I can take what somebody is already doing and just give them ideas that I've created at my event or I've done for other people to be like the nutty professor behind the scene that shows you how to make a lot more money. Most of you that are running live events are scratching the surface, you're probably hitting maybe 25% of the potential revenue that you could get. Let me expose the other 75% because it's the most fun for me.
I've been a friend at this point, he has been a master real estate investor, Navy Pilot, and now has turned his attention on live events, data and technology. So if you are in any way running any level of live events you will want to be on this podcast watching entire thing, my friend Bill Allen is here. What is up brother?
I'm not Justin, how are you? Great man, I'm excited to be rocking this out with you finally. Yeah me too. I think this is something that every entrepreneur needs, I know I needed it. I wanted to spend so much money to do a live event and figure out how to make more with them. It was the nerdy side of data is kind of boring but I love making people like an extra million bucks.
I love providing value, helping people get really rich. Sorry. Let's talk about this. Now your journey is expensive but what I kind of want to focus on obviously ex Navy Pilot, I think that's super cool.
I have a current real estate investor but you've been real estate investing for 20 years, massive real estate investor, but you now recently pivoted into something that you've been personally running your own events for about a decade right and I think the way you think is so unique because someone like myself doesn't necessarily think the way you think.
I know to pivot from not just running your own events but knowing the troubleshooting that you're doing and trying to solve for your own events created this incredible business now that you're helping others make seven figures at their events on top of what they would normally do because of your problem solving solutions. Let's just kind of jump into that. How did this get going?
We've been running a high ticket live event every October in the single family real estate world called Flip Backing Live for I think this will be our ninth year this year. I've been selling from stage at that event and over time it got bigger. Again as the event got bigger we were losing a lot of data. We sell a 15,000-hour program there. So if I had a thousand people show up on day one and then day two we have like 850 people show up. I was like who were the 150 people that left?
I knew who bought the program but I didn't know who was not buying the program if that makes sense or not showing up. I didn't know if it was a wife who was there the first day and then out at the pool the second day. I didn't know if it was a local person who didn't like the content and didn't come back. I just kind of got to a place in my event where I knew that the wholesale deals that we do where you can buy it and actually flip it and make twice as much money.
I wasn't squeezing all the cash out of the like every event that I did. And so there was no real like there was nothing available to me. I was like why can't I track the people who are in the room? Why can't I basically like just know all the time who's in there and who's not in there? And I kind of went back I used to run marathons and I remember when I was running marathons there was like a little chip that was on your shoe and that would you ran over the pad.
It would like check your time all the way through there so you couldn't cheat right you couldn't like run 18 miles and you know cut your time out you'd have to go to the end of the peninsula and turn around and hit the pad there. And so I knew this technology like existed it exists it all like all over the place now. And I was like well why can't we just figure out how we can actually track some of that stuff.
And so initially the idea was I'm going to give like a put a wristband on like they have at cancun where you can like get into your room. And we tried that it failed. So it took about two years to develop like this multiple events we had an event we have a multi family event in the summer too. So I had like two opportunities a year for two years to crash and burn at my own event to test this. And be able to kind of track the people that were.
They were at the event that were in the room not in the room like we're in the hallway to they show up for one session and show not like leave for the rest of the time. And it kind of just evolved to a place of I had to build an event registration and like badge company to be able to do it right.
So my initial plan was I just going to have these wristbands that I would like hold on to people's events are and really I built it for myself. So like we use it at all my events my all my mastermind meetings all our for our fulfillment events our live events we use this platform. But and I use it for like two years like building it testing it, crashing it burning it down building rebuilding it.
And then we got to a place where it was really doing well for us like we could see all the data we can see what was going on. And I ended up a lot kind of a little bit of a longer story. But I had to build a live event like registration platform. So like you know you go go up to a live event you probably been to one like that where you check in on an iPad it turns out in your badge you were around your neck.
And and that's kind of the secret sauce that we have of what we do is we're able to actually use that badge for lots of different things. And and it's basically the tech that we have in that badge that can make the host way more money and make it a better experience for the customer.
So we built that and then you know I was fortunate enough Russell Brunson allowed us to run our program at funnel hacking live last year in 2023 almost like a beta launch for us because we had never done it on that scale you know 5,000 people our events were like 1100 people. And to do it at 5,000 people that are running through the doors like a rock concert to make sure it works.
That was kind of our first test in the marketplace and it it went well for the last two days not so well for the first two days but we we basically rewrote all the code in the first after the first two days of his event to get it ready for his offer on day three which we got it. We nailed it it was really. I don't know maybe that's where I should stop to just say. Well there's so much I want to impact right I mean you just kind of.
First thing I want people to recognize is Bill has been a successful entrepreneur. For roughly two decades and the reason why I want to say that is success doesn't come with just a straight trajectory up right like it's not like Bill just has been shitting cold for 20 years right there is a lot of learning lessons or losses in heartache and challenges and not being perfect on day one and having to pivot and be up all night to make sure day two and day three like.
This is who we are is entrepreneurs I really wanted to kind of like lean into that a little bit because I think you know a lot of people think. Okay great just as incredible software that like has been just crushing it for years and he's like no no he's been iterating for over two years a lot of people just want to get into a space of entrepreneurship regardless of the vertical.
And then want to go make all the money and it's always successful and they come out you know making a million dollars a year and I think I just want to lean into kind of what you said in an pack all that because. It took you the better part of two years of basically paying to learn what works and what doesn't on your own time.
Oh yeah for sure yeah two years of that I have no investors it's all me it's my cash it's my money it's my risk and that's what we do is entrepreneurs and you know being in the military for 20 years before this that's I mean I was a W2 employee for 20 years I retired last year from the Navy and we you know you punch a clock and but the risk that I was taking is like life and death risk in that business so now coming into this it's like if I lose a little bit of money it's not necessarily the end of the world but.
Yeah we're not even when you talk success like we're a tech startup like we're three guys in a garage building this with like a very small team from for me like I built it in my laboratory for me spent the money on me tested it on me and then we got to the place where I was working I was like huh I wonder if anybody else could use this like I know I have a lot of friends that do live events they could use this and I love to bolt on to somebody else's vehicle I feel like that's one of my favorite things to do is like if I can make you make.
If I can bolt on to your vehicle and basically consult on the live events I used to say this is what we do because when I find with a lot of the people that do live events like we're doing things that they have never thought of like I talked to them about their VIP offer I show them how to make more money with a upsell I talk about their offer strategy there pitch there they're their program like there how many days it is like the registration setup like all kinds of stuff we end up actually like helping them a lot more on the event side and then I may have a lot of money to the public.
and then I'm able to bolt onto that and prove the fact. Like the best part is I can say, no, no, like these people bought right here because of the software. And it's not a guess. So we totally fail. Like I fail all the time. And we're still kind of just like touch and go. Like I don't have a lot of debt on the company, but I'm not like rolling in the cash right now. You know, it's a startup business is a long-term amount of time that you have to spend for the reward down the road.
And so I mean, we're a tech startup company, though, that has no VC debt, no, we're not in the negative for the first 10 years before we ever started making a dollar and then just sell. And we're also providing like real value to the marketplace, which is, you know, how can I, how can I, you know, 10X somebody's investment into the software at their live event. And if I can't, I'm not even going to sell it to them, you know.
Well, I think a lot of all, if you're looking, I get a lot of all trying to figure out if the software is even right for that live event. And sometimes I'm like, you're, your event's kind of too small right now, or, or it doesn't sound like you mind at handwriting people's name to Heggs and putting it on their shirt at your meetup, you know.
And so we've started building like $97 a month products for those people because they can't afford the, you know, the five or 10,000 dollar a year kind of thing. So, you know, it's a, it's just, it's been iteration and it constantly will be.
Well, and again, what I want people to understand is they need to go find you, whether you want to tell them to go find you on Instagram or Facebook or if you want to drive them to the web, wherever you want to tell them to go, because I think if you are running any level, any level of a live event, and I run a live event, right? And Bill and I have already had these conversations.
Then you need to at least talk to Bill because something like this, if you are running live events, you know the value of the data that he's collecting. Who's in the room, who's not in the room? Was it a husband and wife combination? Was it two business partners? Who are these people? Because if you are a running a live event that you want to sell, any level of high ticket, right, let's call it a thousand dollars or more, then you need to know who you're talking to.
So, again, Bill, do you have a specific place? You just want them to reach out to you? Yeah, they can go to, it's called in the room. So, I had a really good friend named this, who's a copywriter, I had no idea what to name it. And we called it in the room. So, like, you want people to be in the room and you want to know who's in the room. So, in the room dot live, LIV, so in the room dot live, they can go there and you schedule a demo. One thing I think will be really valuable on this.
I mean, we're doing a podcast about being an entrepreneur running live events. Like, there's a few things that I see that really successful. So, really successful live event hosts do and don't, the people that don't do well don't do. So, the cool thing that I get the opportunity to do that a lot of people don't is, I don't just run my events now. I get to run like events for pace more, be for Russell Brunson, for like, Hunter Thompson is one of our clients.
Like, just a laundry list of other people, Alice and Maslin, like, I get to see their data in their live events. And now that we're doing like, we do meetups and we do re-em meetings and stuff like that for those folks, it's really cool to be able to see what they're doing and what's working for them. And so, I'm kind of behind the scenes on a lot of these events. I'm like the guy that nobody sees, like the Oz behind the curtain.
But maybe it would be valuable for some of the folks to say, like, this is what some of the really successful people are doing and this is where some people are kind of like stepping in it and doing it wrong. I don't know if that would be helpful. I think it would be massively helpful. Listen, our audience right now for this episode, you are talking to people who are running live events. That is who is on right now. They run smaller ones, they run bigger ones.
I think anything that you we can deliver on this episode while we have their attention, let's deliver, in I've run a lot of live events. But literally the reason why you and I are talking is like, I don't have that data set that you have with this, right? Like you'll start a live event with 200 people, let's say in all of a sudden, there's the next day there's 140 or whatever the number. And you go, are they hungover? Did they just leave? Or, you know, so how did that happen, right?
And so let's give and just deliver whatever you think insight you can give to the people listening. Yeah, for sure. So most of us, there's like two different types of live events that I see. One is more like trade show. So the host is making money on sponsorships and ticket sales and they're not really selling high ticket to anybody. They're not selling something from stage. They're making their money on the event itself. So it's a trade show.
So those people I find the way that they can make a lot more money is to create like more ticket tiers. So they probably already know this, but you know, a basic ticket of VIP, a super VIP thing's like that. And then also provide like way more value for the sponsors. So most sponsors you know they want leads. And so if you can figure out, so we have like a tech piece of the software that can actually the sponsor can use their iPhone or iPad and scan the badge. So each bad has a QR code on it.
And so they can scan the badge to say they've been to their booth and it tags them inside the software. And then you can give them those leads that, you know, you can say, hey, we have this technology. You can increase the price of that sponsorship because of it like you can use our tech. We'll give it to you. And then they scan the badge.
So the people aren't filling out their name, their email phone number on a sheet of paper or using the QR code at their booth and things like that because you know those people that kind of like stand behind, like kind of like stand back, they don't want to fill it out, but they're listening. Like enable for the sponsor to be able to just scan a badge really quick of anybody that they're talking to that's coming up. And we even are able to put proximity around their booth too if we wanted to.
Like we can put actual like to scan their tags passively. So they're not actually actively scanning the badge to capture that data. So most as a host, I would never give my sponsor everybody on my email list. They're going to get destroyed from like say you sell 2000 tickets to that event. I see a lot of people say, oh, if you sponsor my event, I'll give you the entire list. Like we don't do that. And I said really successful entrepreneurs in this space that's not what they're selling.
They're not giving everybody the email list because they want to control who's interested in that and who's not. And so I might take give, I might give the top tier sponsor the entire data set. And then everybody else, it's whoever comes to your booth and is interested. So have a lead magnet, have them come to the booth, and then I can upsell them the tech that pays for the software that I use inside of the event business. So that's what I see for like trade shows.
And if you're not making a high ticket offer from stahage at your event, even anything, like even 997, 5 grand, 10 grand, 20 grand up to 100,000, you should be. So like even if you have this kind of trade show, if you could figure out how to turn that into an upsell at the event, I would highly encourage you to do it. But that's kind of the trade show model and how we help some of those folks. Like trafficking inversion is a great example of that.
Like they make their money from the booths, the sponsorship rental, the ticket sales, those kind of things. Whereas Faddle Hacking Live is the opposite. They don't have a bunch of sponsors there. And they're making their money from selling from stage. It's more of a break even model on the ticket sales. And then they're selling high ticket from stage to make the profit. And so if that's the side that you're on, then either one experience is so important. Day zero is the most important.
You know when you wait in line for like 45 minutes for your name badge, like that, those events suck. Like you don't come back, you hate it, you complain, all that stuff. So getting people through the line really fast is a really important event. And the way that they feel on day zero is the tone that you're setting for the rest of the event.
Because if you are going to sell high ticket, you're going to sell a mastermind, you're going to sell coaching, you're going to sell something to them, where you're fulfilling that over the year. That's the example that you're setting for the future. So they're like, OK, this is what this community is like. So on day zero, if they feel like they're cared for, if they have attention at check-in and registration, if you're taking care of them, you're moving them quickly through the line.
And if there is a slight slowdown, there's somebody there that's just engaging with them, talking to them, getting them excited about the event, that's what the rest of the year is going to be like for you. So you're basically implanting this feel for what it's like to be in our community for the rest of the year. You want it to be good. I'll give an example. I love, I'd like Darryl Yves a lot, but I went to Vid Summit last year. There was like an hour line to get your name badge.
And I was just like, this is ridiculous, man. My son was there. He's nine years old. I was just, he was like, this is dad, this sucks. That whole day zero experience, I realize I'm kind of putting him on blast a little bit. But I've talked to him since of like, let me help you solve this problem. But that's the tone for the event. That's your first impression. And so especially when you're selling something from stage, really important to get that feel all the way through.
So a registration system of some sort, whether it's mine or somebody else's, is really important on day zero to get those people through the line quickly. And then we have an in-app VIP upsell. And as far as I know, we're the only people to do this. So what I realized when we run our live events, I sell VIP from stage. So we sell it ahead of time via text message, email, funnels, all that stuff, right?
But what I found is we would sell, I don't know, if we had a 10 or 15% take rate for VIP, it would be really good. And still, I didn't know who opened it, who looked at it, who clicked on it, all that stuff. We get a little bit of that in our open rates and click through rates and stuff like that from our email software. But I couldn't guarantee that 100 people had to say no. So I was like, well, what if I built a funnel inside the event registration?
So because our process before was you would check in, then you would get in. So you'd be either VIP or general mission. So general mission goes in the general mission line. VIP goes in the VIP line. They get special access. They get special area. They get food. That kind of stuff. So you want your VIPs to feel good. Those VIP buyers are your best buyers. Those are the people that are spending the most time with you. They feel like they're part of a community. They're getting extra.
They paid extra. They're going to buy your high ticket program. Our conversion in the VIP is about 50% to 60% conversion. And our conversion in GA is about 15%. So just for comparison, I always want those people to raise their hand and upgrade to VIP. And so at an event like that, what I found was on the first session of every live event, I'd be like, hey, if you want VIP and you didn't have chance, we have like 20 more. Go to the back table and sign up. And you give VIP.
And we sell, you know, another five or 10 or so at our event. And I was like, oh, cool. We got another like 10 grand. Now what we do is inside of the app, when they check in, do you know the feeling when you get to a live event? Like your flights paid for, your tickets paid for, your hotels paid for, and you're there on site? And now you're there with a friend. And your friend just goes to the VIP line and you're going in the general mission line. They're like, oh yeah, I'm going in over here.
I remember going to Tony Robbins, UPW event. And somebody, I knew some people there that I was going with and they were like, oh, what ticket level are you? And I was like, I don't know, like platinum or something? Like, and they're like, oh, platinum. And I thought platinum was like good. And at Tony's, it was like, oh, but we're diamond. So we're going to go in this room over here. You got to go over here. And I was like, dude, I platinum, I thought was good.
Like that guy's gold and silver, I'm platinum. And I'm in this like, I'm basically like a second rate citizen at this place. And if I could figure out how to upgrade to whatever sapphire thing that they had, I would have bought it there on site, right? If it was in the app, I just would have been like, click, click, here's my credit card. Like I want to go in with my friends. And so that feeling at the event is different.
And if you don't have to have a salesperson involved, you don't pay commission and all this stuff. So what we did was we built a funnel inside of there. So when they check in, if they're general mission, it says on the big screen of the iPad, it says, this is all the features of VIP. Do you want to upgrade now? One click upgrade, tap your credit card, you're in. And then there's like little writing, just like a funnel, it says, I don't want VIP, it just continue. Just like every funnel.
And so they have to click that. So 100% of the people that are at the event have to say no to VIP. So I know now that 100% of my audience had the opportunity to say yes or no. But before, it's like, I don't know if 100% of the people heard me, I don't know if some people were in the hallway. It's uncomfortable to walk to their back table and talk to a salesperson. You remove all of that friction by just putting it right there.
And at the time where they're most likely to buy, because they're less likely to buy at home than they are on site in person. Everything else is paid for. Or the juices flowing. Fightment. Yeah. That's why I take the VIP. Go ahead. The thing that I'm like, oh, it's so brilliant. You and I travel a lot. Now you're a pilot. So it's not fair. But us normal folk, you know, like I fly first class everywhere I go.
And it's because of a little bit of, it's a belief system that's actually a business hack. If anyone is not Bill Allen in your flying fly first class, not because it's more comfortable to per se because the person next to you can afford first class. And they usually are doing something pretty cool in life. And those connections could be meaningful. I digress.
One of the ways that works for me is I have such high status in Americans specifically is a lot of times they will just bump me up for free. But if it's a lot of seats are open first class, I'll just book those seats that have like six inches more legroom. So it's still comfortable if I ever had to have that seat. But they offer me such a discount. Like if they haven't sold out first class, let's just use an example, the first class ticket is an extra thousand dollars.
Within the 24 to 48 hours before the flight leaves, if it's not sold out, they'll offer to me for like 150 bucks. I take it every time. 150 bucks done, right? It's a debatning. Most of the time I'm just booking first class, but the other time I'm just booking a very comfortable seat anyways, and they'll offer it. So they always offer it, meaning anytime I open the app, if I'm going to check in, it pops up. Right? It says, hey, 150 bucks, upgrade it first.
It's like for me, I have 100% take rate on that kind of stuff, right? Yeah. So I think it's absolutely brilliant. I mean, if you're running any level of live event, go reach out to Bill and in the room.live, because this is exactly what the airline are doing. Oh yeah, and this is just, it's simple. I was like, why haven't we been doing this? Like we're, everybody's not saying no. And so, Alice and Maslan is a perfect example. She's a great case study.
Had a smaller event, like 150 people, and we got like 11 people to take the, and a lot of these people already have VIP. So the cool part is if you're already VIP, you don't even see that screen. So like it's a smart feature where it's not like selling you VIP when you're already VIP. And so we had like 11 people take her VIP, which paid for the software for that event easily, and then all of those people bought her $37,000 program.
And so I'm not saying that like some of those 11 people wouldn't have gone to the back table and bought, but I can almost guarantee 100% of them wouldn't. Like there's three or four people that wouldn't miss it. They didn't know, or they wouldn't have bought it. They just, but they're right there. It's an opportunity. I mean, he is more time with you or me, or the speakers of the hub. Right?
So now the indoctrination in the person, and what they deliver in familiarity, and like just, it becomes when they make that offer, like, dude, I've loved Bill Allen or Justin Colby, or I forget your client, but like, I love them. Like everything they're about, what they stand for, what they stand against, how they run business, there's so much more of that when you get the VIP ticket sale. Right?
Whether it's breakfast, lunch, dinners, after parties, whatever goes in with the VIP, like the clever summit that I'm speaking at, and I just introduced you, like, they have a yacht party the night before, right? So all the VIPs have a yacht party the night before. It's a freaking yacht, right? So I think there's 40 to 60 people max on this thing, right? It's gonna be intimate, so all the speakers will be there.
So my point to all that is like, when you can get someone to go VIP, the likelihood of you getting such a higher conversion, and if this app creates more VIPs, it'll pay for itself immediately, effectively. Yeah, and I think the lesson there for everyone is, if you can create some tears inside the event, what it does is it allows the people who are ready to, that want to spend more time with you, that want to raise their hand, and it's allowed them to do that.
And then, so if you're not, if you just have general mission, or like a lower tier, I would highly encourage you to do a VIP, but keep in mind, it's about time. So like spending time with them, and making them feel like they're part of an elite group that is close to you, because they're paying for proximity. So the more of that that you can do, and I saw, when pasted his event, I've never seen anyone do it as well as him.
What he does is he walks around and talks to the people, and he knows their name and knows their stories, and that's why he's selling like he is. Is he really gets to know the people, and he can remember that stuff. So my problem is, I'm like a numbers nerd, and I'm not good at remembering names, and stories, and history, and stuff like that. It's like, I have to build systems.
I have to like, in my phone, I have to write in the notes section, like, their kids' names, and they're, like, when they were sick last, and the last story they told me, and so I have to write that stuff down and review it, and be intentional about it, where as I feel like for him, it's almost like a politician. Like, he can just remember that stuff, and really good with people. So that's the takeaway, is not necessarily just like, oh, upsell him in the app, like that's great.
I think it's important to do, and I mean, I keep creating these things, because I see gaps in the marketplace, and problem problems with other software and other tech, and people that are building stuff for us that run live events, that actually don't run live events.
And so, that's one thing, is figure out how to get more proximity from those people, even if it's just a lunch Q&A, or it's a cocktail reception the night before, where it's like roped off, and it's like, you know, come in here, and they're paying a little bit more, but they're getting that proximity, because that's like, that's like an hour with you in Q&A, is like, imagine if that hour was that good, imagine what the rest of the year is gonna be like with me, you know, in my program.
And so that's their feeling like, and you want them to get indoctrinated into your system, and what you do in the value that you bring. So that's one that I see that really successful events have. And the other one is like, is actually having really good data and follow up. And so, you know, having the right email, the right phone number, when these people sign up for this stuff, a lot of times they're using a junk email, or a fake phone number, a Google voice, or something like that.
And then when you get them in person, and you get them checking in, one thing that we do is we have, I always recommend somebody's there at the iPad, like on staff to just talk with the person, and she's like, hey, is this your current email, because we're gonna be sending some updates during the event, and I wanna make sure you don't miss it. They're like, oh no, no, no, that's not my email.
And so I see like, you know, 10 or 15% of the time, we might not even have an email or phone number for somebody, usually not a phone number. At Russell's event, we gab at Funnel Hiking Live, we were able to capture like 2,500 phone numbers that they didn't have, and because they didn't take phone numbers on the order form.
And so, I mean, some of you guys are probably all doing that, but some of them it's optional, because you don't wanna cause friction for the phone number, and I got all but three people's phone numbers at that event. There's like 5,000 people there, we got every single person's phone number except for three. Three people were like, I don't wanna give my phone a reach, put all zeros.
But that gave me the ability to text those people throughout the entire event, make sure I got them back in the room, and even if you don't use like the tracking system that we have, I mean, your marketing team could text them, and then the follow up after the event, especially if you sell something from stage, the key is you gotta have good data to follow up. So if I know who saw the offer, who didn't see the offer, who didn't see the repitch, I can talk to them differently.
Can you imagine getting an email from, if they don't see your offer, they can't buy it, right? And so right now, we're talking to everybody the exact same, whether you saw the offer presentation at the event or you were in the hallway, you're getting the exact same follow up email. Well, our clients are not.
Like we're building out strategy and plan for them afterwards, that if they saw the pitch but missed the repitch, if they missed the pitch but saw the repitch, if they missed both, we're doing it totally different sequences post event to really convert and give their sales team a really good list of people to call. So after the event, your sales team's calling somebody that missed the offer completely, that's gonna be a totally different conversation than somebody who saw the offer. No doubt.
And it's thinking about it. So that's all, just like big picture strategy when you come into these things. We do the live event, we make some money and we're like, oh, it was good, like, you know, hey, we made half million. But it's like, we're leaving, all, we're leaving millions of dollars on the table by not using the data the appropriate way. So, is it a couple of advice that I see? Yeah, it's efficiencies.
I mean, everything you just said is you're taking what we all know, I run a live event to you and so many others, right? We all have some KPI baselines, right? So we all have what we understand would make it a good event. But is that even efficient, right? Are we actually creating efficiencies to really capitalize on the entire experience? And what you're built, what you build on that hotel, anyone again, go to inthorum.live if you have any level live event, talk to Bill and his team.
But you've created efficiencies on where we're blind as people as little human beings. Like, I don't care how many people you have at the door, you won't know how many people come in and come out and are watching the close. You know, your best kind of like, if you have one person at the door, like, doing one of those clickers, but like, the tech just says that, like, hey, they left the room 15 minutes before the pitch, they didn't see the pitch, they weren't back in the room.
It's obvious now that you think you pitched 50% of the room, you actually pitched 30. Well, no wonder your numbers, you know, don't show the act here at KPI. Yeah, and the other really cool thing that we do, and I realize like, I'm giving away some of the secret sauce of what we do. And as a host, you guys are host of events. So one thing that I would say is, as a host of event, we don't like advertise that we're doing this at the event.
Most people don't want big brother watching them at the event. So I'm sure some of you go to the events that I've been talking about. And so I always hesitate. For the last two years, I really just kind of hesitate at even talking. This is the first time I've ever talked about it on a podcast or anywhere out in the public. But if people don't know what we do, they're not gonna call us or be interested or talk to us. So it's important.
As a host though, what you want to do is you want it, you don't want people to think that they're, and by the way, we have no idea like who's hotel room you're in or any of that stuff. You're either in the conference room or you're out of the conversation. That's all I know. I don't know if you're in the bathroom. I don't know if you're in the hallway. I don't know if you're down the road. I don't know if you're off site. I don't know where you are. So just, we'll get that.
Just for clarity, they're not literally tracking you in what room you're in, right? Just to make sure. Yeah. Yeah, I just want to be clear. It's this totally legal technology that's used in every department store and everything like that right now. It's a tracking inventory and stuff like that. So I can't see you anywhere outside of the conference room. And even in the conference room, I just know you're in there. You're not in there. It's that simple.
It's not like I have a bugging your phone or I'm installing an app on your phone that you have to shut off. But one thing for people is, think about this. I have Russell's event, a Paces event, and the events that we do these larger tracking type events software. Two minutes into their pitch, I'm sending a text message only to the people who are not in the room to get them back in the room to see the offer.
So I was able to get, no, no, no. I was able to text 1,200 people at Russell's event who are not in the room. That's big. And yeah, and I got 394 people that walk in the room, not just since the last break, but the entire day they had never stepped foot in the room. And so 394 people that had never stepped foot in the room the entire day that day of the offer on Friday that walked in the room for the first time after that message.
Because of the text messages that we sent, and I wrote the message, I strategized the message. And it was a perfect thing to create curiosity to come back in the room. And so, and of those people, it was? Oh, of course I remember, but they're going to have to hire me to find out what it is. And I'll give you most of it, but not everything. And there's, but I mean, that's it. But I set up the messaging over all four days. So like I wrote the messaging. I wrote the strategy.
I work with their team. And this is a big part of what we offer is I'm behind the scenes and Russell's on stage and has no idea that what's going on. He doesn't have to do that. He does what he does really well. He's the dancing monkey on the stage that's doing the show and selling the high ticket program and everyone's falling in love with him. And I'm behind the scenes. I'm in the hallway. I'm in the conference room.
I'm looking at the event from an operator angle of how can I maximize the revenue from this event? Well, everything that's going, who's in the hallway? What's going on? And then, you know, planning for the next event. And then 93 of those people bought the program. So 93 of those people. And 390 that you've been in the room. 93 people that would have been in there to see the offer. Now, they might have seen the repitch. They might have heard about it. Some of those people might have bought.
So let's just say, I think I could argue that 25%, but that's an easy number. Like 25% of those people might not have seen it. So 25 people at $25,000, just that alone, you can do the math of the type of revenue that this bead could be created from something like this. I mean, it's over half a million dollars just that. And so there's a lot of other things that, but this is how, like you said, I think you put it really well.
It's the inefficiency in the live event business that can be monetized on the negative data. The stuff that we're looking at who bought the program. But I mean, you take it a step further and say, all right, everybody that, so in the event, if we know who was attending and who stayed for the longest period of time, like I also know at Russell's event as an example that Jocco willing spoke on the first night.
So there were like 250 people that walked in for the first time that entire day right with Jocco spoke. So I can give that to Russell and say, hey, Russell's probably a pretty good speaker. And then I can also see the rest of the week if those people stepped foot back in the room or not or they were just there to see that.
And then maybe it would be advantageous for Russell and Jocco to do a presentation on leadership and do a JV after the event because the people that were at the live event are probably the best subset of his entire audience on his email list. So you know what, hey, Russell, this was the most attended session. This is the most interesting session for people. The nobody walked out during it.
And so what if you did a month from now, you sent an email to your list and you sold one of Jocco's programs on leadership and made 50% of the rabbit? Because people want that. And so there's all kinds of stuff that you can do for this even after the event. But you got to kind of have the data and have somebody who could be the brains behind the operation. So that's what I love to do. I still run my real estate business, the coaching business, all that stuff.
But I love to talk to you just and be like, hey, I'm planning this event. I got this thing going on. I'm like, hey, let me show you how I think you do what you do. I'll do what I do. And I'll make you more money in the background. And- But that's what I call the Estonial Entrepreneurial Day in A, brother. This episode is like the shining star of Ys because you're a full-time real estate investor. You are in a very high performing, coaching, consulting business for real estate investors.
You are a actual pilot. You just created a business because of your own inefficiencies in the business like that's entrepreneurship, right? And it's not always puppet auction rainbows.
And you create things from a need you might have that turns into an actual business that might, at some point I would expect there to be some really eye revenue and some really good tech options here like sell-offs and things of that nature that will come because you have people that run really big, really big meetings like Tony Robbins. And I know you're in conversation there like, this is great. And that's the whole reason why this podcast exists.
You'd have, so I can interview the best of the best in all different platforms to show like what's possible and what's out there. And in this episode, if you are doing any level of live events or want to be, go to intheroom.live, hit up Bill Allen, everywhere on all social media's, dude. I mean, this is, you know, you and I are already talking about it.
But even your idea, dude, is like when Jaco is in the room, you had 250 extra, like I'm sitting here and I already made the introduction of where I'm key noting and there's going to be 2,000 people, Patrick Bed David is the keynote. I guarantee you, it'll be the highest attendance right when he goes on spit. Ryan Sirhant is the second. And I know for sure the host of this, right? They should be pitching some sub-subject of those two because like I think that's just a brilliant way.
Anyways, I think this is phenomenal. I mean, I don't even listen to this. Here's, I'll be very quick. But like, there's a QR code on the front. So imagine this. Patrick Bed David is speaking, right? And the cool thing is we can point that QR code wherever we want like real time. So let's say he speaks, right? And it's Cody's event, right? So Cody says, hey, Patrick, I'd love for you to do a meet and greet in the contract that I have.
I don't know if he's paying, I'm just doing it for a favor, whatever. But if you're paying somebody, say, yeah, you're paying. So hey, in my contract, I want to meet and greet for 10 people backstage for like 15 minutes. And then Patrick Bed David gets up there and he speaks. And right afterwards, the MC comes back out and he goes, hey, who would like to meet Patrick Bed David backstage? And everybody's like, oh, I do. Like, okay, well, he agreed to meet with 10 people for 15 minutes.
If you want to do that, all you got to do is scan your QR code right now in the first 15 people that buy for $5,000 come backstage. And boom, you just paid for your speakers fee for that entire event with that right there. And then what it does is it tags them on there and the security backstage scans their QR code with our software and it gives them a green check mark that they paid the payment went through and they have the credentials to go backstage. You're making so long.
I'm going live event like next month. Oh, dude, it's so fun though. Like the coolest thing is I can take what somebody's already doing and just give them ideas that I've created at my event or I've done for other people to be like the nutty professor behind the scene that shows you how to make a lot more money. What I love during Paces event is I got to be in all the meetings with all the staff. And I mean, I run an education program too.
Like, we probably, like some of my clients were there and bought his program. But I mean, I was at that event working for them and with them as basically a partner. I'm a partner in your business at your live event. And I mean, I've seen it, I've done it, and I have tons of ideas of what's possible. So most of you that are running live events are scratching the surface. You're probably hitting maybe 25% of the potential revenue that you could get. Let me expose the other 75%.
Because it's the most fun for me. What I love doing is I love just blowing other people's minds of what we can do and then actually executing it. Because I can basically say, hey, look, this is how much money we just made. And I don't share in the revenue. I don't do rev shares right now. I don't do any of that. I probably should down the road. But right now it's just like this, it fixed fee, bring me in. If I can't map out 10 times more than that, I won't even make an offer to you.
So. And it's anybody from somebody who's doing a meetup with 25 people trying to build their email list. We have a $97 a month program for them. All the way up to people that are doing huge events, 5,000, 10,000, 20,000 people. That's incredible. Guys, in the room.live, make sure you get there. Bill Allen is a beast. Seven figure flipping from his own real estate. Like this guy is an animal. He's an incredible person to know. And he's a great person, which is the most important thing to me.
So I appreciate you being on, bro. I appreciate you having me. I had a lot of fun. I could literally talk about this for the next four hours. It's so fun. Thanks, Justin. All right, y'all. If you got some from this, make sure to share this with two people and stay tuned for the next guest on the next episode. Peace. And have a great day.