How to Create Videos That Sell Shit

How to Create Videos That Sell Shit – Interview with Billy Gene

(Click The Video Below To Play)

Are you still avoiding video marketing on social media? At best, you’re leaving money on the table. At worst, you’re putting yourself out of business. Why is video such a crucial sales strategy? How do you make an industry like real estate entertaining? And what is the formula for creating videos that sell $hit?

Billy Gene Shaw is the founder of Billy Gene is Marketing, a digital marketing firm out of San Diego, California. Billy Gene and his team specialize in teaching entrepreneurs how to leverage social media ads to generate leads and ‘turn clicks into customers.’ Billy Gene believes that entertaining with video is mandatory when it comes to social media marketing, and he is committed to helping clients capture attention online and master the skills necessary to generate big-time ROI.

Today on the podcast, Billy Gene joins Oliver to discuss the power of video in growing and scaling a business. He explains the idea of documenting your journey to build trust and the reason why being boring will put you out of business. Billy Gene also shares his formula for creating a successful video ad and offers insight around leveraging YouTube to target a specific audience. Listen in to understand why it’s okay to embrace your inner douche bag and learn how to create videos that successfully sell $hit!

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Here is how the interview breaks down

[0:27] The power of video in growing a business

[2:28] The idea of documenting your journey

[14:32] Why your content must be better than butt cheeks

[17:44] Why it’s not too late to advertise on YouTube

[24:34] Billy Gene’s tips for creating a successful video adL

[30:26] Billy Gene’s take on ads for un sexy industries

[35:08] Billy Gene’s formula for creating successful videos

[36:04] How to generate attention up front in video

[40:40] How to demonstrate legitimacy online

[44:02] Why you should embrace your inner douche bag

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Listen here:

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Key Takeaway:

Are you still avoiding video marketing on social media? At best, you’re leaving money on the table. At worst, you’re putting yourself out of business. Today, digital marketing guru Billy Gene joins Oliver to discuss the power of video in scaling a business and share his formula for creating a video ads that sell $hit!

Full Transcript:

Oliver: Today we’re going to be talking to Billy Gene about all his video marketing strategies. Right now he’s spending over a million dollars per month on YouTube ads and he’s just absolutely killing it. We’re going to be talking about how to create video ads that sell, embracing your inner douchebag, and how being boring will put you out of business. Let’s get started.

Oliver: I just want to jump right in with you and I’m very appreciative that you made the time to do this-

Billy Gene: Thank you for having me. I appreciate you.

Oliver: Therefore I appreciate it.

Billy Gene: Welcome.

Oliver: One thing I was doing in preparation for this as I watched your interview with Ed Mylett, which I thought was awesome-

Billy Gene: Thank you.

Oliver: And one of the things that he asked you was what’s your superpower? And you said creating videos that sell shit. So, I want to kind of pick up the-

Billy Gene: Yeah, it just summarizes it nicely.

Oliver: Yeah. Very, very simple. And I agree, I think you’ve been slaying it with that. Tell me a little bit more about that.

Billy Gene: Yeah. I think for everyone listening, the reason why … well, one, it’s what I love to do, but I think it’s my superpower because I’ve been practicing at it for the last 10 years, but it’s a super power that I wish everyone had because to me it’s the fastest way to grow and scale the business. So if you take a look at like companies that have blown up or products that have blown up, think about what really did it. Let’s go all the way back to the George Foreman Grill. It’s a commercial, right? What’s a commercial? It’s a video. And the cool thing about video is now with Facebook, Instagram and YouTube, it can go to 7 billion people on the planet or whoever has a cell phone and internet, maybe 2 billion, 3 billion, whatever, with the click of a button. You and I right now can take this clip, go into Facebook, click four buttons and say target the world.

Billy Gene: Anybody in this age and demographic who happens to like business and we can show them a video message in two hours and be all the way around the world. Let that sink in. That’s huge. So now if that video that we recorded had an offer that said, hey everybody give us 10 bucks and everybody gives you 10 bucks, guess what happens? You’re a multi, multi billionaire. And so I’m obsessed with that equation, is that Facebook, Instagram and YouTube, their real job is just to put a message in front of anybody that you want. So if I can make the message something of, “Hey, buy my stuff in exchange for me helping you”, I’m fucking golden. If you look at the more recent companies that blow up with video, Dollar Shave Club, like what was that? It was a video advertising. Like it’s a video. It’s always a form of marketing that adds gasoline to the business.

Oliver: Another thing that you mentioned in that interview, and we’re going to touch on all the ad stuff in a minute, so I’m going to put it in a box and put it over here, was documenting your journey. You talked a lot about the importance of doing that in business today and I wanted to just get your opinion on what you think that looks like for someone in the real estate business.

Billy Gene: I’ll go to the real estate part in a second, but the idea of documenting.,So have you ever been in movie theaters and in the beginning it says ‘based on a true story’, and then at the end once the movie’s done, everybody’s reaction now is to go to Google and see what did the real character look like? What actually happened? What was true or what’s false? Now think about this. What if in your life people don’t have to ask those questions, they just fucking go to your timeline on Facebook and they can actually see it in real time. How much more trust does that build? And I say trust because the only reason why people aren’t buying from people is because they don’t trust you. Think about it. If they believed everything that they were saying, they would buy. If they really believe working with you as a real estate agent was going to be that fast and that easy and really get them top dollar and all those other things that you say, then they would do it, wouldn’t they?

Billy Gene: They don’t believe you. And so that’s why I think trust is so important in that transparency. So now I’m seeing the benefits of it because we’ve been documenting for the last seven years. So now people look at my shit and they’re like, “Dude.” I’ve got people buy and be like, “Yeah, I’ve actually been following you for five years now.” And they said, “At first I thought it was bullshit, and then like five years later I’ve seen the progression.” So now people hate sales because they don’t like to be pushy. How pushy do I have to be? “Does it work?” I’m like, “Look at my shit for the last five years. You said it, not me.” Right? So yeah.

Oliver: So you’ve been able to document the things that you’ve done, turn that into content, and that’s been the vehicle for part of your growth obviously aside from the ads-

Billy Gene: Anyone in a service-based business when they’re buying you, right? like any real estate professional will tell you in any part of the industry, “Hey, people buy because they know, like and trust you.” But everybody sells their service. Nobody’s selling themselves. And that’s the biggest thing to do. And the reason why is because when they try and sell themselves, it sounds like this. “Hi, my name’s Bill Shaw and I’ve been doing real estate for 20 years in the southern San Diego area. You can trust me and my team.” Like is that not the bitch?

Oliver: Said every other realtor.com.

Billy Gene: Exactly. And that’s the difference between the documenting is, “Here’s Steven, he just bought a home from me. Put your thumbs up, Steven.” The barrier to entry is so low for everybody to play. User trust has been down like crazy. The one thing that’s hard to fake though is if you film the first time meeting the client, you film the showing the houses that they didn’t like, that they didn’t, you film the frustrating and the calls I didn’t go so well, all the struggles and that’s hard to fucking fake a whole entire experience. And that’s the difference between telling and demonstrating.

Billy Gene: And so a lot of people are hesitant to this because if they accept what I’m saying as truth and realize they need to do it, that means there’s work ahead. Oh damn, now I got to learn how to do video. Oh damn, now I got to hire a videographer. Oh damn, that’s budget.” People will logically understand and nod the head and listen to like this. “Yeah, he’s right. Okay. He’s onto something.” But then there’s the other part of them that tries to sell them on why they don’t need to do that to avoid the work. And that’s the thing that keeps them prisoner.

Oliver: Such a good thought. And that’s actually something that we’ve talked about before as well is documenting the experience of sales or if you’re an investor of your flip. Like imagine if you did ‘buying it at the courthouse’ video and then what you did with your contractor once you got there and all of the different steps throughout the process from A to Z. Now you’ve got a five minute video at the end that took a lot of work to make and a lot of time to make and a lot of energy to make, but you’ve got the ultimate social proof. And to your point, that’s something that can’t be faked.

Billy Gene: And here’s the catch, is this is where advertising is beautiful. So say it does take you forever to get that one video, but people love it and they want to work with you as a result. What’s cool now with $5 a day on Facebook, Instagram or YouTube, you can run that video advertisement to the zip code you want to work in and use that content for years to sell. And that’s why everybody listening in real estate, I honestly implore all of you to start thinking about your content the same way that you do your real estate. You think of your real estate as an investment. People are like, “Oh, this isn’t costing me any money. I’m actually investing. I know it’s going to pay my children and I’m gonna leave a nice little asset.” You have all of this rhetoric about you justifying the fact that you just dropped a quarter of $1 million on a down payment or whatever it is, and you have all of this.

Billy Gene: Well, I’ll break it to you in a different way. I can take out my cell phone right now using nothing and put us both in the video and I can make an offer and this will take me nothing, no cost, anything. And I can sell shit and it can bring me returns same day, but you’re not going to see that shit in real estate. You’re not going to get them same day. It’s going to cost you … You’d have to put money down. You have to sign these crazy contracts, I can literally take a video right now, upload it, and if the video sells something, it could pay me again and again and again and again and again and again for years to come. How was that any different than what real estate does? Right? My flip is just different. I flipped content information, the number one resource in the world, versus a building that to me is a lot slower moving. Now it doesn’t mean you shouldn’t do real estate, I’m just saying diversify your portfolio. Right back at you motherfucker.

Oliver: I really like that and I think that’s super important is the producing very high quality, good content. Do you think that that’s necessary now to have a videographer be part of your team?

Billy Gene: I think it’s going to be a standard in every company ever. I think it will. The same way that I remember when websites became a thing and I was one of them and I was like, “You don’t actually need a website. You don’t need a website.” And so many people were like, “Why the fuck do I need a website?” Now everybody has a website. Now if you don’t have a website, what does somebody call you?

Oliver: You’re old school.

Billy Gene: They call you a creeper. They call you a weirdo. They say you’re strange.

Oliver: How can you not have a web?

Billy Gene: They sound like this, “You’re going to do business with that mother fucker? He doesn’t even have a website dog.” So standard. So now you come to this next phase where it’s like, “Which restaurant should I eat at?” “Well go look at the videos. They don’t have any videos. What the fuck? What are they hiding? What are they not showing?”

Billy Gene: Go to the real estate agent, “Wait a second, well what’s the team like?” “I don’t know. They didn’t have anything.” And then I was like, “Well these people have pictures. Okay, pictures are cool, but pictures is too easy to fake.” So trust goes down. It’s hard to fake somebody’s personality on video. It really is. You know what I’m saying? Like it’s harder. So there’s just a layer of trust that people associate with.

Oliver: I love that. And that’s something that we agree with. We brought our content team on a few years ago and it’s paid dividends a lot. I think what scares a lot of people is the cost and you brought it up already, the budgeting for that. I just want to talk about tips for hiring this person and what sort of expense are they looking at?

Billy Gene: Yeah, great question. Well, understand this is the first and foremost lesson with that is that if you can’t afford a videographer, it’s not a money issue. It’s a creativity issue. This is huge. And this is the most problems in business, because we’re always trying to solve our problems with money. Right? “If only I could hire a videographer.” “What do you mean? You can hire a videographer?” “Yeah, but I can’t afford it.” Is money the only form of currency? Absolutely not. People do things for time, laughter, enjoyment to learn, et cetera. Your real estate agent and some vide … Experience. How many videographers are in college right now that are looking for projects to do so they can add stuff to their resume? See that’s a lack of creativity and that’s the difference between entrepreneurs who make it and ones that don’t, is the ones who make it …

Billy Gene: I have a three old daughter and one thing that’s not allowed in my house because she’s starting to talk more now is she’s not allowed to say the word ‘can’t’. So she says the word ‘can’t’, I say, “No, what do you say?” And she goes, “How can I …”

Oliver: Oh I love that.

Billy Gene: That’s the difference I’m going to do with entrepreneurs. Knock that shit off. “I can’t afford that. How can I afford a videographer?” Oh Shit. Now I got to come up with solutions?

Oliver: Yeah. And I think a really simple tip too would be to coop it with other agents. Imagine if we went in on four people and you guys all split a videographer, or five people and everyone gets him one day a week and you guys can share the cost and that would make it a lot more cost effective.

Billy Gene: I love it. Dude, and also too real estate money comes in and in relatively large doses when it comes, “Hey film now pay, get paid later. You really believe in your work and this is going to help us, pay …” You know what I’m saying? People will do it. I always say the reason why this is not so common sense is because they forgot to give us a sales course in college. All of this would have been second nature, but we don’t sign up for a fucking sales, we sign up for astrology 101.

Oliver: Because no one wants to be a salesperson.

Billy Gene: No one wants to be a salesperson because they demonize it. Sales is demonized. Like, “Oh that person’s just trying to sell you.” Like it’s a bad thing. It’s the only thing that actually makes our fucking country work, the world work-

Oliver: Totally agree. And as an entrepreneur, I think that’s like a core skill. I think if you don’t understand that you’re really missing a big part of the equation. And I know you started like on a call center, right?

Billy Gene: Yeah.

Oliver: And I started selling phones out of a mall kiosk. And it was a grind and it was a numbers game. But the lessons that I learned, and I’m sure you learned through that experience of just getting rejected, learning to sell, learning to overcome objections, future pacing, all the different things, it’s just invaluable.

Billy Gene: And the fearlessness that comes with it. And the ability to eat that shit like of hitting no and being like, “All right, another day.” And once you learn to get over that, it’s really hard to be stopped. You already heard it before, you know what’s coming. You get over it.

Oliver: Yeah. And in real estate, the objections don’t really change, which is nice. You’re going to hear the same 12 objections through every seller. “I’m not ready now or …”-

Billy Gene: Listen, dude, you’re nailing it. And again, if you don’t have objection cards, what are you doing? You hear the same things every single time and you always go, “Yeah, but they hit me with this.” Question, how many times have you written down that objection? And then ask family, friends, experts, especially experts in the industry, what’s a good way to overcome this objection? Turn them into flashcards and practice them. You’re honestly probably not getting more than four objections, but if you’re somehow special and you just get every objection under the sun, then make 10. And remember those flashcards just like we did when we were in third grade, and we wanted to remember all that relevant stuff about the capitals of each state. We had fucking flashcards, right? Why don’t we have flashcards for the shit that matters?

Oliver: And then they’d give you a state and you would just spit out the answer because you remembered it. The same way when you hear those objections, you’re just going to be able to spit it out right when you hear them.

Billy Gene: Exactly.

Oliver: And then it becomes really natural.

Billy Gene: The difference is one was completely useless, and the other is extremely relevant and helpful and pays your bills and stuff like that.

Oliver: And a whole lot more than that hopefully. I actually totally forgot to mention that I’m going to be cracking and off shore Hazy Ipa and I brought Billy something as well, but this was before I found out that you’re not drinking at the moment.

Billy Gene: Oh shit, I still love Jack.

Oliver: They said you love Jack-

Billy Gene: I do.

Oliver: And so I got you a special signature select bottle-

Billy Gene: Oh fuck yeah. Let me tell you. January 1st, 2020 I’ll be cracking this

Oliver: That’ll be the new year’s bottle.

Billy Gene: That’ll be the new year’s bottle, assuming I decide to drink. But yeah, that’s nice for you and the box is all fancy and shit.

Oliver: Yeah, it’s super fancy.

Billy Gene: I’ll cheers with you.

Oliver: Thank you. Cheers. Enjoy that when you’re ready. Oh yeah, and since you weren’t drinking I got you a Red bull and a water. And Taylor actually said, “You know what? He likes cookies.” So we brought-

Billy Gene: No man, I just had to train, I’m not doing this shit either. Come on man.

Oliver: We’ll just put it right here in the-

Billy Gene: Off camera, off camera.

Oliver: If you change your mind, you can holler at it.

Billy Gene: I appreciate that, dude. Thank you very much.

Oliver: Anyway, back to it. One of your quotes that I thought was amazing at content and convergence or traffic and convergence summit here was that your content needs to be better than butt cheeks.

Billy Gene: It’s very powerful, very prophetic-

Oliver: Yeah. It actually was powerful in the sense that it’s so simple and it makes so sense and it makes you laugh at the same time. But like-

Billy Gene: Let me break down the math for everybody, right?

Oliver: Break it down.

Billy Gene: So the content has to be better than but cheeks is a real thing. And it’s because if you asked like nine out of … And I’m making up the stat from my ass, but if you asked like nine out of 10 business owners or people who are starting a business or growing the business, whatever, you say, “Well, what’s your plans to get customer?” If you have 10 entrepreneurs, what percentage of them are going to say social media? All of them?

Oliver: All of them.

Billy Gene: Yeah, social media is going to be a part of it, of course. Well, the thing you got to understand is why do people go on social media? Well they go on because they’re bored-

Oliver: And they want to be social it.

Billy Gene: That’s it. And they want to be social. They don’t go on to fucking learn, they don’t go on to fucking shop, they go on because they’re fucking bored they want to check up on people. And so when they’re scrolling, what’s typically in their news feed is entertaining shit. Sometimes some sexual shit like following girls on Instagram-

Oliver: Often times?

Billy Gene: Oftentimes who are showing their butt cheeks. And also there’s politics, and then also there’s family vacations. And then also there’s motivational quotes and memes and fancy cars and lifestyle things and all of these things. That’s what people go on social to consume. So when you put your boring-ass, stale-ass offer in there, it’s not going to do well. So you have to remember that you’re competing against all of those things because there’s only so much room on your cell phone to consume. There’s only so much space. So for your thing to be shown and to actually grab attention, it needs to be more entertaining, engaging, et cetera than but cheeks, politics, memes, dogs, puppies and everything else that comes with that.

Oliver: And then oftentimes you also need to think about when people are scrolling through their social media, oftentimes they just have a few minutes. It might be two minutes here, I’m on the bathroom there, I’m at the bus stop here.

Billy Gene: That’s a good point.

Oliver: And so you got to be able to have that high impact message to be able to grab that attention.

Billy Gene: Or go out of business. Now people say like, “Well, that’s strong. There’s plenty of businesses that have been built up without social media.” Yes, yes, yes, yes. Past tense, motherfucker. Past tense.

Oliver: Yeah. In the 1800s

Billy Gene: And you know what all of those companies is doing right now? They call me. I talk to all of those people, all those people you’re talking about those companies, they’re all saying, “Well, what do we got to do to …”

Oliver: What do we do now?

Billy Gene: Exactly. Now they do have an advantage because the truth is social media hasn’t changed business, it just changes the method of the way we communicate. The fundamentals are the fundamentals. Sales are still sells. Marketing is still marketing. Instead of putting it on a billboard, instead of putting it in a magazine, we’re just putting it on a Facebook ad. Right? So the fundamentals are still the fundamentals, but you’ve got to learn the new shit.

Oliver: So better than butt cheeks, make it interesting, grab the attention. Another question I had for you-

Billy Gene: Or put butt cheeks in it.

Oliver: Or put butt cheeks in it, which I’m sure you’ve probably done or will do.

Billy Gene: Well, I was going to say we haven’t, you know, like you, especially now I’m a dad of a three-year-old, probably won’t be any butt cheeks in my videos, but test it if you’ve got the brand for it.

Oliver: Yeah. Why not? This is a question that we get a lot. Why YouTube? Isn’t it too late?

Billy Gene: Yes. It’s not. I think YouTube is like right now how Facebook was in 2012 when I first started really going crazy on it, and that’s from the agency standpoint. Now I say, “Advertise on Facebook”, and everyone’s like, “Of course we advertise on Facebook. Yeah, I’m doing the Facebook thing.” I remember the objection that I got when I was selling Facebook was, does Facebook really work?

Oliver: Is my customer on Facebook?

Billy Gene: And you’ll hear it now still, but I’m talking it was adamant like, “We don’t even do that.” They didn’t even have news feed ads by the way. It was just like straight by column.

Oliver: The little square in the corner.

Billy Gene: So then they really got the question. They’re like, “Oh, I didn’t even know there was a right column ad.” They really didn’t know. And so that’s how I feel like YouTube right now is again. I’m like, “Cool, everybody come here.” People are making money. It’s trends, right? You follow the trends. Real estate, you guys know about this and timing, isn’t timing a big part of the game?

Oliver: Yeah, critical.

Billy Gene: Same thing here. So the Facebook, Instagram and YouTube, there are auction sites, they’re bidding wars. So the reason why it’s more expensive because there’s more people that want to show a message to those people, so you’re outbidding each other. So I love when, “Okay, y’all over here, y’all keep bidding against each other, y’all keep fighting. And while you do that, I’m going to sneak over to YouTube while everybody thinks it doesn’t work and it’s all these things and I’m just like, “Cool, I’m going to just play here in my own lane and then by the time you guys catch up, I’m going to be onto the next thing, the wazoo goo jigaboo.” Whatever the next thing is. So staying ahead of the game.

Oliver: And I guess that’s a really good point, a really good way to look at it because it is crowded on YouTube, but what I think most people are missing is the advertising. They’re advertising on Facebook and Instagram because they’ve made it so easy now that the barrier entries are really low. But what that’s done is it’s driven the cost up crazy to where in many cases it doesn’t even make sense to run ads on Facebook anymore. And YouTube is like wide open. Like I don’t know a whole lot of people running ads on YouTube yet because it’s harder, you have to actually produce videos, and then just a lack of understanding and I think a lack of people making noise about it.

Billy Gene: Fear, you know, like it’s once that video thing is there, people start associating it with so many different pains and a big tip for anyone who’s watching where you’re like, okay, get the video thing, but it scares the hell out of you, you know the big thing for you is what’s scary and what tends to get people most emotional about video is if I were to take a piece of paper and a script and I have to sit here and have to try to remember lines. Now you’re a Thespian and you’re going to be in a play and act. That’s a stressful thing. You’re a journalist, you’re a newscaster. Those are hard of the skills, practice, all that. But if I just catch you … like if there’s … we have cameras here right now, but you and I were just having a conversation, it’s way easier to show up like this.

Billy Gene: I’m not remembering any lines. I’m just having a conversation that happens to be a camera. You’ll be aware of these for a couple of minutes and then it happens as we get in a conversation you forget about them and that’s how you catch those moments. That’s how reality TV catches those moments. So you got to ask yourself, how can I just get a camera there to capture my expertise, my customer service? Because again that’s what makes people buy is when they can see that. Sometimes those things are hard to on-demand do, which is why you want to have cameras running all the time because there’s shit that happens in your day all the time where you’re like, “Fuck I wish that was on video.” And it wasn’t, but it can be.

Oliver: Yeah. Or like the cool thing about real estate and you talk about this a lot is like having good props and that everything’s a set. And I think real estate is almost like the ultimate set because especially if you’re taking high-end listings, those are beautiful properties. Oftentimes they’re staged.

Billy Gene: People love where they stay and everyone’s got a story about how … I remember me, my dad, we used to go into and look at all the Bougie houses. We just go in there and anybody done that before? Like guilty, and the camera … you guys just wander into a house? That’s what you do. People are naturally curious. Just imagine when you go over to someone’s house and you’re just in the living room, everyone’s looking wondering like, “Well can I see the rest of it?” It’s there. And what’s happened now is with the popularity of the TV shows, what are they calling The Property Brothers or Flip or Flop or … People are being trained by hundreds of millions of dollars of advertising that this is interesting. This is cool. And so you have to piggy back off of that. Like you don’t have to have a high budget to create the same type of field.

Oliver: And the other reality is that almost all of those shows follow the exact same format. They’re all like-

Billy Gene: Before and after testimonial.

Oliver: Yeah, literally. If you just copy that format with some of your own clients you will probably crash because to your point, those have been tested out. I think the most run TV shows on cable TV at the moment, there’s just playing nonstop 24/7.

Billy Gene: And here’s the advantage for you guys that they don’t have, is they’re national audience, global audience, whatever it is. And they’re kind of speaking to everybody. One thing that people love is shit in their backyard, in their neighborhood. So you have the local vibe, you can create the premier TV show for that particular zip code that you want to dominate. And you know, who’s not doing that? Your fucking competition.

Oliver: Nobody.

Billy Gene: No, and your competition definitely isn’t. So just imagine that head start you can get, and I would challenge you to look at the successful people in your branch or wherever and see the ones that are really doing the thing. I would bet that majority of them have had a big advertising push, whether that be print or paying for some sort of distribution. So I’m telling you it’s a thing.

Oliver: Yeah, I never even looked at it like that. Like you could actually dominate a neighborhood or a condo complex or by just being the HGTV agent of that whatever zip code, neighborhood farm.

Billy Gene: And people don’t realize how cheap it is you guys, to show a video ad that we’re talking about on YouTube, we’ll no exaggeration you one penny to like 13 cents per view. And here’s the thing, on YouTube they don’t count a view until they watch for at least 30 seconds.

Oliver: Just brilliant for use in advertising.

Billy Gene: You get to just run around. So it’s super cheap and also too, it’s targeted. If you and I take out a billboard, I’ve had billboards, I picked 36 grand to have four billboards for like three weeks or some stupid shit. And they’re not targeted, it’s just whoever drives by, they see it. But this, you can choose. Do you want to specialize in just talking to new first time home buyers. You can go age, you can target by household income, retirement people … like whatever your niche is, you can select it. Or some of you are in relationships and there’s a lot of jealousy. If you’re only allowed to advertise to one sex, you can just type in gender or female or whatever the fuck it is. And it’s that cheap.

Oliver: And I think the advertising is one of those things like we were lucky enough to do a power day with you. And when we were walking away, one of the big critical shifts in the way we were looking at the stuff we were producing was creating it more-

Billy Gene: I’m in an interview. I was just saying hi, you can’t just … Holy cow!

Oliver: Hey.

Billy Gene: I’m interviewing live. You ruined the whole thing.

Oliver: Say hi.

Billy Gene: She’s a lawyer that works next door.

Oliver: What the hell were we talking about?

Billy Gene: Sorry, I fucked up the whole thing. Keep that in there for show.

Oliver: Oh yeah, so critical shift in thinking was creating, not necessarily creating content, but creating them as ads, like ads, designed to be ads. And I think that that’s what a lot of people are missing. Even the people that are producing content at a high level are producing just content that kind of sits there as opposed to content that can be run as advertisements. And that was like a big shift for us, and then we started thinking about how to do that. And then one of the things you also talk about is the image-

Billy Gene: Let me … if you mind-

Oliver: Yeah, jump in on that.

Billy Gene: That’s a great point because it’s creating content, but the missing piece is asking for the thing you want. And then a lot of people are like, “Well I don’t want to be the person who is just asking and bullying people into buying.” But I want to challenge you to re think that. Great perspective is people don’t get mad at you for advertising, people get mad at you for having shitty ads, and I’ll prove that; in the Superbowl.

Billy Gene: When Superbowl comes up, you have the most viewed thing, like basically one of the most viewed things in the world outside of like the World Cup or something like that. Now when people are watching, not everybody’s into football, but what does everybody look forward to?

Oliver: The commercials.

Billy Gene: The commercials. Wait, hold on a second. Our commercials are advertisements, I thought people hated those. I thought they didn’t want to do it. Oh no, they just know that super bowl commercials are so expensive that the companies have to do a really good job. So they’re entertaining a shit. So now people are looking forward to the ads. So that’s something that I’ve tried to do with my brand. And I said, “Well, why is that to be for super …” I want when people see Billy Gene is marketing there and see a sponsored story, I want them to be like, “Oh shit, what’s this guy doing now?”

Oliver: That’s a really good point because even I catch myself doing that with your guys’ stuff. I’m like, “Oh, should I see the Mario Kart ad?” And then I’m like, “What is this fool doing? He’s all dressed like Mario.” And it’s like you just have to click on it. You know it’s an ad. You know you’re going to try to sell something-

Billy Gene: But you don’t care and no one cares. No one cares that you’re advertising to them. They just care if you’re boring, they get offended if you’re boring. That’s the game. The boring is what gets them. And boring by the way, everyone is interesting. Everyone just has their own way of being interesting. So I don’t think it’s boring. And the best way to kind of do that is I tell everybody, “Go to an Improv class. Google Improv in my city.” Improv is where you take a small group of people, maybe like three to 10 people and you Improv, meaning you role play certain scenes. So I’d say like, “You be a giraffe and I be an elephant and we both just walk into a bar. Go.” And then we just like act out the scene.

Oliver: You just go.

Billy Gene: You just go. That’s what Improv is. And it’s very uncomfortable at first, but once you do it, you bring stuff out that you really didn’t know you had in you.

Oliver: And I think a lot, you start to realize that people don’t really care if you look stupid.

Billy Gene: They like you more because they know you’re like them. People like to buy from like people when they think, “Oh, that’s kind of me.” And people like polished, well fuck you. Our best performing ads, I tell people all the time, are usually the ones on a cell phone, not the ones with the fancy cameras. You know what I mean?

Oliver: True.

Billy Gene: So, note for everybody, you don’t need the high fancy shit. Don’t look at our ads and like we have to do that. You’ll probably lose money.

Oliver: Yeah. I remember you saying that a lot of your higher produced stuff didn’t do as good as your other stuff when running the ad.

Billy Gene: Yeah. Most of the time. Almost every time.

Oliver: Which is interesting.

Billy Gene: Yeah.

Oliver: So the realness is what people like.

Billy Gene: People love it because then they feel like they’re not to being advertised to. They like to see the off the cusp, they like when you stutter, they like when you’re yourself. Even when people don’t agree with you, like people hear me and they go, “This guy curses a lot. I don’t like him.” But there’s always a respect of like at least he’s himself. And also too my most loyal like followers and fans and students, always the number one thing they said is like, “Billy, when I meet you off camera or on camera it’s the same shit.” And to me that’s the biggest compliment I can take because it means good job with just being transparent. And I think that’s what’s really helped in the growth of our company.

Oliver: And I think that the realness to your point of like it might turn some people off, but I think that’s a good thing. I think that if you can be somewhat polarizing, right? Like, if you’re being a dick and you’re turning everybody off, that’s not the point I’m trying to make. But if you can be yourself and that turns people off, those are people you probably didn’t want to work with anyways. And on the flip side, you’re attracting the people that are like you because they want to relate. They’re like, “Oh this guy’s real. I can connect to this guy.”

Billy Gene: Everybody you know with a major following, they almost all the time stand for something that wasn’t popular and that’s why people like them because they were the voice and … Here’s what it is to kind of summarize that is, when you can be the voice that makes someone go like this, “Finally somebody said it. Damn I’ve been saying that. Thank you. Thank you for …” That’s when you won. If someone’s not like, “Damn, finally …” You’re not going to go to fan base. So when I come up with videos, I love it when people are like, “Fucking thank you for saying it.” Because I’m like, “You’re my people. You get it. We’re on the same page.” And that’s it.

Oliver: And the other people are going to go away and that’s fine.

Billy Gene: No, they’re still watching. They just troll. Then they watched to troll, and they give you engagement and it’s cool too.

Oliver: Like the Howard. They’re like the people that hate him listen because they want to hear what he’s saying next. And the people that love him listen because they want to hear what he’s going to say.

Billy Gene: Yeah. So they still watch.

Oliver: So boring will put you out of business. What would you say to people that kind of think that their business is boring or isn’t sexy?

Billy Gene: I would have thought before the TV shows that real estate’s boring as fuck. Everyone thinks their shit’s boring and then somebody else does it and then it’s like, “Oh I guess that wasn’t boring anymore.” Dude, this discovery channel. I’m sorry. Now everyone’s like, “Oh shark week.” That’s so cool. That’s great marketing because nobody was caring about … Like everything wasn’t cool before someone did it. And what you understand is that people love to see one thing and that’s transformation. And it doesn’t matter if it’s a fucking house, shoes, physical, hair designs, building something that wasn’t there. People love to watch transformation and people love suspense and curiosity. So, when you watch those, like animal shows, you’re like, “Wow, are they going to survive or are they going to die?” That’s exciting.

Oliver: Yeah.

Billy Gene: You know what I mean? Like, that’s exciting. Like what’s going to happen.

Oliver: That kind of reminded me of another point, and I don’t know if you remember this ad campaign, it was a few years ago, but it was a blender company. I forget the name of it, Blend tech or whatever we’ll call it. How unsexy is a blender? Like there’s nothing cool at all about a blender at all. But they had these huge ad campaigns because they would take like a brick or like an iPhone and just put it in their blender, put the top on, and it would just blend it to powder. And those videos did crazy because people were like, “Oh, I want to see that. Oh, they’re going to blend an iPhone? Oh my God, that’s amazing.” So the point there is, and that was from a book, I think it was called ‘Contagious’, but his point is you’ve got to find your product inner remarkability.

Oliver: So something that is worth making a remark over inside of your product. And I think the blender example is like the ultimate because there’s nothing cool about a blender.

Billy Gene: Exactly. And again that goes back to circle it all back together is creativity is the ultimate one. Because what we’re talking about is your inability. If you’re like, “My company’s not that set.” That’s not your product problem, it’s a creativity problem and that’s how you win the game. Boom.

Speaker 3: That’ how you win the-

Oliver: We’re all about winning the game too. We’re all about it. People in real estate, I hear this a lot is, “I just want to sell real estate. I don’t want to be a actor, producer, marketer, director.” How do we respond to that?

Billy Gene: You should get a partner or you should … You could like it, but you’re not going to do it full time.

Oliver: So hire the kid right out of college to manage that for you.

Billy Gene: I mean, it’s like … Watch this, you may not have to do those things yourself, but I do want you to understand that if someone doesn’t do them for you, you will go out of business. It’s that simple.

Oliver: You’ll get left behind.

Billy Gene: You’ll get left behind. Okay, cool for you. You don’t want to do all that. You just want to sell houses. Cool. I want a six pack without doing the work. You know what I’m saying? No, I had to fucking hard train

Oliver: I mean at the end of the day

Billy Gene: Fucking sex ass. Like shut up. Fuck you.

Oliver: To your point, I think it’s just a critical part of the team now. It’s like having a bookkeeper or having a salesperson or any of these other positions that I would consider to be like very core parts of an entrepreneur’s business. I think the video person is just, it’s becoming mandatory.

Billy Gene: It’s here. It’s now, it’s a thing. It’s here, I promise you. Just look at your competitors that are getting momentum. Look at the people that are. The people who have positioning and authority of the people who are most followed and how do you get followed? One word; content or you have nothing to follow. I love Will Smith. You Love Will Smith?

Oliver: Yeah.

Billy Gene: Why do we love Will Smith?

Oliver: Because he’s a fresh prince of Bel Air.

Billy Gene: Content. A fucking TV show. Well, I love him because of his Men In Black. Content. Actually it was his song, Big Willie Style or his album. That’s why I like him because I knew every fucking track on that. Oh, what was that? Content. Or I like it because of the stories on Instagram right now. Oh wait, what is that? Content.

Billy Gene: You know my ads are like whoever it is. Oh, poetry. What was I reading? Oh wait, content. Anyone you can think of in the world, you know because of content. Content is not new by the way, it’s just now that it used to be controlled by television groups and like ABC and only so many people can get it. It seemed a lot more rare but now that everybody can have content, competition just went up baby. That’s it. Yeah.

Oliver: So do it or you’re going to get left behind I think is the moral of the story.

Billy Gene: That’s it baby.

Oliver: So take me through your approach in creating videos. And I guess what I mean by that is you put out a lot of like really crazy stuff and how does it go from like crazy idea in your head-

Billy Gene: I’ll give him a simplified one for first before we go into how I do it because I’ve been doing it for a while. So very simple great exercise I tell everybody to do. Blank piece of paper, draw out a giant capitalized ‘T’, left side write problem, right side write solution. Think of your ideal customer, the person who’s most likely to buy. So what are the top 10 problems that they’re facing? Write them down on the left. 10 different ways to solve them on the right. Then create short two to five minute how-to videos at the end of those. And then at the end of it, say if you found this helpful and you’d also like me to do blank, then give me a call, give me your information, and that’s the whole fucking formula.

Oliver: Simple.

Billy Gene: We’re done. That’s it. Fuck your excuses. That was it. There’s nothing to do.

Oliver: So if it’s that simple and I agree, it can definitely be that simple, what would you recommend for like the upfront, because I know you’re big on like hooks and pattern interrupt right out the gate. What kind of tips do you have kind of centered around how to grab someone’s attention right out the gate?

Billy Gene: It really goes to understanding what your audience’s number one desire is, and then asking them that question. For example like if we want them to watch this interview right now, right? I think backwards. So I say, “Okay, we’re in this interview, what did we cover today?” Okay. Well we went over different ways to get customers how to stand on in the marketplace, what their company structure is going going to look like. So I’m thinking of all this data. Okay. Okay. Okay, cool, cool, cool, good. And then I say, “All right, what do they really … That’s the deep stuff, but surface level at a glance, what do they want?” They just want to fucking sell more houses to make more money.

Billy Gene: So I say, “Okay, well if they want to sell more houses and make more money what’s the thing that they hate?” Video. Okay, got it. So then I take those things in my head and now it’s all right. Now how do I rephrase that to a question to get their attention. Okay, I look at the camera and start playing around. “If you’re a real estate agent that wants to know how to get more customers with social media without spending a fortune, without being a master at video, with high production and spending all of this crazy money, then stay tuned. Because in here, I’m going to show you my top three ways under $20 to get more customers using simple ads like this. Check it out.”

Oliver: Damn. mic drop.

Billy Gene: You know what I mean? So it’s that whole process of like, “Okay, what do they want? What do they want to avoid? And it’s a classic headline formula of how to get blank without feeling blank.

Oliver: And you’re addressing that right out the gate?

Billy Gene: That’s it. And now you give them a reason to watch.

Oliver: So you plant the seed and then you give them the answer at the end of the video?

Billy Gene: Yeah. Or throughout, right? You give them more answers. Like, “Here’s one, but you’re also going to need to do this.” So like the proper way to do the interview, it would be me seating and so right now I’ll show you guys how to get their attention on the hook. Like that example I just did. That’s great. But honestly, what matters even more than that is your call to action at the end of video. And I’ll get to that in a second. But what were you saying now? Oh Shit. Oh, he’s going to tell me how to get to the hook. You see what I’m saying? So you weave these in between the whole thing and this is how you get people to watch longer as you keep doing that.

Oliver: Keep playing

Billy Gene: So now it’s like, okay, so I get to call to action. Now I’m like, okay, what do you get to the call to action make sure that you actually look directly at the camera and tell them. Because when you’re running YouTube ads, people aren’t used … It’s called breaking down the fourth wall where you talk here like I’m acknowledging who right now in the interview, even though you’re watching interview, I’m not treating you like you’re just like … I’m treating you like a person. But what you’ll realize is once you get people to actually click your advertisement, how do you collect their data? Like how do you actually get their name, email, and phone number? What tech do you even need to do that? What’s the best way to do that? Anyway, so I’ll get there in a second. But you just keep moving them down until you take them to wherever you want.

Oliver: So you’re reverse engineering pain points.

Billy Gene: Yeah. And like-

Oliver: And pre framing answers.

Billy Gene: Yeah. And it’s kind of like a bridge, right? So like, Hey, here’s the steps I know you need to take to get what you want. So I give you like one step on the bridge each time and I’ll take you so far in the bridge. And then I say, “Well hey, if this was a lot to remember and any of you just want me to give you my exact, like my 10 best performing real estate ads so you guys can just copy and duplicate, well Click here and buy them for 13 bucks.”

Oliver: Do that now.

Billy Gene: And the first 10 people that get it, I’m also going to personally call you on the phone and say what’s up.

Oliver: And all your calls to action, you’re putting them in multiple times throughout the video?

Billy Gene: Usually at the end, and then I just keep saying it. Yeah.

Oliver: Yeah. I love that office when you guys did where you just kept coming back in, then you’d walk out and come back in again. Awesome. When did you know that this was like a thing for you? What was the ad that like you were like, “Oh shit. I’m really onto something here.”

Billy Gene: When I was at my parents’ house and I spent 600 bucks on an ad on accident, and I got 25 appointments of people who wanted to talk about marketing and I made $10,000 the next day. The money dictates. That’s the fun thing about ads. Your opinion doesn’t matter and neither does mine. It worked or it didn’t. And working means it was profitable or it wasn’t.

Oliver: ROI or not.

Billy Gene: There’s no gray. It worked or it didn’t. What was the objective? Did it do that? Okay.

Oliver: And then off that next one, you just started duplicating them or what happened?

Billy Gene: Well, once it works you know it works and you just do it more and you find different ways to do it. But it’s funny because my formula hasn’t changed. Since identifying that, my shit is still now just a video and asking you stuff.

Oliver: So here’s a question that actually Sam had, my business partner, you know, Sam.

Billy Gene: Yeah. Shout out to Sam.

Oliver: Is there a point with these really bold and loud ads where it becomes too much or you’ve gotten backlash or it’s-

Billy Gene: Oh yeah. Well, watch this. Is there a point? I think it’s the opposite. I think I’m seeing the reverse flow. It was like, “Who is this guy showing up on my line stuff? And as there’s less trust in the marketplace, it’s, who the fuck is he? Backlash. You know, you get these people, is it a scam? Now it’s like shit, he’s there for five years and now you see the other bat like, so Mark would like to talk about this, but kind of like the badges of what you need to be like official in somebody’s eyes or to build trust. And there’s a couple. Number is like your associations who they see people hanging out with. Number two is stages. Number three is like publications and the things that you show up on. And then four would be like frequency of how often that you see them.

Billy Gene: So frequency, I’m tuning in and everybody’s kind of seeing me, but now think about the way I’m showing up. You saw me with Daymond John on stage at Traffic and Convergence Summit and on my Lets Podcast, that’s my associations. Then you’re like, “Oh, should I Google him?” And you see articles like Forbes and these things and you see these things. So naturally you’re just like, “Oh fuck. Okay I guess he’s legit.”

Oliver: “Who the hell is this guy?”

Billy Gene: “I guess he’s legit.” That’s what your brain does. “I guess he is legit. I mean I like him. He’s legit.” So I think it’s opposite as we’ve gone more now it’s like, that point of like, “Deny me or not, bitch I got so much shit out there, it’s rough.” And then here’s the best part, the other part reviews. We’ve got so many damn reviews. We’ve got so many case studies, we have tens of thousands of students. I laugh now, it’s just funny to me when someone tries to deny. You can say what you want but-

Oliver: Just look me up.

Billy Gene: Fucking facts are facts, man. We got our shit is down in. Talk to people who’ve done our shit.

Oliver: So all the badges and then the social proof and just bringing it kind of full circle. What about like, are there any brands that you think shouldn’t do … I mean like Oompa loompa ads and Mario Kart and Ron.Are there any brands that wouldn’t want to do stuff like that?

Billy Gene: That’s a great question. I think your ad should be your personality. Like we do the weird shit like [inaudible 00:43:01] because that’s me. I’m weird. My team is weird. We’re like, you know-

Oliver: Guys are falling over the top.

Billy Gene: You know what I mean? It’s like the vibe that we choose. But there’s plenty of companies out there that don’t have, that can still have great ads. For example like Proactive. You know what I mean? Like fucking Proactive is great, their ads are nothing like ours, but they’re nonetheless doing video advertising.

Oliver: Or just like even just googling like best commercials, funniest commercials and looking at like Doritos, Pepsi, Budweiser.

Oliver: a cave man can do it. ‘So easy a caveman can do it’.

Oliver: I just want to wrap up then with the embracing of your inner douchebag.

Billy Gene: A fucking caveman can do it. And then it was, what happens is you saw it competition be dictated there because now everybody needed a thing. And then All State came out and said, “Are you in good hands?” And took the president of 24 TV show. Creativity forces the whole market to shift.

Billy Gene: That’s a great close.

Oliver: Because me and Sam talk about this a lot, like he’s got an I8 and he’s like, “Man, I really want to put my car in the videos, but I just feel like such a douche. Like how do I …”

Billy Gene: I’ll give you something fun. I’ll show you an example of everything I’m talking about in one right now. So people are like, “I don’t want to show the douchey shit because I don’t want people to think I’m a douche.” Now, let me give you guys a quick lesson and how rich works on social media. Meaning if you ever post something and you wonder, “How come they’re not showing this to anybody? I have 300 followers, but it only shows it to like four.”

Billy Gene: The answer is because it’s boring. So they have an algorithm. This is real. I’m not like making a joke. Every single piece of content that’s posted up gets basically a rating and a review, and they score it and say this is good. And that rating is dictated by engagement. So if it shows it to 100 people and 90 out of the 100 click it they’re like, “This is good content. Let’s show it to more people.” If they show it to 100 people and two people click it, they’re like, “This is bad. Let’s not show it. Let’s shelve it because this is hurting the user experience.” That’s the whole math. Now, the douche thing that you’re talking about and that I frequently talk about is that the reason why I talk about or show like my cars or the office or this podcast or whatever it may be, is not because that’s what I care about, it’s because that’s what you care about, and I’ll show you an example of right now.

Billy Gene: So I took a picture this morning and I didn’t even plan to post it, but I took a picture. So what’s the picture?

Oliver: Your car in the garage

Billy Gene: Yes. Okay. So my car’s in the garage and right. It’s a, brand new G wagon and it’s a Ferrari. Okay? Now watch this. I’ve also had a Honda Accord. If this was a Honda Accord and I posted it, it gets no engagement. People are like, “Whatever. You posted your car. Cool.” No one would even comment. It would be strange. Like, “All right, whatever.” But when people see certain days, this is a reflection on them. If I post this right now, my IG, so many people are like, “Oh, he’s a show off. Showing his cars …”

Billy Gene: I don’t even have to put a caption, but automatically, I’m all of these things. But if the car was different, it was my Accord, it’d be like, “Wow, he’s so humble. He’s really trying.” People stone you when you’re the GOAT. People always root for the underdogs until the underdog becomes the fucking GOAT. When ‘dog’ becomes GOAT, people fucking throw stones because envy creeps in. That’s a reflection on them not you. Having said that, if you want engagement, you got to meet the customer where they’re at, not where you want them to be. So I meet the customers where they’re at. Oh, you guys think the cars are cool, then cool, I’ll show you that. But once you get in my shit, I’m like, “By the way, that’s fucking ridiculous. A car got you in here? But now that I have your attention, let me help you actually get your fucking shit right.”

Billy Gene: So it’s meeting the customer. So right now I’ll show you, I’ll post this. Watch how much engagement this fucking post gets of my cars. And you guys can go follow this. I’ll keep it on there so y’all can see.

Oliver: Love it.

Billy Gene: Yeah. And so even with this, it’s like it depends on which kind of story that I tell with it, right? And this is like constructing the narrative of how people perceive your content. So this is more a psychology thing, but I can make people feel a type of way. I can make it be highly seen by putting something really controversial. I can make it like a heartwarming story. I can say like, “10 years ago, this was a Honda Accord. It feels pretty good. Now everybody likes it because …” You know what I’m saying? It just depends on-

Oliver: The humble approach, yeah.

Billy Gene: The humble brag. It’s the same fucking shit. You’re still showing your fucking cars, right? So there’s all these little things you can do. You want me to do a certain one, I’ll test out whatever you want right now, but you can look at my other posts and look how much engagement this one gets. We’ll see. We’re going to have some fun with it.

Oliver: We’re having a social experiment live.

Billy Gene: Social experiment. I wish we had our live audience like, “What do you guys want me to say?” Oh, watch this. I’ll just say, “Douchebag game is strong.”

Oliver: That’s awesome. And just to piggyback on what he said, every hit song in history and they went back and they analyzed this, there’s a big study done. And 15% of the audience has to absolutely hate the song in order for it to be a huge hit. And the reason that 15% need to hate it is because they’re the ones battling the people that like it which is spurring the engagement, which is what is driving the machine on the social networks.

Billy Gene: Jimmy master of it.

Oliver: Yup.

Billy Gene: So here’s what I said. I said, “Want more sales? Got to get attention first … Click the link in my bio and buy my shit.”

Speaker 3: Douchebag game strong.

Billy Gene: Hashtag.

Oliver: Hashtag. Awesome.

Billy Gene: Douchebag game strong. Is Douche with an ‘E’?

Speaker 3: Yes.

Oliver: D-O-U-C-H-E Right? Now the camera’s on. It’s all this pressure and you’ve got to spell it right, you know?

Billy Gene: Exactly. It was that we just posted whatever. So and there you go, I mean, and again this is why writing is such a big part because like also too, look how I’m blatantly selling my shit in my post. There’s something about when you’re honest about it that people receive it better. Like if I’m just like, “Want more sales? motivate yourself … blah blah, blah blah.” They’re like, “Oh my God, he’s trying so hard.”

Oliver: The cliches and

Billy Gene: So I’m a big fan, tell me what it is. Want more sales? Got to get attention first. Click the link in the bottom and buy my shit. #Douchebag game strong.

Oliver: Awesome.

Billy Gene: Love it or fucking hate it, this is okay. So post.

Oliver: Did you post it?

Billy Gene: It’s done.

Oliver: All right.

Billy Gene: It’s done.

Oliver: So now we’ll see what happens. Definitely go and check that out. You can follow along in real time. And to get more ability, definitely want to check out his Gmail.

Billy Gene: Follow me on Instagram now, right? That’s the call to action because we’re already there.

Oliver: Billy Gene is marketing I’m guessing?

Billy Gene: Yeah.

Oliver: Everywhere on everything?

Billy Gene: On everything.

Oliver: Check out the gene pool. Really appreciate your time, man. It’s been awesome.

Billy Gene: Yeah, if you want to buy my shit, go to trythegenepool.com. It would really be a smart investment and you’d make more money. Just my opinion. if you apply a fraction of it.

Oliver: Yeah. If you guys like doing more business then go buy his shit.

Billy Gene: That’s right. Yup. Bye it.

Oliver: The end.

Billy Gene: Thank you for having me.

Oliver: Now you all know.

Billy Gene: And keep listening to these motherfuckers. Rock with them, stay with them, do everything with them. I approve this

Oliver: Appreciate man. Awesome. Thank you.

Billy Gene: Appreciate you man. That was great. That was dope. That was fun.

—

Billy Gene Interview Pullout Quotes

“[Video is] a form of marketing that adds gasoline to the business.”

“Start thinking about your content the same way that you do your real estate: You think of your real estate as an investment.”

“If you can’t afford a videographer, it’s not a money issue. It’s a creativity issue.”

“For your thing to be shown and to actually grab attention, it needs to be more entertaining, engaging, etc., than butt cheeks, politics, memes, dogs, puppies and everything else that comes with that.”

“One thing that people love is shit in their backyard and their neighborhood. You have the local vibe. You can create the premier TV show for that particular zip code that you want to dominate. And you know who’s not doing that? Your competition.”

“The missing piece is asking for the thing you want.”

“People don’t get mad at you for advertising. People get mad at you for having shitty ads.”

“Polished with f*ck you.”

“People love to see one thing, and that’s TRANSFORMATION.”

“Creativity is the ultimate win.”

“You may not have to do those things yourself, but I do want you to understand that if someone doesn’t do for you, you will go out of business. It’s that simple.”

“The people who have positioning and authority are the people who are most followed. How do you get followed? Content.”

Connect with Billy Gene

Billy Gene is Marketing

Try the Gene Pool

Billy Gene on Instagram

Billy Gene on YouTube

Connect with Oliver

Big Block Realty

Oliver on Facebook

Oliver on LinkedIn

Resources

Billy Gene’s Interview with Ed Mylett