How To Communicate With Your Audience & Establish Your Brand | #REalAdvice 10 with Jon Cheplak
What does your social media and prime time TV have in common?
Let me give you a hint: what are some of the most-watched TV shows? If you take a close look at ratings, you’ll find that most of the top TV shows out there are in the genre of reality TV, and it’s not going away anytime soon.
Your social media channels are a form of reality TV! Best part, people love reality TV, and love connecting with you and your story. That’s how your clients and leads connect with you. They see what you do, get to know you, and keep you in mind when they are ready to buy or sell a house!
But did you know that most people spend way too much time planning instead of doing?
Instead of posting, they make plans to post, or complain about their lack of fancy equipment.
“It didn’t work,” they say, when looking at social media strategies they have tried.
Problem is, they didn’t give it time to work! If you post a few times a week, sporadically, it won’t have time to work. The biggest elements that any social media strategy needs to succeed is time and consistency.
None of the reality TV shows that are on the air today were “perfect” when they started, and they aren’t perfect even now.
But they are on the air because the producers kept pushing onward, and consistently creating content.
In the words of Jon Cheplak, consistency is going to give you a victory. Victory gives you confidence. Confidence gives you momentum, and momentum’s unstoppable.
Are you ready to get your reality TV started? Jon Cheplak is here on this episode of #REalAdvice to help inspire you to stop planning how you’re going to attract clients, and get yourself out there with your own “reality TV channel”!
This episode’s guest on the #REalAdvice podcast is Jon Cheplak. He may have started as a club bouncer and delivering fresh fish from the Seattle fish markets, but Jon quickly learned how he could provide incredible value through real estate. Now, he helps train real estate agents on how they can grow huge, profitable teams. Jon is a highly sought after coach and mentor, and has trained many real estate groups on marketing, growth, and profitability.
Highlights of this episode:
Jonathan introduces Jon and his business.
Jon started working real estate with cold calling and door knocking and found success: now he uses the power of social media to generate leads.
What do you see in people who are in a positive trajectory? One of the main keys is consistency.
A lot of people give up too early because they haven’t tried, or given techniques time to work. If you’re doing too many things, you haven’t had time to find the one thing that you’re really good at, and then end up accomplishing nothing.
Tough question: are you spending all of your time getting ready, instead of doing the work? How is that holding you back?
When it comes to social media, at first, no one knows what they are doing, and they think it’s all about “would you like to buy or sell a house?”
But what should we be expecting from social media? Be appealing!
What is the most watched tv genre? Reality TV! Facebook is essentially reality TV. When a person clicks on your post, they are giving you their time.
The first 3 seconds matter - make sure you are ready to hook people!
Did you know that only 5% of people are actually in the consideration phase, actively in the process of deciding if they want to buy or sell a house? Your greatest opportunities are in that 95%, building community and recognition! You don’t widen your funnel by digging in the leads, you widen it by connecting with the greater audience.
Be laser focused in your voice for your business.
Your voice isn’t just your business purpose and strategies. It’s how you connect with people.
Get honest with yourself, especially about what you want!
Figure out your personal boundaries: you do become like the five people you spend the most time with.
The simple stuff is often the stuff that has the most impact on your business.
Think of your relationships as being equity in a bank account. You can’t make withdrawals unless you’ve done the work to build up a balance. How do you do that? Build trust with people by providing value.
Know human behavior, and you’ll be able to connect with people.
Don’t forget calls to action! Your posts do need to have a call to action to move people, so that those who are ready to make a decision, pick up the phone and call you or send you a message.
Consistency is going to give you a victory. A victory gives you confidence. Confidence gives you momentum, and momentum's unstoppable.
Special shout out to Jon Cheplak for being this episode’s guest for #REalAdvice! You can connect with him here:
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Audio Version Below!
00:00 What's you're currently doing? And a little bit more about, you know, your own story. So are we in a lie? Are we gonna record mode right now? You're already, you've been recording for about 10 minutes, so I have it. Yeah. Okay. All right, cool. Well, I don't know who the hell I am. So that was a bad question for us to start out like that.
00:20 [inaudible] [inaudible]
00:32 facilitates change, um, in any aspect of people's lives. Certainly it's a real estate, the real estate environment, and then the entrepreneurial environment. It was really the vehicle, um, because, uh, whatever we do in our careers and who we are, it's what we do to experience who we are. And, you know, the lines between personal professional, they've become very, very blurry. I mean, for many, many years now. I think some people are maybe just discovering that. So that's really what I do. Um, my background was amazing. I was a bouncer and a teenage nightclub. I was the janitor when the club closed, and then it drove underneath the space needle in Seattle about a six blocks. I think it was at the most. And the, uh, orders came in at a seafood warehouse from the restaurants and bars and grocery stores from Bellevue to Seattle. And I would pack the literal five pound, three pound, eight pound orders of fish in boxes. I'd drive the route about a hundred hours a week plus doing both those jobs. And my mom said, hey, why don't you stop having guns pulled out yet as a bouncer in the nightclub and working all those hours and sell real estate. So I, uh, started knocking on doors and cold call an expired about 31 years ago.
01:52 Got It. Nice. There's a massive background here. I am, man. There's, there's tons of people that I think that are, that do phenomenal door knocking and cold calling still. And I think the issue that a lot of them have unfortunately is they want to do something different. They want to, you know, that shiny penny comes in front of them and it's, Oh, I can go do this. Or Hey, this person is telling I could do this on social media now I should do that. And they abandoned the things that have worked for them and are continuing to work for them. What's a piece of advice that you would give to somebody that's, Hey, I'm, you're, you're crushing it. You're selling lots of houses, you're cold calling all day, you know, but you want to do this.
02:30 Sure. Well, the first thing I'd say is congratulations to them because they've confirmed that they are an entrepreneur because the definition of an entrepreneur for me is someone that gets something really working really, really well and so they change it. So congratulations. I mean, everything has its duality, right? Yeah. Uh, what I would say is a, actually look around to the people that you see that, that do have, uh, uh, a positive trajectory, um, a consistency in the production. And one of the things you're going to find with them is they've found that one thing that they do really, really well and they do not abandon it. The only enhance it because the big mistake of human beings and especially entrepreneurs, is they think that a multitasking is a positive thing to do. But what I would say at anyone watching and listening is, um, look up, context switching and Google the image of context switching. And after you take a look at that, you'll stop bragging about your multitasking capabilities. So that's what I'd say the simplest of terms because the most productive people are not the smartest, the most consistent man.
03:46 Definitely on the, on the flip side, what about the people that they're just giving up too early because they're doing so many things. So they haven't found that one thing that they're really good at and the reason that they are having founded is because they tried it one time and it didn't work. So they went to the next and then they went to the next, and then so the next, and then they come to a conference or they listen to somebody and they're like, okay, now I gotta go do that. And then now, and they just end up doing nothing their entire life.
04:12 Sure. You know, I, I define them. I think there's some parallels, or maybe it's exact same human being, you know, Ucla people running around. I'm an innovator. I'm an innovator. Go really, you are, well, let me, um, ask you about your email open rates and what those look like. And let me ask you about your consistent video initiative. And let me ask you about the basics. You're not an innovator, you're an avoider and ensue. What I would say for people that are having that challenge, quite honestly, because I employ the same principles, go hire a coach to hold you accountable. I don't care who it is, but obviously your not capable even at that low level to look at yourself and see that you're actually getting ready to get ready. You're, you're, you're really not stepping through a doorway of fears. What's happening. There's a massive avoidance thing and we all have those levels. I mean, I don't care where someone is at in their business or in the nice, everyone has areas of, of, of fear and go get the facilitation, go get the support. No one's gonna make you productive, but go find someone else to look at and observe and guide you on what to do because obviously it's not working for you.
05:23 Okay. Now, definitely. I, I can, uh, hear the, the people that are watching this saying, that's me. Maybe I should start a podcast now. That's what they'll say. No, no. Um, I think a lot of agents, unfortunately, when it comes to social media, they're doing great things. Or maybe they're just giving up too early. But when it comes to social media is nobody even knows what they're doing. Nobody even knows who they are. All they see is the buy or sell a house, buy or sell a house, buy or sell a house. And the moment that that person doesn't buy or sell a house, then this person is like, oh yeah, screw that person. You know, what should somebody be posting through their social channels and what should that image and reflection that other people see? What, what should they be getting through those social channels? Good
06:11 question. It's one that I'm sure that you discuss a lot of people with people, whether it's here or you know, as you, as you move along Your Day and teaching and coaching and training others. Here's what I would say is I would go back to will, what guides that and what's going to be appealing to people and just, um, instead of being so academic and worry about Kim and I read this or learn this and this is coming from a coach, speaker, trainer. This is coming from and yourself. Someone that guides people to is maybe, you know, as we come back to this stop, you know, trying to learn so much and start observing. So, so let's ask the yacht insists, I guess rhetorically. You know, what's the number one themed television show the last 10 years? Reality TV. Okay. What's Facebook want to be? Facebook wants to be the internet.
06:57 Facebook pretty much is the internet. Facebook wants to be TV. They want to be listening. So said what is pulling the eyeballs in reality, you know, authenticity, um, sets the first thing. And I guess to confirm it a little bit further to Facebook's pretty smart and keeping those eyeballs, you know, connected. Is that a, what post does the algorithm reward at the highest level? Let's see. The posts, that's the most closest to reality TV. A Facebook live. So, you know, pay attention is what I would say to what's getting result. Because if you're, if you're doing this, you definitely want a result. I mean, that's the first part. So now look at it. Here's another principle to keep in mind. The person that clicks on or acts on anything that you put out there from a marketing perspective. Um, they're not the most important person.
07:54 The most important person is the one that doesn't click, that doesn't act, but it has an experience of what you've put out there that has consumed. Because anytime someone consume something that you've put out there, they've actually made a micro commitment because they took some of their time. The most valuable thing we have to take in what you have there. And, uh, the Nielsen Rating Company did some epic, uh, research on video on Facebook, like the first three seconds of a video increases brand recall and, and brand awareness by 40% and likelihood to purchase through you by 40% the first three seconds. So what I would look at is, is look at impact. Know that principle. Now, what impacts? Well, here's what impacts, you know, in the 95 five marketing rule, only 5% of the audience that you, you know, real estate agents or you know, let's burn through our email list or let's burn through the world.
08:55 Hey, I'm John. When you want to buy or sell, and you keep doing that over and over again. Here's the problem. You're saying the right thing to the wrong people. And what I mean by that is the 95 five marketing rules, only 5% of your audiences in the consideration phase, which means that a conversation about buying or selling is even relevant to them. Okay? So what you're doing though is is then the remaining 95% of the population, you're absolutely irrelevant. What is relevant and where's the greatest opportunity for growth? The greatest opportunity for growth for any business is not in the 5% that's the red ocean. That's where everyone's at, fighting it out, and I'm going to do it just a little bit better. The greatest opportunity in specifically in the real estate industry and other industries too is is playing in that 95% of your audience.
09:42 Well, what do I need to do then? Because he can't do conversion based language to a audience that is indifferent because 5% of your audience is always going to be in the consideration phase. 95% is going to be in different phase where they're at, man, meet them where they're at, you know, community updates. Sure. Maybe you do some some real estate market at beats. Why would I do that and consider it somewhat content amplification versus conversion because I know that the news continues to national news and local news is still publish what's going on the real estate market, so that's informational, but you know new businesses that opened, you know anything. If you really want to widen your funnel and bringing this back around, you know to, to close the loop here, if you really want to widen your funnel that we're taught it isn't, go buy another Zillow lead. It isn't. Goodbye another realtor.com lead or pay their new referral fee. As of this recording or that you know, whatever, who knows how things are going to continue to evolve. That's not how you widen your funnel. You widen your funnel by connecting with human beings where that and where they're at is they're in their neighborhoods, they're in their lives daily and so anything that connects
10:52 and they're also in their comments and messages and emails already that most people are not following up with. Most people are not even realizing that they had a comments. Most people are not answering their phones because they have to generate more leads, but the people that are already calling them, they're not answering. Most people are worried about that next person as opposed to their current and past clients who are going to refer them more business. I like to talk about the law of the bullseye eye of which essentially states that if you were to throw a dart at a bullseye, that's the best price. So I would give the dark to a realtor and I would say, hey, in the middle as a $10 million listing, you hit the bullseye. You get the $10 million listing on the outside is $100,000 listings. Here's the dark go. Well, everybody's going to grab the dark and go for the bull's eye.
11:43 If I flip the question and said the bullseye, you're gonna get the $10 million listing, but you're going to get a divorce. You're going to go into rehab, you're going to have anxiety, stress. It's going to be the absolute worst thing for your life. You'll never get another client from this. You'll hate that person and they'll hate you. They'll leave you the one star review and the the the hundred thousand dollar listings, that would have been your best friend. It would have been the person you connected with that you woke up and said, oh my gosh, they're their house. Their house is selling now let's do a barbecue with them and let's go to the football game and hey, while we're at the football game, they're also saying, did you even know this person was an agent? You guys need to come work with him as well. You guys need to do that and that. That repeatable referral business is what starts generating because you're working with people that are likeminded and and whatever that might be. That bull's eye person. Maybe they were great for somebody else, but you have to be willing to say no to business and opportunities that are just going to take you down the path that you're not currently supposed to be on. What's a good piece of advice for somebody that just keeps saying yes to everything will.
12:55 It's a, the simple one is get clear on what you want. The second one is to listen to what you just said. I mean, you articulated so clear. I mean I think we both just shared here. You, you know, as you look at, you know, if you want to be all things to all people, you bring nothing to no one. And it's,
13:12 will she say that again?
13:13 If you want to be all things to all people, you'll be nothing to no one.
13:17 I like that. I use the, if you're for everyone, you're for no one. Yeah, I like it. Yeah.
13:22 And so, and one thing I'll share with you too, in a lot of that's, you know, that's a scarcity. Actually. People think it's abundant. You know, it's more, it's less because what's proven is when you make a stand and you're consistent and you take the risk for a cause and a belief, and I mean, I want to see, or a risk for a cause or a belief, I'm at saying controversial, but you find your voice and you find your positioning. You know, as I look at, I know what my voice in my positioning is 100% in my business, and it's not even real estate related. I mean, mine is consistency and commitments. It's it laser focus. Does that have to do with real estate? Yes, but I demonstrate it in all the other areas. Strive for it. I'm conscious of it and all the other areas of my life,
14:14 I think there's hopefully most of the, the top agents listening to this, they would say, yeah, I have a business plan. I know my goals are and whatnot. And on the business aspect of things. Sure they may have a plan or whatnot. But what, what you said is, hey, when it comes to my commitment, when it comes to my focus and everything, it's not just for business. This is me, this is my voice, this is my story. What, what does somebody need to do, uh, for personal growth, uh, to say, Hey, I have a business and life that I love as opposed to, yeah, you can sell 75 houses and make millions and billions of dollars every year, but you go back home at night and you dread sleeping next to your significant other and you hate your kids and you're putting things off. You have a terrible life in my eyes at least. And in order to create a business and life that you love, what's something that you need to do?
15:08 Well, I think the simplest form is get honest with yourself here. Here's what I do know because I've been real open about my journey. I got a clean sober, it'll be 11 years in July, and I've been in the real estate business for 31 years. And what I knew in walking that path, I always knew I wasn't, there was something missing. I always knew there was an emptiness. People think that people don't know if they're living in a way that's, and I just choose to in many can disagree. I think we're all good. I think we're all really, really good. I think we all know when we're not doing good. I think, you know, when you see someone that may seem delusional, I think people are just in avoidance when you look at that. But um, what I would do is, first thing I'd say to anyone is first you got accepted.
15:53 Um, because there's so much avoidance. I didn't accept it. It's okay to not be okay. The second thing that I know, and hopefully I can, I can pass this on to other people and hopefully just in my, my transparency, you know, you, you may hear, hear what I walked through in, in alcoholism and getting sober and now I get to help other people out. Hopefully that gives someone a borrow belief out there to say, Oh, you know, my issues are really, really small. But I do have some of the walkthrough. Um, I, I'd share this from working with a very productive human beings in all industries because we've all got our stuff, man. And if you're, no matter where you're at right now, please keep learning. Please keep going out and seeking the knowledge that's specific for your industry or your business. But I'm going to tell you the one thing, the that will move the needle and just so you're aware, that will massively move the needle.
16:45 It's always something personable that creates the quantum leap long before some new Ninja tactic. Uh, some new magic software because that thing is holding you back. So that's the first thing I hope that can pass along to you a, from walking that journey myself. Certainly being able to, to, to get great results when I was in that phase. But knowing that it was not even as good as I could do and it wasn't as good as I could actually feel in life. So no, that everyone has their stuff. Know that your actual next growth in your business is probably 99% of the time based in your person before it is your business.
17:36 Is there something that you're doing on a, on a daily, weekly, monthly type schedule that has impacted your life?
17:43 Yeah, I, um, have massive boundaries about, around how many people I interact with outside of my work. Uh, because you know, everyone, we're, you know, we hear of the, uh, the five people you're around the most, you know, those quotes, whether there's something physiological that's true underneath it are mirror neurons. I mean, it's true. Unconsciously, you know, the neurons within our body will mirror who were around the most. So the first thing that I do, just as a general, is I'm a, I'm very selective and it's not a better than I have people approached me because of, of my story personally. Um, and then seeing that life's pretty good. I mean, I'm at the same, the greatest. No one's perfect. Um, and, and I'm open to people that are committed to change. I don't care where you're at. I don't care where you're at. It doesn't matter to me, but I care what you want to do in your life.
18:41 So, um, number one, what I do, and number two, what I'd suggest is your boundaries. And here's the one way I do boundaries is someone that can enhance my life and make it better. Or is it someone I can facilitate change with support? Okay, that is committed to it. Now, are we in the predicting game? No. You've got a union. Use Your own own best discernment. But, um, that's what I'd say is, is um, uh, you know, look at it from, uh, a boundary standpoint. Um, I'm interestingly enough and you know, in coaching people some, you know, I think maybe people respected as, I'm not the black and white, I'm not in morning schedule Guy. I'm not a, I am a 24 hour person. And so a, if, whether it's a perfect morning, perfect schedule and we see many great things out there, you know, I'm not here to say what's right or what's wrong, what lamb find, what works for you.
19:39 But here's mine. I look at 'em. I don't look at routine. I looked at ritual, which I guess becomes a routine. I look at rituals within a 24 hour period. Like some people need to go to the gym at a certain time frame. So a, it's, um, I do something physically active that challenges me every 24 hours. You don't know if I'm not in a place in a gym, it's, it's that, uh, I read or listen to something that is not, when I say the personal development stance stand point, it's not raw, raw, motivational. It's really, really deep stuff. And, and I'm going to say that people don't listen to the stuff, but I mean stuff that has to do with, you know, for men looking at your feminine energy, which, uh, um, we all have masculine and feminine energy. I mean, uh, studying the sages of, of human behavior because we're all in the human experience business. So, you know, the minimum, it's, it's consuming some sort of content there. Uh, it's checking in with one person a day. I personally, right now I have seven coaches, uh, for me personally and in my business, checking in with at least one person a day, except for when I'm in, in a white space and solitude, that's really important to me. Uh, and, and being open to feedback. Uh, but, but it's the simple stuff,
20:56 the simple stuff. I love it, that simple stuff because the thing that has made my real estate business great was the simple stuff. It's the, the, the experience. It's that concierge level that they get when working with me where every single person would say, I thought I was the only client because he just did so much. I don't even know how he did that. And it's because it was the simple stuff. It was, hey, they asked for something. You said you were going to do it, do it. You know, you, you promised to deliver on this, hey, you promised to go on vacation with your family during this week. It's probably inconvenient now, but you made them a promise. Go do it. It's going to make you feel better. It's gonna make your family feel better. And, and that's gonna come through your social media channels and that's going to resonate.
21:48 And the moment that you, you know, stop the moment that you just stopped doing everything that you think as simple as usually the moment you just don't do anything. And, and it really is the simple stuff coming into a broker. Dry was the youngest person and then three weeks later had a million dollar deal in escrow. They're like, how'd you do it? And it's like the simple stuff, everything that sounds cliche, do that. And then, but, but you know, this and that. And they said, I have to sign up for this program. Who is going to give me this? And then I get a thousand leads over here and I do this. And I go, I had seven people walk into an open house. I greeted them, I asked them about their family, I talked about their goals. We didn't, you know, instantly say, did you see the bathroom like you, you can definitely, you want to be in that bathroom.
22:37 It was about them. And I had two of those people buy a house the next month. It's the simple stuff. I cared enough about them that they say, Hey, I think at least at some sort of level, there was trust that was instantly built because it was different. And I like to do things differently. When I, uh, I had open houses, what I would do is I would take the business cards and I'd throw them on the floor. I would take business cards and I would count out 10, and I would put them on a toilet seat cover and agents would say, why are you doing that? And I said that right.
23:13 Why exactly. It's like people that make comments about certain posts, why did you, you know, why did you post that exactly. Thanks for asking. Yeah.
23:23 And, and, and client or people coming through the open house, they would pick up the card and they say, oh, I think somebody, you know, drop this on the stairs. No worries. You can keep it. Uh, you know, you don't have to pay for it. It's fine. Good for you. And, and even if they were like, no, we really don't want to keep it, or whatever it may be. What I tried to tell agents is, look, the majority of people coming into an open house, they're gonna see an agent standing at one table, usually texting on their phone with a couple of cards and whatnot. That person is going to instantly avoid you. And if not, they just probably filled in fake information in there that are on their way. They come into my open house, they're greeted with food, they're greeted with a smile, a handshake and gold told do your thing. But guess what? They see me on the toilet and on the stairs and this, and they don't even realize it. But in their subconscious they see Jonathan Hawkins and my picture and my branding. The moment that they leave the house, they go to the next house, they walk into the bathroom, they're gonna even think about me in that bathroom because, oh, oh, that was Jonathan who loved the cards in the toilet. And I think it's just doing things differently. And, and go ahead.
24:30 Why won't pupil to religious some loose of stuff. I want people to really capture what you just shared, the, because there's a theme here and, and I hope you hear it here and I hope you hear it everywhere and any resources that you reach out to. But what Jonathan's talking about is a big deal. You know, some of you probably have some people in your marketplace that have billboards everywhere. Well, how come? Well, it's branding. It's familiarity. Well guess what? How many times someone sees your face as they walked through the house? There's the business. I mean every little bit stacks up and here, here's what I'd say to you. It comes back to the other point that you made. You know, walk around and tell yourself, today I'm going to look for every place I can find a Nike Swish. You'll be blown away.
25:16 You'll be blown away. And then I'd ask you this too. How many times is there a call to action? Every time you see a Nike swoosh? No Nike's not the Douche bag real estate agent that walks in the cocktail party knowing no one. Cause here's kind of what agents are doing in their marketing. This has been our marketing training for years and you alluded to this is is yeah. Is, is walk into the real estate part, you know, walk into the cocktail party. Hi, I'm John. What's your name? Oh, my name. Say Hi Sally. I sell real estate and I'm the expert agent that does this and this. Do you know anyone thinking of buying or selling? And people are being advised to say that over and over again. And it's like really, you know, just paint actually pulled the sharpie and put the l on your forehead.
25:59 Because if you look at the polls, that's part of what the consumers saying about us is just simple behavior like that. We're in their face. Nicotine. Do you need to ask? Yeah, but I, I'll say this with the marketers that I've been around and then watching with marketing and what gets results and what doesn't, it used to be, it doesn't hurt to ask. Well, I got news for you, everyone, uh, today. Sometimes it does hurt to ask. So look at, you know, am I making an, and here's really where I define it is you're going to most of the marketing in, in any industry really. But I'd say mostly in real estate because you look at their ranking in the Harris polls next to attorneys and next to used salesman. We're right up there. Congratulations is think of it this way is we're going to a bank account.
26:52 We've put no money in with an ATM card and we're trying to make a withdrawal. So, um, why don't you make deposits in the business relationship equity account. And interestingly enough, you won't even have to put your ATM card in because people, they know what you do. Stop acting like they're a dummy. They know what you do, make deposits in the business relationship equity account. The only reason people say no to you or don't trust you is because you haven't put enough money in the bank account because you're asking with the withdrawal for their time and then their trust while you've got to put something in to get time and trust back.
27:34 And, and, uh, that just really comes back to just providing value to people. And, you know, I have people reach out to me and go, you know, you talk about providing value and blah, blah, blah, and you only got a hundred likes on that photo and who cares? And we're not in this business to get more likes and to get more followers on social media if I'm providing value, what you pointed out. So it's obviously must be a, a, you know, something. Well that's, that's what I want because you know, oh, well how many leads did you generate last month through social media? It's like, Hey, if I go to a listing presentation and we start talking, they're like, Jonathan, we know all about you. We know about your family. We know what you do. We know what you, that came through social media that I didn't need them to send me a message and said, hey, I'm ready to sell my house.
28:21 I'm a lead. This is coming from social media. No. Because since I'm tracking and measuring where things come from, what my conversion rates are, how many people I need to talk with, I know that, hey, I can track this back there because without it, they went into of seeing these things. And you know, I think that too many people are just caught up for whatever reason. And just leads, leads, leads, leads, leads. And we keep info sizing. And I keep telling people, it's not about the leads, it's about the relationships. It's about the people that you are connected with and anybody else who hates you, let them, hey, if you don't have haters, you're probably doing something wrong. So don't worry about them. And, you know, wrapping this up, uh, and, and, and just, you know, kind of finishing it off with the relationship aspect there.
29:12 There's something missing in my eyes between the agents and, uh, the consumer. And for me, that missing link is because the agent hasn't told what I would consider a story. They'd given them the ending, which is call to action, call to action, call to action. They didn't give them the beginning and the middle. And you know, and it goes back to not only them themselves, it goes back into their listing descriptions. Three bedroom, two bath, 1500 square feet. By not, hey, we're selling this house. They're moving off their son just, you know, got a baseball scholarship and they're doing this. This is a phenomenal house. Imagine yourself here. Look at the pool with the last people you know, they actually built this in and they did this and then they would come in and they would dry off. They'd watch a movie and they did all these.
30:00 Could you imagine yourself living there? And now you've actually created a story where the call to action was, can you imagine yourself living there? The, the human brain actually uses five parts of it. And I know this from intelligence training, it uses five parts. When you tell a story. So when somebody tells you a fact, a fact is the house is for sale, you should buy it. They'll, human brain actually only uses two parts. But when you tell a story, the human brain activates five different parts. Why? Because that person is now envisioning themselves. They're, they're envisioning what it would be like, oh, imagine if we had a kid there too. And then they went off to baseball camp. Oh, that would be phenomenal. We need to go check this house out. Then they go check the house out and they meet somebody that is continuing to provide value.
30:50 Hey, here's a list of all of the open houses in the area. I want you to go check them out. I know you were going to go check on your phone anyways here. Here it is. And, and they would like, they step back like, oh, you're just going to send me to somebody else's open house. You do all of those different things. When that person is ready to do something and you've been following, you know, your followup strategies and whatnot, they're not going to be able to tell, you know, because they've seen you so much and they are, they literally feel connected with you. What's one piece of advice that uh, agents can do to have a tighter relationship with the current people and stop worrying about leads, leads, leads?
31:29 Well, it's been, here's what I would say. And, uh, we just, uh, we exchanged a message on social media and, uh, thank you for inviting me so we didn't even really build up except for, Hey John, you know, walking here to, to do this of here's kind of how it rolls. Um, what I wanna do is, is I want to, uh, um, say to listen real closely to what you've shared. Um, I wanna encourage people to it because it can seem simple and it is, uh, I know that you, um, uh, surrounded by work with and support in a very productive people. Um, I get the privilege of two and we keep trying to connect through the front of the brain and it's so neat as you know, cause I had just found about, about your intelligence background on the way here and then as it weaves in, um, and, and how it's just so cute.
32:25 You're not in the real estate business. This is the one thing I'm going to tell you, ladies and gentlemen, you're not in the real estate business. You're in the human behavior business. Get neurotic about him. And Ba if you're in marketing, because if you're neurotic about human behavior, just as he was starting to go into that on story, which is probably one of the most powerful things in my observation of our conversation here, what, what Jonathan's encouraging you to do is enter the back of the brain or the back of the head, the unconscious making psychological and emotional bonds. Because the unconscious brain chooses, everyone's trying to come through the conscious brain through logic. Logic doesn't choose, it justifies what the heart chose and that through those emotional connections and what story does. So I'm wrapping that up. It's a be neurotic about human behavior, not sales. And then back your way into the center.
33:30 I love it. For people that are listening, where can they find you if they want to connect with you, send you a message?
33:36 Sure, yeah. Across any of the platforms. Just check black live and my Facebook or my Instagram. Uh, my ex on Facebook is John Chet blacks come to my personal and I like hanging out there, um, love interacting with people. So John Jet Black on my personal Facebook page. My Instagram Chibok live and then my website, the chip on cloud.
33:53 Perfect. Is there any, anything else that you, uh, have itching at you that you would love to tell somebody that, that, that might be listening?
34:01 Well, I think that, uh, you know, listen to what you keep hearing over and over again. Um, and, and that is the factor of video and the massive impact that it can have, uh, in the first thing you're going to go to is, oh, it scares me in, here's all I know is that information isn't going to bridge the gap from a thought to an auction. And we all have this thought. Maybe. I think hopefully by now, if not, you're living under a rock that you should be using video. Well, more information isn't going to when it gets you to act, uh, emotion and inspiration is, and I wanna encourage you to do this. Don't go out and do a big y. You know, Simon seminaries sold more books than me and probably makes a lot more money than me. But if you really look at it and break it down real closely, it actually plays against him in hey behavior. Cause the number one reason we don't take action is overwhelmed. And that's why many people are distracted. So what I'd, what I'd say to you is find one thing that hasn't happened that a little bit of consistency can deliver that result really quickly in your personal life to tap in your emotions, tapping inspiration. Because here's what it's gonna do. It's going to give you a victory. A victory gives you confidence, confidence gives you momentum and momentum is unstoppable.
35:22 I think that was great. And uh, oh with that we are going to wrap things up again. You can follow, uh, John at chap like live are also on his Facebook personal page at John Chat Black. Again, thank you so much for, you know, I'm sure your is more valuable than mine and I'm definitely a appreciative you, uh, you know, coming up here and whatnot and, and, and again, the power of social media is huge. That's me reaching out to you and say, Hey, this is what we want to do. And if you would said, no, that's fine, but look what happened would by just taking a chance. And I think some people just need to listen to this and whether they listened to the whole thing or this, this last second, you know, piece. It's just, just do what you said you were going to do. That's it. And things will happen for you. That's it. Hey everybody, this is Jonathan Hawkins. Thank you so much for staying until the very end of this podcast. I definitely appreciate it. As always, make sure to reach out to me via social media at Jonathan Hawkins official. Send me a comment, shoot me a DM. If you have any questions, you can also comment below. Thank you so much. Don't forget to subscribe below and remember who you hire truly matters.