May 26, 2025 • 51 mins
Finding new customers remains one of the biggest challenges for Rent-to-Own businesses. While many stores focus on reactivating inactive customers or working through paid-out lists, there's a powerful channel that's often overlooked: Facebook marketing.
Marketing expert Jeraud Norman joins host Pete Shau to reveal how Facebook's "interruption-based" marketing creates opportunities that Google's "intent-based" approach simply can't match. Instead of waiting for customers to search for your products, Facebook allows you to appear regularly in their feeds, creating awareness and staying top-of-mind for when they need your services.
"Facebook is basically like the radio, but with visuals," Jeraud explains, highlighting how this consistent presence trains potential customers to think of your business first. Through authentic video content featuring real team members, RTO businesses can create personal connections with prospects before they ever walk through the door. This "know, like, and trust" effect significantly increases conversion rates and puts you miles ahead of competitors.
The most surprising insight? You don't need professional equipment or polished scripts. In fact, authentic smartphone videos often outperform expensive, corporate-style productions. The focus should be on showing your real personality and creating genuine connections with potential customers. Minor blunders or imperfections actually make you more relatable and trustworthy.
Ready to bring fresh blood to your RTO business? Discover how Facebook marketing could transform your customer acquisition strategy and drive substantial growth for your store.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello and welcome to the RTO Show.
I'm your host, Pete Schell.
Today you guys are probablygoing to know exactly who I'm
talking about.
Normally I say it the other way.
I say you probably might notknow, but I think everybody
knows who Gerard Norman is,especially because you're a huge
part of this show.
You're a great sponsor and wedo appreciate that.
But today we're talking aboutsomething that we haven't talked
about, I don't think, in anyother podcast episode, and that
(00:23):
is new blood, because we'vetalked about it and you guys
know it.
You guys know I have Gerard onhere because we say the same
thing all the time we arelooking for that customer, we
are looking to put down and growour ranks, but where do we do
it?
We usually do it on theinactive list, on the paid out
list, on the EPO list, and thenevery so often we go knocking on
(00:45):
doors and something like that.
Well, let's talk with Gerardand say how do we get them in
here?
Gerard, you know a lot aboutthis subject.
You know a lot about what'sgoing on in the space outside of
Rent to Own and how to bring inthat new blood.
How do we do that?
Speaker 2 (00:59):
Man.
First of all, appreciate theintroduction, pete, it's always
a pleasure getting to speak withyou and spend time with you in
real life, even though we can'tdo this in person now.
But yeah, so how do we get newpeople in?
There's a lot of differentthings you can do at marketing,
so first thing I would like topreference on is the way I say
to do it isn't the only way todo it, it's just the way that
(01:20):
I've been doing it to helppeople.
So I don't do Google.
There's some great people thatdo Google.
You had Ryan Kras on Greatpeople, great team over at Wild
Brands.
So shout out to them.
They can do a great job for you.
If you're not already workingwith them, you got the market.
But the way that I specializein is helping people with
Facebook and Instagram ads.
(01:41):
Then we can do some YouTube aswell.
And what I like to say aboutGoogle is it's definitely a
necessary thing that you got tohave right, but when you're
doing Google, it's moreintent-based.
So, yeah, if someone goesonline and does one of those
search key terms that you guysmight set up rent, furniture or
whatever the word is I don'teven know what the keywords
these guys are searching for,because I don't do search-based
(02:01):
marketing.
But a guy like Ryan, or evenyou, pete, would know you guys
are competing with other folksto show up as one of the first
few results, right, and that'sgreat, absolutely yeah.
So when people do that, theycome through, right.
But how many people areactually searching that?
So when they search, there'sintent, which is supposed to
mean that they're closer tomaking a buying decision.
(02:24):
Sometimes it is, sometimes itisn't.
The difference is, when you doFacebook, I consider that
interruption-based marketing.
So, yeah, they didn't searchfor it.
But if I show up with somethingthat they want and I can grab
their attention and they saythey want that, it might be
something they've been thinkingabout and just haven't searched
about it yet.
Like I bought a new car lastJune and I've been wanting to
(02:44):
buy a new car for some time.
I was just I don't know, itjust wasn't a priority until my
son got on me, so I wasn'tsearching for a new car.
But if the ad shows up andkeeps creating not necessarily
creating that desire, becausethe desire already has to be
there it's just to remind me,interrupt me, of the thing that
I want.
Now it's like okay, well, I seenthat this new couch or I seen
(03:05):
this dinette, whatever it isthat you guys top seller is.
They give you their informationand then, once they give you
the information, you can have aconversation with them.
So that's a way that we've beenhelping out rent to own for,
I'd say, over four years now.
Started off working withpremier dealers.
We work with some buddy stores,work with some errand stores I
don't know if we ran ads forthem, but buddies, premier, in
(03:27):
addition to like, we're workingwith American Rental.
Shout out to Justin Burns andMr David Davis.
Speaker 1 (03:32):
We love Justin and David, david, great guys.
I love talking to Justinbecause when I talk to Justin
Burns, he actually understandswhat I'm saying.
When I'm talking about amarketing piece, when I'm
talking about the productionvalue of it, what I'm going
after Justin gets it, just likeRyan Krasick.
He said he understands it.
So what it sounds like you'resaying is basically, we are in
the spaces that customers are atall the time, and the idea is
(03:55):
to give them that reminder pieceso that when the thought comes
up, this is the first thing thatthey think of.
So, instead of saying I'm goingto Google something and get
this on my first search, whatI'm going to do is put it in
their mindset.
So the first thing that I'mthinking about when I'm thinking
about furniture, when I'mthinking about rentals, when I'm
thinking about home applianceswait a minute, I've seen that ad
from this rental owned companycover up quite a few times.
That's probably where I'm goingto check first.
Speaker 2 (04:18):
Exactly, exactly Now, then I'm giving you guys a
secret sauce.
Like my whole thing is givevalue.
Value is created after theexperience.
So I'm going to, I can tell youexactly what I do and I,
granted, am I going to walk youright through the Facebook ads
manager right now?
No, but at the end, if youreach out, I'll give you my free
course.
You can do it yourself If youdon't want to pay me or pay
somebody else, and I'll behonest, in this industry there's
(04:38):
no one else that's going to doit.
Same way I feel about, you know, ryan doing his Google ads.
I can't do it like him.
Just going to be honest withyou guys, and if you don't like
that kind of confidence, then Idon't know what to tell you and
I'm just telling you.
Speaker 1 (04:50):
Well, you know, it's funny because I just saw I just
saw something, you know that Voxput out and said the same thing
.
Sometimes, when you'readdressing a situation, you
might come across people whoare't I don't exactly jive with
that, or it's not the same thing.
Here's the difference.
If I'm not telling yousomething that's wrong, or I'm
being offensive, or I'm tellingyou something completely off
(05:10):
color, then it just might bethat I have a different view
than you are, and maybe it'ssomething that you're not doing
that maybe you should check.
It doesn't mean that we're hereto bump heads, but I definitely
want to.
I don't want the yes peoplearound me.
I want somebody who wants tochallenge my view.
Now, does that mean that I'mgoing to completely take their
word for it and go with?
That doesn't mean that, butthat means hold on.
Are they onto something thatI'm not onto?
(05:32):
Do they know something that Idon't?
And if I correct some of thethings that I'm doing, or if I
change some of the things thatI'm doing, am I going to this
that they're describing?
And I think that's exactly whatwe're talking about here, guys
is I mean, there's always thattimeframe where you do what you
do because you know how to do it.
But you also have to understandthat that timeframe has
elasticity and every once in awhile you're going to start
(05:53):
reaching those borders where youhave to change.
You're going to have to bringin something different,
different ideas, differentmarketing types and literally
different viewpoints fromeverything.
Because, like you said, ryan isgoing for somebody who's
already in the market lookingnow, this is that future setup
and how important is that?
To start reaching out to peoplenow so that when they do have
(06:14):
that need, they're already yourcustomer.
Speaker 2 (06:18):
I think that's huge.
Right Because Facebook istwofold.
Right Because one is, like yousaid, if you're getting in front
of them and staying in front ofthem.
It's so cheap to do and we allhave this right, no matter, oh,
it's funny enough, someone'scalling my phone, I'll let them
know, but we always have that infront of us, right?
So guys are on Facebook,instagram, sometimes LinkedIn.
They're always there, so if youcan show up where they're
(06:38):
already at, you can grab theirattention.
That's one thing.
The second thing is there'smultiple ads you can run.
You can run people to yourwebsite, which, in all honesty,
I don't really suggest that alot, especially with Facebook,
because you can get a lot ofpeople there and a lot of times
the website's not going toconvert at a high rate, but it's
still a good option.
What we do is we do what we calllead forms on Facebook and you
(06:59):
can send them to a landing page,which is cool, and the
difference between a landingpage and a website.
Website is like we said if wewent to you're with Buddies, so
we'll use you.
Guys, for example, went tobuddiescom.
That's a website.
There's so many tabs, there'sso many of this.
People can get lost there,especially if they don't have
the time.
Like, how many?
If you go to your Safari oryour Chrome, how many window
(07:31):
tabs do you have that you meantto get back to in your phone?
Let's not talk about that,gerard.
I have quite a few, me too,right, and with Google Chrome
now they inactivate them after30 days.
So then you got another windowwith a whole bunch of stuff.
But then if you do a lead formor a landing page, landing page
is basically, and one thing withRent to Own 2 is stop trying to
sell the whole store all thetime Kind of focus on a product.
That's something that I've beentalking about for a while and
the guys who do it.
I feel like they get a lot outof it.
But let's say we're focusing onfurniture, you guys, for
(07:51):
example, there was a guy Iworked with and I don't know if
you want me to say his name, sohe's a buddy's guy.
We'll just leave it at that.
Your first campaigns they didwas recliners.
I think it was his father's daylast year and the whole thing
was focused on recliners.
He had bought a ton ofrecliners and I'm not saying we
did all of the work selling themright.
Obviously like I'm not going totake credit for his whole
(08:12):
campaign, but we both agreedthat the campaign was very
successful in helping him sell alot of recliners.
So let's say, if we had alanding page, versus sending
people to buddies where there'severything on, that landing page
is literally just about therecliner deal.
Or if we use the Facebook leadform, which allows people to
make a landing page withouthaving to have tech skills, it's
the same thing.
They saw an ad about therecliners, they saw the deal,
(08:36):
they land on the spot.
It's just to remind them thatthey're in the right place.
You get their information andyou call them up Right and I
think sometimes, if anythingwith Facebook, I think that's
the most challenging part forpeople.
But it's not just rent to own isfollowing up with leads.
Everybody says they do it, buteverybody doesn't and majority
of people just aren't good at it.
(08:57):
They need to be trained.
There's an art to texting.
It's not a hard art, but it isan art to texting.
There is an art to justfollowing up.
When a new lead comes in, doyou wait or do you pick up the
phone and call right away.
So that's a whole, nother partto it.
But yeah, like streamline theprocess, video, which is part of
the secret sauce.
I show people how to createvideos literally just with your
(09:21):
cell phone.
You don't have to have aCoca-Cola type situation.
Speaker 1 (09:24):
Plus.
Isn't that the thing, though?
Lately I've noticed that Gerardtell me if I'm wrong we have
had for so long and I hate usingthe words legacy media, but
these big productions wheresomebody has a $50,000 camera
and they're in front of all thisstuff and we've got to hire
actors and extras and all thisstuff, and then the content is
slowly creeped down to yourFacebook reels.
(09:46):
You've got your YouTube reels,you've got TikTok, you've got
Instagram, where everything isdone with some really good
cameras, but they're all cellphones and you have the ability
to not only edit it on the phone, but you can make some really
good looking content that's verydirectly driven to the
(10:06):
customers you're trying to reachin a short amount of a time and
they actually hold more valueto the person that's watching
than these big productions thatcost $200,000.
I mean, it's crazy.
It's funny.
You mentioned that because Iknow that a lot of the content
that we've been trying to dotruthfully this is something
that I've been trying to teachand a lot of what we call it is
shotgun sales.
(10:27):
Right, we point at a certainthing, we want customers from
here or there, we pull thetrigger and we see how much
spread we can get when the truthis, I think we need to close it
down to more sniper effect.
Like you said, let's dial intoone thing and sell that one
thing very well for a littlewhile and then change.
And that really helps when youhave things like things that
you're overstocked on things,and days like father's day,
(10:49):
mother's day, memorial day isusually a big mattress.
They say I don't know why thatis, but it's usually
traditionally a big mattresssale day and it's like how do I
focus in on those things and andand you're saying it.
That's just just dial into aone thing or a set of things and
display that as your primarygoal.
Is that kind of fair to say?
Speaker 2 (11:09):
Yeah, and I'm not saying you can't do the, because
what happens is everybodyfocuses on the deal.
So buddies may be running a $25six-month, same as cash.
Premier might be running adollar down.
American Rental could berunning $10.
I don't even know whatRent-A-Center is doing.
So to the customer it all soundsthe same, but then it's almost
(11:30):
like everybody's in a race tothe bottom.
And then it's like you guys,this whole business is built off
of forecasting and I think it'swild.
I mean, the business works,otherwise we wouldn't be here.
But you can give people freetime.
You'll deliver it, which I hatepaying for delivery.
So the fact like I boughtAshley furniture when my wife
was pregnant, my daughter'sthree.
Now, if I had known I couldhave got it delivered for free
(11:52):
and paid it off in the sameamount of time.
I didn't want to pay Ashleyanother $200 to deliver it and
stuff and bring it up, you know,right?
So it's almost like a race tothe bottom.
You guys give so much up frontto project what you would get,
and I think on average is 18, 18months or so, right?
So instead of being in a raceto the bottom, figure out what
people they start to fall inlove or it's like that whole no
(12:14):
like and trust thing.
They start to get to know you,like you.
It almost happens at the sametime and then trust is built.
It could be all in one video orit could just be multiple videos
(12:36):
showing up.
So when they come in and likeman Pete, and it's like you
don't even know this person, butyou're so cool, you get to be
more who you are without havingto get them to that level.
It's like you went from youknow you skip first base and
you're already on second slash,third base with this person and
if it doesn't work, it doesn'twork, but it just puts you in a
situation.
So when people feel like theyknow who you are before they
meet you, it gives you theadvantage.
(12:57):
So that's why I'm really big on.
Part of the secret sauce ofFacebook is videos of your
actual team.
Like you could do a good job ofdoing videos for all the stores
, no matter what brand they are,but tend to know you're not
there, they just know versus ifyou're in that market and they
see you and then what startshappening?
You start going around town andthat town that you're in and
(13:17):
people are just like hey, I sawyour video and they're not
always customers, but it's justlike that's a connection right
there and when they needsomething, you're now the guy
and it's so easy to do becauseit doesn't cost that much money,
not to mention, on top of that,if they didn't give you their
information.
There's a list of people thatdid give you their information,
that said they wanted something,and then that's when the
follow-up game shows up andthat's a whole news.
Speaker 1 (13:38):
Right, right.
Well, let me ask you a question.
In your opinion, you're doingmarketing.
You're solid in it.
Every day I see the things onthe Instagram posts.
I see that you're alwaysteaching and showing people how
to get ahead.
When you're talking about thedifference between staged and
realism, as far as yourmarketing concern is, how
critical is it, when you'redoing this Facebook marketing,
(13:58):
to not be as staged and to bemore realistic?
In your professional opinion,is it a huge difference between
how we, how we go from I want tostage this, I don't want to
know everything I'm saying and Igot to be right on point to
this is Pete, I'm selling youthis sofa.
This is Bob over here makingsome sales.
Call us today, we will get youhooked up.
If you don't know about it,we're going to sell you for free
(14:18):
.
We're going to get this done.
We're going to deliver you forfree.
We're going to do no credit.
Yada, yada, yada.
Come and see me.
How big is that transition fromlike I got to be you know, I
got to be reading in front of myteleprompter to let's just have
fun with it.
How big is that?
Speaker 2 (14:32):
Super important and again, that shows your levels
because you freestyle that onthe spot Now.
Granted, eventually you want toadvance, but I think it's
because you got to the key wordis social media.
People are supposed to besocial.
So what's more social?
You free flowing and themseeing what it's like.
Again, the value is createdafter the experience.
Right, and that's part of thereason I'm here is to give value
and you can experience and thenyou can decide you want
(14:53):
whatever.
Same thing when it comes to youguys.
So if they get an idea of whatit's really like to be around
you or be around your team, it'salmost like, well damn, I want
to be around those guys.
You might even have people justcoming in just because they
just want to be close to you,which you guys just want people
coming into the store.
So I think it's important toseem more social.
That doesn't mean that you don'tcreate a script.
(15:14):
We'll create scripts for peopleonly from the standpoint of
there's certain things when youdo an ad you want to do.
The one thing I tell peoplenever to do on social media ads,
especially if it's to a coldaudience, is tell people who you
are right out the gate, becauseno one really gives a damn.
They want you to.
You got to understand who youraudience is, what their problem
is, and then you offer them asolution.
(15:35):
And when you offer the solution, that's where you come into it
Like so it's like your problemis you need a new couch, yada,
yada, yada.
However, we go down that andlike oh, by the way, my name is
Pete, I'm down here at Buddiesand if you need some help, man,
I would love to help you, Atleast love to shake your hand,
whatever, whatever.
However, it goes no-transcript,because you think about it like
(16:13):
this If you did that video andI saw the ad and I wanted
something I lived in Florida Igive you my information.
If you call me and I don'tanswer, what?
If you call me and I don'tanswer, what that no like and
trust is allowing to build on ishey, pete, hit me up, not
buddies, hit me up who's buddies?
I don't even know who buddiesis.
Maybe I should know, but Idon't.
I don't know who any of theseguys are.
(16:34):
Company name wise, right, butPete hit me up.
I saw Pete in the video.
I like Pete.
It gives you a better chance ofincreasing your follow-up
percentages, because now they'resaying no to a guy they said
that they liked, versus just.
I mean, I can turn on anybody'sad and we call it doing
carousel.
We take your best performingpictures or products, put them
(16:56):
on Facebook and it's like theycan click five or six buttons
and then, just like, give usyour information.
We can get really good cost forleads on that, but the follow
up typically for those folks isa little bit harder because
there's no personalizationinvolved, right?
So I think it's super importantthe point that you made.
Speaker 1 (17:11):
Well, I love the idea when you said you know it's got
to be social because it'ssocial media.
Sometimes I forget about that.
Right, this is supposed to becontent from us and not the man
and I hate to say that but theman you know, the companies, the
broadcasters, the people whohave been doing this for years
and years and years.
It's social media.
When social media is from usand I tell people, sometimes
(17:32):
they're afraid, you know, likewhen we're making our little
skits or whatever we're doing,and they're like oh man, I said
it wrong and I got to do itright.
Hey, sometimes those gaffes makeit worth watching.
Sometimes those blunders, thoselittle things, they remind
people I'm human, you're human,I'm here to solve a need.
(17:53):
I don't need you to sellanything else crazy.
You have a need of this sofa.
I've got a sofa and, holy cow,I could get it to you for a
really good deal and it doesn'thave to be all scripted and yes,
sir, and no sir, and let's getthe right angles and let's just
do it.
How important is it whensomebody has it in their head
that they want to get somethingdone In your mind?
Is shooting from the hip almostlike the way to go, or is it
(18:13):
more like you should have it alittle bit more drafted?
Speaker 2 (18:17):
I like the shooting from the.
If you're confident enough toshoot from the hip, just do it
Because, again, it's the funPeople and that's why I like
video testimonials and stufflike that is because you can.
I mean, someone might benervous.
Let's say you weren't good onvideo and I got a testimonial
from you.
You might be nervous, but I getnervous people on video giving
me testimonials and it's like,oh, they were nervous.
(18:37):
You can just tell just by beingoutside watching it versus
someone sitting there making upsome stuff.
So by you being more freeflowing, I just think it allows
you to tap into that energy moreand people can pick up on it
and they want to be around that.
Because the way I see it too isand I'm not saying every rent to
own customer is someone who hashorrible credit and can't get
(18:58):
what they want but I would say alot of people that you serve
probably don't like where theywork, probably don't like the
people they're around and if youcan be the light in their day
versus you know, you know a lotof people don't like their boss.
So if they're at work and theydon't like their boss and I got
to talk like this I get off ofwork.
I don't want to deal withsomething like that and I got to
buy something.
I want someone who's going tobe real and show people, do
(19:20):
business with people they like.
So that's why, when people cometo the store, you guys close
percentages so high, especiallyfor a guy like you, because
you're personable and you knowhow to diagnose what they need
and listen without pressuringthem, and that's what they want,
and you don't talk like the manat work or the woman at work
and that comes across in the adstoo when you know if you're fun
, because a lot of it's reallyjust entertainment.
(19:42):
Grabbing attention isentertainment.
Now, does that mean you got toact like a clown?
No, there's all different formsof entertainment.
I mean scary movies, game ofThrones, comedy movies.
I don't watch scary movies atall, but get what I'm saying.
Like, whatever your jam is,there's entertainment comes in
so many different forms, so youhave to entertain, educate,
(20:03):
educate and then execute.
That's kind of what happens inan ad Grab their attention and
get them through the finish line, and then I mean it's like
clockwork man.
Speaker 1 (20:12):
With Facebook marketing now that it's become
so prevalent.
You know, before it was likethis is Google, now it's their
social media and now we'redialing in.
We're on Facebook.
When you're talking aboutsomebody who can really make
content versus somebody who'sjust new to the game.
They're starting out and theywant to get it done.
What are some hints that youcan say?
(20:34):
You know what, if you're new tothis, not somebody who's secure
and you know, I hate to say it,I've gotten a little better over
the years right, you know, andI'll just throw it out there I'd
be like hey, man, what is itgoing to take to earn your
business?
Cause I got a free lollipop inthe back and it's got your name
on it.
You know what I'm saying.
But people just get excitedabout that stuff because it
makes absolutely no sense.
But you know, because I've,I've, I've known that sometimes
(20:56):
we have those people who haven'tbeen.
They're not the salespeople yet,they haven't gotten there and
literally they're at the phone.
They're order takers.
They haven't gotten there yet,they're going to be, but they're
not there yet.
What would you say is hey, I'mgoing to start doing Facebook
marketing place.
Give me some of your new guys.
And this is something that wewould walk through to get the
mold broken, to get them outthere and say you know what this
(21:17):
is going to lead you a littlebit better to the land of making
sales and being personable onFacebook.
Speaker 2 (21:26):
I in sales and being personable on Facebook.
I like that.
That's a great question.
So, first thing is, thosepeople are really great to be on
video, as long as they'rewilling to try it like.
There's a thing about beingscared on video and I ran
through the same things you do.
You have like.
Even to this day, I've done somuch video.
I still don't like the way Ilook or sound on video, but it's
just like when you feel likeyou can bring value, no matter
what lane or walk of life you'rein, you have a duty to bring it
(21:48):
, and video is one of thefastest ways to get out there.
So if I got someone who's brandnew which a lot of times we're
training people all the peoplewe train were brand new and most
of them suck that video it'sjust, hey, shoot the video and
then let's take a look at ittogether.
You can't be the judge of yourown video because you're always
going to judge against it, right?
So that's the first thing.
Another thing that would help,too, is if you have multiple
(22:10):
people at once.
So when I first startedshooting video, it was back in
Vegas, like 2014, 2015.
It was a had a selfie stick andI looked like an idiot with my
friends.
It was a marketing.
It was a direct sales company,right?
So you know people call it apyramid scheme, whatever.
But they flew us out to Vegasand how.
One of the starts I got inmarketing was these guys in
(22:32):
Vegas came in and killed thecompany and they were using
internet marketing versus tryingto talk to everyone, and that
fascinated me, because I don'twant to talk to everyone.
If I'm being honest, I'mnaturally an introvert that
learned how to be extroverted.
So one of the guys was teachingus video and I just reconnected
with him, funny enough.
And so all the people fromVirginia Beach it was like five
(22:52):
of us we went out and waswalking around Vegas, had selfie
sticks and we were trying to dowhat he told us to do.
And because I was doing it hereand my buddy Don standing here
and my friend Cheryl standingthere, we all look stupid as
hell.
So it was like all right, cool,well, I don't look, I'm not by
myself.
So that's.
Another hack, too, is, if yougot people shooting video, have
them shoot it together in agroup, so that way they don't
feel so insecure, because Iunderstand what the insecure
(23:14):
feeling is like the first timeyou shoot it.
But if people can get past thatwithout it being in a group or
not, like shout out to my guyRick and Jasper, he started
shooting video and he didn'treally want to shoot it.
I wouldn't say he was liketotally against it, but he
didn't really want to shoot itand he just pulled through and
(23:35):
did it and man, he's phenomenalon video and it's still him
being himself and people justcome in and be like, oh, I saw
your video and he startedgetting creative with it.
Then he learned how to do somequick editing which doesn't take
long.
So as long as someone's nottotally against it, we can get
it done, but if they're totallyagainst it, it's okay.
What's really holding you back?
(23:56):
And then, if they're totallyagainst it and if that's what
you need as a store, are theytechnically the salesperson or
do they need to be in anothersituation?
They might be an order taker ifthey don't want to do it, which
, again, order takers can becomesalespeople, but they are not
salespeople in the moment.
Speaker 1 (24:10):
So I think that some people they get really confused,
right, because they get infront of the camera and if they
have that shy moment, I believethat they feel like they need to
look like you know a model or aBrad Pitt or every line has to
come out perfectly when you sayit and everything needs to be.
You know, the sun needs to comeup and the car needs to come
out and the explosion needs to.
As I'm walking up, theexplosion should go in my back
(24:31):
door and it's like you knowthey're always looking for this
perfection and it's like youknow part of sales is being so
relative to the situation.
I am just a human being that ishelping you out, doing the best
that I can to help you findownership in whatever product
that you need.
Period point blank that's theend of the story, and I love the
(24:52):
idea of having your friends init, or at least colleagues that
you see every day, because I cando some weird stuff.
But when I have somebody elsedoing weird stuff with me, it
just seems a little easier.
It just seems something thatcan be done.
I also like the idea of justshooting, because I can tell you
what.
There is paralysis throughanalysis, and I have seen that
so many times.
Well, what do I do?
How do I do it?
(25:12):
Well, I got to make this lookgood.
I've got to walk in.
I've got to be holding this.
I've got to say that, I've gotto be.
You know, it's $20 a week andall this man that sucker.
And see how you end up, and Ithink some people will be really
genuinely surprised at how wellthey do, because personality is
probably one of the biggestthings that's lacking out there
(25:34):
and I think, as we're scrollingup down, left, right, you're
looking for a personality inthere that stands out to you.
You're looking for that personthat doesn't match the 50 other
left swipes, right, swipes, upsdown.
But oh, wait a minute, why isthis one different?
Because maybe they're nottrying so hard.
Maybe they're just telling methey genuinely want me to be
able to own some stuff by goingto their shop, their store,
(25:58):
their furniture outlet and hey,get this, get that.
I'm going to rent to own you,I'm going to take care of you.
There's none of this stuffneeded and I can make it easy,
if that's the greatest term forit, but I love this.
So why Facebook marketing?
So, when you say Facebookmarketing, because this is
something that you excel at.
What made you decide Facebookmarketing is the place where I'm
(26:19):
going to put myself and mybusiness at.
To give those constantreminders as the situation moves
up and go hey, you know what.
To give those constantreminders as the situation moves
up and go, hey, you know what.
If I have this idea that I wantto buy a sofa, I know how to
make you the first person theythink about.
Why did Facebook stand out morethan the other social medias?
Or is there a rhyme to reasonto that?
Or do you just love Facebookand you're like Facebook is
(26:40):
where it's at, man.
Speaker 2 (26:42):
I personally don't.
I mean it's weird to say Ipersonally am not a social media
person.
So I mean I know that you'll,you know you'll praise me, we'll
text and be like hey, man,great job.
And I'm somewhat inconsistent.
But then there's two sides tosocial media is the organic side
, which is the natural posting.
Then there's the running the ad.
So if you get a good ad granted, you do want to have posts on
(27:04):
your page, but no one reallyever sees them.
To be honest, the post, I meanthe ad's going to keep running.
It's going to show people right.
But how did I pick Facebook?
When I decided to get into thismarketing thing?
There was plenty of options.
There were SEO, there wasGoogle, there was Facebook, and
I never really watched ads onFacebook, or if I did, I didn't
(27:24):
know.
And then one day my mentorshowed up in my newsfeed on an
ad and I'm usually never onFacebook and I actually watched
it.
And when he got there a weekbefore, I thought to myself if I
ever can help people keepgetting clients, I'll never be
out of business.
Plus, I started off as a salesguy.
So I don't like when peoplejust say you're a marketer, I'm
(27:44):
not, I'm like, I'm like thewhole package when it comes to.
I understand each side of it.
Have I ever sold in the store,like you guys know?
But I definitely understand theonline process and I know how
to sell in person as well.
So when he showed up, I waslike that's exactly what I said
I wanted.
Funny enough, I showed up in mynews feed and then when I got
with him, that was the doctrinethat he was preaching and I
(28:05):
understood and I was like well,there's not as many people doing
this Now there's a bunch ofpeople doing it.
But the reason why I decided tostay there was because I
honestly and truly feel it's thefastest way to grow your
business.
Does that mean that youshouldn't use Google, shouldn't
use SEO?
I'm not saying any of thosethings, because some of the
Google and SEO guys will be likeoh, don't use Facebook.
Facebook's no good.
They treat it like a stepchildor even worse than a stepchild,
(28:27):
which I don't even know that is.
They treat it like a homelessperson, right, they act like
it's the worst thing in theworld, but to me, it's the
fastest way to grow yourbusiness because I think there's
advantages Google has overFacebook, and then there's vice
versa.
So the advantage with Facebookis on Google you can't do a
video unless you market onYouTube, which is an extension
of Google, right, but onFacebook you can, or Instagram
(28:50):
you can.
So it's almost like, again, it'sinviting you to see who I am
and know what I'm like to knowwho I'm dealing with versus on
the other side.
I'm looking at all thesereviews which reviews are great.
I'm going to the website, Igive you my information.
I don't know who I'm talking tonext, unless they outline the
journey like that, which most ofthem don't.
But I get an idea of who I'mdealing with before I even make
a decision and I'm like man, Ilike that guy, and sometimes
(29:11):
they don't even they may noteven been thought they wanted
something, but because youshowed up the way you showed up
and like, yeah, I do wantsomething.
And it's almost like peoplewant to spend money with people
they like.
So that's how I chose, so that'show.
Speaker 1 (29:22):
I chose Facebook.
The thing, too, is likeFacebook is linked to Instagram.
If anybody doesn't know this,this is a quick tip Facebook and
Instagram are pretty muchlinked.
If you have a business accountthat you open up on Facebook,
you can actually post toInstagram as you're posting to
Facebook, and it takes care oftwo platforms at once.
Linkedin is a little bit moreof a business program, so I
don't know if I would go there.
So, to me, facebook andInstagram is where it's at Now.
(29:43):
If you could do TikTok, which isprobably a whole other video
you do that.
That's a whole other world outthere.
Man, that is a very young,young crowd.
I know that there are olderpeople that are on it, but let
me tell you that is a youngercrowd and they shop completely
different, and I think right now, the way I look at it is like
Facebook is that sweet spotwhere you and it's it's still
everybody's like oh, you knowit's, it's going off and you
(30:08):
could say that all you want to,but I still believe there's 48
million or 50 million peoplethat are on this thing every
single day that look at it.
I don't care what you say, Ilook at it every day, even
though I don't want to and Iremember and it's funny that you
say you talking that waybecause so there was this radio
ad guy from like a couple yearsago and we he was called mr huge
, I think he passed away but hewas mr huge and he came to the
(30:30):
tampa area and I didn't knowthis guy from adam, but on every
single radio station he wouldtell you about his deals and he
goes because it's huge and hedid it everywhere.
He'd go to restaurants and he'dsay that thing, he'd go to like
grocery store.
He'd say that, so He'd go tolike grocery store.
He'd say that so he became MrHuge, but he was everywhere.
And I mean, I had no intentionon buying a car from this guy.
(30:52):
Ever, ever, ever.
One day we're talking aboutbuying a car, like he said you
got a car recently.
My wife goes yeah, I think Idid a car and the first thing
that came to my mind was hey,let's go to Mr Huge's.
And then I was like, oh my god,I fell into the trap and we do.
You know, since then we havebought four cars, three, three
(31:13):
cars, three cars from that, fromthat same place, and he's, he's
actually gone.
They actually sold a dealershiphe passed away or whatever.
We go to the same dealershipstill.
My wife got two brand new carsand I got a brand new car from
them last year.
It's just like, if you don'tunderstand what we're talking
about, be that constant reminderin your customer's ear.
(31:34):
Now, this is a different typeof marketing, guys, and you need
to understand it.
We're not talking about goinginto the SEO, which is the
search engine optimization, andputting in rent to own furniture
.
I need a sofa.
Where can I buy this?
This is to give them those thornreminders in their head so that
when they need what you'reselling, they're going to trip
over it and go.
I need to go there first, andthose situations you cannot put
(31:58):
a price tag on them.
I am telling you now you cannot.
It is so important to be firstup in their mind.
Now, mind you, you might haveto pay for that Google ad that
stays first on the list.
You're not paying for the sameway, to be the first person in
their head and that will come upno matter where they are.
They're going to have to typein Google for one thing, when
you get that minder, that minderand says, hey man, I need this
(32:20):
holy cow.
This is coming up.
That's where you want to be.
How often, gerard, would yousay that somebody really needs
to post or be involved or getwhat they do?
What do they have to do to getto that level of being that
first up?
Speaker 2 (32:34):
Man, you said quite a few things.
Speaker 1 (32:37):
I'm sorry, man, I kind of packaged a lot.
No, you're fine.
Speaker 2 (32:40):
You're fine.
The huge thing was crazy, solet me attack that first.
So what you said about himbeing on the radio and being
everywhere, I want you guys tothink of Facebook the same way.
Right, because everybodylistens to the radio and even,
honestly, people don't listen tothe radio as much as they used
to.
I'm not saying don't do radio,but Facebook's the same way.
It's being everywhere andthat's the one, one advantage I
(33:00):
feel like Facebook has overGoogle.
Again, not to say don't doGoogle is you can't be
everywhere, it's only when theyhave intent.
If someone watched that video,let's say Mr Huge was still on
the radio, but I'm going to justbreak down what you could do
with that on Facebook.
If you listen to three secondsof that ad, which that's a
(33:21):
little bit of time, all the wayup to the entire thing, I can
make sure that he shows upeverywhere Facebook, instagram,
youtube, when you go to othersites, just from making sure
that it's the constant reminder,right, if they clicked which
you can't click on the radio,but let's just say they did you
can keep showing up over andover again to be that constant
reminder.
Or pennies on the dollar, Imean, at one time I remember one
(33:44):
campaign sticks out to mindEvery time.
This lady spent 17 cents.
She was getting in front ofanother person and I was just
like this is crazy.
And then we tracked her costper lead, cost per sale and all
that other stuff, because youwant to make sure you stay top
of mind and still want to makesure you make money, and that's
another difference with me.
My whole thing is how muchmoney did you make?
Now, how many people you saw?
I don't care about all that howmuch money did you make?
(34:05):
How many deliveries did youmake?
Don't be one of those guys thatdon't share the information.
I'm not going to charge youmore.
I just want to know so that Iknow we're doing our thing and
we're helping.
But to go back to what you weresaying yes, so that thing with
Mr Huge, facebook is basicallylike the radio, but with visuals
.
Right, damn, there you go, pete.
I appreciate that.
So then, as far as the postingand all that stuff, I'll be
(34:26):
honest there's a differencebetween social media management,
which is the guys who will postor teach you about posting.
I really don't have.
Only thing I can tell you ispost consistently If it's once a
day, if it's once a week.
Just be consistent, and I'mtelling you that from a guy
who's not consistent.
If we're talking about ads,though, I mean, at the very
(34:47):
least, what everybody can do isand I just I have a jewelry
store here in Virginia Beachthat I'm working with Did the
same thing.
He's spending all this money onradio, and I was like, bro, if
you are spending this money onradio, I'm not telling you to
stop.
But what if you had an ad ofyou showing, because it's a
family run business.
It's him and his wife and theirkids and they sell these
cockapoos that are hundreds ofdollars, and I'm like you're a
(35:09):
loving family.
Everybody who knows you lovesyou.
Why not put that out there somore people see it?
And then what?
We started doing that, and thenwe just made sure that kept
going, and I don't technicallydo branding campaigns, but that
was a branding campaign, but wewere still getting information.
His average ticket as a jewelrystore is twenty five hundred
dollars for anyone who buys.
Obviously, he sells stuff inhundreds of dollars, but we were
(35:30):
getting him.
I think we got him over onehundred twenty, one hundred and
twenty leads at like elevendollars a piece and some change
Right, and it got to a pointthey couldn't follow up with all
of them.
So again, it's the follow up onthe back end.
So we were we're working onbuilding automated systems to
help him with that.
He has to eliminate some of thethings he's using in order for
(35:50):
me to help him the way he wantsto be helped, or he has to let
them do it.
But I said, hey, you're getting, first of all, you're getting
seen everywhere.
You got more story traffic.
You're getting all thesepeople's information, but you're
not following up.
This is your money you'respending.
Let's solve the problem so youcan close more of these deals.
And he's already happy withwhat's already been going on,
just because, like one deal, Imean, I won't even tell you what
you're charging, but let's justsay one deal pays for itself,
(36:13):
right.
Speaker 1 (36:13):
Well, the idea is to and it's something that I'm
really glad that you mentioned,because I think sometimes some
people I'm not going to, I'm notcalling anybody out but some
people get really focused onwhat it cost me.
That's great.
I understand that when you'retrying to budget your money and
you're looking at it from a P&Lstandpoint, you're looking at it
from a cash flow standpoint youdo want to know what it costs
(36:35):
you.
But let's not forget the otherend.
If you want to do marketing,any type of marketing, whether
you're doing mailers, whetheryou're doing calls, whether
you're doing Facebookmarketplace, whether you're
doing mailers, whether you'redoing calls, whether you're
doing Facebook marketplace,whether you're doing anything
Facebook, like he says.
Here's the difference You'vegot to know where it came from,
and if you don't know where itcame from, you don't know what
you brought in.
And that's the more importantnumber.
(36:56):
It doesn't matter if I spend500.
It doesn't matter if I spend athousand, it doesn't matter if I
spend 1500.
If I got $10,000, every timesomebody walked through my door,
right, all of a sudden, thebudget would wait, pete, that's
a crazy number and, of course,it wouldn't matter Exactly.
So if you know that thisexpenditure of $500, $2,000,
$10,000 is bringing you a net oftenfold, then all of a sudden
(37:20):
the amount that you're spendingjust isn't as important.
So sometimes we've got to lookat it.
I know that we do thatsometimes around tone and go,
wow, it's going to cost me this.
I'm not really sure if that's agreat idea.
Hold on a second, let's findout how much is it really going
to bring you back in return,because let's say, you and an
overall investment we're notsaying this as one month or 10
months or one quarter orwhatever it is.
Let's say 10, $10,000, but I'mtelling you you brought $50,000
(37:42):
in return.
Would you gladly do it again?
And my answer is Gerard, ifyou're bringing me a five to one
, I would find money under mycushions in my car, in my trunk,
in yesterday's pants, to giveyou $10,000, because I know that
I will get $4 in return forevery dollar that I gave you.
You can't put anything on that,but let's do it again and
(38:06):
that's so important.
We've covered so many thingshere today and there's so many
things that you know there'ssome good talking points.
Make sure that you just takeout the camera, show it to the
guys and be like listen, let'sjust fire this up and go.
If you can't do it by yourself,it's all right.
Bring a friend and we can bothlook ridiculous.
Make sure that you're notpicture perfect.
(38:27):
This is social media, so besocial.
Make sure you know where yourmoney's coming from, if it's
happened.
Make sure you know what's goingon and stick with something.
You know Gerard's sticking withFacebook and he says that's
where it's at.
Gerard, I think you're ontosomething.
I think you're onto something.
I think you need to keep onpushing that.
Where can somebody talk to you?
Where can somebody find yourinformation?
Tell me where it is that.
Speaker 2 (38:49):
Um, I would say.
I mean, if you're on LinkedInit seems like it's not, it seems
like more like the directorsand C-level guys are on LinkedIn
you can link or you can justreach out Gerard J-E-R-A-U-D at
gerardmarketingcom.
That'd probably be the bestthing.
On my social again, I'm notconsistent with posting we're
working on that but I've beensaying that every year for seven
(39:10):
years.
So I just like posting picturesabout my family and what we're
doing and my my transformationjourney more than I like talking
about the other stuff.
So, um, oh, there was a oneother thing that you had said.
Uh, oh, when it comes to thevideo thing, one quick tip is I
teach people how to do chat toBT.
I'm gonna start doing free liveclasses on that.
Um, I haven't decided a date,but when it comes to the script,
(39:33):
you can literally get a scriptin seconds and then you can
decide, because trying to figureout if you should pop in and
out of this door, if you shouldpop out of a dryer, if you
should put your phone in thedaggone, that's a lot to think
about and that'll psych you out.
So chat, gpt or AI whicheverone you want to use will help
solve that problem.
And then the last thing I wantto, before we go, I have to
(39:54):
touch on that thing you saidwith the tracking.
I think it's weird to me and Idon't know if that's the right
word, but I'm just going to go.
Like you said, they think aboutand I'm not saying everybody as
a whole, but they think aboutwhat they're spending and they
don't think about the return.
And I feel like and again,correct me if I'm wrong here it
seems like rent to own for myfour or five years being in here
.
Now it's get something.
(40:14):
Now, when we're forecasting at18 months potential revenue, I'm
going to have X amount ofdollars.
So you guys forecast whattoday's action will be in 18
months, but then, when it comesto your marketing, you're
looking for today's results.
I don't understand how thatmakes sense.
That's the first thing.
And then, on top of that, likePete said, I can't say everybody
, but a lot of people are nottracking.
(40:36):
And if you're not tracking, howwould you know?
I've had people that are doinga whole bunch of things and say
I don't know what thing to stopbecause I don't know what
thing's working.
And I got some people whoaren't going to do a thing
because everybody else isn'tdoing it.
But it's like, for instance,like I was talking to a store
(40:57):
yesterday and it's the lastexample I get she had 117 leads
Funny enough, it's 117.
I remember, because I was doinga consultant call yesterday,
117 leads, spent about fivehundred sixty seven dollars, and
she had I think she said shehad she got a hold of 85 people.
So another thing people don'ttrack is their contact, that's
actually a lot of contacts.
Yeah, it's like 72 percent.
I'm like, yeah, that's a lot ofcontacts.
Yeah, that's awesome, right.
So she got ahold of that and Iwas like, well, how many did you
(41:18):
close?
And she said, out of that, Iclosed 22.
I'm like cool.
And then she said, but there's22 more that started filling out
the application and just aren'tready.
So these are future sales.
So I said, if we just stickwith the 22, how much in
potential revenue did it bring?
And she's like ballpark 3,300.
I was like damn, all right.
So you spent 567 to make 3,300this month.
She's like yeah.
(41:43):
I was like that's freakingawesome.
I said now, how long do theystay with you?
She said 18 months.
I said, on average, how much dothey pay?
About 150 each for her store.
And I was like so after 18months, that's about 59,800.
These numbers are fresh, right.
I was like damn off of 567.
Now, granted, that's forecasted.
So I said you're doing yourmarketing.
So this isn't me trying to takecredit for your future sales,
but if I was doing it, you wouldshut me down real quick, not
(42:04):
saying she would, but theindustry as a whole.
And I said well, what's yourcollection rate?
She said I think they wereabout 80%.
So we did the math and if shefactored in her collection rate
on what she normally collects,she would have collected at
least 47 or 48,000.
Right, so it's like it paid foritself, right then, and it's
going to pay for itself over 18months.
And again, the conversationsthat I have with some guys and
(42:28):
if they don't get it I don'ttake that personally I try to
help them understand that and Itry to ask them how does it work
for you when you do it this waybut not this way?
But I'm not looking to workwith everyone, so that's part of
the reason I want to give thisstuff away, because I don't want
anyone to suffer.
I created this course to helplocal business owners, and you
guys are local business owners,but if you don't get the
ideology and you don't want tospend money with me, that's fine
(42:48):
, find somebody else if youdon't want to.
Speaker 1 (42:51):
Well, you know, it's something that you're saying is
great, because not all fits aregood fits and we have to make
sure that you're comfortablewith it, just like we are.
But I think something else thatyou said, you know, going into
these final thoughts, is thereis an understanding that you
have to sell.
It's what we do.
There's only 50% of thebusiness that we do each and
every day, and that's eitherrenting or collecting.
(43:12):
That's what rental owns about.
But this is the part thatsometimes I think we forget.
As we call people for marketing, as we learn the marketing
strategies and as we go forward,this is what happens.
I want to pay for something,they put something out there and
I get a lead.
If you guys don't understand Iwant to make sure that we have
to understand this is that asbusiness owners, as people going
(43:35):
through, we have to takeaccountability for certain
things as well.
You're paying for a lead.
I'm paying for somebody to lookat this ad and call me and go
hey, what's going on After that?
You got to remember that thereis an innate part that goes into
.
I also have to sell it.
Now, those two things aren'texactly married Just because
(43:59):
somebody reached out to you andbecomes a lead doesn't mean that
you're going to sell it.
You have to also remember yougot to teach the sales part.
You got to remember to show theperson answering the phone.
This is how it's done.
This is what you need to remindthem.
You got to make sure that acouple of things happen.
I get your name, I get yournumber, I get your email Any
ways to contact you.
I find out how that youcontacted me.
What brought you to my door?
Because here's the thing If youhave 150, go out there, 72%
(44:24):
come back with you.
To me, marketing is a success.
Now the question I have afterthat is why did I only close 72%
?
Well, I was only looking forthis.
I was looking for that.
Is that the problem with themarketing that was done?
Or is it because we didn't havetheir needs, or because we
didn't know how to sell it, orbecause they're going to do it
later?
Those things are completelyseparate ideals.
(44:45):
So, just so you guys rememberthat as you're going through
marketing, whether you're doing,you know, gerard Marketing
Solutions, whether you're doingRyan Kras, they're going to get
you those people.
The question is, what do you dowith it when you got it,
because that's also anotherstory for another podcast.
I just want to make sure wetackle that, because I think
some people forget, you know,and they're like well, it's
(45:05):
spent so much and I only gotthis out of it.
Did you only get that?
Or did you get 72%?
That actually called you backand we only sold out of that 72%
something.
Their job is to really getsomebody to knock on the door.
It's our job to open it andmake sure that they stay.
Speaker 2 (45:21):
That's what we do.
Going back to the order takersthing, is a lot of people don't
realize they have order takersin place and then it's actually
the manager slash, owner, slashwhoever's responsibility to take
that person, either hire theright person who can sell, or
take that person and teach themhow to sell so that they can
become more.
And that's a conversation I seeall the time is.
(45:42):
We're not getting this.
And then you know if people areusing my system.
I can actually go in and listento the calls, I can see the
text message, I can see how fastthey follow up and I'm just
like you don't have asalesperson, and it's not to
belittle the person who's inthat role.
I'm saying to the person I'mtalking to hey, this is your
responsibility.
The thing with me is, when youwork with me, I'm helping you on
(46:02):
the sales side and themarketing side because I want to
see you win and you're nothappy until you got money.
But a lot of times there'sdifferent things you've got to
clean up in your business andpeople don't want to do the work
, so they just say it doesn'twork and they go on to the next
thing.
So, and the very last thoughtI'll give you too is if
someone's doing Facebookmarketing for you and they're
charging like 250, those aren'treal ads.
They're just turning on apicture and just sending it out
(46:24):
into the universe.
It's good to stay in front ofpeople, but if you really want
to make money off of it, it'snot the same thing.
So, again, like I said, if youguys want my free course, you
guys can just email me, jarad atjaradmarketingcom.
We also have a website,wwwfastrtodeliveriescom.
You guys can get the course forfree.
(46:45):
Like I said, my whole thing isto give value and if you want to
work with me, awesome.
And if not, I just want toleave people in a better place
than when they found it, becausewhen I was struggling, lost
everything and I found marketing, I wish I had that.
Like the guy that I told you, Isold my car to get, I sold my
car to learn the skill.
He wasn't giving it away forfree, even though he gives a
very free content.
So I'm going to do a freecourse at the Virginia Beach
(47:07):
Economic Development Centerbecause I know what it's like to
be in a situation where youdon't have the funds.
You don't have the funds.
You don't have the knowledge.
Youtube University is too much.
So I give my time to that and Idon't expect anything from it.
I just want to help people.
So if that's all you want,that's cool.
If you got questions, we cantalk.
I'm not going to hard sell youand I'll just say this If we're
going to work together, I'mlooking at you just as hard as
you're looking at me and I dosay no.
(47:30):
So I want to work with goodpeople who get it and who want
to grow, and if that's not us,that's not us.
We can still leave in arespectful manner.
So that's all I got.
Speaker 1 (47:38):
Well, listen, I love you, Gerard.
You know that.
Guys, this is why that wechoose Gerard Marketing as one
of our sponsors.
Because, listen, this worldit's hard.
Rto is not any easier.
If you want to get it done,you've got to really look at
yourself, figure out how youwant to do it and then move
forward.
If you want to do Facebookmarketing, that's excellent.
Gerard Marketing Solutions isdefinitely going to take care of
(47:58):
you.
If you guys have any questionsabout today's episode, or if you
want to ask me how I feel aboutsomething personally, yes, I am
a little skewed on the factthat I like Gerard, but I will
tell you exactly what I think.
Email me, pete, at attherotoshowpodcastcom.
You're welcome to go to thewebsite.
Same thingwwwtherotoshowpodcastcom.
You can find us on Facebook,instagram, linkedin and now on
(48:21):
YouTube.
So please subscribe.
And always I'm going to tellyou guys.
As always, gerard, I appreciateit.
Man, I love seeing you here andwe'll see you next time.
Get your collections low to getyour sales high.
Have a great one.
Hello and welcome to the RTO Show.
I'm your host, Pete Schell.
Today you guys are probablygoing to know exactly who I'm
talking about.
Normally I say it the other way.
I say you probably might notknow, but I think everybody
knows who Gerard Norman is,especially because you're a huge
part of this show.
You're a great sponsor and wedo appreciate that.
But today we're talking aboutsomething that we haven't talked
about, I don't think, in anyother podcast episode, and that
(00:23):
is new blood, because we'vetalked about it and you guys
know it.
You guys know I have Gerard onhere because we say the same
thing all the time we arelooking for that customer, we
are looking to put down and growour ranks, but where do we do
it?
We usually do it on theinactive list, on the paid out
list, on the EPO list, and thenevery so often we go knocking on
(00:45):
doors and something like that.
Well, let's talk with Gerardand say how do we get them in
here?
Gerard, you know a lot aboutthis subject.
You know a lot about what'sgoing on in the space outside of
Rent to Own and how to bring inthat new blood.
How do we do that?
Speaker 2 (00:59):
Man.
First of all, appreciate theintroduction, pete, it's always
a pleasure getting to speak withyou and spend time with you in
real life, even though we can'tdo this in person now.
But yeah, so how do we get newpeople in?
There's a lot of differentthings you can do at marketing,
so first thing I would like topreference on is the way I say
to do it isn't the only way todo it, it's just the way that
(01:20):
I've been doing it to helppeople.
So I don't do Google.
There's some great people thatdo Google.
You had Ryan Kras on Greatpeople, great team over at Wild
Brands.
So shout out to them.
They can do a great job for you.
If you're not already workingwith them, you got the market.
But the way that I specializein is helping people with
Facebook and Instagram ads.
(01:41):
Then we can do some YouTube aswell.
And what I like to say aboutGoogle is it's definitely a
necessary thing that you got tohave right, but when you're
doing Google, it's moreintent-based.
So, yeah, if someone goesonline and does one of those
search key terms that you guysmight set up rent, furniture or
whatever the word is I don'teven know what the keywords
these guys are searching for,because I don't do search-based
(02:01):
marketing.
But a guy like Ryan, or evenyou, pete, would know you guys
are competing with other folksto show up as one of the first
few results, right, and that'sgreat, absolutely yeah.
So when people do that, theycome through, right.
But how many people areactually searching that?
So when they search, there'sintent, which is supposed to
mean that they're closer tomaking a buying decision.
(02:24):
Sometimes it is, sometimes itisn't.
The difference is, when you doFacebook, I consider that
interruption-based marketing.
So, yeah, they didn't searchfor it.
But if I show up with somethingthat they want and I can grab
their attention and they saythey want that, it might be
something they've been thinkingabout and just haven't searched
about it yet.
Like I bought a new car lastJune and I've been wanting to
(02:44):
buy a new car for some time.
I was just I don't know, itjust wasn't a priority until my
son got on me, so I wasn'tsearching for a new car.
But if the ad shows up andkeeps creating not necessarily
creating that desire, becausethe desire already has to be
there it's just to remind me,interrupt me, of the thing that
I want.
Now it's like okay, well, I seenthat this new couch or I seen
(03:05):
this dinette, whatever it isthat you guys top seller is.
They give you their informationand then, once they give you
the information, you can have aconversation with them.
So that's a way that we've beenhelping out rent to own for,
I'd say, over four years now.
Started off working withpremier dealers.
We work with some buddy stores,work with some errand stores I
don't know if we ran ads forthem, but buddies, premier, in
(03:27):
addition to like, we're workingwith American Rental.
Shout out to Justin Burns andMr David Davis.
Speaker 1 (03:32):
We love Justin and David, david, great guys.
I love talking to Justinbecause when I talk to Justin
Burns, he actually understandswhat I'm saying.
When I'm talking about amarketing piece, when I'm
talking about the productionvalue of it, what I'm going
after Justin gets it, just likeRyan Krasick.
He said he understands it.
So what it sounds like you'resaying is basically, we are in
the spaces that customers are atall the time, and the idea is
(03:55):
to give them that reminder pieceso that when the thought comes
up, this is the first thing thatthey think of.
So, instead of saying I'm goingto Google something and get
this on my first search, whatI'm going to do is put it in
their mindset.
So the first thing that I'mthinking about when I'm thinking
about furniture, when I'mthinking about rentals, when I'm
thinking about home applianceswait a minute, I've seen that ad
from this rental owned companycover up quite a few times.
That's probably where I'm goingto check first.
Speaker 2 (04:18):
Exactly, exactly Now, then I'm giving you guys a
secret sauce.
Like my whole thing is givevalue.
Value is created after theexperience.
So I'm going to, I can tell youexactly what I do and I,
granted, am I going to walk youright through the Facebook ads
manager right now?
No, but at the end, if youreach out, I'll give you my free
course.
You can do it yourself If youdon't want to pay me or pay
somebody else, and I'll behonest, in this industry there's
(04:38):
no one else that's going to doit.
Same way I feel about, you know, ryan doing his Google ads.
I can't do it like him.
Just going to be honest withyou guys, and if you don't like
that kind of confidence, then Idon't know what to tell you and
I'm just telling you.
Speaker 1 (04:50):
Well, you know, it's funny because I just saw I just
saw something, you know that Voxput out and said the same thing
.
Sometimes, when you'readdressing a situation, you
might come across people whoare't I don't exactly jive with
that, or it's not the same thing.
Here's the difference.
If I'm not telling yousomething that's wrong, or I'm
being offensive, or I'm tellingyou something completely off
(05:10):
color, then it just might bethat I have a different view
than you are, and maybe it'ssomething that you're not doing
that maybe you should check.
It doesn't mean that we're hereto bump heads, but I definitely
want to.
I don't want the yes peoplearound me.
I want somebody who wants tochallenge my view.
Now, does that mean that I'mgoing to completely take their
word for it and go with?
That doesn't mean that, butthat means hold on.
Are they onto something thatI'm not onto?
(05:32):
Do they know something that Idon't?
And if I correct some of thethings that I'm doing, or if I
change some of the things thatI'm doing, am I going to this
that they're describing?
And I think that's exactly whatwe're talking about here, guys
is I mean, there's always thattimeframe where you do what you
do because you know how to do it.
But you also have to understandthat that timeframe has
elasticity and every once in awhile you're going to start
(05:53):
reaching those borders where youhave to change.
You're going to have to bringin something different,
different ideas, differentmarketing types and literally
different viewpoints fromeverything.
Because, like you said, ryan isgoing for somebody who's
already in the market lookingnow, this is that future setup
and how important is that?
To start reaching out to peoplenow so that when they do have
(06:14):
that need, they're already yourcustomer.
Speaker 2 (06:18):
I think that's huge.
Right Because Facebook istwofold.
Right Because one is, like yousaid, if you're getting in front
of them and staying in front ofthem.
It's so cheap to do and we allhave this right, no matter, oh,
it's funny enough, someone'scalling my phone, I'll let them
know, but we always have that infront of us, right?
So guys are on Facebook,instagram, sometimes LinkedIn.
They're always there, so if youcan show up where they're
(06:38):
already at, you can grab theirattention.
That's one thing.
The second thing is there'smultiple ads you can run.
You can run people to yourwebsite, which, in all honesty,
I don't really suggest that alot, especially with Facebook,
because you can get a lot ofpeople there and a lot of times
the website's not going toconvert at a high rate, but it's
still a good option.
What we do is we do what we calllead forms on Facebook and you
(06:59):
can send them to a landing page,which is cool, and the
difference between a landingpage and a website.
Website is like we said if wewent to you're with Buddies, so
we'll use you.
Guys, for example, went tobuddiescom.
That's a website.
There's so many tabs, there'sso many of this.
People can get lost there,especially if they don't have
the time.
Like, how many?
If you go to your Safari oryour Chrome, how many window
(07:31):
tabs do you have that you meantto get back to in your phone?
Let's not talk about that,gerard.
I have quite a few, me too,right, and with Google Chrome
now they inactivate them after30 days.
So then you got another windowwith a whole bunch of stuff.
But then if you do a lead formor a landing page, landing page
is basically, and one thing withRent to Own 2 is stop trying to
sell the whole store all thetime Kind of focus on a product.
That's something that I've beentalking about for a while and
the guys who do it.
I feel like they get a lot outof it.
But let's say we're focusing onfurniture, you guys, for
(07:51):
example, there was a guy Iworked with and I don't know if
you want me to say his name, sohe's a buddy's guy.
We'll just leave it at that.
Your first campaigns they didwas recliners.
I think it was his father's daylast year and the whole thing
was focused on recliners.
He had bought a ton ofrecliners and I'm not saying we
did all of the work selling themright.
Obviously like I'm not going totake credit for his whole
(08:12):
campaign, but we both agreedthat the campaign was very
successful in helping him sell alot of recliners.
So let's say, if we had alanding page, versus sending
people to buddies where there'severything on, that landing page
is literally just about therecliner deal.
Or if we use the Facebook leadform, which allows people to
make a landing page withouthaving to have tech skills, it's
the same thing.
They saw an ad about therecliners, they saw the deal,
(08:36):
they land on the spot.
It's just to remind them thatthey're in the right place.
You get their information andyou call them up Right and I
think sometimes, if anythingwith Facebook, I think that's
the most challenging part forpeople.
But it's not just rent to own isfollowing up with leads.
Everybody says they do it, buteverybody doesn't and majority
of people just aren't good at it.
(08:57):
They need to be trained.
There's an art to texting.
It's not a hard art, but it isan art to texting.
There is an art to justfollowing up.
When a new lead comes in, doyou wait or do you pick up the
phone and call right away.
So that's a whole, nother partto it.
But yeah, like streamline theprocess, video, which is part of
the secret sauce.
I show people how to createvideos literally just with your
(09:21):
cell phone.
You don't have to have aCoca-Cola type situation.
Speaker 1 (09:24):
Plus.
Isn't that the thing, though?
Lately I've noticed that Gerardtell me if I'm wrong we have
had for so long and I hate usingthe words legacy media, but
these big productions wheresomebody has a $50,000 camera
and they're in front of all thisstuff and we've got to hire
actors and extras and all thisstuff, and then the content is
slowly creeped down to yourFacebook reels.
(09:46):
You've got your YouTube reels,you've got TikTok, you've got
Instagram, where everything isdone with some really good
cameras, but they're all cellphones and you have the ability
to not only edit it on the phone, but you can make some really
good looking content that's verydirectly driven to the
(10:06):
customers you're trying to reachin a short amount of a time and
they actually hold more valueto the person that's watching
than these big productions thatcost $200,000.
I mean, it's crazy.
It's funny.
You mentioned that because Iknow that a lot of the content
that we've been trying to dotruthfully this is something
that I've been trying to teachand a lot of what we call it is
shotgun sales.
(10:27):
Right, we point at a certainthing, we want customers from
here or there, we pull thetrigger and we see how much
spread we can get when the truthis, I think we need to close it
down to more sniper effect.
Like you said, let's dial intoone thing and sell that one
thing very well for a littlewhile and then change.
And that really helps when youhave things like things that
you're overstocked on things,and days like father's day,
(10:49):
mother's day, memorial day isusually a big mattress.
They say I don't know why thatis, but it's usually
traditionally a big mattresssale day and it's like how do I
focus in on those things and andand you're saying it.
That's just just dial into aone thing or a set of things and
display that as your primarygoal.
Is that kind of fair to say?
Speaker 2 (11:09):
Yeah, and I'm not saying you can't do the, because
what happens is everybodyfocuses on the deal.
So buddies may be running a $25six-month, same as cash.
Premier might be running adollar down.
American Rental could berunning $10.
I don't even know whatRent-A-Center is doing.
So to the customer it all soundsthe same, but then it's almost
(11:30):
like everybody's in a race tothe bottom.
And then it's like you guys,this whole business is built off
of forecasting and I think it'swild.
I mean, the business works,otherwise we wouldn't be here.
But you can give people freetime.
You'll deliver it, which I hatepaying for delivery.
So the fact like I boughtAshley furniture when my wife
was pregnant, my daughter'sthree.
Now, if I had known I couldhave got it delivered for free
(11:52):
and paid it off in the sameamount of time.
I didn't want to pay Ashleyanother $200 to deliver it and
stuff and bring it up, you know,right?
So it's almost like a race tothe bottom.
You guys give so much up frontto project what you would get,
and I think on average is 18, 18months or so, right?
So instead of being in a raceto the bottom, figure out what
people they start to fall inlove or it's like that whole no
(12:14):
like and trust thing.
They start to get to know you,like you.
It almost happens at the sametime and then trust is built.
It could be all in one video orit could just be multiple videos
(12:36):
showing up.
So when they come in and likeman Pete, and it's like you
don't even know this person, butyou're so cool, you get to be
more who you are without havingto get them to that level.
It's like you went from youknow you skip first base and
you're already on second slash,third base with this person and
if it doesn't work, it doesn'twork, but it just puts you in a
situation.
So when people feel like theyknow who you are before they
meet you, it gives you theadvantage.
(12:57):
So that's why I'm really big on.
Part of the secret sauce ofFacebook is videos of your
actual team.
Like you could do a good job ofdoing videos for all the stores
, no matter what brand they are,but tend to know you're not
there, they just know versus ifyou're in that market and they
see you and then what startshappening?
You start going around town andthat town that you're in and
(13:17):
people are just like hey, I sawyour video and they're not
always customers, but it's justlike that's a connection right
there and when they needsomething, you're now the guy
and it's so easy to do becauseit doesn't cost that much money,
not to mention, on top of that,if they didn't give you their
information.
There's a list of people thatdid give you their information,
that said they wanted something,and then that's when the
follow-up game shows up andthat's a whole news.
Speaker 1 (13:38):
Right, right.
Well, let me ask you a question.
In your opinion, you're doingmarketing.
You're solid in it.
Every day I see the things onthe Instagram posts.
I see that you're alwaysteaching and showing people how
to get ahead.
When you're talking about thedifference between staged and
realism, as far as yourmarketing concern is, how
critical is it, when you'redoing this Facebook marketing,
(13:58):
to not be as staged and to bemore realistic?
In your professional opinion,is it a huge difference between
how we, how we go from I want tostage this, I don't want to
know everything I'm saying and Igot to be right on point to
this is Pete, I'm selling youthis sofa.
This is Bob over here makingsome sales.
Call us today, we will get youhooked up.
If you don't know about it,we're going to sell you for free
(14:18):
.
We're going to get this done.
We're going to deliver you forfree.
We're going to do no credit.
Yada, yada, yada.
Come and see me.
How big is that transition fromlike I got to be you know, I
got to be reading in front of myteleprompter to let's just have
fun with it.
How big is that?
Speaker 2 (14:32):
Super important and again, that shows your levels
because you freestyle that onthe spot Now.
Granted, eventually you want toadvance, but I think it's
because you got to the key wordis social media.
People are supposed to besocial.
So what's more social?
You free flowing and themseeing what it's like.
Again, the value is createdafter the experience.
Right, and that's part of thereason I'm here is to give value
and you can experience and thenyou can decide you want
(14:53):
whatever.
Same thing when it comes to youguys.
So if they get an idea of whatit's really like to be around
you or be around your team, it'salmost like, well damn, I want
to be around those guys.
You might even have people justcoming in just because they
just want to be close to you,which you guys just want people
coming into the store.
So I think it's important toseem more social.
That doesn't mean that you don'tcreate a script.
(15:14):
We'll create scripts for peopleonly from the standpoint of
there's certain things when youdo an ad you want to do.
The one thing I tell peoplenever to do on social media ads,
especially if it's to a coldaudience, is tell people who you
are right out the gate, becauseno one really gives a damn.
They want you to.
You got to understand who youraudience is, what their problem
is, and then you offer them asolution.
(15:35):
And when you offer the solution, that's where you come into it
Like so it's like your problemis you need a new couch, yada,
yada, yada.
However, we go down that andlike oh, by the way, my name is
Pete, I'm down here at Buddiesand if you need some help, man,
I would love to help you, Atleast love to shake your hand,
whatever, whatever.
However, it goes no-transcript,because you think about it like
(16:13):
this If you did that video andI saw the ad and I wanted
something I lived in Florida Igive you my information.
If you call me and I don'tanswer, what?
If you call me and I don'tanswer, what that no like and
trust is allowing to build on ishey, pete, hit me up, not
buddies, hit me up who's buddies?
I don't even know who buddiesis.
Maybe I should know, but Idon't.
I don't know who any of theseguys are.
(16:34):
Company name wise, right, butPete hit me up.
I saw Pete in the video.
I like Pete.
It gives you a better chance ofincreasing your follow-up
percentages, because now they'resaying no to a guy they said
that they liked, versus just.
I mean, I can turn on anybody'sad and we call it doing
carousel.
We take your best performingpictures or products, put them
(16:56):
on Facebook and it's like theycan click five or six buttons
and then, just like, give usyour information.
We can get really good cost forleads on that, but the follow
up typically for those folks isa little bit harder because
there's no personalizationinvolved, right?
So I think it's super importantthe point that you made.
Speaker 1 (17:11):
Well, I love the idea when you said you know it's got
to be social because it'ssocial media.
Sometimes I forget about that.
Right, this is supposed to becontent from us and not the man
and I hate to say that but theman you know, the companies, the
broadcasters, the people whohave been doing this for years
and years and years.
It's social media.
When social media is from usand I tell people, sometimes
(17:32):
they're afraid, you know, likewhen we're making our little
skits or whatever we're doing,and they're like oh man, I said
it wrong and I got to do itright.
Hey, sometimes those gaffes makeit worth watching.
Sometimes those blunders, thoselittle things, they remind
people I'm human, you're human,I'm here to solve a need.
(17:53):
I don't need you to sellanything else crazy.
You have a need of this sofa.
I've got a sofa and, holy cow,I could get it to you for a
really good deal and it doesn'thave to be all scripted and yes,
sir, and no sir, and let's getthe right angles and let's just
do it.
How important is it whensomebody has it in their head
that they want to get somethingdone In your mind?
Is shooting from the hip almostlike the way to go, or is it
(18:13):
more like you should have it alittle bit more drafted?
Speaker 2 (18:17):
I like the shooting from the.
If you're confident enough toshoot from the hip, just do it
Because, again, it's the funPeople and that's why I like
video testimonials and stufflike that is because you can.
I mean, someone might benervous.
Let's say you weren't good onvideo and I got a testimonial
from you.
You might be nervous, but I getnervous people on video giving
me testimonials and it's like,oh, they were nervous.
(18:37):
You can just tell just by beingoutside watching it versus
someone sitting there making upsome stuff.
So by you being more freeflowing, I just think it allows
you to tap into that energy moreand people can pick up on it
and they want to be around that.
Because the way I see it too isand I'm not saying every rent to
own customer is someone who hashorrible credit and can't get
(18:58):
what they want but I would say alot of people that you serve
probably don't like where theywork, probably don't like the
people they're around and if youcan be the light in their day
versus you know, you know a lotof people don't like their boss.
So if they're at work and theydon't like their boss and I got
to talk like this I get off ofwork.
I don't want to deal withsomething like that and I got to
buy something.
I want someone who's going tobe real and show people, do
(19:20):
business with people they like.
So that's why, when people cometo the store, you guys close
percentages so high, especiallyfor a guy like you, because
you're personable and you knowhow to diagnose what they need
and listen without pressuringthem, and that's what they want,
and you don't talk like the manat work or the woman at work
and that comes across in the adstoo when you know if you're fun
, because a lot of it's reallyjust entertainment.
(19:42):
Grabbing attention isentertainment.
Now, does that mean you got toact like a clown?
No, there's all different formsof entertainment.
I mean scary movies, game ofThrones, comedy movies.
I don't watch scary movies atall, but get what I'm saying.
Like, whatever your jam is,there's entertainment comes in
so many different forms, so youhave to entertain, educate,
(20:03):
educate and then execute.
That's kind of what happens inan ad Grab their attention and
get them through the finish line, and then I mean it's like
clockwork man.
Speaker 1 (20:12):
With Facebook marketing now that it's become
so prevalent.
You know, before it was likethis is Google, now it's their
social media and now we'redialing in.
We're on Facebook.
When you're talking aboutsomebody who can really make
content versus somebody who'sjust new to the game.
They're starting out and theywant to get it done.
What are some hints that youcan say?
(20:34):
You know what, if you're new tothis, not somebody who's secure
and you know, I hate to say it,I've gotten a little better over
the years right, you know, andI'll just throw it out there I'd
be like hey, man, what is itgoing to take to earn your
business?
Cause I got a free lollipop inthe back and it's got your name
on it.
You know what I'm saying.
But people just get excitedabout that stuff because it
makes absolutely no sense.
But you know, because I've,I've, I've known that sometimes
(20:56):
we have those people who haven'tbeen.
They're not the salespeople yet,they haven't gotten there and
literally they're at the phone.
They're order takers.
They haven't gotten there yet,they're going to be, but they're
not there yet.
What would you say is hey, I'mgoing to start doing Facebook
marketing place.
Give me some of your new guys.
And this is something that wewould walk through to get the
mold broken, to get them outthere and say you know what this
(21:17):
is going to lead you a littlebit better to the land of making
sales and being personable onFacebook.
Speaker 2 (21:26):
I in sales and being personable on Facebook.
I like that.
That's a great question.
So, first thing is, thosepeople are really great to be on
video, as long as they'rewilling to try it like.
There's a thing about beingscared on video and I ran
through the same things you do.
You have like.
Even to this day, I've done somuch video.
I still don't like the way Ilook or sound on video, but it's
just like when you feel likeyou can bring value, no matter
what lane or walk of life you'rein, you have a duty to bring it
(21:48):
, and video is one of thefastest ways to get out there.
So if I got someone who's brandnew which a lot of times we're
training people all the peoplewe train were brand new and most
of them suck that video it'sjust, hey, shoot the video and
then let's take a look at ittogether.
You can't be the judge of yourown video because you're always
going to judge against it, right?
So that's the first thing.
Another thing that would help,too, is if you have multiple
(22:10):
people at once.
So when I first startedshooting video, it was back in
Vegas, like 2014, 2015.
It was a had a selfie stick andI looked like an idiot with my
friends.
It was a marketing.
It was a direct sales company,right?
So you know people call it apyramid scheme, whatever.
But they flew us out to Vegasand how.
One of the starts I got inmarketing was these guys in
(22:32):
Vegas came in and killed thecompany and they were using
internet marketing versus tryingto talk to everyone, and that
fascinated me, because I don'twant to talk to everyone.
If I'm being honest, I'mnaturally an introvert that
learned how to be extroverted.
So one of the guys was teachingus video and I just reconnected
with him, funny enough.
And so all the people fromVirginia Beach it was like five
(22:52):
of us we went out and waswalking around Vegas, had selfie
sticks and we were trying to dowhat he told us to do.
And because I was doing it hereand my buddy Don standing here
and my friend Cheryl standingthere, we all look stupid as
hell.
So it was like all right, cool,well, I don't look, I'm not by
myself.
So that's.
Another hack, too, is, if yougot people shooting video, have
them shoot it together in agroup, so that way they don't
feel so insecure, because Iunderstand what the insecure
(23:14):
feeling is like the first timeyou shoot it.
But if people can get past thatwithout it being in a group or
not, like shout out to my guyRick and Jasper, he started
shooting video and he didn'treally want to shoot it.
I wouldn't say he was liketotally against it, but he
didn't really want to shoot itand he just pulled through and
(23:35):
did it and man, he's phenomenalon video and it's still him
being himself and people justcome in and be like, oh, I saw
your video and he startedgetting creative with it.
Then he learned how to do somequick editing which doesn't take
long.
So as long as someone's nottotally against it, we can get
it done, but if they're totallyagainst it, it's okay.
What's really holding you back?
(23:56):
And then, if they're totallyagainst it and if that's what
you need as a store, are theytechnically the salesperson or
do they need to be in anothersituation?
They might be an order taker ifthey don't want to do it, which
, again, order takers can becomesalespeople, but they are not
salespeople in the moment.
Speaker 1 (24:10):
So I think that some people they get really confused,
right, because they get infront of the camera and if they
have that shy moment, I believethat they feel like they need to
look like you know a model or aBrad Pitt or every line has to
come out perfectly when you sayit and everything needs to be.
You know, the sun needs to comeup and the car needs to come
out and the explosion needs to.
As I'm walking up, theexplosion should go in my back
(24:31):
door and it's like you knowthey're always looking for this
perfection and it's like youknow part of sales is being so
relative to the situation.
I am just a human being that ishelping you out, doing the best
that I can to help you findownership in whatever product
that you need.
Period point blank that's theend of the story, and I love the
(24:52):
idea of having your friends init, or at least colleagues that
you see every day, because I cando some weird stuff.
But when I have somebody elsedoing weird stuff with me, it
just seems a little easier.
It just seems something thatcan be done.
I also like the idea of justshooting, because I can tell you
what.
There is paralysis throughanalysis, and I have seen that
so many times.
Well, what do I do?
How do I do it?
(25:12):
Well, I got to make this lookgood.
I've got to walk in.
I've got to be holding this.
I've got to say that, I've gotto be.
You know, it's $20 a week andall this man that sucker.
And see how you end up, and Ithink some people will be really
genuinely surprised at how wellthey do, because personality is
probably one of the biggestthings that's lacking out there
(25:34):
and I think, as we're scrollingup down, left, right, you're
looking for a personality inthere that stands out to you.
You're looking for that personthat doesn't match the 50 other
left swipes, right, swipes, upsdown.
But oh, wait a minute, why isthis one different?
Because maybe they're nottrying so hard.
Maybe they're just telling methey genuinely want me to be
able to own some stuff by goingto their shop, their store,
(25:58):
their furniture outlet and hey,get this, get that.
I'm going to rent to own you,I'm going to take care of you.
There's none of this stuffneeded and I can make it easy,
if that's the greatest term forit, but I love this.
So why Facebook marketing?
So, when you say Facebookmarketing, because this is
something that you excel at.
What made you decide Facebookmarketing is the place where I'm
(26:19):
going to put myself and mybusiness at.
To give those constantreminders as the situation moves
up and go hey, you know what.
To give those constantreminders as the situation moves
up and go, hey, you know what.
If I have this idea that I wantto buy a sofa, I know how to
make you the first person theythink about.
Why did Facebook stand out morethan the other social medias?
Or is there a rhyme to reasonto that?
Or do you just love Facebookand you're like Facebook is
(26:40):
where it's at, man.
Speaker 2 (26:42):
I personally don't.
I mean it's weird to say Ipersonally am not a social media
person.
So I mean I know that you'll,you know you'll praise me, we'll
text and be like hey, man,great job.
And I'm somewhat inconsistent.
But then there's two sides tosocial media is the organic side
, which is the natural posting.
Then there's the running the ad.
So if you get a good ad granted, you do want to have posts on
(27:04):
your page, but no one reallyever sees them.
To be honest, the post, I meanthe ad's going to keep running.
It's going to show people right.
But how did I pick Facebook?
When I decided to get into thismarketing thing?
There was plenty of options.
There were SEO, there wasGoogle, there was Facebook, and
I never really watched ads onFacebook, or if I did, I didn't
(27:24):
know.
And then one day my mentorshowed up in my newsfeed on an
ad and I'm usually never onFacebook and I actually watched
it.
And when he got there a weekbefore, I thought to myself if I
ever can help people keepgetting clients, I'll never be
out of business.
Plus, I started off as a salesguy.
So I don't like when peoplejust say you're a marketer, I'm
(27:44):
not, I'm like, I'm like thewhole package when it comes to.
I understand each side of it.
Have I ever sold in the store,like you guys know?
But I definitely understand theonline process and I know how
to sell in person as well.
So when he showed up, I waslike that's exactly what I said
I wanted.
Funny enough, I showed up in mynews feed and then when I got
with him, that was the doctrinethat he was preaching and I
(28:05):
understood and I was like well,there's not as many people doing
this Now there's a bunch ofpeople doing it.
But the reason why I decided tostay there was because I
honestly and truly feel it's thefastest way to grow your
business.
Does that mean that youshouldn't use Google, shouldn't
use SEO?
I'm not saying any of thosethings, because some of the
Google and SEO guys will be likeoh, don't use Facebook.
Facebook's no good.
They treat it like a stepchildor even worse than a stepchild,
(28:27):
which I don't even know that is.
They treat it like a homelessperson, right, they act like
it's the worst thing in theworld, but to me, it's the
fastest way to grow yourbusiness because I think there's
advantages Google has overFacebook, and then there's vice
versa.
So the advantage with Facebookis on Google you can't do a
video unless you market onYouTube, which is an extension
of Google, right, but onFacebook you can, or Instagram
(28:50):
you can.
So it's almost like, again, it'sinviting you to see who I am
and know what I'm like to knowwho I'm dealing with versus on
the other side.
I'm looking at all thesereviews which reviews are great.
I'm going to the website, Igive you my information.
I don't know who I'm talking tonext, unless they outline the
journey like that, which most ofthem don't.
But I get an idea of who I'mdealing with before I even make
a decision and I'm like man, Ilike that guy, and sometimes
(29:11):
they don't even they may noteven been thought they wanted
something, but because youshowed up the way you showed up
and like, yeah, I do wantsomething.
And it's almost like peoplewant to spend money with people
they like.
So that's how I chose, so that'show.
Speaker 1 (29:22):
I chose Facebook.
The thing, too, is likeFacebook is linked to Instagram.
If anybody doesn't know this,this is a quick tip Facebook and
Instagram are pretty muchlinked.
If you have a business accountthat you open up on Facebook,
you can actually post toInstagram as you're posting to
Facebook, and it takes care oftwo platforms at once.
Linkedin is a little bit moreof a business program, so I
don't know if I would go there.
So, to me, facebook andInstagram is where it's at Now.
(29:43):
If you could do TikTok, which isprobably a whole other video
you do that.
That's a whole other world outthere.
Man, that is a very young,young crowd.
I know that there are olderpeople that are on it, but let
me tell you that is a youngercrowd and they shop completely
different, and I think right now, the way I look at it is like
Facebook is that sweet spotwhere you and it's it's still
everybody's like oh, you knowit's, it's going off and you
(30:08):
could say that all you want to,but I still believe there's 48
million or 50 million peoplethat are on this thing every
single day that look at it.
I don't care what you say, Ilook at it every day, even
though I don't want to and Iremember and it's funny that you
say you talking that waybecause so there was this radio
ad guy from like a couple yearsago and we he was called mr huge
, I think he passed away but hewas mr huge and he came to the
(30:30):
tampa area and I didn't knowthis guy from adam, but on every
single radio station he wouldtell you about his deals and he
goes because it's huge and hedid it everywhere.
He'd go to restaurants and he'dsay that thing, he'd go to like
grocery store.
He'd say that, so He'd go tolike grocery store.
He'd say that so he became MrHuge, but he was everywhere.
And I mean, I had no intentionon buying a car from this guy.
(30:52):
Ever, ever, ever.
One day we're talking aboutbuying a car, like he said you
got a car recently.
My wife goes yeah, I think Idid a car and the first thing
that came to my mind was hey,let's go to Mr Huge's.
And then I was like, oh my god,I fell into the trap and we do.
You know, since then we havebought four cars, three, three
(31:13):
cars, three cars from that, fromthat same place, and he's, he's
actually gone.
They actually sold a dealershiphe passed away or whatever.
We go to the same dealershipstill.
My wife got two brand new carsand I got a brand new car from
them last year.
It's just like, if you don'tunderstand what we're talking
about, be that constant reminderin your customer's ear.
(31:34):
Now, this is a different typeof marketing, guys, and you need
to understand it.
We're not talking about goinginto the SEO, which is the
search engine optimization, andputting in rent to own furniture
.
I need a sofa.
Where can I buy this?
This is to give them those thornreminders in their head so that
when they need what you'reselling, they're going to trip
over it and go.
I need to go there first, andthose situations you cannot put
(31:58):
a price tag on them.
I am telling you now you cannot.
It is so important to be firstup in their mind.
Now, mind you, you might haveto pay for that Google ad that
stays first on the list.
You're not paying for the sameway, to be the first person in
their head and that will come upno matter where they are.
They're going to have to typein Google for one thing, when
you get that minder, that minderand says, hey man, I need this
(32:20):
holy cow.
This is coming up.
That's where you want to be.
How often, gerard, would yousay that somebody really needs
to post or be involved or getwhat they do?
What do they have to do to getto that level of being that
first up?
Speaker 2 (32:34):
Man, you said quite a few things.
Speaker 1 (32:37):
I'm sorry, man, I kind of packaged a lot.
No, you're fine.
Speaker 2 (32:40):
You're fine.
The huge thing was crazy, solet me attack that first.
So what you said about himbeing on the radio and being
everywhere, I want you guys tothink of Facebook the same way.
Right, because everybodylistens to the radio and even,
honestly, people don't listen tothe radio as much as they used
to.
I'm not saying don't do radio,but Facebook's the same way.
It's being everywhere andthat's the one, one advantage I
(33:00):
feel like Facebook has overGoogle.
Again, not to say don't doGoogle is you can't be
everywhere, it's only when theyhave intent.
If someone watched that video,let's say Mr Huge was still on
the radio, but I'm going to justbreak down what you could do
with that on Facebook.
If you listen to three secondsof that ad, which that's a
(33:21):
little bit of time, all the wayup to the entire thing, I can
make sure that he shows upeverywhere Facebook, instagram,
youtube, when you go to othersites, just from making sure
that it's the constant reminder,right, if they clicked which
you can't click on the radio,but let's just say they did you
can keep showing up over andover again to be that constant
reminder.
Or pennies on the dollar, Imean, at one time I remember one
(33:44):
campaign sticks out to mindEvery time.
This lady spent 17 cents.
She was getting in front ofanother person and I was just
like this is crazy.
And then we tracked her costper lead, cost per sale and all
that other stuff, because youwant to make sure you stay top
of mind and still want to makesure you make money, and that's
another difference with me.
My whole thing is how muchmoney did you make?
Now, how many people you saw?
I don't care about all that howmuch money did you make?
(34:05):
How many deliveries did youmake?
Don't be one of those guys thatdon't share the information.
I'm not going to charge youmore.
I just want to know so that Iknow we're doing our thing and
we're helping.
But to go back to what you weresaying yes, so that thing with
Mr Huge, facebook is basicallylike the radio, but with visuals
.
Right, damn, there you go, pete.
I appreciate that.
So then, as far as the postingand all that stuff, I'll be
(34:26):
honest there's a differencebetween social media management,
which is the guys who will postor teach you about posting.
I really don't have.
Only thing I can tell you ispost consistently If it's once a
day, if it's once a week.
Just be consistent, and I'mtelling you that from a guy
who's not consistent.
If we're talking about ads,though, I mean, at the very
(34:47):
least, what everybody can do isand I just I have a jewelry
store here in Virginia Beachthat I'm working with Did the
same thing.
He's spending all this money onradio, and I was like, bro, if
you are spending this money onradio, I'm not telling you to
stop.
But what if you had an ad ofyou showing, because it's a
family run business.
It's him and his wife and theirkids and they sell these
cockapoos that are hundreds ofdollars, and I'm like you're a
(35:09):
loving family.
Everybody who knows you lovesyou.
Why not put that out there somore people see it?
And then what?
We started doing that, and thenwe just made sure that kept
going, and I don't technicallydo branding campaigns, but that
was a branding campaign, but wewere still getting information.
His average ticket as a jewelrystore is twenty five hundred
dollars for anyone who buys.
Obviously, he sells stuff inhundreds of dollars, but we were
(35:30):
getting him.
I think we got him over onehundred twenty, one hundred and
twenty leads at like elevendollars a piece and some change
Right, and it got to a pointthey couldn't follow up with all
of them.
So again, it's the follow up onthe back end.
So we were we're working onbuilding automated systems to
help him with that.
He has to eliminate some of thethings he's using in order for
(35:50):
me to help him the way he wantsto be helped, or he has to let
them do it.
But I said, hey, you're getting, first of all, you're getting
seen everywhere.
You got more story traffic.
You're getting all thesepeople's information, but you're
not following up.
This is your money you'respending.
Let's solve the problem so youcan close more of these deals.
And he's already happy withwhat's already been going on,
just because, like one deal, Imean, I won't even tell you what
you're charging, but let's justsay one deal pays for itself,
(36:13):
right.
Speaker 1 (36:13):
Well, the idea is to and it's something that I'm
really glad that you mentioned,because I think sometimes some
people I'm not going to, I'm notcalling anybody out but some
people get really focused onwhat it cost me.
That's great.
I understand that when you'retrying to budget your money and
you're looking at it from a P&Lstandpoint, you're looking at it
from a cash flow standpoint youdo want to know what it costs
(36:35):
you.
But let's not forget the otherend.
If you want to do marketing,any type of marketing, whether
you're doing mailers, whetheryou're doing calls, whether
you're doing Facebookmarketplace, whether you're
doing mailers, whether you'redoing calls, whether you're
doing Facebook marketplace,whether you're doing anything
Facebook, like he says.
Here's the difference You'vegot to know where it came from,
and if you don't know where itcame from, you don't know what
you brought in.
And that's the more importantnumber.
(36:56):
It doesn't matter if I spend500.
It doesn't matter if I spend athousand, it doesn't matter if I
spend 1500.
If I got $10,000, every timesomebody walked through my door,
right, all of a sudden, thebudget would wait, pete, that's
a crazy number and, of course,it wouldn't matter Exactly.
So if you know that thisexpenditure of $500, $2,000,
$10,000 is bringing you a net oftenfold, then all of a sudden
(37:20):
the amount that you're spendingjust isn't as important.
So sometimes we've got to lookat it.
I know that we do thatsometimes around tone and go,
wow, it's going to cost me this.
I'm not really sure if that's agreat idea.
Hold on a second, let's findout how much is it really going
to bring you back in return,because let's say, you and an
overall investment we're notsaying this as one month or 10
months or one quarter orwhatever it is.
Let's say 10, $10,000, but I'mtelling you you brought $50,000
(37:42):
in return.
Would you gladly do it again?
And my answer is Gerard, ifyou're bringing me a five to one
, I would find money under mycushions in my car, in my trunk,
in yesterday's pants, to giveyou $10,000, because I know that
I will get $4 in return forevery dollar that I gave you.
You can't put anything on that,but let's do it again and
(38:06):
that's so important.
We've covered so many thingshere today and there's so many
things that you know there'ssome good talking points.
Make sure that you just takeout the camera, show it to the
guys and be like listen, let'sjust fire this up and go.
If you can't do it by yourself,it's all right.
Bring a friend and we can bothlook ridiculous.
Make sure that you're notpicture perfect.
(38:27):
This is social media, so besocial.
Make sure you know where yourmoney's coming from, if it's
happened.
Make sure you know what's goingon and stick with something.
You know Gerard's sticking withFacebook and he says that's
where it's at.
Gerard, I think you're ontosomething.
I think you're onto something.
I think you need to keep onpushing that.
Where can somebody talk to you?
Where can somebody find yourinformation?
Tell me where it is that.
Speaker 2 (38:49):
Um, I would say.
I mean, if you're on LinkedInit seems like it's not, it seems
like more like the directorsand C-level guys are on LinkedIn
you can link or you can justreach out Gerard J-E-R-A-U-D at
gerardmarketingcom.
That'd probably be the bestthing.
On my social again, I'm notconsistent with posting we're
working on that but I've beensaying that every year for seven
(39:10):
years.
So I just like posting picturesabout my family and what we're
doing and my my transformationjourney more than I like talking
about the other stuff.
So, um, oh, there was a oneother thing that you had said.
Uh, oh, when it comes to thevideo thing, one quick tip is I
teach people how to do chat toBT.
I'm gonna start doing free liveclasses on that.
Um, I haven't decided a date,but when it comes to the script,
(39:33):
you can literally get a scriptin seconds and then you can
decide, because trying to figureout if you should pop in and
out of this door, if you shouldpop out of a dryer, if you
should put your phone in thedaggone, that's a lot to think
about and that'll psych you out.
So chat, gpt or AI whicheverone you want to use will help
solve that problem.
And then the last thing I wantto, before we go, I have to
(39:54):
touch on that thing you saidwith the tracking.
I think it's weird to me and Idon't know if that's the right
word, but I'm just going to go.
Like you said, they think aboutand I'm not saying everybody as
a whole, but they think aboutwhat they're spending and they
don't think about the return.
And I feel like and again,correct me if I'm wrong here it
seems like rent to own for myfour or five years being in here
.
Now it's get something.
(40:14):
Now, when we're forecasting at18 months potential revenue, I'm
going to have X amount ofdollars.
So you guys forecast whattoday's action will be in 18
months, but then, when it comesto your marketing, you're
looking for today's results.
I don't understand how thatmakes sense.
That's the first thing.
And then, on top of that, likePete said, I can't say everybody
, but a lot of people are nottracking.
(40:36):
And if you're not tracking, howwould you know?
I've had people that are doinga whole bunch of things and say
I don't know what thing to stopbecause I don't know what
thing's working.
And I got some people whoaren't going to do a thing
because everybody else isn'tdoing it.
But it's like, for instance,like I was talking to a store
(40:57):
yesterday and it's the lastexample I get she had 117 leads
Funny enough, it's 117.
I remember, because I was doinga consultant call yesterday,
117 leads, spent about fivehundred sixty seven dollars, and
she had I think she said shehad she got a hold of 85 people.
So another thing people don'ttrack is their contact, that's
actually a lot of contacts.
Yeah, it's like 72 percent.
I'm like, yeah, that's a lot ofcontacts.
Yeah, that's awesome, right.
So she got ahold of that and Iwas like, well, how many did you
(41:18):
close?
And she said, out of that, Iclosed 22.
I'm like cool.
And then she said, but there's22 more that started filling out
the application and just aren'tready.
So these are future sales.
So I said, if we just stickwith the 22, how much in
potential revenue did it bring?
And she's like ballpark 3,300.
I was like damn, all right.
So you spent 567 to make 3,300this month.
She's like yeah.
(41:43):
I was like that's freakingawesome.
I said now, how long do theystay with you?
She said 18 months.
I said, on average, how much dothey pay?
About 150 each for her store.
And I was like so after 18months, that's about 59,800.
These numbers are fresh, right.
I was like damn off of 567.
Now, granted, that's forecasted.
So I said you're doing yourmarketing.
So this isn't me trying to takecredit for your future sales,
but if I was doing it, you wouldshut me down real quick, not
(42:04):
saying she would, but theindustry as a whole.
And I said well, what's yourcollection rate?
She said I think they wereabout 80%.
So we did the math and if shefactored in her collection rate
on what she normally collects,she would have collected at
least 47 or 48,000.
Right, so it's like it paid foritself, right then, and it's
going to pay for itself over 18months.
And again, the conversationsthat I have with some guys and
(42:28):
if they don't get it I don'ttake that personally I try to
help them understand that and Itry to ask them how does it work
for you when you do it this waybut not this way?
But I'm not looking to workwith everyone, so that's part of
the reason I want to give thisstuff away, because I don't want
anyone to suffer.
I created this course to helplocal business owners, and you
guys are local business owners,but if you don't get the
ideology and you don't want tospend money with me, that's fine
(42:48):
, find somebody else if youdon't want to.
Speaker 1 (42:51):
Well, you know, it's something that you're saying is
great, because not all fits aregood fits and we have to make
sure that you're comfortablewith it, just like we are.
But I think something else thatyou said, you know, going into
these final thoughts, is thereis an understanding that you
have to sell.
It's what we do.
There's only 50% of thebusiness that we do each and
every day, and that's eitherrenting or collecting.
(43:12):
That's what rental owns about.
But this is the part thatsometimes I think we forget.
As we call people for marketing, as we learn the marketing
strategies and as we go forward,this is what happens.
I want to pay for something,they put something out there and
I get a lead.
If you guys don't understand Iwant to make sure that we have
to understand this is that asbusiness owners, as people going
(43:35):
through, we have to takeaccountability for certain
things as well.
You're paying for a lead.
I'm paying for somebody to lookat this ad and call me and go
hey, what's going on After that?
You got to remember that thereis an innate part that goes into
.
I also have to sell it.
Now, those two things aren'texactly married Just because
(43:59):
somebody reached out to you andbecomes a lead doesn't mean that
you're going to sell it.
You have to also remember yougot to teach the sales part.
You got to remember to show theperson answering the phone.
This is how it's done.
This is what you need to remindthem.
You got to make sure that acouple of things happen.
I get your name, I get yournumber, I get your email Any
ways to contact you.
I find out how that youcontacted me.
What brought you to my door?
Because here's the thing If youhave 150, go out there, 72%
(44:24):
come back with you.
To me, marketing is a success.
Now the question I have afterthat is why did I only close 72%
?
Well, I was only looking forthis.
I was looking for that.
Is that the problem with themarketing that was done?
Or is it because we didn't havetheir needs, or because we
didn't know how to sell it, orbecause they're going to do it
later?
Those things are completelyseparate ideals.
(44:45):
So, just so you guys rememberthat as you're going through
marketing, whether you're doing,you know, gerard Marketing
Solutions, whether you're doingRyan Kras, they're going to get
you those people.
The question is, what do you dowith it when you got it,
because that's also anotherstory for another podcast.
I just want to make sure wetackle that, because I think
some people forget, you know,and they're like well, it's
(45:05):
spent so much and I only gotthis out of it.
Did you only get that?
Or did you get 72%?
That actually called you backand we only sold out of that 72%
something.
Their job is to really getsomebody to knock on the door.
It's our job to open it andmake sure that they stay.
Speaker 2 (45:21):
That's what we do.
Going back to the order takersthing, is a lot of people don't
realize they have order takersin place and then it's actually
the manager slash, owner, slashwhoever's responsibility to take
that person, either hire theright person who can sell, or
take that person and teach themhow to sell so that they can
become more.
And that's a conversation I seeall the time is.
(45:42):
We're not getting this.
And then you know if people areusing my system.
I can actually go in and listento the calls, I can see the
text message, I can see how fastthey follow up and I'm just
like you don't have asalesperson, and it's not to
belittle the person who's inthat role.
I'm saying to the person I'mtalking to hey, this is your
responsibility.
The thing with me is, when youwork with me, I'm helping you on
(46:02):
the sales side and themarketing side because I want to
see you win and you're nothappy until you got money.
But a lot of times there'sdifferent things you've got to
clean up in your business andpeople don't want to do the work
, so they just say it doesn'twork and they go on to the next
thing.
So, and the very last thoughtI'll give you too is if
someone's doing Facebookmarketing for you and they're
charging like 250, those aren'treal ads.
They're just turning on apicture and just sending it out
(46:24):
into the universe.
It's good to stay in front ofpeople, but if you really want
to make money off of it, it'snot the same thing.
So, again, like I said, if youguys want my free course, you
guys can just email me, jarad atjaradmarketingcom.
We also have a website,wwwfastrtodeliveriescom.
You guys can get the course forfree.
(46:45):
Like I said, my whole thing isto give value and if you want to
work with me, awesome.
And if not, I just want toleave people in a better place
than when they found it, becausewhen I was struggling, lost
everything and I found marketing, I wish I had that.
Like the guy that I told you, Isold my car to get, I sold my
car to learn the skill.
He wasn't giving it away forfree, even though he gives a
very free content.
So I'm going to do a freecourse at the Virginia Beach
(47:07):
Economic Development Centerbecause I know what it's like to
be in a situation where youdon't have the funds.
You don't have the funds.
You don't have the knowledge.
Youtube University is too much.
So I give my time to that and Idon't expect anything from it.
I just want to help people.
So if that's all you want,that's cool.
If you got questions, we cantalk.
I'm not going to hard sell youand I'll just say this If we're
going to work together, I'mlooking at you just as hard as
you're looking at me and I dosay no.
(47:30):
So I want to work with goodpeople who get it and who want
to grow, and if that's not us,that's not us.
We can still leave in arespectful manner.
So that's all I got.
Speaker 1 (47:38):
Well, listen, I love you, Gerard.
You know that.
Guys, this is why that wechoose Gerard Marketing as one
of our sponsors.
Because, listen, this worldit's hard.
Rto is not any easier.
If you want to get it done,you've got to really look at
yourself, figure out how youwant to do it and then move
forward.
If you want to do Facebookmarketing, that's excellent.
Gerard Marketing Solutions isdefinitely going to take care of
(47:58):
you.
If you guys have any questionsabout today's episode, or if you
want to ask me how I feel aboutsomething personally, yes, I am
a little skewed on the factthat I like Gerard, but I will
tell you exactly what I think.
Email me, pete, at attherotoshowpodcastcom.
You're welcome to go to thewebsite.
Same thingwwwtherotoshowpodcastcom.
You can find us on Facebook,instagram, linkedin and now on
(48:21):
YouTube.
So please subscribe.
And always I'm going to tellyou guys.
As always, gerard, I appreciateit.
Man, I love seeing you here andwe'll see you next time.
Get your collections low to getyour sales high.
Have a great one.
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