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On Marketing

3 powerful principles to success

Baseball legend Cal Ripken Jr. played a whopping 2,632 consecutive games. Achieved 400 home runs and 3,000 hits. And most notably redefined the short stop position. 

Imagine that. Never having a sick day at work. Being called to play at the highest level at the most competitive environment in baseball, day after day. 

How did he do that? Consistency. 

“My greatest strength was being able to analyze and see my job. My greatest weakness was that I could take myself in all different directions. So I had to constantly focus what is relevant and what is not relevant.”

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Cal Ripken Jr

There are moments when it’s easy to look forward and know what you want in life. Attend a conference. Listen to a talk. Everything’s clear, all you need to do is take action. You know the feeling. But sustaining the energy to achieve it, is something else entirely. Almost as soon as you go to work it feels hard. Sometimes before you’ve even taken the first step.

So how do you reach legendary status?

1. You need a vision
2. Get really okay with where you are
3. Remove all distractions

Then it becomes a simple matter of HOW.

Principle 1. Vision

Arnold Schwarzenegger gave an incredible talk on success. “You need a vision.” He shared that he grew up among small farms. His folks wanted him to stay in Austria. But that was their vision for him. Not his. “I didn’t want to be around farm houses and little buildings. I wanted to be in America.” Most people close to you have a vision for your life. But when you are clear on your vision, they may say no, hear “yes”. When they say that’s impossible. Hear, “That’s possible.” When they say “not yet.” Hear, “now.”

“It always seems impossible, until it’s done” ~ Nelson Mandela

One day Arnold stumbled upon a magazine of Reg Park on the cover. Reg Park was a 3 time Mr. Universe and Arnold saw him on the big screen as Hercules. “I read that and I said to myself, this is the blueprint for my life. This is exactly what I want to do.” Arnold had a vision. “Do you know how great I felt when I knew where I was going,” he said.

Reg Park playing the role of Hercules

It was just a question of “How do I do it.” 

When people saw him in the gym they would ask. Why is it you are working out so hard? 5 hours a day. 6 hours a day. Arnold had a vision. “For me I am shooting for a goal. Every rep that I do gets me closer to accomplishing that goal.” 

Principle 2. Satisfied with where you are

What stops people from achieving their vision? What make’s it hard to be consistent? They become unsatisfied with the journey. They become tired of where they are. And they make a change when they were on the right path. 

Get really comfortable with your situation. Love who you are. Love where you are. Love the way you live. Love your friends. Love your family. Love your situation. I mean this. Change happens when we get sick and tired of being sick and tired. But there are times when we don’t need to change. When we need to persist.

Change happens when we get sick and tired of being sick and tired. But there are times when we don’t need to change. When we need to persist.

Pete Adeney retired at age 31. This is a true story. He started work as a computer engineer in his 20s. And got really comfortable with having less. He road his bicycle to work. Didn’t have a car or a payment. He lived in a small house. But was happy with his life. He was able to live on $25,000 per year. So he saved the majority of his income.

 Adeney with his bike

Meanwhile his friends were living on $120,000 a year. They drove nice cars, were purchasing bigger homes, and spending everything they made. When he retired at 31 they were broke.

He had a vision, to retire. And he could achieve that vision because he was satisfied with his quality of life. This may sound crazy but it’s the biggest secret that I know of. Being satisfied with where we are in life makes achieving where we are going possible.

Principle 3. Remove all distractions

Cal Ripken Jr had a vision of playing in the big leagues. A very humble guy, some days he felt he was playing beyond his ability. But then he would remember he put in the work and could do the drills and would ground himself. 

But there’s a lot of noise that can try to knock you off your goal when you’re focused. Distractions come from left, right and centre. Cal spoke of how he would notice subtle changes in a game and could see an opposing team getting ready for retribution. Maybe they’d start throwing balls wide toward the batters. This could throw him off his game. Obviously you don’t want to get hit by the ball. Yet it was all mental. He’d watch other batters step up to bat completely ignorant to what was happening and then crush the ball. He wondered, “Didn’t they notice what was happening?”

“Sometimes being so much in the moment that you don’t see what’s going on around you. That’s a good thing. My battle all the time was to stop those other things from coming in that could take away from that concentration of that moment,” said Cal.

Removing distractions isn’t about doing one thing for the rest of your life. It’s about removing the noise that contradicts your vision. That your goal is worth it. That the world is good. That there is hope for your future. That you can play at this level.

Mike Ferry, world famous coach, shared that he stopped reading the news 40 years ago. He shared that he was walking home one night and about 40 cop cars were surrounding a neighbouring condo. His wife asked, “What’s happening.” He responded, “It doesn’t matter. As long as they are not after me… ;)” 

His point is that distractions can take our mind away from what matters. Our vision. 

After I heard this I turned off Apple News on my phone.

Conclusion:

These 3 principles are foundational to achieving great accomplishments. But the key principle – the secret nobody talks about – is the second principle. The secret is that you’re already a success. And being satisfied with where you are on the journey is critical to sustaining it.

When you have a dream, a goal, or whatever you want to call it then you have a vision. There are times when that goal may feel out of reach. But it’s not. The only time it’s out of reach is the moment you stop making progress towards it.

Achieving a goal is much easier when you know where you are going. When you enjoy the journey. And when you are free of any mental distractions pulling you away from your destination.

So what is your vision? What are you grateful for? And what distractions will you remove?

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On Marketing

🔰 4 TIPS for making Facebook ads look NATIVE🔰

Creating a successful Facebook campaign starts with the ad. If it looks and feels like it belongs on the newsfeed then people will engage with it. Today I’m going to walk you through the 4 Tips for making Facebook ads look native 🔰

The goal of any Facebook campaign is to stop the user from scrolling and spend a few seconds looking at the ad.

People come to Facebook to connect with friends, to see something familiar, and to see what’s happening locally. So creating ads on FB is all about making it look as native as possible. It needs to feel like an organic post.

1️⃣ Use an image (or video) people will identify with

  • Show something that the user can feel related to
  • Try to avoid very generic stock images
  • Give context to your readers.

(Harder than I would have thought to find an ad that does this well, but Tom Ferry pulls it off)

2️⃣ Use legible text that is less than 20% of the ad

  • Use fewer words, shrinking the font size to keep that ratio will make the text invisible.
  • Contrast the font color with the background.
  • Increase readability with two different font weights.

3️⃣ Match the background to the landing page.

  • This tactic drives follow through.
  • The continuity lets the reader know they landed on the right place

4️⃣ Icons and graphics are your friends 🌈

  • Use emojis in the text and headline.
  • They catch the eye of the reader or direct it towards a call to action.

There you have it, you’re off to the races. Let me know how it goes!

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On Marketing

Superman, the surprising true story of how it almost didn’t happen

The first issue of Superman was printed in 1938. Picked up in radio, movies, books, television and video games, it was a huge success. But it almost never happened. If it wasn’t for the tenacity of creators Joe Shuster and Jerry Seigel the world’s first superhero would never have been published.

It took an incredible 5 years of perseverance for the creators Joe Shuster and Jerry Seigel to get it picked up by a publisher. 

Initially they aspired to publish it as a syndicated newspaper comic strip. Jerry would write the script and Joe would illustrate it.

But rejections followed suit. Newspapers told them it needed to be more sensational.

So they tweaked their character and took their story to Consolidated book publishers. At first the publishers appeared to show interest, they even pitched it in person to a delegate, but ultimately Consolidated rejected them too. Writer, Jerry Seigel, even tried to switch up the illustrator and hired then established comic artist Russell Keaton. But that work was rejected by newspapers too – and to put the nail on the coffin, Russell Keaton abandoned the project.

Joe Shuster hadn’t been thrilled about his sudden replacement. But later that year they reconciled and in 1935 finally had a couple strips published. It would take another 3 years for their big breakthrough.

In 1938, while they thought they were negotiating a deal with McClure Newspaper syndicate for Superman Joe and Jerry were informed that McClure too would be rejecting them. But luck and timing would finally be on their side. At the same time as McClure was pulling the plug Action Comics were in the throes of publishing their first issue and were eager to have Superman featured. It was the perfect fit. The rest is, as one says, history.

With no guarantee of success, 5 years is a lot of time to continue with a project when receiving very little else than rejection. It reminds me of this famous cartoon below. You may never know how close you are to your dreams if you turn back.

With each rejection Jerry and Joe set to work to refine their story and their character. Had they had success from the get go Superman would have had psychic powers given by a mad scientist. But instead Superman progressed to develop super human strength, born on planet Krypton and raised by farmers in a small town on earth after being found in crashed space ship, where he was raised to have noble character. 

And the end result? A better character and storyline.

Business is like this. There’s a ten year story behind many an “overnight” success. With each new obstacle there’s an opportunity to improve and a decision to grow and continue. A mentor of mine used to say that when it comes to growing a business problems don’t go away, they simply get better.

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How To On Motivation

How to play at another level

Mark Mathews

Believe you can and you’re half-way there 

Theodore Roosevelt 

Mark Mathews is one of the world’s best big wave surfers. Mark has surfed many of the world’s heaviest and biggest waves including Cape Fear, NSW, Teahupoo, Tahiti, Jaws, Maui and The Right, WA. Every time he faces a wave he faces the possibility of a broken neck or even death. You may think that it takes some kind of extraordinary human with a bizarre breath holding capacity and courage for days to keep doing this year after year at age 37.

Surprisingly, Mark doesn’t see himself as special. In fact he says he’s just a normal guy with average athletic ability and an introvert who manages over-anxiety.

When he was 17 years old his mother became deathly sick with a very treatable disease. However at the time doctors didn’t know what she had. So Mathews was struck with the possibility that he would be supporting his mom for the rest of her life. He was invited to do a magazine shoot for surfing, and because it meant he would earn an income, he decided to do it.

But when he got to the location the waves were easily 500% bigger than anything he had surfed. He says there’s no way he would have done it if it hadn’t been for the fact that his mother was sick.

He always thought that surfing big waves were out of his league. Later he described it as a surreal moment. He did it and because of that experience he suddenly had the intrinsic confidence that he could surf at this level.

A couple weeks ago I wrote about NFL Seattle Seahawks’ coach Pete Carroll. He said that he considers it his job to prove to his athletes how good they are and he does everything he can to build their confidence. He plays tape for them to watch, has them run reps, shows them, tells them, and repeatedly builds them up until they believe it.

Because, Carrol says, when they believe it and the going gets tough then they rise up and face the challenge.

Scott Mann is a retired U.S. Army Green Beret. He has been in many hostile situations where he was shot at and worse. Scott said something that stood out to me.

When he was in Afghanistan he and his troops would demonstrate leadership. They would go on the rooftops and defend against the Taliban. Week after week. Until one local farmer decided to join them. Then another. Then another. From this experience he learned how to create trust and connect with others.

People build confidence by observing, by learning, and by being given the opportunity to “do reps”. Until they eventually come to their own conclusion that they can do it. Everyone of these people experience fear. They aren’t superhuman. They are real people.

Courage isn’t the absence of fear, it’s going forward despite the fear.

Scott Mann says to business leaders alike, “Connect like your livelihood depends on it. Because it does. Because we are meaning seeking emotional social creatures.”

These 3 heros have one thing in common. They are confident that you have the ability to play at the same level.

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On Marketing

5 Quick Changes To Get More Real Estate Buyer Leads From Facebook Ads

Douglas Klein was running a Facebook ad campaign and funnel to advertise his listing and reach people buying homes in his market of central New Jersey. 

Using a simple method of testing the ad’s image he was able to reduce his cost per home buyer lead from $9.96 to $0.95 – that’s a whopping 10X improvement. Today I’m going to show you exactly what he did to achieve that – and how you can too in 5 simple steps.

Let’s get started

Step 1: Douglas launched an ad campaign on Facebook to advertise his listing and attract real estate buyers.

Douglas used StreetText to quickly post his real estate listing as a lead ad. That way he didn’t have to manually setup the FB lead form. Instead it’s done for him and any leads captured automatically show up in his dashboard. And it worked. He was getting leads at $9.96

Step 2: Douglas re-launched the same ad to tap into Facebook’s audience algorithm

Facebook gives ads a “score” based on their initial 500 impressions. The better your score, the better your cost per lead will be. But Facebook ads are in an auction and the conditions of that auction can be different at any time. Factors such as how many other ads are running, who’s logged in at that moment, and who sees your ad. The chance that you launched your ad in the perfect conditions the first time, is pretty low. The only way to ensure your ad is getting the best score is to relaunch it a few times. Giving FB’s algorithm many opportunities to get the right combination.

Douglas relaunched his ad using StreetText, so it was easy because he didn’t have to recreate the ad or the FB form. And he was able to reduce his cost per lead on one of his test to $5.27. That was an immediate savings of $4.70 per lead!

And all he did was relaunch the ad a few times.

Step 3: Douglas then tested this ad’s image against the same ad with different images

Have you heard of the concept of a Local Max? Basically, when you test the same ad against itself, eventually you will find the best results possible for that ad. That’s called a “Local Max” but… it’s not the “Absolute Max”

The way to find the Absolute Maximum is to test the ad against ads with different images. And that’s what Douglas did using a free tool called Canva. By using including multiple photos of his listing in the ad’s image he was able to reduce his cost per lead down to $3.74 That’s a 3X improvement.

But he didn’t stop there. This is where running your own ads get fun.

Step 4: Douglas then tried adding text to his image… and magic happened.

Using the lessons Douglas learned in his first tests he combined the 3 photos with some simple text.

By simply including the beds, baths and a “Broad Range” price, he dramatically increased his click-through rate. He dropped his cost per click to 0.95. That’s a 10X improvement. Hold your horses, whoa! 

Step 5: Douglas used Facebook’s ad text tool to optimize how much text he was displaying on the image.

Having text on an ad’s image can dramatically impact your ad’s result. But, text on an ad can easily look spammy. Facebook doesn’t want that. If there’s too much text, usually 20% or more of the image, they will disapprove the ad. So they actually have a tool that you can use to ensure the image is optimized to have just enough text.

Facebook tool to optimize your ad image’s text.

You can see that Douglas’ ad’s text is at the limit of what Facebook wants. So optimizing it will improve results further.

That’s all there is to it!

Let me know how this works for you.

If you already are using StreetText you can easily create your own Listing ads from the funnels page. Simply select the Property Listing V1 (Lead Ad) from within your market-ready funnels. And you’re off to the races!

Have a great day!

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On Marketing

How to prioritize your activities to do the ones that drive the biggest return for your time

Vilfredo Pareto

Have you heard of the 80/20 rule? It’s a fantastic law of nature first observed by Italian economist Vilfredo Pareto in 1896. After noticing that 20% of his crops produced 80% of the harvest he pondered if this could be true for human activity as well. Pareto discovered that it was. Through a simple observation he uncovered what economists now refer to as the 80/20 rule.

When you’re wearing 5 hats, serving your clients, answering emails, and scrambling to stay on top of your tasks its very easy to go through a week having done a lot without doing anything to help improve the business itself.

If you were to take account of the possible tasks you could do in a week, you would see that some of them will have a big impact on the growth of your business while the rest barely move the needle at all.

In fact we now know that less than 20% of your activities account for 80% of the results you want. This begs the question, are you prioritizing the right activities? The people that consistently grow their business have developed a knack for getting the stuff that matters done, no matter what.

But how do you know which task is going to have the biggest impact?

Fortunately there’s a really simple framework created by Sean Ellis known as ICE. Sean Ellis was Dropbox’s first full-time marketer as the company exploded in growth. 

Dropbox growth curve after implementing the ICE framework

Doing the right things is more important than doing things right.

Mark Suster

When I first heard of the ICE framework, I began implementing it immediately. It was so easy.

ICE stands for Impact, Confidence and Effort. 

To use the ICE model, first you need a goal. Let’s say you plan to grow your business by 10 extra deals this year. That’s a good target.

Impact: On a scale of 1 to 10 how much of impact will this task/idea have on the goal.

Confidence: On a scale of 1 to 10 how much experience do you have with this task and did it work before? Have you tried this task before? Did it work? If the answer is no, give it a 1. If the answer is yes and it worked give it a 9.

Effort: On a scale of 1 to 10 how much time will this task take? If you’re working with a team, sometimes you have to ask the personal responsible to give you an estimate.

Then simply add up the numbers and divide them by 3. That will give you an average score. Sort all your ideas by the score and you will have a list of items that you implement in your business in order of the biggest impact.

All you have to do now is prioritize that task each week. No matter the tornado of your daily tasks, get it done. Look back at the end of the year and you will see your business has grown.

Here’s an example of the ICE framework in action.

Task/IdeaImpactConfidenceEffortScore
Setup FB lead generation9636
Host an open house4233
Categories
Case Studies Interviews On Real Estate

“We have closed quite a bit of business from StreetText, it’s up and around $100,000”

What’s the best way to get more real estate listings from people outside your circle? Matt Yesmaniski was asking himself the same question.

Matt is a fast growing real estate agent in Grand Prairie, Alberta. But to say that his journey in business is interesting, would be an understatement. Today Matt is handling multiple offers every month. But it wasn’t always the case for him. In two words, I would describe Matt as humbly tenacious. He has developed a remarkable resilience as he has overcome numerous obstacles and hurdles. 

Matt swung by our HQ a couple weeks ago and we had the pleasure of sitting down and hearing his story.

“My wife was having our baby and I get an email letting me know I lost my job the same day,” shared Matt. And so after discussing it with his wife, he took a bold step, studied hard, took his real estate exam and became a Realtor.

“I assumed that when you started the business you would have a certain level of support from your close net friends and family. And that was just an assumption and I was devastated to find out the reality,” Matt shared.

With a growing family, four kids now, and a drive to serve his clients, Matt forged on.

“I had to develop a certain mindset to overcome that and the mindset was gratitude for who was hiring me as their Realtor,” he continued.

A mindset of gratitude allowed Matt the opportunity to forge onwards. He put effort on serving the clients that he had and it cleared his mind, enabling him to see the strategies that mattered in growing his real estate business. 

“I realized that being a Realtor is a marketing business. Plain and simple.”

He explained, “So I segregated the business between brand marketing and lead generation marketing.” To grow his business Matt needed to reach people beyond his circle. So he implemented a strategy that involved both brand marketing and demand generation.

“The brand marketing is like the bus benches, billboards and those sorts of things.”

“And then there’s the lead generation so that’s StreetText.” With lead generation, he explained, “You can measure it so you can manage it.” So he invests in Facebook ads to find people entering his market who plan on selling. And it’s proven to be incredibly successful.

“We have closed quite a bit of business from StreetText, it’s up and around $100,000. Met a lot of great people through it and have clients that are still clients today. So it’s been a phenomenal platform to work with.”

He’s also put into place a great system of follow up and touches. He continued to invest in his systems and now he sends monthly market reports to his network and database. As well he puts on a client appreciation event every Winter and Summer.

As a result, he’s turning his opportunities into clients through his quality of mindset, marketing strategies and follow up activities.

Matt is an inspirational guy. Hanging around with him and I quickly discovered that he’s constantly learning, reaching out to mentors, and growing personally and professionally. I personally am enjoying getting to know Matt and I hope you find his insights as inspiring as I do.

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On Marketing

Why the mythical Bigfoot joined our team

If your company is venture backed and it takes off (think hockey stick curve) then it’s known as a Unicorn. But if you’re self-funded and things takes off like a rocket ship, then it’s something else,… it’s a Bigfoot.

Well… Our heart is all about helping authentic business professionals grow. And… We just so happen to be founded in the Pacific Northwest, home of the mythical Bigfoot. And what does Bigfoot love? Evergreen forests. And who doesn’t love an evergreen funnel. And Bigfoot just so happens to be a very humble and friendly ad expert. 

So when Bigfoot approached us about joining our team we couldn’t say no. For us, having the mythical Bigfoot part of StreetText just made sense.

The mythical Bigfoot loves digital advertising. Who knew. He’s a real pro at it. So you may see him pop up on your screen here and there as he does his favorite thing in the world and make your ads shine.

He’s working hard, behind the scenes, letting you know if your ad is working, getting leads, and turning driving results.

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News

New Facebook ad ranking algorithm goes live

Next week Stephen and I will be returning to the Facebook F8 conference. It’s an invite only event and last year Facebook previewed upcoming rollouts to Ad placements in Instagram, WhatsApp, and what type of ads on Facebook newsfeed would be driving results. Hint: “comments”

It’s also an opportunity to connect with the leaders in the space and unearth new strategies. And of course, we bring all of this information to you.

Last year also marked a major shift in the way Facebook delivered ads via their API. Facebook was reviewing every API and shutdown thousands of ad accounts. We believe in the direction Facebook is going, have a good relationship with them and were given a heads-up on these changes.

This 2019 year is no different. Technology keeps adapting.

How are you adapting with it?

Facebook is officially rolling out their new ranking algorithm on April 30th and dropping relevancy score. This means the way that ads were getting extra impressions with a high relevancy is gone. Instead they will be using the three new metrics to drive “buying power”.

In case you haven’t noticed, they are also lighting up their spam detection. Sadly, they’re getting this as wrong as they are getting it right. The good news is they’ve made it easy to request a review and have a human fix their mistake. But they are improving their algorithm and it’s going to get better.

What you can do with this?

  1. Conversion rank is used to detect offline conversions. Make sure your landing pages convert.
  2. Engagement rank is used to measure how much users are responding to your ads. Reply to comments in your ads, this drives engagement and increases your score.
  3. Quality rank is used to compare how your ad is perceived against competing ads. Test various creative and ensure that what you are telling users on your ad you are providing them when they click it.

Finally, don’t worry if your new ad is marked as spam. Facebook is learning how to make this smarter. Your ad is likely compliant and you simply don’t have enough history for Facebook to know that you are. Simply request a review and Facebook will approve it.

Ad Hack: The more ads that you review and are approved, the better your overall ad account will perform.

I hope this helps clarify things. Facebook is making changes but we’re here to help make it easy to benefit from the changes and drive down your cost per lead.

What’s new in StreetText?

Adometer scores. Know exactly if an ad is working to get leads for your market. And get actionable recommendations to improve your ad performance.

10 new seller ads. Launch ads that work, without all the work. Choose from the latest ads working in today’s market.

New email editor. Sending engaging emails doesn’t need to be hard. Write it once and send it to the right people at the right time every day. Our highly requested update to our email editor is now live as of last week!

What’s coming next?

We have some exciting features that we’ve been beta testing that will ensure you are staying front and center of your growing influence base. Stay tuned.

Get ads that work, without the work.
Ready to start a trial on StreetText?

Categories
On Marketing

What to say in your video email when following up with Home Valuation requests

Sarah Allen is a real estate agent based out of Mankato Minnesota. In a previous article I shared how she doubled her business in 12 months

She runs Facebook funnels to capture leads using StreetText and follows up with personalized video to get more walkthroughs using BombBomb. 

Having been in real estate for only 2 years how did she get traction so quickly? Well being a professor of Communications Studies probably didn’t hurt. And neither did applying what she learnt at a recent NAR conference.

While at a NAR convention one of the panelists were using StreetText and BombBomb together. “He said he’s been able to get so many clients just because of the video interaction.” 

A first impression is a lasting impression. And it’s hard to convey sincerity in an email. Video captures your facial expression, your tone, and gives you a chance to be personal in your introduction.

Sarah shares that in her first video she says…

“Hey I’m Sarah Allen. Nice to meet you, Greg. How’s your day going? Saw that you wanted your home evaluated, would love to do that for you. I need to get inside your home to get a more accurate assessment. So why don’t we set up a home walkthrough, usually only takes me about an hour to do. Let me know what day works for you.”

You can find part 1 of Sarah’s story here. How Sarah went from 12 to 24 closings in her second year of real estate

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