During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer speaks with Trevor Mauch, the CEO of Carrot. You may recognize Trevor as the guy from a few episodes back who talked about how to establish a business versus a job. Well, he’s back to talk about SEO and how marketing affects the lifestyle that you have outside of your business!
Episode Highlights:
- There is a direct relationship between your marketing techniques and your lifestyle outside of the business.
- Trevor didn’t see branding as an important tool in his previous companies, most of the time naming the company after the service that it provided.
- In his previous companies, Trevor had to hustle every month and it led him to feel burnt out and empty.
- Every agent needs to establish their 5 non-negotiables when building the foundation of their business.
- People usually think of the deeper meaning behind products when they see others using them.
- How serious are you about making your company a brand?
- A brand means nothing without being attached to certain values that consumers can identify with.
- There are a plethora of reasons that entrepreneurs choose their brand name and marketing techniques.
- Give stuff to your prospects that their children or pets or loved ones, in general, will use.
- Entrepreneurs must find ways to connect their brand with a feeling in order to connect with their prospects.
- The biggest mistake that entrepreneurs make is having conflicting values at home versus at work.
- Strategies will act as a vehicle to get your values to the people that you want to do business with.
- Entrepreneurs can differentiate themselves by making their prospects think about them even when they are not there.
- Evergreen branding will change the mindsets of entrepreneurs and agents to long-term.
- Trevor saw how inefficiently he was using his time, so he decided to use hamster-wheel marketing to amplify his business, not build the foundation.
- Broker-Provided Sites are incredibly simple and just include basic information as an entry to your business, but you don’t own the presence.
- Most custom websites don’t allow the owner to build authority through content creation.
- An Authority Hub shows a series of content that builds a relationship of trust with the prospect before ever meeting.
- Take the content that you have that answers common objections by prospects and post it on your website.
- Carter Steph can teach you how to get extra revenue by increasing the quality of your leads.
- Create your core-conversion pages once and modify them as you need to (FAQ, Buy a House, Learn About Us, etc.).
- When you ask someone for a testimonial they go into a different and unauthentic state of mind.
- Trevor knows the best way to ask for testimonials is by allowing your customers to rehearse their answers before you ask directly.
- Niche or location pages (800-1000 words) need to be updated quarterly in order to compete with Zillow’s automated system.
- Authority content involves creating content (articles, videos) that are unique to your area on a weekly basis.
- See what Google suggests when it comes time to create any content in your niches.
- Quality is much more valuable than quantity when it comes to leads.
3 Key Points:
- Branding is more than marketing a product; it’s the process of attaching your name or product or service with certain values in the eyes of your audience.
- Authority Hubs allow entrepreneurs and agents to build a website with content that establishes trust with their prospects before connecting.
- Stop asking for testimonials. Shape your questions specifically around their experience or you risk them going into testimonial mode.
Resources Mentioned:
- Lab Coat Agents (website), (Facebook), (Facebook Group), (Twitter), (Instagram)
- Trevor Mauch (website), (Instagram)
- Carrot (website)
- CarrotCast (podcast)
- LCA Episode 81 with Trevor Mauch
- Rev.com (transcription website)
- Carter Steph LinkedIn
- North Umpqua River Homes for Sale (website)
- Chime (sponsor)
- Follow Up Boss (sponsor)