Emily Ingle: Saylor & Co Marketing For Real Estate Agents

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Tracy Hayes: [00:00:00] Welcome back to the real estate excellence podcast. I have a special show today that follows along our theme. Today's guest. It was an education major from the university of Georgia. She has experience in teaching, but entered the real estate industry a few years ago. She was a production coach with Keller Williams Atlantic.

Tracy Hayes: partners, a large brokerage here in Jacksonville, Florida. What she found is she started to become the marketing person for many of her agents. That's when she created sailor and co marketing made easy for real estate agents. Grab a notebook and pen. There will need to be notes taken on this one. Let's welcome Emily Ingle to the show.

Emily Ingle: Hello. Thank you so much for having me. Yes. 

Tracy Hayes: Great to have you. I got to, It was one thing I was putting to putting you know, my notes together and all my graphics and stuff Where did sailor and co come from? Where how'd you come up with that? 

Emily Ingle: ~So, ~you know, it's well my daughter's name is sailor Okay. Yeah, so she just turned one about two weeks ago and she is just like the light of my life.

Emily Ingle: It's just Everyone talks about how becoming a parent changes your life. [00:01:00] And we, you know, you hear that and you think, well, yeah, of course. But like you really, when it happens, you're like, Holy crap. Like everything's different now in the best way. Sometimes the hardest way. But yeah, so she was really the inspiration for starting this company.

Emily Ingle: I'm really wanting to. take back control of my, my time and my life and be able to show up for her and be present for her yesterday. For instance, I got a text from daycare director. She's running a 101. 5 fever and you know, it was, it was great to be able to say, okay, I'm on my way and not stressing about, like you said, in a past life, I was a teacher, not stressing about, Oh, I've got to get a sub and are my emergency lesson plans ready and those sorts of things.

Emily Ingle: And so I'm, I'm so grateful to have this opportunity and get to serve the agents that I work with and really grateful that it allows me to be there for her. Super. Yeah. 

Tracy Hayes: Super. ~Um, ~all right. So just as we always get started, just a little background on you. Where are you from? 

Emily Ingle: I am from Cleveland, Georgia. If you don't know where that [00:02:00] is,~ um,~ it's really close to Helen.

Emily Ingle: It's a little German town in the North Georgia mountains. 

Tracy Hayes: Okay. 

Emily Ingle: Very, it's really cool. Honestly, a lot of people, and I want some I hate this place. I can't wait to get out of here. And now that I moved away,~ um,~ you know, I, I really appreciate everything that it brought me growing up there. ~Um, ~very small town and obviously there are positives and negatives to that.

Emily Ingle: But I'm really grateful for the relationships that I have with the people there. I graduated with a class of 220 kids, so pretty small. That's 

Tracy Hayes: about the size of the class I graduated, somewhere like 2, I think it was 212, I think it 

Emily Ingle: would be exact. I enjoyed it, you know, and some of my classmates, they might, you might talk to them and they could have a totally different experience, but.

Tracy Hayes: Well, you're still young, and when they get a little older and they look back and they can actually pretty much remember. Everybody or you know, when they see pictures on Facebook and reminisce that they really knew a lot of people in their class and the opportunities of working with smaller groups. It makes a [00:03:00] difference.

Tracy Hayes: Yeah, when 

Emily Ingle: I taught high school, I taught it. ~Um, ~I taught it a few different schools, but they were always, you know, class sizes were 800 plus. ~Um, ~and you just don't get the same experiences. And it was just. So I, that's where I'm from. Yeah. I moved on to go to the university of Georgia. I'm a big bulldog.

Tracy Hayes: Okay. So there was no other schools. That's where you're going. 

Emily Ingle: I, there was Georgia state university. ~Um, ~I just knew I wanted to be a city girl and then city girl rent came along and I thought, Ooh, I don't know about this.~ Um, ~so ended up transferring to UGA. Honestly, I thought. I really thought I'm not smart enough to get in there.

Emily Ingle: So I didn't even apply. ~Um, ~and thankfully it was a lot less competitive then than it is now. ~Um, ~but you know, I, again, looking back, I don't know that I would have changed any steps of the journey, but really grateful. That's where I ended up at. That's where I graduated. And 

Tracy Hayes: education major the whole time.

Tracy Hayes: That's what you wanted to do. You thought teaching was going to be your calling. 

Emily Ingle: Yeah, I, well, first I was a math major,~ um,~ and [00:04:00] then, but I kind of knew teaching was the route. And then once. So I really got into classes every time someone says, what's your major? And you say, Oh, I'm a math major. They go, Oh, and I thought, man, everyone has a terrible math experience.

Emily Ingle: Maybe I can change that. So went on to get math education major,~ um,~ and taught high school for a few years and, you know, it was great, but things have definitely changed. ~Um, ~and again, just. Wanting to be there and be present for my daughter,~ um,~ be able to take that time off and it not be so stressful. That could be a whole different conversation, but I'm definitely grateful for where I'm at now.

Emily Ingle: I'm so glad that I went to the University of Georgia. I 

Tracy Hayes: think, I think the math is one of those things where, and I think this goes into, and this is just coming to me,~ Um,~ you, you know, we start, when we get into the marketing and, and design and some of the stuff that you do artistically there,~ Um,~ I think math, and there's a lot of math in art, Through you know, i'm sure you've studied yeah and ~uh, uh ~through those because you probably had to target [00:05:00] 

Emily Ingle: You probably had to take art history 

Tracy Hayes: as I know I did as an education major in going to a south carolina college but ~um, uh ~It's visualizing, you know when i'm out with the with the family or whatever or my wife may what's you know She'll ask me what's this times this and and so forth and I can picture it in my head and As if I'm writing it on the paper.

Tracy Hayes: Right. And I don't know if any, everyone can actually do that. You know? You know? And actually just take a minute and go, yep. Boom, boom, boom. Add that over. Track that you're, you know, to be able to visualize it in your head and then spit out an answer as if you were writing it on the paper. 

Emily Ingle: You know, it's so funny 'cause if my, when my husband watches this, he's gonna laugh.

Emily Ingle: Mm-hmm. Terrible at mental until math, I was terrible. He really, really, really mad. You do 

Tracy Hayes: need to write it down. He 

Emily Ingle: always would give me a hard time and go, aren't you a math major? Aren't you a math teacher? And I'm like, yes, but I have a calculator. What are you talking about? New age. Well, and you know, I think for me, where those [00:06:00] skills really transfer into when I was an agent and now owning my own marketing company, it's more so the interaction with people.

Emily Ingle: ~Um, ~I, I, I, Try to be very humble always, but I do think that I have a special gift at really being able to connect with people and figure out what's important to them. And that's what I want to help shine. When I'm talking to someone about how to market them and their business, cause real estate's a business of relationships, you know?

Emily Ingle: So how can we really showcase who you are so you can keep building on and strengthening those relationships? Because I think I told you this when we got together before it, there's a joke that only in the state of Florida, when you meet with, or Not when you meet with someone. When you get pulled over by a police officer, they don't ask you for your driver's license.

Emily Ingle: They ask you for your real estate license. ~So, ~you know, it just goes to show that there, there are so many agents and I think people get so caught up on, oh, how do you differentiate yourself and they kind of look outside of themselves, but really you need to look inside because that is how you differentiate yourself.

Emily Ingle: It's just showing up as you, [00:07:00] that's how you're going to connect with people and, and really strengthen those relationships and build raving fans who are going to shout your name from the rooftops whenever they hear of someone who's interested. 

Tracy Hayes: ~So, uh, ~in your. You do try teaching. You decide to, what is it that, that,~ uh, um, ~That lures you towards real estate I mean, I imagine the teaching was hey, you know, maybe this is this isn't what I thought it was going to be What why real estate versus a lot of other things?

Emily Ingle: So I it's probably such a cliche story I would have never considered real estate whenever I like I said i'm from georgia And my husband is from here originally and he wanted to move back home. He lived in georgia with me for three years and ~um ~I, for some reason, I don't even, I wasn't, I had a really hard first year.

Emily Ingle: That's what it was. ~Um, ~really, really tough. All teachers have a hard first year, but he was really kind of pushing the idea of becoming a real estate agent to me. And I honestly think it's because at that time we were watching a million dollar listing New York [00:08:00] and I think he thought that was going to become our life.

Emily Ingle: Unfortunately I did not. But,~ um,~ you know, he just kept saying, God, you'd be so great at this. Like you, you should get your license. You will be so great. So I studied and got my move down here. We moved on like June 1st and I took my exam sometime in July and got licensed and I don't even know. I'm, I have always had a service heart, you know, I want to work with and serve others.

Emily Ingle: ~Um, ~Part of me doesn't even know that it's the real estate that attracted me as much as it is the Keller Williams family And this is not they did not pay me to say this But the keller williams atlantic partners organization really has something special and for me I'm, the oldest of six children. I have a very big family a very close knit family So to come down here and not really be around them anymore.

Emily Ingle: I found that with keller williams And so that has what kind of Just kept me in even when I realized you know, I don't really want to sell I did [00:09:00] it. I did Well, I you know, I the keller williams. It's a big accomplishment to cap. I capped I went on to be their productivity coach But I really didn't want to be in production.

Emily Ingle: And ~so, um, ~I was like i'm gonna find a way to stay here And I rent space from them now out of their office in atlantic beach and ~um, ~it's just i'm really grateful So 

Tracy Hayes: you you you had a fairly successful First, you know, start. Yeah. ~Um, ~so you were making some money that didn't, that didn't give you the bug.

Tracy Hayes: That wasn't actually your, it's 

Emily Ingle: so funny because I was making great money, especially as their productivity coach. And then it's almost like I got hit on the head or something and I was like, I'm going to go back to teaching. And, but, you know, Mark Dilworth, the,~ um,~ he was, I think he's managed, I don't know what his official title is.

Emily Ingle: He's the team leader was managing partner. ~Um, ~you know, he, is a good friend, a mentor, and he said if you feel like you need to kind of explore this and really see if you're ready to close that chapter, like, do it. We support you. And I did, and ~uh, ~[00:10:00] it definitely taught me that I was ready to close that chapter.

Emily Ingle: ~Um, ~and ~so, ~yeah, I was, it was the, The, the calling that I felt like I needed to be teaching that really took me away from that. So I actually went back to teaching for a year and that, that is when I really realized and felt comfortable saying This isn't it for me. Ah, interesting. Yeah, 

Tracy Hayes: interesting. I'm gonna take a little time out and ~uh, ~our code my co sponsor here of RemiGraphics,~ uh,~ I'm gonna put there to RemiGraphics.

Tracy Hayes: It's a nice laser engraved. It's got our logo on the back and and ~uh, ~Emily's got her a gift today. ~Uh, ~she'll leave live. They have a lot of I'm going to put a remi graphics dot com up there go to their website They have a lot of their laser engraved things But the thing I think is special for the real estate agents that are listening.

Tracy Hayes: They will do one offs ~Uh, ~if you want to have one made or two made for your you know Someone buying a house and you want to put their name on it, which I think That's what you should do above and beyond just your logo put john and sally or whatever On there [00:11:00] welcome to jacksonville and they'll never obviously ~Uh, ~throw that away if their name's on it.

Tracy Hayes: ~Um, ~so Remy graphics, they'll do those one offs. And if you mentioned the real estate excellence podcast, you'll save 10%. ~So, um, ~remy graphics. com. All right. So you go, I'd see you go from. agent to production coach if I followed you right you actually leave and go and actually go back to teaching and assume in Duval County?

Emily Ingle: ~Uh, ~St. John's County. Oh, you went to St. John's County. Okay. 

Tracy Hayes: ~Uh, ~and after nine months of that you're like, yeah, I need to come back. 

Emily Ingle: Well, and, and also in that time is when I found out I was having a baby. 

Tracy Hayes: Okay. 

Emily Ingle: And so that really just brought that perspective and that clarity for me. ~Um, ~you know, I,~ uh,~ this is not, I was at a wonderful school.

Emily Ingle: I had great leadership, a great team. ~Um, ~but it's no secret that teachers are, you know, overworked and underpaid. St. John's County is number two. I think now used to be number one school district in the state, but they are one of the lowest paid districts in the state. In fact, you have to work there for [00:12:00] 17 years just to meet the Average teacher pay in the state of Florida.

Tracy Hayes: Yeah, 

Emily Ingle: and I think 11 years just to break 50, 000 in your salary Yeah,~ um, so, ~you know looking at that, you know They say going in to be in a teacher that it's not about the money and it's not but also we have to be realistic It takes money to live. Yeah, especially when you're having a kid. Yeah, and you know, I thought I don't want to struggle and it's daycare is expensive, you know, and, and things like that.

Emily Ingle: And just yesterday taking my daughter to urgent care and those things like they add up and I just didn't want to have a life of struggle. Of course, now I've taken on a whole different set of struggles being an entrepreneur, but it just, it feels different and it feels worth it. ~Um, ~so yeah, but yeah, that you had it right.

Emily Ingle: So it was an agent productivity coach did one year of teaching and it was enough to really show me. You know, this isn't what I want to be doing. ~Um, ~and, but like I said, I knew I didn't want to go back into sales and actually a friend had suggested to me, she [00:13:00] said, you did so good marketing your own business.

Emily Ingle: Why don't you do it for other people? And then I got to thinking, gosh, when I was a productivity coach, I was doing it for free for a lot. I, you know, I was creating templates and doing emails for my agents and they. So is this, 

Tracy Hayes: so just to give everyone a time frame, so you're, you're finishing the school year and these thoughts are going through, you're talking to your girlfriend and she kind of, ~uh, ~gives you a little.

Tracy Hayes: Boost of this idea. 

Emily Ingle: Yeah. Yeah, so the school year I don't even remember when the last day of school actually was ~Um, ~but I technically launched my company on june 1st of 2023 ~um, ~so it was a pretty quick turnaround and I knew I needed it to be because I also knew I had And,~ um,~ I really wanted to get started before she got there so that I could kind of just see, is this going to take off or not?

Emily Ingle: And it, it has. 

Tracy Hayes: So as when you were a productivity coach in a lot of your. agents that you're working with they just realized you had this this, you know skill of some of the things that you're Marketing wise or you were coaching them on the marketing. What [00:14:00] what created the conversation? They started asking you to 

Emily Ingle: Mostly coaching and it wasn't even necessarily You know When you're an agent, you are so many hats and I almost felt like it was my responsibility of I'm going to do everything that I can to help these people succeed.

Emily Ingle: And,~ um,~ if that means taking some of the hats off of their head so that they can wear their number one hat, which is lead generation and building their relationships so they can build their businesses, that's what I want to do. And ~so, um, ~you know, obviously Keller Williams, they teach based on the Millionaire Real Estate Agent Handbook.

Emily Ingle: It's a, a Phenomenal resource for any agent. So if you're trying to build your business and you're looking for a framework, cannot recommend it enough. ~Um, ~but one of the things that they talk about is called the 36 touch plan or used to be 33 touch plan. And it's essentially, they're very big at Keller Williams on your database, you know, not buying leads and that sort of thing, because, you know, it's just, in my opinion, not worth it.

Emily Ingle: So we want to build those lasting relationships and,~ um,~ basically [00:15:00] that's what kind of the role that I took on in addition to helping coach their mindsets of how else can I support the growth of their business. And so I look for ways that I could support that 36 touch. So that's kind of where I really kind of dipped my toes in.

Emily Ingle: If we're, you know, rewinding,~ um,~ was starting doing email marketing campaigns for agents. And these were, you know, not custom. They were, I mean, I say they were not custom. I created it. So it was custom, but it wasn't custom for each agent. ~Um, ~but it would have, you know, local events and things that would make people want to open it.

Emily Ingle: It wasn't just like, 

Tracy Hayes: you just started to do this as kind of just, just an idea that you had and just said, Hey, let me give you this. And started giving them these. Yeah, just started 

Emily Ingle: giving it to them,~ um,~ showed them how to use it as far as, you know, I created the template and it's like, here's how you import it and send it and that sort of thing.

Emily Ingle: ~Um, ~but really just looking at that. 36 touch and saying, okay, what can I take off of their plate for them? So the newsletter [00:16:00] templates looking at, okay, what, when could we mail postcards to your database? All right, let's design those so that they don't have to think about it because when you're thinking about so many things, you know, you can kind of get in that state of analysis paralysis.

Emily Ingle: What should I be working on? When, I 

Tracy Hayes: mean, how many, yeah, let's go, let's talk about the analysis paralysis thing. Cause I think this is Probably in a lot of different areas, but in just milling out a postcard. Should I mail it out to that neighborhood? When should I mail it out? Number one, procrastination.

Tracy Hayes: ~Uh, ~yeah. What should I put on it and not realizing, I think a lot of people in comment on this, I think a lot of people don't even think about how do they actually, when they get that postcard, you know, I, to me, the best postcards to send out as a, from a real estate agent standpoint is to send out what's sold recently in the because there's nothing that's going to stop.

Tracy Hayes: current homeowner in a particular [00:17:00] neighborhood is to stop and look at what is sold around them. They all want to, you know, do that. You know, we're getting all these things right now. Obviously the local elections, right? The County people. I mean, we're getting any day. I come home and there's like, I mean, some of the biggest.

Tracy Hayes: I don't know what they spend on some of these large postcards. I mean, they're bigger than an eight and a half by 11 piece of paper, right? And it's like, we're not even looking at them. I don't even, I don't even, I don't reference that. I just, I literally, boom, it goes in the recycling bin as quickly as I get them.

Tracy Hayes: ~Um, so. ~procrastination over a real estate agent sending a postcard out is make a command decision and do it because you're already, am I right? Already 10 steps ahead of the next guy because the next guy ain't doing it. 

Emily Ingle: 1000%. And I really feel like that's sometimes a lot of the value that myself and my team bring to agents is you don't have to think about it.

Emily Ingle: And back when I was doing it in that productivity coaching role, it's like, boom, it's done for you. Like it's done all we have to do is hit send so they're not having to question You know, what do I put on it? and when should I send it and [00:18:00] who should I send it to which in that situation because we kind of there are a lot obviously a lot of different ways that you can market your real estate business and One of the the main kind of categories that we put people in Is are we farming people that we don't know or are we marketing to people that we do know because it's going to be two Different approaches there ~Um, ~totally agree with you putting stuff that's sold on there when I'm marketing people to their own database We put their face on it that will stop someone in their tracks of like, oh, it's it's tracy.

Emily Ingle: I know him Yeah, you know that sort of thing. ~Um, ~but you're 

Tracy Hayes: just you're actually In a way because we talk about relationships that we're talking about more later on as we get into different marketing things You know video video video building relationship. But putting your picture on there is a way of building.

Tracy Hayes: Now they know what you look like. 

Emily Ingle: Absolutely. 

Tracy Hayes: You know, and then when they do see in the video, they're strolling through instagram or whatever, and you're out, you come up on a real. Oh, I know that person stop and hold on. Let's see what what are they saying? 

Emily Ingle: Yeah, absolutely. ~So, um, ~but yeah, the analysis paralysis, that's something that definitely I wanted to [00:19:00] Help prevent as much as I could with those agents.

Emily Ingle: And then also now, 'cause it's funny 'cause agents will come to me and a, they talk about the timing, oh, it would take me hours to put together this postcard. So that's definitely a, a need that we fill, if you will, of just taking that time burden off of them. But,~ um,~ just taking it to where they are, not having to make the decisions and they'll say, what do you think about this?

Emily Ingle: And nine times outta 10, I'm like, that's great. Yeah, that's great. That's great. You don't just gotta do it. 

Tracy Hayes: You're almost like like in you're in corporate America and in when they hire sailor and Co. They are hiring You know more or less turning on having you I mean you kind of a la carte things or give them a package I'm sure you you'll customize whatever particular agent, but you're hiring a marketing company Yeah, and and with with a real estate Experience.

Tracy Hayes: Yeah, not just hiring a marketing company saying, Hey market. And they're like, okay, they're a real estate agent. Let's see We've done this marketing for this type of person. Let's try trying that type of thing How what gave you the confidence though? I mean you're [00:20:00] finishing that school year. You're talking to your girlfriend like yeah, I can do that Remember, you know when I was coach I was getting asked all the time and I was helping people out with their marketing What gave you the you know, the confidence that you could actually take this?

Tracy Hayes: really and um You You know, because I imagine Just those people that were Using you and some of them like you said and you talked to me the other day You said some people just call you and you create a flyer I mean you can't live off of that right right that you actually could dive into this and make it bigger enough to actually Have enough clients to create an income.

Emily Ingle: Yeah

Emily Ingle: It's kind of not as big now, but there was a hilarious trend going around,~ um,~ turning audio on Instagram. And that was the exact question that someone asked this girl. And it's so funny that it went viral and they said, you know, what gave you the confidence to do this? And she goes,~ um,~ delusion.~ Um, ~it's funny cause sometimes I feel that way, you know, obviously my own [00:21:00] experience as an agent and marketing myself, I learned a lot.

Emily Ingle: ~Um, ~so that built my confidence. Confidence at Keller Williams. There is a saying and I'm sure this is everywhere. But again, you have to remember that's where I'm like Implanted basically and they have a saying that they say all the time that says with competence comes confidence And so if you want to build your confidence in something, you've got to build your competence and your knowledge So I really started once I decided I want to do this.

Emily Ingle: I started just consuming stuff so much information. You have to be careful with that because again, sometimes it can lead to that analysis paralysis. So I found just a few people that I felt were really, really great in that space and kind of just latched onto them. And these don't have to be people that, you know, I don't know these people, but was consuming their podcasts and ~um, ~what they were putting out on the internet to help me.

Emily Ingle: Just kind of learn marketing, but also to help with my own mindset because we all have bad days. I mean, I could ask you the same thing. What gave you the confidence to start a podcast? And you know, there are [00:22:00] probably days where the confidence is, it's low. And I, I definitely go through that. So 

Tracy Hayes: I guess, yeah, 

Emily Ingle: I 

Tracy Hayes: was thinking that's a good question.

Emily Ingle: Maybe not at this point, no journey. But,~ um,~ I definitely. As far as what gave me the confidence, well, I 

Tracy Hayes: obviously,~ uh,~ I'm a generation older than you. So I, you know, that could have started for me a long time ago and having that conversation versus like you said, you, you were trying to find yourself, you got a child on the way, you know, you guys are, you know, balancing those things and, and you know, you're looking back for a second.

Tracy Hayes: She could always say, Hey, I could always go back to doing real estate. I made money doing that. Right. Gives you that thing, but I know there are some personal development people that say don't have a plan B. 

Emily Ingle: Yeah Don't do that. Everyone. Everyone's different. I I can agree to an extent of don't have a plan B, but also like we have to be realistic bills have to be paid So if you need to have that backup plan But it could be something as simple as anyone can go at tables and [00:23:00] make money, you know what I mean?

Emily Ingle: Yeah, so it's like you'll find a way to pay you have confidence 

Tracy Hayes: to do that A lot of people don't have that confidence. They get you know, oh my god If I don't have this on the world's come to an end. 

Emily Ingle: Yeah, 

Tracy Hayes: trust me. There's a way to get you know 

Emily Ingle: Absolutely. And today 

Tracy Hayes: it's even better now, you know, it's Uber or, you know, whatever.

Tracy Hayes: There's so 

Emily Ingle: many opportunities and I think for anyone listening that might be feeling a lack of confidence because in real estate, I will say it's very hard as far as having self confidence and not comparing yourself because you're seeing other people's highlight reels. You have to, and you, you made me think of this when you said I'm a generation older, you can look back at all of the things that you've been successful at that helps build your confidence and maybe also the things that you weren't so successful at, but that taught you lessons that you were like, okay, I can use this so that I don't make those same mistakes again and, or it 

Tracy Hayes: didn't hurt as bad.

Tracy Hayes: So let's try it again. 

Emily Ingle: So let's just keep going, you know, fail, fail, fail, Yeah, I definitely had to [00:24:00] sometimes you have to create that list for yourself and say, not to sound braggy, but you know what, I've been pretty great at almost every anything that I've really put my efforts into. I've done pretty well at so I don't have to know everything.

Emily Ingle: In fact, Waiting until you do know everything to actually try something is one of the worst mistakes you can make. Right. ~So, ~you just gotta go all in and do it, and that's what I've done, and sometimes I remind myself that, you know, I look at people that are ahead of me, and sometimes I'm like, ah, you know, I wish I was there, I wish I, you know, I need to, to do more, to build more, to learn more, but I have to remind myself I'm still doing, More than the person that I'm serving right now.

Emily Ingle: You don't have to be five steps ahead You just have to be a few steps ahead so that you can serve them, 

Tracy Hayes: right? All right so one thing impressed me the day and we were having lunch and was I guess the way you, you intake, but your mindset on your cust your customer, and in this case the real estate agents who need your marketing at any [00:25:00] level, but you dig into them a little bit.

Tracy Hayes: Yeah. Tell us about, and, and for listeners, what Emily's gonna talk about is when she takes you on as a. at whatever level, whatever package or whatever, you know, your, you know, whatever needs, cause we'll get into all the things that she provides. But I think the really thing that sets you apart and is really unique is you're, you dig into them a little bit because you want this marketing to be them and represent them, which is the word branding, right?

Emily Ingle: Yeah. I would say most of my clients. not brand new. It's not saying that I won't take on a brand new client, but most of them are not brand new 

Tracy Hayes: agent. You mean, yes, they're 

Emily Ingle: not a brand new agent. And the reason that I point that out is a lot of times when they come to me, they've already done some sort of marketing or branding themselves nine times out of 10.

Emily Ingle: It doesn't mean that they love it, but they've already done something. So that's, 

Tracy Hayes: well, they know they need to hire someone to do it. 

Emily Ingle: And so, and so we have that conversation, but the [00:26:00] point is, Point being that I anytime I start working with someone new, I want to make sure that whenever we start putting things out for them, whatever it is, whether it's an email, social media, even if it's a farming postcard, I want the recipient to look at that and think, Oh, that's so Tracy.

Emily Ingle: Like that's so him, you know, they don't, I don't want them to look at it and think, Oh, who did he hire? That looks great, right? You know, obviously I want him to think it looks great But I still want it to be so authentically you ~Um, ~you know, I have had actually met with someone recently and he said i've been seeing Some some people stuff that I think you're doing And I asked him so why do you think i'm doing it?

Emily Ingle: And he said well, it's just they're more consistent now And I'm like, okay i'll take that. You know, I don't want someone to see You know Because I, you know, sometimes you do see that or there are services out there where you can buy templates and, you know, the same person next to you could be using the same exact template.

Emily Ingle: So it's really important to me that everyone's content [00:27:00] is just so uniquely them and That it really represents them and connects with their audience. So yeah, all of our new clients that we bring on,~ um,~ I have them fill out a few different questionnaires. So we have an ideal client questionnaire so that we can figure out who their ideal client is.

Emily Ingle: And then we also have a branding questionnaire. The branding questionnaire does go a little bit personal where we ask them things like, you know, if you had a day off, describe to me your perfect day, what would it look like from start to finish? What do you enjoy doing? ~Uh, ~what do you hate doing? That's really, you know, if, if you hate camping, it's important to me that I don't put out the best 10 places to go camping in Jacksonville because people are going to be like, well, the heck.

Emily Ingle: Camping. ~Um, ~so we ask those kinds of questions. We ask, you know, what are three words that someone might use to describe you or your business? And then we ask them, what three words do you want people to think of when they think of your business? Cause those aren't, don't always [00:28:00] align. So we might have to, you know, recreate someone's brand based on what people already think and what they want people to think.

Emily Ingle: And that's a journey. ~So. ~We look at that and really the answer to these questions because a lot of times I think the mistake that people make when they think about branding is they go straight into fonts and colors and mood board and mood boards can help. ~Um, ~but you know, really figuring out What story do you want your brand to tell?

Emily Ingle: That's really what it's about. And then we can make those decisions based off of that. So we have them do that. And then the other question, I 

Tracy Hayes: just want to point out how,~ uh,~ this is, this is deep because if you go back, there's a great on the history channel, I think it is, it goes back and talks about all the great companies,~ um,~ that, that created America basically, right?

Tracy Hayes: The,~ uh,~ Nabisco and all these companies that, you know. of the century,~ uh,~ were created,~ uh,~ you know, whether it's Kraft cheese or, I mean, you think of all these things, [00:29:00] Oreo cookies, it's just all these things are on the history channel and they're these guys of how they created. These products, but it's also created the brand behind them and how deep they went and sometimes Maybe they just fell upon it, 

Emily Ingle: right, you 

Tracy Hayes: know type of thing heard something and came up an idea and said, oh, that sounds good Let's try it and all sudden blew up.

Tracy Hayes: But there there's a there's a deeper other than just finding some font that you think looks good in a color. 

Emily Ingle: Yeah. Yeah. And I think, and you'll see that, and this is not to make anyone feel bad, but you will see that in some people's brands because they change it a lot. And so you, you start 

Tracy Hayes: to notice 

Emily Ingle: the brand inconsistency.

Emily Ingle: ~Um, ~and it, you know, it, it does create the, these feelings of like, I can't even think of the word, but it's, you know, there is power in creating that consistency and it just really does something to a [00:30:00] person's mind. Of, it's like, man, they're solid. Like, they're solid, they're consistent, you can trust them because they keep showing up.

Emily Ingle: ~Um, ~and, so I think it's,~ um,~ That's really important. So really identifying the brand is one of the first steps. And I will say,~ uh,~ sometimes I have people come to me. I am thinking of someone right now who, whenever I had them, I sent them the brand questionnaire and they didn't even fill it out and they emailed me back and they said, we have no brand.

Emily Ingle: Go with it. And so we created I thought about what I knew of them And we really kind of just started to create from there And I remember when I delivered the first set of samples. I was like if you hate it You're not going to hurt my feelings This is just kind of what i've gotten from you guys and they were like we love it like keep going So that's okay.

Emily Ingle: If you don't have 

Tracy Hayes: well You know and I want to I always like to put the rubber to the road If you were doing a newsletter for me You And you wanted to put a recipe on there? You're not putting a recipe for some quiche. Right. You're putting [00:31:00] a steak recipe. Right. How to cook a great steak. Yeah. Those are the types of things that, cause that's, that's me.

Emily Ingle: Mm hmm. 

Tracy Hayes: ~Um, ~Every you know, everyone everyone listening this can think of something else, you know, what what their thing or what type of restaurant, right? You know are you know type of thing that you may you'll put on the recommendation list or or you know Are they a seafood lover? They like Chinese food.

Tracy Hayes: They like going to hibachi I don't know but you know, those are the types of thing but that's you and you want to put that in there in I think,~ um, uh, ~people underestimate, 

Emily Ingle: oh my gosh, the power 

Tracy Hayes: of what we're talking about. 

Emily Ingle: 1000%. And why I think it's so important is because we, we go back to the goal, which is to build and strengthen our relationships.

Emily Ingle: And I think what a lot of people forget is most of the time, the people that are in our audience are in our circle, or the ones that we want to be are a lot like us. Us. So if we can, you know, really craft the message and the content to showcase these things, that's going to build that connection. [00:32:00] So it's, it is 1000 percent underestimated, which really leads us to that other questionnaire, which is.

Emily Ingle: Who is your ideal client? And it's so fun. All right. So I want, 

Tracy Hayes: we want to dig into this. I prepped you for this. We're going to dig into the avatar. All right. Why is it important? Because it really didn't come to me the other day. And even when I, I've told the story when I started the podcast,~ um, uh, ~or if you listen to anyone about starting a podcast online or whatever, like we all, what's your avatar?

Tracy Hayes: Who do you think your listener is going to be? And you really need to,~ um,~ You know narrow what you think it is It isn't always going to be 100 of those people in that in that window that you're creating There's going to be over but you but it goes back to the marketing and consistency 

Emily Ingle: Yes, one thousand percent when I when I broach this topic I can like feel the resistance.

Emily Ingle: Sometimes clients are like, I don't want to choose an avatar. And it's because, and sometimes avatar, like that word throws people off [00:33:00] and that in and of itself might feel authentic. And it's just the industry term, you know? So you can think about it. Whoever, however you want, whoever you want. Who do you want to work with?

Emily Ingle: And this is when I get the, Oh, I'll work with anyone. If they're going to buy a house, I'll work with them. And I hear you and I hear that. But I remember when I was getting started, I,~ um,~ you know, like most agents,~ uh,~ getting started in real estate, you're trying to think of how can I get business quickly and open houses can be a great opportunity for that.

Emily Ingle: So that's what I was doing. And I remember,~ um,~ our, I don't even know what he was called at the time. He wasn't a productivity coach, but something kind of like that. And. We're talking about open houses and I was like, you know, I'm thinking about doing one this weekend in Orange Park. I don't live in Orange Park.

Emily Ingle: And he goes,~ uh,~ you know, do you want to do a lot of business in Orange Park? And I was like, well, not really. Like, I kind of hate driving all the way there. ~Um, ~and he said, then why would, why would you do an open house there? Because people that go to open houses in Orange Park want to buy houses in Orange Park.

Emily Ingle: And I'm like, Duh like yes that you know, why didn't I? I think of that and [00:34:00] while yeah, i'll take a listing in orange park or if it's someone that I know I'll i'll take a buyer in orange park. But why would I go looking for business there if that makes sense? So really the power in So figuring out who your ideal client is, is you unlock attraction marketing.

Emily Ingle: So this is something that I too at first was very skeptical of. When I started my YouTube channel, I was like, I, you know, I, I don't know who it should be. I don't know who's going to trust me. And so I actually was like, first time home buyers, that's going to be my ideal client because that's the only person I can think of that's going to trust me to help them buy or sell a house.

Emily Ingle: Which they wouldn't even be selling because they're first time homebuyers. Not a single client that I got was a first time homebuyer. And the reason that I tell that story is because you're not going to limit yourself. You're not going to cut yourself off. But what you are going to do is you're going to show up as an expert for somebody.

Emily Ingle: And it's like that saying, a jack of all trades is a master of none. So if you kind of do a little [00:35:00] bit of dabbling here and a little bit of dabbling there and a little bit of dabbling there, you're not going to be memorable. But the person who, like if you think right now, and I just, I love the Atlantic beach area.

Emily Ingle: I walk there all the time and I see the for sale signs and if I think who sells houses in Atlantic beach, there's like three agents that come to mind. And that's because they have become specialists, like that is their area. They freaking own that area and versus, you know, that, that's not to say that someone else can't sell them their house in Atlantic beach, but they're the specialist.

Emily Ingle: So you have to figure out who is your ideal client and how can you show up as the specialist. Specialist for them, you know, it's the same thing with like a doctor if something's wrong with you Are you and no hate but it's like if you have the choice between asking the the ma the medical assistant Versus the physician you're gonna ask the physician because they're the expert 

Tracy Hayes: ~uh, ~you I want to circle back, beginning, you said, you know, you were making the joke about the police officer pulling you over and asking for your real estate license.

Tracy Hayes: In [00:36:00] reality, when you think about it, only, there's a very small percentage of agents who are really doing significant business. So true. Of the 12, 000 agents, I mean, you know, ~uh, ~less than, less than 1, 000 are probably, I know they said 50 percent sold less than 2. Yes, yeah. That was a national thing, I think.

Tracy Hayes: But I think,~ uh,~ block in some agent's mind that, Oh, well, you know, if I just bounce around everywhere, I'll find something because if I specialize in this area, well, those people in that area, they know agents. Well, yeah, everybody knows agents. The question is, do they know, like, and trust them to actually can do the transaction in the agent?

Tracy Hayes: They know.~ Uh, ~maybe a part timer, maybe a, you know, ~uh, ~just does one here and there. And they're in, in that person doesn't have confidence in themselves, their home. They know them, but it doesn't mean they want them to actually represent them. And it's because obviously we know the majority of the population does know agents, but [00:37:00] not everybody knows that one, 2%.

Tracy Hayes: There are those one, 2 percent are getting calls. You know, I'm sure they're getting referrals, but they're also getting some calls off the fact that they're marketing that neighborhood 

Emily Ingle: Yeah, 

Tracy Hayes: you know, they've seen them sell their homes in that neighborhood. They know they're that expert as you 

Emily Ingle: I don't have really that experience built up yet or that,~ uh,~ transaction history built up yet, you know, gosh, I just had the, the quote in my head and it left me because that's mom brain, that's my life, but, you know, this, so I read it and you've, you've heard it, I'm sure, where it says there are people out there who are far Transcribed less qualified than you that are going to do better just because they chose to get after it, just because they chose to go for it and they didn't care.

Emily Ingle: And ~so, ~you know, on the flip side of what you were just saying, there's also people who they're going to ask their friend who's only ever sold one house. is a part timer and they don't [00:38:00] know that we just changed from NEFAR to FARBAR contracts, which have totally different terms. Which I've heard 

Tracy Hayes: there is a bunch of agents out there right now.

Tracy Hayes: ~Uh, ~someone was just telling me last week, I don't know if it was Luke or someone said they got the old contract over. It's like, dude,~ uh,~ this ended on July 1st, 

Emily Ingle: you know, and, and, but there are people that will still hire that person. Why you said it. They know them, they like them and they trust them. And through marketing yourself, you can build that.

Emily Ingle: So it's so important to understand who that ideal client is so that you can show up for them. Again, it's not, it's not going to limit yourself. It's really not. So we dig deep on that. And I think what people find is when we start putting out content, no one is, is isolated. No one is left out, but you really start to draw in those people who are your favorite people to work with.

Tracy Hayes: And I think the, the, I think the reason why I wanted to dig into avatar too, because I don't think the [00:39:00] average person knows is, you know, I said, you know, the other day while we're sitting there, an agent had sold me, sent me a flyer and I immediately flash it to you and you immediately analyzed it of what her target market is, which is it is.

Tracy Hayes: And she may not even realize she just chose that, that fonts because. That's her her mindset and she's attracting like minded people. The importance of,~ uh,~ you know, some of the things that, you know, if someone's looking for first time home buyers or they're looking for the luxury 800 million home or plus, there's, there's a little, there's some difference in the graphics and the colors they may use, right?

Tracy Hayes: Yeah. 

Emily Ingle: Yeah. Or even,~ um,~ you know, I, I put something together for someone the other day, she has an off market property. It's like four point something million. And even something as simple as lowering the font size to where there's just a little more white space. And even when you think sometimes of like luxury homes there, there's not clutter.

Emily Ingle: And so when you're putting [00:40:00] together marketing materials, You don't want there to be clutter. And like, there are so many little things like that, that will just speak to someone. ~Um, ~and, and it's not to say, you know, I, I really think there's no. And I, you know, there are some times where I'm like, ooh, that might be like a no no as far as like, you know, you don't want to put red, red text on black background and stuff like that.

Emily Ingle: Like there, there are little things visually that,~ um,~ that they say, you know, don't do, they being it's not my rule, but you look at it and you're like, okay, it makes sense. But. Where I'm going with that is I, I want to say that there's really not a wrong way in that, you know, I have clients who they have, they use like teal and coral and fonts that maybe someone might say, Oh, I, I don't like that.

Emily Ingle: I don't think that's professional, but their brand. I mean, they're very professional and they do a lot of business, but their brand is, is approachable and friendly and [00:41:00] fun, and that's how they want to show up. And those are the people that they attract. They don't want to attract the, you know, the, the person that there's always 

Tracy Hayes: someone out there that doesn't like you exactly.

Tracy Hayes: And the 

Emily Ingle: whole thing is, is really attracting the people that you like. Working with right because we've all had that transaction where we're like my god if I never work with this person again I will be okay. I don't care how many houses they have. 

Tracy Hayes: Do you find when you start breaking down some of this with your your Clients their avatar is their avatar is a lot Like them their avatars, you know where you know If they're in the middle st John's county in the middle of a subdivision Where there's cdd or whatever and that's really when they start breaking down They're surrounded by the people who are like minded like themselves.

Tracy Hayes: Yes. Yeah 

Emily Ingle: Yeah, their avatar is so much like them and it kind of brings us back to that analysis paralysis You know when you're trying to cast a net to everyone that creates that [00:42:00] disjointed Representation of yourself as a professional and so that that's another powerful What's the word I'm looking for?

Emily Ingle: Like side effect, if you will, of identifying who your ideal client avatar is, you 

Tracy Hayes: may have that first time home buyer who really is maybe, let's say two 50, three 50, whatever range right now, type of type of person. I think, you know, ~uh, ~any agent listening right now can visualize that, that person trying to break into that.

Tracy Hayes: But you're marketing in the, you know, St. John's 400 to 800, 000 subdivision market. But because that first time homebuyer wants to be there, they will be attracted to you because that's, that's what you're doing in marketing is where they want to be. They may, you know, have the first time homebuyer budget, but you're still going to gather that customer because you're marketing to where they want to be.

Emily Ingle: Yeah. And I think when you, when you couple it all together of having. That defined brand having brand [00:43:00] consistency knowing who your ideal client is and just showing up for them Regularly over and over and over again Even if someone might not necessarily fall into that ideal client bucket if you will What you're creating is trust and that is just so important so powerful and they look at you and think, that's someone that I can trust.

Emily Ingle: I've worked with people when I was an agent that were nothing like me, but I created trust. And then which 

Tracy Hayes: then gets them to contact you. And then hopefully that, you know, that's where the light comes in. Right. And of course you're built, you can build credibility without actually being in front of someone.

Tracy Hayes: ~Uh, ~but obviously you do when you do actually meet him, even build more credibility, but just by your representative. I want to, so we're going to go through,~ um,~ your, your list of services. I want you to break it down, but I think,~ uh, um, ~agree or disagree or, or direct this,~ uh,~ what, how I want to do this, the importance of you've used the word consistency.

Tracy Hayes: where you're showing up, you know, the, the different social media platforms and so forth. So make sure we, we kind of break down as we go into [00:44:00] these things, where you're showing up. ~Uh, ~I know you said, I think you said one of the most popular products you have is that, that custom made newsletter,~ um,~ you know, with the brand with, you know, that says something about the agent.

Tracy Hayes: ~Uh, ~just by its appearance,~ um,~ is one of your most popular products,~ uh,~ because everyone wants that. So let's start off with the, the newsletter. ~Um, ~why is it important looking at other agents that may obviously are not with you using your service? How many of them are actually doing it on a regular consistency basis?

Tracy Hayes: Like they should, because you know, the number of touches, you know, once a month, right? I don't know. How often do you recommend the newsletter? 

Emily Ingle: A really great question. ~Um, ~you know, my, most of my clients are once a month for the newsletter. I have some that do twice a month. And the reason that most are once a month is,~ um,~ Keller Williams has a, a back end service,~ um,~ or like a CRM call command.

Emily Ingle: And there is a function in there where you can do what's called a monthly neighborhood nurture. So I do think that Two touches via [00:45:00] email a month is the ideal sequence. ~Um, ~but what we do is we have their personal newsletter, which is what I create. And then we also get them set up on that monthly neighborhood nurture.

Emily Ingle: And what that does is when you add someone into your database,~ um,~ it, you can identify their neighborhood or their area. And it basically sends them a monthly neighborhood report that says, here's what sold recently. Here's, You know what homes are selling for average price per square foot like it's just 

Tracy Hayes: right down to the neighborhood.

Tracy Hayes: Yeah, that's really good 

Emily Ingle: It's really neat and there's so many systems out there. I wonder how many people 

Tracy Hayes: are actually leveraging that 

Emily Ingle: very few 

Tracy Hayes: Yeah, 

Emily Ingle: you can actually go in to the platform and it's kind of and I'm 

Tracy Hayes: sure that's not unique to Keller Williams I'm sure all these are it's not it's not some proprietary Program, I mean with artificial intelligence and everything now these are These things are coming online if they're not already.

Emily Ingle: Yeah, you know, even if, like, let's say you're an agent listening, you don't have a CRM. If you're an agent and you're a member of the board, you're on the MLS. Put all your [00:46:00] people on the MLS and have them get updated once a month. Just based on, you know, you can set the subdivisions and, and they'll get that and say, here's what's going on.

Emily Ingle: But people like to know, especially the homeowners, you know, they like to know. What's happening in the neighborhood. 

Tracy Hayes: Yeah. 

Emily Ingle: ~So, um, ~I think that that's really powerful. So that's one touch. And then the other touch is just a lot more fun. And this is where that, that brand and that ideal client come into play.

Emily Ingle: ~Um, ~the reason that I so highly recommend the newsletter,~ um,~ whether you hire me to do it, you do it yourself, whatever. And I will say to answer your question, this is me being generous with numbers. 70 percent of agents do it. do not send a newsletter or don't send one consistently and it's probably much higher than that.

Emily Ingle: Yeah. ~Um, ~but that's, well, it's 

Tracy Hayes: consistency behind it drops the percentage because definitely, 

Emily Ingle: ~um, ~and because they're sitting there trying to, they're 

Tracy Hayes: trying to create it. 

Emily Ingle: It's time consuming analysis paralysis again, you know, so that,~ um,~ there is so much,~ um, Uh, ~room, there's so much opportunity there. ~Um, ~and so the reason that I think this [00:47:00] is so powerful is it's a low cost way to touch your people consistently, 

Tracy Hayes: plug it in and let it go.

Emily Ingle: Exactly. And ~so, ~you know, they, I, I look at open rates and stuff like that and the industry average in real estate, the open rates, 36 percent and the click rate is 1. 4%. We get anywhere from about 45 to sometimes 60 percent open rates and anywhere from about. Maybe four to recently 11 percent click rates.

Tracy Hayes: Why are you putting something in the subject line? What are you doing to hopefully boost that? 

Emily Ingle: So the subject line where we're always trying to create curiosity,~ um,~ what's going to make them want to open this? ~Um, ~we do have a flow for our content. So sometimes it can be tough because although the content's different every month, we kind of touch on some of the same things.

Emily Ingle: ~Um, so, ~you know, sometimes it. Everyone has their days where the creative juices aren't flowing. ~Um, ~so sometimes it can be challenging, but we really try to create curiosity to make people want to open it. And, but I think what's just so important [00:48:00] because you can have the best subject line ever, and if they open that email and it's crap, They're never going to open it again.

Emily Ingle: And ~so, ~you know, that is what we really put a lot of effort into is, is packing the email full of value. And how do you know what's valuable? You have to know who your ideal client is. What do they care about? You know, there are always some things that we do. We normally always do some featured listings because.

Emily Ingle: people like to see it, whether it's the agent's listings or if they don't have any, we'll ~um, ~feature, you know, someone within their brokerage. If we have the permission to do that, that sort of thing, people love to look at pretty houses. That's why HGTV does so well. Well, you're, 

Tracy Hayes: I mean, you're hoping that that, you know, someone looks at it and go, I'm interested in that, or you know what?

Tracy Hayes: I may know somebody who's interested in that. And you know, obviously you're trying to hopefully create a great something. Absolutely. You know, if you, if every time you sent the email out, you got one call, one referral from it, oh my God, that would be priceless. 

Emily Ingle: Right. Absolutely. You know, that's, okay, if you do that, that's two leads.

Emily Ingle: If you're sending it monthly, that's 24 leads. Imagine if you closed 24 transactions in one year. Yeah. Some of these agents, you [00:49:00] know, like, that, that would be huge. That would be life changing for some people. ~So, um, ~you know, that is, you know, So we do that. We normally include some sort of market update. ~Um, ~but we really try to make sure, and this is where I think it's really valuable having the background in real estate,~ um,~ and being embedded within a brokerage.

Emily Ingle: ~Um, ~and this is not to say that I don't work with people outside of Keller Williams. I have clients that are not Keller Williams agents, but I love that I do get to be there because I have relationships with the brokers and I get to hear the conversations that are happening of what's going on in the market right now.

Emily Ingle: And,~ um,~ It helps me grow and learn,~ um,~ continuously so that whenever we do market updates, it's relevant and it's not just like this many houses were sold and this many, you know, it's like, and here's what it means for you. If you want to buy, if you want to sell, if you're just wondering what's going on with property values, here's how this impacts you 

Tracy Hayes: and shouldn't they realize too many people obviously are not buying and selling.

Tracy Hayes: They may go years between or I 

Emily Ingle: think the average is like seven, [00:50:00] you know Even if they're not if 

Tracy Hayes: they got a friend, yeah I mean if they got a friend who may maybe they they see it coming in they don't delete it because they know you But they may not open it until they're ready for that. Now, obviously they open it and you're giving them some other things like a great recipe or something.

Tracy Hayes: There are some people that love that stuff and they want to click on and see what your, you know, latest recipe is going to be this month, you know, and, and that may be part of the people, but some people just let that email come in and then when they're ready, they'll actually open it and actually start engaging 1, 

Emily Ingle: 000%.

Emily Ingle: And we do try to put other content in there, like you said, just for that reason,~ um,~ to. to appeal to the people because you're right. I think the app, the statistic is like every seven years, five to seven, seven to 10, you know, it changes of when, when people are going to make a move. ~Um, ~the point is keeping you top of mind with your people so that when they're ready to make a move.

Emily Ingle: You're the first person that they call. So we do put that other content in there,~ um,~ where it could [00:51:00] be a recipe. ~Um, ~I have an incredible content assistant, Courtney, and she recently was like, Oh yeah, you know, I, what do you think of this for this newsletter? And she was doing like upcoming workshops around town and they were so fun.

Emily Ingle: I don't even remember what they were, but I'm like, this is just so fun. It's a great idea. You know, like if I got that, I would, I want to say one of them was like a pottery workshop and it was like a sip and spin. So you're like kind of like a sip and paint, but you're doing pottery like that's like, I would, maybe I'm this person.

Emily Ingle: Well, 

Tracy Hayes: I'm going to give you one. I'm going to tell you right now for Northern St. John's County. They don't know what's going on in downtown St. Augustine. And there is always something going on in downtown St. Augustine. And for some reason there's a disconnect between the old city and the northern part of the county.

Tracy Hayes: And like, letting them know all these festivals that are going on. And a lot of free stuff. At St. Francis Field, yeah. 

Emily Ingle: You know, they were doing ~um, ~there's like two places I'm trying to think of off the top of my head. So we put them in newsletters all the [00:52:00] time There is the little like courtyard in downtown st.

Emily Ingle: Augustine right next to the bridge of lions and they do like free weekly concerts And then there's also weekly or maybe bi weekly concerts by the pier ~um ~that are free, you know, and that's like just putting stuff out there because you might have that one person that's like you know, I want to, that sounds fun.

Emily Ingle: Or we just did a newsletter for someone and her brand or the market that she wants to be in as luxury. And so I don't even remember, I was searching something else. And then I came across this trend called quiet luxury and I had never heard of it and it sparked my interest. And so I'm like, how many other people?

Emily Ingle: Well, it sparked their interest. So that became a content piece for her newsletter is have you heard of quiet luxury? Here's how you can,~ um,~ Put that in your own home. Right. ~Um, ~so again, it all comes back to. Really understanding, you know who that ideal client is and giving them content that they want and just consistently Delivering it.

Tracy Hayes: Okay. I want to we don't want to I [00:53:00] want to because I got some other things going on from time wiser ~um, ~the important thing we want everyone to know is this is not just the her and her team Throwing stuff in the newsletter. You need, you need to,~ uh,~ get with Emily and talk to her about what, and to have her create that customized newsletter to tailors to your area of town, whether you're in Amelia Island, you're done in St.

Tracy Hayes: John's care, whatever,~ uh,~ that is the important that, which I think is just priceless, it's, you're going, you're taking it to another level, which, you know, if it gets you one extra deal. Every two years. It's more than I'm sure pays for itself. ~Um, ~social media and we can build in brand build in here because I'm taking it right off your website here.

Tracy Hayes: ~Um, ~Yes Social media video video videos, whatever the everyone's being told Huge analysis paralysis here. How do you attack that with a client? 

Emily Ingle: so honestly kind of the same way that we do with the The newsletter or any content, any branding content or marketing content that we put out is really [00:54:00] understanding who they are, who their ideal client is and what do they want to know about it.

Emily Ingle: Just started working with a new client and we just went through this together where, you know, we're trying to figure out where can you really serve your people? He's really into,~ um,~ just, just very knowledgeable about the market in general, into like investing home improvement. And so we just started.

Emily Ingle: Building out topics of what do you think that these people are going to want to know about? And now we have our, our content calendar, our schedule for the content that we're going to put out. ~Um, ~we schedule media days where we'll go and we'll just knock it out and batch it. If you're doing it yourself, I can't recommend batching content enough.

Emily Ingle: That is how you save time is batching the content. batching your editing and that sort of thing. So it's done. You don't have to think about it anymore. ~Um, ~so 

Tracy Hayes: You you at lunch. I want to bring this out because I think this is important here You're not just throwing up Some stuff now you do have to throw up some stuff to get some start to get some Tracking on it, but you [00:55:00] guys are going in and Watching what is getting the attraction?

Tracy Hayes: I think you told a little bit of story if I heard if I remember correctly Where this particular agent was actually getting more hits on their kind of more personal stuff than the actual real estate stuff Although you want to keep reminding people in your real estate, but maybe you you are doing Two thirds personal because that's getting the hits but they're also going to get that that real estate feed to remind them, right?

Emily Ingle: Absolutely. ~Um, ~and we're actually talking about the same agent that I was just talking about But yeah, so before we started working together He was like, I really want to know kind of how what have I been doing? How is that doing? So ~Um, ~I did an audit on his instagram And went through his top performing content and looked at, you know, what's doing the best as far as Views and also engagement views are great.

Emily Ingle: But if people aren't really engaging on it, you know, how much does it really help you? ~Um, ~so we we looked at that and then we also look at the Worst [00:56:00] performing content, you know, I hate to say worse because he's honestly does a very good job ~Um, ~and it's all good in my opinion But you know what what isn't performing as well and why might that be but we definitely did discover that His personal content does really well and he's a big relationships guy in the community Community anyways, you know, born and raised here knows a lot of people and so it's kind of not surprising that that's doing really well But what that tells us is we've got to keep giving that to people So that was something that we looked at when we put together this calendar and making sure that it stays balanced You know, he's got a new listing coming up.

Emily Ingle: So We're going to do some, some content on his new listing. And then that next one, let's not make it real estate, you know, let's do something about, you know, dad life or they're renovating their home right now, or, you know, what, it's something local. And then we'll kind of, so we, we hit these content pillars so that it keeps it nice and balanced because I do think a mistake that people can make sometimes, and it all comes back to what your goal is with social media.

Emily Ingle: ~Um, ~but I do think a [00:57:00] mistake that people can make sometimes is, Just listed. Just listed. Just listed. Just sold. Just sold. Just sold. Here's why you don't need 20 percent debt. It's all real estate. And that can be a turn off. People are like, Hey, we get it. You sell houses, but it's just so important that you show up for your people as you and not a salesperson.

Emily Ingle: And we have to think back of why was social media even started? You know, it was those connections. I've 

Tracy Hayes: heard on Instagram. Although I don't know how many people actually go to someone's actual Page, I mean there are like when someone sometimes people follow, you know, because the only instagram I have is the show's page So when someone follows me, I do click on to see who they are See if they're a bot because like zero followers or whatever and i'm like, okay, i'm not going to follow them back Thanks for following me, but i'm not going to follow back But if they're actually like another real estate agent or something, i'm i follow them.

Tracy Hayes: Thanks for following me But How often they actually go to the page where they see all the panels, right? But yet I've heard [00:58:00] stuff like what, you know, the panels,~ um,~ you know, ~uh, ~the theme, right? The theme should be the same. Like you said, you know, the branding, the colors and that sort of thing should be the same, but like you said, you could get over overwhelmed with every single page.

Tracy Hayes: panels a picture of a house and or the just sold, you know Some people have their templates and their colors and it's just one after another instead of some You know short little video of them talking about I don't know could be talking about the house I don't know but something different that's changing The what it looks like 

Emily Ingle: and I will say I just want to preface this because there isn't Some agents out there that do a really good job.

Emily Ingle: Like at the end of the day, they're making great money and you go on their Instagram and that might be a, it's house after house after house after house. And so I do just want to say that, you know, the, these comments that I'm sharing are opinions, but based on experience. It's if there's something well my question would 

Tracy Hayes: be for that person who [00:59:00] is killing it and do it could they do more?

Tracy Hayes: What what are they actually can they back up what they're doing? Not you know, let's say their actual mission You know is but if they actually went in and tracked it or had someone like yourself your team Tracking going or were you actually getting feed there or let's change up your Instagram and maybe all of a sudden we are going to get start getting some leads from Instagram because now we're Transcribed Yeah, twisting it around a little bit.

Emily Ingle: Yeah, no, for sure. ~Um, ~at the end of the day faces matter. ~Um, ~Having your face on there is so extremely powerful ~Uh, ~I actually when i'm doing social media and working with courtney on ~um ~client social media We try and keep every like three or four posts have someone's face in them ~Um ~so that that's consistently, you know, we want someone to click on the page and see you and see who you are ~um, ~so We I think that that matters and that's based on the experience and looking at the analytics from my clients.

Emily Ingle: I also think that the aesthetic or the overall look of the feed matters. ~Um, ~so that's important to me as I'm creating content for for agents or using [01:00:00] content that they've shared me. It's another thing that I do. ~Um, ~almost all of my social media clients. We have shared albums on our phones and they are constantly dropping photos in there that they're taking so that I can keep their yeah, Their content them and it's so powerful.

Emily Ingle: ~Um, ~but you know, really just, just keeping that, that balance. So 

Tracy Hayes: you're creating content for them. I mean, they're feeding you stuff that you can put Actual stuff that you're actually going to publish. 

Emily Ingle: Absolutely. Yeah. And it's even like if some, if they see something that someone else maybe has done, I'm a big believer and we don't need to reinvent the wheel.

Emily Ingle: If you see something that you think is really great, send it to me. We'll see how we can make this you let's put our twist on this. ~Um, ~and so they send me things like that. ~Um, ~have a client that just went on vacation and she shared with me her vacation photos, and that was a recent post because people.

Emily Ingle: they care about that. I mean, they love seeing that you just got a new listing and they love seeing that you just sold a house, but they also love seeing your family [01:01:00] vacation, believe it or not. And so really just keeping that balance is we try to focus on that with social media for sure. 

Tracy Hayes: All right. This area, we, we, we chatted a little bit at lunch about the, about the websites.

Tracy Hayes: I, I don't, you know, ~um, ~I don't think, I think agents need to take a few minutes. I mean, I think we kind of, we overlook websites today versus 10, 15 years ago before social media is really the website was like. That was your thing, you gotta, you know, website, but some of this stuff they're putting or linking their social media to their website back and forth, right?

Tracy Hayes: Is I, I, I don't think I go on some of the websites. Cause I, again, I'm Googling a lot of the, especially a lot of people I have on the show, I'm Googling them and or maybe I'm trying to find something out about them. I'm like, well, where's there going to be a bio? Well hopefully someone has a bio on their website, right?

Tracy Hayes: Absolutely. But they're not adding,~ um,~ The video content, they're not adding the 21st century in there, which is video and getting the video on there. What are some things that you think are [01:02:00] important for agents to have on their website right now? 

Emily Ingle: So on your website right now, I would say, you know, you'll hear a lot of people say you need to have a search capability And that's kind of 

Tracy Hayes: property search.

Tracy Hayes: Yes. 

Emily Ingle: And that's kind of, you know, some people say yes, some people say no. The reality is that most people would go to Zillow, realtor. com, places like that to search for properties. But even in my experience as an agent, as a new agent, if I said, Hey, here's my app for you to download, to search for homes, or here's my website.

Emily Ingle: people would use it. And so I think that if you're paying for a CRM, whether it's included in your monthly dues at your brokerage or you've bought lofty or boom town or whatever else that you have, what a waste of money. If you are not directing people to that site, don't get in your head thinking, Oh, they're not going to use it.

Emily Ingle: Just offer, you know, just say, Hey, here's my website to search for homes. It's really great because it shows me what you're looking for. You know, it shows you can request showings with me on there. We can have [01:03:00] saved collections. ~Um, ~and it really just streamlines our home search process. Why would someone I can only 

Tracy Hayes: imagine that's actually even getting better now with the artificial intelligence 

Emily Ingle: Because 

Tracy Hayes: it's gonna go in there see what they're looking at and then say well if you like that home You'll probably like these over here.

Emily Ingle: Definitely and where then you really seal the deal is having that other content on there Where you know, you're the people joke that real churches open doors or you know Help you search for homes or work whatnot. If you have other valuable content that you are providing on there, it just further strengthens that credibility and that stickiness of the client to you.

Emily Ingle: A 

Tracy Hayes: hundred, a hundred percent. I hear exactly where you're coming from. Visualize this listeners. People don't like to just put their information. I, I don't, in my pet peeve, why some of you do not have your, either your direct email address and your phone number on your website. I do not know [01:04:00] 

Emily Ingle: for someone to contact.

Emily Ingle: Yeah. You 

Tracy Hayes: don't want someone to go on there and go, Oh, I'm not putting this information in. Cause now I'll just start getting all these crazy emails. I just want to email you, but I got to click this thing and I get this generic thing. 

Emily Ingle: Yeah. 

Tracy Hayes: I'm out. 

Emily Ingle: I am a firm believer in you. You have to earn the right to get someone's contact information.

Emily Ingle: And how do you earn that right? It's by providing them with value. So some of the websites that I build for agents, you know, we talk about what are you producing? What can you give to someone that's really super valuable? And for some agents, it's video. And video is super valuable. It could be a 

Tracy Hayes: simple little video to say, Hey, thanks for coming to my website.

Tracy Hayes: Really appreciate it. We can do some great things on here. Fill out up there and I can start sending whatever. Just having that video conversation as simple as that. What, you know, 60 seconds already you start building a relationship because we know through video people are building relationships. 

Emily Ingle: the, you know, the next best thing I would say to a face to face interaction.

Emily Ingle: If you can't sit in front of someone across from [01:05:00] them like this, you're, you're almost there, you know, with that video. ~Um, ~we also look at what are called lead magnets in the industry, but it's essentially offering some, something that you can download that is a really,~ um,~ a great value add. There was an agent who, you know, he has a.

Emily Ingle: a really high level business, really awesome. And he has two small daughters and his wife put together this awesome list of the best summer camps in St. John's County. And I'm like, hello, this needs to go on every single thing that you have because people will want this. And sure enough, we put the lead magnet out there and people are downloading it left and right.

Emily Ingle: And now you have, you've got their contact information. Now you can send them the emails. Obviously we still wouldn't want to spam anyone, but that's where, Then you have to back that up with having that email of value that you're providing to them every month or, or every other week, that sort of thing.

Emily Ingle: And I'm going to take it back to our audience being a lot like us. Think of yourself. Who is emailing [01:06:00] you that's getting on your nerves? Why are they getting on your nerves? What is it that consists, is it like the frequency of how often they email you? Is it that you open the email and it's really kind of just junk?

Emily Ingle: What is it? And don't do that. 

Tracy Hayes: You 

Emily Ingle: know 

Tracy Hayes: what I mean? Great advice. 

Emily Ingle: You're going to hear people, you know, I, that you could go on YouTube right now and watch so many videos about the plan that you have to do for marketing your real estate business. And I know some people out there, they're like, you need to be sending an email.

Emily Ingle: Okay. Every single week and that works for some people But if you get annoyed when someone sends you an email every single week, don't do that You know you you have to think about those sorts of things and I hope that also because sometimes when when people give advice it can kind of create this turmoil you feel your gut kind of Twisting of like I don't It goes 

Tracy Hayes: back to the postcard What is it that you keep?

Emily Ingle: Yeah, what is it? 

Tracy Hayes: Did you just did you? And then toss out. ~Um, ~I mean, we think of,~ um,~ restaurants, [01:07:00] if they're advertising, I think, you know, we save the,~ uh, uh, ~subway, subway sends out and they've got all the whole thing is coupons of all different things. You can get three foot longs or two foot longs or this and that and get a coke or whatever, right?

Tracy Hayes: That's how they value to get you to come in the door is by advertising that. That's, that's why you keep that particular thing. Now, selling a home. That's not, you're not sending coupons out, right? You're, but you've got to provide something that's going to trigger where, what is that you like about. These other real estate agents that are doing or not doing.

Tracy Hayes: And it doesn't even 

Emily Ingle: have to be real estate. One of the best pieces of advice that I've been given by someone is she said, when I was kind of figuring out how to grow my business and how to show up, some of the best advice I got was from listening to a health podcast. And a lot of times, you know, some of these strategies will transfer across industries.

Emily Ingle: So you don't even have to think about what other agents are doing sometimes. You can think, what is someone else [01:08:00] doing that just really resonates with you and how can you do that? You know, I know agents that, I know one agent that she sent out a magnet, but it doesn't have to be a magnet. Those can be higher cost.

Emily Ingle: It could be a postcard and it had like kitchen measurement conversions on it. Oh yeah. 

Tracy Hayes: Yeah. No one's going to throw that away. 

Emily Ingle: It's on every single person's fridge. No one's going to throw that away. Or you have people that do the football schedules. Well, 

Tracy Hayes: I'm doing that right now. Yeah, and you know, 

Emily Ingle: and I just want to say, if I sent out football schedules, people would be like, What?

Emily Ingle: Because I'm not, I mean, if I sent out the UGA football schedule, sure. But if I sent out a football schedule that had the Jags and the Gators on it, people would be like, Well, 

Tracy Hayes: the, the, well, No, no, I disagree with you there, . ~So, ~

Emily Ingle: okay. Would, would they keep it short? Yeah. Is it gonna strengthen our relationship?

Emily Ingle: There might be that feeling that, yeah. Okay. I should put your finger on that. Doesn't feel authentic. 

Tracy Hayes: Well, you are marketing though. ~Um, ~well, the, you know, to me, if I was to. put the schedule out because you can put multiple teams [01:09:00] on these things. ~Um, ~obviously you're going to, you know, typically lead with the Jack, but maybe you don't even put the Jaguars.

Tracy Hayes: Maybe you just put Georgia, Florida, FSU, or Miami or something like that. That, that would,~ uh,~ you know, fall because your audience ~Um, ~all those, all those alumni are, are pretty strong in this area. I 

Emily Ingle: totally agree. I guess where I'm trying to go with that is, you know, it's not your, 

Tracy Hayes: it's not your personal theme.

Emily Ingle: Exactly. And there are so many options. And if the recommendation is for personal touches like that, a year, yours doesn't have to be a football magnet. There are so many things that agents can do. And so the, the, I guess the message I'm trying to send is. Spend that time to figure out what's gonna work for you.

Emily Ingle: I say spend the time don't overanalyze it But you know figure out it doesn't if it doesn't feel authentic to you don't do it It 

Tracy Hayes: just gives me a thought that many of us are You know involved in different things whether it's you know, the kids Boy scouts,~ um,~ you know, i'm president of my alumni association So I send them out [01:10:00] a magnet with the jags, but also our, you know, citadel alumni That's cool the thing because they're all in this area So most of them are following the jags, but obviously also giving the our college football But whatever it is, these are little areas too that I think a lot of people are missing Would you agree this is the small groups that they?

Tracy Hayes: Uh are are part of that. They're not sending You The football schedule or the recipe thing or whatever the theme is might be, you know that they would see value in Bind you with the group and them right? Yeah. Yeah, 

Emily Ingle: and just creating those raving fans you know, like if you have a database of 500 people and even that in and of itself can be expensive to Market to depending on what you're sending out.

Emily Ingle: So if you can identify Sometimes you'll hear it referred to as your top sphere or something like that. Who are those raving fans? What connections do you have with them? You know, can we create subsets of the database and just start with that? Let's start sending, let's, let's start there and then we can build on that.

Emily Ingle: You absolutely can do [01:11:00] that. I don't think 

Tracy Hayes: enough people are really digging in. Some of these groups are not huge. Maybe there's only. 50 people in them or whatever, but you're, you have, you're like minded cause you belong to the same group, right? You do that. You need to reach out and touch these people and put all these people on that regular thing.

Tracy Hayes: But it comes all the way back to, I think is the main thing that one of the obvious, the obvious cornerstone to your service besides the, the custom ability, the,~ uh,~ the personal touches you're putting on there is you're going to make sure. It's sent out and consistently sent out. Yeah, 

Emily Ingle: the execution is going to be there every single time.

Emily Ingle: ~Um, ~and that's, that's a huge value in and of itself. You know, I can't tell you how many times people reach out to me, even for something as simple as a flyer. Because you brought that up in the beginning. Yes, I have agents reach out to me and all they need is an open house flyer. But to that agent, that service is so valuable because they're like, I would have spent three hours on this.

Emily Ingle: I would have missed my child soccer practice because I was putting together a flyer, right? And so to have someone else do that and execute it for you is really [01:12:00] important sometimes. ~So, um, ~yeah, the execution will be there 

Tracy Hayes: Yeah, I think to wrap it up and I want you to kind of just comment that ~Um, ~in my anyone listening right now to wrap up everything, what Emily in her team is providing is a professional corporate level.

Tracy Hayes: Trust me, I've worked for companies. I that have a lot more larger budget than you. Ever could just because obviously the many services they offer are not doing these things or not providing these things to their soldiers in the field, their salespeople that you're providing these things. You're taking the time to customize it.

Tracy Hayes: ~Uh, ~obviously you're familiar. You're not just working with Keller Williams. You'll work with any agents. It's just Keller Williams is where you started. And you know, there you work with any agent in town and creating their thing. helping them use in, in, input these things into the CRM they're already paying for, which I continue to preach.

Tracy Hayes: All of us have CRMs. It's like our brain. We're only using a small percentage of it. It's like the [01:13:00] computers we use. We're only using a small percentage of what it actually can do. I don't. There's many people using less than a percent of what their their C. R. M. S. Can do to put these things to take the time and your team would help them,~ uh,~ show them how they can take the Things that you're creating, put them into that CRM and put them on auto.

Emily Ingle: Absolutely. 

Tracy Hayes: Yeah, 

Emily Ingle: absolutely. Yeah. I mean, that's it. It's all about how do we keep showing up for our people? ~Um, ~and, and do it consistently and do it authentically because at the end of the day, real estate is a business of relationships. So our number one goal is how do we help you show up for your relationships authentically?

Emily Ingle: With 

Tracy Hayes: numbers behind them, that's what I really think is really important. You're going that the next layer Yeah You know It's great to post all these things from Pinterest and all these things that that agents are spending hours to create but imagine having a Company that actually creates them. You don't actually spend you I'm sure you they You proof it and you send it over here.

Tracy Hayes: You like this? Yep. Okay. We're good. And then you're, you're, you're, if they allow you, you'll go on their social media and not [01:14:00] only you're pulling the analytics, but making the posts for them. 

Emily Ingle: Yeah. Or even like this has been so powerful recently. You know, obviously it's a different market right now than it has been in years past.

Emily Ingle: Listings are sitting and that's just where we're at right now as our market is normalizing and adjusting. And so a service that's become really popular. are creating custom emails to feature a listing and then sending those out. So I've been doing that a lot for agents and we also then provide a report and we give that to them so they can give it to their seller and it shows them, here's how many people that this email went to.

Emily Ingle: Here's how many people opened it and here's how many people said, I like this house and I want to see more and clicked on it. 

Tracy Hayes: You could pay tens of thousands of dollars. I've had Krista Mishore on, I don't know if you're familiar with Krista Mishore.~ Um, ~But that's one of the things that she goes when she goes into a listing appointment and you know, ~um, ~she's showing hey Yeah, when I did this house down the street I posted it here.

Tracy Hayes: I did a video I did all this stuff and look at all the hits Look at all the people who put eyes on that property and that's [01:15:00] where ~Um, ~you know, it's as simple as that. This is not 2020, 21, where rates were low and stuck inside in the yard. There's a lot of other things going on in people's mind. And you've got to put a lot of eyes on it to find that one person says, Hey, I want to make that cash offer, or, you know, that, that you, you, you still want the multiple offers.

Tracy Hayes: So hopefully you are getting. You can still on the right property get more than what you listed for. Absolutely. Because you are going to get some people that are going to bid for it. But you got to put enough eyes on it to get those three or four people that actually go after it. 

Emily Ingle: And I mean, and the truth is, Chum the water.

Emily Ingle: It's like fishing. Just 

Tracy Hayes: get it over with. 

Emily Ingle: Honestly, and it's, and the key here, and I don't want to skirt over this because I don't want people to be thinking this in their head. Obviously price matters. If your house is overpriced your house is overpriced. Yeah, and that's just it is what it is, you know Um, and I can market it to my heart's content, but if it's overpriced it's overpriced So I do just want to put that out there ~Um, ~but we are no longer like you said in the market where you can just stick a sign in the yard and listed 50, 000 [01:16:00] over asking and still get a, or 50, 000 over value and still get an over asking offer with a freaking appraisal gap.

Emily Ingle: Like that's just not where we're at anymore, you know? ~Um, ~so the, it's, we're in a market of skill and what we do is we help our agents showcase the skill that they have and that they bring to the table. To their potential clients. Just like you said with Krista Mishore saying, this is what I did. This is how I did it.

Emily Ingle: You know, blah, again, if it's not priced right. It almost kind of hurts your case because you're saying I did all these things and it still didn't sell. ~So, ~we have to get that right first. ~Um, ~but then to be able to say, and here's everything else that I did. Well, 

Tracy Hayes: it goes into the thing, the value. This is, this is a full circle of events.

Tracy Hayes: You have to show your value. You go in these listing appointments. Now you have to show your value. And when you tell [01:17:00] them that I need 3 percent in the buyer's agent needs 3%. And here's why, because I'm going to put 10, 000 eyes on this and you're going to get it and that's not going to be anything to you.

Tracy Hayes: You have to add value. ~Um, ~we talked about wanted,~ um, Um, ~some,~ uh,~ couple success stories, or maybe some customer customer,~ uh,~ some of your client comments. Tell us. 

Emily Ingle: Yeah. You know, that is some people you've 

Tracy Hayes: really wowed. 

Emily Ingle: That's what really keeps me going, honestly and truly. ~Um, ~so I have, I'm so blessed. I seriously, when we talk about your ideal client, I literally love all of my clients as if they were my family.

Emily Ingle: I'm so blessed. I'm so grateful that these are the people that I've attracted to me. ~Um, ~I started working with a client,~ um,~ that she is, she's next level. She's the real deal. She knows her stuff. And for me, sometimes it's a little nerve wracking because I'm like, all right. Like I gotta show up for this person, you know, I've got to be on my a game and I remember I might have been the very first reel that I put out for her and she sends me a screenshot [01:18:00] and it Said oh my gosh, look who's doing her own social media now This is amazing You crushed it because she had hired someone else before me and that to me like it just gives me like, 

Tracy Hayes: oh, that's something Yeah So someone thought she had actually done it herself, but it was actually you doing it for her 

Emily Ingle: and that is everything That is what i'm going for Is for people to see great content and it's so them so that just 

Tracy Hayes: because I think Authenticity is the word of the day 

Emily Ingle: And it's like, and 

Tracy Hayes: like you said, you don't want to make it look like some generic thing.

Tracy Hayes: This is a relationship building. So you really need to make it look like, you know, they just did it, but did it good. 

Emily Ingle: Absolutely. And then yesterday I was on a call with someone actually about her website. We're talking about,~ um,~ you know, just making it better and that sort of thing. But I recently started doing her newsletter for her and she was talking about this agent's only been in business three years and really is just.

Emily Ingle: level, but she was [01:19:00] talking about how she would spend just her day out showing property, doing all of the things that she needs to be doing and then get home and spend hours in front of her computer doing the back end stuff, trying to do the newsletter, trying to do the social media, making sure her transactions are in order.

Emily Ingle: And she said, and she has two daughters, and she said, I realized I can't do this anymore. I have got to find leverage and obviously good leverage so that you're not been cleaning up someone else's mess later. But she got teary eyed and she said on last Friday when this person was putting in my listing in the MLS and it's beautiful.

Emily Ingle: And on Thursday you sent out the newsletter and I had. So many people email me and say, Oh my God, this newsletter is amazing. I'm so glad that you're doing this. Like, thank you. And she has tears in her eyes and to realize like what that does for not just someone's business to help elevate it and take it to the next level, but The, the mental load that we get to take off of our clients so that they get to show up at what they're good at in their business, but then also show up for their families [01:20:00] at home.

Emily Ingle: Yeah. Like that's, that's everything to us. Like, it's just, 

Tracy Hayes: it's everything. So many people are afraid, are afraid in, in,~ um,~ you know, having Samantha Cox with OpSuite and what she offers. Amazing. And then your specialized marketing area. These are two, these are two, Areas that yeah, you have to take a leap of faith with although the transaction coordinator is easy because you know It's like it's a pay to play.

Tracy Hayes: You don't have a deal. You don't pay right? So that's see that's an easy one, right? But you have to you realize the importance of this In the longevity of what you need to do And then yeah having that time ~Um ~spend more time with your clients more time with your kids or whatever get your life in or you feel better ~Uh, ~you know, I I think anyone can look in their especially if you're in sales, when you're feeling good about yourself, maybe, you know, you lost weight or gotten shape or whatever it is that just made you feel good.

Tracy Hayes: You attracted because of the positive energy that you're putting off. So when you're being given this peace time, I'll call it that, you know, [01:21:00] time with your kids, or sometimes, you know, these great people say, yo, well, I get up and I meditate for 15 minutes every morning. Oh, how do you have time to do that?

Tracy Hayes: Well, because I have someone else doing all this other stuff that I'm not concerned with. I can meditate on look on on doing the forward facing stuff, the prospecting in the relations. 

Emily Ingle: I will say, too, because I've been here, it's almost worse when you're trying to have those moments for yourself, but all you can think of in the back of your mind is how when I got to do 

Tracy Hayes: that marketing campaign, I got to get.

Tracy Hayes: I got to design that. 

Emily Ingle: It's value 

Tracy Hayes: for that open house. I'm having this weekend. 

Emily Ingle: I've I've been there like You'll almost feel sick to your stomach And ~so, ~you know having people that you can trust that are really going to execute it at a high level It's just so powerful and have to plug sam like you did.

Emily Ingle: I mean, she's amazing She is who that agent was referring to when she said they took my listing live, you know her Listing management is taking agents listings to the next level. And so it's great that we got to have that all working relationship together and just to see an agent here is over it. It [01:22:00] lets you know that what you're doing really matters, which also is important to me because obviously it's important to anyone, but leaving the field of Being an educator where it's such a high calling.

Emily Ingle: There's a lot of guilt when you leave that behind feeling like, Oh, you know, I was doing it for the kids and that sort of thing. ~So, ~you know, still making that impact is just, it's, I couldn't ask for anything. 

Tracy Hayes: All right. So important. You need to reach out listeners. You need to reach out to Emily and her team.

Tracy Hayes: Sailor S a. S A Y L O R and Co. ~Uh, ~Instagram. They have a website. ~Uh, ~just go on there. Obviously it all in the show notes here. ~Um, ~reach out to her, see what she can do. It's all a cart. Maybe you just want the newsletter, right? But there's, there's a lot of things that we, and we probably didn't talk about every single little thing that you are probably doing for some of these agents is all they need to do is ask.

Tracy Hayes: ~Um, ~and you can put that, put that program together, but I appreciate you coming on today. 

Emily Ingle: Thank you for having me. I was. I'm so excited about this. Thank you so [01:23:00] much. Thank 

Tracy Hayes: you. 

Emily Ingle: All right. You 

Tracy Hayes: have a good day. 

Emily Ingle: You too.