Episode 7 - Alvaro Erize

every month that come on with us. Today we've got the big cheese himself and the one man online who I consider to be more handsome than Dan Lot Alvaro Areze, the CEO of Sync, so yeah, very cool. Appreciate you being here with us, Alvaro. And yeah, we got.

One of the ones that I want to start with, that, I thought, was really interesting came from Margo, and she said, what research went into improving sync over other lead generation companies. So you know, I guess that's both on maybe the Crm side, but also on, you know the advertising side, the follow up. You know. What? What do you guys? How would you guys answer that.

you know, we know what they do and make sure they don't. They're not beating us, or, you know, innovating in some area. But we don't generally model ourselves after that, because I think we're we're doing a little better than they are.

least expensive leads, so that you had more ad bats because we didn't have too much information of what was a good lead, what was a bad lead? And so, as we started doing deep research on the big advantage of sync is that we really are at both ends of of the spectrum. Right? We started with generating traffic for your website, which evolves into a lead which then

drives into your Crm, and then we follow all through the life of that lead, although especially with clients that use our pipeline effectively end to end. We know in the end, what closes, what doesn't close, and especially in the last 3 or 4 years I've been, and I think all of us have been obsessing with getting the best return for the money. Right? So it's not just the cheapest lead. It's the best equation between money in and money out.

And so, of course we want you to have a good good volume of leads. Some sources are very good at giving you a base that you can feed your agents. But we also want to make sure. If we talk about our AI, we know now that 12% of those leads are getting to an agent ready status. We know that contact ratios, and we know all the way to closing that allows us to feed in. We are only investing in the parts of the business that we know make money

for our clients ultimately, so specifically, detail oriented. What do we do? Different? Well, we're choosing our sources by their effectiveness, not just by their cost. And then we are developing stuff in our system to highlight that quality. If you think about

real verified leads which we can talk a little bit more if we want. That is a very specific feature that no competitor has, and they don't have it because they don't know that it's important, right? Because for them it's just generating leads. And then, seeing what happens for us.

we only care about a lead if it has the highest chance possible of getting for a closing. So getting early confirmation that that's going to be a strong lead is very valuable to us, and of course, valuable to you. So that's that's the basic difference between sync and the rest, which is sync is built with one objective in mind which is getting you the best return on money, of of what you spend in lead generation towards what you get in results out of it.

stats that don't really matter right like cost per impression, or something like that like that's not as important as the cost per lead or the cost. You know. There's there's much more important metrics. And then, you know, if you think through that, I mean, I think it's because they may not know they don't have that full vision like what we do. The only thing they can see. Is that so? Yeah, the cost per impression is lower. But.

I really focus on cost per sale. So in the end, for me, it's if you take your lead sources and you analyze how much money did you put in, and how many sales you got? And you divide those 2 numbers. So if you put $10,000 and you got 10 closings out of it. That's a thousand dollars cost per sale. That is the ultimate metric for me. Of course there's others in the middle because you want there's level of efforts and stuff. But ultimately, that's what. And that's also what allows you to compare a lot of people.

There's pay after close right? And how do you compare a pay after close against an upfront lead generation? Pay after close seems so attractive I put no money in. It's free sales. Well, it's not free sales right after you know very much, very well how much your cost per sale is, because if it's 40% of a $10,000 commission. That's $4,000, and you know you paid $4,000 for one sale. And so when you look at your

pipeline of lead generation, where you are doing an investment upfront. Yes, there is more risk for you, because you're putting that investment up front. But if you know that you can expect certain results. And in the end you're gonna end up paying $500 per sale or a thousand dollars per sale. That tells you how much better, and allows you a real comparison. So if you take nothing else from this, and we every now and then we do a specific webinar. On this

you should be thinking cost per sale. That's the way that you can organize your spend. And think of the growth of your company.

we were focused on lead cost per lead maximum number of leads for the budget provided years back. And that's still an important factor, right? Very much a guiding light for our team. But that focus on quality now. And with so much technology that's emerged in the last 10 years in the last 3 years, right to be able to say.

not. Just how do we get this maximum number of leads, but which of those leads are actually getting appointment set and getting to transactions and tying that data back and forth and really analyzing. That's the the next step of of research that we're really focused on is how to maximize the effectiveness of the lead. Gen.

comments have not been able to get qualified for credit. Right? That's interesting. I I don't think I've I've heard that recently. So so this is the 1st time that I'm hearing someone saying, because we do have something. Someone says, Well, I'm getting leads out of my area. Or if I'm in a vacation, I'm getting a lot of out of country or something like that. And we and we go and see. Sometimes we have negative words on on certain

certain Combos like Canada to Miami, that we see that it's not a great closing ratios and and so but without going to that, I haven't heard yet of a specific trend towards lower credit. candidates signing up for leads. I think it's something we can. Where is it is this we said in.

acreage, and there's a huge window on Price Point and that kind of thing, so we don't know exactly where they might be searching there. So maybe getting a little more granular. And you can send a case you can. We can talk about this later, Jamie, you know about your specific situation, but finding even colloquial terms for homes in this neighborhood, in this subdivision, maybe trying to focus on higher price point with

people that would have better credit. So it might just be that the the search criteria is too broad is why, you know, you might see that in your market.

I would do a I would set up a meeting with this team following up after this call to go over the campaign. And and this is good feedback, right? If our if my team doesn't know that something different is happening. We kind of react to it. So we can try. We can try some things now that might increase your cost per lead slightly, right as we as we narrow down, or we try more niches. So that's something that you should be prepared for.

But ultimately, if you're seeing a trend, we should at least try to tweak and see if we can if we can do something about it. The general answer is, that's not something that I am lot of crimes and a lot of the different things. I I haven't heard a specific downturn in in the type of client that is signing up but I think we should look at your account specifically and see

and and talking a little bit about the market. I I don't have a great answer, but I still want to answer about the Florida question. I think. I have 2 questions here about Florida, and so specifically about if we're seeing something about Florida or international scale. If if we have any specific reactions to hurricanes and to some of the of the events that that have gone on. Now that's not destroyed. Of course we have Texas recently, and we have a lot of we had California before. So

in general, as a generic answer. We do react when there is a major event like that, we sometimes we might either pull back, spend at some point or or put some negative words on it to try to avoid some of the random traffic that happens in something like that. But but as but as as an ongoing procedure. We don't have a different or or, again, Dan and and team here, correct me. If if I'm wrong, we don't have a different approach to Florida than we do to the rest of the country. Right?

I think today we are, of course, in a very particular market I have, and this might be an optimistic view in a difficult time, but we have come from one of the longest troughs in real estate history. In the Us. Right? I feel that we're a little bit on a slower extended version of what happened in 2,020. So if you think in 2020 with the of course, the event of the pandemic that was very extreme that had a a

huge effect on pending up demand on transactions. Right? You have a lot of people that wanted to buy, and a lot of people that wanted to sell, but they could, because the governor was telling them that they couldn't meet to see the house right? So that was an artificial reason that you take the most inelastic industry of all in the Us. Which is

home ownership. Right? People need to move irrespective of what's happening. They need to move when they get married. They need to move. When they get divorced, they need to move. When they have kids, they need to move. When their kids leave their house, they need to move when they change jobs. Right? So that's very inelastic. It doesn't depend on price, and more or less, it depends on life events. Right now, if you put a huge thing like you're forbidden from buying and selling homes. Let's go to

extreme of the beginning of that actually can stall that that inelastic industry. But then, when you took off the lid in the second half of 2020 that exploded in business right? Because all of that pent up demand was still there. If you were still living with your ex because you couldn't move out like that doesn't get better. Usually it goes more towards the other direction, right? So so I don't know every experience. But but anyway but but

that gets exacerbated, or that gets emphasized by the recent changes that have happened after the whole lawsuits. Right? I'll refrain from going to lawsuits because they upset me in general of how unfair they are to the real estate industry, but not to get derailed. They had one big positive impact, which was the reinforcement or the the actual enforcement of the buyer contract.

So now this is very important for early lead generation like us versus like a late lead generation like Zillow, which is, you want to talk to someone. 6 months before they were finding a home, because you want them in a contract with you 6 months before finding a home. If you are going to come in a month or 2 before.

High chances are that they are before where they used to say to you, I'm working with an agent, and it was a little bit of just an objection, because you could absolutely get through it. Today, when there is a buyer contract in place. That is a very different thing. Right? So my, the point to hit this long theatre of mine is

If you think that if you think like I do, that the real estate market is ready for a rebound that prices will come down. Now that inventory is up, and that eventually the fed will decide to reduce interest rates

when that happened. Don't think that buyers will start looking at that moment. Buyers cannot buy now. Many of them are holding, but they're looking now, and you need to start developing those relationships now. So if you're transactional and just want to talk to people when they're ready to buy, this is not your game. At least we are not

we, we, our best clients are the ones that in tough times like today are having those conversations are setting those buyer contracts in places they're saying to clients, it's okay. If you're gonna buy between 6 months from now, I'm here for you. My website is here for you. I'm here to provide value. And when that rebound comes, those are the people that are gonna really make big like they did in the second half of 2020.

that you close the the leads that you did get, you know. So I mean, I, Dan's always talked about the amount of data and the amount of you know ad spend that we have to draw these insights from that is very, very real

of understanding that these leads came from here. From this network they followed this path. This is the timeline we have that window that other competitors, you know, just don't have. And it's allowed us to really like the hyper local micro targeting that comes from data analysis of understanding what people are searching for and what they're interested in. So I mean, it really is, it really is the data. And then the team, that is.

you know, using that data both on the lead Gen. Side and the Crm side to, you know. Get you the best return possible for your ads, for your net new lead generation. And I do think now, with Florida, one of the thing we do. and you guys could target or could talk about this more than me, but you know we do set up the campaigns in a similar way. but I know, I believe, more of the the actual traffic

probably comes from out of area. Then, like Georgia compared to Florida like, is that something we see? Or do you guys know that on Florida there's some.

responding to one question. So maybe you could move it along. But yeah. So one thing about out of area leads is, yeah, by some markets you get for buyer leads. You get a lot of out of area leads because it's I know Las Vegas is probably the number one market for out of out of area leads. It's tough to get people where I guess, moving within Las Vegas, there's a lot of people moving in into Las Vegas, and you can say the same thing for for Florida. I know I was just actually just reading

an article yesterday about fewer people from Canada are looking to move to Florida. That's always been a big out of area market for one of the areas that generated a lot of the out of area sales in Florida's Canada. And that's been drying up a little bit this year. I haven't analyzed whether, actually, I think I'm gonna do that. I'm gonna do that today I'm gonna see?

it's give me a little something to do there. See? If, like, the amount of search traffic from Canada has decreased for Florida. But yeah, in that area. And also, if you are like turned off by getting out of area leads for buyer leads. I like, it's tough, like some people like buyer leads that are out of the area because they don't know they don't know realtors in your market if you're from out of the area.

Because so you're you know you're you're if you do a good job and call them up, there's a good chance they'll become your client. But so that's for buyer leads on. Seller leads. If you get out of area leads. I. Those are not as good. Obviously, because, you know, you don't sell houses like if if you're in. you know destined and you get a seller lead from, you know Iowa, you're not gonna be able to sell a person. So in that case we do a good job, or

we are focused on making sure you don't get out of area leads like that. So if you are getting seller leads and you are getting out of area seller leads, let us know. And maybe there's something we can do. We did a big change.

We rolled a big change a couple weeks ago to curtail out of area seller leads and just some League quality initiatives a couple weeks ago. It's kind of inside inside baseball or whatever it's not worth talking about. But it should help in that regard. So if you are getting seller leads and they're out of area, let us know, and we can do some more work on that.

Of course the ultimate answer is, you call them, but the 1st thing I'd say is, you have real verified. You have the real verified mark that tells you that that lead has done a 2 factor, authentication. That means that just like, when you do a wire at the bank, we go to them and we say, Hey, if you want to have full access to our website, please confirm that this is your phone. And they do. So those 60 to 70% of leads that you're getting that have that checkmark.

Those are 100%. That person is owns that phone number. Now, they might still not want to talk to you. I'm not saying that's an automatic person that will respond. But you know that that's not a bot. And that's not someone who who you know, that person owns that phone

that, said the other 30, 40% of the leads are still valuable. You still should call them. Yes, you're gonna be calling some leads that that have no hope there. But but you're gonna be getting business out of that, you still should do it. But your 1st line of defense is your real verified. You have 60 to 70% of your leads that you know. No other system has this beyond a shadow of a doubt that the person that signed up is the person that owns that phone.

So that's that question. Then can I set an automated follow up for unresponsive or long term leads? Yes, you can. If you're using our AI. Our AI already has

long term, also drip through text on those leads, but you also can set out tracks. And so again, you can either ask your account manager for a specific session. On that you go like, hey? I want to set an out track for long term nurture of leads. We have some that are pre-made, but you can do your own. So that's something, certainly that I would if you if you can.

Just or or maybe the team here can can link you if if you're not in regular contact with your am, that's something that your account manager should absolutely be able to help you with then back to Zachia. If I'm pronouncing your name correctly. So I understand. Well, I can't really wait a year for return on investment, and and we know it's tough. The first.st The tough answer is, this is a long term game, and I don't want to create unrealistic expectations for you that said you will convert

in my rule of thumb. Is that a client that starts and does everything from day one? Well, in that 1st year, for sure, at least, will make their money back, because they'll make 2 3 deals in that 1st year. If they're getting 50 leads a month, we can have a deeper conversation on your particular account, but you will be doing 2, 3 closings that will make your money back. And it's on second year

that it's really going to kick in where you're getting 6, 8 transactions where you're going to make multiple times your money. Now, the the point there is because we expect. And this is not a number that

that we throw in the wind. This comes from from the research. We really do expect a 0 point 8 to 1.2. Conversion from leads to closings, which, if you think about it, if you're paying $8 a lead at a 1% conversion, it means that in total you're going to be paying $800 for each closing right which has whatever gci you have in your area. That's a huge return, but that 1%. Unfortunately.

that happens over 3 years. I understand that sounds like a huge amount of time. But as you start every month you're putting new leads. You have the past performance of the leads of the of the past versus the performance of the leads that are coming now.

50% of all closings will come in that 1st year of having that group of leads right? So so that you're absolutely going to be having once you are in in this game for a while. You're gonna be having leads that close within a month. Within 2 months, within 3 months, one of the biggest sales that we had, which was a 22 million dollars buyer in in North Carolina, right or South Carolina. Where where is.

you're for sure, covering your expenses and getting some money. And then in that second year, once you're closing leads from last year. But closing leads of this year is where things compound into this being a being, a true revenue pillar for you. that you can depend on. I hope again, we can have a deeper conversation that I know that it's a tough answer. Some people

would like to be able to have a quicker return, and again, either luck or exceptional process can give you a quicker return. Right? Those 2 things happen. I have. I could tell 20 stories, but they're anecdotes of clients that will jump on Facebook and with us and go like, Wow, I've closed 6 deals within 3 months with the same. Okay, but I don't want to set you that expectation. The expectation is, yes, this is a long game.

That doesn't mean that you should be underwater for for a year or 18 months. That's not like the numbers shouldn't be like that. But it does mean that your true time, when you're gonna be starting to really cash in on. This is on your second year. All right.

you know would be, which is not why you should do something, but you know, like, if you go to like a zillow or something like that, I mean at any point, and they've done it. They can increase the lead cost, like, you know that. And they're they're, you know. I mean, there's there's what we're setting up for you is a campaign with history in your area that's generating leads that belong specifically to you.

and I think that's, you know, valuable. But I do think the initial, you know, getting that 1st sale is the scariest time absolutely.

commission. That's $5,000, right. And so there's a big difference between paying $5,000 per sale to a thousand dollars per sale. Again, if you're looking for an immediate solution because you're in a tough spot in a tough market.

I can understand it. If you're looking to build a profitable and scalable business, you're not going to be doing that if you're paying 42% of all your income before you even split with agents. Well, it depends on how you do it. And so it depends on your goal. And it is true that our system, as Harry said, is built to create leads that are yours, that you will nurture through time that are for creating a

revenue pillar for players that will want to be in this game long term and want the maximum return for their investment. That also is a harder game. That's why sync is not for everyone. And and and we know it. And and that's it. We're going for the best players that have that have those objectives right? But but we know that that it takes effort and and and some risk.

we do have. If you haven't talked to your account manager on that yet, please do reach out. They could put you in touch with someone on our team to at least help you. Look at that and understand what the options are.

carriers were always block some messages depending on on a million factors. We have a whole team just dedicated to get the best deliverability percentage. That's something that we used to hear on email this and text is a very real thing. Deliverability in text is one of our top priorities, because it goes to that, to that conversion. So so absolutely.

that's something that if you feel you're having an issue. It is something we have a team dedicated to, that. We can look at your account again and and make. Now again, you will always have an issue with it like there's no world where you're not frustrated by telecom roadblocks. That's this is the world we're in. We believe that we're the best at at navigating those roadblocks, and and we'd love to work in your account specifically, if you're feeling that that worse off than than you should.

I use Google voice for my very specific reasons, which are very minimal to what you would probably need them for. But there might be a setting where you can change like what it shows up as elsewhere, or the the area code that's being used to make it show like this market versus that market that kind of thing. So there might just be a simple setting that can change. But more than likely Matt Purdy, Orlando Tech X. They'll look into the the way more complicated piece that I don't know anything about. But I can check on the Google Voice side. I'm all over that.

And do we have benchmarks or cost per lead averages to guide our expectations in the current Ontario market?

We have tried those. But for some reason Google doesn't. I guess because of the format of postal codes, Google, they're very hard to do. And they haven't just haven't been effective. I don't think people have search on them, maybe because they're too granular or or however, however, but if there's something you're interested. You know. Let us know. And then the other question was on just the cost per lead in Ontario. It really depends on the the market.

Canada is strange, like Toronto has a pretty high cost per lead, like, relatively compared to it's probably like 7 bucks a lead something like that, or 8 bucks a lead which is for doing better than the Us. But but then you get to some of the outskirts of Ontario, and the cost really is like half that, or even down to 3, or like Canada, is the home of some of the the less expensive markets like down to a dollar lead. So but downtown Toronto downtown Vancouver. Those are pretty pricey.

even with that conversion, being down again. An ongoing client that has been there for a while is still being able to make many times 5, 6 times their money because of this relationship between Gci and and Legion. But it is true that on absolute levels they're converting less business in this last year that they did 3 years ago.

we want to have the highest supply, the highest availability of getting the ad in front of people. So when it comes down to time of day. Like Dan said, we don't usually use that. Google calls it day parting.

we want the ad to be available 24 HA day, because if somebody works in a restaurant and they get home at 2 o'clock in the morning then, and I've known people in that industry and in that world. And that's when they go to the grocery store. That's when they, you know, get online. And they do their research and things like that. Those people are out there now, if 70% of your traffic is coming at 2 in the morning, that's a conversation we should have for sure, but

we also have AI follow up and texting and everything. The sale that Alvaro was just talking about in South Carolina for 22 million dollars. That sale came out. I think it was in the 8 o'clock hours, close to 9 Pm. On a Sunday night.

I. Those leads are extremely valuable, but but my experience from looking a lot of those is, they can go cold if they're not called or or texted by the agent relatively soon after that. So one of the bigger thing takeaways I have for many of my clients is, if you go to your platform today and you filter by agent ready.

and you look at those conversations. I would go one by one with those conversations. And look what happens at the end. If there's not a text or a call from someone in your team within half an hour of that conversation getting to that agent ready level. That's that's a very big missed opportunity, because it is very normal that

if you try a day later. That lead has gone completely cold. My experience with those particular leads, the ones that get to agent ready is they want action now, and if they didn't get it at the time, they got it with someone else right? And so that's that it's not good enough to go once a week and try to go. So the contact requested Tab in the agent, launch pad, or the filtering by Agent ready or being ready to the alerts of an agent ready lead.

If if you take nothing else from this from from this webinar, I would say one, looking back, go filter by agent, ready, and actually look at the conversations and see what happened at the end of those conversations. See if there was a call or a text from one of your agents right after. If not, you may be leaving a lot of money on the table this particular sale. And again, I hate going to one anecdote, but this particular sale? Yes, the person didn't connect

that same Sunday night, but they did connect Monday morning, and if they hadn't connected Monday morning on Tuesday that lead would have not been there. Right? So we talk about long term versus short term, and I have actually mentioned there from Adrian that I want to answer, but but we're giving you both right. This is why I'm a big proponent of buyer leads versus seller leads, which I know. That's a whole different discussion. But people obsess a lot about seller leads

in my 8 years here. Online lead generation is much more effective as an entry point on the buy side than on the sell side, because when people know that they want to sell their home, they're looking for an agent. And so that is difficult to do online. Usually they go to people they trust they go to references. They do that kind of thing

when people are looking on the buy side, and many times they're seller, too. So that's why we say buyer leads are seller leads, too. But but when they're in the mental process of buying a home. They just want to see a home. This person was on a Sunday night on the car, and they looked at this home. They liked it, and they were going to work with whoever is the 1st person that was ready to take them to that home, and that happened to be Alex. And then our client right but

but that because of that. Yes, we many times are telling you. You need to invest in these leads that are 9 months away. But it's very, very possible that this is 2 weeks away, not 2 weeks away from a closing 2 weeks away from them, deciding that they're going to work with this agent because they took them to that 1st home. That our clients in general, once they meet with the client in person and take them to a home that's gonna be their client. And so that's our issue is getting you there. And if again, if I give you one takeaway from this.

If you don't have in your team today or yourself a way to make sure that there's no chance that an agent ready lead happens, and you're not reacting within half an hour. Then you're leaving money on the table. That is the best takeaway you can get from here, which is work with your Am. Work with your team. Make sure that outside of everything else there's no chance that a lead gets to that stage, and you don't get to that within 30 min.

that? I mean, if you're by not using sync, you could be missing out on leads because they're too close to buying. because sync is, you know, sync campaigns have these hyperlocal niches in them or niches. I never know how to say it, and I always have to say that when I say it. But anyway, they have the hyperlocal targets in them, and that's what triggered the search. I believe that search was something along the lines of

historic Charleston Battery homes for sale or something that's a very. That's a much more complex search than homes for sale in Charleston, or you know his even historic homes for sale in Charleston. We go so far as to name the location, and then you know the the landing page that someone hits when they search on the sync page is matched to that search. All these little things matter, and these are little things that we've done over the course of a decade plus

to to generate those leads. The majority of your leads are probably going to be further out, or they're definitely going to be further out. But we have those search terms.

even if 40% of the closest that you'll get from a specific group of leads happens in the 1st 6 months when you just start at Sync, and you're only getting 50 leads in the 1st month. Yes, with a 1% conversion. That means

the lead that is, gonna convert maybe happens on the comes in the 3rd month, and if then, if it comes in on the 3rd month, and it has a 3 3 month horizon, then it is closing at the 6 month mark or at the 8 month mark. So it's not that when I get a group of leads I shouldn't expect closings for 9 months, you're gonna get a bunch of closings from those leads in the 1st 6 months. But when you start at Sync and you're getting a trickle of leads for some time that takes a little time. That's why I take your talk about year 2 versus year one.

But on leads like I'd say half of our leads are more long term, but half of our leads are really thinking about closing in the 1st 6 months. That's why the numbers work. I have 2 2 quick answers. Tom Flynn, can you turn off? Leads during an agent vacation?

You can turn. You can get that agent out of lead routing if you want. So so if they're going on vacation, they don't get assigned leads right? You can also just reduce your spend on a specific time. You're like, look, I'm I'm we're all on vacation a certain month. Let's bring the spend down, or I have half the agents to call them. You absolutely can do both those things.

Adrian, I'd like to follow up after you say in in that comment one of your big sales pitches talks about how you're capturing people much closer to transaction than other lead generation companies. I'm surprised about that, because that's not a that's not a sales pitch. And so I'd like to know where and how that that went my real here. Here's my my full on answer, and again I have. I made years in this. I'm not.

I'm really telling you what I think, which is, if I wanted to just focus on people that are within 3 months of closing, I could absolutely do that your return on investment is gonna be one to 2 times right? So if you want that easier job, your return is gonna be lower. Because in the end when I'm setting the net, when I'm putting up. When these guys are doing driving traffic. There are people that are looking for 3 months from now, and there are people that are looking for 9 months from now.

People think, Oh, let just focus on the ones that are 3 months from now that is not really possible. You're going to set the net, and you're gonna get all the fish. If you're gonna say all the fish that are yellow. Just I don't want them. Then you're gonna get half the fish for the same amount of net. So if you're spending amount, an amount of time of money, and I go. No, no, no, let me just focus on the ones that are wanting to buy in the next 3 months.

Then you're just throwing away a bunch of money I give you. We're giving you both the the short term and the long term, so that you can maximize. And yes, it's a less attractive thing to sale to sell speed. But it is

the maximizing equation for you to make money on on your investment. Now, what I do say in our sales pitches is, I think, we are the most effective lead generation to conversion platform in in North America. I absolutely believe that I've done the math, and I can defend it. But that does mean that I'm gonna be getting. It does mean that we're doing a ton of stuff

to avoid bad traffic right? These guys work a lot on not wasting your money right on, not and on burning out the bots on taking out the spam real verified again, when when anyone wants to challenge my statement here, find another company that is willing and courageous enough to

ask for 2 factor authentication on the leads. There's no one in this industry that have the balls to go and say, I'm gonna require you to text me back to confirm that that's your phone number and the fact that we're doing it for 70% of the leads

lets you know why I feel so confidently of this. So if we have a pitch that says, No, no, we're going for the ones that are closer to the transaction. That's something that I wanna double down on, because that doesn't dive well with me. So I'm I'm gonna after we're gonna talk. I'm gonna see where you heard that I can say with a lot of confidence that we are the most effective lead

generation to conversion, according to all the numbers that I've seen. But that includes the now and the future, and anyone that is not willing to work on the future, too. I don't know that we're the best business system for that.

is closer, is farther down the line than somebody who's type who's searching homes for Sarah Homes for sale in Marietta. That that's what they're referring to, and it's not like. It's the like a zillow lead which might be closer to the

like to the endpoint, but that cost $500 a lead. So for $6 a lead, you get somebody a better, a more qualified person, a more interested person because they are searching for something granular than something broad, like the city name. That's what they're they're talking about.

on aggregate. Having looked at a lot of data. I can tell you that unless you're very sure about your follow up system, AI will make you better it. It increases your chances of having more closings sooner. I. So when when you say it seems to annoy clients, I get that pushback right. And but but here's the

the exercise that I would recommend that you try which is, you're looking. Our brain works in this way. You see a conversation that that goes a little sour, and you go like, oh, this is a lead that could have been good, and it got soured by AI, or people are getting pissed off at AI, right? And you're focusing on that one. Which is, that's why I always talk. Anecdotes are

are are difficult. Right when you look, then, at the 10 leads that had a conversation at 2 am. With Alex, that you wouldn't have had that conversation if Alex was not on. If you had an Alex on. you wouldn't be feeling pain from those because lost opportunity. That's the problem with the world which is lost. Opportunity

is not that painful? Because you don't know you lost it right well when you have something that is giving you a ton of good results and opportunity. But if you're not really aware of it when it has a bad result for you that is very front loaded in your mind. Sorry from English. So so my point here is

for me looking at data. It is undeniable that for 80% of our clients AI makes them better. It gives them more at bats. It gives all those agent ready that if you're reacting to, they're going to be good results. But you will have to live through seeing some conversations that you are like

which I might say might also happen if you look at the recordings of your of your agents when they talk, because someone's we sometimes humans piss off humans, too. But I get the push back, and I understand, and you can absolutely turn it off. And if you're on your game on on, follow up, and you are on on texting and on calling, and you have good coverage. Then I'd say. Go for it.

But if I give you a blind answer, I would say there's an 80% chance that you are better off by having AI on, even if it pisses off a client every now and again, and even when it pisses off a client, if you jump in sometimes that ends up in a great conversation for the agent, too. But but that's my thought again. That's that's an opinion, not not a fact.

of the moment that someone answers Alex, you should be in like in a perfect client of mine when there's a 2 text back and forth with Alex. They go in the moment that you text the lead, Alex shots off

right. So again, Alex cannot piss off your leads. If you were there after the second text that came back right? So so what is the right time to turn it off? If you're asking on a per conversation level as early as possible as early as humanly possible. Right? You cannot be there all the time. That's why Alex works so well. But if you have someone that is on it that is checking the conversations you should step in. A human will always be better.

We could talk about voice AI, and other things if we have another hour. A human will always be better. Alex is awesome, but you are better, so. Get in as soon as you can.

pretty safe from a compliance point of view, and and we're very excited about it. So so yes, if if that's interest to you, write us a note, and we can add you to the to the Beta.

And so one of those was Charles historic Charleston homes. And that is what having that triggered them being the recipient of the the click. If they would have just had a generic Charleston ad group they would have just they wouldn't have gotten the click. So it was more targeted. Google likes that. And so that's why they they got it.

that you wouldn't have actually got. So again, you're to Google, you pay for the traffic, not for the leads. Right? That's a big, and so you have to guess what that traffic would be right. So you want to block out bad traffic and lock into the traffic that has the highest chance to later becoming a lead. Right? So that's a half of their job.

Now, the other half is, once you got the right traffic. You need to convince them to move into giving you their information right? And and there's a trust process there. If they trust you enough, they're going to give it. If they don't, they're not so you could have got good traffic that got missed because you had a not

if you're like you have a lot of these sites that are just crappy search sites that when the traffic gets there it goes like, this is they immediately bounce away right? Your website needs to provide trust. And one of them is having a high responsive. Well, like a search top of the line, your search website needs to be able to compete with zillow on how good it looks and and response. And I think we do that very well.

But also these guys, by having niche landing pages. When you get a response to your search that is not generic, your chances of actually signing up are much higher. Right. If you are searching for a very specific niche term, and we're doing all that great with Google. But then you get into a super generic, or whatever Charleston Landing page.

then there's a high chance that that person will bounce because they feel that they just. It's not tailored to what they were looking for. So those are 2 sides of the equation, getting the right traffic and then having the right capture. And again, when I verified the bar of trust to have someone do a 2 factor.

Education is even higher. So so you need to like with a crappy website, you could never ask people to to factor authenticate because they wouldn't. They wouldn't give you. They wouldn't send you a text confirming who they are, just to get a use of a website that they don't like in the 1st place. So anyway, sorry I went on a on a rant. There.

interaction. And that's another thing that's compounding, you know, over time with that relevant score quality, score, opportunity score. They all mean the same thing, but they're all slightly different from each network.

when the conversation gets to that stage, it triggers it. You need to make sure. And this is something that again, if you're not sure you should check with your am that you have alerts, text alerts from agent ready?

That you're not getting blocked of those right that that you have, because sometimes people go like I don't wanna receive alerts or something like that. And you're missing out on that. You want that text that, says Agent ready. You should be getting a text. Someone in your team or yourself should be getting a text every time that it goes to agent ready. So 2 things

I'm gonna have our product team do a mini recording. And we're gonna send it out to the group and number 2. If you're not sure about whether you have your notifications enabled with text. Then please talk to your am and say, Hey, I heard Alvara say this, I really wanna make sure that that I have. This enabled.

And then the second part of the question, do we have a marketing campaign that would re-engage old leads? I can take that really quickly. So we do have campaigns, remarketing style campaigns. There's a brand marketing campaign which shows your face, your business, your logo, your your call to action, your USP to

to people who have visited your website. The point of that is for brand building. So when you call them, you know they know who you are. We also have a property style remarketing campaign called Listcast. So this actually tracks homes that people are looking at on your site and then using a very creatively named Meta tool, called the recommender, recommends other properties that are similar to the one that you are looking at, or either properties that

that lead may not have already looked at that are similar. So it provides value, brings people back to the site. One of the issues I did see in this question is that you are located in Denver. There are states. It's 3 c's right now, California, Connecticut, and Colorado that have enacted

some increased strictness around Internet privacy and cookie tracking one of the things that is impact like. So the brand marketing that shows based on someone hitting your site that hasn't been impacted as much as something like listcast in those States that relies on

that relies on us sending advanced signals back to Meta. So not just that they were on your site. But what were they doing on your site? But that being said, If you have that database of old leads, we can do things around like so on on social. For instance, we could export those leads and then import those into an audience within

Facebook and Instagram specifically, what that would then do is search for that phone number and email address on those actual users on Facebook and Instagram. And if we're able to match those, those would the one would be the ones that would be added to the audience. So if you guys had any thoughts, you know specifically on, I mean, I guess really, when it comes to old leads. I mean, you're talking about the automations that we have in place when they take actions on the site.

you know. Perhaps email marketing property alerts, that kind of thing, anything specific on those for old leads.

and and again, if you are having AI AI will start dripping on all leads to on a very careful basis, because text is more delicate than email. But but at the very least

those those long term should be getting an out of tracks threat for sure, and there's no too long that we constantly again. I hate to give anecdotes, but we get we have hundreds of anecdotes of people that go like, Oh, I just if you go to our Facebook group. By the way, everyone here that we have a sync owners, Facebook group and a Sync agents. Facebook group. You should be there. I really recommend it, and you will see all the time

a client come in and like say, like, Oh, I just close the deal that a lead that has been in my system for 2,483 days. And so those are just we don't even know who they are. They just go and post it right? So so you have plenty, plenty of examples. There's there's no too too long in that sense, and I responded, but I realized I was only responding to hosts and panelists.

Danielle, you asked about the phone recordings again. They're not that's not a feature that is activated for everyone at this point. It's a beta you can sign up Jeff Walker or head of product is here in the chat. You can sign up and start getting it, and if not, that's fine, you can wait, and soon we will have it as a feature for everyone.

that we, if if someone misrepresented some way, I always want to react to it, we're very straightforward. We believe in what we do, we know it's not easy. That's why we don't have strange pitches. We know that it is for the best players in our industry. We know that it takes skill. It takes dedication.

It takes time. If it was easy it would be zillow flex right, and that's but that's why there's no money in it. Right? That's it. It's things that are hard and that take dedication and effort are the ones where you can build a business around it. I believe we have the best platform for you to build a true, long-term, successful business. Profitable business

revenue is easier than profit. We want you to make profit, not just revenue, and but that is not easy, and so we don't want to misrepresent it. We want to set you up for success. We want you making the hard choices. We want you making the investments. What Harry said at the beginning is absolutely true. We see people in tough times cut back on Legion spend. And again, it doesn't change our profits at all. Right. That's just.

But we know that they're gonna giving. They're gonna be giving up for every $1,000 that they save. They're going to be giving up 5 to $10,000 in revenue. and sometimes they just even successful clients don't think about it that way. And they just go like, well, it's tough times I need to cut costs, and it's like, well, but that revenue you had last year you won't have next year, if you cut back so again take it. Take

plan it for your year. How much money do I want to make. How much money do I need to spend on that? I do believe you have the best tool in the market for it. But but it doesn't do it on its own, and it requires your skill and your dedication. And I appreciate you being here. It means that you care, and we care to about your business, and we want you to be successful.