Guests: Knolly Williams, Fred Weaver, Kevin Kauffman
Recorded: 2019

Excerpt

Do you want to dominate your market? Do you want to be the authority of what’s going on your community? Do you want to know how becoming a ‘local celebrity’ can bring you more listings?Fred Weaver, Kevin Kauffman, and Knolly Williams will be sharing how you can do just that in part 2 of our 40 to 400 listings webinar series!When you are the mayor of a town, everyone knows you. You walk around greeting people, shaking hands, hugging children and kissing babies. How does this translate online? Start by making sure that everybody in your sphere of influence that you know offline, Starts to know about you online.

Transcript

[00:02] (Knolly) All right. What’s up? What’s up? Hey, Knolly Williams here, and I am representing MyOutDesk. I got two of my favorite people in the world that I get to interview and really just get to hang out with while we’re hanging out with you. And we’re going to be talking about becoming the digital mayor in real estate. We’re talking really when it boils down to it, we’re talking about listings, guys.

Listings, listings, listings. I’ve got Kevin Kaufman and Fred Weaver in the house. What’s up? What’s going on?

[00:34] (Fred) What’s going on? Welcome, welcome Thanks for having us…

[00:36] (Kevin) Daniel, you’re looking good today, brother.

[00:38] (Knolly) What’s up? Hey, Daniel, you done slim down. No, no, don’t start no rumors, no Facebook rumors like Is Daniel sick?

No, aight it’s just me. Knolly Williams, but Daniel is out in Cosmo or wherever he told me he was going. probably. He told me he was going somewhere or he was going somewhere else. But he’s out having fun. Which which he should. Daniel runs MyOutDesk. He’s one of the founders of MyOutDesk. MyOutDesk is a great company.

[01:07] (Knolly) I’ve been working with MyOutDesk for five or six years. And so I volunteered to help him to to crush it today and bring you guys some great information. So without getting into anything further, we’re going to we’re going to run right into it, guys. So digital mayor, what does that mean? Let’s just throw that out. What does it mean to become a digital player?

[01:27] (Kevin) It’s just two buzzwords that we put together. So people would register for a webinar, to be honest with you. But no, I mean, it’s a it’s a to me, it’s a mindset, guys. Like when I hear the words digital mayor, like when you hear them be mayor, like I think of my oldest daughter who when I walk into her school or her old preschool, she’s like the mayor. Like everybody knows her. She’s smiling and kissing babies and hugging people like everybody knows her. Right? So that’s like the mayor and then the digital mayor is what it sounds like. It’s okay, so you got that in person, but how do you do that online and how do you appear to be like the person smiling, kissing babies, hugging online, though basically in all places at all times, whenever possible?

[02:09] (Fred) Yeah. I think sometimes when we hear mayor, though, we oftentimes think like, everybody has to know me. I must be selling every piece of real estate in my city. And in fact, I think becoming the digital real estate mayor starts by making sure that everybody in your sphere of influence that, you know, offline starts to know about you online, right?

00:02:28:00 – 00:02:47:07
(Fred)
And then that wildfire begins to grow online and gets bigger and bigger as you get exposed to their friends, as you start selling homes to more clients. So I think that the concept of digital layer for me anyway starts by being very present and bringing lots of value and being well known among the people that you already have relationship with.

00:02:47:07 – 00:03:04:11
(Fred)
It’s that connectivity, right? It’d be like if before social media was around, we might say that you were the listing mayor of your neighborhood, not only if you were the guy that constantly sent out fawning newsletters and just sold it, just listed cards. Right. You might be the the farming, you know, mayor, if you will, of your city.

00:03:04:20 – 00:03:12:15
(Fred)
But now what we’re doing is we’re taking that concept and we’re taking it online. Right. And so we’re, we’re trying to become famous to a group of people.

00:03:13:04 – 00:03:18:24
(Knolly)
Yeah. So it’s very, it’s so much more targeted and it’s actually easier than people think, isn’t it?

00:03:19:18 – 00:03:43:06
(Kevin)
It’s actually very easy. And you know what’s funny is the ability to change perception in a short period of time, whether you’re talking to a demographic or geographic. And this one of the things I love about digital is you can really nail down demographic or geographic were, you know, in the past, I think of like farming, right? This would have been farming a couple of years ago, ten years ago, whatever and way beyond that.

00:03:43:06 – 00:04:15:17
(Kevin)
But where I’m I remember I lived in a neighborhood in Tempe, Arizona, where there were like two predominant farming champions. Like everybody knew these two agents owned the neighborhood and it was really hard to overtake them. Like anybody who wanted to come in and take that neighborhood from them. It would have been probably years, minimum of effort of like strong effort day in, day out, whereas now you can actually do that digitally in quite frankly, a couple of months or less.

00:04:15:17 – 00:04:16:05
(Knolly)
Wow.

00:04:16:15 – 00:04:21:09
(Kevin)
Because mean it’s it’s all it’s all it’s all perception in the eyes of the consumer.

00:04:21:15 – 00:04:22:00
(Knolly)
Right.

00:04:22:09 – 00:04:44:06
(Fred)
All right. If I could Knolly or Daniel, not sure what you’re going by today, but, you know, I’ll give the example. We have some really good friends of ours, Bill and Kristen Herbert, right there in Michigan, just outside of Detroit. They live in Beverly Hills, Michigan. They call it the really cool Beverly Hills. Right. And these guys both just got license last year in real estate, right?

00:04:44:06 – 00:05:01:23
(Fred)
Bill has a background in the mortgage business, but what the reason I brought them up is it’s been really interesting for me to see that these guys have only been in real estate for a couple of months now. People don’t know that. They didn’t want me to tell that little secret about it, but they’re not tagged here. So no, they’re they’re digital folks and they’re in their town are going to hear this.

00:05:01:23 – 00:05:21:03
(Fred)
But these guys will live in license a few months. But through the consistent efforts that they’re making online, Bill’s going live nearly every single day. They’ve got a Facebook group, right. They’re also sending targeted mailers, physical mail, as well as the digital stuff. Right. These guys are becoming known in their city as like go to agents in Beverly Hills, Michigan.

00:05:21:03 – 00:05:22:12
(Kevin)
They’ve been licensed for like five months.

00:05:22:12 – 00:05:47:04
(Fred)
Yeah, Bill’s had a license like five months. Chris And a little bit longer than that, but still under a year. And these guys are taking off and they’re doing it through both the old school tactics combined with some of the new digital tactics. And that’s like when you said like you can create it overnight. I think of those guys, those guys had zero real estate sales in 2018 and thus far in 2019, I believe they’ve already closed four transactions with another six under contract.

00:05:47:07 – 00:05:50:20
(Fred)
And last time I checked, we’re still in the first quarter of 2019.

00:05:51:03 – 00:05:54:15
(Knolly)
Wow. So so they’ve got you said almost ten working deals.

00:05:54:22 – 00:05:55:21
(Fred)
Yes. Yes.

00:05:56:07 – 00:06:15:09
(Knolly)
Wow. You know, it is quite interesting because, you know, I meet a lot with my mentorship master’s group and we talk about different concepts. And one of the biggest things that the challenges that that my students find or have is they’re like, I’m brand new in an area. You know, I don’t I don’t what do I do? I’m brand new.

00:06:15:09 – 00:06:17:07
(Knolly)
And that’s basically what you guys are speaking to it.

00:06:17:24 – 00:06:44:14
(Kevin)
Yeah. I mean, well, this is the beautiful thing about digital is it allows you, whether you’re brand new or you’ve been in the business for ten or 20 years, you can actually have an impact very quickly and it doesn’t have to cost a lot of money. But, you know, like I talked about farming and all, like if you want to overtake somebody who owned a farm, not only was it going to take a long period of time, doesn’t take a lot of money, a lot of time and a lot of money digitally.

00:06:44:14 – 00:06:52:09
(Kevin)
This can be done with like very little money, not a ton of time, a little bit of sweat equity, but not a ton. And you can have an impact like that.

00:06:53:12 – 00:07:15:03
(Knolly)
Let’s talk a little bit. That’s great stuff, guys. So let’s talk a little bit about Facebook communities, okay. You guys had built one of the largest Facebook communities for real estate agents on Facebook, and you’ve done it in a short order. Talk a little bit around that, this whole concept of building as a group on Facebook.

00:07:15:12 – 00:07:34:08
(Fred)
Yeah, so we as the word community instead of group because Facebook calls them Facebook groups. But at the end of the day, I think they’re nothing more than Facebook communities or Facebook tribes, if you will. Right. What Facebook has started to learn over time is that, you know, this this posting to your your profile and other people commenting on it, it works okay.

00:07:34:12 – 00:07:55:05
(Fred)
But a lot of times we have Facebook friends across all kinds of different backgrounds of life that live in different parts of the country or in different jobs, etc.. And so Facebook groups have become more and more popular over the last couple of years, and Facebook themselves has come out and said, we’re devoting more time, energy and attention because we realize the amount of time that people now spend in groups.

00:07:55:08 – 00:08:03:19
(Fred)
It’s one of the greater things that gets people to Facebook. I know you and I sometimes find ourselves actually going into groups more than we do, even into Facebook.

00:08:03:23 – 00:08:24:24
(Kevin)
This is going to be this is so funny. I can remember a time where I’ve had to say like, Wow, dude, you need to actually go to your Facebook page because all of your face, all my Facebook activity had been in groups or, you know, such a concentrated percentage of it. And, you know, that’s a strategic reason why I was also on my personal, you know, I was like, hey, got to remember to go back out to like regular Facebook land, too.

00:08:25:08 – 00:08:49:23
(Kevin)
But the reality is, is these groups, when you can find this common interest, right? So far, I mean, we talk about having like a common neighborhood, but in our Facebook group, anything can be the common denominator, right? It could be folks in cowboy hats. It can be dudes in flip flops, it can be realtors. It could be people that live in Tempe, Arizona, or Round Rock, Texas, or or whatever or, you know, whatever the case is or my out desk customers.

00:08:49:23 – 00:09:07:19
(Kevin)
Right. So, I mean, think about it like that. It’s like literally any common denominator, which now means now, now granted we know each other not only and we’ve known it, we, we, we go way back. However, if we didn’t know each other and we both showed up in the let’s say the my out ask a group, right. You and I instantly have something to bond over.

00:09:07:20 – 00:09:26:08
(Kevin)
We’re both likely realtors and we both use a virtual assistant. We automatically have something to talk about with each other and that to me, that’s the beauty of the group. Now, the real beauty as a realtor is to be the curator of said group. That’s the opportunity is to be the curator of the group.

00:09:26:18 – 00:09:49:18
(Fred)
Yeah. And what you mean by that, right, is that it would be great if I don’t know why more of us don’t have Facebook groups. Right. Like so you talked earlier about demographic versus geographic. So we happened to create a demographic Facebook group and you alluded to that it’s called Next Level Agents. It’s a Facebook group now of nearly 25,000 real estate agents across the country, across all different brands.

00:09:49:18 – 00:10:06:03
(Fred)
This group on Facebook literally just sharing best strategies and asking questions from other agents to it’s a it’s a it’s a powerful mastermind, if you will. A lot of times in real estate, we hear that mastermind word overuse the mastermind as a lot of times when we go to hear the guru tell us what we should be doing.

00:10:06:03 – 00:10:37:06
(Fred)
But the Facebook community is really a mastermind. It’s people sharing what’s working for them, what challenges they’re going through, what struggles they have. It’s asking other people how they’ve done something, how your experience been with hiring or listing presentation? So we’ve created this powerful community. For agents to get together again is our demographic, is real estate agents. But what we’re doing now is we find ourselves teaching and encouraging people to create both demographic and geographic groups to help grow their online digital media presence.

00:10:37:06 – 00:10:53:21
(Knolly)
Yeah, let’s talk about that for a minute because and by the way, guys, those of you that are that are watching right now and listening in, be sure to I mean, hit that chat. We love to hear any questions that you have. If you had a question for Kevin or Fred or myself, we love we’d love to help you with your questions as well.

00:10:53:21 – 00:11:27:08
(Knolly)
So feel free to to send us a question. But going back to what you guys are talking about, so demographic versus geographic, I really like that because for for so long and even up to this day, I teach geographic farming. And it’s a strategy that I teach my interested masters members very diligently to do the geographic farming. Let’s talk about demographic farming, though, because that is that is in the in the digital space, we would say we would talk about building an audience or list building or something like that, we would call it.

00:11:27:21 – 00:11:29:07
(Knolly)
But let’s speak on that a little more.

00:11:29:22 – 00:11:57:23
(Kevin)
Well, you just said the word list building, right? Because you’ve got a marketing background and you understand what that’s like in realtor through too, right? It’s our it’s our it’s our list of emails or lists of people who are subscribed to hear from us on a regular basis. Right. And so again, it comes down to when I hear demographic, I start thinking what what is a group of people that have something in common that I can be the curator or the leader of that content?

00:11:58:04 – 00:12:20:00
(Kevin)
And so I’m going to put them on a realtor hat for a second. And I might say people that live in this certain school district inside of Tempe, you know, the Katherine school district in Tempe, Arizona. Right. That might be a demographic that’s kind of a demographic energy, that graphic, actually. So or I might say realtor, left handed realtors, left handed realtors with cowboy hats.

00:12:20:05 – 00:12:35:21
(Kevin)
That’s a demographic that, you know, I could go after if I can identify you and I can talk about all the challenges of wearing a cowboy hat when you’re a realtor or flip flops as a realtor. But the point is like really getting nitty gritty on the things that armed us ask people well.

00:12:35:21 – 00:12:54:00
(Fred)
And I think for a second, like most people watching this right now are in real estate. Right? Or you run a business. And so the reason that you might want to become the digital mayor is because you want to increase your business. And so a lot of times we think, well, if I go geographically and I’m in real estate, I can create a community like the Kyron’s school district Facebook community.

00:12:54:00 – 00:13:14:16
(Fred)
Right. And that would be a geographic. But we a lot of times we don’t think, well, what are our other interests? So, for example, we have a gal on our team who she’s really passionate about animals. And so she’s recently started a Facebook group for other people that live in her area that are passionate about animals. Right. Whether it’s rescue or whether it’s just talking about great animal events that are going on in her area.

00:13:14:16 – 00:13:37:12
(Fred)
But, you know, questions people may have, but it’s just people that are talking about animals. We have another gal that works in our company who she started a Facebook group that’s all about working moms, right? So it’s working moms that happen to live in the Phenix, Arizona area, just sharing some some of their struggles, some of their best tips and practices, some of the things they can do to keep their kids from going, driving them crazy during the summer when they’re off school, whatever it may be.

00:13:37:12 – 00:13:55:11
(Fred)
Right. But so they’re creating these geographic or these demographic communities, if you will, around things they’re passionate about, things that they have an interest in. And then therefore, they’re creating community and building relationships they’re not leading with. I’m a real estate agent and I also like pets. Do you like pets? You should sell your house with me. They’re leading, which is community.

00:13:55:11 – 00:14:11:19
(Fred)
Just coming from a place of I like animals and that’s great. And I’m going to create a community where I curate great content about animals and all that and through that I’m going to meet other people who are then going to ask, What do you do full time, right? Or They’re going to see me also because they’re going to find me on Facebook and they’re going to see me holding an open house and they’re going to.

00:14:11:19 – 00:14:25:05
(Fred)
I didn’t know that that she was also a real estate agent. I just knew her as the animal loving gal. Right. So you’re just it’s a way to build relationships in an online way that can combine your passion of business with also your passion of whatever your interest is.

00:14:25:20 – 00:14:48:19
(Knolly)
I love it. I love it. This is this is something that I share. You guys articulated it perfectly. I’ve shared this with real estate agents for many, many years, that you don’t have to live with real estate because real estate is irrelevant to most people, except about every 6 to 9 years. But if you lead with your passion, not only does it become easier, it becomes effortless as well.

00:14:49:06 – 00:15:09:09
(Knolly)
Because you’re doing what you love. You’re just talking about, as you said, Fred, you’re talking about what you love to talk about already. And and you have a common denominator. So you’re leading with value is basically what we’re saying. So okay. So let me just share a couple of things that we got in. So by the way, Dan just joined.

00:15:10:10 – 00:15:30:24
(Knolly)
Hi, Dan, I’m this and I’m the better tan version of you and the slimmed down guy here. A version of you. Okay, so Curtis Johnson asked, Can you touch on how many contacts or how often it takes to make an impact or to stand out and get that mindshare, like what we call tumbling on top of mind awareness?

00:15:30:24 – 00:15:49:08
(Kevin)
Well, I would tell you, my answer is as many as it takes. Now, I’ll I’ll I’ll go to two other sources that I’ve heard and whether it’s true or not, Curtis, I don’t know. But I know when the millionaire real estate agent book was written, it was eight touches across eight weeks. Right. And that’s why they came up with the term eight by eight.

00:15:49:23 – 00:16:10:20
(Kevin)
I think of another friend, John Chapple, who talks about there’s got to be 14 different instances of value conveyed. Right. So if I want to ever influence somebody to do something that could be recruiting, actually buying or selling a house, it could be buying or selling a widget doesn’t matter. There’s going to be 14 touches of value conveyed for me to them.

00:16:11:04 – 00:16:15:23
(Kevin)
Is it eight? Is it 14? I don’t really know. I think the number is how many takes.

00:16:16:04 – 00:16:30:23
(Fred)
I don’t know. I get the mathematicians out there, the scientists that always want to know the exact number. But I think at the end of the day, when you make an impact on somebody’s life, you might do that through one face to face. You might do that through one video, or it might take you a year of just putting content from the front of somebody.

00:16:31:03 – 00:16:48:11
(Fred)
I think the point is that all those touches are designed to make an impact on somebody where you actually connect with them in a real meaningful way that then causes them to want to do business with you or get deeper into relationship with you. So as much as we can throw numbers around, the goal of everything is to have a meaningful, impactful conversation, right?

00:16:48:16 – 00:17:07:04
(Fred)
That’s why you say knowledge. It’s not about always having real estate conversations. It’s just about connecting with people about what you’re passionate about. Because when you’re passionate, you tend to show up and actually make an impact on somebody. Like, I could listen to somebody’s podcast and in one episode I can feel incredibly connected to that person and just be like, That was one of the best podcasts I’ve heard.

00:17:07:05 – 00:17:21:14
(Fred)
That guy just added so much value to my life and I could run on line and go buy his product, right? Meanwhile, somebody else. I could be on their email list and they might be dripping on me once a week to buy their crap. And I never buy it or it takes two years for me to buy it for the right thing to show up.

00:17:21:17 – 00:17:29:02
(Fred)
It’s actually piqued my interest. I think it’s all about the depth and the meaning of the value we get from the contact, not the number of contacts per se.

00:17:29:02 – 00:17:49:02
(Knolly)
I think you’re right. And you know, that’s so interesting because I think that’s a new metric or new dynamic that social media brings to it, that things it actually is is a truncate or of time. In other words, time can can enfold on itself and things can happen a lot quicker by just us creating value like you said it might take.

00:17:49:07 – 00:18:16:12
(Knolly)
Because I’ve always heard here’s the thing, I’ve always heard it takes 6 to 10 touches before a person even begins to realize that you exist. 6 to 10. And that’s the old metric. But nowadays and that’s old advertising, you know, marketing, advertising, branding. But nowadays and I hadn’t even thought of this until you guys just mentioned it, is that one video could impact someone to the point where they they’re they’re a fan for life.

00:18:17:16 – 00:18:41:04
(Knolly)
So that’s great. Good stuff, guys. By the way, this is a good time for me to mention that all of the content is being brought to you is being brought to you by my guest, Daniel Ramsey specifically chose me because I look so much like him and because I love my job desk. You know, I’ve been a client of my desk for going on six years and I’ve got several virtual assistants that work for me.

00:18:41:10 – 00:19:07:16
(Knolly)
And here’s what I told Daniel Ramsey after I became a guest client. It was about a month in. He said, How would you describe my desk? I said, Daniel, my desk is a game changer. And it still is. It still is a game changer for me. The reason why I go out taking these three or four week vacations is because I’ve got great people that I’m leaving to to man the control panels and they’re and they know what they’re doing.

00:19:07:16 – 00:19:26:13
(Knolly)
So I’ve got a VA that’s been with me through my desk for over five years and another one that’s been four years. So they do a great job. And don’t forget to get your double my business strategy call and you can go to my app Bascom slash Nari to get that. Not sure why the slash knowledge is there, but it’s there for a reason.

00:19:26:13 – 00:19:53:19
(Knolly)
I guess my second question to get your free business builder, call with my out guest now. Oh, and by the way, there’s a tagline here that I thought was My desk is all about helping companies grow and help helping companies find the right talent. That’s really what it is. It’s leverage. So even these concepts that we’re talking with, Kevin and Brad are talking with you guys today, don’t think that you’ve got to do it all on your own because you don’t.

00:19:53:20 – 00:20:15:00
(Knolly)
Okay? So we’ve got a couple more questions, guys. I’m going to jump in here. This is Mike, the probate man. I like that. Can I develop or be a curator of a group for people who are interested in probate real estate in North Carolina, for example, is what he’s saying maybe target millennials is. What do you guys think about that?

00:20:15:00 – 00:20:15:24
(Knolly)
Just throw that in the hat.

00:20:16:07 – 00:20:34:08
(Kevin)
Yeah. So I think so. I’m going to rereading Mike’s question here. So he wants to curate a group or develop a group of people who are going to inherit properties. Right. So what Mike wants to do, if I’m if I’m understanding the question correctly, is he wants to represent the seller of a property that’s gone through probate. Is that how you understood it?

00:20:34:08 – 00:20:38:05
(Fred)
Yeah. And I’ve got to jump in. I have some ideas. Yeah.

00:20:38:05 – 00:20:58:00
(Kevin)
So I was going to say so number one, what I think about would targeting millennials work? I don’t know, maybe, maybe not. I think what might be a better question to ask is who would be the appropriate person to target? Is it the actual person who inherits the property? Who who is going to control that? Or is there another in the probate process?

00:20:58:00 – 00:21:17:06
(Kevin)
Is there somebody else who has more control that I might want to influence earlier in the process? And so I might want to look at it from that standpoint. The question to your simple excuse me, the answer to your simple question is it’s yes. And I think there might be more questions to ask to dig deeper for deeper results.

00:21:17:06 – 00:21:40:20
(Fred)
Yeah. Without going too deep into this, Mike, I’ll give you a couple other ideas maybe of kind of how to think about this even bigger. Perhaps you just create a great group on probate that has great content and information and gets other attorneys and other people around the country involved. And perhaps you’re the curator of most of that content and the admin of that group, and perhaps people all over the country start requesting to be added to your group because they find themselves in that situation.

00:21:41:00 – 00:21:57:10
(Fred)
I think it’s a little hard to target a demographic pick in a geographic as an example, but I think if you went wide with that concept and got some other attorneys and other people involved in that process in your state, maybe they would see value in the group and they would encourage people they know going through that process to join.

00:21:57:14 – 00:22:12:21
(Fred)
You might find yourself with a national real estate referral network just based on that idea right there. So I could see that going a lot of different directions. I get to hung up on that, but I like the thought process. I would spend some more time working on that and coming up with some new ideas and that I would, you know, like all great ideas.

00:22:12:21 – 00:22:15:18
(Fred)
I would just try it because you have no idea if it’s going to work until you do.

00:22:16:10 – 00:22:42:21
(Knolly)
Yeah. And you know, going back to the whole probate probate issue and you know, it’s all about creating a great program and then this whole thing sits on top of that. So like you said, bringing in these probate attorneys, you said, Fred, locally or even nationally, I mean, when you go to someone, you start going to different probate attorneys and you say, hey, I’ve got a group of 10,000 people, 5000 people that we talk about probate.

00:22:42:21 – 00:22:53:21
(Knolly)
You’re going to become the preferred agent that they refer their business to. So it really is. It helps to elevate you in the mindset of all the people that are part of that group. So yeah, great, great stuff.

00:22:53:21 – 00:23:11:02
(Fred)
Guys like you don’t mind me throwing this in for Michael and anybody else out there creating Facebook groups and communities, a lot of times people are concerned about, Oh, well, somebody already else has that idea right away. Double agents like there was already Facebook groups out there of other agents. So we didn’t let that stop us from creating a new group.

00:23:11:02 – 00:23:30:12
(Fred)
I think that there can be multiple Facebook communities and groups on a certain topic. At the end of the day, just because you have a group doesn’t necessarily mean that you have an engaged group either. Facebook provides a lot of different engagement statistics for your group on how many people are participating and who the top contributors are and things of that nature.

00:23:30:17 – 00:23:48:15
(Fred)
So I would tell you, don’t just like when you go out there research an idea, see what other people are doing, but then don’t let the fact that somebody else may have a similar concept to yours going be the detriment to you not starting your own group. So I would I would just encourage you I want to say that because I think that a lot of people get out there and they go, somebody is already doing it.

00:23:48:21 – 00:23:59:07
(Fred)
Well, somebody already farms this neighborhood. I’m not going to farm it. Somebody already has a Facebook community. I’m not going to do it. Go join that community, see what they’re good at and what they’re not good at. And maybe you’ll find that help you with your niche.

00:23:59:19 – 00:24:26:15
(Knolly)
Yeah, I think this would be a great time. Even mentioned that you guys have generously donated a resource that you created all about creating a that you guys wrote. It’s basically an e-book about how to create an effective Facebook community. Growing a power community on Facebook is the name of the e-book My Desk is given in a way absolutely free, along with Group 46 and Kevin and Brad and the Group 46.

00:24:26:16 – 00:24:55:03
(Knolly)
Yeah, I didn’t mention that you guys are part of group 46. I’ve known you guys for over a dozen years. We’re business partners now and I love you guys. I didn’t mention that earlier, so I just threw it in. So if you go to my desktop forward slash, why don’t I say forward, slash my discount, slash digital mayor, see how nervous I get be and Daniel get an issue my desktop slash digital mayor and thanks for giving us that free.

00:24:55:03 – 00:24:57:12
(Knolly)
I didn’t even know you guys had written that e-book.

00:24:58:02 – 00:25:03:01
(Fred)
I didn’t even know he gave it away for free. So that’s awesome. Oh, you know, the free joy, that thing.

00:25:03:09 – 00:25:04:20
(Knolly)
That we say are going to be 97.

00:25:05:10 – 00:25:06:07
(Fred)
I just plan.

00:25:07:12 – 00:25:10:18
(Kevin)
It is after today. After today, it’s 97 after today.

00:25:10:18 – 00:25:34:11
(Knolly)
That is today. I only got that you got you guys have and this is someone else mentioned is it this is Steve Mitten. He says Hi, guys. All three of you have been personally impactful in my life over the years. Thank you, gentlemen. And thank you, Steve, for mentioning that. You know, it is, as we learned from Gary, time on the task over time that wins every time.

00:25:34:20 – 00:25:57:05
(Knolly)
And when you’re when you’re talking about these communities it’s about consistency consistently providing value real value. And what real value is, as you guys have even come to teach me, is not necessarily what knowledge. WILLIAMS What, you know, what do I want, but what do they want? What kind of engagement did they want? What what content do they want?

00:25:57:12 – 00:26:05:24
(Knolly)
So we can’t lead with what we want. We’ve got to provide the value that our community wants, right? It becomes more about the community than about us, right?

00:26:06:15 – 00:26:22:23
(Fred)
Yeah. And now Steve kind of asked about like he was talking about targeting divorce clients and is that saturated? Could you pursue that? I mean, either thing I would tell you, man, you know, we tell it to you straight is everything is saturated. The question is, can you saturate it more than the people that are already there better?

00:26:23:01 – 00:26:37:20
(Fred)
Like like every real estate market has agents in it. Right? So the choice is not do I want to be in real estate because there’s other people that have already saturated the market because I’d be different. Can I bring enough value? Can I build my own niche? Right. And so absolutely, man. I mean, we’ve known you for a long time.

00:26:37:20 – 00:26:55:17
(Fred)
I absolutely believe you could bring a lot of value to people that are in the divorce situation. And you know, your other question about like the business teachings of other people, man, there’s so many good people out there teaching great content and then there’s so many people that are just regurgitating content and there’s so many people that have more content.

00:26:55:17 – 00:27:12:21
(Fred)
At the end of the day, it’s really about what appeals to you. I look at some stuff Kevin likes and he goes, You got to listen to this. I listen, that is terrible. Like didn’t do anything for me, right? But then there’s stuff that can I get some amazing, great idea from it and it works. So I say feed yourself with whatever is helping moving forward.

00:27:12:21 – 00:27:14:07
(Fred)
That’s what I would say to that a little bit.

00:27:14:22 – 00:27:32:04
(Kevin)
Yeah, I think I think at the end of the day, like if divorce like say a divorce, you’re funny you mentioned and Steve, I just I just posted about a how to be how to work with divorce agents excuse me, divorce couples as an agent in the group today, because we’ve got an expert coming in to share what she knows.

00:27:32:11 – 00:27:52:18
(Kevin)
And it doesn’t matter how saturated anything is and you can be better if you can even just be different or you can just be a better marketer in order to bring people into it, you just got to have one level of differentiation. Now, if you can be better and different, you’re going to be, you know, like the sky’s the limit right here.

00:27:52:19 – 00:27:53:05
(Fred)
Technology.

00:27:53:05 – 00:28:07:02
(Kevin)
Williams Exactly. Yeah. And so but the reality is it doesn’t matter. It it really doesn’t matter if someone else is there, it’s are you willing to go be consistent? And that’s not I said earlier time on task over time that’s that’s the key that is.

00:28:07:24 – 00:28:29:18
(Knolly)
Yeah. And it goes back to, to having the right tools, you know, one, one of the tools and it’s really a personality profile thing. Steve So don’t and that’s basically what you’re saying, Kevin and Brett that it comes back to your personality profile as to as to how you’re going to approach even, even if it was divorce or it’s like, do you listen to these people?

00:28:29:18 – 00:29:01:09
(Knolly)
You know, your personality profile will tell you if you feel comfortable with one strategy over another. There’s so many different strategies out there, methodologies and, you know, modes. I always look at it like there is a master strategy to at all, okay, there is a there is a common denominator from which almost all strategies derive. So you got really when you think about it, when you think about these these great teachers that are out there once teaching the hustle, the grind, get to it, you know, punch that clock, make it happen.

00:29:02:02 – 00:29:23:18
(Knolly)
And then you got the other one that says, hey, it’s, you know, you visualize it. You, you, you. It’s more of a Zen approach. I take kind of a multi-tiered approach. I do both. You know, I do both. But it’s based on your personality profiles, talking to an agent yesterday and he says, you know, he did five real estate transactions last year, but he did them, all five of them in one month.

00:29:24:05 – 00:29:42:03
(Knolly)
Okay. Then he didn’t have any more business. And so we’re trying to dig down to. Okay, what’s the issue here? Well, he doesn’t like talking to people. He doesn’t like talking on the phone. He doesn’t really like being around people. And he and he’s been very honest involved. And he doesn’t he just doesn’t vibe with people. So my whole thing with him was, why not deal with problem?

00:29:42:09 – 00:30:04:17
(Knolly)
I mean, I had a we had a rock and probate division and guess what? The, the, the the seller really didn’t. I mean, we did probate, short sales, I don’t know, but we did a ton of notes. And guess what? The seller never had any objections, you know, because the seller was deceased. Right now, obviously if you do a probate, it is not short sale.

00:30:04:23 – 00:30:19:24
(Knolly)
Then you’re going to be given with family members or whoever is the executor of the estate. But I mean, if you don’t really like talking to people or dealing with people, don’t don’t don’t go out and do that, you know, get in get more into niches. In other words, look, only.

00:30:19:24 – 00:30:39:04
(Fred)
One thing I would say is a lot of times if people say they don’t like talking to people, what they’re really saying is, I don’t like picking up the phone or initiating the conversation or I don’t like holding the open houses. Right. But if people call them, they’re very comfortable when that when the role is reversed. Right. Like, so I think there’s a couple of ways to do real estate.

00:30:39:04 – 00:30:59:17
(Fred)
Number one, a lot of outbound stuff, right? You’re initiating a lot of people get afraid of that. But one of the things I know that you’re really good at, not only do you teach a lot on, is how to be famous. And I love to hear you talking about that because I think when you build that brand, when you become famous, then people start calling you and they’re like, not only I need your help, that now changes the dynamic of the relationship.

00:30:59:17 – 00:31:15:13
(Fred)
Right? I don’t mind. Maybe this and maybe I’m not. Maybe this guy is that’s not his case. But I think of a lot of people, they would say, I don’t like talking to people. What they really mean is I don’t like outbound dialing, initiating the conversation. Can you teach me a way that my phone will ring? And I think that’s where you’re becoming famous.

00:31:16:03 – 00:31:17:18
(Fred)
You know, strategies can really help.

00:31:18:13 – 00:31:34:17
(Knolly)
Yeah. I mean, you take something like, for example, my book that I wrote, Consider It Sold. Well, all you got to do if you’re going to do probate, you just take the back of the book and now you put the whole back of the book as a probate attorney. Right. Somebody that you decide to partner with and when you print your book, you only have to print ten copies.

00:31:35:01 – 00:31:53:20
(Knolly)
So you you print ten copies, a special run with that probate attorney that you’ve partnered with. You get him those ten copies and guess what he’s going to do? He’s going to be passing those out to his clients that are thinking about selling their home to probate. Same thing with the divorce attorney. You partner with divorce attorneys, you put their picture on the back of you.

00:31:53:22 – 00:32:15:16
(Knolly)
They can provide you with an ad. You put it on the market and on the back of your book. Now, when he’s dealing with, you know, couples that are or one side of the couple that’s coming in for divorce, he’ll just say, hey, here’s our preferred route, your choice. So when you when you when you become famous, you can do things like that that really, really helped catapult that and really create an income ideal.

00:32:15:16 – 00:32:34:21
(Knolly)
And this is this is based on my personality profile. I have almost no deal. So I deal pretty much 100% in incoming calls, income, you know, so all the all the business that I’ve had are people that have picked up the phone and called me. And I’m one of those agents that has that problem you talked about know and not afraid to admit it.

00:32:34:21 – 00:32:38:04
(Knolly)
But it just it it comes from being a hire, you know, when I.

00:32:38:11 – 00:32:43:09
(Kevin)
You know, but the difference is now is you do the things that you need to do in order to get that phone to ring.

00:32:43:14 – 00:32:44:04
(Knolly)
Absolutely.

00:32:44:06 – 00:33:01:13
(Kevin)
And so if you’re not if you’re not outbound, call it prospecting or whatever. Picking up the phone, initiate conversation, which you have to do is you’ve got to do something that’s outbound in order to still initiate the conversation, even though they might be the ones calling or email it or text to you first. You’ve got to put that out there.

00:33:01:13 – 00:33:10:23
(Kevin)
So that way they’re there. They’ve got something that they want from you. There’s a there’s been a an open loop of communication that needs to be closed on their end. And so they reach out to you.

00:33:10:23 – 00:33:18:09
(Knolly)
That’s a good point. Good, good stuff, guys. I mean, we’re getting a little bit into the psychology of this whole thing, so. Well, it.

00:33:18:12 – 00:33:20:17
(Kevin)
Turns out it’s it’s kind of all about that, though.

00:33:21:00 – 00:33:41:07
(Knolly)
It it really is. It really boils down, you know, when one of the things I learned is it boils down to, you know, either leads or leverage, but really, above all that, it really comes down to mindset, you know, mindset. So and mindset is not sexy, you know? No. But if we had a call on mindset, nobody would attend, right?

00:33:41:07 – 00:34:12:01
(Knolly)
Like, hey, how to how to create a better mindset, know how to, how to make your first million. Oh, yeah. Well, it’s, it’s this other, you know, so cool. Cool. What do you feel like we still need? Because we’re we’re I feel like we’ve covered some great content. You guys have got a great freebie that you’re giving away, which really kind of digs deeper into how to become the digital media and how to really again, guys, I’m just going to point this out.

00:34:12:01 – 00:34:42:13
(Knolly)
It’s if you go to my desktop slash digital media again, my desktop digital media, you can grab a free copy of Kevin Fred’s book, their e-book. It’s called Growing a Power Community on Facebook. If you really want to know how to do this, guys, they’re not charging for just a free resource because we love you guys. I think we’ve been around long enough to to be able to make that claim that we just do stuff because we like doing it.

00:34:43:01 – 00:34:56:05
(Knolly)
It’s we don’t necessarily have to make a paycheck from it, but we pay it forward. And, and the reciprocity comes back even from that as well. So. All right. So is there anything else you guys want to just chat about before we.

00:34:57:17 – 00:35:14:22
(Fred)
Well, may we can go into the how tos on all kinds of stuff, but I know that that free e-book we’re giving away was actually created out of an hour and a half or so classic tablet I top where we got a little deeper into the how to. So if you’re going how do I create a Facebook group and what’s the strategy for naming and adding people to the group?

00:35:14:22 – 00:35:42:00
(Fred)
And what are some of the do’s and don’ts inside of the group? And how do I get people to add other members to the group? Like, how do I target people? Like, those are all things that topics that we cover inside the e-book. So without just babbling on for another hour on something that you may or may not want to hear about, I’ll just encourage you to go download the e-book and then you’ve got some great courses and content and info and that perhaps you’re going to be able to present another time here with with Moody, with Mom.

00:35:42:00 – 00:35:59:02
(Fred)
But is there something that people can get info on how to become famous or where would you start if somebody saying, How do I get a book created daily? Like, you tease me with that book like I’m not doing that. Like I’m that’s what I was thinking as you’re showing that. So is there a way that people can learn how to do that or, you know, I don’t know.

00:35:59:02 – 00:36:04:16
(Fred)
I’m going a little off script here, but I’m sure somebody is going to be sitting out there going, how do I do? I do that?

00:36:05:07 – 00:36:22:20
(Knolly)
Well, I mean, and this is. Yeah, there is. And I’m glad you asked because we licensed this to agents all the time and it doesn’t cost you a dime, your sponsors, whole thing. You know, you have a handyman, a carpet cleaner, a home inspector, etc., and these people pay you to be sponsors on the back of your book.

00:36:23:03 – 00:36:42:12
(Knolly)
And I basically license it. You can go to now Ecom, Caitlin Wired.com get more information about that. But basically what people do is they just they improve the book, they pop my picture off and they pop theirs on the made it instant improvement and and now you’re off without having to write your own book. I actually wrote the book.

00:36:42:12 – 00:36:59:11
(Knolly)
The reason I wrote it to begin with was to leverage my time because I got tired of telling people the same things over and over about what I do to sell their home, how we’re going to go through the process and you know, what to expect when they’re showing their properties, things like that. And it just became an incredible leverage of my time.

00:36:59:16 – 00:37:22:04
(Knolly)
And when you’re doing a high volume business, you need those kind of tools. So yeah. And on the same token, I wanted to mention to you guys this series, this is part of a series, guys. This is this is the second in a three part series called 40 to 400 listings. You know, you guys, Kevin and Brad, they’re doing 400 deals a year.

00:37:23:01 – 00:37:44:05
(Knolly)
And so that’s the reason why I bribed them so much. You know, they have $100 million team. They’ve done hundreds of million dollars, hundreds of millions of dollars in real estate sales. So they’re eminently qualified to teach all the stuff that they’re teaching. But they got great hearts. That’s the biggest thing about it. I mean, when we get together, we really don’t talk about stats or numbers or how many homes we sell.

00:37:44:10 – 00:38:00:20
(Knolly)
We just have a great time. We had it. We said we just have fun and we believe with all our heart that real estate should be fun, shouldn’t it? I mean, when you’re doing these Facebook groups, guys, it’s not all about creating more work, right? It’s about having fun with it. Speak to that just for a moment.

00:38:02:13 – 00:38:17:12
(Fred)
Well, I mean, I’ll say this at the end of the day, if you can’t find passion in your real estate work, you probably should go find passion somewhere else. But I think one of the unique things that real estate provides is that you figure out what you’re passionate about and then you figure out how to align real estate with it, right?

00:38:17:12 – 00:38:41:18
(Fred)
Like if you like teaching people great value, love, health. And so I know you don’t run around and you’re not like all over the place saying Buy My Health series. But at the end of the day, you combine your passion for health and living a healthy lifestyle with real estate, right? Like you bring the stuff that you love to talk about it, you bring it into your business, whether it’s coaching and training agents, I’m sure your clients running around with you get crap all the time.

00:38:41:18 – 00:38:58:07
(Fred)
You know, if they’re eating something, they shouldn’t be. I mean, I have entourages, so I know what that’s like hanging around you, Jose. But I just I think that at the end of the day, you got to you got to figure out what you’re passionate about. You have to like we talked about earlier, you’re going to bring value to different relationships to actually be able to get any sort of business off the ground.

00:38:58:13 – 00:39:12:09
(Fred)
And I mean, you’re not going to have fun. What else are you going to be doing? I mean, that’s kind of the question I asked, right? Like, so you’re going to get in real estate so you can make a lot of money and be completely bored. I mean, that sounds like a lot of fun to be miserable. Like you might as well have fun while you’re doing it.

00:39:13:17 – 00:39:36:13
(Knolly)
I wish we could have a whole nother conversation just on the concept of channeling your passion through your real estate business, because just too many people don’t do that. They think that if they find out what their what their purpose is, they’re going to lead real estate. And it’s not the case. Once you know what your purpose is, you align that with your real estate career and now you’re on fire.

00:39:36:21 – 00:39:39:15
(Knolly)
So I appreciate you guys mentioning that. Yeah.

00:39:39:21 – 00:39:42:19
(Fred)
So you said this is part of a series. Does that mean there’s more of this?

00:39:42:19 – 00:40:11:01
(Knolly)
Yeah, there’s more. So we we we had our first one where we talked about listings, listings, listings, you know, and then this is our second one about being the digital mayor. And then the third one that we’re going to have is really about how to build a rock and team. That’s going to be where Kevin break come back and I mean they’ve got their team is spread out all across the nation and they’ve got, you know, they’re doing 400 over 400 deals a year in in Roseville.

00:40:11:02 – 00:40:35:11
(Knolly)
So they’re going to teach you how to scale if you want to really every real estate agent should have a team. Okay. And if that’s you on the next one that we have, we’re going to teach you how to scale that. So it’s part of a three part series. And if you’re watching afterwards, you’re watching the recorded version of this, make sure you watch all three of them in sequence because you’re going to get so much great information to really skyrocket, risk your listening career.

00:40:36:24 – 00:41:09:02
(Knolly)
Okay, so let me mention this about my art desk. You know, I’ve been personally using I’m here represent my desk today. I love Daniel Ramsey and my team. I’ve had Vas through my desk for many, many years. They do an absolute fantastic job. And here’s the URL for getting your double my business strategy call. It’s my discount slash Nari and my desk is all about helping companies grow, especially when it comes to finding counsel.

00:41:09:10 – 00:41:28:18
(Knolly)
Okay, you don’t have time to be doing all the stuff that you’re doing. That’s why I never use such a game changer. And here’s the cool thing. My videos have never cost me any money. They’re an investment and they only save me time, which has helped to go out and grab more money. Same thing for you. All right, guys, we’re going to I think we’re going to wrap it up.

00:41:28:18 – 00:41:49:20
(Knolly)
Let me we don’t have any if we have any final questions, you guys can continue to to to post questions. And would you jump in and answer them if there’s a Facebook thread out there? Otherwise, I love you guys. Thank I love all of you are watching. We love you and thank you, Fred. Thank you, Kevin. I know you guys are super duper busy.

00:41:50:02 – 00:41:53:00
(Knolly)
Thanks for taking your time and honest with your presence.

00:41:53:18 – 00:42:14:13
(Fred)
Thanks, Daniel. Nine. You’re looking good today, man. Thanks for having us. We’re excited to come back soon and finish this three part series. So feel free to connect with all of us on Facebook as well. Feel free to join our Facebook group. You know, we’d love to continue bringing value to you and make sure you go to buy out this dot com class, not to get your double your business consultation.

00:42:15:17 – 00:42:17:23
(Knolly)
What’s the best way for people to get a hold of you guys?

00:42:18:19 – 00:42:27:12
(Fred)
Probably Facebook, man. I mean, that’s just where we live. So I’m Facebook.com slash Fred Weber. That’s pretty easy. I’m probably tagged in this post. If not, I’ll go tag myself.

00:42:28:12 – 00:42:29:16
(Kevin)
I don’t know my URL.

00:42:29:17 – 00:42:30:08
(Fred)
Yeah, I.

00:42:30:09 – 00:42:30:21
(Knolly)
Know.

00:42:31:17 – 00:42:39:18
(Kevin)
More so maybe I am Kevin Facebook.com or Kevin Kaufman nine. Go to our group next double agents and find us in there.

00:42:39:23 – 00:42:42:04
(Knolly)
I think next level agents is the easy way right?

00:42:42:04 – 00:42:49:07
(Kevin)
Yeah, that’s probably the easiest way. I mean, you know, feel free to send me a message on Facebook. That’s great. And would love to chat with you all.

00:42:50:08 – 00:43:01:08
(Knolly)
All right. We’re out, guys. Guess.