CEO Vyral Marketing
If you’re having trouble seeing results, or you want better results than you’re getting now with your database, I invite you to join our monthly accountability groups.
Our next group meetings are Wednesday, September 30th @ 4:00 and 4:30pm CST.
Email email@example.com for a meeting request invite to join the meeting.
You’ll meet once a month in a small group over GoToMeeting to discuss how to grow your database, record great videos, and follow up with the people who watch them.
We tested the idea out about 2 months ago, it worked, it’s a great value-add, and we want to keep them going. They are at no charge to you.
You report your numbers, ask us questions, and see what’s working for your peers. The topic is strictly education-based marketing to your database.
Scott, here in our office, started them and now John, my original partner in the company, will lead your accountability group going forward.
He’s in charge of all operations at Vyral Marketing and oversees everything in our Omaha office for you.
His entire day is spent talking to you and “coaching our coaches” on how to get you better results. He’s uniquely qualified to lead you.
I’ve been where you’re at – crushing the phones and working super hard to set up systems and grow the business. It’s so easy to get caught up in chasing, chasing, and chasing. You must step back, see the forest from the trees, and make great videos (not sales oriented) to communicate with your database that you’re meticulously building along the way.
I recently had a call with a great Vyral client who gave me permission to record it and publish the transcript that I took great liberty to edit down so it’s easier to read.
These were the challenges he was facing, and it’s conversations like this you’ll have in your accountability groups. Enjoy the writeup. We cover how to make better videos and how to build his database. I’m sure you’ll get some great value from it.
Thank you again for being a Vyral Marketing client, and have a wonderful weekend.
[start of transcript]
Frank: What are some of the frustrations you're facing with your database, with your videos, with Vyral, or your business in general?
Greg: It's not necessarily frustration; it's more a matter of trying to understand the indicators in the open/click reports you send. One of the big things you harp on is feeding your database, and I've been adding several people every day. In my initial open and click report there were 982 opens, which equated to about 15%, and there were 156 clicks, which was roughly 2.35%. When I compare that to my last one that went out, it drops to 15 clicks, and I want to pick your brain on how to interpret that.
Frank: Absolutely. First thing, let's look at the messaging of the email and your headline. Let's look at the headline that got 150 clicks and compare it to your most recent one. What were the two different messages?
Greg: The first one was the Charleston Real Estate Market update, and the second one with the lower click-through was titled Home Inspections and Home Appraisals: What's the Difference?
Frank: Okay, so the #1 best topic in real estate is this: where is the direction of home prices headed? Or what's happening with home prices? You get 24 topics per year, and I'm fine with half of those being just a market update. You could just call it a market update, but I think we could certainly make it more compelling. You would really want to say: What's happening with Charleston home prices this summer? It may seem incredibly repetitive to you to make that same video every month, but it's not repetitive to the audience. This is the #1 thing homeowners in your database want to hear.
So, home prices are the #1 topic, but the other two topics I would pick are six buyer questions and six seller questions to answer. Then you have 24 videos for the whole year. On our weekly newsletter, we go through and find which emails have the highest click-through rates. The emails that beat out market updates for real estate are usually things that are extremely specific to a local community. I would suggest you look at what emails are doing well in our weekly newsletter in order to get a better idea of what's working and what's not. We could spoon-feed you content, but it's not going to come off well in the video if you don't really know what you're talking about.
As a framework, do 12 market updates, and then 6 buyer questions and 6 seller questions. Some of the stuff that is pretty common knowledge to you may be news to prospective buyers and sellers. What's more important than the content, however, is you come on camera with authority and vigor when you discuss these topics. People may not necessarily care for the content in your video, but they want to see you and feel confident you know what you're talking about.
The #1 most important thing in your video is the headline, so here's what I want you to do: ask yourself the point of your two videos you shoot with your coach on your monthly interview over the webcam. This will force you to think about what you're saying and help you to create a much better headline. If you can come up with a headline with your coach BEFORE you shoot the video, everything will go great. Write down the headline with your coach and make sure it's compelling. You have to be honest with yourself and see if you would click on a given headline.
For example, the other day I saw a headline that said: How to Hire a Buyer's Agent. I knew it could be better, because I knew I wouldn't click that. It's just not compelling enough. Instead, it could be: How a Buyer's Agent Will Help You Avoid a Catastrophe in Your Home Purchase. What you'll find is the best headlines are questions or “how-to's”, but if you can angle them towards pain-avoidance, they generally get a better click-through rate. It's a little more risky to run that style of headline, but go ahead and run it.
Look, these emails must to be congruent with you - they have to be authentic. Make sure that the video is an extension of you. I usually include some funny b-roll with my videos because I try to educate and I also try to entertain, too. If you’re a serious person your videos will be serious. If you’re a fun person, they will be fun. Make them you.
Greg: These are really simple suggestions you're making but I haven't really looked at the program in this way before.
Frank: Great! I want you to see this more than just sending out an email to get a deal. You’re building a relationship by being useful, even entertaining. We want a great headline, a great share image, and possibly an entertaining aspect of the video. And we want your marketing to align with who you are as a person. When people watch your video they want to see your energy, enthusiasm, and they want to know that you're knowledgeable about what you're talking about. If you put your viewers to sleep, they won't want to work with you, let alone watch your videos.
Now let's talk about one other thing: building your database. When you start with us, we grab all of your emails and contacts and we pretty much get away with emailing all of them, at least for now. You probably know a percentage of these people. Interesting thing is you could film a horrible video and that percentage would still trust you and listen to you. The content is important, but having a database of people who know you is even more important.
You mentioned that you were still adding people to your database. How are you doing with that?
Greg: My leads come from all over the place. A lot of them are online, and my sphere in Charleston is rather large as well because I've been here for such a long time.
Frank: Okay, let's go deeper. You should be tracking how many legitimate people you've met, not passive opt-ins online. How many people have you added that you have legitimately met in person or with a quality phone conversation? Mets are extremely important for what we do. That’s the core of whom you want to stay in touch with. With “mets”, there is a larger fear of rejection because you know them. That’s why I believe most people don’t work their mets effectively. This is different than Internet leads rejecting you since they do not know you. Rejection is easier with them.
Greg: I agree, and everything you're saying is making sense. I want to see better results, and I'm definitely going to try these things.
Frank: One last thing, when you get your open and click reports, I want you to call the people who clicked the links. I can give you a script, and then I can give you an alternative script so your assistant can make those calls if you like to save time.
So, when you get your report back and you're going through it, this is what I want you to say when you call them:
Hey this is Greg, I see you subscribed to some of the videos I sent about the Charleston real estate market and I have 2 quick questions for you. I'll let you get back to your day. I'm not selling anything. First, do you have any feedback for me or any questions I could answer in future videos? I'm looking to help more people make smart real estate decisions. Also do you know anyone who is looking to buy or sell a home?That's it.
Greg: I like that. That's actually a little different. You're not selling anything and it's very helpful.
Frank: Now if you have an assistant making these calls, you'd want this person to say something like this. They simply call on your behalf using your name.
Hi! Greg, who I believe is your local real estate agent, asked me to call you because you subscribe to his videos. He wanted me to ask if there is anything you want to know or any questions he could answer for you about real estate, maybe in an upcoming video? I’ll pass this information over to him. Any questions we can answer or do you know someone who needs help buying or selling a home?When you or your assistant makes calls to your database it's a very soft touch. You don't need to bombard them with sales questions because they already know you’re an agent. They get it. There's a real estate agent in Huntsville, AL, by the name of Amanda Howard. She hired a full-time, client concierge, and all this person does is call past clients for feedback and referrals with the goal of working her database for business. There’s a hangout on the website we did all about it under the “Hangouts” tab.
I know how easy it is to get wrapped up with sales and deals, and to pull yourself out of that mindset takes a little work. If you can't pull yourself out of that mindset, you're going to be making a video that is way too sales-oriented, and you're going to scare away your database. That's not necessarily the best video to send out.
What has helped me a lot is that I've stopped taking calls on certain days. I only take phone calls on Mondays and Thursdays, and then on Tuesday, Wednesday and Friday all I do is write and think creatively. It is impossible to go from a call, try to be creative, respond to a text, follow-up on an email, and then back to writing or being creative, etc. You have to get your environment and mindset right to see the forest from the trees and develop that skill. That’s why I live in San Diego!
Think about the best time to shoot your videos and ask your coach if you can do it at that point in time because you have to be mentally prepared for it. If you're running around like a maniac Monday-Friday, it's going to be difficult to shoot a good video in the middle of the day in-between appointments or calls. I get some of my best work done on Saturdays when I come into the office early morning.
[end of transcript]