Episode Transcript
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Speaker 1 (00:00):
This is the Be the
Solution podcast and I'm your
host, maria Cuatrone, and todayI have Sandy McAlpine, and Sandy
is also a REMAX agent and hasbeen in the business.
My gosh, it's got to be acouple decades and she rocks it
(00:21):
in Myrtle Beach.
South Carolina Also has a teamin Lake Norman, is it Norman?
Speaker 2 (00:29):
Yeah, lake Norman,
north Carolina.
Speaker 1 (00:31):
Lake Norman.
So say the talk, Sandy Day.
She brings on new agents andtrains them from the ground up.
Sandy, you're a brave woman.
Speaker 2 (00:41):
Thank you so much.
Oh, man, I love your intro.
That was awesome.
I'm happy to be here.
Thanks for having me.
And yeah, I mean my passion isfor helping new agents.
I actually love working withagents that just got their
license.
Speaker 1 (00:57):
So 80% of the
industry fails within two years
they're out of the business.
So it leaves 13%, and thenthat's a whole other story about
what happens with those.
But let's focus on the 87% orlet's focus on the 13%.
What do you see with bringingnew agents into your company?
(01:20):
They make it two years.
What percentage don't make it?
They're done.
Speaker 2 (01:25):
I think two out of 10
.
Honestly, that's a real numberfor two.
Speaker 1 (01:31):
Two out of 10 make it
.
Yeah, Okay, so you know it'sinteresting.
Years ago, maybe 10 years ago,I had this crazy inclination
that if they were under mytutelage, that I would be able
to change that statistic.
Speaker 2 (01:52):
Well, it's like I
think we all have that like ego,
you know, like, oh, I'm goingto make everybody awesome like
me.
But a couple of things I'velearned is you know, we, you
have a certain amount of drivein you as a human.
You have a certain amount ofdrive, you have a certain amount
of work ethic and you you justthat, no matter what you do and
(02:16):
I'm literally trying to findpeople that have that inside
them, because you know realestate can be taught as a skill,
Because you know real estatecan be taught as a skill they
don't need to know real estate,but they have to have that work
ethic and that drive, Because ifthey, if they don't, they're
not going to make it.
Because you know, in ourindustry I mean, it's really
tough.
You have to work a lot of hoursin the beginning to set
(02:36):
yourself up as a new business.
Speaker 1 (02:42):
And I think you have
a lot of hours right now too,
Sandy.
I think you have to work a lotof hours right now too, Sandy.
Speaker 2 (02:46):
Huh, I think you have
to work a lot of hours.
Right now, oh yeah, I meanright now, we have to double the
calls, double the reach outs,double the attempts to our SOI,
even Not you know leads arebecoming.
You know, just, they'reignoring their phone.
Right, it's even harder to getpeople on the phone.
They don't want to answer calls.
So I think you know, justknowing that and knowing that,
(03:08):
you have to hire people to be onyour team that are aren't
afraid to reach out, to makehundreds of calls every week to
talk to their SOI and let themknow I'm in business, I'm a real
estate agent, so they can't beshy.
I mean, I've had introvertedpeople and it's really
interesting when you're hiringpeople.
They want it so bad when agentsare interviewing for the role
(03:32):
and they go and they get theirlicense.
A lot of times I notice theyget it for the wrong reasons and
their actions of what we docompletely false.
They think we just show homes,beautiful homes, we dress up
like HGTV and we we just get acontract every month.
It's just so easy, like peoplejust call us up and say I want
(03:53):
to list my house and there's noway.
Speaker 1 (03:55):
And what they don't
know is it's so competitive?
Do you believe that that's whatthey believe?
I mean, I think there's aportion of that that they
believe, but do they reallybelieve that somebody's just
going to call you in the phone?
Speaker 2 (04:06):
yeah, or that they're
going to make.
You know 50 calls and 25 peopleare going to answer and I can I
hear someone in an interview sobadly I can tell them how
horrible their days might look.
I can try my darndest to talkthem out of even doing it and
going back to their corporatejob and they will look me
(04:28):
straight in the face and they'llbe like I want this so bad.
I talk I've got my license, I'mso excited.
And then, about two to sixmonths in, they're like I oh, I
had no idea.
And I'm like I told you thiswas exactly what it was going to
be like.
I said it straight to your face.
I think they are ignoring youLike they're just so excited
They'll say yes to anything,they'll agree to anything.
(04:49):
They see money.
I don't know what people out inthe world make it look like
real estate agents are likedripping in money and running
around driving in Mercedes oryou know.
I don't know.
I don't understand why peoplethink that every I mean the
(05:10):
average agent makes $40,000.
Speaker 1 (05:13):
That's right.
The average agent makes $40,000.
I mean, that's what?
Speaker 2 (05:17):
everyone has to live
on, you know.
Speaker 1 (05:19):
You can't buy a house
.
Speaker 2 (05:20):
With a $40,000 income
you can't even be a homeowner.
Some of the agents I bring onhave never bought a home before
$40,000 is what really what mostpeople make.
Speaker 1 (05:32):
I mean to be in if
you're in the top.
Unless you're in the top, 5%,but basically 95% of the
business on the list side anywayis done by 5%.
Yeah, I saw something the otherday.
Sandy, Maybe you might findthis interesting because you do
(05:55):
work with new agents.
I think it's important thatpeople really know what do you
tell somebody their scheduleshould be, Because mine's pretty
tough.
Speaker 2 (06:05):
Well, I think that's
part of it.
I get a lot of calls frompeople who cannot quit their
full-time job and they got theirlicense and they want to quit
their full-time job.
Most of them hate whateverthey're doing, whatever that is,
and they want to quit theirfull-time job and they want to
(06:26):
like roll into real estate, butthey need to replace the income
first or they need to make somemoney in real estate to show
their spouse that, hey, I can dothis so I can quit my other job
.
And they're lying there.
In lies the problem and I haveto tell them you will be working
at your full-time job and thenyou will also working at your
full-time job and then you willalso be working a full-time real
(06:47):
estate job and you will beworking four to six hours a day
on minimum on your real estatebusiness, including weekends,
and you're going to be doingopen houses and you're going to
be making calls and you're goingto be catching up on paperwork
every waking hour.
So you will be working 12 to 16hour days and I and I tell them
if your other job is notflexible, forget it, because
(07:08):
you're going to have to leaveyour other job to get to
inspection, to meet someone, toshow a house at three o'clock.
You need to have like getawayis what I call it.
You have to have some kind ofjob that's flexible.
I don't care how much staff yousay you think you can hire.
There's no way.
It used to be that you could doit in our business, but in my
area there was only 7,000 agentsat the time and we had 40,000
(07:32):
listings or whatever.
It's different now.
We have 20,000 agents in ourMLS.
There's plenty of agents thatare willing to jump when someone
snaps.
So you have to be on it and Iend up you you know finding out
can they do this other job?
Because you know otherwise, ifthey're not working another job,
(07:52):
they need to be on.
We have huddles at 8 am.
They need to be on huddle.
They need to be making theircalls.
They need to spend theafternoon showing appointments
and how do you spend your?
Speaker 1 (08:03):
how's a day 30?
What do you do in your 8amhuddle?
Speaker 2 (08:06):
So we discuss what's
going on in the industry.
I don't do a weekly teammeeting in person, since my team
is spread out.
We do an 8am huddle and it'severy week and we talk about
what what's happening in theteam, how many contracts are we,
do we have?
We I absolutely people out onstuff they are doing or not
doing, right I?
(08:27):
We talk about wins, we talkabout people that are doing the
right things.
We celebrate those folks thatare.
I mean, I have a girl on myteam that just turned in her
10th contract for this year andshe has two children and she's
very, very busy mom and she'sable to turn in 10 contracts,
right.
So we celebrate that.
(08:48):
We celebrate people who aren'tshowing up.
We are with that.
But we talk about people thataren't showing up and we say you
know this person isn't showingup and look what's happening, it
directly correlate the businesswith their activities, right.
So we kind of kind of like showthat.
We talk about that a lot on thecalls, about how your activity
(09:11):
matches, how much business comesin for you, and we talk about
you know compliance and hey, I'm, I'm the first, so I have to
talk about you know paperwork.
I'm not seeing paperwork.
I'm seeing like things that Isee happening.
That shouldn't be.
So there's just, you know,quite a few little things here
and there that we talk about,but I think it's just very
(09:32):
typical of a old school stylebrokerage meeting.
How you know, we used to haveit when we showed up in person,
but we're all on a zoom callwith our coffee, you know, early
in the morning so you mentionedsomething I'll go back for
about working in a good job.
Speaker 1 (09:52):
It was interesting
when I started in the industry I
was in radio sales, meaning Isold airtime for a group of
radio stations here inPhiladelphia and I got my
license and I was doing both.
And the reason I could do bothis because I was in sales.
(10:14):
So I could be on my way to meeta client to sell airtime, to
having lunch with them orwhatever, going to their office
and I would be talking to abuyer or seller on the phone in
the car and I basically workedfrom I don't know, eight to
(10:35):
eight or eight to nine orwhatever.
It was Monday to Friday, andthen Saturday and Sunday, all
day real estate.
And this was in 2004.
So it was different in 2004 aswell, because there wasn't
DocuSign.
You had to drop off agreementsof sale in the packet with the
(10:56):
check.
People came into the office tosign documents, or you went to
their house documents or youwent to their house.
You know we didn't have as manytools to make things easier as
we do now, so it really was anenormous amount of hours and you
(11:17):
know I knew within that firstbeginning of it I did.
I started in my first startedin march, my first closing was
at the end of march and I did 17sides while working full-time
at the other job that's amazingyeah, my other career.
It was a career I was there for.
I was in the industry for 11years, but it was a you know.
(11:40):
People say, uh, you see all theglory but you don't know the
story.
So it was 11 years.
But that's how I learned how tocommunicate with people and I
worked with business owners.
So you had to learn and I'masking them for their
hard-earned money to grow theirbusiness by utilizing radio as a
(12:02):
medium.
It's not like buying a houseEverybody has to sleep somewhere
.
So you like buying a houseEverybody has to sleep somewhere
.
So you can buy a house.
You're going to rent anapartment, you can live in, I
guess, your mom's basement, buteverybody has to sleep somewhere
.
So everybody at some point canbe a client.
It's different.
Actually, selling real estateis a lot easier than selling
(12:24):
radio advertising.
Speaker 2 (12:25):
Well, you described
how I got into the business.
Exactly the same as you andeven during the recession I had
to go back and get a job and Imean I had to be there at 730
and I had ways where I couldleave and I would go show homes
in the lunch breaks and here andthere and go to inspections and
(12:46):
I had to drop off checks and dopaperwork in person.
We had a fax machine.
I used to fax from my other joband um and I used to work until
like 11 o'clock at nightbecause I was writing offers and
doing my paperwork and tryingto keep up with my database and
doing mailers from my kitchentable.
On the weekends I missedweddings, I missed kids'
(13:11):
birthday parties, I missed onthe lake with my friends
everything because I had clientsand I was Wanted to make that
transition.
Speaker 1 (13:20):
I'm getting ahead.
So what does it look like forsomebody to make that transition
?
I mean, I think in this day andage it's almost impossible to
be a part time agent.
Speaker 2 (13:32):
Yeah, it's.
It's really hard.
I think a couple.
There's a recipe for it andwhat I would say is you, if
you're an entrepreneur and youhave another type of business
that you own like you have abusiness like pressure washing
or cleaning business, or I havesome folks on my team that run
(13:56):
CBD stores that they own withpartners If you are an owner of
a business and you are superflexible and you can run your
business on the fly and be onphone calls in your car and go
to different locations andyou're not sitting in a cube, I
think right now those are someof the best agents on my team
because they're doing.
They brought on real estate asan additional vehicle for wealth
(14:20):
because they need to fund theirother business or they need
real estate as an additionalstream because their business is
a roller coaster.
It's not.
You know, a lot of businessessmall, hurting right now for
whatever reason inflation,economy and so they have used
real estate as a vehicle forpaying their bills and creating
(14:44):
additional income and actually,believe it or not, the
entrepreneurs and the businessowners sell the same amount of
transactions, if not more, thanagents on my team that are just
full time that have the entireeight hour day and what I've
watched is they've squished it.
They've made themselvesextremely efficient, right and
(15:06):
they're not high-pricing.
Speaker 1 (15:07):
Sandy, most people
that say they're full-time in
real estate are not full-time inreal estate.
They do not actually doactivity that is a full-time.
Let's say that that person saysthey're full-time and they
worked a real full-time nine tofive.
They'd be fired.
Speaker 2 (15:24):
Person says they're
full-time and they worked a real
full-time nine to five, they'dbe fired absolutely bad.
People sitting on a corporatedesk, though, don't work the
eight hours either.
They're eating lunch, gossiping, standing by the coffee machine
.
You know, people at corporatedon't even work four to six
hours.
Speaker 1 (15:37):
They spend a lot of
time.
Just let's pretend they work achop rate or giant whatever, and
they have to actually do workbecause they're standing at a
cashier Right or when they'rejust bored.
There are people that actuallystill have to work their shift.
Yeah.
Speaker 2 (15:56):
People like at Amazon
warehouses.
Speaker 1 (15:58):
Yeah, they're holding
packages, they're holding
garbage, whatever.
I mean.
There are a lot of hardworkingpeople out there, but the
majority of people waste most oftheir day A good portion 30%.
Speaker 2 (16:14):
I have a guy he's
brand new, he called me and he's
looking to join a firm and heworks at the Amazon company and
I think he's in the warehouseand he works all night long.
He's in the night shift andhe's willing.
He wants to do real estate sobad, he's willing to work all
(16:35):
day as well and only get a fewhours of sleep.
So those are the types ofpeople that I think will make it
is all or nothing attitudes,and people that are willing to
accept technology to beefficient, put every app on
their phone, like docusign, likewe were talking to you earlier,
(16:55):
the different technologies andthe apps that we can use to, you
know, have our time be moreefficiently used, or even people
that are willing to.
I think you know the team aspectworks in some respects.
Some teams not all, they'rewilling to take on part timers,
but some teams are able to makehelp the person be more
(17:17):
efficient for a healthy splitright.
So the team has admins andtransaction coordinators and
leads coming in, flowing in, sothat these agents don't have
quite the amount of expensescoming on as a new business and
they're able to transact andthey're able to have a lot of
support and help.
So that's why I think some newagents work better on teams than
(17:39):
trying to do it themselves.
Cause I, it took almost twoyears to get inbound business as
a solo agent brand new with no,no team.
I mean I had to go out and getbusiness right.
I had to go out and find it andget it for myself, but it was
like it was literally two yearswhen someone just called me up
on the phone and said I wouldlike to hire you Like branding
(18:00):
marketing.
It took that long.
Speaker 1 (18:02):
It takes at least
that long.
Now probably even more, becausethere's so much clutter,
there's so many things coming atpeople on a daily basis.
You really got to be able tocut through that clutter.
But I wanted to ask you aboutyour online leads.
You had mentioned that that'ssomething that you you and team
(18:22):
excel at.
Speaker 2 (18:24):
So with zillow, and
then realtorcom, we do zillow
flex realtor, we do and we doheavy google pay-per-click, and
that that's where, if someonewas searching online and they
said I want a home inMooresville, north Carolina,
then our ads would pop up aresponsored.
Speaker 1 (18:43):
So is this heavy
buyer-driven or listings?
Speaker 2 (18:47):
Yeah, we're about 70%
buyer-driven.
But the way that I look at itis this is a long journey of a
career.
But the way that I look at itis this is a long journey of a
career and all of those buyersend up selling, as long as we
keep post-closing follow up.
We do a great job withpost-closing follow up.
They will use us to list in thenext two to six years on
(19:08):
average and we'll sell themanother house so that one
transaction ends up turning intoseveral transactions if we do
the right post-closing follow-up.
Speaker 1 (19:18):
So, from what I hear,
the conversion on online leads
is around 2%.
That's a lot of calls, a lot ofcalls, a lot of touches to get
that 2%.
Speaker 2 (19:35):
It's probably less
than that.
It's probably like 1%.
But I would say there's acouple levers that we've pulled.
One, we're a Zillow Flex team,so those are actually.
We're paying a heavy split toZillow as a referral partner and
those are converting at 10, 11%because the person is on the
(19:56):
line being transferred.
There has been a VA that hasalready done that work or the
person lit called the Zillowline and what is ready.
They're like more ready in thefunnel, so we're not having to
do the heavy lifting.
They're basically at the top ofthe funnel.
Those people, we're justgetting a call on the line with
(20:16):
the guy from Zillow hey, this isAlex, I've got a lead for you
and they're on the other line.
And our first question is whattime would you like to see 123
Main Street today?
So we practice ALM, so we havehigh conversion practices that
we train on heavy, where Zillowspent millions of dollars, and
they have AI technologylistening to phone calls going
(20:38):
back to 2010.
And so they know what we shouldbe saying and how we should be
saying it to convert at thehighest level.
So, ALM is appointment, location, motivation, and then there's
some bonus questions.
So we mainly ask questions theentire phone call.
We're not telling anythingabout the property, we're not
(20:59):
looking at the property, we'renot asking you know anything,
anything except trying to setthe appointment, asking them
about other homes that theywould like to see what areas
they're looking for and why arethey moving.
All the questions about why arethey moving, when are they
moving, who's moving, www, allthe all the motivation questions
(21:20):
and I do think Absolutely, itshould be question based.
That helps you without having tomake without having to make so
many outbound calls.
Now the Google pay-per-clickssome of them are Google LSA,
which is Google local serviceads, and or Google my business
is now I think what they'recalling it.
Those are also calls, so youhave to have a huge Google
(21:43):
presence and spend money withGoogle.
That way.
You have to have a lot ofreviews, so we spent years
trying to get five you know allof our clients to review us, and
so we do get calls that way andthose are also top of the
funnel.
And then, lastly, the Googlepay-per-click leads the way that
I've done it to get the betterleads and not the trash leads
(22:03):
like what you were talking about.
The 1% leads is I havesponsored ads and they go on to
look at homes and they'reclicking around, and a lot of
real estate companies wantanybody with a warm body and an
email and a phone to fill outthe form.
They put you through a funnelsystem and they want you to fill
(22:25):
out the form, even if it's anaccident or these people just
want to see a next photo orsomething.
We don't get those leads.
We don't want those leads.
We want people who are actuallyinterested in transacting.
So my form is 10 questions long.
It's do you, are you an agent?
Have you?
Are you pre-approved?
What?
How many bedrooms Do you needto sell before buying?
(22:47):
There are so many questions andif they don't fill out the whole
form, if they click off early,that's called a partial.
I don't want it so I do nothave delivered partials.
I only get full form fills.
And these are people at thebottom.
It says you're opting in togetting texts and called from
this team and it they agreeeverything, they check the box
(23:09):
and they click submit.
So we get a lot of greatinformation with the lead that
we get and then we just have tofollow up and follow the answer.
And again, it's probably 22 to23 times contact attempts till
we get in touch on average,because it's 40 for some and 10
(23:30):
for others.
When someone puts in the lead,if you don't call them within
the first five minutes, you nowhave to catch them after work or
on their lunch break or on aweekend.
It gets significantly harder astime goes by after they put the
lead in.
Speaker 1 (23:45):
And it's also oh, no,
no, you have five minutes, and
then your chances within minutesdecrease by like a thousand
percent.
Speaker 2 (23:54):
Yeah, and then you're
just chasing them, trying to
get them to answer and a lot oftimes you know real estate's
finicky People are actuallydoing their research 12 to 18
months out.
They might be a year out frombuying.
Most people that I do listingappointments are like six months
out from selling.
Even so, they just are doingtheir research.
(24:16):
They're interviewing agents.
They want to look at a coupleof homes to see what they can
get for their money, and so it'sabsolutely not a waste of time
to try to meet with them, evenif they're not quite ready.
So we can look at some vacanthomes we can look at.
We can just go to do a buyerconsult meeting, which I don't
know how we got away from doingthose.
I love doing a buyer consult.
I like I can take them toStarbucks and buy their coffee.
(24:38):
So we're going back to that.
We're going back to doing a lotof buyer consults with new
leads and I mean we converted amuch higher rate than if we were
to buy a bunch of trash leadsfor sure Takes a lot of energy
and enthusiasm to do thisbusiness, sandy, yes, a lot of
(24:59):
energy and enthusiasm.
Speaker 1 (25:01):
What are you seeing
in today's market?
How can?
Speaker 2 (25:04):
how can Wow?
So I do think, because of theinternet and the availability of
information on Google and nowalso Reels and Instagram, tiktok
and Facebook and I think a lotof agents are having to be more
present online and able to showup on Google and show up on all
(25:27):
these platforms social mediasites and be present and also
show their worth and show theirknowledge, because I do believe
that's how people are startingto choose their agent.
They're not as loyal.
So I can't just assume, becauseI'm mailing Christmas cards and
calling my SOI every couplemonths and sending them a
(25:49):
birthday card, I can't justassume they're going to use me
anymore because they're beingunindated with all of these
other you know, social siteswith realtors and they're
meeting realtors in their foot,their circles, groups, and
there's just so many.
There's there's like three orfour times the real estate
agents than there was when I gotinto this business.
(26:10):
So it's ever, you know.
I think for agents to besuccessful, you have to be
present.
You have to make double andtriple the calls.
If that means inviting your SOIto lunch and coffee to get in
front of them, that's what youhave to do.
I didn't used to have to dothat I just saw my SOI
everywhere, but now I don't, andI have to make double the
(26:30):
effort to make sure that theydon't use someone else, right?
I mean, that's kind of the goal.
Once you're in this businessfor a couple of decades like you
, you know yourself myself.
You have to keep your clientsclose right.
They see you've already spent alot of money on trying to keep
them in post-closing follow-up,and I think that's some you know
(26:50):
.
For new agents to win at this,they need to stay in front of
everyone even more.
Speaker 1 (26:55):
Always have to be top
of mind and we have this little
thing over here, magically, youcould do a lot of stuff with,
regardless of where you are.
So this is our friend and weare so lucky to have this little
thing because it makes our lifea lot easier.
As we make a little video, takea picture, we post it on social
(27:18):
, we put some music behind it.
I'm not really that great atall that stuff, but I try.
I'll take a little picture.
Now you smile.
Yep, I'm a dork.
Okay.
So, sandy, I get two questionsfor you before we wrap it up
today.
Number one what is your guiltypleasure?
Oh gosh, I have more than one,you can tell whatever one you
(27:40):
want.
Speaker 2 (27:40):
I would say I love
red wine, cabernet.
I love Cabernet.
Mmm red wine.
If it has to be a food, it'd beCabernet.
It could be whatever you want.
It could be whatever you want.
If it's not a food, it'd becavern, whatever you want.
It could be whatever you want.
If it's not a food, it would bethe sun.
I love the sun.
I could be out in the sun allday.
Speaker 1 (28:00):
I like the sun too.
I like the summer here becauseit's nice.
Okay, number two what are youmost excited about for your
personal future?
Speaker 2 (28:12):
no kids, no husband,
whatever you, just you oh gosh,
that's good um, I want to wintennis nationals one day for my,
for my level that's excitingyeah, I want to.
I've been close, I've been withthe team and gone all the way
to sectionals.
(28:33):
Yeah, I want to.
I've been close, I've been witha team and gone all the way to
sectionals and we were secondplace.
If you're not, you're lastright.
Speaker 1 (28:41):
So I get a.
If you can, if you can believeit, you can achieve it.
Yeah, If you can see it and youbelieve it, you can achieve it.
Speaker 2 (28:54):
So you see it and you
believe it, you can achieve it.
Speaker 1 (28:55):
So exactly, you see
it, you know.
You just imagine it's alreadyhappened because it has
somewhere in some other otheruniverse.
We're in.
Speaker 2 (29:01):
I'm gonna channel my
inner, serena williams, you
gotta show up who you want heyright, she's the guy yeah, you,
you create a totem.
Speaker 1 (29:10):
who is is my?
Who am I?
What's my superpower?
Like my super person, whateverSuper you know?
Some people would say they go,they have this, um, when they
are playing a sport, they becomesomebody else.
That's how Kobe Bryant becameblack mama and Beyonce has um,
(29:32):
sasha, whatever it.
Beyonce has Sasha, whatever itis, sasha something.
Speaker 2 (29:36):
Fierce.
Speaker 1 (29:37):
Yeah, yeah, yeah,
that's where it came from.
There's a book about it.
It's pretty good, but puttingyourself, once you get into that
you're no longer Sandy, you'reSandy Superwoman, something.
Whatever you want to make it,you take on that.
(29:58):
It's been great having youtoday, sandy, and what a great
conversation.
Congratulations on you and yourteam.
Success and look forward tohearing from you at the end of
the year and see how things areoh, awesome.
Speaker 2 (30:11):
Thank you so much for
having me, my pleasure.