Why One Content Format Beats Ten Tactics — Transcript

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1. 0:00Welcome Crystal to Hermosi Hotline. We
2. 0:02are hot.
3. 0:03>> Hey.
4. 0:04>> Hey, what's going on?
5. 0:05>> Woohoo.
6. 0:07Oh, hi. Sorry, I was watching you on
7. 0:09YouTube.
8. 0:10Hello from Hawaii.
9. 0:11>> Hello from Hello from Vegas. All right,
10. 0:14so you're doing 33k a month. Okay.
11. 0:17Got it.
12. 0:18>> Mhm.
13. 0:19>> All right, ad spend is zero. Got it.
14. 0:21Real estate is the niche. Okay, Oahu
15. 0:24luxury homes. Okay, real estate luxury.
16. 0:26Got it. Uh offer is buy, sell for high
17. 0:29net worth. Okay. So, you are a an agent,
18. 0:32right? Are you brokerage?
19. 0:34>> Yes. Yep.
20. 0:36>> Okay, are you a brokerage, too, or just
21. 0:38an agent?
22. 0:39>> Oh, just an agent.
23. 0:41>> Okay, and I said just that sounded that
24. 0:42sounded diminutive. I didn't mean it
25. 0:43like that. So, congratulations. Um
26. 0:45>> Oh, literally I say clear numbers.
27. 0:48>> Okay, so the constraint is needs funnel
28. 0:50and a clear hook. Unsure if buyers or
29. 0:52sellers can share the same offer.
30. 0:54Okay, so you want to sell more houses,
31. 0:57right?
32. 1:00>> Yes. So far, I'm on track for 25 million
33. 1:03this year, but I want to get to 50
34. 1:04million.
35. 1:05>> Okay. So, what do you do right now to
36. 1:07get leads?
37. 1:10>> It's all referrals and couple times a
38. 1:13month I go live on Facebook.
39. 1:15>> Okay.
40. 1:16>> I was doing it more consistently and I
41. 1:17would get leads that way, but it's
42. 1:19mainly referral based.
43. 1:20>> Okay, so when you did go live more
44. 1:22consistently, you got leads that way.
45. 1:25>> A few, yeah. Like this year, I picked up
46. 1:2710 million in sales from that one
47. 1:29Facebook video.
48. 1:31>> Well,
49. 1:33what do you think I'm going to say?
50. 1:36>> To do more of going live?
51. 1:38>> Yeah, that seemed to work pretty good.
52. 1:40So, let's say let's say you did 10
53. 1:42million in sales, your commission's
54. 1:43what?
55. 1:44Call it 3% on average between buy and
56. 1:46sell.
57. 1:47>> Yes.
58. 1:47>> Okay, cool. So, you made you made uh
59. 1:50$300,000
60. 1:51off of the lives that you did. How many
61. 1:53lives did would you say you did?
62. 1:56>> Um
63. 1:58usually only two a month. I used to go
64. 1:59live every Thursday for 4 years
65. 2:02straight.
66. 2:02>> Okay, so two a month and let's just say
67. 2:04that that's what you did the year that
68. 2:05you did the extra 10 million. Does that
69. 2:06sound accurate?
70. 2:09>> Yes.
71. 2:10>> Okay, so you did 24 lives and made
72. 2:11$300,000.
73. 2:13So you made
74. 2:15like $13,000 per live.
75. 2:21>> Yeah, that's good math.
76. 2:23>> That feels worth it, right?
77. 2:24>> Cuz it's
78. 2:25Yeah, cuz it's it's pretty easy and fun.
79. 2:28I just hop on, do a house tour, then hop
80. 2:30off.
81. 2:31>> Yeah, so what if you did that How many
82. 2:32How many houses do you show
83. 2:35or how many houses hypothetically could
84. 2:36you do that for per week? I want to say
85. 2:38max, not like let's start from where you
86. 2:40were to like what would be the maximum
87. 2:42amount of those that you could do?
88. 2:46>> The max would be I mean, if I really
89. 2:48hustled, probably 20 would be like
90. 2:51moving that.
91. 2:52>> With my schedule.
92. 2:53>> 20 per month?
93. 2:54>> Oh, I thought you meant per week.
94. 2:55>> Oh, per week? No, that's that's even
95. 2:57better. That's even better.
96. 2:59>> I could do five per week. I could do
97. 3:00five per week.
98. 3:01>> No, but I like the 20 per week. That
99. 3:02sounded so much better.
100. 3:05How about this? We'll do this.
101. 3:07Do phase one of this. So do five a week,
102. 3:10one a day, do the sexiest one. All
103. 3:13right, the one that's the the most
104. 3:14banger that you could walk through. Do
105. 3:16that for 6 months.
106. 3:18And then at that point decide whether
107. 3:20you want to go from five to 10.
108. 3:23>> [laughter]
109. 3:25>> Oh.
110. 3:25>> And again, remember the thing is is that
111. 3:26you're operating from the perspective
112. 3:27that you have the existing resources
113. 3:29that you currently have to make that
114. 3:30decision, but that's not what's going to
115. 3:31happen in 6 months from now. Because if
116. 3:33the same math held, right, then that
117. 3:35would mean that you would be able to
118. 3:36accelerate. And let's assume that you're
119. 3:37half as efficient with these ones cuz
120. 3:39you're doing more of them, whatever. All
121. 3:41right, let's just assume half. So you're
122. 3:42making call it $6,500 per Let's even go
123. 3:44less than that, $5,000 per. Okay, so if
124. 3:47you did that, then you're going to make
125. 3:48$5,000
126. 3:49five times per week. So 25,000 a week
127. 3:51comes in extra, $100,000 a month, $1.2
128. 3:53million per year extra in commissions.
129. 3:56So, uh that would triple
130. 4:00Now, you go from $33,000 a month to
131. 4:01$133,000
132. 4:03a month. So, you would quadruple your
133. 4:05business if you just did that. And
134. 4:07that's at a 1/3 efficiency of your
135. 4:09current lives.
136. 4:13>> I got you. Does it matter that I don't
137. 4:15have cuz I'm learning so much with your
138. 4:17content? I signed up during the book
139. 4:19launch.
140. 4:19>> Yeah.
141. 4:20>> the ACQ group. Um I don't It's not like
142. 4:22I'm doing a specific hook or anything.
143. 4:24I'm literally just hopping on, doing a
144. 4:27house tour, saying some things about
145. 4:29Hawaii, and then hopping off. So, it's
146. 4:30not very strategic.
147. 4:31>> Phase one is do it.
148. 4:35>> Okay.
149. 4:35>> Phase two is once you do it, you'll
150. 4:37realize which ones work better, and then
151. 4:38you'll start getting better.
152. 4:42>> Okay.
153. 4:43>> Because here here's what ends up
154. 4:44happening. You'll commit to the action,
155. 4:46right? You'll do it. And then all of a
156. 4:47sudden you're like, "Well, shoot. I'm
157. 4:47spending all this time doing this. I
158. 4:49might as well take 20 minutes to just
159. 4:51look at good hooks to start with." And
160. 4:53then the next week or two you'll start
161. 4:54with good hooks, and then you'll do it
162. 4:56and be like, "Oh my god, this is so much
163. 4:57better." And then you'll think, "Man,
164. 4:58that was just with 20 minutes. I wonder
165. 4:59if I spent an hour a week just prepping
166. 5:01a little bit more for each of these."
167. 5:03And all of a sudden you'll get even
168. 5:03more. And then this is how you get in
169. 5:05the game.
170. 5:07>> Got you. Got you. Got you.
171. 5:09Um can I ask one more question? I don't
172. 5:11know how much I know I got to hurry.
173. 5:13Um how would I document cuz yesterday's
174. 5:15workshop was so good document the
175. 5:17aspirational achievements? You know, of
176. 5:20>> For you, it's already done. It's already
177. 5:21done for you. The houses do the work.
178. 5:25>> Oh, interesting. And then in
179. 5:27in the pyramid, like am I solution aware
180. 5:31or am I product aware? Like I wasn't
181. 5:33sure where I fell.
182. 5:34>> So, I think for you, again, like
183. 5:37what like you showing sick houses is
184. 5:40going to be like I just I don't want to
185. 5:42even want to get into that stuff for you
186. 5:43right now. Like
187. 5:44the reason that there are so many real
188. 5:46estate reality shows, it's because
189. 5:47people like looking at nice houses.
190. 5:51Now, the difficulty of what's going to
191. 5:52happen, so this may this let me just
192. 5:53play out what's going to happen next, is
193. 5:55that if you do this and you're
194. 5:56consistent, you're going to get a lot of
195. 5:57people who start following you cuz
196. 5:58people cuz people in general, people who
197. 5:59are broke and people who are rich like
198. 6:01looking at nice houses. That's why those
199. 6:02work as shows cuz
200. 6:04broke people look at them, too, right?
201. 6:06>> Right, right, right.
202. 6:07>> we just need to make sure that when you
203. 6:08start getting these leads, cuz the next
204. 6:10thing you're going to get overwhelmed
205. 6:10like the next call we would have if we
206. 6:12were to fast forward this to 3 months
207. 6:13from now is you're like, "Oh my god, it
208. 6:15worked, but it worked too well and now
209. 6:16I've got too many leads that are like
210. 6:18that are broke uh versus the ones that
211. 6:20are good, right?" And so then we're
212. 6:22going to have to put a little bit of a
213. 6:23triage process in place. And at that
214. 6:25point though, your sales commission
215. 6:26should already have, you know, gone up
216. 6:27by a decent amount. And then you can
217. 6:29afford somebody just work your DMs for
218. 6:30you.
219. 6:32>> Okay, got you.
220. 6:33>> Cool.
221. 6:34>> I'm fine.
222. 6:35>> And the nice thing is you can have
223. 6:36somebody overseas do that. So you don't
224. 6:37even have to like that's not going to be
225. 6:38a super high expense. You can pay, you
226. 6:40know, 500,000 bucks a month and have a
227. 6:41full-time VA who's trained on, you know,
228. 6:43a a simple, you know, six or seven
229. 6:45question script.
230. 6:46Very easy.
231. 6:48>> Do I Do I go live on Facebook or IG?
232. 6:51>> Both.
233. 6:54>> Okay, we got to figure that out. I've
234. 6:55never gone live on IG.
235. 6:57>> I promise it's one it's one Google
236. 6:59search away. It's one Google search
237. 7:00away.
238. 7:01>> [laughter]
239. 7:02>> I know.
240. 7:03>> Cool. Yeah, like you could like
241. 7:04quadruple your business by doing one
242. 7:06thing every day. I feel like we should
243. 7:07just do that.
244. 7:10>> Okay, I love this cuz I was trying to
245. 7:11figure out what one thing to do. So this
246. 7:13is very helpful.
247. 7:14>> a good one thing. This I I feel very
248. 7:15confident in this one thing.
249. 7:16>> Okay.
250. 7:18>> Cool.
251. 7:18>> Okay, thank you. I'll talk to you again
252. 7:20in a bit. Yep.
253. 7:21>> All right, you bet. All right.
254. 7:22>> Thanks, Alex.
255. 7:23>> You bet.
256. 7:23>> Thank you. Bye.
257. 7:25>> This is a great question that that
258. 7:27Crystal just brought up, by the way,
259. 7:28everybody. Um like when there's so many
260. 7:30tactics that you have that you're like,
261. 7:31how can I you know, I can make this
262. 7:32better? This is something else I can do,
263. 7:34is like just start. And the thing is is
264. 7:36that you will like by doing by starting
265. 7:39and doing a lot of volume, you will feel
266. 7:40the pain of doing a lot of volume with
267. 7:42very little output. Then what happens is
268. 7:43you're like, "Man, if I'm putting all
269. 7:44this time into it, I'm going to start
270. 7:46getting better." And so, most people try
271. 7:48to like they they have this this fallacy
272. 7:50of the perfect pick like I have to make
273. 7:51the perfect thing or it's not worth it.
274. 7:53It's like, "No, like start realize that
275. 7:55it's going to suck because you're
276. 7:56putting all this time into it, and then
277. 7:58you will be pulled because you've
278. 8:00already made the commitment and you keep
279. 8:01your keep your commitments to yourself.
280. 8:02Uh you will you will feel pulled to get
281. 8:04more efficient at the thing, and then
282. 8:06Crystal, for example, will start
283. 8:07listening to more and more of my
284. 8:08content-related stuff and be like,
285. 8:09"Okay, I'm going to start working on
286. 8:10these hooks to make them uh you know uh
287. 8:12work better. I'm going to start People
288. 8:13seem to like the outside of the house
289. 8:14more than if I start with the inside of
290. 8:16the house, or maybe they like the view
291. 8:17first rather than, you know, the
292. 8:19bathroom. Whatever." Like she'll figure
293. 8:21out. Um and Crystal, if you're still
294. 8:23watching this, um what I would recommend
295. 8:25doing is that when you have your lives,
296. 8:27like there's so many content agencies,
297. 8:29again, this is a little bit of
298. 8:30investment for you, but like there's so
299. 8:31many content agencies that'll just clip
300. 8:33uh portions, especially if it's like
301. 8:34tours and stuff. And then you can do
302. 8:36trial reels that you can post up to five
303. 8:38a day for the same reel.
304. 8:39Uh where I would be like, "Okay, um let
305. 8:42me start with,
306. 8:43you know, different first 3 seconds."
307. 8:45So, I'm going to start with the outside
308. 8:46of the house, I'm going to start with
309. 8:46walking in the front door, I'm going to
310. 8:47start with the view, I'm going to start
311. 8:49it with uh you know, the the amenities
312. 8:51or whatever it is. And maybe a different
313. 8:53verbal and visual hook, and then once
314. 8:55you have those five, you take the best
315. 8:57one you post it to your main page.
316. 8:58If you're not getting as many leads as
317. 8:59you want and your business is demand
318. 9:01[music] constrained, meaning you could
319. 9:02service more customers than you
320. 9:04currently have, then this is for you.
321. 9:06So, marketing is changing, and I think
322. 9:08ACQ tends to be on the bleeding edge of
323. 9:09the stuff. We certainly spend the money
324. 9:11uh to do it, but we also build [music]
325. 9:12custom software, and we pay amazing
326. 9:14vendors and very expensive people to
327. 9:16figure out the system that we have right
328. 9:17now, and I want to share it with you
329. 9:18kind of open kimono style. If you're not
330. 9:19getting as many leads as you want,
331. 9:21boy, do I have the thing for you. Click
332. 9:22below, book call, and uh
333. 9:25hopefully I'll see you in Vegas.