It Took About 6 Months To Work (And Then Her Business Exploded)

Amy Lucas:
I love that my challenge is no longer, "how am I going to pay my bills"? Or "how am I going to take my kid to the doctor if he's sick?" It's now, "who am I going to hire if I want to hire someone?" Or "do I turn down my ads budget until I figure it out?" Those problems are okay to have. They're problems I can say with the smile on my face that I have right now and not depression.

Tim Chermak:
This is the Platform Marketing Show, where we interview the most creative and ambitious real estate agents in the country, dissect their local marketing strategy and get the behind the scenes scoop on how they're generating listing leads and warm referrals. We'll dive into the specifics of what marketing campaigns are working for them, how much they're spending on those campaigns and figure out how they have perfected what we call the Platform market strategy. This is your host, Tim Chermak. I'm the founder and CEO of Platform. I love marketing and I talk too much. So let's dive in.

Tim Chermak:
All right. Hey guys. Welcome back to another episode of the Platform Marketing Show. I'm here today with Amy Lucas and Amy is a realtor on the space coast of Florida, kind of the Melbourne area of Florida. Is that right, Amy?

Amy Lucas:
Yep. That's right. I cover from Mims, Titusville in the north county area down to around Malabar almost to the tip of Sebastian.

Tim Chermak:
And so it's really like, probably most people have heard of Cocoa Beach, right? That's the big touristy area. And that would kind of be somewhere in the area of where you're selling a lot of real estate. Amy has a really, really awesome story of growth. And I hope that this particular podcast episode is encouraging to any realtors out there that think like, oh, I've tried everything and I'm just going to give it up, or maybe I'll never be a top producer or you've seen success stories and you've seen case studies of these agents that grew to be making a hundred grand or 150 grand or 300 grand or whatever. And you just think that'll never be me.

Tim Chermak:
You're feeling discouraged. Amy's episode and Amy's story here I think, is really going to inspire you because Amy has had a pretty remarkable transformation in her business, once she latched on to these Platform marketing ideas. And so Amy, I'll just turn it over to you here. Where were you in your business and how was things going two, three years ago versus where are you right now in terms of where the business is at?

Amy Lucas:
Okay. So the person you just explained someone who wasn't quite sure how they were going to get to making more or succeeding in general. That was definitely me. I knew I was good at what I was doing, but I didn't quite know how to get continual business coming, so I could really show people and show the public that I've got what it takes to be a top producer.

Tim Chermak:
How long had you been a realtor?

Amy Lucas:
11 years.

Tim Chermak:
11 years. Okay. So it wasn't like you were a brand new realtor or anything like that. When you joined Platform, you had already been an agent for then, what? Seven or eight years.

Amy Lucas:
Seven or eight years. Yep, exactly. And just kind of chugging along, I had two kids within those eight years, so was kind of off and on, but it was still always my full-time thing and I wanted it to grow and it just wasn't consistent. And I wasn't really, for many years, selling more than a million per year. I think in around 2018, I had a gross commission of around 60 grand and we were having some financial difficulties. So we knew we had to do something different. I think I came across one of Platform marketing's ads. And it just resonated with me. I thought, wow, that's something different. That's maybe what I'm missing, getting out there in front of people.

Tim Chermak:
Yeah, because I don't think you were referred to Platform. I think you clicked on one of our ads, the old fashioned way, right?

Amy Lucas:
It was. It was like, read this book, watch this documentary. And it was just, I couldn't get enough. I couldn't wait to talk to someone.

Tim Chermak:
And you signed up and that was in 2018. Is that right?

Amy Lucas:
I started March of 2019.

Tim Chermak:
19. Okay, cool. And in that previous best year you had done around 60,000 GCI and I was just asking you before the show to verify some numbers, it sounds like this year you're on pace to do over 200,000 in GCI, which means you've essentially more than tripled your business. Even during the midst of this COVID lockdown pandemic, that you've tripled your business. And I know that just a couple years before that, you guys were going through a bankruptcy and now you're bringing in $200,000 from just your income. That's incredible.

Amy Lucas:
Yes. Yes. It's amazing. I'm so glad that I took the leap and I did at a scary time. It was, I've got to do something different. I've got to be careful with my finances though, this time around. So what do I do? Can I suddenly invest in my business? And I thought, well, that's doing something different than what I've been doing. So yeah, let's do it. And I mean, I almost drained our bank account at that point, but I believed in it and stuck with it until it worked. And then it worked.

Tim Chermak:
Yeah. I think people toss around the phrase, life changing or they toss around the phrase, transformational. In your case, it's like having... You were going through this process of basically bankruptcy and now your household income is quarter million dollars or more, that's life changing. Right? That's the difference between having to use coupons and going to the grocery store and meal planning around, what can we afford, not what will taste good or what would I like to have for dinner tonight? Versus, hey, we're going to get whatever we feel like. And when we go order somewhere, we don't look at the prices because we don't care. Or it means you can buy whatever clothes you want and it just doesn't really matter because you're not, not going to buy something because it's $80 versus $60 or whatever. Right. That's the difference between being able to take vacations with your family. I saw on Facebook, you guys went up north to some mountains, right. Or you saw snow. Was that the...

Amy Lucas:
Yeah, the mission was to find snow because the kids always see it on TV and they're like, what is this white Wonderland?

Tim Chermak:
Yeah. Yeah. Yeah.

Amy Lucas:
So we said, at some point this winter, we will go find snow and I've always wanted to go rent a cabin in the mountains just to feel in the woods. I don't care if we don't do anything. I mean, one day, it actually rained there.

Tim Chermak:
Yeah. Yeah.

Amy Lucas:
But I was just in my cabin. I mean, we pulled up to the cabin and I was in tears. I was so giddy. I turned around and I was like, it's real. I was like, do you see this? It's real. It went from something on the computer screen that I had dreamed about for years to it's in front of me. This is real. And it just gives me goosebumps because it's not that it was easy to get there, but that's why it's so beautiful. It was hard work to get there, but it's like, I found the secret, with this company, with you guys. You have changed my family's lives. So very happy.

Tim Chermak:
That's just really cool hearing that because I know that you've worked really hard. So, yeah. Implementing the Platform strategy certainly helped, right. When you're executing on the right plan and the right ideas. But you've worked so hard. And so it's cool seeing you be able to enjoy the fruits of that labor. Again, I just can't emphasize enough when you go from 60,000 to over 200,000, that changes your life. That's the difference between saving money for retirement and not saving money for retirement or being able to sock away money for your kid's college or being able to buy a new car, if that's something that's important to you versus buying a 10 year old used car. All of the above is within your financial reach when your business hits that point.

Tim Chermak:
And so that's just super cool that you were able to do that. So Amy, what did the first six months look like? Because now, I mean, it sounds like literally we're on the mountaintop and we're celebrating. Right/ but what did the first six months, or maybe even what did the first 90 days look like? How long did it actually take for these Platform strategies and these marketing campaigns to actually start kicking in and making the phone ring and you saw leads coming in and you noticed, okay, my business is growing. Because for most people it doesn't happen in the first month. Right. How long did it actually take you to feel like, or you could go talk to your husband and be like, I made a good decision.

Amy Lucas:
It was probably in October. So it was seven months after.

Tim Chermak:
Okay.

Amy Lucas:
Was my first listing appointment, but it wasn't just an opportunity. It was, I got there and she knew me. She hugged me and right away, was so impressed and ready to sign. And it was a buy, sell combo. So she also bought, not long after. But at that point, it wasn't even just that. I had other ones happening at the same time. So I think in that month, I had a million under contract. So it had been building, it's just that it hadn't dropped yet until that point. But there were other things happening between then, between March and October too, that I could feel it going. And I felt my confidence level growing too. So there were some things that were almost fuzzy, as we like to call it in the Platfam. Right. Where we're not sure if we really got that from an actual campaign or if it happened otherwise. So I got a land listing just a few months after signing up for Platform. And I really felt like it was the confidence I had with growing my business that landed me that listing.

Tim Chermak:
So you had a month in the fall of 2019 where you had a million dollars basically, that was closed under contract. And I remember you just said earlier in the podcast that, yeah, I mean I had years where I would sell a million dollars and now you have a month where you bring in a million dollars of sales volume. I'm sure that just felt absolutely insane that you're like, I just made in a month what I used to make in a year. And it's obviously continued to snowball from there because now, that month isn't even that crazy for you to have a million dollar sales month. So it took, it sounds like 6, 7, 8 months before you saw super, super noticeable impact. But you saw even in the early months that like, okay, I've planted seeds and the plants are growing. They're just not quite ready to harvest yet.

Tim Chermak:
Let me ask you a really specific question. How long did it take for you to be able to tell your husband or for you to be able to tell your friends or family or anyone who knew you had invested in this? Because as someone who didn't have a lot of money, when you signed up, if you were telling people, hey, I just signed up for a marketing program that costs $1,600 a month and they're like, what the hell? How long did it take you to feel deep down confident that, oh, a sigh of relief. I actually made a good decision signing up for this because I'm sure it was really scary the first couple months.

Amy Lucas:
Yeah. Yeah. I mean, I had some great buyers from the get go almost, I mean maybe a month or two after that I met with, and we were this close. If it would've been the right house or their credit would've been just a little bit better, I could've made a sale so much sooner and I know that's happened for other people. So it's kind of a little bit of luck that happens in there too, maybe.

Tim Chermak:
Sure. Sure.

Amy Lucas:
I mean, yeah. I would probably say it was around September, October when I felt like it was going to happen anytime soon.

Tim Chermak:
That was when you were sure.

Amy Lucas:
That was when I was definitely sure because I could prove it with the paychecks.

Tim Chermak:
Yep. Yep. What videos, or what ads did you focus on in that first year, Amy, that kind of delivered, whether it was the buyers or the listing leads you started getting? Was it a particular combination of ads? Was it a certain homes list that seemed to work the best? Were there any specific videos that stand out to you that really, really made an impact? I mean, what was working well for you that first year?

Amy Lucas:
Yeah, it was definitely a good combination. I really continued to like my acreage homes list that tends to get people in that higher price range and also people that I'm connecting with. I like nature. I like those larger lots, where you can have your dogs and all those things. So that's been getting a lot of good leads.

Tim Chermak:
And you're originally from Wisconsin. Is that right?

Amy Lucas:
Yes. Pretty much. That's where my childhood was.

Tim Chermak:
Okay, because I remember you telling me that and I was like, yeah, that's a culture shock going from Wisconsin down to space coast of Florida, on the ocean, not like inland Florida where there's all the agricultural farmland, but on the coast of Florida. So, that makes sense that you like that acreage homes report. And that is one of my all time favorite ads, even when I'm on sales calls with potential realtors who are thinking of joining the Platform program. I often use the acreage homes report as an example of the psychology that makes Platform work because the type of person who clicks on that ad, right, is usually a higher price point buyer, all things being equal, because no first time home buyer who has poor credit and desperately needs down payment assistance is going to click and request a free report of homes that have an acre or more of land, because that's probably not what they're looking to buy.

Tim Chermak:
And so you kind of know those leads coming in are listing leads. They just haven't told you yet. But when you get to that point in the conversation where you find out what they're looking for, they kind of just casually mention like, oh, by the way, we'll have to sell our existing house. Could you help with that? And you're like, yes I can. And so yeah, I love that ad just because of the demographic and the price point of the leads that it typically brings in. So that's a cornerstone ad. It's kind of like old faithful. It just works for everyone that we run it for.

Amy Lucas:
Totally. Yeah. And it kind of brings about the dreamers, the people that believe that they are worthy of having a little more land too. So, that really connects with me. And I like that a lot. And as for videos, I mean, I have enjoyed making a lot of them, the ones that have done really good, I think were the ducks in a row one, because it just caught people's attentions. Throwing ducks and catching them. That was a lot of fun. And we rerun that sometimes, which I love. I love that we're building this big database where anyone can go back and watch your videos, but that also we can reuse those videos, that we worked hard to make.

Tim Chermak:
Yeah.

Amy Lucas:
And they're so good.

Tim Chermak:
I'm still shocked that the ducks in the row video works the way that it does because it's just the stupidest idea. Right. It's just so dumb. It is. It's stupid, but it totally works and people love it because it's so cute. So for anyone listening to this podcast who just has no idea what we're talking about, it's a retargeting video that we have a lot of our clients film, where you get a bunch of yellow, rubber ducks, the kind that a toddler would play with in the bathtub. Right. And we wrote this kind of cute video script where it's like, if you're thinking about buying a house this year, I can help you get your ducks in the row. I can help you find the right house. And then it shows someone off camera throws one of these rubber ducks at Amy and Amy catches it.

Tim Chermak:
I can help you with this duck. And then another duck flies on screen. You catch that duck. And so it's just featuring these yellow, rubber ducks with this script of, I can help you get all your ducks in row. Super cheesy, super cheesy, but because it's so cute and most agents would think, oh, I would never do that because that's embarrassing type thing, that's why it works so well. Because it just makes you seem relatable and makes you seem human. And if that video popped up on my Instagram or on Facebook, and I saw that and I didn't otherwise know who you were, I'd be like, oh cool. They know how to make fun of themselves. They seem like they'd be a cool agent to meet up with on a weekend if I had to go look at homes or if I was thinking about selling my home, that seems like kind of a cool agent to work with because a lot of agents just take themselves too seriously.

Amy Lucas:
That's exactly right. They try to put off a certain perfect demeanor and I don't think that's what attracts people, at least not the type person I want to work with.

Tim Chermak:
Yeah. And it's the agents who show up to a listing appointment in a three piece suit and they always wax their car before they take it out and it's like, stop. You're not an investment banker. You're-

Amy Lucas:
Pollen season. Who are you kidding?

Tim Chermak:
So yeah. I mean, I think there's something to be said of just not taking yourself too seriously and letting your actual personality show a little bit in the retargeting videos, because it's a breath of fresh air. Most people on social media are trying to act more important than they actually are. And they're trying to act wealthier or more educated or higher status than they actually are. And you're like, hey, throw some rubber ducks at me and we'll talk about getting your ducks in a row. And it's just a cute way to say that, hey, I'm like you. I'm cool. You could see yourself hanging out with me. Right. And to a lot of people, that gut primal feeling of like, oh yeah, she seems cool, that's more important than how many reviews on Zillow some other agent might have.

Tim Chermak:
They just want to feel like they could see themselves hanging out with you to go look at homes. So you said acreage, homes report ad has worked well, the ducks in a row retargeting video. What other videos have you done, Amy, that have seemed to really like resonate with your audience?

Amy Lucas:
I'd say the one where I jumped in my listings pool. That was a lot of fun. And I got some good comments from that.

Tim Chermak:
Have you had people mention that in real life that, I can't believe you jumped in that pool?

Amy Lucas:
At least a couple times.

Tim Chermak:
That's funny. Yeah. So that's something we do with a lot of Platform agents. If they're in an area that might have pool homes, it's like, hey, if you get a listing of a pool home, you should start that video by jumping into the pool in your full normal suit. So don't have a swimsuit on, but just surprise everyone. They have no idea you're about to jump into the pool and just do a cannon ball. And then when we edit it, obviously, we like to put that at the beginning of the video to make sure everyone sees it because it just grabs people's attention. And again, it reinforces this narrative that, I don't take myself too seriously. I'm wearing a suit in this video, but I'm going to jump in this pool. It's like, yeah, exactly. It's like, oh cool. Again. That would be a fun person to hang out with. If I have to pick amongst all these hundreds of realtors in the area, that person seems like they might be fun to hang out with.

Amy Lucas:
Yep.

Tim Chermak:
You mentioned the top tacos video too. When we were, when we were talking right before the show here, you mentioned yeah, I filmed this top tacos video that seems to just have staying power. You filmed it a couple years ago now I think. And it's still working. Yeah. People still mention it years later. Could you explain for those listening, the uninitiated, who aren't familiar with the concept of a top tacos retargeting video? What is the idea behind the video? What's the script and basically how did you pull that off?

Amy Lucas:
So the idea behind it is to pretty much share to someone who might be outside of the area or new to the area that hasn't really explored yet, where you can really get a decent taco and a fun atmosphere. So I chose my three favorite kind of scattered around the county and we went to each of them and just filmed some information about each. We got some B-roll footage of what the restaurant looks like. And then just me eating a taco at each one, showcasing what's good. Maybe some guacamole at one and fish tacos at another. And it was just really fun. If you're here and if wanting a taco, check out any of these three places.

Tim Chermak:
Yeah. And each clip is usually about what? 20, 30 seconds at each place. So it's not like each place has a five minute clip where it's a 15 minute video. Right? It's like each of them is 20, 30 seconds long. So the finished video is only 90 seconds long. And so it basically shows you eating a taco at each of these three places that you like, you take a bite and then you talk about what makes that place unique or why you like this specific place. And it may be like, oh, they marinate their own beef here. Or they make handmade guac in front of you. Or I just love the barbacoa here or the chorizo or whatever it is. Right. They make the tortillas fresh here and you can taste the difference, whatever it is, right?

Tim Chermak:
It positions you as being not just a real estate expert, right. It's like, I'm not only good at negotiating homes. Right. I not only understand the best neighborhoods and what's a good deal versus what's not a good deal. And how to get you the best terms on your contract or your mortgage or any of that. Right. It positions you as, I'm also an expert on the community in general. Right. I even know the best spots to grab a taco. And again, if I don't know what realtor to pick, because I think a lot of agents forget what it's like to be researching a realtor. Put yourself in the shoes of the general public, the average homeowner out there who, maybe bought their house years ago. They didn't stay in contact with their realtor.

Tim Chermak:
And so it's highly unlikely they're going to work with that realtor again, who was their buyer's agent, when they originally bought their house. I know the stats from the NAR are actually that I think 70 or 80%, something like that of homeowners do not use the buyer's agent to list their house when they eventually sell that house. And it's basically just because that agent doesn't stay in touch with them. Right, because all things being equal, if you just stay in touch with them, they'll want to work with you again, because they don't want to go through the process of researching and interviewing agents. Right. That's a hassle, that's not fun. Real estate agents love listing appointments because it means you might get business. Right. So you kind of look forward to it. If you find out on, let's say it's Wednesday and you find out that a lead just responded and they want to schedule a listing appointment with you for Thursday, you're excited for that.

Tim Chermak:
You're like, yes, I got a listing appointment on Thursday. The homeowner is not excited for that. There's probably a million things they would rather be doing than interviewing a real estate agent on their Thursday night. They'd rather probably clean their house than interview real estate agents on some random weeknight. So I think a lot of agents sometimes forget that the due diligence process of finding out what realtor I'm going to work with, it's a necessary evil in the process. You, as an agent, get excited about it because it means you might get a listing and get business and get another commission check. But to a homeowner, it's a hassle. And so even just something simple, like staying in touch with all the buyers you've worked with so that when they eventually think about selling that house, that you help them buy, that it's just not even a question. It's like, well of course, I'm going to work with Amy. She's a great realtor. She helped me buy it. She'd be the one to sell it. Right.

Tim Chermak:
I think a lot of agents, because they don't remember what it was like for you to interview an agent, you think that the homeowners out there or buyers, you think that potential clients out there are more scientific in their approach than they are. It's like, they're not. They don't... Very, very few people are type A or anal enough to go on Zillow and count the number of positive reviews each agent has. Or they're not reading all the five star and the four star reviews on your Facebook page or they're not going to call past clients and verify, did you have a good experience with Amy Lucas? Pretty much, no one does that amount of due diligence. Right. We like to think they do. We like to think they're doing a bunch of research and they picked us because of all this research. It revealed that Amy was the most qualified, competent agent, but none of that's true. How they're actually picking is just a primal gut feeling of, yeah.

Tim Chermak:
I mean, I saw some photos of Amy pop up with her family or I saw a video of her talking about her top three favorite tacos and she just seems like a cool person to hang out with. And I also saw some videos that kind of made me realize, oh, okay, okay. She is an expert realtor. Right. She doesn't just love eating tacos. She is an expert realtor too. And as long as they have that gut feeling, that intuition, right. That, oh yeah, yeah, she seems cool. I'll just go with her. No one would admit that their decision making is that informal. Right? It's that just gut level. They're just winging it. Right. No one would ever admit that because that's kind of embarrassing to be like, oh yeah, I saw a video of her eating tacos and I was like, that's the realtor I'll list the most expensive financial asset I have with. Right.

Tim Chermak:
That is how people actually make decisions. That's totally how they make the decisions. And so it's not surprising at all. I guess that was a really long winded way of saying it's not surprising at all that sometimes the most successful videos, when I do these podcasts and I ask a successful agent like you, what videos really stand out in the last couple years that really helped you build your brand where you know that because people have told you, they saw that video and you say, oh yeah, my top tacos video. Just something that has absolutely nothing to do with real estate, it makes perfect sense to me.

Amy Lucas:
Yeah. And it's awesome because those are the fun ones to make.

Tim Chermak:
What are some other videos besides the top tacos video that you've done that you just know had a pretty good reception amongst people on social media, whether it was likes or shares or comments or people telling you in real life that, hey, I saw such and such video, what are some other ones that come to mind?

Amy Lucas:
I mean, of course the best one would be God made a small business owner. That was amazing. Getting in touch with all those business owners and showcasing each of them during the start of the pandemic, where they're each hurting a little bit, that was amazing. And had a really good feedback.

Tim Chermak:
Have you stayed in touch with any of the business owners that you've filmed videos or photos at over the years?

Amy Lucas:
Yeah, definitely. Some more so than others, but one in particular, a barbecue owner, we've become friends and he's done another video with me too. We did a big Thanksgiving feast giveaway and he loves making videos. So, that was cool. We had that in awesome common at the same time.

Tim Chermak:
Yeah. And having that relationship is super valuable because who do you think he's going to refer people to in the future, if he hears that one of his friends or family or whatever is thinking about selling their house or buying a house in the area? It's like, he's going to refer him to Amy because you've helped him grow his business by featuring his business in your videos. I remember last... Was it last spring? I was over there and we filmed some videos with you and then we went out for lunch and I think we had tacos somewhere and I think it was the place featured in your top tacos video, wasn't it?

Amy Lucas:
Yes, it was. It was one of the ones I featured for the tacos video. Yep.

Tim Chermak:
I mean, that was, what? 48 hours before all the COVID lockdown, craziness went into effect. It was early March of 2020. I think it was one of the last meals I remember eating at a restaurant for months after that because it was the next day that it was like, don't go outside or everyone will die.

Amy Lucas:
That's so weird. I didn't even realize that. How funny?

Tim Chermak:
Yeah. Because I drove back to Naples for those listening to this podcast. I live in Naples, Florida. And so I had lunch with Amy and then drove back and it was like, that night that on the news, everything just got real. It was like, you can't go outside anymore. You have to shelter in place and all the restaurants were closed for months. And fortunately in Florida, we opened up pretty much by summer of 2020, but I know a lot of the rest of the country was basically shut down for almost a year after that. But that was pretty much the last meal I remember having with anyone was that lunch you at tacos then it was 90 days after that, before I ever went out to a restaurant again.

Amy Lucas:
If only you knew that had been your last meal.

Tim Chermak:
Right? I would've ordered seconds.

Amy Lucas:
Yes. Too funny.

Tim Chermak:
That's awesome. What are some creative angles, Amy, that you've taken with listing videos? Because obviously a huge part of the Platform strategy is that you film a regular stream of listing videos, whether or not you have listings because I think that's something that a lot of agents get tripped up on is they're like, oh yeah, I could totally see how regularly filming listing videos and running listing video campaigns on social media, I could totally see how that would help my brand, but here's the thing, Tim. I don't have any listings. And so what are some ways that you've creatively filmed listing videos? I know you mentioned one, you jumped in a pool, right? And have you ever filmed listing videos where it wasn't actually your listing?

Amy Lucas:
Yeah, definitely. It took me a while to figure out exactly how to get in touch with an agent who was willing to allow me to do that. But I finally just realized the more I ask, the more I increased my chances. So when I'm ready to put together a listing video and I don't have a listing at that time because it sold in a day and I need another one, I just send out 10 emails. And well, now I'm working for an office, a Keller Williams office that has a lot more agents. So it's a little easier. But before that, I had to send out a lot of emails to find someone. So yeah. And then some of the creative ones I've done is...

Tim Chermak:
So you were always just willing. I want to dive deep on that quick.

Amy Lucas:
Okay.

Tim Chermak:
You were always just willing to send out as many emails, make as many phone calls as you needed to find a listing to film, even when you didn't have listings of your own.

Amy Lucas:
I mean, I wouldn't say I was always willing. I was hesitant at first, but luckily I have a pretty great account manager who just pushed me to keep trying, just keep going at it. What does it hurt? And that helped me. And now I'm less scared about it and yeah. I'll just do it till I get someone.

Tim Chermak:
Which account manager do you work with now, Amy?

Amy Lucas:
I have McCall.

Tim Chermak:
Okay. You work with Mac McCall. Cool. Yeah. I can't emphasize that enough, that you just had the courage to do it. Even when you didn't feel like it, you didn't want to, because we kept telling you, if you want to get more listing business, right. And you want to build a brand in the community as, Amy's a great agent, not just to buy a house with, but she's a great agent to list your home with when you're looking to sell, you kind of have to create the perception before it becomes the reality because maybe you don't have a lot of listings. It's like, well, that's a pretty awkward chicken egg problem if you don't have any listings, but you're somehow trying to promote yourself as being a great listing agent. It's like, well, how you do that kind of a cool hybrid is go film videos of other agents' listings.

Tim Chermak:
And you can even say towards the end of the video, you can say in the Facebook ad itself, oh, by the way, thank you to Bob Johnson for letting us tour this listing, Bob Johnson with Remax or whatever. Right. You can give credit. But the thing is no one remembers that. No one's going to read that. No one remembers that. Even if you say that for legal reasons.

Amy Lucas:
Yeah.

Tim Chermak:
What they're going to remember visually is that I remember Amy was showing me this new listing that just hit the market and then another video next week. Oh, it looks like Amy's showing off another new house that just hit the market. And so over time, you start building this reputation with all these people on your retargeting list that are following you on social media. Wow, it seems like Amy's constantly touring new listings and showing off new homes for sale.

Tim Chermak:
She must really be a great listing agent. And the reality might be early on, that none of those homes we're actually your listings, right? There were other agents listings that you just had the initiative and you had the courage to say, hey, I'm going to contact enough agents until I find a couple that let me film the video and I will film the video and it kind of looks like it's your listing, because if it pops up on social media, it's coming from your Facebook page obviously. But even if you say all the right things just to cross the T's and dot the legal I's of, yep. This listing belongs to such and such. People's takeaway is still that, oh wow. Amy has a lot of listings again.

Tim Chermak:
Even if none of them were actually your listings. And so it's kind of a fake it till you make it situation. Except those generate leads too. So people are interested in seeing the house and then they contact and reach out to you and then you get that lead. Not the actual listing agent. So it's kind of like the virtual equivalent of sitting an open house for someone.

Amy Lucas:
Right. But you don't actually have to.

Tim Chermak:
Yeah. Yeah. It's like, imagine if you just go buy a house real quick, film a video for 10 minutes, you send it to Platform. We do all the editing, we set up the ad for you and everything. And then, so that 10 minute investment becomes the equivalent of an open house that could bring in 50 to a hundred, 150 leads. And you just did 10 minutes of work, driving by quick and filming that quick video. So it's like little things like that I hear someone like you, say when we're doing one of these Platform podcast interviews, that it's so easy to just glance over that like, oh yeah. Early on I did a lot of that. It's like, well, that was a huge part of your success. Right?

Tim Chermak:
Because when we ask agents who are maybe a little bit frustrated or it's not working or I thought I'd get results faster. It's like, oh, well how many listing videos are you filming? And they're like, not really any, but I don't have any listings. It's like, cool. Well that never stopped Amy. And that didn't stop the other people that are experiencing success. Go find listings, even if you don't have any.

Amy Lucas:
Yeah, exactly. It shows you're active in the community. You're real full time realtor and I think we make it easy. We make it look easy to make a video. We're not out there sweating bullets. We just, here I am.

Tim Chermak:
Yeah. I mean, you have to have some content like that to compliment the videos like the top tacos video, right? All of your content, can't be fun, irrelevant community focused stuff. You do have to have enough content as part of that retargeting stack, that does position you as being a real estate expert so that they can enjoy the fact that you know how to have fun, you know where all the cool taco spots are in the community or you know where the top three food trucks are, all these videos that enhance your community reputation, they can enjoy those videos because you've already established the fact that you're a real estate expert too.

Amy Lucas:
Yeah, exactly. I mean, you guys make it easy to keep a good variety of videos out there. So people are not just seeing us everywhere on Facebook, but also have a good, well rounded feel for what we do, who we are.

Tim Chermak:
How do you go about filming a listing video, Amy? When you show up to a house and you're like, hey, I'm going to film a listing video. What does that process look like? How long are you there? How do you think about the script? Who do you have filmed the videos for you? I mean, walk someone through whose maybe never filmed a listing video before. What does that process look like when you show up to the house?

Amy Lucas:
I've done it a couple different ways. A few different ways. At first, I thought that I needed a photographer, a paid photographer to do it for me. So I went about doing that, that cost a lot of money and I realized the next time that I don't need to spend that money.

Tim Chermak:
Yeah. Because it's usually better if you're going to pay someone to film a video, it's usually if you were going to have to pay someone 300 bucks, I mean, unless you have a million dollar, multimillion dollar listing, then in that case, I could totally see hiring a professional videographer to make the video a little bit more premium, but on a typical $250,000 house or whatever. It's like, I see a lot of agents filming videos, where it's like, oh yeah, it looks really great. And they tell me, oh yeah, I paid $300 for this video. I'm like, oh my God, if you had put that money into more ad spend promoting, just film the video on your phone, right. And then have $300 of additional money for your advertising budget to show that video to more people.

Tim Chermak:
How the math typically works is CPMs are around $10, all things being equal. So that's a fancy way of saying every $10 you spend on social media ads, you're probably going to reach about a thousand people. And so CPM is a Latin term or it's millie is Latin. So it's cost per millie cost per a thousand, right? Millie like millennium. So that's where we get the advertising metric CPM from. It just means the cost of your advertisement being seen by a thousand people. Right? And so that's the metric that allows us to compare Facebook ads, to billboards, to newspapers, to TV, to really any advertising metric. You can compare how good of a deal that ad is because CPM is a metric they all have in common, right? So Facebook is remarkably cheap, in that we can often get a $10 CPM, every $10 we spend to reach a thousand people.

Tim Chermak:
So when I hear someone tell me that they spend 300 bucks hiring some local video guy to make a listing video, it's like, oh my God, you could have guaranteed that 30,000 people saw your ad campaign with that $300. And instead, you spent it on a video guy that, now you're starting from scratch because just because you have this super cool video does not mean anyone's going to see it, right? You still have to have an advertising budget. And if you were... I don't know. If you did that and then you were going to put a hundred dollars into the ad campaign because you blew $300 hiring a local video guy, I would guarantee you, I would bet my own money that for that a hundred dollars, your ad will reach about 10,000 people, right?

Tim Chermak:
Think of what grows your business more. Blowing all your money on video production to only show it to 10,000 people, or if you had filmed a iPhone video, which is by the way, still HD, because it's not 1994, iPhones take gorgeous HD video, right. So it's still HD. It'll still look great. But then now you have a $400 budget because you have the hundred dollars you had allocated and the $300 that you were going to waste on hiring a video guy. So now your ad's going to be seen by 40,000 people. What do you think grows your business more? Right. If every video has 40,000 views versus 10,000.

Tim Chermak:
So anyways, that's a rant, but I see a lot of agents doing that and they're so proud of how fancy their videos look, because they're using a local video producer who has DSLR equipment and fancy lights or fancy microphones or whatever. And then no one sees the video because they spent all their money that should have been going into the advertising budget, producing the video itself. And so they don't have any money left over to actually promote it, which is kind of... It's kind of pointless.

Amy Lucas:
Right.

Tim Chermak:
All right. I'll shut up now. I was going on a huge rant, but it drives me crazy that agents do that.

Amy Lucas:
Yeah, no, it's so true. I made the mistake once and then I realized that was not the best use of my dollar. And now it's just simple. I mean, I do have a gimbal that makes the walk through nice and smooth and easy to see everything. I put my phone on the half Zoom, so it's a little more zoomed out. It almost gives you a wide angle of the room. So very easy to see the whole house. Yeah. I've recorded myself when I was desperate, I've set up a tripod outside of the home and then I'll do the walkthrough. But usually I have my husband or my mom, they're both realtors, film me in some way.

Amy Lucas:
Sometimes we feature playgrounds where I'll slide down a slide, looking for the perfect neighborhood with a playground like this one's got that, it's got nature trails. I've run down a nature trail. Just try to keep that first 10 to 15 seconds higher energy, have movement. And then the rest is really showcasing the home and you guys make it easy. You edit it, add the fun music. And I'm constantly getting great ideas from the community we have online. That's helpful.

Tim Chermak:
Yeah. And so even you mentioned going down the slide. I think that's a great specific example of most agents wouldn't be willing to do that or they wouldn't think to do that of, hey, this home is near a great playground, for example. So why not start the video rather than starting with you standing at the front door, which is what most agents would do. Why not start with you going down a children's slide at a playground, because it's like, that's not expected. If you're scrolling Facebook and all of a sudden you see this fancy realtor going down a kid's slide at a playground, you're like, what is happening in this video? And so what happens is you stop scrolling and you watch the video, right?

Tim Chermak:
Because all you have to do is hook them within that first five seconds and you probably earned the right to get them to watch another 10, 15 seconds. And so, I mean, frankly, if you can get someone to watch 15 to 20 seconds of your video, that's a win because now, they're going to remember you. Even if they don't request more information about that listing or they don't schedule a showing or they don't call you or whatever, the point is they're going to remember like, oh yeah, Amy Lucas. Yeah. That was that realtor. I saw that video from her. She went down the slide. People do remember that kind of thing.

Amy Lucas:
Yeah. That's true. That's awesome.

Tim Chermak:
So you've jumped in pools. You've gone down slides. You basically always find that unique hook, right. That makes a video interesting. Where do you think your business would be if you never filmed videos? So if you signed up for Platform, but you never filmed any of the videos we told you to film, do you think any of this would've worked?

Amy Lucas:
Not as well as it did. I don't think so, no. I think it all works magically together.

Tim Chermak:
So ow would you describe the concept of retargeting to someone who's not familiar with that term? Because obviously, a huge part of what makes Platform work is we set up retargeting. So when someone clicks on one of your ads, right, they're going to keep seeing your stuff. How would you describe that process to someone whose not familiar and what are some examples, even right now, what are some examples of retargeting ads that you have going, Amy?

Amy Lucas:
Okay. So the way I would explain it is, have you ever Googled queen size bed in your city? And then literally five minutes later, you're on Instagram or you're on another website and you get hit with an ad from the Ashley furniture website that you were just on and you're like, how does the internet know me? It's literally just like that.

Tim Chermak:
Yeah. How do they know I'm looking for a bed? Yeah.

Amy Lucas:
Yeah. It's literally just like that. It's like you showed interest at some point and now we know that you might have further interest. So someone just ends up seeing me again and getting familiar with me through that. I guess that's the way I'd explain it.

Tim Chermak:
Yeah. I mean, the cool thing is as a realtor, right? Like there's a sales cycle. Just because someone clicks on your ad, you said you signed up in March 2019. Right? So just because someone clicks on your ad in March doesn't mean they're going to buy a house or list their house in April. Might not even mean they're going to buy or list a house in May or June or July. Right. They're clicking because they're in that doing research phase. And so our job as the marketing experts is to make sure that we not only get you the clicks, so you get clicks and leads, but that in however long it takes in between the time that you get that click and they're actually ready to go, they're actually ready to put a sign in the yard and list their house or they're ready to finally get pre-approved and go start looking at houses.

Tim Chermak:
Right? However long that sales cycle is, whether it's two months or six months, you are staying top of mind because your ads and your videos are popping up constantly. So they don't forget about you. Right? We don't want those people falling through the cracks and just forgetting about you because there's hundreds of realtors they could work with. Right. So I mean, it's almost like the job of marketing's pretty simple. It's just make you interesting enough and memorable enough that of all the hundreds of realtors they could work with there, they're going to choose you just because you stayed top of mind because they remember you. Right. What are some ads right now, Amy, that you're running for retargeting ads. Do you know off the top of your head which ones are currently running right now?

Amy Lucas:
Oh.

Tim Chermak:
Because usually we have multiple ads going, obviously at the same time. It's not like we have one retargeting ad going and then people just see the same ad for six months in a row.

Amy Lucas:
Right. Well right now, on Facebook, a lot of the personal moments are doing really well. People's photos seeing that. So I have a couple kind of stories, the trip to North Carolina, we made, as a post. Video wise-

Tim Chermak:
So could you explain what a personal moment ad is for those listening to this that have just no idea what you're talking about? A personal moment ad, what's that? And maybe use that North Carolina trip as an example of, what is the theory behind why that makes for a good advertisement?

Amy Lucas:
I mean, it shows that you're a real human, that you have a life, that you're relatable to others. So a personal moment ad can be from anything you've done in your life, whether it's you took your kids to the beach or you went yourself and enjoyed checking out something in the area or you played mini golf, it's just a picture. And then a little note, whether it's a paragraph or a couple paragraphs on either a realization or an opinion. It's kind of flexible, but it's kind of just like, Hey, here I am as a human, not just a realtor.

Tim Chermak:
Yeah. It's just something that was going on in your personal life that you took a picture of and you wrote a paragraph explaining what's going on in this picture. So probably the easiest way to describe a personal moment ad is, it's just the kind of thing you would post on your personal Facebook profile or your personal Instagram. It just doesn't look like an ad.

Amy Lucas:
Yeah. I mean, yesterday I took a picture of my dog on the way to the vet and I thought, oh, I should use this. This would work. I took some time off to take care of my fur babies today and that relates to other dog lovers. Let's use that.

Tim Chermak:
So what was the post that you did about the trip to North Carolina? What's an example, again, just for someone listening, whose not really familiar with a personal moment. Add when you took this dream trip to North Carolina, so your kids could see snow and you stayed in this cabin in the mountains, what did it actually say in the ad? I mean, I'm assuming you had some pictures of the mountain cabin, whatever you were staying at, but what did the ad actually say? Do you remember?

Amy Lucas:
I kind of introduced it as we went on a trip to find snow and we were there and it was mostly raining out. I kind of created that, what do you call it? Setting.

Tim Chermak:
Sure, sure.

Amy Lucas:
Where we were kind of, we came there to find snow. We were going with the flow, we were playing games and things. And then we started calling around, do any mountains nearby that are higher, have some snow? And we were about to give up and my husband must have been thinking of the Wayne Gretzky quote that says you'll never score the shot that you don't take, something like that. Right?

Tim Chermak:
Yep. Yep.

Amy Lucas:
Because he called just one more snow tubing place and they were open and they had actually gotten an inch of snow last night. I mean, it was mostly man-made snow.

Tim Chermak:
Yeah.

Amy Lucas:
But when we got there, we could tell the snow they got last night had melted on the other ground, but anyway, we found it, we found snow. And so the pictures I shared were of us making our way up the snowy hill and we have our tubes and things.

Tim Chermak:
And it was like the first time your kids had basically gotten to see a bunch of snow.

Amy Lucas:
Yeah. It was magical. It was that winter Wonderland we pictured and we made it happen and we didn't give up.

Tim Chermak:
And you just wrote a Facebook post about that whole experience and that's a personal moment ad. Right. So imagine you clicked on one of Amy's, the acreage homes report ad or clicked on one of Amy's listing videos or something actually about real estate. And then the next time you go on Facebook, you see this story pop up about here's a recent family vacation I took and the lessons we learned.

Amy Lucas:
Yeah.

Tim Chermak:
So it just helps. Yeah. It just helps people kind of feel like they're getting to know you at a personal level beyond you just being a realtor.

Amy Lucas:
Yep. And those posts get... I mean, I think that has 200 likes and it's only been maybe a month since we went on that trip. And I don't think there's a lot of money behind it. Maybe a dollar a day or something. It's never insane, but it gets a couple shares. It gets lots of comments, which I then reply to. And I get some comments that are, wow, good to see an agent that's real, things like that. And that makes me feel good because I think that the years leading up to signing up for Platform, it was, like you said, agents feel like they have to put on this other persona. They can't just be themselves.

Amy Lucas:
And I think I realized by making myself being on video and being told Amy, just be authentic. You look like what you look like and you sound like what you sound like, just get out there and do it. That helped me grow a confidence I didn't have before. And that I can be myself and people like me or they don't. It's great. The clients I get are nice people.

Tim Chermak:
Yeah.

Amy Lucas:
I don't feel judged from the beginning. They kind of already know me. It's beautiful.

Tim Chermak:
They actually want to work with you because of you. Not because they went online and looked at how many reviews you had or whatever. They just actually like you as a person because that's what the marketing is showcasing.

Amy Lucas:
Right.

Tim Chermak:
It's not how many homes you sold last year. What was your sales volume? It's like, here's who Amy is as a person. And so it attracts the type of leads that matters to. Right. Amy, what would you tell someone right now who is where you were, let's say, two years ago and they've been in real estate for several years and their business really isn't growing and maybe someone told them, hey, you just need to start cold calling expired listings or cold call for sale by owners or all the various advice that's given to agents who want to grow their business. What would you tell someone to do if they were in that spot? Because just think back to when that was you, right? What do you wish you knew then that you're doing now?

Amy Lucas:
I mean, yeah, because I tried all those things. The door knocking, the mailers, the cold calling.

Tim Chermak:
Oh, even door knocking.

Amy Lucas:
I actually did door knocking and I actually just had my dad recently say, do you ever do door knocking anymore? I'm like, why would I do that? That's not what works these days. That's a lot of time. And I had to carry a water bottle. It was so hot by the end of that.

Tim Chermak:
In Florida. Yeah. Yeah. That's funny.

Amy Lucas:
Yeah. It's like the people that are telling you that you should go do those things, they're telling you that because they don't know better, but there is a better way. There's a better way. That's innovative and can come naturally to you and it's hard work, but at the same time, it's fun work. It's every day, okay. Yeah, of course I got to get up and I got to do some things that might make me uncomfortable, but it also has gotten easier, used to be harder to get on camera, but now it's pretty easy. So just be willing to try something different and go with your gut, listen to all these people that have done great with Platform marketing. It works. It's a secret that I wish I had from the beginning.

Tim Chermak:
What is the one video that you would tell people to film if it's like, hey, I don't have a lot of time or I don't have a lot of money. I only can do one video and I have a couple hundred dollars to spend or whatever that can hopefully help me start building a brand or attracting leads. What do you, if you had to narrow it down, what is one video, if some agent called from across the country and they were just like, Amy, give me your honest, best advice. What is the one video I should film that might spark my business?

Tim Chermak:
And you can take a couple seconds to think about this right here. So we'll have some awkward silence. This just proves that these podcast interviews are not planned. I do not send the questions ahead of time.

Amy Lucas:
Okay. I thought of one. I thought of one that was pretty cool. The five reasons I'm not the realtor for you. I think it made people kind of step back, like, wait, that's pretty bold to make a statement like that. She might not want to work with everybody, that she's got a personality and it was pretty much like one of them I know was I'm not the right realtor for you if you don't want to have any fun. And I cheers my coffee to the cameraman, you just see me kind of cheersing my coffee because when we're out and about, yeah, we'll grab a coffee. If we have to kill 40 minutes. Or one of them was not the right realtor for you if you like a pushy agent, because that's not me. We're going to go out and if you don't like the house, cool, let's go. Keep looking until you're comfortable.

Amy Lucas:
So is I think a good one to make that both showed my personality, showed that I'm out in the market, working with people that I know how to be relaxed and have fun, all those things. That's what I would say to do. I mean, I would love to pair it also with a listing tour video that's fun and good too. I would say that's probably the second one someone should do. Show that you can do a listing tour and be fun.

Tim Chermak:
How long do you think it would be before a Platform started working for you if you could go back to when you first started, knowing what you know now? So I guess what I'm asking is, would you do anything different in those first six, seven months knowing what you know now or do you think it kind of just had to take how long it had to take?

Amy Lucas:
I think I could have done more listing tour videos because in the beginning I don't think I had. I don't think I had any for a few months. I think I was just doing some of the other ones. I did the coffee shop, which I did get a lead from the coffee shops in the area. Someone actually Googled and found me on YouTube. I had uploaded it to YouTube. They were like, I'm coming to the area. I just thought I needed to find a coffee shop or what was in that area for coffee.

Tim Chermak:
And so you got a buyer lead from one of the market update videos.

Amy Lucas:
It was actually from the top three coffee shops in the area.

Tim Chermak:
Oh, okay. Yeah. I mean, so obviously that's a template that works, whether it's top three tacos, top three coffee shops. So you're saying someone saw that video and contacted you to buy a house because they actually weren't familiar with the area. And just seeing you share your top three favorite coffee shops actually got you a lead.

Amy Lucas:
Yeah. Because yeah, someone Googled it. So that's cool.

Tim Chermak:
That's awesome.

Amy Lucas:
That was really cool. Yeah. So I think I did that and I definitely did the market updates back to back, but I don't think I went out and did enough of the listing tour videos. And I think that definitely would've shown that I might... People might have thought I had those listings and not that many agents are doing the listing tours or making videos. So that might have helped.

Tim Chermak:
Probably Amy, how much do you spend on ads every month? What's your actual advertising budget on a monthly basis?

Amy Lucas:
It averages around 700 to a thousand. I've definitely spent more than that before. And I got to a point where I had to be like, turn it down because I need an assistant or something. And I kind of felt like it's one of those problems that you don't want to complain about having, but I didn't want to see people not getting responded to who were reaching out. So my happy medium's around $700 right now.

Tim Chermak:
So it would be fair to say that you grew your business from $60,000 with lots of personal finance drama in your life from $60,000 to over $200,000. And that was fueled by creativity and a $700 a month Facebook ads budget.

Amy Lucas:
Right. Yeah. Well, and even in the beginning it was less than that. I think I did $400 a month for a while. And yet, that still created that first October $1 million sales month just off the $400 month. So I think the more energetic and relaxed you are in the videos, I think that also helps your ad budget go further.

Tim Chermak:
So you're now at the point where, you're telling McCall, who is your Platform marketing manager, you're telling McCall, I'm so busy, let's turn down the ads. I mean, from a macro perspective, because I'm not in your situation, I'm not in the emotional context you're in, I can see the before and after. And I'm just like, holy crap, you went from scrapping and making 60K a year, having years where yeah, I sold a million dollars in an entire years. In your market, that's what? Four or five homes in a whole year to, hey, please turn down the ad, spend. There's too many leads coming in.

Amy Lucas:
Yeah.

Tim Chermak:
That's crazy. Yeah. That's crazy. So what's next. I mean, what's your goal for end of this year? What's your goal for next year? I mean, where do you think this will continue taking you?

Amy Lucas:
I mean, I think it's definitely going to continue to grow every year. I'm kind of in between, am I good at having maybe 10 million in sales every year or do I want to grow a team and help support other agents that would feel good? But it would be a little bit different of a lifestyle it'd be a little more managing and a little less hands on.

Tim Chermak:
Sure, sure.

Amy Lucas:
So I'm kind of in between right now, but I love that I have that challenge right now, that the challenge is no longer, how am I going to pay my bills or how am I going to take my kid to the doctor if he's sick? It's now, who am I going to hire if I want to hire someone or do I turn down my ads budget until I figure it out? Those problems are okay to have. They're problems I can say with the smile on my face that I have right now and not depression.

Tim Chermak:
So that's awesome. That's awesome. That's a pretty good sound bite.

Tim Chermak:
Amy, the last question I'll ask you here is you mentioned the Platfam before in that sense of community. For those who don't know, we have a private Facebook group for Platform clients, for realtors who have joined the Platform marketing program. And you've always been one of those people who's been very vocal about, I think, how valuable that is to you. And so just tell me quick, what does the Platform mean to you? Why is that such an important part of the Platform experience? If you were doing all those Platform stuff, right? We were managing your Facebook ads for you. Like we do. And we were editing your videos and the Platform program was what it was, but we didn't have that Facebook group, or we didn't have masterminds. And so you never got to meet other agents. I would imagine the Platform would be a very, very different experience for someone like you.

Amy Lucas:
Right. Something would definitely be missing. I wouldn't feel this connection. It's kind of the backbone of everything to just to see other people's successes and challenges, when you're having a down moment, you can relate to others. I mean, one of the other people, Karen Hall, I like to follow her because she puts motivational things out there and this morning she puts something like, she had a tough day yesterday and I just so related and I was like, that's good to hear, that someone else so successful has down days and that's so cool and real. So yeah, it's a huge part of the whole thing and it's true. I think we call ourselves a Platfam because it feels like you always have that. You always have someone else there that you can to and referrals. I mean, I've gotten some amazing referrals from other Platform members. That's great.

Tim Chermak:
Yep. I think there's a lot of agents in the Platform who get enough referrals every year to actually pay all their marketing fees for the whole year, just from referrals they're getting from other agents. So yeah, absolutely. So if you're listening to this podcast and you're already in the Platform program, go to the mastermind, that should be a non-negotiable, there's absolutely no reason you should be in Platform and not go to the mastermind. You absolutely should go there. We do the mastermind every fall. So make that a priority. Very last thing I wanted to mention is actually, just last week I had to turn someone down who wanted to join Platform because they were in Amy's market. And so it sucks when we have to do that because I have to call someone and break them the bad news that they want to sign up and I'm like, hey, sorry, you can't. We already have a client there and that's their exclusive territory, but I think that's actually what makes Platform so cool.

Tim Chermak:
So it's one thing that makes Platform so different and the strategy so different is that we only work with one realtor per market. So all the ads we're doing for Amy and these video ideas, we're giving her, she will be the only realtor there implementing those ideas because if someone calls me and they want to join, I'm just like, hey, sorry, you can't. That territory belongs to Amy and we will only work with her there. That literally just happened last week in your, in your area. And so I think that goes a long way obviously to just cementing that relationship that we have, that you're never worried that we're also going to start helping your competition.

Amy Lucas:
Yes. Yeah. It does. It reminds me how valuable it is too. And I recently had another agent say, well, who edits your videos? I said, oh, I have a marketing team do that. Oh, what's their name? I was like, sorry.

Tim Chermak:
And you're like, wouldn't you like to know?

Amy Lucas:
It's my secret. I could tell them who, but-

Tim Chermak:
But it would matter because yeah, if they emailed us, I just have to tell them, hey, sorry, you can't sign up. So, cool. Well, thanks, Amy. Would you mind sharing your cell phone for anyone who's still listening and they want to reach out to you and just ask you what's what's working for you or maybe verify that you're not a paid actor on behalf of Platform.

Amy Lucas:
Definitely. I love talking to other people who are considering it. So my numbers 321-576-7303.

Tim Chermak:
Cool. And this is Amy Lucas. She's a realtor on the space coast of Florida. So thank you guys so much for joining us for this episode of the Platform Marketing Show. Thank you Amy, for donating some of your time here. I know that obviously where your business is at now, you're a lot more busy than you were a couple years ago. So your time is even more valuable. So thank you for investing in the Platform Marketing Show until next time.

Amy Lucas:
All right. Thanks Tim.