[PODCAST] Krista Mashore: Leveraging Content to Fuel $19M in Sales

by | Oct 13, 2021 | Blog | 0 comments

The average real estate broker sells roughly 6 homes a year. Krista Mashore in her first year sold 69 homes, over 10X the average, and in her best year sold 169 homes! That’s more than many real estate brokers ever dream of. In the interview, she talks about:

  • A very simple trick for how to post online to create engagement and generate actual sales.
  • Her biggest lesson from growing her company from zero to $19M in 3.8 years.
  • How to use your social media posts to exponentially increase your paid advertising.

BIO:

Krista Mashore has been in the top 1 % of realtors nationwide for 20 years. Krista is the author of four best-selling books focusing on digital marketing and has been named Yahoo Finance’s number 1 digital marketer to watch in 2021! She has been featured in Forbes, Inman News, The Wall Street Journal, NBC, Fox, and many more!

Krista recently took her new coaching business from zero to 18 million dollars in just under four years with a projection of 20 million+ by the end of this year. She is the recipient of seven Two Comma-Club Awards and one Two Comma Club X Award.

TAKING ACTION:

  • Want to know what’s keeping you from doubling your sales in the next 12 months? Take our quick QUIZ to get answers: Howtodoublesales.com
  • If you’d like to have a profound breakthrough in your business, schedule your breakthrough call with a LIVE expert here: Chetholmes.com/Breakthrough
  • Claim your FREE chapter 4 from the top 10 most recommended marketing and sales books of all time! Visit: Ultimatesalesmachine.com to find out how you Create 9X More Impact from every move you’re already making to win clients!

TRANSCRIPT:

Amanda Holmes: Hello everyone, Amanda Holmes: here, CEO of Chet Holmes international and I managed to grab Krista Mashore, which is so wonderful, you did such a great job on stage, she was just in front of thousands of people. 

But even more, your vulnerability to share your story was courageous. The way that you have, being a single mother at times in your life and selling more than… Can you just share those snippets because they’re just so good? 

 

Krista Mashore: Yeah.

 

Amanda Holmes: How many?

 

Krista Mashore: So in the first year, I sold 69 homes, and in my best year, I sold 169 homes. 

 

Amanda Holmes: Oh, my God! And the average real estate broker, I mean, how much or…?

 

Krista Mashore: They’re six.

 

Amanda Holmes: Okay. That’s what I thought! Oh, my God, so true superstar here. And then your business now. Can you share a bit of it ‘cause I know you’ve scaled really fast? 

 

Krista Mashore: Yeah, we have. We have obviously lots of ups and downs, in the meantime, with that said, we’ve gone from zero to just under 19 million in about three years and eight months or so…

 

Amanda Holmes: So people come to you, and I’m sure everyone on this says yes, I need help with this to get more reach. I’m putting, I’ve just started, okay, I’m posting things online but I’m not getting views. I’m not getting… nobody’s listening to my content. What are the biggest mistakes that people make when they’re trying to put content online to get that engagement for sales?

 

Krista Mashore: Yeah, great, great question. So when people are, you know, posting on their business page or posting on their personal page, and it doesn’t really, no one sees it, right? So how the algorithms work with almost every single platform is when somebody engages with you, the algorithm says, “Oh, they’re friends.” So let’s go and put more of their content in front of them, you’re gonna have everybody else see it. So you get it, organic reach is less than 0.2% of organic reach. So it doesn’t matter where you’re posting. No one’s really seeing it. So the idea is to pay for people to pay attention. I call it pay-to-play, right?

 

Amanda Holmes: Yup

 

Krista Mashore: So we teach people how to utilize video on social media to dominate their industry, and how to reach people and get, you know, hundreds of thousands of views, hundreds of hours of watch time in all the videos that they create.

 

Amanda Holmes: What would be one thing that people need to think about when posting? Or when producing content? Can we get like a little bit granular here?

 

[2:17] Krista Mashore:  Yes, yes. So there’s, in order to create a video that people actually watch, the first thing you have to do is hook your audience, right? So you need to understand, what the problem the consumer is having? 

 

Amanda Holmes: Yeah.

 

Krista Mashore:  Your goal is to be able to find the solution, to be able to get that out there. So when you are depending on what phase of the customer journey your clients are at, are they cold customers, warm customers, or hot customers, your messaging is going to be different. So I’ll give you an example in real estate. 

So let’s just say if I was to say “It’s a really good time to buy a house right now.” Right? Because the interests are really, really low. But if I’m a veteran, and I don’t have the best credit, I don’t have any money in the bank, but I’m a veteran, I’m actually serving my community, I have a job. But if I say it’s a great time to buy a house, because interest rates are low, I’m tuning you out, because I don’t think I have the ability to buy a house, okay? 

But if I was to say, “Are you a veteran and you don’t have a lot of money in the bank? And you don’t have the best credit but you actually have a job and you’re a veteran, do you know that you have the ability to probably buy a house with no money down and you’ll be able to actually pay less than you’re paying your rent right now?”

 

Amanda Holmes: Wow. 

 

Krista Mashore:  Now listen, that because of my pre frame when I said first, now that cold customer is like, ” Oh my gosh, I can actually purchase a house.” Right? So now they’re listening. So the first thing you want to do is hook them. Most people start off with like, “Hi, I’m Krista with you know, Krista Mashore coaching and I teach people, but it’s like, I’ve already lost you. You have six seconds to capture somebody’s attention.”

 

Amanda Holmes: Six seconds. Oh… That’s so funny. Have you heard me? I say that too!

 

Krista Mashore: Oh, do you? I know. I’ve never heard that. 

 

Amanda Holmes: Oh, my God!

 

Krista Mashore: I was reading. I’m a reader. And they were like, it’s official. You know, humans have less attention span than a goldfish, and I was like, “No way!”

 

[3:49] Amanda Holmes:  Oh my gosh. So I teach that. And so our attention span is half what it was 10 years ago, which I’ve heard is three seconds, which is less than a goldfish. Yeah. I call it the goldfish rule. How weird. I’ve never heard anybody say it back to me. So awesome. Okay.

 

[4:03] Krista Mashore:  I heard it was six. So you’re right.

 

[4:05] Amanda Holmes:   Okay. Fascinating. Okay. So making sure that it catches their attention. And that’s also with the title as well and speaking to them. What about consistency? What do you say about it? Is there something to consistency?

 

[4:22] Krista Mashore:  So it’s called The 8 C’s, you got to commit to consistently producing content correctly so that you can make a connection so you can convert more clients and customers. 

So, here’s the deal, with the consistency factor, right? And I’ll show it the correct way. So correct, meaning the correct content to the right people at the right time with the right messaging and also correctly getting it out there distributing it correctly. Because if you don’t properly distribute it, no one’s seeing it anyways. So first, is, your hook,

 

Amanda Holmes: Okay.

 

Krista Mashore: Then you align with their feelings, you’re like, “Oh, I know how you feel like you probably didn’t think you could purchase the house, right? Because you don’t have any money in the bank. That’s totally normal. Don’t worry about it.” Right?

So you hook them then you align with their feelings, and then you position yourself as the authority without saying “Oh I’m the best.” So it looked like something like, so let’s just say I was going after a digital marketer and I’m teaching somebody how to sell from the stage. So I’d say, you know, “Are you a coach or consultant and you’re just tired of all the ups and downs of being your own boss and you’re constantly making lead magnets and trying to fill your funnel and all these things, it’s pretty exhausting, right? I totally understand I’ve been in your shoes too. Hi, I’m Krista Mashore and I actually sell on the stage about $2 million a month selling from the stage.” 

Okay, so what did I just do? I hooked them, I aligned with their feelings and I positioned myself as the authority. She’s doing 2 million a month by selling from the stage, let me listen to her. Right? Without saying you’re number one!

 

Amanda Holmes: Awesome.

 

Krista Mashore: Right? 

 

Amanda Holmes: Awesome.

 

Krista Mashore: Then you give your teaching points.

 

Amanda Holmes: Yeah.

 

Krista Mashore: Like a strategy, so then I’d say, “Seating is so very important from the stage. Selling services is the second that you get on the stage. Your job is actually to get people to believe in vehicle number one, which is what you’re selling, and number two, to believe in themselves, if you can do that half your job is over.” So those are my teaching points, right? And you give your call to action and again your call to action is going to be different depending on who you’re talking to – cold, warm, or hot.

 

[6:00] Amanda Holmes:  Ah, oh my gosh, I friggin love this. It was so good. Oh damn! Are you kidding me? That was such a brilliant piece. Okay, so I understand that as a process. If you’re posting regularly, do you just change a different pain point of theirs? Like, how does it…

 

[6:23] Krista Mashore:  I mean… that not, not everything has to always be you know, pain. There’s like you want to be prolific sometimes, like teachers, right? You want to be prolific in your content sometimes, you want to be vulnerable sometimes in your content like as you see, you know that was probably when I did my speech yesterday.

 

Amanda Holmes: Oh my God.

 

Krista Mashore: Like that was what draws people in, so it’s a mix of everything. You can’t just always do business business business, so even like so let me give you an example, okay?

 

Amanda Holmes: Yeah.

 

Krista Mashore: So I just posted this picture, it was this witch getting burned and it was organic, right? So I posted it and we have like over 200 shares within, like the first day and it gets hundreds of comments and it was this lesson of this teacher that was like taught people about you know, this witch hunt thing. Anyways, but the idea was, is that that now I told my team, “Oh my gosh, it just got 200 organic shares like, we’re gonna take that and make an ad out of it.” Right?

 

Amanda Holmes: Yeah.

 

Krista Mashore: So anytime you have something and it was nothing to do with, right so anytime you see anything that organically gets a lot of, you know they make an ad out of that right?

 

[7:22] Amanda Holmes:  Yes, I love that. So tracking actually the metrics, knowing what is converting so I do it with my email database when I see something that’s really converting on my email or bring it to my ads or if my ads are doing really well or my organic is doing really well I’ll add it into my automation series, right?

 

Krista Mashore: Yes.

 

Amanda Holmes: So that people see it when they first come into my world. That’s what they see because we saw that it worked on social.

 

Krista Mashore: Smart, smart.

 

Amanda Holmes: But, the majority of people aren’t doing that.

 

[7:47] Krista Mashore:   Yeah, I do think so. And then also like trend-worthy stuff. I mean, whatever’s trending for example, like right now, you’re like when the pandemic happens, how can you, let’s just say you’re cooking, and it’s a worldwide panning when you’re specialized in teaching how to cook and you’re like, “Cooking during the pandemic. Easy quick meals during the pandemic.” Like you use different things that are happening in the world to sort of, kind of because they’re getting Googled, right? 

 

Amanda Holmes: Yes.

 

Krista Mashore: So, you want to bring that into your content as well.

 

[8:10] Amanda Holmes: I randomly posted a video of me doing gymnastics right when the Olympics was happening right? And it got organically, right I just started getting all of these followers and I’m like, “What is happening?” 

 

[8:23] Krista Mashore:  I tell you dude, are you gymnastics, you’re so skinny and fit.

 

[8:27] Amanda Holmes:  That’s so sweet! So tell me a little bit about scaling for you as a business owner and growing. What has that been like and what have been some of the… What are some of the big lessons taken away from going so big so quickly?

 

[8:40] Krista Mashore:  Yeah. I think I underestimate what we’ve done honestly I do, but I’ll tell you, leadership is a huge deal. And I’ll give you an example, right when the pandemic happened, I had my marketing director and my human resources director leave at the exact same time they had been full-year developing business behind my back, right and they were doing it during company time. They also were kind of approaching some of my employees.

 

Amanda Holmes: Oh my gosh.

 

Krista Mashore: And I had to look at myself and go “Wow, I must not be leading right if they would do that.” Like I had to look at myself, so I bought, you know all these leadership books you can imagine from John Maxwell. I took the John Maxwell training and Michael…

 

[9:20] Amanda Holmes:  There’s (inaudible) training during that time too, right?

 

Krista Mashore: Yeah. He was working with it.

 

Amanda Holmes: Wow.

 

Krista Mashore: And so I learned in fact, (inaudible) was like “Read all the John Maxwell books.”

 

Amanda Holmes: Oh, is that where you got it from? Okay. Thank you (inaudible)!

 

Krista Mashore: So, my word was leadership and refinement. So I just completely transformed from the type of leader that I was. I think it was being, I was expecting too much from my employees. And almost overnight too. And we… now, so it’s like I just might, I have the best team members like they work so incredibly hard. They’re all here with me. They love me. I was like, every team member that I have is going to love working for me and they’re gonna, it’s gonna be the best job they’ve ever worked for, and they will all tell you that. And so that’s been one huge lesson is just make sure your team feels valuable. I bonus the heck out of them all like, I pay them properly. You know, I know why they do well, I can’t take it with me, right? And no one likes having money by themselves. So I give them I pay them really, really well. And I treat them really, really good. I help their families, and that’s been really, really huge.

 

[10:23] Amanda Holmes:   So recently Edelman did a study and found that 80% of employees right now are willing to leave more money to go to something that is more mission-driven. 

 

Krista Mashore: I love that. 

 

Amanda Holmes: Yeah, thereafter the pandemic slowing down and thinking about what they’re doing in their world, right? They’re coming back and saying, I want to feel valued. They want to feel that I’m giving something of value.

 

[10:44] Krista Mashore:   I love that. 

 

Amanda Holmes: Yeah. Interesting. 

 

Krista Mashore: Another thing is, we are relentless about the customer experience. Relentless. I mean, the first two years, two and a half years, I didn’t make a lot of money. So we were doing million dollars a year more than that, like we did, I think like, went to the wrong finger. But I think we did like the 3 million in a matter of like 13 months or 17. But somehow, like there was a lot, right?

 

Amanda Holmes: Awesome.

 

Krista Mashore:  Then we had a really slow time, really slow time. But I put a lot of it back, I just kept putting it back, I wanted to make sure that my customers, my clients at best experience, I wanted to make sure that I offered them everything they needed. 

Anything that I took in a program that I loved, I added two things that I thought were missing, I made sure we did it. So being relentless with the customer experience and putting them first is invaluable. And even if it means you lose money at first it will you’ll, I mean now we’re just like scaling insane, you know, this month, I think we’re getting close to the two-million-dollar mark this month. And so I know, I used to be a teacher making $60,000 in a, you know, after six years.

 

Amanda Holmes: For a year?

 

Krista Mashore: Yeah, yeah. I have a Master’s Degree in Teaching.

 

Amanda Holmes: Oh my God.

 

[11:42] Krista Mashore:  And now, like, like in a couple of hours.

 

Amanda Holmes: Oh my God.

 

Krista Mashore: And I’m like I’m worth teaching on a massive level, you know, so it’s reliably am.

 

[11:50] Amanda Holmes:   I know that you’ve liked the Ultimate Sales Machine, right? So please, yeah…

 

[11:55] Krista Mashore:  In my Audible, obviously, and I have the hardcover too. I love to listen and read at the same time. And so I’ve read it multiple times. It’s awesome. Like it’s such a good book. I mean, it’s in talks, helps you with selling skills and training your teams. And just being a better leader. It’s a great book.

 

[12:15] Amanda Holmes:    And I saw you actually use this. So this was from stage, she’s giving all this market data because market data is way more motivational than product data. And I just, I love seeing that up there. Yeah. And the fact that you keep using market data too, through this whole interview, you’ve used market data, which I just loved. 

 

[12:31] Krista Mashore:  And you’ve written the…

 

Amanda Holmes: New edition!  Yeah, it’s coming. You’ll love it. Yeah.

 

[12:38] Krista Mashore:  I’ll definitely get it for sure. Yeah, just send me a copy. 

 

Amanda Holmes: Of course. Thank you so much. I know everybody got so much value out of this and they’ll find you on social.

 

[12:50] Krista Mashore:  Yeah, you can just go to https://kristamashore.com/. And you’ll find, and you’ll be able to get, you know, to learn a little more about me. Thank you for having me, Amanda!

 

Amanda Holmes: 

Thank you!

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