Gabe Cordova Automates the Pipeline for a More Sustainable Tomorrow
Episode 342 of the HyperFast Agent podcast features Gabe Cordova, a real estate guru, Ylopo Senior Realtor in Residence, and Co-Founder of real estate CRM, Firepoint. His presentation took place at the HyperFast Growth Summit in Boca Raton, Florida in February. Listen along as Gabe describes his path from humble beginnings to making over 800 sales a year.?
Gabe has been a licensed realtor for over 20 years and is very focused on the importance of long-term growth by emphasizing the important role of continuing to build leads into your pipeline. While Gabe said he “started doing lead gen before it was cool,” he also said he is trying to get himself to stop referring to them as “leads”?
After all, he says, “these are people and I want to start referring to these people not so much as leads.” Instead he thinks we should think of it as “building a larger database of relationships.”?
“Everybody is focused and so worried about today’s business today. We’re obsessed with it right?” said Gabe. “We’re not focusing on tomorrow and building that pipeline.” Gabe believes if you are going to grow as an agent, everything comes down to your database. “We live and die by our database.”
In his presentation, he went over three sections of the database: (1) dynamic digital marketing, (2) digital remarketing, and (3) cash conversion. He believes “we need to automate a lot of this.”?
Getting a bit specific about who is in the pipeline, Gabe wants us to approach it by understanding that each of the buyers and sellers we encounter are on a journey. And the journey should not be about us, but about them. He puts them into four different buckets: Dreamers, Planners, Researchers, and Transactors.
Dreamers are people who are just starting to think about buying or selling a home. “I know they’re a long way out,” said Gabe. “But my tech staff handles a lot of that nurturing.” Gabe and his team automate a lot of touch points with dreamers.?
“Fill me up with dreamers all day long. I will take them because I know I’m willing to do what most agents aren’t: nurture them along.”?
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In the second bucket are Planners. These are people who are “kind of starting to think: you know what I think we might start wanting to talk to an agent,” said Gabe. “They’re getting a little bit more concrete.”
Most people never make it past the dreamer phase, but Gabe says “this is where your action plans and your CRM, your smart lists are going to take care of a lot of it for you.” He also added that “when this planning phase starts happening, they're actually probably starting to even look at some homes on the website, things like that.”?
The third bucket is the Researchers. “This is really where you start seeing Zillow, Realtor.com is in this researching phase, this third bucket. And that’s where everyone’s fighting over, because nobody has really nurtured a majority of these people, these other two buckets.”?
But Gabe has. And this is the key reason why he believes that the dreamers need to be in the database and why agents and their teams should be getting in front of them in all sorts of ways, from social media ads to other more personal touch points. When buyers and sellers go from the dreamer and planning phase and into the research phase, they will know where to go because they’ve already been in your pipeline. And that’s when you convert them to the fourth bucket: the Transactor.?
In his presentation, Gable also spent some time talking about how to use new AI technology including Google LSA, to your advantage.?
No matter what type of CRM or AI software you use, Gabe emphasizes that the most important thing is to “understand everybody has a journey” and “anywhere where people are living you need to bring in where you’re dynamic remarketing, dynamic listing, dynamic alerts, everything's going out, hit them, and then everything lives and goes back into your CRM.”
To watch or listen to Gabe’s full presentation at the HyperFast Growth Summit, check out episode 342 of the HyperFast Agent podcast.
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