Jun 24, 2019
Next Level Podcast
Kevin Kauffman & Frank Klesitz
Frank Klesitz has been an innovative thinker from a very young age. He has learned the art of niching down and focusing on client customer service.
Stay in Better Touch with Your Database
Kevin: Welcome Frank. Tell me about your business and what it is today?
Frank: We are coming up on our 10 year anniversary with Vyral Marketing. I started with one client after graduating college in Omaha, Nebraska. (Describes the in-depth services provided now to his many clients by creating an online presence with video and follows up call from his call center to potential customers who have clicked and watched the videos). I learned Lead Generation through following the MREA model. (In depth discussion on Lead Generation, 33 Touch, and building a database.) In developing my own database and 33 Touch as a personal trainer, I found real estate agents who were not following the model – so I created a system for them and that essentially is the business. I read lots of sales books and learned that you must identify people’s needs first by following the Trust, Need, Help, and Hurry model. I learned people in sales skip the Trust and Need parts so I doubled down on the Trust and Need and grew my business that way.
Kevin: You niched down and literally created a mega team as a teenage personal trainer. As Realtors, we think our job is to sell real estate but essentially our job is to get employed; find someone to hire us to sell or buy real estate. You got very clear on who the hungry crowd was in the personal training profession.
Frank: I learned to scale a professional service at 18 years old. I fell in love with the database concept of 33 Touch and the idea of attracting not chasing. Those concepts were very strong to me and that’s how Vyral was born solving the very specific need of staying in touch with the database.
Kevin: I love that you have an actual experience of what it is like to have a real estate team. You have your own real estate agents as clients and getting us to make calls is sometimes be ‘a LARGE task’.
Frank: There are 3 types of calls: Outbound, Inbound, and Customer Service. The Outbound calls are your Rainmakers: FSBOs, Expireds, Withdrawns. Inbound calls are Buyer Lead Generation and Lead Conversion calls. The last one, Customer Service calls, are ones hardly anyone does.
Kevin: Weekly Customer Service calls will change the game; I have heard this twice in the last 24 hours.
Frank: The trend is towards Customer Service, calling your database. The contact rates we are experiencing are at 26% of people who answer the phone and one in nine (3%) who call back.
Kevin: That’s phenomenal. It shows how many appts I need a month to convert to business.
(Vyral sends videos of you to your clients, then follows up with calls. Discussion on how important video is as it builds a relationship with the viewer. It creates a psychological connection with people because the brain cannot know if the face is real or on a computer.)
Kevin: Let’s talk about your lab of high performing Realtors. What have you noticed that most agents are not aware of?
Frank: Never lose focus on how many people you speak to every week. Get into an environment where you are comfortable making calls, it’s the most important activity you can do, agents need the engine of the database. Ask for subscribers – permission to get the email address.
Kevin: It’s about the follow-up, which is the wealth builder. How is it that you don’t have a cellphone???
Frank: Personally, for me – I hate social media. And I love reading books. I got married 4 years ago and my life was literally on the phone from the minute I woke up until I went to bed. Checking calls, emails, texts and answering all in real time. My entire day was spent in reading an electronic screen. One day, I flipped out and said I can’t live like this anymore. I got rid of all technology – TV, wifi, games, and cellphone. Eventually, they crept back into my life except the cellphone. It forces me to be an exceptional manager.
Kevin: I want to take a minute to thank you for the gifts (3 books) you sent me because it’s important to note that it elevated you in my mind even though we had never met. In closing, what are 3 pieces of advice you can give our listeners for kicking more ass and making a better life?
Frank: You can’t do it all by yourself. You get it done through people so you must hire good people. I have a very structured week. Every morning for 30 minutes we have an office huddle on zoom – this cuts down on the office chatter. I meet with my team every Thursday for 5 hours; it’s a time to relax and brainstorm. I have career night where I invite potential hires who want to apprentice and learn marketing.
Kevin: That’s great. How can people find you?
Frank: Go to our website where your can download the Marketing Plan or call for a strategy session.
Permission Marketing by Seth Godin
No BS Sales Success in the New Economy by Dan Kennedy
Youtility by Jay Baer – Why Smart Marketing is About Help not Hype
BIO In college
I started an in-home fitness training service I ran until the
market imploded in 2008 and we lost all of our clients. Didn't
really know what I was doing, but I tried!
Then, after I discovered I enjoyed the marketing side of the business more than the exercise itself, I decided to start a marketing firm. Well, about 7 years and many mistakes, failures, and "learning opportunities" later we have a healthy company! Check us out and watch a few of my videos.
I have learned a lot along the way and I'm happy to share how to build a profitable service company that helps your clients, employees, and your family with predictable, stable income.
I'm on LinkedIn because I want to do business with people I like and enjoy being with; so if you think we can work together and create something meaningful, hit me up.