LeadingLane Podcast

Steven L. Burch (00:00)
All right, welcome to the Leading Lane podcast. Ashley has some exciting news from a client, right? Some client success that we wanna chat about. didn't know where I was going with that, did you? ⁓

Ashley (00:11)
Nope, never do. ⁓

Steven L. Burch (00:14)
⁓ so you recently have been working or you've been working with a client for about a year now and working on marketing tactics and just looking at things a little bit differently on how to be able to maximize time and efficiency. And one of the big things that you shared with me was of course we love chat, GPT and AI, but being able to work with your client and getting them ranked to show up while somebody, a consumer goes to chat, GPT and says something to the effect of.

Who's the best realtor in Blank City, right? And getting your name as the agent to be able to pop up as a recommendation from ChatGBT. So tell us about that experience. First, tell us the good. What did your client think when she actually had success from this?

Ashley (00:47)
Mm-hmm.

I think it was maybe a little bit of shock, like, right, we're doing all this behind the scenes work. And a lot of times I think people don't understand like the basis of what we're trying to set up so that these types of things happen. for me, it was kind of nice to be like, see the things that we're doing behind the scenes does actually work. But she actually had someone that typed it into chat GPT and they contacted her and like the next day she went for a listing appointment.

yeah, so one way that we kind of joked about it was like, well, that just paid for how many sessions more of coaching. ⁓

Steven L. Burch (01:35)
Right, like.

Boom, mic drop, right?

Ashley (01:47)
Right? But I think that people forget about like, there's so much online and like the SEOs are important as to where people like where your information is and it can't just all be like static information. It has to be whether you have a blog or you have like newsletters, right? But one thing we really spent some time focusing on was Google actually.

Steven L. Burch (02:14)
So how does that work then? Let's break it down from, know, I know nothing about chat GPT and how do I even get my information inside of chat GPT? What does that look like to start that process?

Ashley (02:29)
I mean, I'm not positive either. It's not like you can put like tell, you know, chat GPT to say that you're, you know, right. So I think that one, you need to be a frequent user of chat GPT so that it gets used to your name, right. And whatever you might be doing. So whether it's ⁓ listing descriptions, responses to emails, pricing accordingly, like right, you're, you're getting chat used to you using it.

Steven L. Burch (02:32)
Yeah.

Ashley (02:59)
for your real estate purposes. But then chats pulling from all different types of things, right? They're not just pulling from one type of platform. So one of the big things I stressed to her was like her Google business profile page was like non-existent. It was maybe there, but I think that it was, I might've even been tied to like her old company, which is how many years ago?

Steven L. Burch (03:26)
All

right. Yeah.

Ashley (03:28)
seven, six, seven years ago.

You know, and no additional information on on there, no reviews on there. So I actually connected her with someone here locally that more or less kind of runs like the behind the scenes of it. So making sure that all of your information is up to date, making sure that the SEOs are going out, but then she didn't think she had access to it. I think it was all tied to like an old email.

but then giving her access and updating pictures on there. I think that that's, need to work on that myself, but I think that that is something I've seen more and more, more is that. You know, we put so much thing, put so many things on Facebook and Instagram or whatnot, but there is actually an avenue to put those things on Google. So that like pictures of your listings, of your reviews, all those types of things will in the back end, I feel free to chat GPT because that was probably the.

biggest thing that we changed ⁓ on her end. And I know that before that, I don't think she was showing up as any type of ranking.

Steven L. Burch (04:32)
Definitely not in chat. And the way that I like to think of it is, when you go to Google, yes, you're going to one platform and it's pulling all the things feeding to Google. Well, now chat.jpg is one layer above that. And being able to pull from Google, from Yahoo, from any website, from any social media, from anything.

And so it's just so much more dynamic. And so if you're only focusing on Facebook, there's so many other platforms that are out there that are available, not even just social, right? Your blog writing, your newsletters, those different things that you're constantly doing, your personal website, posting things constantly on there. The more that you are giving it the energy, the knowledge, the resources, that means that you're

Breaking and your name is being said multiple times over and over and over So therefore chat GPT looks at it like ooh this person must be reputable And it's really not even reputable. Hey, let's let's pull this person because they have the most content and their name continuously comes up So they're ranked higher So therefore now as long as everything is lined up and it knows that you are a realtor you are a XYZ it's gonna provide that

recommendation to the consumer because now you have the resources and the data to able to back it up. And now it can provide, ChatGPT can provide that to the consumer. So it's multi-channel, multi-dimensional, not just a one size fits all. It's not a, let me just pay somebody to go and do this for me. Like it takes effort and it's consistency.

Ashley (06:26)
I think it's also like not being a like you don't want to appear like as a bot right so it's not just the posting it's also the engaging so it doesn't look you're just there posting like just listed just listed right it has to be more type of engaging type things which also helps on the content platforms you know when we first started I told her like would appear like you're not in real estate

Steven L. Burch (06:36)
There you go.

Ashley (06:50)
⁓ what I can find online. And now if you were to go to any of her social media handles, you would know that she is an active realtor. So, you know, I think it goes back to some bit of like imposter syndrome for people. ⁓ think it's also goes back to the death by comparison. ⁓ You know, you just want to compare what you're doing or well, like they do video so I don't need to do videos or I shouldn't do videos in it. It doesn't matter because again, like

If they're going ahead and posting those videos, they're the ones that are going to drive the content on the back end, not you. I think I saw someone post like one of the things that they're doing is ⁓ unfollowing agents that they compare themselves to. And I thought that that was a healthy thing. Like I unfollow people that I just like their content to me is not appropriate or isn't really consumer.

Face scene, you will. So like those things, if they just annoy me, or I think it gives real estate a bad name, I just unfollow them because I don't need to see it. So think that people need to remember that if there's something that's bothering you, like if you really bother that person that posts videos and you do, then just unfollow them and you won't know that they're posting videos.

Steven L. Burch (07:49)
Okay.

You have to do your own thing. That's it. Right. So like, I think that's kind of the thing in society, definitely in real estate industry is that the, the jumping to the new shiny thing and seeing somebody else do something new and shiny, there goes that comparison. And then now that distraction takes your energy away from what you know, you should be doing to something that you have to go and develop in.

build out and spend more time and effort, which that's not where your best time use is going to be. It's making sure that you are having your plan, not just popcorning it and jumping all over the freaking place. Have your plan and be able to be consistent. ⁓ I had a call with Jim Faschetti the other day and it was actually really funny. He has these great little witty sayings and

Wealth and knowledge but one of the things that he asked me he goes what is the best business book out there? and like hmm like I'm racking my brain on all these different titles and I was like, I don't know what your opinion because I think it's all an opinion He was like the tortoise and the hare

Ashley (09:16)
You

Steven L. Burch (09:18)
And it made me laugh like the kid's story, the tortoise and the hare. The tortoise always wins because it's the consistency. It's going slow. Yes, it may be frustrating. You're seeing somebody else, you know, run past you really quickly, if you will. And that's just how it is in business too. But if you're comparing to that hare that's running around all over the place, they're, mean, instead of going in your own lane, you're never going to get to that finish line because you're so distracted, focused on somebody else.

Ashley (09:47)
Mm-hmm.

Steven L. Burch (09:49)
So if we were to start step one for, let's get away from the chat GPT aspect and not trying to hurry up and let's go to the tortoise route. What are a couple of different bullet points that you would give somebody that is out there to ensure that their online presence is being seen?

Ashley (10:14)
Well, I think a lot of it has to do with an updated profile. Same thing like other clients. I should be able to go to your profile and see that you're in real estate. So, right. think a lot of people, I do it like I'm, I'm interviewing for admins right now. And I look, I went to people's Facebook pages right away and I was like, maybe not such a good idea or great, like, right. So I think that you want to be able to show, mean, and it's even

You know, like your picture can be whatever, but even if people were to click on your picture, like then within the picture, it could say realtor, you know, et cetera. You know, I still feel like the business pages aren't as. I don't know, like aren't as big as they were. I still think that like your personal, I think that that has changed a lot from when I started in real estate. We put everything on our like Ashley Frederick business page. And I just feel like that doesn't have the same notation anymore. I really feel like.

You do kind of now have to marry the two of your personal and your business ⁓ life. So think making sure that, you know, even the verbiage underneath your name, they're at least states that you are in real estate and what areas you're serving. And then I think it really comes back into what you're actually posting. So I think that if you're starting out and you don't have, you know, listings, an easy one is within your office, you should be able to share other people's listings.

but otherwise, I mean, think about what you had to learn as a realtor, like realtor 101, like what tips can you give people? You know, like you're on video or like getting a pre-approval letter. These are the things you'll need to consider. So I think that we put a lot more weight into like doing these astronomical videos of house walkthroughs, which, you know, I'll be honest, like in small town USA, like great, okay. That might help for big listings. I think that some of my sellers would not appreciate like if I'm poked fun up there.

house, you know, those types of things. think that some people are like, that's why they're not doing some content is that because they're trying to compare to that. I think just being yourself, but also posting that you're in, you know, real estate that you are looking for business. and then, you know, I think it still goes back to relationships. So the thing is, you know, I think I had told my client that I had the same experience over the summer that someone messaged me and.

I asked where they got my name because I always like to reach out to someone if they gave him my name and she said, well, check GPT gave your name. I thought that was the craziest thing, right? Um, that one client alone though, gave me two other referrals. So right. Like it, it's not just the online presence of it. It's still like what you do once they're a client of yours. So obviously like they were happy with my services enough that they referred, but I think, you know, like there's not one.

piece of the puzzle that solves all the problems. It's having to put all these pieces together to make them work as one so that you have the systems, you have the online presence, and then they kind of start to work as this onward circle within each other.

Steven L. Burch (13:24)
And let me give you like a prime example of like updated profile. Cause I think when we hear profile, or at least when I first heard profile, I just go automatically to, I need to update my, my bio. Like yes, that is some of it, but something as simple as your contact information. my gosh. Like legit yesterday we had a buyer walk into the office.

handed me their pre-approval and said I'm ready to buy. Great, got a copy of the pre-approval, asked if we can schedule something out, they were totally fine with it. And then when I looked at the pre-approval a little bit later, because I was gonna email the loan officer, nowhere to be found is a phone number for this loan officer. Nowhere to be found is an email address. So I go to Google, nowhere on their website,

Anywhere, is there any contact information for any loan officer within the eight different branches that they had? What? So I had to call a main office, wait on hold to then get transferred how many times to finally get an email. And then lo and behold, once I emailed the person, in a matter of like 10, 15 minutes, they emailed me back with the response. They just wasted my time, right?

Let's be real, I'm doing this because this is what a client wants me to do. That's who they want to be able to utilize. So I'm going to make the effort slip that if I'm the consumer and I'm trying to buy a house or whatever I'm trying to do and I can't get ahold of you, I'm not going to spend that much time trying to get track you down. I'm going to go on down the list that somebody that is more available, like readily available and their contact information. It's, it's so simple. You know, there should be a CTA, a call to action.

on every post, pretty much everything that you were doing. So if you're posting about the listing from your office, great, you posted that, they see you, but what do want them to do? DM me for questions, Send me a text message, here's my phone number, here's my email address, putting it on there. And just imagine each time that you are posting something.

real estate content, like you're putting your signature on it, if you will, and your phone number is continuously being posted with agent, realtor, whatever it is that you do next to your name. There, right there is that resources available for Chat2BT to find you. But first, just be available for somebody that is actually following you and wanting to call you or email you. It's just wild.

Ashley (16:13)
Well,

I even do it like when I'm referring someone to another area, like right, they might be moving like four hours away. So I'm looking for a realtor and I like to reach out to that realtor just to make sure on the same page. I am like blown away how hard it is to actually find someone's phone number. So I'll be like, no, I mean, I couldn't find their phone number. If it took me five minutes to try to locate your phone number, then I'm moving on to somewhere else. So that is always wild to me, which even that would

Steven L. Burch (16:33)
Mm-hmm.

Ashley (16:43)
the purpose of having a business Google business page, just for the sheer purpose of you'd show up in a Google search. So I think that, you know, ⁓ people are right. It's the instrument gratification. I'm guilty of it myself. If I can't find the phone with them, okay, I'm moving on to the next one.

Steven L. Burch (17:01)
100%. And like, we overcomplicate everything. We think it needs to be that shiny, know, razzle dazzle type of TikTok video. Start with your freaking contact information on everything that you do. That's simple, right? I wrote down authenticity, being yourself, making sure you're your most authentic self.

Ashley (17:17)
Right.

Steven L. Burch (17:27)
Not just sold, not just listed. Like, yes, those are fine fillers or whatnot. Yes, we have general generic stuff that's posted constantly. It's just to continuously have it. But share about yourself. Who are you? Who are you as a person? Because everything that we do is all about the relationships. So just that one lead that came into you that led to two other opportunities, that was because you developed the relationship with them and they...

loved you and trusted you, and then now they're your biggest cheerleaders. So it's not a complication. It is literally a compound effect in continuously building upon it and being that tortoise to make sure that you're being consistent, not just trying to jump all over the place like a jackrabbit.

Ashley (18:14)
Well, I had another client that they spend a lot of time in their videos and they'll redo them and they'll reshoot them and then they'll reshoot them and reshoot them. And I encouraged them that it's one take. I don't care how many times you step over your words, mess up. I mean, we do it on here. We don't retake, you know. And I tried to explain that like people don't want to see you as a perfect, right? Like they want to, I think I always give the example of one of my first YouTube videos.

Steven L. Burch (18:21)
Thanks.

Ashley (18:43)
was like introduction to myself and then a cat walked across the screen, right? he was like, well, and Mittens wanted to say hello. So, right, I could have stopped, I could have re-taped, but I kept on going and like, lo and behold, I mean, right, that's what most comments were about was the cat, which one, that they watched the video long enough to get to the cat. Secondly, that is what they decided to engage on. So I think that people want to, you know, it's no different than if you go live, like if you fumble over a word,

Steven L. Burch (18:52)
Great.

He

Correct.

Ashley (19:13)
It is what it is and I don't think that anyone's gonna not choose you because you fumbled over it.

Steven L. Burch (19:20)
My last little tip that I wrote down here is to repurpose. And I overcomplicated this when I first learned this. I thought it had to be so elaborate. But you mentioned YouTube, right? If you do a video, great, you did a video. That's one platform that now is going to help the algorithm for you to be able to be found. Good. Now let's take that one video and can we slice it and dice it into different reels that now you can have?

10 reels from that one video, two reels from the one video. It doesn't matter. Can you take that now video and can you throw it into chat? need to be able to help you turn around over to a LinkedIn article. Now what about, or now what about a blog post, right? Like you took one piece of content that you spent a good amount of time on. Yes, it's not perfect, but it's you. So turn it around.

Ashley (20:03)
or blog post.

Steven L. Burch (20:19)
know who your audience is on those types of platforms. like LinkedIn typically is different professionals. So you're going to speak a little bit differently than how you would speak on Facebook just as sharing with friends. So it's just making sure that you work with ChatDBT on altering or you writing it if you want to altering what it should be saying and helping you now rank higher and more consistently inside of LinkedIn.

It's just a compound effect. Repurpose the shit out of everything.

Ashley (20:49)
Well,

thing with like the last bit of information or advice that I'll give, which I've seen and I think it does help is actually like repurposing your listing description. ⁓ they say weekly, which that is a lot if you have a lot of listings. But I have been like throwing mine into chat, and there's a specific formula and you actually say that you want it to like coincide with Zillow.

Steven L. Burch (21:18)
Mm-hmm.

Ashley (21:18)
what

feeds Zillow's best or whatever. There's a whole description for it. And it repurposes your listing description and then you update it. And I did that like twice last week. And then sure enough, like on two listings, I hadn't had any calls on, I got two calls and I was like, well, is that just a coincidence or? Right. And then you got to think if you're training your chat GPT to redo your listings that frequently, again, it's just more content that you're putting into chat GPT.

Steven L. Burch (21:37)
or does it actually work?

And then that in turn helps you on your side, which then turns around and helps you gain more clients later on and increases your reputation. Reputation management. One on one. That's the title. I'm here for it. Well, kudos to you and kudos to your client that has had great success with the small but powerful things to be able to generate more business.

Ashley (21:58)
All right. There you go.

Steven L. Burch (22:17)
because we all know that this industry, this world right now is harder than ever. And so you're going to have to make sure that you alter what you're doing if you want to be able to survive, especially in the real estate industry. Thanks for tuning in. Tune into the next one. Appreciate you guys.