Okay, let's jump right in. I've been traveling and I kind of lost track. I think it's Thursday, Thursday night. So let's continue maxing week and we'll talk about lead conversion maxing now, if you are going to get the most of lead conversion, the thing that we need to focus on more than anything is the thought process that we have about these leads, what we believe about them. If we're lead maxing, we're getting all the leads, we're getting them early. We've got the best opportunity to communicate with those people and exclusively because we're not at the base of the river where everybody's coming and we're competing with everybody.

We've, you know, we've steered them off to a tributary where we're alone with them and we get to be the single voice that is, that's educating them. And when it comes time that they're ready, that they'll be able to work with us. So the first thing that we want to do is realize the value objectively of what these leads are most of the time. The biggest mistake that I see people make in lead conversion is they think about only the leads that are ready right now are the good leads. And they miss out on so much because we've seen it again and again that whatever happens in the first hundred days, and by the way, for most people, 100 days, that's their super long term follow up.

If you've got a mindset that these, these leads, if you identify somebody who raises their hand that they're interested in something, there's a five times more, the five times higher likelihood that they're going to do something more than 90 days from now than there is that they're going to do it in the first 90 days. So it's worth it to do that Now. I'm not saying in any way that you should sacrifice the first 90 days or even the first nine days. I'm perfectly happy if somebody wants to do something right now. Of course, that's the whole point of this. We're trying to find the people who are ready to do something right now.

But we also realize that, that whatever we do in that first 90 or 100 days, we're going to be able to do three or five times more over the next 100 weeks. And that sounds blasphemous to some CMOs that are focused only on ROAS in the first 30 days. What are the earnings per click? But when you take this approach that we talked about in lead maxing, that you're realizing that there's value in these, in being an explorer, in getting people before they're ready and there's a equity value that you're doing. It's like taking, it's flipping the switch and going from being expense based and looking only at, we ran the ads, how many did we convert before the credit card bill was due?

And that is how we're judging the success of it. If you take a capital investment approach, you realize that the best thing you can do is find all the leads sooner than anybody else and get them all in relationship with you and exclusively so that when it's time for them to do something, you're the first thought that they have. So I look at this, that we kind of break it into zones. I mentioned the hundred, you know, cohort of a hundred leads. If we take that, if we are, if we get somebody who downloads a book called how to sell your house for top dollar fast on a, the strength of an ad that's saying if you're going to sell your house in the next six to 12 months, what you do right now could make a difference of thousands of dollars.

There's a really good chance that that person is going to sell their house in the next six to 12 months and certainly an even higher chance that they're going to sell it in the next 24 months or 100 weeks. So of course we want to find the people who are ready to go right now, but we're completely okay if it's a little bit longer. And so the first goal of course is to find the people who are ready right now. So as soon as the lead comes in, the first and only thing that makes sense to do is to treat each individual like they are a five star prospect and they want to do something right now with you.

So we look at that and you know, our five star prospects are people who are willing to engage, friendly and cooperative. They know what they want, they know when they want it and they'd like us to help them. All five of those have to be true. Now, not everybody is going to be willing to engage right now, but that doesn't mean that they're not a good prospect. I've based all of this and we, I've shown studies that 50%, just over 50% of the people that inquire about anything are going to do whatever they've inquired about within the next hundred weeks. And so that, you know, lets you know that objectively the people that are inquiring about things are actually going to do something where that's, it's not a matter of the subjective quality of the leads.

Objectively they're going to do something, it's just are they going to do something with you? And are you willing to give them the benefit of the doubt? Are you willing to treat them like their five star prospects until they prove that they aren't versus treating them like they're not five star prospects until they prove that they are. And that's where, you know, the whole language, everything around the way that lead conversion is talked about in marketing is that the default is that the leads are bad, that they're, you know, they, people ask are they scrubbed leads, are they qualified leads? You have to put them through a gauntlet series or we've got to scrub them or qualify them as if they're dirty somehow.

Right. But if you take the approach of treating everybody like they're a five star prospect and not imposing your timeline on them, but offering service and offering things that are going to give them a chance to indicate to you what their timeline is, that's where all the magic is. If you look at getting the most out of that bundle of 100 leads that you're looking at, so we take the first hundred hours is really about that is finding the five star prospects, finding people who are ready to go right now and if they're not, it's okay. We now move them into our, our follow up process where we continue to add value to them and we continue to, to educate them and motivate them until they're ready.

Now we don't just sit back and hope that they're going to call. That's another big mistake that I see people make is they treat people like they're, we're expecting them to take the initiative and we use language even in the way that you follow up. You say to people, if there's any, anything I can do for you, please feel free to reach out to me. We're more than happy to help. And all those things are just kind of passive things that are not really taking a leadership role. You're kind of pushing off your role as a leader and putting it on them and you're saying to them, you request something of me so that I can spring into action and react to you rather than risk being rejected by offering something to somebody.

So it's a funny way of thinking about it, but I often use an analogy. I'm in my kitchen, right? If I were to bring you into my house, sit you in the living room and I just said to you, hey, I'm really happy you're here. If you're thirsty or hungry, there's lots of stuff in the fridge, go ahead and help yourself. I doubt that many of you would feel comfortable enough to go and get something from my fridge, but if I came out from the kitchen with a plate of freshly baked cookies and I said to you, hey, would you like a cookie? And I've got the cookies right in front of you, it would be more difficult for you to reject the cookies than it would be to take one.

You'd probably take the cookie and it's because I anticipate what you might want and I bring that out to you and offer it to you. That way you don't have to feel like you're imposing on me. Right? It's. Society is such a weird thing, but it's. We've been acting like this since we started banding together and playing the cooperation game. That's where all these societal norms came, right? And so if we don't usually want people to go out of their way for us, and if I were to say to you, would you like a cup of tea? You might say, well, if you're having one, I'll have one, but don't boil the kettle for me.

Like, we don't want people to go out of their way for us. Just like if I said, if there's anything that you'd like, if you're hungry or thirsty, you would never say to me, you know, it'd be great, would you bake me some cookies? It's not going to happen. We're not wired that way. But we do like when things are offered to us and we're appreciative of that, it's really about taking a hospitality approach to it. And so that kind of thing of figuring out what would be the cookies that you could anticipate that your five star prospects are going to want and how could you wrap it up so it doesn't feel like they're imposing on you, but it's something that they really want.

That's an exciting thing. I think we're going to have to do two parts about lead conversion maxing because there's just so much. And we're only in the first hundred hours of this here, so let's do that. I'll. I'll continue with lead conversion maxing tomorrow.