Full Transcript for How Property Managers Cut Client Acquisition Costs With AI and Better SEO - with Lacey Hendricks and Alex Zweydoff

Alex and I we met, like you said, we met in the governmental affairs um committees. 00:04:28.399 --> 00:04:38.079 But then, like every Friday afternoon for about six months, we we like were talking and realized that we were doing the same kind of work and it just kind of happened organically. 00:04:38.160 --> 00:04:48.800 Like every Friday afternoon for the last two to three hours of the day, him and I would get on a Zoom call and just like help each other with content development, website structure, you know, all the stuff that goes into SEO. 00:04:49.199 --> 00:04:53.519 And and things just kept lining up for us. 00:04:53.600 --> 00:04:58.480 And we were like, if we don't take the opportunity in front of us, we're really going to regret it. 00:04:58.560 --> 00:05:00.560 Because if we don't do it, somebody's gonna do it. 00:05:00.720 --> 00:05:04.639 And we wanted it to be us because we both totally geek out on it. 00:05:04.800 --> 00:05:07.279 So that's how we got here. 00:05:07.920 --> 00:05:11.759 So you both have over a decade of experience in the property management space. 00:05:11.839 --> 00:05:18.639 And the last decade, we've seen a ton of changes in consumer expectations, technology, legislation. 00:05:18.879 --> 00:05:33.680 And it's interesting to me that while all of that is happening, you all are looking at okay, what else can we do besides run our property management business that could actually help us move the needle, not just for ourselves, but for other people in the industry. 00:05:34.079 --> 00:05:40.879 And so I'm assuming that you both used yourselves as guinea pigs as you started rolling out and doing the changes. 00:05:41.120 --> 00:05:57.279 And so I'd love to hear just about some of the things results-wise, before we get into tactics or strategies, but just results that you guys were able to see from rolling these things out in your own companies. 00:05:58.160 --> 00:06:05.839 So we weren't tracking anything, we didn't have any systems, we didn't have a CRM, we didn't have anything. 00:06:06.079 --> 00:06:14.720 So while we were getting that all set up, because implementing a system like Lead Simple takes a long time. 00:06:15.040 --> 00:06:17.439 I mean, it's a it's a lot of tedious work. 00:06:17.839 --> 00:06:27.279 And because of my background, when we onboarded with Lead Simple, we hired them to do three processes in one pipeline. 00:06:27.519 --> 00:06:40.399 And I it was me, it would we would meet like weekly and we focused really, really hard on just getting that done as fast as we could, like our core processes and our and our owner's pipeline. 00:06:40.639 --> 00:06:50.480 Um and because of my background, I was able to implement those processes and procedures, like policies and procedures. 00:06:50.560 --> 00:06:54.160 And I I'm able to think very linear linearly. 00:06:54.319 --> 00:07:07.360 So, and a lot of people just don't have that, you know, XY brain where you can build the trees and and visualize it and make it come to real life and usable uh within your company. 00:07:07.439 --> 00:07:18.000 And then you know you have the issue of adoption, and and so we we worked really hard to get our employees to actually use it once we got it built. 00:07:18.240 --> 00:07:28.959 Um but so after we finally got all of our processes in place so that we could track what was going on with our website, that's when I started implementing all of the SEO. 00:07:29.040 --> 00:07:35.199 So we went from not knowing where anything was coming from to knowing where everything was coming from. 00:07:35.360 --> 00:07:38.800 And I need to measure it again because it's been a while since I've looked at it. 00:07:38.959 --> 00:07:50.079 But in Q2 of last year, I was my my inbound lead or my executed contract cost was eight dollars and thirty-three cents. 00:07:50.639 --> 00:07:52.319 And that is amazing. 00:07:53.040 --> 00:07:54.879 Okay, so I want to I want to stop right here. 00:07:55.040 --> 00:07:55.519 Two things. 00:07:55.759 --> 00:07:56.160 Two things. 00:07:56.319 --> 00:08:07.839 First of all, most of the people that are in the property management space, they either don't have a CRM or they don't know how to track and come up with the leads, come up with the conversions. 00:08:08.079 --> 00:08:12.480 So I want to emphasize something that you said that is like almost unbelievable. 00:08:12.639 --> 00:08:21.519 Like I believe you, but it's almost unbelievable that your conversion is$8 in in whatever sense you said in order to have these closed contracts. 00:08:21.759 --> 00:08:35.039 I know there are people out there that are paying like through all property management or uh other leads, they they look at their customer acquisition costs and they're$500,$700,000 to acquire a client. 00:08:35.200 --> 00:08:52.080 And so I mean, it really makes you perk up and say, okay, if I could do that for less than$10, where other people in my market are doing it for a thousand or you know, even eight hundred, that makes me want to hear more about what you're talking about. 00:08:52.799 --> 00:08:54.559 And how does how does all this come together? 00:08:55.120 --> 00:08:58.480 When I told Andrew Small with that, I thought he was gonna fall out of his chair. 00:09:00.159 --> 00:09:31.919 Um so basically, because I have I took I took the time to learn how to do it, we got it all set up, and like I just divided how many contracts we were closing, how much my my technology was costing us to support the tools that were required to do the tracking and support the website, and you know, over a period of time, and that's how I come came up with the the number. 00:09:32.559 --> 00:09:36.240 Well, and to be just disclosure, if someone she was hiring someone to do it, it would have been a lot more. 00:09:36.480 --> 00:09:41.120 But since she had the expertise in there and she did it herself, she saved Kyle and them a lot of money. 00:09:41.360 --> 00:09:42.559 Yeah, made them a lot too.

00:09:42.960 --> 00:09:44.399 Sure, yeah, and so that's a great point. 00:09:44.480 --> 00:09:52.960 So whether you're bringing in somebody, a a service like yours to come in and help with that, there's gonna be some additional costs, obviously. 00:09:53.120 --> 00:09:56.399 Then if you're trying to do it yourself, you're gonna have better results. 00:09:56.879 --> 00:10:04.399 But there's also if you have a BDM that's out there working, I'm curious how does that factor in? 00:10:04.480 --> 00:10:10.960 Because if a lot of these are inbound leads and our BDM is supposed to be doing some outbound, how all of that factors in? 00:10:11.039 --> 00:10:29.519 And I we don't need to go too far down that rabbit hole unless you guys have some really good insight you want to give around that, but just factoring the fact that if you have a BDM somewhere that has to that has to land in your in your uh in your numbers for acquisition. 00:10:30.159 --> 00:10:42.000 So at that point in time when I calculated it, it was just our director of operations that was um doing all of our BDM work because we had not built out the BDM position yet. 00:10:42.159 --> 00:10:49.279 So I didn't include her salary in that cost because that wasn't what she was initially hired to do. 00:10:49.519 --> 00:10:55.039 So um, but it was her and me and my husband. 00:10:55.279 --> 00:11:08.240 And then we had our property managers and stuff, but like really about six months after my father-in-law passed away, the three of us had a meeting, like a strategy meeting of like really just what are we gonna do? 00:11:08.559 --> 00:11:25.679 And the three of us just like buckled down and got it done as fast as we could because you know, we have a staff to support, we have our kids to support support, you know, we have our own livelihood livelihoods and we could see the writing on the wall that it wasn't gonna go well if we if we stood still. 00:11:25.919 --> 00:11:36.080 Um, it took about that about six months to really move on, like, you know, because we were going through the whole grief process, all three of us as my father-in-law. 00:11:37.039 --> 00:11:44.399 So there there was just a it was a really hard time in our company because he was the the heartbeat of it all. 00:11:44.639 --> 00:11:52.000 But then once we moved past it and decided this is this is where this is what we have to do, and everything got implemented. 00:11:52.240 --> 00:11:56.720 We were able to pull her out of the director of operations role and make her the official BDM. 00:11:57.039 --> 00:11:59.919 And while hers came out of survival, mine came out of revolt. 00:12:00.080 --> 00:12:10.159 And I say that because I would we were we were going through the whole building a new website and all these things and learning, and I started learning the basics at that point in time. 00:12:10.320 --> 00:12:14.639 And uh, as our new website launched, things weren't done that were supposed to be done. 00:12:14.799 --> 00:12:21.440

And I kind of went in and I did, you know, Lacey went the Lacey went very much the educational doing the classes throughout. 00:12:21.600 --> 00:12:24.399 I'm very much a I learn from hard knocks, I learned from trial and error. 00:12:24.559 --> 00:12:35.360 You know, it may take me a couple more times to get it, but I learn it my own way, and I'm able to get that um, you know, and process that information differently and through through that trial and error. 00:12:35.519 --> 00:12:50.159 So I kind of taught myself, I call myself a self-taught strategist because I wanted to see, I started looking at everything and I was like, everyone has the same content on their website as us, and um everyone had, you know, we're not following the basic meta descriptions, title tags, all the basic fundamentals. 00:12:50.399 --> 00:12:52.159 So what if we were doing that? 00:12:52.320 --> 00:13:00.720 And so my broker Maria, uh, she's amazing, and uh she let me kind of like take the she trusted me, she's like, you think you can take this, you know, reigns, go ahead and do it. 00:13:00.879 --> 00:13:03.840 And I and I did, and I kind of was orchestrating everything. 00:13:03.919 --> 00:13:10.799 I would send the spreadsheets, I would do it was kind of a very archaic way of getting the information to them, essentially, because of just the process in that time. 00:13:10.960 --> 00:13:13.200 But um, it was getting them all the information I wanted. 00:13:13.279 --> 00:13:15.039 And I'd say, Don't make any changes without me. 00:13:15.279 --> 00:13:23.360 And that's when I say it took the power back, and our uh we took the power back at that time because someone else was dictating, you know, everything about how our website worked. 00:13:23.519 --> 00:13:28.799 And I was going, I'm very much into all the networking groups, I'm in the chambers, I mean all the different things. 00:13:28.879 --> 00:13:33.039 And I was running crazy just trying to, you know, get leads in, you know, locally. 00:13:33.200 --> 00:13:46.240 And once I saw the power of like once you just optimize your website and you're doing regular content and you're really speaking to the actual client that you're looking to get, um, you know, and that's one of the things a lot of the times people's websites speak to like 17,000 different people. 00:13:46.320 --> 00:13:58.559 Um and when you really focus on the client that you want, that's when you're gonna start seeing a much higher quality client and uh, you know, a better um uh better actual valid lead rate that you're getting from your website, you know, not just tenants. 00:13:58.639 --> 00:14:04.639 And we took out at that time we took out all um we took out all paid uh marketing except one. 00:14:04.720 --> 00:14:06.559 Um and it was for a backlink essentially. 00:14:06.639 --> 00:14:07.840 So that's why we kept it. 00:14:07.919 --> 00:14:10.320 But uh, you know, and we started seeing success. 00:14:10.399 --> 00:14:14.240 We started seeing our numbers going up and the we were closing more deals. 00:14:14.399 --> 00:14:20.960 And we just saw that once we had that took that back, and that's one of the things I always say is people don't take the stop. 00:14:21.200 --> 00:14:23.039 And it's not usually vendors' prop fault. 00:14:23.120 --> 00:14:34.399 They don't take the time to stop and take the time to put that content into their website because no one can speak your voice better than you and knows your company better than you, and making sure your down to your FAQs are you know speaking to the truth of your company. 00:14:34.559 --> 00:14:44.000 Once you take the time to do that, the value you're going to get, the ROI you're gonna get off of that is unstoppable because no one's gonna be speaking the same voice as you. 00:14:44.080 --> 00:14:50.720 And you know, you can use the chat GPTs and all that with you, but making sure it follows, it's true to who your company is, that's gonna be a big outlier. 00:14:50.799 --> 00:14:55.039 And people are gonna see that because they the people owners that are looking for you, they're looking at all the property management websites. 00:14:55.120 --> 00:15:03.039 And when they see all the same stuff, you know, and then they you or you stand out and you have all this cool information and you're being a resource for them, answering all their questions, that's when you're gonna win. 00:15:03.519 --> 00:15:08.320 I always say that when the when the public is looking at property management companies, we're all the same to them. 00:15:08.399 --> 00:15:10.159 We're all the same until we're different. 00:15:10.399 --> 00:15:12.960 And what makes you stand out, what makes you different? 00:15:13.120 --> 00:15:22.720 And if you are putting all of the same stuff as everybody else, focusing on, you know, here's here's our our five core things that we offer. 00:15:22.879 --> 00:15:29.679 We do tenant placement, we collect the rent, we do maintenance, we it's like I just want to throw up when I hear that because it's you should do that. 00:15:29.759 --> 00:15:30.480 That's the basics. 00:15:30.559 --> 00:15:34.000 Those are that's table stakes, that's what people assume that you're going to do. 00:15:34.320 --> 00:15:35.759 Now, what makes you different? 00:15:36.000 --> 00:15:41.360 I want to give people a little bit of grace because there seems to be a couple of different camps out there. 00:15:41.600 --> 00:15:49.279 So I spend way too much time learning how to do WordPress, learning how to do the all of the different plugins, learning that. 00:15:49.440 --> 00:16:01.679 And then at the end of the day, that was not the best use to my time because as the business owner, I really should not be doing that as we talk about, you know, the$10 an hour work or even the$100 an hour work. 00:16:01.759 --> 00:16:14.720 I should keep my head up, focused on where the company's going, making sure that all of our teammates are aligned with the vision, where we're headed,

and making sure that I'm looking at the new technology that's coming out, looking at consumer expectations. 00:16:15.360 --> 00:16:30.480 But there's if if you're not digging around on your website and you're not learning about H1s and meta tags and all of these things, it can be overwhelming to say, well, I want to put my own voice out there. 00:16:30.639 --> 00:16:35.440 I want to have my own website that makes me unique, but I don't know how to do that. 00:16:35.679 --> 00:16:43.759 And we're not just talking about websites at this point, because websites is sort of like step one of how you actually generate these leads. 00:16:44.000 --> 00:16:55.440 But what if somebody was looking at, okay, I know my website needs work and I know I need to be able to speak in my voice, I know I can't help everybody. 00:16:55.519 --> 00:16:58.879 I can't be all things to all people, or I'm nothing to no one. 00:16:59.200 --> 00:17:00.559 How do they go through that process? 00:17:00.720 --> 00:17:02.159 Is that something that you guys offer? 00:17:02.320 --> 00:17:04.000 Is it something that you have templates for? 00:17:04.160 --> 00:17:06.880 Is that something that they just need to come to the table with? 00:17:07.119 --> 00:17:09.599 Because I do agree with you a hundred percent. 00:17:09.680 --> 00:17:12.960 We call it the target client profile, the center of the bullseye. 00:17:13.119 --> 00:17:15.759 Other people call it the ideal client profile. 00:17:16.160 --> 00:17:17.279 Very similar. 00:17:17.599 --> 00:17:26.559 But take me through that process of if somebody was working with you, what you would do to get them to be able to understand what should be on their website. 00:17:27.440 --> 00:17:29.839 Let me say this: nothing we do is templated. 00:17:29.920 --> 00:17:32.720 Um, that's very much something that we pride ourselves in. 00:17:32.960 --> 00:17:44.079 That's another problem in the industry, is everyone is doing the same thing on the not only the website side, but the content and then the the keywords and you know, just putting property management in front of your city doesn't do it anymore. 00:17:44.559 --> 00:17:50.240 You have to give those those you know, those really high-intent keywords to find your owners that you're looking for that are looking for you. 00:17:50.480 --> 00:17:58.559 And we when we meet with, we kind of go through a process, and it's probably for our time, we we put a little more time, energy, effort than most. 00:17:58.799 --> 00:18:02.400 We're meet the first meeting we're meeting with someone, we're doing in a very high-level strategy call. 00:18:02.480 --> 00:18:09.359 So basically just looking at what we've pulled on all the audits and seeing where there's they could have some quick wins and what processes go forward with that. 00:18:09.599 --> 00:18:13.039 Then we're kind of reaching out and talking to them in that moment and saying, what are your goals? 00:18:13.200 --> 00:18:16.480 Because something we always

say is we can we can let the fire hose all the way open. 00:18:16.559 --> 00:18:20.799 And but if your business can't support that and you don't have the team to support that, it's gonna do no good. 00:18:20.880 --> 00:18:23.039 We're not trying to ruin your business, we're trying to help you grow your business. 00:18:23.200 --> 00:18:30.720 So we can kind of gauge the strategy going forward with what aligns with your goals and your processes and the build availabilities of your company. 00:18:30.960 --> 00:18:36.559 And so we go through that process there, and then we go back and we do like a deeper strategy once we understand that a little better. 00:18:36.880 --> 00:18:40.000 Most of the time we're talking to clients, they have no idea who their ideal client is. 00:18:40.160 --> 00:18:43.119 They're talking to, again, 17,000 people. 00:18:43.279 --> 00:18:51.680 And uh, like you said, Lacey has put together a really great um ideal client worksheet for them that they can kind of work through and she'll work through that with them as well to kind of get them there. 00:18:51.839 --> 00:19:03.920 And they don't, they don't, it's it's a hard, it's harder than most think to get that down because you think you want like we have we did updated ours at Allegiant um probably like two weeks ago, and we ended up making two. 00:19:04.160 --> 00:19:08.559 Because you can have two, uh you know, but you just have to have that's two different messagings. 00:19:08.640 --> 00:19:10.400 That's two different you know, marketing campaigns. 00:19:10.480 --> 00:19:18.079 And so it's just you know, if you want both, you can, but you should have that ideal that one, but uh you still make that space for two if you feel like you need that. 00:19:18.160 --> 00:19:23.599 And especially in our market, we're very much there's no uh investor, accidental landlord, you know, balance here. 00:19:23.759 --> 00:19:31.039 So you kind of have to go, especially you know, in this market, you need to be specific with who you want, but you're you can have a little way wiggle room with that. 00:19:31.200 --> 00:19:37.200 And with us, we're out there creating that strategy for them, and then we're coming back to them with a full proposal of kind of like this is what we think you should do. 00:19:37.279 --> 00:19:53.359 Um, you know, we give them a couple different options at that point, but we kind of um point out, you know, this is basically aligns with your goals, it lines with what your you know budgeting is, and then we go ahead and we start the onboarding process, and we then that's when we really dive deep into the their bread, their brand, their messaging, their voice. 00:19:53.599 --> 00:20:05.920 Um and we can write help with the idea of the content, but you're still gonna have to be involved in the process because we don't know um uh we don't know your city in you know Chicago that's has the these very specific boroughs or whatever, you know. 00:20:06.160 --> 00:20:12.640 So that's why we rely on you to like say what are the areas, what are the things that are talked about, what are the laws that are going on, what are the regulations you have? 00:20:12.799 --> 00:20:14.799 And then we're able to kind of structure that out. 00:20:14.960 --> 00:20:19.599 But the main thing is is that is a piece of it, but it's also the keyword research. 00:20:19.759 --> 00:20:20.880 What are people looking for? 00:20:21.039 --> 00:20:22.880 Um, what are your competitors ranking for? 00:20:23.039 --> 00:20:23.759 That's what's big. 00:20:23.839 --> 00:20:34.480 And then we tailor that content around that um because you could talk about, you know, there are stray cats in your neighborhood, but if no one's searching that, then you're not gonna um, you know, you're not gonna rank. 00:20:34.559 --> 00:20:49.519 So it's being very strict uh specific on that strategy so that you're able to one rank and then two, you know, and always say this you always know who you think you know who your competitors are, but you don't know who your competitors are really, because the Google's competitors are much different than who you think they are. 00:20:49.680 --> 00:20:54.480 So we always ask for who you think they are, and we tell you who they are, and kind of match those together. 00:20:54.960 --> 00:21:19.279 So I was out at the systems conference and I sat in on one of Lacey's presentations, and she actually did that example real time and had somebody say what their who their competitors were in their city, and then she real time live pulled up and put in the city for property management, and Google returned a different list than who they thought. 00:21:19.359 --> 00:21:35.119 And I think that was really insightful because yeah, sometimes we get in our head of I'm trying to compete with this other company, or this other company is getting the mind share that I'm having to explain how I'm different from them, but it could be somebody totally different. 00:21:35.440 --> 00:21:39.920 Lacey, when I was out there, I was really, really impressed with that presentation that you did. 00:21:40.000 --> 00:21:44.880 And I almost want to have you come back and just do that presentation as a webinar with us. 00:21:45.119 --> 00:21:46.880 But let's take it a little bit further. 00:21:47.440 --> 00:21:52.559 In that presentation, we we talked about websites and what needs to be on it and how to set that up. 00:21:52.720 --> 00:21:55.599 And again, you know, this this isn't just about websites. 00:21:55.759 --> 00:21:59.279 The only reason we have a website is to have the phone ring. 00:21:59.359 --> 00:22:07.359 I don't really Believe in having the website to be an educational piece because they they can get educated anywhere. 00:22:07.440 --> 00:22:13.200 But what we do is we use that education to get the phone ring, to get them to send an email, to send a text, right? 00:22:13.359 --> 00:22:18.559 So we want to be careful about putting so much out there that

they say, okay, I know what these guys are all about. 00:22:18.799 --> 00:22:20.160 I don't need to call them. 00:22:20.400 --> 00:22:26.160 But you have to put something out there that says, these guys are speaking my language, they get me. 00:22:26.400 --> 00:22:28.240 This is the management company for me. 00:22:28.400 --> 00:22:30.559 So walk us through what happens. 00:22:30.799 --> 00:22:40.319 We go through, we work with the website, and then what because I know you guys have some other services on the back end just from sitting in on that presentation. 00:22:40.400 --> 00:22:44.799 There was a whole bunch of other uh other pieces to it. 00:22:45.119 --> 00:22:50.319 Yeah, so that specific one, um, I focused on how to write a blog. 00:22:50.480 --> 00:22:59.119 But basically, everything that you put on a blog, it's just best practice for structure and content for all of your pages. 00:22:59.279 --> 00:23:06.240 You need to focus on your user or yeah, user journey, buyer journey on your website. 00:23:06.400 --> 00:23:19.519 So once you have identified your your target audience, you need to make sure that they're there's pathways for them to get into your sales funnel on every single page. 00:23:19.680 --> 00:23:25.680 And then we so we do content creation, we do local SEO. 00:23:25.759 --> 00:23:34.480 So making sure that your Google Business profile is optimized and it's matching all the other listings on the internet. 00:23:34.799 --> 00:23:38.160 Like your Yelp profile needs to match it exactly. 00:23:38.400 --> 00:23:42.960 Like all of those listing sites, they all have to be the exact same. 00:23:43.119 --> 00:23:48.640 Like you can't have streets belled out on one and then ST on the other because it confuses Google. 00:23:48.880 --> 00:23:51.680 So you just need to make sure that like everything matches. 00:23:51.839 --> 00:23:53.839 So local is another thing that we do. 00:23:54.000 --> 00:23:58.640 We do our technical, um, our technical review and implementation. 00:23:58.799 --> 00:24:02.319 Um, then we do off-page, which is building out your backlinks. 00:24:02.400 --> 00:24:04.000 I mean, there's different strategies for that. 00:24:04.160 --> 00:24:06.960 Um, a really easy one is doing press releases. 00:24:07.200 --> 00:24:33.839 You just need to be careful about which companies you do your press releases through so that you're not getting junk backlinks because that can actually hurt your your website performance with the way that Google or any other search engine qualifies it as being an authoritative and ex so it's ET, E E A T, um, experience, expertise, authority, and trust. 00:24:34.319 --> 00:24:35.440 And we say it like every day. 00:24:35.519 --> 00:24:36.000 That's the sad part. 00:24:36.240 --> 00:24:37.440 Yeah, that's the funny part. 00:24:37.599 --> 00:24:48.079 Um, but so you know, each each search engine and each LLM has an algorithm to grade your website. 00:24:48.319 --> 00:24:57.279 And whether or not you're

demonstrating your EAT to them, you know, it determines whether or not it's going to use you as a citation for that. 00:24:57.440 --> 00:25:11.599 So we want to make sure that you have those backlinks because backlinking is a really good way to increase your domain authority so that you do demonstrate eat to whatever search engine or LLM the person is using. 00:25:11.839 --> 00:25:14.319 Um, we can do Google ads. 00:25:14.559 --> 00:25:23.440 Um, we do on-page SEO, obviously, and that's just like going through your content, making sure it's structured the right way, making sure all of your keywords are optimized. 00:25:23.599 --> 00:25:25.759 We'll do Legion magnets for you. 00:25:26.000 --> 00:25:33.200 Pretty much everything up until they submit their contact information to you. 00:25:33.359 --> 00:25:37.279 We can do we can build your website if you need somebody to build your website. 00:25:37.440 --> 00:25:46.079 Everything before the actual or yeah, after they submit their information, like that's where our job ends. 00:25:46.319 --> 00:26:00.720 And then it's you can build out your pipelines on your own if you want to, or you can hire, there's tons of consultants out there, they're amazing people that will help you get that set up if you need help with that part. 00:26:02.880 --> 00:26:15.920 So at the systems conference, during that educational presentation that you did, you did touch on the LLMs and how to create content that is found so that they recommend you. 00:26:16.079 --> 00:26:19.359 And and so I know that that's another service that you guys offer. 00:26:19.440 --> 00:26:30.960 And we don't have to get deep into it here unless you want to, because I know that that's something that you guys have developed a skill, and so I'm not sure if that's part of the uh behind the curtains type of stuff once they hire you or not. 00:26:31.119 --> 00:26:42.559 But I was really impressed with what you showed there with the I say simple changes on the websites or simple changes in your public-facing information. 00:26:43.839 --> 00:26:46.000 Uh simple but not easy. 00:26:46.160 --> 00:26:54.559 As you mentioned, making sure that things line up where your address is spelled exactly the same each time and all of those little things contribute to that. 00:26:54.880 --> 00:27:09.839 But I do think that Google is is one thing, but we're going to wind up needing to be found in all of these large language models or the AIs and finding being found in all of those different services. 00:27:10.000 --> 00:27:14.799 So I don't know if you guys want to touch on that or if that's something, again, that's the secret sauce behind it. 00:27:14.960 --> 00:27:18.000 But I was uh I was impressed with that piece as well. 00:27:18.720 --> 00:27:19.599 Let me say this. 00:27:19.759 --> 00:27:21.680 We don't really keep anything secret. 00:27:21.920 --> 00:27:23.039 We're really bad at that. 00:27:23.599 --> 00:27:28.240 Uh we give away, we probably give away a lot, we probably give away a lot too much free, uh, I would say. 00:27:28.319 --> 00:27:34.160 But it's because when we started this business, it was to help other property managers, help our friends grow their business. 00:27:34.400 --> 00:27:41.039 And um, you know, just AI SEO is very important and it's just a piece of SEO. 00:27:41.119 --> 00:27:43.119 And but everyone always is saying SEO is dead. 00:27:43.200 --> 00:27:44.640 AI is the new way to go. 00:27:44.799 --> 00:27:49.519 But without the basics and the fundamentals of SEO, you're not going to be found on the LLMs. 00:27:49.680 --> 00:27:51.519 So you still have still a very big piece of it. 00:27:51.599 --> 00:27:55.759 And there's, you know, there's ways to go about it with you know how you're structuring your content differently for AI. 00:27:55.920 --> 00:28:00.079 You want short, simple, concise bullet points, want stuff it can digest very easily. 00:28:00.160 --> 00:28:06.319 You know, making sure that you are one thing everyone always forgets is, and when this is when I started doing content, this is where I went wrong. 00:28:06.480 --> 00:28:09.119 It was I was writing too high, too high of a level. 00:28:09.200 --> 00:28:15.119 So I was writing at a college level, and most of America or most of anyone reading on the internet is about at eighth to ninth grade reading level. 00:28:15.200 --> 00:28:16.799 And that's the truth of it all. 00:28:16.960 --> 00:28:20.319 And so making sure that you're writing at that readability that people are going to understand. 00:28:20.400 --> 00:28:40.960 You're not putting these big words, long sentences, long paragraphs in there, short, sweet, and to the point is very much going to get you a lot further, but still creating um, you know, still creating content that has a a heightened, heightened um, you know, understanding and I guess with your ranking factors as far as authority. 00:28:41.119 --> 00:28:45.599 And but it's making sure that you're really just speaking to you're speaking in your own voice. 00:28:45.680 --> 00:28:46.000 That's the thing. 00:28:46.079 --> 00:28:51.920 A lot of times people are just going to AI, you can see it, you know who they are, you see their blog, you see their blogs coming out, and you know, you look at their links. 00:28:52.000 --> 00:28:54.960 Okay, the biggest tell, guys, this is how I break anything out today. 00:28:55.119 --> 00:29:00.400 When you copy from ChatGPT and there's a link in it, it has a UTM in that link. 00:29:00.559 --> 00:29:02.799 And it says that ChatGPT is the source of that link. 00:29:02.880 --> 00:29:04.400 It's the biggest tell in anyone. 00:29:04.480 --> 00:29:14.319 If you look at start looking at people's links in their blogs, and you're gonna see the UTM for ChatGPT, and you're gonna be like, well, hey, put a little effort into it, you know, change a few things, put your voice to it, because that's what's gonna get you to rank. 00:29:14.640 --> 00:29:17.680 AI is just consuming

everything that everyone is talking about at that topic. 00:29:17.839 --> 00:29:23.279 So it's not anything original, it's not anything that hasn't but put a story in it about you know, uh an actual story. 00:29:23.359 --> 00:29:26.480 They want human, they want human, you know, nature in it essentially. 00:29:26.559 --> 00:29:39.119 So if you had a, you know, you're talking about security deposits and you talk about a secure deposit to where you know you advocated for the tenant and the you know, where the the landlord was being, you know, a little uh greedy in that sense or whatever it might be, just something that's touching on it. 00:29:39.200 --> 00:29:42.240 And they love tables and they love you know graphs and data. 00:29:42.400 --> 00:29:44.480 That's like really big in you know all of that. 00:29:44.640 --> 00:29:48.559 But making sure your basics of SEO are there and your citations are gonna be your biggest thing. 00:29:48.640 --> 00:29:50.079 So it looks like listed the listings. 00:29:50.240 --> 00:29:56.720 So more out there, Quora, uh Yelp, Yelp is back, Yelp is back, and it's 2026, and I'm like, get away. 00:29:56.960 --> 00:30:03.599 But um, you know, it's like that brings back so many, like those uh brings back so many like mm terrors from the restaurant days back in the day. 00:30:03.839 --> 00:30:06.960 But um making sure those are there, and Quora is like great. 00:30:07.119 --> 00:30:14.640 Uh Reddit, all those are, you know, that's changed a little bit for Google, but all those ones that have websites have been around for a long time that you can put your link on. 00:30:14.799 --> 00:30:17.680 And I always this is the one tip I always give to every person we talk to. 00:30:17.839 --> 00:30:19.839 If you don't have a Pinterest, get a Pinterest. 00:30:20.000 --> 00:30:22.400 It's one of the it's one of the top domains in the world. 00:30:22.559 --> 00:30:31.039 And you can and they actually allow you to verify your domain via your DNS, and that's like a sweet follow link from Pinterest, and that gives you a good jump um with your authority. 00:30:31.119 --> 00:30:33.680 So definitely if you don't have a Pinterest, you should get one. 00:30:34.720 --> 00:30:35.359 That's interesting. 00:30:35.440 --> 00:30:42.400 Yeah, I wouldn't think that Pinterest would be a a uh good site for property managers, but uh it's for anyone. 00:30:42.559 --> 00:30:44.319 Yeah, with a website. 00:30:44.799 --> 00:30:49.440 I was trying to find the the book and I couldn't find it. 00:30:49.680 --> 00:30:55.039 But it's a book about giving generously and um never eat alone. 00:30:56.079 --> 00:30:56.799 Never eat alone. 00:30:57.680 --> 00:31:00.720 No, um they is it they ask you answer? 00:31:01.920 --> 00:31:02.799 That was one of them. 00:31:02.960 --> 00:31:15.839 I know I've bought it and I've read it, but but basically it says it talks about people talk about how this industry is all about building relationships, and that's absolutely true. 00:31:16.079 --> 00:31:35.039 Alex and I both came from governmental affairs, we are both advocates, and you know, we came to this with giving hearts because we wanted to see everyone succeed and get what they deserve as as they're pouring their energy into their businesses. 00:31:35.359 --> 00:31:46.799 And so when it comes to gatekeeping information like that, the secret sauce, I feel like property the property management industry in general is not good at keeping secrets from each other. 00:31:46.880 --> 00:31:48.799 You know, we're we're all givers in that way. 00:31:48.960 --> 00:31:53.440 I guess you could even say it's like the givers gain philosophy from BI. 00:31:53.839 --> 00:32:04.799 But when I came into the SEO community, there was a very similar, there's a very similar feeling in that community about everyone just sharing. 00:32:05.039 --> 00:32:11.839 And maybe it's because we're all content creators too, but people give away the secrets so easily. 00:32:11.920 --> 00:32:18.559 So if you can break into that industry, um, just like follow them on LinkedIn, you can get so much great information. 00:32:18.720 --> 00:32:22.559 And I've learned learned a ton from that just alone. 00:32:22.799 --> 00:32:28.160 Um but yeah, to gatekeep that information, that's just not who we are. 00:32:28.559 --> 00:32:38.000 And and so, like, you're going to get nuggets from us, even in that very first phone call you have with us, just because that's our nature. 00:32:38.240 --> 00:32:48.799 So, like usually I end up giving away some sort of resource, and maybe it is like some psychological way of getting business. 00:32:48.960 --> 00:32:51.519 I don't know, but that's not what motivates me to do it. 00:32:51.759 --> 00:33:01.839 So it you know, it may reward in the end, but but it is truly just because I like to help people that that I've that I do the things that I do. 00:33:02.000 --> 00:33:12.240 Um, and and it goes back to those books, you know, overgive and and it helps build trust with people. 00:33:12.400 --> 00:33:16.000 Like there's so much to there's so much to go around. 00:33:16.079 --> 00:33:20.160 Like, why I don't I don't need to I don't need to hold my cards that close. 00:33:21.599 --> 00:33:32.720 And we one thing that we always said this week, one thing that makes us different is we already have the trust of the industry when we started this business because we have very good reputations and we are always giving back to it. 00:33:33.039 --> 00:33:37.039 And me and Lacey have always said we were not gonna mess that up. 00:33:37.200 --> 00:33:39.519 And so we're gonna do whatever it takes to you know make sure we keep that word. 00:33:39.599 --> 00:33:43.359 And I said, if I have to go dance out in a chicken suit on the street to help you get leads after this, I will. 00:33:43.440 --> 00:33:44.880 I have no, you know, no, no pride in my game. 00:33:44.960 --> 00:33:56.640 And like I said, we've done a lot of free blogs, we've made

videos for people, you know, just like I can't, and especially me when I see something, like if I see something that comes across their Google business pro and I'm like auditing it or something like that, I can't, I can't stop. 00:33:56.720 --> 00:34:00.720 I just it just comes out and I always start a conversation with like, you know, I'm a very straightforward person. 00:34:00.799 --> 00:34:02.960 I'm gonna tell you what's some things that are gonna help you. 00:34:03.119 --> 00:34:08.559 It's coming from a place of love, but like, you know, if you're responding combatively to reviews, that's not helping you. 00:34:08.639 --> 00:34:10.559 That's not that's that's don't do it, you know. 00:34:10.639 --> 00:34:17.039 And like I always like, and I also when I see those things because I see these patterns, and let me say that I've probably said this my background is in business development. 00:34:17.199 --> 00:34:20.159 I've done that for that's what I've done for most of my career. 00:34:20.320 --> 00:34:23.280 And so I have been the one out there on in the field doing the things. 00:34:23.440 --> 00:34:27.760 And then to be able to have your website, uh, we'll say this website work while you sleep. 00:34:28.000 --> 00:34:30.719 My I have so much better use of my time now. 00:34:31.119 --> 00:34:32.960 And I'm not having to run around. 00:34:33.039 --> 00:34:37.440 I was running around, my schedule was packed all day, and it still kind of is, but in different ways. 00:34:37.599 --> 00:34:42.000 And it's just it's a better quality of life because you're getting that, and like I said, you're not having to search for those people. 00:34:42.079 --> 00:34:45.760 It's a little, you're not having those long-term, they're people that are looking for you right now. 00:34:45.840 --> 00:34:48.079 And if they don't find you, they're gonna find your competitor. 00:34:48.239 --> 00:34:53.599 And I think that's something you gotta think of is if you're not doing this now, and I always say if you know, you can wait, the people are like, oh, we're gonna wait a year to do this. 00:34:53.679 --> 00:34:54.559 We don't have time for this. 00:34:54.800 --> 00:34:57.840 In a year from now, things are gonna have changed and you're gonna wish you started a year ago. 00:34:57.920 --> 00:35:03.360 Because it takes, you know, in all honesty, the for see any kind of like true effect takes about six months from the time you implement. 00:35:03.440 --> 00:35:06.000 Um, because Google takes that time to get your, you have to earn that. 00:35:06.079 --> 00:35:08.320 So it's around six months, you're gonna see that going. 00:35:08.400 --> 00:35:09.360 And it's with strategy. 00:35:09.440 --> 00:35:16.800 And just, you know, I always say this if your website is not performing, it's most likely three things that it's doing it. 00:35:16.880 --> 00:35:19.360 And we can probably tell point this out to where we get it to where we're doing it. 00:35:19.440 --> 00:35:28.159 And if you're

having troubles with your current provider, that's where we really strive to come in to like make a difference and help them see the leather side of things. 00:35:28.719 --> 00:35:33.280 So there's so you guys have a couple of years into the property management. 00:35:33.360 --> 00:35:45.280 Well, you've got a decade in property management, over a decade, and then you've got a couple of years of this intense focus in SEO business development, creating new leads for the property management space. 00:35:45.519 --> 00:35:59.360 So somebody could, I mean, you guys have proven it, somebody could sit down for the next two years and try to figure this out on their own, or they could hire a company like yours that is already at the place where you're ready to go and help them. 00:35:59.519 --> 00:36:01.920 And so there's always a do-it-yourself option. 00:36:02.079 --> 00:36:06.480 You just got to weigh out the costs, pros and cons, and there's lost opportunity costs. 00:36:06.559 --> 00:36:09.280 If you're doing that, it means you're not doing something else. 00:36:09.360 --> 00:36:19.119 And so if somebody said, I'm I'm curious about what they have to offer, I'm interested in having somebody help me generate leads. 00:36:19.440 --> 00:36:23.039 I I, you know, growth is everybody is talking about growth. 00:36:23.119 --> 00:36:33.599 It seems like there's it's never not a topic, but it seems like right now, as the market's changing, it it seems to be louder, at least to the people that I'm talking about. 00:36:33.760 --> 00:36:36.000 People really want to know how to grow. 00:36:36.079 --> 00:36:38.480 So, how would they get in touch with you? 00:36:38.639 --> 00:36:42.400 What is the sweet spot for clients that you work with? 00:36:42.800 --> 00:36:53.440 Just help us figure out for the audience who should be giving you a call and what they should expect as part of the results or part of the services that you offer. 00:36:53.599 --> 00:36:59.679 Because we've kind of talked about a lot with LLMs, blogs, websites, website evals. 00:36:59.920 --> 00:37:04.559 And so, what does that look like for somebody that would like to engage with you? 00:37:05.920 --> 00:37:09.280 You can email us at hello at clearlydigital.com. 00:37:09.440 --> 00:37:13.440 If you go to our website, you can read the information that's on there. 00:37:13.599 --> 00:37:17.519 Or you can just contact us directly and ask us what if we can help you and how. 00:37:17.679 --> 00:37:25.440 We really try to um tailor what you need to be successful in that moment. 00:37:25.760 --> 00:37:33.039 And so while we do have tiered packaging, it's going to be specific to each company and each company's growth goals. 00:37:33.280 --> 00:37:35.280 Obviously, we're always dealing with churn. 00:37:35.519 --> 00:37:41.039 I think that's why growth is always a top of mind subject for property managers because of churn. 00:37:41.519 --> 00:38:02.880 Um, so even if you're trying to just maintain moving into this new space where everything is going from Google over to AI, if you're not doing the bare minimum on your website, your website's not going to be found at all. 00:38:03.599 --> 00:38:06.480 Unless they go back to a traditional search engine. 00:38:06.800 --> 00:38:21.760 So even if you don't have huge growth goals, you just want to make sure your website is technically sound and you're doing the bare minimum to maintain those rankings so that way somebody can find you in the near future. 00:38:21.920 --> 00:38:23.360 You know, we can do that too. 00:38:23.519 --> 00:38:27.039 It just depends on on what you are. 00:38:27.280 --> 00:38:33.760 Or if you want to close 100 doors before the end of the year, you know, we're full steam ahead if we need to be. 00:38:34.320 --> 00:38:39.920 And one of the things that we we have is we have, you know, two of our two of our kind of products is one is what we call the P it's the PM growth engine. 00:38:40.000 --> 00:38:44.079 So it's this full, it's this full gamut of how you can grow and add more doors. 00:38:44.239 --> 00:38:49.920 And for us, it's not about the vanity metrics that most companies have is you know, they're giving you impressions, they're giving you clicks, they're giving you those things. 00:38:50.000 --> 00:38:52.000 But is that closing, turning into closed management? 00:38:52.480 --> 00:38:54.079 Is that into adding doors to your business? 00:38:54.320 --> 00:39:01.840 So another thing that we do in the beginning is we look at your leads, your lead flow, and we track that as well to see if it's going to, you know, if you're seeing improvements throughout that. 00:39:02.000 --> 00:39:04.719 And that's what's important to property managers is are you getting more owners? 00:39:04.880 --> 00:39:08.960 And we put up together a framework, basically an owner growth framework, that's anyone can get. 00:39:09.039 --> 00:39:10.159 It's on our website for free. 00:39:10.320 --> 00:39:20.880 And it really gives you a great pathway to, even if you're doing it yourself, uh just kind of understanding the all the different buckets that it goes into to like grab get a new owner and what they're looking for in that journey. 00:39:22.960 --> 00:39:25.840 Uh that's really good that you have that resource up there. 00:39:25.920 --> 00:39:31.360 And I'm sure that uh when when this airs, we'll have a bunch of people that will go and and grab that. 00:39:31.679 --> 00:39:35.679 Anything else that you guys want to wrap up with here as we bring it to a close. 00:39:35.920 --> 00:39:48.880 You can take the power back out in your website, and I think that's one of the most important things is don't let someone else run your business because and don't let anyone else speak in your voice, because that's when things get misconstrued, and you can see a lot of power in doing that, and you feel a lot of power when you do that. 00:39:52.000 --> 00:39:52.639 Lacey? 00:39:52.960 --> 00:39:53.440 I'm good. 00:39:54.000 --> 00:39:54.880 Double down on that. 00:39:55.039 --> 00:39:55.280 Okay. 00:39:55.519 --> 00:39:56.159 All right, guys. 00:39:56.320 --> 00:40:00.719 It was great chatting with you, and I look forward to seeing you in person again real soon. 00:40:00.880 --> 00:40:02.559 And with that, we'll wrap it up. 00:40:02.719 --> 00:40:02.880 Thanks. 00:40:03.360 --> 00:40:04.239 All right, thanks, Tony. 00:40:07.519 --> 00:40:10.559 Thanks for tuning in to the Property Management Success Podcast. 00:40:10.639 --> 00:40:15.519 We'll be back with another value packed episode to help you level up your property management game. 00:40:15.679 --> 00:40:20.480 If you've got something valuable out of today's episode, please share it with a friend or colleague. 00:40:20.559 --> 00:40:26.960 And don't forget to subscribe and leave a review so you never miss out on future insights and strategies and tactics. 00:40:27.119 --> 00:40:29.599 Until next time, here's the your success.