.svg)
.png)
CINC's Troy Mixon and rokrbox's Josh Cunningham are joined by client Brad Thomas as they explore how combining smart systems, fast follow-up, and human-first conversations can transform online leads into real-world closings.
Brad shares how leveraging both CINC and rokrbox has freed up his time and boosted his business, while Josh dives into the power of speed-to-lead, live transfers, and AI-enhanced workflows that support agents without replacing the human touch.
Whether you're a solo agent or leading a team, this discussion offers practical strategies to maximize ROI, scale efficiently, and build a business that works for you—even when you're not working.
Watch the full video here or read the transcript below to learn from one of the industry's best.
Transcript
Troy Mixon: [00:00:00] Thank you everyone for joining us here. Troy Mixon here from CINC. I've got my great friends Josh Cunningham all the way in Texas. Also client friend Brad Thomas in Virginia. Roanoke, right? Is that correct. I always go college football I got my teams with you and Josh, with Virginia Tech, Texas Tech, right?
Texas A&M. I always say Texas Tech.
Brad Thomas: 45 minutes from me. Yeah. Yeah. Okay. Okay.
Troy Mixon: Awesome. Awesome. Thank you for joining us since you are one of the clients who actually use both of our systems. We're gonna let you just give a quick little speech. I know that, using our systems, you're out on the road working.
We appreciate you taking, 10 minutes of your time to share that. And let us know, what's your real estate experience been like working with us.
Brad Thomas: Yeah. And again, I think I was telling you a minute ago, I don't know exactly how long I've been with both of y'all, but it's been a long time.
Yes, sir. And for me to even be able to do a call like this, I don't have to worry about, the calls or [00:01:00] leads that are coming through my website. They are being followed up on right now. Yeah. There's a lot of things that I can do to bring more leads to our business expand my business or other things that I'm doing.
I don't have to focus on, Hey, is this lead getting followed up on? I've, through the years I've had in-house ISAs I've had other companies that have called for me. These two together have been by far the best for me and for my team. I don't have to worry about a thing. It's really streamlined the process all the way around.
So awesome. That's, appreciate it. That's
Josh Cunningham: great to hear. I know that we've been Brad, we've been working together for almost two and a half years. Okay. Yeah. Yeah. And I know you've been a syn client for even longer than that. What were some of the frustrations you were facing that, that caused you to reach out to us and seek out this solution so you could free up your time and close some more deals?
Brad Thomas: I think at that point I was seriously thinking about going back to an in-house. ISA. [00:02:00] The issue I had with the other company is they would promise a lot of things and they just weren't delivering. So my thought was to try to. Keep it more localized. And I never would think that somebody from out of town could really talk to people coming to our area like I would or one of my agents would.
But that's, I was completely wrong with that. Once I gave y'all, I. Try they, they do a great job of, getting good information that is sent to me through the website. And and then actually getting them over to us. A lot of the, a lot of the times sometimes we have follow-ups with them as well.
But it takes a lot away from my buyer's agents to have to be worried about, Hey, are we following up with this lead within five minutes? Or, speed the lead. It takes care of that for you. There's a lot to be said for just having that peace of mind. You can't buy that. Yeah, it's been a huge help.
Josh Cunningham: I was just gonna say, I love to hear some of the language there about peace of mind, [00:03:00] freeing up your time. Just talking about right now you're out about to head into an appointment. You don't have to worry. These are the types of things that, like you said, you can't put a dollar sign on.
That's the exactly peace of mind, the intangible things in business. And, as business owners every day we're running around from, putting out fire, one fire and the next fire. And so it's nice having some consistency and some certainty in your business. One last thing I'd love for you to share just before you hop off here, is about the live transfer.
'cause that's something that we put a huge emphasis on. Recently is getting you on the phone as quickly as possible with these hot leads. So kinda talk to me about how that has been working out for you and your team.
Brad Thomas: Yeah, it's been great. When I get those coming through I know, which calls are that?
'cause it gives you three different options. I may be busy heading into an appointment, so I'll, a lot of times I'll let my buyer's agents take those. But, I may know that they're busy, so sometimes I, I take this, but those come directly to me. They, it's a smooth transition. Again, it's makes it a lot more personable, even though it's somebody not like from our area or [00:04:00] whatever, they're getting them over to me.
So if people have more specific questions, then I'm able, or one of my buyer's agents are able to answer those questions and it just, a lot more likelihood of locking that lead in, whether a buyer or seller. It's worked out very well for us.
Josh Cunningham: I guess last thing here would just be any tips or advice you'd have for.
Any of the other members in the CINC community, people who are generating online leads and they've got, all these all these registrations and what to do with them, what would you recommend to someone who's maybe thinking about looking at some options to free up their time and closing more deals?
Brad Thomas: A big hump for me to get over was like the cost of things. And when you really start looking at things, you're like, oh man, you're gonna be spending X amount for this. But in reality again, you get the peace of mind. A lot of times you're looking at, you make one deal, you're covering your bases already, and you go from there.
Where as if you're trying to [00:05:00] follow up yourself or your buyer's agents when they're out showing property trying to, you're gonna lose a lot more leads than than you're gonna gain that money back. So it's, my advice would be really look at your return on investment. Because that's an important thing when you're looking at a marketing plan.
Do more of what's working and take away what's not. And for us, again our our base is off of these two companies. And again, they've been very good to me all the way around.
Awesome. Well appreciate
Troy Mixon: that. Alvaro's favorite saying, he loves to say let's make profits cool again.
That's right. He's been, say, he's been saying that for about two years straight. That's right. Thank you. Thank you Brad. We'll let you, we'll let you go 'cause we know you're out showing. We, super appreciate you taking the time to, to speak with everyone and yeah man, thanks for being a client of both of ours and I'm sure we'll be here from you soon.
Brad Thomas: Good luck everybody. Happy early birthday.
Troy Mixon: Oh, thank you brother. I greatly appreciate it. [00:06:00]
Josh Cunningham: Thanks, Brad. Always a pleasure. Alright,
Troy Mixon: y'all have a good one.
Josh Cunningham: Yeah. Take care. Thanks. See you.
Troy Mixon: So Josh, I would love your opinion on we've known each other now, what, since 20 12, 20 13, something around that range. Yeah.
What is it? Because you've, like myself, you've been in many systems, right? Whether it be, competitor, A, B, C, D, what is it when you are talking to an account and you haven't worked with 'em? What is it that you see first off, that maybe if someone is using our CRM, right?
And they don't, use you guys, what's something that they should be doing right away that even if they don't use you, that it's like a tip of, Hey, when I see accounts, they're not doing these two things, or,
you know?
Josh Cunningham: Yeah, I think kind of one of the most important things and really a misconception in the industry is like.
The customer journey, people just use this language like lead. And to me that's so dehumanizing. That's so de, unpersonal. Yeah. But these are real life human beings, on planet Earth. They got moms and dads and brothers and sisters and kids, and there's a [00:07:00] story behind that.
And so as you're collecting, all these. Names and phone numbers and email addresses. You really have to peel back the layers to figure out what's going on in this person's life. Because a lot of these leads, are a little bit further out in the funnel because they're just landing on your website and looking at pictures of homes, and they go click on a couple pictures, and then the website, forces them to register.
And so you're gonna cast a wider net, you're gonna generate more leads, which is a good asset for your business to have long term, because these are permission based leads. Like when they go to the website and they click, I agree to the terms and conditions that says I'm giving you permission to stay in touch with me.
And so a lot of people feel like, oh, I'm, I've got all these leads and they're just gonna magically gonna fax me over a, an offer that I need to submit on this home. That's not the case. These are real live human beings. What you're doing is you're getting permission to stay in touch with them.
And so that's the number one thing that you gotta do, is you gotta get in touch with these people. And at rokrbox. Our fundamental form of media our best form of conversion is the good old fashioned phone call. [00:08:00] And yes, there's email campaigns, yes, there's text campaigns. I know you guys have a very powerful AI texting tool.
But really, this is still a, it's still a contact sport. It's about human, human interaction, about assessing what people's needs and motivation and desires are, and figuring out how you can help them, fill those puzzle pieces in. So it's really about the number at the end of the day, the number of not leads that you're generating, but the number of meaningful conversations that you're having, that's the most important thing.
So if you're not doing anything, with these leads if you haven't hired an ISA or you're not thinking about hiring an ISA, you yourself just at least need to take some personal responsibility into how many. Meaningful conversations, am I committed to having each and every day? And obviously not everybody picks up the phone and not everybody responds to your text and not everybody responds to your emails.
So you just gotta keep putting in the effort to reach that target. And that to me, I think is probably one of the biggest misconceptions is I'm just gonna, write a couple checks and then people are just gonna start DocuSign, offers for me. But it's just, this is an [00:09:00] opportunity, this is a door that's opening for you to then engage with people and start having those.
Meaningful conversations. The more dials, the more meaningful conversations, the more appointments you're gonna set, the more closings you're gonna have. It's a very simple numbers game. So that would be the first challenge to everybody in the audience today.
Troy Mixon: I like that. That's one of the things I liked when I was, at one of our competitors for so long.
The thing that I was shocked by was going through the interview process here. They talked about, our real verify leads, right? And I know even now, some clients might not have it turned on. I always recommend two, turn it on because it was amazing to me that folks. Verified their phone number, right?
It was like, I'm like, and that was a big deal. We went and talked to 'em about it, and I'm like, we've almost conditioned now. I can't tell you how many times I'm on an app where, like HBO and I'm like, Hey, my app needs to verify me. And we're so conditioned to doing it that you know, it, the numbers in which our folks were getting that number the real number for that client was, it just, it baffled me.
I was like, huh? This is, how come no other folks are doing this? [00:10:00] So it's interesting to go there now when you are stepping in and helping folks that have either come from CINC or, using other systems that are, that all in one marketing solution, the front end website, CRM tied in to, to speak with one another.
Do you guys work purely off the new leads you help 'em with their, database of leads? Like someone. Like Dan, like I'm sure, being a same client for three plus years, like how, would you help with nurture those leads or is it mainly new leads you guys focus on?
Josh Cunningham: Yeah, absolutely. Good question. We've worked with small teams. We've worked with large teams, we've worked with individual agents and large brokerages. And I can tell you that the number one thing. Keeping people from reaching the production levels that they were, that they're after.
Their goals that they set is speed to lead and follow up. And so that's a focus on the new activity. And I say that just because, we've been in business since 2013. We've handled over 3 million internet leads and we've hired and trained over 400 inside sales assistants and we've tracked everything that we've done and being a student of your results, right? Not just your actions, but a [00:11:00] student of your results shows you what's the highest and best use of your time. And we actually did an analysis last year. We took all of our, decades worth of data and looked at it on all the different strategies that we were deploying on these leads.
And 89% of our results came from. Two strategies. Speed to lead call the lead right away, and then the initial follow up. And so this last year we actually completely re-engineered our tech stack so that we could focus on flawlessly executing those two most important steps. It's like the old Preto principle, right?
80% of your results come from 20% of your efforts. And so for us, our bread and butter is focusing on that speed, delete, and that initial follow-up because that is the most difficult thing for agents out in the field to emulate because leads come in at all hours of the day and it's a bit of a, disconnection to expect an agent who's maybe sitting in a listing presentation or maybe they've got their buyers in the car and they're going out and showing property. It's a bit of a disconnection to say, [00:12:00] Hey, I expect you to drop what you're doing, excuse yourself from the listing.
Presentation to go call this lead right now. So it's just not possible for agents to consistently, no matter how much they want to, but to consistently execute that strategy. And speed to lead's number one, right? Calling the lead within five minutes or less. Our standard now is actually about 20 to 30 seconds.
We're calling these leads. Okay? And then after that, if they don't answer right, we know that something happened in this person's life. Again, these are people, these aren't just leads. These are real life human beings. Something happened in their life that triggered an emotion that caused them to seek out answers to the questions that they had.
Where do we look for answers for all of our questions? We go online, we go to Google. So whether it was they just found out they're pregnant or they got a new job offer, or maybe they got laid off right, or maybe they are excited about moving across country, something happened in their life that said I wonder, I.
How much homes in blank cost, or I wonder how much that home across the street is listed for. And so these questions [00:13:00] that inspire people to go online, to click on your website and to fill out the form and to start finding answers to those questions. So if they don't answer the first time around, we're gonna make a relentless number of attempts.
Seven attempts within the first week is when we're calling on these leads to make that first initial conversation. And again. 89% of our results came from just those two strategies alone. So we do still have strategies to call on people's old database, and to retarget people that are visiting the website.
Those just aren't as fruitful of a return on, the amount of time we invest in it. Versus the amount of time that we get from it. So if there's just one or two things that you should be doing with the leads, it's making sure that you're calling 'em right away and then call 'em relentlessly within the first week after that registration.
So when most clients do come to us, you CINC's been around a long time, and a lot of our clients come to us with 5, 10, 20, 40,000 leads in their database. We do also have strategies to be able to call on some of those older leads. In the database. [00:14:00] It's just not as high of a return of an investment of our time that we spend on those leads, but a lot of times we'll throw in some bonuses if you're interested in, learning, exploring more about how rokrbox can help you out.
We've always got some promos and some bonuses, and a lot of times we, focus some extra efforts on those older leads because people very much value the leads that you've already invested in that are just sitting there. Collecting dust on the shelf. Those are what we call a data mining project where we call into the old database, but ultimately the long-term strategy that you wanna make sure that you have in place to protect all the marketing dollars that you're investing in, this is that speed to lead in that follow up.
You've gotta make sure that you're doing that. If you're not doing that you're flushing a lot of money down the drain.
Troy Mixon: Yeah, no I like it. And with the services too, so I know Cynthia was asking about what is, we're happy to. To follow up and go over everything, have an individual consultation call with both of our companies for you, Cynthia, to go over exactly the little things of what each one provide to you.
I appreciate it, Waylon it, a boy, I would think, I've [00:15:00] known you for so long and I love, like how you've had to change with the industry, right? We've seen, from leads barely coming in, leads not coming in, what, what is for CINC folks right now, like ai, like how many of 'em do you know that are using AI that are with you guys?
So I think y'all have about 30 clients or so, is that about right? Yeah. That are on,
Josh Cunningham: that are on commission. Zinc? Yeah. Probably close to about 40 clients that are using Commission, zinc and using us as well. Okay. Cool. Yeah, I believe most of them used the AI texting tool. And then when we re-engineered our tech stack last year, that was another focus that we had is, why don't we.
Figure out ways to eliminate as many things that a person has to do, but then enhance that person doing that work and reward them as much as we possibly can. So when we rebuilt our tech stack last year, we actually eliminated 50 to 60% of the steps in the process that were a manual like delivered process.
So now we actually don't need as much as many o employees on the team. So we were actually able to give all of our callers raises. [00:16:00] Because we eliminated the number of things that they had to do. So we were able to raise our standards, raise our hiring standards, raise our, our execution standards, and then reward our team even more.
And so we're able to pour more into them with training on, scripts and dialogues, objection handlers, tonality rebuttals and questions and all sorts of things to help deliver the highest quality call. Go ahead.
Troy Mixon: Yeah, and the tonality is funny 'cause the text, it just, I instantly was on a call.
Earlier this week with our engineer team where one of the folks, they were showing the AI conversations, right? Uhhuh, and they were given Netflix recommendations and you can see that the person had no idea that it was, AI that was having that conversation even. I know I've shared with you last week I'm in Charleston, for those of you who don't know me, and the accent, that's where it comes from.
But Charleston, South Carolina, but it's. We just sold the largest house. We were the buy side for the largest house for our client here in Charleston, where our digital marketing team did a great job of, geolocating targeting the lead coming in. But AI and themselves, the agent were right on it, [00:17:00] like you said, right?
Right when it came in. Ai was. In their inbox, they were coming to town. Person called immediately when they wanted to. The next morning, the client boom. They, yeah, got a, 22 million transaction just like that, just for being prompt readiness professional. And it sounds like it's nothing new, right?
Like sometimes we sit here and it's we're not reinventing the wheel. Like the same thing that has been said from. When we both started in the industry many moons ago, but it's good to sometimes react that, but also is there ever times you have to change things within within your a client like Brad in Virginia and another client in Florida?
Do you ever find that maybe the target market for them requires certain tweaks of the system, or is it a all. No, we just, it's a good rinse. Repeat. We don't really have to change too much.
Josh Cunningham: Yeah. Does that make sense? Yeah, good question. So I'm gonna, I'm gonna go into our script here, but before I do that, I just saw a couple questions here.
I wanted to make sure, yes, we do work in Canada. And then the live transfers is something that we do. We're calling the leads and then we live transfer the hot ones. That's what Brad was [00:18:00] referring to. We call all his leads and then when we define that someone is actually hot and active and ready to go, we click a button, it live, transfers it over to Brad and his team.
That's how that works. I think that's most of the questions that I saw here that I wanted to answer, but the script, so what makes what we do so universal that allows us to work in Canada? We've got clients in Hawaii, Alaska, all 50 states. And we have zero local market knowledge. And the reason why we're able to scale this is because we keep the conversation not about real estate, which is what a lot of agents immediately assume.
They're like, I'm gonna jump on the phone here and I'm gonna tell, share my local market knowledge and expertise and that's gonna win 'em over. And that's totally fine. You do need to do that When you're in that position where you're speaking with a hot, motivated lead, what we're doing is we're calling all of the leads.
Define those motivated people for you. And so the script that we use, there's an acronym that I created a long time ago. We call ourselves the client care department, and our script is CARE. It's contact, ask [00:19:00] questions, recommend, and encourage. And Troy, I know you've been in sales most of your career, but that's a very simple four step formula that you can use to craft up any type of conversation.
Contact is introducing yourself, stating the point of the call. You're asking questions, right? We wanna find out timeframe. We wanna find out motivation. We wanna find out if they have a home that they need to sell. That's the easiest way to find a seller lead online, is to capture a buyer lead and to say, Hey, do you need to sell your home?
Yeah, those people forget that question and miss out on half the commission. Do they have a lender? Have they already gotten pre-qualified or would they like to speak with our preferred lender on the team? Most of our clients have a preferred lender that sometimes, chips in on the marketing cost as well.
And then essentially. Making sure that they haven't been even if they've worked with a real estate agent, making sure that they haven't signed anything that contractually obligates them to that agent. Obviously things have changed, like you mentioned in the last year, but we just always ask that question, make sure that they're not contractually obligated to another real estate agent.
So I can ask that question, whether it's South Dakota or South Carolina or [00:20:00] South Florida. Yeah. And so that's essentially what we do is we train our callers to have a conversation. With people about people not necessarily about real estate and local market knowledge and that type of thing. And so once they basically pass the test of their 90 days or less, they wanna buy a home.
They don't have an agent. We say, Hey, you know what, I've got a, an expert. That's excellent. Working with buyers just like you. Lemme put you on a brief hold and I'll get them on the line. And then we click a button, it rings out to the team and the agents. And then when whichever agent picks up first we say, Hey.
Troy, I've got, this is Josh from rokrbox. I got a lead on the line. Let me get your name so I can introduce you properly. And then we click back over and we do a threeway call. So that way we can transfer that trust and that rapport that we built with the lead, through our three to five minute conversation.
And we could say, Hey, Mr. Buyer, this is my partner Troy, I was telling you about. He's an expert in the area. I'm gonna let you take it from here. And then we back out of the call and then now you step up to the plate and shine. So that's how we scaled this solution for so long, is just keeping a very consistent phone call [00:21:00] from coast to coast, no matter what market.
Troy Mixon: And I see Stacy ask what is rokrbox? I did not do a good job of introducing, I think I think with me knowing you for so long, I forget that there might be some folks that if they're in our community, they might not have heard of you guys before. But you want to, what would be your elevator pitch?
Because I don't wanna just say ISA. I always think of you as an ISA guru. Yeah. So I hope you know that but what would be, your overview quick hey, this is what rokrbox does.
Josh Cunningham: Yeah, so I'll just kinda give you a quick 62nd story on how it came about. Yeah. So back in 2011, I was working with Frank Cle of Viral Marketing.
For those of you who aren't familiar with viral marketing, they we taught agents to shoot content and make YouTube videos and Facebook pages. Back in 2011. So I know that sounds a no brainer these days, but we were a little bit ahead of the curve. And so in order to sell this service to all the top producing agents in the industry, we had to go to all these events and meet people face to face.
So we were literally traveling the country going to two or three different events a month. That's how we obviously crossed paths. [00:22:00] And then we'd see each other at every event that we were going at every month. And, I had a client at the time who was generating online leads, and she faced a lot of the frustration that most people do.
Hey, I'm buying all these leads. Agents aren't following up with it. And I was like, oh, there's this new thing called an ISA, and this is back in 2013. Really the only solution out there was you gotta go hire someone in the Philippines and train 'em yourself and pay 'em three bucks an hour and hope that they do a good job.
And so that was. That created a lot of headache for people. And so I thought you need to hire an ISA. And she said, this is Spring Benson outta Salt Lake City, Utah, for those of you don't know. And she said Josh, why don't I just hire you and you can help me do this? Yeah. And so I literally hopped on a plane, bought a one-way ticket, flew to Utah, lived in her unfinished basement for two months, and showed up to work with her every day.
And we were like, we're gonna figure this. ISA thing out. And so our initial attempt was we hired an in-house, ISA of course Spring committed a pretty hefty salary with benefits paid time off. Monday through Friday, nine to five gig with commissions on top of that. But what we did was we implemented all the [00:23:00] hypothetical models and strategies of what you're supposed to be doing with these leads.
And so after working with the team for two months, I thought of it as a consulting gig. And so Spring said, Hey, thanks for your help. Here's a consulting check. I thought I'll go find someone else to help with this similar problem. Within about two weeks, I get a phone call from Spring.
She said, Hey, Josh, I got good news and bad news. I'm like, all right, let's hear it. She says, the good news is it works, right? Take, giving the leads to one person who can focus on all this follow up is the first step. It guarantees that the calls are getting made. It guarantees that the leads are being qualified, and then when we give them the agents, now I can just hold my agents accountable to handle a few leads versus like this giant pile of registrations.
And I was like what's the bad news? She's Carly, the ISA just marched into my office, said Spring. I just signed up for real estate classes. I wanna be an agent now. Oh. And so here we were back at square one. I'm like, oh man, I feel guilty now. Like cashing this, consulting check. And then we're literally back at square one.
And so that's when it hit me. And I was more determined than ever to really create a permanent turnkey done for [00:24:00] you inside sales assistant job or role or solution. And my idea, the hallucination at the time was, why don't I just go back to Aggie land? That's right. Troy Aggieland, college Station, Texas a and m, and I'll just hire a bunch of bright and enthusiastic, college educated US born students to make these calls for all these agents.
And so that was the idea back in 2013. Since then, we've handled over 3 million internet leads. We've hired and trained over. 400 insight sales assistants. And and we've worked for, hundreds of real estate teams all across the country and helped 'em close hundreds of millions of dollars in transactions.
So ultimately the problem that we solve is that we call your leads so you don't have to, and that's gonna free up your time and help you close more deals. That's the elevator pitch with the little background story behind it. Love it. Yeah.
Troy Mixon: Love it. Yeah, thanks Stacy for asking that and interesting me for not getting into how Josh started.
Appreciate you sharing that and your, and all your folks just, they're, they all know CINC and they're in it just as probably much as these agents. So that's always something to. Remind [00:25:00] folks, they're not having to learn something they don't understand, with our clients that we have with each other and continuing to grow.
What would what would be some other maybe ahas that you've gotten? I know sometimes you might get folks where they're like loving, their platform that they're own and they're like, Hey. I, I always make the comparison that I had one person be like, Hey, I closed these three deals. I love you guys.
And then you look at their system and there's also six leads. They didn't follow up with that. You're like, okay, you closed three, but could you have closed more? What are some moments where you maximize someone's ROI? But also let them, hurdles that they have to come over.
Besides just calling Lee, I don't know if it's system set up, which I guess. Might be on our side. We can have a call later for some, folks want some training with our account managers, et cetera. But any kind of caveats to that where they're maybe not certain, setting up their AI to make those follow-ups for leads y'all aren't paying attention to or any of that y'all see with the system or,
Josh Cunningham: yeah, I think probably one of the, one of the biggest transformations that most teams go through when they [00:26:00] implement rokrbox is, prior to this, they've had all these leads coming in.
They give 'em to the agents and you expect someone who works on commission that they're gonna have the grit and the determination to go out there and close every single one possible. The best predictor of future behavior is past behavior. And what we know about real estate agents is it's hard managing a team sometime with a bunch of 10 99.
Independent contractor agents and a and getting them to do what's expected of you. And so what a lot of our clients love is that they've been able to own that piece of the business where they know you're responsible for the ad spend. You're responsible for the tech spend. And the success of that all depends on whether or not someone's gonna pick up a phone and make that call. So it's not a question about whether or not you need to be doing it. The question is, who are you gonna rely on each and every day to execute it at a high level? And so what a lot of times happens is these clients come on board, we start making these initial phone calls.
So it really clears a lot of work off of the plate of these agents and creates a lot of leverage for the team owner. And so the next question is, now what [00:27:00] do we do with our time? And so you as a team leader have probably been using this as a recruiting tool to say, Hey, come join my team. I got a website, I got leads.
I've even got a department that calls these leads and live transfers 'em over to you. And so now what you have to do is challenge yourself to say what are you gonna now do with all this free time? Are you gonna start hosting some open houses? Are you gonna work your database a little bit harder?
Are you gonna do some circle prospecting or some door knocking? What other lead gen sources are you now as the agent gonna bring to the table? With all this time that you're freeing up. And the other thing is too, sometimes teams will take a little bit more of the commission from the agent saying, Hey, I know you don't like making all these calls, all these leads.
Would it be a benefit to you if we just hired this team and made sure that they were guaranteed, calling all the leads. And for that we'll just split the costs on it. And so they'll basically take out a little bit more in the split so that they can fund this program. But at the end of.
Of the day, all said and done, you wind up with more closings and so does the agent. And then [00:28:00] everybody has more profits, like you said, make profits. Yeah. Was it cool again or fun again? Cool. Again. Cool Again.
Troy Mixon: I think he said it's cool again. And Robert? Yeah, so we, we realized this couple weeks ago when me and Josh connected that we had so many clients in common and it's, the listing seem to be growing, so I thought, Hey, why not?
If you look one of the most talked about things in our community was ISAs, right? It's like people ask about either what they're doing, what they're getting within their team where they're outsourcing or using internal, et cetera. So I figured why not have a guy who's been over 13, 14 years come speak with, some of of our clients, maybe some prospects, just so that, he could share his nuggets and also, what they do for clients, but also maybe some things that you guys could take and implement today within your system.
Any certain. So I don't wanna, if this is secret sauce, by all means, you can tell me no. But any, is there, when we share the recordings, is there any maybe script we can share with folks Yeah. That they could use no matter what just as a, Hey, thank you guys for coming and [00:29:00] maybe, one or two things that we might could share with 'em when we send that information out.
Or, again, I don't wanna put you on the spot, Josh, so you can be age. That's the, you're asking, the say by the bell reference of the screech and the secret sauce, the secret. That's a mine. But I know folks a lot of times will either they get nervous on the phone, they don't necessarily enjoy that part, or they don't know what to say really, right?
And then, that just something as simple as having a script to practice or some role play practicing yeah. Can go a long way.
Josh Cunningham: So I'll tell you a couple things right now. So when people are talking about ISA and really solving this problem want you to think about it in two different departments there's inbound and there's outbound.
So a lot of the teams that WeWork still have ISAs that focus on outbound because outbound is all about. About productivity, right? Dials, contacts, conversations, appointments, and you can make these types of calls anytime of day that you want to, right? In the mornings and the afternoons and the evenings and the weekends.
You could hire someone part-time, you could hire a couple people full-time, whatever you wanna do. [00:30:00] For the outbound prospecting, it's a completely different game, but we're focusing on here is the inbound. Yeah. And you don't know when these leads are gonna come in. You can't say, Hey Troy, I wanna get, leads from three to 4:00 PM every afternoon.
I'll be sitting by my desk waiting for 'em to come in. That's just not how the AdWord campaigns work. So for the inbound, it's all about availability, and that's why we are such a good match for a lot of our clients because they don't have the availability to call every single one of these leads as they're coming in within five minutes or less.
Again, I say five minutes or less. That used to be the golden standard. We're now executing about 20 or 30 seconds. So those are the two different departments that I want you to think about. But on top of that, I'm gonna give you an objection handler. A number one objection handler. That opens up about 55% of our conversations, and that is basically these people register on your website.
You give 'em a call right away. And they go, oh my gosh, that was fast. I was just looking. It's the, I'm just looking reflex, like this is the reflex objection that has all been programmed into us from generations [00:31:00] of, people going shopping. How many times have you been to, you go to the mall because you're looking for a new pair of shoes and you walk into the shoe store and the associate walks up to you, goes, Hey, what can I help you find today?
And what do you say? I'm just looking. Yeah, i'm just looking. Yeah. Yeah. And then three minutes later you're like, do you have these in a nine? Yeah. And so it's just a, it's very much a reflex now that we've been programmed through all of our experiences in life and customer service and sales, and so a really great rebuttal.
This is our number one objection hand that we use. All the time is when they tell us, oh, hey, I'm just looking, instead of trying to disagree with 'em or tell 'em that they're wrong or, force 'em onto the phone even longer. You say, oh yeah, our website is a fantastic resource for you to look at.
It provides you all the latest listings, all the latest prices, and we keep it updated regularly. So tell me, what are you looking for in a new home? So that one objection handler is the most common used here. Whereas most people, if you're nervous about getting on the phone, you're a little reluctant.
You're a little afraid of that rejection. You hear that? I'm just looking, and you go oh my gosh. [00:32:00] Okay I'll let you go. There you go. Yeah. And then you start to buy into the negative, mindset of oh my gosh, nobody here is serious. Nobody's actually wanting anything.
Everybody's just looking. People just kicking tires. But. Using that one simple objection. Handler will open up a ton of conversations for you. So remember I'm just looking. Oh yeah. It's great. Our website's a fantastic resource for you to look at because think about it. Yeah. How much money you've poured into this website.
These are phenomenal home search websites, they don't come for free. Nothing in life is free. So you've provided websites,
Troy Mixon: Josh. They are great websites. Amazing cr
Josh Cunningham: Yeah. You provided this website for them. It's a service that you're providing to your local real estate community.
And there's nothing wrong with inviting people to come in and take a look at it. And then when they do come in, just imagine you're operating a brick and mortar retail store where you sell homes and people are walking in your front door. Even Walmart has a greeter at the front door, right?
Yeah. The lowest level of customer experience. They even have a greeter at the front door. So you've got this virtual, store that people are coming in, they're shopping for homes. [00:33:00] You've provided this, you paid for it. People are walking in, you say, Hey, how can I help you? And they go, oh, I'm just looking.
Yeah, this is a great resource for you to look at. I like,
Troy Mixon: I like that, Josh, I appreciate you sharing that with everyone. Yeah. And I've only heard one thing like it, and it was actually for leads who had been in the system, if they got 'em on the phone. And it was something along the lines of, Hey, while I have you.
With our website, you can do all these things with your searches. You had signed up for this. Is that still the case? Is there any tweets you would like for me to make on your behalf within the web, like using that same as a service, right? This is the relationship business. So many times we've heard, when the install offer started to get popular, what, six years ago or so, and everybody's they're gonna try to cut the agent out.
Like it is, it's all, the agent's always gonna be there. Like it's a relationship business. So have your technology not replaced. Anything you do, but help it enhance what you do. Like I appreciate you sharing that. I like, now I'm trying to think of what other little nugget I can get outta here.
Josh Cunningham: Yeah. But I'd be happy to provide you a copy of our script. Yeah. As well as that objection handle, that's our [00:34:00] number one Objection, Hunter. Another tool that I have for you. And this is just, this is comes near and dear from my heart. And this is special for anybody who attends today. I say that there's really three keys to our success.
One is making sure we've really got really good talent to make these phone calls. And Troy had mentioned earlier, we're based in College Station, Texas. We hire students from Texas a m to make these phone calls. The system that you're following, again we're calling 'em right away.
We've re-engineered our tech stacks, or we're calling 'em within 20 to 30 seconds of registration, and then seven times in the first week. That's the best system to follow, to get the highest conversion. But the third thing is really our culture, right? It's, I bring it up last, but it really is the most important thing.
It's the foundation for everything we build on. It's the foundation for improving our systems. It's the foundation for investing in our talent. And we're a purpose-driven organization. We say our purpose is to move people forward. It's very obvious that we're moving people forward through the sales pipeline, by calling all these leads and warming 'em up and passing 'em off.
The teams that we work with, they absolutely love it because it helps them move their lives forward. Frees up their time, helps 'em close more deals. And then here internally, like I said, we've hired over 400 students from the [00:35:00] university and this experience gives them, a fast track in their young professional career.
And so culture is something that's incredibly, that I'm incredibly passionate about. So it's incredibly important to our organization because how else for the last 12 years have we taken the work that real estate agents didn't wanna do and we hired a generation of talent. That doesn't stereotypically have a good reputation for being hard workers.
Yeah, I was
Troy Mixon: thinking it. Yeah. And we made it work. I was thinking it.
Josh Cunningham: Yeah, exactly. And the way that we made it work was by having a meaningful, what I call five star company culture. And in fact, I just wrote a book, release it this year. It's called Culture is the Key, how to Unlock Massive Profits and Freedom.
And Troy, I'm willing to give anybody who wants to reach out to me I'll put a copy of this in the mail for you. It normally retails for 20 bucks on Amazon or Barnes and Noble, but I'll put a copy in the mail for you, just for attending today and and reaching out to us. Say that brother. That's my gift to you, but in this book, there's 23 chapters.
It's interviews that I did with 23 different. Entrepreneurs, business leaders influencers. There's a lot of people in real estate, but there's also a diverse group of business leaders in here that'll give you some [00:36:00] insights as to how all these business leaders have used culture as the foundation to grow their organization on.
So a lot of good tidbits in there. A lot of good challenges to reflect and then some good action items and easy to understand and digest. Content for you. So if you wanna copy that, you Yeah, dude, that's,
Troy Mixon: that's super kind. That's super kind and greatly appreciate that, Josh. Like for me, yeah.
Me and Waylon when we've talked about this before, Waylon's on the call I've been here about eight months now and hoping that, to even change that within our clients, right? I want us to be looked at as as your true partner, right? We're here with you, we're.
We're a part of your business, not just a vendor. That's, you talk about the database and lead comment, right? A league, and they're real people. I hate, how many shows over the years we go to and oh, they're just the vendor. They're the vendor. And it's no, we want to be a part of.
Your business itself like a, as the client much less, within the company of CINC itself. I was very kind and greatly appreciate that, brother. Yeah. You might, you're gonna end up getting me to read a book. My wife's gonna be smart.
Josh Cunningham: Yeah. Wi Wendy Douglas, Greg, Stacey, Courtney Whalen.
[00:37:00] Just shoot me an email, Josh at rokrbox, and it's spelled a little strange. R-O-K-R-B-O-X. Is that backwards? Is that forwards? Can you read it? Let's see. R-O-K-R-B-O-X. Yeah, shoot me an email josh@rokrbox.com with your physical mailing address and I'll put one in the mail for you. Yeah, love to shove, share the knowledge.
Troy Mixon: Oh, cool. I think that's really all I had for today. Oh, one last thing because Gary asked a good question about any advice for the after work hours, the. He runs into the eight to 8:00 AM the next day. Do they work around the clock? That's one of his biggest challenge. Great question, Gary.
Josh Cunningham: Yeah, so our hour we're central time and we're in the office Monday through Friday, 9:00 AM to 8:00 PM and then we come in on the weekends, 11 to five. And then we celebrate most of the national holidays. We do have a soul. We are Americans and celebrate some holidays. But when leads come in, when we're not in the office, we just call 'em first thing the next morning.
The thing is with some of those overnight leads, you really know, not aren't certain. Like I said, [00:38:00] these are all people, they all have lives, they all have different, paths that they're walking. So maybe they do, work nights and sleep during the day, and so maybe it's gonna be a little bit more difficult to get ahold of them.
But ultimately you wanna make those calls during your office hours because that's gonna give us the best chance of life transferring 'em over to an agent. But then that's where text and email sometimes can c can be a little bit more helpful if someone truly does just have a flip flop schedule where they're up all night and they can't communicate.
Yeah. Day a.
Troy Mixon: Yeah. And I'll just add too you have CINC, AI that has been doing wonders for clients where. Make sure that if you've got that turned on 'cause I believe you can even control, I don't know if it's by time or lead source, but make sure that, 'cause they're, that's what it's there for.
It can respond. And I had one client tell me that the prospect knew it was AI and tried to trick it, but then enjoyed having the the conversation so much. She was like, yeah. So then when I called him, he was like, actually it was like having Google. But making jokes for me. And then he's, he told, so he was the prospect for the agent.
The agent said that she was like, [00:39:00] I don't know if I knew all the questions that she asked him like that were about the house and about the area. So it was unique to, to see. She's I would've had to go find it, which might have took an extra 10 minutes or so. But if it was like, an half hours thing, something that if you haven't used or played around with, our product team Jeff and our head of products been doing wonders with the updates and making sure that it's the best, yeah, that's such a, it's
Josh Cunningham: such a hot topic right now, ai, and here's just an experience share from our perspective is like anytime as you're growing your business and you're looking to, you're looking to do new things or you're looking to delegate tasks, like it's always great if you're doing something first.
To then be able to delegate that task. So that's, for years and years. You can text leads and then now AI can text the leads for you. For us, what we're doing we just built an AI tool for really two primary purposes. It was something we were already doing, but now we found a tool that could help create more efficiencies and free up our time so we can, reward our human labor more.
One of 'em is note taking. So we used to, while we were on the phone, be listening to someone, typing on [00:40:00] the notes, asking the next question, listening to understand, right? And then typing the notes. And then you'd get off the phone and sometimes you had this just jumbled mess of notes. And then you'd try to organize 'em before we send 'em over to the client.
So we built an AI tool to do that for us, right? So it's something that we already had familiarity doing, but we thought, hey, maybe. This could make our work more efficient if AI listens to our calls and summarizes 'em and then sends the notes to our clients in a similar fashion each time. Yeah. So every time our client gets a text message from us, it looks exactly the same, and they can see all the details of the lead and the conversation that we just had with them.
So that's one tool that we've leaned on with for ai. The second one is you always wanna inspect what you expect, right? And so you're asking people to make these calls. It's not just about. Getting on the phone and saying, Hey, do you wanna buy a home? There's a little bit more depth, there's a little bit more layers in there of the questions that you're asking.
Are you listening to understand? Are you overcoming objections? Are you being empathetic and sympathetic with your lead? And so we have what's called a CSE, A Customer Service [00:41:00] Evaluation, and it's basically on a score of zero to 20. All the different things that need to happen throughout the conversation, according to our rokrbox standards.
And so in the past we used to have one of our floor leaders listening in on a headset like this, listening into our callers with a clipboard in hand and a pen, and they're sitting there and listening to the call, and they're grading it and say, yes, you did this and you can improve on this. And then they'd pull the collar aside and they'd have a coaching conversation about what they did well and what they can improve on.
We would. Do that sporadically throughout the shift. So a handful of times a day, someone's getting some one-on-one coaching. Now we built an AI tool that does that on every single phone call, so on every single phone call, our AI tool now is learning what the rokrbox expectations and standards are, and it's listening to every single one of our calls and then scoring our team members on how well they delivered the expectations.
So again, it allowed us to increase the number of coaching conversations that we have. While also decreasing the amount of time that actually took us to, to create those. AI note summary, [00:42:00] a ai call grading on your end. Troy, you've got the AI texting, so yeah it's
Troy Mixon: definitely a buzzword,
Josh Cunningham: Not to trip over yourself.
But
Troy Mixon: yeah, totally agree. And it's the little things. 'cause I don't even know if people realize this, 'cause I would've posted six months ago on the like spam call. Like it helps with not getting caught, right? 'cause you're not sending the same message, like you're not sending, and of course it's gonna get smarter and, our products gonna continue to innovate to, to help improve, those interactions.
But, whether that be the title of an email the text itself or like tho those little things like we don't talk about enough 'cause we just get so. What's the computer, genius buzzword AI doing today, right? Yeah. But something that small, like it can go a long way. 'cause now Yeah you're at least, like you said, engaging.
'cause at the end of the day, whether it's, you guys handing 'em off or old leads that, that AI is trying to rejuvenate, pop back up to top of the funnel forum, 'em, to the end of the day, it's to get the conversations right. Yeah. Like it's to get 'em on the phone, show 'em that we're people and we're here to serve 'em.
Yeah. No I love it, brother. I love it. At the
Josh Cunningham: end of the [00:43:00] day, it all comes down to meaningful conversations. Yep. Don't get lost in the buzzwords. Few years ago, I think it, I think the word was algorithm, right? Oh, get, we got an algorithm that blah, blah, blah. It's yeah, it is the simple Google, Excel spreadsheet formula.
It is not an algorithm. Now everybody calls everything ai. It's create a spreadsheet and add. Column A and column B, and we call it ai, so how
Troy Mixon: many talents have we been to those shows over the years where it's how many companies have we seen? Oh, come, gone, come, gone, come, gone.
So now I'm sure we're gonna probably see more of that.
Josh Cunningham: Oh yeah, absolutely. With,
Troy Mixon: With ai. But that's I only bring that up 'cause I do think it's important, with someone like rokrbox, while I'm glad that, you're a partner of CINCs, is that. We both have tried true benefit for clients like history in the industry, not going anywhere.
Because I think that's gonna be more important than ever, as we continue to make leaps and bounds into the future. But
Josh Cunningham: yeah, absolutely. So
Troy Mixon: thank you so much for joining us. We'll have more stuff with Josh. This won't be our. Our one and only. He's our guy. All ISA knowledge and so you to share the I see the chat with, your book and building the culture that you have down in Aggie Land.
I [00:44:00] saw someone get mad about Aggie land. I am a gamecock, so I don't know if that, that usually won't make anybody mad. They'll probably like, oh they're, they're not very good. Hey man,
Josh Cunningham: If there's any like just. A flavor of the passion and the perseverance that we have here in Aggieland is just watch an a and m football game on Saturday.
We have been historically mediocre for a solid three decades now, and we still have a hundred thousand people in the crowd standing up in a hundred degree heat. So that's the type of perseverance and dedication that our callers have. And then Mike the origin of the name rokrbox, it's an old gold mining tool.
Used to separate sand and gravel from gold. So that's what we're doing with your internet leads. We're getting the sand and the gravel outta the way, and we're handing you those golden opportunities.
Troy Mixon: Awesome. We'll be we'll be in touch and thank you guys for joining us. We'll share out the updates in the next day or so, and, you'll be hearing more from us.