Thrive Not Survive Episode 21: Our Top 5 Favourite Redlife Episodes from our First 20

Thrive Not Survive Episode 21: Our Top 5 Favourite Redlife Episodes from our First 20

On this episode of the Redlife Podcast we look back on the first 20 episodes and discuss which episodes were our favorites, which episodes were our listeners favorites (based on iTunes downloads and popularity), where we go from here and we discuss how we are going to continually improve to bring bigger value to our community.

FULL SHOW TRANSCRIPT:

Kelley:    All right, we are live. Welcome to the Red Life podcast. We created this podcast for you, the agent, so that you can be more productive in your business. Welcome Jeff Thibodeau from Bradford, Ontario.

Jeff:    Hello.

Kelley:    It has been a while since I've seen you, man.

Jeff:    Yeah, it's summer, right? Summer for real estates, summer for podcasters.

Kelley:    That's right. Yeah, we've been off for a couple of weeks. I thought this was a great topic. Today, we're gonna be talking about our favorite episodes from the last 20 episodes that we've done so far this year, so this is episode 21 and we're gonna be talking about our favorite episodes, some big takeaways, as well as what habeen most popular on our iTunes channel, as well, so I've got a top five list of the episodes that were the most popular for you, our listeners. As well, we're gonna be talking about life as a realtor during the summer months because you're still practicing, you're still selling, I'm still selling. It's the summer holidays and we're gonna dig into that a little bit, as well.

    Let's kick this thing off. I've taken the opportunity to check out the iTunes channel and I went through and figured out which episodes were the most popular, so the top five. Starting at number five, episodes two and episode 15, they were actually tied. Episode two was Facebook ads with Andrew Fulliato and episode 15 was the Seth Price interview which we talked about branding and whatnot. Number four was episode 19, working efficiently with home buyers. Episode three was actually, or sorry, number three was really surprising to me.

    It was our very first episode, episode one, which I don't think we were very good on, but apparently we were because people are downloading it. It's crazy, and the topic of that one was how to build a business at scale. Number two was episode 18, crush your next listing appointment. That has been super popular on iTunes. It was also really popular on the email we sent out, as well, to the agents within the Calgary market. A lot of people clicked on that link to listen to that one, so hopefully, people got something from it, and our number one most listened to episode according to iTunes was episode four, maximizing the sales funnel with Rebecca [inaudible 00:02:36] which just so happens to be also my favorite episode, as well.

Jeff:    I missed ... What was number four on your list?

Kelley:    Number for was working efficiently with home buyers.

Jeff:    Working with buyers.

Kelley:    So that was episode 19.

Jeff:    Wow, that's interesting. So, any insights as you look at that surprises what we thought was gonna be popular versus what's actually getting listened to?

Kelley:    Yeah, well, like I said, the big surprise for me was our first episode being so popular, right, but I guess it was the topic building a business at scale. People want to know how to be able to maximize their time and determine where their best use of time, highest use of time is gonna be within their business and the things that they can kind of outsource and take off of their plates. This is a discussion that I have with my wife all the time. It's, you know what? I really don't want to do that because that isn't where my time is best spent. My time is best spent doing this or doing that.

    I'd rather pay for something to take it off of my plate rather than have to do it myself and potentially eat up a bunch of time where I'm potentially losing money.

Jeff:    Yeah, it's funny, right? We've both seen in the growth of our own businesses and also watching others and mentoring others that that shift of being able to pay someone to do some of you work, it's a big a mental shift, but once you make it, it starts to open up all kinds of different possibilities, and I find it funny because we're all so used to paying a photographer or paying a split to our broker for our office and all of those services, yet when it comes to maybe I'll have to pay for an assistance to do some of my work or have another agent working under me that I'm gonna take the whole commission, I'm gonna get the lead off and get part of the commission to do that part of the work, all the sudden, the equations start to go different in our brain.

    There might also be a little there that maybe people subscribe and then you just started episode one and so it gets most played, too, even though we kind of, thinking back to that first episode, we kind of just hopped on the camera and started talking. We didn't really have much of a plan and here we are 21 episodes, more than 20 weeks later, looking back on it. To me so far, this has been a really fun, exciting ride and I'm looking forward to the next 100 episodes as we continue to evolve this message to our audience.

Kelley:    Yeah, I don't think there's gonna be any shortage of topics here at all. Whoops, there goes my sign that I just put back up again. I'll just take that down.

Jeff:    If you're only listening on audio, Kelley has been ignoring his office, obviously, for the last couple weeks. Things are falling off the walls as he's talking.

Kelley:    That's a sign that I continually have to put back up and it says, "Wake up, kick ass, and repeat." Apparently [crosstalk 00:05:14].

Jeff:    Yeah, it's a bit tired. I already have my favorite picked out on that list. You mentioned that one of your favorite episodes was the talk with Rebecca, so my question is why? What was so impactful for you having Rebecca as a guest?

Kelley:    Well, I guess because you and are kind of data geeks, right, and I love to look at analytics. I kind of asked our admin team here the other day, we put properties into homes and lands. Their big sale to us was the fact that their website gets a ton of traffic and that's great, but I want to see the analytics around that. I want to see where is that traffic coming from because I want to be able to look at that and say, "Okay, well, if I'm spending X amount of dollars on an ad, maybe my money that would be best spent instead of putting up money into that magazine, maybe it would be better spent spending it on a Facebook targeted ad," because most of the traffic's coming through Facebook or it's coming through Google searches, so maybe I'm gonna run AdWords or something along those lines.

    I love the idea of being able to break down what the sales funnel looks like from an email perspective for real estate, and I think that if you subscribe to websites like Social Triggers, Derek Halpern, or the curator guys, Chris Smith, Jimmy Mackin, or you like Ryan Dice with Digital Marketer which Rebecca's a huge fan of. A lot of these guys are making thousands, if not millions, of dollars off of their email list, and I think that this is something that real estate that realtors specifically really haven't focused a lot on, and I'll give you a perfect example.

    I write all of the content for our done free marketing and one of the emails that I sent out the other day had to do with the shift that we're making in our Red Life video series, so Darren went out and shot a bunch of videos. One of the videos that he did was with a bake shop down in the east village, and he went there just kind of on a whim, went in an interviewed the owner. The cameraman did some workaround, featured this great business down in the east village. He then went over to the developer's show suites and talked to one of the developers of the east village.

    East village in Calgary, if you don't know, Jeff, is undergoing a massive redevelopment, and so he went down there and wanted to kind of feature the area. I sent that email out, wrote the content, sent the videos out. I immediately got a response from somebody that had consumed that content wondering about the value of their property, wondering about the market in their neighborhood and that sort of thing, so I started a dialog with them and now I have an appointment to go out and assess their property for them.

    That, to me, is powerful because all it took for me to get that kind of a response was 15 minutes in writing the content and sending that email out, and I think a lot of agents ... The reason why that episode was so impactful for me was it because it really solidified everything that we're trying to do and solidified everything that I've been trying to do with our email list, so that was a big reason episode four was so impactful for me.

Jeff:    Yeah, I would recommend if you're listening now to definitely go ... if you haven't listened to that one yet and you don't know who Rebecca is, our paths have crossed many times in our careers. She's outside of the industry, so she's not a realtor like us and sometimes I find that we get the best perspective on things like marketing from people outside of our industry because they're not stuck in the whirlwind. We're sometimes playing a little small thinking transactionally where one client when of course, you can say if I have 1000 people, how do I get that right message across.

    The other thing that I think was kind of hidden in that conversation was the fact that all these newer, we'll call them, tools available to us whether it's as classic in our vintage as pay-per-click ads up to email marketing to Facebook and Instagram ads, but that they give you feedback. Feedback that you just can't get and I'm not saying I think farming's wrong or billboards or wrong, but you have to hope and pray. Then, you're always left on an island. Do I decide to I change my postcard? Do I change my billboard? Do I change my image or my newspaper ad, but with realtime feedback, you knew whether that headline resonated, whether people cared enough and whether we should making more spot-like community videos on east village or beyond because of that instant feedback loop.

    I think there's a huge amount of information that can be pulled from her conversation, and I agree, it's definitely on my top five list, and I'm glad it made our viewer's top five list.

Kelley:    Yeah, so what was your number one favorite episode so far out of the last 20?

Jeff:    Personally, I had two because, again, I'm a bit of a geek and to get out of the ... I do find tremendous value. One of my favorite one to do present was the listing presentation, so I'm glad to see that come up on episode two because I like when I'm able to teach kind of stuff that we do naturally or we've evolved here for a long time, so that was a fun one for me to create, but the most fun I had as a guest was with Seth Price, hands down.

    I felt like we were having a conversation on a much different level than you ever have realtor to realtor or even entrepreneur to enter. The conversation, while it might have the least tactical takeaways like do this and get that, it was a lot more theoretical, but talking about and thinking about yourself, every single realtor is listening, as a brand whether you like it or not and what can be done to control that, how you can change your image, and to take a guy that understands this space not only in real estate, but outside of real estate in very successful companies who's an author on branding.

    To me, that was really engaging. I remember I kind of took over the conversation because I was just like I was leaning into my computer. I was like, "Man, I'm so lucky that Kelley booked," because I had never met Seth before, so that was my first change to talk to him, too, so for me, hands down, if you want to talk about either your team, your brokerage, yourself as an individual, how you communicate yourself on social media, through traditional media, what the consumers think about you, that was the episode to really play on repeat, implement a few things and ideas and then play again when you need a refresher, so for me, that was number.

    In a close second was the whole conversation around digital security and how things can go wrong. The complete opposite just like the crazy scare us conversation on just how fickle this digital world we live in is and how quickly it is to ruin your reputation or have your account hacked. It was a real eyeopener for me, so those are my top two from a geek as a guest of the show, as well as a host, those are my two favorite ones for sure.

Kelley:    Yeah, so what do you think about the whole idea of bringing guests on? I really love the idea. I love being able to tap into our networks and bringing people that aren't necessarily into the real estate industry as part of the show because I do believe, like you said, I think that there's a lot to be gained outside of the real estate industries. There are a lot of vendors in the real estate space and it seems like a lot of the things that they're spewing whether it's coaches or it's marketing or it's newsletter, it's all the same stuff, and I think ... It doesn't matter what business you're.

    I think if you're willing to blaze your own path and be a little bit different, walking that fine line, walking on the edge and being different from everybody else, I think that you'll find your own niche, your groove, and will wind up being successful with it. Instead of going and subscribing to the Morris marketing, the generic newsletters that tell you how to clean your gutters in the spring or the fall, maybe look at putting together your own newsletter and having that printed professionally and for 40, 50, 60 cents a piece and then mailing that out. I don't know.

    I think that bringing other people into this space that are not necessarily within the real estate industry might be a way that we really start to increase the value that our listeners get from this podcast. What do you think about that?

Jeff:    I think it's a one-two punch, I think. There's certainty stuff that you and I can communicate based on our history of running teams and being successful realtors ourselves and there has been throughout my whole career tremendous opportunity from listening to other successful realtors, but I think you're right. Every one of those conversations is framed with the fact that this person is out selling houses and 90% of our experience is in this industry, so by having guests on who aren't actively realtors themselves, who aren't actively selling anything to realtors, but they cross over because we're talking about HR. We're talking about growth. We're talking about leadership. We're talking about branding. We're talking about marketing.

    All this stuff exists in all industries silos, so I think there's benefits to all streams of the conversation and we should continue to have on interesting people that we bounce into throughout the industry that may or may not have an affiliation with real estate at all, and we should continue to interview top producing agents inside of our own networks and also beyond. Darren and I are heading to Tom Ferry's big summit in two weeks down in Vegas, and we've talked. Part of our entire mission down there is to reengage all those relationships with the thousand so realtors we know through that community to start to queue up who are our favorite people. What are they doing best that we can actually start bringing them on to share a little insight much like your top agent panels through Zoom like the last Thrive, Not Survive event which I thought was brilliant, by the way, to have four people from around North America on a giant screen, me being one of them and one in the panel.

    It really felt on the other side that I was in the room because you had the camera turned so I could see the crowd on my screen. Just that little rethinking of what it means and who can actually provide value to our audience. If you know anybody out there, too, that you think, "Hey, this guy should call to Kelley and Jeff," just hit us up. We're always looking for guests and it's great to get people outside of even your and my bubble. I think we have to continue to expand.

Kelley:    Yeah, so you touched on something there. The Thrive, Not Survive event.

Jeff:    You caught my segway there?

Kelley:    Yeah, I did. Picking up what you're putting down, man.

Jeff:    Beautiful.

Kelley:    We'll get into that. We've been running Red Life now for ... This is a concept that we put together, and idea that we had collectively as a group, and we came up with this whole thing around this media arm of the company that we have, so it was gonna be the Red Life video series and the podcast and all of these things, but as we continue to evolve over the course of the last eight or nine months or so, we started putting out events here locally called Thrive, Not Survive, and this is something that all of us are passionate about.

    We love to educate. We love to be able to bring agents together. We love to network. We're social animals and we just really felt like in order to have a little bit more consistency within the brand itself that we're gonna be doing some rebranding around the whole podcast. Now, I don't think things are gonna change that drastically. The name is gonna change, so we're gonna move away from Red Life and we're gonna start calling it Thrive, Not Survive.

    We're gonna have some cool marketing and stuff that come out as as result of that a little bit different look and feel to the YouTube channel and to the podcast which is ... to the channel art on the podcast, but we're gonna change. If we can continue to bring in different guests in the real estate vertical, outside of the real estate vertical, our true mission is not gonna change. Our try why around this will not change, so that's kind of our big announcement, I guess, with this episode 21 is the fact that we're moving away from the name Red Life and moving towards Thrive, Not Survive. Maybe just talk a little bit about what Thrive, Not Survive actually means and why we're using that as part of what we're trying to build here as a community.

Jeff:    Oh, yeah. This is where we want to go. This is what I like to talk about. To give everyone some background, we're really just ... Kelly and I here, we're putting the cart before the horse. If you take us back and if you watch that episode one which a lot of you did, we talked about how we were in-person together. We were like, "I want to do a podcast." "So do I. Let's go," and I flew home and we lit up the podcast. It wasn't like this big planned thing we made beautiful graphics and we're like, "We gotta get this." We were like, you know what? We're having these conversations all the time, a lot of the by phone, some of them in person. Let's just turn on the camera and talk.

    Then, we started getting guests and it started getting a little more exciting. Somewhere along the line there as that was all developing with this Red Life content concept at the brokerage level in Calgary, we realized that they were kind of diverging. There was this one idea of showing the neighborhoods and the life and living in the moment and being what real estate can do for the consumer, and that's really what Red Life was all about versus what you guys started doing with your live events and so I was lucky to be there live for the first one and on a video panel for the second one, and that live, room, man.

    Honestly, that live room captured the essence of what and I talked about we wanted to capture. You can't really feel it. We don't have live guests like in a live audience right now. We get some feedback and some emails and that's great, but in that room, when you drop a hint or a tip and you hear pens scraping and papers flipping and people engaging with questions, for me, and I'm sure it felt the same way in the second event, but in the room on that first event, I was like, "This, we're doing it right." I was like, "This is what it was supposed to be," compared to every other boring real estate conference I've been do or industry trade conference.

    We kind of decided that there's a bigger fish here and what we realized is is that this podcast is just one piece of the overall mission that we're passionate about which is communicating, improving the life of the agent, giving them tactical stuff. What we're doing is that entire brand, we're launching it as its own website. All the stuff is gonna be pushed out for free to the consumers, so the podcast is gonna be one piece of it and we're gonna continue to supplement these big episodes with smaller soundbites and stuff as get them, but there's also gonna bee blog posts. There's gonna be re-shares of other quality training materials from other people that we think are good and we don't need to remake. We just need to categorize them for you.

    If you're listening now and you've been with us since episode one, thank you, and just know that we're gonna continue to do what we're doing here, but then it's gonna be supplemented with a newsletter with connections to our people that we think are doing awesome in the industry, vendors and otherwise. Book reports on books we love reading. Smaller bits and tactical stuff on doing a qualifying conversation, live role plays. We're gonna build all of that in addition to the podcast, so I hope you have some free time because we got more work to do.

Kelley:    Yeah, I think it's something that is definitely needed within the real estate industry right now. The whole idea of what ... You and I both subscribe to Gary V. I think that we both look to him as almost like a mentor with the way that we've run our businesses over the last decade or so, and it's this whole idea of giving as much content as we possibly can without really ever asking for anything in return. All that we ask is that you listen and that you implement the strategies that we're talking about and that's what this whole Thrive, Not Survive thing is about. 

    We want the industry to continue to move forward. We want the consumer to have a better experience and we really feel like in order for the consumer to have a better experience, the agent needs to be better armed in what they're doing. Their axes and their knives need to be a lot sharper, their skills need to be a lot sharper, and I think naturally, it will be a progression in terms of the level of service that they provide to their clients will just ultimately get better, so that's kind of the direction that we're headed with this whole thing.

    I'm excited for the website to launch, obviously. I'm excited to start writing content again. I've kind of gotten away from it while we've been in this lull and trying to figure out what we're doing with who you work with matters and the content there and that sort of thing. One of the things I want to touch on that you spoke about it right at the very beginning and I think this maybe we can wrap it up around this, I don't know, the whole idea of the way we started this podcast. I think that a lot of people, they put so many roadblocks in front of them that they get to a point where the just become completely overwhelmed.

    I was chatting with an agent here yesterday in one of my coaching conversations and it was like, "Open houses, I want to do them, but I just don't have the time to do them," and so we needed to break down what it was that was really slamming her against the wall and saying I just don't have to do these things, and it turned out that there was a lot of other things that were in front of her actually getting out and doing the open houses, and so the coaching conversation was around breaking those things down into smaller bites. How do you eat an elephant? One bite at the time, so I was breaking down into smaller bites.

    With us, we didn't sit down at this big strategy planning session and our marketing guy is here and we got our CEO there, and we're planning out the content. We're doing this. You know what? We jumped on a call and we just said, "Fuck it, let's do it." We're doing this and we both wanted to do this for a long time and we're just gonna do it and it's gonna be a conversation. I think where a lot of people fall down in the things that they want to do whether it's within marketing, within their own business, whether you're in the real estate vertical or not, is that you just put so many roadblocks in front of you buy wanting and needing, thinking that you have to plan things out. No, we didn't have a logo. We didn't have the channel art until episode 2, I think, of the podcast, so we shot two or three podcasts, four podcasts, before we even uploaded anything into iTunes. We went and did and then we did the other stuff later.

Jeff:    Yeah, my brain just links things together, but going back to what you were just saying earlier with the episode with Rebecca, I think that this opportunity in today's media world that gives us the chance. We can record an episode, throw it out there. If nobody likes it, oh, poo, we wasted an hour of our life, but if people like it, we can start to build on it and improve and change the branding and make a website and stuff, so I think this is a really a lesson learned. If you made it to the end of this podcast, we apologize that there's not much tangible content in this one, but if you want to take something away, go back.

    Look at our top five list. Listen to one of these podcasts. Pick something and try it. Go do something. So long in my career, so long I spent as an academic and we talked about this on other podcast episodes, but to listen and consume and read and plan and read another one and watch another blog, listen to another podcast, take an idea, test it out. If it works, improve it. If it doesn't, email or Kelley and ask why it didn't work out, then improve it or drop it and try another idea.

    That's how people go from point A to point B. If you want to sit where you're at, just keep on maintenance mode, but if you need something different, take an idea, try it. All right, guys? That's what me and Kelley are doing here every week. We're taking feedback from you guys. We're taking feedback from our corporate structures and where our teams want to go, and we're changing the podcast, and so you guys gotta do the same thing with your business.

Kelley:    Love it. I think we're gonna end it right there. This has been great.

Jeff:    Short and sweet, and we are gonna get back to our regular content starting next week with some guests, with some topics, and maybe even just back to basics. Given the list here, working with buyers, going on your listing appointments, scalable business, it sounds like people like the goods as much as the theoretical talks.

Kelley:    Absolutely.

Jeff:    We've got some analytics we gotta look at right here, too, to keep delivering you guys superior content.

Kelley:    That's right. Again, go back, listen to ... Rewind this. Rewind. What is this? This is a tape.

Jeff:    Slide your finger along your iPhone. Yes. I think you can still say rewind.

Kelley:    Yes, I'm a child of the '70s.

Jeff:    Go back, listen to the episodes that we mentioned: episode four, episode 18, episode one, episode 19, and then episodes two and episode 15. Listen to those. Those are our favorites. Those our listener's favorites, as well, so make sure that you're consuming that content, guys. Love talking to you, man. Missed you. We're gonna see you next week?

Kelley:    On here?

Jeff:    Here.

Kelley:    Yeah, yeah. Sure, I'll be up in my cabin, but let's do it. I'll put the water in the background and we'll talk. Next week, let's just lay this out here right now so we don't have to have meeting. Let's go tactical next week on dealing with being a realtor and having to go away. We have families. We want to take vacations. We make big checks and want to spend them. How do you actually leave as a single agent, as a team member, as a team leader? How do you leave? How do you turn your phone off? How do you get away from it and recharge for a week. I think that's an incredible mid-summer topic for next week, and let's do it. It'll be fitting since I will be on vacation while we're talking.

Jeff:    Absolutely perfect. As always, if you're listening on iTunes, don't be afraid to leave us a review. Leave us a five star review. That would be wonderful. If you're watching this on YouTube, if you have any questions for Jeff or myself, make sure to reach out. Leave us a comment down below. Send us an email. We'd love to be able to answer your questions, help you guys through your business. We love doing this podcast and we're gonna continue to keep rocking on. We will see you guys next week. Thanks for tuning in.

Kelley:    Later.

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