Subscribe via:
Show Summary
In this conversation, Anita Ortiz-Lubke shares her journey from a corporate banking career to becoming a successful real estate investor and hotel owner. She discusses her first deal, the challenges faced, and the lessons learned, including the importance of not doing renovations herself. Anita also delves into her transition into hotel ownership, leveraging technology and AI for marketing and lead generation, and innovative strategies for real estate investors. The discussion highlights the significance of understanding seller financing and the evolving landscape of digital marketing in real estate.
Resources and Links from this show:
-
Listen to the Audio Version of this Episode
Investor Fuel Show Transcript:
Anita Ortiz Lubke (00:00)
so what Spyglass does is a little bit different. The technology is now out there through Spyglass where if a motivated seller types into a search engine, sell my house fast, avoid foreclosure, behind on payments, any keywords that we designate.We are now matching them, mapping them through technology and getting their actual contact information. This is publicly available information, cookies, lead lists that are being sold out there publicly, appraisal district information, et cetera. And if we can map them to their IP address, you instantly get their name, phone number, email, physical address, information about their home, also other demographic information.
Dylan Silver (02:23)
Hey folks, welcome back to the show. Today’s guest, Anita Ortiz-Lubke, is a real estate investor active across multiple segments from single family to hotel ownership. She’s based out of Fredericksburg, Texas and is also the founder of Shift Smart AI, digital marketing and automation in the real estate space. Anita, welcome to the show.Anita Ortiz Lubke (02:47)
Hi, thank you for having me. Super excited to visit with you for a little while.Dylan Silver (02:51)
It’s great to have you on here. I always like to start off at the top of the show by asking guests how they got started in real estate.Anita Ortiz Lubke (03:00)
I had a 15-year corporate banking career. was working in New York and I met my husband at a blackjack table in Las Vegas. He was living in Texas. He was living on a ranch in Texas. So go figure a girl from Manhattan meets somebody at a blackjack table who lives on a desolate ranch in the middle of nowhere. But we dated for a couple of years and we ended up getting married. This was 2008 to 2010. You know what was going on in 2008 with the big crash.Dylan Silver (03:29)
Yep.Anita Ortiz Lubke (03:30)
I was burned out of living in New York. And so one day I came home and told him I’m ready to go back to Texas. So we moved back to San Antonio and a couple of years just trying to figure out what I wanted to do with my life. And I ended up taking a boot camp by Phil Grove, if you know Phil Grove out of Austin and the light bulb went off. And about two weeks later, I came home and told him that I had bought a foreclosure.property in San Antonio and we were going to renovate it. He didn’t even know what I was doing. He was running his roofing company. And so that’s how we stepped in and did that project. And we made a little bit of money, had a lot of fun, but a lot of problems on it. You learn your first one. And I was hooked with the whole process of real estate and renovation. And that was 15 years ago. Yeah.
Dylan Silver (04:10)
Sure.There’s a lot to unpack there. I love Phil Grove, because that’s how I got into real estate.
Anita Ortiz Lubke (04:24)
good, yeah, just his engineering background really just spoke to me and I got on, so.Dylan Silver (04:29)
So I came across Phil, don’t remember exactly where it might’ve been at like a Sheraton Hotel in San Antonio. This was two years ago and he was gearing up for this event which happened to be in Dallas. And I ended up just meeting a ton of people who were very much, you know, go-givers. They were willing to share lots of information. And here I was just trying to get started. I was like, this is amazing. If real estate is like this, I have to be involved in it. That’s how I got started. But you know, similar,Anita Ortiz Lubke (04:58)
Yeah.Dylan Silver (04:59)
To you, I was burnt out from my previous career. I was working for Nissan, long hours, and I was like, let me try something else. You mentioned that first deal. Walk me through the acquisition of that first deal. What was it like? Did you have help from Phil’s group? How was the negotiations? What was it like?Anita Ortiz Lubke (06:07)
Yeah, you know, I went through that boot camp with Phil, but I didn’t continue on with his education. think, you know, sometimes you think you can learn it on your own. I was doing lending for a long time. I had a little bit of real estate experience. So we’ll learn how to do this. And so we sent out letters. You know, this was 2012, 2013, somewhere in there. And it was a KB home, one of those boxes that, you know, KB was building back in the day, 3000 square feet.divorce situation with a lot of kids. The wife had answered, but she wasn’t living there. The husband was living there. And we went, they had animals all in the house. There was not a wall that didn’t have some brown substance on it. It needed cosmetic. It was in decent shape, except for the air condition, but it needed a lot of love. And so we…
Dylan Silver (06:51)
Yeah.Anita Ortiz Lubke (07:00)
put a bid on it and took it over. I don’t remember the numbers, it’s been 15 years, but we used a hard money lender at the time and started the renovation process, but we decided to do the work ourselves. And so I think that’s, you know, some new investors have that mentality, can save a lot of money if I do some of the work ourselves and my husband can build anything. So for us, it made sense. I think you learn your lessons at the end of this, I’ll share what those lessons were, but.Did the renovation, my husband ended up injuring his back. This was around early November with the tile machine trying to get some vinyl tile off and injured his back. So he was on the floor for two weeks. We managed to get it done, got it under contract and about two weeks before we were getting ready to close, we had left to a family ranch that we have, came back just to check on the house in the minute.
Dylan Silver (07:32)
YouAnita Ortiz Lubke (07:54)
We walk up, he is in front of me and says, uh-oh, well somebody had caved in the door, went into the house, stole the appliances. They went after the stove and the microwave. They wanted the dishwasher, but the minute that they tried to cut the water line, it had been flooding the house for I don’t know how long.So all of the bottom floor with the brand new, nice vinyl plank flooring was swollen up and it was a mess. So we had to clean that up and got it all taken care of. We went over budget. Who anticipates having to fix all of that? Even with the hard money lender, we ended up making about $25,000. And again, I was hooked. There’s a lot of problems with it, but you…
Dylan Silver (08:17)
my god.Anita Ortiz Lubke (08:46)
The whole concept of taking something ugly and making it really beautiful is something that still does speaks to me quite a bit. The lessons we learned is don’t do the work yourself because especially with renovation, by the time you finish the property, you should have been looking for the next project because you’ve got a gap in time. We did that. It just took us a while. We ended up starting to raise private money. I knew immediately that this was not the best way for us toDylan Silver (09:04)
Right.Anita Ortiz Lubke (09:15)
get the best profit on our projects if we were going to move forward with this. we built a whole private lending platform and had more money at the time than we knew had deals. We did that. I got my license because I saw what realtors were doing. I said, I can do this. And, so you learn how to massage the levers of the business and do what you do well and what you can do efficiently and then outsource the rest. So that was our first project.Dylan Silver (09:44)
So first deal, appliances get stolen, floods still turn a profit. You’re like, hey, we can do anything at this point.Anita Ortiz Lubke (09:49)
Yeah.Yeah, and it was fun. My husband might have a different opinion for you. You he didn’t think it was a whole lot of fun. I thought it was great. I had a good time doing it. you know, that’s your first project. Of course you’re excited to see it out.
Dylan Silver (10:40)
Now was that injury? I’ve never injured my back, thank God. Was that like a serious like couldn’t walk well for a couple days type of thing?Anita Ortiz Lubke (10:48)
Yeah, that Thanksgiving we had to load him into the car and I’m from Del Rio. My parents were there at the time and he literally laid on the floor. had to bring him Thanksgiving dinner on the floor. He had a crushed disc of something happened to one of his discs. So for a couple of months he had to go get shots and he eventually worked his way out of it. But it was a pretty bad injury considering what it did to him. we marched along and finished it. Got it done.Dylan Silver (10:57)
Ugh.Yeah,
mean, floods, appliances, almost can’t walk, turn a profit. We’re going to keep going. I like that. That’s that’s the attitude to have. So this is something that people talk about, like things getting stolen from your your site. I’ve heard of, you know, wood lying in the front or windows even. But the homes basically finished, you know, the the water lines are on and
Anita Ortiz Lubke (11:19)
It’s good,Dylan Silver (11:40)
people took the appliances, what would they even do with them? Like who, what are they trying to do with those appliances?Anita Ortiz Lubke (11:47)
You know, our suspicions were that we had various contractors. We didn’t have a crew at that time. And so our suspicion was that maybe one of our contractors, because the location of the house didn’t lead to a lot of traffic in front of it and it was a green space behind. So it just lent to somebody knowing the house was empty. But when we went through the insurance process, the insurance company told us that at the time,Dylan Silver (11:53)
Mm.Yeah.
Anita Ortiz Lubke (12:14)
may or may not be the same thing now. There were people that would look on MLS for newly renovated houses, empty, recent flip, et cetera. And so they, you know, it’s worth it for them to break in and go sell these things for several hundred bucks and make a little bit of money, you know, to each his own. I’m not sure that’s worth my freedom. I’m not sure that’s worth my freedom to get about a thousand dollars worth of equipment, but.Dylan Silver (12:35)
Life of Prime.Live and die by the sword, Anita, I guess.
Anita Ortiz Lubke (12:42)
Exactly,exactly. But we started putting in mobile cameras and we learned how to protect ourselves. You just learn the lessons,
Dylan Silver (12:52)
Have you seen those barrel alarms? So I’ve seen these in flips. It literally looks like an alarm in like a cement barrel type of thing. And people will put like a blue light at the top and every person who enters the home has to disarm it. I’ve walked into these homes and like been unable to turn them off and you’re like fumbling over your phone. You’re like, my gosh, this is so loud. So there’s ways that people are trying to secure their properties. I do wanna pivot a bit here though and ask you about.Anita Ortiz Lubke (12:55)
No, uh-uh.Dylan Silver (13:20)
going from there to then hotel ownership now some years later because I know you were involved in that space for a while. How did the hotel play come into the forefront?Anita Ortiz Lubke (13:31)
So you and I chatted before, you’re familiar with Texas and just north, about an hour north of San Antonio and an hour west of Austin is the Texas Hill Country. And Fredericksburg in particular has become known as the new Napa. It’s our Texas wine country. Right now there are probably 100 plus wineries within a 30 minute drive from us. That has, that growth has been in the last 10 or 15 years.But my husband has a childhood friend who is the winemaker for the arguably the most, the biggest wine company out here and very involved in the chamber. And he knew we were renovating houses and he had invested in some of our projects as a private lender. And he called my husband one day and said, Hey, there’s this old hotel. I know the owner. She’s an older lady. She’s been wanting to sell.
I have to stay in it because they have this big rodeo next door and it’s a dive. It needs a lot of loving. And you should come look at it. There’s a lot going on out here. There’s a lot of potential. And so we took a drive out there. This was 2016, give or take. We took a drive out there and 16, 12 rooms at the time. Doors were open.
Nobody on site. You would thought this place had been abandoned. She was just keeping it open to pay the real estate taxes. Holes in the wall, bleeding money, old paneling. Everything was a mishmash of this, that, and the other. And we left unimpressed. We were not in that commercial space. We were very involved with the residential business. And we just said, yeah, not for us. And we went home.
Dylan Silver (14:57)
Whoa. Yeah. Leading money.Anita Ortiz Lubke (15:57)
And about two years later, I was in the office and I said, Hey, I wonder what happened to that hotel? Because by then Fredericksburg was blowing up. And just like any husband probably does, I don’t worry, go figure it out. You know, he wasn’t even paying attention to me asking him this question. And so I skipped traced her and sent her a text, the owner. And two weeks later we were sitting in front of her making an offer on the hotel. She was ready to let it go. We were the right place at the right time. And,I still have it somewhere in my computer. remember getting onto a canva or whatever I was using at the time and noting where the hotel was, looking at the five or six wedding destinations, because a big wedding venue area, and then all the wineries that were around it. And we were the only functioning motel, or would be the only functioning motel, between Fredericksburg and Johnson City. And I was like, I have to own this. I have to have this.
Dylan Silver (16:49)
Wow.Anita Ortiz Lubke (16:53)
So the story gets better. By then we had gone to some other training. I’m always big on education. I may not embrace all of it, but I always find something from everybody. And we had spoken, I can’t remember his name, but he taught zero financing, zero percent financing strategies. And we made her an offer and she said yes. So we basically got the hotel with zero interest, self financing, owner financing on her part.And so it just got better for us. And so we pulled together a group of family and friends and who had invested with us prior and some that just wanted to be part of a fun project. And we bought it and my husband and I spent six months along with our crew and gutted it, completely rebuilt everything from the plumbing and reconfiguring some of the rooms and electrical to every stitch of furniture, paint and color and rebranding and all of that we did.
And so we opened in June of 2019 and it’s been a labor of love. We’ve been on the Today Show and Better Homes and Gardens and Magnolia TV came out and did a episode for their Remotel series. it’s just, it did more for us personally and professionally just to have that recognition. Yeah, then anything that we…
Dylan Silver (17:44)
Wow.Yeah, that brand, yeah.
Anita Ortiz Lubke (18:09)
have ever done. So we still own it. It’s a fun project. We’ve kept it out here and it’s almost paid off because of the financing that we did with it. So you make your money.Dylan Silver (18:17)
Right, right. I want to, I want toask
you a granular question about seller financing. If I can, maybe give away some of the gold, but don’t give away the whole gold bar here, Anita. I am coming across, I’m a realtor in Texas, I’m coming across lots of people who, for my money’s worth, seem to be first time multifamily investors. Maybe they were fix and flippers, I’ve heard this story. Hey, my property’s sitting for four months and I’ve got low offers that I won’t consider it nothing else, I gotta get out of this fix and flip space. Or it’s people who’ve
seen, hey, I could potentially make offers using seller financing and get into some commercial multifamily or hotel space, motel space, et cetera. What would be your feedback for folks on how to make a compelling seller finance offer, either in the terms themselves or in the way that you breach that conversation with the seller?
Anita Ortiz Lubke (19:15)
Yeah, so I think if you’re, you know, personally one on one, how we approached it with her is asking the question, are you open to taking payments over time? Right. You know, some just want the cash. They want to move on with life. Some you got to figure out what their their hot spot is. Do they want to just get up and leave? Are they looking for tax? A softening tax hit, right? That was her thing. She didn’t want to get all of this profit and day one and owner finance allowed her to spread it out.She was emotionally tied to the property and her big thing for us was the cabins that we were going to put in. So what I’m getting at is have that conversation as you’re building rapport and trying to understand what would incentivize them to do owner finance. And then you can kind of tailor. And the question is, you know, we would never put, are you willing to take no interest, right? You know, that’s probably not the best way to approach it. And we don’t do that on our contracts either or offer letters.
But are you willing to take payments over time? And if you’re even hearing a subtle yes or a maybe, then you’re able to craft based on their hot points. You can craft that offer accordingly. And so what we did on our contract is whatever. Let’s say the purchase price was $1 million. Just throwing that out there. We would phrase it as take payments of.
$5,000 a month for 180 months with the balance due at the end of 180 months. So there’s not this big glaring, you’re not getting any interest whatsoever. It is phrased in a different way. And just like with owner finance that you’re doing for a family, most families who can’t go to a bank don’t really care what the interest is, they care what the payment is.
Dylan Silver (20:57)
Yep.Anita Ortiz Lubke (20:57)
And sofor her, was the money that’s coming to her every month and the bills that she needed to pay and she wanted to pay off some other things. So there’s subtle ways that you can kind of approach that.
Dylan Silver (21:07)
Now with that deal, was there any component of like nostalgia and ownership for her? Like, hey, I’m still going to be part of this effectively because I’m seller financing it? Or was that not a factor at all?Anita Ortiz Lubke (21:21)
She had other investments and she had an interest in being out of town. She likes to go to Oklahoma. She had a house in Paralin. Her thing was she had always wanted to put cabins and renovate the hotel and make it beautiful and fun, but she didn’t have the money. She didn’t have the expertise of the crew. And so I think that was really what sold her on us. She had been, she had.been approached by other people to buy the hotel, but she also felt that they were just not gonna do anything to it. They were the kind of buyers that were just gonna keep the rate really low and let it go into the ground. She wanted to see that fruition, that renovation and turn that place into a property that she had always dreamt of. So she came to our owner’s party. She came by a lot the first couple of years, see what we’re doing, and she loved everything that we did.
⁓ But we just write her checks every month and she’s happy as can be.
Dylan Silver (22:20)
Sounds pretty good to me. Hey, if folks are listening, this is a true win-win for both sides, the seller and the buyer. I do wanna pivot though here and talk about Shift Smart AI, digital automation marketing, right? Marketing and automation. How did this come into play? Because we’ve talked about flips, you’ve talked about hotel ownership, and now we’re talking about AI.Anita Ortiz Lubke (22:43)
Yeah, I’m a bit of a tech nerd. love tech. I’ve always loved technology. Even when I was working in New York on the banking side, I love that part of the process where we were building an interface for our external clients to see. And so it’s always been something in the back of my head. And it started with building a mobile app out here for Texas wine country. And so I ran the technology on that, got that up and running.And then about two years ago when AI and ChatGPT in particular just kind of started to come out of nowhere and everybody started noticing this and using it, I just went all in and mostly for our businesses. I wanted to learn how I could leverage this to write great social media copy and help me with the marketing side of things and emails and all of the fun things that ChatGPT can help for you, help you with rather. But I also started to train myself on other tools.
You know, you’re in the space or you hear about the space, you know, every single day there’s a dozen new tools that are coming out that people like us can use. You don’t have to be a big conglomerate anymore to have access to these really great tools. And so that morphed into teaching and educating mostly real estate agents for continuing education through the Texas Real Estate Commission.
teaching AI classes, so 14 low cost and no cost tech tools to use to make your best real estate year ever. Things like that, how to clone your image so that you don’t have to have expensive photography sessions anymore, how to do video, all of that fun stuff. Mostly to get people…
older agents in particular to embrace and open their minds about what is out there. You don’t have to learn all of it. I always teach just start with one, right? Find something you love, start with one and then master it and build onto that. And so that training turned into Shift Smart, which became a digital marketing agency, mostly built around go high level and real estate investors and agents. But that has morphed into helping other business owners with
Dylan Silver (24:29)
Yep.Anita Ortiz Lubke (24:46)
that automation and all the fun things that come along to it. And then that’s now led to Spyglass, which is a very, very unique lead generation platform that we’ve rolled out in the last couple of months. That’s just beyond our imagination in terms of what it can do, especially for real estate folks.Dylan Silver (25:02)
Lead generation is the name of the game. mean, hey, if you’re ⁓ a realtor, if you’re an investor, if you’re someone who is a service provider to the space, if you’re, you know, on Main Street and any type of business, you’re going to need leads, right? And so what are most people doing? I feel like it’s, hey, I’m not going to do anything. I’m going to rely on word of mouth, or I’m going to dive headfirst into Facebook and Google. Walk me through, you know, some of the unique strategies that Spyglass does.Anita Ortiz Lubke (25:31)
Yeah, so to set the stage, you know, I remember 10 years ago when we were starting out renovating, we spent $5,000 in one month on yellow letters to foreclosures and probates. And we were, bought a $3,000 printer so that I could do this. I didn’t get one phone call. Not one phone call, Dylan. And so that’s, it’s very disheartening. And I’m working with a real estate client right now who has relied heavily on Google ads, right?Dylan Silver (25:49)
Ugh.Anita Ortiz Lubke (25:59)
And she’s spending north of $250 a click, not even a lead, a clicked drop because it’s such a competitive space. Same with Facebook. Andso what Spyglass does is a little bit different. The technology is now out there through Spyglass where if a motivated seller types into a search engine, sell my house fast, avoid foreclosure, behind on payments, any keywords that we designate.
We are now matching them, mapping them through technology and getting their actual contact information. This is publicly available information, cookies, lead lists that are being sold out there publicly, appraisal district information, et cetera. And if we can map them to their IP address, you instantly get their name, phone number, email, physical address, information about their home, also other demographic information.
And what you can do with, so think about that, right? Think about the traditional investor like we were who have to wait until you get to a public foreclosure list or a probate list. And by then it’s too late. You’ve got 50 different investors right knocking on their door. Well, if you can get to those people very, very early into their decision-making process while they’re starting to explore the options,
Dylan Silver (26:56)
Wow.50 people.
Anita Ortiz Lubke (27:18)
How valuable is that? And if you can do that at a fraction of the cost of what Google or Facebook is charging, all the better. So what we’re teaching our clients and setting them up to do is those leads come in, you can push them to a custom Facebook audience with your, get a cash offer for free. So instead of just letting the Facebook algorithm show whoever they think might fit into this box,you’re going to actually be showing it to people who are in the last few days, typing in, help me with foreclosure, get a cash offer on my house. We can set it up to set, send a custom personalized direct mail to their home because we now have their address. And we’re also doing geo location fencing. So with that address, I can tag onto any device in that house and wherever they’re at and on God’s green earth, I can start showing them my ads. So I call it the hug.
Dylan Silver (27:52)
Yeah.Anita Ortiz Lubke (28:12)
of the types of clients. Now, whether or not you pick up the phone and call them, that’s a little aggressive, but there are other ways to put yourself in front of these people much more strategically. I call it sniper targeting, right? You’re getting your message in front of the right people at the right time, and you’re not doing it for $250 a lead or click.Dylan Silver (28:37)
So this is, I would say, an explosive area of conversation because they’re not always entering their phone number, but they might be getting a text, right?Anita Ortiz Lubke (28:46)
Yeah. you know, unless think about industry statistics, right? Somebody searches for something on Google and they Google, they see your ad and they drive to your website. 90 % of the traffic that go to your website never converts. Unless they put in a phone number, an email, fill out a form, they could be there for 30 seconds and then they leave. You have paid for that traffic, but they have not converted. Okay. Spyglass flips the script.So now you’re going to get that information, whether or not they’ve come to your website. We it’s called search intent marketing, right? We know that they’re typing in a keyword that we are interested in getting in front of them for, and we’re giving that information. Now I train people, you’re going to, it’s a powerful thing to have that information, but it’s also, you want to figure out the right message and the right way to address them. may be on the do not call list.
Dylan Silver (29:36)
Yeah.Anita Ortiz Lubke (29:43)
Do you want to call somebody or email them and say, hey, I saw you were typing in, sell my house fast or avoid foreclosure. That’s a little aggressive, right? But everybody’s got to decide based on their business and their model, what makes sense for them. And so we’ve created the other, what I call softer touches of direct mail marketing, streaming ads, Facebook custom audience ads, and just being much more targeted, but sniper focused on who we’re spending money on.so that you can.
Dylan Silver (30:13)
So now withAI, I like the approach of the direct mail, because direct mail I’m just a big fan of in general. And when you said you spent the $3,000 on the machine, I didn’t get one call, it kind of broke my heart, because I was like, my direct mail heart is now, not, not, I love direct mail. I mean, I’ve spoken with investors who have gone all in on direct mail spending like tens of thousands of dollars a month, but their first campaigns were handwritten.
Anita Ortiz Lubke (30:24)
Yeah, I do try to be in my shoes, Yeah.Dylan Silver (30:40)
You know, and it’s like, how could they even scale from that to where they’re at today? So it’s amazing where that can get you. But on the AI front of it, you’re able to gather information on them. You know more about them. And then if you send them a tailored direct mail, know, hey, you know.Anita Ortiz Lubke (30:57)
tricks.Dylan Silver (30:59)
in this area or I don’t know how specific you want to get with them being on your website, but it’s really able to go above and beyond without probably putting in more time, right? Because with AI, you could probably do the direct mail without having to handcraft it yourself.Anita Ortiz Lubke (31:14)
Yeah, so my existing, my largest client, she’s been doing Spyglass for about three weeks. She got 185 motivated seller leads her first week. So this past Monday, we sent out 550 six by eight and a half postcards that are personalized with that person’s name. And they don’t say, hey, I noticed you were on our website or typing this phrase in. It says, we are looking to buy property in your area. Would you ever be interested in selling one, two, three?Elm Street, right? So think about that person who’s dying and swamped in debt and foreclosure in Texas is 21 days max before they sell your house. And they’re not sure what to do or where to go. And they’re searching online. And then a week later, they get this card in the mail that’s not threatening. just, could have gone to everybody on the street that says, hey, I’m looking to buy property in the area. That’s powerful, right? That’s impactful to somebody’s day, as well as to the investor who’s trying to get.
⁓ in front of that person.
Dylan Silver (32:15)
That is impactful. I mean, it’s almost likesomeone else is intervening to save the day. It’s like, Hey, I was looking for this. didn’t go through with it. Here’s this letter. ⁓ that’s really solving problems, right? Because I think a lot of times investors, you, you mentioned that it’s, it’s a race to the bottom in some ways, or in the reverse, it might be a race to the highest offer, but you want to get there before everyone else does before the boat arrives. And so, I mean, I’ve spoken to so many people in Nita who are doing some version of AI for
real estate investors, but what you’re talking about is very unique. I’m sure you’re aware of that, in that no one is going to the length that you’re going to, to really serve people at the highest level, even before they maybe feel like their back is fully up against the wall.
Anita Ortiz Lubke (33:05)
Absolutely. Yeah. And like I said, real estate is the perfect model for this, but it works for any business, right? If you’re looking for leads, the name of the game is to get to the right people at the earliest point in time for the least amount of money. And we’re talking, you know, one to $2 is the lead cost on Spyglass. I’m not in an auction environment. I’m pulling data. So I’m intent on keeping costs down because I want investors to do well. I’m 15 years ofexposed to that model of doing the same thing over and over and not coming up with a better solution. This can complement the monies that they’re spending on Google and Facebook to drive traffic to their site, but pick up the crumbs that Google and Facebook don’t pick up because nobody’s converted. So it’s really kind of a nice little ecosystem. That’s what I call it, is a nice little ecosystem.
Dylan Silver (33:58)
Yeah, amen to that. Amen to that. feel like I just discovered a whole new world that I got to dive into and that’s right. don’t need is there a term for this space because it’s not just, you know, lead capture funneling. Is there a term for this kind of like trap not cookie tracking, but help me with the verbatim here.Anita Ortiz Lubke (34:02)
I’ll let you tell everybody, please.It’s
search intent marketing, right? And that’s what Google is. mean, Google is search intent marketing, but Google’s not going to A, give you the information that you need to track them and get to them. But they’re also in an auction environment and that’s where their costs. It doesn’t cost Google $250 to give you a push to the website, but that’s what they’re charging because it’s a competitive space. I’m in the data pool because I don’t play just on Google. I play everywhere on the internet. So it’s a much more cost effective way to do that. But search intent marketing is what you’re looking for.
Dylan Silver (34:47)
Search intent marketing, amen. Anita, we are coming up on time here. Where can folks go if they’re interested in reaching out to you about Spyglass, Shift Smart AI? How can folks reach out to you or your team?Anita Ortiz Lubke (34:59)
So visit shiftsmartai.com and on there you’re gonna find spyglass and so you can Poke around there I’m giving away 25 free leads just to test it out because it is a new technology and I want to grow this so it’s not you know It’s risk-free cancel any time no contracts, but there’s also resources page And so you’ll find a lot of free training on AI all the things that we talked about earlier if you want to learn some really cool tools to help you in your business orclone your image or anything, automations, how do they work? And I’m continuing to add onto that. And then you can reach me at anita@shiftsmartai or book a call on that site.
Dylan Silver (35:37)
Anita, thank you so much for coming on the show here today.Anita Ortiz Lubke (35:38)
Thank you. Thatwas fun. I appreciate it.
