Aimee Engelmann is the CEO of Beepo, the leading outsourcing company for the property industry. We were fortunate to have Aimee join us at Inman Connect and especially to get her takeaways from the first day. Find out what impressed her and what she learnt.
Topic – Inman Connect highlights
Mentor – Aimee Engelmann
Kevin: We had the privilege when we went to Inman Connect in New York to take with us a number of very talented people who gave their time to attend as many of the sessions as possible and come back and give us some feedback. They also supported our efforts to be at Inman. One of those was Aimee Engelmann from Beepo. And at the end of day one, she gave us an excellent wrap on what were some of her takeaways.
Aimee: My first kind of takeaway was in the social media space. I saw a great speaker, her name was Marki. She’s really big in the American market.
Kevin: Is she a broker?
Aimee: She is, yep. She spoke about kind of the power of social media, but with really practical tips which of course we love. We love going to a conference and hearing what we can actually take away and implement.
So I wanted to share a few of those.
Kevin: I’d love you to, because I think there’s a lot of confusion about what we should be pushing out. Did she deal with that?
Aimee: Yeah, she did. One of the key things that she brought up was … This has probably been heard a lot, the power of video. So the amount of eye balls that are on video and in particular vertical video. So that’s when you hold a mobile phone up and quite simply talk into it in it’s vertical state. Now this is to support 2 areas that are getting a lot of traction, which is Instagram and Facebook stories. They’re getting a lot of traction because they’re authentic, they’re short video clips, and they’re very, very easy to record.
Kevin: How is she using it? I know Sherrie Storor who’s one of our co-hosts was using it, for quite a long time ago, to get back to her sellers after feedback … after an inspection.
Aimee: Yeah. So one of the suggestions that Marki talked about was to make sure that when you’re doing anything on social media, that you’re not selling product, and you’re not selling listings, that you are helping solve a problem. So great suggestions from her is make sure that you focus on a problem, you could even do something like a quick interview with an expert. Might be someone who’s an expert in lending, or someone who’s an expert in landscape gardening, and talk to them about a quick tip that’s going to help solve the problem for the audience. Or it could be talking to someone in the community about things that are going on, or expansions, or development, that’s interesting for the audience.
So her 3 don’ts when it comes to social media is do not put your listings in there, don’t talk about how much you’ve sold, and don’t be that sort of person who’s out there talking about your product, and talking about how great you are, or how good your brand is. And particularly with listings, she said it would just turn people off because it might not be the community they want to live in, it may not be the price point that they want, and it may not be the number of bedrooms-
Kevin: It’s of no interest to them.
Aimee: No interest. So be really, really careful of that and think about what you’re doing. She also talked about the fact that you have to get over the being scared of video. People don’t want to be on video because they don’t think that they look good. She really was quite firm in saying, “Just forget that. Work out the problem that you want to help customers solve, and record that. Then, repurpose it. So you can use it on Facebook live, as long as it’s recorded vertical you can then use it in your stories.”.
Kevin: Great tips there. What else was there?
Aimee: So she also talked about not being negative. Don’t ever be a “Debbie Downer”. We might call it a “Negative Nancy”. Don’t ever use that as a way to unleash and to unload or be negative. She also talked about even interviewing people on the street; Being out there with an iPhone, talking to someone on the street, talking to them about how much they love the community, or a question that they have and then answering that question in your video.
Kevin: And tech? What was there in tech? Did you pick up anything? There’s a tonne of tech.
Aimee: Yeah. A huge part of today. So in terms of the sessions, one of the interesting things that I learned just straight off the bat in the opening session is that Alexa, which is a voice-activated assistant, now has flush briefings where you can actually opt in to have a briefing from an agent come through at a regular interview which I thought was really interesting. It’s kind of almost like a mini podcast that you sign up to.
But I really focused on the A.I. sessions and there were 3 main panellists that came through on A.I.. Really interesting, it was great to see one of those 3 was an Aussie that we know well.
Kevin: Sarah Bell, yes? She’s not old, she’s not old. I hope she’s not listening. Sarah did a fantastic job on site.
Aimee: She really did. There was cheers from the Aussies when she came up.
But the first technology that I really loved was a piece called OJO, which is actually for the consumer. And what it does is allow the consumer to via text chat with a bot, so an A.I. tool, that allows for that text to text. And that bot is talking to them, and collecting information, and then sharing suggested properties, and even giving advice on things like lending. So very, very cool. Still early technology, but they’ve managed to find a lot of data use both text and imagery to help form the algorithms to help customers with great information.
Aimee: So that was a really interesting one, so one to watch for sure. They’ve had their series A and series B funding, B went through in 2018 so I think that’s going to be-
Kevin: What was that name again?
Aimee: OJO. O-J-O.
Kevin: O-J-O … OJ .. OJO.
Aimee: OJO, yep. If I’ve pronounced it wrong … So very, very interesting there.
Kevin: Was there another category that caught your attention?
Aimee: Yes. So in the A.I. space, also the other one that I was really interested to hear about was from Keller Williams. So Keller Williams created a digital assistant tool called Kelle, and their whole insight is about how do we improve the end-user experience, so the client experience, but by assisting the agent? Lots of similar things to our own Aussie-
Aimee: Yeah. And Rachelle, which is the digital assistant, very similar theme. How do we help the agent to then deliver a better customer experience? It’s interesting. They shared when they developed Kelle that they kind of put all these bells and whistles on it, and then what the agents actually wanted was they wanted Kelle to update the CRM for them, and get the information from the CRM to them while they were in the car. The insight was we thought it would do all these things, but what agents really wanted in the beginning, was some simple stuff.
Kevin: Yes, incredible. And I think we find that a lot too with a lot of the CRMs as well. They really build a very big robust CRM, and as users we may only use ten or fifteen percent of it. But still it’s there.
Aimee: Absolutely. And I think as Kelle progresses, the feeling that I was getting is, it’s now moving into helping the agent with richer data. So snapshots is the perfect example, market snapshots. But now they can just ask Kelle, “I need a snap for this area,” and you know Kelle will produce it. So as time goes on, they’re producing a lot more data-rich, a lot more complex depth and breadth of the sort of information to support the agent and therefore the customer. Again, they are only just not even a year here, has Kelle been released, so very, very early stage. One to watch, as well I think. It’s pretty interesting.
Kevin: Okay. Anything else? Any other aspects?
Aimee: Yeah. One thing that we hear all the time at conferences is about exceptional service, and agents delivering exceptional service. There were two top agents that presented this morning on what service was to them and the sort of tactics that they’re using. And you know what? It’s not anything different to probably what we’ve seen before but at a very personal level. So one of the things I heard from a top performing agent from Houston talk about is the way that she’d tailor things like having cookies at an open, or if it was a certain season she’d have apple cider because she knew that that client might like a certain thing and she tailored that. So very, very, personalised, but to support that she’s actually employed someone that has access to her corporate credit card that is just there to make people feel right, and do fun things, and just please them. And the result for that has been the doubling of referrals in the 30-day period that they’re working on the transaction. So their inside is that they get the majority of referrals in that transaction stage, so anything they can do to ramp up that relationship in a very caring way, and a very personalised way has been fantastic for them.
Kevin: That was just one of the sixty interviews we did when we were at Inman Connect in New York. Now you can see those, we recorded them in video, and you can see them all right now at propertytv.io. Check it out for yourself, we’ve compiled them into shows and we’ll also be featuring them individually. That website again is propertytv.io.