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it's so really excited to be sitting here today with my main man Kevin Markarian from marker real estate in San Francisco we're here at the JW Marriott in Palm Springs we're gonna share a couple beers and have a good conversation today I'm drinking the what does it call the heatwave amber and Kevin's having the poolside blonde they're both from a local Brewer here called La Quinta brewing and we're gonna give them a tried kick this thing off here's man one of the main reasons that I wanted to have Kevin out and kind of talk to him is because he's really on the I want to say cutting edge of real estate lead generation and automation and just really being able to build a system inside of your business to bring in a consistent stream of leads and then turn that into a pipeline that's fully automated to help him and his Realtors grow their business you know he really understands the tech side the systems the accountability and all that stuff on a really high level and how many agents do you guys have now with a left marker 55 agents so 55 agents and what's their per person productivity on average it's about 3 million per person 3 million as any brokerage or team you know the majority of the people like there's a to 8020 rule right so so you so you have the 80 20 rule happening there as well so we have a lot of producers agents that are producing at a high level and then you have those that are kind of getting started and just you know wanted to get to a certain level where they can get a flow and and so yeah it's really really great so we're excited a lot of people struggle with where do I get more leads how do I get more leads what do I do to make the phone ring what do I do to get more opt-ins and why don't we just start there like how did you go down the road of cracking the the lead generation code well it was because I moved to San Francisco from a completely different market and I knew nobody in San Francisco so I had to figure out a way to get business fast and one way to do that is through online lead generation so those are people that are interested in buying and selling properties they don't necessarily need to know who you are and and we just started really really heavily investing in the portals in Google now in Facebook and social media you know and if you think about what are the you know the biggest challenges a lot of agents face is being able to drum up business right like that's a big challenge and so you know that there is one way to solve that problem and that is through a lead generation and it doesn't have to be always be paid you know you can lead generate through your own sphere of influence it's just about staying top of mind and reaching out to people and at the end of the day we're we're in the communication business right we're in the communication business when it's like we're here to help people and stay connected with them and try to help them achieve their goals right now like what are what are your favorite lead sources and why the favorite my favorite lead sources right now definitely I would say Facebook is one that is like a new frontier maybe about four or five years ago everyone was talking about portals like realtor.com Zillow Trulia which are great don't get me wrong they're just really costly and but they're lower in the funnel - so you pay you you pay you get what you pay for you're gonna pay more but you're gonna get people that are gonna convert at a higher level with Facebook the cost per lead is so low that it's almost it's almost like yeah I kind of have to do it because it's almost you know it's like less than two dollars a lead that we're paying so right now you're converting at $2 a lead on your facebook camp roughly not roughly $2 a week depending on the market those are great numbers and I think that almost anybody could start with a relatively small budget and win with numbers like that right like if you're spending $10 a day because I was and you're getting the vibe that hits a day you know in a few weeks you're gonna have a nice little database of people that you can work over and and that's it and then the thing too though to keep in mind with Facebook is that there are higher funnel leads so they're not going to be ready to convert like right now right so you're just gonna it just takes a little bit more nurturing more follow-up and you know just staying in front of them and in a over a longer period of time and the idea is to build your database right because these people have clicked on property and one of the things I like to think about with portals versus Facebook so and with Google so I like to think of portals Google and Facebook portals and Google are more of like active leads they're seeking they're seeking information somebody goes to realtor.com to look for property right versus Facebook we're targeting them they're being sought after so we're like interrupting their day right and so that's why they're higher funnel because they're not seeking the data they're not seeking the info okay right so that's an important distinction so like what in terms of timeline what are you seeing for conversions for Facebook leads and the others the portals in the Google we're still testing it out but they're like for the portals were like sixty days or so okay 120 days and that's there's a lot of people that are converting at a higher level than that so our problem in our market is there's no inventory right so if there was better inventory bi have a shorter probably conversion but with Facebook they're gonna be double or maybe even triple the timeframe you know and so and the thing real quick on Facebook is um it's a great way to build your database too so so if you just want to grow like start up growing at data base Facebook's a really inexpensive way to do that yeah and I think one of the key takeaways there is the the timeline horizon these are because I hear a lot of people when they generate leads or they buy leads they're like oh these leads suck these leads are these leads are weak whatever and I think what what most people are missing is they're just not ready to take the action right away and I don't think that that means that they're bad leads or good leads right it just means that that's the part of the process that they need to go through and once you understand that then you can set up systems that over time will follow up and keep you top of mind as these people are are going through the learning process and the finding and discovery process absolutely and I think a lot of agents fail in the follow up and that's really where your conversion comes in is you know a lot of people talk a lot I hear all the time speed delete speed speedily get back to them fast right right yes that's very important but you also it's it's also the length it's also a duration the number of times we follow over you know the course of a week over the course of the the first day over the course of a month my six months a year one tip that works really well for us is a in terms of response when we call someone and they don't answer one thing that really works is that when we call right back so you call and they don't answer you call right back sort of increases the urgency right so now the recipient that's getting that second phone call from a phone number they've never seen before it becomes like okay well maybe I should answer there might be something going on like hey so so it increases the the the response but I just think it's really about follow-up and then and then we we can only be at one place at one time totally deal with so many people in a given day so the key there is automation so then you you automate the follow-up right and we can talk about that and so with fought with automation it really requires authenticity yeah right so you can have all the best automation you've got all the systems all the CRM all the texting all the follow-up all the stuff you're doing automatically the time that's working for you that you're leveraging technology to do these things for you but if it sounds canned and it sounds like Teknik overly spam emails salesy and it sounds like it looks like it's it looks like it's automated it's not authentic then it's a problem then it's your conversion goes down but if you've got automation with authenticity your conversion skyrockets seeing that that's it that's a really great takeaway um I want to get into the automation and the systems in a second because the stuff you've built is really pretty impressive and I think everyone will get a lot of value out of that but before we do that let's talk about these Facebook ads and kind of what they look like and what the message is on them the cool thing with lead ads is so if you if you have a landing let's say you have a landing page and you're doing a Google ad and you target someone and they go to your landing page they have to then register enter their name phone number and everything and then you get their data right then you can call them the cool thing with lead ads on Facebook is that when somebody clicks on your ad Facebook will will extract their information that they've provided on when they signed up with Facebook and when they click on that ad and they say yes I want more info they don't have to register like that step is gone so that you automatically get their info that could be a good thing or a bad thing it's a good thing because now you have their info and you can follow up it's a bad thing because they didn't enter the info right so they might not feel like they're gonna get a phone call or whatever yeah but at the same time they did click on an ad and they did get information from Facebook letting them know that they're gonna get it that their infos being shared with the advertiser so right now you guys are doing really well with those lead ads we're doing great with those lead ads we're generating a lot of leads that's very cool so so lead ads are basically just a type of ad that you can select inside of Facebook and the ads manager where you basically instead of trying to drive people to a website or drive people to video views or an event page you're basically just giving them the ability to click a button and opt-in and so it's a really easy way to kind of get people to take action without really having to go through the extra steps of of typing their information in right and one of the things that a lot of the leaders are in the industry are utilizing with the type of ad is with lead ads is lists so lists of houses so like you know find the lowest priced condos in San Diego or find the lowest priced condos in this neighborhood or that neighborhood but no lowest price you know houses or highest price houses most expensive homes or bed you know best three-bedroom houses in Ex neighborhood so these are some ideas that a lot of the people that that we deal with it we both know very well that are working and doing a great job with Facebook are using and so those are those are ads that convert really well and you're gonna get a lot of people clicking so that's the messaging it's its city name homes for sale discounts foreclosure lists things like that that's one you could also talk about you know best homes in this or top ten houses in this neighborhood top ten for bed for best views right you know uh best views in San Francisco under a million dollars or whatever it could just you know these are some yeah these are just some ideas that you can use it people you're gonna get more of a targeted audience to respond to those at because you know if you get someone that clicks on that then you know that that's what they're interested in now that they've clicked the button and said yes I want to receive the 10 best homes under a million dollars with a great view what happens next so then they they if they they can get you can in redirect them to a page we redirect them to our page that already has that data that information that we've already pre-selected pre searched so they're getting the info okay it goes to our it goes to our site okay there is a red on your website on our website you're on it it's an mi DX feed website WordPress site yeah we're press site and and then they're searching and then you can they can be register on your site there's an option for them when we register although you've already got their info but if they wanted to register then now there's another now you in our site you can start tracking their activity and so what's the call to action on that new page since you've already gotten their email and phone number the well we already have their email and phone number but they're getting the info that they requested god but there's still a registration box if they want so it's not really much of a call to back call that so it's basically click the button you get their information they get the information that they wanted yeah it's easy to digest single page yep that's a lot of really good ideas on how to structure your ads and how to generate ads at very low cost especially in the real estate space so now let's get into the juicy part of the automation that you've set up and how the follow up process looks like from when they click the button and you receive their information so right now we're using agent ology in technology agent ology and they're doing a really great job so what happens when the lead inquires they get they get a call right away and we use agent ology to do that and they're getting they get a call to get it the within a within five minutes they get a text and then we have our inside sales team reach out to them and when we respond we are with facebook leads it's really more about like how can we help you we're you know are you thinking about buying a home I saw that you clicked on one of our ads looks like you might be interested in homes with views in San Francisco you know how can we help you it's it's you know again there higher funnel so they may not be ready to rock and roll just like right now this second but again it's just about staying in front of them and staying and so what is what does that look like that's staying in front of them is that voicemails mail pieces emails so we use agent legend agent legend agent legend allows us to so there's two cool tools that you guys can try out agent ology which is a San Diego company so shout out to them and agent legend agent legend is really cool because it allows us to take email texting and voice mail and package everything in one and I'm guessing it's probably more aggressive up front and then tapers off over time but what are like how are you hitting them voice text email and how often can your right so in the beginning it's it's very it's very aggressive so we're calling three four times a day multiple times I mean we're we're sending more than one text a day and we're then we're sending it more than one email a day okay the first within the first week it's pretty heavy and then we do taper off but we're still like touching right right and and that's where I think a lot of people fall off and that's where why we're converting our pass or older leads yeah at a really high level because we're we're just staying in front of them and you know what these not every every client that clicks on your website or goes on realtor.com is gonna buy like in the next week right right and I think you touched on it earlier right it all comes down to that timeline like if they're if they're early in the timeline and you're hitting them aggressively they're probably going to ignore you but then all of a sudden three four five months down the road after they've gotten their financing situated and kind of gone down the process a little further now all of a sudden you hit them again with an automated text or an email and now it's the right time for them where most agents have already stopped and given up a long time ago you've got everything continuing and it's fully automated and here's what that's what left that levels the playing field between like a new agent like me that moved to San Francisco didn't know anyone and a top producing agent now I'm on the same level with them because I'm following up and you know what I may not have all the experience in the world it's okay because I'm gonna be there my face will be there when they're ready to do something I worked at a shoe store when I was really young like 19 years old and we had like our own like crew we had these like people that were like really good at sales and stuff and we used to sell like shoes and stuff right I remember there was a young kid that that used to come in like every day and ask for a job and he wasn't the best salesperson right one day somebody quit and then the next day I walk in and that guy's there he's hired and we're all that like wondering why did to the manager like why did you hire his dude like it's not good at sales he said because he was here and I needed someone and I needed someone he was persistent and he was persistent and I just remembered this I can call on this person right and I know he'll fill the spot so I want to be that agent I want to be that person that it doesn't matter how good or bad I am right I'm gonna fill that I'm buyer I'm there so that was something that I think a lot I think a lot of agents if they were to think of that and utilize that that's a great story I mean that click the light bulb in my head because you know we we've all seen that work at some point in our life where just the persistent person whether they were the best or not got what they wanted just for being persistent and so if you can outsource and automate that persistence to where all you have to do is once they raise their hand then you get notified and those are the ones you can take action on now all of a sudden your your your results starts a really compound and what's cool about that what you just said is a you don't have to like walk in the store right you don't have to go and do the effort we leverage technology to do that effort for you and that's where it gets really powerful because you can touch so many people they'll just you know your grasp is so much greater larger right because you're leveraging technology so just really it's it's like it's great extremists feel it so let's talk about the tools that you're using to facilitate all of the backend stuff that you do so we use a CRM called follow up boss okay a very well-known very good CRM allows us to track everything that all the clients that come in also we're holding people accountable so we have lots of leads coming in and we're signing them to agents helps us convert helps us make sure that people are following up right and it and it really a lot of a lot of agents that are part of our team are really looking for something like that they're looking for accountability and it allows us to stay stay in front of them and make sure everyone's doing what they're supposed to be doing so follow our bosses is one of the tools also if if you have a team or if you want to separate your business and you're too impersonal we use an app it's a phone app called line 2 line 2 line 2 we use it for our inside sales team mmm and allows us to keep track of calls number of calls duration of calls we can see that see the text messages that are sent and it just allows us to track everything follow a boss agent legend line 2 and how ontology and agent ology how how do follow-up boss an agent legend work together so agent agent legend when there's a first of all they're integrated so anytime something happens in agent legend so if someone raises their hand we have a note in follow up off so we're alerted in follow a boss and an agent legend which is really cool and and everybody gets notified so our entire team is are set up so that they all get a notification when something happens so like we know that's where we need to be on it their tool that we're using a lot right now is real Scout real Scout real scout is so awesome that's the one you were showing me earlier today yeah if you have a database if you've already generated a lot of leads or you have us pass clients or whatever so our database is a lead source in itself right so now we're like okay I've generate all these leads let me leverage that I don't have to pay for those I've already paid for them so now let's take those and put them somewhere where we can start cultivating them right and we can start generating some business out of it right so what will Scott allows us to do is we send alerts property alerts and the user interface on real Scout is really really beautiful and there's lots of like natural language if you if you know if somebody's interested in natural light let's say you can there's like natural sounding language when you send a message like on a property like hey John I know you're interested in natural light this property has is facing south and gets lots of sunlight in the kitchen maybe you should take a look at it so you can put all that custom language in there it's automatic yo Scott doesn't Wow and and another thing that they can do is a like if someone's only interested in granite countertops in the kitchen well real Scout you can indicate that and real Scott will send them properties that only have granite countertops in the kitchen and that'll be the first picture that shows up and what's cool about real Scout is um you can see how you can track all the opens like I showed you earlier huh you can see how many times people have clicked on specific properties how many times they've shared those properties how many times they've saved them so it's just every day we get a report and we can there's like hundreds of people that are clicking and we just reach out so you just find the people that are the most engaged they've viewed the most amount of properties and you call them first yeah we call them first yeah and it's like so easy and and they're probably excited because if they're at the point now where they've looked at 50 properties in 24 hours on the website all of a sudden you know that this person's moving down the funnel becoming a lot more serious and now at that point it's probably ready to have a more real serious conversation yes and what's cool too is they can set appointments through the system system so we get six or seven appointments a day appointment request a day and these are just people that are in our database and they're we're not doing anything with them and they're reaching out when I get a text I'm telling it like six seven text messages a day from people that want to see a property and uh it's just you know again there's so much like so much technology out there so if you like the idea of getting six or seven text messages a day from interested people you might want to give that shot and that's free right those are people that you already have in your database that want to look at property they know who you are because all of your info is branded and you could do that or you can pay 150 bucks a lead from a portal a break so I can what would you rather do right right so it's just working really well it's working really well for us very cool yeah so let me see if I can connect all the dots here so running Facebook addley lead ads and PPC we'll just call two separate funnels and then as they come in they go into agent legend which is sending out automated text emails boy and metals mouse ringless voicemails then they go into follow up boss once they've raised their hand or or our follow up boss an agent legend running together the same they going to follow boss automatically okay and then they also get called by agent ology okay and they go into agent legend a lot of agents so their needs yeah and just for anyone that doesn't know agent ology is basically an outsource calling service and they will call your new leads for you as they come in right right and so it just saves us a lot of time and that's all it's for new leads that come in so if you're generating a lot of new leads and you're not able to keep up this is a you know using something like agent apology is a great way to leverage your time yeah so it's yeah do you just mentioned you get to the point where you have too many leads right what at that point that's kind of like going to phase two where you might want to start bringing in other agents or someone underneath you to work those absolutely I think starting a team in order to start a team you need to solve a problem for me for me my problem was I had too many leads not enough time too many clients and that's a great problem to have yeah but it's also a bad problem because you're missing out on opportunities so so what why I was able to do is because we're generating so many people want to work leads so I just reached out to agents inside my office and asked that they be interested in working some right and so we just basically plugged those agents into our CRM and our started assigning leads directly to them I guess the biggest challenge I would see with doing that because I love that idea is just the accountability piece and making sure that they're actually working the leads that they're supposed to and they're actually following up the way that they're supposed to but I guess in a sense a lot of that you've already automated so they don't need to do as much of that all the leads that are assigned go into the CRM and when they're assigned to agents once an agent has a lead then they're responsible for following up for tracking for for including the correspondence inside the notes so our note-taking is like that's how we hold agents accountable so we so we want to leave the sign we want to make sure that they're being followed up on and so if agents aren't taking notes then we're gonna assume they're not being followed up on and what we do is what we talk to them to the client and and we'll just reach on say this is Kevin with market real estate just want to make sure you you know you had a chance to speak with Jane then we I know you talked with Jane last week or whatever and uh how's it going and so and then we get a kind of a progress report from the client like Oh James awesome that talks to Jane many times she's great we were gonna look at property tomorrow well that's good maybe Jane forgot to enter notes in yeah and that's fine we talked with Jane hey would you mind entering the notes or you call a client and we're like hey how's it going with Jane and they're like James a freaking nightmare yeah heard from Jane who's I've called her 15 times she hasn't responded so then it's like okay Jane with we got a different problem yeah so but it works really well I mean it's not like nobody's getting hit with a hammer or anything I mean it's very smooth it's all about converting and working together as a team and trying to close more transactions and help people achieve their goals of buying and selling property yeah everybody wins everybody wins I do want to talk about two quick things before we wrap up and that's the the Craig Craigslist strategy that you shared with me and the Yelp strategy okay because I think both of those are easy and relatively inexpensive for any agent to start immediately and start winning with so what we do with Craigslist is we take properties all of our listings and including past sales - okay so we take all of our sales and and we put them on Craigslist and and we put the photo what we'll put the description and then we'll we'll put a call action which is a great software we'll put a call action number in the Craigslist ad and we'll say text more text info to this number for more information right so what's cool about call action is when they text you that word info call action will scrub the internet and will find their name their phone number their email address where they work their age how much their Inc what their income is they have kids the whole nine yards are they own a home their mortgage everything within like a split second and call action right so now we've got all this data they just clicked info they just requested info off of Craigslist which is free and Craigslist doesn't flag it because there's no link it's just it's just that there's a number and then we call you send an appointment and they want more info on the property if the property is not available is simple properties not available we have others all right if it is great let's set up an appointment so we only include the description of the property and the picture that's actually don't include the price because that's what everybody wants to know and that's why they're gonna text or the address or the address right yeah so more info date text and then you then you call it's very simple it's free it just takes a little effort to do it we have it outsourced but if you have the time then you can do it and it's really so just to put a bow on that he's taking his property listings making a nice graphic including a short description putting in their text for more info which is all facilitated through call action and call action is then letting you know hey we got a new person off of this Craigslist ad and then you can follow up and say hey how can how can we assist yeah it's very simple very simple and free and free and you can literally post every single day multiple times a day you can hire a virtual assistant to do that stuff for you yeah and and what's interesting about that because every ice everyone thinks Craigslist is dead right because took the hyperlinks out and as soon as they took the hyperlink out like the number of real estate posts dropped like 75 percent overnight awesome which is great for the people that are still using it and who come up with innovative new ways to get that client information off of there yeah yeah no it's great and then even if you hired a virtual assistant let's say and let's say that cost you a thousand bucks a month and you're generating leads through that right well that's probably cheaper than going out and buying leads I love that I think that's easy to implement I think anyone can start that pretty much right away I think you're blowing it if you don't start that right away because it's free and it's very easy to start let's switch gears and talk about the Yelp strategy that you shared by basically keyword gaming Yelp yes so I learned this from my good buddy Jason Walters and what he does is a you so you've got your Yelp reviews and when you ask for Yelp reviews it's really important to ask for certain words to be used so if I'm asking you for a review we just sold a house everything's great would you mind including in your review great realtor in San Francisco Kevin is a great realtor it's a fast San Francisco realtor best San Francisco realtor or any search word keyword that you think people are going to look up when they're looking for an agent ask your your clients to include those words in the review because when then when somebody goes to Google best realtor in San Francisco and you've got like 50 reviews and they all say best realtor in San Francisco well guess what's gonna show up yeah right your yelp review your Yelp profile and and that's like I know Jason's generating tons of leads through Yelp and he doesn't even pay think about how easy that is just simply ask your client to give you a review on Yelp what you should be doing anyways and then instead of just asking for a yelp review ask them to add the keywords that you'd like to rank under anything you know and there's probably a hundred if you use Google Keyword planner that you could figure out and then because Yelp has such good Google juice yeah they they rank high under a lot of stuff and so if you're able to stuff your keywords into your customer testimonials you're gonna rank under those under those keywords and that's a pretty cool little strategy yeah yeah and it really works and while you're at it you might as well when they're posting reviews on other sites right the same you think yeah same same thing and we should all have our profiles like the basics get your profile it's done online your presence online is so important like when we talked to leads I'm talking to them on the phone and they're I can literally hear they're like keyboard they're googling me right they're looking they're looking me up and like we've talked about it and we talked on the phone like are you like they tell me they're googling me right so if if you if somebody's looking you up they don't know who you are or even if they do know who you are and they see your profile and it's like it's not consistent with that of a real estate professional then how much confidence is that person gonna have right and work willing to work with you we're on the other side if they google you and you have 50 five-star yelp reviews and you just have people raving about you then obviously your conversions are just going to improve yeah people are gonna want if they're gonna feel comfortable with their biggest asset in your hands right right so online profiles there's there's lots of agents that I know that like don't even have a profile online like us it's just crazy yeah one other tip to is a on your phone you know how or like on your email you know how you can you know you enter your name in your email adding the word realtor at the end of that so that whenever people see your name in their phone it'll say like Oliver my realtor you could be like you know you can put my real time realtor I love that just little things again it's just to keep your stay top of mind with people so that they know that you're a realtor and then you end up being that kid that got hired at the shoe store that you know showed us because he showed his face non-stop and that's I just want to be that kid I want to be that kid for all of my clients all people out there so and it seems like you're doing a pretty good job at it thanks man so that's kind of a wrap for us let's have one more sip of these amazing beers I hope you've got a lot of information from Kevin shared a lot of really good stuff I hope that you can go out there and win with it now you're in the know cheers cheers Cheers [Music]