seen the leads come in.

The platforms have this learning cycle that they have to go through. They have to learn enough to start like, is this a good lead? Is this a bad lead?

And they kind of hone in on the good ones. The longer the campaigns run, the higher quality the leads are there to come in. So even if you’re getting leads and you’re like, oh, these leads are junk.

Just try to leave the campaign on a little longer. So we recommend two to three months to give like a good learning cycle. So that’s why they’d run for a hundred bucks a month for three months.

Now, if you could spend more, great. If you want to try to get a little bit more bang for your buck, you could run a co-marketed program with a partner. So you’re only spending half the amount, but you’re still able to keep it on for a longer time.

I can’t urge it enough. The longer they’re on, the smarter they’re going to get. And then if you add on top of that, the AI agents I mentioned earlier, they’re pushing up their glasses, bringing in the good leads.

Those ones are continually learning. It’s continuously for the entire time as well. And maybe it’s worth mentioning too, not only are they learning and communicating to the platforms, they’re also learning from all side users, all side users.

So there’s this halo effect that comes with any of our partners that any user within the partner gets in terms of identifying good leads. So if you have other agents that are like you running similar ads, all that data is feeding into the lead quality that you’re going to get. So our systems are learning there as well as across all of the vocalized partners.

So there’s another halo effect that says, hey, leads that are coming in through United Real Estate or IRE or whoever, our partners, all of that stuff is working together to educate the platforms and make them smarter across the board. And then when you add in folks like you are going in and their thumbs up, thumbs down, it’s all this magic that’s coming together that you’re getting benefit from in terms of being able to identify and serve up more quality leads that other folks aren’t going to have access to who aren’t leveraging a product like DCB. That said, you still have to keep them on because it’s going to learn and it’s going to get better and better the longer the programs are on for.

Is there an issue? Let’s see. Andy, you had a question about Follow Up Boss in here.

Andy Redington
Yeah. Let’s see. That might have been Ryan.

Yeah. So I may have misunderstood the question, but just for those, I think it’s worth calling out regardless in digital campaign builder in order to route those leads into follow up boss on the top right of the dashboard. There’s like a little person icon.

If you click on that, you can click on my account. In that view, you’ll see your lead alert preferences there. You can actually add your follow up boss email.

It’s kind of technical, but they call it a lead parsing email. So you should have one with your follow up boss account. And that way with the lead webhook, again, technical jargon, that will get routed directly into your follow up boss account.

He did have a kind of clarifying follow up that he’s talking more about kind of segmenting those leads as they come in, you know, into an action plan within follow up boss. I am personally, I don’t work in follow up boss. So I’ll connect with the side team and we can follow up with Ryan directly and kind of coach him on that piece.

Justin Ulrich
That’s a good one for that session too. That fifth session when the Side team takes us through Follow Up Boss and the other nurture.

Andy Redington
Yeah. Yeah, absolutely. Yeah.

Justin Ulrich
What do you typically recommend on spending in DCB per ad? I mean, it’s really up to you. The more you spend, you’re just going to accelerate results.

But it’s understandable, like it’s a tough market. So, you know, I can’t go out and say, oh, let’s go spend $5,000. It’s like if you have a couple hundred bucks to go spend, commit to doing that for a couple months.

I think that’s even more important is the longer term. So if I were to spend $600 in one month or $600, you know, $200 a month for three months, I would recommend the three month, you know, approach because the duration of the program is more important than people lend credence.

Andy Redington
Yep. And to add on to that, Justin there, you know, there are different programs, different blueprints available. That’s more for kind of always on, you know, branding.

Those are already set up for subscriptions. So you can set a budget, you know, 250 bucks, 500 bucks, and you can let it run. And that way you’re always visible in the market.

You’re always getting in front of those prospects out there. If you are doing like a single property ad promotion, I do recommend potentially just analyzing your market because different markets have different conditions and some houses are moving a lot faster. Some sit for, you know, maybe three months, four months.

So if you’re trying to get a lot of attention and leads around a property, you know, you can kind of just, you know, understand what the houses are, you know, the market’s looking like, and then, you know, set that kind of duration within the campaign, you know, for two months, three months. But if they’re flying like they used to, you know, maybe you only want to do two to three weeks, so.

Justin Ulrich
Okay. So we’re going to, we’ll go through the comments. We’re at time.

I mean, we’ve gone very long. So I was expecting it to be a little lengthy, but we’re just want to be respectful of folks’ time. I know that you probably want to get bio breaks in before your next meeting and stuff at the top of the hour.

So again, greatly appreciate everyone for listening in. If you want help, if you want us to walk you through anything, scan the QR code, set up time on Robin’s calendar. Otherwise, keep an eye out for that email.

We’re going to get the registration link for the next webinar to there tomorrow. And hopefully we’ll see you there next week to talk through social strategy mastery. Thanks again for joining.

Thanks, Andy, for helping out.

Andy Redington
Yeah, absolutely. And anyone feel free to keep commenting. I’ll follow up after this as well and keep interacting just to make sure that your questions are addressed.

Justin Ulrich
Well, thanks again, everybody.

Andy Redington
Thanks, everybody.