"There are more benefits than just the video. Can I stand in front of a camera, shoot a video, and send it out? Yes, I can. There’s more benefit to that. I love the newsletters, I feel confident, there’s also the validity inside my own team leader industry."
-Vyral Client Kathy Moore
[Full Transcript Below]
John: Today I have Kathy Moore with me. Kathy, you are the team leader of a Keller Williams office in Utah, is that correct?
Kathy: Yes, it is.
John: Okay. And we were having a conversation last week and you were telling me about some pretty cool things that have happened since you signed up with Vyral, so why don't you go into some of the results you’ve seen so far since you’ve been working with us?
Kathy: When I first started with Vyral, it was a little bit of a leap of faith because I wasn’t sure that putting resources toward that would be good for the market center. I’m a bit of a conservative thinker. Then my Operating Partner said, “You know what? We’re going to do this.” So once he committed us, I thought, okay, we’re going to make this the best we can. When we first started out doing videos, Frank would call me and he’d be like, “That’s really great, but.” We started doing interviews but they were too long. We didn’t quite understand what our goal was. I heard what Frank said, that the interviews were too long. They were going 10, 12, 13 minutes - way too long. So then, with Frank’s coaching - and with Matt’s coaching - we started honing in on the core of good video. We started receiving the newsletters from Vyral, and then also the emails on Fridays from Frank. The cool part is that I thought I would write back and it would float into cyberspace, but within five minutes, he wrote me back. The fact that he even number one read it, number two cared enough to write me back, and number three was so timely, so I was very impressed with him.
Then, our video content started getting better. We understood that we were looking for short and quick content that’s going to capture someone’s attention, be really pertinent to the industry at the current moment, and then quick. So it’s been a really cool thing to watch this morph from what it started out being to what it ended up being.
First off, let me say that Vyral keeps track of all my numbers for me. They tell me the clicks and the opens and they advise me on what’s good. They’ll say, you know, “The open rate is really good, but the click through rate is not as good as it could be, so we’ll work on that.” And then they taught us how to build our ROI. So I started out with a really limiting belief, like, “Is this really going to work? Is this really going to help? What is my ROI going to be?” Then all through three or four months, we started seeing open rates go up and up and up, so that was really exciting.
Then, something really shifted happened. It’s just what my Operating Partner was saying, “Think of your business as a hockey stick. You’re going and going and then whoosh - you hit the end of the hockey stick and it takes off.” We’d been working with Vyral for five months and we saw that stick flip. We thought, “Wow, holy cow, look at that.” The word started spreading. One of the things I wanted to accomplish with these videos was to increase my validity. I came from being a buyer’s agent in the state of Utah. People knew me as that role. Then I became the team leader in my office, and they’re like, “Oh, that’s really nice. Kathy Moore is now the team leader, whatever that means.” No one really knows the Keller Williams model unless they know, right? So I wanted something to bridge the gap between being a buyer’s agent and being a team leader and CEO of the office. These videos really gave me the platform to do that. Watching our numbers, I’m a high I low C, which basically means I’m your world’s best cheerleader, and I don’t give a crap about your details. But there’s so much power in knowing your numbers and knowing what that means in your business.
So when we started seeing these things flip up, and our business started increasing, recruiting started increasing and growing. For example, last month - I’ve been with Vyral close to a year, and we are now the number one Keller Williams office in our region for listings in May, our profit has increased 3,000% from last May to this May, our recruiting has gone up - we are now plus-positive I think, 145, 150 agents and rapidly approaching 160. There’s a magical profit-thing that happens once you hit the 150 mark. So we hit the market and now, all of a sudden, here it is. We are growing at such a rapid pace. The retention has increased because all of my agents are on my Vyral SOI. When I first started out, my SOI was around 300, now I’m at 4,000. 4,000 in my SOI, because we really figured out how to grow that every month. So it’s just been a lot of fun, and I can see a big difference in my market centers of business and my city as a team leader through these videos.
John: That’s awesome. So you answered the next three of my questions, which is fantastic. Obviously, you guys have a lot of employees and resources at Keller Williams, at an office like what you’re running. Why keep paying us if you could just do this yourself?
Kathy: There are more benefits than just the video. Can I stand in front of a camera, shoot a video, and send it out? Yes, I can. There’s more benefit to that. I love the newsletters, I feel confident, there’s also the validity inside my own team leader industry. I walked into a room last month where I was certified to teach. I looked around that room, and I was blown away that I was even invited. But I love expansion and I love the idea of expansion so I was right on board and it launched itself right at the time when I became team leader. So it was a really great time to become team leader and get into this decision at Keller Williams, which has been one of Gary Keller’s top visions, has been for 20 years, just launched it three years ago. So we’re really excited. In this room were all the top megas at Keller Williams, the ones you can’t reach if you try at Mega Camp or Family Reunion because people are swarming around them there’s no way to get to them. Here I was in this room, and two of them came up and said, “You’re Kathy from Utah! I love your videos!” I thought, Holy cow, you saw me? But it was really fun because they knew who I was through my platform with Vyral. That’s huge because when I reach out to them and say, “Salt Lake City is the perfect place to expand into my market center. Would you like to come and see my market center?” They know who I am because of Vyral and my videos, so I can now layer it on top, saying “Salt Lake is this, our market is this, you want to expand here.” Now I’m looking at hiring talented agents but through the megas at KW.
John: That’s great. So you kind of mentioned that if it hadn’t been for your Operating Partner, you wouldn’t have signed up. What specifically were the fears about the money and everything?
Kathy: Yeah, I’m a conservative thinker, because in Utah, we are notorious for being conservative. I’m very cautious. I inherited the market and it dipped a little bit, so we had an uphill battle for about a year and a half. I was working as hard as I could and learning as quick as I could, and yet, sometimes I think that the piece of leverage is the last thing you learn which should be the first thing you learn. Getting the right team around you is the last thing I learned but it should have been the first. You come to the job thinking, I can do it, I, I, I when it should be a team effort of we, we, we. It has to be the we, it has to be the team, it has to be the right people on the team. The way that my Operating Partner had explained it to me was that I needed to get my team with me as quickly as possible. Even with that being said and even as much as I trusted him, it took time to wrap my head around it. So when he came to me and said I really want you to look at this Vyral Marketing, this is going to make a huge difference. I know the goals you want to accomplish - he knew increasing my validity was at the top of my list - and he said, “This is your vehicle.”
And I’m like, “I don’t know Scott, it’s a lot of money.” Just all these Drunk Monkey, negative thoughts, and he looked at me and said, “Kat, it’s my money to spend and I shall spend it where I think it should be spent, and that’s what we’re doing.” And away we go. I thought, if he believes in it, I’m going to give it 150% because he knows beyond a shadow of a doubt that if this is the direction we are going, I’m going to give it 150%. I don’t know how to do any less. I don’t know how to run at 50%, I just don’t.
The hardest thing when you are the team leader and you step out of one role and into another that you don’t know a thing about but you always wanted to be in because you admired the person ahead of you, and for me that was Lee Stern. In my head it was a goal of mine. It’s been on my 411 for eight years, so when the office opened up and I got it - luckily, they don’t give you a huge job description of being a team leader, because I think they would scare the crap out of all of us and we would never do it. It’s a huge job! You don’t understand the responsibility that you’re taking on at first. You just know, yes, I want to be everybody’s cheerleader, and at the end of the day that’s all that matters. Then we understand that we have to grow the market center, we are responsible for the profit, we are responsible for the activities and doing our appointments, and we’re responsible for all of those things. You look for the leverage that will help you accomplish your goals. When Scott came to me and said, “Vyral is it, let’s do this,” I said “Okay, let’s do it.” And it’s been huge. I can’t even tell you, I’m so impressed with the fact that it checks my boxes. I needed that.
John: That’s great. So what do you say to someone who’s on the fence about hiring us?
Kathy: Well, you can tell them my story. You can give them my phone number, and I would be able to call them in person. If it was condensed to a couple of sentences, I would say this: When we become team leaders, we are responsible for the growth and profit of our market centers. If you can align yourself with the right people, and the right company to help you accomplish your goals, then do it. Your return on investment will be seen in - for us, it was approximately six months. As you read all kinds of articles, you’ll see that it takes a good six or seven months before you see a return. If you know that, go towards that goal. With your videos, listen to your coaches and Frank sooner rather than later so your topics can get streamlined. Don’t be afraid to stand in front of the cameras and be yourself and have some fun, and yet make sure someone walks away from your videos going, “I’m really glad I watched that.”
John: Perfect. Well, that was great. Thank you, Kathy.
Kathy: You’re welcome.
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