Hello everybody, welcome to this webinar. I am Frédéric from ISIT and I am very pleased to be your host today. This webinar will deal about how to manage safety critical industrial development based on STM32 and it is a common webinar with ST, micro-electronic, ambilit office and ISIT. Before to start the webinar, I would like to remind you some information about this session of webinar. So first this session will be recorded and video will be available for all the attendees after the webinar. Secondly, all the attendees except the presenter of course will be muted during the webinar including the Q&A session we will have at the end. But at any time, be free to interact with us and to ask your question using the question panel you can find on the control panel of the Q2 webinar platform. Regarding our speakers today we have three amazing speakers that have done a really great job to prepare for you interesting presentations. So first of them is Loïc Chaucin, he is the senior marketing manager at ST Microelectronics. The second one is Christian Marca, he is a technical sales manager at the ambilit office and the last presentation will be done by Frank Montagnier, he is the CTO of ISIT. Regarding the goal and the agenda of this webinar, the goal of this webinar is to give you all the necessary information or information you think that could be very helpful for you for managing a safety critical industrial development and to ensure you to achieve all your requirements especially safety requirements. So the first presentation will be done by Loïc and will deal about the STM32 controller family and the self-test library included into this family. Then Marca will deal about flexible safety Airtoss platform and how such safety platform could be used as a confident foundation for building your software and your product on it. And then Frank will speak about communication and field bus and especially can open protocol with the can open safety stack. And he will tell you which type of service we can give to you in order to assist you during your development. So let's go and now it's the turn of Loïc, so good luck Loïc. Hello, I'm Loïc Chosa, ecosystem marketing at ST Microelectronics. STM32 is the ST Microelectronics 32 bit general purpose microcontroller and microprocessor family. It is well addressing the industrial applications. Many devices are proposed with an extended temperature range up to 125 degrees ambient and you can benefit from the 10 years longevity commitment from ST. Functional safety features like flash or RAM error code correction, watchdogs, PWM protections and many others enable use of STM32 in safety critical applications. A safety manual is available for each STM32 series. In addition, a security framework, STM32 trust helps you to protect your assets and meet the requirements of your security assurance level. A consistent and comprehensive software solution is offered with STM32 cube for all STM32, complemented by open STL Inox distribution for Cortex-A in STM32 MP1 microprocessors products. The STM32 family of microcontrollers and microprocessors offer many devices with high performance, real-time capabilities, digital signal processing, low power operation and connectivity. Among the latest introduced STM32 series, you can select STM32 H7 or STM32 MP1 if you need performance, STM32 G4 for motor control and digital power, STM32 G0 for entry cost, STM32 U5 for low power application with more security, STM32 WB and STM32 WL supporting RF protocols such as Bluetooth low energy, ZigBee, Lora or wireless Mbus. You may find all the links of STM32 ecosystem such as software, software tools or boards and STM32 solutions such as safety, motor control, graphics or artificial neural networks on the STM32 web page. Self-test libraries certified by TUVE Rheinland are available free of charge to speed up your safety certification. You can get functional safety documentation from ST such as FMEA or FMEDA. Please check STM32 functional safety web page for more information. Our partners, embedded office and EZIT propose additional software breaks and engineering services to help you implementing your STM32-based safety application. Here is an overview of the STM32 family with different CAN controller. CAN FD support was added in 2016 in addition to CAN 2.0 B on the STM32 H7 first and then deployed on almost all STM32 new families. Can open safety stack from EZIT as well as flexible safety air-tooth and safety add-on from embedded office are available on all these devices. Thank you Loïc for the exciting introduction to the safety investments of ST microelectronics into the STM32 microcontroller. My name is Christian Marca. My background is safety critical electronic systems mainly in aerospace applications respectively flight controls. I joined embedded office in 2019 as technical sales manager. It is a pleasure to present in this webinar the part of embedded office. Embedded office is a medium-sized company in the south of Germany. We develop and deal with embedded software mainly for safety critical applications such as automotive, aerospace, industrial, medical and railway for almost 20 years. We have partners and distributors worldwide and are proud to be an authorized safety partner of ST microelectronics. A close relationship we have with our distributor in France EZIT. Our solution pyramid represents a typical development life cycle in the safety critical environment. I will go into the details from the bottom to the top. In the first step we analyze together with a customer the project needs and provide a safety concept that fulfills the safety requirements and includes mitigation means. We propose selecting appropriate software components in step two such as our pre-certified flexible safety real-time operating system which comes with dedicated safety add-ons. Still we can also choose third-party products or open-source components such as micro micro COS plus middleware. In steps three we define the software platform which means we specify the architecture setup and integrate all selected software components. When needed we realize missing parts like a complex driver. Optionally in step four we can support the certification process by using pre-certified artifacts. This support means the provision and harmonization of safety manuals and the help during the certification process. To guarantee long-term safety management throughout your product's life cycle we add the final step with maintenance and support for the whole safety platform. This maintenance means active safety management including updates and bug fixes. We can provide the most suitable safety concept and safety platform for your project with this step-by-step approach. This life cycle is valid for all different safety standards and industrial markets. The most important step is at the beginning the safety concept but what shall we do for safety concept? This illustration demonstrates the activities with four iterations. It starts with a systems analysis. Here we identify the safety functions and analyze possible random faults. As you might know random faults are hardware faults occurring by age, heavy use or dirty environment. During the investigation we check the probability and the severity of each fault occurrence. In step two we identify matching overall system architectures with positive effects in avoiding the most critical random faults. The main topic in this phase is redundancy. So we think about which hardware redundancy best suits our safety goal. Step three is the phase where we calculate the failure rates and the diagnostic coverages of existing algorithms for detecting random faults. In this step we define which diagnostic measures we use to reach the required diagnostic coverage. You know that any fault we cannot avoid is a fault we must detect before a dangerous situation occurs. In the fourth step the overall safety concept is built up. This safety concept is a specification which defines the algorithms and timings of hardware self-tests to achieve your target safety capability. Well this is not done step by step. These activities influence each other leading us to a continuous improvement process we stop when we reach our safety goals. A parallel task to writing the safety concept is the capturing of the project needs. And what are the everyday project needs? Most of the time we all have already existing modules we want to use. I think on end of line production services, failure storage modules or maintenance components from previous or similar projects. Next is the essential part the reason why we start the development. This part includes the product specific algorithms and your product differentiating know-how is needed and builds up the core of the specific application. Your team should concentrate on this part. The complexity of communication and middleware features is constantly growing. Together with the rising expectations of our end customers we need to support these features. As we do not want to reinvent the wheel we use existing middleware and communication stacks. Many stacks for communication and middleware are available and we can select the best matching component for our project. We now have the situation in a safety project that we must combine existing software parts with off-the-shelf components and the safety application. This situation leads us to the separation of safe and non-safe software parts. The traditional way to separate the software parts into multiple microcontrollers is suitable for small projects only. In typical projects we achieve the separation on single microcontrollers with supporting hardware units integrated by the chip vendors who invest in safety capable microcontrollers like ST microelectronics. When interacting with the rest of the world our system needs to react to input events. We can handle this in a time-controlled way or event-based. Whichever software architecture you select the most critical factor for the safety point of view is the overall deterministic behavior. When working with communication many asynchronous events can raise a challenge. With a real-time kernel you achieve the deterministic reaction most effectively. Finally we want a future-proof software environment where we can add new features as efficiently as possible. These new features will come from our product manager and customers or IDs we have during the development phase. Extending your product for future variants is highly simplified when working with a real-time kernel. You typically capture all these system requirements in the variety of ways. With this collected set of system requirements the system specification describes the project's needs. At this point we have finished the bottom layer of our solution pyramid. Now we are well prepared for going forward to the next layer, selecting software components. Embedded office is an experienced partner in selecting software components for safety critical projects. The chosen component can be any middle-ware component such as TCP IP, a file system, USB or similar. Third-party software and open source components are extensively available. Core synchronization is an essential component necessary for transparent communication and synchronization of multiple cores. Encryption is another means which becomes more and more critical in the connected world. Appropriate encryption algorithms specialized for embedded systems support hardware security modules. For separation and deterministic real-time behavior, a real-time kernel provides optimum services. Several real-time operating systems are available on the market. Our product is the flexible real-time operating system which is pre-certified up to the highest safety levels for different standards. The flexible safety RTOS includes the so-called safety add-ons which monitor the program flow control, the time budget and the end-to-end protected communication. Finally, virtualization methods are possible. We provide a framework including a hypervisor to get a modular system architecture and the highest security. Our approach in this area is the outstanding solution of our partner Lynx Software Technologies. Let us examine a real-world example which I use to demonstrate what we need for our CAN Open Safety device according to IEC 6508 using an STM32 microcontroller. In the center and at the beginning stands the safety concept. Derived from it, you choose the off-the-shelf hardware self-test libraries from ST Microelectronics. The X-Cube STL offers a pre-certified self-test library for CPU, RAM and ROM checks. Additionally, we need some program flow monitoring and runtime monitoring. Therefore, we select the safety add-ons. This component is pre-certified and allows monitoring, logical program flow and time budget with or without an RTOS. Derived from the system specification, a CAN Open Safety stack is needed. The offer from EZED is a certifiable stack and integrates well in multiple system architectures. For separation of non-safe and safe functionalities, we derive from the specification the need for a real-time kernel with support for space protection measures. The flexible safety RTOS from Embedded Office offers all typical RTOS services. Furthermore, this RTOS includes safety measures like hardware monitoring for the MPU and stack monitoring. As a pre-certified solution, the handling of asynchronous events while keeping a high safety capability is easy. We have selected a set of software components. Now we can start defining the software architecture of the safety platform for our example project. On the right side, we see the system architecture with a target safety capability of SIL-2. The running hardware is a single STM32 microcontroller with a hardware memory protection unit MPU. The flexible safety RTOS forms the envelope which separates safe from non-safe components. We call these envelopes process. With each process, the containing software components get a personal view of the memory. In other words, we separate the running parts in the space domain. The non-safe process may contain existing software components for maintenance, failure storage and visualization. In the safe diagnostic process, we combine the selected pre-certified safety measures. These measures are the hardware self-test library X-Cube STL and the safety add-ons. The selected CAN OpenStack from EZ builds up the basis for your application in the safe operational process. How we combine the application and the CAN OpenStack, we will see later in more detail. As a result, the application team can concentrate on the project-specific application and rely on a safe platform and environment. After the definition of the safety platform, there are three activities required. Integration of four components from three vendors into a single software environment. Embedded Office offers the integration service for precisely this purpose. You will receive an integrated and ready-to-use safety platform. If you want additional safety measures or other functional features, like a secure build loader, Embedded Office can assist you with the component tailoring service. Most importantly, we believe that your engineering team's focus shall concentrate on the application. Using a flexible safety platform can protect your investment for multiple generations of products. I hope you see some inspiring points for you in our way, from the hardware up to the safety system in a project. Now, let us dive into the CAN OpenStack with EZ. Thank you Christian for this interesting subject. So, let's introduce EZ and the CAN OpenSafety Protocol Stacks in our assistance offering. It was founded in the early 90s and specialized in electronics, embedded systems, and field buses. We have several activities like product distribution, technological trainings, development of our own products, and also customer technical assistance, development, consulting, and expertise. EZ distributes embedded development tools, software quality, insurance software for static and dynamic analysis, like integration or unit testing. EZ sells also field bus tools like protocol libraries, protocol analyzers, or advert interfaces. We also sell production tools for testing of electronics, like boundary scanning test tools, but also for producing electronic boards like professional programmers. We also offer technological trainings for software quality insurance, like for standards EC 6158 or 6234 or 5128, or the hygienic standards. We also have technological trainings on field buses like CAN Open, G1939, EZCAT, EZNetIP, or PROFINET. And we also offer some trainings for concept of free time operating system, or specific operating systems, or either microcontrollers. We provide field bus solutions for our customer like protocol stacks and analyzer for most of the field buses. They are specialized for CAN and proprietary protocols on CAN, CAN Open, G1939, EZCAT, EZNetIP, CIP, and also PROFINET. We can also on demand provide some solutions for other protocols. EZ participates to ST partner program and offers assistance on software development for ST microcontroller for the HAIL library usage, RTOS integration, field bus library integration, and also generic software development. This assistance can be done in accordance with certification standard for the application. We also provide a certified CAN Open Safety protocol stack we develop on our own. The CAN Open Safety stack provided by EZ has been allowed by EZ from scratch. We do not use any open source code or third party code involving any patent or liability, royalty, or anything else and so no safety risk from this code. We develop it as a modular architecture splitting protocol management and CAN driver to allow easier porting and lower cost for certification of new variants, CPUs, RTOS, and compilers. We have a family of stack including the standard CAN Open stacks, CIS301, which means EN5325-4, or the CAN Open Safety stack which completes the extension of CAN Open Safety 304, and also the CAN Open Safety stack for the certification which is available for different certification levels of different standards. The whole protocol stack concept for CAN Open is usually based on an interface to the application. It is an object dictionary with an API. This is tied to the CAN Open software which entailed the protocol and also the CAN driver which works with the CAN hardware of the CPU. The internal architecture has a core which is ending the protocol and several services like video and SEO deals and also some core bugs to react to event and as an API to the application and the object dictionary to exchange data between application and the protocol stack. The stack also uses a CAN driver with cues for transmission and receptions. Our safety stack concept is quite the same of the standard stack but adds also some specific safety feature. You can see here in red with the SEL for safety communication mirror, the safety check and the safe objects. We see that in details in the next slide and what is exactly added and how. The internal architecture of our stack is based on two parts. The red spot for the standard CAN Open protocol, you can see it in blue, it's ending CAN Open standard services like PDOS, DO, NMT and so on. It has core bugs, API and specific object dictionary and we have the right part for the safety protocol extension. Red and orange which has its own object dictionary containing safe objects, its own API and its own core bugs. This safety part is based on two safety communication layers. Safety messages are checked on both safety communication layer channels and they are also transmitted on both channels to one part of the message on each channel. The example shown is based on model 2 implementation which uses two CAN channels meaning two different DLL, data link layer and two different physical layers but CAN Open safety standard references four different communication models. We will see them in the next slides. The first can channel is used for both standard CAN Open messages and services and safety messages and the second one only for safety messages. The model choice must be decided depending on the necessary hardware architecture and safety level needed. We can adapt the stack on any model on demand. The CAN Open safety standard presents four different models. The model 1 is completely duplicated. This means you have two different safety communication layer with two different data link layer, two different physical layer and also two different CAN network. So it's two different cable and safety messages which are in fact two CAN messages are sent one on one network and the other on the second network. Every part of the system is checking the safety messages. The model 2 we have already implemented and certified is quite similar to the model 1 but with only hardware channel this means one CAN cable but it also uses two DLL and two physical layer and each physical layer sending one CAN frame for the safety messages. The model 3 is derived from model 2 and only use one physical layer but two CAN driver and two safety communication layer. The model 4 is similar to model 3 but it means that the both safety communication layer only use one CAN channel. In any case is whatever the model you choose you must ensure with your certification authority, certification body, that you are compliant with the safety level you want to achieve. Our CAN Open stack is compliant with CAN Open and CAN Open safety extension standard. It integrates safety timing and data bit by bit control for a set of messages. It can run on any hardware having CAN controller one or two depending on the model chosen. The memory footprint is 90 kilobytes flash and 16 kilobyte RAM what may seem quite huge for a stack but it is in fact due to the certification requirements. Low code complexity and defensive programming require more code. Fully developed to be certified up to C3 level and this can be also certified without much effort to those of standard. We provide certification evidences. We decided to implement all code to the required safety level in order to facilitate integration of the library as a certified code. Just not needing neither memory nor time partitioning in the application which is easy to implement in small architectures. The object dictionary can be generated from EDS file and we also provide a free software to create and edit the EDS files. As the object dictionary is passed as a parameter during stack initialization it can be changed without re-compiling application from one start to the other. The stack can be used for any bare metal or EDS application. The version one is already in use since more than two years and has been first certified on the TMS570Ls series with higher compiler and shop the EDS. But it is already adapted to many SCN32 devices for CAN open safety or CAN open only version. We are also supporting both CAN and CAN FD controller of STM32 family with the most used compiler and an environment. GCC, STM3, IRR, KL. We can for sure that to any combination of CPU, RTOS, compiler once you have defined the one you want to use. The version one which is a certified one has limited feature like SDO expedited only protocol, static mapping for PDO, static configuration for SRDO, heartbeat monitoring only and no support of CAN remote frame. I mean the RTR, PDO or for example the not-gooding protocol. So the version two which is a standard version not certified includes SDO segmented and block transfer, dynamic PDO mapping, a serial configuration modification for the identifier and the timing aspects, the CIS303 which is the lead signaling support and the last one is the LSS protocol which is already also supported which is not mentioned here. The certified version is certified for 6158 CL3 level it could be extended to a specific 13849 standard and PL level. We have also possible certification for the standard like hybonyx, automotive, train, transportation and medical devices to meet. For the business model we have different licensing model. We can either work as a product license, side license and also some specific licensing model for the certified version. What you need to know is that you can have a start with the standard can open stack then migrate to the can open safety stack and after that buy the safety manual for example to be sure you have implemented it correctly for safety objectives and you can also buy the certification kit for the CL2 or certification kit for the CL3 level. This is all possible and just call us and we will discuss about that. Thank you for your attention. Thank you Frank for your interesting presentation and I would like to thank Christian and Louis for their presentations.


Dear colleagues, I'm very glad to be here, to participate in the conference in such a beautiful city as Barcelona. And I would like in my paper to summarize some recent information of the most important issues of study, preservation and use of the Karelian erocat. Petrogris of Karelia are an important part of the North and North Korean prehistoric erocat. There are two large clusters in Karelia, one of them on the eastern shore of the Niga lake and the second in the Arctic subarctic zone in the delta of the weak river close to the city of Bielomorsk. These petrogris are very remarkable samples of Neolithic erocats. Such sites have always been under the scrutiny of scientists and amateurs since their discovery. The Niga long gardens were first discovered in 1842 and this September we are celebrating the 170th anniversary. Petrogris of Karelia are always located very close to the water. The sites have been preserved in a non-disturbed environment, which is similar to how it was when they were carved. And the level of preservation of the erocat itself is very nice. At least it exceeds all known erocat summits in the North and Finlandskardia in this relation. One of the central erocat panels on the eastern shore of the Niga lake is a famous base of the North, that means the Demonscape. And we have more than 200 carvings on the top of this age. The main motifs are birds, swans, even very big ones. Some petrogris are located on the very scenic caves and in six cases there are on the islands, many small islands. There is a big guri island with two erocat locations and you see that ancient artists quite often used some features of the erocat surface. The granite of the Niga lake is red, more or less reddish or often as they are gray. In this case we see gray spots, so-called sexyonolids, and people use this, maybe like a canvas. In the recent time we could discover some erocat panels on the bottom of the lake close to the practically close besides every caves with petrogris. One of the recent discoveries that was because of the broken process, because of the ice and water and some panels, some parts of fragments of stones encroached on the bottom. And we tried to study them with the help of volunteers from St. Petersburg. Totally we managed to discover about 20 petrogris and their mainly swans again. As I say, main motifs are swans. They are both realistic and fantastic. And the biggest swan figure is four meters inland. The other, the second popular motif in Niga erocarians are so-called solar and lunar signs. There are big discussions so far, people's researches don't know the exact meaning of these mysterious images. But our observations show that practically all these signs have a kind of rims. It may be one, two, three, and sometimes a very complicated shape, and most of them are oriented into western or eastern direction. So it really could be a solar and lunar sign. Anthropomorphic figures also are among predominant erocate motifs. The most famous anthropomorphic figure over the 25th half-metre in size is called Bes. And it gives the name for the cape, Besov. No, Besov Cape. In the 16th century, the monks of nearby monastery carved orthodox cross on this partly covered in this fantastic figure. White petroglyph landscape, the white petroglyphs are to the north 300 kilometers and the landscape is quite different. The main site there is Lavrukoe, is the largest rock cut in the European part of Russia and carved about 2,000 separate carvings in this area. The size of area is about one hectare. And this is accepted to be the most impressive, accessible, and the most important site among the Carvelian petroglyphs. Here you have some famous motifs, complex narrative compositions of this Lavrukoe site. White petroglyphs are known since 1926 and the ease of travel and high level of visitation to these petroglyphs make them extremely attractive for safe and sustainable tourism. The narrative petroglyph panels in many individual figures showing a chain of events are very rare among the rock carvings in northern Finland and even wider. The active research into Carvelian rock cut was continued in the end of 90s, the most terrible years in Russia. But at that time we got very big assistance and financial support from Norway and from Cambridge University also since 1997. Multidisciplinary monitoring has been carried out on the Etai rock cut areas and later collaborative projects between research teams from Russia and Cambridge University led by Liliana Yannick. And from Norway, Hirskok was the main participant in all our investigations. Later in 2013-2014 there was a Russian-finished BIO-ACPC project, rock cut bridge. It was a cooperation with Finland and this project contributed very much in creation of some tourist infrastructures in the Lavrukoe area. Of course there is a dissemination of knowledge about this side of the local population in Russia and Finland. In recent time we tried to attract to our work on rock cut local population and volunteers from all Russia. And these are some examples of how the Lavrukoe is cleaning by locals of children and volunteers from Moscow. The matter is that these big areas are very often a lot of bushes most and especially liking different kind of liking. And we have to periodically to clean this area and made it visible for visitors. Fresh Russian project, documented of Karelian rock cut sites, was in progress during 2016 and 2017. And new method of rubbing was proposed by famous Karelian artist Svetlana Giodivskaya who started doing rubbings on microland paper since 2006. And the last two years she decided to use for that a special rice Chinese paper. She usually uses black paper and it's very good for wheeling poles shape and in turn baking of the image. And of course all these rubbings are very popular in the museum exhibitions. And this October she is going to present the results of her work in South Korea in this symposium devoted to the rock cut. I could tell a lot about our recent activities which could protect to some extent our sites, both Anigaleic, Petroglyeus and the White Sea areas. But to be in short I should say that Petroglyeus of Anigaleic and the White Sea area are one of the most famous cultural and tourist brands in Karelian. But they have not yet become a real value for local society. And now our task was to involve them in understanding the importance of this cultural resource. Now an important task is to create an open air museum on the both of rock cut areas. And of course the problem of conservation is still despite of the relatively high preservation degree minor impact of natural and anthropogenic factors Petroglyeus of Karelia are caused by slow weathering like water, ice, etc. and need to be sustainably protected and properly managed. The true preservation of rock cut for future generations requires a whole complex of serious measures from the state involving other stakeholders, individuals and sufficient funding. I would like to add that in June this year we had an international conference devoted to the rock cut as a world heritage resource. And 40 participants from different countries participated in this conference and we decided that Petroglyeus of Karelia are willing to be included in the UNESCO Heritage List and now we started preparing this nomination for the tentative list of UNESCO. Of course we are facing some difficulties when we write this nomination and especially in terms of competitive analysis and how to prove to explain the outstanding value the national value of this resource. And once more I would like to say that lately they have published several liturgy about Karelia rock cut with my monograph Petroglyeus of Vanneke Lake. The second with my Koordic philato I devoted to the other archaeological sites in the vicinity of Vanneke rock carvings and several guide books. And I have with me a guide book for Zalabuga in English and those who want to may take them. Thank you.


If Bakhmut is captured, Russian offensive in east will reach its peak. Experts from the Institute of the Study of War, ISW, of US predict that the Russian offensive in eastern Ukraine will soon reach its peak if the invaders capture Bakhmut. Yegevny Pligozhin, the financier of the Wagner Group, PMC, announced that Russian troops had captured the eastern part of Bakhmut. And this claim, the report says, is consistent with the available visual evidence. The ISW estimated that Ukrainian forces completed a controlled withdrawal from eastern Bakhmut across the Bakhmutka River. The ISW estimates that Russian forces occupy at least 50% of Bakhmut as of the 8th of March. Analysts suggest that Russian forces are likely to intensify attacks to the northwest and southwest of Bakhmut in order to bypass the Bakhmutka River. The invaders are unlikely to be able to quickly exploit the breach beyond Bakhmut if they capture the city. Pligozhin suggested that the Russian Ministry of Defense was using the Wagner Group to bear the brunt of high-intensity attritional urban warfare in Bakhmut and may discard the Wagner Group after capturing Bakhmut so conventional Russian units can continue to attack. At the same time, Pligozhin did not give his assessment of the probability of success of future Russian offensive operations outside Bakhmut. The ISW notes that it has found no indication that the Russian military has well-equipped and trained reserve forces for an offensive beyond Bakhmut. Most Russian units in Donbas are already engaged in offensive operations including Russian airborne troops that joined the Russian offensive in Bakhmut in January 2023. ISW therefore continues to assess the Russian offensive in eastern Ukraine will soon reach its peak if the invaders capture Bakhmut as the Russian military does not have enough power or reinforcements needed to capture Bakhmut entirely.


Hi, Dana! How are you, David? Hey, hey, hey. I am very well. How are you? Good. Great to speak to you again. Yeah, I spent a couple of months. We talked right before school. Right? How are you guys? Everyone good? Everything good? Yeah, I've been. I live in a bubble, David. You're not the only one. I mean, I'm in a busy city, but I'm in a bubble myself. And that's why, you know, I mean, that's one reason why I build online. Because I'm just, I'm in my own bubble. And with the internet, I can leverage, you know, exposure and build an audience and build a business. Right. Because yeah, I'm in a bubble as well. So I hear you loud and clear. Yeah, we've still been out there. It changed some of the lending stuff. But yeah, we have more. The only thing that's really changed, my town is primarily military. And so they still don't have their orders. You're in San Diego, right? Yes. Yep. You understand. Oh yeah. They still haven't had their orders. So we don't have as many. We have as many people moving in. We still have 100 people a day moving in, but we don't have inventory for them. So yeah, because we don't have military moving out. But yeah, so you just work a lot harder. That's all. What will you do? So, I mean, obviously, like I would think you're, you're, you're branding and just your overall just presence would still need to be, you know, out there. Oh, very much. Right. People still need to know who you are and stay top of mind. Right. Yeah, so people are moving in and obviously renting and no one's moving out. No, and I, I'll have, well, I was scheduled to have eight showing this. I mean, eight closings this month. But yeah, that's a lot. Yeah. So I've told you, I've stayed busy. But two up and fell through one because of financing. And one, this is just not a market for people who have to sleep on things. It is not, you know, and so they're just the pressure of all that and the fast-paced deadlines and stuff. So that's okay. So I ended up with six, you know, Good job. So we'll keep pressing on. But one thing I'm really all of that to say, I'm buyer heavy. So out of those six, only one of them is the listing. They're all under 300,000 when our average first time home is, it just came out 398.9. So 400,000. So needless to say, we have all these people competing for these lower priced homes. So on average, anyone below 300,000 below 350, I'm writing about eight offers alone. Wow. And I know that sounds like a good price probably compared to San Diego, but So, but anyway, I would just, I really, I am very good at listings. My last point that I have bought and sold so many homes being in the military, hands down your best agent I've had. So they even gave me a Google review and stuff. But I'd like to really focus on landing pages where I can capture, because you know, Real Estate still teaches doorknock, newsletters. Well, I tried that. Yep. $300 a month. Guess how many seller leads I got? Two. None. None. Wow. Wow. I would have thought two leads, but none as far as listings. Yeah. Yeah. And even my own, I sell to my own neighbors because I was doing my own, the one listing I had was just because I was their neighbor. The other three buyers is because I brought them to my own neighborhood. I like to talk to you. I can, you can be my neighbor. Anyway, but yeah, so I really haven't even my own buyers who live in the neighborhood. Yeah. I'm like, what'd you think of my postcards are like, Oh, I don't know. I didn't see it. And so they just might offer free coffee or And I trash that David. I trash it. So, right. I get it. But long story short, I don't think that's getting me for the money. I'm not getting anything. So I'd like to learn a little bit more about. I'm tech, tech lexic. I don't remember that at all. Yeah. I am meeting someone who could do these for me. So I logged 144 hours last, I mean 114 hours last week. Wow. Yeah.  So this, so how many time to learn how to do landing pages and stuff. I need someone who can help me. So I thought, well, I'm going to reach out to David and see if that's You're awesome. Talked about, we talked about landing pages, but we never talked about it. That's something you do. So yes, that's my long spill. And now is your time. Sorry, I talked to Yeah, no, no, you're fine. I appreciate it. I love hearing what you're up to. That's really, really good. And it's really about as I don't know if I really, really fully touched on this on our first call, like our very, very first call, but that's kind of where I found my niche as far as Every realtor out there is looking for that next buyer and seller or, you know, yeah, buyer or seller. And it's the basics that people miss. And so we think we need a landing page, but at the same time, it's really, it's really about knowing the Facebook ad side, or whether you're running Facebook ads or running Instagram ads. It's really about the ad. The ad is, is, is the top of the funnel. The landing page is pretty much the funnel. So it does no good to just have a landing page if we're not driving traffic to it and the only way you're able to drive traffic is by running ads. Right. So I spoke to a realtor out of where she is. She's in Tennessee yesterday and she's spending 700 a month for a coach. And I said, Do you understand that just a few hundred if you spend a few hundred just on Facebook ads. You would have way more leads because she's sitting up. She's sitting at 700 a month for a coach, but no leads because the coach, you know, isn't, I don't know what the coach is coaching her on, but I don't think it's marketing. But today where we're at now, if you just took, if you just took a few hundred a month and started running Facebook ads consistently, that's when a landing page is necessary. So it's a lot of times where we have it backwards. We think a landing page is all we need and we're going to take that link and share it all over social media and hopefully someone clicks on it. That's not going to work, especially, especially being a local business owner, you're farming just a handful of zip codes. Right. And so when it comes to social media, whether it's our business page, whether it's our personal page, whether it's any of these other platforms, Instagram, Pinterest, LinkedIn, Twitter, YouTube, whatever. As we start to scale these these followers and friends up as Dana goes from a couple thousand friends on Facebook to a few thousand friends on Facebook as you go from, you know, 700 connections on LinkedIn to 7000 connections on LinkedIn. 99% of all these people are going to live across the country. So that's not where our, where our ROI is at. It's by running a Facebook ad and focusing on your local area. That has to happen first. So we have to learn the Facebook ad side or we have to have someone run Facebook ads. That's first. And then, and then second is the landing page.  So it's not it's not one or the other it's it's actually both. I thought they were the same thing. So this will tell you how tech likes like I am. I guess I was considering a landing page as an ad like you target 80907 80906. Yes. And that's your ad. I guess you would promote your, I don't know. That's your ad. No, you're, you're on the right track. That's your ad. So you're running like for example, if we just come over here to Facebook, and we're just scrolling through the newsfeed. This is where we see Facebook ads. Right. So as we're just scrolling through seeing what our friends are up to, seeing what everyone's posting. And then all of a sudden we come across a sponsored post. This is a Facebook ad. So this is step one, knowing how to run the Facebook ad or having someone run Facebook ads for you. But this, the secret is to run one every single week, which is weekly every day. But, but to make it easy for you. What I what I really recommend and teach is is just simply running one video per week. So one video one simple like this right here this is a. This is a less than one minute video. This is a 58 second video. And this guy, look at this, this guy could literally be, he's not an agent, but you can imagine that's an easy, that's a real estate agent walking through a listing right now. Or that's an agent doing a video on a home that is abandoned or whatever, like this is a simple, simple video. And so it doesn't get any more easier than this than for for someone to do a video like that. They're talking about an open house, talking about a listing, or maybe just giving advice on what they would do. Imagine if that was a home. And imagine if you were, let's say you're looking for listings. Imagine you doing one video per week.   That'd be kind of weird. If someone was just in front of someone's house and I look out the window and someone's recording my house, that'd be kind of weird, but you, you know what I'm saying as far as if you were just in a random neighborhood, you know, giving advice on what you would do or what you would consult or what you would recommend to the homeowner to increase the value.   Hey guys just wanted to give you a quick one minute video on this property here. This is the type of stuff I consult my clients on. I'll give you a couple tips on what I would recommend my client do to this house before they decide to sell it. And so now Dana is just that educational type of agent where she's now given advice on tips and strategies that would increase a property's value if they decided to sell it. So is that better than a list? Say, because like I came up with things maybe they could click on that they could either print off or something. No, no, no, that's going to be necessary. You mean like a PDF that they can download? Yeah, so like how to dispose the right way, what you should know about a realtor before you hire one. Yeah. Oh yeah. So here follow me on this one. Okay, here's step one is the Facebook ad. Okay, so again this guy could easily be an agent talking about a listing. Simple video on his cell phone. This is step one. When I click on learn more. So here's what you would be doing. And again I'm telling you Dana you can do video as much as you may fear and may think you cannot. I know you can. First of all, this is a video that be going out to a market that doesn't even know you. These are not Facebook friends. These are not even people on your Facebook business page.  Not everyone in your town knows you unless you're in a super tiny town. Are you in a super tiny town? Does everyone know you? No. Right at all. So that's what I'm saying. There's nothing to fear. There's nothing to be nervous about. It's not like we're going to post this video on our personal page where our in-laws are going to see it or maybe our cousin or maybe my girlfriend. And she's going to be talking about how my hair looks. No, like these are people that are going to be seeing this that don't know you that literally lived on the street. So there's nothing to fear. But here's my point. Step one is the ad is running this consistent ad running a different one every week so your job couldn't get easier. Instead of posting on all these platforms, your only job is to make one simple video per week. That is it. One video per week, which you run as a Facebook ad. That's step one. Here's step two and here's where the landing page comes in handy or is required. At the end of this video, one minute video, two minute video, whatever, at the end of the video, what you're offering is that PDF. Hey, and by the way, guys, I put together a 2020 seller guide that's going to give you the tips and tricks of what I recommend to my clients. Click Learn More. It will take you straight to my page where you can download your free copy. See you guys there. See, so in this case with this guy, I know who this guy is. This guy, this guy just, he's a digital marketer. He just crushes it. But look at where he takes me. There's the Facebook video ad. I click on Learn More and he's taking me to a landing page. So a landing page is a web page. There's nothing to click on but one purple button. And so when I click on that one purple button, there's the lead capture. So in your case, you'd be talking about tips and tricks on selling to attract that next listing. They click on Learn More. They come to your landing page. So now we're on step two, Facebook ad, step one, landing page, step two. So this right here is a one page download your free step by step guide to selling your home fast. I'll walk you through the process and explain how we customize our plan to fit you. That person, there's only one button. They click on the yellow button. That's how you capture a lead. So now that lead is in a CRM that lead is now receiving emails on your behalf. Hey Dave, thank you so much for downloading my 2020 seller guide. This is Dana. Just wanted to introduce myself in this seller guide. You're going to learn this, this and this and this, right? So everything you have down on your list, you're going to mention that in a brief email that automatically goes out the moment they click on that yellow button. And so here's what happens next. A link is in that first email for them to download their free PDF. But the following day they're going to receive another email. Hey Dave, this is Dana. Just wanted to follow up. Hey, I know yesterday you downloaded my free seller guide. Do you remember on page three when I was talking about landscape and curbapill? Here's what I meant by it. Hey, and by the way, Dave, if you'd like to jump on a call and really get all my secret strategies, click the link below. It'll take you straight to my calendar where you can schedule your best time. Can't wait to talk to you. Two days later, another automated email goes out. So now we're three emails down. Hey Dave, just wanted to follow up. This is Dana. Hey, I know a few days ago you downloaded my seller guide. Do you remember on page nine when I was talking about the importance of renovating your kitchen and how much value that can bring to your price overall if you decide to sell? Here's what I meant by it. So that list that you have, that PDF, that free guide that you're thinking of giving out, all you're doing via email after they click that yellow button is breaking down different pages within that guide. That's your email. So now I'm getting email number four and email number four is telling me what's on page nine. Email number six is telling me what you got on page 11. And you're just briefly explaining that in the email, but here's the deal. In the video, the call to action was to click learn more. So you did a one minute video. At the end of that video, there was a call to action.  So that's the call to action in the video. In the emails, your call to action is to get them to click your link to schedule a call. And so when you have a ton of people going through the funnel, you're waking up to appointments every day. But let me ask you. Yes. Is that something you set up because I will tell you. Dana, I literally do it all in my sleep. Okay. No, I have a hard time getting someone's name on the cards I send out. Yes. No, I this is exactly what I do. And this is what I wrote about in my book back in 2018 five simple steps. So if you if you remember, let's go back to, let's go back to your pay your personal page real quick. So here is step one. So in that book that I wrote just an ebook back in 2018. This is step one listing all of our links branding making sure that every link matches and that intro looks good which George looks phenomenal. Step two was running a simple like add and getting a comma in that number as fast as possible, even though the likes may come from from wherever. They look at 1000 and they're like, dang, okay, she must be really crushing it. There's a comma in that number. Every agent has 200. She has 1000. That's step two. Step three is now when we start running weekly video ads targeting your local area and your local area only so no more posting on all these platforms thinking someone's going to comment forget about that. It comes down to one single video per week that we run as a weekly ad targeting that area. That's step three step four is when they click on learn more. They go to a landing page. That's step four and then step five is email automation. Once I have that lead. My email auto responder is going to nurture that list.  Not at all. We're going to have a handful of emails already preset ready to go out. And so the whole goal is to have people in our funnel. So it started with the Facebook ad. It ended with the landing page. Now these leads are in our email auto responder receiving emails daily on our behalf. And so when you're when you're not only are you branding yourself daily people keep seeing your face. Not only is that crazy effective, but you're also nurturing that list and building that rapport even more via email automation. So you're so there's many touch points. I'm touching them with my video. I'm touching them by giving them away something of value for free, which is your list. And then I'm also touching them daily via email automation. So these emails are going out. And again, the call to action and each emails, we're not just emailing work. We're emailing to bring value we're emailing to educate them even more on what they downloaded. And that's because they downloaded it today. A few people are not going to read it right away. Right. You know, maybe maybe they downloaded and just it just sits in their download folder, and they don't get to it right away. So my email automation is going to keep reminding them it's going to keep educating them on that seller guide. That's what we're kind of talking about in the emails and we'll set up like 1015 emails that are preset ready to go out every other day. So you can have 15 emails lined up that are going out every other day. So for the next 30 days, these people are going to be touched. And when those leads can be people who literally live in my backyard. That's the game changer. Now if these were leads that were all across the country. That's different.  They downloaded my seller guide for a reason they may not be selling now they might not be selling tomorrow, but there was an interest there is an interest there's no way in hell this person would download this if they were not even a homeowner. Right. Right. So, so because we're targeting that type of person because we're consistent. And that's what makes you stand out is the fact that okay there goes Dana again. Let's see what she's talking about now. You know, and because your content is now education based, not pitch based is education you're educating me in 60 seconds, and then you're offering me something of value for free and that's the list that's the PDF. Is that PDF something you already have that's canned or do I have to like. No, I have a ton of them like I have a ton of seller guides that that you can just mirror like I have a ton of them like, because I have a client so I have, you know, I have I have like, I mean I have not a ton but I mean a good amount like a good handful of seller guides that I can easily send you and you can kind of just look at all of them and read through all of them and then, and then I don't know if you're familiar with fiber, are you familiar with fiber. Okay, so I just have a random designer, we could find a random designer on this one specific website which is very credible, where we could spend we could pay them like 10 bucks, and they'll take the PDF and rebrand it to you. Oh perfect. Yeah, my logo is very. Well, one, my logo is very distinctive and everything I do has this orange stripe across this big dog logo so I like seeing consistent. And then I also like like this house that's a very Colorado house you know I love it. I love this house. So, and such a great crispy picture as well that image is beautiful. So just even getting very Colorado houses because a lot of stuff in stock or even on my own company's website I ended up having my own website built and that was right before you and I talked to $2,000 but anyway, Yeah, it's bigdogagent.com so yeah, yeah, but yeah, I paid because even my own companies is like got a lagoon out in front I'm like, we're not, we're not in Arizona or California. Websites were like 90s like websites as as the internet really took skill in the late 90s early 2000s is when the internet really really took off websites is what every business owner needed. But then but then as we got into the mid, let's just say 2010 2015. Now we're at 2020. It's a lead capture so it's not a website. It's a web page. Yes, that's what we need now, you know, I wished it would generate more business. I will say it is nice at least I pay for the IDX so my clients at least go there and sit out the realtor or Zillow and then have another agents column so in that case it serves its purpose, you know, But for marketing, when it comes down to lead capture, it's not that website. It's a web page. It's when it comes to marketing, it's very direct. So it's one message. That's why what you want to do is you want to you want to you want to pick one topic either we're going to go after buyers or we're going to go after sellers, because this weekly video. It's not good. We're not going to be talking about everything like we're not going to be talking about foreclosures short sells for parents like we're not going to educate people on everything in real estate. We're going to educate people on one specific topic and that's selling what does it take to sell. Thank you. That's what I want. That's that's our one minute educational weekly video. That's it is focused on that audience and again getting them to click learn more and downloading your seller guide. Right. That's it. Like that's it and that that that gives you leverage like that video would be running 24 seven while you're doing your own thing while you're doing other things. And people are clicking on this while you're sleeping people are receiving emails while you're out at lunch like that's leverage. You know that takes away all the need of having a prospect you're literally prospecting online via video automation. I'm just none of that none of that none of that none of that. No, it's so funny. That's still what coaching and classes and stuff to that. That's what blows my mind. Like that's what blows my mind. That's what blows my mind that that's still being taught. Yeah. Corona virus is still being taught a single woman still being taught.  I'm going to go knock on the door about myself. Yeah, that's that's crazy. That's crazy. That's crazy. So it's it's video marketing data. It's it's it's it's but at the same time because we're local business owner as I mentioned it's narrow marketing meaning I have to run a Facebook ad. That is my audience. It's only a handful of zip codes. I have to target them. That's that's Facebook advertising. That's why Facebook advertising is it's good for nationwide it's good for any business but but 1000% a local business, whether you're an agent or a local dry cleaner. If you're trying to do anything on social media, it has to be a Facebook ad. Yeah, you know, I don't see this so how let's, because I get it and I know that's what I need one I know I can't, I can't do it so I can only wear so many hats and marketing. I have good ideas I just can't put beat to it. So, and I think there's other people have better ideas than me but. That's talk I guess, what does it cost like how much 200 or so a month, you know, or even more two to $300 let's say a month. And what does it cost to have you develop the landing pages give me maybe that ideas. Do the emails like set those that like walk me through costs, how that works, etc. pages, email automation, and your online calendar. That's the software. So that's what you're going to absolutely need and I only I tell people you only need a landing page if you're running Facebook ads. If you're not running Facebook ads, you don't need landing pages. Because again, it does no good to take a landing page and share it all over social media, when the majority of our followers don't even live in the area. So, so if I'm not running target traffic, Facebook ads, Instagram ads, YouTube ads, whatever, I don't need a landing page I don't need 100 bucks a month. So, that's if you're running consistent Facebook ads. That's a whole that's that's its own separate separate feet, a call to action in each email and that call to action is to get them to click the link to schedule a call. So you have to have some type of calendar where they can just click, rather than that person clicking reply. Hey, data. Okay, like rather than them replying and trying to give you their phone number, just click the link and schedule a call. Okay, like it makes it super easy for everyone. Click the link and schedule your best time. And that and that's the call to action in every email. So, so landing pages, email auto responder and your online calendar. That's what I pay 100 bucks a month for. This is software is this like a software. Okay. Yeah, it's landing page software. I'll send you a link for a 14 day trial. So if wherever it gets started with it, you know, we can we can start with a 14 day trial and again, you're not going to have time to even mess with it. So, if anything I can I can do all that stuff for you that's that's that's not even a problem for me. That's what I do. So write that down. So 100 bucks a month for that. If we go that route and then and then where you want to start with Facebook ads is at least at least a minimum of 10 bucks a day, which call it 300 a month. If you're spending 300 a month and getting four videos out per month, you would crush it data, like you would crush it. One day or per week. Do we still post these videos even on my personal page. No, you don't need my I'm sorry my business business page. You don't need to we can like we could post it there and then run a Facebook ad, or we could just run a Facebook video ad behind the scenes and not even have it on the business page. Okay, so that's that's kind of preference I normally put them on the business page. The only reason for it is because once the ad is off. It remains on the page, and people can can see it. I would like that for that reason also my business page feeds to my website so occasionally people do go on my website. Yeah, notice it. I mean, why not kill two birds with one exactly exactly. That's how I look at it. So I'll always put that that ad on the business page first. And to give you an example here is actually a client of mine where that's exactly what we do we we run weekly ads, and they're on her business page and when the ad is off. It remains on her page. So, so there's actually quite a few videos where they were all in the in the past, but they remain and they're already turned off, but they remain on her page like this was August 25. So all she's doing in her case look, she's running a video this is a two minute video. She's educating people on what it takes to sell. So here's the learn more button. Okay, so, and then here goes another one and she's keeping it simple in her home office, and just just it's just it's just a quick little two minute tip on stone. Right, that's what she's doing. That's all she's doing and then and then these are ads, but they're also posted on her page. And so there's another one and then again when I click on learn more. She's taking me straight to her landing page where I can download her seller guide. Okay, and I did all this for her by the way that's why it looks the same just like the other one. But, but it I mean it's either or so in her case she's spending. Yeah, I think she's spending about 10 bucks a day she's spending in her case also. She said David just teach me how to do it. And I'll and I'll do these ads myself. So that's her and you know that's her your you would be I'd be doing them for you but in her case I just simply coached her on how to run these Facebook ads. You know how to build these landing pages and now she's off to the races, but but she's staying consistent and she's running. She's running videos every week. And so 300 a month is where she'll be at just on on the Facebook ad site. Okay, let me just point out something is she with color Williams, she is. Okay, they brag so much about all their landing pages I yep. I went over there for a year and I wasn't sure what I was paying 21,000. Right. And, and, and I don't think she's doing that because this is this is a completely different system this is this is the landing pages that I recommend. So she's not even using kw. She's not even using whatever they have in place or command or whatever they have in place like she's not even using that. Yep, not even using that. Okay, so she's building all of her. She's keeping it simple. Facebook ad landing pages. Can I ask you this to the software where they capture the leads. Can we use that fear because I have a Zapier. There's no need for it you don't even need it cancel it. Okay, well I have it where it's talking to all of them so all all addresses get put into my one CRM. I mean, I guess you can like we can yeah we can I mean if you if you're already using it and you're already paying for it and you're you're fine paying for it. Yeah, we can connect it to this software. In fact, I just figured then I could also be sending them that monthly newsletter which is yes more than what's the market like how many homes were there how many sold what's the average price blah blah blah. Yeah, the software integrates with Zapier. Okay, perfect. Yeah, so it's right here so all I got to do is click on this and then and then integrate it. Okay, so that would talk with your current CRM. So you'll have you'll have this as this is not this it is a CRM because it hosts it hosts the list it hosts the leads it emails the leads. But at the same time if you already have something like that, then Zapier is needed yeah Zapier can be connected and it can go it can go to wherever you want. On this may be a better system than what I have I only pay $300 is wise agent I just paid $300 a year. Okay, it's not that great. Okay, so yeah time to I mean that's why if whatever you have in place is working then I guess keep it and if the overhead the expense on it is not that much and it's not a problem for you then then I guess keep it. But but I mean again it may sound super biased but I'm just so convinced that all a person needs today is Facebook ads and this one system. Well and that may be something when January rolls around and have a little more free time I can take all of my leads put them in this and then. Oh yeah, you know I just paid for it again and may or June. So I'll have it for another year so before that comes around then I can just do away with it you know because it's not a great system it's just a system. Mm hmm. So then what would you say you're paying right now like just overall like for marketing like do you have a consistent monthly. Like, no I don't at all I'm 100% referral. I used to pay $300 a month. And I bought buyer leads from realtor.com and I did well, built my entire business on that. I had for the last few years, I haven't had a team I tried to buy stuff so I spent like $500 a month. Nothing, nothing, nothing works because no one worked the leads you have to work the leads if you're. But I decided to move away from color Williams move away from running a team and just go back to me. And so I've been doing that a year, a year and two months or something. And I'm just 100% referral so other than marketing my properties when they go live, you know, plan for drones and video and that kind of stuff. So what would you say you're you're so where are you at now like we're if we're jumping into landing pages and considering Facebook ads like what could a budget be like monthly, like because. Yeah, I want to work with you like I want to start small like if we need to like I don't want to just throw a price out there and just completely you know shell shock you. I want to I want to see where your budgets at to make everything comfortable for you. I will tell you just right now I'm on a tight budget but that has even though I have a closings my bank account was during the other day. So I'm building a house. I don't know if I told you that. I've been paying two mortgages for the last five years. And so this this suite builder is wonderful. But he forgot to put things like kitchen cabinets. Oh my gosh. Kyle in the bed. So yeah. Anyway, long story short, I'm going to be out of the pocket a lot. So, um, 400 like pushing it a little, but I would be willing to do that. But I know then I've got to pay for you too. So help me understand what the price is. And we'll, we'll see if not this month, maybe I would like to start it though this month because I really want to start targeting listings because it's driving people around and putting eight offers in is killing me, David. Yeah, I bet. I bet. Like you. So then would, would maybe teaching you how to do it with that, would that maybe work rather than having to pay for me monthly? I just, I know I don't have the time to do it. Yeah. Yeah. I mean, there's 114 hours. Means I have no clean clothes. I have my house is a hot mess. All the, so things like I've decided to do away with having someone help clean my house just so I could maybe do something more like this. I don't know how much you are a month. It's a ton of good stuff to talk about, you know. Well, yeah. And I just, are you only always doing the seller guide or are you always also doing things like, because I think this post this post people think I can make the money but then when they start seeing like how much works involves right. Yes. That's a talking point right there. That's a good video right there, Dana. Like that's a video. So I thought that, like I said, what you should know about a realtor before you hire him. Otherwise you need to interview people. I don't really want you to interview others.  I'm like, see, see, and you couldn't have said that any better. When it comes to anything, 99% of people don't know anything. Yeah. So that's why when you're over here concerned about what the heck do I talk about? You could talk about freaking anything. Yeah. And whatever the hell you're talking about is going to is going to bring value to the end consumer because 99% of them don't even know that. Right.  You already know what to talk about. Anything you talk about is going to bring value to the consumer. Okay. Anything like you could talk about anything. And these are short videos. I even see just doing it in some of my listings beforehand. Yeah. Yeah. Showing that, you know, what you should do or what you shouldn't do.  And then at the end, you're offering them something to download. Okay. That is it. Like that is it. And it's, and, and, and it's not even daily. It's one video per week. That we're running as a Facebook ad daily. Okay. So, so that part is that part.  Like you, and, and it has nothing to do with how you look.  They could be sitting at home. Giving this tips. That is one thing I say constantly cause I'm tired. I'm real tired. So half the time I go to an appointment like this. I'm like, hi, I'm Dana. I'm your realtor.   I'm telling you, that's what it takes too many times. Realtors cause I come from mortgages and I know how it is where all of us want to look our best. I used to go to the office every day in an expensive suit when knowing down while I was broke. Right. So it's like, we always want to look our best. And it's like, right. Like no good broke. Right. And it's like, it's like realtors are the same way. Everyone wants to walk around with their Louis Vuitton bag and pull up in their seven series BMW when it's like, man, you don't need to be doing that in video. Like dumb it down, relate to the end consumer. Unless you're, unless you're focused on high professionals and people who are making six and seven figures and you're selling multimillion dollar homes. Okay, that's different. Like if you're on million dollar listing and you're selling homes in Beverly Hills, okay, whatever, I get it. But if you're not, and we're dealing with 300, 400, 500,000 dollar price points, these are normal people. Yeah. And you're probably going to see me a lot in dog parks. Dana, yes. Logo. Right there. You're, do you understand that you're going to relate to the dog lover and that's your next client. And that we're, we have been the number one dog friendly city in the nation since 2005. See that right there, you put yourself around that you put your brand around that you do that you put your dog in your videos.  Everything that I'm saying, if we just got one extra deal a month from everything I'm saying, it's worth it. Yeah.  It's pennies compared to your, your ROI. And it is pennies compared to anything else we could be doing offline. Can I ask you this? How long do you think it takes to get a return on investment? We would be seeing something the first month. Like the first month would be capturing leads the first month. Like, and that that's, I mean, and again, it's the strategy. It's educating them on the front end via video. And then it's giving them something away for free on the back end. Right. And then the email automation to nurture that list. That keeps you top of mind that gets people wanting to deal with you wanting to work with you wanting to like you and know you and trust you. Right. You know, and when this person is targeting me and they live right down the street, and I keep seeing her in video in my news feed. And all she's doing it is educating me on real estate. She's not selling me. She's not pitching me. She's educating me. Right. That's a different approach. And that's why when you're dealing with paid ads, you're dealing with thousands of people a day seeing you. That's where the odds work in our favor. Because if I have a thousand people that see this per day and just had a quarter percent actually reply. That's what I'm saying, like the numbers. Those numbers don't exist when it's just organic. When we're just posting on social media, the numbers are not in our favor. When I run a Facebook ad where I can get the numbers in my favor. Right. Thousands of people can see it. And if only a couple actually inquire, I'm good. Right. Because now the odds are in my favor. A thousand people see it. But 10 people inquired. I'll take those numbers all day. And that's a lot of people, Dana. You're telling me a thousand people saw this, but only 10 people clicked your button. I'm fine with that. 10 people a day, 50 people a week, 60 people a week are now on my email list out of these 60 people a week that are getting my emails. Let's just say 5% are actually scheduling appointments with me and I can keep that up weekly. Like that's, that's where the numbers work in our favor because now we're dealing with big numbers and how are we even getting big numbers because we're running a net. Yeah. And if I could get five appointments, I'm usually, my numbers were, I haven't got my numbers in a while, but I was, I was at a 89 to 92% close rate. I bet. I bet. We just got to fill the pipeline. We just got to target the right area. Bring value to the zip codes that I want. Yeah. Yeah. Or the, or the county or this, or the town or the city. Okay. So if we were, if we were just focused on, let's see what do you have a list of our, we just focused on Colorado Springs. Yeah, Colorado Springs, my, my preferred zip codes are 80907 and 80906 I live in 80 and right now I live in both but 80906 is my where I'm building. So what if we just, as far as the targeting, what if we just put in Colorado Springs. I'm fine with that. See, that's it. Let's brand, let's brand you in the entire city of Colorado Springs. Okay. And that's it. Keep it that simple one video per week. We're giving away a seller guide or educating people on what it takes to sell. And that's it. Okay. I do. I do. I want to try it at least six months, you know, because I don't feel like you can judge something based on a month. I love you, Dana. Gosh, I freaking love you. You know, hard it is for me to convince people, Hey, you can't just judge on 30 days. We got to run this. We got to be consistent. Gosh, man, I wish everyone thought like you. No, hey, I know from experience, you got to give it at least six months, but if it doesn't, if you're not getting something that because realtor.com didn't kick off the first month, you know, yeah. So I've got to give it at least six months, but I wouldn't be able to start until my closing on the 18th. That's fine. I have three closings that day. So I'll be able to start them. Awesome. Let's do it. Yeah. Okay. So what's the next step, David? It's really just, I guess we'll start then. I mean, it's just, it's setting up, it's setting up everything. First of all, like, I'll all I need to do is regain access to your account. And then I'll run the ads from your account. And then, and then I'll set up the whole Facebook ad site. There's a ton and I can always like we can always be on. And that's why when I say that there's a ton. Sometimes people don't believe me. But what I always offer is let's jump on the call and I'll walk you through everything I'm going to do.  You know, so, so step one is just getting reconnected with your, with your, with your business account with your ads manager, your Facebook ads manager, and then setting everything up in there. There's seven steps. There's seven specific steps that need to be set up in your ads manager before we even run the ad. And then step one and then step two is getting the landing pages up. That would be the next step. And then, and then that's it. And then, and then we just have the, and then, and then now the ball is in your court just to start doing one simple video per week. Okay. And the first video what I would recommend. What's that? You're going to send me that. Yes, yes, I will. But the first video what I want to kind of just plant in your mind is an intro video. That's the first video we want to roll out. Let's introduce ourselves to Colorado Springs. That's a simple video you can do selfie style on your cell phone. Hey guys, this is Dana just wanted to introduce myself I know there's a lot of folks out here that may not know me. Just want to give you a little background of where I'm coming from my passion real estate and how long I've been doing what I do and why I love helping people sell buy and sell real estate in the Colorado Springs area. That's a simple two minute video where you're talking about like you're getting personal talk about your family talk about your background talk about your experience talk about why real estate talk about your love for dogs.  And that's week one, we take that video we run it and get thousands of people in Colorado Springs to see it. We're opening up to the city via just introducing ourselves. And then week two, we start talking about selling tips. Perfect. So, so it's that it's that simple and that's why I just know that most don't kill it most don't crush it is because most don't stay consistent with a weekly video that is the strategy a weekly video. Okay, if you can get that out every week if you can say hey David got a new video out. That's all I need from you. I will literally take care of everything else. Perfect. And then, as far as making every we've got to wait till we're under contract with one another, but you can take like if I sent you my logo. And then an example of what I've done on cards and things in the past you can emulate that. Oh, yeah. Oh, you can look on here and see I have a picture somewhere of my for sale sign. That's what it all looks like it's got an orange and white. Oh, yeah. Oh yeah and I could take all those images and then and then have a seller guide rebranded to you and, and then even put those logos on the on the actual landing page. So yeah, all that stuff that simple I can that's that's what I'd be doing for you. Okay. So, I don't I don't take on many monthly clients. So you'll have like all my time, like we're on Matt with my business now is is just coaching people to do it themselves. But then there's a handful of agents that I come across just like you who are already busy as busy and rather and rather just delegate it. You know so so I have a handful of you and that's all I'm really looking to take on this year so you have all my time. You have all my time and I'm focused on on just you. Okay. Perfect. Well, I sure appreciate it. Yeah, I like I said, I when we talked during COVID I knew this was something I needed and unfortunately just are right before COVID so but just a dump a whole lot in that silly website. It looks good though.  I love the color. Okay, cool see so so yeah full blown website and that and that's cool see here's the deal after we capture the lead and that email automation kicks in, then we'll provide links to this. Hey John thank you so much for downloading my seller guide two days ago hey take a look at my website we just put it together you're going to find a lot of great information on it blah blah blah. Perfect. Then we send them to the website after we've already captured the lead. Right. And the only reason why you don't run a Facebook ad to this page, or to any website is because although it is pretty although it has all the bells and whistles. That's the problem is the fact that it's too pretty it's there's too much going on. And if I'm paying for someone to click because that's all the Facebook ad is. Is as a Facebook ad runs that's what we're paying for we're paying to get people to click just like this guy right here Tanner sponsored. There's the text. There's the video he's literally paying to get me to watch it. He's paying to get me to click. So if I'm paying to get someone to do that. And I bring them look everyone nine out of 10 will take you to one single page. This is one page. Right. He's taking me to one page where there's only one button to click on. Right. Versus if I paid to get someone here. There's so many. There's so much and before you know what they're clicking on this they're clicking on solo home they're clicking on resources. Maybe over here. Your information and you don't have their information. And before you know it they're over here looking at this and before you know what food is burning on the stove the babies are crying I got to go. Yeah. Right. So I send them there after we've captured the lead. Perfect. You know. So yeah every every lead is going to see your website because they'll get a link in the in the email automation. But again that's something that all easily set up for you is the email automation and all that stuff. Okay. So let's chat. Let's what should we channel the 19th or the 18. I mean I know you got close on the 18. Should we just. Because I have three of them back to back. So the 19th would be the best. Perfect. What day is that. That's the. Let's check that out. I don't know. That is Saturday. We can always chat. We can always chat Monday the 21st. Let's do that. Let's do that. Monday. Yeah. Awesome. Okay. I'll send you a calendar reminder and what time what time is good same time. Yeah. That's if we could even do it earlier earlier is usually a little bit better. So I don't know my time I know you're an hour behind me. So no I'm up with the roosters like I can be as early as you responded and I was like 550 my time when I messaged you. Yeah. I'm telling you Dana I just had a or not me but my wife she we just had a little baby boy and I haven't slept in two and a half months. So I'm up at crazy hours. I'm up changing diapers at 2 a.m. like I haven't slept. So that's why that's why you you got that that early message. I was like, oh my God there was this Facebook in him. Yes. So I'll put us down for early I'll just put us down for how's I don't know how's 8am 9am your time. Let's do 9am my time. Perfect. Okay. I'll send you I'll send you a calendar reminder and we'll chat then in the meantime in the meantime work on that intro video. Okay. Work on that intro video. And then and then we'll start we'll start everything on the 21st. I'll call you or we'll jump back on zoom on the 21st. Perfect. All right David thanks so much. You're still so welcome chat soon. Okay.


No, you like that toy? I know. I know. Oh my god. Who's not? Hello my fellow Snippers, flighters and newbies. We're on our way to our meet and greet. That's all I have to say because I'm so nervous. I'm putting the camera down. I'm not even looking at the situation. Okay, I see the situation. I'm scared. Just can you park so I can at least walk? I'm nervous. Just go park.   I'm not talking. I'm not looking. Hi. What's going on? This is Jersey's boyfriend for the day. It's fantastic for me. Peanut was known as soon as he walked in. He's like a social media star now. What do you guys have? Why don't you show everyone what you have? We have. Oh my gosh. A door? Was it Jersey? Yeah. Oh, I love it. At box of beats on Instagram, follow him on YouTube. He's a very humble star. He's about to blow up and become really famous. Do you know how I know? I know these things. Every after friend I've had, every after friend I've had that I was like, you're gonna make it.  It's a crazy thing. Vinny?  Okay, are you guys ready? I don't know what. You ready? Are you ready? Vinny, you are awesome. Awesome. Awesome. Wow. Yeah. Make some noise for Vinny, guys. He's saying encore. Check it out. He's lost his bird bandit in Sherman Oaks Van Nuys, basically in the valley, and he's looking for a bandit to come home. So if you guys see the bird, you can contact me or how can they contact you? My email is chris, k-e-y-z-properties-p-r-o-p-e-r-t-i-e-s at gmail.com. Oh, I did? Did my brother meet love? Yes, he just met her. I'm excited too. You're already wearing an item in the box. I was like, I'm sorry. This has been on a river. It has been on a jockey. It doesn't hang out with guys. Oh, really? I don't think he likes my camera. On somebody. Who is it? Who is it? Who is it, Lloyd? Who are you trying to get to?  You want one less? How good is that one? It smells so good. Good, right? How are you? Good. How have you been? Very good. I was like, can I bring them past this? Thank you. This is Bindi. Bindi didn't come last time. No. I didn't, I didn't think we could bring birds, so. Really? This is her first social event. You look so cute with your babies. I didn't actually get to meet them yet, so I'm excited to meet them. Okay. They're brothers. Okay. Same, same crush. So they're twin brothers, and I'm so grateful that I got them both together, and so they'll be together for the rest of their lives. Amazing. Forever. They're only a few months old, but, you know, they're already together when I got them. And socialization is very important.  They're happy, huh? They're going to have fun. The hour. How long has he been like that? I love that. I'm on cuddle duty. Okay. What do you want to show me? Oh my God. This is going on my wall. You did this all by yourself? I just noticed the note. This is amazing. What am I doing? Well, Ava is going to unbox a subscription box. Oh, Ava's unboxing a subscription box. For real? What is Little Bird Syndrome?  And we're opening the large box because he suffers from Little Bird Syndrome. Yes. All right. So what's under that blanket right now? It's under the... I had a subscription box. Oh my God. It's the first one. I was like jumping up and down when I heard you guys had one. I was like, I want to get one. I'm trying to be so careful. I'm going to save this box forever. Are you going to save the box forever? But if you subscribe, you're going to get more of these. Yeah. I know. I said to my brother, I said, we should make one for us. He goes, get over it. I don't book sticker falls. Okay. Reactions. Yeah. That's the Picasso sticker. I love stickers. Yeah. Tell us, if this would have stuck this together, but for you guys here, we figured that we should not stick it so that you guys could have the sticker.  So this could be in my collection. It could be in her collection. Let's see if it makes it. Marlene McCohen's signature blend. Small sample. This is a sample of the bird food. Can I see it? Okay. That's how the sample of the birds is. Is that for small birds or large birds? He eats the African green mix. That's a special blend. So this bird really has small birds in it. Yeah. He refuses to eat like anything that isn't fitting for his ego. So you're telling me this bird can handle these toys. I just want to clarify, this is the large bird box. Is that really going to be excited? Marlene likes to say there are artifacts for your bird and there are human toys too as well. Artifacts. Okay. So that's yucca. So that's really soft. So that's also really good your bird could play with that. As you dig deeper. So you turn that all around. You know what I mean? Yeah. I love these because like a lot of people don't have access to these. These are perches that are really good for your bird's feet instead of just being like straight across, you know. There we go. Oh, you found it. This is handmade charm. Oh, that's too cute. Isn't that like here to stay? So I'm like a collector's item, you know. That's so cute.  Oh, that's so cute. This is going on my fridge. Don't eat her box. Yeah, Jersey's like, where's the pin, buggy? There's a pin? Yes. You like that toy? I know, I know. Oh my gosh. So you guys got to search really well. You found the magic pin. What's your first impression of the box? It was really nice packaging and I'm going to keep this box forever. Yes. I was trying to get here. I was, I was, I woke up at six in the morning. Oh my gosh. But can we take a moment to appreciate the makeup? Okay, because that is like, I mean, she's a model now. Zoom in on that makeup. Oh my gosh. This is my first time being on YouTube. Are you excited? But I, I like this picture, like it's cool. That's cool, right? Relationship is back on. Guys, I'm so happy about this meet and greet. It was so much fun. A lot of exciting things happened. Some plushies arrived, second edition plushies. What else happened? We did an unboxing. Box of beats was here. It was fantastic. And of course, I want to thank some very special people. I want to give some shout outs to LL and Ginny. I want to thank LL for saving the day. I want to thank Ginny for bringing Kiefer and Lifeway Foods to the party. That was just fantastic. And box of beats, of course. We want to thank for coming here and performing and Anki Skulls for bringing the Jersey plushies. Everyone really came together to make this a fantastic experience. So I love you guys so much. Don't forget to subscribe. Check out our website. See if any of this new merch is up. I love you. Bye. I'm making this tiny little insert video to let you guys know that the Feathered Funbox is now available to order for August. Yeah, they kind of like closed down the subscriptions for a little bit once it runs out. But now they're ready to order and they're not going to be up there for very long because we got to get shipping them. And also there's a limit again. So get yours. I'm really excited. I'm loving watching all of your unboxings, by the way. It's great. I'm here in my Feathered Funbox studio warehouse slash used to be guest room. Because yeah, I box them all myself. So I love you guys so much. Just check that out. Check the link below. Dolly Dolly dot featheredfunbox.com.


Hi, I'm Tim Dorsey. I'm the farm manager at the Q Farm here at Butler University in Indianapolis, Indiana. We're a project of the Butler Center for Urban Ecology and Sustainability, and I'm here with the director. I'm Julia Anksman. We are experimenting in a one-acre agroecology project here on campus. We grow a wide variety of vegetables, fruit, a few nuts, and mushrooms, which we were enabled to do through our partnership with Sarah. It's part of the reason why we wanted to grow, try growing mushrooms in Indianapolis is not many people were doing it. We had a partnership grant with three other farms in the city who are all pretty much under an acre in size. And we all want to explore how to grow mushrooms using waste stream products that individual farmers may have access to. So it's kind of cool every farm did something a little bit different. We focused on log production primarily, shiitake and oysters to start. We looked at a few goals when wanting to get into growing mushrooms. One was we wanted to expand our potential revenue streams here where we are largely self-supported through the revenues we are able to raise through our markets. But also we wanted to be able to enrich our space as much as possible with the diversity already of plants and hopefully insects and other kinds of animals. But I thought of it also as enriching and expanding what kind of product we could offer, specifically mushrooms being a good source of protein and we don't associate that with a lot of the produce that comes off the farm. So diversifying in a few different ways. I'd also like to get into growing mushrooms on some wood chips and compost products intermingled with some of our vegetable and perennial crops around the farm. So we'll be doing some enrichment of the soil through the actual growing of the mushrooms as well. I think small-scale urban farms that are diversified provide resiliency to the larger global food system. It also helps bring people closer to food and how it's grown. We have a lot of tours to elementary and middle school age students that have never seen how a tomato grows on a plant. And so it's an opportunity to teach people to bring people back to their roots and to make them appreciate good, healthy food. In terms of our size, also I think of our acre basically as a model slash experiment in a different way to think about agriculture. So our one acre doesn't change the world in and of itself, but we and others doing similar projects like this can throw a lot of stuff at the wall and see what is effective, see what works for our customer base, see what works for our type of soil and our space and maybe inspire others to do similar projects. And we kind of look at what we do here as growing food but also improving our space ecologically and trying to create a greater diversity in our little one acre here.