Transitioning Your Multifamily Marketing Stack from Paid to Organic

[00:00:05] [SPEAKER_01]: Welcome to the Multifamily Tech Gurus podcast series. I'm Kerry Kirby, the founder and CEO of 365 Connect

[00:00:14] [SPEAKER_01]: along with my esteemed co-host Jimmy Lancaster, software engineer extraordinaire and chief product

[00:00:21] [SPEAKER_01]: officer here at 365 Connect. Today we're talking about marketing and not just any marketing, all

[00:00:30] [SPEAKER_01]: the marketing, all the different funnels from pay per click, social media ads, ILSs to just

[00:00:37] [SPEAKER_01]: trying to take and go organic. Jimmy you know the story. I need leads and I need them now

[00:00:44] [SPEAKER_01]: and if I'm not getting them it's the website, it's the lead, the ads are not performing.

[00:00:51] [SPEAKER_01]: It's anything but maybe what's happening at the property like I don't know maybe the

[00:00:56] [SPEAKER_01]: unit's overpriced, maybe it's in a non desirable location. Give me your, throw your two cents

[00:01:06] [SPEAKER_00]: on the table. I think because of where we sit and the people we deal with I think a

[00:01:13] [SPEAKER_00]: lot of times we get hit with that like hey it's something with your website, it's something

[00:01:22] [SPEAKER_00]: with the ads that you have running for me or whatever it is and I think maybe it's because

[00:01:26] [SPEAKER_00]: it's easier to kind of delegate all the responsibility or the problem and I know we've had situations

[00:01:33] [SPEAKER_00]: where people are like hey I think this website's not performing good. It's like well we saw

[00:01:38] [SPEAKER_00]: you got 150 leads last month through the website so you know is that not enough? And they're

[00:01:45] [SPEAKER_00]: like yeah that's enough I guess it's something else. It's like why did you come to me

[00:01:51] [SPEAKER_00]: to begin with? So I think it's easy to jump to these conclusions that it's somebody else's fault

[00:01:59] [SPEAKER_00]: and instead of taking a step back and really analyzing the whole situation here.

[00:02:05] [SPEAKER_01]: Yeah one of my favorites is when people tell us that yeah I am getting a lot of leads but

[00:02:11] [SPEAKER_01]: they're not the leads I want like I'm supposed to reach in the internet and find that exact

[00:02:16] [SPEAKER_01]: person you know that you want and then my favorite is some of them are like oh don't show any price

[00:02:25] [SPEAKER_01]: turn all the pricing off I want them to contact me. Well maybe they're not qualified because

[00:02:31] [SPEAKER_01]: they were looking for a thousand dollar a month unit and yours are two but you won't

[00:02:36] [SPEAKER_00]: tell them that until they call you up. Yeah if you're getting leads that aren't qualified

[00:02:40] [SPEAKER_00]: it's because you have unqualified people that believe that you have a place that

[00:02:45] [SPEAKER_00]: they can live right so you got to take a step back and look and say well why am I

[00:02:51] [SPEAKER_00]: getting unqualified people what am I doing wrong right what am I portraying about

[00:02:55] [SPEAKER_00]: myself that's wrong and I think pricing is a huge one. I don't subscribe to

[00:03:00] [SPEAKER_00]: the don't show my pricing on the website I think you know I want somebody to

[00:03:06] [SPEAKER_00]: know up front what pricing is and that goes well beyond apartments you know

[00:03:11] [SPEAKER_00]: that goes for literally anything because if I knew what the pricing was

[00:03:15] [SPEAKER_00]: I wouldn't waste your time and I wouldn't waste my time. Right yeah I mean

[00:03:18] [SPEAKER_01]: everybody whether they're looking to buy rent buy car you know it's like what

[00:03:25] [SPEAKER_01]: what what software whatever you want whatever you name it you want to know

[00:03:30] [SPEAKER_01]: how much it costs it's it's it's the number one driver if you're gonna do

[00:03:34] [SPEAKER_01]: something or not so let's just talk a minute about ads you know let's let's

[00:03:41] [SPEAKER_01]: talk about pay per click versus like maybe a Facebook ad you know I'm we've done

[00:03:50] [SPEAKER_01]: them all through the years still do them I'm I don't know I'm a little more of a

[00:03:55] [SPEAKER_01]: fan of some of social media advertising than then just out in the wild I call

[00:04:04] [SPEAKER_01]: it in the wild world of search engines I feel like it's a little more targeted

[00:04:10] [SPEAKER_01]: and defined and I'll give you why I think that in a minute but I'll let you jump in

[00:04:18] [SPEAKER_00]: yeah I think I think there's a time and a place for them I think some people use

[00:04:23] [SPEAKER_00]: them as like that is the strategy is let's buy all of our leads through ads

[00:04:30] [SPEAKER_00]: I don't subscribe necessarily to that thought but I think there's a time and

[00:04:33] [SPEAKER_00]: a place for ads and and I I'm not a huge fan of Google maybe I'm just more

[00:04:40] [SPEAKER_00]: anti-Google than social media but I'm kind of with you I like I like taking the

[00:04:44] [SPEAKER_01]: social media approach well my you know view of pay per click ads is first off

[00:04:51] [SPEAKER_01]: whatever you give it's gonna get spent you give them ten thousand a month you're

[00:04:56] [SPEAKER_01]: gonna spend ten thousand a month and they also have a thing if you go read

[00:05:01] [SPEAKER_01]: it where it they can move it a little bit like up to 30% I think so you

[00:05:07] [SPEAKER_01]: think you spent 10 and that in there raising it up so you really got to keep an

[00:05:11] [SPEAKER_01]: eye on it and throttle it back down the other thing is what I call the path of

[00:05:17] [SPEAKER_01]: least resistance and this is where I think a lot of clicks might might happen

[00:05:22] [SPEAKER_01]: and what that is if you ever googled something and you're looking for it

[00:05:26] [SPEAKER_01]: and they buy ad but but their organic click it's gonna sit underneath the

[00:05:30] [SPEAKER_01]: ad yeah but you're just level let me just hit the first one right so you

[00:05:35] [SPEAKER_01]: end up clicking the pay per click you know in Google sponsored boom click it I got

[00:05:42] [SPEAKER_01]: where I'm going anyway but I just cost you some money and I would have showed up

[00:05:47] [SPEAKER_01]: anyhow so so it just seems to me from doing these things for years a lot of

[00:05:53] [SPEAKER_00]: clicks happening for the for the result oh yeah I look at that and I think

[00:05:59] [SPEAKER_00]: about that with just certain service providers that we use right like take

[00:06:04] [SPEAKER_00]: for instance you know we we use Twilio for for different stuff and I don't

[00:06:10] [SPEAKER_00]: sometimes I just type Twilio in the search box and then the first link that

[00:06:14] [SPEAKER_00]: pops up is the paper quick and it's like I'm just trying to get to the

[00:06:16] [SPEAKER_00]: dashboard but I might be costing them a lot of money right so think about if

[00:06:21] [SPEAKER_00]: you're running ads for your community's own name uh how many people are

[00:06:26] [SPEAKER_00]: quick and that that are residents just trying to get to the resident login

[00:06:29] [SPEAKER_01]: right you know like man what a what a waste of money and you think man look I'm

[00:06:34] [SPEAKER_01]: crushing I getting all the clicks you know and they'll they'll it will eat all

[00:06:39] [SPEAKER_00]: you can give them that's right that's gold that's Google's goal is to uh is to

[00:06:44] [SPEAKER_00]: make money and to get people to click it whether those people are you know

[00:06:48] [SPEAKER_00]: qualified or not it doesn't care it's trying to it's trying to spend the

[00:06:52] [SPEAKER_00]: money that you've told it that it can spend yeah and uh but you know that

[00:06:57] [SPEAKER_00]: and that brings me to another point is like a lot of the stuff I've seen out

[00:07:02] [SPEAKER_00]: there shows you what you're getting and what your cost per click is right but

[00:07:07] [SPEAKER_00]: they don't necessarily do a good job of telling you well how many

[00:07:11] [SPEAKER_00]: weeds did you actually get from from those that

[00:07:15] [SPEAKER_00]: paper click or that ad right it's you know here's here's how many

[00:07:20] [SPEAKER_00]: clicks we got you here's that average cost per quick it's like yeah but if

[00:07:23] [SPEAKER_00]: none of those people actually filled out a guest form

[00:07:26] [SPEAKER_00]: and everybody that's you know filling out this guest card is uh is really

[00:07:31] [SPEAKER_00]: organic or some other channel uh you know I might not be doing a I might not

[00:07:37] [SPEAKER_00]: be very effective at all like you're portraying it out to be and so sometimes

[00:07:43] [SPEAKER_00]: you you also got to look at the reporter and figure out what their motive is

[00:07:48] [SPEAKER_00]: as far as giving you those reports and giving you those yeah and you know

[00:07:52] [SPEAKER_01]: firms that just specialize and do an ads spend more spend more spend because the more you spend

[00:07:57] [SPEAKER_01]: the more more they make because it usually oh yeah agencies are typically a percentage

[00:08:02] [SPEAKER_01]: you know I hear 30 percent of your spend on an ad to manage it yeah report it

[00:08:09] [SPEAKER_01]: some there's some work in it so there's you don't want to you know you you want to have some

[00:08:14] [SPEAKER_01]: kind of monthly minimum to even touch it but still it's just a lot of you know

[00:08:23] [SPEAKER_01]: that I guess there's a lot of misaligned um you know

[00:08:31] [SPEAKER_01]: I'm looking for the word on it misalignment of loyalty I guess you know where's your loyalty

[00:08:40] [SPEAKER_00]: I like to think of it as a conflict of interest right you're supposed to be helping me get weeds

[00:08:45] [SPEAKER_00]: I was trying to go soft Jimmy just as a conflict of interest I'm like there's a misalignment of

[00:08:50] [SPEAKER_00]: no this is you know some word I can't find I'm going well past that misalignment word no I think

[00:08:56] [SPEAKER_00]: it's I think it's a conflict of interest because you think their interest is helping you get weeds

[00:09:01] [SPEAKER_00]: and do and doing that cost effectively and it's like no their their goal is that not that you

[00:09:06] [SPEAKER_00]: spend a thousand dollars in pay-per-click ads it's that you spend three thousand because they make

[00:09:11] [SPEAKER_00]: three times as much money off of that right so you know obviously they want to make it seem like

[00:09:18] [SPEAKER_00]: they're doing a good job and that they're being cost effective but that's not really their goal

[00:09:22] [SPEAKER_00]: and I actually you know when I started off as a software developer I worked for a consulting

[00:09:27] [SPEAKER_00]: company and they always said buy more ways to bill the client and like well if I did my

[00:09:32] [SPEAKER_00]: job right wouldn't I find less ways to bill my client and make it more you know make it to where

[00:09:37] [SPEAKER_00]: they save money I'm like isn't that like the opposite of what I'm trying to do and that's one reason

[00:09:42] [SPEAKER_00]: I decided a long time ago I wasn't going to work for consulting companies and I wanted to go work

[00:09:48] [SPEAKER_00]: you know as somebody who owned the product and being efficient was a benefit which is one reason

[00:09:54] [SPEAKER_01]: I like doing what we do here yeah we uh we'll ever die on the product so there's no

[00:10:00] [SPEAKER_01]: you know bill the client here we've got packages and they cost X amount and that's it I gotta sell

[00:10:08] [SPEAKER_01]: a lot of them um so Facebook let me just tell you you know and then we'll we'll move down the

[00:10:17] [SPEAKER_01]: path here because I got I got you know bigger things to talk about but Facebook you could

[00:10:24] [SPEAKER_01]: just go in and boost it boost a graphic ad and I love that because I could I can make something

[00:10:31] [SPEAKER_01]: the little eye catching I can boost it I can target harder I feel like I get a better target I can

[00:10:37] [SPEAKER_01]: do that radius circle so I'm a little bit more of a fan of that and then I can push it out

[00:10:44] [SPEAKER_01]: into Instagram because a lot of people are like well who's on Facebook you know and it's like

[00:10:50] [SPEAKER_01]: we'd be surprised you know I mean I know everybody thinks it's grandma sharing pictures of kids

[00:10:57] [SPEAKER_01]: but when people are searching they end up all over the place and then and then they own Instagram

[00:11:03] [SPEAKER_01]: so I can push back out into Instagram so I think it's a pretty a pretty decent channel I happen

[00:11:10] [SPEAKER_01]: to like it and then I would be remiss if I didn't throw ILS's in here and I think ILS's I

[00:11:18] [SPEAKER_01]: I don't really want to throw it in the ad category because it's more of I'm gonna list you know if I

[00:11:24] [SPEAKER_01]: if I'm selling a house I want to go with make sure it gets listed in Zillow or Realtor and they all

[00:11:32] [SPEAKER_01]: have rentals in there too but I think um if you're listed in the housing search engine

[00:11:41] [SPEAKER_01]: and most of them market that whole search engine you know what have I heard while I'm

[00:11:47] [SPEAKER_01]: sitting in there with all my competitors and I don't like that I want I want direct traffic

[00:11:52] [SPEAKER_01]: understand that part but there's a little bit of value of of definitely being in there if somebody's

[00:11:58] [SPEAKER_00]: there they're looking to run an apartment yeah yeah and I think I think it comes back to

[00:12:04] [SPEAKER_00]: being able to attribute leads to certain sources and so um you know I saw a report the other day

[00:12:12] [SPEAKER_00]: uh and this is back on the paper quick side where it said you know this is how much it's costing for

[00:12:19] [SPEAKER_00]: a quick from google and this is how much it's costing for a quick from facebook and it's like

[00:12:23] [SPEAKER_00]: yeah but where how much is it costing for a lead from google and a lead from facebook

[00:12:28] [SPEAKER_00]: if facebook is driving more people that are going to convert to leads then google then it

[00:12:35] [SPEAKER_00]: doesn't matter how much the quick cost right and ILS's are the following the same category you

[00:12:41] [SPEAKER_00]: measure them the same way you know and if I'm spending a thousand dollars am I getting 10 leads

[00:12:47] [SPEAKER_00]: or am I getting 100 leads from that ILS same with google if I'm spending a thousand dollars am I

[00:12:52] [SPEAKER_00]: getting 10 leads from those google ads or a hundred same with facebook so at the end of the day

[00:12:59] [SPEAKER_00]: it kind of doesn't matter what the click is it doesn't matter how much traffic they drive

[00:13:03] [SPEAKER_00]: it's really how many leads am I getting and then beyond that am I getting leads that convert

[00:13:08] [SPEAKER_00]: to leases right so that's at the end of the day as you always put it that is the holy grail

[00:13:14] [SPEAKER_00]: so can I attribute that lease to these sources so I know which is the most cost effective and

[00:13:21] [SPEAKER_00]: which are getting me the best qualified leads to convert to a lease yeah and I think you know look

[00:13:28] [SPEAKER_01]: the and nad can only do so much right so then I think it's we're you know we're landing on a

[00:13:36] [SPEAKER_01]: property site and I think goes back to what's the price what's the you know and I'm a fan of

[00:13:42] [SPEAKER_01]: putting that starting at number or something in the ad like let them know hey this is this is

[00:13:50] [SPEAKER_01]: where it is so it does hey I'm not looking to spend that much so I'm not gonna click it if

[00:13:57] [SPEAKER_00]: I'm not even in the ballpark I'm not even gonna bother clicking right and that that's

[00:14:02] [SPEAKER_00]: that's as much of the goal as anything is don't don't spend money on people that aren't qualified

[00:14:07] [SPEAKER_01]: absolutely and that leads me down the road of organic so so if you look at an ad there's a

[00:14:14] [SPEAKER_01]: combination going on here so so you know we're using an ad to bring you to the website the websites

[00:14:21] [SPEAKER_01]: if done right can be an organic marketing machine right and the components of

[00:14:29] [SPEAKER_01]: going organic in my humble opinion are an assortment of things from you know a crazy good

[00:14:39] [SPEAKER_01]: website that's that's optimized to the nines it's it's got SEO flowing in it and and you know

[00:14:46] [SPEAKER_01]: I know you've got an opinion on what SEO is you know I've we've talked about it here before I call

[00:14:52] [SPEAKER_01]: it snake engineered oil you know so and and then taking those social media channels and and playing

[00:15:00] [SPEAKER_01]: those as well so what what's your so we're gonna go organic what how do we how do we get there

[00:15:07] [SPEAKER_00]: you know I think it's our goal to to try to be as organic as possible and so yeah so we believe

[00:15:16] [SPEAKER_00]: that leveraging all the things that you can use effectively for free like social media you can

[00:15:22] [SPEAKER_00]: you can have an organic strategy and social media without having to give Facebook your credit card

[00:15:28] [SPEAKER_00]: and so you need to be pointing that to the fullest you need to be doing things on your website that

[00:15:33] [SPEAKER_00]: really drive SEO and that is ultimately through content because google doesn't care that you spent

[00:15:42] [SPEAKER_00]: 10 grand on your photos it cares that you have content relevant to what people are searching for

[00:15:48] [SPEAKER_00]: and so you have to do the things that give google that confidence to rank you high so you should

[00:15:55] [SPEAKER_00]: be leveraging that that's free you don't have to give google your credit card to make google

[00:16:00] [SPEAKER_00]: believe that you have a good product worth putting higher in the search engine and so um

[00:16:05] [SPEAKER_00]: so yeah I think you need to be playing all those keys on the keyboard and making sure that you

[00:16:11] [SPEAKER_00]: are getting the most out of what's effectively free leads yeah and and you know when we talk content

[00:16:18] [SPEAKER_01]: which we're huge fans of and maybe pioneers of utilizing content as organic marketing and SEO

[00:16:27] [SPEAKER_01]: tool but a lot of people um in my humble opinion uh and when I say people I'll talk SEO firms think

[00:16:38] [SPEAKER_01]: that oh I'm going to keep tweaking the content that's sitting on the page here my my value is I

[00:16:45] [SPEAKER_01]: I looked at the I call it static content like your opening paragraph that tells you about the

[00:16:52] [SPEAKER_01]: community and I'll put some keywords in it and that's why you pay me so much now I'm going

[00:16:57] [SPEAKER_01]: to track those words and if I don't like where those words are going I'm going to keep changing

[00:17:02] [SPEAKER_01]: it and changing it and changing it into infinity and I just don't see where that makes sense I mean

[00:17:10] [SPEAKER_01]: I think we're marketing a thing that we're very familiar with and I think those paragraphs need

[00:17:18] [SPEAKER_01]: keywords in them that relate to what you are offering but from there I think you have to

[00:17:26] [SPEAKER_01]: continuously pump the machine and always go back and think media you know if I if I if I'm

[00:17:33] [SPEAKER_01]: running a media site and I quit publishing articles I'm going to lose my position in Google real fast

[00:17:40] [SPEAKER_01]: and and I think that's the fault of most websites is they're thin they don't keep pumping fresh

[00:17:47] [SPEAKER_01]: content into the machine and and I think that's one of the best economic um economical things

[00:17:54] [SPEAKER_01]: you can do as far as continuously lifting yourself in the search engines yeah and and I think because

[00:18:02] [SPEAKER_00]: people aren't doing that uh they're left with no choice but to spend a lot on ads and so you

[00:18:09] [SPEAKER_00]: know when when I talk to customers that do a lot of that stuff um and and they don't have a very

[00:18:17] [SPEAKER_00]: active social media and um content strategy uh to promote that organic growth you know they end

[00:18:25] [SPEAKER_00]: up spending thousands of dollars a month on ios's uh I've heard some spend as much as three or four

[00:18:31] [SPEAKER_00]: thousand a dollars a month just on ios's and then you know again with the paid search

[00:18:37] [SPEAKER_00]: some as high as three thousand dollars four thousand dollars on paid search and it's like well

[00:18:44] [SPEAKER_00]: when you're spending that much right if let's just say you're spending three thousand dollars

[00:18:49] [SPEAKER_00]: the cost per lead becomes pretty high uh when when you're spending that much and it's like well

[00:18:55] [SPEAKER_00]: you just put a little bit of money into the organic side of things can you not just cut your

[00:19:01] [SPEAKER_00]: your uh ad spend in half and and so for a couple hundred dollars spend a couple hundred dollars

[00:19:07] [SPEAKER_00]: around your organic strategy and save fifteen hundred dollars or or something on your paid

[00:19:14] [SPEAKER_00]: side of things and so it you know I get that the paid search is is instant results and organic

[00:19:21] [SPEAKER_00]: requires a little bit of it requires some time it's not you can't do organic overnight right like

[00:19:27] [SPEAKER_00]: google does not allow for that they'd be in trouble by everybody trying to scam anybody

[00:19:32] [SPEAKER_00]: so you have to invest in it you got to do it over the long haul and uh but if you don't have that

[00:19:38] [SPEAKER_00]: that long haul uh thought and you don't have that desire you're not you know investing

[00:19:46] [SPEAKER_00]: then you get stuck having to drop all that money every month on paid avenues yeah and and I think a

[00:19:54] [SPEAKER_01]: lot of people's like oh they gotta keep all this social media up you know what a what a pain

[00:19:59] [SPEAKER_01]: and what what do I post right you know but the the purpose of social media is a couple of things one

[00:20:06] [SPEAKER_01]: it's it's they got a little crazy thing called social signals as far as search engine positioning

[00:20:13] [SPEAKER_01]: so you're you're pumping out content you're coming into other channels right just like yeah well

[00:20:20] [SPEAKER_01]: I want to advertise I want to you know syndicate and be on you know a dozen ILSs or whatever

[00:20:27] [SPEAKER_01]: it's kind of the same theory but you you get to control it and I think you have to have a mix

[00:20:34] [SPEAKER_01]: of content I think it all can't be I'm leasing I'm leasing I'm leasing here's a price here's a

[00:20:40] [SPEAKER_01]: price I think it's some tactful you know add that not ads but post that talk about

[00:20:51] [SPEAKER_01]: you know hey I have someone bad room starting at this hey come see our you know our swimming pool it's

[00:20:58] [SPEAKER_01]: summer you know come yeah so I think it's a promotion of amenities it's a promotion of

[00:21:05] [SPEAKER_01]: of leasing and it's a promotion of just some content sometimes some lifestyle yeah so so I

[00:21:14] [SPEAKER_01]: think if you just keep mixing it up but are consistent at it you will you will get a lift out of it

[00:21:21] [SPEAKER_01]: in search and you look active you look alive when somebody comes and looks at your property

[00:21:29] [SPEAKER_01]: I call it um yeah I got to get a good vibe on something online for me to want to transact

[00:21:35] [SPEAKER_01]: with it yeah definitely um and then and then we also need to talk about reviews Jimmy we

[00:21:43] [SPEAKER_01]: you know if you're playing even if you're not playing the organic piano if you want to go ads

[00:21:51] [SPEAKER_01]: you you have to keep up with your reviews so it's also those things happening outside of the control

[00:21:57] [SPEAKER_01]: of your website is what are your reviews saying about you are you answering good batter and

[00:22:03] [SPEAKER_01]: different you need to answer them all and and keep up with them because that's another signal

[00:22:09] [SPEAKER_01]: especially google google shows us stars right in your knowledge

[00:22:14] [SPEAKER_01]: graph sitting on the right so I think reviews are critical as much as that your property has

[00:22:22] [SPEAKER_00]: a good curb appeal it needs good digital appeal that's right and I think I think the more that

[00:22:28] [SPEAKER_00]: we can do in these other places the less that we become dependent on these paid avenues so

[00:22:36] [SPEAKER_00]: I'm with you on really focusing on these alternatives and you're leveraging them as a way to get away

[00:22:44] [SPEAKER_00]: from dropping thousands of dollars a month on ads and things of that nature yeah and and I think

[00:22:51] [SPEAKER_01]: one of the things of so far we're to have a takeaway on on the subject is you know

[00:22:59] [SPEAKER_01]: if you want to make things work organically right um you need to know where where your leads are

[00:23:07] [SPEAKER_01]: coming from is what I you know is it is it from paid is it is it organic like what what are you

[00:23:13] [SPEAKER_01]: really getting and what's converting and then you need to be willing to throttle down some of

[00:23:19] [SPEAKER_01]: the ad spend I mean somebody that's used to doing it I've never met someone that's gonna say well

[00:23:26] [SPEAKER_00]: I'm gonna turn this all off and just roll organic right let me quit smoking a cold turkey type of

[00:23:32] [SPEAKER_01]: deal right it's pretty much like I'm gonna wean you off of this little by little and and then

[00:23:38] [SPEAKER_01]: start playing with your ad spend start bringing it down and and uh and then see if it's just

[00:23:45] [SPEAKER_01]: makes that big of a difference but you have to have the other things in place

[00:23:50] [SPEAKER_01]: before you do that so if you've got a setup that's highly depends on ads maybe put these other

[00:23:57] [SPEAKER_01]: pieces in place and then start throttling down that ad spend and and see if you see a big difference

[00:24:05] [SPEAKER_01]: if you do you can always go throttle it back up but if you have the right pieces in place

[00:24:12] [SPEAKER_01]: I think it's it's a strong possibility to take it to zero we we have customers that do it and

[00:24:18] [SPEAKER_00]: don't spend anything on our on ads that's right and I would just add to that a little bit and say

[00:24:24] [SPEAKER_00]: you know sometimes the ads might be necessarily necessary if you have a big influx and uh

[00:24:30] [SPEAKER_00]: on notices coming available for some reason but I like the idea of using ads and paid search

[00:24:38] [SPEAKER_00]: to fill fill the unusual uh gaps that that that are happening not as a I have it budgeted every

[00:24:47] [SPEAKER_00]: month I'm spending $3,000 on ads if that's the case there's something wrong so yeah I want to use

[00:24:55] [SPEAKER_00]: it just as a stop gap and that's the beauty of ads over ils is is you can you can throttle it

[00:25:03] [SPEAKER_00]: at will there is no contract you know you can drop a thousand dollars this month and be back at zero

[00:25:09] [SPEAKER_00]: the next four you know so yeah that's that's one of the things I say and the other thing is a

[00:25:17] [SPEAKER_01]: both the ad platforms of google and and facebook they have a crazy little button in there called

[00:25:24] [SPEAKER_01]: pause just go click it and stop it right now uh if you if you need to but you can also just

[00:25:30] [SPEAKER_01]: price adjust and bring it down but again I'll leave you with this don't don't just go turn it all off

[00:25:39] [SPEAKER_01]: until you have your other pieces in place and then start tilting the scale you know start bring it

[00:25:46] [SPEAKER_01]: bring it down the cost and see if it makes a difference and hey we don't you know it could be

[00:25:52] [SPEAKER_01]: something beyond what's happening online so if you feel like you know wow i gotta have this

[00:25:58] [SPEAKER_01]: and you can always throttle it back up so jimmy with that one I think my um view on this is

[00:26:08] [SPEAKER_01]: you know how they have a label when you go in the store 100% organic yeah

[00:26:14] [SPEAKER_01]: let's make a hundred percent organic movement in the uh multi-family marketing space

[00:26:22] [SPEAKER_01]: can we create our own label yeah why not oh man let's get out of here and we'll go on jump on

[00:26:27] [SPEAKER_01]: canva and make one right now canva ninjas that's it all right well i want to thank everyone for

[00:26:33] [SPEAKER_01]: joining us you can find us streaming everywhere and be sure to visit us online at multifamilytech

[00:26:39] [SPEAKER_01]: gurus.com until next time I'm kerry kerby along with jimmy Lancaster and we are the multifamily

[00:26:47] [SPEAKER_01]: tech gurus