Attracting Clients & Agents Creating Content

Real Estate Marketing Dude

Today we are talking to Suneet Agarwal, the CEO of the #1 realty team in California. What's his strategy that keeps him at the top and how is he planning on riding this recession?

Suneet Agarwal is a real estate coach and CEO of BIG BLOCK REALTY NORTH. He is currently ranked as the #1 agent in Greater Sacramento MLS and is the CEO of Best Sac Homes Group, the #2 mega team in California as ranked by the Wall Street Journal and Real Trends. His 12 years of dedication to his clients and his strong work ethic have made him one of the TOP Realtors in California.

Three Things You’ll Learn in This Episode

• How do you make sure everyone knows your name?
• How are top agents thriving during a recession?
• Why you need to be making content and developing a brand.

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Real Estate Marketing Dude

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Transcript:

So how do you track new business, you constantly don't have to chase it. Hi, I'm Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It's your job to remind them. Let's get started

What's up ladies and gentlemen, welcome to this episode of the real estate marketing dude, podcast, folks we're gonna get in today it is fourth quarter.

A lot of people are going into hiding right now I'm gonna talk to someone who's not. As the market continues to retract, this guy gets louder and louder and louder. And in all honesty, that's what you need to do in this type of market. Look, I understand 90% of you have never seen a shift before in your industry. In this business. We've been spoiled for the last 12 to 14 years. But although some things may be a little slow right now, it's the stuff that you're going to do today that's going to pay off in the first quarter of next year. Because what's going to happen mark my words folks have been saying for the last four fucking months is that a lot of people are gonna go out of business and the ones who are still standing, they're going to wreak it all. And one of the ways that you're going to do that is by out branding everybody. And I saw a stat this morning this afternoon actually watch what a Jeff Pitzer his videos and his numbers are right on he goes, he goes look, Walston, 1% of people are actually like content creators. 9% of people slightly engaged and the 90% of people just fucking sit there and watch on social media. And it's like, which game do you want to play when you own the attention? And when people naturally just like you're everywhere all the time? Nothing but good happens. And that's what we're going to get into today? How do you take an omnipresent approach, specifically on video and be everywhere all the time? And then how do you use that to build your brand and build a business recruiting a client attraction, it's all the same thing. There's a reason why the most popular agents are always the ones who do the most businesses because they have the most eyeballs or attention. And that's the number one name in the game in real estate. Everyone's selling the same shit. So the one they think of first 85% of the time, that's who's gonna win the deal. So without further ado, we're going to introduce the number one or number two team in California.

The top team in California this year, Sydney, it's just a neat Agra. Well, let's welcome back, dude. Yes, happy to friggin be here, man. Let's go. And I love the intro. And it's great. Like all that, like, whatever success I have, which may be something maybe that thing?

Is my outlook on this comes from learning from you, brother. Appreciate that. Why don't you fucking send us some damn business, bro. Like, let's go. Alright, so

I want to tee this up. Because I've known suneet Before he like, right when he got licensed like Sunnite is probably you know, you're on a lot of stages. Right now you're on you're doing getting called on a lot of events, because he's doing a very high volume. How many appointments did your isa team set last month was like 596? No, last month was down by a fucking lot last month was only like 660. And normally we're like, 7030. And these are appointments. So your agents are going on? And then you know, pitching the services and what not. So that's great. But we're gonna backtrack this because with the amount of success and neat has, you would assume that he's been doing this for 15 or 20 years? He hasn't. Okay. So neat. I remember meeting Sunnite for the first time in a club wealth event. I like to say it was in 2016. That's right. I think just about six years ago, and sunny corners me at the bar. Hey, Mike, how do you run these? How do you run these Facebook ads? Right? Tell me how I'm running all these Facebook ads and Sunnite was all bug big I'd big bug I'd like a little kid just brand new and a candidate.

Since then, bro, you're just absolutely dominated. I'm really proud of what you've done and what you've built thanks up there in Sacramento. And I want to unpack it all.

Because I you're creating a lot of video content. So I didn't let sneak talk yet. So let's go ahead and introduce a neat right here. And we're gonna lay this up because I want to get into specifically what's happened since you started creating a lot of content. And I want to talk about what's happened with brand and stage presence and all this other stuff. So can you tell everyone who's got your arms? They don't know yet. So I've been licensed for eight years, and I met you two years and my first real estate event

ever. And it was really like pivotal. It was the night of the election and I met him and then like they're totally bug eyed and like

like I was hungry and I cornered everybody I said let me buy you a fucking drink beer for my Cuevas. You did let me buy you Let me buy you a beer dude. And let's sit down and talk about Dell or some shit. And let's let's sit there and talk through that journey. You know, like it's all the same stuff.

that you always hear about. I listen to books, I immerse myself in education. You know, I was a labcoat agents like rat, you know really learned a lot there learned a lot from you, Mike. And you know, like, there was a time guys, I listened to every fucking podcast Mike had done at that point, back to back to back to back and I absorbed it all. And I did that every day. I quit listening to music. I started a team two years in my sixth year as a real as a licensed real estate agent. I was number fucking one in the state of California.

Six years in, and now do I sound like I'm proud of that good, because I am. Right. Like, like, that was a big feat. And, you know, I was able to grow my business through relationships, something that Mike says all the time. Now I'm one of the you know, largest, or I have a huge coaching business. Now, I don't know where I rank, but top 10 For my coaching business, and I'm on a stage like, two times a month.

Remember me on stage, bro is I get like nervous. And I used to be like, we used to ask me, Hey, do you want to speak like, for what? How am I gonna talk about

that. Now he's doing keynotes. But a lot of this is brand, right?

Right. And people confuse what brand is like, Hey,

folks, if you don't, you have to put yourself out there if you're gonna grow brand, and I don't believe you could grow brand without content or success. It's either one or the other, you either have something you've did, that's very impressive that everyone wants to know how you did it. Or you create a shitload of content. I don't care about your success or not. When you do a little bit of both, it just goes lights out, which is what's the needs doing. But let's start to the very beginning, I want to go through your recruiting quite a bit. You're building your team. You guys gotta remember when you're recruiting, you're also recruiting other buyers and sellers and clients too, because it's all the same thing. It's a giant popularity competition. Most people probably most of your clients probably don't even know you're creating recruiting content. They just see a real estate guy on video. And they're like, oh, shit, they for all? You know, for all they know, you're probably talking about interest rates.

Yeah, well, I mean, we do have that content, too. I don't post that often. But yes, yes. I mean, it's just somebody sounding smart talking about something. Yep. And that's what video does, guys, it positions you as the expert whether or not you know what you're doing. Right. And the more of it you have, the more authority you grow. The more authority you have, the more people that listen to what the hell you say. And then the more people listen what you say the more conversations you're having them were compensated and more business leads to. So walk me through your strategy right now. What are you guys doing?

What's your video strategy? Cuz I know you're cutting up a lot of short form, I want to go through short form and long form why short form right now?

So

strategy? Yeah, like, why are we? Why are you going so hard? It's short form right now. And what's it? Let's start. So you started off doing long form. And but you've adapted to know we still do long form we, I mean, we were doing remember five long form a week and it just brutal it just murdering everybody. And that's how I came into this. You were telling me to do content. And we did a years and years and content. And you showed me the ropes. Were sure and still helped us out still to this day. And we did do long form? five a week. And that's and you told me yo bro, that's up. And you're right. But I still did I go you're gonna burn yourself out on it. Yeah, well, I never got burned out. I don't know. But, but I want to go back to five days for the platform a week when nobody else does. So then, you know, shortform gets more and more popular. We started out with Instagram stories. We never fuck with Snapchat, tick tock and reels. And I saw a big opportunity with reels. And I mean, it's a bunch of talking heads with captions like it's getting messy. But you know what? Like, I got fucking what 2.5 million views on a video right now. What was the content on that? Talking about using Jasper? Interesting. Some don't You don't know like some people some videos that you would use the least the ones you expect? Go crazy. And the ones you think are gonna do? Well, don't you just don't know. You just gotta be consistent. What's it? How important is that?

Oh, everything I post like, here's the thing. Do I have a big media team now? I have one due to the US. I work with my team. And I got it for vas. We also produce, you know, 20 to 30 pieces of content per day. I have probably 10 plus different platforms that we're pushing content to. I'm just about to start a whole nother brand for my mortgage company.

For everything that's that we're doing so we're pushing all you know, like, so the team is producing that. I go to the gym every day, unless I'm traveling.

Every day when I'm in between a set

So when I'm doing my warm up, do my warm up or walking over to the weights, I fucking grab one of my videos from my Monday board or my slack channel. And I personally write that little copy on my note bag, copy, paste, you know, sometimes I do it differently, but every morning from the gym, it's religious.

Think before you go further doing enough, but go ahead. Before you go forward this is important is that so many people want you to post for me, I always tell them you can't outsource authenticity, you can't have someone post for you many times, it's a lot of times it's very hard to actually get track. Get success with that, because people know it's not you. Like you could just tell by the lead into the post and the content you're writing if you don't post your own stuff. I'm huge on that. Like, I hate when I can't have people post for me because it's like, I have some I'm one of them. I'm like my IG channel my gal will post for me, I'm like, What the fuck was that? I would never say that. Yeah, I mean, so for the, you know, for short form shore.

Long Form I've let other people have some liberties with that sometimes. And on my

business pages across with four different brands, three different brands right now not Sunil Agarwal, but every other brand that we have instance for our Facebook pages for

other people are doing those manual posts, which is fine because I mean, it's not necessarily my face, always but my personal page, which is by far my personal profile, my fucking normal Facebook page, folks, not some business page. When are people gonna get it through their mind? They got to spend money for anybody to see that shit. Right? Crazy 2022 Man, that's like, it's like, having a Facebook business page means absolutely nothing like congratulations.

But like on my personal page 100% I turned my Instagram into a creator account. So I could have I could run ads off of it and get more insights. And I'm in my personal Instagram, too it's become a fucking goldmine.

Now what what do you

your big pushes is building your team right now. Right? You got a lot of leverage. How is a recruiting play into this? And how do you attract other agents to come join you or see what you're doing and all the above? So, you know, I have I'm very fortunate to where you know, I have this tremendous coaching business with my mentor John Shep lac. So I'm very fortunate of that. And I also recruit and I want every agent in my MLS to hang their license under me in some capacity. Like that's the only goal are you doing it? All of them all of them not I want to present I want Bucky all of them right and coaching business because I really that's fulfilling for me.

And how's recruiting going off of

how is recruiting going on Instagram right now? Well, for people who are sitting at home, they may not be able to see this but I have a picture I have a picture from yesterday. Where is it? I don't know. There's a picture from yesterday that I have where my one of my recruiters says please send out these two contracts went through this one woman went to this one man we track the source guess what both sources were yesterday. IG

Instagram Yeah.

I like it. Now how are you reaching people though? Because like you just mentioned you have your organic reach and then you have your paid reach so for any broker owner that or team leader all you real and exp people

listen to what he's gonna say right like what he's gonna say right here so what why are you how are you getting these people? How are you reaching them? Are you running ads you uploading CSV list? Are you doing it?

So

a bulk of all those results is organic, always from my consistency. So let me give everybody a little piece of free advice and you could always pay me if you want more advice I can send you the link after the call.

We take American Express Visa and MasterCard yes gladly prefer not to take a max but I'll take it the

Your first step

is organic

can consistently people always want to rush to spend money and hey, I used to be that guy and you know that there's still some money out there source of money at the organic will shit on the paid 99% of the time. Yep. The hard part is tell them why that is though. Before you go there tell them why that is organic will always outperform paid the vast majority time. Why is that? I think it's because people already know like and trust you and you're a celebrity

well

All right and getting that out paid people see your little fucking sponsored ad in the left in the left corner. It still happens.

But

organic, always wins in every piece of business. And I kicked and screamed, always went for paid traffic always went for the paid solution.

And organic. I'm finally realizing this now in my in my career, my history as a marketer. Novice to not pretty fucking professional, right? Is I always went paid fuck organic, I'll just cut I'll just cut the line. No, bro like organic wins. So paid strategy.

As a matter of fact, depending on when this is published, I'm doing an event in two weeks where we talk about how to do our paid strategy, the growth mode mastermind.com, December 1 and second in Vegas, where we're going to sit in a workshop and actually build out all the campaigns that where I'm going next. And this is, this is the game changer for me. So if the listeners still aren't doing this, then I've stopped. I don't know what I'm telling you. So I pull every list.

Everybody in my CRM, I use follow up boss.

I think it's great. I transfer the people from follow up boss to through witley to Facebook Ads Manager, right Willie done that shout out to my boy grant wise.

Regardless, I get the information, I get the data out of out of the CRM and enter Facebook. Right Whitley's, the easiest way to do that you do the manual should do if you got a bunch of time, I download the agent list.

Right? And I also submitted a make that a Facebook audience. I have many other audiences. But I think those two is this where you start just to keep it easy for everybody. And then I'm going to run a couple of social media campaigns using Facebook Ads Manager, Instagram, and Facebook. And I am going to run them as engagement ads, optimizing for through plays. And

really, you know, I might do like go to website but it's not a legion. Its engagement. Its brand awareness. It's actually video views. The trick with video views Mike and I wished we'd been doing this longer. And I'm sure you know, but for the good for the viewers.

Back in the long form days, we would like water like retarget based on through plays, or somebody watched 25% of the video fucking amazing, right? But now when you got short form, like my amount of 2550 100% views is monstrous.

So I need to build that audience. First is those video view audience at the same time at the same audience? I'm running static pictures. Like we're the best agents in town, that the best commission plans different ones for different campaigns. Are you are you running engagement on those two are that's a straight click decider conversion.

engagement.

Engagement, I want that that's the top of funnel shit which, right.

And I'm also running another campaign, another two campaigns, testimonials for our consumers and testimonials bar. He doesn't do best 100% Those who do best but I want them in a different? Well, it's in a different ad set sometimes. Right? It's a different campaign sometimes. But I think it could be as the same. I just want there to be good mix. So what he's doing here, you guys he's he's creating content that gets more eyeballs on it, because he's he's setting up for the play action. So what's part two of this stunning? The part two? Is that conversion? Yep. So and I'd be curious to what what you think about this is now that we're running short form, and we're getting so many longer views? Do you still do 25%? Or do you go like, I could have a great audience of people who watch the whole fucking video sometimes on an 18 second video. So I'm I don't know what the what, here's where I get selfish on the podcast episode is what do you do for video views? Like what what like

I have, so it's a good point. So like, here's one of the things that that like I see on some on our videos, the shorter the video, the higher the view content just because of the watch time that gets pushed through the algorithm. So like it's like, against if you're going on short form, it's actually

more likely not I won't say hurting all videos good, but it's hurting you more than if less if I were to post a 62nd video versus a 10 second video, I guarantee that 10 second video, just way outperforms the 62nd because it's all based on the consumption of the content. So what's the nits? doing here is these is where like explain this is like think of like football play action pass. Right and really what we're doing in action

bucking play action pass. Well, we gotta get we got it. We got it. I thought you said you're in the gym. I thought you know some of these analogies by now. Yes, yeah. Yeah, so play action. Let me let me just do get elementary here for Mr. Nan sporto here Sunnite

a play action as you set up in football, they set up the run, they do a handoff, handoff, handoff, three in a row, and they run the same play just to set up the past so that the defense bites in on it. So it's no different. This is content marketing one on one guys, you create a lot of content, and the people that start watching it are raising their hands for you to sell them their shit. That's why it's like a one two approach. So in the play auction, you get them to bite on the run. So you could open up the paths in the same case with this is that we're creating a lot of content up front was creating a lot of engagement and he's doing it on consumption because the people that are consuming more of his content are more likely to engage in React to him. And what he's really doing is case that casting out a wide net of people raising their hands. Part two, he's going in for the killer the past and he's gonna score a touchdown. Now he can pitch them their stuff because they already have an idea what what he does for a living because that's sort of what you're getting so yes, but I'm so I'm curious as part to a lead magnet or schedule a call. It could be any of the above I've been having a lot of success running five different retargeting campaigns once testimonials once frequently asked questions, once pricing once how it works. And the ones that chose different ads in the same ad for different videos and the same ad set, all running and rotating in between. And they're just objection handlers. They're the same videos that should be on the core pages of your website. And

keep going, Okay, well, no, then so then you're on, you're getting the video views off of those off of those ads. So there's, I have a couple trains of thought on this. I haven't been running, I'm running. I have a different here's, here's my personal opinion. I'm going to try. I'm not running engagement on my first run. I'm running website clicks. And the reason why I'm running website clicks is because people actually click off Facebook are more interested in what I have to say than not. Yes, I'll have a higher targeted list. No, the cold list. No, it's targeted.

Hard good. We're getting really geeky on this. All right. Everyone's like oh, we might have to mastermind about this but after but here's the point guys is that you have to what's your building an audience right? And the more people whether they're agents or consumers that know it's a neat does, the more opportunities he's gonna have. That's I mean, that's it. It's a popularity contest at the end of the day. Now Sunday let's just go let's just retract this let's just pretend you never got on video before and mean you're having a one on one consultation right now and I'm trying to talk you into getting on video What do you think the difference is with your brand right now and your success

what if you were let's say you never did video before how big of an impact has it made you think you're huge Are you kidding me? No, I wouldn't be anywhere recruiting business coaching none of it when firms someone first meet you what's the first impression? Oh I seem is Do you feel that different? I fucking see you everywhere dude. Yes. And what does that mean you were what there have sold

most times they already know like and trust me do like like they are they are ready when an agent comes in they just want to say oh well let you know that I see you everywhere I say I know you're supposed to

quit clicking on my shit

why

I lost my train of thought let me think about let me think back about that. But when your agents are coming in to the office like that difference in like positioning is huge guys like I people like I've been running a lot of ads like I'm in middle in between some services and some recreation of my own but same thing like when people come in or do I see you everywhere it's the first thing that people say I see you ever I see you everywhere and it's such an easy attention getter but why why what struggles people from doing this because mean you talking about this like you hear your mentor Chuck black talk about it grant why he's talking about everyone in their mothers like get on video get on video, but less of like one or 2% of agents are actually doing it. What the hell's the whole day? What are your agents say?

For me, too, it's so good. We'll be I'm Chris our content guy here. We're a look. You can count fucking film a video every day for free. Trust me, we don't have much left to say anymore. Right? Like, we're like past that.

Oh, great. They even sign up but they don't show up. 100%

And the biggest thing I went to people going How long did it take you to start seeing results cuz that's also the biggest hurdle is like people think that it's instant. Like instant credibility. It's like no, dude, this takes three to six months to start building but and that's if you're doing a pretty damn good job at it. But it's the long play you guys you have to work on your business, not necessarily in it. Why do real estate agents need Instagram?

vacations so much. I have my own opinion. But why do they have to feel like they're getting leads? Because the reality is that a real estate agent would rather buy 300 leads that they'll never call, then start doing a bunch of videos that 300 of their friends commented on. And no one understood why I was that guy. You we had this conversation, folks, I always knew video was important. And I did little half assed and Mikesell Dude, what the fuck are you doing you guys, your listeners to this podcast? joining the club. Me too. But you got to start listening to what these people say. Like I don't know why why people need instant gratification. I remember my my my mom be explaining that to me when I probably did something bad, right? Like

I mean, he'll look. I want to make money now. I also want to make money tomorrow. And the more shit I can do today, that makes me money tomorrow, well, then a fuck. Good. I'm still making money now just have that mindset, bro. Like,

I don't know, I don't think I don't think a lot of people know what it feels like to be cracked. When will when you be a lot of opportunities, I sure have come your way out of the content you're creating, like, that's the best part is like, when you start creating, we have people all the time that get picked up on the news. They get pitched for

assaulting every fucking day to like I, you know, like six coaching calls today and get opened another business. And it got approached by another business with a seat with a route with a celebrity, like a TV star in real estate today, right. And we had other ships. So it's everything compounds. And it's just the you know, like I was listening to Hermoza yesterday. And he's all and I've been saying this to like, as the market

changes. I want insulation. And attention is my fucking installation. And I can control the amount of Yes, I can control the amount of attention I get by doing the damn work. Do I spend money on it? Yeah, but not a lot. I don't have to I use the big view free app or a puppet VSL I did this week. With a big view in the corner. I don't give a fuck, right. And so what what her mosey said was attention is the new oil. Yes. And dude, he's he's right. Like, it's the, it is harder and harder to get. And there is a limited amount and you gotta fucking dig for it. Let's go through ROI on video. It's the biggest pet peeve like how's this gonna pay off? Like, let me just give you guys a real simple formula. Tell me if you agree with us? How's this video gonna pay off? Well, let's just not say let's do 100 videos this year, let's just say let's do eight videos a month, it's a lot more easier for us to get our head around that. Now, if you were to do eight videos a month and you're able to post all of those eight videos on IG Facebook reels, IG reels, tick tock YouTube shorts and just that's just short form content. And you were to do eight months and eat what would be the number of total views, you would anticipate me having to throw a number out there? It doesn't matter. It's irrelevant. Oh god. 40,000 Okay, now of those 40,000 views 20,000 college 20,000 I will say, let's say 20,000. So of those 20,000 views, okay, let's say that they're divided up between, let's say 800 people.

Of those 800 people 10 to 15% of them are moving this year and 100% of them have a referral for you. Yeah, this is mathematical guys. This isn't theory that we're talking about. It's just that 80 plus percent of them are going to hire the first one they think of or meet with. I was doing a stat the other day and everyone's like, Oh, I'm gonna go up against so many agents in a listing presentation. Guess how many sellers actually interviewed more than two agents

do like not a lot less than 1% Guess how many sellers interviewed it knows three or more. It was like 3% Enter interview two and over 80% of AD AD to any foreign in 79% of sellers at different age brackets hired the first day in person they met with so when sneetches said is gold guys he says attention is the new oil 100% It is because without that attention you don't get the opportunity to pitch your shit somebody else does. Yes and there's all that you can control like just get started

on a percent sunny love it dude, any closing thoughts you have for people that are contemplating because right now people are like dude, sales are down. I don't want to reinvest in my business. I'm just gonna go sit in a closet and hide what's your rebuttal? Go get another go. I mean, I'm sure that target is hiring for Christmas alpha at this point.

They are. That's the reality of the situation in the market. You guys. This is the time to get loud just know that the majority of your competition is quiet. Mike, every time we log on social media do you see my face? Yeah, I see you on Tik Tok like I every morning when I post I do the same thing. You're at the gym. I'm like usually in between changing a diaper some but when I do that, I post my short in the morning

And, and just that 15 minutes it takes me 1015 minutes a day and every time I do your faces the first damn thing I see.

It's hilarious, but dude, you're fucking crushing it. Congrats on all your success and also like, something that I was missing out on when I wasn't making enough normal posts on Insta and Facebook. So this week I'm trying to do two or three a day. And I tell people omnipresence. Kristen asked me four years ago, what's your Word of the Year? I said fucking omnipresence. I know that Grant Cardone Bo book, and I want people to choke on my face, bro. Right? You got it. You can't escape me. Yeah, I want all that attention, all of it. And if you're not doing that, you better be good at something. I don't know.

Yeah, my phone rings with opportunities, from the content that I make. Opportunities like getting to be on this great podcast was such a badass Mike Cuevas. I don't know if you guys need anything. Hit me up on Instagram, Sydney, underscore ADRA wall 916 my website. Sign up if you prefer my list, Sydney, Dagara wall.com We got a bunch of tools I use on there was some good deals. And, you know, catch me on social. Just engage with him any which way and he'll start following you around every place you freaking go. And then you'll see how it works. And then just a matter of you putting in an action, folks, thank you very much for listening to this week's episode. We'll see you guys next week. Don't overthink the content creation thing is very simple. Just start doing it. And you'll get better as you go. If I would have told you what Sydney looked like the first couple of videos that he shot, you would probably laugh.

I almost want to get the very first one that you did out there because he wasn't nervous at first. But dude, this is how everybody knows it's not hard. It's new. But you just get used to it and become second nature. So Don't Quit letting your own self get in your own way. Start creating content. You should make a post of that first video.

Actually, I think I might do that. That's a really good idea. Actually, we're gonna do that when we hang up this podcast. So thank you folks. Make it real. All right, we'll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We'll see you next time.