Stop Chasing Trends: Find the Marketing That’s Right for You

Summary

Stay Paid Podcast Summary: "Stop Chasing Trends: Find the Marketing That’s Right for You"

Release Date: November 11, 2024
Host: Luke Acre & Joshua Steich
Guests: Cody Smith & Stephen Akery (Acre Brothers Realty Team), Ann Morgan (Top Producing Realtor in Stillwater, Oklahoma)

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Introduction

In this compelling episode of the Stay Paid Podcast, hosts Luke Acre and Joshua Steich delve deep into effective marketing strategies tailored for real estate agents and entrepreneurs. Featuring insights from seasoned professionals Cody Smith and Stephen Akery of the Acre Brothers Realty Team, alongside Ann Morgan, a top-producing realtor from Stillwater, Oklahoma, the discussion centers on moving away from fleeting trends to establish sustainable and personalized marketing practices.

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1. The Power of Networking and Conferences

The conversation kicks off with reflections on the Tom Ferry Conference, highlighting the immense value of networking and collaboration within the real estate community.

Joshua Steich shares his exhilarating experience:

"It literally felt like a concert or something like that or Black Friday or something. Real estate agents just trucking it."
[00:43]

Ann Morgan recounts the chaotic yet rewarding environment:

"I did run. I will admit that I did run... one of them was like, if you want a good seat, you've got to run."
[02:24]

The hosts emphasize the importance of such events in fostering connections and learning from high-performing agents.

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2. Adapting to Commission Shifts and Buyer Consultations

A significant portion of the discussion revolves around the recent shifts in commission structures and the introduction of buyer consultations. Ann Morgan candidly discusses her initial hesitation and eventual adaptation:

"I was kind of one of those last ones that, you know, went about doing it... it only took you like five minutes to do it and you don't understand why you've put it off for so long."
[04:24]

Cody Smith and Stephen Akery add that while awareness of these changes is growing among consumers, transparency remains key:

"It's 6% and 6% to the listing agent. No, it makes it easier."
[06:28]

They highlight the challenges newer agents face in explaining these changes without an established brand.

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3. The Dominance of Referrals and Repeat Business

Ann Morgan reveals the cornerstone of her business success:

"I'd say about 80% is repeat and referral."
[09:45]

This segment underscores the unparalleled value of building strong relationships and maintaining consistent client satisfaction. Cody Smith echoes this sentiment by sharing experiences from high-performing teams:

"That's the name of the game. Every team we hear is events, events, events, like, throughout."
[10:16]

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4. Strategic Marketing: Social Media and Postcards

A pivotal highlight of the episode is Ann Morgan's comprehensive marketing strategy, which seamlessly integrates digital and traditional methods.

• Social Media Engagement:

  Ann leverages Instagram extensively, focusing on authenticity and community support:

  "I'll go and take pictures with the managers... Faces behind the Places."
  [19:10]

  This approach not only promotes local businesses but also humanizes her brand, fostering deeper connections with her audience.

• Postcard Campaigns:

  Combining monthly database mailings with targeted postcards for listings and closings, Ann ensures consistent visibility:

  "I really think that that helps... All of my listings and closings."
  [13:47]

  By customizing the messaging to highlight her role in each transaction, she reinforces her value proposition to clients.

---

5. Event Marketing: Quality Over Quantity

While Ann Morgan faced challenges with event turnout, the discussion pivots to the strategic importance of events for touchpoints rather than mere attendance.

Cody Smith shares a transformative perspective from a top-producing agent:

"That's kind of my goal. I just need the touch points, you know what I mean."
[12:27]

This mindset shift emphasizes the broader impact of events in maintaining brand presence and facilitating follow-ups, regardless of immediate attendee numbers.

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6. Leveraging CRM Systems for Effective Follow-Up

The conversation touches upon the critical role of Customer Relationship Management (CRM) systems in nurturing leads and sustaining client relationships.

Ann Morgan discusses her transition to a new CRM post-conference:

"I'm in the process of that because that's not an easy transition and stuff."
[20:23]

Meanwhile, the hosts and guests advocate for robust follow-up strategies to complement marketing efforts, ensuring no lead is left unattended.

---

Notable Quotes

• Joshua Steich on the value of networking events:

  "And it's just the relationships that's the name of the game."
  [29:59]

• Ann Morgan on overcoming marketing setbacks:

  "You just have to look at it as. You got to keep moving, because if you get stuck on that one thing, that it's just going to set you back."
  [11:04]

• Cody Smith on focusing marketing efforts:

  "Cause we see it all the time. People have such good ideas, but it's the execution of those ideas that's gonna pay you the result."
  [27:07]

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Conclusion and Key Takeaways

This episode of the Stay Paid Podcast serves as a masterclass in personalized, sustainable marketing for real estate professionals. Key insights include:

• Prioritize Relationships: Building and maintaining strong client relationships through referrals and repeat business remains paramount.

• Strategic Marketing Focus: Concentrate efforts on select marketing channels like Instagram and postcards, ensuring consistent and authentic engagement.

• Value of Networking: Leveraging events for touchpoints can significantly enhance brand presence and lead nurturing.

• Adaptability: Embracing industry shifts, such as changes in commission structures, with transparency and confidence is crucial for sustained success.

As Joshua Steich aptly summarizes:

"Remember the difference between top producers and mediocre producers. In every business, it's top producers Take action. Take action on that today."
[31:36]

Listeners are encouraged to implement these strategies, emphasizing consistency, authenticity, and relationship-building to elevate their businesses beyond transient trends.

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Connect with the Guests:

• Ann Morgan:

  • Instagram: @sellingsilly
  • Facebook: Selling Silly Stillwater

• Cody Smith & Stephen Akery (Acre Brothers Realty Team):

  • Instagram: @acreebrothers
  • Contact: 434-216-5306 | [e-mail]

For more insightful episodes, subscribe to the Stay Paid Podcast on Apple Podcasts or Spotify, and leave a review to support the show!

Transcript

[Joshua Steich]

Welcome to the Stay Paid podcast where we help agents and entrepreneurs master the latest business trends to unlock growth and create a life of freedom. Brought to you by Reminder Media.

[Luke Acre]

Welcome to Stay Paid.

[Joshua Steich]

My name is Joshua Steich and I'm Luke A. Cree.

[Luke Acre]

And before we bring on our guest today, we love if you take a minute to subscribe to Stay Paid on Apple Podcast or Spotify. If you're not already subscribed. While you're there, drop us a review. We'll read it here on the show. This week's featured review comes from Diamond Watch, Diamond Wash. Yeah. Shiniest of Diamonds via Apple Podcast. They say podcast is helpful. Every episode has great tips to help you get going in your real estate business. I highly recommend listening finally.

[Joshua Steich]

We've only been at it for seven years. Finally got a good review.

[Luke Acre]

We also highly recommend exactly listen especially to this episode and these guests that we have today. Joining us again, Cody Smith and Stephen Akery from the Acre Brothers realty team, the number one team in Lynchburg, Virginia. Welcome, gentlemen.

[Cody Smith]

What's up? What's up?

[Stephen Akery]

What up? I got my name first.

[Cody Smith]

Yeah, I'll take that just the way.

[Luke Acre]

It'S listed on the screen and I.

[Stephen Akery]

Guess you wrote it that way.

[Luke Acre]

And our special guest is Ann Morgan. Ann is a top producing Realtor in Stillwater, Oklahoma with two decades decades of experience in real estate. Her local knowledge and expertise make her a trusted choice for those buying or selling homes. And she's been voted Stillwater's best realtor the last three years in a row. And welcome to Stay Paid.

[Ann Morgan]

Thank you.

[Cody Smith]

Let's go.

[Joshua Steich]

And I'm excited to have you on the podcast. We met at the Tom Ferry conference which we were already saying, can't believe it's been a couple months since, you know, I was shocked. Were you one of the agents that was rushing the stage when they almost like a concert, it was like mad fans coming in because I'm a vendor.

[Cody Smith]

Right.

[Joshua Steich]

So as the they let the real estate agents in, it was just a horde of people. Were you one that was rushing the stage or did you hold back?

[Ann Morgan]

I did run. I will admit that I did run. It was my first year there, but I was in the back. So I wasn't even in the VIP seating or anything like that. But I was with some people that I have met through clubhouse and so they had been there and one of them was like, if you want a good seat, you've got to run. And I was like, really? And he said, yeah, you've got to run. I'm not kidding you. And so they opened those doors and everybody took off running. So I ran.

[Joshua Steich]

It literally felt like a concert or something like that or Black Friday or something. Real estate agents just trucking it. And I was like, oh, my gosh, one day, Luke. Yeah, one day they'll run. They come. Come to our booth. They were just running the opposite way. What did you think? What was your overall experience of the. The Tom Ferry event? Did you like it? You feel like you got a lot out of it?

[Ann Morgan]

Yeah, I mean, I really enjoyed it. I mean, you know, obviously collaborating with others that are there and meeting others, I think that's probably the biggest takeaway. You know, I listen to podcasts often and his often. So, I mean, I feel like there's a lot of that information that was. I already knew, but it was also nice to hear from agents that were there and are those examples that he talks about that were, you know, showing their numbers and showing their data and hearing from them in person, you know, really puts that into perspective. So I really appreciated that.

[Joshua Steich]

Agree. I mean, I think it's just the environment getting around and collaborating. Networking is probably the greatest benefit of those events that people underestimate. Shout out to Tom. We're going to have to have Tom back on the. On the show. Because I was massively impressed.

[Luke Acre]

500 episodes.

[Joshua Steich]

Has it been. Seriously? Oh, my gosh, man, we really got to get you back, Tom. All right, tag him in this clip. We got to get Tom back on the podcast. But I was super impressed by the ecosystem of agents, people like yourself, right. Running into you at our booth and just the quality, like you're a high producing agent. It felt like the whole ecosystem there of just producers, like, I was talking to agents that were down and out on themselves. They were like, I've only closed five deals, six deals. And I was, no offense. I've talked to agents all day long for a decade, and there's half the country not even closing one deal right now.

[Ann Morgan]

Right.

[Joshua Steich]

So I would love to hear from you, Anne, on. You know, we've had the shift in the commissions and the whole change in buyers consultation. Are you finding that more difficult? Were you already getting buyers to sign agreements before you were taking them out? How has that shift affected you?

[Ann Morgan]

I was not, you know, unfortunately, I. I am not a confrontational person. So it was kind of. I've been intimidated by that shift. But, you know, I've been listening and learning about it since, you know, it was first known. And of course, listening to different podcasts and different agents talking about it since, you know, I basically January or December last year when the first idea of it came about, you know, I kind of mentally prepared for it. But I mean, I really, you know, against what Tom said, I was kind of one of those last ones that, you know, went about doing it, but I haven't had much pushback from it. So I don't, you know, one of those things where, you know, what do they say? You put off something for so long and then you finally do it and realize it only took you like five minutes to do it and you don't understand why you've put it off for so long. So true. I believe, you know, just it's all in delivery and communication with people and they just need to feel comfortable and confident with you and in you and your abilities and, you know, it's kind of a hard concept to explain to somebody, especially when you first meet them or have that conversation with them. But I mean, just being honest and explaining it to them and kind of helping paint the picture of, you know, what it's there for, I think has been helpful. But, you know, do you find like.

[Joshua Steich]

Most of the consumers are aware there's been a change and are they confused? Okay, most are not. What about you guys, Stephen and Cody? Have you found in your market that most are aware or do you find.

[Cody Smith]

I thought people would be aware of it, but we're probably 50, 50 on people that are aware, you know, of the change that's happened. Most people are actually spouting out, which is what the change was for, but spouting out 6%, you know what I mean? Like, hey, we know it's 6%, that kind of thing. And then you have to backtrack and explain how the process actually works to be super transparent with them.

[Joshua Steich]

Like, yep, it's 6% and 6% to the listing agent. No, it makes it easier.

[Cody Smith]

Established teams. I do feel sorry for a newer agent because I can imagine when, you know, when I first started in the business, just how hard it was to present up against a seasoned agent and to have to explain in transparency does make things super difficult when you're. You're having to tell them the change when they don't know the change because you have to be transparent. So that is a little bit harder, I think, for the lower producing agents that don't have a brand, really.

[Joshua Steich]

Have you lost any deals or buyers that presented it? What about you, Anne? Have you lost any deals?

[Stephen Akery]

Well, I would say too real quick that the two different conversations really, because for me, buyers don't really talk about it at all. Like, I would say that's even less than 50. It's listings that they're. You're really getting into the percentages for buyers consultations. Like, honestly, when we present it and the way we explain it at the end, there's usually no questions and we just move forward.

[Joshua Steich]

And are you majority a listing agent or you. How does your business break down between buyers and sellers?

[Ann Morgan]

Yeah, I'm majority a listing. So, I mean, that's probably why I don't have quite the pushback that I have from buyers, because if I do get a buyer, it's mostly through referral. So I don't have a whole lot that I just pick up. You know, I guess I should say randomly. I don't know if that would be the correct term, but so the, the trust is probably already there just because of the referral process. And then sitting down and explaining that to them is a little easier. You know, I do have a listing and there's a newer agent in our office and she did have to try to show that listing for me one time because I had some family in town and I couldn't get to it and, and the gentleman didn't want to sign the contract. So I guess that would be one on me. But, you know, she is a new agent and I'm sure that, like you were saying, is difficult for her to try to explain and get through having those, you know, that first year's jitters and all those kind of things, because I couldn't even imagine doing that my first year of real estate. So.

[Stephen Akery]

Yeah, because you're already struggling with knowing your value when you're first starting. You're like, do I know more than someone else would know that I'm helping? And that's what you're kind of battling through. So then that on top of that. But hey, once you get it, though, you're probably going to be at a better foot than someone that didn't have to do it, because you're going to have to know, I think it was.

[Joshua Steich]

Like 40% of the industry or something like that was already getting buyer's agreements signed, believe it or not. So, like majority was not, but majority of the, or 40% of the industry was. And in terms of your business, like this year, like, what's the transaction or volume that you're going to do this year?

[Ann Morgan]

Well, I mean, I'm averaging about like four and a half a month for closings. So, I mean, I've got five in October. April was my Slowest month, but I've had four or five closings each month since, you know, before that and after that. So I don't know what it was with April, but I had one closing.

[Cody Smith]

Is the majority. Is it repeat and referral? Because you've been 20 years in the business. Okay. What would you say the percentage would be?

[Ann Morgan]

I mean, I'd say about 80% is repeat and referral, so. Nice. Okay. Yeah.

[Stephen Akery]

And the top teams we're talking to. That's. It is heavy. Repeat and referral.

[Cody Smith]

Yeah, it's amazing, like, the podcast, like, the events and stuff, like, because we just met with two of the top teams in Chesapeake and Richmond, and they're doing like, you know, 300 deals a year kind of thing, and, like, 80% of their business was repeating referrals. And from the event, all the people that you've had in the podcast that keep speaking towards events, like, that's the.

[Stephen Akery]

Name of the game. Every team we hear is events, events, events, like, throughout.

[Joshua Steich]

Are you doing events and do you do any events throughout the year for your business or.

[Ann Morgan]

I don't. I mean, I've tried a couple of times. You know, I live in a college town, so, you know, I've tried some of the nil deals with, you know, baseball players and stuff like that. I mean, it's been okay. I mean, the last one that we did, I mean, unfortunately, nobody showed up, so it just made it difficult to.

[Joshua Steich]

Did you go crying?

[Ann Morgan]

Yeah, pretty much. You know, it was just really frustrating.

[Joshua Steich]

But how do you overcome that right, when. When that's everybody's biggest fear, right? They throw an event or they do something and it doesn't work. How have you overcome that block. Blocker. To just keep going and trucking? Because you've been doing this for so long.

[Ann Morgan]

I mean. Yeah, I mean, it's just one of those things. It's hard the first time, you know, that you don't have very many show up. But, you know, I guess you kind of have to think about it as like an open house. You know, sometimes people show up and sometimes people don't. But, I mean, you just have to look at it as. You got to keep moving, because if you get stuck on that one thing, that it's just going to set you back. But, you know, just make a change or just keep going and what the. In the things that, you know, do work, and that's just what you can rely on.

[Cody Smith]

So, yeah, we were. We were talking to a team in Richmond and they brought up another team that had talked to him about events. And this guy does 400 transactions a year and he does this event that's a car wash, right? And the lady was there and just like, so how many people showed up? And he's like, well we barely get anybody to show up. But he's like, that's actually kind of. It sounds bad. He's like, that's kind of my goal. He's like, he's like, I don't need, he's like, I don't need people to show up. I just need the touch points, you know what I mean? That I'm going to get, get from this event. I was like, let you into the mind of a top producer, right? Because it's so true when like we even had, I think we had like 90 people for the ice cream social, right? And then probably 40 people, you know, showed up from it. And we're a big team, you know, so we had 90 people but we got out, you know, probably a thousand touches to people and we still have people commenting on how, you know, how the ice cream social go. They didn't even show up, they didn't register. But they want to know because they're seeing it, right? Yeah.

[Stephen Akery]

One of the agents this morning said he was at church and he was like, oh, is it this week? That was last week. And then another guy was like asking how it went and he didn't go at all. So yeah, it really is the touch points because then it's even the follow up after that. You have something to talk about too.

[Joshua Steich]

Yeah, it makes so much sense. So. And what do you think is working for you to drive the referrals? Because if you're 80% referral, you're closing four to five deals a month. Just crushing it. What is working in your drip marketing or what do you think is driving it to where people are coming to you?

[Ann Morgan]

Well, I mean I'm, I'm really big in social media, so I mean Instagram and I mean I have a Google business page I need to work on a little bit because I, I get going and focus on one area. But then I also do, you know, postcards and stuff for every single one of my listings and closings. And so I, I really think that that helps. You know, I can't really narrow it down to like one specific thing because, you know, I'll get something from postcards, I'll get a couple of calls and then six months will go by and I don't get anything. And then I'll get a couple from that. But I mean as far as my presence and stuff like that, it's. It's got to be social media. I kind of copied your database with.

[Joshua Steich]

The postcards, just so I understand. Is it your day? Are you hitting on the neighborhood or both?

[Ann Morgan]

So I do both.

[Cody Smith]

Okay.

[Ann Morgan]

I do have postcards that go out once a month to my database, and then I have postcards for every single one of my listings. I do the, you know, just listed postcards, and then I do the closed postcards.

[Joshua Steich]

That's great.

[Ann Morgan]

You know, I've tried to focus on the wording and stuff like that to change it from the just sold or, you know, how I helped them.

[Joshua Steich]

I think Jimmy Macken and Tom Ferry are bashing just listed.

[Ann Morgan]

Just.

[Joshua Steich]

They come up with better ideas. But yeah, I think they're. They're. So then Instagram, so it's, you know, your brand awareness. So Instagram, you have a great Instagram, like, aesthetically looks awesome and engaging. Walk us through kind of your thought process there of like your how you think about posting, how you think about utilizing it to generate relationships or build referrals.

[Ann Morgan]

Yes. So in 2020, you know, when the world shut down and everything, you know, Stillwater is a small town. I mean, it's 50,000 or less, and that's with students. So, you know, our student population creates a large portion of that. And so when they're not here, it's a really small town. So. And we have a lot of locally owned businesses and stuff. So when 2020 happened, you know, I was like, what can I do? Because, you know, I even suffered for a little bit of time because we weren't sure what was going to happen in the real estate market, you know, despite what, you know, there were hopes and dreams of those types of things, but you weren't guaranteed that it would turn around. So I just kind of started going around to all the local businesses and I just go in and I take pictures of items or things that they have and I post those. You know, I try to do that once a week or twice a week. You know, it will just be at the various gift shops or restaurants or anything like that. I get a lot of comments for those things in town.

[Joshua Steich]

So are you putting that on your stories or are you putting that on the feed itself?

[Ann Morgan]

I do the feed sometimes I do stories, you know, stories I kind of try to leave for that. I manage most of that. I do have somebody that helps me manage my post so that my stories kind of become my life and what I'm doing and what I support. Well, I mean, I still support the things that are being posted, obviously, but somebody else is doing those posts mainly. So I'll share them sometimes on the stories just to drive more, you know, traction and awareness to that. Because obviously you get more views on those than you do on posts sometimes. But.

[Joshua Steich]

Yeah.

[Cody Smith]

Now, do you get. Do you get a lot of messages and stuff through social of people looking to buy? Are they calling you? How are. How's the flow of the business coming in?

[Ann Morgan]

Yeah, I mean, I get messages, but most of the time it's phone calls and stuff. I mean, they'll just call me directly and say, I saw your social media post or I follow you on Instagram or, you know, I'm very bad with names, so I have a lot of Instagram buyer one. It's kind. I know it's horrible, but it's one of my. One of my weaknesses. I know I need to work on.

[Joshua Steich]

I want to go back. I've never heard someone say they post items, so I think that's super unique. Most people are going and interviewing the business. I've heard that strategy a bunch. But are you literally, like, I'm just envisioning this. Tell me if I'm off. Like, you go to the coffee shop and you talk about the. The pumpkin spice latte, the actual, like, drink, or, like, is that how you're doing it versus, like, talking about the coffee shop itself?

[Ann Morgan]

Yes. So, I mean, I'll go in and, you know, we have a place called Typo Market here. And so they've got, you know, paper goods and then they have gifts and stuff like that. And I mean, they have a lot of seasonal things. So, you know, I'll go in and take a picture of, like, with a towel or something if it says, like, home sweet home or, you know, they may have something for osu, since we're Oklahoma State. And I might take a couple of pictures with items like that so that, you know, while it's football season or baseball season, you know, have some marketing material to support the college, but then also bring it back to the local businesses and stuff like that. So just try to help them out.

[Joshua Steich]

Yeah. So Stephen, Cody and I were on our phone call early this morning. We were talking about marketing and we were talking about literally video and shooting more video for social and stuff like that. So that is a great idea of. Yeah. How to actually be able to talk more about local business in a way that drives something specifically for them. So it's one thing to get on and say, here's the coffee shop it's another to say, you got to go try this drink.

[Ann Morgan]

Right.

[Joshua Steich]

Or you go buy this. I really like that. That's really good.

[Cody Smith]

Going through your social media. Because I went through it day. It was cool because it felt so much more authentic than interviewing the business owner. Because, like, you see people interviewing business owners all the time and you feel like it's about them. Right. And you just don't want to watch it. But that felt like it was more about the business, which was more of a, you know, charity, and it felt super authentic. So I could see a lot more business coming in from the end. It's a lot easier of an interaction, Right? Yes. With the business owner to go interview them and all that good stuff. I feel like it's a really good idea.

[Ann Morgan]

Yeah. I mean, and, you know, I do. I do the listings for all of my videos and stuff like that. But, you know, being on video is not my favorite thing, which I know a lot of people say that. I did go around and, you know, it's probably something I need to do again, but I did go and take pictures with the managers and stuff like that. So I did something that was called Faces behind the Places, so that, you know, people could know who it was that was there working. Or, you know, if there's somebody there that always knows what my coffee is, I go take a picture with them.

[Joshua Steich]

So, dang, that's a great golden nugget. Faces behind the Places. Because then you're featuring the local business, you're getting to know the cashier, barista, whoever it is, Owner. Yeah, that's really, really good. Makes it personal. So Instagram, is that the main medium? Are you on Facebook and TikTok and other social channels?

[Ann Morgan]

I'm on Facebook and LinkedIn, you know, somewhat. I probably need to work on that a little bit more. But mostly it's just Instagram, so I. I don't do TikTok.

[Joshua Steich]

Do you do. So you're going Instagram. You have postcards going out once a month. Any emails, any other stuff going out to your database?

[Ann Morgan]

I don't do emails. But, you know, after going to the Tom Ferry conference, that's something that I have been working on. I switched CRM. So I'm in the process of that because that's not an easy transition and stuff.

[Joshua Steich]

So who are you going to now, CRM wise?

[Ann Morgan]

Oh, I just blanked on it.

[Joshua Steich]

That's okay. You guys are what, Follow up boss, Stephen?

[Cody Smith]

Yeah, we're Follow up boss. And where do we go from.

[Joshua Steich]

Like, I think we were Command, right? You were with Command as well.

[Cody Smith]

Yeah. Then we.

[Joshua Steich]

Before that, I'm with real geeks.

[Ann Morgan]

That's who it is.

[Joshua Steich]

Real geeks.

[Stephen Akery]

Yeah, real geeks.

[Joshua Steich]

I've heard great things about real geeks, especially because they also do really good marketing on like their landing pages and stuff like that, their IDX pages and stuff. They were known for for a really long time.

[Cody Smith]

Have you done this before, Ann? Have you done any giveaways?

[Ann Morgan]

I have not done giveaways.

[Cody Smith]

You should think about that. Just because you have a very big presence and you're giving. You're giving back to the community. We had a guy come in the other day to our market center and he was teaching on giveaways and he just does. What he does is he picks one really good giveaway and that way you can see what kind of engagement, what kind of following you have, because I bet you have a huge one through social media, but you can really engage with like, what kind of traffic am I actually going to get? Because we'll do a giveaway and all you have to do is put your address in there when you're looking to move next, like three years, and I'll give you options on it. This is something that we're going to do coming up here. We don't have a big social media, but for you, I feel like that would be a huge way to track how much engagement am I getting through social. That's, you know, super real.

[Ann Morgan]

Yes, that would be.

[Stephen Akery]

He just uses Google forms to do all that.

[Cody Smith]

Yep.

[Stephen Akery]

And it was really impressive. The numbers that he had were like, oh, dang.

[Cody Smith]

He had 80, 81 people through his sphere that said they'd be moving in the next one one year.

[Stephen Akery]

Oh, wow. It was. It was very impressive. And he does them twice a year, so he's like, don't do them a crazy amount because then lose their passion. But he just chooses one of the nicest restaurants that everyone knows about. He lives in like the Raleigh Durham area and chooses that and does like a 250 gift card to that restaurant.

[Joshua Steich]

Yeah.

[Ann Morgan]

Oh, nice.

[Joshua Steich]

Are you on YouTube at all, Ann? I know you don't like being on video, so I'm assuming. No, but.

[Ann Morgan]

Oh, no.

[Joshua Steich]

Okay.

[Cody Smith]

You are?

[Ann Morgan]

Yes, I am. Because, you know, I do the home of the Day videos for all of my listings and I put them on YouTube. So yes, I am on there.

[Joshua Steich]

Do you feel like YouTube is generating anything for you or.

[Ann Morgan]

No, I haven't gotten the traction on that, but I also haven't put in a lot of time into that one just because, you know, I'm sure if I did, you know, I would see something from it. But, you know, life is kind of busy. I do have two kids as well, so, you know, I have to keep that in mind and my time and all that stuff. So, you know, right now, it's the postcards and Instagram are working for me and kind of just doing my community thing. So that's just where my attention and focus has been.

[Cody Smith]

I'm curious, so you've been in the business 20 years. So when did you feel like this? The social media, Instagram was starting to pick up traffic for you?

[Ann Morgan]

Okay, well, first I actually started in 2017 was when I started real estate. Yes, yes. I've been in seven years. Yes. So that's kind of where I got my start. Because when I started in real estate, I was working on my PhD in ag communications, and I didn't finish that, but I knew the importance of communications. And so when I came into real estate, I jumped on to our MLS and I looked at, you know, who the top producers were. And so then I switched over and I started looking them up on Facebook and Instagram, and there was not a presence at all. None. And so, you know, I, as a new agent, was like, okay, this is going to be my way to get known and whatnot. So, of course, you know, I didn't. That was before knowledge of, like, keeping current matters and all those things. And I didn't have the confidence to say, oh, you know, look at this stuff, and here are the numbers. And so I jumped on to the National Day calendar, and so I would just start posting about, like, National Hamburger Day. And then I would connect it back to, like, a local restaurant and stuff like that. And so that's kind of where I got going with my social media. And people would just say, oh, I see your post all the time. And, you know, like, one of my moments of kind of being embarrassed but also super excited was there was a football coach that I was walking in one day to buy a shirt for a game, and he stopped and he goes, you're selling Stille? And I was like, yes, I am. He goes, my wife loves your posts. And I was like, really?

[Cody Smith]

So, yeah, what did the transactions look like from 2017? Like, what did you get that year? Next year, building up to, like, 50, 60 transactions.

[Ann Morgan]

So, yeah, so 2017, I got six that year. So. And I started in. It was like, right after my daughter's birthday when she turned one. So, I mean, I started on Memorial day weekend of 2017 and I got six that year. And then the next year was 18 and then 22 and then it bumped up to 26. And then in 2020 I did 41. Geez, 21, I did 62. And then 22, I did 40 last year I did 32. And then so far this year I've done 33.

[Cody Smith]

It just shows you what you focus on expands. It's just the compounding effect doing the same thing. Because I actually, when you say like, you know, I should be doing LinkedIn, I should be doing email, well, the truth is you should be focusing on Instagram and keeping that going. Not that you shouldn't add in those channels, but I wouldn't feel bad about that at all because you can just see that compounding. You know, I think that's people newest, newer agents biggest problem is they've got way too many shiny objects that are out there. There's too many ways to success that they just need to take one, two, maybe three channels that they just go full fledged into to be successful. Cause we see it all the time. People have such good ideas, but it's the execution of those ideas that's gonna pay you the result. Right. I love that.

[Ann Morgan]

Yeah. So I mean, that's kind of what I was thinking coming into this. I knew that that would probably be a question that was asked. And I mean, obviously I have the two things that work great and I feel like a third could be the email marketing. But I don't feel the pressure to be rushed into that because I do have a system set up that works great and I don't need to get caught up in all of that.

[Joshua Steich]

Are you part of any community things like moms groups or church or little league or are you out and about? I'm just curious if there's this also ground game happening for you in like just natural life?

[Ann Morgan]

Yes. I mean, because my kids are in T ball and softball and cheer and all the things. And then I also run, so I compete in, you know, half marathons and stuff like that. So, you know, there's groups of people that are crazy and do that stuff with me. But you know, psychos of the world, yeah, they're done for fun. But I, you know, for the T ball and softball stuff, like I get those cooling towels and put my logo and name on it and just buy a bunch of those and take them to the games and pass them out. Because, you know, we live in Oklahoma and it's still 95 degrees right now and it's October 8th so what is like, do you.

[Cody Smith]

Do you outbound call your people as well? Like, are you following up in any systematic way with your people?

[Ann Morgan]

Yes and no. You know, that's one of the things, you know, coming away from the Tom Ferry conference that I need to work on because I know that that was something that, you know, he really pushed hard, was, you know, if you're not following up with your people, somebody else is. You know, I do do that through the postcards and, you know, I did get set up with reminder media and getting the magazines out. Yes.

[Joshua Steich]

Cut the interview we need.

[Ann Morgan]

So I'm excited to see, you know, it has been something that I have thought about doing just because I've heard it on the podcast for several years now. And so I'm excited to get that implemented and seeing what that does just because I feel like it's a more personal touch than just the, you know, the postcard. But I do know it shows you.

[Cody Smith]

How good your brand Is to do 50 to 60 transactions. And it really is because of social media and your involvement in the communities is crazy numbers.

[Ann Morgan]

Yeah.

[Cody Smith]

Yeah. Really crazy numbers.

[Joshua Steich]

Yeah. But I think that's a key point for people listening that I don't think I could be wrong here because I have met other people, but I think of the ones that we have had on the podcast that are crushing it in social. They're also very active in their community. Like, they're just. They naturally, I think of like girls with grit.

[Luke Acre]

Yeah.

[Joshua Steich]

Shannon Gillette, all of these ones that are doing. They. They are also extremely active, whether it's in their church, their kids school. So I think that is a winning combo there. So if you're listening to this, thinking about, okay, let me do Instagram, you should also be thinking to yourself, well, what else am I involved in in the community that will feed like, it will play off of each other in a way to help elevate because it's just the relationships that's the name of the game. So incredible. Yeah. Really good.

[Luke Acre]

And thank you so much for joining us for the interview today. Before we close out, let people know how they can connect with you.

[Ann Morgan]

Yes. So you can follow me on social media at either Instagram or Facebook at. Selling silly.

[Luke Acre]

Selling silly still water.

[Ann Morgan]

Yes.

[Joshua Steich]

She's going to sell so much that you're going to be selling sillies.

[Luke Acre]

Make sure to grab.

[Ann Morgan]

That sounds good too, but Selling silly.

[Luke Acre]

Selling silly. Stephen Cody, thank you for joining us. How can people connect with you?

[Cody Smith]

Yeah. Find us on Instagram brothers. Obviously you can reach out to us anytime. 434-216-5306 Shoot us an email Stephen at acreebrothers. Realty. Com.

[Joshua Steich]

All right.

[Luke Acre]

Love it. Thank you. And all of those. All that contact information and links will be available in the show notes as well as well as all of our episodes over @stay paid podcast.com if you like this episode and want to show your support, head on over to Apple Podcast or Spotify. Drop us a five star review along with a comment. And the best way to support the show is simply to share this episode with someone that you know. If you want to get hold of me or Luke, you can email us@podcastrinder media.com and of course you can follow us on Instagram as well. We are at Stay Paid Podcast for this episode of Stay Paid. I'm Joshua Steich.

[Joshua Steich]

And I'm Luke Acre. And thank you so much for coming on. You are very humble because you are crushing it. It is pretty amazing. So many golden nuggets. My action item for people that are listening to this is go and practice. Like on Instagram, do the items post. I think that is such a phenomenal idea that I actually haven't heard before where you're posting about a specific item in the place, the location you're going to, whether it's the coffee shop or the store. Right? She's in a college town, so she's posting about things that might have to do with the football games that are coming up. And if you're like, I'm not sure I'm comfortable doing that, remember that Faces behind the places, like that was such a golden nugget. Faces behind the places. Because you could just post about that as well. Remember the difference between top producers and mediocre producers. In every business, it's top producers Take action. Take action on that today.