The Marketing RV Podcast with Ranalli and Volpe

Episode 50 - Kyle Malnati: Calibrate Real Estate’s broker-owner & true entrepreneur

SYNOPSIS Marketing RV with Ranalli & Volpe is parked at Zoom for a vigorous discussion with entrepreneur commercial real estate broker Kyle Malnati. Calibrate Real Estate operates out of Denver, Colorado. It’s a boutique, broker-owned commercial and residential outfit that employs a dozen people. With a degree in finance, Kyle explains how his education set him up for success in commercial real estate, something he did not originally set out to do but stumbled upon after earning his degree. Some 15 years later, Kyle enjoys selling financial assets, which is how he views his vocation. Kyle is quite candid about personal events in his life that led to making charity a part of his business model. Today, Missions Ministries is the main benefactor of Calibrate Real Estate. His team gets involved financially, as well as physically, building housing for impoverished residents of Juarez, TX. Kyle credits his faith and upbringing for laying the foundation that led him to boldly take on a series of charitable causes. This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 05:55 Kyle’s leap from finance major to commercial real estate tycoon 10:00 Trend to multi-use land, mini community developments 12:40 Demographic trends 15:00 Lorraine shocks Gene by quoting a hockey great 17:32 Missions ministries 19:45 Charity as part of Kyle’s business 20:20 Trio of life-changing events that formed Kyle’s Why 22:40 Choosing the Ronald McDonald House charity in memory of Kyle’s brother 23:48 The impetus to raise money for Kyle’s brother’s headstone 25:10 The leap to making Missions Ministries Kyle’s target charity

Episode 49 - Matt Johnson on Pursuing Results

SYNOPSIS Matt Johnson has successfully defined his niche business and his target client, and that’s exactly the focus of his podcast/marketing company Pursuing Results. In this second of a two-part show featuring Matt, Marketing RV with Ranalli & Volpe continued the conversation about three concepts in Matt’s book “Micro Famous”: getting seen, getting noticed, getting known. To get known and expand your client base, Matt quoted a real estate coach who once said, “Stop saying new things to the same people and start saying the same thing to new people.” To be micro famous to the right people, Matt recommends turning the traditional sales model upside down. Recognizing the burnout factor in the service industry, Matt suggests building lifelong relationships instead of clients for life, that way clients will cycle in and out of your business. Go to Pursuing Results to see how Matt pitches his business in a two-minute video on the home page. As for getting seen and getting noticed, which precede getting known, Matt recommends narrowing your focus. Until you reach the tipping point of influence, getting known, keep driving one message or focusing on a specific attribute/offering. Only after you become known should you expand your offerings. Matt cited examples of brands that broke out because they offered one specific product or service and added variations only after becoming household names. How does this entrepreneur manage his work life? Matt said he remains organized by theming his days and dedicating the first half of each weekday to work. He commits to working five hours a day and builds into his daily routine a lunch break and a workout. If Matt could recommend only one business book, it would be “The Star Principle” by Richard Koch. Click HERE to take Matt’s free masterclass on how to get featured on podcasts as an expert thought leader. This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:10 How Matt defines his service 06:31 Dealing with client burnout 11:39 Which professionals should have a podcast 14:40 Monetizing your podcast 15:09 Crafting your point of view 16:00 A “Pursuing Results” success story 18:32 Getting seen and noticed 20:00 The tipping point of influence 25:59 Free master class info 26:54 Matt’s one book pick

Episode 48 - Matt Johnson on Becoming Micro Famous

SYNOPSIS Matt Johnson of Pursuing Results was our special guest on yet another two-part Marketing RV podcast with Ranalli & Volpe. In this episode we dove deep into Matt’s soon-to-be-released book “Micro Famous” but not before Gene derailed the conversation with Bublé vs. Bubly. Admittedly, that is some good advertising. Gene was one of the lucky few to get an advanced copy of “Micro Famous, and one of the concepts he found intriguing was: Get seen. Get noticed. Get known. Beginning with getting known, Matt said it comes down to sharing content that drives home your clear and compelling idea, which cuts through the noise. Consider your career a book. He suggested writing the subtitle first, and then building your brand around that. Link your personal brand to the problem you solve or the attribute for which you are known. It’s akin to creating a positioning statement. The idea is to be specific because “if you’re know for too many things, you’ll get lost and confuse the market,” Matt said. As much fun as it is to hear this train wreck, try watching it! This episode was video conferenced since Matt is based in San Diego. Visit our YouTube channel to watch it. Matt Johnson hosts several podcasts each week, including Real Estate Uncensored with Greg McDaniel and Gene Volpe, which is referenced throughout the show. Be sure to check out Episode 045 for insights into Matt’s podcast business Pursuing Results. If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 00:51 Gene breaks out the Bubly 04:50 Micro Famous 10:30 Strategy and Tactical approach to podcasting: It’s in the book 11:45 Matt goes to Australia 13:25 The Evil Bald Nija 14:40 Conversion Code 18:15 Get known. 20:30 It comes down to positioning 23:23 Matt’s definition of getting noticed 25:40 Hone your elevator pitch 26:39 Identifying your why to attract business

Episode 47 - Laura Kasper of Monarch Staffing—Social Responsibility & Marketing

SYNOPSIS In this episode of Marketing RV with Ranalli & Volpe, Laura Kasper of Monarch Staffing talked about hiring practices, how marketing does not just play a role in HR but when done right, is woven into it for maximum results. She also offered great tips by sharing the principles that have made her company successful, such as their core values: integrity, responsiveness, commitment to quality, and community service. One of the many community service opportunities in which Monarch is currently involved is their very own Walk-In Wednesdays. Seeing a need for recruits to have professional headshots in their LinkedIn and other social profiles, Laura decided to offer free headshots. Candidates and clients can go to several Monarch locations on designated dates for a photo. Information is on their website and Instagram page. Laura participates conspicuously in local events. One of the most recent and vibrant was the brainchild of her tenacious daughter in the summer of 2018. Entrepreneurs will love the story about how Girls Spark was ignited. After just one conference, the organization received calls from young women in other cities who wanted to learn how to bring the conference to their towns. The second Girls Spark conference will take place April 25, 2020 at West Chester University. Girls Spark is an official non-profit whose mission is to help girls better navigate the social issues they face in today’s world. The conference boasts keynote speakers and more than a dozen break-out sessions covering topics like peer pressure, emotional intelligence, compassionate action (anti-bullying), social media, etc. “We want to ignite the spark and keep it going,” Laura said. “Treat the girl in your life to a great day in her life, www.GirlsSpark.com.” One final piece of good news: in response to Gene’s question about when the robots will take over and kill us, Laura emphatically answered, “Never.” If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:26 How large organizations benefit from outsourced HR 02:13 MOD factor: the cost of high turnover 03:56 Unemployment is going up 05:22 Senior staffers are unemployed at higher rates 07:11 Reverse mentorship 09:51 Girls Auto Clinic 11:22 Core values and the community 13:09 Walk-in Wednesdays 15:10 Girls Spark—how it started 23:23 Impressive sponsors, it’s all leg work 24:00 Shout out to Urban Outfitters

Episode 046 – Laura Kasper, Monarch Staffing: Recruiting, Retention, Marketing

SYNOPSIS Marketing RV with Ranalli & Volpe pulled up to Monarch Staffing in Springfield, Delaware County, to interview founder, CEO, and Madam Butterfly Laura Kasper about the relationship between recruiting and marketing. Whether you own or run a small, mid-sized, or large business, you need to understand the benefits of integrating HR with marketing. Recruiting today amounts to partnering with diverse groups that span five generations. It is no surprise that Laura’s career began in marketing before she launched Monarch Staffing in 2001. What began as a single office staffing agency has evolved to a full-service human resources provider operating in the five-county Philadelphia region and serving clients across the country. We discussed with Laura the advantages and challenges electronic communication presented to her industry and how she successfully navigated the transition. Thus, living up to the company’s name. Laura said she chose the name Monarch because the hiring process creates a transition period for both the employer and job seeker. Retention is as much a concern for employers as recruitment. Laura explained methods her company employs to help clients implement what she calls the white glove treatment to build lasting employer-employee relationships. Laura said the same philosophy in Joey Coleman’s “Never Lose a Customer Again” can be applied to human capital to boost employee retention. ELH is Monarch’s mantra. It stands for Everyone Leaves Happy. If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:37 Technology’s impact on the recruiting and staffing business 04:12 Laura’s 30 second elevator pitch 05:27 The unofficial marketing gurus behind Monarch Staffing 07:30 Ebbing employee turnover through integrated marketing 09:00 Beyond recruiting: retention 12:53 Where applicant tracking systems fall short 18:09 How the candidate experience affects your image and brand 19:15 Gene’s major interview faux pas 21:30 Why nannies make great employees 24:20 The staffing underworld