Why Social Media Marketing Is No Longer Optional With Greg McDaniel
Updated: Feb 28, 2022
Social media marketing is a must these days. If you're too shy to post videos or take cold calls, at least take action. Because once you take action, you're going to get responses. And once you get responses, that will push you forward to your goal. It's all about creating a social media following and network. Join your host Renee Williams and her guest Greg McDaniel on the importance of social media marketing. Greg is a real estate broker who learned the old-school ways of selling. Find out how he combines both high tech and high touch into his marketing strategy. Learn how to market yourself today!
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Why Social Media Marketing Is No Longer Optional With Greg McDaniel
In this episode, we have a great guest with us. It's Greg McDaniel. He is the Cohost of the Real Estate Uncensored Podcast. You know the podcast. It is huge. It's one of the largest in America or maybe even in the world. Greg and I are going to get into some excellent information about marketing and why it is so important to have a great lead gen strategy or marketing strategy for your business. If you ever hope to exit production, your business must be thriving. In order to thrive, you've got to have leads coming in daily. Let's get into it right now and talk to Greg McDaniel from the Real Estate Uncensored Podcast.
We are here with Greg McDaniel of the Real Estate Uncensored Podcast. Greg, how are you?
Renee, I couldn't be better. If I try, I would need a double. I've been excited about doing this show for quite some time. We were introduced by a dear good friend of ours. I cannot wait to bring value, drop some hammers, and have a lot of fun laughing with you.
Thank you so much for coming to the show. For those who are not familiar with the genius of the Real Estate Uncensored Podcast, please tell us who you are and what you do.
A little bit about me, I've been a real estate agent for many years. My father has been in it for 53 years. We have been running a team out of this Northern California area. After working in the real estate luxury market for quite some time, I got frustrated about a lot of agents that aren't getting the education that they needed on a zero-cost basis.
I talked to a couple of friends of mine, especially with my co-host in Real Estate Uncensored, Matt Johnson. I said, "Do you want to do a podcast with me where we can do hardcore training education interviews and make it like a Sunday afternoon radio show but yet bring education, entertainment, and inspiration to folks?" He said, "Absolutely." We've done almost 500 plus interviews. We love what we do. Real estate is a blast.
The biggest thing about this is that men and women especially, I want them to have the education between their ears to go out there and be the powerful human being that they are. Any creed, religion, color, anything that you live that's your true truth, I want you to go do it with the most energetic education that you can possibly present. That's why we did our podcast. That's why I'm so ecstatic to be here with you and your readers.
You gave me a little bit about why you started the podcast, which makes sense. How did you and your partner get started with that podcast? Was it something you were doing from home, your closet or basement?
He was my video coach at another company that he was employed at that time. When I first started working with him, I asked them because he was my first coach at that company. I said, "Is he good or is he a douche?" They all laughed at me. They were like, "He is a good dude." I was like, "Okay, cool." Matt and I got together. We started doing our coaching on my videos and everything else. I'll tell you one thing. All of a sudden, I was like, "I want to get into podcasting." I mustered up the guts to go ask him like, "Matt, do you want to do a podcast with me?" He was like, "Yes." I learned that he was going to ask me a week later if I was going to do a podcast with him. He and I got into it.
We love making fun of each other more than anything on God's green Earth. We looked at each other like, "Do you think anybody is going to listen to us?" Both of us said, "I don't know. Do we care? No." We were like, "How are we going to model this?" What we did is that we followed the Gary Vee model because when he got started with Wine Library, it was eighteen months in his basement, recording on a VHS and then uploading to YouTube. It took him eighteen months to get some traction. We looked at each other and we were like, "Okay. It's eighteen months."
We put our nose to the grindstone and decided to go with an aggressive plan. What we did was we went out. In the beginning, we were recording three one-hour shows a week. We were putting out content consistently. That's what got a lot of people to watch and follow us. We never did any marketing for the show. We've never spent $1 marketing the show. We are 1 of the Top 10 Podcasts in the industry. It's purely by putting in the work.
A lot of real estate agents could do the same thing in their business, "Stop looking what Stacy is doing or Bob is doing in the office who gives, you know what. Go out there and be the best version of you the next day." Let's say you took a day off. Tomorrow, work a little bit harder. Whatever your passion is, when it comes to real estate, podcasting, marketing, education, your kids, or cooking, it doesn't matter. Who cares what anybody else is doing? Be that one version better of you the next day. That's how Matt and I got started in the podcast.
Go out there and be the powerful human being that you are. Live by your true truth.
To me, it's so inspirational because I started my podcast by listening to another agent who is doing a podcast as well. For us, the opportunity is not one-size-fits-all. Everybody doesn't have to do YouTube or Facebook Live. You can, but you don't have to do everything. You can pick one medium or one vehicle and go with it and grow it from there. It can be hyperlocal. It can be about your neighborhood, community, schools, or whatever it is that's around you. You don't have to make it difficult or be national or big. In fact, the more local you are, probably the better. What are your thoughts on that for the local agent?
You're spot-on on that comment. The reason why I say I stumbled upon my YouTube channel, which I have neglected. I will openly admit that. I have tens of thousands of views on videos that I did. It took a lot of work to do and a lot of editing and everything else, but that was a vehicle I could pursue. There were so many powerfully good comments, picking up buyers and everything else on there.
My good friend, her name is Stevie Hahn. Renee, When I first met her years ago, she was scared of her own shadow. In the first video she did, she drank a half bottle of wine with her girlfriend and then did a video tour of a house. Now, she is a prolific video producer. Everywhere, she is on video and she is hyperlocal.
When it comes to doing hyperlocal stuff, go out there, talk to the Chamber of Commerce and your local businesses, go door-knocking and say hi to everybody, "How can I help you build your business? I want to do a video and a blog. I'm going to interview you. I'll give it to you back for free so that you can get some business." Once you help them, then they help you because once their customers see what you're doing for them on a zero-cost basis, all of a sudden, you're the hero of that neighborhood or community.
If you want to go global, national, or whatever you want to do, you can go to CNBC, MSNBC, Fox News, or Inman. You can go anywhere you want to get your content. There is a guy. He is a political commentator. It's called Timcast on YouTube, and I love the style that he does. What he does is he goes out and reads an article. He puts the article behind him on the green screen, points out his points of view on it, and then bursts out his opinion.
You may not agree with him. You may agree with him. That's really not the point. The point is using other people's content that they've created and curated in and then you give your opinion on it. Once you give your opinion on it, 1) You're referencing national or local brands. 2) You become a commentator like a local news anchor. People are going to start paying attention to you because they're going to resonate with you. Your tribe will find you. I guarantee one.
Not everybody is going to like you. It's okay. I missed a meeting with a gal I had never met. She wrote me a nasty email saying that she was disappointed in me. I was like, "Okay. You have a blessed day. Take care. Bye-bye." The reason why I had that opinion is this. I'm okay with not being liked by everybody. My parents, when I first started my podcast, they had people that would call in, talk to them and say, "Your son is so offensive,” and all these other things.
I had a comeback for that, which I'm not going to say here on your show because this is not the place to say those words, but it was a volatile conversation. At the end of it, I hung up the phone and slammed the phone down. Asked about my day because I didn't give a damn about anyone else's opinion. A week later, my father called me up with my mom in speaker because my dad is my business partner. My mom runs him and that's how marriages work. You ladies are so kind for letting us think that we run the world when you guys run the world.
They were like, "Greg, we thought about this and we think that what you're doing is great." I was like, "What in the blank stakes? How did that shift?” It's all about perception. Anyone who is a boss lady out there that's going to be looking to do something like this, you have to understand when you have a hater, that's your best advocate. That means you're doing something that's pushing buttons in a positive way because that person hates that they can't do what you're doing. Screw them and get to work. End of story.
That's a mic-drop moment for us because, for women, we have so many challenges with confidence. We want to be liked by everybody and that's not always possible. Besides that, people decide if they like you or not. You want to work with people who like you. You want the jerks to pass you by anyway. Those are the clients that you want.
It's like dating. You don't want to date a jerk. You want to date the nice dude or the nice chick. There are going to be jerks. Forget them. Let's focus on the good people that like you, respect you, and want to be around you. The other people can kick rocks. Who gives a shit?
Here on the show, we're all about creating strategies to exit production, but that's not possible unless you have a thriving business. You need a steady stream of leads coming in daily and that's where your marketing and lead gen come in. What are your thoughts on exiting production?
It's a fantastic opportunity. You want always to be working on the way to work yourself out of a job. As soon as you identify how to work yourself out of a job, there are multiple different companies. In all disclosure, I own zero interest in any of these companies. These are companies that I'm working with. For all of you ladies and gentlemen that are reading this show, there's a company and my brother does own it. He is a CEO. I do not own it. It's called Likely.ai. The cool thing about Likely.ai is they own the patent on predictive analytics so they can analyze different geographical areas who the most likely people to sell.
The cool thing is they have a REfresh system now. If you go to Likely.ai/refresh, you can go in there and upload your database. A lot of people say, "I'm going to upload my database. You're going to take all my information." They own 3,000 to 5,000 data points on every single one of you. They don't need your database. What they do is upload your database. They'll analyze it within less than an hour. They'll then kick back a list to you that is going to say who the most likely people are to sell in the next 90 days. If you like it, buy the list.
Here's the kicker. For easy numbers, let's say there are 100 people in your database. Let's say ten of them are the most likely people to sell in the next 90 days. The cool thing is you'll get all their information, which you already have. Maybe you can have specific conversations with them and go to lunches, cocktails, dinners, or breakfast. Whatever you're going to do, build that relationship back again. Those are the other 90 people on a zero-cost basis.
When you buy the dataset, they're going to give you all the append information, so phone numbers and emails, filling in your information so that you have a conversation with them and stay up with them. You take that data and you're going to shift it over to a company that I use. It's called KlevrLeads. It has a little green wolf face as their logo because the owner's name is Jake Wolfe. You take that data for those ten people that we talked about and you upload it into KlevrLeads.
You can do multiple different things. One, they use what they call OTT marketing. That's called over-the-top marketing. That's where you can spend cents on a dollar. You can push ads out to all the live streaming services like Hulu and a lot of the other ones we all watch. You can do geofencing. Renee, are you familiar with geofencing?
Yes, we were talking about that before where we're doing locations.
You can drop a digital, invisible fence around any geographical location in the world. It could be a house, neighborhood, city, county, state here in the United States or the world. Pick a country. It doesn't matter. You can become omnipresent on all their social devices. If you're on the streaming, you're on those social devices, you're doing calls, you have a VA, you're doing postcards, the list goes on and on. Not to mention the custom tracking websites and the custom landing pages that you can push out. All of a sudden, your marketing becomes extremely effective. It's not just Renee, the real estate agent, anymore. It's Renee, the celebrity agent because all they see is you. Renee, who is your favorite actress or actor?
I love Denzel. That voice will get me every time.
Even that too, in addition to the movie.
I love every movie that guy puts out. If Denzel, all of a sudden, was promoted in a movie and they did the same exact marketing technique and they pushed it into your environment on a consistent basis, you're like, "I have to go see this movie." It's the same thing with this type of marketing for real estate agents. Your competitors are going to be doing simplistic, old-school marketing techniques. They're going to push out one postcard a month. They're going to do one phone call every six weeks. They're going to do door-knocking every two months. You can combat that very easily. I don't care if you're a new agent, middle agent, or an old agent. Not old like in age, but in years.
This works for investors and everybody out there. Jake and I over KlevrLeads, he is an old military vet. He was like, "Greg, do you want to put bullets down the range?" I said, "What in a snot nose is that?" He said, "Do you want to get leads?" I was like, "Yes, I like leads." It was 128 expired leads we put into a custom follow-up and text campaign. We abide by the DNC.
Focus on the good people that like, respect, and want to be around you.
We press go on a Friday afternoon. Within minutes, I was in conversations with over 75% of the leads and a $1.8 million listing because of that one campaign. Not to mention the fact that we offer out a free-moving campaign that you can save up to 70% of your class for sale by owners, for rent by owners, and potential sellers, which works like a magic charm.
Greg, this is all through KlevrLeads. You're making the assumption that I'm already doing some social media, which may be a job for some people. What are you using in KlevrLeads to put me in front of more people?
With KlevrLeads, what we're doing is that we can put a geofence around all of your leads and all of their properties. They will be stringing it to all the smart devices. In election campaigns, whatever side of the aisle you're on, their candidate wants to be showing up at least two times a day on all of your feeds. They’ll be showing up six times a day on your smart devices and then you'll stream an ad. They're already created. All you have to do is do a little cameo. That's what's going to make you stand out.
I hired a VA for $997 a month. This VA is fully trained and fully managed and there's a redundancy on the backend. It's Stacy, the VA, and then we have Bob, the second VA. If Stacy doesn't show up for work one day, Bob steps right into her seat and will take over my campaign. I never have to wait a minute. To stand out, that was your question, right?
Yes. What am I using? What is KlevrLeads putting in front of people? Is it just my face and my business card information or is it a video that I created that I posted somewhere?
It's everything and then some because they have a video editing team. They are fantastic. My buddy Gene Volpe over at GVI Media works with Jake and my buddy Nick Sakkis who is out of Florida. What they're doing is they're taking your raw content and turning it into the Gary Vee style of marketing. They're going to push you out wherever you want to be. With their costs, you can start at only $250 a month. Their max package is $1,850 or $1,900. We're throwing the whole kitchen sink in at that price, but it is an incredible thing.
You go down to a local bakery, restaurant, or business and interview them. Give them the raw content. What their editing team is going to do is they're going to go in, edit it up, clean it up, and give it an intro and outro. Gene and his team are going to cut it up and push it out to all those different social media sites. Nick is going to take that, turn that into Facebook Ads, and push it out into Facebook and Instagram. To stand out to be different, all you have to do is go out there, read an article, get some content, and then they will do all the heavy lifting behind you.
You said something on another topic. I heard you say through this particular vehicle that you made some calls. I know from your bio that your dad is the Grandmaster, but what I understand is that you are the Junior Grandmaster. In your career, you've done over 80,000 cold calls. Is that true?
No, it is not. That is an old bio. I'm at over 600,000 cold calls.
I stand corrected 600,000 cold calls. What does that look like? On a daily basis or in your business, are you still doing cold calling now or is that something you used to do?
No, 100% I am. One of the things that I absolutely love to do is doing cold calls. I'm a sick kitten. It's like going to Vegas and pulling the slot machine lever wondering where you're going to land on stuff. I enjoy having conversations and bringing value to the people that I'm doing these calls to. I don't think I’ve ever stopped doing it. The funny story is that when I named myself the Junior Grandmaster and my dad the Grandmaster, I was at an open house with him years ago. There was another agent that walked in and she was talking about a problem she was having.
My dad is a super laid-back dude. He drives a 2005 Denali and buys his clothes from Costco, but yet negotiates multimillion dollars. This lady was complaining about some issues over the contract. He sat there with his legs crossed and he was dangling his leg on one side. He said, "This is what you should probably think about doing." He never gives definitives.
He always gives options. He laid it down and this chick's jaw dropped to the ground because she had been in for 40 years as well. She was like, "I never thought about that." I sat there right then and there. I was like, "You're the Grandmaster. That makes me the Junior Grandmaster. This is amazing." That's always been an ongoing joke at that point.
The apple doesn't fall far from the tree.
No, not in a lot of people's opinions. No, it does not. I love to bring value.
What I love about you is the juxtaposition of cold calling, which some would say is so old school. We've done it forever, right up against all the new stuff with videos, social media, and AI. You're on the cutting-edge of what we should be doing marketing-wise while you still have your foot in what we used to do or what some people are still doing. You're making them both work. Can you speak to that a little bit?
It's called high-tech and high-touch. It's a lot of the things that you want to do. If you're going to be out, let's say door-knocking and you're in a neighborhood, you can go to a site called NeighborhoodScout.com. Do not type in an address. Type in a zip code then you're going to be able to break down what's notable and unique people, places, modes of transportation, and a whole litany of different content.
Let's say I'm out in Springfield, which is a neighborhood that I don't even know if it exists. If that's your neighborhood, you're out in Springfield and you have this information about it like, "These are the types of occupations, recreations, the notable and unique people and things you should go see here. By the way, my name is Greg McDaniel with ABC Real Estate. We're here to help and serve. If you like this information, please pass it onto somebody."
You can do video tags and channel tags on YouTube. You can do headline analyzers so you can see where the biggest returns are in regards to what people are searching for. That's a whole other story for another day. You take that and do the same thing with cold calling if you sit there and you're doing calls. Keep in mind that is some boring stuff to do. It's not sexy.
When you sit there, grind it out, and show people they're working and crushing, you take that content over to KlevrLeads, Gene and Nick, you cut that up and push it out like, "We're hustling this hard for you," now you're becoming socially justified in regards to your work ethic while still creating income for you and your family and also creating a social media following. Once people start responding to you, all of a sudden, when they respond to your stories or posts, you've made a specific effort to go in and like, follow, and respond to every single one.
The algorithm is going to kick in. It's going to show that what you're doing is what the other person is liking. Greg puts out a video. Renee responds to it. I comment, like, and respond back to Renee. Renee is going to get all of my content and I'm going to get her content. Now you're building your database. If you're new in the business or you're trying to grow your brokerage, this is a free way to do this. It's going to take a little bit of time, but you're already doing the freaking efforts.
If you're doing the calls, door knocks, and everything else, document it. If you're filming a video, document it because everybody likes to see the behind-the-scenes. I'm going to do a screenshot here in a second. I'm going to push it out to my social media, tagging you, your podcast, and everything else because people are like, "He is not just on his 1,000-foot yacht cruising around the world. He is actually standing fighting." It's old school, new school.
Guys and gals, think about this. Every single person goes to the bathroom every day a couple of times. Everybody puts their pants on one leg at a time. Everybody has fears. Everybody has something they're looking forward to in life. Anything that you're fearful of, I bet you, 1,000 other people are going to call it the same fear.
I had a call with a buddy of mine who is a very prolific agent here in San Francisco. He told me some stuff, which I couldn't repeat because it was in confidence. He has some fears about some things that are going on in his life. I was like, "I never thought that would come out of his mouth. That breaks down the humanity of people."
You want to always be working on a way on how to work yourself out of a job.
When you're doing the cause, if you're afraid of doing the videos, it's okay to be afraid of this stuff. It's not a big deal. Congratulations, you're a frigging human, but take action. Once you take action, you're going to get responses. Once you get the responses, it will push you forward because everybody out there is looking for someone to follow. I mean that in the best possible way and they need a leader. Be the leader that they have been craving for in their lives.
Thank you so much for saying all of that. I wanted to talk a little bit more about the idea of making videos. It must be a part of your business now. It's not optional. It's great to do the cold calling. That's good. If that's your thing, do it. It's great to have access to AI and all the other stuff. This is my opinion. If you're not on social media and you have a referral-based business because you're seasoned. You've been in the business for many years.
If you have any hope of acquiring new clients as a referral agent like your current clients are going to refer you to new people, those new clients are going to look you up. You better have some social proof that's recent, not your daughter or your granddaughter years ago. You better have some recent social proof that you were active as an agent.
In my opinion, your business will die on the vine with just the referrals that you have from clients that you've worked with over the last twenty years. You might keep them, hopefully, if you've developed some good relationships, but you won't get clients beyond them like their kids, grandkids and so forth if you have no social media.
Social media is a linchpin. Unfortunately, a lot of folks want to be private, but in this business, you are a public figure. End of story. A hard stop on that one. You have to be visible and you have to be talking about what you're doing. Is it braggadocious? It can be construed as being braggadocious, but in reality, what does every other company do out when they do their marketing? They're not talking about their competitors. They talk about how great they are. If you want to buy Coke, Pepsi or anything else, they're going to talk about how great their product is.
Back in the day, it was the, "I'm the number one agent. I'm the top producer," or anything like that. Seriously, stop doing that. My opinion is to go out and do what they call the angel effect. The angel effect is going out and getting your past clients to do a testimonial video. If it comes from a third party, it's no longer you going, "Look how awesome I am as Greg McDaniel." It's Renee saying, "My husband and I worked with Greg. It was the most incredible experience. He was this, that, and the other thing. I highly recommend him to everybody I can ever talk to."
It's like going to Amazon and looking at the reviews on a product. I have a bubbly bottle here. It's going out and reviewing the bubbly machine that made this thing versus the competitors. When I see 6 or 7 positive reviews, I'm going to be like, "I want to buy that one because everyone else likes it." If you're new in the business, don't listen to my voice right now and say, "I can't do that." It’s a wrong response. The right response is this.
When you go out there, you go to your friends and family, you say, "Talk to your ethics, personality, and who you are as a human." They don't have to say, "Renee is the greatest real estate agent on Earth." It's, "Renee is a phenomenal human. I trust her with my kids. I love her to pieces and I can't wait to do some work with her." That way, you can start building up that resume of videos and start pushing them out into the internet. All of a sudden, you're an internet superstar.
We make it harder than it has to be. We make the assumption as agents that we will always get business because we've always gotten business in the past. My mantra or what I'm trying to get my audience to understand is that, if you don't do something different, your last commission check will be your last commission check if you don't get some kind of passive income coming in.
Passive income means you've got to be able to exit production and have that business continue to thrive. The only way the business continues to thrive is if you've got leads coming in to feed your team when you're not there or you better decide to maybe sell your business and find another passive income vehicle because this business is not going to make it if we don't do something with social media.
The other consideration too for social media is to look at your own behavior. If you go on Amazon and look at reviews before you make a purchase, then you should understand that other people are going to do the same thing before they make a purchase from you or before they work with you. They're going to look for reviews and you need to have something there.
People work with agents that they know, like, and trust. We all know that. How do you become the agent that people know, like, and trust if we're so private that were not providing any information about who we are? We don't want to have pictures of our kids and I get that. If you don't want to have pictures of your kids, have pictures of your team or something that you're doing. You're running a marathon or you're going for a walk or you're in a ladies’ club or an organization or something else.
You need to have something that says you love dogs, so all we talk about is dog nutrition. You can be the dog realtor. Make a decision about who it is that you are and then put it out there daily if possible and weekly at a minimum. That is my theory for marketing. I've learned that from the Gary Vee's of the world and all kinds of other great content masters like yourself that we have to be present on social media in order for our business to keep going.
One of my good friends, we call her Coach Monica Weakley. Her name is Monica Weakley. She has a company called GhostPostr. If you don't want to go find content to be relevant out there with folks, it's $249 a year. It's a nominal fee. They will email you every stinking day with content that you can post out there on Instagram and Facebook Stories and get them to get their reactions.
I 100% agree with you on this one. If you're not going to be relevant in front of the older generation, the younger generation, and the upcoming generation, then you're going to have a real problem filling up that pipeline because your pipeline is a cup of water. How am I going to get more water in this bottle? I have to put more into it, also known as, I have to have more funnels and opportunities to bring more leads or opportunities to have a conversation. I'm 1,000% behind you on that one. I lost my train of thought on it. I had something I wanted to say there. I'm bringing this one to a complete brain for it.
That's okay. I'll talk a little bit and maybe it will come back to you. I wanted to talk about the ease of doing it. I'm stuck on videos because women have such a hard time doing it. I want to give everybody a homework assignment. The homework assignment that I'm giving right now when you finish this episode, you're likely reading it. My analytics shows me that most people read on their cell phones. When you're done reading this podcast episode, send a video text to somebody.
That sounds weird and basic, but you need to pick anybody, somebody close to you, that you don't mind. No makeup and a ponytail are fine, ladies. Don't put on makeup for this. Send a video text to your sister, daughter, husband, or dog. I don't care who you send it to, but talk on the video and then send it to the person.