Harnessing Technology for Real Estate Success with Cary Scoville

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Interview Transcription

ADRIENNE:
Welcome back. And thanks for listening to the Team Lally Real Estate show home guaranteed sold program. Well buy it. I’m Adrienne and I’m Attilio. If you have any questions, just give us a call at 7999596 or check us out online at Teamlally.com. All

ATTILIO:
right. Hey, our guest today is a true expert in the real estate tech realm born and raised in Kaimuki, Oahu his journey began in customer service followed by four years in banking.

ADRIENNE:
In 2017, he brought his skills to Keller Williams Honolulu. As an inside sales agent and client care manager for a top team. A proud Keller Williams BOLD graduate, he brings a wealth of knowledge to the intersection of technology and real estate. Please welcome today’s guest, Cary Scoville.

ATTILIO:
Hi, Cary.

CARY:
Oh, hi, guys. How are you? Good, good.

ATTILIO:
Good. Welcome to the show. You know, for you listeners out there. If you’re thinking about getting into real estate, you probably want to listen in if you’re wondering what Realtors do behind the scenes, you probably want to listen in. And if you already one realtor and you need to step it up again, you might want to listen in

CARY:
everybody should be listening.

ATTILIO:
Yes, so it was my point. Thank you.

ADRIENNE:
But glad, Adrienne. So So So Cary, we did give your intro. But um, you know, maybe you can give a little bit more details as far as your role within the Keller Williams office or we call it our market center. But within the office, what do you do for the agents?

CARY:
Yeah, so I serve as what we call the market center tech trainer. So I’m a licensed agent, but I assist you all as agents into building your business. And in regards to some of that technology. All right, so passionate about Yeah, passionate about the database.

ATTILIO:
Yeah, that is the new gold. Right? That’s

ADRIENNE:
right. It is it is.

ATTILIO:
And talks about that. What does that mean, because people have databases, but, you know, what will be the number one challenge that agents have with regarding their database? And what’s the number one thing they’re doing to knock it out of the park?

CARY:
I think first of all, it’s having one. Yeah. We, we talked about and talked to a lot of agents and a lot of things and people in our context or on our phone. So having a database would be the first thing that’s super important. We have a great program called command. But whatever you choose to use as an agent, right, have a database. That’d be very first thing. feeding it daily is important. Yes. And which would, right? Like, agents in masterminds?

ATTILIO:
So yeah, you got to see them every day. Take them off for a walk and nurture it. Yeah. Scoop. Ducati litter. Very.

CARY:
Yes. And it’s and it’s very simple. I, you know, we do lots of masterminds with agents, not just with Keller Williams, and to a tee they all said, hey, my goal daily is to just add three new people daily, who am I talking to? And let’s feed our database.

ATTILIO:
Yeah. And I think that you know, just like adding pets to your house, you still got to circle back around and take care of them and nurture them. So let’s talk about ways that the the KW command which is what we use this talk about ways that that helps you nurture your leads without you actually personally being involved. You talk about maybe some of the automation and the

ADRIENNE:
AI Yeah, so very exciting. Yes,

CARY:
it’s very exciting AI is very exciting and it’s very cool because each person wants an each family member each client wants personalized communication and something specific to them So one great way like our system is finding out what neighborhood that they bought or they sold or you where do they want to be where’s your family and we can send them a monthly Trend Report in whatever specific neighborhood that they grew up in or they want to keep track keep tabs on Yeah,

ATTILIO:
we’ll do some some farming as we say.

CARY:
All right. So Kaimuki is perfect i That’s a great example for myself is keeping an eye because Kaimuki is different than Kahala Manoa

ATTILIO:
Yeah, because the way they’re spelled No. What are some other key differences? Like if you had if you wanted to, like describe to people with a different feel is of like Kaimuki Manoa and Kahala will be the key difference key things to remember about all three when I think of Manoa I think of UH and I think of rain

CARY:
green Yes. Know it each year, we all know and even you know, as you’re living in there, you know the whether or not it’s the climate and when the Manoa mist, or just the market single family homes or is the condos and walkups or, you know, and so our system or our websites as we use them, right can help our clients. See so for growing up became a key. Yeah, Luluwae Waialae Avenue and Sixth Avenue right Sixth Avenue becomes a Kapahulu, which has a totally completely different market. Yes.

ATTILIO:
Yeah. Cuz that’s like, Kapahulu. I mean, for me for a Kapahulu is like, that’s the other way you get into Waikiki versus Punahou. You know? Leonard, yeah. You go to Randy key, passing all those extremely fluffy tourists lining up for Leonard’s Malasadas. Or want to live there. Yeah. And or go to put away so yeah, like you said, it’s different Kapahulu versus Kaimuki. And I think I think that the the key there too, for the agents is that you don’t have a robust and way that the system can delineate it because Hawaii is unique, right? We have, because every single one of those are in the city of what Honolulu, Honolulu, you gotta have one Honolulu system, or farming thing for all three of those areas because they’re so diverse.

CARY:
Right, and each client is unique, and each

ATTILIO:
client is unique. So you need you need your you need your assistant, I your AI AI AI helping you out. So Adrienne, you had a question. Oh, like

ADRIENNE:
let’s get back to the basic Yeah, you know, we talked about this database and for a new agent, or even maybe a seasoned agent that’s not so good with the database. How How hard is it started Cary, correct

ATTILIO:
me if I’m wrong, but equally they need because I tell you we got we come across a longtime old agents and I like well, your database and they pull it on shoebox with sticky notes and business cards in it. And they’ve been doing this for 20 years, 30 years, and you get the brand new agent, they don’t have anything. And I think both are on equally an equal playing field. That differentiation is talking about the database. Why is it important to to keep that organized and userland? And

ADRIENNE:
how easy is it just to know how to get started? Tell us

CARY:
it is super easy to get started, you know, I think you know with with Keller Williams and it’s called Command though. There are multiple platforms out there. And it’s really about knowing who your people are. And what’s important to them. Yeah, it really it’s as easy as that.

ATTILIO:
Yeah. Yeah, cuz

CARY: 
you feed it some data. Oh,

ATTILIO: 
I’m sorry. No, no, you feed it some data, keep going.

CARY: 
You feed some data and a great thing. It doesn’t have to be about real estate. What do they like? What are they passionate about? Yeah. What’s favorite sports teams all you you then from your hundreds of people in your database, you click down and you find out all of your Kansas City and San Francisco 40 Niners fans and eagles shoot out a message that says hey, congratulations, and we’re looking forward to the Superbowl, aren’t you?

ATTILIO: 
Yeah. You know, I went to an Raiders game in Vegas. I think 40% of Oahu was there? Because we got a lot of Raider Raider fans in in in in Hawaii. And it was Vegas Raiders.

CARY: 
Vegas. Vegas fans.

ATTILIO: 
Yeah. I think the island Island went live about an inch out of the water because it was so light because all the people was over there. But you know, I’m sure I don’t I’m not really into sports. But who would be maybe you know, Carrie, who would be the opposite of a Raiders fan. Like Raiders fans would not like this team.

CARY: 
Oh, right. My son is a Denver Broncos fan.

ATTILIO: 
You probably don’t be the opposite. Yeah, that’s a bar fight ready to happen in the raiders and Broncos fans all all getting tipsy. They’re in the same bar watching the same game. So the point being is that you wouldn’t want to be sending like generic football information and heaven forbid your Raiders fan in your database. Get some kind of Denver’s Broncos update of what’s going on?

ADRIENNE: 
That would be

ATTILIO: 
a connection killer.

ADRIENNE: 
We call it would not be happy to

CARY: 
be awkward. Yeah. And,

ATTILIO: 
and then when you call them, here’s what you do when you call the Raiders fan. You just gonna say one word when they pick up the phone? Raiders. That’s what they say. They’re all about the game. And they’re all like chanting this thing and yelling and screaming at each other was pretty crazy. I didn’t want to make eye contact with any of these Raiders fans. I was scared. No, don’t do that. No. But but they were they were they were they did really good. So anyway, I’m more about the database, Adrienne. Okay,

ADRIENNE: 
so I know, Cary that we were we were talking about this at the airport, we were headed over to a mastermind, big islands. I know that there’s a lot of different yeah, there’s a lot of different resources and tools for the Facebook, ads and marketing. Let’s talk about that resource. Yeah, pretty

CARY: 
close more, right? Oh, well, we have a great partnership with Facebook. So in, you know, in our system, you can launch your paid ads for Facebook, right through our system. And the really cool thing is we have AI, right, our personal assistant who can help you craft that message that description for your for your Facebook ad? Yeah.

ADRIENNE: 
So even like with the Okay, so that’s they do the description? Well, let’s talk about the cost per lead. I know that there’s

ATTILIO: 
not a specific cost, but that it’s more it’s probably you’re getting a deal. Yes. Expensive. Yes.

ADRIENNE: 
True. Yes. You’ve got to direct to Facebook, to your command. Yeah, it’s like a savings. Yeah,

CARY: 
it is. And it’s the savings. And really, it’s that it’s the algorithm it’s working for you. Right. It’s saying that, hey, you’re coming from, from this system. You’re coming from Keller Williams, we know you’re interested about real estate. Yeah. So it’s seeking for you. And when you partner with the AI, writing those descriptions are finding that it has a better return or people are are getting that call to action, and they’re clicking on the ad more so in the agent writing the copy themselves. It’s kind of cool. Yeah,

ATTILIO: 
because you know, I always say if you’re in a room with more smarter people than you listen to what they got to say, and that’s the AI because it’s gathering information from all across the internet. It’s like your own. It’s like you Dr. Evil underneat one extinct volcano and you’re trying to figure out world domination. And when you go when you’re in kW and you go to a place that Facebook ad you just put your pinkie right up to the side of your mouth and say I need to place my Facebook ad but any way, when the people respond in the Facebook, will it will it go back into KW or they just got to keep track of that Facebook thing?

CARY: 
It does, it comes right into your database, it comes to contact and you can identify them quickly see which ad they came through and actually leverage the system. You talked about automation, right, having a set, follow up. Because you always want to be on the phone and and reach out right away. And sometimes we can’t. And so there’s a set automation to make sure that they’re reached out and talk to and connected to it right away.

ATTILIO: 
Yeah, I remember I, I, there was an agent that was looking for Kailua seller on Facebook. And it just kind of blew my mind that she had this dedicated amount of time. And I’m not saying it’s good or bad. But I’m like holy cow talk about commitment. You know, when you call those people and their voicemail tells you, hey, today at no five, I’m going to be at Ala Moana shopping center, from 10 to 11. I’ll be talking with my clients Charlie and sit. And then about five o’clock, five o’clock, I’ll be enjoying a Mai Tai, at at the at the 808 restaurant out in wine. I mean, it was like, very detailed for a whole day. Every day was different schedule. Because here’s the voicemails that I do here. And I’m on vacation at the Raiders game in Vegas. And the thing happened like three months ago, and that’s still their opening voicemail intro. That’s more likely when you like both extremes. But I was calling this lady every day and every day was different. I was like holy cow, this lady committed got her day super dialed in. If I was a stalker, I could find her easy. Next with her yes. But talk about the systems in that instead of being that just completely dedicated person to the details. The system is going to configure things that are that they’re interested in, and automate it and automate that dialogue. Yes.

CARY: 
Yes. And enhance you as the agent. They’re like, wow,

ATTILIO: 
this guy was on it. So on

CARY: 
it. Yeah. And then when you call, you’ve already asked him that question through an email or a text message, right. And so it’s definitely finding the leverage for your, your day and your calendar. Yeah. And also making sure your clients don’t feel like you’ve forgotten about them, because communication is going out.

ATTILIO: 
By the way, if you’re ever on the phone with somebody and you say something really dumb, and you you want to take it back, just say I apologize. This is not really me. This is just AI and then hang up. And then you call them back one minute later is like, oh, you know, I apologize. You was talking with my AI? A little while ago. That’s where were we? And so no, I don’t think it’s there yet. Yeah, you cannot blame everything on AI good or bad or the other things, but is there

ADRIENNE: 
is some voice cloning that is happening. Yeah. The AI Yeah. Yeah.

ATTILIO: 
That’s why Donald Trump has a Domino’s Pizza special. Commercial he is in right now. No, there is no commercial. But so we got KW command. Oh, by the way, could you tell us this sounds expensive? How much? Is it if you’re a KW agent to be participating in this KW command thing?

CARY: 
Oh, it’s what we provide for you.

ATTILIO: 
Yeah, it’s free. Comes with site.

ADRIENNE: 
We have our agent fees are very minimal.

CARY: 
But they’re included in what you do with that minimal fee. It’s included in that and so you’re not other agents could spend up to $1,000 a month on on different platforms and CRM system? Yes.

ADRIENNE: 
We were actually spending 1800 online on our previous system. Yeah. But

ATTILIO: 
I will tell you that for specially if you’re a brand new agent, or if you’ve been an agent been in the business for a while, you know, unless you’re doing a high volume, and it’s not like you’re neither a good agent or a bad agent, whether you’re doing a high volume or not. But with KW, we teach lead by revenue, so it doesn’t make sense to be you know, racking up the credit card bills with some super expensive CRM when we’ve got a perfectly good comparable one for for hardly anything. Plus, ah, Cary, you’re actually a real person, right? You’re not AI?

CARY: 
I am totally, I think I am. Yeah, I’m a total real person.

ATTILIO: 
This is the matrix or is this Cary? No. The point being is that you are technology. Oh, take call your technology consigliere.

CARY: 
You know what I know less about technology and more about the systems that you would want to use as an agent. Right? So we keep it super simple and I bring the cookie jar down really low. Because I need to understand that.

ATTILIO: 
You know, you had me cookies,

ADRIENNE: 
and your team You You’re teaching classes to agents constantly, and you’re always available for questions and to, you know, just help people to get jump started, especially when they’re moving over from, you know, maybe a different office

ATTILIO: 
or even the existing agents. But I think that if you are an agent out there, and you’re thinking, Man, I wish I could just, I tell you, every time I asked agents Cary, ask them the same question, what’s the number one challenge in your business right now? And the same three things come up? Motivation, organization and focus. And I would say that sitting down with you for a bit and just kind of seeing what their goals and objectives are, and going over the systems and processes that we have, because you know, you’re right. A lot of times things aren’t necessarily some app or some technology, it could be just like getting your day organized. Yeah,

ADRIENNE: 
time blocking, time blocking.

ATTILIO: 
And be really simple. Yeah. Oh, Cary, we know this with human nature. They did a study of people that went through financial education classes. And the impact on the change of their behavior was like point 00 1%. This is actual statistical information. So the point of that, or the the moral of the story was that we have all the information systems and processes we need, where the gap is, is not in knowledge, but in behavior. What are some things that you’re recommending for for? Can people call you up and come sit down with you come to the classes? Like, how often are you doing these classes so that they can come in and learn?

CARY: 
We do hold classes about, you know, once a week. Yeah, we also do hold classes in the evening. Yes. But really, where it makes sense to a lot of people is, is having that one on one time where we can talk about their specific business and help them take on one to two more activities or time blocks that would help kind of maximize and make their life a little easier? Yeah. So

ADRIENNE: 
okay, so Cary, we are approaching the end, or coming near the end of the show? Yes, I wanted to leave enough time for you to share maybe a success story you didn’t that was like, you know, what their life was like before meeting you and KW command and then where they’re at now.

ATTILIO: 
And then the second story was a complete car wreck of a situation where it was so ugly, how to turn away, turn your head away, not

ADRIENNE: 
just give us the happy story plus

ATTILIO: 
the happy story,

CARY: 
no happy story. Well, really, it’s about being organized. And so there was an agent with a lot of online leads, right? People had clicked on an ad, and we’re just in that database. And so we said, how often how often have you reached out? When they’re when they’re reaching out to me? Yeah. So hey, yeah, of course they are. And we crafted a quick little text message, and really just said, how are you? This is so and so? How can I help you? Yes. And we sent that out to you know, bulk text, sent it out through the system to hundreds of people on a daily basis. Yes, I said this, do that for three days, because you said all these people are ready. And then we followed up on the the Monday prior and Monday afterwards, for listing appointments, and three potential buyers that they could have helped and so people that they could have gone on to help fulfill their goals. And it was incredible, just by a simple text message. Yes,

ADRIENNE: 
a little tweak, little tweak from leveraging the technology,

ATTILIO: 
technology, the ability to try and connect with a whole bunch of people to see who’s who’s out there, right. And we’re just trying to uncover the the relationships of the people that are ready to go. And so this person came in sat down with you, you had a whole bunch of online internet needs, and you give them a system and a process to be able to follow up with a whole bunch of people. And tell us again what those results were

CARY: 
like multiple listing presentations and multiple buyers ready to go. Yeah, just over a simple communication.

ATTILIO: 
Yeah, a lot of times as agents we have all the training in the world on what to do when we get in front of a client. But we need to get in front of the client is the first step and no matter how good your presentation is, if you don’t get in front of people by the way, I have a new I have a new acronym for you. I may be a new acronym. Maybe you’ve heard about it, but let me Adrienne or Cary you guys can both answer these. What does it mean to be? What does B2B means?

ADRIENNE: 
Business to Business Business.

ATTILIO: 
Now this one goes to Cary in the audience. What does B2C mean?

CARY: 
Business to Cary

ATTILIO: 
business Cary

CARY: 
on how can I help you? Yeah,

ATTILIO: 
business to customer because you have businesses like that, like sell to businesses, you know, fuel companies that sell fuel to all the airline companies and then you have the gas company like Kelly, that sells to you and you come up over there to get your Spam musubi and fill up your gas. Like Adrienne who wants to test how far she can drive her car on the low fuel light. I’ve been a party to this experiment multiple times.

ADRIENNE: 
But then there’s an adrenaline rush I love it. Okay, yeah, and

ATTILIO: 
if so she’ll blue Lexus with two people yelling at each other. You know why the low fuel lights been going for like 2020 Miles is on like zero. But the last acronym I’ll share with you and this is important because you’re helping people with this last acronym, h two h and we’re wrapping it up and h two h you guys know what that means? If you had to guess what’s H2H? human being to human being? Oh, and this book I’m reading is called Never lose a customer ever again, talks about no matter how big or small or tiny your company is, at the end of the day, it’s a human being connecting with another human being and you’re allowing that them to leverage that and all you got to do is come join KW if you already we covered at KW and you don’t know who Cary is. We’re gonna like Hi. Come meet Cary come meet Cary. Okay. Yes. Yeah, you have an open house this week. At the market center at the at the brokerage

CARY: 
comm you can give me a call I love I love helping people passionate about it. What’s your number? They can anybody can reach me at 808-225-5866

ATTILIO: 
There you go. Hi. You’re not gonna get a ton of calls. I mean, if anything you KW just needs to be calling Cary. And then people thinking about coming over. Just like,

CARY: 
Well, you got questions? Yes. Let me let me know. Yeah.

ATTILIO: 
Thank you, Cary. We appreciate you.

CARY: 51:51
Thank you guys.

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