Posted on: July 22, 2020

While marketing can seem straightforward, it is actually something you need to constantly polish and master. If your priority is the latter, you’d surely love today’s episode!

Grace Mills knows marketing like the back of her hand. As director of marketing, she breathes and lives everything marketing. From trends, techniques, and tools, Grace has mastered them all!

In this episode, Grace shared how she created a massively successful and efficient marketing team—what her responsibilities are, the characteristics of a great marketing manager, and how she holds members of her team accountable.

Regardless if you’re looking for a marketer or would like to take the job on yourself, this episode can serve as a great resource for you, so don’t miss it!

Key Takeaways

  • How she became the director of marketing
  • What a marketing manager does
  • How she holds members of her team accountable
  • What “dollar for dollar” return means
  • The value of hiring a marketing manager
  • Characteristics of a great marketing manager
  • The best time to hire a marketing manager
  • Demographic of the people that are trying out radio
  • Why people are signing up and doing radio
  • Success students are having with radio
  • Some of the reasons people are choosing radio
  • Level of difficulty students have experienced while setting up radio
  • How long until students get calls from their radio ads

RESOURCES:

If you are Ready to Explode Your Wholesaling Business, Click here to Book a Free Strategy Session with me right now!

Subscribe to Wholesaling Inc

Episode Transcription

Chris Arnold:
Welcome to the wholesaling podcast. I’m your host, Chris Arnold and man, I’m excited about this show. There is no question that marketing is probably one of the sexiest and hottest topics when it comes to real estate investing, particularly wholesaling. And a lot of times we talk about strategy, but we’re going to do something different today. I actually have on a very special guest, who is my director of marketing for my company. And so there is a point literally in my journey where I handed over the Baton of marketing to someone else.
And so as you’re listening in today, this is kind of a twofold conversation. Number one, if you are considering, or maybe in the future about getting a marketing manager, this will kind of just begin to paint that vision for you. But if that’s far off, the second thing this is going to do is your playing the role of being a marketing manager and talking to someone, it might allow you to kind of evaluate yourself as the marketing manager in your company, until you can kind of pass that Baton to someone else. So it’s going to be a great show, just a lot about what it takes to run a good marketing department.
So without further ado, really excited to have on this very special guest Grace Mills, what’s happening. Welcome to the show.

Grace Mills:
Hello, everyone. Super happy to be here. Really, really excited. If there’s one thing I love it’s definitely ranting and rambling about marketing. So, just super excited.

Chris Arnold:
So Grace, let’s give a little bit of background. People ask, “Well, how did Grace become the director of marketing? Did you hire into that position?” What was your journey with us on kind of where you you started to how you were given the big responsibility of managing all the marketing in our company? What’s that backstory?

Grace Mills:
Yeah, absolutely. So funny enough, actually I was grown from within, so I wasn’t hired from an outside source from any outside agency. I started literally taking the calls as a prospecting assistant. So, and I would notice being a prospecting assistant, sort of seeing it from the ground up, I was the one talking with the prospects as they were coming in. And I would notice different things that they were saying or just feedback in general that they were giving them like, “Hey, I’m wondering if we could use that line or that I’m wondering if we could sort of play off of what these…” The leads are already telling me from the position of a prospecting assistant.
So I sort of waved a flag to the team like, “Hey, I’ve noticed that people are saying this, is there any way…. Who’s in charge of doing the direct mail flyer? Could we play with this wording or play with this sort of outline based on what they’re saying?” So after enough ideas kind of throwing it out there, I ended up being able to grow into the position of the marketing director here. So yes, I was grown within, I started off as a prospecting assistant, just sort of listening to what the leads are telling us. And with my own crazy creative little brain, I was able to grow into that position and sort of [crosstalk 00:04:15].

Chris Arnold:
I love it. And if you’re listening again, you’re going to get talent in one of two ways, either you’re going to find talent and you’re going to bring them in to go directly into a higher level position. We’re talking about executive or director level positions, like a director of marketing, or you’re going to do the job of raising up leadership within and in my personal opinion, the two both work, but the one that has higher probability and always just creates greater retention, greater gratitude is raising somebody as a leader up in the company.
Because they know what it’s like to work up the ranks. And they got a greater understanding. As you said, Grace, of like how this runs, because you start at ground level, it’s kind of like the guy that owns a company and his son wants to run it one day. The best thing to do is what? Start them on the floor and then raise them up over time. Never just throw him into the executive position. And so you did a great job of earning your way there. So people that are listening, Grace, answer this question. What does a marketing manager do? What does that position someone’s like, “Okay. I understand they do it, but kind of give a little bit more detail.” What’s a marketing manager do?

Grace Mills:
Well. I will tell you it’s a very fun, wild, crazy position to be in. So a marketing manager, honestly, you’d be surprised at all of the things that you can sort of hand off to a marketing manager. The first that I will tell you is that you have someone who is responsible and that can literally hone in and make this thing, their thing. Right? This is what they do. This is where their brain does the best work. This is where they can be the most creative. They can literally take it and be a hundred percent accountable and responsible for every single element. And what I mean by that is they are responsible for all of your creatives, from creative to execution. It doesn’t matter if that’s a digital, if that’s handling your direct mail or running your SEO, they’re responsible for the ground level of it, creating it, brainstorming and actually implementing, and then executing every single piece of that. On top of managing all of the budgeting and the billing.
So it sort of takes a lot off of your plate. If you don’t currently have one, the marketing manager literally handles everything from start to finish. And every little thing that comes up in between. Additionally, I would say research is super, super important on the marketing end. That person has the ability to watch trends, to attend webinars, webcasts, any marketing conferences, just so they can always keep a note on what is going on in your industry or what other people may be doing. And they also can, if I have to use the word, stalk your competitors for you. If you don’t have to reinvent the wheel, don’t. Sometimes it’s a marketing manager can just literally sit there and start tracking what your competitors are doing across the industry.

Chris Arnold:
Yeah.

Grace Mills:
Tracking their numbers. What they’re sort of playing with, how their Facebook pages are laid out, how their websites are played out and sort of playing with that and tying it back in into what the company’s goals are. So a marketing manager-

Chris Arnold:
Hallelujah, I love that. It’s very comprehensive of what you just communicate, right? It’s all the way from managing a budget to researching, to innovation, to tweaking what you currently have, to KPIs. I mean, I think if someone’s listening, it’s more than just doing a couple of things on that side. It’s really taking full ownership of that process. So that rolls me into the next question. If you decide to entrust your marketing in your company, which is a really big thing to hand off, it’s not like closing coordination or something along [inaudible 00:07:52] lines or even disposition, those things are important, but the first domino in your company is marketing. That domino doesn’t fall, none of the other ones fall. Because that’s where it starts. So how do you manage or hold accountable, a marketing person in your company, a manager? What type of metrics? Or how do you hold them accountable to know that they’re doing their job?

Grace Mills:
Absolutely. So definitely there’s a metrics to make sure they’re doing their job correctly, but I’d say prior to them even getting the job, you definitely want to make sure that that person is right for the position. So you have to put someone in that position that is okay with being responsible. Some people run from responsibility, they don’t like accountability or they get uncomfortable being in the hot seat or uncomfortable dealing with money or uncomfortable over the phone. So I’d say honestly, the first metric to that position is watching who you actually added to that slot.
It has to be someone that’s okay with being in the hot seat that can talk on the phone, that represents your brand well. And that when if anything goes wrong, they’re not going to hide away from it, that they’re honest about it. And they’re like, “Hey, here’s actually some solutions we can put into place.” But on the metric sizes, in terms of KPIs, you definitely want to track overall the budget and you should always start the marketing person off with a budget.
What’s the amount of money you want spend on this particular campaign and what are you looking for in terms of a return? So that marketing person is clear on a start. Here’s a budget I’m starting with, but here’s the goal in terms of return or revenue that as a company I need to actually meet.

Chris Arnold:
Yeah.

Grace Mills:
And so when you actually start to build out your metrics, you can track that actual progress. What campaigns are pulling in what number of leads, how much did each of… What is the cost of each of those leads in comparison to your other campaigns? Now all of those metrics are definitely, really great to track your marketing manager.

Chris Arnold:
Yeah. I love it. So the two things I hear primarily as a measurement is number one, can your marketing manager stick to the budget. Even a base level, which is important. I mean, we’re laughing about it, but I mean, that’s a big responsibility because sometimes managing a budget can be tricky because you have the pressure of you need to generate these many leads and you need to do that within this budget. So usually the expectation of the owner can be a little bit pressing on the marketing manager. And then the flip side, what I hear you talking about is they’re tracking everything from cost per lead to cost per acquisition, but the most important metric that the marketing manager is held for is the dollar per dollar return. And that is, okay. Here’s the budget you’ve been given.

Grace Mills:
Mm-hmm (affirmative).

Chris Arnold:
Let’s say just for argument’s sake, it’s five grand a month. What you’re being held responsible for is what is the return on that? If we give you five are you doubling that in the sense of return? Tripling that? Quadrupling that? Does that make sense? And so that’s a crucial KPI, which we call dollar per dollar return. And just to give some headway, if you’re wondering what that looks like. For Grace, we expect a minimum of a $3 return. So that means that she’s going to triple the investment that we’ve given her to play with. What she shoots for and what she gets pretty close to and wants to continue to hit on a regular basis is to hit $4 or above.
So that means that if we’re giving her five grand, she’s turning every month at five grand into 20 grand, as an example. And so that’ll kind of give you a baseline on what you should expect to really hold your marketing manager accountable to. So Grace, I have another question. From a business owner’s standpoint, what do you think the value is in hiring a marketing manager? Why would a business owner decide to make that decision? What value would they get in doing that?

Grace Mills:
Absolutely. I think it’s super important for every business owner to get to a point where you can manage, but you’re not responsible for executing everything. And when you give something like the marketing department or your the management of marketing only to one person, again, that’s their thing that they can own. It’s off of your plate. You’ve trusted, you’ve hired someone, they’re so good at their job that they’re going to do it. It’s not a worry for you.
And also there’s a lot of time that’s invested there. So the marketing manager has all day to manage every little element of that campaign. So on the value side to the business manager. You’re hiring someone that in terms of their skillset, that’s their thing. In terms of their personality, that’s exactly what they’re fit to do, their creative brains process that. They’re detail oriented enough to be super thorough and triple check everything. They’re goal orientated so they’re going to hit the same goals that you wanted to do without you also having to feel like you needed to manage another element of your business, or you have to execute that element of your business on your own.
That marketing manager is really like another right hand man, [inaudible 00:12:41] for that business owner. It’s like, “Hey, this is the goal you want. This is what the company goal is. Here’s what you would like for me to play with with my expertise and with my background, or just with my ability to look and see what’s going on out there in the marketing world. Here’s the plan, the big plan of how I think we can get there.” And they’ll plan it out and execute every single element. So it’s off of your plate and out of your hands. So you don’t have to actually execute it again as a business owner on your own.

Chris Arnold:
That’s good. And I think the big piece I pull out of that is if you’re a business owner, there’s so many different functions within the organization that you’re potentially required to do, particularly if you’re newer to the game. And at some point you’re going to get spread thin and you’re not going to be able to put the full time and attention on the marketing side as you’d like to do. So you might be good at it. But the problem is you’re also doing sales and you’re doing disposition and you’re managing operations. And before you know it, you kind of start to drop the ball on what’s happening over there. And so at some point you have to kind of make a decision. Either you’re going to give a lot of time and effort to the marketing side yourself and hire out all the rest. Or maybe your gifting is somewhere stronger on a different element of the business like sales.
And so what you’d rather do at that point is put more focus there and then delegate the marketing. So this isn’t black and white. It really comes down to what your genius zone is and where you should be spending most of the time in your organization. So Grace, another question for you, what are some characteristics of a good marketing manager? If someone’s going, “I’m going to be doing some interviewing. Sizing some people up. What should I be looking for in the characteristics?” I know one thing you said already was they take ownership, right? So this is someone that comes in and realizes, this is their baby. They’re responsible for it, but what are a couple other characteristics you think makes up a great marketing manager,

Grace Mills:
Marketing is supposed to be fun. It’s a challenge. So I would definitely say someone that aside from being goal orientated as well, they love a challenge. They don’t hide away from a challenge. They don’t run away from responsibility. They like accountability. They want to be held accountable, but marketing, a big piece of marketing is the creative. So you don’t want to hire someone that does not have much of a personality and you can tell that off the bat. Most marketing people that are super good at their job, where you have very big personalities, super creative brains with endless ideas and super high energy that we’re always self motivated.
So those are really huge characteristics that you want to watch out for. Right? It’s personality, because that’s going to tell you a lot about how they can self motivate. Are they goal orientated? Or are they going to hide from a challenge? Are they open to a challenge? What’s that high and low balance there in terms of the characteristics, but definitely on the marketing side, you want to hire someone that is comfortable with that. Some people are not, again, are comfortable with being in a position where they have to be responsible for so many things. So they have to be held to a certain standard, or you just need to find someone that’s comfortable with all of those elements.

Chris Arnold:
Agreed. And I think another one that I hear you say, just to throw one on, is it somebody that loves to tinker?

Grace Mills:
Yes.

Chris Arnold:
Because there’s a lot of split testing and just tinkering. And so, even though you might decide on a strategy, if you want to get really good at that strategy, let’s say direct mail or radio or whatever it is. The best way to really Excel at that is you got to tinker a lot, just got to get in and test things.

Grace Mills:
Yeah.

Chris Arnold:
And well, what if we did that and adjusted that? And so I think one of your best characteristics, as well is you just get a lot of enjoyment and fascination out of tinkering.

Grace Mills:
Absolutely. Tinkering and researching, you definitely want to find somebody that’s super comfortable with that as well. That they are okay with reinventing themselves. Right. They like that idea. Because in marketing, there’s so many variables that can play into marketing. There’s no one trick pony. So, yeah, absolutely. If there’s anything that I would tell you, when you’re looking for a marketing managers, I don’t even call it marketing, I call it tinkering. That’s really what we do ultimately down to it is we tinker, we play, we research, we tinker, play, research, right? And creative, implement, execute.

Chris Arnold:
I love it.

Grace Mills:
All of the things that we learned and all of the things that we tinkered with.

Chris Arnold:
I love it. Tinker, play and research. That’s good. So last question around this before we kind of transition into something really interesting too, along the marketing side is someone’s listening and they might be new as we said, and they’re listening to this and going, “Do I have these qualities?” I think this is a good challenge for someone that’s doing this themselves, just to really evaluate themselves while they’re in that role. Someone else might be listening going, “I’ve been in that role for a while. I think it’s time for me to fire myself and put somebody else in that seat so I can move to a better seat in my organization.” But when should someone consider hiring a marketing manager? How do you know that it’s time to do that?

Grace Mills:
Absolutely. I think that a lot of people realize that a lot earlier on them than sometimes they’re willing to admit out loud is when your business is growing in a way where you can start to tell, “Hey, I got to start letting some these pieces though. So I can start focusing on what I need to.” In the beginning, as a business owner, sometimes there will be a timeframe where you’re kind of one man teaming it, but you’ll notice that, “Hey, I’m getting to a point where the value is starting to pick up or I think I’m ready to start picking up a new marketing channel, or I want to start playing with a new campaign that either I’m not quite an expert at, or that I really don’t have the time to invest in.”
I think it’s somewhere around there. When you start to feel that your business is ready to go to the next level, or you could tell that your volume is growing or you’re wanting to grow and expand your brand and your campaigns into either channels that you’re not a 100% sure about, or either that you know that you really don’t have the time to research, look into, and set it up and get it rolling.

Chris Arnold:
Yeah. And I know from my personal experience, the way that we knew it is we just kind of started to begin to drop the ball on marketing. Because we were just getting pulled in a lot of different directions. I know I felt that way. And so even though I built some of the things, even now, Grace, that you’ve taken and bettered, I just realized I didn’t have the time to better it to the next level. It needed full focus. And I couldn’t give my full attention to it. Because there were other things that were more important at the time. And so that’s how I really knew that it was time to let you take over that and let go of control, pass the Baton, which is great, but I think it’s just some excellent things. It’s just a lot of things that gets you thinking about.
And as always, whether you’re making the decision now or not, you definitely just want to begin with the end in mind and just allow your brain. If you’re listening to stuff like this go, “I’m not there now.” But at least it’s getting you to stretch your brain to think about how your organization can be built out at a bigger level. Because the one thing I know about everyone listening is they didn’t get into this to own a job. They got into this to build a business. And that is a business that runs without them. A business that they can work on, not a business they work in. And if you want to get above the business and work on it and not in the day to day, you’re going to have to find great people like Grace and elevate them in your organization.
So Grace, this will be the first time we’ve talked about this together on a podcast, which is super fun is radio. If you’re listening again at this point, you know that we are teaching everyone how to do radio East to West coast, because without question, it is the best marketing channel we’ve ever had. I’ve been doing it for 10 years at this point. And since Grace has taken over out of everything we do like PaperClick and direct mail. And all of those things, radio is just head and shoulders above any marketing channel that we have. And so Grace, I wanted to ask you some questions today, because I don’t know if you realize this. I was going through this out here. We launched back in December. So this is new, something we’ve kind of held in our kind of back pocket for a while before we rolled it out to show other people how to do it. We’re up on a hundred students at this point. I don’t know if you know that.

Grace Mills:
Yes.

Chris Arnold:
That we actually either helped set up somewhere around the country or in process. So that’s quite a bit, there’s been a lot of interest, a lot of excitement around this and we’re at a place now where we have people coming back as students just going like, “Thank you. That was a game changer. It’s set it and forget it. And I’m getting lead opportunities where I was really struggling, just doing outbound stuff. Now I’ve got some great inbound marketing.”
So I’m going to just throw questions if you’re listening. When I bring on people in my company, they don’t know what I’m going to ask them. The reason I do that is because I can get a more legit answer for you guys in the audience because they don’t have time to think about it. So Grace, here’s my first question. What is the type of student you find generally is making up the people coming in? And again, removing outliers, are these people that are really seasoned doing radio? Are these people that are maybe newer to the game, only been a year or two? Who are the people that are coming in and really going, “This is great for my business and capitalizing on it.” What’s the demographic that you’re seeing there?

Grace Mills:
Oh, absolutely. I’d honestly tell you, 99% of our students have never thought about doing radio or never attempted to do radio on their own. And the very few that have tried it, tried it once and tried it with no real structure, they sort of just dove in, didn’t understand the data or really what they were doing. They were just kind of picked a station off the top of their heads. And they’re like, “Hey, I hope this works.”
And then it didn’t work. And they went, “Oh, I’m pulling back off of radio because it didn’t actually work.” But bulk of our students, I’d say 99% or a little over that have never, never, ever tried radio before, didn’t know where to start, where to begin, thought it was something that could be useful for their business, but had no idea anything around radio in terms of just overall the majority of our students aren’t very seasoned. We have quite a few of our students that are very new, maybe three deals or so underneath their belt. And then somewhere intermediate, very few of our students that are seasoned across the board that are in our program.

Chris Arnold:
So, for the ones that are new, which is a good chunk. And when we define new, I’ll say that under two years experience, right?

Grace Mills:
Mm-hmm (affirmative).

Chris Arnold:
In wholesale. We have a minimum standard, you have to wholesale at least three deals to qualify because we want you to have a little bit of seasonality to you. But my question around those particular students that are coming in, do you think it’s been challenging or the fact that they’re new has gotten in the way of them capitalizing on radio? Or do you like that that hasn’t made really much of a difference for their success?

Grace Mills:
No, honestly, I think it comes down more on the characteristic sides that they’re willing to get in and do it. They’re super confident. They’re willing to listen. They want to learn. And they’re game to jump in there and get it done. And it hasn’t affected their success at all. As long as those characteristics were there in place, that they believe that they could do it. They love a challenge in that way. And they’re willing to learn something new, absolutely. That hasn’t affected their success at all [crosstalk 00:23:45] on the newer side or-

Chris Arnold:
So here’s my question. So what do you feel like the characteristics are that our students are communicating, why they’re choosing radio over other lead channels? What do you think is their thought process on these are the two to three characteristics about radio that made me go, “You know what? I really want to execute on this in my business.” What are you seeing there?

Grace Mills:
I definitely think it’s the growing and expanding their brand or legitimizing their brand even further that brand reputation, that element is something you can’t get on direct mail. You can run PPC, but it doesn’t do a whole lot for your brand there. There are other marketing channels that exist. It’s very difficult for them to build their brand or expand their brand off of, or gain any brand recognition off of it the way that radio can.

Chris Arnold:
That’s a good one. So, brand recognition. And I know doing all the welcome calls, I would agree with you on that, grace. I have a lot of people coming in going, “Everything I’m doing is generating leads, but nothing I’m doing is building my brand. Which I understand is super important for me from a longterm thinking standpoint.”

Grace Mills:
Mm-hmm (affirmative).

Chris Arnold:
So I totally agree with you on that.

Grace Mills:
Absolutely.

Chris Arnold:
What’s the second one?

Grace Mills:
I definitely would say it’s the low maintenance of radio.

Chris Arnold:
Yeah.

Grace Mills:
In comparison to other sources. Radio is super, it’s you set it and forget it, right? It’s not a source that they are finding themselves they have to go and chase after people, the people are coming to them. And it’s not a crazy setup, it doesn’t involve like direct mail where you have to get the right list and then you have to clean up the list. And then you have to get the printing company and the right card together before you can actually drop the card. And then you have to wait for the card to drop in order to see what that value comes in that. Radio for them, I think a big characteristic or a big point that they were really interested in is the low maintenance and the ability to have inbound calls.

Chris Arnold:
That’s probably one of the number one that I hear, Grace, on my side. Because again, I’ve never asked you this question. They call in and what I hear them say is, “I’m working still in a job or I’ve got family, these types of things, and I want to build this business, but I got to do it in a way that’s not cheating the rest of my life. It’s not stealing. And I don’t want to feel like when I launch a marketing channel that I just launched an additional job because I don’t have time for that. I need something I can get in. It’s going to generate me a great lead opportunity and is not going to eat up a bunch of my time.” Because things like cold calling, text blasting. And again, those things work. We’re not saying don’t do them, but you’ve got to spend a lot more time on that side in order to generate those opportunities versus radio, all you got to do is just wait for the phone to ring, which is huge.
And so I think that’s a big one. And again, if you’re listening and you just want to put a face with the name, you always jump over onto YouTube, to our channel, which is Chris Arnold Real Estate, and definitely subscribe and get a lot more free value that we provide even outside of this podcast. So, that’s a great way to do that. Give me one more characteristic, Grace, that you feel like you’re hearing from students about why they’re signing up and doing radio?

Grace Mills:
I definitely think it’s the radio’s ability to pull quality leads. It’s not as much as a fight. Other lead sources it may pull in a ton of value, but then you have to sort through all of the junk, whereas radio, the way you go about it with your messaging, you end up generating very high quality leads without a lot of effort. And without a lot of tire kickers or… You will find some really interesting stories in there from time to time.
But I definitely think it’s a higher quality of leads that actually are coming in via the radio because of the way your messaging. And again, it helps build and expand your brand. Radio is a great way to put your message and your brand in front of people that are ready to make a decision. And so when they actually call in, they’re not calling to tire kick as much as other leads or unnecessary voicemails. They are actually calling in to get something done. They’re motivated. They heard your ad. There is something in that ad that clicked, that’s a pain point for them. They’re like, “Done deal. Let me dial them now.” I think it’s definitely the opportunity of pulling in higher quality leads than what they were able to pull on other campaigns and channels.

Chris Arnold:
Yeah, that’s great. So let me sum that up. The top three things you see are number one, I want to build a brand, radio allows me to do that at a really high level. I mean, even attain celebrity status in my area. Number two, I can set it and forget it. And number three, it’s going to generate me the highest quality lead that I can generate. Right? I think you nailed them. I don’t think I would probably argue on any of those.
So last couple questions wrapping up, how hard do you think it’s been for students to get up and going on radio? We launched this, we know our story and getting it up and going, but as you’ve watched now, all of these students come in, they know nothing about radio. A lot of them might be a little bit newer to real estate. On a scale of one to 10, 10 being like, “Man, it’s just super hard for them.” One being like, “It’s a breeze.” Generally speaking, where do you think the level is for most students coming in? If you were to ask them that question, how hard it was?

Grace Mills:
No, I don’t think any of them will tell you that it’s crazy hard. I think sometimes it comes down to the toughest part is being patient for them sometimes. But the setup and getting started and getting it set up, it’s not difficult at all. I don’t think you’ll find a single student that would say it’s difficult as much as they’ll say, “I just had to learn to be patient just to wait it out for the best deal that was on the table, because I know that station was going to break and give me what I was looking for.”
I think that that is typically what they hit on in terms of an issue. But other than that, it’s not difficult to set up. Every student is a little different and definitely in how they approach it and how proactive they are, but the ones that are actually following through the system and engaging with the course and engaging with the calls and asking questions and going in there to fight. I don’t think any of them will tell you that it was difficult. I think they’ll tell you it took them time and they had to learn to be patient just to wait out for the best deal that was there on the table.

Chris Arnold:
Yeah, absolutely. And I think you nailed it and as much as being patient, you’re listening to that going, “Is that hard?” Yeah. Because if you’re listening and an entrepreneur, you’re probably super impatient like I am. So actually patients and waiting, can be really difficult, but I agree with you. I ask a lot of students when I interview them on the podcast, Grace and I ask them on a scale of one to 10 and the range of number that I get back is usually a two to three. Every time I’ve asked that question, I don’t think anyone’s mentioned above a three yet. Maybe we’ll get a four or five, but I think it drills at home that they’re like, “Yeah, this was not too difficult to set up.”
So the last question around this, Grace, which is the most important, and that’s what everyone really cares about. What type of success have the students experiences, they launched on a radio in the city, I mean, how long before they start getting calls? And how long before we see they start executing deals and getting a return? Generally speaking, what are you seeing on that side with the students?

Grace Mills:
Yeah, absolutely. So I love being able to hear our students stories as well, and we know our proof in our pudding, but I love to hear were our students’ stories and what they’re saying. I would tell you that when they’re getting it set up, they’re getting calls within the first couple of weeks. We even have students that are securing contracts by their third week. So, in their first 30 days of setting up radio, they’re already getting calls in and some of them are already pulling off a couple of contracts and then some are pushing they get their first contract, maybe at day 60, but absolutely we’re getting students that are already on radio and in the first few weeks getting lead volume coming in there and getting a quality enough lead volume that they’re able to contract it.

Chris Arnold:
Yeah. And I agree, and that’s a great turn around because other things like cold calling, things like that, again, which work, they just take longer to really get a return on that. It can take months before you get your first deal, whereas radio, as soon as you launch, people hear it, they start calling in within the first few weeks. And because those qualities are high quality, we’ve got students who are just picking up deals. As you said, second, third, we’ve got students that have picked up two, three deals in the first seven days.

Grace Mills:
Yes.

Chris Arnold:
Which has been crazy. And you’ll hear as if you continue to tune in on the podcast, you’ll hear those students’ stories come in and talk about their success so far. So I think that’s the thing that was coolest for me because here’s the thing, we know that radio worked for us in Dallas, just being really transparent.
Obviously, we believe that it would work in every market across the country, but now we have the proof of that. I mean, East to West coast, got up to almost a hundred students and it’s just working from small market to mid-market to the big markets. And so it’s just really, really exciting to watch other students come in and find something that’s really impacting their business at a big level. Because we’re talking about your average deal is 10,000, 20,000, depending on your area. And you’re talking about a source that’s going to create numerous deals for you. So, for us last year, Grace, just to give the listenership an idea, we did $770,000 in revenue just off of radio.

Grace Mills:
Wow.

Chris Arnold:
770,000. That’s big.

Grace Mills:
Yes.

Chris Arnold:
Off of one source. So, there’s a lot that can be done there. So if you’re listening and again, I know it’s at a point now where you’ve heard radio and you’re just deciding, “Okay, when am I going to cross the line?” The time is now. We are locking out markets, meaning that they’re being sold out because we minimize the amount of people we can put in a market, depending on the size, anywhere from one to three and it’s sold out. So there’s markets that are just being sold out as we get further and further down the road. So you want to jump on it. I’m just telling you the truth. If you’re listening, if it’s something you’re like, “Man, I want to do this. I’m just waiting for the time.” The only thing I would tell you is there is limited time to it simply because we’re not going to allow it to get oversaturated and we’re going to preserve it.
So where do you begin? You begin by booking a call. You go to WholesaleingInc.com/REIradio. Again, that’s WholesaleingInc.com/REIradio. You began by booking a call, asking questions, making sure your market is open. Again, I always encourage you do your due diligence, make sure that anything’s a great fit for your business. And if it is lock it up and let’s go and you get myself and you get Grace now who you know, and so she comes along and provides a ton of support.
And then we also have two other people, Sierra who is our operating officer that helps with the tech side of radio and just anything about lead management and how to get the most out of it. And we have Nikki, who is our student success coach. Who’s just checking in on you along the way. So you’re not just getting stuck with one guru, which I find happens a lot of time. You got really good team support with us, which our students love. So we can do a really good job of fulfillment with that team.
So Grace, thank you so much for your time. Great conversation.

Grace Mills:
Awesome.

Chris Arnold:
Great value on talking about what it looks like to hire a great marketing manager and kind of some of the things for the audience to start thinking about. So thank you so much for joining us today. It was a lot of fun.

Grace Mills:
No problem. I’m really super, super happy to be here. Anytime I get to rant and ramble about marketing, I’m always game.

Chris Arnold:
It’s your hot button and to the rest of you, thank you so much for joining in. And until next time, we’ll catch you soon and add more value. Talk to you later.

Leave a Reply

Your email address will not be published. Required fields are marked *

Wholesaling