From CRM to Deal Engine: Connecting HighLevel + Brilliant Directories Automation

Introduction (00:00:00)

• The webinar is a special presentation about integrating HighLevel with Brilliant Directories, and the guest, Jeff Coffman, will share how he has connected the two platforms, with a focus on his experience in the real estate industry (00:00:14).
• The presentation will cover how Jeff is using Brilliant Directories as a top funnel to attract professionals and then funneling them into HighLevel, and he will share his strategy and how he has wired up his systems between the platforms (00:02:08).
• Jeff has been an investor in the real estate industry for over 11 years and has an agency, Iris REI, which is a real estate CRM powered by HighLevel, and he is also a coach for other businesses and an expert with HighLevel (00:02:30).
• The goal of the presentation is to give a sneak peek behind the curtain of how Jeff has integrated his Brilliant Directories site with his HighLevel account, and to share his experience and strategies for using the two platforms together (00:03:20).
• Jeff wants to put everyone at ease by mentioning that he is not a coder, and he will show workarounds and how to get around technicalities for those who are not tech-savvy (00:03:56).
• The presentation will cover building a custom real estate CRM within GoHighLevel, connecting it to Brilliant Directories, and syncing data between the two platforms, with the objective of unlocking the keys to Jeff's vision (00:04:48).

Jeff’s IRIS CRM & BD Site Overview (00:05:17)

• Iris REI is a key company site that provides CRM services to real estate investors, and it has a Brilliant Directory site that is being set up to find off-market deals before they hit the market, with a directory of investors, wholesalers, and other relevant parties (00:05:17).
• The site offers business services to users after they have entered the Brilliant Directory site, and it includes real estate listings, profiles, and a directory of investors and wholesalers (00:05:42).
• The HighLevel (GHL) system is a contact-based system, but it is not liked due to being messy and clunky, so opportunities, which are pipelines, are used exclusively, including appointments, acquisitions, buyers, dispositions, and follow-ups pipelines (00:06:39).
• When someone signs up for Iris, they get an email to register their account on Brilliant Directories, and they receive a free account, which includes access to the Iris investor suite and a complete, unrestricted GHL account (00:07:19).
• The people signing up for Iris are typically those who wholesale real estate, and they are hoping to get access to the Iris investor suite, which gives them access to a complete, unrestricted GHL account, as well as a free Brilliant Directories account (00:07:34).
• The listing on Brilliant Directories is built around attracting buyers, who are the primary source of income for wholesalers, and buyers have a free account, with an optional $10 per month VIP account that provides access to additional features (00:08:24).
• The community on the site consists of individuals who need buyers, and marketing efforts are focused on attracting buyers, as they are the key to the success of the marketplace (00:08:42).

Embedding Brilliant Directories Inside GoHighLevel (00:09:24)

• To integrate Brilliant Directories with GoHighLevel, also known as Iris, users first sign up for Iris and then register on the Brilliant Directories site, preferably using the same email address, allowing for a seamless experience (00:09:24).
• The Brilliant Directories site is embedded directly into Iris, enabling users to manage their listings and other features without having to open separate windows or switch back and forth (00:10:06).
• When logged into Iris, users have access to a sidebar with custom menu links, support systems, the Iris knowledge base, and the deal vault, where all their deals are stored (00:10:27).
• The master buyers list is a feature that will be developed next, allowing users to automatically add buyers to the list by clicking a button, and this information will be plugged directly into Iris (00:11:06).
• The Brilliant Directories page is framed into Iris using custom menu links, which are currently only available to agencies, and iframes, which are displayed inside these custom links (00:12:43).
• The integration process involves setting a session cookie, which is important for identifying and embedding the cookie in the custom menu link, allowing for a smooth user experience (00:13:04).
• The setup includes preview web forms, such as an intake form for motivated sellers, which becomes a lead for the wholesaler, and the goal of the pipeline is to book an appointment with the seller (00:13:25).
• The pipeline is designed to get users into the appointments pipeline, with the ultimate goal of booking an appointment, and all the data is transferred into this new pipeline when the user hits a specific button (00:13:48).

Where BD Fits Into the Real Estate Workflow (00:14:09)

• The dispo pipeline is the stage where the goal is to find a buyer for a property, and this is where Brilliant Directories comes in, providing a database of buyers, which is a crucial component in the real estate workflow (00:14:09).
• The dispo pipeline stands for dispositions, where the objective is to disposition a property by finding a buyer, and having a database of buyers through Brilliant Directories is essential for this process (00:14:24).
• Buyers can sign up for the database for free, and the next integration step is to add them to the buyers list in HighLevel by clicking the "add to favorites" button, which will plug them directly into the list (00:14:50).
• The CRM created in HighLevel is for individual wholesalers to manage their leads, and after going under contract with a potential seller, they need to find a buyer for the house, which is where the directory of potential buyers comes in (00:15:26).
• The directory part of the process involves creating a pool of buyers who are looking for discounted properties to purchase from wholesalers, and the goal is to marry this pool of buyers with the wholesalers who have discounted properties for sale (00:15:48).
• The buyers will be members of the Iris wholesale network directory, which is a marketplace that connects wholesalers with buyers who are looking for deals on properties (00:16:16).
• The system allows wholesalers to manage their leads and find buyers for their properties, and buyers can sign up to access the database of available properties, which can be managed through the HighLevel platform (00:16:32).

Creating a Buyer Blast from GHL (00:16:54)

• A buyer blast is being created, which involves adding a new property listing to a directory, with the goal of notifying buyers of a new opportunity, and this process starts with an empty list of properties (00:16:54).
• The creation of a buyer blast involves filling in property information, such as the property's after-repaired value, estimated repair amount, closing date, and wholesale price, with some of this information being automatically transferred from previous workflows (00:17:07).
• The buyer blast includes a field for the lowest possible offer that a wholesaler would accept from a buyer, which is used in automations to send out emails with this price if no buyer is found within a certain timeframe, such as seven days (00:17:45).
• The automation process is designed to keep the property listing active and attract buyers, with features like automatic email follow-ups if no interest is shown, and the goal is to move the property and get buyers engaged (00:18:07).
• The wholesaler adds property information to create a listing in the Brilliant Directories (BD) directory, which then notifies buyers of the new opportunity, allowing them to access the property details and potentially make an offer (00:18:49).
• The process of creating a buyer blast and adding property listings to the directory is facilitated by workflows that transfer data from one opportunity to another, streamlining the process and reducing manual entry (00:17:30).

Custom GHL Actions for BD Automations (00:19:04)

• Custom actions for HighLevel workflows have been built using AI, specifically with the help of Claude, to create persistent actions that can be used inside HighLevel, allowing for the creation of custom workflows without relying on web hook URLs, which do not transfer over when selling a snapshot as a SAS product (00:19:29).
• The custom actions, a total of 10, include create property listing, sync property listing, mark listing pending, and others, which are used to automate tasks on Brilliant Directories, and can be selected and placed inside workflows, remaining persistent even after multiple snapshots are downloaded or pulled (00:20:46).
• The use of custom actions is necessary in this case because web hook URLs are not suitable for persistent use across multiple snapshots, but for a clean slate HighLevel installation or snapshot, web hook URLs can be used without issue, eliminating the need for custom actions (00:21:29).
• Once the custom actions are set up, updating a property listing, such as moving it to the "blast to buyers" stage, triggers a series of automated tasks, including uploading sample photos, which are then updated in HighLevel, allowing for a streamlined and automated workflow (00:22:06).
• The automated workflow is designed to work seamlessly with Brilliant Directories, allowing for the automation of tasks such as publishing listings, marking listings as pending, and syncing property listings, all of which are handled by the custom actions built using AI (00:21:14).

How Middleware Connects GHL + BD (00:22:20)

• Middleware is a type of software that translates data from one API endpoint to another, allowing different platforms to share data, and examples of middleware include Zapier and Habi, which can map and sync data between two platforms (00:22:37).
• The process of middleware involves taking a record of information from one platform, such as Google worksheets, and mapping it to another platform, like Brilliant Directories, to share data between the two platforms (00:23:04).
• Middleware can be used to connect different platforms, including HighLevel and Brilliant Directories, and it can be hosted on various sites, such as a WordPress site, as long as it can execute its pattern (00:23:59).
• Instead of using existing middleware options like Zapier, a custom middleware was built using AI cloud code to handle data mapping and syncing, giving complete control over the software and avoiding the need for multiple subscriptions (00:23:42).
• The custom-built middleware consists of small, lightweight pieces of software, referred to as handlers, which translate data from one system to another, enabling seamless communication between different platforms (00:24:16).

Auto-Publishing Property Listings in BD (00:24:25)

• The properties are refreshed, and a property is now published in the Iris wholesale network, appearing on the front page with geocoded information, property address, and sample pictures, all of which were sent from the buyer blast builder section of the opportunity (00:24:25).
• The published property listing includes all the information put into the buyer blast builder section, making it easily accessible to potential buyers, similar to how properties are listed on sites like Redfin or Investor Lift, but with the added benefits of Brilliant Directories (00:24:52).
• The auto-created property listing on the Brilliant Directory site allows buyers to find and reach out to wholesalers, and buyers can use their accounts to contact wholesalers directly, similar to any other listing, with the next step in the process being the buyers using the site to find deals and contact wholesalers (00:25:43).
• The process of notifying sellers of new opportunities is not automated, and instead, buyers will use the site to find deals and reach out to wholesalers, with the site serving as a central point for buyers to find everything they need, from lenders to property managers to agents (00:26:04).
• The motivation behind creating a marketplace for buyers and wholesalers was to add value by providing a central point for buyers to find all the resources they need, including lenders, property managers, agents, and more, with the goal of making it easy for buyers to never have to leave the site (00:27:13).
• The site includes features such as a classified section where buyers can find or sell items, and a job posting section where they can find help with tasks like junk cleanouts, making it a one-stop shop for all their needs (00:27:56).

Turning a BD Site Into a Central Industry Hub (00:28:22)

• The site becomes a canonical resource, an unbiased hub of information serving the marketplace as a whole, by using a specific keyword, and it has different categories such as jobs, classifieds, discussions, events, and coupons, but it is recommended to only choose the ones that add value to being a central hub for the market being served (00:28:22).
• By becoming a canonical hub, the site alleviates a lot of pressure and doesn't need to hard sell anyone, as someone landing on the site will know they're in the right place and want to figure out how to get involved, whether they're a lender or an agent, and the site is going to grow organically, capturing a sliver of the market (00:29:07).
• The term "hyperfocus" is used to describe the site's specific focus on a particular niche, making it a central resource for the industry, and the site is connecting all the dots, becoming a hub for the market (00:29:36).
• The site uses standalone widgets, such as the discussions page, classifieds, and jobs, but with the help of AI, a single widget can be used to switch between different types of users and categories, such as lenders and capital, and it dynamically fills the specialties and locations (00:30:01).
• The AI-powered widget allows for easy maintenance and troubleshooting, as it's all within one widget, and it's pre-selected to the top-level category, which can be toggled between different categories, making it a convenient and efficient solution (00:31:36).
• The site's interaction with Brilliant Directories (BD) and HighLevel (GHL) allows for seamless integration, such as listing properties and retrieving the new URL for that property, demonstrating the connection between the two platforms (00:32:32).
• The system being discussed is a great tool that works really well, and it can stand alone on its own, but it also has a value add when used in conjunction with other tools to build recurring revenue from selling a CRM, particularly when targeting wholesalers, and it makes the user look like they have the whole industry covered (00:33:20).
• The system is designed with the buyer in mind, and it provides a 360-degree view of the industry, making it an attractive option for those looking to opt-in for the CRM being offered (00:33:41).
• Brilliant Directories is a powerful tool that can be used in conjunction with AI, and it has a developer hub where users can generate API keys and access supporting documentation, allowing for seamless integration with other tools (00:34:24).
• The user trained their AI, Claude, to work with Brilliant Directories by generating an API key and uploading supporting documentation, which allowed Claude to know every single endpoint that Brilliant Directories offers (00:34:50).
• The user plans to use Brilliant Directories as their entry point and top-level funnel, and they are impressed with the simplicity and functionality of the site, which is designed to provide a focused and clutter-free experience for users (00:36:42).
• The site's simplicity and lack of clutter speak to its focus on doing one thing very well, and the user is excited to see how it will develop in the future (00:37:06).
• The system automatically updates the status to "pending" when a stage is moved to "under contract", with a contract agreement assigned, eliminating the need for manual updates in Brilliant Directories (00:37:44).
• A top-level funnel has been created, incorporating an upsell at the bottom of the page that fades in, as part of the HighLevel and Brilliant Directories automation setup (00:37:59).
• The integration of HighLevel and Brilliant Directories has been successful, providing a great tool for managing the sales process, from CRM to deal engine, with features like automatic status updates and customizable funnels (00:37:20).

Jeff’s Advice for Working with AI (00:38:16)

• Having a clear plan is essential when working with AI, and it is beneficial to have a written plan that outlines what needs to be done, which can be created with the help of AI itself (00:38:47).
• A clear vision is the most important thing when working with AI, and it has nothing to do with AI, but rather with having a well-defined idea of what you want to achieve, which can be drawn out on paper or a whiteboard (00:40:07).
• Researching how to extend AI sessions can be helpful, especially when using higher-priced plans, and tools like Clog Code can be useful in maintaining a list of previous sessions and making it easier to work with AI (00:40:43).
• Structuring files and starting sessions with AI in a specific way can be beneficial, especially when working on more robust projects, and learning from others who have experience with AI can be helpful (00:41:07).
• Connecting different platforms, such as HighLevel and Brilliant Directories, can be done using AI, and having a clear plan and vision can make the process easier and more effective (00:41:32).