Jeff Lobb: CEO of SparkTank Media

Copy of REE#167
Jeff Lobb: [00:00:00] It takes a lot of, a lot of discipline, a lot of being unique, a lot of
outside the box type of content, and just being more authentic. Sometimes the more natural
you are, the more views you'll get.
Jeff Lobb: So let's try and stop scripting everything because it's not a, life isn't a script. It's
not. Life is life. Share it you know, be professional about it, but at the same time be, be very
natural about it. You'll get more engagement that way than some scripted stuff. You're talking
about some market update.
Jeff Lobb: Right. Just be yourself. [00:01:00]

Tracy Hayes: Hey, welcome back to the Real Estate Excellence Podcast. Today's guest is a
little unique, which will make for some great information. He is a facilitator at this month's
RE Bar Camp One Coast event here in St. Augustine. He is a founder and CEO of Spark
Tank. media, a speaking training and coaching company focusing on the sales and marketing
and technology of the real estate mortgage and title industries.
Tracy Hayes: He's a sales and marketing coming from a realtor's point of view. He has been
a top producer, broker trainer in the real estate space for over 26 years. He is considered a top
20 most powerful and social media. Uh in real estate and has been named inman top 100
most influential leaders in real estate two years in a row Let's welcome this amazingly
diverse real estate professional jeff lobb to the show.
Jeff Lobb: Hey, thank you, man Appreciate it. It almost doesn't sound like me at some point.
I I hate talking about me So i'm as down to earth as it comes, but I guess you got to have
some street cred somewhere
Tracy Hayes: Well, I, I tell you, [00:02:00] you know, going, cause I do go through
everyone's social media, you know, and I come up with a little intro.
Tracy Hayes: Yeah, I could have took your whole bio and just read that because you do have
a very good bio. Uh, obviously, you know, whether you create or have professionally done or
a combination of both, um, which I think you probably recommend to a lot of real estate
agents have, have a nice bio on there because people are, uh, in the technology and the
reading and, you know, uh, or going online.
Tracy Hayes: And I think, I think LinkedIn is a. underutilized, um, uh, tool in our industry.
Jeff Lobb: Yeah. I mean, perception is everything. Hate to say it with the evolution of, uh,
the social platforms people truly believe, I mean, good or bad or what you, what is really,
you know, how things are really in life, people believe what they see and it's, it's a hundred
percent buy in of credibility.
Jeff Lobb: Or not having credibility is, uh, is a really quick decision. Not only, um, real
estate agents, but consumers at large are making. You know, on the fly. So
Tracy Hayes: we're going to dig in, definitely dig in deep into that, um, [00:03:00] portion
and however, but I'm going to kick off a little bit. So everyone has a little bit of background
on you, Jeff, where are you from?
Jeff Lobb: I live in New Jersey. Um, I tell people jokingly, don't hold it against me, but, um,
Jeff Lobb: man, this is going to cause turmoil, but I've grew up as a giant plan all my life.
Now. As I've gotten a little more mature in life and I have six kids, I've evolved to being a
fan of the players, not the teams anymore. Okay. So I've got, like, I loved, like, I loved Tom
Brady, wherever he went. I loved, you know, like Joe Burrow.

Jeff Lobb: I like the players. Okay. So I cheer for the underdogs
Tracy Hayes: sometimes. Well, I did notice on your social media, it looked like you had a
football team, uh, picture there for your kids. I see that
Jeff Lobb: correctly. I do. I coach. I've been coaching. Um, yeah, I've been coaching youth
football and lacrosse for the last probably 15 years.
Jeff Lobb: Um, we're coaching companies in industry, but we coach kids and most of them,
you know, my Children coming up, but I've committed probably [00:04:00] it's just about 15
years of time coaching kids football. Um, and lacrosse is not very big in our markets.
Tracy Hayes: Right, right. It's growing down here for sure. I mean, it's I grew up in
Massachusetts.
Tracy Hayes: I grew up on Cape Cod. And obviously, you know, the Ivy League was where
you played lacrosse right now that that sport is, is growing like weeds down here. For sure.
You go to Keene University. And shortly at that time, I mean, what kind of career were you
thinking at that time? Or did you always have the entrepreneurial mindset right from the get
go?
Jeff Lobb: So you'll appreciate this. Not many people get to know this, this deep, uh, as far
as , uh, timeframes. But, um, I got my real estate license when I was 1988. So I was in
college, but just before, just before I started really actively selling real estate, um, the person
that was working me into the real estate career had made an introduction to me knowing that
I was pretty vocal and pretty good in sales as a young.
Jeff Lobb: And they connected me with their son in law, which had a radio show [00:05:00]
in, uh, lived in New Jersey. He had a radio show in St. Martin and then, uh, brought the radio
show to Aruba. And my first real, I guess, sales role was, um, actively marketing the radio
show for advertising on St. Martin and Aruba. And I did get my real estate license and I just
started getting involved with it, but I was traveling on an every other week basis.
Jeff Lobb: To the Caribbean, um, most of the time by myself knocking on doors, selling
radio advertising on St. Martin. And then we brought the show to Aruba and my job was just
to, you know, generate ads, both print and radio. And it was kind of cool. So I did it for a few
years.
Tracy Hayes: Interesting. What, you're like 21,
Jeff Lobb: 22 at this time?
Jeff Lobb: Yeah. Yep. And I, what was crazy is I was still in college and my parents were
really not against it, but they're like, how are you going to do college and do this? So I
condensed my college schedule, my junior senior year to like one and [00:06:00] a half days.
And I'd fly out like on a Tuesday night and Wednesday work till Sunday and fly back.

Tracy Hayes: No remote learning in 1988. Yeah.
Jeff Lobb: No remote. I did it on the plane, man. That's just what I did. Plane ride back was
probably a four hour ride back.
Tracy Hayes: Alright, so I'm studying your LinkedIn and you have waved to wave, uh, said
you did a, a startup. How did that all come about for you? And then that lasted about, looked
like about three years before you actually go full into real estate.
Tracy Hayes: So tell that little story there. And a startup from a, it looked like you had like
three people and you grew it to about 40 before you left there.
Jeff Lobb: Yeah. So um, my career of the sales in the Caribbean came to an end. Um, when
desert storm hit travel was coming, no tourism shut down. We parted ways on a really good
basis.
Jeff Lobb: Um, and then I, I worked my real estate career, so I did work my real estate
career for [00:07:00] probably seven, eight, nine, 10 years residential. Um, and did some
commercial, uh, we were with the gold jacket brand. I was like a Doogie Howser wearing a
gold jacket for century 21 back in the day. And after about seven, 10 years of this, the
commercial business, um, when I got into some commercial, I was doing commercial retail
in the state of New Jersey, and I was doing transactions on the smaller scale, like we did
block buster video transactions, subway franchises.
Jeff Lobb: Maybe eight to 10, 000 square foot was my max commercial deal that I was
doing on the regular. Um, and quite frankly, I, I got put out of business by my own broker,
uh, on that particular venture, my own broker, and we're not gonna be very specific here.
Stole my clients. And as I brought two or three brand new clients into the state of New
Jersey to set them up in stores, They automatically went silent on me for a while.
Jeff Lobb: And next thing I know, my broker took them and [00:08:00] did transactions
behind my back, which created all my funnel of revenue went to, to someone else. So at that
point it was a, it was a pivotal time to say, do I just jump back to real estate? I got recruited
into the. Dot com world because that is when exactly the dot com world was just starting.
Jeff Lobb: Uh, the literal IPOs and these small So I got recruited to a sales executive role for
a few large fortune fives. We were selling high end data services I was helping them with the
real estate space finding space for their data centers And we were building out towers and,
and basically when DSL was an actual thing, right?
Jeff Lobb: AOL, um, was like trying to do dial up still. And then we started to sell DSL.
Tracy Hayes: I still have an email.

Jeff Lobb: Yeah, you do. Oh my gosh. It's that's old school right there. Yep. So we did that
for, you know, we did it for a while and it was, I'll tell you what, that industry was fast and
furious. learn by fire. No, no [00:09:00] education.
Jeff Lobb: You learn by doing. And I was, we were, people were getting recruited every two
to three years for higher level positions and startups and stock and boom, boom, it was
happening. So I did bounce probably twice in 10 years. And then my last venture was that
startup you talked about wave to wave, where me and two others, we raised money.
Jeff Lobb: Uh, it was a wireless startup. So some of our. Cool clients, um, in like in their
local market was giant stadium. We had like the, um, the giants, uh, the, um, Meadowlands
arena. And what we were was a solution to all these DSL customers that if their service got
cut, we were coming in from the rooftop on wireless.
Jeff Lobb: So we've built out wireless networks across the country and that was amazing for
several years We were just about to go IPO and of course that was the year if everything
busted the dot com bust Happened everywhere. I mean, I don't care who you were how much
you had There was people that were creating fraud at the high levels of the biggest
companies and it just crashed Mm hmm, and I crashed and burned [00:10:00] with it.
Jeff Lobb: So then my decision was I'm going back to what I know best back to real estate
And that's what I did. And from there, it all trended to just start back as an agent, build a
team. And then after I started getting my team getting built, and this is really before teams
were even teams, then I started getting into the franchise side of the business, buying
franchises after that.
Tracy Hayes: get in looking at your materials, looking at your bio, uh, you know, your, you
know, in the story there, you've had, you know, put in a little more. Color to, to the story of
where you're at at this time, to where you're at today. And I, and I, I'm going to, I want to dig
in here eventually, you know, what, you know, what are you, you know, preaching, what are
you teaching?
Tracy Hayes: What are you coaching now? Because the technology is still changing every
hour. Uh, it seems, you know, your background in the nuts and bolts, it kind of reminds me
of like, when we first learned computers, you know, when I was in high school, I think it was
a senior and when you, they were teaching you like, you [00:11:00] program.
Tracy Hayes: Now, today, the kids just operate the software, right? That's what they're, you
know, you, we were, you know, I was in the cell business in the late nineties going into 2000
cell phones. Uh, the last company I worked for was Altel. I remember in the mid nineties,
you know, throwing out handsets as fast as possible, you know, the digital phones were just
coming in, you know, of course, Nextel was big at the time in that mid nineties and so forth,
as that technology, you know, uh, went to wayside, but, um, it was a free for all.
Tracy Hayes: It was a. Unfortunately, I didn't catch on, but I realized why those guys now
today. And when you mentioned why they were resume hoppers is because there was no one

above them that really knew much more than they did, uh, in, in the business, you had to
learn by fire and get out there and do it. So the more experience, and if you could sell your
experience, you got promoted, right?
Tracy Hayes: Or got that next job. How does, how does that background know, or does it
even have any relationship to how you understand, uh, The social media aspect of,
[00:12:00] you know, the technology that we're dealing with today, because I really feel the
average agent, when they go into one of these trainings, someone says, Hey, we're going to
train on how to be a better Instagram or whatever it may be.
Tracy Hayes: A lot of it is just.
Tracy Hayes: Um, but you had the background of actually, you know, how is a cell phone
call actually made? Most people think they're connecting to a satellite, right? They don't
realize it's going to a tower, then going to a stand, then might go to a satellite. If you're
calling a cross country in the back now, but they don't understand how that call is being
made.
Tracy Hayes: They just have a phone in their hand. And I really feel that's the same way we
have with social media today. And, uh, and not only real estate agents, but the general public.
Jeff Lobb: Yeah, and I would be remissed to, to give one more depth of that gave me a lot of
that foundation that probably brings me to where I am, you know, even today, and I gotta
give them a lot of credit for it.
Jeff Lobb: So, after, just to go back to where I owned a bunch of franchises for a while, um,
with a brand, that brand brought me up. into their executive team from after real estate and
broker owner and all this other stuff for many years [00:13:00] running brokerage and don't
get me wrong running some very successful years and also really getting my hand and head
chopped a few years too.
Jeff Lobb: I made a lot of mistakes in real estate. I'm, I'm very transparent about that. Um,
but that's how we learned, right? So, um, I became the vice president. Um, for technology for
a fairly large franchise brand back in that time and that time was, um, where they had about
300 offices, U. S. and Canada based. And I became more of the face of that in technology,
but it wasn't about tech.
Jeff Lobb: I helped them navigate to do transactions and deals. Like when dot loop was
born, we did stuff with like market leader and did integrations with that. It was, it was always
that, but I was more of the face of how do you use this stuff? How do you use it to create
sales? It's not about being techie tech was always, it's great, but you've got to learn how to
apply it to build an audience or to make money.
Jeff Lobb: So I did have a great executive role running. Um, for probably, ooh, 10 years
with this brand [00:14:00] to go, literally we hit at one point 800 offices across the country.
So it gave me a lot of, a lot of travel time and face time on stages. Learning the pulse of, I

mean, I came from an agent mentality, but just understanding that tech was just being too
tech, not too technical agents didn't have to use it or apply it.
Jeff Lobb: So my finesse and my, my expertise kind of became in, I don't care how much
tech you have, we have to be able to use it in a sales capacity to understand it and simplify it
because if it doesn't make us any money, I don't want to even talk about it. Right, right. So it
helped me narrow down the focus. to giving agents empowerment and confidence of how to
use it, and more importantly, why to use it.
Jeff Lobb: The why is the most important, right?
Tracy Hayes: So I had a friend of mine, he was an, he still is an it and, uh, we were meeting
with some, his alumni brother of mine, and we were meeting with some, uh, uh, cadets cause
we both went to the military college of South Carolina, the Citadel, and he said in that dinner
that we were having, uh, [00:15:00] me being in sales and him being in it, the disconnect.
Tracy Hayes: Of what sales needs. If we could communicate it properly to the IT
department, they could put the technology together to give us what we needed. It's that gap
between a sales mind versus that, uh, technology mind. And I think you kind of, you kind of
bridge that gap because you were an agent and you also have background in technology,
would you agree?
Tracy Hayes: Yeah,
Jeff Lobb: agent. I've run brokerages, so I know those pain points, um, and then having that
executive role for many years to understand the franchising models, the corporate models of
real estate, um, you know, what the, what are the, all the pain points in the business, but then
to see and have that role to be able to bring tech into a company to realize that it's just, it's
too complicated and I was always, remember, it's always sales first.
Jeff Lobb: That was my background. So when you start to see tech and you have a tech
background, Yeah. Um, most people were building tech for what they thought was to be
right, not how we're going to use it. So a lot of times we try and [00:16:00] help shape out
some companies. You know, today I sit on maybe three or four, probably four now advisory
boards for some real estate platform companies to try and help them mold their platform to
be more usable and more adaptable.
Jeff Lobb: For sure. I mean, 18
Tracy Hayes: years I've been in mortgages. And I started off with the company that actually
sells themselves as a technology company that does mortgages. I started off at Quicken
Loans, now Rocket, um, uh, worked at Loan Depot, which they tried to duplicate. Uh, they're
not as old as, as, uh, Rocket slash, uh, Quicken is, but they tried to duplicate it, um, poured a
lot of money into technology.

Tracy Hayes: Uh, I've, I've worked for, uh, some other institutions that try to. to, uh, have
their own thing, but obviously they didn't have the support staff to keep that technology, uh,
running efficiently and then make the changes as our market changes. I'll give you just an
example. I was working with one company who was a joint venture for a builder.
Tracy Hayes: And of course, you know, doing a [00:17:00] builder's loan. versus doing just
a regular referral off the street from a real estate agent. You know, we have all the discounts
and the pricing's different because we were covering the closing cost and all that kind of
thing. Well, this one company, we had to actually manually go in and do these calculations.
Tracy Hayes: So they were losing money all the time because as a loan officer, when you do
the calculations, you're going to round. Down a little bit. So that means there's more money
coming out of the pocket of the Uh lender slash builder joint venture to pay for those costs
because you know, we want to give them the best rate, right?
Tracy Hayes: And then they divorce that company to go to uh, a new uh company to be in
the joint venture That company comes in and they had the of course encompasses a very
popular. Um, You know origination program that a lot of vendors do use and they went in
there and had it set up for New, you know, the, the builder deal or just the deal that came off
the street.
Tracy Hayes: And obviously I guarantee it was a difference of, I don't know how many, if it
was millions of dollars at the end of the year with the amount of homes and loans doing just
by, just [00:18:00] by doing a technology fix, the other company couldn't do. Um, so that,
that 100%, the disconnect between the creators and then.
Tracy Hayes: You know, what's actually needed on the street, right? Because I think one of
the, one of the biggest gaps in all of the, all of, uh, whether it's real estate agents, um, in loan
officers or really anyone in sales is using those CRMs and we're, they can do so many things
that they come in and teach you. And then you're like, Uh, where do I start after spending
days learning about, you don't even know where to start with it, tons of
Jeff Lobb: overwhelm, young people get overwhelmed.
Jeff Lobb: And I still see that to this day, the overwhelm. So I think the moral of the story is,
is
Jeff Lobb: no matter what technology or now today's world of social, um, it's all considered,
you know, a technology, even the mobile devices. I mean, look, I remember the times where,
yeah. You know, I tell the story all the time from the stages is, you know, when BlackBerry
was the thing, BlackBerry was the device.
Jeff Lobb: [00:19:00] Here's how I bring this really as clear to real estate agents as possible
is we all love the BlackBerry. We said it was our best device. We never wanted to give it up.
And here's a big problem that I can relate to real estate. What started to change was the
consumer, right? The customer started to say, Hey, this device is amazing.

Jeff Lobb: I love it. But. What if I want to see a picture better? What if I want to see a
video? Trying to do that on a Blackberry was like a nightmare. It's like you were zooming in
from NASA. It was pixelated and it was just horrible. And then all of a sudden comes this
touchscreen iPhone or whatever it was. And BlackBerry said, we're the best, we're not going
to change.
Jeff Lobb: We do what we do best. And out came all this new evolving stuff and people
created change. And then BlackBerry said, we're number one, we're not going to change.
And that to me is the relevance of today's real estate world and agents. I don't care if you're
in this business 30 years. I got 36 under my belt.
Jeff Lobb: That doesn't mean we don't change. Because if you don't change to what the
consumer wants, [00:20:00] and how they want it. You're going to be the Blackberry of
today's age, which is non existent. And that's really what we have to understand is, you have
to change with not only the times or the market, but the consumer.
Jeff Lobb: That's where they neglected to do as a top number one device in the country or
the world. And here come these other competitors, Apple and iPhone, uh, Apple and
Androids. And crushed them. Right. So as a real estate professional today, I don't care if you
never used to do it that way, or you feel you're not techie, which I hear all the time, who
cares?
Jeff Lobb: If you're not techie, you have to learn that if consumers are using it, you're going
to have a choice. Your real estate agents are going to compete with you against you, or you're
going to either step up. Yeah. And deliver that kind of value as well. And if you don't,
Tracy Hayes: let's put the little, little rubber to the road.
Tracy Hayes: Give me, cause I have in my mind, but I don't know if our listeners may be
totally eye picturing what you're, what exactly what you're talking about, because the clients
aren't [00:21:00] generally like looking for this fabulous, uh, technology when it, you know,
yeah, they expect to sign online. I mean, that's. That's common.
Tracy Hayes: Now, if you're not doing that, I'm like, God, uh, you know, I did a deal a few
years ago where unfortunately I was dealing with an agent who was a little older and, uh,
yeah. I was halfway between her client and her. So I was like, uh, and her client was difficult
to get, uh, documents to. So it was like, Hey, fax it to me.
Tracy Hayes: I'm 20 miles north of you. She's another 10 more miles I'll run it up there and
have her physically sign it and then scan it back to you. But I mean, uh, so those that's I think
that's an obvious but what the graduation and to from when we started getting into this, uh,
Period of the smartphone, I guess. I don't know if it was probably late 2000s You know we
start to evolve in it to today.
Tracy Hayes: What would you say? You know, every agent you need to have some of these
basic skills with these handheld devices.

Jeff Lobb: Yeah, I mean, you know, not to [00:22:00] go back to some graphic, but I mean,
you're, today's world, obviously, everything needs to be digital signature, everything needs,
you need to be super video savvy on your mobile device, which some people think just
pushing a video button and just scanning, you know, a house, that's not what we're talking
about, we're talking about a better level quality of that, and also communicating via video
too, so many Right.
Jeff Lobb: Right. Um, you know, even some of our coaching calls or group sessions that we
do, I still see agents without video cameras on. I'm like, come on, are you serious? I don't
care where you are. Turn on your damn camera. Like I want to see you now. Um, but also
there's, there's so many cool what they'll call tech products, but not really in the marketplace
that create differentiation, where if I was competing against you, it might give me the edge to
that consumer that goes, wow, this person's really got their stuff together.
Jeff Lobb: Simple example. Um, I do some advisory work for, um, a company called
HighNote. HighNote. io. It's a, it's, and what I love about it is I only want to work with
companies who I believe that have a unique [00:23:00] differentiator. So here's a platform
that solved a really great problem. If I said to a real estate agent, Hey, you know, I'm thinking
about selling my house.
Jeff Lobb: Um, why don't you send me over some marketing or some things you do in
advance before I set up a time with you? Like, why don't you share with me what you do?
Now, what does a typical agent do? They'll send an email, maybe. With a bunch of links,
maybe to a website, maybe a link or a document attachment, maybe a PDF or a flyer.
Jeff Lobb: But as an email, what does that look like? It's it's a bunch of attachments and all
sorts of, and then in addition, you know, you're going to send me maybe print. So here comes
high note that says. That deliverable experience looks like crap, right? So what if you
actually were able to send a customer one link, but that link you customized and has custom
branded, I could put, um, one document calling it my pre listing presentation and have the
video about my company, but it doesn't look like an attachment.
Jeff Lobb: It's a beautiful little thumbnail that has my [00:24:00] video, right? Here's a
sample copy of my agreement. Here's a sample of my team. It could be any type of
attachment, PDF, movie, JPEG, but it's in a pretty branded document that when they open it
gives them a beautiful visual branded experience. Everything they click on, you get the data
to know they clicked on it, which gives you intel before you even get there.
Jeff Lobb: So if they clicked on my video tours four times, And they clicked on everything
else once I know they like the video tour Like I know they're into video because they
watched it four times. Yep. So just simple technology that solves a problem But makes me
look like an amazing rock star. And my customer's like, this is awesome.
Jeff Lobb: Yet, my competitor might be rolling in with, you know, here's my CMA and an
envelope and a brochure with a bunch of papers. Right. So, there's little things we can do to
start leveling up our

Tracy Hayes: game. I think you would agree with this when you [00:25:00] spend the little,
you know, maybe you spent a little bit of money to have the, uh, the it's set up, right?
Tracy Hayes: The personalize it or whatever. But in reality, if you're competing against, you
might be competing against an agent who is. Knocked down, has more experience, sold more
homes, whatever it is. But you come in with this, just one little notch. The perception is
reality, right?
Jeff Lobb: That's right. And you know, if we're going to do beautiful, you call them virtual
tours, 3d tours, Matterport tour, whatever tours we're going to do, that's awesome.
Jeff Lobb: But here's the thing. Are you actually showing that to your consumers and listing
appointments when you're there? Like are you sitting there showing them what a 3d
dollhouse looks like or we're gonna do this with yours But showing them versus saying some
bullet points saying oh, we're gonna do a tour.
Jeff Lobb: We're gonna do pictures We're gonna do this Saying it with bullet points does not
have the same impact of having the ability to say here's what we're gonna do to [00:26:00]
your home and show them because it gives a better perception and wow factor
Tracy Hayes: um You say something about you speak three languages, um, English, real
estate and technology. I think it is. I forget what I can try to pull it up. What a, and that's
really what you're just saying right now is you could be standing there in a room and you're
going, man, I'm going to give this 3d virtual tour and blah, blah, blah, blah, blah.
Tracy Hayes: And. We don't know if their friend just told him, man, that last agent, you
know, he said he was going to do a 3d virtual tour. Don't do that, man. That looked terrible or
whatever, but it's not, maybe it's maybe not the program you're using. Maybe they didn't do it
correctly. Um, maybe they have no idea what you're talking about.
Tracy Hayes: When you say 3d tour of their house, they've never seen one before you. And
it's speaking the language iPad or whatever to actually show them. An actual 3d
Jeff Lobb: tour show them I used to you know, and that's where you know that's where the
Jeff Lobb: the sales [00:27:00] ability comes in a little bit with technology is because five
people can have a beautifully written piece of print paper that say virtual tour this and that A
virtual tour could be like any one of 10 different things in today's technology It could be
some slideshow thing.
Jeff Lobb: It could be a real 3d tour I don't care what anybody says. I want to show it to you.
When I show it to you, I make a different impression for the same exact thing you're talking
about, right? Um, one of my favorite things and just to show you how simple it could be, um,
I remember like the evolution of single property websites, right?

Jeff Lobb: Which we all have in today's world for the most part. But to a consumer, what
does that mean? It doesn't sound like anything. So when it came to a listing presentation, and
I was really good at getting listings, I learned that what I was really good at. And I learned
what I was really terrible at, and we can talk about that next.
Jeff Lobb: Um, a single property website, like you could say, here's what I would say to a
homeowner, here's, one of the other things we would do for your home, is we would make
sure we have a website specifically for your home. Here's why. A lot of consumers will go
on [00:28:00] sites publicly, like Zillow and Realtor, and that's great, we're still going to have
you there.
Jeff Lobb: Except, what's going to happen is, They're going to call or email in and it's going
to potentially take them to 20 or 30 other homes on that platform. When someone calls me
and they want to see your home, I'm not going to send them to that platform. I'm going to
send them specifically to your custom single website that only showcases your home because
that's my job is to get your home sold.
Jeff Lobb: I'm never going to send them to a site that has multiple properties. So we're going
to create one just for your house specifically. Does that make sense? 100%. Oh my god,
that's amazing. Yeah. It's making it sound like I'm doing some custom work for them. Mm
hmm. But now they think I'm looking out for their best interest.
Jeff Lobb: And you're right if I go to if you send them to another site They're gonna see 20
other competing properties. I made it. I mean,
Tracy Hayes: they just simply google I mean, what's the consumer typically do the buyer
typically do is they they might saw the address and they're like Oh, let me they google it
And, you know, yeah, they're going to Zillow and all those things are going to pop up.
Tracy Hayes: But if that, that [00:29:00] specific website comes up with that address, that's
the, that's, you know, yeah, a hundred percent.
Jeff Lobb: And, you know, what happened used to happen to, it still does in some cases,
some, some companies will say, yeah, if you want to see more properties in that property, go
to the company website, you go to the company website.
Jeff Lobb: And now that consumer that called in on that house. Is now going to see a search
for 20 other houses when they called on one. So I, I spin it to the customer from a sales
capacity says, I am focused on making sure we see your home only. Isolating you and
helping you. That's all a single property website everyone has.
Jeff Lobb: But I can make it sound different to the consumer.
Tracy Hayes: How important is it today, agents coming in, experienced agents, 2024, that
they, and obviously you could talk across, and I'm going to dig into more specific questions

about specific platforms, but how agents need to have a presence on social media. What,
what words are you sharing out there when you're speaking and so forth?
Tracy Hayes: They [00:30:00] have to have some sort of presence.
Jeff Lobb: Yeah. It, to me, social media is the internet. It's, it's today's marketing. So just
like things evolved when you were marketing in Holmes magazines or when you were
marketing in, um, any of these other, you know, print platforms today, it's simply all social
and because it's social and it's on whether it be, I, you know, Facebook, IgE or Tik TOK or
reels and which, you know, that'll be maybe another question is which ones do you focus on?
Jeff Lobb: But the reality is. If you're not being seen there Someone else is and drawing
their attention social media is a battle for attention Just like advertising is if I was putting up
a billboard or a mobile vehicle, you know a car that's wrapped It was fighting for attention
and that's what we're doing with social is creating Opportunities to get attention for
marketing and opportunities in the future for business And remember the other thing is
perception people will believe you are super [00:31:00] busy because they see you super
busy Versus seeing you not do anything because you don't post much on social.
Jeff Lobb: To me, you're just not busy because I don't think you are compared to them.
Tracy Hayes: We have, there's a lot of, uh, you know, I've had differently. I had one on a
couple of weeks ago. Uh, she, she claims she's getting a business from her Instagram. Um, I,
I think there's, there's this. Small percentage that say they're getting business from it.
Tracy Hayes: Some are just doing it. Others are like, uh, you know, I've tried it, but I didn't
get any business from. Do you really know if you're, you know, where that client is?
Because, you know, aren't a lot of these buyers. Um, you know, sometimes you got to touch
him or hit him several different times. I know builders, you know, a lot of times when that
person walks in that model at a builder, they've already seen the model, you know, half a
dozen times online, you know, and their virtual tours that they're doing and that sort of thing,
how to measure.
Tracy Hayes: Truly, [00:32:00] unless you're having a funnel, right? Created from some
social media where you say, Oh, I know exactly where that came from. Like someone might
have an 800 number on a certain ad. We know where that came from, but to really break
down and say, is social media worth it? Did I get any deals? Is it really measurable?
Tracy Hayes: Um, uh, or is it more of a, uh, say backup marketing program or system?
Jeff Lobb: It's a good question. So my answer is going to be this. It's going to be. It's 100
percent um It's 100 percent needed to be done. Can you measure every ROI? No, and here's
why we know that it's let me go back before social media and compare the same thing to
where we are today because unless you have a funnel where They're clicking and putting an
email or calling and saying hey, I saw you on instagram, which is not what they do but it
adds up to Maybe a year from now, they've been seeing your stuff and seeing your stuff and

getting your postcards and doing this and as a compilation, they are calling you in for a
[00:33:00] listing appointment, but it's the compilation of all of that throughout the year or
years that they've seen you do it.
Jeff Lobb: So one story that that made this come to fruition for me was so pre social media.
I was really big on having Wrapped vehicles, cars. I wrapped a car every three years to keep
it moving. And you know, what was the ROI of my 500 a month car that was wrapped? Did
someone say, I called you because I saw your car?
Jeff Lobb: Never, never in my lifetime. However, when I would show up to a listing
appointment, at some points, people would just, you know, say to me, and I would just talk
about like, Oh yeah, did we get introduced through a client, a friend of yours or how do we
meet? And they would be like, no, you know what? I've been seeing your cars.
Jeff Lobb: I've been seeing your billboards. I see you on TV. I would say like. It's just been
all over the place. They've been seeing it. So that being said, it's a compilation of all that to
the point where even after I transitioned out of production, many years, people would still
say to me, 10 years later, 10 years, I was shocked.
Jeff Lobb: [00:34:00] Hey, did you have a son that went to like preschool at this school?
And I'm like, yeah, he's, he's now in like in his, you know, teens. He's like, I remember we
had that car. You'd pull up and, I remember my son would always want to see that
convertible you had. Like, they remembered the brand. So, when you show up, it's because
they saw you at all those places.
Jeff Lobb: That combines it into the value. So unfortunately, you're right though. People
said I tried it and it didn't work. Stop it. Stop. Well, it's a
Tracy Hayes: long term. You're going to have to do it. You don't do a real expect a phone
call at the same time. It just doesn't happen that way.
Jeff Lobb: No, it's not. And that's, unfortunately, our world today is the Amazon effect of we
want instant gratification.
Jeff Lobb: Um, you know, how many times I get people with Zillow leads or whatever
going, Oh, my Zillow leads suck. Or these leads suck or realtor. com leads suck. Really?
Okay. How long did you call them for? I've not called them a couple times. Okay, a couple
times? Because it's not gonna be till eight, nine, [00:35:00] ten, or maybe even eleven
months.
Jeff Lobb: So here's how I, here's how I nicely put them back in their space a little bit. And I
ask this to a live audience most of the time and I love the answer. How many, how many of
you have a list of leads that you would call dead? Like they're dead leads. I tried them, they
ghosted me, they're never calling me back.

Jeff Lobb: And you've decided you're never calling them back. Like they're dead. And I'll
get a hand of like, I got a bunch of those lists. So I got spreadsheets of them. Great. I'm like,
all right, cool. Give them to me. I'll take them. And I see silence. I'm like, what do you
mean? Give them out. Who's willing to give me those lists of dead leads?
Jeff Lobb: They're like, no, screw that. I'm not giving it to you. Like, what do you mean?
You're not, you're not calling them, right? They're not calling you, but you won't give them to
me. Well, no. Well, maybe for a referral, referral of what? You're not calling anybody. So I
said, so, you know, there's value there, right? I said, but I, here's what I can make a bet.
Jeff Lobb: And it's not because you're good or bad. I could take your list of dead leads. Give
it to one of my other clients that's gonna [00:36:00] persistently call them for the next 6, 12,
10 months, whatever. Change the script, different tonality, better questioning, and I'm gonna
bet you we convert some out of there. How about that?
Jeff Lobb: And then how about we pay your referral on those? We convert, would that be
better? Like, Oh, I would do that. So, you know, there's money there. So did the Zillow leads
and realtor. com leads really suck? Or did you just stop?
Tracy Hayes: I want to change just, just a little bit. And I'm going to go, we'll go back to
social media.
Tracy Hayes: Cause I want to make sure I get this part in. You've got the logo behind you.
It's on, it's on your, um, uh, spark tank, uh, media. com site. You have a tag on there, coach
52. Tell us about that.
Jeff Lobb: That's our baby. So, um, when we started doing coaching across, you know,
doing coaching of teams and brokers or top producing agents, it was, we had to make a
decision of how we wanted to scale the business.
Jeff Lobb: And what I chose to do is saying, you know, well, I love coaching top producers
and one on ones. Not everyone in the universe can afford a one on one coach or not just yet.
So [00:37:00] we wanted to create a platform that was on demand on their own time with all
of the strategies and these cool ideas and ways to market.
Jeff Lobb: All in one platform that not only gave you those strategies, but also gave you
some tools like we could track our goals and what does our production look like? And we
can have a place where we do marketing all in one platform at a ridiculous value that the
majority could afford so they can level up their game to either get to one on one.
Jeff Lobb: Or get to become, you know, a team leader or broker owner. So, Code52 is a very
scalable platform that allows agents, and actually we have mortgage, um, clients as well, as
well as Tidal, that partner with our agents in these platforms because it delivers such a great
value they share in these platforms. And, um, we've got, I don't know, I forgot how many,
several thousand in there now, that are users that, um, 24 7 on demand.

Jeff Lobb: And of course I do a couple live session, live stream sessions in there too, where
Q& A and me [00:38:00] delivering live. And it became a more scalable platform for the
majority. That may not be here yet, you know, it may not be up here yet.
Tracy Hayes: So from a coaching, if I'm hearing it correctly, I'm gonna repeat back to you.
Tracy Hayes: Just so any listeners are getting that clearly, it's, it's obviously more of an
economic, um, uh, thing versus, you know, hiring a coach one on one, you're gonna pay top
dollar for that you are, you know, and you've created this, uh, program behind it to help track
some of the things that you're coaching them in, which might be, I mean, give me some
example, like how many phone calls or contacts you're making a day, that kind of thing.
Jeff Lobb: Well, a lot of it's even just tracking, like how many people just in simple form,
create a business plan at the beginning of the year, set a goal. And then in June, they have no
idea where they are. So just tracking just GCI and it's, we didn't want to get into too many
complicated measurements of phone calls.
Jeff Lobb: Cause I don't think we'd even get the truth out of it, but I wanted to track. where
did your transactions come from? You know, what, um, what's your GCI look like? Um,
where are you versus your goal? Like, are you even ahead or behind? Do you even know?
Um, but more importantly, [00:39:00] the, um, the strategy sessions that we'll call coaching
sessions that we take from every event that we speak at, whether it's the RE Bar Camp that
we're going to be at, right?
Jeff Lobb: Or whatever. I'm speaking at Inman this year or Berkshire Hathaway. I'm
speaking like the content from this, we condense it into video. So they like, here's the
strategy and we, we drop it into the platform. Um, and we're still going to get some in the
industry that we'll sign up for something and never use it because you're never gonna, they
just, they don't, you can't, I've got to a point in my career where I say, I can't force you to be
better.
Jeff Lobb: You have to want to be better, right? We're giving you the tools. You gotta learn
to use them. So, that's what we built Coach 52 for. And I think it's a ridiculous value. Um,
and then we, I think that the, the big hot spots for us are mortgage brokers, um, team leaders.
We're finding team leaders love it now because they can put their team in there and track
their team's performance and still give them content and training so they don't have to do it
themselves, which is pretty nice.
Jeff Lobb: Um, and a lot [00:40:00] of lunch and learn material built into this too.
Tracy Hayes: So some of it's live, some of it's recorded that you're repurposing and so forth,
and it keeps them, uh, you got the accountability piece because they're putting the
information in, you know, and tracking that. Um, excellent, and obviously, RE Bar Camp,
hopefully someone's going to walk up to you if you're not already, you know, able to, I don't
know what Kim's doing, letting you hand out materials or whatever.

Tracy Hayes: Hopefully, there's a lot of great people there doing a lot of great things.
Jeff Lobb: Yeah. Ari Bar is one of my favorite events of the year coming
Tracy Hayes: up. Yeah, this one, you know, this will be my third year going to this
particular one here at OneCoast, and that room will be packed. It will be 1, 200 agents in
there, and, uh, I mean, the tickets sell out, like, in less than an hour.
Tracy Hayes: I mean, as soon as you post
Jeff Lobb: 1st, they're gone. They do an amazing job. No
Tracy Hayes: doubt. Um. well, you know, you're going to be at RE Bar Camp here in a
couple of weeks, you mentioned Inman and so forth. What is the word that, um, you are
[00:41:00] sharing, you know, from your technology, social media space right now that, uh,
in, in your speeches?
Jeff Lobb: today, this year, today, and
Jeff Lobb: this year has to be really focused on proactive sales activities. So, and it could be
using technology and AI and using the AI to create my campaigns, but we have to focus on
every day.
Jeff Lobb: And this is where people are either going to fail in the upcoming year or two or
survive through and push through is every day in their calendar. They need to have at least,
at least an hour or two. I'm going to even say two hours because if they're not busy, they've
got nothing else going on. Two hours of finding new people to connect with.
Jeff Lobb: Through technology, or through the human networking of just showing up and
being in the room. And finding 10 to 15 new people a day to talk to. Simple as that. Um, and
we do find a lot of tech does involve, like we've created new campaigns using AI, like
creative calls to action. But when we're sending out an email, [00:42:00] like it can't be your
standard email anymore.
Jeff Lobb: That's where we'll use some technology, spice it up, and get a better response.
Because, to me, there should be at least seven, seven is my magic number, seven different
channels of lead sources that you bring in to keep you busy. Most only have one or two.
Well, my Sphere, or this one, or Zillow, when you get to seven streams of lead sources, or
people sources, Your business will change and that's what you should be focusing on every
day How do I find more people right and two hours a day because if you don't if if you're
that busy You're closing a lot of transactions.
Jeff Lobb: You still need to prospect but maybe not two hours a day most agents If I said
right now and I love this to do live because it scares the bejesus out of people Is when I say
to them hey grab your calendars right now print the next seven days for me screenshot it and
send it to me They're scared to death when I ask them for it.

Jeff Lobb: I could tell you how you're gonna do, career wise, [00:43:00] based on your
calendar. You're gonna have empty gaps. One of my favorite quotes, one of my favorite
quotes is, you're losing money in the gaps of your calendar. You've got gaps in your calendar,
that, oh, it's between a buyer showing, and it's between, uh, something I gotta do at five
o'clock.
Jeff Lobb: Well, what are you doing for those two hours? You could easily be busy. Busy
being, oh, I gotta send MLS stuff, and I gotta respond to emails. That's all good, you gotta do
that. Where's the proactive prospecting to find new business? It's usually never in there
because that's uncomfortable work and that's where we got to focus And we i'm telling you
most people will not have five to seven days.
Jeff Lobb: Most people won't even have two days of active prospecting systems and
solutions in their, in their calendar.
Tracy Hayes: Give me, give us, give us several examples so that everyone understands your
seven streams. What are some samples of streams, uh, that they are the most popular,
obviously, uh, that they, that every agent should strive
Jeff Lobb: for.
Jeff Lobb: It's a great question. Um, I love that because it ties right into. One of my talks I
[00:44:00] do is, is when you first analyze what is a stream, to me, a stream is a group of
people or a resource that gives me some form of referral based business. So a simple one we
might say is my sphere of influence. We all say that.
Jeff Lobb: Okay. But when I actually did this as a, as a practicing agent, I actually, when I
sat down, I actually started to look and go, I wasn't getting consistent referrals from my
sphere. I wasn't sure why, but when I said it, how much am I really getting from there? I
wasn't getting a lot. But what is that active source?
Jeff Lobb: So let's say it is my sphere. I'm getting a referral or two every month or two.
What other groups of people, because our business isn't real estate, it's people, what other
groups of people can I network with that could send me a steady stream of referrals? So let's
call it my B& I group that I used to run and belong to, B& I.
Jeff Lobb: Now some people join B& I or any of these business groups, but don't get
referrals. That's not a good stream. Either you're not working it or it's not working for you
find another one, right? So but let's say my bni gave me a referral or two a month Now I got
a [00:45:00] referral to a month from this group and that group So when I analyzed this I
said, oh, what if I could duplicate that five more times?
Jeff Lobb: What if I could find oh i'm going to go to my elementary school where my kids
go or maybe they don't even go And i'm going to ask them. Hey, i'm a local real estate agent.
I do a lot in this community What can I do to get involved in a program that you guys are
doing on a monthly basis that I can help and participate with?

Jeff Lobb: Now think about that. I found out that they have an education foundation, which
means I can now volunteer for every month to get together with teachers and parents and a
group of people. That are not my sphere and not my BNI group that I can network with and
do some really good things in the community But they will get to like me and trust me which
will eventually turn into business Great was another one and I started to identify these it
could be church It could be um, one of my favorite ones was my um, my when my kids are
younger.
Jeff Lobb: I belong to a local Um, Archery Club. I live in Sussex County, New Jersey. We
shop archery. No one even knew I was in real estate for two [00:46:00] months. A group of
local people probably owned more farmland and business stuff than I knew. They just knew
me as a dad with two kids and loved archery. Then one day I showed up wearing a branded
shirt.
Jeff Lobb: I think at the time it was Remax. I was running from a broker open. The second
they saw, like, oh my god, you're in real estate? I'm like, yeah, I've been in real estate for a
long time. I had an appointment, like, every week. Hey, can we grab coffee? I got, I got some
questions for you, man. I got my grandmother's house I gotta sell.
Jeff Lobb: And I almost couldn't turn away business from that group. But I was there
because I injected myself into it with the right intentions. So I say, great. They're all
different. Let me go find another and another. And then yes, it kept me very busy. That's
where my business came from the groups of people that lived in the area I was selling from,
but I had to proactively go find it and then work it and nurture relationships.
Tracy Hayes: Yeah. That didn't know one of the most popular ones here of agents, you
know, 150 some agents that I've taught producers. Um, It's a, it's a lot of, a lot of, some of
these, uh, moms are at the [00:47:00] ball games and you're sitting on a, uh, little league
bench or the soccer, you know, stands or whatever. And if you're not wearing, you know,
wearing that t shirt, like you said, that ran as a something about that, you know, you're in real
estate.
Tracy Hayes: You know, you can make 'em silly, but people will, you know, they see you
there. The, the other moms are seeing you there every week. It's on the team and, and you
already have a like and trust 'cause you have a common thing. Your kids are both on the
same ball club, you know? Right. You know, the little things like that, uh, to can make a big
difference.
Jeff Lobb: Makes all the difference in the world and Yep. You know, I tell people all the
time, like that sports community was another one of my streams. Not because I was just a
coach or had kids, but I'll tell you now. As a coach today of a young young lacrosse group
There's never enough help if you just said I don't even have kids I'm a real estate agent and
you're listening to this and you don't even have kids If you showed up to my one of my board
meetings or one of my coaching meetings said, hey I'm looking to volunteer to be a team
parent or an assistant coach or how can I help?

Jeff Lobb: You would be welcomed with open arms. I need [00:48:00] more everyone needs
help. You want to coordinate the schedule? You want to set up snacks and food for the kids?
And guess what you're gonna be talking to all the parents and you can wear your branded
stuff with my team like You're missing out because you're not doing it.
Jeff Lobb: So don't use the excuses. Well, I don't fit into that group or I don't have a kid or I
don't go to a school. It's part of your community. That's what you're selling your community.
This involves no technology. This is like marketing and sales at its core that we're not doing
enough of. And that's why when I look at calendars saying, you know, I don't care if it's
taking someone to lunch from your BNI group once a week, someone different.
Jeff Lobb: So you're learning who they are and what their family is all about. We're not
doing it. That's what we need to do. You're
Tracy Hayes: taking it, taking it to the technology thing. How important is you, you, you,
you know, you go out there, you get, you enter that group, whatever it may be. Um, or, you
know, you have to go on Facebook and look them up and friend them.
Tracy Hayes: And, and you can get, you can learn a lot about people that are, you know,
frequent users of Facebook or some of the other social medias. I like hunting people down on
[00:49:00] Facebook. I mean, you see their kids, you know what they look like. They
generally got a family picture or something there, you know, what other activities they like
doing.
Tracy Hayes: And now you can actually start interacting, which is, we were gonna lead into
this last part of our conversation, you know, how to leverage it, but go in and friend
everybody on Facebook. And, and so their stuff is popping in front of you.
Jeff Lobb: 100%. And just, and just because people aren't commenting on your stuff, you
need to know this.
Jeff Lobb: There's probably three to four times that people seeing your stuff, but not saying
anything. And I know this even in my own hometown, you know, from my own sphere that's
around here in my own community. And I'm in a small town community in New Jersey, but
I'll show up at my kid's basketball game tonight.
Jeff Lobb: That's six or seven o'clock. And a few of the teachers that I know I run into, but I
don't talk to that often, they'll be like, Oh my god, I just saw you were at an event this week.
How was, how was Vegas? I saw you were in Vegas. They're telling me where I was. They're
telling me what I was doing. But they weren't commenting on my stuff.
Jeff Lobb: They weren't liking and hearting it, but they were watching it. Cause now we're
talking about it. So there's [00:50:00] so much missed information about the value of this,
these platforms, just because you're not getting this 9, 000 views or whatever you're
expecting. Right. People are watching the

Tracy Hayes: interaction, the social media is to be social.
Tracy Hayes: Um, but you take it offline. Like you're talking about, they saw that you were
in Vegas and did whatever. So now they see you, they're like. Hey, I really want to talk to
Jeff. What should I talk about? Oh, he was in Vegas. Great way to break the ice and start to
start the conversations, you know, just to say hi and
Jeff Lobb: communicate as people.
Jeff Lobb: It's magical. You just said they have to do, we have to just commit to doing it,
right? Half the battle is doing, we got to start doing more.
Tracy Hayes: I'm going to lead with this question and then I'm going to go into, um, well,
yeah, actually I had two questions. Actually, I'm just going to go with this one. What is the,
when all the, when you were at Vegas this week, um, you know, if you look back, you know,
the last six months, the different events that you've, you've, you've been doing, what is the
most frequently?
Tracy Hayes: Asked question in, in, you [00:51:00] know, after someone hears you're
speaking or doing your training that you're getting in regards to social media.
Jeff Lobb: They, they ask, it sounds silly, but they most will ask is, you know, what platform
should I spend my time on? Where should, what platform should I use? And because I could
see it gets overwhelming, like
Jeff Lobb: should I do a story, a reel, an Instagram post, a TikTok, a Facebook, like which
one, or all?
Jeff Lobb: And I have to kind of rethink it, the question comes back to you, is this, I always
ask it with an answer with a question. The people that you want to sell homes for, like in
your perfect world, where are they? Where are they spending their time? Like if you tell me,
well it's this generation and they still spend time on Facebook and mainly Instagram, and
definitely some stories.
Jeff Lobb: That's your answer. You start there. You can always add reels and stuff, but if you
go, Hey, listen, a lot of people aren't using Facebook much anymore. So we're all TOK for
sure. And definitely LinkedIn. There's your answer. You go where your audience goes and
don't worry about anything else. And don't try [00:52:00] and take on like five of these at one
time.
Jeff Lobb: Right. Try and do one or two of them fairly well, then take the third on or, or the,
you know, figure out how to do reels really well. And Instagram posts then do stories. Cause
you could just convert them to stories. Don't try and overwhelm yourself. Because you'll
never do it.
Tracy Hayes: I think they underestimate too.

Tracy Hayes: I mean, I, well, maybe I don't know, maybe I'm wrong, but I think I'm, you
know, when I take the podcast and I'll, you know, put it across, I'll put it on your Facebook
page. It's already streaming live to YouTube, my YouTube channel. So it's already done
automatically there. It'll, there'll be a more formal one, an intro and outro, you know, when
my, when the, yeah.
Tracy Hayes: Podcast editing people do they'll cut me some they'll cut me four reels initially
and I mean That same reel can be posted to facebook as it is the instagram as it is the tiktok I
mean, it just takes a few minutes. Actually. I like tiktok. I didn't realize I got off tiktok for a
while And then I went back and realized well tiktok is like youtube you can [00:53:00] load
all the videos in And have one go every day for the next, you know, you can do them 10 days
out in tiktok,
Jeff Lobb: right?
Jeff Lobb: And you can either do it and you can either have someone like you're saying here
you can either have Now, you're creating the content. Let's not miss, here's a great, great
point to make. You're creating the content, but let's say you have a freelancer chopping it up
for you and doing some of the technical stuff, which keeps your valuable time doing what
you want to do better, but they're not doing the social for you.
Jeff Lobb: You're doing the social part. They're doing the technical part. Um, and you could,
you know, whether you want to DIY it yourself. But I don't want real estate agents to
become, you know, editing. Oh, what editing software shoes don't edit anything. Yeah. Don't
either use, like we use Opus pro to chop up our videos
Tracy Hayes: or, or we
Jeff Lobb: have a freelancer that's expert at it that does it for us or, but you do the social
part, you do this.
Jeff Lobb: Let someone else handle that. If that's not what you're good at and make it
affordable. Today's world is very affordable. [00:54:00]
Tracy Hayes: That's the latest one out there. Listeners Opus pro. I mean, like I can take this,
take this entire, you know, an hour long conversation with Jeff, put an Opus pro it'll probably
cut me easily.
Tracy Hayes: 30 reels. Now, not all of them are perfect, but I guarantee you they're
portraying 40 to 50 percent of those are worthwhile. To put out and I mean that's a lot of
content of 30 to 60, you know less than a minute clips um that you know, you can It's more
than a month long of content because I wouldn't want jeff on my content every day I'd have
to you know spice put some other people in there in between to spice it up a little bit but Um,
you know, I think I think I actually just joined It was, uh, they had a, it was a sale, um, you
know, a hundred, the pro version was, uh, I think it was a hundred, it was 10 bucks a month,
9 a month.

Tracy Hayes: And, uh, and I create a lot of video content, um, more so than the average
person from the, from the podcast and other things that I do. Um, let's break in. I want you to
make, if you can make a comment on each one, cause I imagine. You know, some of these
frequently asked questions or when you ask, [00:55:00] you answer that question of where
they should go.
Tracy Hayes: Um, I'm going to give you the social media platform. You tell me just some, a
couple, you know, two or three things that they might, that you suggest that they should be
doing if that's the platform they're using. Uh, we'll start off with the big one. Facebook.
Jeff Lobb: Facebook, um, should be creating Facebook lists for their clients to make sure
that they're paying attention to all of their clients.
Jeff Lobb: So Facebook lists, um, and, uh, probably. I would suggest finding someone that's
pretty good at running ads for you. Um, because I wouldn't want you spending time trying to
learn how to run ads yourself anymore. It's become a science. But I can tell you there's some
platforms. I was just talking to a group at KB Core.
Jeff Lobb: You know, property boost and stuff like that. They have boosting. So, the
business page, find someone that'll help you run some, some strong ads. On the personal
page, Facebook lists. That you can keep all your clients in a list so that you can pay attention
to what they're doing so you don't miss out on what they're doing because the newsfeed.
Jeff Lobb: We'll not send that to you all the time. [00:56:00] So,
Tracy Hayes: all right. So when you put that person in face and you click it on, you want to
be a friend. It's like, you say they're a family member or whatever. You're putting them under
a business. I can create a list for
Jeff Lobb: a family friend.
Jeff Lobb: Yeah. And then I go through my lists so I can see, look, if one of my clients went
to Aruba or something or on vacation or something bad happened and I should've went to the
hospital to visit them, but it didn't happen in my stream. Cause I didn't see it. I don't want to
rely on the algorithm. So if I go to my lists and I click through my clients and I go, Holy
crap, he went in the hospital, let me send him a message, see if he needs anything.
Jeff Lobb: But if I didn't see it on my stream, I missed that. Cause it doesn't show it to me.
Right. Lists gives you almost like it's focusing. It's a simple filter that lets you focus on the
people that matter to you.
Tracy Hayes: Interesting. Interesting. When you say ads, what is a ad that a real estate agent
would be doing? Is this their listing or what is there?
Tracy Hayes: What

Jeff Lobb: could be, I mean, if you have a listing [00:57:00] today in today's world, you
should be maximizing its exposure to generate more leads from that listing, get exposure for
it for buyers, but it also does a couple of things. It gives you an opportunity to now get in
front of your community audience to say, well, Oh, Jeff, there's Jeff again.
Jeff Lobb: Well, there's Jeff again. I see he's got another listing or, Hey, send this to my
friend. She's looking for a house click. Boom. So yes, listings, uh, just sold shows that you're
actively busy in the market. Um, Uh, simple, not, here's a really simple tip, but stop saying
find out how much your home is worth.
Jeff Lobb: Today's world, people care about equity. So how much equity do you have in
your home? Oh, equity who drive them to now a lead capture page or like home bot that will
capture them and put them into an equity, show them how much equity they have. Right? So
simple things, but make it valuable.
Tracy Hayes: When do you target?
Tracy Hayes: You know, for instance, if you've got maybe a neighborhood's got three or 4,
000 homes in it, um, you know, you're, you're, you're trying to get listings in there
advertising your service [00:58:00] or obviously say, Hey, I got this listing over here. Do you
know any friends or family? Do you, do you want to target? Do you want to get that down
and Facebook and have a target that neighborhood
Jeff Lobb: target, but it's probably not as micro as that neighborhood for the most part, I still
think a broader approach because.
Jeff Lobb: It depends on your business. If you're super city oriented and it's tight, but if
you're sprawled, I still want to sprawl it apart because it's still give me perception to people
that I'm working in real estate and that I've got a lot going on because they're seeing me and
seeing me and seeing me. Um, so I probably wouldn't as micro target, um, but that's always
an option for sure.
Jeff Lobb: Instagram. Um, Instagram, more reels, definitely more video. Um, Instagram
stories, people love a lot. So the challenge with stories is they change the way if you used to
upload a three minute video stories would chop it up into little pieces that you can keep
clicking through. Um, but they don't do that anymore.
Jeff Lobb: So what I, what I think a simple strategy would be is Create the reel and then
share the reel to your stories. [00:59:00] Now it really it's, it's clicking from stories right to
your reel. So you can see that full video. So, so if you have a video that's longer than 60
minutes, 60 seconds, excuse me, 60 seconds. Reels then share the stories.
Jeff Lobb: Um, to me, stories is still very powerful. Um, I like stories a lot because it allows
you to also put a clickable link to take somebody where you want them to go. So if they see
your story and you're talking about having an open house, there's a, you put the link in it to

take me to that single property website or whatever it is of that house, drive me to that, which
is really great because too many people don't take advantage of stories.
Jeff Lobb: By driving
Tracy Hayes: something somewhere else. I've got to check that out, um, myself then, uh,
cause I don't, I really don't use Instagram stories personally, you know, from the podcast
materials and so forth, I'm going to have
Jeff Lobb: to check that. Oh yeah. So if you're, you do a, a picture of us like this and then
you can have it, yeah, you want to see the podcast drop.
Jeff Lobb: There's a link to the link, drive it right to your podcast platform. Now it
[01:00:00] takes me to your podcast. Yeah. A hundred percent. Way, way much. Uh, more
power to that. All right.
Tracy Hayes: Uh, tick tock.
Jeff Lobb: I love tick tock. People are so like, Oh, it's a phase, you know, it started off as a
phase. Um, but I'll tell you why I love tick tock.
Jeff Lobb: Um, I mean, very similar to, to real estate in, in, in Instagram with reels. But
what started to get more attention to tick tock was there's a lot of people that'll consume a lot
of tick tock, a lot of consumption hours and hours of consumption, but if you're fairly smart
about it. You know, using the search filter, start searching for the things you want.
Jeff Lobb: It brings me a level of people and education that I want based on me filtering it.
So for example, if I go in and search for, um, creative real estate strategies or, um, teach me
about, you know, AI or whatever it is. You'll start to get that feed because of what you're
searching for. And when I start to see high level people in there, and one good example is
back when I was telling you I was the executive for this large real estate company every
year's convention.
Jeff Lobb: One of the years we had this, um, awesome, uh doctor. He was like the the world
[01:01:00] renowned brain specialist of the brain. People that were on addiction and help
impact with sales and how you improve your life. Dr. Amen is his name. Dr. Amen. He was
on our stage as a keynote. Fabulous guy. Also on TikTok. Here's Dr.
Jeff Lobb: Amen popping up in my TikTok feed. I'm like, he's simply like a cool dude
sitting on his desk, like very casual. Like, Hey, here's a really great study. We just did a
people who smoked and stopped smoking and the impact of the brain. And it was like
literally 45 seconds. I'm like, Damn, that was pretty smart.
Jeff Lobb: Like I would have never known that and why is dr Amon here on tiktok if it's a
little fad next thing. I know he's got over a million million subscribers He's got an audience
and you might go on in real estate. My audience is more local your audience is everywhere

But secondly doesn't mean you don't have a local audience either because you can share that
content and it's the same content You might be using on instagram already So you're not
necessarily creating new Um, but I think it's a different audience platform with a little
overlap.
Jeff Lobb: And I love just searching for the content that I want similar as I would do an
Instagram, but [01:02:00] I seem to get a little bit more, um, worldwide people. I want to see
on Tik
Tracy Hayes: TOK. The interesting thing about Tik TOK, um, you know, like I said, that
he's, like I said, the search thing, and we're going to, I want to talk about YouTube
eventually, but, um, people like I found out how to.
Tracy Hayes: Fix this on Tik Tok. I'm like, I, I didn't see Tik Tok in that way. And I'm
wondering what the statistics are of actually people who do actually put in a search or they
just, you know, scan a few, obviously you start seeing a couple of things that you liked and
you scan the next one. You stay on there, but are, are, is there a high percentage of people
really using it as a search tool?
Jeff Lobb: I don't think there's a high percentage. No. It's probably very low. Um, but I will
tell you, and there is another side to this too. Like there's a time where you might need to
have, and I just say this in a fun way, like maybe you need that 15 minutes of just mind
numbing. I need to go take a break. I need to just get away from my desk, my lap, and we
will just scroll through the [01:03:00] mind numbing stuff.
Jeff Lobb: And that's what happens. But unfortunately it becomes the addiction and you get
caught into it. And it's, you know, it's two hours later and you're still sitting on the couch.
Like what the hell happened? However. No, like I, I mean, I do get sucked in sometimes too,
but I, it's only after hours. I don't do it.
Jeff Lobb: You're not going to see me on TikTok during the day. I will make my posts to
TikTok. I'll create my content for TikTok, but now I'm not scrolling through. I will tonight
when I need mindless time or I want to search for something. Keep in mind, you get a lot of
creative marketing ideas. Find out what other people are doing and, and make it your own.
Jeff Lobb: Like, let's not recreate the wheel here either. If I got to find this awesome real
estate agent in California and they're like doing something like, oh, that's an amazing tip. I
didn't know that that's awesome. Like you learn something new that you would never learn
in 60 seconds because you, someone else is doing a better job at.
Jeff Lobb: So, it's gonna come down to your own discipline. Right. Which we're not very
good at sometimes. To be able to just either find, use it as a tool, spend some mind numbing
time if you choose to, and just go off and [01:04:00] learn. But also, very similar to
YouTube, what you're gonna get into is, you just search for stuff that you want to see and
then, you'll find your groove.

Jeff Lobb: And if not, It'll take you down the tangent then, then it'll take you off the road.
Tracy Hayes: Um, you have on your website, twitter slash now x, do you do a lot there? Or
should agents really, it's a space I've never really, I have an account, but I really don't even
look at it. Yeah,
Jeff Lobb: no, I've, I'm, I've fallen off the twitter x bandwagon, although I know, I
appreciate they've cleaned it up and they're not necessarily blocking people from talking and
all this other stuff.
Jeff Lobb: But, um, I think to me, it's, to me, I only look at it more of a news channel. It's
more news. If something's happening worldwide or news related, I will go there to look and
see what's up. But I don't find it being as social, uh, as a social platform as I would want to
communicate with my clients. It's not where my.
Jeff Lobb: My vibe is or my clients are but
Tracy Hayes: all right, we talked about a little [01:05:00] bit earlier And that is that is
linkedin. I try to regularly, you know Put something at least every other day if you know, i'd
like to do areas put some sort of material on there but linkedin has got uh I think it's picked
up its game a little bit.
Tracy Hayes: There's some people professionals. They don't Instagram, but they are on
LinkedIn, you know, especially the, if you want to call it, you know, the more the executive
level type of thing, they're not posting their family pictures on there, but they're interacting
with other professionals in their, in their industry or whatever.
Tracy Hayes: In the LinkedIn area, how important is it for an agent one, a, have their
LinkedIn set up, but be, be posting some stuff on there.
Jeff Lobb: Well, I think from a local agent standpoint, if you're truly a local, um, grassroots
type of mentality, it's great. It comes up in your Google search. You got to have a street cred,
so it's gotta be done.
Jeff Lobb: Right. Filled out and you got to look credible. People will search through
LinkedIn for sure. If you happen to have investor clients, reload clients, luxury clients,
clients with, you know, high net, whatever it is that even becomes [01:06:00] more important
to where you might even invest in, you know, invest in like sales navigator, where you can
start to see who's, who's searching for you and did they, how many people viewed your
profile, which I love to see how many people view my profile and who it was, um, but you
got to see where you fit.
Jeff Lobb: It's gotten a lot more professional and more activity and engagement. I only have
one nightmare annoyance of it is I get spammed all the time in my inbox. So when people
are trying to connect with me through LinkedIn, That one cool connection of someone trying

to like, Hey, I would love to meet up or talk is in between 90 people trying to sell me some
software or SEO or some other crap.
Jeff Lobb: True. And I almost don't even find it sometimes. Yeah. Um, so that to me is still a
bit of a problem with the amount of spammy marketing to my inbox. Mm hmm. That I
almost miss that one person that truly at Inman, I'm going up to Inman and someone
connected, I do want to meet with them. But thank God I found it in the middle of all this
other stuff.
Jeff Lobb: Right. So that's my only fault at it. But other than that, you're right. It's got a lot
more traction, more eyeballs on it for sure. [01:07:00] And remember it's for getting pulled
into your Google search anyway. So you gotta make sure it's got street credible stuff on
there.
Tracy Hayes: My, um, I, this is my belief in my, in the last one here in YouTube, I believe
agents should be doing more in YouTube simply because.
Tracy Hayes: Of the search mechanism thing and my visualization and you correct me,
you're, you're, you're, you're on the stuff all day, 24 seven here in Northeast Florida. I'm
visualizing. You got your friends there in New Jersey are going, Hey, I want to move to
Florida. I want to know what's going on in Ponte Vedra. I want to know what I'm going to
move the St Augustine or Jacksonville, whatever it may be.
Tracy Hayes: They're putting those search tools in there. And I believe people are missing
the boat because they don't have a video with, you know, Ponte Vedra in it or, you know,
whatever say, because like the emails we were talking about earlier, putting the video in the
email professionally done where it's, people are clicking on that more [01:08:00] so than
even reading there, there'll see a video, they'll click on it where a lot of times it's too much
reading this move on to the next thing.
Tracy Hayes: They're dead. What is your belief in YouTube?
Jeff Lobb: I, I, I agree with you 100 percent on that. I think, you know, am I 100 percent
sold on people are going to YouTube and searching? No, they're searching Google, pulling in
YouTube videos for the most part. Younger generation and kids, like my kids will go to
YouTube and just search for stuff on YouTube.
Jeff Lobb: That's their, that's basically their Google. For the consumers at large, they'll go to
Google and search and pull in YouTube, but you need to be like the um, the social manager
of like the love boat in real estate like You've got to be the one that's like if you're gonna if I
want to move to You know the Tampa area I want to move to and i'm searching Yeah, I could
see an area of a video of the Tampa area, but I'd rather you show it to me.
Jeff Lobb: You become that person that shows me why I should be moving to Tampa and
the things I never even knew about yet, or wherever it is. Um, that gives you a more
marketing traction, more Google juice, if you want to call it that, um makes you the expert.

And then in general [01:09:00] gives you other content because remember the content you
create for that youtube clip call it a four minute community tour Could easily what we just
talked about be put into that opus pro And now you got some little snippets You could be
dropping in of you on tiktok and reels that drive me to that video So the content is still usable
and repurposable regardless.
Jeff Lobb: So you get a lot more out of it.
Tracy Hayes: Well, I always think the longevity of the, you go on YouTube right now and
search anything and intending on, you know, uh, how popular that thing that you're searching
for, there might be videos three years old that might be at the top of the feed sitting, you
know, you sit here.
Tracy Hayes: It's, you know, so someone's searching like a specific community like here,
uh, here in Northeast Florida, St. Augustine beach walk is the thing. It's got the lagoon,
right? That's probably the most popular or knock it to you. There's two different, uh, large
subdivisions that have exotic amenities to them.
Tracy Hayes: They're searched all the time. So some of those videos may be years old.
They're still going to keep popping up and people are still reading them versus, and I want
[01:10:00] your opinion versus the Instagram, the Tik TOK, um, Facebook there. Just fade
away, don't they?
Jeff Lobb: Yes. And for the most part, yes. I mean, I would say YouTube has a way bigger,
longer lifespan, uh, because of the depth of search, right?
Jeff Lobb: So the a hundred percent and you're right. Some of these like stories will
disappear. Reels are there, but it's not going to populate in Google search per se. So it's not
found on the web where most people start in just searching for a keyword or a name. So yes,
a lot longer shelf life. Uh, so, you know, you can even look at your strategy going, maybe I'll
create.
Jeff Lobb: A video for YouTube that's four minutes long and then make my shorter snippets
of that My some of my content in the smaller. So I mean the smaller clips of social platforms,
right? You can re engineer that but don't also forget to just mix in of course you the social of
Your day and what you're doing and where you're doing it.
Jeff Lobb: And you might go, who cares about that? People do care. That's what they're
looking for. So get out there and [01:11:00] be more visible. Period.
Tracy Hayes: Um, I want to take all those, take all those, uh, platforms somewhere. The.
You know, the terminology SEO, uh, you know, I know I was coached, uh, or explained on
Instagram, you know, don't just post it.
Tracy Hayes: You have to fill, you know, Phil say something about the video that you've got
there. Um, you know, using, uh, you know, what type of words that. Real estate agents

should be using in their descriptions of their videos, short or long, um, to, or is that helping
in their traction? Is that helping in their views if they're, they're make sure they're mentioning
real estate in Florida or, you know, whatever it may be, is, are those important?
Jeff Lobb: Yeah, the real estate, the real estate titles. I mean, the YouTube title is always
most important, but even when you're putting in the tags or other keywords, some people put
in the generic ones that are too generic. I think they put in the word like real estate. Okay.
Well, 9 million things will come up for real estate, right?
Jeff Lobb: You got to get even way [01:12:00] more specific. And also not only on that,
like, let's say, for example, you're in a community where let's say you're saying, obviously, so
maybe it's a waterfront community or maybe it's boating. What's that person going to search
for? In that area. So it might be vacation destinations.
Jeff Lobb: Maybe it's going to be, um, Florida marinas and boats. Like, what am I looking
at? Like, what are those other keyword terms? Of that client that might want to come to that
area or that would search that area So only get outside the generic stuff is what i'm saying
real estate real estate home waterfront real estate Like there's millions of that.
Jeff Lobb: So throw them in there if you want as tags or hashtags, but Get really specific to
what that consumer would search for and the terms they would use Where you would want
them to see your video,
Tracy Hayes: um I've taken you over an hour. Yes Uh, I I because you and I could talk for
hours and I can't wait what i've been asking everyone this final question Uh, if you maybe
you haven't even thought about it yet, or maybe our hopefully maybe our conversation what
um, what? topic or what, what do you want to get [01:13:00] across at the RE Bar Camp?
Tracy Hayes: Because it's, you know, you only have so much time, uh, but as a facilitator,
what is, what is it the most important thing that you're going to try to share with everybody,
uh, or topic that you're going to share with everybody, um, uh, to make the biggest
difference for them?
Jeff Lobb: I think everything that comes out of that.
Jeff Lobb: And the number one thing, just as a tip for RE Bar Camp, just to preface into this
is you need to show up there. willing to talk and, and share ideas. It's not a one way
conversation. If you haven't been to an RE Bar Camp, the goal is of a facilitator. It's not for
even me to teach anything. It's really to get you guys to talk about what you're doing really
well.
Jeff Lobb: We as facilitators will also share some of that stuff, and, and that's a great idea.
And who else is doing this? Um, I think the goal is, is we want to extract as much, I want
you to walk out of there going, I had a whole bunch of questions on my mind. I was able to
ask them or share my, my strategies. And I listened to 10 other people in the room and I got
some amazing ideas.

Jeff Lobb: I want you to walk out of there more confident, um, more prepared for the
market, ready to go out with real strategies [01:14:00] and things that you could execute and
go do, but it's only going to happen if you don't, if you got there and be willing to participate.
And share and talk and ask not sit there quiet in the back of the room trying to take notes,
right?
Jeff Lobb: Right. So be ready to go. That's what makes that come especially.
Tracy Hayes: Yeah, that's that's great. That's great advice Uh having been at the other two it
is although you know, you don't want to be the person that overwhelms the opposed Uh
expert because I think I don't know in my opinion. You could correct me You've been to
more rebar camps than I have but Why are you sitting in a room if you feel you're an uh, uh
an expert?
Tracy Hayes: Um, and then bring up and tell everybody brag about what you're doing Why
are you not in the room where maybe you're doing? Okay But you think you could be better
and you need to hear some other ideas to move your game Because sometimes you know,
don't be that person in the room Who just wants to be the facilitator.
Tracy Hayes: Uh, that's, that's my opinion. I don't know if I'm right or wrong there.
Jeff Lobb: Well, at the hardest part for facilitators in [01:15:00] retrospect, it's really hard.
And you'll ask any of them is we are born to teach and coach, like we're born to do this. And
here's where we have to learn to stop doing that. Although that's what people want from us.
Jeff Lobb: Sometimes they want us talking, which we will. But the goal of an rebar camp is
to get the conversation about who's doing this really well. Okay. Tell us what you're doing.
Oh my God. That's an awesome idea. Anybody else doing that? We're supposed to facilitate
the ideas in the room and sprinkle our stuff.
Jeff Lobb: And unfortunately some of us get caught with the bug and Kim is very really
good at this cracking down Is if any facilitator hijacks a room meaning I am now teaching
everybody because I'm the expert right? You don't get invited back You don't want to get
invited back,
Tracy Hayes: so yeah. I mean, the subject of social media to me is so broad and like we just
went down through, I mean, we could talk for hours about each and every one of those social
media platforms or, you know, nail it [01:16:00] down.
Tracy Hayes: And It, you know, whatever they're doing in the background, changing the
algorithms, whatever it may be, you know, your network of people are as different than the
other person's network of people, you know, how many people are viewing it, you know, it's,
it's, there's no finite answer. I think a lot of people want that finite answer.
Tracy Hayes: Oh, yeah. On Instagram, if you do one, two and three, boom, you'll have
thousands of views and you'll be, it just actually doesn't really happen that way.

Jeff Lobb: It takes a lot of, a lot of discipline, a lot of being unique, a lot of outside the box
type of content, and just being more authentic. Sometimes the more natural you are, the more
views you'll get.
Jeff Lobb: So let's try and stop scripting everything because it's not a, life isn't a script. It's
not. Life is life. Share it and, you know, and, you know, be professional about it, but at the
same time be, be very natural about it. You'll get more engagement that way than some
scripted stuff. You're talking about some market update.
Jeff Lobb: Right. Just be yourself. Just
Tracy Hayes: do it. Just do it. Do it. [01:17:00] Jeff. I appreciate you coming on the day. I
look forward to meeting you on the 26th The question I posed you off, you know pre show if
you could think about that I'd love to have a further discussion with you, you know, maybe
you know I don't know what your schedule is coming into town You may want to come in
and thaw out a little bit Jersey and hang around for the weekend.
Tracy Hayes: Um, but, uh, I really do appreciate you coming on today. It was a great show.
A lot of information, um, uh, here, and I'm sure everyone appreciates and look forward to
meeting you on the 26th.
Jeff Lobb: Yeah, I look forward to it too. Thanks for having me and I'll see you next week.