Transcript
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Introduces Michael's business transformation and explains the first playbook: shifting YouTube from a relocation audience to a much larger local audience. It breaks down the three audience types and why the local pivot created outsized growth.
An agent in Texas named Michael tripled his income and actually started working less and spending more time with his family because he was out of most deals.And two years ago, that wasn't true.He was only doing $11 million a year managing every client himself and burning himself out spending over 40 hours a month on YouTube.So, I want to walk you through the five playbooks that we helped him install in his business that helped him go from 11 million to over $35 million this year.And most people do the first one the complete opposite.So, this first playbook is how his audience through his YouTube strategy.This is the biggest problem that most agents face when they do YouTube is they focus on relocation.And when we looked at his market, only 40,000 people move to his area every single year.And I'm going to show you the numbers why that's a problem.
And so, we shifted him from a relocation to a local audience.Only 40,000 people are moving to his area every single year.So, 1% market share is only 400 people.And so, when we compared that with his entire market and looked at the 1 and 1/2 million people that might not necessarily be transacting today, but could be transacting in the next couple years, we were able to 37xhis audience by going local instead of focusing on relocation.And so, this small pivot might look small from the outside, but it has a outsized return.And that's where the highest leverage comes is when you make a shift like this and you can have a 37x shift from one change.That is a high-leverage play.And I'm going to walk you through what does this actually look like when it comes to the on a channel?So, when we look at the audiences on a channel, you actually have three different audiences.
You have The three different audiences are new, casual, core.And so, the new audience, these are people who just know about your area.So, this could be your major metro city as a whole.The casual might be if you're in the city, this is the city's neighborhoods.Or if you're in the suburbs, it'd be like the city's suburbs.Whereas the core are usually the three to five specific neighborhoods or suburbs that you actually work in.And that's how you think about your audience on a channel and how you tap into new audiences.And so, knowing how to tap into the new audience by going local, that's how you 37x.Now, obviously, your market's going to be a lot different, but for Michael, this 37x his audience by focusing on local instead of relocation.
Covers the second playbook, focusing on how more natural, dynamic on-camera delivery improves connection and lead generation. It explains how bullet-point videos, storytelling, and natural calls to action helped increase views and leads.
And so, this whole playbook is the strategy playbook and the next playbook is going to be about how you actually generate more leads.Especially if you're already getting leads on your channel, this one's going to be really helpful.The second playbook that we helped him install is once you get the strategy down, the second highest leverage thing that you can do as an agent, as a creator, is the filming side.And so, when we looked at what he was doing from filming already, he was actually really good on camera and he was really good with scripts.But the biggest thing is we needed to get him to be more natural on camera because when you're more natural, you're more relatable, you're easier to connect to.And when you can connect to someone, that's where conversations start.And so, we completely changed his entire delivery on camera.
And so, when you have a more dynamic delivery when filming, this is where you can connect more with your audience and you can generate more leads.So, the biggest thing when it comes to content is how do you make the content interesting?And this is what most people's content looks like because it's scripted and it feels very monotonous.It feels very plain and when you're watching as like a viewer, you can see that.You can see the scriptedness.When someone's more raw, real on camera, you can see the flow.Way more tonality, way different type of feel and that is actually how he ended up getting over 10x views.Now, that's only one piece of it, we'll get into a lot of the other pieces.However, this was a big shift in allowing him to be more personal on camera.It's going from a scripted video into more bullet point videos where you're just trying to hit the bullet points and it allows you to naturally weave in your personal stories, your opinions, as well as any client experiences, their
stories, and their opinions.And so, most people don't realize when it comes to the script and how you are on camera, this allows you to have more calls to action, and the variance on the lead flow is not just a 1x.It goes from 1 to 3 to 5x, and even more, because, for example, what most people have is when they have a script, they have maybe one call to action and it's at the end of the video, andyou might have like five leads from it.And it's kind of not the most natural call to action, but it works.And then, some people, they might add two.They might have it one at the beginning, one at the end, and you might like 2x your lead from that, maybe.But, what happens is when you have more dynamic delivery, you can have more natural calls to actions in videos.
So, it's kind of like a TV commercial, or if you're watching anything online, there's an ad maybe every 10 to 15 minutes on TV, or every couple minutes on YouTube.And so, you can do the same with your videos.And the ratio that Alex Hormozi found is that like every 3 to 4 minutes of content or value, you can actually make a call to action.And so, a 3 to 4 to 1 ratio.And so, what happened is when you're more natural on camera, and you're talking about specific things.So, if you're saying, "Here's the best neighborhood in X city," and you're talking about one specific neighborhood, you can just subtly mention, "Yeah, we actually had someone who was interested in this area.We helped them find their home, and this is what they were looking for, what they wanted.And if that's anything like you, you can reach out in the description below and contact us and we can help you out."
And then, you talk about a little bit more, you keep going, and you're like, "Oh, yeah, the market's not doing so hot, but we were actually able to help someone save $100,000 on their purchase.And if you want the same results, we you can reach out in the information in the description below."And it's just these natural calls to action, where you're able to subtly sell it, because you're telling a story, and you're adding credibility.And so, when you make the ask, it doesn't have to be long.It can be like one or two sentences, and that doesn't just like 1x or 2x the return on the leads, because it's more natural, and you're adding that story element, as well as the credibility element, you actually havean outsize return.And that's how you go from like five leads to 25 leads.That's why Michael is not just generating 10 leads a month, he's generating 50 to 70 leads a month from YouTube now.
Explains the shift from Michael being the bottleneck to becoming a delegating team leader. It shows how adding agents, admin support, and marketing help reduced his YouTube workload and increased overall capacity.
So, this next playbook is Michael went from the bottleneck in the business to finally being a team leader who actually was delegating.And so, the biggest thing especially in sales as real estate, usually you have a lot of high D's and those agents, you guys end up being the people who want to control everything.But, that actually constrains your time and the more you buy back your time, you're able to do more by increasing your capacity.So, this is what it looks like when it comes to making the switch.So, an example is Michael was the bottleneck for everything.And so, all the leads, everything flew through him.But, the minute he started adding people to his team because he had more opportunities, now every deal and every single thing didn't flow through him.And when there's multiple people in the loop, that allows for more to get done.
And so, you can see this doesn't just 3x, a lot of times it 5 to 10x's because you as an agent or team leader can only spend probably 18, maybe 16 hours a day on the business.But, when you have three people, that's three people spending 10, 12 hours a day on the business.And so, you end up not having to split your focus and you can focus on what you're good at and that's what Michael did is he was able to focus on being the brand, the face and driving businessand then his agents were able to take the business and convert it into clients.And so, the fourth playbook that he was able to install was going from a solo agent into team leader.And what this really starts to look like is the different tasks.And so, if you're anything like me, you probably have a list of just constant things you either want to do, need to do, etc.
Like I just pile up my Slack message to myself and it's just these lists of things to do.And when you're the only one doing it, that list just keeps getting bigger.And so, this is what most team leaders to do list looks like.12 different things and they're trying to do everything, but in reality, they're really only probably doing these.And so, when you add in people, so he has I think three agents now and he has kind of like an admin EA.Each one is able to take three of the things from him and this is where you can have way more return on your time is by having people.And so what his org chart started to look like is he looked at the sales side and he looked at the admin and op side and he's like, "Okay, I want to add three agents in order to help
facilitate that with them and me.We need like one admin operations person."And then he also had us helping him with his marketing and so that gave him like a five-person YouTube team that allowed him to have more scale so he went from 40 hours a month on YouTube to maybeonly spending eight hours a month on YouTube.And so that's the difference when you see like 12 tasks, you're really only able to spend maybe eight to 10% of your time on it whereas like you have a team of three to four people doing three tasks,they can spend 30% of their time on that task and that's what really allows you to actually scale.
Describes the fifth playbook: using freed-up time and team support to expand beyond one lead source. It explains channel risk, why diversification matters, and how multiple platforms reduce dependence on a single source.
So when you're able to scale like this, you're able to go back into the demand side and figure out how do I generate more leads?And so that's what is the fifth playbook.But if you want to understand where are you at in your business, what constraints do you need to solve, what's the next step for your business, I actually created a free quiz down below.I'm meeting with agents probably like three to 10 agents a month, whether it's the podcast, whether it's for our our like YouTube, email or whether it's clients and I'm looking at their businesses and I see everything and I'mable to understand every type of business from like 10 million to a billion plus a year and I'm putting all of that information into this one resource that helps you look at how do you actually grow in realestate?
What are the constraints, what are the playbooks and what is the next problem you need to solve so you can actually scale?And that's for free, it's down below, it's just a free quiz, it's really easy and it can help you solve the next constraint and the next step for you and your growth in your business.So I know technically I said there was five playbooks but when I met with Michael and kind of deep dove his business, the constraint, what's going to unlock him to the next growth, him and I actually talked aboutwhat is the future of his business, that's actually going to be the number six playbook that I'm going to show you is kind of how he's thinking about how to grow his business And this can to very interestingif you want to scale through like media or content cuz it's going to show you how.
But the big move here was one to Michael was already generating 50 to 70 leads a month on YouTube.There are plays that he could do to scale it up by doing two videos a month, by doing lives.But the other thing is now that his time was more free, he's actually able to go from one platform into multiple.And so he was able to have multiple channels now that he was able to start to focus on when it comes to platforms and ways to generate leads.And so even though he's converting over 20 million a year from YouTube, what ends up happening is you have this thing called a risk.What that means is when you have like one or two lead sources that are generating the business and if that's the only thing you rely on, the minute something happened to that channel, whether it's paid, whether it's organic,
whether it's sphere, referrals, old school, new school, anything happens, you're at a 100%, maybe 50% risk profile.And this allowed him because he had more time, he had more capacity, he could do more things and he had more team to help facilitate it.He was able to go from 100% channel risk to a 20% channel risk.So if anything happened in the business, he always had multiple channels to generate more leads and more business.And that's what happens is like a lot of people think that you get wealthy or rich from like having a diverse portfolio.But the truth if you ask Warren Buffett, if you ask any business owner, is you get rich from like one channel and you protect your wealth by having diversity.And it's the same thing when it comes to business is like you can build a great business off of like one or two channels.
That's how you can build a good business, but you protect that and build a great business once you can start to diversify and have multiple channels.
Introduces an extra playbook about thinking of the business as a brand and media company rather than just a lead-generation machine. It covers the broader benefits of branding, including community, PR, credibility, talent acquisition, and future scaling.
And so these were the five playbooks, but what I wanted to do is I want to show you one extra playbook for sticking through the end and show you what is he thinking about in the future of hisbusiness and how he's actually scaling him way beyond himself at this point.So most founders have the problem where they are the brand.And one of the things that a lot of people in real real are learning is you can build a brand around where you live and he was able to build a brand that encompass his area and that allowsyou to think through scale way differently.And the way you start to look at this is like, what are the media components?I look at the brand as a media company and I'm going to show you kind of like a very high level like blueprint of how he's thinking about it.
So, what most people don't understand about building a brand is that when you build something that's bigger than yourself and you build a brand, it can do more than one thing.Most people look at a brand, personal brand, etc.and they're like, how do I get leads?How do I get client?And that's great, but there's like five to seven to nine completely different things that building a brand does that nobody looks at.The ROI of what it can do beyond just revenue.It's the fact that you could build a community in your area.It's free PR.I know a lot of people who get literally free PR from building their brand, networking with local businesses, developers, happens all the time.The credibility that allows you to do way more things and the other thing that few people look at is the talent generation, aka, how do you acquire more people to your team?
And the best way to do that is that when you do content and when you build a brand, the cost to acquire client, just like the cost to acquire talent, actually drops.And that is why Sharan Srivatsa, Leila, Alex Hormozi, all of them love building a brand and they're spending way more on media.It encompasses about 30% of their entire operating expenses at this point and because it does way more than just paying for leads or doing XYZ.Building a brand has not just a one X return on your business, it can have three, five, 10 X return on your business because of all these things.And that's why Michael started to realize, how do I build my name locally?And he thought about this way ahead of like a lot of other people and he built that that's bigger than himself and that's where he's able to have a team, but then he's also able to think of his
business as a media company.And what would a media company have?And that could be like a videographer, it could have editors, it could have writers.And this is just like how he's thinking about it in the future, etc.There's way more into this, but I just want to kind of show you high-level what does this look like and what could the future of your business look like if you decide to focus on media and building abrand.And so, that's why brand is such a big thing and that's why By the way, if you like this and you just want to figure out what's the next step in your business, what's the thing that's holding youback, the biggest problem that if you solve can help you grow your business, click the link in the description below and you can take the business constraint finder in real estate and it can help show you the next
step.This comes from the countless agents that I meet from the podcast, from our companies, etc.And I've been putting all that information into one valuable resource that looks at how do you do all this and how do you think through the problems in the business.But hopefully this is helpful.Hopefully seeing these playbooks helps you figure out, okay, what do I need to do in my business to grow.But if you want help with any of this and you want to build your YouTube channel or you want to monetize your database through email, you can click the link in the description below.We work with a lot of the top teams across the country, run some of the biggest channels, help people two, three extra channel, their email, get profitable, and we can install our YouTube and email team into your businessto help you grow.
However, if you're curious about all this and you're like, what are kind of like the next steps around taking this into my business?Well, I actually create a video for that and I'll link it somewhere up here up top and you can watch that next and it can show you what are the first few steps that you should take to startto build a brand for your business.