949: Today’s Best Real Estate Lead Sources with Kirby Scofield

Aaron Amuchastegui 

time Estate Rockstars. This is Aaron Amuchastegui. Today I am back to talk to Kirby Schofield. So Kirby comes from Las Vegas, they from Schofield realty excited to have him on the show to talk about how he has grown his team, how he got to where he is and how agents can use that to help themselves. Kirby, welcome to the show.

Kirby Scofield 

Thank you. Thank you for having me.

Aaron Amuchastegui 

Yeah, so what’s Las Vegas like right now? So the the world has changed this year, it continues to kind of adjust kind of on a monthly basis. You know, what’s what’s real estate like? What’s life like?

Kirby Scofield 

Real Estate crankin rates low, of course, inventory were last one 1.2 months only. So it’s crankin. As far as life outside of real estate. Our governor just extended our pause last night for PME extended us till January 15, and the evictions until into March. So yeah, we’re on a government control whenever they decide to do something, but people are still lively trying to do what they’re doing and just keep working.

Aaron Amuchastegui 

Yeah, so call it a pause out there. I think a lot of places have had you know, eviction moratorium evictions on hold for a while. And you know, and then when the federal government some of the rules got rid of it, then CDC extended it. And so that’s

Kirby Scofield 

where we were at. Yeah. Yeah. And then they just extended it because that one was about about to expire, the CDC one. That’s one of the first places actually

Aaron Amuchastegui 

that I have. Yeah, so the CDC is set to expire January 3. And I know in a lot of states, you know, everything is scheduled to kind of go back to normal, whatever that is just people will be allowed to evict again, January 3 or fourth, but the but I think Nevada is one of the first I’ve heard where they’re actually extending that now we’re gonna go ahead and say no, we’re not going to do hearings on the third or fourth. Interesting stuff. Interesting times the before. Do you have it? Do you manage any rental properties? Or do you own any rental properties?

Kirby Scofield 

Yeah, we have property management. That’s where today me and my property manager, we’re going over three different eviction things like we’re in the process. And as of last night, now we got called the owners and, Tom Well, it’s, we can’t do it now.

Aaron Amuchastegui 

Like, he’s out the door, we have a few of those to the eye. And I understand the reason behind it. But we have we own a few 100 a few 100 rentals. And this year has actually been really, really well for our rentals, we’re at a higher occupancy rate than ever before. But the but it is, it’s discouraging, when when there are some people that are taking advantage of the system, when you when you know, like, hey, they’re getting their free five month extension, they are they’re taking advantage of the system, where other people are working hard to, to survive and adjust. So that’s a that’s probably a whole different topic. But the but but but it is really interesting that Nevada is one of the first that have preemptively said, hey, let’s let’s keep this up. Or maybe California has also done the same thing in California, Nevada, pretty, pretty close on some of their laws other than income tax, California, Nevada still has no income tax, right?

Kirby Scofield 

still currently, currently.

Aaron Amuchastegui 

Keep that going? Yeah, that really helps out. So right now you see a real estate team leader out in Nevada, When did you become an agent?

Kirby Scofield 

Is 2010 is when I got into real estate a couple years as an agent and then became a broker in 2013.

Aaron Amuchastegui 

So you did a couple years as an agent became a broker. Right now, how many transactions Do you do annually?

Kirby Scofield 

This year we’ll hit two or 102 100. Roughly, it’s like we’re it depends if they can close their next two weeks, and 50 million.

Aaron Amuchastegui 

Yeah, so 50 million. So what’s your average sales price on like, is that 250,000

Kirby Scofield 

ours is I just like I’d like to 85 median for the city those 350 right now.

Aaron Amuchastegui 

Okay, so the Do you guys intentionally just so happen that you’re like, you target like your customers having to be a little bit below the median price out there?

Kirby Scofield 

No, it’s uh, because I’m looking at the mix with condos, condos is the average 190. Okay, so just those two when I look at my total numbers, the average 285 from our software is just combining just all properties.

Aaron Amuchastegui 

that’s a that’s a good point. So the kinds of condos of condos are probably a big part of the Las Vegas market. Yet in the in the condo market is one price point houses are another price point if you have a little of both and your average price can be right in the middle of those yet. As to median so that you get how do you get most of your customers?

Kirby Scofield 

We I was huge into Zillow back in 2012, all the way till now. We do so we do Zillow, we’re part of upcity. With realtor.com. We do Google we do Facebook, we have why Lobo big remarketing with that and push for leads. So about five different kind of funnels that come in, push about 11 1200 leads a month.

Aaron Amuchastegui 

I’m gonna get into those in just a second because I’ve heard of and use a couple of them a couple of my habit and I bet there’s some listeners out there that can really dig into kind of the different options out there before we get into those lead amount. So the CC started back in 2010. How many deals do your first year how did how did how was your first year in real estate?

Kirby Scofield 

First year has broken six months?

Yeah,

Kirby Scofield 

it was Oreo days. And I was luckily they had a you get a fee back then on Fannie Mae homes of like 1400 that kept me alive selling a couple of those. Then I reached out on my own started doing referral network from my past experiences. So my first year was like, because I got licensed in July. So my first year is like 30 grand second year 70 than 140 then nothing less than 250 cents. Now you’ve done so took it took three or four years to get that momentum. Why did you get I got in real estate because I was a insurance and investment advisor prior with New York Life and my big all my clients that were big were realtors, when the crash happened, everybody was canceling their policies and canceling their investments. And so I was chasing referrals every month. And all people still making money with realtors. And they had become friends with me too. And so they all said you got you just got to get into this field. And I haven’t looked back.

Aaron Amuchastegui 

Yeah. What an interesting time to become an agent because you know, 2009 that was the end of 2009 was when I I quit my job working for a homebuilder to start my own business to buy foreclosures, fix them and sell them we started our own brokerage, the, you know, with with agents and everything else, but it was it was tough back then. Because there was a lot of Oreos, a lot of short sales. But in order to get them like there were some guys that got all the Oreos, and they Yeah, no millions and other people that are like how do I get that? Like I can do it. But how do I get the deal that that it seems like that guy has all the deals already. That’s where I was

Kirby Scofield 

I felt like a pawn a peon. Yeah, walked in, and all I could do. That’s why I chase the fame and stuff because like so I went under a team and he has to broker or aureo had Oreo count, you’d have to be a broker then and average about 60 listings a month they had going. So we’d get signed call leads off that was really like the lead source. And it wasn’t Zillow yet was any of that stuff in 2015 assign calls, and you’d rush out there and hope that the person is still sitting at the house. They need to figure out how to qualify them all that kind of stuff. And then yeah, we had 17,000 I think homes on the market when I entered we’re at like 3800 right now. Yeah,

Aaron Amuchastegui 

that’s totally 2010 is a crazy time. And yeah, and but what a time to be able to fine tune your skills as a real estate agent, because I was because it was also a time where the world was still collapsing. There was a lot of foreclosures, there’s a lot of people there’s a lot of jobs that used to be great jobs that had gone extinct. It was it was not an easy business. It wasn’t you know, and like people, they do the sign call. So that was your lead it was an incoming lead that first year you’d rush out there to try to hopefully I can help this person either with this house or something else. And we didn’t quite have the technology to be able to sink together and get people qualified. What were the if you could go back and tell yourself something at the beginning of that year like in 2010 what to expect with real estate or how to how to do better What advice would you have given yourself that you wish you’d heard your first couple weeks

Kirby Scofield 

I get my head out of the rabbit hole and look at Learn from stuff like your shows learned from stuff like Inman where then I had no idea what that was all I was doing was listening to one person I knew in it verse open because I would have known of the portals because they are in their infancy then. Like I came in 2012 but they were in 2009 I think is 10 they are they just opened so I would have been able to spend money on zips then and get my foot in the ground verse how I did the old school ways because that’s all I was taught as far as like mailers, and fax, fax letters, and canvassing and all that kind of stuff.

Aaron Amuchastegui 

Yeah, that’s I think that’s really good advice. There is so much. There are so many ways to learn. There’s so many ways to learn. And we do a show. It’s about once a week right now we call the state of the market where we look at Inman and we read articles and I try to share what I think are the most interesting articles and some applicable stuff. But you never know like, which article out there when whether it’s from whatever real estate news is out there. Just consume and learn and consume and think and then you’re getting to listen to people and podcasts, consume and learn and consume and think the Yeah, it’s I think that’s really good advice to be able to look back and tell yourself

Kirby Scofield 

I had to do it to last it was last year. You’re I’m a year and a half now until all these new systems because I had gotten stuck also in a rabbit hole. My head was Zilla, and thinking that was it. But then I saw that they’re changing. In the next couple years, we all knew flex and Zillow offers everything we were pilots and stuff were coming out. And if we didn’t get those contracts, how we’re gonna survive, and we had and biggest thing I had to do was open my mind again, but also, this time was on agents recruiting verse, just creating leads.

Aaron Amuchastegui 

So the So again, I really want to dig into that lead stuff. But before we do that, so when you talked about now you’ve focused it’s two different things. You’ve got a bunch of ways you get leads. But then growing that team, you said that became another part of once you got a few years in talking about that for a little bit. what’s what’s your team like now? And what have you done to grow it.

Kirby Scofield 

So we’re at 30 agents, right now we have, we do multiple different venues the same way as funnels for leads, we do it for recruiting now, we have actual scholarship that we provide, because we had 250,000, people go out work. And some of my best agents are x, like club promoters, and or like bartender, stuff like that, they just have that people skills. And right now they’re sitting there collecting the pool. And that’s all they can do. Because there’s, it’s all 25% capacity right now. And so we’re offering a scholarship, we pay for the school, and then they during that time off, because it’s not getting paid, so it’s not gonna affect their unemployment. They can go through school and get licensed and create another career. We have 27 right now in that program will give as many way as we can, I have a deal with the school, real estate school. And so we also present at the real estate school every two weeks, to the people who are already done it on their own and in class, and just kind of explain our brokerage, our team philosophy. And then I have, my wife does the interviews, because that is like five hours a day is too much for me. And we do we have two different teams, two different products kind of competing each other who are calling the experienced agents, and getting them over. That’s incredible.

Aaron Amuchastegui 

So everyone out there listening, I would play that part back and really look at that to figure out how you can do that in your market today. And so as I dissect that a little bit, so Las Vegas, more than a lot of places, there are people in the service industry that are out of work right now, a lot of people that were good, hard working people that were running hotels, running offices running clubs, the they’re good, they’re good at management, they’re good at their people, their people, people, right, they have some great relationships, right, like the guys managing the clubs, and that the people that they have the best relationship with are people that have a lot of money, right? Like the some really high end kind of clients, we talk in real estate, it’s so much about who you know, and building up that network. And so that is built in network. And so it applies for you in Vegas, but for anyone out there listening, thinking about joining a team, or thinking about building your team, like what a cool way to do that. So I think every state in the country right now there are people that were working at hotels, and they were working as bartenders and where they had they were people skills where they had these networks that they’ve been totally shut down and nothing. And another guy that I ended when I interviewed Trevor from carrot last week, they said a lot of people are becoming investors and agents right now that he had been talking to, because they had been fired, gotten laid off. And they were ready to like, be in charge of their own future. So being able to take that. So you so you’ve gone after and said, Hey, we want some of those people to come work for us. And so you created a scholarship program. And you said, Look, if you were if you were this, if you were in the service industry, and right now you’ve been laid off while you’re doing nothing, and you’re on unemployment or whatever else, the we will put you through school as part of that trade off. You said anybody that you can, you know, put them through school, try to get them to get licensed, and I think most of them will join your team after is that is that?

Kirby Scofield 

Yeah, we have. Yeah, I have them do a contract. I it was three years. But I think that’s too long, like the locking went into me and my wife just change it just this weekend, I posted it on the Nevada unemployment assistance website, because they had a post on there for us, and we’re just doing six months. That’s like our training program anyway, and then they do a six week boot camp. And then all we ask is some people have things happen in life, and they can’t they get another job, or they don’t have the ability to any more or they just chose to go a different direction. So we had like, we’ve had about five, come off that just things happen. And as long as I haven’t logged in and started using the school, the school will allow me to get those credits back to give to someone else. And then we have mentorship. Yeah,

Aaron Amuchastegui 

I bet a lot of people reach out to you. I bet a lot of people in other states are gonna reach out to you after this and say, Kirby, I want to set that up in Texas. I want to set that up in Arizona, like how can we how can we do that? So how did you get to the Nevada unemployment office to kind of help promote that? It wasn’t

Kirby Scofield 

them. It was the it’s like, Amber. She’s a girl. It’s running a Facebook page called Nevada unemployment assistance, and it’s like, a collective 18,000 members of Nevadans who are going on there and like hey, how did you get your files like helping each other out with the process because it’s a pain in the butt. And so I reached out to her and just said, Hey, here’s the program I have. And about three months later, she reached back out, it’s like, hey, we’ll post this and they did a post. And I had a lot so with us, too, we’re only Vegas. So the hard part for me was telling people from Reno I’m I can’t do Reno. I’m Vegas, you know, it’s like Sacramento, San Diego. So it’s different. But we had 35 apply, and one night from that. And then it’s just going through the process with them to get them in. And we have the the exciting part is they all had, the testing has been postponed to because of COVID. Like, normally, they could just schedule like whatever month and go test. Most of them. It’s been this first couple of weeks in December. And I know the first weeks in January after the holiday that they actually get to do their tests. And when me my wife, the daughter of the 27 I think we have 10 right now are retesting and so we’re just waiting for we’re excited for the first one that gets passed both because it’s Satan national test. And multiple a missed like two on one test passed one test. But we should have a good little the first run of them coming in, which is really cool. We’re excited for that.

Aaron Amuchastegui 

What a fun way to do that. And if you it right now, if you’re somebody in Reno or another city in Nevada, and you’re running a team, you reach out to Kirby because maybe there is Yeah, if he can’t if he can’t go build the teams in Reno. I’m sure Kirby might be able to work with you on how you guys can help each other through

Aaron Amuchastegui 

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Aaron Amuchastegui 

super interesting, man. It’s like It’s like helping people and getting to grow your own business. Like that’s a super awesome system.

Kirby Scofield 

So yeah, that’s like the philosophy one. So john Chuck is the coach I hired last this last year, I saw Matt why Lobo thing and he said don’t stop chasing if your team leader broker stop chasing a $10,000 commission check for home and be in production chase a $100,000 agent. And so when he said that my mind just changed, okay, I got create the same systems toward this. So we also have mentorship program because like the software the scholarships are coming in, but I want them to not have to sit there and okay do once a month or rotation or plants up. So we have five mentors right now who are agents with me for five plus years, who they get paid. And they teach them actually through the six week boot camp and they get part of revenue share of their what they make the people so we have different classes going constantly based off of when someone finally passes and comes in. They’re not sitting there thinking it’s just an orientation on a Tuesday let’s go for realty they actually are working with a group about four or five individuals and making in their their own little six week boot camp. And then they go for the six months if at six months they hit our production requirement, which is we do three deals in the first three months. fourth and fifth month they do four deals total. And fifth month is four deals or six months I’m sorry, mentor gets 5% on that first three months, seven and a half percent on the GCI and the fourth and fifth 10% on the six month if someone gets that even though they’re only six months in but their superstar brand new they can become a mentor. So allows them to become build their team because two hardest things when I got into real estate was one finding leads and number two was once I had leads, how do I make a team So that’s how we kind of like built it to help retain agents to because they’re getting paid now all and we have rev share. So we kind of copied the model on that, because they tried getting me. And I was like, so we get 5% 3% 2% off every single deal. So we have some agents making pretty good incomes right now. Just rev share and mentorship.

Aaron Amuchastegui 

And the it makes me really excited to think about how many people in 2020 that are great at they’re great people person, that great service industry, people that are now going to be able to shift to real estate and make a career out of it. Like it’s it is it’s a great opportunity right now for people to find really, really good talent. And then for you know, other people out there listening to the idea that Kirby’s done is, you know, through his through his brokers and his team, it’s like forming these many teams, but then having a very clear way that people can, you know, that super creative, really where they can they can get, they can improve themselves improves, it’s like they get promoted through this stage where then now they’ve they’ve been, they’ve been, they’ve been getting help getting out getting out now they can start giving help. And it’s, then it’s all worth it, right? It’s like, no, eventually you get to be this person and having a road to that. I mean, there’s a lot of times people say, hey, someday you can have your own team, someday you can do this, you actually have a pretty clear path of, you know, you get a mentor, then you become a mentor. And then the sky’s the limit

Kirby Scofield 

that and that’s kind of because when we did the scholarship, they first start coming in, and that’s where one of my right hand guys comes in. And I hadn’t even I was just I was kind of scared of how am I going to train all these people, myself, and they’ll be broker and stuff like that. And he came in, he’s like, Hey, I like training. He used to run this branch for me when I was in San Diego doing that one. And I was like, wait, we can come up with something here. And so then I met with my coach, we built a foundation, a boot camp, all that kind of stuff. I took parts of what they were doing other teams that he had chapelizod with his teams, and we built our own that works with our kind of layout and how we work here.

Aaron Amuchastegui 

Yeah. So let’s talk about leads. So earlier you said you started with first it was like the Fannie Mae or whatever you can get through the foreclosures. And then you start learning about Zillow, and brought in leads that way and the is that still Zillow, still your biggest lead source?

Kirby Scofield 

there about a quarter of it now, just market based pricing house went so we went more. They were 99% of my leads from 2012 until two years ago, one two or three years ago, because market based changed how you got zip codes. And so I mean, we were kind of doing market based pricing in 2014. I had a software that we had built our own CRM it calculated and we moved zip codes right and left to be within the market. I actually, I still remember showing Lloyd Lloyd Frank at a one of their Zillow things. And then like two years later, we see a market based price. I’m like, hey, that’s my idea. Yeah.

Aaron Amuchastegui 

So So market based pricing is kind of the idea. So now for Zillow, if you say hey, I want to get leads for this zip code. If somebody searches for a house on Zillow, and the upper right, you see like agents, right? You see, like, hey, there’s other agents. So you are paying for that spot. And market base price means some zip codes cost more than others.

Kirby Scofield 

Yeah, it’s based off price and are and how much share in the thing was the same way as we have no inventory of homes here, Zillow, there’s not been inventory of zip codes here for almost two plus years.

Aaron Amuchastegui 

So I get it, do they let you keep that zip code,

Kirby Scofield 

you’ll keep that percentage and market share. But if it changes, like people buy or sell out, you get notified and you go and get in you pick up more and then you just have to do the math, make sure that’s the right business decision based off the price of the lead. How many is it gonna take to convert it, etc.

Aaron Amuchastegui 

So market based pricing, you were actually so when Zillow used to charge more of a flat rate, you were actually saying, Hey, we should spend our money in this zip code, instead of in this zip code, because we’re gonna get more bang for our buck out of it. Is that is that what you were doing on yourself?

Kirby Scofield 

So back when you could actually get zip codes 2012, like my first zip code was the strip. Like I had half the strip, which is crazy. Las Vegas. 550 bucks is nuts. a month I was is. And then I started Trulia. They had kind of the market. They had the slider, then where you could go inside an office I started playing with it. And then it was about two years in though once I had hundreds of leads coming in. People are asking, well, what’s your ROI? I’m like, Oh, I can’t really ROI is based off of an agent individually for one and two, which zip code is actually doing something what type of leads are coming from it. So we took our CRM because we’re one of the first tech Connect partners with Zillow. Back in 2014, were like one of the first nine. And so why I started doing is taking that data, we pulled the zip codes and into a tracker. And we just watched it every month and we take three months Oh, it takes about three months to watch a zip back then. And when it got to in the red price per lead was too much verse an algorithm that I built for how much I’d make on the average price and like if it’s a two or 4% conversion ratio, whatever it is, and then from there, we would just go to my rep and say hey, Name moving to this zip code, this one that I kept my contract with them as much as what the spend was, but I would move it based off of where the leads were hitting.

Aaron Amuchastegui 

And very cool. That seems like a pretty high tech analysis, right like a pretty pretty high tech spreadsheet analysis. But agents as you’re listening right now, if you have more than one lead source, one thing that I would get out of a court what what Kirby said there is analyze how much bang for your buck you’re getting from each lead source? Because there because we’re getting in from all sorts of ways and people are we all people get deals from all sorts of different ways. But figuring out what the cost of that deal was, what was the cost to acquire it, whether it’s whether it’s open houses, or whether it’s incoming stuff, or whether it’s outbound dialing. When you know, the cost of your leads, and you choose to scale, you get to a point where you either need more people or you need to scale or you go what’s next, or your marketing budget goes down. That’s happening to some people right now their marketing budgets going down. It’s important to know which leads how much it costs to get a lead from each lead source in case you need to focus on one or the other. So Zillow is one of your places. Trulia is another just Trulia work a lot like Zillow where you Yeah,

Kirby Scofield 

so back 2012 Zillow and Trulia were separate competitors before Zillow bought them out. And they merged as one product. So when you pay for Zillow, now if your premier agent, you get both it and you kind of don’t know what plow I’ll just say like we use follow boss. So we’ll see what platform it came from. But we use both of them than we do with realtor.com run a program out here with rising speed to lead where we’re like a mini team under a big about 26 teams with Steve D. And it’s called op city. So those are as quick as you can basically grab them and convert them and it’s those are live transfers, same as Zillow concierge are how they live transfer to you.

Aaron Amuchastegui 

So back up a second so the A lot of our listeners have their year in right there these guys you’re talking about that just switched to six months ago, I’ve toured the OB City Office, I remember touring it in Austin, a few years ago, the giant warehouse, you know, hundreds of people on the phone, and the and they are talking to leads to get them. So the way that I understand ob cities model is they they bring in leads, they outbound call, or they have some inbound stuff for with realtor and other places. Somebody says hey, I’m interested in buying a house, they kind of make sure that it’s a really good lead, they make sure they’re ready, they make sure they’re qualified. And then my understanding is then they kind of send them to you and say, Hey, this person is willing this person is already enabled buyer and they give you that lead essentially for free at the beginning but if you close them they get a percentage. Yeah.

Kirby Scofield 

Yep, yeah, it’s off algorithm to the quicker you click it, you’re you’re fighting it’s five people that get sent it within 15 seconds. It’s based off an algorithm and a score based off of how quick you click what you convert how you use their app, how you communicate with the lead through the timeframe and and yeah, once you click in step two, then it’s gonna be a live transfer to you. And then you keep it up to date in your system and into their system. And then we pay them a 35% referral fee anything 150,000 in purchase price or more, or leases and then you do 30% 150 grand and less that we pay off city

Aaron Amuchastegui 

so that’s a that’s a super high Texas way more high tech than it was when I think it started but any agent can sign up to get on the OP city list right? They can say hey, they want to use them for leads a certain amount per area.

Kirby Scofield 

If they have inventory Vegas is one of those ones there’s no inventory. Yeah,

Aaron Amuchastegui 

yeah. So they send it out to five of you whoever clicks it first gets the lead if you wait too long to click it, you don’t need someone else gets it.

Kirby Scofield 

It’s crazy too though with their algorithm if you’re a better closer in their system, their algorithm reading it the five that you guys get it you all click at same time, whoever actually has a highest score in ops at that time. From those five is who gets it. Yeah, they want

Aaron Amuchastegui 

to make money. It’s like It’s like Facebook ads, right? They want to they want to figure out the the the whenever when people are looking at like now they change the algorithm the algorithm is how do they make the most money like like Facebook will change it for how they make the most money so if it’s easier to get you know people to click on Aaron’s ads compared to Kirby’s will the you know, Aaron might get the ads for cheaper because they make more or vice versa. So opposite. He’s saying hey, they’ve got their thing they want something’s gonna be fast cuz they want to lose it. But then once it’s fast, they want the person that’s the best that’s going to have the best chance of closing that

Kirby Scofield 

kind of kind of like Zillow, what they’re doing with flex, how Zillow is gonna go the hybrid with flex, or they’ll have kind of both to and flex is who the partners they choose kind of same way it only goes to the best converters, and there so those are like our bottom funnel ones. Those are your best lead sources as far as a live person on the phone. I think the stats like 72% they’re gonna work with you. So it’s just up to you keep doing your job. And then we have y Lobo, which is a mix of Google and Facebook.

Aaron Amuchastegui 

So the Zillow you’ve got you know, the app that people can find you on there, or they can kind of call you through there. That’s that live deal that’s coming in. And then realtor.com. If somebody goes to realtor.com, and goes for it, most of those actually get pushed through kind of the OP city version. Somebody goes on realtor.com says, Hey, I want to buy a house, op city, then obviously a person calls them qualifies them says, okay, you’re the real deal. Then they send it to, you know, to you, Kirby, and for other people, there’s ever the fastest and the best gets that one. And then at that point, you just have to do your job. You’re showing them houses, you’re helping them get a house, and that converts. So now now we’re at why Lobo so the how do you how do you spell that? What is

Kirby Scofield 

monopoly backwards? So why LOPOYL opio?

Aaron Amuchastegui 

Alright, monopoly backwards.

Kirby Scofield 

And why Lobo is the co founder, that was our Tiger who actually was Tiger leads back in the day. And he has a Brainiac, we call him the G G, the G man, g Fang G, who is the tech guy on it. And then kiwi, Aaron, who’s their marketing person. And it’s a cool product, because the whole point of it is to keep the people on your own site. So we love it because everybody push, we don’t use our local MLS searches anymore. We keep everybody going. Our searches are done through our own why local site, and then we remarket them. And so it’s more of a less pressure for these top of funnel leads, because it’s Facebook, they click on Facebook, they see a picture they like a little video, they click it they’re more top of funnel though but then we nurture them. And then the Google Pay Per Click is a little bit more mid funnel because they actually had a search. And then we have a cool feature that why local has is a RIAA are a I ya, it’s like real estate agent intelligent, something it’s basically an automatic AI. And it’s a bot. And so it texts and qualifies and helps out the agents as because you know, you get 100 leads a call like or hit on. They’re only like 30%, where I’ll pick up the phone, the other 70% there. They’re either gonna respond by text, or they’re gonna respond by email. A lot of people just because all the robo callers now they don’t pick up the phone until they know you a little bit. And so with the AI, it’s helping it’s working when you’re not. And it’s really cool.

Aaron Amuchastegui 

This is crazy. So I went to the I’ve never heard of why loco before you mentioned it, I got another awesome why lopo.com bunch of stuff on there. And it shows the examples of that AI that’s texting back and forth with people and kind of what they’re doing. It shows CRM integration, lead gen and so they pretty much so if you go sign up, they help you build a site. And then they coordinate with Google and Facebook to get people to your site is that

Kirby Scofield 

Yeah, so your different spins that you’ll have with them is you pay for their platform fee and RIAA. So where we’re at we are we get about five 600 leads a month from them, but that includes remarketing. So anyone who was in my database from Zillow before, when I first entered with y local year, April of last year, we had about 30,000. And from those 30,000, they got remarketed and it costs they I do $125 per 1000 and remarketing budget they do they recommend 100. And so we we do 125, we have 62,000 now in our database, and they’re constantly remarketing, it’s a very non pushy kind of way with the clients are 18 months out. So we pay a fee for why lopo they get their marketing fee, the RIAA fee, so mine’s like 2800 a month 1995. For my level four contract, they go on levels, you can start I think when I first started and to be able to get leads, is 1500 a month is what it costs to get in that will be your website, that’ll be RIAA. That’ll be about 100 leads a month. And you can also and then retargeting of your database. And so mine, my database grew so fast, I just keep going up. And so as my retargeting hits the top, then I go to the next level. And so now,

Aaron Amuchastegui 

what if somebody doesn’t have a database? So you’re getting five or 600 leads a month, but part of that is coming from, hey, you have this list of database? What if someone is an agent? Will it still something

Kirby Scofield 

that that five, that five to 600 is new stuff just from my level? Not the database is just blB works. Me as building a team I don’t have to worry about Okay, as a client dropped through the cracks. They’re bringing remarketing AI’s working on them. If the agent drops the ball, they stay within your database. So I know they have a starter package because I had a San Diego branch was 500 to start with them. So they’re just doing it but you’d want ads and the ads is 1000 to 1500. Mine was based off of my remarketing budgets, I think you’d probably be around 1000 1200 you give 100 leads, and then you just build it as you go. They just enter pay per click. I was a beta form on that with Google, and so that they just entered where they’re offering it. They have seller leads they do. We do a lot with our divas have what they call dynamic video ads where basically we pay 65 bucks, you’ll get Four to 6000 shotgun blast hits, like through the leads, like on because Facebook and Google we can’t target fair housing why so it has to be like shotgun to the city. But we run those ads 65 bucks. It’s a hassle actors, it pulls all it pulls in five to six MLS pictures in brand new. And we go and that’s what we share to brand our agents to. So we pay for that. And then we go post in our own and we run our own Google AdWords and YouTube off of those and tick tock,

Aaron Amuchastegui 

man you have. There’s so many things there that you guys are doing. Right The first it was that Zillow, Zillow and Trulia. And then being able to kind of do these different systems what so if if a new agent somebody has been around for maybe six months to a year, and they’ve been door knocking and kind of doing they’ve been getting leads and getting them other ways, and they’re ready to start investing in something like this. So they’re gonna, they’re gonna actually go bigger and say, Hey, I’m going to spend a couple 1000 a month on something like that. What advice would you give them?

Meaning?

Aaron Amuchastegui 

Is it so I’ve seen people spend 2000 bucks on mailers, not get any phone calls, and so stop doing mailers? which is understandable, because it’s really discouraging you spend a few $1,000 and nothing happens. So what would you What advice would you give somebody for that?

Kirby Scofield 

If your market has Zillow or upcity available because their bottom bottom of funnel buy into there, as long as they have market share? It’s expensive per lead. But ROI is better. Because you need if if you knew where you’re gonna need money now. So we have such a pipeline, when I’m buying leads, now I’m not betting on them, I’m betting 10% or less of them maybe and then next year, but everything else is a long term play and with building my agents, pipelines, but if you’re brand new, I’d say if you have Zillow, and opportunities out there realtor, grab those Otherwise, why Lobo? I don’t like I tried a whole bunch of other different Facebook products and Google products, it was kind of like the mailers is just money thrown out the door. The thing about why lopo is the remarketing is like number one, how he keeps you front of mind and then making sure you have a good CRM. So they’re really good integrated with follow boss, lions desk, or fire point, Sierra interactive chime, we like follow up boss ourselves. That’s what I like with the integrations.

Aaron Amuchastegui 

And then there’s a lot of different technology there. So as Kirby is throwing out all those ideas, a lot of them we’ve heard about from other people before, but there are a lot of different options. And so he so if somebody is going to do that now. So they say okay, I’m going to why Lobo? Should you tell? Do they need to commit to six months of spending? Or and or do they need to commit to a certain level of effort like so the stuff you said, Hey, don’t get discouraged plan to do this. And then as those leads come in plan to do this.

Kirby Scofield 

Yeah, they have me. I’m like one of their local professors or whatever they call it and I do like things with them like teaching people. But we saw how they’ll have my rep will have certain clients reach out when they’re being discouraged. And the biggest thing is they’re just not putting you got a max retargeting, and you got to max the leads at whatever level you’re at that you can afford. A lot of people get it but they won’t do the lead part, or they’ll get it and they put nothing in remarketing. And then if you do that, it’s just sitting there. If you get it the other big piece Well, why locos you can’t be sending them an MLS search from matrix. They’re also gone on Zillow. And then you’re and then you have them retargeting, but if you put them all two stars is like our own search site. So schofer Realty comm find out schofer realty.com is like our own Zillow, our own matrix. We track everything they do kind of like commissions in Boomtown does. So it’s kind of that same kind of software how tell you they’ve they’ve looked at how seven times and I’ll say settling them. And so I liked about why locals I don’t, I’ve always paid for leads because I’ll never cold call someone plus I don’t wanna get sued. But to I don’t like the hard push sell. There’s enough real estate out there and people interested. And they do so much research on their own currently the consumer, we want to just be the person that’s always been there providing data for them without

Aaron Amuchastegui 

lotion. So some of the Kirby said there is don’t send somebody MLS, don’t send them to Zillow, send them to your site, whether it’s a local site or something else. There’s got to be ways that that branding, you’re not having to share with anybody else. That’s very cool. That’s a really cool thing to clarify, because I’ve worked with a lot of agents on different things and there’s a lot of here’s the link to the MLS. Here’s the link to it on Zillow, realtor, it’s really easy for people to get there. But such a simple shift if you have your right agent site to send people to your own site instead where people are going there. You can track them better. So you’ve said a couple times retargeting so for somebody who’s never done this and they aren’t using the technology after they’ve got a list. What is retargeting? What do you mean by retargeting?

Kirby Scofield 

So say someone hits on one of our ads, but they don’t fill in information. Yep, we geo locate them and it starts tracking going on, and not bad tracking but, and not like the stuff we say, Oh my god, I didn’t know I want to order that on my phone when I just said that. But when you go and you’re reading a Facebook article or on Google or on even Zillow, we show up in there just those ads that pop up every couple paragraphs. Those are retargeting ads, kind of like ad works. It’s just different with this because that goes to like a landing page. This they click on, it just goes back to your site. And the more it tags you the more it’s gonna follow you. And so we retarget the retargeting is anyone who is in your, it’s through Facebook, and it’s anyone who is has the same email in Facebook. So that’s another key thing. I have 62,000 people in our database, but I have only 35,000 that are being retargeted. On Facebook currently, because they have the matching email. You can retarget them with not. And then what’s cool about that software to is those people that are looky loos right now but haven’t fully committed to pressing that click that next button give you a phone number given name. We have about 4000 people we’re actively retargeting right now that the system’s tracking and then pulls them to what they call the wild cauldron, which is they’re looking at home, but they’re not going to that third click to register. And we have about 750 leads just sitting there average that is eventually will come over. That won’t we’ll click over.

Aaron Amuchastegui 

Yeah, but so the and we talked about that with with Trevor mock on one of the episodes you guys would have heard come out just a couple times before this one where there’s just there’s some very simple retargeting you could start to do with Facebook with Facebook pixels Kirby talked about, you can upload your your email list, whether you just have it in a spreadsheet, or you have it in a special follow up system, you can have it, you know, you can upload it to Facebook one time, or you could link it to something and it changes. So you have someone’s email, Facebook won’t tell you, hey, this person and here’s their Facebook page, but they will tell you of the 10,000 emails you sent up. 5000 of them are on Facebook, we know exactly who they are. And now you can send an ad to them. And so those are people that you know, so really cool marketing stuff out there. They do you do you hire a team to help you with that? Did you learn it on yourself? If somebody wants a crash course in Facebook, we’ve got a course on Rebus University about how to do Facebook ads, but what would you What would you recommend people do to go find out how to how to use Facebook ads?

Kirby Scofield 

So Facebook ads, I wasn’t successful to me parts with the lead forms and pushing in. Okay, that’s why I liked my logo so much. I like

Aaron Amuchastegui 

the ads for you.

Kirby Scofield 

Oh, yeah, I don’t you you go you can create the Divas. But all the carousel ads, all the branding ads, they do remarketing, everything is created by them. They change it with the seasons, everything. It’s just how much spin you’re putting towards it. And they track on your dashboard, your average cost per lead. They do all that now what I’ve played around with on my own and during this whole COVID time I got like sit here when we’re locked down for like two months, I just worked as I start playing with Google and taking the stuff that they were doing on Facebook. And then now we’re now we have Google pay per click with them. I’m still playing with that with the YouTube side and stuff like that with the videos we have from there. But everything links back. So anytime anyone clicks any of my ads, all it does is go right back to our site. Yeah, and retarget them.

Aaron Amuchastegui 

Man, the there’s a lot of stuff in here as people are getting to listen to the podcast. But I want to have, I want to have you to come on one more thing as we close it out. So you said a lot of top of funnel, middle funnel bottom of funnel, the and maybe I have two more questions. But the but that so just really quickly tell people what that means when you’re saying top of funnel bottom of funnel. Because it’s it whether you’re using a software or not. I think it’s a mindset for the type of lead you have and how to treat treat them.

Kirby Scofield 

So yeah, bottle funnel, once it drops out there, that’s your person that’s going by right then. So top of funnel is your first someone’s on Facebook. They’re the why local ad, they’re just clicking a pretty picture. It starts grabbing them that’s top of funnel. We have foreclosure leads with Zillow, that product ends this month, those were top funnel everybody wanting to get a deal because the house wasn’t really available. So once that stop from mid funnel is I’d say Pay Per Click because people are actually googling and typing in that they’re searching for home. They’re not just looking at a pretty picture. And then bottom of the funnel is people are already on a portal or site looking at homes and wanting more information directly on home. So they’re more targeted. Yeah,

Aaron Amuchastegui 

so those are like the bottom of funnel because they’re like ready to buy right now. So if you picture a funnel, I mean, in online marketing, we talked about funnel a lot. But if somebody is just switching over from the hotel industry to service industry to real estate, you’re starting to learn about this. If you picture a funnel at the top of the funnel is nice and wide. And so there’s a lot of people up in that section. And as you qualify them at different levels, they fall closer and closer to the bottom of the funnel when they drop out. I’ve never heard somebody actually describe it like that when they’re ready to drop out the bottom of the funnel. That means they’re ready to buy a house right now. And those are the people so at the top of funnel, hey, they’re kind of interested in real estate, you could be sending them all sorts of things. Hey, I’m in real estate or Hey, did you know housing prices are doing this or Hey, do you know interest rates dropped a little bit. When they get to the middle of the funnel. It’s like, Oh, I see that you’re looking at this neighborhood. I know maybe you know that in this neighborhood, we did this or we’re actually the experts over here, as it gets closer to the bottom are people like, hey, I want to buy, hey, I want to buy this one, or they’re sending you the lead. That’s that bottom of funnel really cool stuff. So you talked about a whole bunch of different CRMs. So the use you prefer follow up boss, the my understanding of follow up boss is it’s a way to track your leads in kind of its own little spreadsheet. But you can set up a way to follow up via text via email and say if they do this, if they do nothing, they come to my website, they give me their email address, I could send them the seven emails over the next few weeks. Or I could send them a text and then if they do reply, it kind of puts them into a different kind of spot. Is that description right and the or how would you say it different and if someone was going to sign up look for a CRM? What advice would you give them for follow up boss or any others? What

Kirby Scofield 

should they look for? Okay, so yeah, that’s when they when lead hits, you always have to have we call them action plans and follow up boss which will trigger tasks for the agents to do as far as calling does though automated emails already built off of days once we have been in contact with the client, it changes the stage we go to a nurture and that’s when we’re just working off why priority alerts when they’re doing something on the site. When you’re first chasing them it’s all automated Sierra interactive. Robbie T is one of the professor’s is a hatch coaching he he’s huge CRN active they just did their integration fully with a why local and there’s this cool because as automatic texting to so you can automate the full the same way as email if all of us you can do texting follow boss I like more for the integrations with everything MailChimp, call action, all those different products. And then if you’re on first choose one, I’d say if you’re a team, either of those two, I Sierra interactive just came out I think it’s really cool but me 62,000 people a database and probably 40,000 on different action plans for me to switch all those consumers to a new system. They’d all like start over new it’d be all jacked up. So it’s just like I have too many people to move if I’m a brand new database or you’re building your first database like if you were a person who was in the club, restaurant, whatever industry and you have that client list you can actually like unfollow a boss go in there you can retarget them. I did this for remind is a like a farming software that they give us free with our membership here in Vegas. So I put 10,000 people into that did not email him did not call him You can’t TCPA Wiles but we start retargeting them now I’ve cleaned it out by spent the retargeting for about 12 $100 for three to four months and we got 500 people now that are in our database from that. That clicked from doing the retargeting from the mining. Yeah,

Aaron Amuchastegui 

man what a lot of info in there, I should definitely try to have you back maybe we could teach a whole course for people of how to create the lead gen how to create that funnel and work through it. I think a lot of our agents got a ton of value from you today Kirby and getting to get kind of that advice. I love the idea at the beginning of just like Hey, get agents to join your team by targeting the people that have lost work that are great potential, and the doing that and really it’s a helpful thing, right? You’re you’re getting to really provide a cool service with that, you know, the last few minutes are yours. What are what is if people want to reach out to you and find you to learn more, how should they reach out to you? What are your big goals right now? What can Real Estate Rockstars help you with?

Kirby Scofield 

It say, first info is just Schofield realty.com SEO s ld realty.com click on there. If you’re a local person in Las Vegas listening to this and you know of some or you know people who are possibly looking in Vegas schofer Realty comm forward slash scholarship, if they’re an agent opportunity, if they just want to contact me it’s very easy. It’s Kirby KI rb y at schofer Realty comm I get so many text messages and voicemails, I’m best at email, like all emails get done them or was that the best way or just hit me up on Facebook. And I’m always looking to help. And then for us just excited to be on the show, get the word out our goals I should we should be at 50 by the end of January, just with testing for the new people. We’re just waiting on program we’re waiting for places to be open to the contest. And then our goal is 150 agents by June doesn’t mean 150 will be producing but right now have our 30 almost every single one of them working like maybe five they’re in transition from other things. So very they’re producing it’s hard to get you could have 10,000 agents but only like 10 produce. So our thing is make sure everybody can produce and with our team we don’t my agents biggest issues that they don’t have write offs because I pay for everything. So we have no monthly no setup fees now that we are directly a split and then I, we just hired a photographer, they start in January, it’s gonna be awesome. So we’re gonna do a lot of branding content. We’re gonna do spotlights on local businesses, restaurants. And we’ll do full on videos, and we’ll have that on our site and channel. And in all my individual agents, so a lot agents very few will be able to spend the money to make those cool videos where you’re like touring a home and watching ours that’s going to be part of our agents, part of the benefit package, they can do that for any of their listings with our full time person.

Aaron Amuchastegui 

Very cool stuff. I mean, if I’m a if I’m an agent near you know, near curry in Las Vegas, I mean, there’s, you know, so much stuff, the idea of you’re getting 600 kind of inbound leads instead of outbound. I know a lot of our listeners are doing outbound and they’re working tirelessly at it, and it’s very difficult. And the and so I know a lot of people have said, Hey, you know, inbound would be great. The I could definitely see somebody paying you for coaching or hiring go to Hey, because there’s we went over a lot of stuff today. But we just scratched the surface. So the if I was an agent in Vegas, I’d say I want to go, I want to go work with a guy like you that can show me the way for some of that stuff. Maybe you don’t have to learn it all in a podcast or in a few hours or something like that. So hopefully, some people do reach out to you. I’m sure people from all over are going to be asking you questions and how to do it, and take and take you up on some of those those asks, so Kirby, this has been super beneficial for our listeners, a lot of good info in there. Thanks for joining me and, and all your listeners. Thanks for listening to real estate rockstars.

Kirby Scofield 

Awesome. Thank you. Thank you for having me.