The Local Marketing Lab

Real estate is a dynamic industry with its fair share of challenges, from fluctuating interest rates to market downturns. In this episode of the Local Marketing Lab, Rick Haase, President at United Real Estate and Chief Operating Officer at United Real Estate Group, reveals the three keys that propelled his brokerage from the 139th largest in the country to the 6th largest in just five years – proving that you can achieve real estate success in any market.Here are some topics discussed in the episode around real estate success in any market:The importance of having a clear mission focused on improving agents’ successThe value of nurturing leads effectively, considering the long buying cycles in real estateTactics for generating high-quality, cost-effective first-party leads for agentsStrategies for daily prospecting and growing new connectionsWays for providing comprehensive training and education to agentsResourcesConnect with Rick Haase on LinkedIn.Learn more about United Real Estate.Other shout-outsCheck out Orchestra New England.Watch “the relative size of planets” on YouTube.

If you’re feeling overwhelmed with the challenge of getting your local marketing to connect with new audiences and engage your community, then you are not alone! In this episode of the Local Marketing Lab, Dan Sokolik, VP of Marketing at Lee’s Famous Recipe Chicken, shares his diverse experience working with major QSR brands like Subway, Domino’s, and McDonald’s. With a background spanning the agency, corporate, and franchise sides, Dan offers a unique perspective on blending the right local marketing tools for franchisees and multi-unit operators.Here are some topics discussed in the episode around local marketing tools for franchisees:The role of direct mail, paid social, apps, and loyalty in a local marketing mixBuilding the right local marketing tools and partnerships for franchisee successLeveraging user-generated content and cause marketing for engagementEffective local marketing approaches for brands in rural/small-town marketsChallenges of getting buy-in for digital marketing from veteran franchiseesResourcesConnect with Dan Sokolik on LinkedIn.Find a Lee’s Famous Recipe Chicken near you.Learn more about GiftAMeal and how you can get involved.Other shout-outsKim Freer — CMO at Raising Canes, great example of grassroots and local marketing.Firehouse Subs — Being engaged in their communities and local neighborhoods.

Want to boost community engagement and increase brand advocacy? In this episode of the Local Marketing Lab, Elaine Patel, Director of Local Store Marketing at FAT Brands, unveils a powerful secret local marketing weapon — brand ambassadors. With over 20 years of experience working with major brands, Elaine shares game-changing strategies that have propelled FAT Brands’ success across 2,300+ locations.Here are some topics discussed in the episode around your secret local marketing weapon, brand ambassadors:Empowering and equipping front-line employees as brand ambassadors for local marketingBest practices for supporting and motivating brand ambassadorsBenefits of celebrating “local heroes” like teachers, firefighters, and nurses for building brand awareness and community connectionsStrategies for building consistent, long-term relationships with the local communityThe role of social media and user-generated content in amplifying local marketing effortsResourcesConnect with Elaine Patel on LinkedIn.Learn more about FAT Brands.Other shout-outsCheck out some of FAT Brands’ franchises like Fatburger, Johnny Rockets, Pretzelmaker, and Fazoli’s.Learn more about Career Sparks.

In today’s competitive landscape, providing an exceptional customer experience is crucial for businesses to thrive. In this episode of the Local Marketing Lab, Matt Wampler, an award-winning former franchisee turned tech founder of ClearCOGS, shares tips to prioritize the customer experience for driving growth.Here are some topics discussed in the episode around how to prioritize the customer experience:The importance of building in public and sharing behind-the-scenes storiesPrioritizing exceptional execution and customer experience over excessive marketingThe power of authentic storytelling and transparency in modern marketingLeveraging data and automation to enhance local marketing effortsThe evolution of marketing from overly polished campaigns to real, relatable contentResourcesConnect with Matt Wampler on LinkedIn.Learn more about ClearCOGS.Listen to Eric Knott’s episode on the Local Marketing Lab: Be the Mayor.Check out ClearCOGS’ integration on Toast.Other shout-outsShawn Walchef, Founder of Cali BBQ — Great person to follow when it comes to posting authentic content on social media and telling stories.Jimmy John’s — Their playbook for helping Matt be successful as a franchisee.Other great people to follow on social media who are posting great content:Nabeel, CEO of LunchboxAshwin, CEO of JUICERAndrew Simmons, CEO of Mama Romana’s PizzaCharlie Eblen, founder of Single Tree BBQPaul Tran, director of franchising at Hot Palette America

In this episode of the Local Marketing Lab, Alec Hanson, the Chief Marketing Officer at loanDepot, shares his valuable insights on the power of consistency and authenticity in content creation for local growth. With over 20 years of experience in the mortgage industry, Alec unpacks proven strategies for local growth that have helped him and countless others achieve explosive business growth through content marketing. Alec also shares candid insights on overcoming excuses and embracing change, inspiring you to leverage new marketing channels for increased influence and local growth.Here are some topics discussed in the episode around proven strategies for local growth:The role of consistency and vulnerability in building trust and relationships with your audienceHow to find your unique voice and authentic style in content creationThe importance of embracing new marketing channels and tacticsLearning from successful content creators and industry leadersReal-life examples and success stories of content creators who’ve achieved explosive business growthResourcesFollow Alec Hanson on LinkedIn.Learn more about loanDepot.Listen to the Modern Lending podcast.Check out Alec’s books: “Bypassed” and “Modern Lending Playbook“.Other shout-outsGary Vee – His content is always a treasure trove of marketing wisdom.Chris Do – A master marketer.Anthony Hsieh – Founder of loanDepot; serve customers the way they want to be served.

In this illuminating episode of the Local Marketing Lab, mortgage industry veteran Brian Vieaux shares a fresh perspective on how loan officers can effectively reach and nurture the next generation of homebuyers. With over 34 years of experience and as the COO of FinLocker, Brian offers a wealth of insights on mortgage marketing and how the industry is changing. Learn tips and strategies to foster local connections and build credibility in your community.Here are some topics discussed in the episode around mortgage marketing:Strategies for reaching and nurturing early-journey, first-time homebuyersThe role of local loan officers as trusted financial educatorsLeveraging social media and podcasting to build a personal brandRepurposing long-form content for maximum impactThe value of a collaborative, abundance-driven mindsetResourcesConnect with Brian Vieaux on LinkedIn.Learn more about FinLocker.Check out Brian’s book, “Rethink Everything You “Know” About Being A Next Gen Loan Officer“.Check out “Rethink Everything: You “Know” About Social Media” by Kyle Draper.Listen to an episode of The Loan Officer Podcast.Other shout-outsDustin Owen from The Loan Officer Podcast.Learn more about Downtown Boxing Gym in Detroit.

In this eye-opening episode of the Local Marketing Lab, Heather Cox, the owner and operator of Heather Cox Codes, reveals how to crush local digital marketing with AI. With over 15 years of experience in the industry, Heather shares her proven strategies for leveraging AI-powered tools to streamline content creation, optimize local SEO, and stand out in a crowded digital landscape.Here are some topics discussed in the episode around local digital marketing with AI:Leverage Google My Business as a social media platformIncorporate customer-centric keywords into local contentUse AI tools like Canva, CapCut, and custom ChatGPT promptsImportance of video content and authenticity in local marketingConnect with customers through unique personal brandingResourcesConnect with Heather Cox on LinkedIn.Learn more about Heather Cox Codes.Listen to an episode of Into the Black.AI and design tools: CapCut, ChatGPT, Canva, MotionLeap, Videoleap, Beatleap, and Gencraft.Other shout-outsDean LaBay — The cost of inaction

In this episode of the Local Marketing Lab, Ben Fox, the President of ProNexis and head of Customer Experience at Five Star Franchising shares his expertise on the power of localized content and creative in driving local business growth. With experience in sales, marketing, and customer experience across multiple industries, Ben offers a fresh perspective on how businesses can differentiate themselves and outperform their competitors in today’s digital landscape.Here are some topics discussed in the episode around localized content and creative:Strategies for creating authentic, value-driven content that positions your business as a trusted resourceThe role of social media and community groups in building local brand awarenessSharing behind-the-scenes processes and expertise with your audienceThe importance of customer experience in complementing marketing effortsTracking and optimizing localized content and creative through A/B testing and data analysisResourcesConnect with Ben Fox on LinkedIn.Learn more about ProNexis.Learn more about Five Star Franchising.Learn more about Five Star Marketing Service.Watch a webinar about the recent FCC changes for lead gen.Other shout-outsRehrig Pacific — supply chain solution that Ben previously worked at.Scott Abbott — founder of ProNexis.Spaulding Decon — a biohazard cleanup company with amazing lead generation content.Blue Bell ice cream and Tillamook.Check out Five Star Franchising’s brands: Bio-One, Bath Solutions, Gotcha Covered, Mosquito Shield, 1-800 Packouts and 1-800 Textiles.

In this episode of the Local Marketing Lab, Nabeel 🦄 Alamgir, the founder and CEO of Lunchbox, shares his entrepreneurial journey and invaluable strategies for building a loyal local following for restaurants. With over 15 years of experience in the restaurant industry, Nabeel’s expertise shines through as he unveils the secrets to making customers feel like regulars.Here are some topics discussed in the episode around making customers feel like regulars:Community engagement and local marketing for restaurantsStrategies for converting dine-in and third-party customers to a restaurant’s digital channelsExamples of effective marketing campaigns from other brandsTips for making customers feel like regulars and part of an exclusive communityThe role of storytelling and local narrativesResourcesConnect with Nabeel 🦄 on LinkedIn.Learn more about Lunchbox.Check out Bareburger and find a location near you.Other shout-outsDunkin’ Donuts for their marketing campaign with Ben AffleckClean Juice for innovating with their subscription service.Walk On’s for their great in-store experience and connectionsGeoff Alexander, CEO of Wow Bao, for leading the industry.

Gregg Majewski, CEO of Craveworthy Brands, shares strategies for local growth and customer loyalty in the restaurant industry. Topics: sampling products, reaching local businesses, customer feedback integration, unique value propositions, community partnerships. Emphasizes hands-on leadership and consistent customer service.