#454 – The Mail-Right: How To Create Digital Campaigns That Make the Phone Ring

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How To Create Digital Campaigns That Make the Phone Ring

Make the phone ring with powerful digital campaigns! Unlock proven techniques for engaging audiences and driving conversions now.

Unlock the secrets to crafting digital campaigns that generate leads and make your phone ring off the hook! In this video, we’ll guide you through proven strategies for targeting your ideal audience, creating compelling content, and leveraging data analytics to optimize your outreach. Whether a small business owner or a seasoned marketer, these insights will elevate your campaign game.

#1 – Standing Out in a Crowded Market

Priming

Scarcity

Surprising Statistics

Curiosity

#2 – How Do You Build Real Trust With Your Customer?

#3 – Attracting Quality Prospects Without Chasing

#4 – Maximizing Your ROI

Episode Full Show Notes

[00:00:10.910] – Robert Newman

Here we go, ladies and gentlemen. It’s episode number 454. We will talk about some general rules that will work on creating digital campaigns that will make your phone ring. As usual, my co-host, Jonathan Dinwood, has done the research for the show. He’s chosen the subject for the show. He’s given the show notes for the show. He’s going to put them up on the MailRight channel. This is his second or third podcast. I always need to remember how many he does. It is a labor of love. I hope some of you will thank John because he is the engine that runs this thing. Before I go any further into anything about you, man, why don’t you explain to people who you are?

[00:01:09.010] – Jonathan Denwood

Oh, thanks, Rob. I’m the joint founder of mail-right. Com. We’re a marketing platform. We provide great websites, CRM, email, and SMS messaging campaigns. We combine that with Facebook. It’s a great platform. Back over to you, Rob.

[00:01:34.550] – Robert Newman

So, ladies and gentlemen, I’ve never done this on this show before. John has asked me to do it for years. I’m a bizarre guy. I look at the market as a whole. This platform that John built is extraordinarily well-positioned right now. It’s a minimal investment. It has a lot of functionality. It is on the lower side, with a higher engagement from the founder. It may or may not work as smoothly as some of these other platforms. However, it is less expensive. It’s built on WordPress. And if you are thinking about learning the skills that will lead you to substantial digital success, this would be the tool that might do well for you. I am not making any guarantees. It’s possible. If you were going to think about ever, if you’re a new realtor, first year or two, and you’re tired of getting quoted $500 to $1,000 a month for any marketing system you look at, this is a no-brainer. It is. You’ve got an engaged founder who will probably, again, I don’t know for sure, I haven’t worked with him in this capacity, that will probably hold your hand walking you through the platform, make sure you know how to use it, which is also incredibly hard to find out there.

[00:02:59.970] – Robert Newman

Any of you guys who have bought new systems or are new realtors already know what I’m talking about because sometimes it’s not a matter of having a good tool. It’s learning how to use it and having somebody properly give you the structure to use it. Having said all that, my name is Robert Newman. For those who don’t know me, I’m one of the industry’s most prolonged-standing and experienced voices regarding SEO and search engine optimization. I talk about CRMs and other things on my website, inboundrem. Com. It makes me qualified to talk about campaigns that will make the phone ring and stuff like that. I’ve been doing it for 16 years, making me one of the longest-standing founders still doing content like this. While we will get going on the subject, I apologize to those who bore through that enormously long and very advertising-like intro to the show. It’s just the industry is just this is the perfect time. Make the phone ring with a robust digital campaign to unlock proven techniques for engaging the audience and driving conversions now.

[00:04:16.070] – Robert Newman

And, John, you usually look at something behind the scenes. You didn’t link me to the thing behind the scenes that you looked at this particular time. Before you jump into, because I’m going to have you do, number one, standing out in a crowded market, I will have you take that and run with it. But usually, you have inspiration. Usually, you look around and go to this person, person, or site.

[00:04:39.970] – Jonathan Denwood

That’s a polite way, folks, to say I’ve nicked some ideas of somebody else, which is true. I look at the content out there and whatever I think the audience would be interested in, and I try to manipulate it so we add some additional value to it.

[00:05:00.900] – Robert Newman

Is there somebody who inspired this?

[00:05:04.480] – Jonathan Denwood

Yeah, it was an interview. I’m surprised I didn’t send you the link. It was an interview, and I forgot their names, but I’ll include them in the show notes. Jimmy, he’s Jimmy. He’s been on the podcast quite a while ago. Burgess.

[00:05:21.340] – Robert Newman

Jimmy is brilliant.

[00:05:22.520] – Jonathan Denwood

And he was having an interview with one of the founders of Curator, and they were going through some of these basic concepts of branding and marketing that work. And it’s a bit further along than our last podcast, which was very 101. This moves the discussion to a more sophisticated level.

[00:05:57.450] – Robert Newman

For those of you who don’t know them, and I’m sure most of you do, because he’s bigger than John and I combined. Jimmy Burgess is an actual real estate broker who is creating and building a platform because I think ultimately he’s trying to let agencies It’s number one, I think he wants to do good by agents, and number two, I think he wants to let everybody know that there’s an option to move to him in his brokerage and get the help and training that a lot of agents need. I will say that Jimmy Jimmy is one of the very few voices I listen to. I read his content; I listen to his content. He’s got some creative, brilliant ideas. John and I accidentally nicked one of his ideas without knowing it was one of Jimmy’s. We did that three years ago when we discussed a generating method, which was 9 million or 90 million. An extraordinarily high number of people, using this prospecting method, used Google Earth. Jimmy came up with a thought about prospecting that was just brilliant. It’s just brilliant. We both thought it was clever, and we did a show about its brilliance.

[00:07:10.180] – Robert Newman

So today, we’re going to do something else. We’re going to talk about standing out in a crowded market. Here’s the one thing I want to say: John and I probably have more experience directly in the digital space than Jimmy might. And that’s perhaps the spin on our show that we’re going to take on this subject, which is the digital elements of this.

[00:07:29.910] – Jonathan Denwood

Oh, so I also think he’s one of the more credible voices in the training influencer market. It’s like three or four that I think have some credibility, and I think he’s got some real credibility, and he’s a decent guy, isn’t he?

[00:07:53.000] – Robert Newman

He really is. He’s a great human. Well, I don’t know how good of a human he is, but I know he’s a good guy, and he’s done our show, and he seems to really have some… He is the sales manager and sales leader that you’d want to work for if you were a good salesperson, because he’s going to give you ideas that you don’t already have yourself, and then he’s going to also inspire you to go out and utilize those ideas. That’s just real hard to find, and I think that Jimmy does bring that to the table. What’s more, he is a generalist, which there are very few of those out there. He is good at talking to you about all the elements of being a real estate salesperson, psychology and digital and how to actually go out and do the deal, how to knock on a door. He’s a generalist. He has a lot to say on a lot of subjects, and he generally tends to know what he’s talking about. I think that’s very rare, actually, John. I think he’s one of a kind when you take into account that he’s a really high-performing real estate broker.

[00:08:56.900] – Robert Newman

Him and Kyle Handy, maybe, I think, are the two that And I think he strikes me as being a little more experienced than Kyle. He seems to have more to say on more subjects. So having said all that, why don’t you lead us into scanning out in a crowded market?

[00:09:13.530] – Jonathan Denwood

Yeah, I think some of the basic marketing psychology principles, and I’ve just put down four, and one is priming. Priming is the language, the photographs, the subliminal messaging that you’re transmitting to your target audience. I think a lot… I don’t know what Rob is going to think of this, but I think priming, I think when it comes to real estate agents, The most direct example that a lot of agents gets is around marketing to luxury market. But this applies to other sectors, but they get it a bit easier when you talk to the difference between the luxury market and the normal market, where you’re going to need better photography. There’s a higher expectation of the website. I think you can apply this, and you should apply it to non-luxury market. But I think this is just my observation, Robert, and you might have a different view on it. But I just think agents accept it when it comes to luxury a bit easier, the concept of priming. That’s why I’ve brought that example. And then we got scarcity. Well, you find that with a lot of marketing, online marketing is people, they tend to feel that there’s less of a risk in doing nothing, where the The reality is there’s a big risk in doing nothing, missing opportunity, time goes quickly.

[00:11:09.400] – Jonathan Denwood

But as human beings, I think instinctively, the easy option is to do nothing, where scarcity, you utilize the principle scarcity to just move the person to actually take action. Because as human beings, I believe that in built into our psychology is there’s a benefit of not acting on anything. It’s the more secure position that most of us take subconsciously, all right? And then using surprising statistics. Well, we have a view of the world. We all have this internal view of how the world works. And surprising statistics can challenge, be disruptors. They can challenge how we see something. I think. It’s like with animal behavior. If you’ve got a dog that barks a quick snap of the fingers or quick movement, can shake an animal out of a mindset. Well, When it comes to human beings, surprising statistics can shake us out of the norm we see a situation. That’s how I view it. Then you got curiosity. Well, I think we are curiosity machines. I think that’s one of humanity’s strengths. We are always curious. Well, most of us are. There’s a few people I’ve met done as they come, and they’re not very curious, but most of us are curious.

[00:12:59.720] – Jonathan Denwood

So if you can induce that in your marketing, I think that would be beneficial. And so that’s my basic outline of these four basic principles, Robert.

[00:13:13.900] – Robert Newman

So all of these things are correct, but I think that oftentimes… Here’s a surprising trend in my own videos, John. I’ve been discovering that the videos that I do, just me in a desk and a talking head, and showing people specifically how I do something I have been getting a lot more traction lately than my whiteboard videos and my general knowledge videos. I think that the reason for that is simple. I just really quickly googled Jimmy Burgess, and I found hundreds of posts that he’s done. I use the word Jimmy Burgess in Prime trying to look up something for this podcast that we’re doing. I can’t find it easily. And nor did AI help me, did not get me to the place I wanted to go. And that’s because he’s I’ve done a lot of content. I think everybody’s done it. So I’m going to do something I don’t generally do. When you’re talking about priming, you’re really saying you want a good introduction or a attention-grabbing photo to start your campaign off, or an attention-grabbing headline is what we use to focus on in AdWords. And with SEO, we talk about attention-grabbing metadata, which is the sentence below the subject header When you get a search result, you get the search result and then you get the sentence, the metadata is written by the SEO team.

[00:14:36.890] – Robert Newman

So we do have the chance to basically advertise even in organic results. It’s called priming or attention-grabbing. Jimmy, God bless his heart, is using his own language to do the subject, to do the content. I would probably call it something different. But one way or the other, it is grabbing somebody’s attention. John is not You could do that through a photo. You could use AI for these photos. You could use whatever for the photo. But what we cannot teach you is creativity. Humor grabs attention. Truth grabs attention when presented in an interesting way. Last but not least, for those of you that were really following along with what John just said, a amazing photography partner will grab attention every single There’s a photographer whose name I forget in Colorado who is the most in demand photographer in the entire real estate world because he takes these extraordinary pictures of Colorado homes in the mountains He has this way of lighting the homes. He hides all these colored lights, John. It’s crazy. What he does is he enhances the natural colors on the outside of the house, and he somehow puts lights in the environment surrounding the so that the trees are lit.

[00:16:01.680] – Robert Newman

When you see these photos, they look fake. They’re so good, but they’re not fake. They are a guy who just really understands lighting. Every time somebody lists one of the homes where they’ve used this guy as a photographer, they get thousands upon thousands of clicks. Why? The guy is taking pictures that are extraordinary, and that is priming because you want to see what’s inside the house based on the amazing photographer photography on the outside of the house. Here’s the crazy part, John, it’s not even necessarily luxury. A vertical, a very specific type of property, yes, but not necessarily luxury. So priming.

[00:16:43.100] – Jonathan Denwood

The reason why I use the luxury example, because I agree with you, there’s a lot… I just used it, Rob, is that our audience, I think they tend to bundle all other… I might be wrong here, Rob, but I just feel they bundle all into one category, and they accept luxury as a separate, and they understand the materials, the priming that they’re going to have to provide on the website and other materials is going to be different to every other property that they tend to bundle in one big category.

[00:17:24.540] – Robert Newman

I agree. Hey, ladies and gentlemen, I’m going to drop a name I’ve never dropped stopped on this show before. She was put on my radar recently. She’s been put on my radar many times. She’s been doing some stuff lately that I really love. She’s doing some brand ambassador stuff. She’s got 5,000 subscribers in the hardest market to crack into in terms of digital, that would be San Francisco. Her name is Ruth Krishnan, K-R-I-S-H-N-A-N. Ladies and gentlemen, check Ruth’s site out. Check her photos out. Don’t copy her crying out loud. Understand that there is a creative process. Ruth’s creative process is simple and direct. It matches my philosophy with her with a much higher level of branding acumen. In order to make a simple brand really pop, you actually need to be an incredible brand person. Ruth is either that herself or works with other people that are. If you want to see a simple video, a simple editing, but really moves the needle, you’ll look at her. But priming. Second, scarcity. A scarcity is easy right now. Scarcity is so simple because most of you, over 80% of the people listening to the show right now, Jonathan, should be dealing with inventory crises like they’ve never dealt with before in their entire career.

[00:18:52.860] – Robert Newman

So scarcity, which is what Jimmy is saying, like a pocket listing, or it won’t be available for long, or we have a rare listing in neighborhood name. And what I love about scarcity in today’s market is I live in Vanhijs. You don’t get more Metro or more unsexy or unexciting than the city I live in. And I promise everybody listening to the show right now Now, if I was listing a listing in Vanhijs, I would absolutely use the scarcity tactic. Why? Nobody’s selling in Vanhijs. Nobody’s selling anywhere. So when something came onto the market, I would say it’s not going to be on the market long. You should look Look at this now. Look at it fast before they change their mind. Scarcity. You know what the best part is? It’s truthful. Who knows? Scarcity. Surprising statistics. I loved what John had to say about this. I’m going to add my own little element to it. Surprising statistics are… One of the things I like about another name I’m going to drop, the guy that talks about statistics that I follow the most is usually Christoff, too, who does market updates every month. It’s central to his marketing strategy.

[00:20:06.180] – Robert Newman

He adds it to his website. And by the way, his pages rank for terms like Bellar real estate. All right? So it’s working really well. Him just taking a look at statistics. But what he does do is he adds context after being in the business for 20 years, reads the statistics off a screen, but then says this might be like right now, prices are plummeting in Beverly Hills. I’ll bet everybody would not guess why. Well, there’s a mansion tax in LA that just came into effect. It’s 4 or 5%. And guys like stars that just weren’t paying enough attention are trying to list their home. And usually famous people can list their home for a premium. Jim Carrey has had to lower his house price three different times already, and it’s down like he’s already down about 12 million off the ask, the original asking. That is not a small number, everybody. It is down by 35 to 40 %. So when Christoff did his numbers recently, I was surprised. It was like a 20 % drop in a market that doesn’t generally see 3 % drops, 20 % in Beverly Hills. Sometimes the market does your job for you.

[00:21:29.520] – Robert Newman

Sometimes. When it does, you should really call that out. Curiosity. Curiosity is like… All of you listening to the show right now might get curious. You might Google Christoff. Curiosity is a major driver for some of us because some of you might want to check my info, go, That can’t possibly be right. Once you surprised somebody, you might not go… That can’t possibly I need to be correct. I got to be honest with all of you. I did a double take, and then I verified Christoff’s information. It seemed wrong to me. It was so surprising. It turns out that it wasn’t. That’s how I got onto a rabbit hole that made me find out that Jim People like Jim Carrey, that’s how I got down the whole rabbit hole. It was the only curiosity, I can’t buy those homes. If the price keep dropping, maybe I can, but I certainly can’t right now. What’s happening is the tax This is 4-5% straight off the top. That’s what the tax is. It’s anything over $5 million in certain cities. These guys are just like, they at least have to drop their price by 5%, at at least because nobody wants to pay that tax just to buy the home.

[00:22:50.180] – Robert Newman

So curiosity will take you a long way in your marketing. The thing is, you have to have an understanding of what might make somebody curious If you had a surprising number, a great photo, or any of the things that were on our list, they will already be curious. So it’s all taken care of if you get anything one through three on the campaign, right? The curiosity will be there. Now you can say, Click here to learn more, and curiosity drives the click, drives the propellant into the campaign. Another thing about curiosity, and it’s not as good of a strategy as it it used to be, but it is still viable, is curious about somebody who seems to be really good at what they do, like hundreds of five-star reviews, so on and so forth. You really want That drives curiosity, especially if you happen to be in a market where a lot of people aren’t really maintaining that reputation. Sometimes curiosity is just driven by results, like really good results. John, why don’t you take us into the neck? Well, hold on. Let me look at the time here. You know what? We’re going to go to break.

[00:24:08.840] – Robert Newman

Sorry, we really over extended. We’re going to take a little quick break so that you can hear from our sponsors. No, I’m just kidding. John and I sponsor the show. We’re going to take a quick break. We will be right back. And when we come back, we will have some other great subjects for you from talking another 10 or 15 minutes about how to make your phone ring. All right, thank you so much. We’ll be right back. Three, two, one. Welcome back, ladies and gentlemen, to episode number 454. We’re talking about how to create digital campaigns that make the phone ring. We just did a really long number one with a lot of sub-subjects. Number two is simpler. How do you build your trust with your consumers? Jon, how do you do it?

[00:24:55.040] – Jonathan Denwood

Well, I think there’s two ways. One way, I’m not the on, because I think if you got good testimonials, and they’re real testimonials, and you put effort, the Melright system, part of it is getting testimonials out of people, doing surveys and identifying those that will give you a good testimonial. But I think having good testimonials, but the more not so obvious is, I think, something that you’ve touched on in other episodes about the importance of the About Us page, about story, about telling people about your background, about why you got into a particular industry, why you started your company. I think you’ve promoted that quite a bit in a couple of our episodes. And I see that as building trust as well. So there’s the more obvious testimonials, and then the less obvious but equally powerful, which is around storyline and telling people about yourself in a not in a boastful way, but in a way that if you wanted to know more about Robert, the way you would give that information over to people.

[00:26:28.740] – Robert Newman

I think it’s It’s interesting that you touch on this because I need to be really honest with you, and I need to be really honest with the audience. Trust building the way that I do it, John, has always gotten mixed results. I’ve actually had leaders of companies fire me or demote me because of the way that I like to build trust. It’s too much honesty. I’ve always gotten busted for it because a lot of business owners and a lot of people in general think that too much detail is bad, too much information is bad. And I understand that sentiment. You get too personal, which I’ve definitely done on my website, because it’s my company now and I can do whatever the hell I want. But I always understood the argument. I did. I really did. I didn’t always have the highest sales numbers. I was usually one through three everywhere I’ve ever worked. But here’s what I did have that is a little more hard to articulate. I always had one of the highest profit mixes and client retention levels at every single organization that I ever worked at. Full stop, always, way up there.

[00:27:41.750] – Robert Newman

Because when… And John, you own a business, you You know how this goes? We all would wish, we cross our fingers and we say, We want every customer relationship to run perfect. John wants that. I want that. Everybody wants that. We walk into the relationship with good intentions. It doesn’t always work out that way. Because of that, if you built a lot of trust in the beginning and you have a strong, integrity filled relationship dynamic with the person that you’re dealing with, I’m not saying those situations are great. I’m just saying they become more manageable. They become more navigatable for both parties because at least there is some trust. There’s the basic understanding that I’m not trying to rip you off. You may not be getting what you want, but I am not actively trying to screw you. If you come from that place, I’ve always found that business relationships really become more fruitful. Every now and again, you really accomplish something magnificent where you have something that’s really bad and everybody does poorly or shits the bed, or it’s all just one of a extraordinary situations for one poor client, and they don’t believe you because they’re the client.

[00:29:03.990] – Robert Newman

Then somehow you turn it around because they stick with you. Then you have this amazing story to go along with that because you manage to pull through eventually. All of this is to say, how do I build trust with my clients? I got to say, I’m doing it right now. I always do it, John. I try to be as honest with every single person as it is within my capability. And I don’t mean just honest about giving a straight answer to a question. I mean giving all the hidden data that normally nobody would say, all the pros and cons, all the actual upsides and actual downsides. That way, nobody It’s got nothing on me at all, ever. If I could think it, if I could see the scenario going wrong in some way, I say, This is what that way might be. Now, obviously, we’re going to do everything in our power, and this is thing 1, 2, 3, 4, 5, and 6 that we’ve done to try to make sure that doesn’t happen, but it’s theoretically possible it could happen. I actually have my client sign a contract that says they can make no money now because they don’t follow my recommendations.

[00:30:13.880] – Robert Newman

That’s part of my contract language because that’s the number one reason why my clients don’t make money, is they don’t follow my recommendations. I protect my reputation. It’s like, have I told you that? And then have I given you recommendations? And the answer is, I made you sign a contract that says I have. And then I recorded a call that says I did. So there’s no… How do you build trust? I think it’s rigorous honesty, John. That’s all I think. And yes, reviews help and things help, but the trust comes first, the reviews come second, in my experience. You build the trust, and then when you want the review, it just happens. You say, I need a review. I want to review, we’re willing to review I mean, I’ve never had anybody say no. But that’s because I’m usually spending all that time building the trust. So that’s my… And I’m doing that with honesty, generally speaking. So number three, attracting high quality prospects. And ladies and gentlemen, we’re in 10 minutes of bonus time. So I’m going to do my best because it’s been me holding up this pony show right now. So I’m going to do my best to keep the last couple of subjects short.

[00:31:27.140] – Robert Newman

But the subjects are attracting quality prospects and getting them to come to you and maximizing your ROI, two of my favorite subjects. So I’m going to try to keep it brief. John, how would you attract a high quality prospect?

[00:31:41.410] – Jonathan Denwood

Well, I think that’s one of the main pillars of this podcast is for digital marketing, utilizing video, producing good content, hiring your agency if you’re into SEO, evergreen content, If you’re into paid Facebook, paid advertising, have a look at the Melright system. But it’s producing really good content, but also the volume. I also think it’s putting yourself in the mindset of the people that you’re trying to attract if you’re an agent. It’s really having that ability to really relate to your niche audience and really be able to put yourself in their shoes and then produce the content. And I think a lot of people struggle with that.

[00:32:41.080] – Robert Newman

I absolutely agree. So, ladies and gentlemen, I’m going to say that attracting high quality prospects is one way or the other. Having a high quality funnel or a high quality partner, John, who’s got somebody who’s dedicated to Facebook, who talks to you on the creative and ad placing side. And Ylopo, who’s got realtors working for them that do the same. And everybody’s talking like how you draw people into the funnel in the first place has a lot to do with what you get out of the funnel on the back when you’re using that paid advertising system. And honestly, realtors can’t afford what would be the best way, which is probably really long form commercial-like content. So if you want to do that, you got to learn it on your own. But guess what? If you manage to do a really informative video and then get people to stay engaged with you and really connect with you, there’s absolutely no doubt that’s one of the most sweetest types of inbound marketing that there is because people already feel like they know you. They just do. And when they call you, it’s a conversation with a friend, and you oftentimes have an enormous closing ratio because most Most of the time, people have gone down deep rabbit hole with you.

[00:34:03.530] – Robert Newman

You’ve already got content in other places that they’ve watched or read or whatever, and they know roughly what you’re offering or what service package you offer as a real estate agent, what value you bring into a relationship with your clients. All those questions are already answered. All you got to do now is simply find or list the home and get the top value for the client, which is what every single real estate agent I’ve ever spoken to once. They want a lead that’s ready to go, and all they’ve got to do is go out and do the mechanics of the real estate transaction, like the negotiation, the listing of the home, the getting of the best price, so on and so forth. But guess what, ladies and gentlemen, I’m going to go back to number three. You know what the funny part is, John, is that in my experience, especially over the last five years, a huge percentage of what just doesn’t get talked about a lot is the establishing of trust along the way. Using funnels and things like that, if you call John, you call whoever, please make sure that you in your head think to yourself that somewhere along the way, you’re going to have to, a minimum, do a 30 to 60 second bit a video to give to your partner to let them establish a connection between the person entering the funnel and you.

[00:35:22.000] – Robert Newman

That is my only complaint about paid advertising people in general, is that they oftentimes do not leverage, they don’t push the customer to make sure that there is a physical video presentation somewhere in the ad funnel.

[00:35:37.180] – Jonathan Denwood

You’re totally right, but it’s really linked to what you said about having it in your contract, that you can only encourage enough, you can only advise enough. But people, in your contract you have in it, we can’t be responsible if you don’t follow our advice. You can’t blame us if you don’t get the results that you’re looking for. And it’s a bit people… We always encourage people to do video, but it’s extremely difficult. Some people just don’t want to do it, Rob.

[00:36:17.690] – Robert Newman

Yeah, and that is 100% true because we say it continuously. We have somebody sign an agreement, yet there’s a certain percentage of my clients just don’t do anything. So I feel you. Last Next is maximizing your ROI. John, I’m going to continue on with this one. So maximizing your ROI. I got to tell you, everybody listening to this show, the first step for all of you is to make sure that maximizing ROI, make sure that here’s the thing. You got to understand where your money is coming from. You know how you do that when we start talking about lead generation? Is you make sure that you talk to your customer and you make an educated guess to find out where the lead was initiated from. In my clients, I say anything that they found. If they say they found you online and you’re not doing paid advertising anywhere, it’s simple. I was responsible. Google. They found you on a Google search somewhere. They may not remember where. That’s fine. They may have followed you for years. That’s fine. If they were referred to you, you write down that they were referred to you. Then you say, Did you go to my website and use my tools?

[00:37:25.970] – Robert Newman

Maximizing ROI is understanding where your consumers are receiving value from you. That’s a huge percentage of it. Who and where are they looking along the way to hiring you? That way, part of maximizing ROI is making sure that you are not wasting your money in areas that do not carry a maximum result for you. Another way to maximize ROI is make sure that you’re tracking… Like many, many realtors have 15 lead sources. And when I talk to a realtor, John, they’re usually hard-pressed to say they have one. And that’s because they’re not taking into account places like HomeLight and their Zillow profile and other places where they completely and totally list themselves with the expectation that somebody might call them. A realtor has 15 or 20 of those. Every realtor has them. And so you go, what of those sources have you ever gotten a phone call off of? And only one realtor in 100 is able to answer that question. It It’s staggering how bad the tracking is for real estate agents. And if I was a professional salesperson trying to get my phone to ring, the first question I’d want to know is, how did my phone get to ring in the first place?

[00:38:42.920] – Robert Newman

I asked that question first, every single person ever calls in about an RM, how did you find me? So maximizing your ROI comes to understanding where your ROI is coming from, first and foremost. And then once you know that, once you understand where all your ROI is coming from, you You should be moving around your expenses into the higher profitability buckets. In other words, if you spent $10,000 in one marketing, got you one deal, and you spent $5,000 in marketing, and it got you another deal, the question is, can you spend $5,000 more in the place that got you the one deal? You need to look at where and how your revenue was created, and then you need to invest in the place that revenue was created more, and you need to look for the lowest cost of acquisition over time. That’s another important conversation because my clients see the best result, like year two. And so I need to tell them this strategy, but then I need to say, you need to wait. Some of my clients who are doing hyper local, they get five times ROI in the first year. But that’s not common.

[00:39:52.650] – Robert Newman

And the good part about local is that while it’s not going to funnel all of your lead flow, it’s not going to probably keep a busy agent completely busy. It is incredibly high ROI, making this a very relevant conversation because the calls are cheaper when you do LSA ads. The actual acquisition of organic consumer calls is cheaper. If you do two deals and you’re spending $5,000 a year on me, but those two deals net you $30,000 in commission, guess what? That’s a 6-1 ROI. It may not be the most impressive form of lead generation that you’ve got, but it’s probably higher ROI. That’s my point on all of this, John. Take it away if you’d like to add something.

[00:40:41.610] – Jonathan Denwood

The worst return on investment is using, but it has its place. Don’t get me wrong, folks; it is paid advertisement and paid lead generation from Zillow or similar platforms. The next one is paid advertising on Facebook or Google. But combining it with organic video, content on a decent website, social media, and organic outreach is the best. I believe that there are different levels of getting the best return on the investment and the worst, but it’s still understandable why people use it on paid platforms like Zillow and then you. It’s worked down, but they tend to take… There’s a more extended return, but the return is of higher quality and is delivered repeatedly. That’s how I look at it. Well, if you’re leading flow and maximizing…

[00:42:04.630] – Robert Newman

Just one last thing. So as you know, diversification amongst leads is essential. You could do three to five deals yearly if you do well with a hyper-local campaign. But that’s not enough, John. That’s not enough to make a living. It’s just a very high ROI form of marketing that gets the phone to ring occasionally. You may still need to look at Zillow or anybody else to get the phone ringing more regularly. If you’re a broker, holy cow, You have to be in paid advertising. You got to make the phone ring a lot. You damn well should know, Yeah, I understand, Robert, that it’s low-quality leads. I get it. My people need to be calling something. I have 50 of them. They have to have me make them get out there and go through the sales activity process because they will stumble in some business as long as I can get them in motion. And so that is a different subject. And maximizing ROI inside that process is really about funnel optimization, scripts, and everything that 99% of all sales trainers talk about.

[00:43:13.430] – Robert Newman

And there’s no There’s no problem with that. It would help if you also were blending it with higher ROI types of marketing, such as SEO, which will deliver 5:1, 10:1, 20:1, and 30:1 on average. But It isn’t the driver of a full-time outbound Salesforce. It’s not because you’d have to build your business from the bottom to make that happen. In other words, create a well-performing organic site and a Salesforce around it over time. And that does seem to work for me. I’m doing it with InboundREM, but it takes years. So, anybody interested in growth would do it differently. They paid advertising. Anyway, maximize your growth. I’m an excellent call for everybody watching the show if you’d like to talk about your ROI if you’re deep in that conversation with yourself. It would help if you were talking to me. Could you call me at… Could you just go to inboundrem? Com, schedule a call with me. Could you not call me directly? Schedule a call with me on my calendar, and you can do that on my services page or my About page. Both have links to my calendar galore.

[00:44:25.110] – Robert Newman

Or you can email me at robert@inboundrem. Com if you want to ask questions before booking an appointment. Jon, if anybody would like to reach out to you based on any of the subjects we covered today, how would they do that?

[00:44:37.210] – Jonathan Denwood

Oh, thanks, Rob. Yeah, the best thing to do is go to the mail-right.com website, and you can chat with me on Zoom. We’re one of the platforms that offers two choices. Our system is maximized in utilizing Facebook, but we offer the tools you can use to run your Facebook campaigns yourself and utilize our tools for that, or we can do the campaigns for you, so you have two options. We believe in giving options. Back over to you, Rob.

[00:45:19.210] – Robert Newman

Beautiful. Well, ladies and gentlemen, that’s been today’s episode of the MailRight Show. John and I are so thrilled that you are joining us. We have a lot of conversations, which is just the two of us. It’s easier for us to get excited about guests if they’re super duper rock stars. So we have yet to do as many guests as we have lately. Having said that, if you feel like you’re a super duper rock star and you’d like to come on to the show, you can go ahead and email John at… Please do me a favor and drop the correct email address for these guys.

[00:45:51.550] – Jonathan Denwood

Yeah, it’s Jonathan, J-O-N-A-T-H-A-N@mail-right.com.

[00:46:02.040] – Robert Newman

Beautiful. John is the one who handles the booking, the questions, and things like that, but he’ll go ahead and sign you up for the show. We always appreciate all of your patronage. We appreciate you listening to the show. We hope that you continue to get some value from us. That’s all I got, John.

[00:46:24.300] – Jonathan Denwood

We’ll see you later, folks. Bye. Bye.