Hello, Pierre. Hi, Pierre. Good morning, David. How are you, buddy? Good morning, sir. I'm very well. How are you? You know, if I was any worse, I'd be terrific. Right on, man. Thank you so much for reaching out. Absolutely, man. Sorry, I was changing up my my logo is yesterday and forgot to change my Facebook one, I guess. So I gotta get that taken care of. Oh, is it? Man, I was just about to give you a compliment on this one. Is this not? No, no, that's the logo, but we had to change it because of California I didn't want to get a DBA. So I had to change it to my last name. So it's Pernagette groupers that appear and so It's the same way it is. Gotcha. Gotcha. Yeah, man. I really love it. It stands out, man. And I see you're with EXP. I love EXP as well. I have a lot of friends with EXP. Yeah, man. It was a good move. Really? Really? When did you make that move? Just December. Right on, man. Right on. Right on. So what are you up to? How can I help you? Well, I'll share. So, you know, I've always worked through real estate with a hustle, right? I've never really had a solid process. I did in the very beginning. When I first got into business, I was regimented, right? And then I started doing a ton of deals and then I started getting busy with a gazillion different things, right? So now I'm just trying to set in automated processes because I've really ramped up some of my marketing. I'm doing a lot of direct mail. And I really wanted to automate some of the Facebook and I'm using KB Core because of EXP Realty. Good.  It's like Smart Zip for the predictive analytics type stuff? No. Anyway, so they send you stuff of people that are most likely to sell in the next 12 months. Gotcha. Based on habits or this, that, whatever else. You know, if they're real, we don't know yet, right? But what I did is I have that entire database and I made a custom audience with that and then I did a lookalike audience and I tried to set up a seller campaign to go to a landing page and then I was watching your video yesterday and I realized maybe the landing page isn't, the way I've done it isn't the best. You know, what's your home worth or the error going up? Is that and everything else instead of the whole context, right? With maybe a video or something else, right? And I also did a seller's page and I'm getting some engagement on that, you know, getting some people, I did a specific forest city to get a list of homes that have recently been reduced and trying to do that. But I just want to make sure, you know, what's the best way of doing this thing and, you know, how much time should I really be dedicating to setting up this system and how often should I be testing or changing the ad or doing things like that on Facebook? Good questions, man. Really good questions. And to tell you the truth, I'm going to give you a crash course and I'm going to just kind of just give you just 100% of advice based on what I've seen in your market, like as far as real estate agents and just the overall just exposure that everyone's trying to get obviously on social media, but I'm just looking at it from a different point of view because on here, over here on my personal page, for example, I normally keep it at 5,000, but I'll unfriend, unfriend people that I'm not going to do business with or people that just never maybe reply to my message. But this 4828, again, it's always at 5,000. But since 2016, all I've been doing is requesting real estate agents. So 4828, 4,827 of them are real estate agents. That's awesome. So, and it's a public list.  The only one who's not an agent is my wife. So she's the only one on this whole entire friend list who's not a real estate agent.  I don't know how many of my YouTube videos you've seen, but just the one, man. Okay, perfect. So just without, you know, boring you with a long background story, but I kind of want to tell you so you know where I'm coming from with this so I can answer your question. But I've just been online and just in the field of online marketing since 99. So for the past 2021 years, just mastering what it takes to capture elite on the internet, whether it's driving it to a landing page or a website or a sales funnel, I've been practicing that for the past 20 years. But in 2010 is when I became a lender. So I jumped in the mortgage industry and I was licensed for the state of California, licensed for the state of Washington and crushed it in mortgages here in San Diego from 2010 to 2016. And so it was in that six year period. And my best friend to this day, he still owns that company, they crush it, they do very, very well. But it was in that six year period where I met a lot of real estate agents, obviously I networked with a ton of them, I had many real estate agent partners who came to me to get their clients approved for first time home buying. So we crushed it in refi's home purchases and reverse mortgages. But in 2016, that's when I was already sick and tired of mortgages. I just, I just, I just, I just grew a hate for it. And in 2016, I left mortgages, but wanted to stay in the industry somehow, some way. And I knew I wasn't going to become a realtor. And an LO just wasn't my thing anymore. So I left mortgages in 2016 and started helping real estate agents, because in that six year period, I realized that majority of the agents that I was working with were not leveraging social media. And so, and I knew majority of real estate agents were hardly even leveraging advertising at all. Like it was expensive, your direct mail is not cheap, right? Like most agents, you'd be surprised, man. So I'm doing it as every door direct. And okay, so a little bit more affordable 11 double-sided full size card on a 16 point slot, 39 cents delivered with price. See, and you, and my question is how come most aren't doing that? You know what I mean? So, so I knew that the majority were not doing that. And especially the majority were not leveraging social media. So long story short, I knew this being a, being a lender. And so in 2016, I just grew a passion on wanting to help you guys with social media. So in 2016, rather than cold calling every agent and saying, Hey, man, I'll do your marketing services or rather than, rather than doing any other type of form of marketing to get your attention, I came to Facebook and started requesting agents. So I got, I'm always at 5,000, but again, I, I unfriended a few, but that, that started in 2016. So all I'm saying by showing you this is that since 2016, I literally have been seeing what thousands and thousands of agents are doing when it comes to promoting their business, how they're marketing their listing, how they're posting their open house, how they're bragging about themselves, how they'll list your house tonight and have it sold tomorrow. I see it by the thousands. And so when you follow thousands of people, just people, just quote unquote people, you start to see patterns and habits and, and, and different things. But when you follow thousands of people that literally all have the same job, you see even more patterns. And I'm telling you right now, man, since 2016, I've been seeing this and 99.9% of every single real estate agent misses the basics when it comes to social media marketing and Facebook advertising. And so in 2018, I ended up writing a book about this, a digital book, I have it up. It's a very successful book that I got out to tons of agents, but in this book, I just break down five basic steps by basic steps. And the book is called the social real estate agent, five steps to implement on social media to capture more leads and build your personal brand fast. So I broke this all down to five basic steps. And I'll show you what these steps are.  They're basic. They're very, very simple. And I'm telling you, everyone misses it. But step three is what every agent comes on a social media to try to accomplish without even knowing it's step three, right? I just labeled it step three, but step three is lead capture. Step three is Facebook ads. Step three is trying to sell that listing.  But again, 99.9% are missing the basics, which is step one and two. And because step one and two is not really there implemented on their page and they're not even focused on that, it hinders and it slows down the ROI on even trying to capture a lead.  And now that we're in this whole social media era, you got to understand that when it comes to this page over here, whether it's our personal page or whether it's our business page, as we scale this number up, and this is this applies for every platform, Facebook, Instagram, LinkedIn, Pinterest, whatever, when it comes to social media, this friend count, if we were if we were not in business, we would be fine with the 200 friends that we have, because we know them all are in laws or friends or cousins or, you know, whatever, a couple hundred. But because we're in business, we're all scaling that number up, we're all trying to request everyone and their mother, we and it's only because we need the exposure, we're a business owner, we're trying to take that 1000 to 5000. On Instagram, we're trying to have 10,000 followers. On LinkedIn, you want 50,000 connections. It's like, but the sad part is, and my point is, is that on this, these platforms, as you scale that number up, and the real number is 99%, but I'll be I'll be conservative and just say 90, because 90 is still a crazy number, nine out of every 10 people, 90% of this friend list are going to live across the country. They're not going to know you and will never be moving to your local area, ever. Like I'm right here in San Diego, I will never be moving to your area, and I'm going to be one of your friends. And so as we take that number up, that's what it is. And so this social media, even though we're not advertising from this page, this page is the Mecca. This is, this is our main page because this is where you'll be connecting with people. This is where you'll be networking with people as you're out promoting your business. You'll be telling them to connect with you here. It's not your business page first. In fact, the business page, it's only for Facebook ads. And that's what no one understands, is that they think they can, they need a business page. No, you don't. If you're, if you're not running Facebook ads, you don't need a business page because everything you're posting is over here as well.  And as you take this friend count up, step one, and we're going to get to step three, which is how we run these, these ads. But this is what I'm advising you just do first, because again, after seeing thousands and thousands of pages, 99% look like this. This is what I call step one. And it applies for your personal page and your business page. This is step one. So because no one knows us, this intro is the first impression.  If you're, if you're connecting with a ton of realtors, which I would think you probably are because you're now with EXP, and you're probably looking to build a team. So you're probably networking with other real estate agents and other companies, right? And you're, and you're probably requesting a lot of those people as friends as well. But the ones that you're not, the ones that are normal people, the ones that are not in the industry, they're not lenders, they're not title reps, they're not escrow officers, they are normal working class people. And you're connected with them as friends. This intro is the most important because here's what's going on. If I had no idea about the business, I would think that this is your business page. I would click like, and that does peer no good. Gotcha. So every, and this, so this is step one, this is basic, basic stuff. And I'm just seeing, I'm just telling you, I see it by the thousands. And this is why our ads don't convert as well, because these basics are missing. This right here is obviously not the link we want. We want your business page right there. And then also, because here's the deal, I come across Pierre's page, and this is what he's showing me. I come across Candy's page. And this is what she's showing me. So step one, as you, as you obviously know branding, branding, branding, logo, branding, branding, branding is everything. Branding is everything offline. Branding is everything online. And now that we're now in the social media world, social media branding is everything. And so again, I don't know you. I don't know Candy. I don't know John. I don't know Stacy. Everyone's a realtor, but I come across her page and she's just showing me a little bit more. And this little bit goes a long way, man. I'm telling you, everyone's is blank. I see it by the thousands. All I'm saying is that step one, list a little bit more info. And this is the info. So right away, she's showing me a link to her business page. And then down here, she's showing me her Instagram, her Twitter, her printers, her LinkedIn, her website address. And if you notice, which you don't even have to look that close, but if you look close, every link is matching basically. So right what you're doing with this logo, this right here, I love it. That needs to be locked on every platform. Which I have except for LinkedIn, which I got to change. Perfect. Perfect. Let's get that LinkedIn change. And then let's just simply get it listed. And once it's listed on the personal page, then you're going to come over to your business page.  Because if you're, especially if you're running ads to a cold market, even though you're targeting your local area, those folks still don't know you. Like you're not Mr. popular.  I don't even know my neighbors. Right. You know what I mean? So just because we're advertising our local area, most are not going to know us. It is a cold market. People are going to come to your business page before they give up their information and clicking about is one thing they'll do. So when they click about, all we want to do is have everything listed as well. Everything under one name. So Twitter, Instagram, this is her LinkedIn and her Pinterest, but I don't know why the icon isn't showing, but it's just, it's just showing a little bit more and a little bit more is social media because today on social media, people are going to follow you. And the only reason for, for, for listing these, let me go back to her page. The only reason for it, it's not that you have to all of a sudden be this social media butterfly. Like it's not, it's not all of a sudden, oh, I got to post on all these damn platforms now. No, it's not about that. It's simply for the fact that as a business owner, we just need to know where the, where the business is. And the business is on one of these platforms. There's billions of people on, on these top five. These are the top five, Facebook, Instagram, Twitter, Pinterest and LinkedIn. Those are your top five. Every past client, every existing client, every future client you'll ever close escrow on is literally on one of those platforms. Now, just because Pierre and David connected on Facebook, how does he know that I don't spend 77 hours a day on LinkedIn? Right. Right. And for that simple fact, you have to have it listed because if I message you, which most likely I'm more comfortable messaging on LinkedIn, you better hope you get that message. You better hope I even knew you were there in the first place. Right. You know what I mean? So basic, basic branding and that's listing your links. That's what I call step one. So, so you want to get all that, all that set up first basic in the intro on your, on your personal page and then, and then in the about section of your, of your business page. That's step one. Super basic. Okay. But I just know it's super important because everyone's missing it. Here's step two. Let me pull up your, your business page. Where's your business page at? Just furniture. Okay. Perfect. Let me see if I can find it. So this is, this is step two. Let me just the last thing. Got it. Perfect. Okay. Cool. So here's, let me see if this is the business, the page. Let me see if I can, let's see if I can just find it this way. Okay. Perfect. So here, here's step two. So again, as people, let me, and let me just give you an example of like just a random ad. So as, as anyone scrolling through the newsfeed, whether they're on their computer or whether they're on their cell phone, whatever, they all of a sudden come across a sponsored ad. Right. So here goes peers ad. You know, there's the text, there's the image, there's the learn more button. Again, cold market, especially if we're, if we're not creating custom audiences, we're just running to a cold market, they're either going to click on learn more, they can obviously click on the image, which will, which will, which will also take them to the, to the page, or they're going to click on your name to see who the heck you are. Step two, the first impression, just like I mentioned over here, the first impression is the intro on your business page or on anyone's business page. Let me go back to the one that I clicked on, on anyone's business page. The first impression is that light count.  If anyone clicks like, you get a notification. If anyone comments, you get a notification because I have thousands of agents, everyone's an agent here, every single one of them. My notifications all day is this. And this is what you're doing as well. Monica invited you, Aaron invited you, Kristen, Ingrid, Dana, Lynette. Now we're on step two. Every single agent in the country clicks invite to invite their personal friends to like their business page. And what I'm telling you right now is that I can click on any real estate agents page and I've seen it by the thousands since 2016. I've literally seen tens of thousands pages of Facebook business pages. I spoke into thousands of agents. I brought on hundreds of clients since 2016 on this exact topic. 99.99% of every agent in the country will have a couple of hundred likes. So when I'm clicking on your ad and I come to your page and I see 200 likes instantly, you lost my attention versus I come over here again. I don't know candy. I don't know candy, but if I'm connecting on the personal page, okay, at least she's shown a little bit more credibility, social proof.  But to the consumer's eye, that perception, I'm going to automatically assume that candy is the queen. Like I'm going to automatically that ad that's a Facebook like ad, that is where your next dollar should go. It should go into at least increasing your likes by a few thousand. You don't need to go that high because I'm telling you, I've seen every agent's page 99% of a couple hundred. All you need is a couple thousand. So I don't even see my light count. I'm on my page right now. I'm trying to see what my light count is on this thing. Yes, we need to take that a little higher. And here's the deal. I find it. I'm just trying to see where my light count is. Oh, it's right here. There's your light count. Oh, you're looking at, oh, so your pages, so that page is different than what I have. Okay, why is that different? You're not looking at this page? No, I'm on that page, but I don't have the send message. Maybe I'm just on my own. Are you? Yeah, you're probably you're looking at it from the business side. I think I'm on an edit profile page. Hold on a second. That's what it was. You're probably looking at it from the business manager side, which yeah, yeah. Yeah, it's giving you a different view. So I'm looking at it from the from the viewer. You're looking at it from the from the admin. Okay. So this is what the viewer sees. So the viewer sees this. So, so again, here's my point. Every agent clicks invite to try to get that number up. But again, all of our friends, they all live across the country. Now, if you said, David, you know what? I'm the mayor, and those thousand people actually live in my local area, then I would believe you, right? But we're not the mayor. So those thousand are across the country, those thousand also like this page, they're across the country. So clicking invite is not going to get us there at all. And nor do nor nor are your leads going to even come from here. So that's another thing. So it's not the light count where the leads are coming from. But it's the light count that gives me the perception and gives the first impression that Pierre is the king. Gotcha. I need to land here and see 1700. Right. So and so here's and it's all for perception. It's one single ad. It's one single strategy. It's simply step two. All I'm doing is advising, run that ad first before we go and start capturing leads. So and here's the reality about about the light count as well. Facebook is only showing it to one showing your post to one percent of the light count. So that's why organic posting isn't going to do anything for you. Organic posting is completely dead. Don't even worry about organic posting on this page. It's not going to happen at all. Even if you had 17,000, like I have 10,000 on my page and like over here on my business page. And it's like, if I relied on just organic posting, I'd be dead. Like because Facebook has only shown it to one percent of the light count. And if those if those likes were across the country, which your 700 are, then I'd really be dead. Right. If I was a local business owner, right? If you're operating nationwide, then okay, damn, let's go after the whole country, forget who all these people matter because I could do deals wherever. And even though you can, I have no doubt you can help anyone relocate. I get it. But your ideal client is in your backyard. Of course. So it's not going to happen from the likes, but the light count does need to be a little higher to grab that attention fast. So I love this logo, man. I love this logo. I love this color. You look, you're looking really good right here, man. And so, and so that's what I advise. The 756, all I'm saying is take it up to at least 1700. That's the very, very next ad. And again, I don't mean to keep saying it, but it's just, it is what it is. I can't stress enough on how many agents I've spoken to just since 2016. And no one knows how to run that admin. So if anything, I can help you run that, you just pay for it and give me a good review. I mean, that's what I've done over here on my business page. My last 60, I think like, yeah, 62, my last 62 reviews, I said, Angela, I'll run it for you. Just give me a good review. Is that like every single review as an agent? And what I do is I help them with step one, I help them with step two. And then, and then they just pay for it. And I, you know, they give me a good review.  But if you're looking to do step three now, I mean, you can for sure do step three now, but that ad, that ad should be ran first, the like ad. And then, and then step three, as you start to go on to capturing leads, a lot of people want to worry about. And so now let's talk about step three, step two was the was the like ad, take it up a little higher and then we're done. But step three, everyone wants to know the technicalities of running a Facebook ad, like which objective, what's the best way, how do I split test, what landing page, that's all the back end, where what we're, I'll just say 99.9, because it really is that high, man, 99.9% of not even an agent, not even a broker, not even not even anyone in your industry, 99.9% of business owners. The number one problem, the number one issue when it comes to social media marketing is the lack of content is the fact that we don't have enough content, either we're not putting on enough images, or we're not putting on enough video, and 100% of everything you put out should be a Facebook ad. If you're going to just randomly post on LinkedIn or Instagram or Twitter, okay, whatever. But our ROI, our lead capture, the way we're going to get a hold of our local community, 100% has to happen through a Facebook ad. It's not going to happen any other way. It has to happen through a Facebook ad. So 99.9% lack content. It's not, it's not how you're setting up the ad. It's not how the objective, it's not, it is, it is, actually it is the objective to tell you the truth. A lot of people choose the wrong objective on the Facebook setup. That's, that's problem number two. But problem number one is the fact that they think that one ad is going to do it for them. Like I have many, many clients, man, and they want, they want to put everything down as if we're, you know, bedding against the house. They want to put everything in bed at all on this one ad. And I'm like, dude, it doesn't work that way. Like you have to continually pump out ads. Like you have to, and it's not that you're running a different ad every day, but you want to, you want to for sure be running a different ad every week. You want to be running a different ad every week. So what I'm saying is not even, not even, not even crazy. Like what I'm saying is not even, you know, it's not even like out of the question. It's possible a different image every week or a new video every week, which, which, which, which leaves us to running one every day. So if I have one video of a listing, I'm running it for seven days. I'm running it every day on the eighth day. I'll either continue to run it if it's, if it hasn't sold and if, and if it's actually doing good, if I'm caption leads, then maybe I'll continue it for another week. But, but, but even if I didn't capture a whole bunch of leads, that's fine. On the eighth day, I'm going to switch up the ad and I'll do a different ad. I'll run a different video, or maybe I'll put a different image. And, and, and, and it's the ability to put out more content and the willing to put out more content on, on what's going to make you win. And that's why I tell people all the time, I tell my, my real estate friends all the time, I'm like, man, do you understand that? And because most people are afraid of the camera, most people are still camera shy. And, and I, and I just can't stress enough on how important it is to put out video because the reality is, and here's what I really want you to understand. And I, and I know you know this, or maybe you might not know it, but it's, it's very simple. You have to understand that you know more about this stuff here than 99% of not only just your city, but 99% of the country, you know more about real estate, you know more about the buying and selling of residential property than 99% of the freaking country.  It's almost to that point where it don't even matter.  So, so all it comes down to is showing your face, showing your face, whether we're going to show your face via image or whether we're going to show your face via video, it's just about showing your face. It's just about the content. If your people in your local area can keep seeing you in their newsfeed all of a sudden, oh, there goes Pierre again. I wonder what he's talking about now.  So, so if we're, if we're focused on buyers, okay, let's focus on educating the people on the process of buying. If we're focused on sellers, let's focus on our content being all around educating people on the process of selling. It's not just about promoting your listing, because people don't know you yet. So we're going to run an ad on a listing. It's a cold market. They don't know you. They're going to just keep scrolling. And so that, that, that, that's the reason why we have to show them another ad next week. This, and that's why video is so powerful because now we can start creating custom audiences of those who are watching it. This is a, actually, it's not even a video. It's a, it's a gift or whatever they call it. But, but if it was a video, let's say it was a 60 second video, the custom audiences allow us to build audiences around those who watch it for 20 seconds, those who watch it for 30 seconds. So video, a new video every week is what I'd be doing, man. But again, I don't know if you're fully comfortable with video. No, I've got a green screen. I've got everything in my here. You would crush it, bro. You would crush it. You would crush it. Okay. So let me give you a little background on me. Go for it. I've been a real estate agent. Five years ago, I started a technology company for real estate agents. I started a door knocking app because that's how I made the majority of my business, right? Knock on doors. So I've trained agents. I've got a database of over 5,000 agents that are just part of my product that I created, right?  That's, that's easy for me.  The biggest issue I was having, you know, with the look-alike audience, because again, how I found your videos, I was trying to really understand a custom audience, especially with all the changes it's made, you know, with the restrictions and everything else. So once I was able to get that database, I've got, you know, I think it's, it's about, hold on a second. Let me just double check this number. I want to give you the exact number because it was a, let's do this. So I made a custom audience and this is people that are supposedly in the market to sell, just based on, based on analytics, right? Yes. Email master list. Okay, here we go. So the list is much bigger, but I only took the people that had an email address and these are all local. They're all within my neighborhood, right? The list is 1,359 people, right? So what I did is I uploaded that list and I created a custom audience based on that and, you know, 1% of the country and then brought it down to 15 mile radius of Irvine, right? And did an ad about, you know, do you know what your home is worth in today's market offering a report? It was just going straight to your, to the page where you just type in the address and get the way it called and then it goes through a drip system through KV court, right? But maybe instead of the photo or whatever else, for that kind of thing, we can just do a video for the rest of it. I can start posting videos two, three a week for right now.  Yeah, I got two listings and sold them both in two days, right? While we're in lockdown, right? I'm sure those are things that people want to know. So if that's what you're talking about with educating and just growing a brand awareness, I mean, people was asking me to do that for God knows how long, dude. And I just, you know, I've done so many other things except that. See, so rather than having to think that you have to post all the time, what I'm saying is run it as an ad. So these videos, I want you thinking one out of week. An ad, ad, ad, ad. All those videos bro, ad. The only people who need to see you on social media, man, are the people who live in your backyard. Gotcha. That's it. And the only way I can get to them is running a Facebook ad. Right. Okay. So you have the right idea for sure. But even with that list of 1300, that's my whole point of what I'm trying to really stress is the fact that it's content because you can put that list in, you can create a custom audience and you can run an ad to them. But they better see another ad from you again in the next few days. They better be, they better see PR again. Okay. So once I set up the pixels is what you're talking about. I should be retargeting those along with the audience. Right. Heck yeah, bro. Heck yeah. I haven't done any of that. So I'm new to all that as well. Right. So that pixel stuff, I didn't even have, like I didn't even create a pixel until two days ago. I didn't even realize. Right. Because I'd have someone do it for me or whatever else. I never really learned.  Good, good. Well, you're on the right track, man. You're definitely on the right track. The pixel has to be on, when it comes to just a basic capture page, like lead capture page, you have your landing page.  And then they go to the next page, which is what we call a thank you page or a confirmation page. That page, the pixel also has to be on. But that page needs to be set up as a Facebook custom conversion. Got you. That's what most people in this start figuring out how to add. Okay. So it's only one pixel. You only own one pixel, but you can put it on a gazillion different pages. What I understand is that right? Yes. But, but what I'm saying for the actual lead capture ad, which, which, which is if you come over here to your, um, let me, um, show you an example, because this is, this is again, number one was content. Most lack the content. Number two is most don't know which objective to run. So let me show you, I'm going to give you this crash course. It'll take 30 seconds because this is the most important. You're only, only objective that you'll ever run. And this is, this is 99.9% of the time. Let's just call it a hundred percent, 100% of the time. When you come over here, you click that green button and you come over here and this is the beginning. This is where the magic happens. This is the setup. What most people do is they'll run an engagement ad or they'll run, or if it's a video, the most obvious thing that they'll, they'll see is video views. Okay, great. Let's get 5,000 people to view it. So they go with video views or if they're, if they're trying to capture leads and they don't have a landing page like you do, then they'll obviously run lead generation, but most that are putting out a video, they'll run video views in hopes of capturing leads when that's not the right ad. That's not the right, that's not the objective. Sure. Facebook is going to, is going to give you what you're asking for. So if you're asking for an engagement ad, an engagement ad is when people engage. If you're going to run an ad, people are going to like it. They're going to comment. They're going to, they're going to share it. That is engagement. I don't like running engagement ads for leads because then I have to micromanage every single notification. Sure. I have to check all these comments all damn day, and I don't got time for that. So it's not engagement. And, and for sure it's not video views, even though you're going to be putting out videos. Yeah, I've always just done traffic and lead generation. So I do a lead form where I just do traffic. Okay. So then, so then now what I'm telling you, if you have a landing page, it's going to be conversions. Okay. But you have to set up a custom conversion first.  So you know, I got you. Gotcha. Okay.  And all you're going to do is you're going to get the URL for the, for the confirmation page.  That's, that's the URL you need. Gotcha. Okay. So, so for example, like here's like one of my, like if I just go to one of my, my landing pages, here's the landing page, people come to the landing page, they click on the button, they enter their information, and then they click the button, and they go to the thank you page. This thank you page, right here, this URL, I don't need the HTTPS. I don't need the www. All I need is this part right here. So I'm going to copy that.  Let's go to the custom conversions. So I clicked on the three lines. I clicked on events manager. It brought me here. I click on custom conversions. I click on this blue button right here, create custom conversion. And this right here is where the URL goes. So I'm going to paste that URL right there. And then also this, it's not allowing me because it has a, there's a different pixel on that page. So, so, so it's not going to allow me on this one. I'm in a different ad account, but you won't see this error. It'll just be all URL traffic. You paste that URL right there. You name it listing leads or whatever. Right. And then you select the category and the category is going to be lead. And then you click create. Now we have a custom conversion. Now what we do is we come back over here to the three lines. We hit the ads manager. And then now as we click the green button and we go and set up the objective, which is now going to be not traffic, not lead generation. It's going to be conversions as we go in and we set up that conversions ad. We're going to also let Facebook know the type of conversion that we're going for. See Facebook, they don't want to know when you run a traffic ad, a traffic ad is simply telling Facebook, get people to my landing page. Right. Right. That's what, that's what a traffic ad is. A traffic ad is saying, Hey, Facebook, here's my landing page. Get me traffic, but a conversions ad is telling Facebook, Hey, no, don't just get them here. Get them to the other page. Got to. Right. So, so now that other page, I come over here, I hit conversions and always check that box. If you don't check that box, it will get rejected. Yeah, you know, yeah. So, so always, always check that. So now we come down. You don't need this shaded blue shade that to gray the campaign budget optimization hit continue. And this is where it matters. So now as I'm in the second step, which is the ad set, now I'm going to come in here and I'm going to simply scroll down to right here. You're going to see it read, but this is what I'm looking for is optimization ad for ad for ad delivery. I'm going to click in there and I'm going to scroll down to the custom conversion I just set up. Now, if it was a lead or the listing one and it'll say it right there, whatever you named it, you'll see it right here in the dropdown. Got it. So, so that right there is what I'm telling Facebook, Hey man, that's what I'm optimizing for. Get me people, get me leads bottom line. So I'm telling you 99% of people miss that part and that's why they don't capture any leads. That's the right ad is the objective is conversions and you want to set the custom conversion first. You've got to do that once you've had at least, I mean, so because there's a pixel or no, that's not even that's got nothing to do with your audience, right? That's just the conversion page that we're doing that we're converting to this page. We're putting the pixel on the thank you page and we're creating a custom conversion around the thank you page. It has nothing to do with anything else. Got you. Okay. So, so that right there is step three and step four is your landing page. Step five is your email automation. Okay. So once that lead comes in, they better be nurtured by an email list, an automated list because period got no time to be emailing people. Right. Right. So you need this on a drip system, which, which you guys have right that Kate. Yeah, we use KB course. I've got them on text and it's text email goes out everything. Perfect. Perfect, man. Perfect. So that's your step three right there, man, conversions, but at the same time, as I mentioned, it's content.   They keep seeing you. They feel that they know you, they feel that they trust you and they become indoctrinated with your content because you're teaching rather than just selling. Right. So David, can you show me something real quick on here? Just hypothetically. So once, so right now my pixels only on that, on the seller side of things, right? So I haven't put it on the buy side because the buy side's on a lead form and the lead form then is, you know, I can put it on the, on the, on the pages for the links that I'm sending out. So we can see that engagement so I can build up that audience. But so once I, let's, let's say I run an ad with conversions or thank you pages, writing pages, whatever else, and I have, you know, 10, 15, 20 leads, right? So I, I then always just include that audience with that because I include, I always include it for the retargeting, right? So even though I'm using a custom audience, right? I also always include the second audience, which is whatever the pixels, wherever I'm getting my pixels from, is that correct? No, you're, you're, you're, you're almost there. You're almost there. You're, you're on the right track for sure. But based on what you just said, it's on, it's, it's based on the lead.  So, so again. So no, my point was like, how do I get, how do I make sure the guys in my neighborhood or whatever in my area, in my demographic area are seeing me every week? How am I, how am I retargeting them to make sure that they're seeing the videos? You're either creating a custom audience around those who view the video, which I can show you how to, how to do that. So, okay, that's what it is. So it's, so, but I do include it. So, oh, I got you. So that's its own separate ad then, basically, right? So if I'm retargeting, that's its own separate ad. I don't include that with my regular ad or do I? No, you can't. Yes, you do. You do. Okay. So that you, so that way I'm not running a budget of 2020, 20 on seven different ads, right? So, yes, yes, you want to, you want to create a custom audience and include that. And include, okay, yeah, yeah, yeah, for sure, for sure. But then here's, here's what you also want to do. Here's what you also have to do. Again, as people come to the page, they opt in, they give you their name and email. They come over here to the thank you page. This is again, where the custom conversion is created around is around this URL. But what I also set up, which is super, super important, what you also set up is you set up a custom audience around that URL as well. Because as I go in and run future ads, here's what I'm going to do. I'm going to come over here into the second step, which is the ad set. I'm going to click on custom audiences. And I'm going to exclude right here. I'm going to exclude everyone who landed on that page. Because they're already a lead. Yes, gotcha. Right? I don't want to keep targeting them. They already opted in. So I need to exclude them for sure. That's super important. I go that basically. So Facebook's going to find people that match that anyway. They're going to find people that match that anyways. Yes, if you're creating a look like, but to create a look like the custom audience and the custom conversions need some type of activity. So you need to be, you need to be, that pixel needs to be capturing data to even base any look like. Otherwise you're not going to have enough and it's going to give you that error that you're having. Yeah, yeah. So, so if you can get a ton of people to the page, the pixel will capture the audiences and the conversions and you'll be able to have a good look like. And then, and then, and that's not till maybe a couple of months down the line, but app, but as that happens, 100%, let's just say 99, 99% of your future targeting. So let's say, for example, you start this today in two months, you'll be able to literally only target only, yeah, only target your lookalike audiences. Got you. So you'll be able to now leverage Facebook's Facebook's algorithm and their AI on the lookalike audience. Now, I don't even have to worry about targeting the lookalike audience is targeting everything for me. Got you. Based on based on my initial data. Right. Right. So you only need to come up with what are they doing and everything else. Got it. Yes. Yes. So it's only in the very beginning when you're running to a cold audience, you're getting your pixel data and, and, and, and we're building up these audiences. And that's a couple months after that, everything future targeting is based on my I'm only targeting lookalikes from that point on understood. And that's how you scale bro. Like that's how you scale you scale from your lookalike audiences. You don't scale by continually coming in here and targeting and putting in your own data. No, do that once. And then the lookalike will take over after that. But you just make sure that your pixels are on all the right places. Yes. Yes, you're your question, man. Look, so I named my pixel because I didn't realize when I first made it, I thought that you can make, you have to make different pixels for different things. Can I change the name of the pixel or yeah, for sure. For sure. So if I come over here and I just click on, what's that? Oh yeah. So I'm in my ads manager right now.  Okay. Hold on one second. Can you see my Yes. Perfect. Which one are you looking at? Are you looking at? I'm looking at your screen. I'm looking at my C custom conversions. Yeah. Okay. Yeah. So go ahead and click on, click on data sources or actually, yeah, click on data sources to the left. Or yeah, go to your right to the correct one. Right here. Yes. And then all you're going to do is you're going to click on, no, you can leave it right there. Let's let it load real quick. So click on which one do you want to change? The Irvine home? Yeah, that's the only pixel. Oh, what is this Facebook pixel? I don't even know what that is. So this, this is the one that I made. Yeah. Yeah. So click on that one. Okay. And then you'll be able to, you'll be able to edit it right there at the top. Oh, I got you. Yeah. Okay. So I just called this lead capture pixel or whatever, right? And then it'll be on. Okay. Yeah, for sure. For sure. Got it. Okay. Cool. Do you have any ads running at this moment? Yeah, I'll show them to you right now. Are they lead generation? Yeah. One is lead and one. Yeah. So I'll show you both. I just started running them a couple of days ago. So these are the two that I'm running right now. This is the, this is the home value where they're going to just my exp home value page, which, you know, I tried to get the landing pages, but I'm not getting any right. So people are clicking, but they're not doing anything right. This is the, you know, this is a home. Let me hear also too. So you can see it. It's a get a list of, you know, Irvine, a list of Irvine homes that have been reduced, you know, because you can't do open houses right now, obviously, right? So and it goes to a Facebook, what do you call it, lead page lead form? Yeah. Awesome. But it just, you know, this is all the stuff that I put. I put a lot of content in there again, but it's, I don't think it just, it just doesn't come across the way your ad was showing where it's like, it looks like a post, you know, this looks like an ad, but the other ones look like a real post, right? So maybe, you know, with more content that you can see when it's posted. But yeah, this is, this is what we do. This is just a list of, you know, prices, you know, homes that have been reduced in Irvine. So and that one did okay, nothing fantastic so far in two days. The cost of the lead is about four bucks per, which is a little high. But, you know. So as far as the ad sets, who are you, what area, are you targeting one city? You're targeting multiple cities? Are you targeting interest? Yeah, so I'm doing, yeah, I'm doing, yeah, I did Irvine is what I did. Okay, so one city Irvine. Yeah. And then any keywords? Uh, no. Okay, good. You don't really need it, need any. Okay. So then, what, so how much are you spending per day? You're spending 20 bucks per day. Yeah. And so, and from these, from these 16 leads, because of my, you know, so I've got the system that goes in right away. I'm already speaking to three people, right? That one not so realistic, two that look like they want to buy in the next, you know, 90 days or so. Okay. So then, so then here's, here's, here's the next step. Here's what you can, you can for sure test, which is, which is exactly what you should do. Click on the ad set, the tab, ad sets for one campaign, the middle tab. Can you hear me? Can you hear me, Pierre? I think I lost you. Can you hear me? Lost you on the audio. Pierre, are you there? Can you hear me? Don't know why you can't hear me. Can you hear me? Yeah, I can hear you. One, two, audio's fine. Man, I don't know what happened. I can, my, my mic is on. How about now? Let's see if he, can you hear me now, David? Yes, sir. Can you hear me? Can you hear me? And what happened? Can you hear me at all? I can't hear you. Not sure what's going on. Are you there? Okay, David, I think I got you back. You got me? Yeah, I got you back. All right, we're good. We're sorry about that, man. Oh, it's okay. I think that was my end, dude. I think it could have been my speaker if something happened. Okay, so sorry about that. No worries, man.  Yep, do it right now. Okay, perfect. So then here's, here's what you can do next. Like this is, this is, this is how you split test for sure. And this is how you, you really figure out where the leads are really coming from. So if you click on, if you click on the middle tab, the ad sets, ad sets for one campaign, that middle tab up. Yeah, right there. What you can do is if you're spending $20 per day on this one single ad set, meaning the one targeting the one Irvine and the one image, what you, what you should read, what would be a better, a better strategy is to simply split test by creating for targeting for, for maybe target different, maybe, maybe target Irvine, but then, but then actually put in different keywords. So for example, with one ad, you would target Irvine and people interested in real estate, or maybe people who follow Zillow, people who follow realtor.com or follow Redfin, like look at the big box companies and maybe target that one word, but that's for one ad. And then you create a second ad set targeting another keyword, and then you take another ad set. So now we have four ad sets. Can you explain to me on the keywords, like I understand keywords, like when it comes to Amazon, things like that, but on my ad, like, is that in the content, the keywords? Is that what you're talking about? It's in the actual, so we'll click on edit, we'll click on edit, but let me just paint the picture real quick. Sure. Rather than spending $20 on one, we're going to spend $5 per day on four. I got you. Okay. Okay. And then, and then what you can also do, now you don't have to necessarily do it right now, but if, so if $20 is the daily budget, then you may want to just test the ad set, but what you can also do is you can take that same strategy and test the image. Okay. So if we have that one image, $5 or $20 per day, let's do four different images, $5 each per day. Got you. Okay. Right? So right here in the ad set, click on, click on the, the right where the blue dot, yeah, click on edit right there, the bottom edit, yeah, right there. So it's in this right here, scroll down. See, right now you have the targeting, as you mentioned, the audience. So go ahead and scroll down. Where's the audience? So right there. So audience, actually, yeah, see right? I put truly a home, I put all that perfect. Okay. So here's my point. You're putting $20 per day on, and you're bunching it. I'm saying put $5 per day and target one word at a time. Okay. Yeah. You know what, maybe we'll do like two different, we'll do two with images and two with two different videos. Yeah, for sure. Okay. For sure. So I wouldn't, and here's another thing. Once the ad is up, it's up. You don't want to alter it. You don't want to make these changes on a live ad.  But if it's not producing, I mean, that's not bad.  I mean, that's not that bad. No, you know, I mean, when I was doing the PPC on Google, I was at 13 bucks a lead for Boomtown, right? So. Yeah. See, so in this particular case, what I would do is, here's what I would do for sure. Going from $20 a day to $25 a day, that's not a big, big difference, right? As far as breaking the bank. That won't break the bank, right? Sure. So why don't we do that then? Why don't we create a second ad set? Okay. And so close out this top left. Yeah, that right there. Perfect. So what you can do is you can simply click on the duplicate at the top. Right here? Yeah, you can click there. Click duplicate. The original campaign. But actually, you know what to tell you the truth? If we duplicate it, then it's going to it's going to it's going to create the second one at $20 a day too. And we don't want to do that. So I'll create a new one.  I'd rather, I got you, you know what I mean? So, so, but this is a strategy for the next one. This is a strategy for the next ad, rather than 20 bucks per day, do five bucks per day, but create four different ad sets. And that's how you do it. So right four times is that all you do? What's that? You just duplicate four times or whatever. To tell you the truth, you could duplicate 20 times. Gotcha. But but or you can duplicate once. Gotcha. But but so that's the reason why I broke it down into four is because I broke it down into five per for your $20. Yeah. So listen, why don't we just edit the budget on this one and then duplicate it for right now? I can do that right? That's the thing also, you don't want to you don't want to edit. You don't want to once the library that is going to go and don't do it. Gotcha. Yeah. So when it comes to editing, changing up maybe the title, changing up maybe the duration of it, if I'm, if I'm, if I'm starting an ad today and I have it ran for the next seven days, I can maybe change the calendar date and maybe extend the date if anything. But as far as the real numbers, the targeting the budget, you don't want to mess with that. I understand. Once it's life, once it's life. Fair enough. Fair enough. So, so that one, that one, that one's doing okay. I mean, that one's doing good. I mean, to tell you the truth, it's not, it's not anything over, anything over $6, $7 per lead, but then again, your real estate, man, if you're closing the deals, shit, bring them in at 50 bucks lead for all you care, right? I don't really care at that point, right? Yeah. So yeah, I'm just looking for a quality lead, right?  The majority of online leads is people just, they're not even, you know, I never did this, right? Whatever. It is what it is, right? But, but here's my point.  There's absolutely no personality in it versus if I saw that on a video and I was Pierre and I keep seeing his damn face, dude, that's a different lead, bro. That's a different lead. Right. So that's, that's more engaging 100% I guess. Yes, dude, right? So that's why your next ads, they all need to be, they all need to be video, man. They all need to be video and duplicate the ad set. And then also, also, you don't have to duplicate that. Yeah, you don't have to duplicate the image or the video, but you, but, but you can, you can, but start with duplicating the ad set. Okay. And then, and then, and then go from that. It's duplicating the ad set and then, and then eventually duplicating the image once those ads are doing good. Okay. But it's only, but you're only duplicating the ad set two, three, four times or whatever, based on whatever you're comfortable spending.  And you're going to shut those ones off and you're only going to leave on the one that says 16 or whatever the number may be. You're only going to leave on the one out of four. Yeah. Cause you don't know what people like, right? They might like a picture. They might like a video. They might like, yes, man. That's why constant content is so important. Yeah. And, and, and duplicating the ad sets.  We don't know if this person who's interested in Zillow or realtor, cause we have them all combined. I want to be able to break that down. And, and I, and I did that. Let me show you, I tried to mess with that earlier. Let me, let me go back so I can show you real quick. Where is it? Campaigns. All right. So I tried to do that with the market is moving AB test here, supposedly. And I don't even know how I did it. I think it was a, anyway, I ran this one. I just turned them off because it was just running just to run. Okay. I was trying to get, you know, people, again, I was trying to get sellers, which I don't think is the right move on with the ad, right? The way I'm doing it. I think build that audience, get that trust, get those videos. And then you go looking for the sellers because the sellers leads are tougher.  The ultimate strategy, the ultimate strategy is the content, pumping out content like it's like it's going out of style, video, video, video, new video every week targeting that local area. But the ultimate icing on the cake, man. Seeing your face in the news feed, educating us is one thing. But the other thing is giving me something. When it comes to capturing leads on the internet, whether it's a real estate agent, whether it's a plumber, a chiropractor, a dentist, whatever, any local business owner that is successful running Facebook ads or any type of online ad gives away something of value for free. What you need to be given away is a free seller guide. Okay. You need to go on camera for four to five minutes, talk about selling, the process of selling. And at the end of every video, at the end of every video, there's a call to action. Hey guys, and don't forget to click learn more where you can download my free 2020 seller guide where I take you through the entire process of selling your property at the highest value possible in 2020. Click learn more or take it straight to my page where you can download your free copy now. Talk to you soon. Right. Every video, bro, every video we're giving away, that's, that's, here's what I would recommend. Better than thank you talk to you soon. Oh yeah, man. And so here's what you end up, here's what ends up happening. You end up, you end up basing your entire Facebook ad campaign around one topic, which I would recommend either buying or selling. Talk about one, don't, don't flip flop it because as we're building these custom audiences, I need to know who's who I need to know who the hell was interested in buying, who was interested in selling. Right. So, so I want to keep it, I want to strategically roll this out and only focus on one because then it allows me to create content more easily. I don't have to keep bouncing back and forth in my own mind trying to create this crap, right? Because it's not easy just to always do video. I want to be able to talk about one thing. And even though you can do it all, you'll get it all. You'll have overspill, you know, a lead will come in from selling, but all of a sudden they have a cousin that wants to buy, right? You're going to get overspill on no matter what, but the content remains on one topic and I'm giving away something for free. I'm giving away a seller guide. I'm giving away a buyer guide. That's what you need to get your hands on. Get your hands on a buyer guide or a seller guide. That, that is your bait. So now, now as you create this video content, you're not so aggressive or the message isn't so aggressive because number one, I'm educating you and the number two, I'm just giving you something for free. Right. And who the hell is going to download a free seller guide if they're not interested one bit in selling, like, right?   I don't need to download that if that's not what I'm looking for. So you end up capturing these leads of people that are actually downloading your stuff. And again, the psychology of the fact that not only did Pierre educate me via video, but he also gave me something physical and tangible that I can download and put in my hand. This is a good guy. And then on top of that, we're creating custom audiences from the pixels that are growing on there. Heck yeah, bro. Heck yeah. Heck yeah. And then on top of that, on top of that is that when they download your, when they go to your opt-in page and they download your guide, they click, they put their name in email, they click download, they go to the next page on that thank you page. I don't know if your KB core allows this, but it, I don't, I don't, I've been looked at it in a while, but on that thank you page, what I would recommend is a video. So a video, so they come to your page, they download the PDF, they click submit, send it to me now, they go to the next confirmation page. And that confirmation page is a video on Pierre. Hey guys, this is Pierre. Thank you so much for downloading my free 2020 seller guide. I just wanted to personally introduce myself and tell you thank you. Let me tell you a little bit about this 2020 seller guide and what is involved. And by the way, I just sent you an email. So you'll have it in your inbox. A quick 60 second video. Number one, I saw that on your video yesterday. That lady about the house and everything else. Yes, man. That's powerful. And, but, but my point of doing, of doing that is a fact that in that video, there's a call to action. There was a, there was a call to action in the, in the ad and that was to download my PDF. Once you downloaded it, you hit, you hit a confirmation page and then there was another video of me with a call to action. Not only am I introducing myself, not only am I saying thank you for downloading it, not only am I telling you to check your email because I just emailed it to you, but number four, most importantly, I'm telling you to book an appointment. 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. So now we go ahead. So it looks like the landing page can have the video, right? This is, this is, this is how you build out your landing page. You can customize all this content here and the video is there. And I think there's, let me see video view. There's video plus lead. Let's take a look. See if that video can be on the thank you page. You know, I haven't seen a thank you page on here. That's the thing that I'm wondering if it sends it to a thank you page. That, that thank you page is everything. And, and when I looked at this before, which was probably like a, like a year ago, yeah, I couldn't, I couldn't find that either because once, once a person opts in, then it takes them straight to, to what you're like IDX page or something like that. Like it takes them straight to. Yeah, it takes them to something, right? There's a see that's that and that, that, that, that was the one problem that I had with this system. And I just didn't know if it was the same because that thank you page, that's the most important. My pixel needs to go on that page. Right. Right. So yeah. So I got to figure out a better landing page that can work with this, I guess, because these, because these are more like landing pages that are taken directly to, I mean, look, you put your YouTube, the URL where you want to take it to maybe you were out after login. Okay. So then that's, so I got to create a thank you page. Yeah. So I got to just go in my pages and create a thank you page is what I got to do. Okay. Yes. That thank you page. But, but again, the call to action on the thank you page is to click the button and, and you should be able to put a button. I don't know if you can put a button, but it'd be, it'd be really, you know, good if you can put a button because all that is, is I'm trying to get you on the phone, man. Like you just downloaded my seller guide. Let's, let's, let's talk. And so that thank you page gives you a chance to get them to schedule a call. But if they don't schedule a call on the thank you page, then it's your email automation. That's why it's step five. It's so important. The emails that follow, that's why the emails that follow, if you were giving me a seller guide, there needs to be a handful of emails that follow and those emails should talk about the seller guide. Right. And in those emails, there's a link to your calendar. So for example, I come to your page, I download your seller guide. Right away, I'm going to get an email for that seller guide. It's a PDF. So I'm going to get it, the consumer, I'm going to get that, that seller guide. But tomorrow, automatically, I'm going to get another email from Pierre. Hey, David, this is Pierre. Just wanted to follow up. Hey, thank you so much for downloading your seller guide yesterday. Hope you're enjoying it. Hey, do you remember on page three when I was talking about landscaping and curb hill? Here's what I meant by it. And that's an automated email and in that email, a couple sentences based on what is in the book, a couple sentences. And then in the email, there's a link. Hey, John, and by the way, click the link below, it'll take you straight to my calendar where you can schedule your best call. Can't wait to talk to you, John. Have a great day. Right. Two days later, another email goes out. Hey, Dave, just want to follow up with Pierre. Hey, remember a couple of days ago, you downloaded my seller guide. Hey, remember on page nine when I was talking about renovating your kitchen? Here's what I meant by it. Yeah. So that email. I'm on point. I get it. You know what I mean? Yeah, 100%. It's just, yeah, it's, it's, it's like the Quibi model, right? You just give them a 10 cent intro to get them to come watch the rest of the show, right? So. Yes, man. All right. So here's, so here's where I can make the thank you page and it doesn't look like I can put a URL. So it's another link. I got to call them and see if I can put a video, because I know in my, in my templates, in my email templates, I can put video, right? So that's not a problem. So like if they clicked on it, they'd get an email with a thank you, but I want to thank you page to land on with a video on it, right? Yes. Yes. All right. So I got to call them and ask them about the custom page and about embedding a video on that. And your pixel on that, on the thank you page on that as well. Yeah. So feel free to reach back out to me, man. Figure that part out and then, you know, maybe we can jump on another call. But besides all this, that next ad, bro, is that like ad? Okay, so I'll set that up right now. That's easy. But you cannot target just your local area. You have to target everyone on Facebook who fits the interest of home ownership. Yeah. Yeah, that's not a problem. I'll get that done right away. Sounds good, man. So reach out to me anytime, brother. All right, man. Thank you again for your time. Appreciate it. You're very, very welcome. Talk to you soon. Bye.


Largely, you guys kept the offensive line intact throughout the course of this offseason. What's it like to be able to continue to build upon the strength of this team right now with the offensive line, the running game, heading into this mandatory mid-camp? Feels good, of course. We don't want to use our chemistry and our success as a crutch. What we're trying to do is just continue to focus on the fundamentals, the little details, trying to make those better so that we can together be a great unit. Cool. Hey, Roger. Wondering what your sense of tailor is right now. Obviously, missed the first four or two years ago. Season came crashing down with the ACL last year. We haven't had a chance to talk to him. I'm not asking you speak for him, but I imagine he's pretty eager to get out there for all 17 and kind of not be a story in terms of not being out there. Of course, I think that he wouldn't be here if he wasn't eager to come back after all the adversity is he had to go through these last couple of years. You guys know Taylor. You know, Taylor's going to work hard. He's going to work his butt off to do the best that he can. He's doing everything that he can to rehab. We leave it there. We let him come at his own pace. And when he's ready to go, we're going to be right there with him. Just great to have him in the building, being able to talk to him, get that personality day after day.  So right now it's just all about, hey, letting him do his thing and getting back to us as soon as he can. Right, Curtis? Hi, Roger. Obviously, there was a lot of uncertainty this offseason with the salary cap changes and teams trying to get under that cap. I know you guys lost Dennis, but largely you're intact. And how important is that moving forward? You know, it's great. I mean, I have a family to take care of all the things that I need to do. But at the end of the day, I'm all about this team. And I have to be able to trust the job that both Coach Brable and G Rob do, J Rob do. So I have to be able to trust that. The greatest part about this game is that even though a lot of these players leave teams, they never truly go away. So we always see them. We always end up getting in touch with them and getting back together. So the best thing to do is just to tell the guys that had to go that you love them and do you ever need anything just to call you. So Dennis is not truly out of the picture with all of us. But I'm really liking the way this team is moving forward. And like I said, you just got to trust these guys to do their job. Tim Wyatt? Roger, when you kind of reflected back on 2020, what kind of went through your mind from a personal standpoint and from a team standpoint? And what's kind of mindset for you as you head into what is this year, 12 now? My mind said last year was just trying to start fast. I just really wanted to be able to help this team be able to win games right away, of course, with the COVID adversity that really threw a wrench into everything that we were doing. But we had to continue to push forward. I had some tough, tough things going on in my personal life, which was another reason why I was already in that move forward mentality. And I was happy that I was able to come in every day with a positive attitude and working and trying to be a leader in the midst of some of the things I was dealing with. This year, it's more about continuing to just show that leadership role, but also just to improve. Improve the way that my coaches want to teach me this game. And I'm doing so much better learning the terminology. I'm doing so much better spinning back the answers that they want to hear with their terminology. And I'm happy to be able to constantly fine tune my craft to the way that they teach me. So I feel like I'm coming along in a lot of different areas and I just want to be able to improve this year and help this team get our goal of winning a championship. John Glennon. Jared, I wonder if you could talk about some of the other you've seen, what have your impressions been of Dylan? And have you talked to him? I guess he's getting some reps both in and out. Have you talked to him about guard at all? And then the other one, Adam Kuhn, the wrestler. I wonder if you've ever gone through any kind of a situation like that with a guy who hasn't even played college football? And what's that like trying to help teach a guy like that? Just with Dylan, Dylan's working hard. He's not saying much of anything. He's just putting his head down and going to work. Everything's yes or no, sir, with him, which I really do like. It's not enough to tell exactly what he can do right now, especially in practice, when mostly what we do is the individual drills with some jog through. But that's why it's great that this camp will be able to have some pre-season names and be able to see him grow against some other people throughout the year. We're showing that he's versatile, being able to play a few different positions early on, which is really good. But of course, we're excited about him, but he has to constantly prove himself, which if he continues working the way that he is, he should be able to. As far as the wrestler's concerned, what's his name? I don't know. Everybody's name just... But the fact that he's out here shows that he wants to be here. I see him working on drills off to the side, just constantly trying to learn. He seems that he has a good attitude, very critical of himself, which are good qualities to have as an offense alignment. Humility is one of the biggest things you need to have when you enter into the NFL. And luckily, we have a lot of kids that are doing that. Teresa? Roger, you've shared some videos of your off-season workouts with weights as an NFL player and a teammate at Derrick's. When you see some of the videos and some of the things that he's doing in the off-season to get ready, what are your thoughts? I mean, the one with the chain on his neck and the feet on the ball, what are your thoughts when you see these things that he's pushing himself? I think that it's a competition almost. I'm like, oh, OK, so that's what you're doing. OK, well, I'm going to put two chains on. Or it's like, hey, I see him squatting 450 pounds doing box squats. So now I got to do a 650 box squat. It's like those types of situations. We used to always joke about who had the bigger biceps. And luckily, I've won every time. But the thing about it is that you know that Derrick is always going to work hard. You in turn want to work hard. I think that just the team mentality is just that blue collar just want to work, hit you in the face type of team. So I'm starting to see that with everybody. And the fact that this year I was able to bring Nate along with me out there in California, where we train together and seeing his growth just makes me excited about the future. Of course, I can't tell the future. But the work that you put in is usually what you're going to get out when it comes to the season. Steve Lehman? Roger, I'm just curious when the Julio Jones signing was made public and a few of the other offensive linemen did like a touchdown celebration or something. Because you're probably going to see if fewer nine-man boxes moving forward this year. You know, that's funny. I absolutely talked about that. I was like, yes. But honestly, I really thought that J-ROV got that for my birthday.  We got them on June 6. So I really thought it was for me. So I really appreciated them. Thank you to everybody for your birthday wishes along with Julio Jones. So I appreciate that. Yeah, Rob, just kind of to Nate Davis. I mean, how big a difference have you seen in him from the player that got here as a third round pick out of Charlotte and the maturation process, the technique that he's been able to develop? It seems like nine days. Yeah, they say that the biggest job that you're making your career is from year one to year two. You take away OTAs from a man. It's going to be a little bit tougher to watch how much he can improve. I think that he's been learning more and more, especially talking to me, talking to Ben Jones. We've been able to help him with seeing things and having experience. And he did a great job from year one to year two. From now on, it's like, all right, how can I get better? You have to almost research yourself. And I think that he was looking at himself. He's been listening to Keith. He's been listening to me. And now it's time for him to make his own decision what he can do to make Nate Davis better. And when we see him play this year, I know he's going to do well.  We all got each other's back. We're all been together for so long and we're always going to keep fine tuning each other and keeping each other accountable to play this game well. Last two for Roger. Jim Wyatt. And Roger, another receiver team got the soft-season. Josh Reynolds, you know him from your days with Iran. What's it like being kind of reunited with a guy like him? Or what does he bring the team? Oh, I love it. I love it.  You know, having Josh on the team is great just to see another familiar face. Also being able to have conversations about guys that we know back home. And then just his ability, his athleticism. And like I said, just his length is going to be true values for the team.  And once again, it helps just open up that running game, which, you know, is our first love as an offense to the linemen. Last question, John Bonham. Roger, I'm curious how much, you know, vaccination talk there is among the team, the guys in general. And then maybe, you know, I don't know what your choice was, but maybe if you could just maybe talk about your thought process on the vaccination situation and what, you know, what kind of went through your mind as you wanted to make up your mind one way or the other? Well, I can't speak on the entire NFL, but I know for this team, we've been trying to be as informative as possible. Nobody has been forced. Everybody has been given the option. You know, it's all about safety for yourselves, safety for your family. And they've given us choices on which vaccination we can choose. I mean, that's all that you can look for out of your club. For me personally, you know, I'm kind of on the fence, constantly doing research.  But, you know, for me, I'm kind of leaning towards doing the vaccination and just so I could be a lot freer with my teammates, be able to visit family and not have to deal with some of those restrictions that come along with not being vaccinated. One last quick follow, Jim. Hey, Roger, kind of on a lighter note, you kind of regard as a pretty sharp dressed guy. What did you think about Tater's suit that you showed up for at the CMA award? Hey, man, you know, you guys remember that first game, suit I came out in, man. But no, he was sharp, man. He was sharp. And, you know, I'm always going to support my teammates because, you know, I feel like I got some of the best teammates in the world, man. So I decided for him and I'm excited to see what these guys can put together because I know some people struggle on their first year. I won't name no names, Nate Davis, but that's OK. All right, we're going to keep working on that. We're going to keep getting better.


I wanted to just give an introduction to the INCF itself. I know that many of you already know this, but there's a lot of changes that are going on in the organization. And for those of you who are new to the INCF, I hope this will serve a little bit as an introduction of who we are and what we do. So the INCF is really a standards and best practices organization for neuroscience. It was founded back in 2006 in recognition that neuroscience was going to be moving from a more cottage industry to run by individual researchers into the digital realm with pools of shared data, infrastructures that were going to serve this data. INCF was a key institution in catalyzing this growth worldwide and it has adapted and changed as the world itself has changed. So currently it's a network of researchers in 18 countries across four continents working together with funders, publishers, industry organizations to promote and facilitate data reuse and reproducibility through the promulgation and the development of open standards and best practices. You can see the current members right here and a little bit about the organization of the community. Essentially, this is just a little glimpse into it because you will often hear these referred to during the course of this Congress.  I'm the current chair of the governing board and these are representatives, funding representatives, but also science representatives, high level representatives from the full member countries. The Council of Training on Training Science and Infrastructure or the CTSI is headed by J.B. Bolline. Raise your hand right there. This is comprised of full and associate members. It sets scientific goals oversight of standing committees and working groups. We do have standing committees. We'll talk a lot about the Standards and Best Practices Committee during this talk, but there are also means for members to get together. Parts of the INCF community can propose special interest groups and working groups, so if you want to get together, if you see a need where Standards and Best Practices would really help serve neuroinformatics and neuroscience, anyone is free to propose and organize one of these working groups and INCF provides some support for that so that you can bring your colleagues together from around the world to work on these types of interesting projects. The INCF Networks itself supports the development and also endorsement of open and fair community standards and best practices, what we call SBPs for neuroscience. There's going to be a brand new portion of the INCF website called Training Space. INCF has traditionally run workshops. I hope many of you went to the workshops yesterday where you get more in-depth training on various aspects of informatics, but now the web portal itself, which I'll talk about in a moment, is going to aggregate courses from around the world that allow you to learn a lot about informatics and the practice of informatics. INCF has taken a leading role in serving as an interface between the international large brain scale projects.  And there are summits and things that bring these together, but INCF is really focusing on the infrastructure, the infrastructure and the standards and best practices that are going to allow these projects to function and bind them together. It partners with international stakeholders to promote and prioritize neuroinformatics at a global, national and local level. So I think INCF has been very successful in various new member countries in allowing neuroinformatics to be established and to grow, which has been one of its core strengths and core successes, I would say, over the last decade. INCF is also now, as you may see on your bags and every place else, the, I would say, the community developer and promulgator of fair neuroscience. Fair, I think you'll hear about that later by a talk by Carol Goble, stands for Findable, Accessible, Interoperable and Reusable. These are the fair data principles. And INCF is taking a leading role in defining what fair means for neuroscience by coordinating the standards and best practices. And recently in 2018, we established the Standards and Best Practices Committee. Even previously, INCF had been involved in developing standards, but now we've broadened that out to having a review and endorsement, a quality control of these standards. So the Standards and Best Practices Committee reviews what has been done. They make sure that they support open and fair neuroscience and there's an endorsement procedure. So you see some of these have gone through the endorsement procedure and they get an endorsement badge. That's really meant to stand for quality. It means that these are well supported, well maintained, well governed and that you can rely on these standards if you are going to be developing an infrastructure or starting a new project. The new thing about INCF standards work is where in the past, most of these came from working groups and task forces that were established by the INCF. So INCF was responsible for developing these de novo. Now because the world is so big, these brain projects are so big, INCF is now allowing these to be nominated from the outside because there's a lot of good work that's going on. There's no need to reinvent. Everybody has seen that cartoon about reinventing a new standard. There's no need to do that many times. But having an independent review that makes sure that they are doing what they're intended and that they will serve neuroscience. They're not overlapping. This is a very important function that INCF is taking on. I note in many of my talks that FAIR really is a partnership. We know that researchers need to be concerned about FAIR and there's things that they need to do. Good data management, make sure they manage their metadata. They need to have sharing permissions. All kinds of things that they need to be able to do, they have to submit to a repository. Repositories and registries, those of you who are running neuroinformatics or neuroscience infrastructures, these are key implementers of FAIR. Because they need to make sure that there's machine based access, things like persistent identifiers. There's a lot for repositories and registries to do. There's roles for indexes and aggregators, Google data, others need to make sure that they have things that they can index. So FAIR is actually a fairly broad and complicated set of requirements that have to be implemented across different stakeholders. And I really think that community organizations like INCF that provide a forum for people to come together across these different stakeholder groups, discuss them, decide what's right for neuroscience. Again, if you have 15 competing standards, it's very hard to become a standard space science. You need to have some coordination around it. And INCF is, in my view, the only organization that can fill this role for global neuroscience. So who is INCF for? Neuroinformaticians, certainly. I recognize many faces here before there was something called neuroinformatics, right? We started to develop this. We've been working on this for decades. And I think neuroinformatics is firmly established as a discipline. And you're going to hear some very exciting talks about the state of neuroinformatics, new approaches to how we can interrogate the brain and work with neuroscience data to propel discovery science. All of that happens. But of course, we also need to serve the neuroscience researcher who actually needs tools, training, and means and mechanisms for them to both utilize neuroinformatics inside of their own practice, but also, again, to fulfill these new mandates that are coming about data sharing and understanding how they need to share and manage their own data. We are also, I think, the key organization for infrastructure providers and tool developers. There are many repositories around the world that have been set up, many infrastructures that have to host data. There are a lot of issues that are involved in that. And there are new issues because they serve both academics, sometimes clinical interests. And I think that infrastructure providers for large scientific projects need a place, again, where they can develop their skills, share expertise, and learn. So INCF is going to be developing a lot of materials, parts of the Congress that provide a forum for those of you out there who have that daunting task of fielding an infrastructure for neuroscience. Usually you're underfunded, understaffed, and underappreciated. And I think that those things, I think that having a home where you can come and learn your trade is really, really important. But also I think INCF is an important resource for funders. There's many funders around the world who are trying to push their constituents and communities towards open and fair neuroscience. But it's not a natural way for most neuroscientists to practice. I said, this is really a new way that we have to work. And that needs to be developed and promulgated, and people need to be trained in that so that when these new projects pop up in these local domains, there's a pool of expertise that can be drawn on that can help jumpstart and teach what it means to be fair and open. So I think INCF is more irrelevant and more important than ever as informatics has started to explode. So I mentioned several times that INCF has established a means now for endorsing standards and best practices. This is the Standards and Best Practices Committee. It takes nominations from the community. So if you have developed a really good standard or recommendation for a best practice inside your large project, you are welcome to submit that to the INCF. The INCF will conduct an independent review, give you very helpful feedback. We can always learn to do our work better. And it will look for things like, do you adhere to the fair principles? How are you dealing with persistent identifiers? We really are very strongly taking our cue from other standards organizations to make sure that there are independent implementations out there of whatever it is that you propose. So it's not good enough that you and your friends perhaps use it and that you've written a paper about it because we all know, again, neuroinformatics is a scientific discipline. We have to work within our domains. We have to publish, but we really want to make sure that this is outwardly facing. And so the Standards and Best Practices Committee takes as their charge not the informatics community who are developing these, but the people who need to use them. And will this serve their purpose as this fit for purpose? One of the best ways we know that that happens is that there's active evidence that people outside of your group have been able to take, adopt and implement this. That generally means there's a lot of support going on for this. That means that there's help, there's tutorial materials, there's software that's backing it up. But I think it's very helpful to have an independent organization who can go out and evaluate these things. Again, our charge in the SBP committee is to make sure that we're serving the neuroscience community that needs these standards rather than the ones that are necessarily developing them. Community governance. This is a very important area that most of us don't think about. A lot of these projects rise up kind of from the bottom up. We get things going. We start to get some traction, and then all of a sudden the questions start to come up of how are decisions made? How do we know if an extension is going to be done? Who manages these extensions? These are questions we all have to address. They're very important. They're evidence of a field that is maturing. But again, I think we all can help each other in trying to point to examples of what is a reasonable governance, what is a transparent governance, and what is not. And of course, you need to have toolings and things that facilitate use. So we welcome you to look at the site. The new INCF portal is going to be released. Where's Matthew? Soon. So the new INCF portal I think is on display out there at the INCF booth, so we welcome you to stop by because I think that these things are much better represented. But INCF has not abandoned the working groups that many of you participated in over the years, where again you have a substrate community support for getting together researchers, informaticians from across different countries and different stakeholder groups to work on a problem. We have special interest groups borrowing something from the Research Data Alliance, which means that if you and your colleagues just want to get together to discuss things about neuroinformatics for aging or reproducibility and best practices because you think this is a need, anybody is welcome to nominate a group and form a group themselves. You can meet at this meeting and there's other online support tools to help you. We also have working groups. Working groups actually can receive paid support. The SIGs get support from meetings, but the working group, there is grant support for that. So if there's a standard and best practice, for example, that is under review by the committee and it looks like some work could be done on harmonizing across two partially overlapping standards, these groups can actually apply for funds from the INCF and have some dedicated resources so that they can work through a problem. Because again, our goal is to make sure that neuroscience is served by robust and harmonious if we will, or interoperable standards. So these are again open to the different members and we hope that you will take advantage of them. INCF is also actively promoting the use of standards and best practices. There's not a conference you go at where people are talking about neuroscience data where someone goes, we need standards and best practices, we need standards and best practices, but it usually dies right there because nobody knows what the standards and best practices are. They don't necessarily know how to use them. So INCF is launching a new portal. The standards and best practices area will be greatly expanded. This is an example of a page here. It'll give you a description of the standard, links to the reviews, appropriate use cases, tools. Most importantly, online tutorials, training courses and discussion forums where if you have a question about what to do, you can link to it. INCF maintains a NeuroStars channel and that is actively used by people, for example, who are using bids to ask questions and receive answers. So I think it's going to be a really nice integrated system that's really going to help promote the standards and best practices. And we're working with various groups. In the coming years, we're really going to emphasize working with publishers and reviewers to make sure that they know that these services are available to them so that as these questions come up in different contexts, there is a resource that people can go to to find out what the state of the art is. I mentioned training space. This is, again, facilitating the use of an uptake of standards and best practices. This is where INCF has been gathering content. So again, there's a lot of content that is produced by INCF itself because they've been very active in putting together really good workshops, lectures, and other things around neuroinformatics tools. And that content is all there. But now that has been brought in and expanded by content that comes from Society for Neuroscience or FENS through their CAHAL program, or the European HBP, is putting all of their training materials inside of training space. So this is going to be a very rich aggregation of things that can help introduce you to neuroinformatics, work through a particular problem, all available for free and nicely organized in the new portal. INCF has also launched what I'm calling the Brain Summit series. INCF, again, there is something called the IBI, which has been a platform for the large international brain projects to get together. But INCF really focuses, again, on infrastructure standards and best practices and making sure that there is a forum for those who are running the infrastructures to get together and work through their problems. We had our first brain summit back in 2018 in Stockholm. The next one is going to be in 2020. And this one is going to be held in conjunction with the U.S. Brain Initiative. We're working to try to schedule that right ahead of the annual meeting of the U.S. Brain Initiative, where we hope we'll be able to do things like introduce the INCF standards and best practices process, but also, again, really focus on practical issues that infrastructure providers are actually working on, things like how do I make my data available for Google data set search, right? What is the state of the art there? I think that there's a lot of issues on licensing and things where people could use some help, and we want these brain summits to be that forum. We won't, of course, abandon identifying and supporting opportunities for harmonization, but I think that too often, these conferences focus just on that, and that's a very hard problem, and it's one of the other easier problems that we can tackle. An exciting new direction for INCF is that we're actually trying to expand the network, provide more opportunities for people to participate in INCF beyond the current country-based membership model. So currently, there are only memberships at the national level.  We feel that neuroinformatics needs a broader base than that because country memberships are often very hard to get, and they don't always make sense for all countries. So I understand about half the people who've registered for this conference have also become members of INCF at the individual level. There's various discounts and benefits you get as a member as well as supporting the organization, but we now also have institutional and organizational memberships. So if you're running a big project or your university or your department might benefit from this, there's now an opportunity for you to join, and there's a booth outside that will have the membership packages and benefits. This is new, so we're still working through some of the details. But also I think a very important development and exciting development is that we're now opening up membership to commercial entities and companies. We are all in this together. We know that we need to support each other, that there are commercial endeavors that are offering data services and informatics platforms. There's academic ones, and to become members of the organization I think is extremely important. So towards that end, we are forming the INCF Industry Advisory Council, which will allow companies a place to discuss the emerging standards and best practices, a channel for bringing research and industry together so that they can have collaborations. If you become a member of this, you get access to INCF's internal committees and other sorts of things that become actually a functioning member of the organization and not just a booth on the outside. So we really believe again that expanding the memberships at anybody who is interested in serving global neuroscience for open and fair, it's always got to be open and fair, has an opportunity to participate. And again, if you are interested in becoming a member, Helena will be out in the booth, and there's Helena right there, or she's happy to talk to you about these different memberships. Again, we have memberships. The Standards and Best Practices Committee put out a call for reviewers to help with this process. It's a daunting challenge, and we thank all of those who have responded, and we will start, probably put out another call again to help with this. If this is something you're passionate about, we would love you to work with us. The Special Interest Groups and Working Groups, Malin is running those. Is Malin here? He's in the back right there. Again, this is also on the website, and if you identify something at this conference, and you say, hey, there's a really good opportunity for us to do some work on this, just go right ahead, sign it up, and INCF will be happy to support you. And then, of course, if you have any questions at all, INCF is all over the place. I'm happy, JB is happy to answer your questions. Helena, Matthew, Malin. I think there's many people from INCF here. Can you raise your hands? Or are they outside? There we go, pretty deep. So just ask them a question. So, Daniel, thank some of those responsible for allowing this conference to take place. We want to thank all of our sponsors. This has been very generous this year in supporting this conference, this important group of people. So we want to make sure that we acknowledge your support and hope that many of you will go on to become members because, again, we think that this is a unique opportunity to bring the research and commercial community together. And finally, neuroinformatics 2020. That's next year. We're always looking forward. Next year it is going to be in Seattle. That is a really exciting venue for this. We have people from the Allen Brain Institute who are instrumental in getting this together. It's co-hosted by the Australian Node and the U.S. Node. As I'm sure many of you know, this is an epicenter for big tech, and so we think that it's a really exciting opportunity to bring neuroinformatics and neuroscience into this area. And the program is coming along well. You can see machine learning and AI are both prominently featured, but also modern ways of doing and sharing science, right? We always keep to our mission that our goal is to promote open and fair neuroscience. So I think that this is going to be a great conference, and I hope that you all join us in Seattle on August 17th to 21st, okay? So I think that's it for my opening remarks. We want to stay on time. Again, we're available. I'm available for questions the whole conference. And now I'd like to introduce Trig Valiergaard from the University of Oslo, who's going to introduce our first speaker to start the plenary. Thank you.