In this episode of the Client Generation Podcast, I had the pleasure of interviewing The Zeoli Team, who teach us how they put the REAL in Realtor!
Michael has been an active Realtor in the South Florida marketplace for over two decades and is the Senior Vice President of Sales for Lifestyles Luxury Living and is the National Benefits Director for the Hero Home Source Extended Benefits Program. As co-founder of The Zeoli Team, Michael has received countless awards and recognition not only for his performance, but The Zeoli Team has also had the rare privilege of being awarded Mega Broker status with government G.S.E.’s Fannie Mae, Freddie Mac, H.U.D., and F.D.I.C. as well as exclusive contracts with national Mortgage Banks including Wells Fargo, Wachovia, Bank of America, SunTrust and several private servicing companies to secure, manage and sell their R.E.O. inventory.
Aj Zeoli has been a realtor for close to 2 years now but was born into the business. Aj played an integral role in selling over $12,000,000 worth of Real Estate in her first 18 months in the industry. She brings vibrant energy and a joyful spirit to the team with her social media marketing skills. Aj is passionate about giving back and is the C.E.O. of the nonprofit, Two Hearts United, which has a mission to Pursue Life- Provide Shelter- and Prepare Food for those in need.
When asked how things have changed since he first got into the business, Mike explains how people are doing less of the door knocking, cold calling, and many old sales traditions that prove to be less and less effective. In the last five years, he has noticed that the tactic has shifted much more to digital marketing and videos.
“At the end of the day, it’s all about relationships. That realization that it’s not so much about being a realtor or about building your business but more about building those relationships, being transparent on social media, and sharing parts of our lives that we usually wouldn’t.
That’s what’s really changed the game.” Aj explains how much people value authenticity and want to get to know you outside of being realtors. Mike also adds that he genuinely enjoys the way they run their business now and has a lot of fun with it.
When asked how they come up with content ideas, Aj explains that it is just about being authentic and posting content they can have a lot of fun. Mike says, “Most people when they first speak to us, we don’t even talk about real estate. It’s more about lifestyle, how they’re doing; it’s really more a social way of doing real estate as opposed to that hardcore traditional way.” It all seems to come naturally to them now, but it hasn’t always been that way.
“There have been a lot of times when we were making videos and right after the video turned off, and we would both sigh. We would be so either tired of what we were doing or just not connected to what we were doing. But that was a time when we weren’t intentional about making our videos relatable.” Aj explains. Ensuring they have a positive work environment and being open-minded helps them free-flow ideas and put out authentic content.
“Relationships over transactions” is a mantra that so many people are buying into now. When people make decisions based only on money, there is resistance there, but when you shift your mindset to wanting to help people, it makes it feel like less work. One thing that Aj has realized is that everyone wants to work with someone that they can trust. People can tell if you are authentic even through your videos.
In closing, we asked how video has changed how they follow up with their clients and leads. Mike explains that they have blown their conversion rates out of the water by using video for follow-up. “Moving forward, I can’t see anything having as much of an impact on our productivity as video.”
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