Rob Menconi - Notes - YLOPO Success Summit 2022

YLOPO Success Summit 2022

April 6th - 7th Las Vegas, NV Event Notes

Rob Menconi REALTOR® | Operations Project Manager

925.642.2188 call/text r o b @ e 3 r e a l t y. c o m RobMenconi.com DRE# 02168651

DRE# 02073759 NMLS# 1770437

●

YLOPO Success Summit 2022 - Resiliency! ○ How are people converting? Are they jumping in during automations or yourself? ○ Is doing it all on one number possible? ○ How are others processing calls or are they going strictly automation until they get a response? ○ New YLOPO items ○ Programs to check out: ■ Osiris ■ Real Grader ■ Sisu vs competition Actions Items ○ Meet with Gabe, GMB, PPC III ○ Consider OSIRS to integrate with Auctm and FUB ○ Deep Dive into Auctm for tracking and raw capabilities to keep agents accountable ○ Deep dive into YLOPO Raiya conversations, clean up and slim down what we are not using, wording, etc ○ Streamline plan for heatmap, homebot, etc to send out ○ Mindmap of YLOPO, Homebot, Call Action, FUB (action plans/automations), Zapier triggers - ensure we’re taking the most efficient and productive route

Day 1 ● Look at your dependencies ○ One agent, one tech - can’t be too dependent on one thing ● Demographic trends will swing to millennials - boomers will sell ● Large part of population, due to remorse work, etc ● Low inventory drives sales volume, inflation will continue to drive up prices ● Sales to commission is non - linear ● RE agents will participate more and more in ancillary revenue streams - increasing their overall income ● Interest rates go up, refis go down, need mortgagers to be in the buying game ● Shout out noise, but don't stop looking around the corner ● Convergence is a trend that will continue ○ Brokerages, mortgages cos, home warranty, internet marketing tech, home insurance, title co’s ● YLOPO’s WHy ○ Zig when others are zagging ○ Lead, don’t follow ○ Empower the Davids to beat the goliaths ● VMOST - Vision, mission, objectives, strategies, tactics ● Coaches Corner - Brian Curtis, Erik Hatch, Michael Hellickson, Dale Archdekin ○ Erik Hatch ■ How to convert leads and lead teams ■ Hatcha ISA - built into YLOPO

■

●

Deep than Wide ● Who are my top performers, build to support those members - don not throw average agents to higher opportunities ● What is the best for the client - best experience ● Pumpkin plan book - give all your attention to your large pumpkins ■ Slowdown in hiring process ○ Brian - Osiris ■ How to leverage your business ■ Neuro linguistic training ■ Step 1 - talk what they want to talk about ■ Step 2 - release pressure and let them talk ○ Michael Helickson ■ Club Wealth - coaching / training ■ Variety of coaches/teachers - find one that works best for you ○ Dale Archdekin ■ Smart insights and conversion ■ ISA and Scripts creation ■ I have an agent - 4 step process ● Paraphrase ○ Are you committed to that agent?

■ Yes I am ■ No I am not ■ Waffle ○ Have you signed anything yet? ○ If you were to work with that agent, what would be the benefit of working with that agent? ● Committed ● SIgned ● Benefited ■ Role Play prior to hiring ■ Start with the problem, then work back to find the solution in the hiring process YLOPO and other tools - recruiting and retention ○ Kenny Fast ○ Ryan Rodenbeck ○ Steve Rovitisi ○ Long Doan ○ Tech used for automations to make agents lives easier ○ FIgure out who you are (business) and attract who you want ■ Need a full time recruiter! ○ Team vs Brokerage ■ Full time agents to team side ■ High volume agents to brokerage side, to help grow the business ○ Role play, testing, weeding out agents prior to giving leads

●

■ Finding a place, utilizing trainings, mentorship, etc ■ Teach, nurture, train, test, provide ○ YLOPO showcased for training ○ System run business, people run systems ■ YLOPO part of the system, leverage the system, automations, etc ■ Utilize and leverage these systems ○ Implement corporate leadership for trainings for tools, etc ■ Huge asset, helps agents understand tools, systems, trainings ○ YLOPO to showcase top agents, recognize agents (participated in community, top wins) ■ Weekly employee digest for wins, community events, employee recognition ○ Employee Recognition is King ■ Rookie of the year ■ STAY = selling, teach, advice, you ○ Competition - through SISU ■ Top 4 people - hours, appointment, etc ● Take to lunch, dinner, etc ○ Why agents leave ■ Alignment is important - know who you are, what you want to attract, etc ■ Boomerang agents - leave, see what’s they were missing, and end up coming back ■ Lack of engagement ○ Follow up with agents - MONTHLY ■ Talk to agents, see how they’re doing ○ Onboarding is KEY - Use of Trainual ■ Meeting with Operations - Once a Month ■ Meeting with Marketing Director - Once a Month ■ Meeting with Video Manager - Once a month ■ Meeting again with Operations - 3 Months later ■ One on one with business coach - bootcamps/trainings ■ Teach Tech Stack - all tech, showcased ● Trainual and Workplace Facebook YLOPO New Products and Services ○ Releases in Q1 ■ Dynamic Registration - no cost - already rolled out ■ Seller Mode - lead registration engine ■ More questions yield more higher conversion rates and lower not interested conversations with AI ● Implemented new platform that ultimately leads to higher conversion rates ■ 23% of all home searches say they have a home to sell ■ 80% provide their home address ■ Tag Clean up Process - Coming Soon

■

■ ■ ■ ■ ■ ■ ■

■

■

Auto Tagging - Coming Soon ● Based on the questions asked and their answers ● preapproval_for_loan=no or yes, can then be a trigger to then send to our loan department ● WIki Articles called Tags generated from YLOPO and available to see Phone and Email Validation - Released, available on every single lead!

Dynamic Registration ‘Modes” ● Facebook, military, google, etc Ability to customize advanced tagging and filtration controls - Coming Soon Renter Filtration - Coming Soon Address Field fill inland homebot digest auto kick off - Coming Soon Connect Dynamic registration to Home Search Filters ● Based On data they provide, showcase homes/listing Google PPC, similar now going to Facebook ● Allows offline data back into facebook, to give facebook the data they need to then feed the user the correct information to result in better leads ● Google vs Facebook leads - worth a shot ○ Google ■ 272 Leads ■ 32 qualified lead - 14% ■ CPL: $9.87 ■ Cost per appointment: $84 ○ Facebook ■ 105 Leads ■ 11 qualified leads - 11% ■ CPL: $6.55 ■ Cost per active shopper: $63 Facebook - target only homeowners for sellers ● FAQ ○ Is it free - YES ○ How do I get on dynamic reg - WE ALL HAVE IT ○ How do I get social ads - Book appt!

Q1 Part 2 - LSA - ylopo.com/lsa ● Google local services and Google local my business ○ Building your GMB Page - add content monthly bases, ● Get the right reviews ○ Review me link - branded website link - automated bases sent out to past client, closed, sphere, etc ● Refunded for Bad Calls - LSA team takes this over ○ 38% of call are refundable due to their not meeting certain google standards

●

■ Irreverent, under 30 seconds of call time, other ● Answering your calls ○ LSA program from YLOPO ○ Inbound call center, picks up every single call - 5am pst 8pm pst ■ Answer 90-95% of all calls and warm transfer leads to agents ■ Filter out unwanted calls, topics, etc ● LSA transfers and dropped into your CRM ■ Q2 Release ● Click to Call Lead generation ○ Take listings, that are yours or attractive listings in you market - feature on facebook - get it front of consumers who are likely to buy ○ Keep away address and price ○ Dynamic remove listings a week, cycle through listings that the consumers might be interested in ○ What type you want to sell and target - show those listings ■ Cheaper source of traffic - 100-125 ○ Micro target advertising to narrow down prospects, out of time buyers, etc ○ 16-20% of calls transfers to agent ○ Automatically added to CRM, ylopo stars, etc ○ Brokerage has all the leverage, controls the conversations, gives the agents the ability to touch with the potential client ○ SOcial - 9-12months + ○ Google PPC - 6-9 ○ LSA ○ Click 1-3months+ ○ May 1st public beta ○ Pricing: $1200, 200 tech fee, 1000 media + data fee ○ Each tier you'll get 10-12 calls ○ www.ylopo.com/clicktocall ■ Signed for beta - 4/6 at summit Sellers and Listings ○ Retarget based on listings/sellers for what they are searching for ○ Heatmap - available for all agents ■ Roll out to agents, explain report, training on this to show client for listing presentation ○ Listing presentation ■ Trainings for sure, utilize YLOPO stars and tags to identify those who are interested ○ Follow up call, once Raiya has taken it to a point ■ Utilize Raiya as an actual assistant

○

●

Clients want help, they just don’t know how to go about it ■ Think more needs to be done then actuality ■ Show clients your value, without pressure to list ○ Tools and systems infrastructure is vital to ensure each lead is labeled, tagged, links added, homebot, etc ○ Listing opportunities - market and personality match based on the client - they want an expert ○ Homeswap - tool? ○ Retarget heat map to smart list for potential leads in a given area Lead Conversion Masterclass - crush it in real estate ○ Anthony Lamacchia ○ Competition high, inventory low = proper execution ○ Attract Buyers & Sellers to you! - what can you do?

■ Not asking certain questions that can scare them away from you - go into a call understanding the buyer is going to lie - need to change expectations and be mindful of what they want ● Do you have a realtor? ○ Don’t ask! Client will use against you as a shield so they don’t get asked more questions ○ Move on with the discussion, find out what the buyer wants ○ Buyers want help, inventory, and reassurance ○ You always have something coming up - tell them ● Are you pre approved? ○ Hold off on asking until you have a relationship or have been in contact after a given period of time ○ Financing options ■ Make them answer the phone ● Double or triple dial - if they don’t end up answer ○ Hey, are you still interested in ‘property name‘ bc I have a unit coming up there next week. Lmk ○ Talk to them about what they want! ○ Time management and choice management ○ Sellers ■ Sold in X amount of time - can scare sellers off ● A lot of questions and worries can come up with advertising that way ■ Sellers can be buyers, buyers can be sellers ■ Need to talk differently ● Sellers want - most money and time ● Explain the steps, what can and needs to be done ○ Sell/buys ■ I just need a bigger home ○ www.sellbuyroadmap,com ○ Repetition is the mother of skill - need to train your agents

○

○

●

●

Send items of value, once you book your appointment (home sellers kit) ■ Buyers want to hear about available properties ■ Sellers want to hear about comparable properties ■ Pre-call day before the appointment Video ■ When you educate you attract ● Ways to educate - use VIDEO ● What you are going to do for them

Optimal Conversion & Growth ○ Continual feed agents ■ WIth trainings, leads, showcasing what the brokerage can do ■ Everything goes to ISA team, then warm leads to agents ● No matter the size of the team or brokerage - ISA will allow for growth, client nurture, etc ■ Take one hat off at a time - don’t put more on! ○ Continue to look for people and leaders to remove hats, see what barriers exist and find the right fit for that position to eliminate the problem ○ Make a list of everything you find tedious and don’t want to do - outsource it ○ What happen in the last 90 days we want to reflect on ○ What are you excited about for the next 90 ○ Be constantly curious Tom Ferry ○ Does success leave clues?

■ They’re UBER Competitive = Growth Mindset ● The growth mindset - book ■ They value innovation = business & Culture relevancy (18m/) ● Every 18months, change something to revitalize yourself ■ Inuitian, data, consensus drive decision-making process ■ Brilliant marketing = demand, brand + referrals (w/ one dominate) ● Brand = know you, like you, trust you ● Database wanting to know? ○ Is this my forever home? ○ Can I buy again with the new interest rates? ○ Noone has a clue what their home is worth.

■ They trade money for time = habu, empowered people, best in class software/systems ■ Yes, they belong to a community & have a coach ■ They run plays that work! ● Do what works and stop what doesn’t ● What got us here, will get us less in 2022 ■ How do I take my business to the next level?

■ Where do we rank in the MLS? ■ Questions

■ ■

● Do I see this trend changing? ● Where do I want to rand in 22/23/24 ● Who do I need to add, coach up? ● What do I need to let go of in order to grow?

What are the most important future state business initiatives in 2022/23?

Three drivers ● Demand gen ● Brand ● Referrals

Day 2 ● Book Club ○ Richest Man in Babylon - Book ○ Dominate thoughts - Book ○ Too Nice for Sales - Book ○ The Growth Mindset - Book ○ The Pumpkin Plan - Book ● MAVerick Leader ○ MAVerick = measurement, accountability, and visibility ■ Measure everything in your business that can be measured and everyone on your team ● Calls, text, appointments, recruiting, etc ■ What you ‘measure’ you must make is ‘visible’ to your ENTIRE team ● Need team to get uncomfortable and share numbers - visibility is critical ● SISU, giant spreadsheet, etc ■ Everyone then becomes ‘accountable’ ■ “On good teams coaches hold players accountable, on great teams players hold players accountable” ■ 4 R’s - Right person, right position, doing the right thing, at the right time ■ No connecting, no closing ○ ISA Team? Keep agents and team accountable, should we build it out or hire out?

■ Leads are often dropped from agents not following up daily ○ Can I reverse engineer our data to find out how much were making per interaction? ○ Full visibility spreadsheet - email touches = X, text touches = X, phone appointments = X ○ Link SISU Follow up boss, then link to OSIRS for follow up with agent after appointment is met with questions and remotes back into CRM ○ Auctm ■ Use as tracking tool for future trainings, who needs role plays, etc to connect and ■ Agents MUST be using follow up boss for calls, texts, etc for tracking

●

●

●

Need to update stages after appointments - use OSIRS for this to make it easier for agents ■ Leads with nothing happening in X hours, identify and we can send nudges to agents to make sure they follow up - create task within FUB Keys to Success ○ Sussan Jenkins ■ Support agents with time, trainings, mentorship, etc ○ Grant Johnson ■ Click to call feature, game changer ○ Suneet Argawal ■ Priority overload ● ISA team to filter leads to cut down on needing to engage overload ○ Hedda Parashos ■ Need to build a checklist for agents to understand how YLOPO works, how the systems work, etc Video Digital Marketing ○ What am I giving up on too quickly?

■ Google, youtube, FB, twitter, instagram = top 5 websites ● What can you give away that’s of value to drive traffic to channels and recognition ● Gather as many people as possible to view your content to create a sphere of influence ● LCM - like, comment, message ○ Simply 20 mins a day ○ Automated Video ■ Property retargeting & brand remarketing ● Automated property video ● Open House tool ○ Really agents to get this done at every open house ○ Will automatically get retargeted through YLOPO ■ Pre appointment video ● Send video to appointment before you meet ● Make it big - App ● High Note - App ○ All can be set with automation and action plans within FUB ■ Table touches ● After the appointment was met ○ Send out video from one of the owners ■ Under Contract Process ● Seller and Buyer Escrow videos ○ Need to update the client as each phase is updated, make sure the client knows at all times what is the next step

○

●

●

Consider sub domains like seller.e3reaty.com to direct clients to the video steps in the process Lead conversion - winning scripts, dialogues, systems, and processes ○ If you don’t have an ISA you are the ISA ○ Isaiah Colton - Playbook? ○ Robby T ■ What is the mental state that you’re in?

■ When leads give you resistance first, those are always your best opportunities - that is normal ■ What matters above everything is the WHY ● Logic makes us think and emotion makes us act ● Best script: Be quiet and let them talk ■ If you are only calling your leads, you need to be texting long term even with with Raiya ■ Stop acting smart and start acting dumb ○ Team leaders ■ Need to be a master at Marketing ■ 7 Steps ● Score yourself after each call - mirror and matching ● Building value - what are you asking, how are you asking it ● Create a desire/urgency ● Getting agreements - trail closing ● What are you doing to overcome your objections ● After call - how good are you on your follow up and asking for referrals ● What’s your mindset ■ Listen to the most recent conversation - review, inspect, and retrain ■ 3 steps ● What me, watch you, go and do ■ There’s a leadership deficit - someone needs to know not just what they’re doing but WHY they’re doing it - accountability ■ Train how to listen ■ Buyer/business strategy sessions ● Q1 - all about them ● Q2 - talking about what’s going on in the market ● Q3 - alignment, game plan with people ● Q4 - strategize the worst case scenario YLOPO 2023 Releases ○ Releases ■ Dynamic Reg. with seller/buyer modes ■ FB PPC - sellers and buyers ■ Google LSA / GMB ■ Click to Call beta w/ inbound call center ■ Auctm platform - tracks accountability, performance, etc

■

●

● ● ●

●

NEW - Raiya Call Center, expanding ‘Live’ Feature ● Segments: New leads, re-engaged/priority leads, Raiya engaged leads, and predictive interactive leads ● Alpha stage - now, closed beta in q3/q4, roll out end of q4/q1-23 ● Digital Marketing ○ Tik-toc, pintrest, snap-chat, etc ■ Dynamic catalog marketing ○ Videos in DyVa Video ■ Send in B-roll, auto populate/create videos ■ Run across all channels ● Recruiting ○ Ylopo Agent Recruiting Machine ■ Data mining agents based on production and velocity of growth ■ Target agents with opt in update with text messages to add to raiya drips ● Identify right agents, target them everywhere, drive engagement and optin, automated engagement and appointment setting, raiya live for appointment setting ● YLOPO build of Mortgage Platform ○ Beta Q4 2022, release Q1 2023 Critical Checkboxes of Success ○ Do I love what I do? ○ Is there a Path to Real Revenues, Real Growth, and Real Profits? ○ Do My Associates and Staff Love Where they Work? ○ Do my Clients love the products and services that we provide?

ABC - Always be Cultivating (relationships) V-MOST = Vision, Mission, Objectives, Strategies, Tactics It takes village ○ The 4 R’s = Right person in the Right position saying the Right things at the Right time Take an audit in your business and personal life - cut out the negativity - surround yourself with positivity ○ Network, mastermind with those in the next level