AI Is Changing Real Estate Marketing Fast | Jatin Mehta on Google, Search & Lead Generation

Dr. Jatin Mehta (00:00)
One thing is the lost opportunity. I’ll give a very good example. People generally get a lot of leads because they spend a lot of money on marketing, but they do not continuously follow up. Previously, there used to be requires seven follow-ups. Right now, that’s seven follow-ups multiplied by three times, like 21 follow-ups required.

In order to get anyone attention, previously the email used to work, now the text used to work, now they want to have a social presence also, because they want to know the other person on the other side is a trustworthy or not.

Scott Bursey (02:07)
Welcome back to the Real Estate Pros podcast, powered by Investor Fuel. I’m your host, Scott Bursey. Glad you’re with us.

And today we’re joined by Dr. Jatin V. Mehta, the founder and CEO of MetaSense Inc. and MetaSense Marketing. Dr. Mehta is a heavyweight in high-performance digital marketing, executive talent acquisition, and scaling complex enterprise lead pipelines. Listeners, you can expect a masterclass today on breaking down exactly how to apply these enterprise-level strategies to scale your real estate business.

Jatin, welcome to the show.

Dr. Jatin Mehta (02:42)
Thank you. Thank you. I’m honored to be on this call.

Scott Bursey (02:45)
It is just wonderful having you here, and to help our listeners get up to speed, please give us the ninety-second highlight reel, if you will, of how your career ignited and where you’re pouring your fuel now.

Dr. Jatin Mehta (02:58)
Excellent. Hello everyone. My name is Jatin V. Mehta, founder and CEO of MetaSense and MetaSense Marketing. We provide the talent management and talent acquisition services in our staffing division, both in IT and healthcare divisions, while in digital marketing, we provide our patented solution to provide the very complex lead generation process into the dumbed-down fifth-grade level to get everything easy and faster,

thanks to the technology and AI knowledge what we acquired over the last several years.

Scott Bursey (03:31)
That is such a massive trajectory. Thank you for breaking that down for us, Doctor. And what really caught my attention about you was the way you’ve been able to bridge the gap between complex digital marketing data and actual executive talent acquisition to build systems that truly scale. And going a step further, curious to know:

What do you see as the single greatest strength real estate investors should leverage when they enter the digital marketing space?

Dr. Jatin Mehta (04:01)
The real estate investor, when they go and enter into the market, they have to be very focused, number one. Number two, they should know which real estate area they want to play with. I’ll give an example: You can work with a single-family, you can work with multi-family, you can work with an apartment complex.

You have to find out yourself whether how much time you want to spend now.

When you—if you want to have enough time to spend, and whether you have a—your team ready to do the repairs or you are going to decide on somebody else… The reason for that, the acquisition of the assets, it plays a very significant role in your overall ROI.

Couple of properties in the past, me and my partners, we were purchased through the sale auctions, where you can get 40 cents for a dollar, and you may get lucky and you may not get lucky, also. But the single focus thing is that what is the area you want to play with? How much your depth and width of your cash flow, you cannot play.

And you always take ten, fifteen, I would say twenty-five to forty percent cash advantages before you do any more, because you cannot predict the future.

Scott Bursey (06:08)
Well said, Doctor. And kind of following up on that, wondering: Where are most real estate teams tripping up when it comes to acquiring top-tier talent for their marketing funnels?

Dr. Jatin Mehta (06:21)
Very good question. Right now, in a marketing talent, they generally try to do it by themselves. And they’re figuring out, “Okay, that’s easy,” and they don’t know the tricks of the trade.

And I would say the more than ninety percent of individual person, they try to do their own marketing, they fail in terms of the return on investment.

Let everyone do their job. Let plumber do that plumbing job, let electrician do the electrician job, the roofing guys do the roofing job, and you do the property management or acquisition business. Similarly, I would strongly recommend: Let the expert do their job and create the miracles and get you the better result or return on investment.

Scott Bursey (07:02)
And how do you fix that pipeline gap without losing momentum?

Dr. Jatin Mehta (07:06)
So there are real estate investors, generally they go after two things. First thing is that: How do I get hold of investors?

And second part is that: How do I get access to the assets?

The real estate as—depending upon the industry, people are investing in land, people are investing in agriculture lands, people are investing into the storage, public storage, people are investing into the real estate funds. Now, all these places, they have different demand structures. So what do we do in our marketing division? We

try to identify unique customer profiles. So if you are looking for a real estate investor, are you looking for a partnership relationship, or are you looking for an accredited investor to invest with you $25,000, $50,000, $100,000? And in our system, we found like people who are trying to get the investors, they are

unable to—they don’t have a portfolio of the collateral that, “Okay, if I need the investor, I need to have a X, Y, and Z ready.” They need to have a—their pipeline buildup correctly. If you don’t have a pipeline buildup, and

so in order to get the USP identified properly, and we help them to reduce the qualifying questions, so they don’t waste their money to any of the social media the way they’re supposed to do so.

When on top of that, our patented technology is called iMetaDex. It brings the lot of organic traffic. It guarantees close to 300% more traffic than the regular way, so that’s how we are able to get more ROI on their digital spending.

Scott Bursey (08:50)
And Jatin, we’d love to hear: What is the most overlooked opportunity for scaling lead pipelines in today’s real estate market, in your view?

Dr. Jatin Mehta (08:59)
One thing is the lost opportunity. I’ll give a very good example. People generally get a lot of leads because they spend a lot of money on marketing, but they do not continuously follow up. In our—previously, there used to be requires seven follow-ups. Right now, that’s seven follow-ups multiplied by three times, like 21 follow-ups required.

In order to get anyone attention, previously the email used to work, now the text used to work, now they want to have a social presence also, because they want to know the other person on the other side is a trustworthy or not.

So you create a momentum of the situation. Like they do the lot of social media or Meta video, I can get you better ROI. But if you look at them, they have just posted one reel with a no collateral, no information, and no supporting evidences. Now, thanks to the AI and the lot of technological advantage,

did somebody try to give the fictitious addresses and say, “Hey, we are a great company”? And people have lost a lot of money and they come back to us saying that, “Help us to do the reputation management on that.” And we don’t take that kind of clients, because we want to make sure that those who are real brick-and-mortar, those who are in a situation, we are able to help them.

Scott Bursey (10:21)
And interested to see: What do you think is the biggest threat to lead conversion in the current digital landscape?

Dr. Jatin Mehta (10:30)
There are four buckets: branding, awareness, then you go for marketing, and you go for sales. The new investors, they generally think about sales, they do not differentiate between sales

and marketing. They do not differentiate between marketing and awareness. And sometimes they think about branding and directly get the answer on sales. So the gap is that is a continuous monitoring and progressing from branding to the sales. The weakest link in the system is that very few people are able to master the complete lifecycle.

Those who has mastered the lifecycle, they are successful in continuously lead generation. They are the—one of our clients, they generate close to

a million dollars in a revenue per month, and their cost structure associated with them is around four to seven percent. Now, how to calculate the cost structure? It’s not the how much money you to the digital marketing agency, it’s not the only thing how much money you pay to the Google or Facebook

or Instagram. It’s not that, but the year to think globally is a part of the pie. But the overall cost is that: Who is the answering phone? That person’s cost. That person is sitting in a chair, that person is occupying 10-by-10 square feet of office space, that person is utilizing your phone, computer, internet.

You assume that as a pure cost structure, and then you identify whether I’m getting the proper return on investment or not. So the cost structure, identifying the cost structure and classifying the cost structure in that marketing system, plays a vital role, because they consider, “Okay, I’m spending five thousand dollars per month and I’m getting

100 leads or 200 leads, and each lead cost me $25,000 to—because they got an investor.” That’s not the solution. You have to see the overall picture and overall cost structure. The question you ask that, “Where is the missing link?”, and missing link you will find in almost each and every part of the lifecycle. It depends upon the who is the person, who is the investor,

who is a real estate investor and what they are looking for.

Scott Bursey (12:46)
That was an excellent breakdown, Doctor. And if you could describe: How do you keep your marketing efforts agile while the industry shifts as fast as it does now?

Dr. Jatin Mehta (12:57)
Very good. The—I’ll give you little statistics about that.

Every day, every day Google bans or blacklist ten thousand websites.

Every day, almost same amount of account is being blocked by Facebook.

So the question here is first you have to create your house very clean.

How do you keep your house very clean? So the house in this area in digital marketing is that your own website.

How do you keep your website very clean, neat, and compiled or compliance as per Google? As per any search engine. There are more than fifty-five to seventy search engines are there, and Google is taking the massive share of it, but that share is now shifting.

Previously, the 70% lead used to come from Google. In last six months, our statistics shows that same amount, close to fifty percent or more, now getting through the AI.

So now you don’t have to keep updated with a Google or a compliance part of it. You have to be so agile that you have to implement your AI strategies in your marketing. If you do not put—implement your AI strategies in a marketing, basically you will become a dinosaur sooner or later.

Scott Bursey (14:15)
You must be adaptable. Makes perfect sense. And Doctor, what does your professional network look like right now?

Dr. Jatin Mehta (14:21)
My professional network, I have a close to around 29 to 30,000 followers or connections on LinkedIn, and that is my primary source or primary way I network or interact. Plus every week I make sure that I go to Zoom meeting or personal meeting, I must meet five new people.

I must attend the five meetings, or must do something in tune of five.

Three things you should do that every month, every quarter, and every year: I do the presentation, I go to conference, they invite me for the keynote addresses. I also publish books, I publish articles.

The answer is you give the knowledge to individual and the aspirant. I also coach students. I mentor a lot of school students, high school students, I mentor college students. They come in, intern in my office, so always the most part is to give back.

If you don’t give back, then you are doing injustice to human life.

So I spend every Sunday, me and my wife, we spend whole day into our Mandir, we call church on Sundays. There is the largest Hindu temple in the Western Hemisphere in New Jersey, in a town called Robbinsville, and we spend—we do service there from eight-thirty to two-thirty to three.

And we drive back from Robbinsville to Cherry Hill, which is near closer church to us or Mandir, and until seven-thirty we do service over there, so whole day we spend time. So it’s time to give back, also.

Scott Bursey (15:55)
I appreciate you taking us into your world there. That makes a lot of sense. And Jatin, if you would be so kind to take us down this path: If you were starting over today in real estate, what is one marketing lever you would pull first to guarantee a solid pipeline?

Dr. Jatin Mehta (16:13)
One marketing thing which I would definitely try to look into that: I will keep my area of influence reachable within 30 minutes of my primary stay.

I will not go out anywhere. Within 30 minutes is the—because I will learn. I’m a new investor, I will—I’m going to make a lot of mistakes, and I have to learn. And how do I learn that mistake as fast as possible?

It’s like, in high school you learn about driving, but unless until you drive a car you don’t understand.

Scott Bursey (16:44)
That is such powerful insight right there. And Doctor, for those of our listeners that want to keep this conversation moving, stay in your lane, or collaborate with you on future deals, what is the best way for

them

to reach you directly?

Dr. Jatin Mehta (17:40)
They can reach to me using my company email. My cell phone is there, it’s 856-203-4548. That is 856-203-4548. My email is [email protected]. That is M-E-T-A-S-E-N-S-E-U-S-A dot com, like common sense.

Scott Bursey (18:05)
Jatin, thank you so much for joining us today on the Real Estate Pros podcast.

Dr. Jatin Mehta (18:09)
I appreciate you calling.

Scott Bursey (18:10)
And to our listeners, we appreciate you. If you receive value in today’s episode, please subscribe. We’ll be filling your tanks with the lineup of elite guests, just like Dr. Jatin V. Mehta, who are accelerating and setting the pace for the rest of the industry. Until next time, keep your standards high and your vision clear. We’ll see you in the next episode, everyone.