Alex Caragiannides Joins Us On The Steve Jobs Inspired Join Up Dots Business Podcast
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Introducing Alex Caragiannides
Alex Caragiannides is our guest today, on the Steve Jobs inspired Join Up Dots free podcast interview.
This is a man whose has overcome many obstacles on the way to where he is today.
He first came to America as an immigrant and grew up in a North Side Greek community in Chicago.
Alex learned early on that if you work hard and make yourself invaluable to others, you’ll never go hungry.
This spirit continues to drive Alex’s work ethic to this day!
However as the majority of people realise, it is great to understand you need to make yourself invaluable but where do you position yourself?
How The Dots Joined Up For Alex Caragiannides
After his career as a telemarketing specialist and a loan officer ended, Alex founded his own company BSM Vault, a digital results marketing agency, in 2017.
Alex credits his work ethic, industry experience, and passion for marketing with his ability to scale to seven figures quickly.
Today, his business is growing constantly thanks to his Automation Sales Machine program, which designed to help handle all fulfilment, as well as generate and book quality appointments for Real Estate and Mortgage Professionals.
Alex’s work has been featured in Yahoo Finance and Finding Leadership Within Podcast among other publications.
So as we will see in todays show, one if not the best ways of gaining traction in your business life is finding the need in a niche and then becoming known for being the solution.
So when did he realise that Real Estate and mortgage professionals were struggling with getting their businesses known in the market?
And was it then a simply step by step process, or a deep dive into their issues before finding his real success?
Well lets find out as we bring onto the show to start joining up dots with the one and only Mr Alex Caragiannides.
During the show we discussed such weighty topics with Alex Caragiannides such as:
Why the slower you go the faster you go mantra applies in business and should be looked at everyday. Dont rush but make it steady.
How Steve Jobs was the master of focus and wouldn’t do anything other than what needed to be done at the right time and moment.
Alex shares why two skills that we have to master is leverage and omni presence to create momentum in their business.
Why every business should consider itself as a “contact sport” and spend as much time as possible keeping in their eye line.
How To Connect With Alex Caragiannides
Or if you prefer just pop over to our podcast archive for thousands of amazing episodes to choose from.
Full Transcription Of Alex Caragiannides Interview
Life shouldn’t be hard life should be a fun filled adventure every day. So now start joining up dots tap into your talents, your skills, your God given gifts and tell your boss, you don’t deserve me. I’m out of here. It’s time for you to smash that alarm clock and start getting the dream business and life you will of course, are dreaming God. Let’s join your host David route from the back of his garden in the UK, or wherever he might be today with another jam packed episode of the number one hit podcast. Join Up Dots.
David Ralph [0:41]
Good morning. Good morning. And thank you for being here. It’s a great day to be alive. Well, today’s guest on the show is a man who has overcome many obstacles on the way to where he is today. he first came to America as an immigrant and grew up in an offside Greek community in Chicago. Now he learned early on that if you work hard and make yourself invaluable to others, you’ll never go hungry and this spirit continues to drive his work ethic to this day. However, the majority of people realise it’s great to understand your need to make yourself invaluable, but where do you actually position yourself? Well, after his career as a tele marketing specialist and a loan officer ended, he founded his own company, bsm bought a digital results marketing agency in 2017. Now he credits his work ethic, industry experience and passion for marketing with his ability to scale to seven figures quickly. And today. His business is growing constantly, thanks to his automation sales machine programme, which designed to help handle all fulfilment, as well as generate and book quality appointments for real estate and mortgage professionals. His works being featured in Yahoo Finance, and finding leadership we’ve been podcast, among other publications. So as we’re seeing today’s show, one, if not the best ways of gaining traction in your business is finding the need in a niche and then becoming known for being the solution. So when did he realise that real estate and mortgage professionals were struggling with getting their businesses known in the market? And was it a simple step by step process or a deep dive into their issues before finding his real success? Well, let’s find out as we bring onto the show, to start joining up dots with the one and only Mr. Alex Caragiannides
Alex Caragiannides [2:36]
David. Good morning. Thanks for having me on the show. And thank you for such an amazing introduction. so grateful to be here.
David Ralph [2:43]
It was lovely to have you on because we had you on about a month ago. And we had a big storm here and everything went wrong. And you were just telling me you’ve got a big storm coming in on your side. So we better cut to the chase and get straight to it. So when did you decide that hustle and work ethic was key? When when did that really the penny drop for you?
Alex Caragiannides [3:06]
I mean, I mean, hustle and work ethic in my opinion has to be the foundation for all of us in what we do. But it wasn’t just hustling work ethic that I realised you need it because a lot of people work very hard. And they just keep going in circles. It’s it’s being smart, and efficient and learning what works and what doesn’t work. So I got the hostel and the work ethic from my parents, like you mentioned, my parents, you know, born and raised in Greece, immigrants didn’t speak any English. I was born in Chicago. My first language though is Greek. Then I learned English but what I learned from them and I saw them doing as I was a child growing up, it’s just, it’s just work, work, work, work, work, work, work, work, work, work. But I didn’t realise until later on in life until I grew up and got in the mortgage business and just kind of went on my own, that hard work by itself is not enough. Talent by itself is not enough. I grew up in Chicago playing basketball, around a lot of talented people that didn’t make it anywhere. So you have to have, in my opinion, a lot more than just hard work and talent. You have to be very smart. You have to be very efficient and you have to learn and keep growing and evolving. So you know, I I based my success, or at least where I’m at now. I haven’t reached the summit yet. I’m always chasing for the summit. I think we’re always chasing for the summit. But I attributed it a lot to to failing, failing forward. I’ve heard that concept before. I didn’t really understand it. But I do now as I mean I’m older. I’m a I’m a husband, a father. I own a company, I lead and inspire my team and I realised it’s okay to fail. When I was younger. I didn’t like failing. I thought I thought it was bad. Now I know failing is good. It gets me excited because there’s a breakthrough. There’s breakthroughs after every break downs. So a combination of work hard hustle drive, and then being smart and efficient and learning David that’s that’s that’s what I say.
David Ralph [4:58]
One of the things that you said right at the very, very beginning of that piece where and I want you to cling to it in my brain. And fortunately I managed to do it was the fact about, as you say, so many people work really, really hard, but they just go round and round in circles. Now, with every business, there’s times that you feel like you’re spinning your own wheels, and you’re going round and round in circles. How do you actually break that? So you’re not just going faster and faster, but you get off and see where the next stage is? And you don’t fall into that trap? Alex?
Alex Caragiannides [5:33]
Yeah, that’s a great question. And I’ve asked that question myself for years. And what I realised through trial and error is, and one of my old coaches and mentors told me this, he said, the slower you go, the faster you go. And and when I was younger, that didn’t make any sense to me, because I just went fast. And now as I got older, I realised how powerful that statement is. Basically, what it means is, is less is more. So a lot of us suffer from this, we got to get everything done huge To Do List running to do lists every single day checking the boxes off every single day. But the reality is a running to do lists will always be there, it’ll never end I have a running to do list. There’s 200 items on my brain to do this, because I add things to it every single day. But not every item on my to do list is an important must do item. So what I suggest and what I worked on for myself and my coaching clients that works very well is less is more, less is more meaning concentrate on the top two or three activities every day that move the needle, the most posture and the top two or three activities every week, that move the needle, the most concentrate on the top two or three targets every month, that will move the needle most that process, believe it or not, when you go slower, and you’re more focused on one thing at a time will allow you to accomplish more in the long run, not less.
David Ralph [6:54]
I agree with this I agree with is totally because it is the the tortoise and the hare isn’t it. And that just plodding along. I had a guest on the show the other day who said something and I thought I haven’t heard back on any interview that I’ve done and that we’re talking 2000 shows. And the woman was saying that it’s more important to have a to don’t list by an a to do list by actually looking at the things that aren’t important. And getting rid of those. You can laser in on the things that are more important instead of just doing as you say, a 200 list to do list and adding more and more on it. Do you ever do that? Do you give yourself like anti goals? Alex saying no. My goal isn’t to move forward. It’s to subtract. Do you ever do that?
Alex Caragiannides [7:44]
Yeah, actually, that’s a great comment. I’ve never heard it. I never heard it presented that way. I’m gonna write that down. So you’re saying to dump list. That’s fantastic, actually. But you know what, I do something like that. What I do though, is I delegate as much as I can. So when I look at my day, like this morning, I have a morning routine, I get up at 4:30am every day, every single day. And then I have a routine I meditate I journal I read and I work out part of my journaling is looking at my day. And the most important thing I do first is I try to delegate as much as I can, or I delete, delegate, delete, delegate, delete, and then what’s left over, I will prioritise if I could do it today. Or if it’s a project that takes steps, and then I will calendar and schedule those activities in the project. So suck something like what you just said that that lady made the comment, the doc dump list, that’s fantastic. I just delegate and delete that. What’s left over I prioritise. I had a guy on while we’re talking on this subject, I’m thinking about all the conversations that I’ve had over the years, and there was a guy, an Australian businessman, who basically would come in to his office at the time, agreed nine o’clock in the morning, whatever. And if meetings had been cancelled, he said, he used to fill it up with other stuff. But now he goes home. And all he goes and flies his plane, or he goes and plays golf. He said, I never fill in unexpected gaps with work. I always use that as my sudden recharging when that helps me build the business. Once again, it’s kind of the faster you go, or the slower you go, the faster you go mantra, isn’t it? Yeah, it’s very true. I agree. That’s actually a good strategy as well. Don’t fill in the holes with more stuff to do. Take the holes that are given to you replace it with activities that inspire you, make you smile and do other stuff. So yeah, I agree with that. That’s, I mean, it’s interesting, David, all the successful high level entrepreneurs, high level c executives, you know, owners of companies, they all have the same philosophy. You know, they wake up early, they read often, and they do less. You know, people think they do more, they really, they really don’t you take any one and I’ve interviewed
David Ralph [10:00]
I follow and I go after the mentors, I’m not, I’m still a student 100 a humble student, I’m still searching, I always want to, to improve every day, my purpose in life is to expand every day and improve by 1%, from the day before. And I’m realising that, you know, again, waking up early reading often, and doing less, is the key to growth. And it’s exciting for me and where I’m at in my life and my age, and you know, where I’m going, it’s just exciting to see, you know, what we could do if we just are focused? Yeah, I, I read a lot. And I do watch a lot of YouTube videos. You know, I, I did this in 30 days. And I did this in 30. And I get more from that when I do from Cobra Kai, or Netflix, or whatever, and entertainment show, you know, which is all very good, and it has its place. But I do like seeing what people are doing out in the world, because I don’t think unless you broaden your peripheral vision, you can really move forward. Is it better to be laser focused going forward, or being more wide viewed to see what other people are going or to bring that into your business? Alex?
Alex Caragiannides [11:12]
You know, I think it’s a combination of both David, I think that we have to be laser focused on the particular task that we’re on. You know, I believe multitasking is very overrated. When I was in the mortgage business, I multitask all the time. But I realised I couldn’t get things done as fast as I wanted to. When I stopped multitasker, and just worked on one task at a time laser focused, I accomplished more, but at the same time, what you just said, I think there should be a balance of having a wider peripheral vision to see what other people are doing. But more importantly, to see what we shouldn’t what I shouldn’t be doing like we could learn from other people’s mistakes. Like when I was younger, I didn’t realise that the lessons, the most powerful lessons are in the mistakes. The most powerful lessons are in the failures in the breakdowns, what are the most powerful lessons if you if you search for them, if you go after him, if you hide them and cover them up, because you have shame or because you’re angry, or you feel bad because you fell or you had a mistake, then you’re not going to get the lesson out of it. So I believe a combination of both David is powerful to get perspective from other people, because you can learn from their mistakes and get perspective from what other people are doing better. Like me as a marketer. Nothing’s original anymore. I mean, yes, I have some original content for sure. Right? My perspective, a lot of things is original, obviously, I have, I have my own ideas, right? I have my own strategies. But the reality is, me as a marketer, I’m always looking to see what other marketers are doing. So I could copy not plagiarise copy and make better, right. So I have to see what other people are doing. So I could do it better. And I have to see what other people are doing. So I could avoid their same mistakes, and then be laser focused one clear path.
David Ralph [13:08]
Yeah, it makes total sense. So this idea of laser focus, I, until yesterday, I would say I’m very focused and very focused on what I want to do. And I stumbled across this video, and it was the English guy, I can’t think of his name, who designed the iPod for Steve Jobs and Apple, and he was the one that brought in, but design elements to it. And he was talking about how Steve Jobs was absolutely off the scale on focus. And it wasn’t the case. But he said no to everything. It was the fact that he said no to things that would be amazing and brilliant, and would power his business on and make him millions, he would say no to everything. And I think he said something along the lines up. You know, I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying no to 1000 things. I don’t think I’ve got that I think I get swayed by the Oh, wow. This is brilliant. Yes, I’ll make time for this instead of turning it away.
Alex Caragiannides [14:13]
Yeah, I mean, listen, it’s it’s not easy. That’s why that person you’re referencing. That’s why Apple is such a huge company, Mark Zuckerberg, you could probably say the same story about him as he was creating Facebook. Mark Cuban, you could probably say the same thing about him before he sold his software company became a billionaire then took over the Dallas Mavericks. Right. It’s not easy. That’s why you have very few people on top of the summit, that that are multimillionaires and billionaires. If it was easy, all of us would be doing it but it’s not easy, right? But that doesn’t mean that we can’t pursue it. That doesn’t mean we cannot learn and grow. I mean, you both right, all of us everybody listening. It’s the same thing, right? If you have a desire, if you have a path you want to go, the most important thing is
David Ralph [15:00]
is being comfortable with your intuition and your spirit and having confidence in yourself that it’s going to be okay because you will fail you will fall. I fell many times before I launched bsm vault my company currently I failed many times. But I never ever, ever, ever, ever, ever had a mind or thought to give up, it’s impossible to fail. If you just never give up, it’s impossible to fail. If you just don’t quit, inevitably, you will succeed. We just don’t know when. Right. So yeah, I agree with that the journey is as important as the goal in many ways. So let’s jump back into your life because I’m interested in the finding a niche within the pain of others. Now, we do a lot of business coaching through Join Up Dots. And we were creating a conveyor belt of new businesses. And one of the things that people seem to think they need to do is come up with the new something come up, where I keep on saying to them, know your markets already out there, your markets looking for you. You’ve just got to position yourself and provide the pain solution to their thing. Now, when did that dawn on you with real estate and mortgage professionals? Because to me sitting here, I would have thought, oh, I’ve got that mastered already. They’re selling houses all the time. Now, though, you know, everyone wants a house, buy go to them. Everybody wants a mortgage, they go to them, they don’t really need to do lead generation, which is obviously the wrong way of thinking of it. When did you actually come up with the idea of going actually these guys aren’t as good as I thought. And they there’s money laying on the table here. Let them know they’re not getting?
Alex Caragiannides [16:37]
Well, you just you just made a comment right now you said everybody that needs a mortgage or wants to buy a house goes to them. The key word is them. So when you say them, what I hear is mortgage and real estate professionals. That’s a commoditized industry meaning there’s a lot of them out there. Right? There’s there’s two in the United States, I believe and don’t quote me on this. I could be off by a little bit. There’s 2 million licenced real estate professionals in United States. There’s I think almost 800,000 almost a million licenced nmls loan officers in United States in my backyard where I am right now. There’s 28,000 licenced realtors in Denver city. Okay, so it’s a commoditized industry. And the question you asked me When did I realise things were broken? I’d say about 2012. So I got in the mortgage business in 2002. I was born raised in Chicago moved to San Diego in 2000. To start off as a telemarketer, like you said, and back then I could have told you it was the worst job ever. Awful. 500 calls a day I made for my predictive dialer, six days a week I was making minimum wage. Back then there wasn’t any rules and regulations or compliance stuff like there is today. So he called everybody was like the Wild Wild West. But today I realised that was the best training I could have ever received because it gave me thick skin. It gave me the ability to overcome any objection. 95% of the people said no to me, they weren’t saying no to me. They were saying no to my offer. They weren’t ready. But 5% were saying yes, they were listening to me. After being a telemarketer became an ello. Then we had a huge meltdown here in the United States about
oh 70809 we had a mortgage meltdown, I power through that. Then I started getting coached. Now about 2012. This is a key moment in my life and my business. I’m 10 years in the business at this point. I’m working for a company, I was a producing Branch Manager for a company. And my mentor at the time says Alex there’s riches in the niches. I’ve heard that concept before. But I never really realised how powerful it was. She said you’re only going to go after one audience you’re going to go after veterans, you’re only going to offer him one loan, it’s a VA loan, you’re only going to have one landing page, one funnel. So it made me realise there’s a better way I could bypass the real estate professional, which at that point 10 years before that, that’s how I got all my business from referrals from realtors, nothing wrong with that realtors are fantastic, but I wanted to offer more value back. So what we did was we bypassed a realtor, we went straight to the consumer, which was the veteran, we pre approved them for a loan. And then we referred the loan, the client that was attached to us to a realtor of our choice. Once I realised that this was doable, not only doable, but it has been done. But not many people knew about it. I went all in digital marketing social media, I then included call centres and I then I started understanding the game. The game the game is is this it’s it’s all about and you just set it to it’s all about positioning. I teach people to always write these two words down, leverage an army presence, you we need to leverage and today more than ever, we need to leverage all the social media platforms. We have access to your LinkedIn, your Google, your YouTube, your Facebook, your Instagram, we need to leverage technology that allows us to send out
messages via text and voice mail drops to anybody we want, we need to leverage all this. So what we could become omnipresent, when we can become omnipresent, which means basically you’re everywhere, you’re positioning yourself differently. And then when you can identify a niche audience, remember, there’s niches, there’s riches in the niches, your message then has to be aligned to that audience. Marketing is not selling, people come to me, and they think they have a Facebook ads problem or they have a leads problem. And after I do an audit, I identify and I make sure they understand that they don’t have an ads problem a Facebook ads, probably but they have a strategy problem, or lack thereof. They’re not targeting the right audience. They’re not they’re not aligning the message to get the audience’s attention. You know, I mean, so one clear path at all, it all comes together. And that’s how I formed the automation sales machine. I, I built it selfishly for me first, after 2012 I’m like, I want to build something for me. And then it evolved five year late five years later into where I left the mortgage business. I opened up bsm vault. And now the automation sales machine is the heartbeat of what I do as an agency is the heartbeat of what I do as a coach.
It’s it’s it I mean, it’s universal to any business. It’s not just mortgage and real estate, anybody could benefit from having a sales machine in place. But it starts with the foundation and the fundamentals. agree with that. Here’s Oprah,
Oprah Winfrey [21:19]
The way through the challenge is to get still and ask yourself, what is the next right move? not think about, Oh, I got all of this. What is the next right move? And then from that space, make the next right move, and the next right move, and not to be overwhelmed by it. Because you know, your life is bigger than that one moment, you know, you’re not defined by what somebody says, is a failure for you. Because failure is just there to point you in a different direction.
David Ralph [21:51]
Now, that is basically what you did. Alex, you sat back, you looked at it, you worked in the industry for a decade. And you you saw it inside out and you realise that there was a need to be filled. Now, it’s one of those things, but on a podcast always sounds very easy. Oh, yeah, I found this need and I just went out and did it. But of course it’s not. And the route to success you’ve got now is very different from the ugly beast that you started with. So tell us about that. What was the first things that you kind of did that brought any results into your business? Can you remember?
Alex Caragiannides [22:29]
Yeah, absolutely. I mean, I gotta go back to when I was a telemarketer. Again, the word leverage, right, my my telemarketing days, I didn’t even realise the power of leverage because we were using a predictive dialer, we literally we’re making 500 outbound calls a day. So when you go back to those days, for me, those those seeds were planted. So after 2012 when I realised, you know, a lot of people are struggling. And even today, a lot of people struggle with converting leads into qualified appointments into conversation strategy calls to potentially take people to the next step. And the reason why is because they don’t have systems in place. Not everybody can afford to have a call centre that works on their behalf or to outsource people following up on leads, but everybody can put together some systems and some automation to help do that. So the first thing I realise is how many people were struggling with converting leads, and it started off with realtors, most real estate professionals. In United States, they struggle with converting leads because they don’t have really good follow up systems in place the average lead, whether it’s a referral or something generated online or purchased takes about eight to 12 contacts. Before you can have a conversation. Forget converting it before you can even have a conversation how I know this because I ran call centres before I left the mortgage business, I was running call centres. I started off as a telemarketer at a call centre. And the statistics have not changed the last 20 years, the average lead gets converted into a conversation and potentially a deal between the eighth and the 12th. no contact. The average sales person, this is a fact stops following up on a lead after the second no contact. There’s no competition. If you keep following up. When you get to eight 910 no contacts. There’s no competition anymore. Very few. So when you get the attention, potentially of that lead that could be a prospect. It changes everything. So the first thing I realised was we have to have systems in place to follow up on leads automatically. Then I realise there’s power in numbers. Remember that word leverage. I always focus on that word leverage. So there’s power in numbers every life okay? And especially today, David, today we can all get VA virtual assistants. They have them in Australia. They have them in India. They have them in Colombia and Mexico everywhere. They even have them domestically here in United States.
David Ralph [25:00]
But you could get VA s for about $4 an hour, we’re talking about $150 a week or $150. Every two weeks we’re talking about to have somebody dialling and texting your leads 20 478 hours a day, they’re working technologies working 24 seven, now we included with a system, more leverage to follow up on leads and convert those leads into conversation I was the first thing I did before I even got into digital marketing social media, before I realised how powerful running ads the right way is doing organic posts, the right way is I realised we have to have a system in place. And that’s the foundation of my automation sales machine. And what you’re talking about there, Alex, I didn’t want to jump in. But what you’re talking about there is a personal connection. And that’s the thing that I think when I started in Join Up Dots back in 2013. Everything was about automation and scalable. And as I proceeded through, my income has gone up more and more and more by me putting myself in to the funnel, putting myself into the process, actually having conversations with people. And I think that is I know it does work. But I do think that ultimately business is no different from the marketplace in Jesus time when it was about speaking to people answering their questions, getting them to the point where they they trust you and then getting them over the line. Now I did cold calling in London many years ago. So I know exactly the hell you went through, and how you could spend all day and not get anything. And then other days, it was brilliant. It was one of the best jobs ever. And it was such a buzz because you were getting commissions left, right and centre. And once again, I think when it was a personal connection with the person, that was when the sale came. And when it was the person thought that you were just going through the motions, that’s when you lost out. And I think that’s one of the problems that people have with online businesses. They create all this automation, and they forget that ultimately, somebody wants to be shown that it’s okay to invest their money into you. Would you agree? Yeah. 100%, I think you’re spot on. It’s a contact sport, the sport that run the businesses that ran it’s a contact sport, meaning it’s belly to belly, you have to have relationships with people. Here’s the thing with online in my opinion and automation and technology is leverage. It allows you to send out messages to the masses, but the replies, I always reply manually, right? So I send out messages to the masses. I use automation for that, why not? We want to leverage that. Now when somebody replies, that’s when I get involved. That’s when my human part of me gets involved. And the responses are manual because a contact sport, right? So all I’m doing all we should be doing is leveraging technology automation to get our message in front of more people consistently. Right. I teach people how to do video marketing all the time, especially my industries. Most realtors don’t do videos. The average realtor in United States does one video a year
Alex Caragiannides [28:11]
in email imbedded in email, because I find that hugely powerful. Is that something that you teach your guys or you actually utilise? Oh, yeah, absolutely. You kidding me. I sent out an email broadcast every week. And then I sent out the same email broadcast two days later to all the non opens and I’m always embedding videos in their videos, in my opinion, that’s a whole different conversation for you and I but videos in my opinion is the best form of marketing, organic and paid. Because the biggest platforms you got you got Google that owns YouTube, the two biggest search engines in the world are Google and YouTube. And their search engines meaning the people are typing in what they want to look at. And if you know as a marketer, what people are typing in, you could then reverse engineer your content and put your content in front of these people organically, organic is free. Same thing with Facebook, Facebook’s always trying to compete with Google for market share. And now Facebook is pushing videos more than they ever have. So if you could put videos out consistently, I’m a big fan of content content content. Like I said, people come to me they think they have an ads problem or leads problem. They don’t have a strategy problem. And everybody I start off with the same way. Organic marketing is the foundation of anybody’s business organic is free. I don’t even tell people to do any paid advertising. And I run an advertising agency, and I steer people away from running ads until their foundation is set. And that’s a combination of getting your systems in place. That’s a combination of having your weekly emails dialled in, that’s a combination of putting out content on the regular, it’s not who looks the best on video. It’s not who has the best caption and editing even though all that helps, is the one that is most consistent, and the one that has a message that’s relevant to their audience, and videos and messaging does not have to be about you or me. I very rarely talk about my services or my products when I do videos. 95% of my content is not about me. It’s about my audience.
David Ralph [30:00]
As, and I could serve them, educate, inspire them and help them improve their businesses. By default, I get the attention. And if somebody has a need, and I’ve earned the right to have a conversation, they come into my world. That’s just my style. That’s just how I how I do it. That’s my strategy. Yeah, no, I agree with that. I use a thing called bom bom video where an email comes through, somebody asks me something, and I just click reply, my webcam bursts on I talk into the webcam, it records it as a gift, and boom, I send it back to them. And it’s done. But they actually get to see you and they hear your voice. And it’s so much more personable. It really does. He breaks down all barriers. And I think, as I say, that’s one of the issues that people have building online. Also, I mean, I’m very interested as well, because I’m very anti to a point of paid ads, only because I’m very aware of that. I jump over all the ads. If I’m searching for anything, I literally will always go down to about the third or fourth of the organic searches before I click on them.
Do you understand why we do that as humans because we never go with the top one. It’s always four or five down it’s almost like we trust back more often.
Alex Caragiannides [31:14]
Well, first of all, let me comment on your bom bom statement because I used to use bom bom for years huge fan of Bom Bom. So thanks for sharing that for anybody listening. Bom Bom is a great platform. co videos are a platform, web comm are a great platform. So there’s software out there and platform is very inexpensive, I think about $50 a month US dollars, which allows you to send out videos via email and text messages. So I just wanna make sure I come out of that. So thanks for sharing bombbomb awesome platform, by the way. Now, here’s the thing that you just said, the comment you just made. You mentioned something about you’re not into paid advertising, we’re not as much and you go down to third or fourth item on the on the organic side. here’s the here’s the reality, David, we get solicited, and I don’t even know this number was accurate, and it’s even higher than I’m about to tell you, we get solicited between two and 3000 times a day. Okay, we don’t realise it. Because thank goodness, we have something in our brain called the reticular activator, which blocks everything off the reticular activating if you don’t know or people listening don’t know what it means. It means you really you really only focus on what’s on your mind. So for example, I was living in San Diego, quick story, we decided we were going to relocate to Denver. Within a year or two my wife mentions we should consider looking into getting a Subaru Outback. Now I grew up in Chicago with Cadillacs and Apollo’s I lived in San Diego for 16 years everyone drives nice cars Toyota’s Lexus, Mercedes, etc. I don’t think I could tell you in 16 years, how many Subaru Outback I saw on the freeway driving that day after my wife tells me we should consider a Subaru Outback. All I see now all I see now is super outbacks. So what that is, and I’m sharing this analogy to make a point is articulator activator gets triggered when what we’re focusing on comes in front of us. So in advertising, it’s not about this paid advertising work. It’s not about should we use paid advertising to complement our organic with 1,000% certainty I could say yes, yes, yes, yes. After your organic has in place. paid advertising in my opinion only really works. Not if you’re trying to generate a lead. Again, I run it leads company. So I’m being sensitive here as how I present this and communicate to this audience. I believe it’s more powerful. You concentrate on organic marketing, put out content consistently, increase your reach and engagement to the right audience, and then use paid advertising for retargeting on Instagram and Facebook and remarketing on Google and YouTube. When you go with that approach, there’s a tsunami of things that happen. The goal is impressions. Today, more than ever, for a very inexpensive monthly ad spend. When I say inexpensive, I’m saying about $500 a month, you could get up to 100,000 impressions a month. And impressions in our world. On a digital side is eyeballs on your posts. And a post is nothing but just a billboard. Just like if you’re driving in the UK or I’m driving here in the States, and I see billboards up in the air and my eyeballs. Look at those billboards. That is called impressions advertising. Advertisers sell space on that Billboard. Depending on how many impressions or eyeballs get seen per day. The easiest thing online to do is getting impressions which is eyeballs. So I’m not a fan of paid advertising to generate a lead from cold traffic, too much solicitation. Too much solicitation, it’s noise, no one’s gonna see it just like you. You bypass all the messaging you go to the organic stuff, but if there was a message that hit your thread, your newsfeed on Facebook or, or your videos because you say you watch a lot of YouTube videos, and in between the video you’re watching there comes another video that’s aligned with what’s on the top of your mind.
David Ralph [35:00]
whatever that might be that day, I promise you, you will pay attention moreso than something that came in front of you. It had nothing to do with in front of you. Does that tell you who is a master on this, Alex and Russell Brunson from the Click Funnels? And I still find the eerie, but I can look at something at lunchtime, and then go on YouTube. And it says, Ah, I see you didn’t finish looking at what you were looking at at lunchtime. And he’s he’s flogging his books to me. And even though I know how it’s done, there’s a bit of me that goes, Oh, my God. Yes. I was looking at you at lunchtime. powerful, powerful stuff, but a little bit creepy as well, the way he does it, I think.
Alex Caragiannides [35:41]
Yeah, how about what’s a little bit more eerie than that? I don’t know if you’re aware of this, my phone’s on aeroplane mode right now because I’m having a great conversation with you. But once my phone gets off of aeroplane mode, I guarantee you if I start talking in the air, not to the phone, my phone’s next to me. And I just started talking a lot about auto insurance. All the sudden, in my thread, I have auto insurance ads. If I start talking, let’s say I have an Alexa in my house or I have OnStar in my car, and I start talking about life insurance. All of a sudden I have advertisement everywhere I go. That’s about life insurance. That to me is the most eerie thing. Artificial Intelligence today is not it’s not coming soon. It’s been here for a while. most marketers and advertisers understand the power of data and remarketing what you just said with Russell Brunson is is the fundamentals of marketing, which is called retargeting. Like you go to Amazon and you buy Ugg boots, and then you leave Amazon all of a sudden Ugg boots are following you everywhere. That’s remarketing. remarketing is the most inexpensive piece of advertising you could do and the most powerful ROI you can get. How crazy is that?
David Ralph [36:57]
majority of people Alex don’t don’t use retargeting at all right? It’s it’s two steps, three steps into their knowledge base. They never get that far. If If, if it’s even in their knowledge base, David, you’re right. They don’t if they don’t know what they don’t know, people suffer from the curse of knowledge. And people suffer from the curse of lack of knowledge. The curse of knowledge to me is, I assume everybody knows what I know. So I’m not going to share it. I don’t do that. Because I assume people want to hear what I have to say. The Curse of that lack of knowledge is you don’t know what you don’t know. So and you’re correct 95% of my audience mortgage or real estate professionals, I would say even more than that. Don’t have idea what retargeting they don’t even know what pixels are. They don’t even have a pixel on their website. One of the first audits I make when somebody comes to me is I look at their websites, and one of the first things I do, and nine out of 10 times line me up 10 realtors 10 websites, I guarantee you I will put money on it. Nine out of 10 don’t have a pixel on it. Worse than that. Worse than that they don’t even know what a pixel is. Yeah, so yeah, you’re right. You’re right, they just don’t know. I heard a report and as when you said the word Alexa, I panicked and reached over and muted the one that sits by the side here, in case it burst into light. And this guy was saying by Amazon, we all think Amazon is a shop, Amazon is a bookshop or whatever. But it’s actually just a data company. And he tested this by actually writing up for a subject Access Request data protection, asking the information, but he had on him. And he got this boulder and 90% of it was their conversations in the house. And he actually had the people’s names by the side of it printing out that they’re listening to you all the time. Now, you could argue that unless you’re doing something dodgy even Why do you care, but it is still, it’s still moving in that direction where you think, hang on, hang on. This is a little bit Terminator here.
Alex Caragiannides [38:56]
We’re already there. David, we’re already there. And you’re right Amazons, the Google’s the Facebook’s what they are in the in the roots of what they are in the foundation, their companies is their data companies. They have data on everything. That’s why these companies Facebook and Google, they love impressions, because that’s their data. We love engagement, because that’s our data that we can retarget but they want impressions. That’s why when you give these platforms, here’s the thing, when you play by the rules of the game that these platforms give you Because remember, it’s the it’s their platform, people don’t understand when you’re on Facebook, and you try to take somebody off of Facebook and redirect them somewhere else. Whether it’s a landing page or a website, you’re basically taking Mark Zuckerberg client away from his platform. They don’t like that. It’s their platform, which means they have rules. And when you play by their rules, they reward you by giving you more access to other people that could benefit from your service. People don’t realise how it works. That’s why you got to post more often, not less often on Facebook. That’s why you have to post more
David Ralph [40:00]
relevant content. That’s why when you run ads, you really don’t want to run ads until you have to reach an engagement. So the algorithms could work in your favour. But But you’re right, these companies are all data companies. And they have data on everything. And that data they use to put offers in front of their clients, and then get marketers to come into their platforms and advertise. So let’s sort of describe a basic business. So we create a business and we go, right, there’s a website, and then we’ve got to have the first contact point, and most people will have a free video or a free opt in, and then they will be put into a sequence of drip fed emails, and I’m speaking from my past experience of doing this myself. And then I’d get to a point I think, I don’t know what else to say. And it would just kind of dwindle. Now I know that it doesn’t matter what you say. It’s just that you you keep in contact with them. And you keep on going. what’s what’s one of the things that people can overcome Alex, when we’re talking about this, this contact sport, and getting out of their head, but they’re actually bothering the person and by providing this free content into their email groups.
Alex Caragiannides [41:08]
Well, let’s start off with the first thing that everybody needs to realise that marketing is not selling. Let’s just start there. So marketing is not selling marketing is getting people’s attention. Dan Kennedy, a pioneer of direct response marketing here in the States, 40 years pioneer of that strategy used to say very well, we just want people to respond. So after we understand that we realise as a business owner, it doesn’t matter what business you’re in marketing is not selling, it’s getting people’s attention, then the next stage in my opinion, is understanding what a funnel is not a funnel like Russell Brunson says, a marketing funnel for me if you can visualise there’s three layers, the top, the middle, the bottom, the top is the largest, meaning you want to get as many people in the top of the funnel as possible. And the objective remember, again, when marketing is not selling, we want to get people’s attention. So before we can market anybody, we have to understand who is our target audience. For example, if I’m a mortgage professional, or a real estate professional, and my target audience is a veteran, who’s a first time buyer, that’s a very different message is going to get attention of that person than somebody who’s a luxury buyer. That’s a doctor that’s bought his fourth home. So first foremost, I have a target market, then I have a message, I market that message to get people to my top of the funnel that could be like you said, a video series that could be a webinar that could be a digital guide that I use as a lead magnet, anything of value that is in line with what my target audience needs and wants. Once I get them into the top of the funnel, I call that t o f top of the funnel, then the next strategy is the middle of the funnel. The only purpose of the middle of the funnel is to nurture, stay top of mind and nurture. That’s where your weekly emails come in. That’s where your monthly webinars come in. That’s your where you’re retargeting on Facebook and Instagram and your remarketing on Google and YouTube come in. And the only purpose of this part of the funnel is to stay top of mind and be omnipresent. Then you have the top the bottom of the funnel, the bottom of funnel is when you want to convert the real prospects from the funnel that they’re in into conversations. So there’s different strategies there where you want to convert somebody to have a strategy call with you, no obligation free demonstration of your services and products, get them into the bottom of the funnel. Now you have when somebody identifies them there, you have what we call prospects. Leads is one thing, prospects is another The only way you’re going to get a deal is to get a lead through the funnel become a prospect. Now you have something you could nurture and convert into an actual deal later on. Doesn’t matter what business you’re in this is the fundamentals of marketing is the fundamentals of everything, I think and I always say it’s no different from a shop, where you walk through the shop, because you’ve been attracted by the window and you get in there. And then you look around and when somebody says Can I help you? And you say no, I’m all right. Okay, I’ll come back in five minutes, and then they come back. It’s exactly the same process, which I find is easier to sort of visualise it’s when people are trying to construct it online. But it becomes a bit murky Yeah, I agree. And and your your comment right here about the shop. It goes even deeper than that before he even walked into the shop. Did you hear any radio advertisement on that shop or the product that’s in that shop? Did you see any advertisement online? Did you see any billboards you get a direct mail, so it starts way, way, way, way before somebody walks into the shop. The seeds are planted all the time. And another thing that I teach and I work on myself as well as I make it harder for people to get into my calendar not easier. Meaning I want people to go through a process to get to me. Once they go through a process to get to me. I know that they’ve gone through my funnel. I know they I know they probably watch my webinars. I know they probably watch my videos. I know they probably downloaded my guides and they’ve probably seen me on if they’re on ESPN.
They probably seen my banner ads like crazy example today. I’m working out. I know I have I have this meeting with you. So I have my workout was an hour earlier. So I’m working out it’s five o’clock and I have a Tabata app. Not too bad if it’s just a timer that lets me know every 30 seconds I have to do another movement. On top of my Tabata app, I have a free app, which means they advertise on their top of my Tabata app, Guess who I see, I see my face. I see me everywhere. I’m like, Oh, this is so funny. Because I’m remarketing me, because I’m running remarketing ads. And I’m one of those ads that I’m being remarketed to because I go on my site when I teach people and other people buy my site. So it’s all planting seeds. It’s all planting seed and soil timing. Don’t be in such a rush to get somebody into your calendar that’s not qualified and motivated yet warm them up. Let them warm up, let them marinate when they’re ready. And they have questions when they’re ready. And they want to proceed with maybe the next steps with you. They will identify themselves and hopefully you’ve earned the right to be that person. Yeah, I agree with is totally you know, we go right back to the very beginning. The slower you go, the faster you go. And that is that is so difficult, isn’t it, especially when you you’ve lost your job when you’re creating your own income and you need the money to be paid. You know, it is difficult, but it’s so true as well. Yeah, I agree. It’s It’s not easy, but but everybody could do it. And you’re right, you lose your job. There’s panic mode that comes in if you don’t have reserves, if you don’t know where your next paycheck is gonna come from to pay your bills, obviously, that could that could be your kryptonite that could be demoralising for any of us. I’ve been there plenty of times I’ve been there where I had only a bag full of quarters and pennies. And nickels were my girlfriend at the time life today. And I had to cash them in at coin stars to to get 40 bucks, so you can eat for the week. So I promise I know what people have gone through because I’ve gone through it myself. But you know, the only thing that could get us out of that situation, really, we only have two options. That’s a we it’s it’s our mindset, it’s our thoughts. And it’s our actions. That’s it, we don’t control anything else, we have to react and be proactive. But we have to control our mindset, we have to have positive thoughts, we have to ask the universe, I don’t care who you believe in or what you believe in, there’s, there’s a power bigger than us, we have to ask for what we want. We have to focus on where we want to go not where we are. And then we have to take action. So you know, it is what it is. We’re all in different situations on this journey. The journey is short, even though it seems long, we’re all on this beautiful planet together, I don’t care what side you’re on what you believe in. We just got to make the best of what we have. And we got to just give, give, give and, and and serve serve serve. And and that’s it. Well, this is one thing of the process that I’m always in control of Alex and this is the part that we called a sermon on the mic, when we’re going to send you back in time to have a one on one with your younger self. And if you could go back in time and speak to the young Alex, what age would you like to speak to? And what advice would you give to him? Well, we’re gonna find out because I’m going to play the music. And when it fades is your time to talk. This is the Sermon on the mic.
Unknown Speaker [48:12]
We go with the speed of the show.
Alex Caragiannides [48:30]
knowing what I know today, if I could go back in time, I probably pick
that transition I made from being an eighth grade and then becoming a freshman and going into high school and what I would tell myself back then, is it’s going to be okay. It’s going to be okay and Don’t be in such a rush to get anywhere. Don’t be in such a rush to get anywhere. Take your time. Enjoy the process. Not everyone’s gonna like you. Not everyone needs to like you. You’re going to make mistakes. realise the mistakes are blessings. Take time to smell the roses. Take time to learn from each mistake. Every breakdown has a breakthrough. Learn from it grow. Enjoy the journey. That’s what I would tell myself knowing today I hope he listens as well. Alex what’s the number one best way that our audience can connect with you sir?
The easiest and best way just go to my website. From there there’s a lot of information you could digest from videos and webinars all my social media platforms are there My website is www.bs m vault B as in boy essence Sam Emma’s and Mary vault like a bank vault va ult.com. I do recommend people watch my masterclass webinar. It’s fantastic concepts and strategies on how to build a social marketing and digital blueprint. And yeah, and just
David Ralph [50:00]
Enjoy the content and reach out if you have any questions, I never sell anybody on any of my services or products. Initially, I only do discovery calls. If anybody wants a discovery call, I could do an audit for free, I enjoy it. I promise you will leave knowing more about us how to scale and grow your business than before you got on the call with me. And then after that, it’s just taking action. We have all the links in the show notes to make it as easy as possible. Alex, thank you so much for spending time with us today, joining up those dots. And please come back again, when you’ve got more dots to join up. Because I do believe that by joining up the dots and connecting our past is the best way to build our futures. Alex, thank you so much.
Alex Caragiannides [50:38]
David, David was a pleasure.
David Ralph [50:42]
Mr. Alex Caragiannides I said his name right. I’m sure I said it. Anyway, there was a lot of stuff in there, there was a lot that was quite high level episode for people that have already started their business and they’re looking at retargeting and remarketing. I think that’s absolutely true what he said, so many people try to make the when on the first contact, actually, only about 2% of people will buy from the first contact 98% of the people have to be worked on. And that is the key focus of the business. That’s where the sales funnels come in. That’s where the email marketing comes in. That’s where the podcasts come in, actually, with a podcast, you could increase it to about 15% of people make first port of call. That’s why so many people, podcast is so valuable to the business. But there’s so much behind the scenes that make an online business, that you really need to know what you’re doing or be worth and willing to deep dive and go into. If you need any help in any of that regards, well, you just wanted to drop by and say hello to me, you can come over to Join Up firstname.lastname@example.org send an email or you can just come over to the contact page and book some time always there for you. Let’s get you rocking and rolling because their life is ready for you. As long as you make a move to go and get it. Until next time, my friends, I will see you again. Look after yourselves. Cheers. Bye bye.
Unknown Speaker [52:06]
You ready to make a full time living online? Check out the amazing Join Up Dots business coaching. Hello, my name is Alan. And I’ve just completed the excellent eight week course with David. Before I started working with David Actually, I had no idea at all, where to start, I had a lot of ideas about why probably thought was going to be good business. David was able to help me through that though, to find that passion. Within literally minutes. We had, we had a business idea. And for the last seven weeks, I’ve been building on it and building on it and the position I’m in now I don’t think I’ve ever got here on my own because of the amount of information that David gives the structure. He’s got the full package here and he explains it in a way that I can understand. His support is phenomenal. I feel like this is the way business is supposed to work. David helped me understand. Okay, what were the next logical steps that I should do? How can I get this up and running. So I would really recommend this as an excellent course helping you if you have an idea if you have no idea, really teasing that out and at some of the practicalities and steps to take to really launch your business whether as a full time job or as a side hustle. So it was really excellent recommend it for anybody thinking about setting up their own business, or both. It’s an exaggeration to say David will totally save you years. Thank you David for all your amazing help and support which keeps on going and we certainly couldn’t be where we are today without you so you’re awesome. So if you would love to become my next success story and have your own life changing online business following my step by step system, fine tuned over many years to take away the effort and expense that others struggle with. Then come across to Join Up dots.com and book a free call with myself. Let’s get you living the easy life as it’s there waiting for you to get it that is Join Up dots.com business coaching.
Unknown Speaker [54:03]
Jessie yet Join Up Dots. You’ve heard the conversation. Now it’s time for you to start taking massive action. Create your future create your life easy only live.
Unknown Speaker [54:22]
We’ll be back again real soon. Join Up Dots Join Up Dots Join Up Dots.
Unknown Speaker [54:29]
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