Scott Sillari, Head of Sales and Marketing at RealSynch - A Secret Weapon For Real Estate Teams in 2021

Brian Charlesworth
October 8, 2020

[00:00:00] Had and Rykiel, and here we are with Scott. Scott, I heard you laugh your your. I did.

[00:00:06] I'm ready to go, man. I'm excited. Mike is working anyway, excited to have you on with us today.

[00:00:12] I almost botched the camera thing. I just shut down my whole computer and I was running out of time. I got in just in time.

[00:00:18] You know, yesterday, right before we got started, this was working perfectly for me. All of a sudden, my camera was not working. I had to reboot right before we went live yesterday. So say the same thing. So I don't know if that's a stream hard thing or not. But anyway, streaming our it's been great for the.

[00:00:37] Yeah, this looks amazing. You guys have done such a great job yesterday and today. It's awesome. Thanks for having me on, Brian. I really appreciate you guys as a partner. And and then just just being here, hopefully I can share some wisdom with some of your viewers today about about some tech.

[00:00:55] Yeah, absolutely. So for those of you who don't know, Scott spent many, many years of viral marketing with Frank Pleasant's. And it's been about a year ago that you made a move over to Real Sink just about a little less than a year, but yeah, just about. Yeah. So Scott is now realizing doing a lot of stuff with Sisu and working on some really cool things right now. And I think that's what you want to talk about with regards to the secret weapon, really the secret weapon for realtors.

[00:01:25] I know it's a big it's a big headline in looking for the secret weapon, and I didn't know one existed, but I'm excited to hear.

[00:01:34] Well, we're we're super excited about basically it's it's a product that we're bringing to the market for real estate agents to to use their CRM within their Gmail. So it brings the CRM into their Gmail, which is very exciting. And it's going to be free, which is even more exciting. So we're going to have a free product to bring to the real estate industry. And hopefully it's widely used. And I mean, obviously we can do a screen share whenever and I can I can show people the functionality of it or how it works. Whatever you want to do in just 30 minutes. I mean, I know we got a lot of time, so but bottom line is, it's going to allow the agents to add more contacts, their database and have ever done before from their sphere just by having this extension, Gmail, you can go through how it's going to work and then not missing out on follow up and all the tasks that they have with there. But they're followed with their contacts and leads that are in the CRM. I think being able to see those right when you're in your Gmail. So we know a lot of obviously down the road it's going to extend to other email, you know, like like Microsoft and Office and those things. Right. But for right now, it's living in your Chrome browser and it just really is going to make the streamline the process of working your CRM where you can stay and live right in your Gmail.

[00:03:05] So I think it's such a great idea.

[00:03:09] If you if you look at like current chrome extensions, I think, Lumis, what comes to mind for me immediately, we have a lot of customers that will send us a little video or we'll shoot them illum video.

[00:03:25] We have tons of videos in our in our knowledge base and, you know, just grabbing that up here in the Chrome browser and shooting a quick video. Super convenient from there. So I think it's a great idea that you guys are taking this and taking it to the next level. So, Scott, I would love to have you share with us, if you can, if it's far enough along at this point that you going to show us, it would be fun to take a look at it and see what you guys are up to. Yeah, absolutely. So I'm gonna share this screen.

[00:04:01] And are you are you see my email? Yep. Let me pull it up. There we go.

[00:04:09] I mean, move this. OK, there we go. So I can still see you, but then I can move around my email. So, I mean, obviously we're in our Gmail here right now.

[00:04:21] Big news, but as soon as, you know, you have these applications here or you can have them pinned so your extensions can be pinned up on top. But this is the command bot or the CBX, as we're calling it, command bot extension right now. I have it connected with Boomtown, connects with Fola Boss and Fire Point. Currently we're in development with Chime Brevetti, Cierra lined desk in Real Geeks, all on different timelines. A lot of it has to do with when you're developing to integrations with serum's the. Functionality of CRM doesn't always reflect in the API, as we know, Brian, right. So a lot of times we need them. We need updates through the APIs in order to to really make this function as functional as it can be where it's not like why is it not doing this thing right. But you can see it pops up here.

[00:05:17] What's really great about this is how you are able to add context so quickly, Brian, is if you click into any email. So let's just say I'm just going to pick.

[00:05:30] It's going to take this one.

[00:05:33] It first off, it brings up all the recent people I've been working in, but then I can click on if I'm replying back to James, let's say then I got a I got to check if I can manage his contact and I click on it. Come on, baby, work for me, work for me. There we go. It pulls in James's info because he's not in Boomtown yet. So now I can quickly add a phone number and make one up.

[00:06:02] And.

[00:06:05] All right, phone type mobile, it's going to pull in all your lead sources, so you just pick one, right? Whatever it is we type and boom, you've just created a contact in your CRM in less than 10 seconds. Right, which is amazing, and now you can actually manage the contact record right here, so so you can manage the contact record from within Boomtown from right here in this.

[00:06:32] So that's why you have all of those other contacts down below. Those are contacts that are in your hometown, correct?

[00:06:38] Those are ones that are I've already worked on or managed before. So now I can I'm in here and I'm like, all right, I got to this is this is a hot lead. I'm going to change the lead status. I actually have to I had to reassign this and I say, let's say I got to reassign it to somebody else. I just transferred it and reassigned the lead. You can add a call or pull in any calls that you've made in the CRM on this contact. Obviously, this is a new context. Just no calls there at a tag.

[00:07:07] We buy buyer, whatever the tag is, right, you can type it into, you can add a task. So let's add a meeting. I got a meeting with him. Meeting tomorrow. And I said yes at the date.

[00:07:24] Time.

[00:07:26] Boom. And it's not with me, it's with Martina. So I can assign the task or the to do to somebody else, which is really cool, and then you can enable it to sync with the calendar. So if your CRM does have a Google Calendar integration, you can click this. And I'm not going to do because I don't have a set up and I'll just throw an error on there.

[00:07:46] But so you can have the lead and you can assign a meeting.

[00:07:51] Yes, I could pop this meeting. If I know that the agents have this enabled, I could pop this meeting into their calendar because I assigned it to this person. Right. So that I click that and then boom, it'll show up in their Google calendar within a second. But right now, I'm going to create the task right now you have this task here. And then you can obviously add notes, one of the cool thing to about here, you can see these buttons up here, Brian, is if I want to go and say, oh, my God, I got I got to do something else on this Contac record. Now, normally, if you're logged in the boomtown or whatever your CRM is, it jumps you right there. So you could see that this is the person that created the tag. I added status the meeting. Right. Another really cool thing with Boomtown that you actually need, because Boomtown doesn't have a Gmail integration, nothing against them, but just something they don't have. I can log this email, so I click that button, log email.

[00:08:51] Here we go, boom, there it is right here in the activity note, this is a big deal for compliance because a lot of teams that use Boomtown have to get the data from Gmail over in the boom town and they're copying pasting or I don't know what type of systems they have in place, but they're you know, they have to get that that data over there. You can do it by the click of a button. You can do the whole thread if it's open or just a particular email. I mean, you can literally be in any email and save it. Can when I jump back to the home page, this is going to always show your overdue tasks that you have and the ones that are due today. And then you can create a contact from scratch or you can search here, obviously a search bar, right? I'm kind of all over the place here, but if I search someone that I know is in there, I can click on them. And now I'm working in that contact record. I don't have to be in the particular email.

[00:09:45] Right.

[00:09:47] And then also, if I go back here, I can just add a contact from scratch.

[00:09:54] Right. So.

[00:09:59] This would be in the case of the workflow for the the ISA's, or like any any leads that you're getting into, like an admin or client care account or your lead leads account that are like e passes that are going into the CRM and registering first. And then you're having that data pop up.

[00:10:20] Brian, in the actual email, you would you'd be able to like, you know, just quickly add that and then create a new contact from scratch. Right. So actually got that feedback this morning from a client that's using this for Fola boss. She's been adding a ton of people there are Sfeir, so that's one of the biggest pieces of feedback that we've been getting is what's unique about it is when you click around and any of these emails. You'll know if this person's in your database or not.

[00:10:49] So all of a sudden you start realizing, oh my God, I haven't added all these people that are my sphere into my into my boom town or follow up boss or whatever. The crime is a fire point. You haven't you know, you start identifying the ones you haven't added in there and then you have tasks that you can add and all of a sudden you're building your database. I'm sure Frank talked about this a lot, but you're building your database faster than you've ever done before.

[00:11:15] And you're getting people in there so that you can start adding fall tasks and making sure that they're in your nurture plan, they're getting your drips and all these things that they probably weren't getting if they were just sitting in your Gmail and that getting over into the CRM, such an easy way to add them to your just added them into your database.

[00:11:33] Can you do bulk ads there? Is that what I see now?

[00:11:37] It's one the one right now. So the answer is no, you can't do both ads. I mean, that would be something that we could do, but that be separate from the extension extensions meant to help you identify and work and manage your contacts, identify the ones that are in or not in the CRM.

[00:11:57] Then you can add you have all the correct data and are scheduling appointments and all that kind of stuff. Yeah, correct. Yeah. Yeah, very cool. How did you get this idea.

[00:12:08] What did you say. I'm sorry.

[00:12:08] You cut out how it and how did you come up with the idea to build this brand new I guess maybe. Tell us first you guys have this live today.

[00:12:19] Is it in beta. Yeah. Now it's live.

[00:12:22] It's live. You can sign up right now through our website. I mean, I can I can pop a link in there, but yeah, you can. You just go a real sink dot com and you can sign up and it's it's free right now.

[00:12:35] So jump on it. Right. And. Yeah, you start using it right away and hopefully streamline, you say it's free.

[00:12:47] Tell me tell me more about that.

[00:12:49] I mean, right now there's a free trial and then we are in the process of building a free version. Basically, what it's going to be, Bryan, is it's going to be like as we continue to develop it, there'll be certain features that you have to upgrade. So there will be an upgrade option, but there's going to be a free option in the free options. It's amazing. It's like pretty much everything that you just saw there. You could add contacts, you save the emails, you can do a lot of the things that you're able to do that just showed you. And then there will be some additional features that are the the upgrade that's down the road with our development right before. Right now, you can go do the trial and then next month coming out is the is the free version, basically, where it's just going to be free.

[00:13:34] And then there's upgrades available if you want.

[00:13:38] So if I got a real thing, Dotcom, I just added that into the chat.

[00:13:43] Yeah, there's a link there says sign up, no credit card required. Download your CBX right at the top of the website there. See it.

[00:13:52] Ok. OK, yeah. Cool. That's exciting. So with your background, I mean, you talked about Frank, what you asked and answered questions.

[00:14:02] You asked what how the idea came about. So basically just Incyte, with users, like we just talk to you, we talk to our clients and a lot of our clients are mutual. Right. But we talk to them all the time and I'm talking to them all the time. And and we're trying to identify a way that we could we could help them, you know, streamline. Their data and be more efficient with their data and and, you know, also just talking to clients in the issues they're having and the feedback they were giving about their workflows, about working in their Gmail, about working within the CRM and how they have to jump to their Gmail. And it just over time are hearing certain things. And where I when I'm collaborating with my partners and our dev team, we started to formulate some ideas of some things that we can do. And also we also were looking we wanted to have a product that we can offer where we weren't just the integration platform behind the scenes. We wanted to have something that we can offer to the agents and to the teams and the brokers and and eventually entitled Mortgage. And there's a lot of lot that we have on our roadmap when it comes to the functionality of this extension and how it's going to live in your G.M..

[00:15:16] Yeah, very, very cool, so congratulations, that's exciting. That was my year. That was my first time seeing it. So for all of you out there who are getting the first glimpse of this, how long ago did you guys roll this out?

[00:15:30] So we rolled it out about a month ago or so.

[00:15:35] And yeah. And we've been, you know, just it's one of those things that naturally people will start to see over time. But, you know, we rolled it out about a month ago. We were in development for about four months on it. I would say three or four months.

[00:15:51] Right there, see the panda on the back of a panda, I stole it from the zoo and I'm just kidding. All right.

[00:15:59] Yeah. So let's let's talk a little bit about the industry, Scott, and where you see going. I really want to focus on making sure that everyone has all the tools, all the everything they need, all the ammunition to move into twenty, twenty one and set to just rocket. So, yeah. So you've been in the industry for a long time, you've seen a lot, you've seen a lot around building databases, you've seen a lot around Integration's now. So as you look at where this industry is heading, just would love to get your take on it.

[00:16:40] Yeah, it's a that's a great question, I mean. You know, I mean, Zillah was just just like a couple of weeks ago, talked about having their own brokerage essentially, and they're gonna start doing transactions. Right.

[00:16:54] So I think, you know, if you ask them about that, I mean, every interview that I've seen and I've watched a few they've just talked about their their reason for doing that is wanting to enhance the client experience.

[00:17:09] And by having their own brokerage in, you know, in their word and their word is going to do that now, sounds like a great answer.

[00:17:21] I don't I don't know who.

[00:17:22] I don't know who they're planning on hiring as agents versus, you know, who they're giving those leads to today might get I mean, I know they're already working with some of the top teams in the country, many, many of the top teams in the country, and so James and brokerages. And so I'm not sure how that migration happens.

[00:17:43] But anyway, yeah, I mean, I guess the the reason I brought that up, Brian, is that the you know, the competition for the online lead is only going to get more and more complicated, more and more expensive, just more. I mean, if you have to start competing with the company that's feeding you the lead in the first place, I mean, think about the complexity of that and what that's going to look like. And I'll tell you I'll tell you right now, every major. You know, tech company in Silicon Valley is figuring out how to get rid of the agent and streamline like like like Quicken does with Loans and make this process a three day process instead of a or five day process, why do you have to. Why does it take four or five days? Why is it so chaotic? Transact, you know, contract to close?

[00:18:37] Like, what's why does that have to happen that way? They're trying to disrupt that. Right. So I think the the biggest thing that going to get back to your question about twenty twenty one is one. Man, every person I talk to, Brian, that gets on a call with me is like I, I don't want to have a system that doesn't automate with my other systems. Because it's just we're in a time now where there's there's too much and it's too complicated and there's too much accountability, too much data, er too much, too many issues.

[00:19:13] If you have six, seven, eight systems and they don't speak to them, speak to each other and there isn't a seamless workflow, you know, whether that's using there's so many different integration companies out there. There's Zappia, there's direct integrations. I mean you see it, it's happening constantly in the industry right now. People are building integrations and making sure things talk to each other. So your tech stack has to be in line in order for you to compete with what I was just talking about. When you're doing online lead generation, all these things have to be communicating.

[00:19:45] So your speed, the lead, your follow up, all that super dialed in when you when you have your team and you're not missing the boat on those leads, right? Yeah, that's that's huge. I think for twenty, twenty one in the coming years. You know, the other thing is the you know, I got I don't know what the real estate teams can do about the transaction process, but it's a shit shit show still. It's chaotic. It's like archaic. It's crazy that. That transaction coordinators are like on email threads with buyers and sellers and mortgage and title and the fact that there isn't a better process for that part. Brian is mind boggling, but I know that's where a lot of disruption is going to come down the road. So, you know, the more real estate teams can dial that in and find new systems. But I don't I don't have those insights. I wish I did. But there just isn't a there isn't anything out there that that's really new.

[00:20:44] I mean, maybe you know something, but, you know, obviously we've moved into being a part of the transaction process this year. And exactly what you're talking about is is actually our primary focus right now. We agree it's a huge problem.

[00:20:58] Yeah. And and we are working on solving that right now. So just totally, totally, totally agree that that is and always has been a challenge. And making that client experience the best client experience you can have, I think is is key right now.

[00:21:18] Yeah, absolutely.

[00:21:19] And then and then it goes back to like again going back to, like, the online lead generation, like there's nothing more important than making sure that your database is dialed in. And what I mean by that is that you're staying in touch with everyone that's in your database, that you're that you're you continue to focus on providing value. I'm sure Frank talked a lot about this, but I think it's more important than ever that you really put a fence around those that are in your database marked to be the expert, to then be the news channel to them, make sure that they're hearing from you, make sure that they know you care and that you're there to support them.

[00:21:58] For decades, right, you need like like you remember, like these people may not do a transaction for seven years or 10 years or however long it is, like that's that needs to be your commitment to being in touch, them seeing in front of them because your database is what's going to really feed your business long term. Not not the online lead, you know, if you're if the majority of business is coming from buying leads online, you know, I would make sure you start to diversify that because it's like like we've talked about, you're going to start competing with Zillow. These are companies. And however they're going to do it and it's just going to be more complicated.

[00:22:40] Bottom line, you know, and we've we've had a few people on today and yesterday talking about pay per click and just getting tremendous results with that right now. And I think that's a good first step if you're not already doing that to getting that direction where not all of your leads are coming from someone like Zillow, right?

[00:23:00] Absolutely. Yeah. Google's a great place to to do PPC. Right. You can get a lot even YouTube advertising. I think there's a lot of opportunity there for for four agents just to get away from the normal. You know, again, you need to diversify where your lead flow is coming from and needs to be in like a ton of different places.

[00:23:25] And there needs to be automated into your CRM and then you need to pump that data into Sisu so you can see what's going on and fire the agents that suck and get the ones in there that are good and give them the good leads. That's what's so cool about Sisu is you can see how your agents are doing over a long period of time. What leads they're closing or whether they're not closing leads. And you can hopefully in a nice way, you know, move on and get get better people in there that can obviously, you know, be closing at a high percentage for you and you gain that visibility. So, again, automating all these systems, all your lead channels into your CRM, all that data in the Sisu and then and then all the transaction, you know, whatever transaction systems you're using or the tax system using the Sisu, all that's connected. So you have this automation showing you what's actually happening in your business. You can make much better business decisions about where you put in allocate your money, right?

[00:24:25] Yeah. Amen. So one thing we haven't really talked about and I know we talked about this with Frank, but you come from the same background. Admire what is the most important thing, in your opinion, to keep your database?

[00:24:41] Let's say I have a database of fifty thousand people. How do I know how do I keep them engaged? What's the best thing I can do? And maybe I drill down and focus more on my direct asset. Why? So I'm asking. I don't know. I want to get your impression of that.

[00:24:57] Yeah. I mean, 50 thousands really a big database, right? So you have to have it segmented, whether that's through Tagg's or. You know, different types of leads, you know, whatever is available in your CRM to make sure that you can get targeted with the type of messaging you're sending out.

[00:25:16] So if it's that big, the first thing is make sure I separate it. So I know with tags. I know.

[00:25:22] Now, let's assume that everyone in the database has opted in. I mean, honestly, like, man, I mean, there's no way you should have that many people in your database. So it should get scrubbed and cleaned up and get all the bad emails out. Right. But let's just assume that you've somehow I think I'm saying that's how many leads I have in mind.

[00:25:46] There are many, many people in my CRM. Right.

[00:25:51] So you I mean I mean, I'm sure Frank talked about, like, reconnecting with them and his whole process. Right. But let's just assume that all those people should be in there and they need to be hearing from you. You know, you need to be getting them, whether it's two or three messages a month, just hearing from you to the entire list. And then you need to be getting targeted specific to selective, maybe even geographic areas with certain type of messaging. So tagging people on where they live and getting that, you know, they need to be one of the one of the cool new products. And we're running out of time. I think it's called.

[00:26:28] That home light.

[00:26:31] Probably I hear I hear about Holmblad all the time, and I don't know if that's it.

[00:26:36] I can't remember. It's it's like ABC gives you a snapshot of your property you own. And like all these graphics, much money is owed on the property, like what it would look like if you refinance. And it's like this really. Humbert Humbert. That's what it is. Yeah. Things really cool. But anyway, I would incorporate that into some of your your leads, but again, really getting customized so that you can target specific messaging rights like I have with my to be. And again, I know we're run out of time, but I'd be to be messaging.

[00:27:08] I have like 30 different campaigns depending on where the person is in their life cycle, in my database. So you need to get that targeted where you're you're tagging them properly and know exactly what message that person needs to hear right now, depending on how long they've been your database and you know where they came from, if they're current client, past client, you know, all these different things, right?

[00:27:34] Yeah, yeah. For those of you, thanks for bringing up home. But for those of you who are not familiar with home, but what they do is really focus on delivering knowledge about the home to your clients so that they know if they have if you have equity in the home, they might advise you to take that equity and you could go refinance and you could buy a rental property, something like that. So teaching you how to leverage the money you have in your home. And the big part about that for people in the real estate world is you as a real estate agent, it keeps you in front of your client because you're assigned to them at home. But so it's a great way for the realtor to stay in front of the client.

[00:28:16] So, yeah. And you remember most people, while they're in that gestation period of a decade of not selling their home, they just want to know what it's worth. It's really good information. Right. And it's like it's like an upgrade from black market snapshot. If anyone use that back in the day, this is just a cooler looking better way to do it. Yeah. So that's a good that's good content. Right. That videos, of course we talk about that all the time. Very customized. People need to get to know you personally. All that stuff right now we talk about.

[00:28:43] Yeah. All right. Well, Scott, it's always a pleasure. Thank you for jumping in with us today.

[00:28:48] Yeah. Thanks for having me on, Brian. I appreciate it so much, man.

[00:28:51] Yeah, it was fun to see your new, you know, chrome extension. That's that's going to be fun to watch as that grows. So thanks for opening our eyes to that today.

[00:29:01] No problem. We're excited to share it and anyone can reach out to me. Scott Wilson Dotcom. I'm happy to jump on a call and talk to anyone.

[00:29:08] Yeah, great. Thank you. We have realistic dotcom in the chat in the comments again. Scott, we'll see you soon.

[00:29:15] No problem. Thanks, Brian. Thanks for having me on. You guys are the best. Cheers.

[00:29:18] Thank you.

About the Author

Brian Charlesworth
Chairman and CEO

Entrepreneur and business builder. Built and sold software and telecommunications companies. Passionate about making a significant impact on lives by driving technology forward.