Unicorns vs Donkeys: Finding Your Best Testimonials with an Automated Review Machine
In this exciting episode of Real Estate Growth Hackers, Zach Hammer and Charlie Madison dive into the world of the Automatic Testimonial Machine (ATM). Discover how Sisu leverages net promoter scores to identify their best clients and automatically generate case studies in just 15 minutes. Uncover the power of AI in streamlining the process, eliminating the need for human creativity, and maximizing the quality of assets produced.
If you’re a real estate professional looking to scale your business and attract the best clients, this episode is a must-listen. Join Zach and Charlie as they share their expertise and invite you to be part of their exclusive mastermind group. Don’t miss this opportunity to be part of the top 1% and achieve unparalleled growth in your real estate career.
Tune in now and unlock the secrets of the Automatic Testimonial Machine!
Other subjects covered on the show:
- Introducing the ATM (Automatic Testimonial Machine) – an innovative way to generate high-quality testimonials.
- Leveraging net promoter score to collect feedback from clients.
- Converting positive feedback into written case studies.
- The automation process for creating publishable assets.
- The time commitment involved in publishing case studies (approximately 15 minutes).
- The selection process for sending net promoter score surveys to clients.
- The power of AI in streamlining tasks and increasing productivity.
- Leveraging AI to focus on higher-level tasks, such as editing and polishing.
- Tim Ferriss’s concept of speed reading and its application to AI-powered tasks.
- The benefits of joining a mastermind group focused on leveraging AI in real estate.
AND MORE TOPICS COVERED IN THE FULL INTERVIEW!!! You can check that out and subscribe to YouTube.
If you want to know more about Zach Hammer and Charlie Madison, you may reach out to them at:
Zach Hammer: [00:00:00] Welcome back to Real Estate Growth Hackers. On today’s episode, Charlie and I are going to be talking about an ATM that I built for a client that I’ve actually built a couple of now but not your standard ATM. This is an automatic testimonial machine allowing you to print high quality automatic testimonials that you can leverage to help you make more money.
Leverage in your marketing and take it even further. I’m Zach Hammer, founder of Real Estate Growth Hackers. With me, I got Charlie Madison founder, creator, developer, realtor, jujitsu champion all sorts of things here. Ready to talk us through this process as well. So Charlie, how are you doing today?
Charlie Madison: I am excited. Like you said, won gold in the jujitsu tournament and I may be on a high for that for a month. I don’t know. It was fun to hear someone say tap, tap, tap.
Zach Hammer: Good call. Good call. Yeah, indeed. So yeah, so here’s a little [00:01:00] bit of context around this process. So, one of my clients company Sisu one of the things that they were working on is that they were already doing a really good job of getting people to clearly, you know, clearly indicate when they were happy with the service by leveraging net promoter score.
And they had started collecting feedback in a form, but what we wanted to do is we wanted to be able to take that process and turn them into assets that Sisu could use in their marketing, on their blog, et cetera. And so what we did is we went through and we built that process. So, you know, what, let me know what of that process sounds interesting to you so that I know what to dive into. And we’ll walk through the whole process step by step.
Charlie Madison: So if I hear you right, they have clients doing that promoter score, which says on a scale of 1-10, how well have we done? 8 and below is really not good. 9 and 10 is good. And then when they say 9 or 10, they get a [00:02:00] form to fill out.
And then that automatically becomes a written case study. How much time is involved on SISU’s part to publish the final case study?
Zach Hammer: Yeah, so that’s what’s so awesome about this is that by the end of the process now there is zero human effort required aside from verifying that case study looks good, looks accurate, kind of like that final polish that a human does. They may not have to change anything. They may change a few things because AI can get things wrong or, you know, hallucinate sometimes.
But with the level of context that we provide, it actually tends to be pretty good at just sticking to what was given to it. And so, yeah, the end result is mostly a does this look good? Does this make sense? And in their case right now they do have a manual process of creating like a banner image for the blog post based off of a template that was already set up in Canvas.
So it’s mainly just dropping in the image, updating the name. You know, [00:03:00] the name on the image and updating the title in the long run, that could be automated to just in terms of what systems they have set up right now. We haven’t automated that portion yet, but yeah, so in terms of time, I’d say it’s probably about 15 minutes worth of time at this point.
Charlie Madison: So you automatically send the net promoter score to their best clients and then at the end you get a case study from their best clients and it takes them 15 minutes to have a publishable asset. That sounds pretty awesome.
How many, I mean, I guess you can do as many of these as possible. How do they choose who gets the client? I mean, which client gets the net promoter score survey and when do they get it?
Zach Hammer: So that’s actually part of what’s so powerful to me about the Net Promoter Score is that when you tie it together with some logic on whatever tool you’re using. So I’ve actually built this out for a separate client as well using typeform and then [00:04:00] anything eight or better goes to like, hey, let’s get a testimonial and get you into the testimonial or sorry, anything nine or better.
Let’s get you into the testimonial sort of flow, anything eight or below it actually does something else that’s useful, which is where are we falling short, right? What would you want different? What do you want to improve? Because that feedback is actually useful as well. If somebody isn’t happy, you want to be able to know what you could do to fix that process.
And so in both cases really you send that to everybody. Right? You send it to absolutely everyone that you work with for them in both cases for these two clients where I’ve, you know, set up some form of this process it really it’s best if it’s automated, right?
Where it’s like you know, these are you know, companies that have a software solution or people are accessing the service through the software and so, you know, like after a certain time makes sense. So maybe it’s if you have a software that kind of takes a little while to get in and get results. You know, figure out what is that approximate timeline, and then you would put the net promoter score in [00:05:00] front of them at a timeline where it’s like, by this time, somebody should have reasonably seen results or gotten a good experience, that sort of idea.
And then you might actually continue to give that net promoter score over time to see if things are changing, if they’re still getting good results after a year, et cetera. But the key thing is that is automated. So it’s actually automatically displaying it to the, to people to everybody based on the usage or length of the service.
You know, and like a real estate agent scenario or working in residential real estate to me, it would make the most sense probably to have an automatic time right after you’ve worked with somebody where you get the opportunity to get that feedback and create.
You know, create this sort of scenario, but even if it’s people that you’ve worked with over the years, you could actually leverage this process and get that kind of feedback, that kind of story even after the fact, I think it’s best if possible, kind of in the moment live when it’s closest to the transaction, but you could get some good results out of it, regardless, just anybody that you’ve worked with.
And [00:06:00] because you have that net promoter score being the first thing. Does a couple of things for you. One, it’s really easy to fill out a net promoter score.
Charlie Madison: You push a button.
Zach Hammer: Yeah, they’re not presented with hey fill out all this information for us or write a testimonial. What they’re presented with first is something we call a micro commitment. Where all that they have to decide is on a scale of 1-10.
How likely are you? You know, to tell your friends and family about our service, right? Like that basic idea. I think I’m wording that question wrong, but that’s the basic idea. And for most people, it’s like, well, how likely am I? Well, I was really happy with the service.
I think I’d nine, nine, ten. Yeah. And then other people are like, well, I had some concerns. And then they’re less than nine or ten, right? And so, but what’s cool is that by being able to say that, like, anybody who rates you a 9 or 10, like, even if they say something negative, that negative is going to be drastically overcome by whatever positive you did.
Because if they’re a 9 or 10 on that, they’re saying, I think people should work with [00:07:00] you. Right? And so that, like, that’s what they’re saying by doing that. Anybody less than that maybe less the case. But and so what’s cool is that being your first step, you can have the logic of the form actually decide where to take them next.
Does it take them into a testimonial, does it take them into feedback so you can send it to everybody and still get a powerful result from it. Does that make sense?
Charlie Madison: Yeah. And so when do you guys send it for your current clients? Is there a certain trigger?
Zach Hammer: Yeah, so it’s right now it’s depending on who’s leveraging it. So, for Sisu they’re able to leverage it automatically and able to have that score literally just go out based on usage of their platform. So as people are using Sisu, it will automatically pop up. I forget what software we’re using for that currently but basically after a period of time, automatically. Literally while you’re in the app using the app it’ll pop net promoter for the other client.
They don’t have the automated portion set up right now so they’re just they’re sending it out manually based on people that have like recently, you [00:08:00] know bought access to a training or you know, been part of a membership for a while, that sort of thing. But yeah, so it depends on the use case.
I love automated wherever possible and it’s mainly just figuring out when is the right time to ask this and then trying to figure out the automated trigger to ask it, whether that’s on a website or whether that’s. You know, via email or text message. It really depends on what kind of business you have.
But like there’s usually a fairly clear spot where it’s like, hey, by about this point, it’s reasonable to expect that somebody would have had an experience that they can rate, that makes sense.
Charlie Madison: Yeah. And do you guys send it out through email or text?
Zach Hammer: Yeah, that’s a good question. So, Sisu, it’s happening on the website itself. I think it might also go out via email. So literally you log in the website and the thing will pop up just while they’re using the website. For the other client, I think they’re sending it out via email. Maybe also text messages, but I think mainly just email where they’re sending it out and saying, hey, if you could, [00:09:00] you know, if you could rate us on this basically.
So yeah, it really depends on the platform or, you know, on the platform of the use case I think email and text for your typical, you know, real estate agent probably makes the most sense for how that process flows, but you can even if you weren’t going to automate it, you could even set it out via like Facebook messenger, you know, whatever ways you’re used to communicating with somebody.
But automatically you should be able to do it via text message or email and get a great result.
Charlie Madison: And so what’s the result of them putting in this process? What’s happened so far?
Zach Hammer: Yeah, so, at this point what we were able to do is we were able to take a backlog of these that were already filled out. Cause like, this has been rolled out over time. It wasn’t rolled out all at once. We sort of, just like most things, we sort of iteratively improved the system as we were going.
And we knew at a base level getting that promoter score. It’s valuable by itself, right? Finding out, how are you doing? By itself is [00:10:00] useful. So like that alone is a great micro step that’s valuable even without the rest of it. Being able to point that, net promoter score toward a survey where if they rate high enough saying, hey, let’s collect some details.
That part is making it so that you know, just every month they’re generating new testimonials come again, new results. Right now, I don’t have that top of mind, but I know it is. It’s literally on autopilot easily another two, three, four testimonials.
And your numbers are going to vary depending on the volume that you have flowing through right? So if you’re only asking one a month. You’re probably going to have less than one a month come back as like a full on testimonial unless you kind of aggressively follow up and really make sure that you get that result.
But if you’ve got a large amount as a backlog you know, you can expect a pretty decent percentage of those to convert and to become those assets for you. But the key to me is that as a result, you’re then able to, you know, to leverage those where you have those now as [00:11:00] assets.
So, you have the raw materials create those case studies. You process them into full on case study articles and that sort of thing. All, again, all automatically. And then now you have that asset and you can leverage that asset in other places, right? So like, it could be redistributed out via social media.
You could leverage it further to take that asset and turn it into like a short form social post. I mean, it fits really well together with the kind of concept that you’re leveraging with referrals while you sleep, for instance, right? Where you take what they said in that way and put that back out in front of the public as a message.
Now, one of the things that stands out me about like, about is that just like everything, there’s a 80/20 rule, or as you like 20/80 rule, right? About this process where, you know, say you collect, you know, 10 testimonials, right? One of those testimonials, or two of those testimonials, is going to be really engaging for people.
It’s gonna hit on all the things that [00:12:00] actually really matter to them. It’s gonna appeal, it’s gonna get a lot of engagement, it’s gonna spread really well people are gonna find it exciting. And eight of them are going to be either, you know, okay, they probably don’t hurt anything, but they may not be as exciting for people to read through.
And so the key to me Is it’s less about collecting the perfect testimonial and more about collecting enough of them that you find, you know, the diamonds amongst the rocks, right? Where some of them are going to perform like unicorns and be really magical for you and others are just going to be donkeys.
Charlie Madison: Yeah.
Zach Hammer: And the only way that you really find that is you, as you get enough of them and you test them so you, you get them, you leverage them, you put them out into the world on like social media, you see which ones are getting engagement and then that lets you continually add to your mix of successful, you know, successful winning stories that you can leverage in your marketing and your stories and your ads and all that sort of idea.
So it could be really powerful.
Charlie Madison: You know, what.
Zach Hammer: Improving marketing that you’re already doing. And adding to the assets of, you know, things [00:13:00] that you might include in presentations, or in ads themselves, or on landing pages, whatever, right, like finding what are the stories that actually seem to most appeal to people.
Charlie Madison: Yeah. You know what occurs to me is, you know, a lot of them are going to be donkeys, but here’s the thing. Donkeys still work, you know, like. Most people don’t get testimonials, don’t get reviews, don’t have a system. I have gone through times when I’ve gotten testimonials and referrals and like they pay off.
I remember, you know, I had a referral from one of my favorite clients to one of their friends named Mario. And when Mario called me. He was over the moon to talk to me because he saw I had a Yelp review, I had Google business reviews, I had Zillow reviews, everywhere he looked it said, Charlie’s awesome.
And so like he was a compliant client before we’d ever met. And you know, all of my testimonials aren’t awesome, but the number of them, you [00:14:00] know, like that’s part of Robert Cialdini, you got lots of social proof. And you know, I love that idea of, you know, most people don’t have any of them, so any are better than none.
And, yeah, like, you know, you get that 1 out of 10, 2 out of 10 that are diamonds. I mean, that’s just even better.
Zach Hammer: Right. Yeah, exactly. Exactly. And I love, so there’s, you know, right now in terms of what we have implemented in the system that I’ve set up there’s some things that you mentioned that actually still allow for us to expand and improve the results of what we’re doing.
Right? So right now the systems are allowing us to automatically collect the raw assets and then turn them into you know, for one client, we’re turning it into like a blog post. You know, you and I were talking before this, you know, before we turned on the recording one of the things that’s actually really useful, and this is something I’ve done in the past is you can make it really easy for somebody to leave you a testimonial in the places that actually matter most to [00:15:00] you.
By essentially writing it for them. And what’s cool is that by getting the information from them in their own words, how they’d say it, what matters to them, you can write a testimonial on their behalf that will feel mostly in line with what they would say themselves and then just present that to them and say, Hey, it’s really useful for me.
To get these reviews on sites like Zillow, Yelp, Google My Business you know, in the SaaS world, it might be like on G2, on you know, Product Hunt, on what’s the other one that I’m forgetting? There’s like a, another product review site.
Charlie Madison: It radius?
Zach Hammer: Maybe.
Charlie Madison: I’m probably making.
Zach Hammer: There’s another one that starts with a P. Anyway but the idea is, you know, no matter what business you’re in, chances are there are a handful of places where your target customer is going to look to determine, is this business, is this service, is this you know, professional, somebody that’s legit or not.
And being able to get those [00:16:00] testimonials onto those platforms really helps. The biggest reason why most people struggle with that is because. Honestly there’s not a big benefit to somebody doing the work to do it for you, typically, right? It’s mainly a social capital thing that they get as a result.
And even when you make it as easy as possible, since there isn’t a big incentive, even when people would love to leave the review. They’re busy, it’s not the right time, they’re not in front of their computer all of that. So the easier that you can make it the better. And if you can literally say, like, hey, literally, copy and paste this into this platform, like, and that’ll help me out a ton.
Like, they’re like, oh yeah, I can do that. You know? And that makes it drastically easier, which makes it more likely that it happens and in the world of reviews and stuff like this. So this is part of what’s interesting. Have , I might have I ever brought up the there’s a there’s a metaphor that works for this.
So, have you heard the story of you know, there’s two guys in the woods. And as they’re hanging out in the woods, they’re camping, whatever you know, they’re like just waking up in the morning. Okay. [00:17:00] And they hear sound out in the woods and lo and behold.
It’s a bear that’s growling that starts to come after them. Okay. So they take off running, right? Like they want to make sure that they’re safe. And then one of the guys stops and bends down and starts putting on his running shoes the other guy, he says, what are you doing?
Do you think you’re going to be able to outrun the bear? And the guy says, I don’t need to outrun the bear. I need to outrun you.
Charlie Madison: Right, right.
Zach Hammer: And that’s the thing that people often miss in this, is that any of these sites, you’re not just in an arbitrary competition, part of what you’re in a competition against is who else is getting reviews, are you getting them at the higher rate, are you getting them, like when they go and review all the options of who they might work with, are they seeing you compared to the people that show up right next to you having drastically more reviews?
Or are they seeing you shine as a beacon, right? And here’s the reality, when you do this right, you don’t have to have the most reviews in order to win, right? Like, it’s not a necessary thing to always do that. But, [00:18:00] most of these sites, if you are the most reviewed real estate agent on Yelp, you are going to get business from Yelp, right? Like you will get people reaching.
Charlie Madison: What’s cool about that? That business is a referral, that is not a cold lead. That is you were literally referred by the group of your refer, you know, the testimonials and the website itself. So these people like they, you know, they read about you and they see you and they come to you with the open mind of, you know, like not all of them.
But the majority of them will be open to you saying, you saw my testimonials. Would you like to know how we do it here? Which is what we want in real estate. We want people to say, this is what I want to do. How can you help me?
Zach Hammer: Yeah, exactly. Yeah. Like they’re like you know, your typical Zillow lead isn’t reaching out to you as an [00:19:00] agent, right? Your typical Zillow lead is reaching out to you know, to basically be able to get in a property or learn more about the property.
All right. Like that’s what the average lead on Zillow is. But if somebody finds you on Zillow through their agent finder and finds you because you’re the most reviewed agent in your area, that’s a completely different kind of lead. That’s drastically higher quality. Like you said, it’s a referral. It’s not your average cold lead.
Similarly, Google my business, Yelp. These are places where people literally go and seek out who are the professionals that they’re going to work with and they’ll do so based on review counts, the quality of those reviews, et cetera. And so like, what’s awesome is that you know, I feel like it’s you know, I could be wrong. I feel like it’s like a Chinese proverb or whatnot. You know, when is the best time to plant a tree?
Charlie Madison: To the 10 years ago right? 20 years ago.
Zach Hammer: Yeah, exactly. When’s the second best time?
Charlie Madison: Right now.
Zach Hammer: Right. Yeah, exactly. So, ideally you would have been collecting reviews your entire career [00:20:00] and have been building up a stockpile, but shoot, the only way that you get there is by starting now and doing that process to build for the future.
So what I love about like reviews of testimonials and where they fit in your business. There is immediate benefit in that they give you tools and assets to be able to leverage with the people that are considering working with you through the methods that you’re already doing, right?
If you’re networking with people, if you’re generating leads, whatever you’re doing, testimonials help increase the strength of your presentations, your online presence when people go and consider you directly, right? But further, if you do a good job of it, and you actually make it part of your business processes and do it at a high level, which most people are not doing , right? Most people are not systematic about collecting these testimonials.
When you do that, and you can make it a point of differentiation between you and the rest of the market, reviews and referrals can actually, you know, reviews and testimonials rather, can actually be a massive source of [00:21:00] business for you that, you know, keeps that momentum going and shoot, you know, there’s a phrase that I’ve learned in business, what you win people with, you win them too.
So, in that sense, if somebody came to you because of a review or testimonial, those people are actually often more likely to leave you a review or a testimonial as well because they realized it was important in their journey.
And so, they’re more likely to connect with that in the future as well. So, it’s one of those things that you could actually get even more momentum going by having that be a primary source of where you get business, or at least a large source of where you get business. I think depending on the business, it might be hard for it to literally be a primary source.
It tends to be more of a passive way of generating business and it can be a strong source of business, but it’s often other methods are going to be a little bit more likely to take the lead. But anyway, does that all make sense?
Charlie Madison: Yeah, I mean, what would happen if you got, you know, a deal a month, you know, I mean, even three deals in a year for realtor, you know, that’s 30 to 90 grand depending where you live, you [00:22:00] know maybe 15 if you’re, you know, in a real small town. But still that’s real money, you know, that you don’t pay for, they’re probably a compliant client and you know, what I love about what you’ve got here is the automatic machine part.
Cause like you said, it’s not doing a lot in the beginning, but over time. And like I, you know, in real estate we’re putting out fires all the time and you know, you got ups and downs and I know me when I’m down, like I want to chill out, spend time with my kids, you know and.
Zach Hammer: Competitions.
Charlie Madison: Right, you know, and so I like the thought that, you know, I have an automatic machine and personally I would love it to happen. If I could pick one time, it would probably be like, soon as the contract is accepted, because that’s when clients are the most excited, you know, they just got to buy, you know, house under contract or just got a listing under contract because a lot of times by the end, you know, you’ve dealt with the contingencies, you’re ready to move you know, so that would put, you know, that would be [00:23:00] my one time if I was going to do it.
And, but I like about it being automated because then like it’s over, you know, you build up over time because look, I mean, if you’re a real estate, you’re going to have a few closings a year. You know, you might as well have a system to get reviews, get testimonials. Because I mean, you’re going to be in the business five years, like what would happen if you got 25 testimonials, you know, that’s only five a year.
And I wanted to share, I’ve got a friend, he actually started this. process about 10 years ago. And he’s the most reviewed realtor in the world on Yelp. It’s pretty awesome. And he’s built his whole business and culture around it and his clients leave. The best reviews. They’re like long, like, cause that’s what it is.
And when he meets with clients, he actually says, I’ve got three goals for this. The three Rs. He said, my goal is for you to repeat, refer and [00:24:00] review. Everything that we do is to do that. So forever not living up to that, please let me know because our goal is like, that is our goal to have such an amazing experience. And you know, he just keeps mentioning that, keep mentioning that, and so like that’s just part of his client process. And,
Zach Hammer: Yeah, that’s powerful.
Charlie Madison: He’s got so many reviews, but you know, he’s been doing it for 10 years. And like, why not start today? You know?
Zach Hammer: Right. Yeah, I mean, like, I think that’s really one of the big things is that, you know, any of the work that we have in business period that is important but not urgent tends to get forgotten. Right? So we have, you know, there’s a quadrant of tasks that you can do at any given point, and they exist on urgent, or you know, not urgent important, and not important, and where they fall determines, you know, the cross section.
Most [00:25:00] often we unfortunately spend our time in the urgent, and often unimportant, but hopefully as much as possible of the urgent and important. But man, often we just forget to work on the you know, the not urgent, but important. Shoot, sometimes we’ll work on the not urgent and not important.
And we should just cut that one out completely. But this is one of those tasks that isn’t urgent, but it is important. It’s not going to be the kind of thing that’s going to make an immediate difference in your business overnight. It’s going to be, a foundation that builds upon itself, but as you get going, as you do it, it definitely takes on a momentum of its own for sure.
And what’s really cool is that with what’s going on with AI and automation and like, there’s a lot of different tools. They pull together to do this, right? Like, it’s a combination of things, like Zapier and Make and you know, InateIn and tools like that automate steps in the process where they’re, you know, they’re looking for data.
And then doing something with it, but then with AI coming in into play [00:26:00] with you know, open AI and Claude and all these different large language models and stuff now we can actually take you know, automated if then statements and do processing more like a human of saying, Hey, here’s the context.
Now I want you to write this thing based on this template. Hey, we got this case study. Now I want you to take that and I want you to restructure it as a social post. I want you to restructure it as an ad. I want you to restructure it as a testimonial ready to submit to, you know, to a site like Yelp, to a site like Facebook, to a site like Google My Business, to a site like Product Hunt, et cetera, right?
And you can automate that process. And the key is to just know to think through these processes that way. And I mean, that’s been part of the secret of the magic that I’ve been able to bring to the table helping some of these companies is to think through what is the logical flow of a process overall.
And the thing that has changed, like that’s always been powerful. That’s always been valuable, right? Like that foundational concepts in the e myth of being able to think through like your processes and know what they need to be in order to get [00:27:00] the result. What’s becoming so powerful is how much of that can be automated and done by software that used to have to be done by humans.
And now we’re able to really allow you know, humans to focus on the work that is most powerful, right? Like, what are the case studies or testimonials that we should be amplifying? What you know, actually taking time to reply to comments, to be present in your transactions that you show up at a high level because you’re not having to spend you know, an hour, two hours trying to get and process the testimonial that instead you have that two hours back and now you could show up at a high level when somebody needs your help.
You could be present, you could be committed because you know, like the amount of time that it takes you. To do the other aspects that are required in your business, start becoming less and less, as software is able to take care of more and more. So those areas where you do need to show up as a human, because we still don’t actually like [00:28:00] even if AI is able to make it feel like they’re empathetic and able to make it feel like they have emotion and all that.
It’s very different knowing that like, hey, this other person was here ready to help me and able to show up and able to help get through this transaction, able to help provide a high level of service. Able to respond to the comments. Able to say, happy birthday. Like, all these things that actually matter, right?
That’s what AI is doing in this process. It’s making sure that the stuff that you don’t need to happen anyway, is happening effectively. And allowing you as a human to show up in those areas where, really, it’s always been the most value as a human. There’s just, you know, more that you’re able to do there, or able to do at a higher level now.
Charlie Madison: Yeah. You know, it occurs to me too. Like, you know, I really believe that we’re moving, you know, more from a 2080 world to a, you 199 world you know, with power and automation, like, you know, right now there’s, you know, 5% of agents in your area do most of the business, you know, it [00:29:00] looks like it’s going to be more of like the top 1 to 2%, you know, because the smart ones are going to leverage tools like this where they can consistently, they can have an automated machine that does it.
And, you know, I was thinking, how much would it cost if I had to hire someone to do this, you know, like I, I mean, you know, maybe you hire a VA for the email, you know, send out the form, but then you got to have a really good writer. To convert it into a case study, you know, and then maybe the VA can post it.
But I mean, you know, you’re probably looking at 24 grand a year, you know, I probably on the low end. Right?
Zach Hammer: Right.
Charlie Madison: And so like if you’re not doing it, some smart competitor will, and there is this snowball type effect, you know, because. You know, you’ll start getting new clients that are come from the testimonial and they’re more likely to provide a [00:30:00] testimonial.
The feedback loop means you’re probably going to get more clients and the clients they refer you are probably likely to leave a testimonial. And so like there is this snowball that this really is a time to like really do that. And I want to know, how can I get you to do this for me or write this out so this can be done?
Zach Hammer: Yeah, so that’s a great question. So, first off, one of the things that I’m actually working on right now is that I’m putting together a small group of people where we are going to get together in order to start integrating these types of systems into your business. That group is going to be geared toward high level real estate teams where we’re going to meet together weekly.
In order to go over these kinds of concepts. This is just one of the concepts that we’re working on right now. If that’s something that you’re interested in reach out to us at RealEstateGrowthHackers.com/Contact or find me on social. And reach out and ask about it. We don’t have a [00:31:00] landing page or a place for you to order it.
If you are interested in it, reach out, let me know that you are and I’ll connect you up to the details where we’re still putting the final touches on that. So that’s one way. Honestly, this is the kind of thing where I am figuring out more and more. This stuff is best done in a group environment where there’s some level of individual attention that might be needed for edge cases and that sort of thing.
But in the group environment is where you’re really. Best able to see what are other people doing what’s working on with that working in those areas. You’re able to leverage that more effectively so that’s right now what we’re working on by the time this comes out that might be a little bit more dialed and we might have you know groups up and running in the past i’ve worked with people one on one.
And that’s where I’ve had this happen and I’m starting to figure out my clients would actually be better served by being in amongst other people doing the same stuff at the same time. And so that’s what I’m moving more toward. So yeah, if people want that’s what we’re looking at offering. Right now [00:32:00] my thinking is that I will likely be keeping that group somewhat small. I’ll have to see how that goes over time. But I don’t, I feel like there’s a balance there.
I don’t think, well I think a group environment is valuable for people. I think it’s also potentially I need to keep the group somewhat smaller in order for everybody to be able to have time for the questions and all that so, I already have two to three people interested in something like this.
I don’t see something like this growing much bigger than 10 people short term unless I figure out a great way that I feel like we could serve everybody effectively at a higher, you know, with more members than that. So yeah, if you’re interested, definitely reach out and see about joining up in that group where we’re diving in on implementing AI into these systems.
But you know, to your point, so again, yeah, and by the way RealEstateGrowthHackers.com, I believe, slash contact, or just go to RealEstateGrowthHackers.com and find the contact page. That’ll allow you to get in touch with us. But to your point, like the reason why we’re going to see a consolidation, to me, it isn’t just because people are using AI.
The reason [00:33:00] is that typically when people end up creating services that allow them to serve at a higher level that the person who’s actually getting the service, right? Your buyers, your sellers, that they will naturally start defaulting to the service.
That most consistently gets them a good outcome that they feel good about over time. The reason why you know, Walmart, you know, dominated in the space that they’re in and why Amazon is dominating in the space that they’re in, which is kind of an overflow of what Walmart was providing is because at each stage, Walmart figured out how to get people cheaper prices by improving the distribution channels.
They beat out Kmart at the time and it, and figured out how to do distribution in a different way that allowed them to offer cheaper prices. Amazon has essentially done a similar thing where they’ve gotten rid of the need of the local store. In order to get distribution at a high scale and over time, what’s allowing [00:34:00] Amazon to win out is that they’re meeting the needs of people as they want them.
Right. And so AI isn’t like, it’s not going to allow somebody to beat you out just because they’re doing more. What it’s going to allow them to do is the right people are going to zero in on the things that actually allow them to service the market at a higher level than you. If you’re not using it, right?
Does that make sense? So it’s not just about doing more and it’s not just about the technology. It’s that literally, they are going to do a better job and people are going to start to see that and that’s move toward the people that are serving at a higher level. And that may not be 100% of the time.
Right? Like, you know, no one’s gonna doubt that McDonald’s does not make a better hamburger than a lot of your local, you know, like local great burger restaurants. But I’ll tell you what. I know whether I’m going to McDonald’s in the [00:35:00] middle of Iowa, in California, in New York, in Canada, and probably across the world.
I know what,
Charlie Madison: There’s going to be a broken McFlurry machine. A hundred percent.
Zach Hammer: That’s right. But I know what kind of burger I’m gonna get when I go there. And so, they’re leveraging that consistency and that essentially is a big part of what AI is bringing to these sorts of things, is that they’re allowing you to bring consistency. Across the table in more aspects of your service that you can increase that service quality and it won’t get rid of everybody that’s not leveraging AI, but it will start to take more and more of the market share and have less opportunities for those who aren’t so that’s kind of the crux of it to me.
Does that make sense?
Charlie Madison: You know, like I’m thinking like, all right, what is, how does this help the clients and what it does here instead of having to spend, you know, 24,000 bucks a year or, you know, to hire a copy editor, what it does is it takes my clients [00:36:00] experiences and creates a compelling, clear communication so that my future clients can read it and be like, Oh, I see myself there because they’re going to be, I mean, this is a big deal, like they’re going to be apprehensive, you know, referrals are going to want to check me out, they’re going to be nervous.
And you know, I love the quote, I read it again, you know, yeah. People are walking around with their umbilical cord, begging for a place to plug it in. You know people are dying to give away responsibility and want leadership. And what these case studies does is it says, you can relax now, you’re in a good place, give me your umbilical cord.
You know, and that just lets people relax. Because they don’t do this all the time. They got their other stuff that they’re doing. And if they, you know. Know that they can relax here. So, like, that’s what this is doing. This is building positioning. It’s building customer [00:37:00] confidence. You know I love thinking, you know, Jeff Bezos famous quote is he says he’s always trying to imagine what is it that customers are going to want 10 years from now.
And that’s what he builds his business around. He said they’re always going to want fast delivery. They’re always going to want fast selection. Like, he and so that’s what he’s working on. And in real estate, what do people want? They want confidence. That’s why the guaranteed offers work. You know, they want peace.
They want you know, a surety. They want the wisdom of the crowds. They want to be like, all right, I’m going to, I’m making this decision because lots of other people have done it.
Zach Hammer: Right, right. Yeah, exactly. And yeah, so this is definitely, you know, part of an overall mix of a massive shift that we’re seeing across business in general of all of these areas where we used to have to expend you know, human capital to solve some of these problems. We’re not going to get rid of needing to expend human capital, right?
[00:38:00] Like there’s going to be some level of attention that humans have to put into these things. In order to get the results. It’s just that there is, there are portions where it used to require human creativity, and now it doesn’t. And so we’re able to leverage that extra capacity to serve at a higher level.
To put more time into polishing, put more time into editing, put more time into building up the higher skill set to know exactly what needs to be done at any given point, right? It reminds me of you know, Tim Ferriss talks about, you know, the concept of speed reading. And, one of the things that he learned is that you know, if you learn how to read at 2x your normal speed, that doesn’t necessarily mean that what you strive to do is to read two times as many books.
Instead, you will likely be best served by reading the same book twice in the same amount of time that it used to take you to read it once, and you’ll retain more than you would have reading it slowly. At the one [00:39:00] time speed, right? And so similarly, like, part of what this allows us to do is you might spend a similar amount of time that you used to in total on these types of tasks, but you’re able to either produce drastically more, produce at a much higher level, etc.
So like sometimes it’ll decrease the workload Sometimes it’ll just increase the quality of the workload, right? Where you move to an editing position rather than having to use your creativity to write, right? When you’re comparing three different versions, you’re like, oh, yeah, that one’s definitely better and then that’s your starting place rather than going from blank page to you know, your first draft and then trying to reiterate, you know, iterate on your first draft anyway.
So there’s a big mix here of what’s going on. And I think we’re still figuring it out overall, but yeah, anybody that wants to be in the midst of those of us that are leveraging this technology, putting it to work and trying to figure out how to make it, make a difference in our business.
That’s what we’re up to with this with this mastermind group coaching group that I’m putting together [00:40:00] leveraging AI in real systems, right? Putting it to work, not just theory, but saying, Hey, how do we leverage these things to make our work more effective, make our lives easier and get better results with less effort in the process. So,
Charlie Madison: I would say if you want to be in the top 1 percent of the top 1% and you want to grow your real estate team in a way that scales cause you know, the 991 that’s going to happen with teams to, you know, like the best agents are going to go to the place that helps them get the best clients.
And the way you get the best clients is we know all the ways. And so if you want that, if you want to be in a group that is doing that together across the United States. What’s cool is you guys aren’t making it up like you’ve already done this, which is really cool. So you’re walking with them through this and then they’re brainstorming together and it’s going to be amazing what you come up with.
You know, you’ve been working with real estate teams now for longer than I’ve known you. So I would just [00:41:00] recommend if you like what Zach has been sharing with AI, on the show. If you don’t know, go watch the others and then go to RealEstateGrowthHackers.com. You need a button on there that says mastermind and reach out to him because if you’re interested in that, like, I want to be in on this, like the, this is the stuff that makes the difference that makes the difference.
Zach Hammer: Absolutely. Well, there you go. So that’s our episode today on the ATM, the Automatic Testimonial Machine. If that’s something that you want hopefully this was helpful for you. Give you kind of an overview of what we’re doing, how we work through it, how we think through it.
And if you want more help, then RealEstateGrowthHackers.com. But otherwise until the next time, we’ll catch you on the next episode.
Real Estate Growth Hackers Founder
Zach Hammer is the co-founder of Real Estate Growth Hackers. Over the last 36 months Zach and his team have managed ad budgets well over $100,000, generated over 25,000 real estate leads, and helped create over $50,000,0000 in business revenue for their clients. Zach is also a highly sought after speaker and consultant whose work has impacted some of the top Real Estate teams and brokerages across the country.