welcome to the hyper-fast show I am so excited to have Jason flatland here he wrote the book one-to-many which is about selling to the masses right and is the genius when it comes to doing webinars I am extremely interested in learning from you and grateful that you're here today so thank you all right what do you want to learn so there's a few different types of webinars I'm thinking about and you work with people in all different industries right yeah so a lot of our audience is in real estate perfect some agents some lenders people
who are doing title all that sort of thing but primarily residential real estate excellent so if you are us and you wanted to get it to the point and the very beginning of your presentation you said make sure the webinar accomplishes all of your goals right right basically that you're able to plug that into your system and roll with it what audience would you go after first so I would go after the audience that individually has been most successful for me and so let's say for whatever reason that you know Christian conservatives are just crushing
it for you you could just sell houses to them like that okay I would take what I know about that audience individually and I would craft a presentation so that way hundreds or thousands of people in in my geographic area or even worldwide could see that and potentially do business with me so for example with you is there a particular market that you have stronger affinity to than other markets or a market that works the best for you yeah so we do really we segment really well I'll tell you the market I started out with
I would a well for webinars this might not be as good we'll find out um senior citizens that have homes to sell that are worried about doing renovations and doing work I went after that market because I wanted to be able to get the new construction builders and I recognized those Lots were the bait that I needed to attract the builders smart so two ways you could use a webinar in that situation and one I would probably do before the other one but the first way is to go direct to consumer in this particular case
senior citizens and I know the kickback is well maybe they don't use the internet maybe they're not sophisticated however most of our data actually shows that that is not true okay okay so you you want bigger fonts and you want more easy to use web pages and there's a lot of ways that you can do that you should keep that simple anyway I think people make it way too complicated okay we were eating with a very smart marketer at lunch today and he showed us the landing page that he thought was the most successful and
we were all like that's converting its converting better than any other one so keep it simple keep it easy but there's another webinar you can consider running to you said you went after the builders aggressively yes tell me more about that sure so my background was in new home sales and I have a list which I still have today tomorrow of all of the people that are part of the builder Association in my community nice and so what I would do whenever I got one of these Lots I would shoot a video of myself talking
about the approximate neighborhood smart where I felt they could the profit margin I felt they could achieve and I would invite them to contact me yeah so I was just like baiting them beating them beating them and I knew that land was the hardest thing and I had the experience to sell so what was unique and differentiated me is I had the land that they wanted and I wasn't so one of the agents that is oh I only want to listing over 2 million right which is typically the new construction agent ok the builders biggest
problem with that agent is they're lazy they won't go out and get the land but they happen to be educated enough to sell the product because of my background I was willing to do both excellent so you were doing this pretty much you were teasing the Builder to contact you you were selling them in person and that's how you kind of forced us into existence right correct so I would take that same concept and say if I couldn't talk to them one-to-one and I could only show them via a digital webinar what would I put
in that webinar what would I say how would I do to the Builder yeah yeah and so the really powerful thing about that is you can duplicate efforts sure so that way you don't have to necessarily be trapped just the one-on-one yeah but even better than that is there may be a person that you can't reach one-on-one so you can still do one-on-one but you can hail-mary it hey listen I know you don't want to meet me in person but please do me a favor since you won't meet with me personally just watch this video
and then if you think I'm insane after watching this webinar then you never have to talk to me again however I think you're gonna really enjoy this and the good news is we don't have to waste each other's time you can just watch it whenever you wish to and then if it rings true for you contact me and and and that's great because even though it's may be watched individually as a webinar you might pick them up one person out of time watching it do you have a marketing tool not just a sales tool now
so it'll complement your selling but it can replace parts that you're selling that otherwise if you can't meet two builders at the same exact time or if you're on vacation if they're on vacation you'd be amazed that when people will watch videos especially if they're presented as webinars and not just as standalone video that you can watch a video or something you watch on YouTube so a webinar is something that we specifically make feel like an event that's excited and that's exclusive and that's available for a limited time for you yes even better right so
in that I'll just give you one more tip on that I would literally say we are limiting the access to who can watch this webinar and so here's your code you have to put this code in to unlock the webinar okay and if you don't use this code by this date then the code expires and that forces consumption otherwise people will put it on a list too one day someday maybe watch maybe do and that's really powerful if you take that kind of exclusivity approach and by the way it might be very true because there's
probably competitors that if you did business with one it would be harder to do business with the other yeah and so that's actually built into the system but I would do both webinars obviously I say that because I do webinars for a living so it's easier for me the most people but there are plenty of audiences where you can do a specific communication to 80% of your webinar would be exactly the same whether you go to this customer saying that or that customer segment yes the 20% that would be different would be the customization specifically
to their wants and their needs and their desires and so it's a good way to duplicate yourself so you could have five or six or seven slightly different presentations but each one is saying hey you and you being a different audience right so your avatars gonna change but the bulk of what you're saying is yeah yeah so right for us I was thinking Sam gave a statistic at the event that we're at and he said you know 60% of the buyers last year were first-time homebuyers yeah I heard that automatically I'm thinking okay how do
I develop the white or the right webinar for first-time homebuyers easy and then yes so I'm thinking that's gonna be the easiest one so that's a market segment right yes you're a first-time homebuyer what do you do how do you buy a home in an intelligent manner where it's easy it's fun it's enjoyable and you don't get taken advantage of or make really bad decisions right okay this webinars going to show you exactly how to do that now whether at the end of the webinar you choose to do business with us or somebody else you're
still going to be better off than you were before you join this webinar and and that's that's really powerful because and this is why I like webinars it's you give value in advance of asking them to do something for you so a lot of businesses call me and then I'll serve issue or do something for me then I'll do something for you right and the webinar is a very efficient way of saying let me first do something for you independent of whether you do something for me and normally that's not possible because if you went
around doing favors for everybody individually you'll be broke and miserable and people will like you but they'll take advantage of you that's just what they do it's human nature this is a way where you can do favors for other people but do it efficiently yeah because you create it one time and then you can keep giving that favors but yeah education and advance of sales increases sales and increase the satisfaction and so you would sit down and you would say hey this is how I would write the when I picture in my mind the person
that I love the most who had never bought a house before yeah who was about ready to buy a house and I would write that webinar for them so it's extremely personal a lot of empathy of what they're going through yep a lot of like this is a struggle this is a mistake that people make and I want to prevent you from making that mistake yeah so you're really having a one-on-one conversation correct but but just duplicating the heck thousands of people could be watching you know what else I thought of when I was going
through in my mind like oh my gosh I have to do this yeah I thought you know it'd be exceptional because I have a huge team what would be exceptional as a service to my team for the team leaders out there is if I set it up so that they did the webinar and then afterwards they go on to a landing page yep and they do they fill out all of the details and they do it individually if it's a couple yeah you actually find out where they're both starting out correct and you make it
fun like a quiz and then for us it's the presentation is a three part process there's the needs analysis there's the buyer presentation which would then become the webinar the webinar and then the last piece is a reality check analysis and that's when you take all of their needs and you actually still show them the sold comps so I used to always believe okay always face to face always face to face but with the first time homebuyer segment I'm interested in testing it if the last part of the process is zoom yeah I it's worth
a shot especially for I mean if Millennials now make up the bulk of first-time homebuyers which I don't know if that's true or not I think that's what was said from there yep yeah I'm being in it resonates with me why that would be so their media is more they don't do their shopping in person they do it on an app on Amazon so they are their reality is we don't need to be personal in order to do business with each other now best buy test I'm for whatever makes the most money if you say
hey listen pigeon carriers are right now performing better than any other type of media we're doing pigeon Gary's oh god this is good to say it but the idea here is even if you make that person easier to deal with when you hand them over to a team member or even if you can collect any amount of data in one location prior to the team member having to do data collection you can do the research on the reality check before jump on that zooms that's what I'm saying yep so literally you're making their job easier
to service the client which therefore makes the client experience better and and that is a psycho a positive feedback loop where everybody wins and and that is because we have shifted the education in front of the conversation yeah right now all the education almost that exists is once you call and talk to the real estate agent and that is the least efficient way of doing it so if we can push information in front of the conversation we'll have better conversations will have better clients and will have a reason for people to choose us as opposed
to anybody else because I mean right now half the way that people select a real estate agent is oh my brother in law said this guy's you know can him buy a house for me okay well that's like flipping a coin in the house is the biggest purchase for most people that they'll ever make in their life and your due diligence as a consumer boils down to well so and so you know they can buy and sell houses let's use them because how else are they going to figure it out yeah this is how they
figure it out they say oh wow now I'm making an informed decision because I'm listening and getting educated and you know in every industry it doesn't matter what industry it's in if we can take them behind the counter so they can be on our side of the business not just you know if you if you visualize it like this you know the old school days of when you'd go into a convenience store you're behind the counter and the other person's on the other side of the cabinet yep and you're kind of facing each other yeah
we want to take them behind the counter so we want to kind of spill the secrets of how the industry works this is the typical way that this industry is run here's why that might not be so good for you as a consumer here are some of the issues that are commonplace that we don't agree with but unfortunately see we see far too often in the industry it's not what we stand for but it's what happens and I don't care what industry is you're in there just the way yeah there are industry norms and those
industry norms are always created to be the easiest sim this way for the person selling the products to sell the product now like as a real estate professional you know far more about real estate than any home buyer would ever know is that right is that fair very fair yeah and probably everybody on your team knows a thousand times more about the real estate game than the average consumer does they do you know I bought five houses in my life so I've actually at my age owned more houses than most people have yeah I still
don't know what I'm doing so you have an informational advantage so unfortunately in most industries where the service provider has an informational advantage they have the incentive to exploit yep because they can decide what you should know and they could hold back what you don't know and you don't know as a consumer what you don't know and this is true in my industry every industry I've ever been in so what we do is we give the consumer more of an informational advantage so even if they don't do business with us whoever they do business with
they can say well hold on a second I don't necessarily think we should do it that way and they'd be like well why don't why not and then they can say with confidence because these are the issues with that and then the agent would be like how did you know that well right because we helped them understand more of how the industry works and why things are the way they are so they can make a better more informed decision now here's what's beautiful about this if we provide them that service and we say whether you
do business with us or somebody else and makes them more likely to do business with us simply because they say well you're the only one who's given me an informational advantage and you've made it easy and convenient for me to get this sure therefore if I'm gonna go with anybody I'm gonna go with you period and that's the key to more business and that's true and it's true in every other industry I've ever been in yeah absolutely huge well I can tell you this I'm inspired from listening to you today from our conversation now and
if you guys are inspired and you're looking for some help designing webinars how can they get in touch with you they can just right into support at rapid crush com so rapid crush is my company just drop us an email support at rapid crush calm and we'll see if we can help you sounds good thank you guys so much for joining us today if you got something out of this please like and comment below and also share this with a friend thanks guys bye-bye thank you so much for watching our video I hope you liked
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