Empower your business with seamless lead generation to conversion in Canada

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today we're just getting started we've got the wizard of online lead generation rivers Pierce have you ever been called by the way the wizard of online lead generation could that be a first at the first sometimes known as the chief evangelist of an amazing company called boomtown but if you're watching this right now and you have the desire to solve the problem of online lead generation to hit the pinnacle of success 10% conversion on every 100 leads that you generate that's what we're going to jump into today so let's jump in we're here it's real talk I've got rivers rivers maybe for the 50 people out there that have not been exposed to boomtown Before we jump into this conversation which you don't actually I'm gonna stop okay if you're not a big thinking if you're not if you don't have a desire in the ambition to have a big repeatable and scalable marketing and sales machine in real estate I would just sign off yep I agree and I don't mean that you know me I mean that disrespectful way but like you know if you're like nurturing your your database and that's like that's the way you do it you know you know me I'm like there's no wrong way if you to generate a client but this guy's going to talk about like people that are generating hundreds of leads every single month and that is a totally different mindset so if that's not your game I would just say I love you and you know bow out and bail but if you're into big repeatable scalable businesses working your past binds your sphere and a big dose of online lead generation i've got like the man here so that's what we want to jump into so so rivers now that we know we got the right audience maybe share with them give them a little bit of background on boomtown why does boomtown exist so they understand the context of the data that we're looking at when we go into these questions and answers so maybe just share that first yeah so boomtown we have been around for nine years actually celebrating our ninth anniversary in June - yeah it's pretty exciting yeah and we exist primarily our mission statement is to make real estate agent successful yeah that is our goal we do that we create opportunities that you then turn into closings oh yeah I love you consider as well your technology company yeah we create technology thought leadership expertise that allows you to grow scale you know generate more business and turn proteins whatever what about that pathogen be the five deal year agent is your kind of we're leading to you know that's not this conversation yeah we love them they're good people but I'm looking down the line let chris Spikers on the line you know these are baller yeah like it some people are like hey if two people just signed off like that's pretty right like that's perfect kyle whistle for the world there's you know james i mean there's so many people that are using your technology and other platforms that are similar so we want to be clear like mindset the right coaching and getting hundreds and hundreds if not a thousand deals a year yeah right well that seems multiple office all around the country i mean and we have funny people that are getting their you know we have about 2300 clients across the US and canada about forty thousand active users on the platform so we've seen a lot of growth in the last couple of years but again where we are going we want our clients to be successful that is our mission yeah every time you walk through the door every time we wake up that love it love it i that resonates with me baby that's why that's why we're friend so so now that you gave me and whether listen whether it's boomtown or another you know solution at the end of the day you know you and i were just in this conversation that that it's different from ten years ago and certainly from fifteen or twenty years ago there was a time in real estate when people that were thinking about building repeatable and scalable big businesses thought about first okay what people do i need you know what checklists do i need how many salespeople and open houses and marking and then somewhere down that list they would say what technology yeah and i think in the last you know four or five years its flipped that that smart people now the intelligent agent today is asking themselves first what technology do i need in place that is going to give me the the data the analytics the behaviors of my clients including marketing and automation and lead generation and and transaction management everything else and then and how many people do I want and how many transactions do I want to do and I think that it's right to a certain degree I think you also just need to think a lot of people say I heard this technology's great so I'm going to get it yeah sure like you yeah cart before the horse yes like obviously I love boomtown you know but we may not be the right solution for some people sure and and you know I've seen some people say well salesforce is the best one out there yeah getting a salesforce like yes could be a very expensive time i hope you have a big paycheck and lots of engineering because we're Salesforce users we understand it and it may not be the best let's talk a lot about marketing technology you got to know your goals what is your process what are your what is your business what's right for your business at that time yes right and that's technology is a big piece of that but yeah but you have to understand all those things before you put the technology in place find the technology that fits your business Bango Bango so so I know what they want you you guys get a very unique opportunity to look at basically the data the behaviors the conversion of forty thousand agents across twenty three hundred websites with god only knows your Google ad spend your Facebook Ads Ben to drive traffic to generate leads so so why don't we just get right into the meat of it again and I'm going to give you kind of a softball question but I know you got a lot of data around this why do agents fail to convert more than ten percent of every lead that comes through whatever system they're using why do they fail to convert ten percent per one yeah they don't adopt it it only got the technology or the system and processes around the technology but from our perspective we can see do they login how regularly do they log in yeah can they be successful they log in once a week no idea you know what if we have the data show number one you have to adopt the technology so help them understand maybe metaphorically or a very specific example of adoption how do you move from a world where you you don't live in your crm to a world that you know once you brush your teeth and you do your exercise you do your morning routine the next thing you do is you live in your crm all day long how do you make that transition what are you guys finding well I think after talking to you as well it's you it has to become a habit and it starts reaffirming itself because the success starts happening yeah you're seeing saying the system yes getting more and more out of it so you're putting more and more back into it it's just like anything becomes a habit you internalize it and then it's like that's what I do when I sit down yes you know I checked my hat my Boomtown app I sit down I open up CRM and I start looking at my opportunities and Who am I going to call that day it's just how you do it until you get to that point yeah well you're still having to think okay chai log in this morning or you know you're not there yet so do you guys set up reminders to log in like would it be great if like their phone just zapped them every day and said call your leads call your leads right right I don't know if we have over mine I mean we obviously have reminders we send out sure so the answer look people are on the site this person can get updated information tires want to buy a house exactly I mean number I'll even take it back step further I mean number one guy call Paulo up with your leads follow your products follow the people that are in your system that are your friends and your referral people your sphere whatever that might be out that's the main thing number one the mind so one is one is one is adoption two is they make the call yeah making the calls if I kind of know that that is adoption yet and then adoption of technology to do that better more scale a little more systematize yes the second is speed speed to leave that's what we call it speed to leave yep you know there's so what is that what does that mean because that's been used loosely a lot over the last five six seven years yeah everybody well it's gotta be five minutes it's gonna be one minute whatever you know I think you gotta call them while they're still on the website exam know that they're signing in yes I think 15 minutes or so you're still got a good chance of getting them because the data show that the data shows I mean you know we offer some sembly development services as well and we're anywhere five to 15 minutes and very successful with it okay so I'm the 15 minute five minutes if you get it yes absolutely yes but just know that everybody's out there sharks are circling every unique and there's not just sign up on one site yes right so yes everybody's going after it if you wait an hour you're going to your chances of getting so on the phone really really slept okay so its speed to lead whether that's that you know in is a it's doing it for you whether or not you're doing it on your own whether or not you put something in place that's a you know like an agent legend or something like that okay let's not let's talk about this because Jesse's company call action I'm a fan get it i lee a lot of our clients are using now a lot of people outsource into things like thyestes rocker bog yep absolutely so you know do you think for the person that's maybe watching this right now who i mean let's just say it's just it's a wildly successful agent right there maybe they've got a team maybe they don't but they're generating you know that doing demand gen marketing is there a point where they just have to say to themselves look you know shit-or-get-off-the-pot like you either you either build resources and and support these hundred people coming in every month or cherry-pick and try and fight but but don't complain right exact because it's not going to jail it's not the service and it's not the leads it's usually the process it's the process and the bottom line is you know if you want to compete nowadays with the teams and the people that are really really doing this yes you have to yeah a single agent just you have to set your expectations if you're not going to want to go to the next level if you really want to 10x yep you've got to put these things in place you can't do it on your own even if you're trying to do it on and you put some technology and automation in place that's still going to hit a point where you can't scale right you've got yet again that admin yeah whole team the eight levels of performance we were just chatted right so you know when you get that ceiling and you gotta break through it so if i'm watching this right now and I and I say to myself okay look I'm making the calls right yeah I can always get faster I think adoption is the big issue for people I think that they don't live inside their crm and those that do are the ones and again like you know me like any CRM Outlook yellow notepad like I don't care but if you don't live inside that then you're missing that opportunity to get to ten I think and I want your input I think that the biggest reason that people don't get to 10% conversion is that they're satisfied with - I think so what I mean you see the numbers with you at all times like that's kind of the industry standard yeah and I we have clients that are six seven eight percent and they've got beautiful operation systems and yes great support yes and they do great work for their clients yes and it's not that you can yes you can handle more business click but you give the agent salesperson and the actual people that are interacting with clients better more wiggle room to actually do better work yes right so they form long lasting relationships which creates more referrals which creates a bigger ecosystem for them and then the lead-gen piece is just saying just to me down it right well I think it creates longevity in their businesses right because you're nurturing these people over time um some people say to me well Tom I should just buy more leads then yeah right what's your opinion on you should if you need more leads if you process is at the point where you're doing enough business and you're kind of maxed out you ready to take to the next level and you're either going to expand you want expand your team what do you need do you need more leads right you need more business no I'm thinking about the other group that does I'm just going to buy a bunch of leads and I'm gonna chair it back to one or two that I want so I called digital digital lead gen fallacy it's a fun digital lead gen fact that should be a hashtag but it's willful lead gen fallacy yeah does that mean it is the the people that go out of 100 leads we know that two are going to convert within the next 30 60 90 days yes those are the only ones I want all I'm going to go so it's a funnel it looks like this and everything just falls out yeah except those two yeah they said well if I want four then I just need 100 more people in the door right now and I need 200 foot you know the fallacy there is that you can't just keep building a bigger funnel yeah yeah get after the so but if you start attacking the conversion rate and got it set to three to ten and you start scaling out the top of the funnel yep that's where your growth comes in all of our best clients with people I'm seeing you know on this right now Christina Griffin right they all know that what you just said is where the magic is I don't have to double my ad spend I just improve on my conversion right so so double your ads then when you're going to grow your team when it's repeatable unscalable right we're converting now we're at 4% 6% 8% you know we have people that are converting percent that's why I'm I use that as kind of I want to I want to create that as the new mantra it's a new gold standard that we stopped being satisfied with two out of 100 in start saying how do we deliver more value to people right because they're going to buy a house from somebody so and they like who in there would think about this who in their right mind went to somebody's website and said my name is Tom fairy here's my email here's my cell enter that doesn't want a phone call right a relationship someone to answer some questions to bring some value yet they might not all want your service today who in their right mind puts their name inside a website right like that doesn't want something absolutely fine or now it's what it is yeah what are their mistakes before we talk about the successes so adoption not making the phone call speed the lead responsiveness responsive talk to different than speed to leave what does that mean sponsor this is actually having the tools and technology in place that allow you to engage with the people that are already in your database yes right so not just going after that top of the funnel those people ready to transact yeah now but you know you have a thousand five thousand people a lot of our clients some of our clients of a hundred thousand people in their database that's insane that's insane and and what's it been Kenny calls it the databank he's just that's where you're right now check that thing that makes you out to bank counting it out when you can do when you doing something like that and so you know the people that you can't expect without technology you can expect to be able to manage a database like that and so in a system like ours it's got you know behavioral analytics AI predictive analytics it's monitoring everything going on to a database the more you feed into it the more emails the more text the more interactions with the website the more calls they're allowed all of that we take that we crunch it up and we when you sit down we can give you ten people that day that you should call that day yes right and and segment those out that's how you have to do it that's how you go to ten percent yes you're not just thinking about over here as one of our product guys says it's like it's we need to shift the mentality from active database and inactive databases are certain people they're not active right now yeah it's a marketing automation the store yeah you're active database you're calling you're taking them to watch your writing handwritten notes you're doing all this stuff yeah right yeah that's responsiveness yeah knowing saying presentation a couple months is like that you're hacking serendipity yeah with a system like ours hacking serendipity you know the hash specs look I like the Hat right really like a comma you know hey I was just thinking about you but our system told you that there's yes they're showing sign yeah behavior that is buying or selling activity everybody's talking check-in everybody's talking predictive analytics right now like the ability to like take a big group of people running through a system and tell you these 15 are going to buy what I respect immensely about what you guys are doing and some others is that you're taking this data set of the same 78 92 points that everybody else is looking at which and you're saying response to this to email how many times are on the website what properties are looking at did they save it you know you're looking at some really real estate specific stuff so can you guys tell like can you really tell like any time they do this this this and this and this and this they're going to buy seems to be working well well then they take things like your scripts and your coaching and you put them together yeah and they know what to say I just call them to check it oh yeah no kidding then we were just on your website every person watching has experienced that absolutely every person do I was just thinking about just system its process but it's serendipitous so we're kind of going right into the what people do to be successful but I know you got a lot to share there so let's actually before we switch gears I'm trying to imagine you on tour playing your guitar 250 days out of the year what the hell is that about like for the people that are watching they're like what my grief yeah he's this technology's chief evangelist is this data stuff that was a guitar player I've been a guitar player since I was probably seven or eight and and that's all I was going to do yeah until I decided a life that I wasn't going to do it anymore yeah 25 years straight about 200 250 days a year played empty rooms I played big rooms I've been there exactly alright played the bar staff yeah played for beer yes you know done it all you'd still play for beer right now I love playing for here I thought you loved it just any chance to do it so you coming that trade I'm a great success story of saying you completely 180 at yani seven years old yeah years old and do something else yeah and go into technology of around in real estate technology and digital marketing I love it I love this kind of just personal insight so so switch gears and now let's let's go let's go deep on so we know what causes people to fail right to not get 10% conversion how would the people that are winning in your ecosystem like what are they doing specifically so the person watching right now they are going to take their pen out and go I want to avoid all that failure stuff I get it now give me some tactics what do I need to do you know philosophically to strategically to convert it's doing everything I said that the other people are not yet the opposites eating half of the game yeah right mindset as we've been talking about you've got in the growth mindset you know and this things are moving really fast but yeah a lot of disruptors triangle technology I mean things are just going crazy right you've got to stay on top of that and you know I'm obviously a big proponent of coaching you know you've got to have me in detail little-known fact in real estate and any sort of 1099 intrapreneurial kind of you know you can somebody keeping you accountable because yes I've seen it you've seen it 99 percent of time they don't no doubt it's it I can do it all I can work work from where I get up when I want it especially when the leads are coming in hey you know well that's just not how it works it yeah got to have a process again if you want to compete at scale if the teams with the small teams even that are doing it you've got to have technology you got to have them break mindset you've got to have the right systems and processes you gotta know how to hire the right people the right agents you know the other piece is like aligning your your agent base with your database right yeah I understanding like Johnny rookie agent shouldn't be selling to my million dollar listings and you know like understanding those kinds of things as well and having the right people that like an ISA needs to know okay I'm talking to somebody they want this neighborhood this price point I know that that's the agent here right yeah and we have things in our system that you can segment that out and it's all if if this then that right or is this price point this neighborhood goes to these three people in a round-robin or something right love it again the technology will do a lot of this for you you have to understand how to use the technology and leverage the technology in a way that makes you money I think that's it goes back to adoption adoption and and the mindset that the technology doesn't make money for you right now if it did I would be selling real estate hey yeah just turn it on and sit back and make money yes that's not how it works now it's a it's just a way to make things more streamlined yep more scalable you know repeatable and scalable process exactly so so adoption is the key right living inside the crm knowing what to say um the mindset thing it's interesting I wrote down this morning just yeah I'm always writing like little funny little quotes and I was like leads make agents lazy or leads create a life of luxury yeah right and it's just it's just which which mindset do you have like if I've got all this opportunity coming in do I get lazy or do I step up and say get even more ambitious serve more clients yeah close over of those leads absolutely than to so so we talked about call action we talked about agent agent legend and get Riley are there any other things that can you describe those three for the people that are watching that that maybe don't know those kind of thing those are you know I guess what in past five six years the internal sales at your client concierge on say what about yeah pillows pack program right concierge telemarketers has started to become the norm yeah it's like it's like team's new and is a right thing kind of how it is mango we used to call them lead coordinators like it was just like whatever you want to guess it was the receptionist twenty five years ago right exactly yeah they're they're warming love they're they're making sure that they're getting a you want to get them from from a yes to a yes or a No right yes gray area sucks so I didn't say no I said yes so no great getting your is a the number one job is to get to a yes or no or no get them to an agent or not right but that's a gray area thing happens positive on the group's just spending your wheel so you've got the is a model where you're hiring somebody to do it for you you can outsource that through companies like us companies like rocker box phone animal I mean there's a bunch of them or there's some new guys that are popping up where you know it's like like agent legend collection where it's basically kind of an is a I would say on steroids it's someone menteng it right where it's an example so lead comes in the door a the system sends a sly dial out which is a voicemail that shows up on your phone without actually calling without actually ringing yeah voicemail shows up a few minutes later text comes up just want to make sure you got my voicemail and you got somebody calling at the same time and almost fine Bam Bam Bam Bam right and it's happening that five minutes you could get it down to one like under a minute right it's guaranteed right so it's scalable right it's just carving out a little bit of that problem area like yeah talking about these guys are coming in and trying to solve that you mix that with other technology and other processes and you're moving them into engagement rates of 20% up into 40 and 50 Percel oohed Lee and I've seen it we've got clients that are doing it you have we have mutual clients yeah they're doing it that's what it comes down to so big distinction what is your engagement rate yeah you've got a hundred leads coming in and we're looking at the long tail which is the conversion right I like looking at the short tail how many people did I actually speak to yeah how many people that I get an appointment with yep right that's kind of that whole engagement play this looks like somebody needs to have an Excel spreadsheet they need to be looking at these numbers because all the money is in conversion absolutely and it converges source with engagement absolutely what about get Riley or call action just throwing out a couple other counties yeah so get Riley is is a automated texting kind yet powered by real people yes but it's got a lot of AI kind of telling them what to say but at any time they can jump in yeah it's it's again it's a form of that lead coordinator is a client concierge yep you're trying to keep all of that away from the agent until until it's ready to go that's an important distinction in getting to ten percent if you want to convert this going to sound funny if you want to convert more get all the nurturing early stage nurturing out of the hands of the agents right and have it being managed by people that all they do professionally or technology that nurtures so then when it's time here's rivers he's going to show you some times and then when it's time for that to go to contract it means off of the agent into the transaction coordinator finger that's and all of that the agents only focus on working with clients yeah right and now and work in their sphere and prospect and whatnot but all the stuff of the operations a high-end high-level funnel nurturing all the post transaction that's not their thing a whole bunch of my elite and team plus coaching clients have heard me say for years if you're going to have a sales team the old professional marketing is only job is to get appointments right get appointments and then the sales teams only job is to go on appointments just go in appointments convert and then handed over your transaction management handed up your client care do your follow-up that you have to do but when the salesperson starts spinning it sixteen had this is why somebody that the solo entrepreneurs that we work with you know it's the rich and the rest right the ones that can manage sixteen things going at once they do great but the one that the one that goes like this and starts dropping plates well those plates are clients or their their family or their health and they're in trouble yeah so so kind of closing thoughts we talked about problems we talked about you onstage we've talked a little bit about the industry we talk about where things are going we gave some shout out to some friends that have some great technology what's your what's your wish and hope for the real estate industry what are your can closing thoughts I know it's a big question well I think 10% is the new like if we're going to raise the bar ever since the new norm you know hey you know we all right the consumer deserves it absolute the consumer deserves it right we can't consumer nowadays thinks they can do so much more on their own and they can yeah and they're bringing so much more to the table you've got it you've got it just raise that even further yeah you know so I think we get to ten percent I like it all right awesome all right well listen guys I'll make sure I check out all the comments as always you know my my a minute just to expose you to people better thinking differently that are making a dent in the rules in industry my name is very simple right the consumer deserves a better quality real estate experience and that only happens through an extraordinary real estate professional so thank you for being in my ecosystem and rivers thanks for being my friend appreciate all right guys look forward to seeing you soon remember always your strategy matters passion rules hey thanks so much for watching we have a 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