Alec Cheplak’s Blueprint for Growing Real Estate Teams Through Webinars and Events

Host 00:12

So they're gonna remember the beginning of your webinar, they're gonna remember the end, they're gonna forget everything else you said in between.

Host1 00:17

You could go buy a thousand marketing books from all over the world and they're gonna tell you pretty much the same thing in the beginning.

Host 00:22

You can make a commitment and take that risk, and maybe a year from now you'll be one of our testimonials on one of these webinars.

Host1 00:28

What's up, everybody? Grandwise, welcome back to the Partner Profit Podcast. Pumped for my conversation today. Got Mr. Alec Cheplak on. Alec, man, thanks for spending some time with me.

Host 00:37

Yeah, thanks for the invite, dude. It's good to reconnect. It's been a while. I feel like we've been together like a lot periodically over the years, and then there's space, but then we always end up hanging out again. So I'm happy back. Yeah, yeah.

Host1 00:49

For people that maybe don't know much about you, give us a little bit of a backstory. How how'd you get to where you are today?

Host 00:54

It starts with a journey for sobriety. I'm not gonna do a war story, but found sobriety my father and I did through fitness, kind of shaped my whole interest in fitness in general. Built a career out of it. I was a career personal trainer like a decade of 12 to 16 hour days. Then my father obviously built his own community through the real estate industry, the team leaders, brokers, owners, stuff like that. He was like, Hey, I got an idea. I was like, What's up? He's like, let's launch a wellness company. So we launched a family business together, chatback wellness. We launched it from zero dollars to a million dollars in less than 20 months. Changed hundreds of leaders and agents' lives with that company. On the back end of it, people asked, Dustin Runin was actually my first marketing coaching client. Shout out to Dustin. Uh they asked how we did it. And so then I launched a marketing startup company and I built that thing from zero dollars to a million in less than 12 months. So now I have the opportunity to work with some of the top team leaders, mortgage companies, tech companies all over North America. We throw big events all over the country. It's it's funny. I'll go to cities I've never been before and I'll fill rooms with hundreds of people. It's it's a wild life. I'm really grateful. But it's been a journey, and I'm happy to be here.

Host1 02:10

Yeah, that's awesome. Dustin's uh Dustin's a great guy. He was on the show and we chatted a little bit. That was kind of the first time he and I ever got to connect one-on-one. And um definitely just a genuinely, genuinely great guy. I really enjoyed that conversation.

Host 02:22

That's how the whole marketing company started, dude. Dustin like insisted. Um hired actually for wellness coaching for his team once a month for Zoom. And then uh I was like, I was like, how far is because you know I would always go to Edge Mastermind with you for like Dean C O C Tony Robbins mastermind. And I would drive there and I was like, Dustin, I'm like, how far is Havasu from Vegas? I'm like, I'm already driving all the time to Scottsdale. And he's like, 18 minutes on the jet. And I'm like, no, no, no, I'm not, I'm not bald like that, dude. I don't know about all that. And he's like, no, for real win. And I was like, well, you know, I thought I was gonna go do one of one of those Zooms for like in person for like 30 agents, maybe in this or however many agents he had at the time. And he's like, Yeah, let's do it this day. And I was like, Okay, that's my birthday next month. I'm wide open. Let's it'll be fun. And a few days later, he sends me a venue, bro. And I'm like, wait, what? He's like, Yeah, I booked a venue, let's fill it. And so then I was like, All right, start a Facebook group here, post like this, post like that. Nah, don't use event, right? Like, make a landing page. He's like, I was like, make a landing page. He's like, wait, wait, wait, wait, you're like really good at this stuff. I was like, Well, yeah, this is how we build all our companies. And he's like, Can we just get on a call? Can I just pay you? And so I didn't even have a coaching call contract, like the offer didn't exist. And Dustin was like, No, let me let me hire you, dude. Like, just teach me. And so he was my first marketing coaching client. And then, dude, because of that, I went on to I think I did 600 one-on-one coaching calls in eight months last year.

Host1 03:46

That's wild.

Host 03:48

It's nuts. I'm doing like 80 to 90 calls a month, depending how many people show up on the weekly calls. I mean, it's crazy. All because Dustin was like, let's throw an event. How do we do it?

Host1 03:58

That's so cool, man. I, you know, we we talk about like how do you turn your relationships into revenue, and that's just like a perfect story. It's a perfect lead-in. Like, how do you do it? And so I want to go just straight at it. Like, when I say, Alec, teach me how do I turn my relationships into revenue? What do you got for me?

Host 04:14

Yeah, I think the first one is like who, right? Like, there's no relationship if you don't have the who. And so we got to find who's our person, right? So my father identified team leaders as his people, and he obviously built a lot of goodwill with team leaders all over the industry for decades before I ever showed up. So the who was already pretty clear. But then I had to get in front of them and build relationships with them and get them in my audience. And so, like, yeah, it's his audience, but I had to kind of come in as a nobody and become a somebody in an industry where I never sold a house, never recruited an agent, and now I coach people on how to recruit more agents and how to sell more houses. So um, so I had to figure that out, and it's the who. And so sourcing a list. This is the first audit that I do if I can actually help someone if they want to hire me. Where can we source a list of the person that you want to service or of the person that you want to give a product to? Like, where can you find it? So, like with team leaders, they can find a list in the the local MLS, all the license agents, or in the corded software, just whatever company you're in, where can you find a list of names? And then you manually get them on your friends list to either send them friend requests or what I started doing, this is where like it really has been a big pivotal point for me. With Chaplack Wellness, it took me 18 months to get 600 leads. With the past year, let's say 16 months, I've gotten 3,900 more leads. And so it went from 18 months to get 600 leads to 15, 16 months roughly, I'd have to check to get almost 4,000 leads. And so this lever that I'm about to share with you is actually how I sped that up. What is that? I'm averaging like now, I mean, my last 30 days in my CRM right now is like 450, 432 new leads. I have my CRM pulled up, 432 new leads in the last 30 days. And so the way that I do this is instead of just manually sending friend requests, is you do associations with other people who have your audience, and then you host the landing page. And so so what you do is you make a list of 10 people. Like this is the fastest way to there's no faster way to generate leads, in my opinion, besides buying leads. And I don't I don't buy leads. And so the way I do it is I host a monthly webinar or I throw these events, but then my team builds the landing page, and then I share a live Google doc with whoever I'm hosting it with, so that I get all the leads and they get all the leads. And it it either puts them on a stage or it puts me on their stage, or I put them on my webinar, or or they put me on their webinar, and then I have them share the link because it also benefits them, and then you trade leads with other people who have your leads. Yep.

Host1 06:55

Yep.

Host 06:55

So like that's the fastest lever to generate leads right now for me is I just do a monthly webinar and I either host, market at, or speak at in-person events all over the country. So it's webinars and in-person events where I build landing pages, and if I don't, I ask them for the lead list, and that's like the fastest way to generate leads.

Host1 07:16

It's amazing too, because when you're, you know, I always call them like email swaps or podcast swaps or whatever. We're always we're always working together. You can do something, and I'm gonna do something, and we're gonna get this value exchange that takes place. But you know, I learned this really early on when I got into marketing. I well, like one of my first events, it was digital marketer in San Diego. It was this massive digital marketing sum. I can't remember if that was the name of it, but it's this monster event. It was one of the first things that I was like, it's not enough for a grant to say grant's cool. Alec has to say grant's cool. And then when Alec says grant's cool, you get this transference of trust. And that's all you need, really, to then go on and pull people through whatever your funnel might be to sell your products and services, get your podcast downloads, whatever, whatever, whatever your end objective is. Yeah. So it sounds like that's kind of what you're doing. It's like you're just swapping or doing with in partnership with, and then you're getting people to say, I hey, Alex, cool, you need to know Alec, and then that list just grows like in volumes.

Host 08:16

Yeah, and so it's literally what you're saying, and just I had to get really specific with it. There's a couple different things that stood out to me based off what you said. Number one, it's not just people, right? It's not people saying grand school or people saying Alex Cool, it's who is saying Alex cool or who is saying grand school. So, like, you know what I mean? You could have a thousand people who don't have your audience saying you're cool, but if you have one person who has your audience say you're cool, it's life changing overnight. And like that's the power of this. And so, like when I do my webinars, for example, my last four webinars, I did a webinar with Dustin Runyon, who doubled his team size and did a merger with a 400 transaction team. I did one with Tyler Blair, who recruits over 20 agents per month. I did one with Grant Johnson, who's up 80 net agents in a year, and he's expanding in another market now. My next one's with Brandon Bridingham next Saturday, and he's like the top who's who of investing in real estate. Then I'm I'm not gonna say the next name, but you get the point. So this is what it is. There's two routes make a list of 10 people who you want their audience. Make a list of 10 people who you want their audience, and then either you host the event or the webinar and get them on your stage or webinar, or find a way to get on theirs. Like that's that's in a nutshell.

Host1 09:33

It sounds like I'm I'm kind of like identifying a theme, but I want to dumb it down for people. How do you pick who you're gonna go do business with?

Host 09:40

So my target is like the top team leaders all across North America. I also work with some top mortgage companies, also work with some top tech companies. But my avatar, obviously it's been my dad's avatar for years, is the top team leaders who want to grow their business. So they want to generate leads, recruit more agents, sell more houses without increasing, basically reducing their profit margin, right? And so we help them generate leads and do these things without increasing spin. For example, like Tyler Blair, I think we reduced his monthly expenses by 24 grand a month when we started working together. But his team kept growing. You see what I'm saying? Yep. Um, so when I when I'm thinking who do I pick, I pick the ones who my target avatar, who team leaders look up to. So, like, who are the the who's who of the team leaders? Who are the most influential of the team leaders? Who already has my leads? That's who you want to pick.

Host1 10:34

Yeah. Once you do a webinar, what are you doing on the webinar? What do you do when you're speaking? I I don't I don't imagine that you're pitching a bunch of stuff. I would imagine it's more educational, but you tell me, what are you doing on the webinar?

Host 10:45

I've done webinars that were straight up like pitching a product or service. I've done ones that ones that I really like is on webinars. I like selling tickets to in-person events on them. Because I'm like, if I get them in the room, like it's already closed. Like I'm not selling them on the product or service. I'm just saying come hang out with us. You know what I mean? Like, I love selling tickets on webinars, actually. That's one of my favorite things to do. Or just doing ones where I'm not selling anything and just giving a free download. So, like, any of it is that's the cool part. As long as we're not breaking the law and we're not hurting people, there's no rules. And so, so like it's it's just fun. And most of the sales don't happen on the webinar, anyways. They happen on the marketing leading to the webinar and the marketing after the webinar. That's where people miss the 100%. 100%. You know what I mean? But my format, I'll give you my format. I do a monthly webinar. I start with an intro, and and I start with an intro, uh, introduction, welcome, like highlighting my guest speaker, highlighting the audience, making about everyone and not about me. And then right before we get into it, I pull out my phone and I say, Let's all take a selfie. This is a gem. If you want more leads. Now, not only do I have my co-host who has my audience, but I have their audience who also has my audience, and I have everyone take a selfie like this together and smile and like point at the screen with the title of the webinar on it before we start, and then I tell them what copy to write, and I say, Let's post that right now. And I say we're live now, title of webinar, link in comments, comment the link below. And now I have a hundred, two hundred people sharing it. They're generating leads for me while I'm live, dude. Yeah, yeah. So that's like the first thing I do.

Host1 12:19

That's funny. I've I'm not to cut you off, but I've been on social media when people are at your events. I think it was your you and your dad's last event in Vegas, the marketing mastermind. And I saw all of our friends like start posting stuff on social, and it was it was the same thing from all of them. I was like, all right, all right, they're gonna be instruction over there.

Host 12:37

I wrote the copy, bro. Yes, I so in the private group, I wrote the copy and I at everyone in the comments and I said, post this. And then they all got a bunch of leads. And I said, take your notes from my event, put it in a lead magnet, capture leads, use it for your benefit. You see what I'm saying? Yeah. So that's the first thing. The intro, the selfie, everyone post it. Now I'm getting I'll get another like 200 leads that day. You know what I mean? Yeah, uh, it's wild. And so then right after that, I'll go, here's my big promise. It's funny, this is like gonna be a whole webinar thing. Here's here's my big promise. So you do this big old grandiose vision, and you say, Look, I have 14 years experience, and then I ask my co-host, I played um, how many years have you been in this? And they say 25 years. I say, Okay, so I don't know if we can put 39 years of combined experience in one hour, but by the slim chance that we can, maybe consider working with us and actually purchasing what we offer you at the end. And I say, Hey, look, if we can't pull off this promise, I don't know if we can in one hour, then don't buy anything from us ever. And so I give them the pitch at the beginning instead of surprising them at the end, and it's under a very specific conditional circumstance where only under this specific circumstance should you buy. And if I can't deliver that environment and circumstance for you, don't buy. And so it's like the guard is gone, it's completely down, it's completely chill. Um, yeah, it's it's very cool. And then you just go into education mode, man. And then we alternate, we alternate educating, and then once we're done alternating, educating, when I do a tag team webinar, I like to pick four topics. So, like when I do mine, it's mindset, audience, message, media, funnel. And so I'll go seven minutes, my co-host goes seven minutes, and we alternate seven, seven, seven, seven, seven, seven for an hour. Okay, and then I say, Okay, now we're gonna warn you first uh let me not skip forward, do a recap 60 minutes and 60 seconds. So here's the problem people only understand primacy and recency, and they forget 90% of what's in the middle. So they're gonna remember the beginning of your webinar, they're gonna remember the end, they're gonna forget everything else you said in between. And so what you do is right before you get to the pitch, you do one slide with bullet points of everything you taught them in the webinar. So now you just reminded them of all the awesome things you taught them, all in like 60 seconds or less. And then you go to the slide where it's like, I'm gonna warn you now, if you just came for the free stuff, this is your opportunity to leave. Thank you so much for your time today. But if you're here and now you're seriously considering what the next step looks like, then stick around. And if you stick around, we also have a surprise guest coming on, and we also have a QA at the end. We will not stop this webinar until every single question is answered. So, like, I'm dangling throughout this webinar that there's gonna be guest speakers at the end, surprises, there's gonna be QA at the end, surprises, and giving them an out so they don't feel uncomfortable. And our drop-off rate is so low, dude. Like, because I'm basically dangling the carrot of what's next after the pitch. And so then I do my little pitch, it shouldn't take more than two minutes, right? And then after the pitch, I'll pull up one of my clients and then my co-host will pull up one of theirs or an agent or whatever, whoever could give live testimonial of whatever we taught. And we'll go through a uh six question interview that basically talks about before their experience with us, during the experience with us, after the experience with us. And so it shows a transformation. So your audience now sees all the things you taught in the webinar, then they see someone else like them, and they see the journey from before during after. Your audience now sees themselves in the story and sees themselves winning the story. And then right after that, we go stick around, we're doing a QA, and then I sit through a QA, and the QA is just straight up objection handling, bro. Every reason, like they're gonna ask questions about why it won't work or why they can't buy or why they can't do this. Like, my one of my webinars, I went for two hours and 45 minutes, and the webinar was done at like 60, bro. And there were still people with us three hours later, and and um, I know I'm being long-winded, but this stuff is always gets it gets me excited. One of the ladies, and she's so cool, she's awesome, she's killing it right now. But she's been a lead of ours for a long time, right? Meaning she has a lot of tags on her in RCRM, meaning she grabs everything, right? Like she grabs everything, opens every email. She's been on multiple discovery calls with me, another coach, another coach, but never pulled the trigger. And so, because I know data on my leads, I know she's in there, and we have like you plant seeds, so you have like other clients of yours or other supporters of yours in the webinar. So, like, don't just think it's just marketing for new leads, it's also coaching for your current clients. And then they sell for you in the comment section. So this lady is like asking questions and asking questions, and I was like, You could watch the replays, the one I did in October with Tyler Blair. But I basically asked permission to do a hard close live, dude. And I was like, I was basically like, yeah, I was like, okay, so and I was answering her questions, right? Right. And I said, Well, can I ask you a question? And she's like, Yeah, of course. And I'm like, Do I have your permission to coach you right now? Like, can I just be really direct with you? She's like, Yeah, yeah. And mind you, there's still a bunch of people live watching this happen. And I'm like, Okay, so look, you have every tag that exists in my CRM, you open every single email, you reply to my emails frequently, and I answer your questions. You've been on a discovery call with me, and I start name-dropping other coaches she went on discovery calls with, and I said, You haven't purchased anything from anyone. I and so I said this. I said, Look, I say this with love. We're two hours and 45 minutes into a webinar right now. You wouldn't still be here if you weren't in serious consideration. I said, You can make one of two decisions. Either you can make a commitment and take that risk, and maybe a year from now you'll be one of our testimonials on one of these webinars, you'll be one of our success stories, or you can choose not to, which is totally okay. And a year from now you're gonna be sitting in the chat asking the same questions with the same problems. I said, Which one is it gonna be? And everyone in the comment was like, just do it, sign the contract, bye, bye, bye. It was wild, dude. That's awesome. So that's my long yeah, that would be so fun.

Host1 19:12

I would I would imagine because you spent an enormous amount of time in a call center, right? Like you were oh, yeah, yeah, yeah.

Host 19:18

Weren't you selling timeshares? I sold timeshare at the corporate office of Wyndham, bro. So like it was smile and dial. You put on your headset, you walk and talk. I mean, we were I still have recorded sales calls on my phone from years ago. Yeah, we were in a boiler room, dude.

Host1 19:33

I can imagine that part of you. Like, what are you what do you like? Obviously, you know, somebody that goes one to one at scale, but then you start really pushing hard one to many. Like, what have you noticed are the differences in those two like strategies? Because it's it's not always really easy to have a relationship one to many. Like, it's not something that everybody gets, it's not something that everybody does a really good job of. A lot of people can have relationships one-to-one, but when they transition one to many, like what do you think are the differences?

Host 20:00

Yeah, I think the difference is how you frame it mentally. I think that's people's mistake. So, like Kanye West, whether you like him or not, he's one of the greatest marketers of our time, period.

Host1 20:09

100% of how controversial he is, without question, it's undebatable, right?

Host 20:14

That he is. And in his song Can't Tell Me Nothing, he says, I'm on TV talking like it's just you and me. So people, what you said is people frame one to many different than one to one, and it's not, it's the exact same thing. So you should speak one to many as if you're speaking one to one, and the second you start changing how you talk one to many versus one-to-one, you lose your voice. And that's why people can't sell one to many. So, like, I'll give you a very specific example. I spoke in um, I spoke in Sarasota at an event that I helped market for some clients that they threw, and we filled it out. Like, first event ever, Weston Sarasota ballroom, jam-packed, just very high class. They did they hit a home run. I'm lucky that they trusted me to coach them through it. But I was one of the speakers. I'm jumping down off the stage, going into the crowd, taking a knee, sitting face to face and coaching someone this close in front of a whole room of 300 people like no one else is there. That's the problem, is people treat it differently. They're on the stage talking out and about. I'll be in front of 200 people and talk like it's just you and me, but just on a microphone so everyone can hear it.

Host1 21:20

Very good points. Yeah. Very good points. Yeah, 100%. It's something that um, you know, I think that like you're right, people take one to one to one and then they go one to many, and they're like, well, I gotta be different. But when you get around a lot of marketing coaches, it's like, no, you have to talk to Sandra. Like, just talk to the person in front of you. And if you can treat your copy and your emails and those things, you could go buy a thousand marketing books from all over the world, and then they're gonna tell you pretty much the same thing in the beginning is know who you are marketing to. Know who you are talking to. You have to have a conversation with one person. It's a cool question. I'm I'm glad I got to ask that because that's that's a really good distinction that I don't think a lot of people, I don't think that they that it just doesn't click sometimes. Like they don't get it. I'm gonna have to find another reason for us to get on and talk for like an hour or two hours because I feel like we could go back and forth a bit. I want to respect your time. This has been an awesome conversation. No, no, this is fantastic, man. Um, what do you think would be the number one way that we as listeners of the Partner and Profit Podcast could partner with you? How can we walk alongside you? How can we support your growth right now?

Host 22:24

You know, the biggest one is get in my database and get in my audience. Like, that's what you need to do to associate with me and associate with all the awesome humans who I'm surrounded by. Personal Facebook page, Alec Chaplack, A L E C Um C H E P L A K. I also have a free marketing download you can grab. I'm pretty sure like 1,100 plus people already grabbed it, but it's www.cheplakmarketing.com slash download. So that's it. Just get on Facebook, opt in for the download, you'll start receiving emails. And I think more than anything, just be curious, observe, and don't just look at it through the lens of like, oh, what's he saying to me? No, no, no. Look at what I'm doing, how I'm doing it, when I'm doing it, and why I'm doing it. Just be a little more curious than the surface level, and I think you might have some breakthroughs.

Host1 23:12

Awesome, brother. We'll make sure that we link up all the ways that people can connect with you and get that download. And if you listen to this, I highly encourage you to take some action. Uh get on Alex list, pay attention to the content, take action on what you're learning. Most importantly, I think you'd be blown away at what might happen to your life and what what might happen to your business. Man, I appreciate it again. Appreciate you spending some time with me. This is an awesome conversation. I'm excited to do it again some other time.

Host 23:36

Thanks, dude. We will for sure. Yeah.

Host1 23:37

Yeah, yeah. All right. And I thank you all for continuing to listen to the Partner Profit Podcast. It's been another fantastic conversation about how you can take your relationships and turn them into revenue. I encourage you to go out there and do it. I'll see you on the next one. Peace.