TNS Podcast Episode #48 with Jeff Lobb
The Three Issues Facing Agents Today and How to Overcome Them
All right. We are live. Welcome to episode number 48 with my friend Jeff Lobb coming to us live from the SparkTank Media studio. Welcome, my friend.
Jeff Lobb: Thank you. Appreciate it.
Kelley: Well, as always, we're going to start off with our intro, and then we're going to jump into Jeff's bio, and then we're going to jump into our conversation with Jeff. So intro first. This is the show that we put together, this Thrive Not Survive podcast, to help you, the real estate agent, put actionable strategies into place to help and grow, take your real estate business to new heights.
Kelley: Jeff's bio. Jeff Lobb is the founder and CEO of SparkTank Media, a speaking, training, and coaching company for the real estate, mortgage, and title industries. His focus is always on sales, marketing, technology, social media, and systems that create more sales and productivity. He's an international speaker and coach and has been in real estate for over 30 years. He's also spent 10 of those years in sales management with Fortune 500 companies and young start-up ventures. He is a sales and marketing specialist coming from the perspective of a realtor. He's been a top producing agent, has run real estate brokerages. He was a VP of technology and marketing for an international franchise brand and has developed training and coaching products to serve the real estate industry.
Kelley: Jeff speaks at many real estate brand conferences as well as associations, real estate boards, and top real estate events such as Inman Connect, NAR, and now Agent2021, one of VaynerMedia's newest events. The Swanepoel Power 200 ranked Jeff in the top 20 most powerful in social media. Jeff has also been named Inman's top 100 most influential leaders in real estate for several consecutive years. And Jeff is also fluent in three languages. I did not know this. English is his first language. Real estate and technology are the other two. Welcome, my friend.
Jeff Lobb: Yes, thank you. Appreciate that. That's a long bio. Sometimes it doesn't even sound like it's me on the other end of that.
Kelley: Yeah, well I asked for the short version. I'd hate to see what the long version looks like.
Jeff Lobb: Yeah. Sometimes I tell people, "Just say hey, here's Jeff. Here you go."
Kelley: All right. So as always, this podcast is about trying to help the real estate agent and taking some of the stuff that we talk about and maybe putting it into their business and being able to help further their business, move the needle as such. Right?
Jeff Lobb: Yep.
Kelley: So we talked a little bit before the program here today and what our conversation was going to be about. I guess the question that I have for you is maybe you can kind of cover off the top three issues that you see in your coaching clients, agents that you talk to every single day, the top three issues that they're having in their real estate business today. So maybe we could talk a little bit about that and then maybe talk about how some of the strategies that they can have to put into place to overcome those problems.
Jeff Lobb: Yeah. It's a really good question, because it comes up quite a bit. And different parts of the markets that we deal with are all different in different parts of real estate challenges, some in a really good pocket, some are having market shifts. But either way, we make money in any market if you learn how to do this business.
Jeff Lobb: A couple of challenges I find is first the actual amount of ... I called them IPAs ... income-producing activities they're actually doing in a day. They're time management of the day, and doing those things that are going to make them money are far way less than what they should be in most areas. That's one.
Jeff Lobb: Two, probably them leveraging all these social media tools and everything, but they're not using it in a way that's super productive. They're using it in more of a funny time suck, and it can distract them and this sort of stuff. So there's really productive ways to do that.
Jeff Lobb: As a third, the actual self-motivation to get up and do this business, because we're that independent contractor. And a lot of it falls back to why am I doing this, and what am I doing, and am I actually doing it right. So those are the top three I see amongst other challenges we have. But a lot of it's income-producing activities. Not enough.
Kelley: Right. So let's start with number three. I love motivation. In wearing a default aggressive t-shirt today, Echelon Front, my man Jocko Wilink. I don't know him. I'd love to know him. Love to have him on the podcast. If you're listening, I'm sure you are, I love the idea of mindset and being able to get up every single day. I think I said this to our agents. We're putting on a coaching problem through one of the major coaches here in Canada. And I said this to them the other day, last Thursday. We have our events every Thursday. And basically, I just said, "Guys, if you're not excited to get up every single day and do what it is that you love, then get out of business. Just get out of it."
Jeff Lobb: Yep. Yep.
Kelley: If this does not excite you, if you don't wake up in the morning excited, if you're not sitting down on a Sunday and planning out your week, and you know exactly what it is that you have to do every single Tuesday, right? And if you're not planned out, and if you're not ready to wake up on a Tuesday morning, and hit the gym, and come home, and shower, and eat breakfast, and spend time with the kids, and then hit your day. If you're not excited about that every single day, then get out of the business and get a job at McDonald's, I said. Right?
Jeff Lobb: Yeah. Look, you don't realize the amount of flexibility and money we can make in this business. In your market, if you're in the position, and you're sucking wind, and your numbers are there, there is clearly someone else in that market with the same amount of time you have, the same hours in the day, just crushing it and doing circles around your business. So we know, proven, it can be done. Just look. And the question is, why aren't you getting more of it? And a lot of it has to do with your drive, your own personal drive. And some of us didn't come from there. That's a problem is that too many people get into real estate looking at it as it's going to be this easy $8000 check thing, because I know people. And it's really a little bit more than that. This independence that we have works to our advantage in many ways where we can have the life we want but also could be the evil in your business that gives you so much unstructure, you can't get what you need done to get the production you need to be happy in this business and to make a living.
Jeff Lobb: So right, self-motivation has to come from within. You have to learn it. And sometimes, I just had this call earlier with one of my clients, every one has a different motivation. Sometimes, people use the word fear. Don't work out of fear. Don't work out of fear. To me, me working out of fear, I work out of fear better. Fear motivates me. The fear of if I don't do this, I don't ever want to go back to that. In my career, in 30 years in real estate, I've burnt out of the business twice, like burnt, here to zero, made a boat load, lost a boat load, mark it up, mark it tanked. And I'm okay to be fully transparent about some of the biggest mistakes I've ever had. And when I've lost everything, everything, including family and housing and everything else, you're at what you call your rock bottom. Here's where I work out of fear. I never want to be there again, ever. So I will not allow it. I know that I have to do some of the hard work and stuff to get there, and I'll make sure that every day I'm looking at my production of my day. My day's a little bit different, because I'm not selling homes today. But is what did I accomplish is going to generate more clients, more happy clients, and more revenue for this company?
Kelley: Right. You're no different than an agent. You're not selling real estate, but you're still selling services, right? You're selling value in exchange for dollar, right? Shit, you're in sales, man. At the end of the day, I look at it the same way, I really do. From a fear base ... I've only been in the business 11 years. I haven't seen the ups and downs that you have in say 30 years, but at the end of the day, there was a time in my life where I was absolutely flat broke, and I was going to the food bank to get food. This is in my 20s, right? Absolutely flat broke and absolutely 100% agree with you. That is the fear that I've got within myself to never, ever be back there.
Kelley: And the other motivation that I've got now is that I have kids. You've got Lobb life, right? It's that family. It's amazing, amazing to me.
Jeff Lobb: Right there.
Kelley: Yeah. There you go, right? You've got them right on your arm there. I love that. It's amazing to me how much family can absolutely push and motivate you through.
Kelley: But let's talk to those agents out there right now that don't have that family and maybe haven't experienced that. How do you pull that motivation from within? I don't want you to get all Tony Robbins on me here, Jeff, but let's talk about how to actually self-motivate a little bit,.
Jeff Lobb: Sure. They have to find what they really want themselves. Is it, I want to buy investment properties? I want to buy my own home. I want to buy multiple homes. I want to buy a second home in a Caribbean destination, or whatever that is. There's always something that we get excited about, I hope. If you don't, I think we have another set of problems.
Jeff Lobb: But to me, it's just how do I get that? What's it going to take to get [inaudible 00:08:54]. It doesn't always have to be numbers, like I need to do just so much GCI. I've got people up in the Canadian market right now that, "I want to buy a cottage. I want to buy a cottage." Younger guys and gals want to to buy a cottage. That's their thing. That's a cultural thing. Awesome. And what are we going to do to get there? What do you need to get to that? And then we back into it. Well, I need this amount of thousands. Okay, good. Great. What's the timeframe? We just kind of work into it. And then you have to experience it. Go there. Go hang out. See what that lifestyle looks like. And then once you do, you never want to come back. So sometimes it's lifestyle. Sometimes it is family related. Everyone's got a different thing.
Jeff Lobb: So you have to find out what it is you want, and then from there, back into what you need to get it. It's not a hard mathematician thing to do. The hardest part is getting the plan and execution to do it.
Kelley: Right. It's, I think, gaining clarity, right? And that's what you're talking about is ... Simon Sinek talks about finding your why. He wrote a great book, the YouTube sensation, that one video, that Ted Talk that he did just blew him up. And I remember reading that book, and I sat back. This is back in like 2012, 2013, somewhere in there. And I sat back, and I was like, "You know, what is my why?" I wanted to get really fluffy with it, and I didn't want to include the monetary why. Right? I wanted to be just, "Well, I want to spend more time with my family, and I want to have that cottage at the lake, and I want to spend more time skiing, and I want to go on vacations." And the more I got clear on what at my why was, the more I realized that it was how hooked it was to the monetary why, right?
Jeff Lobb: Right. It hooks to monetary.
Kelley: Yeah. You can't just say I want to have a cottage. Right? Great. Well, you've got to buy it. Nobody's going to give it to you. You've got to purchase that cottage, right? I think agents when they're going through this exercise to gain clarity, and when they're trying to figure out what their why is in this life and in this business and that sort of thing, they're so afraid of say that they want to make money. And I don't think that they need to be afraid of that. I think that that's a very healthy thing, because all of these things, if it's just from a time perspective, I just want more time to myself, I want to be able to go to the mountains, I want to spend time with my wife, I want to spend time with my husband, whatever it is, right? That is tied to the dollar. Right? It doesn't have to be some physical thing. My why is that I want to go up and buy a new iPhone X. Well, maybe it is. It doesn't have to be that tangible thing. It could just be time. But time is always going to be tied back to money.
Jeff Lobb: That's right. And time ... let me tie into those who might be a little bit older now and maybe have some children, because I'm hitting a magical year of age this year, so some things come to mind. And also a lot of things, and some of my high school friends who's getting ill or sick at younger ages, and who's passing away ... all sorts of morbid stuff going on. Then you say to yourself okay, listen. All I have is time. And the only thing I have with that and my kids and my family ... and this is just something I'm focused on ... is leaving great memories, creating great memories and leaving great memories. And here's why. When it's all said and done, and we decide that we're done with this world and we're gone, but we had a career in real estate for ... all they have left is memories, the memories of what you did, how you treated them, what adventures you went on. Was it not so good? Was it a crappy memory? All we can do is, when you're gone ... and I think about either my mom that's passed ... all we have is memories of that experience.
Jeff Lobb: So how do I create great memories with my family, with my kids, while I still juggle the work of a real estate career, because that's the balance. It's a really hard thing to juggle. But I make sure my job is to create great memories.
Kelley: That ties back into your first point.
Jeff Lobb: Right.
Kelley: Is that time management, those income-producing activities. So lay it out for me. What do you see in your mind, what are you coaching around right now in terms of ... like here at our brokerage, we've got the day in the life of the Redline agent. So we've mapped it out for our realtors in saying, "This is what you need to do. Sit down on a Sunday and plan your week." If you were to sit down on a Sunday with a new agent or an agent that you're coaching, what would you say should be the way the agent should break out their week?
Jeff Lobb: Funny I just came off some calls that's very relevant right now to this. Sometimes it really depends on the agent's personality. So here's a really good example. I was just speaking with an agent who's got the most amazing bubbly personality, socialite, loves to talk to people. She's got the look, the image, the style. You put her in front of people, she's magical. So old-school method is she's on the phone for two hours, I'm doing this, I'm doing that. I could see it in her face. Well, what are you doing on the phones? Are you just calling people? I'm not saying being on the phones is bad. But her best effort, her best use of her time is getting in front of more people to surround herself with those spheres of people she wants to do business with. That's her asset. So we started coming up with a strategy. We said listen, you're really good on social. You're really good at this. And while you're good at it, you're not using it to meet new people the way you should. So we came up with some examples. I tie this back to my Facebook business page strategy that we use. But if you're that social and that good talking to people, take your Facebook business page, take your Instagram account and use it to go down where your people buy, shop, eat, restaurants, and literally become what Gary Vee called the digital mayor. Here's how.
Jeff Lobb: Hey, my name is Jeff Lobb. I'm with XYZ Real Estate Company. I put together a Facebook page. It's called the best of or living end Sussex County. And I want to highlight all the great places like your business so that my real estate clients could come to more places and [inaudible 00:14:54] more. Would you mind if we took some photos, we do a little video, talk about how great and why your restaurant's one of the best, and I would love to promote it to my clients. Is that something you'd be interested in doing?" That is the easiest prospecting script in the world. And I'm not looking for a listing. I'm not asking him for business or her for business. I'm looking for a relationship, a handshake, because I know they know hundreds if not thousands of not only my customers that come through there but other business owners as well. And I can use social to leverage that by providing value to them by doing that handshake to anything. The karate studio, the yoga studio, the school system. All of those things are easy prospecting opportunities for those who have that personality.
Kelley: Right. So you're going out, and you're building relationships with other business owners in the community, helping to get exposure around their business through leveraging your social media presence and influence.
Jeff Lobb: Yeah. And at the same time, you're building content, you're building great community visibility, and you're getting to meet people at the same time while using the free platform called social media.
Kelley: Geez, Jeff, that sounds like an awful lot like work.
Jeff Lobb: Yeah. Yeah. It is work.
Kelley: So how would you coach around that? Let me throw up some objections to you. That sounds an awful lot like work. I don't have a professional videographer. I don't take great pictures. What kind of content do I need to put out? I don't know how to create the content. These are going to be some of the objections that somebody, it's going to be running through their mind as they're listening to this, right?
Jeff Lobb: Yep.
Kelley: Well, work on those objections.
Jeff Lobb: So the objections are simple. Let's start with I don't have any help. It sounds like some work. If you don't have an iPhone or an Android device that can take a photo, that's where we're starting, it could be a selfie of me and the owner, and it could be a simple photo post about why I think it's a great place in our community. And then when I'm done making that post, I tell that business owner to share it to their network of people, because it's third-party validation that I'm plugging and helping their business. If you want video and you don't have help, you don't need a videographer. You have a partner, a loan officer that you do some business with. You have someone else that's maybe a rookie agent in your office. They can hold an iPhone and an Android and hit the video button while you do some quick little interview talking. It's the stuff we should be doing every day, is talking to people. That's our job.
Jeff Lobb: Talk to people. And this is just an easier way to do that. So it does take some time. It's not an easy, I'm going to go get listings from it. It's just one of the many channels to start to build a network versus I'm just going to call 100 people cold today and get hung up on 100 times, which is okay if you could do that. If your personality's more in person and social, you're not really the most effective here. So that's where we got to figure out who's better fit for what role in the prospecting world.
Kelley: Right. Okay. So you're tailoring ... if I'm picking up what you're putting down, asking the question to lay out that perfect week, you're saying it really is personality based. You're looking at the agent specifically. Do they have the personality and the drive to be able to go out, figure this stuff out, and actually do those networking-type activities, grabbing those opportunities with other business owners? Right?
Jeff Lobb: Right.
Kelley: So I love that idea. And I think that anybody can get involved in that. The one objection that I hear a lot in terms of video ... and we coach around video here at our brokerage quite a bit ... I've been trying to coach our agents into sending video text messages. So whenever we get an agent looking to join us here, they'll sit down. They'll meet with us. We'll go through the spiel. They go away. The next thing, as soon as I walk them out the door, I come back to my office. What do I do? I shoot a video text message. "Hey, thank you so much for coming in. Really appreciate your time today. If you have any questions about Redline, feel free to shoot me a text, send me a video message back, send me an email. I'm here to help support your growth." Boom, done, sent. Right? Super, super simple. Just succinct, direct, to the point.
Jeff Lobb: Right.
Kelley: It's amazing to me how agents freak out when they've got to put this thing up in front of their face and hit record.
Jeff Lobb: Right. And then what do I say? If you can't say hi, and I'm saying thank you for the time today, you can't get that out of yourself, we have to reconsider what career path you're going to have. Because our job ... it's not perfect, but you need to learn how to communicate and how to just be natural. Remember we all use this word authentic, but no one actually can figure it out. It's just simply like this conversation. I'm not scripted. I'm not being artificial. You ask me a question, I'm going to answer as personal as I can. And that's authentic. Just be you.
Kelley: Right. Yeah. I've always said if you suck in real life, you're going to suck on video.
Jeff Lobb: Yeah. It doesn't make you any better. It doesn't make you any better looking either, by the way.
Kelley: Yeah. Oh. Geez. I thought I was having a good hair day today. All right. So now let's go into number two. So basically what you're saying is get introspective, figure out what your personality is, have a good understanding. If you're the guy that wants to smile and dial, and you're really good on the phones and make those calls, that becomes part of your day, scheduling prospecting time either at the beginning of the day, end of the day, it doesn't really matter. Those income-producing activities, right?
Jeff Lobb: Yep.
Kelley: Before we get to number two there, let's just roll through some of those income-producing activities. What should the agents be doing on a weekly basis or on a daily basis?
Jeff Lobb: Obviously they all talk about having past clients in a sphere, yet very few of them spend the time communicating with them in a more human basis. And I say that because I'm not talking about drip mail campaigns for the next 10 years of their life. Or if I've sold someone a house a year ago, two years ago, I'll ask the question, "When was the last time you really talked to them?" And we put them into systems and stuff that we send, but we lose that human side of it. So I tell people, "You're not really working your sphere until you're actually engaging in conversations and being part of their life, using Facebook and social to follow what they're doing and participate in the likes and comments of their wins and losses." And "Hey, I just renovated my house," or "My daughter graduated college." That stuff's accessible and available all front and center, and yet most of us don't pay attention to it. We put somebody into a CRM system and says, "Oh, my newsletter's going to go out to them every month for the next whatever. They'll call me if they need me." No. That's why we lose that referral six years later. The sign goes in the ground, and you drive by the house, and it's not yours.
Jeff Lobb: We lost the human side. Systems are great but do not replace human touch.
Kelley: I think where agents really get confused is that the system should be there as a reminder to bring the humanity back into the relationship. Right? I was talking with an agent yesterday. We use the BoomTown platform, and all of our agents have access to it. So they're using it as a CRM. Some of them are starting to actually use the CRM side of the platform.
Jeff Lobb: Yep.
Kelley: And I got on a call with one of our agents yesterday. And he says, "I want to put together this touch-point plan for my past clients for the next two or three years." And my suggestion to him was, "Just set it up as a reminder to make a call to them once a quarter. That's all you need."
Jeff Lobb: That's it. Reminder.
Kelley: Right? We need to be touching our clients once a quarter. Everybody loves it when I say touch our clients, right? Because people have these sick minds.
Jeff Lobb: Creepy. Yeah, creepy. And it is a little, I'll be honest with you.
Kelley: Yeah, very creepy. We need to be making those phone calls once a quarter, every 90 days, right? I think Richard Robbins says when the client eventually takes possession of their home, you call them the day after, seven days after, 30 days after, and then they go into that planned 90 days, 90 days, 90 days. And it's once a quarter. Right? And I just helped him get that set up. I'm like, "All you need to do is set a reminder for every single one of your clients for you to call them. Don't send them email. Don't send a text message. Just set up a reminder so that you can pick up the phone and continue with that human interaction."
Jeff Lobb: Right. The one question I was asking someone recently on one of our calls, I said, "Well, how many transactions to you have right now in the pipeline? Is it one, two, three?" "We have two that are going." I said, "Okay, so two transactions in the pipeline, getting ready to close. How much time out of your day, any given day, do those two transaction take? Whether it's in followup, or inspection?" So he says, "One or two hours." "Okay. Good. What are you doing the other seven hours of the day is the question."
Jeff Lobb: And I don't mean that in a sassy way. What I'm saying is your only job in those seven hours is to go find new business. Find me another transaction. I've got seven hours a day, five hours a day. So what else is distracting me all the way from doing that? That's my only job. Just go find a new transition. Someone who wants to buy, sell, lease real estate.
Jeff Lobb: And when I said that, you could just see him read the face, because I do everything on Zoom like this. I said, "Did I confuse you?" He goes, "No, it sounds really fricking simple." "Okay, good. Let's keep it simple. So everything else that's a distraction, stop it. If it's not taking you to go find another transaction, don't do it." And for his goals were two or three a month on his track that he was doing was three a month. Not everybody's goal, but man, just go find another one. You got seven hours a day, five hours a day. Go. And we started talking about those things he should be doing. And just when you simplified it, you could see the light bulb go off, going, "I don't know what else I do. I don't know why I don't focus just on that."
Kelley: Really, this is a great conversation. Everything's tying in with each other, right? Let's get into number two on your top three list. Number two is the time suck. It's the Facebook. It's the Instagram. It's spending time on these platforms without intention. Right? So you're talking about what are you doing the other seven or eight hours a day? If you're not prospecting part of your day, and you're not out showing clients part of your day, what are you doing? Or if you are, what are you doing with that gap in between? Right? A lot of agents will say to me, "Well, I need more leads." And then I look in their pipeline, and I see they've got 50, 60, 100, 200 leads sitting in their database. And I'm like, "You do not have a lead generation problem. You have a lead conversion problem. So go get better at lead converting." Right?
Jeff Lobb: Right.
Kelley: Learn and then go do.
Jeff Lobb: Yeah. We tell them too. We're like, "Let's say that's an area. There's a couple of options. Most people have a lot of leads that just sit in there. And it's so funny. I'll ask a live audience, and I'll say, "How many of you in the room have dead leads? Just dead, you're never going to call them back. Zillow, whatever they came from. Raise your hand." And they raise them. Okay, good. Dead, dead. Right? Good. So how many you think you have? And they'll say, "Well, I got about 300." Awesome. So I'll say, "Listen. I'll take them all. Give them to me." And then watch what happens.
Jeff Lobb: "No, no, no. I can't give them to you." "What do you mean? They're dead. You're not going to give them to me?" "No." "Well, what are you holding onto them for? You tell me you're not going to call them ever again, they're dead, so why are you holding them?" "Well, just because." Okay. "So what if I paid you a 20% referral on everything I converted out of those dead leads, because maybe I'm better on the phone than you are?" "Oh, well, if you paid me a referral on it, maybe yeah." "Okay. So you're just going to hoard stuff because you're not good at it, and you're not going to call them, but if somebody ... So why don't you do that? Why don't you find somebody at least, if you're never going to call them again, find somebody in your office that's willing to pick up the phone that's good on the phone. And if they converted stuff, pay your referral. At least you're going to get paid, and they're going to get some lead sources." I said, "That's the least, the minimum least you should do with stuff you're never going to call again, period."
Jeff Lobb: I said, "Next, if you want to try it yourself, just send them a simple message, like nine words or eight words, whatever it comes out to, as, 'Hey. The real estate market's changing a lot. Are you still looking for a home? The market's changing dramatically. Are you still looking for a home?' And you want to capture those who have that FOMO, that fear of missing out. It's one sentence. That's it. Sign your last name, first name." And if they get a response, now you have a conversation. Because they always think they're missing out on something. You got that one person that comes back and says, "Yeah, we're still looking. Why? Something happening? Something going on? The market change? Is it up? Is it down? What's up?" Then you have a conversation. You can at least get their attention with one word. We write these big paragraphs and explain all this market conditions. Just stop it. One sentence. If you're interested in finding out what's up, let's set up a time to meet. Let's have some coffee. Let's get on the phone, whatever we're going to do. I will fill you in once I can ask you proper questions.
Kelley: Right. Right. And I hope that our ladies and gentlemen that are listening to this podcast actually heard exactly what Jeff said. So I'm going to repeat it in case you missed it, because he said a lot there. If you want to revive your dead leads, the dead leads that you've got in your database right now, send out a simple nine-word email. And it's exactly that. "Hey, the market's changed. Are you still interested in buying or selling a home?" Question mark. Signed, Kelley. Whatever. Right? That might be more than nine words. But it's very simple, direct.
Kelley: We coach around the exact same thing, and it's crazy to me. We've got a database in BoomTown, I think there's like 22,000 people in our database. I can send out an email right now with that exact same script in it, and probably have 200 people get back to us.
Jeff Lobb: No kidding. It's true.
Kelley: And that's 1%, right? I could probably generate 200 leads for our agents I probably 24 hours. Right? It really is that simple. So that's only for dead leads, you guys. That isn't for your database, right?
Kelley: So we're coming back to time sucks. And you talked a little bit about utilizing Facebook as a lead generation tool. Maybe explain a little bit about that. I know there's some agents out there that are leveraging Facebook and are actually able to generate leads around their listings, but maybe have a little bit ... let's talk a little bit about that, utilizing Facebook intentionally rather than just getting on there and having fun.
Jeff Lobb: Sure. They took away ... or are in the process of taking away, I believe ... one of my favorite features in the platform, which is the Facebook lists. It's still there on the desktop. They took it off mobile. I don't know why. To me, it was my favorite way to isolate my clients. I could talk with just my clients. Really, really bummed on that, because to me, that had more information than a CRM put together.
Jeff Lobb: I could watch it and respond to everything they're doing. It's still on the desktop, Facebook lists, so I still have my lists of all my clients. So I pay attention to my clients and engage with their conversation versus the algorithm of making noise.
Jeff Lobb: So that's one. Second, people are in thousands and hundreds of groups, but a lot of them don't spend the time in the groups that are going to make them money, which are the localized community groups that are in their back yard. I've researched stuff in my own neighborhood here, and I've got local business groups talking about marketing ideas and entrepreneurs looking for ways to do their business better. And you might say, "Jeff, why would I participate in something like that?" Because they are people that live in your town or community that have 300 people they could refer you to, and they probably know a lot more than that. Why not be part of that community online where they're talking? You understand what's happening, then maybe you stop by for lunch there and introduce yourself. But there were groups talk about everything from business to marketing ideas to needing help in certain things in the town. And the school groups, to be an ear to that. All it is is taking people that you would normally never have the chance to talk to, communicating online, where you can build some trust, bring value, and have conversations all from the comfort of your desktop or iPhone.
Jeff Lobb: So simple things like that that we just don't do the right stuff. So that's one thing. And I think last, there's so many people placing ads but just not really putting the right ads together to get a response. We're putting together these business-card-looking ads. Like, "Here's me and my picture, and this, and call me." No one cares about calling you. No one cares what you look like at this point. And that's not to be disrespectful. They're looking for, "Did you find me a house? And how do I find it? And how do I see it? And what's in it for me?" So we need better created ads that are not about the agent, more about the product or the content of the home, and the call capture or the lead capture call to action so that you can actually have somebody to talk to.
Jeff Lobb: I think we make a mistake by, "Yeah, I'm running ads ..." Running ads doesn't mean anything. I run a Yellow Page ad. Running a real ad with a call to action that gives a value where consumers want it will get better results.
Kelley: Right. You just unpacked a lot there. So groups, being intentional with groups. Going in, participating. Letting people know that you are an agent in your area. I don't know. Do you get in there and spam the group? Maybe give us some ideas of how to actually get into that group and provide that value like what you're talking about.
Jeff Lobb: Just participate in the group as ... at some point, some people may not even know you're a real estate agent until you're into conversations. But there's always, what I love to say is that drizzling in of finding out you're a real estate agent. So the one group I was checking out, they were talking about some better ways to market their product online. I think they were like an antique shop, and they're struggling at the local level. They're trying to figure out how to get customers. So I just said, "One of the things we do in the real estate space is we use Instagram for the photos, and this and that." I gave some ideas and tips. And without even saying anything about my strategy, their response was, "Oh, you're in real estate?" I didn't talk about real estate. I just said, "Some of the things we do in real estate is we use Instagram as a marketing platform, which I think would work really well for you if you haven't done that." And I was trying to give that suggestion. And right away, that word real estate is the buzz word in conversation.
Kelley: Right. Okay. Yeah. There's a group in my neighborhood, but we're a small neighborhood. I think there's 420 single-family homes in our neighborhood, so it's relatively small. But there's no businesses around the neighborhood. There are, but they're big-box type things. So the idea ... there was a moose running through our neighborhood this morning, right? I come around the corner coming home from the gym, coming around the corner, and there was this frigging massive moose standing in one of my neighbor's yards. So I stopped, pull open the camera, hit the video, and just started driving beside this guy and just providing some commentary, right? Post that up on Instagram. That's going to go into the share group, into the neighborhood group here a little bit later on this afternoon.
Jeff Lobb: Yeah.
Kelley: I guess that kind of stuff. So you're in there, and you're engaging, and then all of a sudden somebody's going to ask a question about real-estate-related things. And just be present and make sure that you're there to answer. And instead of taking a picture of your business card and throwing it into the group, right?
Jeff Lobb: That's right. Or you do something like that, and I that post, it's okay to say ... you were coming back from the gym in this case, but "Hey, we were just getting done with an open house over in a beautiful home in so-and-so, and we came across this today, and check out what's going on." And you drop that little bomb, and you can run away from it. It's such an easy drop of, "I was out with clients showing some homes, and we ended up at this great restaurant last night. Have you seen this restaurant? New in town. If you haven't been there, check it out. They just opened." I'm talking about the restaurant, but in your head, you heard me say I'm working with real estate clients all day.
Jeff Lobb: I'm dropping it in. It's a natural little ... into the conversation, and it'll create conversation. And they'll say, "Did you say you were in real estate? I thought I heard you say you were in real estate."
Kelley: Damn, man. So many good nuggets I this one. I can't wait to go back and listen to this. We're going to end it there, but before we do, we did talk a little bit about Coach 52.
Jeff Lobb: Yeah.
Kelley: A coaching program that you're putting together. Maybe run us through that and let us know what that's all about.
Jeff Lobb: Oh, sure, yeah. So I do a lot of one-on-one coaching for specialty teams and brokerages and stuff like that, but in order to hit some scale and be able to get the message out and these strategies out in more of a bigger audience, Coach 52 we revamped a few times. It is now going to be a broker team platform where we can have 52 weeks of coaching of accountability. I always wanted people to answer this question. It seems like we can't get the answer. Typical agent that I say, "Listen, hey, how you doing?" "Oh, good. Business is great." "Awesome. Where you guys at today versus your goals? Where you at?" And they just look at you with that stare. "Like how much money did you make?" And I'm not big on saying I need all these numbers, I need all this data. I just want to know, do you know where your business is and/or is not? Because that's when we can help you go one direction or another. So it's a tracking and accountability every week. It'll unlock the next video training, the next coaching session, and it's going to be built for brokerages to put in as many as they want, add street cred to the brokerage as a recruiting opportunity as well. But it allows me to deliver the message and strategies of all of these things in one place to a broader audience. So I'm excited.
Kelley: Yeah. I love what you said there. I've been through coaching myself. We coach agents here all the time, where we've got the Richard Robbins coaching program that we're putting on here, and 10-week program that we're putting on here.
Jeff Lobb: Yep.
Kelley: The one thing that you did say that really intrigued me was the fact that you've got accountability layered into the program. In order for an agent to move onto the following week, they have to input their numbers to unlock the next week.
Jeff Lobb: That's right. They have to give us their basic numbers. Their closings, their units, transactions. I'm not looking for ... I want it simple. Simple data entry with just some critical numbers. And also on the dashboard, they're going to see a little pretty circle that says, "Here's where I am. Am I up or down? Here's where I am. Am I up or down?" And it'll be very visual to understand where you stand every day. And then we're going to have the coaching and training that takes off every week, 52 weeks. And then of course we go into year two and three. You stay with us forever. But that's the mental plan for that and the vision for that. It's a few weeks shy of being launched. But I always tell people to shoot me an email if there's interest. We can have conversations. I'll do some kind of special early-bird thing and everything. But to me, that's the vision. It's like a big void in this industry.
Kelley: Yeah, 100%. This is a whole other conversation that we could totally go on with. But I'm not going to. But the whole idea of the broker and what their responsibility to their agents are. This helps to bring that responsibility back, and it's that accountability where the broker is now saying, "Hey, Sally. I see that you're in Jeff's coaching program that we're paying for for you, and you're doing it for free, by the way. And I see that we're on week five, but you're still on week three. Right? Let's sit down. Let's have a conversation about that. How can I help support your growth?"
Jeff Lobb: That's funny you said that. We're actually building it now to where ... The broker's going to be the one in charge of this, or the team leader, whoever's going to be in charge, the manager ... but we want the broker to have the capability that says just that. "Hey, why don't you come in and let's have a sit down, and let's help you get caught up with things and understand." So they can become that motivator that helps the system but giving them a chance to spend time together and really cultivate what's happening or not happening. There's a lot of good opportunities there to connect with your team and agents.
Kelley: Jeff, this has been a pleasure, man. I really enjoyed our conversation. This is just amazing. Why don't you let people know where they can reach you?
Jeff Lobb: I'm pretty easy to find. SparkTank Media's my website. On Facebook, Jeff Lobb or SparkTank Media. Facebook Message is probably one of the easiest ways to get me or email jeff@sparktankmedia. Pretty much it.
Kelley: Coaching, speaking, all of those they can reach you.
Jeff Lobb: Coaching, speaking, training. I'm traveling the country. I just got a really awesome opportunity to go speak in Poland in October to go speak to their real estate conference over in Poland this year. But yeah, I try and get around a little bit. I do get up quite a bit to the Canadian markets, which I love up there. Beautiful.
Kelley: Awesome. Have you tried the coffee yet?
Jeff Lobb: I do. I love Timmy's.
Kelley: Good, good.
Jeff Lobb: I can't get it out here though. I got to buy K-Cups and stuff to try and get it out here.
Kelley: That's right.
Jeff Lobb: And it's great. A nice, strong punch. Love it.
Kelley: That's right.
Jeff Lobb: I love it.
Kelley: I'm going to take us out. Thank you again, my friend. I appreciate it. As always, if you guys are listening to us on iTunes, it would be wonderful and fantastic, and you would just be great and revered within our company if you were to go over to iTunes and leave us a five-star review. I think we got about 13 or 14 there. Leave us a comment. If you're watching this on YouTube, please leave a comment down below. We do answer all the questions that come to us. If for any reason you have any questions about this episode of this podcast, please reach out to me, Kelley@redlinerealestate.ca. You can also reach Jeff at jefflobb.com. Is that right?
Jeff Lobb: Or Jeff@SparkTankMedia is probably easier.
Kelley: Jeff@SparkTankMedia.com. All right. That's all we got for you. Episode 48. Thank you again, my friend. Hope you have a wonderful day, and we will talk to you soon.