Sincerity & Genuine Interests
with Ryan McNeice | McNeice Wheeler
I’ve hired Ryan several times to do some work for me. He set up my S corporation among other things.
And shortly after our first interaction he emailed me to see if I wanted to grab coffee.
I haven’t told him this, but my first reaction was wondering if I had to pay for the time he spent with me at coffee.
Thankfully he didn’t charge me. In fact I think if I hadn’t shown up early and bought my own coffee, he would have paid for mine as well.
Anyway, Ryan is a great example of authenticity to me. I was excited to get an attorney’s perspective.
What he says about how he’s grown his business inspired a reflection I’ll share with you after the interview.
"Playing it overly safe is risky" -Ryan McNeice @mcneicewheeler
Have you joined the private facebook group yet?
My background is in real estate. I’ve been in and around the industry for 15 years.
Building my business wasn’t easy. Something always felt like it was missing in my Lead Generation efforts.
I didn’t like the cold calling stuff. I totally felt like a taker rather than a giver doing those kinds of calls.
I tried the referral type stuff as well. None of it really fit because the message was always around real estate. Or, for a short period, I had bought some company’s referral system where I was suppose to send “items of value” that they created for me.
While I was trying to be smart by outsourcing my marketing, the challenge with that became these items of value weren’t valuable to me. And evidently they weren’t valuable to the people I was sending them to.
It would be like Oprah’s favorite things only they weren’t really Oprah’s favorite things and the people she gave them to didn’t really care about them either. There’s no value in that. No excitement.
It was just filler. It was content because we were suppose to send content. We were suppose to stay in touch. Be top of mind.
So it felt incongruent.
I have other interests and passions that matter more to me. I love self-development, wine tasting. I love learning about business outside of real estate. I also love reading up on how the sub-conscious mind works. These were the things that grabbed my curiosity. They were the things I loved talking about. Not, how to have a better 4th of July or letting people know the price of stamps went up or what the latest market stats were.
What would have been great, in hind site, is if I could have sent emails and mailers and hosted events and made calls to people about a wine tasting I was doing. Or started a book club with others on The Power of the Sub-Conscious Mind.
That would have been an easy call to make to those who were also interested in wine or the sub-conscious mind.
Which brings me to my second thing I observed.
My database of people were people I put in there. Friends. Family. Internet leads I bought. This random storehouse of contacts with no common thread binding us together.
Makes it really hard to say anything meaningful when your entire database has nothing in common.
Talk about inauthentic marketing.
So what if, rather than starting with outsourced marketing materials and canned autoresponder campaigns… we instead started with the things in life we already talk about on a daily or weekly basis? And then sought to find others, in an intentional way, that were interested in the same things.
What if we Grew a list of these people.
And then, when it came time to send an email or a newsletter or make a phone call, we’d have something to talk about. There would be a common thread.
My people would actually look forward to my communications. They might actually show up to my events.
I think when we build our business around the things in life that light us up, we end up attracting people into our lives who are interested in the same thing.
And from a business perspective, lead generation and lead conversion is so much easier when you are from the same tribe.
I’ve shared this idea with a lot of people in the last couple years. I always get this push back like “well if I talk to people about wine, how will they know I’m in real estate?"
Assuming that you start with the common interest, like wine, I think you just tell them. We don’t need to be undercover. There’s no hidden agenda.
The difference is we’re starting our relationship off with something we both actually want to talk about. That makes us interesting to one another.
Starting off talking about your profession doesn’t make you interesting.
The good news for us in Service Industries, whether real estate, law, financial advising or whatever, is that people eventually want what we have.
I would bet 90% of wine lovers have real estate in their life plans. 90% of wine lovers have retirement in their life plans. 90% of wine lovers have death, divorce or taxes in their life plans. The key is to be there when those moments arrive in their life.
I think our goal needs to become facilitating conversation with others around the topics that light us up. That’s THE ONE THING I would tell my younger self if I could go bank in time.
Find those who like what you like. Create content for them. And build that list. that’s why I’ve put that free course together at groundswellmethod.com I want to help others build the kind of list that not only is fun, but also converts.
As that list grows there are moments to bridge from our common interest to content about what we do professionally.
But the magic is... that in the context of our common interest, you can now hear what I say from my profession instead of it being more noise on top of all the other professionals in my industry saying the same thing.
Links to check out
The Groundswell Method | Free Course
An efficient soulful approach for bringing more people into your business
(or following up with the ones you already have - wink, wink)