DIGGs Real Estate
Kendyl Young has a rule for deploying technology to help her real estate business. “Hopes. Never expectations.”
The founding broker/owner of Southern California boutique residential real estate company DIGGs, Young has listened to plenty of pitches for products that will make her life easier.
“I have talked to a lot of predictive analytics companies and to a Muggle they all sound legit,’’ says Young who specializes in selling in the Glendale, LaCrescenta, and LaCanada areas of Los Angeles.
But she is also a second generation broker who has seen plenty of marketing technology trends come and go.
So what got her to try?
“It didn’t feel like snake oil. My instinct was that it was going to be more useful than not.’’
And it has turned out to be useful. The very first appointment First set up for Young resulted in a listing.
It didn’t feel like snake oil. My instinct was that it was going to be more useful than not.
Marrying Relationship Marketing With Technology
Young loves her job, but she isn’t a 24-7 people person.
"I only play an extrovert; I’m not one. I’m really good in a face-to-face situation.
If I meet you at the grocery store or see you at a social event, I can be entertaining and relational.
But face-to-face meetings are very time consuming, and there are not many places where a event happens where I’ll be with people I know."
Yet she wants to stay connected to her larger circle of acquaintances and past clients -- without resorting to the one-size-fits-all newsletters or random calls.
“I don’t call people to say, ‘Hey, how are you doing. It was such a great time helping you buy or sell your home.’ Really, we’re all busy.’’
I knew (from speaking with her) that she was on brand for me. She was somebody that I want to hang out with, so I figured she would do a good job of talking to my people like I would talk to them.
Avoiding the Awkwardness
Young said she feels like a call out of the blue is to 'get something from them, and that’s not me.’ If I don’t have true value, I won’t make the phone call.”
What is true value to Young? “I’m going to do something for you,’’ she says.
So Young will call people when she has something to offer. Like if she comes across a property listed under market. “No problem. I’ll call everyone in the database and tell them, “I’ve got a winning lottery ticket, do you want it?”
Another example is if she finds something like a change in the tax law that could save money for a specific demographic in her database. “That’s true value.”
But there are only so many opportunities to do that, and Young knew she could use a little assist.
First’s offerings piqued Young’s interests for three reasons.
First, she was excited about the opportunity to use the services of a sales-trained appointment setter who works with Young’s sphere of influence.
“There are tons of people that I love and really like. The appointments service helps me get together with them. It’s perfect. It’s like a dating service,’’ she says adding, “It’s like the appointment service was conceived just for me.’’
Second, she was excited about the potential of the artificial intelligence that helps Young choose who her appointment setter should reach out to.
First doesn't just help Young understand who to connect with, First helps her understand what her contact list looks like.
The third reason was the appointment setter herself. “I knew (from speaking with her) that she was on brand for me. She was somebody that I want to hang out with, so I figured she would do a good job of talking to my people like I would talk to them.”
Young first uploaded her contacts from her phone, social media, email, and her CRM database into First’s engine.
First sorts the contacts, adds property addresses (if missing), and reports on what percent include current email addresses, phone numbers, and other critical information. It also sorts by contact type, so agents understand what percent of their contacts are people in the industry vs. those that might buy or list with them.
Young found this very helpful. “I thought it was an astonishing document. The amount of information that First was able to add. Having physical addresses that First found was very impressive.’’
First's system also shows Kendyl the real estate transactions that occurred among her contacts within the last 365 days.
Young found 63 recent deals from her network, including a number she didn’t know about. But there were quite a few that she was involved in. “That was quite gratifying.’’
There are tons of people that I love and really like. The appointments service helps me get together with them. It’s perfect. It’s like a dating service. It’s like the appointment service was conceived just for me.
More Than Just a Report
“There were actionable takeaways from the report. I’m a database geek. Now I know that 87% of contacts have email addresses. I like that. It's proof of life.’’ FIrst also enriched the database by adding in property addresses.
But Young got more than a report.
First's Seller Scores empowered Young to prioritize her outreach by helping her sort her contacts from most to least likely to sell. In selecting people to meet with, Young prioritizes people she knows who are also more likely to sell.
First makes the process easy for Young by enabling her to do all of this work by simply swiping through her top opportunities in the app on her phone.
Her contact's Seller Score is never mentioned in the call, and Young doesn't always choose contacts with the highest scores. Young simply chooses people she just wants to stay in touch or reconnect with.
Young also includes notes on the kind of meetings she would like to set up, and information about the connection that will help the appointment setter.
The first meeting her appointment setter suggested was not someone Young says she would have thought to call on her own. But now she's thrilled that she asked First to setup the coffee meeting.
"We had a lovely conversation. I mean, it was just wonderful. She was so happy to hear from me.
And three days later, she called me and said that her son was looking to sell and could I help him."
How am I going to be their real estate agent of choice? I have to be in the flow of their life. The power of the conversation is the opportunity to be in that flow.
Getting In Flow With Your Network
“This isn’t snake oil. It has legitimacy. This is bleeding edge stuff. Predictive analytics has been around a long time as a theory,’’ says Young.
But adding the appointment component makes it more valuable.
“I need someone helping me be more in the flow with my tribe. I am always looking for ways to be face-to-face, in real time with my tribe. The more of it I can do, the better it is for more brand, my brokerage, and my business.’’
And the value of a conversation?
"It’s priceless. It furthers building a trusting relationship with someone. It is being in the flow of their life. It’s about being connected to their real estate opportunities.
In California, it seems like there are more people licensed to sell real estate than there are people with driver’s licenses. Your best friend is an agent, you are related to one, there is one living next door to you.
How am I going to be their real estate agent of choice? I have to be in the flow of their life. The power of the conversation is the opportunity to be in that flow."
Young likens relationship marketing to the iconic Breck shampoo commercials of the 1970s that understood the power of the social network long before there was a digital one.
The ‘they tell friends, and they tell two friends,’ commercials. Except, it doesn’t always happen that way.
"Without flow, you are not going to get that. Real-time conversation is what flow is about.
It’s not sending emails, or drip campaigns, or postcards. It’s not banners at the elementary school, although those can be important. A one-way message is just one way.
If you do a post on Facebook, that’s a message. And I’m sorry a 'like' is not a conversation. A conversation is a two-way thing, and a message is a one-way thing.
Flow is the conversation. You need to have one."
First is helping Young create more Flow. She is gaining a better understanding of her contacts. She has an analytical tool to help her discover the best people to reach out to. And she's got someone to help get those conversations started.
Relationship building and technology. It's the best of both worlds.