#661: Winning in Real Estate: Strategy, AI & Content with Alex Piech

Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Seven figure success starts whenyou start thinking like a CEO.
Welcome to the JohnKitchens Coach Podcast.
Experience is your host, John Kitchens.
Get ready to think bigger andtransform your business into
a path to lasting freedom.
What's happening?
What's up?
Well, happy birthday.

(00:22):
Thank you.
Appreciate it.
It's like, you know, hey, you know,we're kicking off the second quarter.
I said, oh, shit, we'rerecording on, on April 1st.
Yeah.
Get Alex, get Alex on.
I, I won't get to see.
I I wouldn't get to see you today.
So I was like, Hey, what, what?
Better yet, let's go.
Let's just jump on and, uh,chop it up a little bit.
I love it.
Yeah.
So what's good, man?

(00:42):
How was, uh, how was the first quarter?
Man, first quarter it was okay.
You know, it was rough.
I think there was still a littlebit of a lag and a hangover.
Just, you know, people with theelection, a little bit of uncertainty
through January, February.
You kind of couple that with the, thenormal seasonality curve of the market.
Um, and now I think the springmarket is gonna be fantastic.

(01:06):
So hopefully everybody was doing the workin January and February, in March, so that
your April, may, June, uh, are explosive.
So we're already seeing that.
We've got a bunch oflistings in the pipeline.
We're getting calls from sellers.
Um.
There's been opportunity, man,that's, that's, that's the good
thing in a challenging market,there's always opportunity.

(01:28):
Uh, got back to dial in expires andsetting a couple appointments off of that.
Uh, you know, there's always opportunity.
You've, you know, we've writtenin this game long enough.
I mean, kind of for you,kind of, what's that process?
What are you always looking forto see where the opportunity is?
Well, I think, I think that's why you needa bunch of tools in your tool belt, right?

(01:48):
Like, if you're a one trickpony, well you could be screwed.
You know, like if, if I was a hundredpercent just listings in the average
days on the market went from seven.
To 71.
Well, that poses a big challenge.
Uh, some carrying costs for your mar, foryour listings and your marketing, where if

(02:08):
you had a little bit of buyers, now you'vegot buyers that could take advantage
of the opportunity in the market.
So I think you, you have tokind of see what's coming.
You need those tools in your tool belt.
You know, for example, expired.
You know, I didn't call expired for years.
Why?
Nobody's home expired.
You put it on the market.
You have 50 offers, ahundred grand over asking.

(02:29):
Nobody was concerned about sellingonce the market started transitioning.
Expired is a home run because youstill have a bunch of real estate
agents who don't know how to properlyposition homes in a changing market.
So you have a lot of homesthat are failing to sell, but
those sellers want to sell.
So those have become afantastic opportunity.

(02:52):
Uh, we, I live in a marketwhere new construction is
the biggest opportunity, so.
Resale is slow, but new buildsare booming because you can
get your closing costs paid.
You could still get a four and 5% interestrate that the builders are providing.
That's the opportunity in the market.
And the question is, areyou pivoting your business?

(03:15):
Are you looking around the curve?
Can you see what'shappening with the leading?
You know, I'm always looking at thenumbers, days on market inventory,
buyer sentiment, you know, keepingcurrent matters, listening to.
What's happening in the market,and then you just gotta look and
be like, okay, what are all theopportunities in this market?
Well, people wanna sell, but they'reprobably not getting the right

(03:37):
advice, so homes are gonna expire.
If I could just get these homespositioned correctly, there might
be an opportunity to pick up abunch of listings and be successful.
And that's exactly whatwe're seeing right now.
Yeah, it's wild.
I mean, are you seeing, um, with the, withthe new construction and just, just how
sexy the offer is, um, being able to getin and, I mean, are you seeing people,

(03:58):
um, I mean for you, is it a lot of move inor is it a lot of move up type of buyers?
Yeah, we're still a big move in market.
So the net migration coming toDallas Fort Worth we're, we fluctuate
between the number one, number two.
Net migration all the time.
I think sometimes Houston kindof pops up, then Dallas pops up.
But we still have more peoplemoving here every single year.

(04:20):
And you know, we still have a, ahousing issue where we don't have
enough homes, enough new construction.
Um, so it's still, it'sstill a great offer.
And you know, you could walk in andyou could buy an 800, $900,000 home
at four and a half percent, 5%.
Now, if you compare that toa $600,000 resale home at 7%,

(04:45):
your payment might be the same.
Would you prefer a $600,000 home or abrand new $900,000 home where you got to
pick all the finishes, all the colors,you get all the warranties, everything is
new, and your payment's the exact same.
That's a really big competitiveadvantage that builders have, and I
think that's also a reason why ourresale market might be a little sluggish.

(05:07):
Yeah, I would agree.
Especially when you, when youhave all the, the new shiny,
you know, object out there.
Right.
And if, if they have the, likeyou said, it's, it's a lot sexier.
It's gonna be where, where, where it is.
Man, I was talking love your take on this.
I was, I was chatting with, um, ourboys up north, uh, this morning.
As, as you know, they, theyproject it to see a massive

(05:29):
climb in, in inventory and, and.
Little to no sales, right.
Just with all the noise and, um, anytimethat there's, uh, like you said, kind
of what we were shaken out of cominginto the new year after, after the
change of administration and just causesa lot of people to become paralyzed.
Um, that especially get trappedinto, you know, the main, main.
Stream, you know, narrative, butwe were talking through Right,

(05:53):
and like you said, there's alwaysan opportunity in every market.
And so that's what I was kind ofasking, you know, are they coming out?
Are they, you know, from out oftown coming in or they move up?
And what, what they were kind of talkingthrough as the inventory's climbing is
that, man, this is the great opportunityright now in their market to move up.
Um, just because of the abilityto, to negotiate and if they're in

(06:16):
that little bit lower price point.
I think Kyle, you know, Kyle, Kyle Daviscame into KT last week and we were talking
about just kind of the market in Norman,and he's like, he's like, yeah, man,
that down, down below, like it's crazy.
Way up above crazy.
There ain't nothing much inthe middle happening, man.
It's real quiet.
Like, so stay out of there.

(06:38):
And so that's kind of whatwhat they were saying is like.
Ah, well I got opportunity in here'cause things are starting to sit
and if I'm in a position where I canmove up and I know mine can, can go,
that might be a dang good message tomarket, you know, kind of strategy
going after where the opportunity is.
Yeah, for sure, man.
I do think, you know, again,opportunity in every market, right?

(07:01):
Like if I'm looking in the resalemarket right now, yeah, interest rates
are a little bit high, but guess what?
Homes are taking 70 days on the market.
If I can go in and I can negotiatea $15,000 seller credit, which is
easy 'cause they have nobody elsewriting any other offers, I can
buy down my own interest rate.
I. Make it more affordable.

(07:23):
You just have to start thinking aboutthe opportunity Now where I think for
real estate agents, what I would be doingis whatever, whatever the opportunity
is that I want to go all in on, whatis your content strategy behind that?
So what I would be doing isI would go out and let's say
that that move up buyer, right?
If our whole, if our whole theory isright now is the best market to move

(07:46):
up, what are the 10 videos you can do?
That are targeting a moveup buyer, seller, right?
Double sale, and then createthat, those video, those pieces
of content, and then get thosepieces of content out everywhere.
Create it as a mini series.
So one of the things I'm workingon right now is how do I create

(08:09):
mini playlist of videos content.
That are all targeting a specific message,and then I'm gonna use that targeted
playlist, and I'm gonna go then usethat for attraction of lead generation
and my ability to convert those people.
So if I start doing a bunch of videos of,Hey, have you been dreaming of moving up

(08:29):
to your bigger home, but you're unsureif now's the right time, well that right
there, that dog whistle in that videois gonna capture everybody's attention.
Who wants the bigger home, wantsa newer home, but they're unsure.
Then I can go create a series of10 that says here's why right now,
here's how to get a low interest rate.
Here's how to sell andbuy at the same time.

(08:50):
Right?
Uh, then you could have atestimonial of one of your clients
who actually took advantage andgot an interest rate buy down.
Uh, you can then do a market updatevideo explaining and showing look
at the average days on market.
Look at the percentage of homesellers that are dropping their price.
So those are all contentthat you can run ads to.

(09:10):
Those are all pieces of content that youcould then send to the people that become
leads to indoctrinate them, to earn theirtrust, to position yourself as an expert.
And you will get people toraise their hand and say, Hey,
I've been watching your videos.
We've been thinking about movingup, and we were just unsure, but you
know, we saw your video where yousaid X, Y, and Z, and that resonated.
And that's why we're pickingup the phone to call you.

(09:32):
That's why I think content video, thoseare, you know, that, that I'm all in on
that versus any other type of paid, uh,advertising and marketing right now, I.
Yeah, I, you're, you're so spot on andone, one of the things that, you know,
you had mentioned kind of just, just aswe were chatting, just kind of where your
focus is and, and what, you know, kind ofthe strategy for you right now given, um.

(09:57):
I think taken into a lotof consideration, right?
Because you've done it all.
You've owned the brokerages, you've hadthe massive teams, you've had, you know,
just, just you, you've done this now.
Now it's just really back down toyou rocking and rolling and how
much of a factor, you know, towhere do you start to be like, okay,
this is the season of life I'm in.
This is the season of, of the market.

(10:18):
This is the season on how youkind of go about making those
decisions instead of just.
Banging your head upagainst the damn wall.
Right.
You know, the wholedefinition of insanity.
And, and so like, for, for you.
How, how do you kind of go aboutthat and, and, 'cause I know a lot of
people out there are struggling, right?
Yeah.
And there's certain agents that haveno business trying to go alone, right?

(10:39):
They don't have the, the capabilities,the skillset they need to be on
a team that has great leadership.
You know, when you know for you, likeI said, you, you have all the skills.
You definitely can bedoing it on your own.
You can do it any which way you want.
So like.
You know, agents out there that arekind of like, man, I'm just at a weird
season of my life and my business.
Like, what's the advice?

(11:00):
Not, not the sugarcoated advice, butthe, the hard, tough advice that,
that they need to be really getting.
Yeah.
Um, that's a great question, man.
I think, uh, with, you know, and I'mjust gonna say it, I think you need
to look at yourself in the mirror andsay, you know, is real estate for me?
Yeah, because, uh, like you said, there,there, there's buyers and sellers,

(11:21):
there's sales happening every day.
If you're not participating in that,then you gotta really be honest and
ask yourself the hard questions.
Are you putting in the effort?
Are you doing what ittakes to be successful?
And I, you know, I'm, I'm justgonna go out on a limb that
I bet you a majority are not.
They're not prospecting every single day.

(11:42):
They're not working on their skills.
They're busy doing busy work, butthey refuse to pick up the phone.
They refuse to network.
They're not doing open houses,they're not having conversations.
They're doing everything passivelyin the hopes that something's
gonna fall into their lap.
And that's just not thetype of business we're in.
Okay?
And, and it never has been.

(12:02):
Now there's periods where it gets easier,and now we're at a period where, by
the way, this is not a hard market.
This is a normal market.
Um, so I just don't thinkagents do the work, man.
And I know that's harsh, but I've coachedand trained enough people where I'll lay
out the plan and then I'll say, great.
How many conversationsdid we have this week?

(12:23):
Uh, I really didn't get achance to pick up the phone.
Okay.
Well, you haven't had the chance topick up the phone in three months.
Yeah.
Explain to me how you'regonna get business.
Yeah, and they can't.
The reality is, are you puttingin the work Now, if you're like,
dude, I prospect every single day.
I work on my skill every single day.
I'm coachable.

(12:44):
Okay?
Go align yourself with a really successfulteam leader who has systems, processes,
and lead generation and play where youcan plug in if you're a hard worker.
You'll get the sales and thesupport, get that going to build
up your financial nest egg.
Um, so I think those are the twoavenues, and if you're just a

(13:04):
hustler on your own and you're beingsuccessful, don't stop hustling.
This is the best market for hustlers.
This is the market where every topreal estate agent in the country
is laughing and smiling becausethey know when shit gets hard.
Skills matter systems, processes, provenrepeatable systems, and those things

(13:26):
become really valuable to the customer.
They will seek you out and you'll geta lion's share of the transactions
and your market share will skyrocket.
In this market.
The last, you know, during Covid,nobody cared how good you were.
Their aunt, their uncle,their step so-and-so.
Anybody with a pulse, with a real estatemarket who could put you in the MLS was

(13:47):
getting the same result as you are, right?
They didn't care.
Now, that's different when you go lookand 40 50% of the homes are coming off
the MLS failing to sell, man, I, I'mgoing on expired and I'm saying, Hey,
tell me about your last list price.
How'd you come up with that price?
Oh, we just told our agent what we wanted.

(14:09):
You hired that fool.
But you know what The sellers, that'swhat they think they want, and they
just, the agent says, okay, theagent doesn't know that they're,
they're misrepresenting that.
Seller that they'resetting that seller up.
Because here's the facts.
Now when that seller comes to me,I'm gonna get their home sold.
I'm not gonna sell it for what I possiblycould have sold it at when it was a

(14:30):
brand new listing that nobody had seen.
It was the first time on themarket and we had momentum.
You lost the momentum.
You've been sitting here for six months.
Right?
So agents, you know, unfortunately, um.
And I think this is justthe turnover in real estate.
You know, I don't know what it is.
Every five years, 80% kind ofchanges over in real estate.
So if you think about that, let's just goback five years ago, from 2000, uh, most

(14:55):
real estate agents who are in the businessright now have never seen a normal market.
I. They've never seen7%, 6% interest rates.
They've never had conversationsabout price adjustments.
They've been used to a hot market.
They were a product of a marketthat just made them look better
than what they really were.
So Right.
A hundred percent, man.
And that's why, like yousaid, if you have that, that.

(15:15):
That's, you know, the, the skillset you'reshowing up every day, you're coachable.
It's the, it's the, you know,hungry, humble, and smart, right?
If you, if you carry those, thosecharacteristics and you're struggling,
get on a damn team, like, like vetout a great team, that you jive
the culture, it's a culture fit.
They've got great leadership.
They've, like you said, they got, theygot proven systems, proven processes and

(15:38):
you know, they've got some, they knowhow to acquire some opportunities for
you because, yeah, that's the, that'sto me is the, is the biggest thing.
Being able to have that.
Absolutely.
If you, if you're gonna do the workand you've proven to yourself that
you'll do the work, then get some withsomebody who creates the opportunities,
you know, that has listings that youcan go sit and sit those listings.
Thursday, Friday, Saturday, Sunday,try a Friday after work, open

(16:02):
house, try a Saturday, try a Sunday.
Be creative.
If you're gonna put in the work, go withsomebody who has those opportunities,
um, to go, to, go put that work.
To use, uh, versus just trying tofigure everything out on your own.
I wanna get your 2 cents onthis just because you're always,
you know, thinking ahead.
So we know, you know, all the, all thesexiness and craze with ai and of course,

(16:27):
you know, agents are, are utilizing it,you know, they're using the right way.
Most of 'em are not, you know, but beingable to have it right just just allows
'em to collapse time and go faster.
My question to kind of what, what,maybe, maybe you've had thought, you
have thought about it, or maybe not, butas the consumer gets smarter utilizing
AI in their home, home selling andhome, um, search process, where do you

(16:54):
see the agents that are gonna thriveposition themselves to now as, as the
consumer gets a little, a little smarter?
Or, or so they, they think,right, they get in, you know,
further down the process.
How do you, because I know you're,you're, you're all about being,
you know, a marketer first.
How do you start to marketto where we position.

(17:16):
At the right time, right wherethe timing is, where the agent
now becomes part of the process.
Yeah.
Um, that's a great question.
You know, I don't know if AI isgoing to impact, like the consumer
wanting to take over more partsof the real estate transaction.
Um, I, I still think it's very, I,I, I do think there's still a lot of
moving parts to that and it's like.

(17:38):
You go back to the forsale by owner, right?
Like people have always freakedout about for Sale by Owner and,
uh, instant cash offer buyers, ibu,and they've always talked about how
this is gonna impact real estate.
And at the end, I think if youlook at it, it's like 9% of all
sales are impacted by these things.
So it's such a small number.
Yeah, maybe, maybe the consumer mightbe a little bit more educated on the

(18:00):
process, but I still think in real estateit's so hyperlocal, uh, your ability to
market a home to the local market, therelocation market, manage that process.
You know, these other people are gonnahave jobs and things that they need to do.
Are they really managing it?
Um, I had a guy that asked me a reallygreat question about, or I'm sorry, it
was a lady, uh, and her daughter areselling a home and, and she was like,

(18:23):
we have the house on our market ourself,but h how do we know the people that
are coming to our home like you don't?
I. You don't have a system to vet whetherthey're a licensed real estate agent.
You don't have an electronic key systemthat ties to the licensing software to
make sure strangers aren't coming in.
Mm-hmm.
Sure.
Don't put a combination lockbox thatcan get out there and then buyers can

(18:45):
come back unaccompanied by their agent.
So I don't know how it's gonna.
Impacted.
I think the smart agents right now areleveraging it for things like, you know,
creating some email copy, some textmessage, auto replies, maybe helping
you put together a business plan.
I used it here recently.
I took all of the, um, homes thatwent under contract in Frisco in

(19:08):
the last 30 days, and then I wentto my single line MLS view, and I
added in all the categories, all thedetailed categories about the home.
And I had to analyze that and say,look for similarities where, like
buying patterns, what type of home,the age, what are buyers looking for?
And, and it had, it broke down this chartand gave me a chart by price brackets how

(19:32):
many buyers were buying where the hottest.
Parts in the segments of the market is,and then it just really summarized like,
Hey, people who are moving to Frisco,they want a home on average that's built
between 2017 and 2020 that's newer clean.
Uh, it's a minimum four bedrooms, minimum,three baths, about 3,200 square feet
is the sweet spot, and they're willingto spend up to 700, $750,000 if you

(19:56):
price these homes at 800,000 or above.
Those homes are significantlytaking longer to sell.
Mm-hmm.
And are having price adjustments.
I was like, damn, that'slike good insight.
Um, now I've got that prompt saved and Ican take that on a listing presentation,
by the way, I got it so dialed in.
I said, okay, well, I'm going ona listing presentation for a home

(20:16):
in this area, in this zip code.
It has this feature, this feature,this upgrade, this, this, this,
this, this, based on the buyingpatterns over the last 30 days.
What's a good price point?
And it pulled and it gave me alittle bit higher price point.
I was like, that's weird.
Let me, let me go look at the listings.
And it started pulling from likea gated community in Lexington.
I was like, okay, now do that,but remove this community.

(20:38):
'cause those are gated homes.
I want non gated homes.
And this thing was like, this homeshould be priced between 769,775,000.
I was like, damn, that's the exactnumber that I had when I did the CMA.
Yeah.
So I was like, wow.
You know?
So I think it could be a great tool.
I don't think the average consumers.
Going to be able to figure that out.
Yeah, you might have a few, the real,the tech one be a small percentage,

(21:00):
but don't let those small percentagesdrive you crazy and dictate, you know,
now if it's a mass movement, okay,you wanna, but I just think that's
gonna be a small 3, 5, 6, maybe 10% ofthe market that goes that direction.
We.
I think you could do very well servingthat, that 80% of the market, that
I'm not trying to do this on my own.

(21:22):
I want an expert, you know, I want it tobe, you know, as Stressless as possible,
stress free, um, and just build yoursystems and processes than being able to.
Like, articulate and show your systems,I think is, is really important.
Are most of the, most of the markets,I mean, 'cause you have, you know,
just, just working with people allover the country plus, you know,

(21:43):
roots back up in the northeast.
Are you, are you seeing, you know, andeverybody that you're dealing with,
but obviously just such a, a, a hotspot for people that come to, I mean,
are we still kind of in the, in thehalf, two phase, but rather than the
want to phase, uh, from buyers selling?
I think so.
I was on a call today, uh,with my team in Jacksonville.
And we were just looking at thesales trends in Jacksonville.

(22:05):
I think last month, 35 or 36% ofall homes had a price adjustment.
The number of home salesis down year over year.
Think about that.
Last year, I believe, was the lowestnumber of recorded home sales in the last
30 years, and their first quarter is downbelow the first quarter of last year.
So the number of homes selling is.

(22:25):
Still a challenge.
Um, a lot of that is gonnabe interest rate driven.
There's still a lot of people whoare stuck in homes with 3% interest
rates that they're just not willing toupgrade to a six or 7% interest rate.
You know, they're kind offrozen in that inventory.
Um, so yeah, I still think this iseither I, I have to, um, must have, you

(22:49):
know, I'm relocating for a job school.
Something is making me do this right now.
Um, that's probably amajority of the people.
Now, I do think there might be some reallysmart people who say, you know what?
Market's down.
I'm gonna make that move.
I fully believe rates will come down,but I'm gonna go get the best damn deal
I can right now before that happens.

(23:11):
I'll refinance it later andget all the upswing of equity
when buyers are back competing.
'cause if rates do get down, Ithink into the fives, I think it'll
be crazy the amount of people thatcome off, uh, you know, off the
bench to start buying homes again.
Yeah.
Yeah, it, it is, man.
That's what I'm seeing.
Just, just everything is, is, youknow, last year we know, I mean, we

(23:32):
were like, okay, well statistically,you know, um, historically, um,
after, you know, uh, election cycles,the year after home sales go up.
So we're like, this is theworst home sales that we've
had and, you know, 30 years.
And then, you know, okay,hey, we're trending, should.
See, you know, historically we should seemore, but that ain't the case right now.
And so it's um, it's, it's really wild.

(23:54):
And, and maybe there isstill some the shock, right?
And obviously we, we've got,we've got an administration
that's, that's, that's shocking.
Awe, right?
And, and definitely shaking things up.
So yeah, it really is,it really is interesting.
Plus a lot of noise out therewith, you know, all the Yeah.
Al and I were just talking about it alittle bit earlier, talking about like.

(24:15):
Like the compass deal, theattorney's still going back after.
It's just, just so much justnoise out there right now.
There is a lot of noise, alot of changes in real estate.
You got, uh, rocket Mortgage with theiracquisition strategy and companies
that they're buying trying to really,uh, you know, take over the entire
consumer process start to finish.

(24:38):
Um, I don't.
Get, maybe I'm the minority.
I don't let that shit bother me.
Like, I kind of stay like, all right,what are, where's my opportunity?
Like, that stuff is gonnahappen no matter what.
We have no control.
So control the controllables.
And that's, you know, listen,I, most of the most successful
real estate agents I've ever met.

(24:59):
You know, they've done so manytransactions and built an incredible past
client, raving fan system that they'reliving off 30, 40, 50 referrals a year.
They're not doing any paid ads.
I believe those relationships willpay them forever, no matter what
happens in the real estate business.
A hundred percent.
Um, you know, Zillow'sgonna do what Zillow does.

(25:20):
They're gonna buy other companies.
They're gonna acquire.
You know, um, real estate companiesare gonna merge at the end of the day.
I don't care.
The real estate company you workfor, because that the consumer is
hiring you, the real estate agent.
You might work for the numberone real estate company in the
world, or the smallest realestate in the company in the.
If you suck as an agent, they'regetting a shitty experience.

(25:42):
If you are world class and you know yourmarket better than everybody, you're
a great market or negotiator, they'regonna have a great experience regardless
of the name that hangs on your shingle.
So, mm-hmm.
I think that's the thing.
I always, I always, I. You know,when I meet with sellers, I, I
don't ever talk about my brokeragebecause that's irrelevant.
My brokerage is not doing anything.
The 90,000 realtors with my brokeragearen't doing anything about your listing.

(26:05):
They can give a shit about your listing.
Mm-hmm.
They're worried about their business.
That's the same withColdwell Banker re max.
We don't work together.
I think there's this thing that peoplethink we work together, we're independent.
Like, we're competing againsteach other, to be honest with you.
Um, so I don't ever talk about brokerage.
I I don't care about any of that.
It's, here's what I doand why you wanna hire me.
These are my systems and processes that Iwould take with me any brokerage I go to.

(26:30):
Um, so I always talkabout that individually.
What are you, what are you, what areyou paying attention to most right
now on the, you know, marketing?
Definitely.
If it is, if it is on the marketing.
Like where, where are you, likegiven a lot of your time and
energy and attention to Yeah.
You know, video, so U YouTubeis still my bread and butter.
Uh, that thing produces, uh, appointmentsevery single month, like clockwork.

(26:53):
Uh, we've got people whowill be in town tomorrow.
Uh, we had three, uh, zoom consultationsthis week already with people.
Um, so that, that's my bread andbutter, that that works again, because,
because they've seen me, they'veseen my content, they've consumed it.
I'm positioned differently.
They've already built trust in me.
We've connected with my personality.

(27:14):
They like that.
They reach out.
Those are easy, easy sales.
So that's like an autopilot thatI'm never gonna stop, uh, doing.
'cause I also believe videocontent, not just for YouTube,
but anywhere is, is beneficial ingrowing and scaling your business.
So I would say that's,that's my number one.
I. Um, that yeah, that'sprobably my priority.

(27:34):
That's, that's where like90% of my attention is going.
Yeah, I would agree, man.
I think it's, it is the most criticalthing and, and either, you know, like you
said, video in some, in some form, right?
Being able to, to have it like, you know,long form strategies of what you're doing
and then you also got, you know, theshorts and the reels and the stories,
but it's just the video grasping of it.

(27:55):
And, and then I think, youknow, especially when it comes
down to real estate, man, just.
I think the consumer out there,man, they wanna see eye candy, man.
They wanna see the stuff that's appealing.
He's talking with, um, youknow, Sam at, at kt, right?
Like his whole, everythinghe's doing is built around.
He's got, I mean, lives, you know,one of the best spots on the planet.
He's got all the eye candy, youknow, when it comes to real estate

(28:18):
and just really leaning into.
You know what opportunities youhave in the market that you're in.
Yeah.
Yeah.
And I think, you know, basic consumerbehavior is never gonna change.
It's what's in it for me?
Are you serving theinformation that I care about?
Right.
If you wanna buy a home,they want selection.
If you wanna sell a home, demonstrateyou can sell the home fast and for

(28:39):
the most amount of money possible.
'cause that's what sellers want.
They want top dollar and theywant it in a specific timeframe.
Yeah.
Buyers want selection,affordability, and convenience.
Yeah.
If everything you do do talks aboutthat, if your systems are built
for that, you're demonstrating andyou're speaking their language.
I think so often agents go on thistangent of what they do, but if

(29:00):
what you do doesn't align to whatconsumers care about, it's irrelevant.
Yeah.
I think it's, it's just remembering that.
You know, the con the consumeronly wants one thing, right?
They want a result and theyeither want an ROI result or they
want a pain and pleasure result.
And most people right now, like we,like we were just talking about right?
The, the have tos versus the want toss.

(29:21):
They have to is 'cause they have a painand you know, how can you remove that
pain for them in the value exchange?
It's just as funny as youwere, uh, you were saying that.
I was like, yep.
That's the only thing we would say.
Remember, sellers only wanna know howmuch money you gonna put in their pocket.
And buyers wanna knowwhat's my payment gonna be?
That's it.
That it's only been 15, 20 yearswe've been saying the same damn thing.

(29:41):
Yeah, that's it.
That's it.
That's it.
It might be, we might be right Alex.
We actually might be right.
We might be right.
Uh, it's so good, man.
Um, what are you, what are you, whatare you excited about right now?
Heading into, I mean, yougot, you know, birthday today.
What, what's the, what'sthe birthday wish?
I mean, like, heading into the future?
Future, what's, what's this nextyear, uh, what's this next year?
What are you excited about, man?

(30:04):
Um, I would say the thing that'sfront and center for me right
now is, um, I. I'm really kindof going all in on my partners.
Uh, my opportunity for partner.
Um, I think there's a unique opportunityto help real estate agents right now
that are struggling, um, plug intothings that are already working.
Having the accountability, not havingto reinvent the wheel, not having to

(30:27):
become digital marketers, not having tounderstand lead generation and funnels.
Just plug into what we have, so.
I'm doing a little bit more traveling.
I've got five events that I just signed,uh, the contracts for, so I'll be kind.
Doing a little bit of thataround Texas, which is fun.
Um, but really justconnecting with agents.

(30:47):
Listen, that's kind of my bigone on, on my brokerage front.
Um, my YouTube gettinginto a whole new level.
Um, I dunno if you saw, but I justbought a whole bunch of new gear, so
like, you know, I'm having fun withthat and I, I'm building things that I
enjoy, so like new construction, talkingabout real estate, being on video.
I love that shit.

(31:07):
So I, you know.
That, that was my gift tomyself is I bought equipment
to go film and do more work.
Like I love that.
Um, and then, uh, how key is that though?
How key is that though to, to, to findthat, that love within the thing, right?
Yeah, I think it's everything.
Right?
Like last night we're sitting onthe couch and, and Sarah's like,

(31:27):
man, you've been working hard.
You're at 11 30, 12 o'clock everysingle night before you come.
I don't even feel it.
I'm not even tired.
Yeah.
I just wanna sit down andcrank out what I'm working on.
Yeah.
That's when it feels right.
That that's, that's not when it,when it, when it feels that way
to me, that's when it's right.
Mm-hmm.
And yeah, it doesn't feel like work.
Like, I'm like, all right, cool.
Hey, I want, I want to get back to, youknow, that document I was working on.

(31:48):
Like, I'm excited aboutsolving that problem.
Uh, so that's kind of work related.
And then, um, you know.
Family, you know, the kids willbe outta school here right around
the corner, which will be crazy.
And then we got the whole summerthing and trying to figure out.
All of that.
And it's, you know, there's abunch of moving parts on that
with Sarah back at, at, at work.

(32:09):
Um, having to go into the office, um, youknow, so I've been taking Mondays off.
So yesterday we did a, aafternoon movie, uh, just Noah
and I in the middle of the day.
Um, we had a lunch datelast week, so, yeah.
Uh, you know, I'm just enjoying allaspects, but I think, you know, when
you could build your business and, and,and make the type of money you need to

(32:31):
make, but still do those things thatyou enjoy, you know, going to, like,
I had an event scheduled for April10th and then my son's kite, uh, day
with dad was supposed to be tomorrow.
It's gonna rain, so they movedto table 10th and I'm like,
I just booked this event.
Yeah, I could easily justsaid, well, it is what it is.
It's only a kite day, man.

(32:51):
I got the vet moved to the ninthso I could be there for the 10th.
He doesn't know that,but I'll surprise him.
You know?
So I'm just trying to be present anddo those things that actually matter.
Real estate sales will come and go.
My kids aren't gonna remember that,you know, they, they'll or not.
I was there.
So that's kind of where I'm all in on it.
Yeah, and you know, I've told youmany a times, I mean, you know, enjoy

(33:12):
it because it goes by super fastand when it's gone you'll be like.
Fuck, man.
I wish, I wish I wouldn't have,I wish I wouldn't have done that.
Like, you know, I don't, uh,it's the thing looking back over,
especially, you know, the kids yourage and they get a little bit older.
It's not the, you know, um, it'sthe, I didn't need to, I didn't
need to be at the office that late.
I didn't need to be there that late.
Right.

(33:32):
Like, it, it, it made no difference.
Right.
It made no difference.
And so, but you know, them.
Missing out or, or missing out ontime, especially when they're that age.
'cause it goes by man.
Once it, once it goes by, it's just,I mean, you know, I mean, shit,
Colton, I see him, what if I'm good,if I'm lucky he see him once a year.
Mm-hmm.
Yeah.
So I mean, it just get to that point and,um, yeah man, enjoy it while you can.

(33:55):
That's it, man.
That's a season of life.
Right.
So that's it.
It was, it was kind of promptingthe question earlier, right?
You know, designing your businessbased upon the season of life, the
season of the market, and, and the,in the season of, of, of commitment.
What are you willing tocommit to at this time?
Yeah, and I would say I've been, um, I'vealways put my personal goals and income
on the back burner for my kids, and that'sprobably not the right thing either.

(34:20):
Um, that's probably one of mybiggest things that I've come to
clarity on is, you know, I've alwaysprided myself on always being there.
But you can't do that in sacrifice ofreally truly taking care of your family.
So my, it's shifted like, okay, I'mgonna go do these, these events on
the road, which if you, I have nottraveled in years, I don't like it.
I don't wanna be away from my family.

(34:40):
I know.
Oh, I know.
Yeah.
I don't like it.
I don't want to do it.
But if I do this strategically.
In a couple, like I'll be there forever.
I won't need to ever do it again.
Right.
So you have to, my whole pointis don't over index like I did.
'cause I probably sacrificed alot of opportunity, a lot of money
that would've provided and takencare of my family even better.

(35:03):
Maybe change, you know?
So I would say that'ssomething to be aware of.
You've gotta hustle.
Don't just say, well Iwant to be there forever.
There's a, there, there'sa, a yin and yang to that.
Like there's a balance you gottafigure out and you gotta hustle.
Yeah.
I just remember like, yeah,I mean, you're so spot on.
Right?
It was the same thing like with,with Zane and going down the
endurance side of things and justlike, okay, well what sacrifices?

(35:25):
Well, you know, I'm gonna miss,I'm gonna miss Saturdays, but
I got Tuesday and Thursday.
I can go and be there with him on,on those, those practices, right.
Those sessions.
So it is, like you said it, it's alittle give and take and it's not fully
all the way, either way or the other.
Yeah.
Yeah.
It could become an excusefor not doing the work.

(35:45):
Get in the way of, of, ofactually doing the thing, right?
That's required, thenecessary required actions.
So, um, part of that, uh, schedule is theend of June coming to Pittsburgh for kt.
Right.
I know if I'm in Connecticut, ifI'm there for the, for the winter
break, uh, for the summer break withthe kids, uh, I will get in the car
and I will, I will drive over there.

(36:06):
Kevin and I were talking about that.
I said we gotta, we gotta,we gotta twist his arm.
Make sure he gets there.
I, I hate I, yeah.
I used to love it, but it'sjust, you know how it is.
I mean, right now it's like we don'thave, uh, I don't have somebody to
come watch the kids take 'em to school.
So like, yeah, it, it,there's so many moving parts.
Um, it becomes.
Hard.
So, yeah.
Not impossible, but hard.

(36:26):
Impossible but hard.
We figure it out, brother.
I appreciate you man.
Thank you for, uh, I know you said,man, I ain't doing nothing today.
I was like, well, you want, youwant, can we, Hey, can I at least
hang out with you for a little bit?
So I appreciate you, uh, jumping in.
It's always, it's always, uh, greatconnecting and yes, sir, I learned,
I learn something every time chattingwith you, so I appreciate you, brother.
I always say I'm always goodfor one nugget, but once

(36:48):
I've, once I drop it, I'm.
Yeah.
You're like, you're like,will Ferrell in old school?
Right.
Where he just goes off and just doesn'tremember what he says in the debate.
That's, yeah.
Don't ever ask me to repeatbecause that ain't gonna happen.
Uh, that's awesome, brother.
I appreciate you.
Love you.
Enjoy your birthday and,uh, see you guys soon.
Thank you.
See you.
That's a wrap for today.
I hope you got somethingvaluable from this episode.

(37:09):
If you did, hit follow andvisit John kitchens.coach for
more ways we can work together.
See you on the next episode.

All Episodes

Episode Overview:

Key Topics Covered:

Where the Market's Headed (and How to Read It)

Expireds, New Construction & Move-Up Buyers

Content Strategy That Actually Converts

Solo or Team? Know Your Season

AI, Consumer Trends & Positioning

Designing Business Around Your Life

Actionable Takeaways:

Resources Mentioned:

Episode Transcript

Popular Podcasts

Stuff You Should Know

Dateline NBC

On Purpose with Jay Shetty

.css-15opob5{left:0;position:absolute;top:0.8rem;} All Episodes

.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}#661: Winning in Real Estate: Strategy, AI & Content with Alex Piech