KGCI: Real Estate on Air - Mastering CRM Automation and AI for Scalable Real Estate Leverage

Episode Date: June 26, 2026

Summary:In this episode, Coach Randy Bird breaks down how real estate agents can utilize CRM automation and AI tools to create scalable leverage and eliminate repetitive tasks. Learn how to properly structure multi-channel drip campaigns—including text automation, market updates, and voicemail drops—to continuously deliver value to your database. Randy also explains how integrating AI platforms like Gemini and ChatGPT can streamline complex data mining and build highly hyper-local geo-farming content.

All right. I was wondering what it was going to do at the end of that. I didn't know if it was going to like do something cool or special or nothing, but pretty much nothing. It just ended. Anyway, good to see everybody today. Good to see everybody. It is Coach Randy Bird. I'm excited to be here for you on our Tuesday coaching call. Every single Tuesday. We do this, you know, pretty much every week. We do it somewhere around 45 times year. There's a couple weeks we take off. But the bottom line is we try to keep production. conversations in the forefront so we can help you move the conversations and your business forward. All right. So thank you for being here. I'm Coach Randy Bird. I will be hosting the call today like I do every week. So you're welcome to invite anybody to the call.

It is a free call. And it typically is somewhere between 20 and no more than 30 minutes. And we talk about everything from technology to like today. We're going to talk about CRM management, how to build automation. that will make leverage a part of your business. So you could basically communicate with buyers and sellers and clients in a way that is predetermined and give you all the benefits of that without having to do that on a daily basis and forget about it.

And then you complement that with your personal behavior, calling personally, whatever it may be. Okay? And we can even automate that. We could do those kind of things. So if you're going to speak up. up, just raise your hand. I will bring you in. If not, I will mute you just so we don't have a noise that's in the background or anything. But good to see everybody today. Thank you for being here. And I will have Q&A at the end also. So if you have anything that might help you, I do have

Q&A available at the end that you can ask any question you want. And we do record this for your protection and, you know, safety, security, not safety and security. Just privacy. If you want to, here I'll moot you, thank you. If you want to have me take off the recording and just share it with this little group, I could do that as well. So if you have something like you don't want the world on YouTube seeing, like saying, I just can't get out of bed in the morning to make my calls, whatever it is, I can mute you.

I can hide your identity a little bit. And I can certainly stop the recording to help you with that because you're the priority here and out the recording. Okay. So with that, let's get started. first of all I'm going to change the view here so it looks a little easier let's see if I can do the speaker view immersive is like a bunch of people in a jury or something's really weird let's see gallery and then a pin that should work pretty good there we go okay I don't know

if you guys have done the immersive before but it looks like a a lineup or something it looks like you're in the police station getting a lineup and I don't know it doesn't look good to me But anyway, it's my show. I can make jokes even if they're not funny. Anyway, so here we go. Let's talk about CRMs. CRMs are what you're going to be focusing on. Stands for contact resource management, right? So with CRM, there's a lot of them on the market, just to name a couple, you got Lofty, you got KVCorps, bold trails now, you have clothes.

These are all the ones my particular company provides. You have Go High Level. You have Boomtown, which got. bought out by KV Core now bold trails you have top producer you have Sierra interactive there's just dozens of CRMs right so the best one on the market if you want to take a moment to grab a pen and write this down it's really really valuable 23 years in real estate I can tell you the best CRM to use you ready for it the one that you actually use that's the answer the best CRM on the plant is the one you actually use. And that could be your cell phone even. It could be a spreadsheet.

It doesn't matter. The old days, you had the Rolodex that had the wheel. I had those on my desk 25 years ago. The Rolodex, you'd scroll through the Bs and you'd start looking. Then I taped their business card in my Rolodex. I thought I was the cat's meow. Nowadays, I've got 5,000 contacts in my phone. In my CRM, I have 50, let me look, to be totally transparent. I have, I have, I have, have 53,163 contacts in my CRM from 23 years, right? Clients, vendors, everybody I've ever met. Even the people I never want to talk to again in my life are in my CRM. Now, I might have, do not call next to them. I have a little acronym. If you ever see it written on any of my paperwork, you'll know the secret. But it's T-B-N-T-B, to-be or not-to-be. That's my little acronym. I use that

better than writing delete or jerk or a-hole whatever it is right instead of putting that in my notes i just put to be not to be t b n tb and so that's my little acronym that i use and my staff knows what that stands for means not us right we're not a good fit not my kind of people so when we look at the CRM and i'm going to show you i'm going to build a plan in lofty today whether you use lofty or not is somewhat irrelevant, but you could see how we could set these automations up, and you could do everything from have automated voicemails delivered to people with technology today. You got sly broadcast, you got sly dial, you got some things that that. The word sly is in the beginning of it for a reason. It will automatically put a voicemail into your mailbox without your phone ever ringing. It's like

you missed a call, but it never happened. It actually goes bypasses your ringer. and goes directly your voicemail. So if you don't want to call somebody, you don't want to have them pick up, but you want to get a voicemail into their system, you can do that in a mass benefit, right? You could send $1,000, $150,000. Like, let's picture you're the coach of a softball team

and you have 30 people on the team. Leaving every single one of a voicemail would be tough if you have a game on Saturday you're trying to discuss. But you could record your best voicemail one time and make sure you nail it, got it correctly. Like, this is Coach Bird. We're having the best softball game. Make sure you're at the park. The park is at 1, 2, 3 Banana Street. Make sure you're there by 9.45 this week. Get it right once and then send it to all 30 people with the click of a button. That's cool. That's slide dial or

slide broadcast. The other things you have are automated texting features. Automated texting features are just that. Instead of sending one message on your phone and there's a lot of apps that are available for your phone. So you can write one message and send it to a group of 50, but it comes through individually, right? If anybody's on this call that's been in my circle before, you've got automated texts from me that look like they're from me. And many times, you can tell the difference on some of them because I'm being generic, but you never know if it's me or my system. That's the goal. Like a lot of times people respond, oh, I know this is Randy's AI. I go, no, it's Randy. I'm sitting right here on my couch

and I'll send him a picture or a video of me sitting on my couch texting them. And they're like, oh my God, I thought it was AI or I thought it was this. Could have started that way, but I took over, right? So that's the benefit of communicating with buyers and sellers and servicing buyers and sellers with automation. So imagine for a minute, and I had this set up 20 years ago when I was in construction and then started my real estate journey, imagine a system that's predetermined to communicate with your people, right? And we're going to build one in a minute, but just follow with me for a minute. Imagine a system that you could say, okay, we just opened escrow today at 1240 p.m. Pacific time.

We just opened escrow. And at 1250, I want to send them a text saying, congratulations. The escrow has been accepted, and I'll be going to title soon to open escrow. And then I know that I'm going to go to escrow within a day. So tomorrow at noon, I sent him another one says, hey, title has been notified. We've opened escrow. I will be given. getting you the escrow number if it's not already been delivered in your email. So it doesn't matter what time. You're kind of saying what's going to happen next. And then the next thing is you can send him an email saying, congratulations, here's a copy of your title order. That can all be automated and you can have integrations making that all happen. You can easily say, hey, by the way, we're going

to need this form filled out. It's a docu sign. Here it is. That can be done in advance. So they're getting all these things done and they think you're just absolutely on top of it. which you are because you designed it in the beginning. The key to this is leverage. The key to this is you have the leverage to now, I can do that with 10 or 50 or 100 clients. I can launch an automation on them. And within the parameters, you know, you might need different automations if you have a 12-day-scrow versus a 30-d-d-scrow versus a 45-d-d-scrow. You don't want to have a 45-day escrow and wait 30 days to send them something, right? All these things can be modified. But I want to, you to wrap your head around the idea of creating this leverage in your business to have automation

take over and now with AI it's even more powerful I mean I used to spend hours in our spreadsheets we get we have 1100 agents and 90,000 in the company and we get the top down reports who did deals what who did their biggest transaction ever who did this how many units they did this month how many people are in their organization all these things are in the spreadsheet that is literally pages and pages and pages long. I was meeting with my staff yesterday and I accidentally hit the wrong button and I printed out the whole report and it printed for an hour before I got shut my computer off. It was smoking and steaming. It was just like I tried printing like 1800 pages and I didn't mean to. I just hit the wrong button and it went to print all

and no matter what canceling the printer, it would not cancel. The print thing was in queue and I just kept regurgitating it. I took that size of a file and I put it into Gemini. Gemini is just an add-on with Chrome and so on. I opened up the file. I opened Gemini and I said, look for anybody in this list that just did their first transaction. Bam, a list of them came out and I can acknowledge them. And I said, look in this list and tell me who did their biggest transaction ever this month in January. Bam. 127 people did their largest transaction ever in their career. And I have that list that I can now reach out to them. Again, I can build an automation that says, hey, congratulations on your biggest transaction

ever. It is very personalized because I took the time to design the system. But to them, it's very personalized. I acknowledge them, made them feel good about it, right? You see the power of this. It's really, really incredibly powerful. So I'm going to show you, I'm going to deliver on that. I'm going to show you building an automation from scratch. And we'll just build something kind of fictitious so you can see how cool it is. But I want to show that to you and have you understand the power of that. And then I'll be back in probably about five minutes or so

and maybe 10 at the outside. And then I'll answer any questions you have and we'll wrap up the training for the day. But again, I'm using this in Lofty. You can translate this to any of the other CRMs, where it would be bold trails, close, high level, top producer, anything I say can be translated. It's just a little different way that they're put into the system, right? And so without any further ado, let's open up my CRM, and I'm going to show you this.

So I'm going to open up my CRM. I'm going to go to Automations, Smart Plans. Right? So within Smart Plans, you can see I have all these smart plans in place. I have pages and pages and pages of them. This is 50 per page. So that means I have about 50 automations. Let's see, many I have. I think I have about 50 automations, yep, 60 automations basically I've set up. And there are all kinds of different things. I have them for buyers and sellers and unsubscribed texts and follow up text and an 8 by 8 email, Facebook initial contacts, birthday plans, all kinds of things, right? But what you do in Lofty specifically is you create a smart plan and then I could say from scratch or from a template.

The templates, there's lots of templates in here. You could use this template buyer, no response with AI, right? Use template. It's going to automatically put this template into place that you can edit. It automatically has a trigger. It automatically has actions. You can see all these things that it's doing. And that will speed you up so you can get going quickly.

If you look, this one is a template where it says it waits three days. So a buyer comes on your website. Three days later, it will say, hey, Chris, do you want a weekly updated property alert suiting your criteria? Please contact me if you want any help. And then agent name. This is all autopopulated automatically. I can also edit this and make it say, I want it to go out in 10 minutes instead.

So just like that, it's going to go out in 10 minutes. Or with a click, I can make it go out in. three days. I could also tell it to go out at 5.03 p.m. Like if I know somebody works to 5, I can actually change things that minutely really, really cool. All right? But for the record, we're going to go back. I'm going to hit discard. And we're going to build one from scratch just to show you this. Now, I could build a standard plan or you could click like New Year's plans, Christmas, Valentine's days coming up, birthdays, you could pick their birthday. and send them a plan automatically, or you could do something like this, like a lead date or a

transaction date. So let's just say there are transaction closed today. You could put closed date today and then hit start. And now you're building it so it only happens on that day every single year. You could tell it to order flowers or you could tell it to send them an email and say, congratulations on your first anniversary of closing your home, second, third, fourth, fifth, sixth, seventh. You can do that all automated and put a 10 year, set it, and forget it automation in here pretty easily. So pretty cool stuff. But for today, I'm going to do a standard plan, meaning I have full autonomy to change everything as I want to. So for the plan name, I'm going to put coaching sample, all right? And targeting leads, I'm not going to go into great

granular detail, but basically, if you want it to be exactly equal to something, specifically like a buyer I could do that if I want it to be a couple things I could go buyer and seller and I can make it to include one of them or I can make it where it has to include all of them that means they have to be a buyer and a seller to get that particular automation available but in this case I like doing they want to be one or the other right so it's a buyer or seller language that I'm doing I could put it as my plans or company and then what a cool thing with this is I can auto-posit. Like if the lead reaches out to me, I don't want to keep sending

them something that says, hey, I haven't heard back from me in a little bit when I talked to him yesterday, right? So I could put stuff like a lead responded, then take action, right? Move to a pipeline. I can make it add a tag. I can make it at a segment. I could do whatever I want. In this case, we're going to put, we want to move to a pipeline. And then the pipeline is like my tasks daily. If they reach out, I want to make sure I'm reaching out to them that day. if the leads pipeline changes it pauses if there's a trigger that's changed or the source or i like an outbound call is logged right as talked if i talk to them i want to make sure that that stops that automation so the next message doesn't go out two days later saying hey it's been a month since we

closed escrow we haven't talked in a while and i just talked to them right so anytime i talk to them i want to review my automations and where things are so that's that's the way to do that and if I want this to be automatically launched for instance, I could launch it on a tag. So I could put a tag in here for instance that is like, you know, let's just say zero to one million tag means that's their value of the property. It's going to launch this automatically if I put that tag into the system. I could also do it by different fields. I could do it if the pipeline changes to a new lead. It automatically launches that automation, right? I'm not going to install this today, but you have all these opportunities the last time I touched them. The plan will launch,

like if I haven't touched them in a month, the plan will automatically see that I haven't reached out or talked to them in a month and automatically launch a plan to reengage with them. It could be website behavior. It could be communication. I could say whenever I send them or whenever they send or I receive a text, it automatically will launch an automation. right so for instance people that register on your website can come in and then as soon as I have a communication to or from it will launch an automation okay so you can do all these things and then we get to actions it's really quite simple you have at a step and you can see I've got these options in here so let's say the first thing we want to do is put a text message to them so it says send a text

to the to the lead right and then I can assign it to my agent or I could sign it to my support, which is my assistant or staff. And let's just say, I want to send a text message to my lead, and I want it to go out immediately. I like waiting like three minutes for everything, so if I launch an automation, I have time to fix it. But let's just say, I want to say, hi. Right?

I could do all these things here and make automation. that are in this. I could also do auto texting. So I could say first text and then I can come down here and I can pick templates. Like I can pick stuff that I've already done. Like this is like the first text they get when they join my organization. Hey, this is Coach Bird, your EXP partner. You are in my organization. Here's my website. So I'm giving them value right away, right? And they get it as soon as they join my company. And then let's say I wanted to call them within a week and say congratulations. I could hit a call I can say call new organization partner. And let's just say I want to do that.

I want to wait like two days after I've sent them that text. I can just change it to wait two days. And then it's going to send me a reminder to do that. And down here, let's just say I want to send them in an email. I could pick a template. I could just include that template just like this, select. Okay, sounds good. So now I've got that template that it automatically is going to send out,

and that's going to send it out one day. Let's wait a week just to be let them get acclimated, right? So now we're going to wait a week, and they're going to get this email. You can see how easy you could build this out. So now I'm going to walk you through how to build this out. I'm not going to save this one. I'm going to walk you how to build this out on paper. first. What I like to do, take a blank piece of paper and then just start writing the best possible

scenario for reaching out. So let's say we have a new buyer, right? Let's go new buyer open house. And I'd like you guys to be interactive on this part. So take your microphones off. You could just open them up if you want to. But if you met somebody in an open house on Sunday, what do you think is the first thing that we could send them in an automation would be? What's the very first thing we could do after we met them at an open house on Sunday. Ask them if they're working with an agent. Yep, you could do that at the open house, but you could easily say on Monday, hey, nice meeting you.

I just want to make sure you're not working with another agent to respect that relationship. Here's my contact information. Would you like me to set up a property search, right? You could set that up as an automation. So all you do is get their name and email from the open house and then you launch it on Monday morning. And are you pre-approved? Yeah, obviously, right? We want to. So here's my opinion. You could have a different opinion. You're entitled to it. My opinion is I wanted to meet with them one time. Even if they couldn't afford a Schwinn, I would meet with them one time because buyers have babies, right? They have other friends. And even though they might not be able to afford a Schwinn, they might have friends that can. So I want to make sure I'm not trying to put the pants on them right away. Now, I'm not driving an hour to meet with them, obviously.

But if they want to look at a vacant house, it's in my area, I'll meet with them face-to-face means a lot. So I will do that prior to putting the proverbial pants on them, meaning are you, have you talked to a lender yet? I'm not showing you your properties until you do. Now, if we've looked at one and we met and they want to look at the second one, even if it's next door, the answer is no, we have to go back and get a game plan together, which is that pre-qualification conversation, put them with a lender and doing all the things, right? Because I'm a professional. I love it. Good one. What else? What else might we do with an open house lead that came in on Sunday? And we've sent them that first message on Monday morning. What's another thing we could do as an automation?

Thank you for coming to my open house. What about the house did you like? What about the house? Do you wish was different? What are your wishes? What is your dream house? What is a perfect house? I love it. So we could do what you're saying is we could do some kind of survey, some kind of questionnaire, some kind of things. thing to get them engaging, right? Go ahead. Terry, I saw your name come up or your mic come off. Yeah, she stole. She stole exactly what I was going to say. She stole what you're going to say. She stole it. Yes. So here's, think about this. So you met him on Sunday. You've sent him this first thing. What about if you put them on an automated property alert, right? They came into your house. It's $450,000 in Burling Game or Berlin Games probably $101, $1,000.

$450,000. But let's say they came into your house in Burling game. You know the neighborhood they're looking at. You know the rough price point they're looking at. You could put them on an automation without requesting permission if you have their email and just start sending them property alerts of anything that comes up in Burling Game for new listings, price reductions, whatever you might want to do. And they'll start getting those reports.

And then they can fine tune those reports over time as well. That's one of the triggers in my automations is a, is they get three things. They get my contact information and my, you know, my business statement, kind of my battle cry. Hey, we handle these areas and we pride ourselves in service, whatever it may be. The next thing, they get a property alert for a specific type of property they're looking for. If it's a buyer, they're getting a property alert for homes in their area. If they're a seller, they're getting home valuation tools on a regular basis. The next thing I do is I put them in a market report. So again, property alert is these are, these are houses for sale in Berlin Game.

A market report are in Burlingame, there was 536 homes for sale, 227 escrows, and 117 closed houses. The average sales price is 1.6 million. Whatever is the market statistic for that area is a market report. And then the third thing we'll do, sometimes once we build a relationship, is our newsletter, right? And then so those cadences will be, offset by two weeks because they're both monthly delivery. So the buyers are getting homes on a regular basis. They could choose every single day, three times a week, only on Fridays. We can edit it to deliver however we want to. And then they get the market report monthly. Let's just say they get that on the first of the month. And then they'll get our newsletter offsetting two weeks of that. So they'll

get our newsletter every other week. They'll get our market report every year. month on the first newsletter on the 15th, and then we'll just put that cadence in forever, right, until they opt out, tell us to go away. But if you follow that cadence, you're likely going to be delivering value, building trust and knowledge of you and your brand. And then that's how you're going to grow and be available to them. All right. So we've got a couple minutes left. How often did you say you send an automated market update? So you could set that up in the system. As you're setting up, you can choose if you send it seven days a week, three days a week. Like in Lofty, you could pick, you want to send it out.

Monday, Wednesday, and Friday is what I do. Or Monday, Wednesday, Saturday. I do every other day, basically. When you say market update, what is that? What does that mean in your terms? Because I think that means something different to me. And what term was that? Sorry, Terry?

When you said an automated market update, you send that three days. So you have two things. Property Alert, which is for sale. market report is what's going on in the overall market. Yeah. How often, say, I got the other two. Market report is the term used. So how often you send the market report?

Once a month. Ideally, I do it on the first of the month. Yep. Okay. And if you do a video about your market, if you do a little quick two or three minute video, hey, it's Randy Bird talking about Burling game. Yeah.

This month, you know, and you're just reading the information, then you back that up with that video embedded into your newsletter or your market report, powerful. Okay. All right. Cool. Okay. And then again, newsletter is monthly as well, but we alternate it so they're not getting twice at the same time. We alternate every two weeks. And the newsletter is about my company, right? This is the premier luxury group. We've got 1,100 partners around the nation. We're in 30 states. If you have a friend moving to Oregon, Idaho, Ohio, or Florida, we can help you with your real estate needs type thing, right? And then so when you put these three things into motion, and by the way, they're all done with clicks of a button. you could put these in motion with a click of a button with these CRMs, set it, and forget it until they reach out to you.

The last caveat, and I'll ask Elizabeth after this, the last thing is in my automations, I'll make it where I'm calling them every month or every quarter depending on who they are in my database. Right. I can't call 350 database members every month, but I could call them every quarter. That's only 100 a month. That's only 25 a week. That's only five a day. Right. So that becomes a cadence.

So my automations are automatically sending me the five that I need to call today. And then if I forget to call, I got 10 to call tomorrow. But they're only sending me five at a time because I set it up that way in the automations. Really, really powerful. If you do that, that's how you could be a thousand transaction a year agent with a system because I've coached 2,000 transaction a year coaching client agents. And I personally was running a team doing, I think we did about 144 deals a year. And so these are the systems that we use.

but Elizabeth, did you have a question? Yeah, so for the market report update that you do once a month on the beginning of the month. Like if I'm doing it through RPR, they don't release it like until the fifth or the sixth. So should I be using a different system? Nope. If you're using their system for the data and the delivery, you could just make it so yours are going out on the seventh of the month, for instance. Most of the MLSs need a couple days to compile the data from the end of the month. but it's totally up to your system.

So if I wanted to set it up like for it to do like a little video, so just kind of do like everything closed in a specific area that I want from the MLS and then just kind of like put it into chat and say, give me a little snit about this type of a deal? 100%. You could even build what's called an agent within chat GPT and say, I want you to understand an area and I'll say Burling game since I've been using it. I want you to create a market report for Burling game using sales statistics, average sales price.

Maybe you could even say migration in and out of the city, do some things like that. And Chat ChaptuPT will line it out for you. And then you can say, I want it deliverable by a LinkedIn post, Instagram, Facebook, YouTube. Create those videos for me and create those marketing pieces for me. And it will do it all for you. So like that. CBT. Love it. The best. So for like if it's like a specific suburb, it's not really a suburb, like for a little subdivision, like you can make that specific for that little subdivision

using the chat then? Yes, you could. What I would do in that case, Elizabeth, is I would download the list of the 500 or 1,000 homes in that subdivision, download the address as you can get it from title for free, put that into chat, Cpti as a file, and then say this is my demographic, this is my geofarm I want to work in. Give me the demographics for this, the age group, the median income, the migration patterns. You can do all that and it will pull it all up for you through public data. And if it's like a mobile home community where some of that data is not in there, what can they do? If it's public, the data's in there.

If it's ever been on Zillow, it's in there. If it's ever been on Reillog.com, if it's ever sold on the MLS, if it's ever transferred title at the title company, If it's ever been through a permit process at the county or city, if it's ever had a, you know, you see where I'm going with this. If it's public, chat can find it. Okay. And there's also a deep search on there that you might want to use if you're getting into real deep analytics and data. Just click the deep search option and it will do a deeper search.

Cool. Terry? I don't want to get too deep in the weeds on this, but real quick question. So I know that we can get our data. market report data from MLS. But kind of to piggyback on what you said to Elizabeth with chat GPT and creating an agent, are you comfortable? Are you comfortable enough using the data straight out of chat GPT as an agent using that data

for a market update? Or do you go in and backfeed that with the actual MLS data as a double check? So I'm comfortable enough with it if I put a disclosure on it. Okay. So if you put in the bottom of your ad, hey, this is chat cheap. chat GPT data, you know, use it with a grain of salt, then that's okay. And even if you use MLS data, you should probably disclaim it. You should say, hey, this data is from the RMLS on 2-226. Okay. You could do that little tiny, but it's just a little bit of a CYA, and I think it's,

I think it's valuable. Yeah, perfect. Okay, thanks. You bet. All right. Anybody else? Any questions before we wrap up? I know we're a couple minutes over, but I'm good right now. Okay, cool. I need to ask you something offline. Okay, yeah, call me when you're done. Yep. Thank you. So thank you for being here. We're here every single week.

Even if I'm on the road, I do this in my camera in my truck or in the boat or whatever without, you know, being crazy. If I'm in a cave doing some kind of cave diving, then I don't do it because of service. I'm kidding. I don't do that. I hate caves. But I'm here for you, all right? Tell the others, like Johnny Depp says,

tell the others, right? Bring people to call. It's broker agnostic. You notice I didn't get into my company and all that too much. It's broker agnostic. I value that. And it's just about moving the needle in your real estate businesses. So thank you for being here. Thank you for being on like a boss. All right. Thanks, Randy. Now go be like a boss. Yeah. Thanks, Randy. See you later. Bye. apply.