Video is a powerful tool in the real estate industry but many agents are intimidated by it. Isaiah Colton is joined by Alicia Berruti of BombBomb to teach agents that there is nothing to be afraid of! Listen along to learn the tips and tricks to overcoming your fears of video and start implementing your own video marketing plan today.
Isaiah Colton: (00:01)
Hey, everybody. This is Isaiah Colton with another episode of Real Insider Radio. And in this exclusive podcast, I am very excited to have a just extremely dynamic speaker and somebody who is an influencer when it comes to all things video, Alicia here with us today, and she represents and speaks on behalf of BombBomb. And she travels all over the country, talking about strategies and tactics on how to use video to build your brand and really make sure that you're stepping into the next generation of real estate. And it's a super important topic and here's...
Isaiah Colton: (00:42)
I would just like to say this, I'm going to say it boldly, is that if you have not made an effort to add video to your marketing plan, this is not a should anymore. This is a must. So you're going to love this podcast because we're going to walk you through it step by step.
Isaiah Colton: (00:59)
So you feel our goal is by the end of this podcast, you feel 100% confident going out there and using video... and going all in on video. So that's the goal of this podcast, and I think you're going to love the content. So make sure you stay till the end. And then at the end, we have a special giveaway for you guys for just kind of tuning in and let's start off.
Isaiah Colton: (01:22)
So, Alicia, just a little bit about your background. I know that probably anybody that's associated with BombBomb knows you, but for the people that maybe are just learning about video, I'd love to hear a little bit about your background.
Alicia Berrutti: (01:34)
Yeah, thank you. I'm excited to be here, Isaiah. So when I started at BombBomb, almost seven years ago, I had actually been a massage therapist for like 13 years. Yeah. So it was a complete career shift for me. Now I'm an actor and I've been a paid actor since I was like 12 or 13. So there certainly was like a little bit of background there that I think maybe helped my growth, but I started here at BombBomb as support, tech support.
Isaiah Colton: (02:09)
Alicia Berrutti: (02:10)
So I was starting in a new career field, starting fresh, starting from the ground up. And I started in support, but I was only in support for about two or three months.
Isaiah Colton: (02:19)
Alicia Berrutti: (02:20)
And very quickly, they realized that I could sell and I realized that I could sell. It was kind of like this joint discovery. And I moved over to the sales side and did inside sales here at BombBomb for about a year and a half, and then did enterprise sales for about a year and a half. And then I've, now been national speaker for three and a half years or so, traveling all over the U.S. And Canada, mostly speaking to real estate and mortgage professionals.
Isaiah Colton: (02:51)
What an awesome story of elevation. What was the... When you like... Were you nervous or excited about the speaker platform? Because then, you kind of like create your own position. Like you're like, "This is what we need if I remember your story when you're about it." So...
Alicia Berrutti: (03:07)
So when I was on support early in those days, Steve Pacinelli, our CMO. He... Sorry, I just had one of those popups that your computer's going to restart, saved it. So Steve Pacenelli our CMO. He used to work for realtor.com. He's been in the real estate space for many, many years. Great, great speaker. And I saw what he was out doing on the road. And I had this moment where I kind of said to myself, I didn't tell anyone because I was too scared and didn't have enough belief in myself, but I did say to myself like, "Ooh, I think that's what I want to do."
Alicia Berrutti: (03:48)
So I did have this little bit of a sense of like, "Oh yeah, I think I want to do that." But I mean, it really like, it evolved really organically. Like I, when I was doing sales, I realized very quickly, especially when I was doing enterprise sales, that the more people I could get in front of at one time, it was going to be an advantage to me.
Isaiah Colton: (04:08)
Alicia Berrutti: (04:09)
So I started creating opportunities to get in front of more people and I was representing BombBomb at a higher level there. So it just sort of unfolded where the position evolved kind of organically.
Isaiah Colton: (04:22)
That's exciting. That's exciting. Yeah. I'll never forget the first time that I was speaking, and I'm not... So a lot of people don't know this about me, but I'm kind of like one of those secret introverts where you would never know it talking to me, but I actually get super, I don't anymore as much, but like for a long, long time I get super nervous.
Alicia Berrutti: (04:43)
Isaiah Colton: (04:44)
Speaking in front of a crowd. And this kind of goes into our next com leads me into what I know everyone's thinking about video.
Alicia Berrutti: (04:52)
Isaiah Colton: (04:53)
Is there's these fears that come up. Right? So, yeah. It's different than speaking, but anything we do that steps us out of our comfort zone.
Alicia Berrutti: (05:01)
Isaiah Colton: (05:01)
It's different. We're going to naturally have things that are like a gravitational pull, drawing us away from our goals that if we don't overcome those fears-
Alicia Berrutti: (05:11)
Isaiah Colton: (05:12)
... that we're not going to move forward. So, if we could kind of address the elephant of the room here.
Alicia Berrutti: (05:16)
Isaiah Colton: (05:16)
Everyone's thinking about it. Like, "Yeah, I know I should be doing video." I've heard this a million times, but there's just some them there that just stops them. So could you kind of address that and speak to that?
Alicia Berrutti: (05:27)
Yeah. So I love the way you led into this because I do, I call them our self-limiting beliefs. You know, these are... I've been doing this for a long time. And the number one thing that keeps people from doing video, it's not the technology, it's not that I don't have time for it, over and over and over again, the number one thing that keeps people from doing is their own fear and uncomfortability with being on camera. So, and you know-
Isaiah Colton: (05:54)
Alicia Berrutti: (05:55)
It's definitely... It's more women than men.
Isaiah Colton: (05:57)
Alicia Berrutti: (05:59)
I do find that men have an easier time kind of working through it, but it's not straight across the board either. The amount of times that I have a man come up to me after I get off stage and be like, "Yeah, Alicia, my coach has been telling me, I need to do this for years, but I've got a face for radio." That's one. That's the one that men love to tell me they have a face for radio.
Isaiah Colton: (06:20)
Just to speak to that just for a second. My opinion on that is men are less likely to admit that's what it is.
Alicia Berrutti: (06:29)
Isaiah Colton: (06:29)
They'll say like, "This is just my opinion. I have no facts," but like just being going through this journey myself. I always said, "Oh, it's not worth my time," or it's like something else other than fear. But like, if I started actually doing it, all these thoughts, "Well, man, that is that... What are they going to think?" You know, like-
Alicia Berrutti: (06:49)
Isaiah Colton: (06:49)
"Ah, screw it." Like, I don't know what I'm going to say, screw it. Like, but deep down there was, who knows how big you can measure it, and maybe there is a different measure between men and women. But there was still that seed there of fear. Right? So like-
Alicia Berrutti: (07:02)
Yep. So this is actually my favorite topic to talk about. Because number one, this has almost nothing to do with video and everything to do with the beliefs that we have about ourselves and our beliefs about scarcity and not being enough. So the first thing that I always want to remind people of is that you are not alone. You are not some weirdo or freak that feels uncomfortable. Everyone does. The amount of highly paid Hollywood actors and actresses that don't watch their stuff because it makes them uncomfortable. You wouldn't even believe it.
Isaiah Colton: (07:38)
That's so surprising to me.
Alicia Berrutti: (07:39)
Adam McKay, that's Kylo Ren, right?
Isaiah Colton: (07:43)
Alicia Berrutti: (07:45)
Okay, so Kylo Ren, he has a writer in his contract that when he's doing press events and when he's doing like press junkets or like late night talk shows that they don't show a clip while he's there on camera, because he gets such anxiety overseeing himself. It makes him panic. And he's like, "It's not conducive to me doing my job. Doesn't make me a better actor. And it certainly doesn't help me promote the film," because it's so difficult for him, okay?
Alicia Berrutti: (08:14)
Reese Witherspoon. We can all agree that Reese Witherspoon is an objectively, attractive person. And I have a quote of hers that I put up on screen sometimes when I'm speaking. And she says, "No one likes looking at themselves, right?" So this is the most human of all things. And I think Zoom hasn't really helped people as much as we would hope that it would. Because when you are on a Zoom call, yes, you may watch yourself, but you're still experiencing yourself in real time.
Isaiah Colton: (08:48)
Alicia Berrutti: (08:49)
Kind of from inside of your head, the way we normally do like when you look in a mirror.
Isaiah Colton: (08:53)
Alicia Berrutti: (08:54)
When you record yourself and you watch it back, you're now almost having this out of body experience where you are experiencing yourself outside of your head. It's why, when we hear our voice, we're like, "That's not what my voice sounds like."
Isaiah Colton: (09:06)
Yeah. That, "Man, I can't stand on my voice sounds like."
Alicia Berrutti: (09:10)
Right? So, that's the first thing. Like it's really, really normal. It's weird for everyone. But the second thing is that we all know we are our own worst critics, right? Like we all know this. I, as a woman, I have worked really hard, done a lot of internal work to work through some of those insecurities and... "You're not skinny enough." "You're not pretty enough." "Or one of your eyes is it's too small." Like all of these negative voices.
Isaiah Colton: (09:37)
Alicia Berrutti: (09:39)
But like when we're out in the real world, we recognize that people are not paying attention to these things the same way we do, right? Like we can go into a meeting and we can go into a room full of people and maybe we might have some insecurities, but we don't walk into that room focused on the fact that everyone is going to notice our hairline.
Alicia Berrutti: (10:00)
Right? We're our own worst critics though. But you watch yourself on a video and you're like, "Oh, that's awful. I can't put that out there." So it's like, you've got these negative voices and you have this experience, that's weird, that it just makes it uncomfortable, but this is the most important thing. And this is what..
Alicia Berrutti: (10:18)
I can do in entire sessions on working through the fear of video. And I can give you tips to help with lighting, and sound, and where to position your camera and all of that. But at the end of the day, what this comes down to, is the fact, that you, you realtor, you lender, you sales professional, you yoga instructor, who's trying to use video, it doesn't matter who it is, you have a unique value to offer the world. You have a unique value to offer your clients, the people around you. And that has nothing to do with your skin suit.
Isaiah Colton: (10:56)
I love that. That's so powerful.
Alicia Berrutti: (10:58)
Right? Like, there is something else that you have to offer, and it's not about those things. So I really encourage people. Like you may think it's cheesy, but write down the things that make you good at your job.
Isaiah Colton: (11:09)
Alicia Berrutti: (11:11)
Keep that on a post-it note by your laptop or by your camera. So that when it's time to record the video, that is the going to help your business, that's going to help you grow, that's going to help you build the relationship faster, that you can focus on those things that actually matter, that make you good at your job and not the lies in your head.
Isaiah Colton: (11:31)
Yeah. That's so powerful because I think that deep down are the actions that we take. And the decisions we make are a direct result of our belief systems. And we don't often think about it that way, but that's why I liked how you talked about your belief. And I don't care if you're just getting started in your career or real estate or mortgage or whatever it is, or you've already been extremely successful, wherever you're going, whatever you're doing, the two almost always coincide. And it's something that I've been really focusing on this year, because I've had success doing one thing and now I'm pivoting actually getting into the video marketing world and the events speakers, being a speaker and running events and kind of going through the same thing that you went through.
Isaiah Colton: (12:26)
And so I've been doing a lot of self-reflection, and that really hit me one day, is that my actions and my decisions are a direct result of my belief systems. So I want everybody just to kind of think about this is what habits and routines do you have in place to help you build your belief system up to where it needs to be, and who are you surrounding yourself with? That's going to help you build the belief to be able to then take the action.
Isaiah Colton: (12:58)
For example, I bet you, if you hung out with Alicia for an hour, she'd get you doing a video, right?
Alicia Berrutti: (13:03)
Yeah. I was.
Isaiah Colton: (13:04)
But like, she'd gets you doing a video now here's the thing. You could sit in a corner, right? And you could try to figure it all out on your own and you could sit there and pull your hair out, and go do that for six months and not have progress, or you can get yourself around the right people. So I think that's just an important side note of this conversation is that the fastest way to change, my belief systems is to get around people. People like Alicia who have already went through that journey, and I can basically modeled and learn and figure out what they're doing and step into it. I'm sure you have a whole bunch of different things that you could talk about when it comes to belief systems.
Alicia Berrutti: (13:43)
Yep. Oh, yeah.
Isaiah Colton: (13:45)
And I think micro commitments helped too a little bit, right?
Alicia Berrutti: (13:50)
Isaiah Colton: (13:51)
Is not thinking about the big picture too much, but just taking little... I look at how my son is going through taekwondo, right? They're not expecting him to be a black belt, he's not making black belt moves, right? So I see people trying to get in a video, and they go out and they buy all the fancy equipment, right? And they freaking go buy, they spend whatever amount, and all these different things, and they want to be a black belt. They're preparing to be a black belt tomorrow, right? And would you agree with that? Just taking baby steps and working-
Alicia Berrutti: (14:27)
Isaiah Colton: (14:28)
... your way up to...
Alicia Berrutti: (14:31)
I've pushed back on people sometimes that come up to me with the like, "Yeah, I really been thinking about this for long time." Like, "What kind of like microphone and camera would you recommend before I really start with video?" which I'm always like, "You are using that as an excuse to not start with video."
Isaiah Colton: (14:45)
Alicia Berrutti: (14:47)
So I do think that especially with this kind of video, right? A lot of people, when they think of video in their business, their first thought is video for marketing, which is more, it's your high level, it's your public facing. I like to say, like your video content for marketing is the spaghetti you throw on the wall, right?
Isaiah Colton: (15:08)
That's right, It's some sort of form of communication, right?
Alicia Berrutti: (15:08)
Isaiah Colton: (15:10)
Alicia Berrutti: (15:12)
Whereas this is more like your day to day communication. And so yes, you can get a nicer microphone and things for when you're doing mass sending, but the best way for people to get started with video is not going on Facebook live. It's not producing a video for their social media at their website because that's intimidating.
Alicia Berrutti: (15:33)
But sending a thank-you video to a client or your transaction coordinator. That type of practice of just doing simple videos to people that you already know is one of the best ways to start to build that muscle. Because the confidence that it takes to go on Facebook live versus to press the record button and send a video to your transaction coordinator and say, "I know this client was really, really difficult. And thank you so much. Like I see how hard you're working. I couldn't do this without you. I appreciate you." It's not all that scary.
Isaiah Colton: (16:10)
That's right. That's right. That's really good. So that's a... I think that's perfect segue, because I was my next question for you is, what are some ways that we can use video, and what does that ladder that matter look like? If you don't mind sharing some ideas from different ways to communicate through video and kind of working their way up.
Alicia Berrutti: (16:27)
Yep. So I like to start with there's three high level triggers that will pretty much always tell you that a video is better there. And I'll break these triggers down into some specifics just so that people can kind of work their mind around it.
Alicia Berrutti: (16:42)
But the first high level trigger that tells you that a video is always going to be better here than plain text communication. And I'm talking about emails and text messages when I say text communication or Facebook messenger, WhatsApp, any of those places where you are sending web-based text communication, you can put a video there, right? You can put a video in WhatsApp, you can put a video in Facebook messenger, you can do it in your text message. So the first trigger is anytime you, you are building or establishing a relationship with someone.
Alicia Berrutti: (17:17)
So the lead comes in from your website. That is a perfect opportunity to send a video, because we know that the average consumer works with the first real estate they meet face to face. It's not because the first real estate agent is the most qualified or experienced, it's because when feel that human connection, when they start to feel that no like and trust, it's easier to say yes to that person than to keep shopping for another agent. So if that lead comes in from your website, and they've been shopping on a few other agents' websites and you send that video, just introducing yourself, showing up as a warm human, and they have four other plain text emails from agents that don't tell them anything about that person that look the same. Well you've just given yourself a huge advantage to establishing a relationship with that person. Right?
Alicia Berrutti: (18:09)
So lead response. I really, really love it for appointment confirmations because we have data showing a massive uptick in hold rates for appointments.
Isaiah Colton: (18:27)
Alicia Berrutti: (18:27)
Because you send a Google calendar notification to someone, and it's easy for them to be like, "I'm going to move that around. I don't really have time to meet with them today." You send a video to someone saying, "Hi, Isaiah, I am so excited to connect with you tomorrow morning. You know, make sure you take some time to jot down your questions. I want to make sure this is a valuable use of your time as well. If anything changes, just reply to this email and let me know so we can find another time."
Isaiah Colton: (18:52)
That's so good. Yeah.
Alicia Berrutti: (18:55)
Well, it's different counseling on a human being that says, "I'm so excited to meet with you tomorrow." So if you are still establishing a relationship, that video is going to be way more effective than sending the plain text communication, okay?
Alicia Berrutti: (19:11)
The second trigger that you always know, video is going to be better if you are explaining complex information.
Alicia Berrutti: (19:20)
How much of agent's job is explaining information, right? So there's a couple things here. Number one, obviously it's easier to talk than it is to type, right? If you've thought about trying to like explain driving directions to someone, typing out driving directions is very different than sending them an audio message. Because it's easier to explain, right? Like when you pass that gas station on the left hand side, the turn's going to be coming up. It's just easier. So it's easier to explain things by speaking, but here's the most important piece, okay?
Alicia Berrutti: (19:56)
When we watch a video back, we retain about 90% to 95% of that information, because it's richer communication, tonality, eye contact, body language. These are all things that help retention as well as really kind of help with that clarity piece. As opposed to when you read an email, you only retain about 10% of that the first time, because we skim.
Alicia Berrutti: (20:23)
So you send a video explaining what to expect in the process or what's next or, "Hey, your home inspection is coming up this week. Here's a couple things you can do ahead of time to make it go smoothly." The simple fact that you sent that video means that your client is going to retain it more. They're going to have context, they're going to have clarity. And they also appreciate being communicated with that way because it's just easier. As a consumer to understand something, watching it on a video is way easier. So-
Isaiah Colton: (20:55)
Yeah, actually it's funny. This just happened to me the other day because I was going back and forth with a client and we were working out just a question that he had on his team, and he typed up this big long message through Facebook messenger. And I just said, "Hey, could you do me a favor? Could you just send me like a 30-second video?" And he did. And because I didn't understand, like I'm trying to process this question, and spent all this time reading through this thing and interpret what he meant and was saying with, like how he wrote it, and reading his tonality and all this other stuff and this message.
Alicia Berrutti: (21:31)
Isaiah Colton: (21:31)
And I'm like, "This is not working." And he sent, he literally, sent a Facebook messenger. He didn't even use the whole time of the clip that you can do. But he did it through video, and literally I understood like that what he needed. I shot him a quick video back, conversation done, and problem solved. Everyone's happy virtual hugs and we're moving on. And that's just one snapshot.
Isaiah Colton: (21:56)
Now I want you to... I'm a firm believer that anything that we do in life, it's not addition and subtraction it's multiplication and division. Meaning like everything has a multiplier effect to it.
Alicia Berrutti: (22:06)
Isaiah Colton: (22:07)
So I want you to imagine what this looks like, where you start at any point that you are involved with a relationship. You start using video, what kind of multiplier effect does this have on your relationships, business or personal, doesn't matter, right? Think about the last text message that you got in a fight with your significant other over text message because they're taking the text message out of context.
Alicia Berrutti: (22:36)
Yes. Yes. So, that's my third trigger. But before I do the third trigger, some ideas in that step number or in that trigger number two for explaining complex information. Number one, I know our product, there's lots of video products, but our product has a screen recorder. So you can actually record what's on your screen and talk about what's on the screen. So agents are using this to go over contracts.
Isaiah Colton: (23:02)
Alicia Berrutti: (23:03)
Go over documents or maybe there was a question about the property line and you've gone, and you've pulled up the county tax assessors like property site. And you can use that screen recorder, and go over and show them exactly what that property line is or why it's got a funky layout, and then you just send it off. So explaining complex information or...I really love agents are saving themselves a ton of time by having their video library full of frequently asked questions or next steps in the process.
Isaiah Colton: (23:36)
Alicia Berrutti: (23:37)
Because now you are in between appointments, you get a text message from that client being like asking that question that you already have recorded the video for you just grabbed that video from your library, and you text it to them. They feel really well taken care of, right? It's easier for them to understand, and it took you two seconds.
Isaiah Colton: (23:57)
Alicia Berrutti: (23:57)
So, yeah. Okay. So now the third trigger that tells you that video is always going to be better than plain text communication, is if tonality matters or if there is emotion, right? If tonality or emotion matters to that message.
Isaiah Colton: (24:14)
That's good. Yeah. Which is almost always.
Alicia Berrutti: (24:19)
Right? Quite often. So for example, if you send something to a client, maybe you sent a contract, you sent it over email, they haven't responded. You haven't got that contract back, you're waiting, you're waiting, you're waiting. You have two options, okay? You can send a text message that says I know you're really busy, but I really need to get that contract back, right?
Alicia Berrutti: (24:42)
Which if they are having a bad day, they could infer whatever tonality they want on it. If they're having a good day, it might be like, "Oh thank you. I know I forgot." But you don't know what tonality they're going to infer, right?
Isaiah Colton: (24:56)
Alicia Berrutti: (24:57)
You send a video saying, "Hey, Isaiah, I'm not trying to nag you. I know that you're really, really busy. But if you want to close by such date, we have to get this back today. Let me know if there's anything I can do to help you with that." Right?
Alicia Berrutti: (25:13)
So tonality matters. Good news, right? Congratulations. You're under contract or we're clear to close. Well, memories are stored by emotion and information. So you can send that text message that says, "Congratulations. Your offer was accepted," and they're going to read that information, and they're going to have warm fuzzies.
Alicia Berrutti: (25:33)
However, you send a video, you text a video to a client saying, "Congratulations, they accepted your offer. You're getting the house." Well, now the memory of that moment in their brain is going to be connected to you and your face and your emotion as opposed to just the information. So tone or emotion. You want to put the video there as well.
Isaiah Colton: (26:02)
That's awesome. So what are some of the ways that a lot of people think like, "Oh, well, why do I need a third party software?"
Alicia Berrutti: (26:11)
Isaiah Colton: (26:12)
You know, when I can just do it on my phone and send it.
Alicia Berrutti: (26:14)
Isaiah Colton: (26:14)
So maybe talk a little bit about that. Like why use that software like BombBomb?
Alicia Berrutti: (26:18)
Yeah. So there's a few reasons. The first one is file size. Videos are huge. So if you want to... If you ever tried to like text a video to grandma of the baby, you realize you only get about 20 or 30 seconds and then it's going to tell you the file is too big. Now, if you're going iPhone to iPhone, you can get away now with a little bit of a longer video. I feel like I sent about almost a minute-video to an iPhone recently, and I could believe it sent.
Isaiah Colton: (26:54)
Yeah. Like in that I think when it's in network, they give you a little bit more time, right?
Alicia Berrutti: (26:55)
Yep, yep. So video files are huge. If you tried to email a video, for example, like that lead comes in, and you want to introduce yourself to them, and you only have an email address and you want to send them a video. Well, the only way to send a video over email like that would be to either put it on YouTube, right? Record the video, wait for it to upload to YouTube, make it private, take the YouTube link, and then put it in an email, or you could do the same thing up, upload it to Google drive, make sure the link they have permission to view it. Then you could put it in the email.
Alicia Berrutti: (27:29)
And now you're hoping that this person that doesn't really know you is going to take that next step and click on a link and go somewhere else. So we hosted on our servers.
Alicia Berrutti: (27:40)
So it's web-based, if they have an internet connection, they can watch it. They don't have to download any software. It's easy for you to send, and it's easy for them to consume. So that's a big part. Like over text message, obviously, you can text a short video without BombBomb over email. You have to have a service.
Isaiah Colton: (27:59)
Alicia Berrutti: (28:00)
Facebook messenger is another one. Like I use it over LinkedIn all the time.
Isaiah Colton: (28:05)
All the time.
Alicia Berrutti: (28:05)
I do a lot of connecting on LinkedIn. People send me a connection request and send me a message. I send them a video back.
Isaiah Colton: (28:12)
Alicia Berrutti: (28:12)
And I use that. I use our video for that because I could just click on my Chrome extension, record a quick video, grab the file, drop it in LinkedIn, LinkedIn populates the thumbnail and everything.
Alicia Berrutti: (28:22)
Facebook messenger. Facebook messenger has their own video option where you can record a video. But this is what I don't like about Facebook Messenger's video option. As soon as you take your thumb off of the button, it automatically sends.
Isaiah Colton: (28:38)
Yes. I know, I know. Like "I got to take it back quick. Unsend, unsend."
Alicia Berrutti: (28:44)
And like, so saying you're sending a video to a client on Facebook messenger and something drops and you cuss and you like move your thought. Okay. Well now that's the video they're getting.
Alicia Berrutti: (28:56)
So I just... Like it's the ease of use. We also give you the ability to send to many people at one time, right? Like you can use the same video over and over and over and over again, like a lead response. You can have that set up as part of your actual automated workflow. If you have an automated email going out to your online leads, we can put a video in there. So you can automate those types of things. You can send one video to your entire database, historically, the highest engaged with email that BombBomb sends for our clients all year, because we do have a product where we do some like automated type marketing.
Isaiah Colton: (29:35)
Alicia Berrutti: (29:37)
The Happy Holiday email that we send from our clients, where all they have to do is just put in a video, wishing their clients and Merry Christmas. And we send it from their email address to their entire list on their behalf. That email has the highest open right of any.
Alicia Berrutti: (29:54)
So again, you can't do that from your phone, right? You can't record a video from your phone, wishing your clients and Merry Christmas, like from your family all in like cute pajamas and send it to everyone, and then have the tracking information to know who clicked on it, who played the video. And that's the last layer of why a service is really important is the tracking element.
Alicia Berrutti: (30:16)
I have clients that tell me that they would pay for their subscription just for the tracking because they like to know when people open their emails and play their videos.
Isaiah Colton: (30:24)
That's so funny.
Alicia Berrutti: (30:26)
Especially brokers. Oh, man, brokers love the tracking.
Isaiah Colton: (30:30)
Well, because even for me, I track everything. We're in the technology and consulting field, but I also want a real estate brokerage, and we track everything. So I think any good business person...
Isaiah Colton: (30:44)
And look, we're all at different phases in our career. So I want to be careful how I say this, but if you can't track it, you can't improve it. And the data is so important because if you're going to be doing anything that involves improvement, you have to be scientific about it. And you have to understand that it is an art form, but it also has to be broken down in a way to where you can improve on it. And there's just no way you can improve on it if you have no feedback.
Alicia Berrutti: (31:12)
Correct, yup. Well, in that tracking information, the goal of video specifically, this kind of video, right? The goal of like video for communication or we call it human centered communication. It's not to replace the phone call or the human contact. It's to either help you be more scalable. Like answering questions or responding to leads. But the goal there is to create an opportunity for more conversation. The goal is not the video is not the end into the conversation. Like if we talk about lead response, for example, if you've got a high volume of online leads coming in, some people's business works that way, right?
Alicia Berrutti: (31:52)
If you have a high volume of online leads coming in and that automated video is going out, introducing you to that lead for the first time. Ideally yes, you should be following up with every single lead that comes in personally with a phone call. But if you don't have that kind of time to follow up personally, with every single one of your leads, well, which lead would you rather follow up with? The one that watched your video two times or the one that didn't open your email?
Isaiah Colton: (32:21)
Alicia Berrutti: (32:22)
That's really important information.
Isaiah Colton: (32:25)
Yeah. I'm glad you... And that's a great segue because our message to our client base and anyone that's getting in our world is you need to go all in on video. And a lot of people don't know what that means, but I guess an action step that I would suggest for anybody coming off of this just to kind of summarize would be, is really put yourself in an environment to build your belief systems up, to make sure that you can rise to your goals, your actions and your thoughts and your beliefs rise to your goals. And I think that if these podcasts are helpful, if you're already in the Real Estate Nexus Community, engage, keep engaged, this is the kind of thing that we talk about, and tune in to Alicia and BombBomb.
Isaiah Colton: (33:13)
And some of the things that they're talking about because they're masters at it and they've been doing... Think about how many videos they've seen done and analytics and-
Alicia Berrutti: (33:22)
I've sent over 10,000 videos myself.
Isaiah Colton: (33:24)
Right. And I think that also too... Don't make it so big in your mind. Here's one thing when it comes to fear, what I, one of the things that I like to share, Alicia, is that your fear of not contributing, not becoming your best, not hitting your goals, and not making the commissions you need to make for yourself and your family should be bigger than your fear of video.
Alicia Berrutti: (33:51)
Isaiah Colton: (33:53)
Because there's always two fears, right?
Alicia Berrutti: (33:55)
Isaiah Colton: (33:55)
Like my fear is what drives me in anything that I do when I want to encounter these things. My biggest fear is I don't become the best version of myself I can be.
Alicia Berrutti: (34:05)
Isaiah Colton: (34:06)
And behind that, not being able to impact the world the way that I think that I want to impact the world, being able to achieve the goals, the income and all the other stuff that come with it, right? So anytime I'm hitting this wall and I feel that sense of fear come on, I'm like, "Okay, what fear do I want to live with right now?"
Alicia Berrutti: (34:25)
Isaiah Colton: (34:26)
Because it's there no matter what. And then within that, write a checklist of all the ways that you can use video. Alicia could probably go on for another hour of just going down through all the ways that you could use video. And I would say this just... Alicia, we talk about our business in the form of what we call Flywheel, where we break it down.
Isaiah Colton: (34:48)
And we look at the entire picture of how we communicate with our clients and how when you bring your marketing, your sales, and your service all underneath into one system, you can see a better picture of what you're actually doing to scale your company. And so within that, look at your lead generation efforts, how can video help you with your lead generation efforts, and just kind of jot notes down and saying like, "What are all the ways that I can use video there?" And then how about your lead follow up efforts or for those of you that using remarketing or database marketing or huge... That's what we do. Like-
Alicia Berrutti: (35:27)
Isaiah Colton: (35:28)
Your database marketing. Alicia mentioned it, the follow-up the lead comes in, sending a follow-up video immediately out, right? So building in little videos into your email and text drip campaigns, right? Like, looking at-
Alicia Berrutti: (35:48)
Building it into your past client communication.
Isaiah Colton: (35:50)
Right. Your past client communication follow-up systems. Like when you're... After you've met and you either got the contract or didn't get the contract, just learning and just remembering to communicate through video.
Isaiah Colton: (36:06)
So just think through all of the ways when you're trying to attract agents for team leaders, it applies to you, team leaders and brokers, you got to start using video to attract agents. So...
Alicia Berrutti: (36:18)
I love it for recruiting.
Isaiah Colton: (36:19)
Yeah. It's huge, man. Like, it's huge. So just what I would do is start, if you go all... Here's our message. Go all in on video, write down all the ways that you need to incorporate video, and make sure that's part of one of the strategic objectives in your business plan for 2022.
Alicia Berrutti: (36:36)
Isaiah Colton: (36:36)
Along with take a look at BombBomb. And so if you stayed to the end, I have a special offer. We're going to give you once this podcast goes live out there, where if you check out BombBomb, we're going to provide a link for you to check BombBomb. And if you do, I'm actually going to give you a free copy, okay, of my sales and marketing playbook, that's going to give you all the script and dialogues you need, not only with video, but text messaging, phone, any form of communication that you could possibly think of. And also an actual step-by-step marketing plan, okay? That you can start implementing video right away, okay? So this is what you're going to get for free.
Alicia Berrutti: (37:15)
That's a good gift.
Isaiah Colton: (37:16)
Yeah, it is. This normally I charged, the printed version I charge $97 for, in the digital version, we charge $27. So you're going to get this when you take a look and you decide to sign up the BombBomb, we'll make sure we get you this for our link. So Alicia, any words of wisdom? Any final thoughts before we wrap it up?
Alicia Berrutti: (37:38)
Yeah. My encouragement would be is that you can't eat the whole elephant at one time.
Isaiah Colton: (37:43)
Alicia Berrutti: (37:43)
So you got to, you have to start with one or two ideas and actually implement, right? Like if you are paying for online leads, that should be your first implementation because they're going to convert it at a higher rate. But I mean, you have to start with one place, and just do it, and then start expanding outward. But you know, as with, as with eating elephants one bite at a time.
Isaiah Colton: (38:05)
One at a time, that's right. I love it. I'm looking forward to speaking with you and in the future, we have a bootcamp coming up next month. Hopefully, we can coordinate a date and time for you to have to speak at our event. I know our audience is going to get so much from you. So I'm excited about that and thanks for taking the time to do the podcast here today.
Alicia Berrutti: (38:28)
Yeah. Thank you for having me.
Isaiah Colton: (38:30)