May 10, 2025 • 48 mins
Episode Overview
In a sea of sameness, your story is your superpower.
In this insightful episode, John Kitchens sits down with Colorado-based agent and branding expert Sam Basel to break down his biggest takeaways from the Thousand Watt Conference—a premier real estate branding and marketing summit now rebranding as Signal.
Together, they explore how real estate professionals can stand out in a noisy, AI-fueled market by mastering emotional storytelling, clarifying brand identity, and delivering consistent, human-centered marketing.
From building deeper buyer personas to using AI without sounding like a robot, this episode is packed with takeaways to help you resonate with today’s AI-empowered clients—and tomorrow’s.
Key Takeaways
1. Lead with Emotion, Not Just Data
Facts tell, stories sell.
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Buyers make decisions emotionally and back them up with logic.
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Don't just market homes—tell the story of the life lived inside them.
2. Your Brand Must Be Crystal Clear
Your identity is your magnetic field.
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Sam’s “Alpine Legacy” brand speaks to second-home buyers drawn to the Colorado mountains.
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Align your messaging with who you are and who you're best equipped to serve.
3. Drill Down into Buyer Personas
Know their lifestyle, not just their budget.
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Break down buyer types into motivations, life stage, and emotional triggers.
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The more personal your messaging, the more powerful your results.
4. Use AI to Enhance, Not Replace
AI is your assistant—not your voice.
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Personalize outputs with detailed prompts that reflect your brand tone.
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Use AI for story refinement, persona mapping, and message clarity—not copy/paste posts.
5. Trust Comes from Authenticity Over Time
Your story needs to be yours.
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Perfection is boring—show up human and real.
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People resonate more with your worst video than your most polished one.
6. Content That Connects > Content That Sells
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Market to the customer’s journey, not your résumé.
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Tell stories of past client transformations—not just property specs.
Bonus Concepts
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Beware of AI Sameness: Without intention, AI outputs will make your brand blend in—not stand out.
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Social Media Is the Skill That Elevates Everything: Improving your content helps you sell, lead, negotiate, and relate better.
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Branding is Gardening: Prune distractions, nurture key assets, and design for growth.
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If You Experiment Enough, Success Becomes Inevitable: Action over perfection.
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Be Kind. Help People. These are your most powerful brand values—always.
Resources Mentioned
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Signal (formerly Thousand Watt) — thousandwatt.net
Mark as Played
Transcript
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 is happening, Sam,how are you doing, buddy?
(00:21):
Doing fantastic.
It's a beautiful day in the mountains,and, and I always, always, you got the
best eye candy, uh, out there, so, right.
Yes, I am blessed to live where I liveand be able to share, uh, the views
that I get to work with all the time.
Um, so yeah, happy to,happy to represent Colorado.
Yeah.
No, it's, it, it, it's, it's really cool.
(00:42):
It's awesome and kind of.
Aligns perfectly to kind ofthe conversation that we're
wanting to, to have today.
And, you know, you, you piqued my interestlast year going to this conference.
I had never heard of it.
And I was like, well,okay, what is going on?
And, uh, you know, you came back and wedid, did a podcast, just kind of broke
down all of the takeaways and everythingfrom, from the conference and really
(01:06):
started to put something on my radarthat I have always known to be true.
And we were, you know, talkingabout this before and just.
The speed at which thingsare happening and, you know,
just, just empowered with ai.
But I think it's more of the question,and you know, Joel, Joel and I did this
conversation at the, uh, at the end of,at the end of the year coming into the new
(01:30):
year about, you know, the Bezos question.
Right.
What, what are thethings that won't change?
Right?
And you know, the thing that will neverchange 'cause it goes back as far as.
We've ever existed is, is thepower of story and storytelling.
And so you really put that at theforefront of my mind in that conversation.
And, and so you headed back againthis, uh, this what month or so
(01:55):
ago to, uh, it's about a month ago.
Yep.
About a month ago.
And so might become an annual thinghere, uh, to be able to kind of break
down and share kind of the takeaways.
And I would love for youto, you know, just kind of.
Share what thousand Watt conferences is.
I know they're changing theirname, but really what it is and
and how it got on your radar.
And now I see why, you know,it, it, it did and, and why
(02:17):
you're continuing to go back.
Yeah.
Great.
Yeah.
So A Thousand Watt is a, is acompany, a marketing company
that's been around for a while.
They, uh, I found out about them,gosh, maybe 10, 12 years ago.
Um, and they actually were influentialin helping me create my tagline just
on some of their podcasts, the way theywere thinking and what they were doing.
Um, my tagline of helping peoplemake wise real estate decisions.
(02:40):
So that flavor, uh, really resonated withme from the get go, kind of following
them casually from time to time.
Uh, they put together thisbrand and marketing summit.
Um, and now you mentioned a name change.
It's going to be called Signal,which I think is perfect for
what they're trying to do.
Uh, and that is help.
(03:00):
The real estate industry, findthe signal within the noise.
Uh, so, uh, really, really excitedfor that, uh, signal is what I'll
be calling from now on, but I thinkyou can find the information on
the, on the event, uh, which is alittle bit vague for next event.
It's still still in the planningstages, I believe, but they're
coming to Denver in 2026 and June.
(03:20):
Uh, don't have a location yet,but, uh, keep that on the radar.
Yeah.
Um, so definitely.
It's definitely on our radar, sodefinitely wanted to, to to dive in.
So, yeah.
Yeah.
Let's, let's unpack, you know, thetakeaways, kind of, kind of the theme
and, and I think, you know, has thousandwatts signal, is it real estate industry?
Is it just marketing as, as a whole?
(03:44):
It is real estate focused.
Definitely real estate focused.
It applies to just about anyindustry, but the, the room is full
of real estate industry people.
That's what a thousandWatt is really focused on.
Uh, and that's their niche.
Um, but yeah, definitelyreal estate focused.
The event.
Had, uh, people from PropTech toZillow to builders, to national
(04:08):
builders, to, uh, all the majorcompanies, chief marketing officers.
We had Wendy Forsyths from exp there.
Got to connect with her a little bit.
I. Uh, representatives from likeSirhan, uh, was on stage, got to meet
a, you know, someone who consults withSirhan on his marketing and branding.
So, uh, definitely bighitters in the room.
(04:29):
Uh, and there was, it was agood mix of team leaders and
individual agents as well.
They were.
Uh, just the entire gamut of thereal estate industry was there, all
focused on marketing and branding.
So, uh, some of the main themes,if you wanna dig into that.
Yeah.
Some of the big picture stuff, youknow, I took all my random notes, put
'em through AI and had it spit out somethemes and, uh, I thought the themes
(04:54):
were, were dead on to what happened there.
So, uh, get the right prompt,get the right output, and
I'm really pleased with this.
So, uh, the common themeswere prioritizing emotional.
Connection.
So shifting your focus from sellingreal estate to addressing the
emotional motivations of your clients.
(05:14):
So, uh, working on theirfeelings, not just their needs.
They make decisions based onemotions and justify with logic.
I'm pretty sure you've saidthat once or twice, John.
So it's so, it's so true.
Right?
So we had, um, you know, exp rallyseason, so we had, you know, out
with, with Jacob and Elizabethout in Seattle, which Seattle?
Mm-hmm.
(05:35):
Proud of, of them.
And, and the event that they put on itwas, it was first class all the way.
And we had, you know, and, and you,you've had the, you know, opportunity
to, to tune in and listen to her.
And I always say she's a storytellerthat just happens to sell real estate.
Mm-hmm.
(05:55):
And, and really,
you know, everything that,um, everything that is.
What we're talking about and thedirection and really leading the way.
Right.
But she shared that video, um,that every, everything that you
just talked about there, right.
The emotional connection of, of reallyputting yourself in that house and
(06:20):
all the memories that that house.
Has produced and, and was that the videowith the pond that she talks through
and it's a little bit longer of a video?
Is that the one you were not?
Not that one.
So she did one here recently to whereshe was, um, one, she wasn't feeling
well, so she didn't really want totalk on camera, so she just kind
of walked through the house, but.
(06:41):
The house is in was in a cul-de-sacback, but she pulled the story
out of there from, you know, thesellers on the kids growing up there.
The basement was a place their,their house was the place
that all the kids came to.
So as the kids were growing upthrough their teenage years, like.
Every, every weekend, right?
All, all the kids were at her house,but they just, it, it told a story.
(07:03):
Told the story of, you know, Christmasand holidays and, and anniversaries
and birthdays, and she just did it.
You know, everything that youjust talked about right there.
It was the emotional connection.
It was funny, Leanne.
Lee, I think Leanne had seen it before,but she played it, she played the
whole video at the rally and you couldjust, I mean, it was dead silence and,
(07:25):
and Leanne, you know, just joking.
Right.
I'm not crying.
I'm really not crying.
You know, and it's just because it wasthe, that emotional connection and Right.
Um, that embodies everything.
Just when you were saying that,that's where my mind just went.
I'm like, that's why it's so good.
Right.
Because she was prioritizingthe, the feelings.
I love that she used that.
Georgia used a example of a, a somewhatmore standard home in a cul-de-sac.
(07:48):
Um, I don't, didn't see the video,so I don't know how standard it was.
But you don't need a fa, aflashy, big, beautiful home in
order to create a unique story.
Correct.
So.
That's, that's reallyimportant to differentiate.
Yeah, lovely.
When you have a big, beautiful story, uh,storytelling home, then, um, you know,
that makes the storytelling a littleeasier, a little more eye catching.
(08:09):
But, uh, it works both ways and, uh,people making decisions on normal
homes versus the, uh, luxury space,they're still making decisions on
emotions and justifying with that logic.
Yeah.
I love it.
Good.
Moving on.
So next, uh, theme wasdefining your brand's identity.
So diving deeper into what makes yourbusiness different and communicate it
(08:31):
clearly, you gotta uncover the coreemotional value you offer that will
resonate with your ideal target market.
Hmm.
So, uh, the more clearyou are on who you are.
The more you can share that and beauthentic and attract and speak to the
people that you're trying to reach.
So how does that apply, like, apply thatto, to you and your market and your brand?
(08:56):
Yeah.
Well, um, for me, I, I work andlive in a place that people go
on vacation and I. Thrilled andblessed to be able to do that.
But the people that buytypically have that same story.
I've been coming there for years.
I always wanted to have aplace, and now's my time.
I'm ready to buy a place so that I canbring my kids and my grandkids to the
(09:20):
same place that I have emotional tie with.
And um.
Can pass on that legacy of, of thisbeautiful place in the mountains.
So my brand identity is, is Alpinelegacy, which fits perfectly with that
same story that was done on purposeto match up that common story with the
name of my, my, my, uh, my company,my brand by my team to match that up.
(09:45):
So who's your target market?
What are you trying to sell?
Who are you personally, andhow does that all fit together?
If you can make that all fit.
Well, it resonates and will attractthose same people back to you.
So I'm, I'm thrilled with thepeople I get to work with.
They're all on vacation and wannabring more people to, so that's just
a fun story to be around all the time.
(10:06):
Yeah.
And, and, and the emotional connectionis, is how they feel while they're there.
Exactly.
Yeah, exactly.
So I get to play tour guide and, andshowcase my mountains quite often.
Yes.
And uh, originally when I jumpedfrom my original career in college or
my major was recreation and leisurestudies with adventure tourism as
a minor, didn't really see how thatapplied to real estate until lately.
(10:29):
It's been clicking a whole lot morethat I still help people get, uh,
recreating in the mountains and creatingmemories and, and going and do fun
things, uh, in a really special place.
And I get to do real estate on the side.
So it's been fun to see that tie together.
Yeah.
Yeah.
It's, it, it's the whole thing, right?
Like you just, you, you're, you'resomething that just happens too, right?
(10:51):
Mm-hmm.
Yeah.
And so it's just, it, it,it's a really good connection
when once that clicks for you.
Awesome.
Definitely so you, you can build thatfor whatever you want to attract and who
you are, and building that all togetheris defining your brand's identity.
So move on to the next one.
We got, uh, creating compellingpersonas and avatars.
So along those same lines, uh,you know, developing distinct
(11:15):
personas within different levelsof, of buyers and sellers.
So it was really, you know, it was,it wasn't just mentioned at the
conference, it was drilled in deeply.
So if you have.
You can split your buyers into threedifferent categories, whether they're
first time home buyers, people lookingto make a change, or, uh, people looking
to downsize or whatever they are.
(11:36):
Um, you can take them deeper, likewhat within those categories sets them
apart so you can drill into exactlywhat they're thinking and feeling
and build your message to match.
Yeah.
It's so important, right?
It has to, it has to feel.
Like, like you're speaking directlyto them and you're the only one.
(11:59):
And, and you know, it's,it's not the blanket, it's
more of a precision approach.
Beautiful thing.
Now I think, you know, where you startto layer in ai, you can do it at scale,
whereas before it was really, really hard.
And you can, you can.
Dive a little bit deeper, quicker tobe able to understand that avatar and
be able to understand that that personaand really what they're going through.
(12:21):
You know, we were talking about, youknow, Jacob and, and Elizabeth, but
you know, Jacob, on the topic call, I.Mastermind topic call last, last month.
He was, he really broke down, likehe knew the personas in the three
different categories of luxury, right?
Who's gonna buy the entry-level luxury?
Who's, who's the mid-tier, who's the Uber?
Like, what do they do?
What are their personas?
(12:41):
What's their living situation like?
What are they thinking?
So I think being able to, to really diveinto that is, I mean, it's critical to be
able to have that one-on-one conversation.
Exactly.
Yeah.
Solving the problemsbefore they think of 'em.
Mm-hmm.
So that when they're readyto solve that problem, you're
there with the answer already.
Right.
Right.
That's a great, that's agreat distinction, right.
You get out ahead of 'em andthey're like, oh yeah, yeah.
(13:04):
That's right.
Mm-hmm.
Yeah.
So along those same lines, leveragingAI for clarity and differentiation,
not necessarily sameness, you know,if you just plug in a basic prompt
into ai, you're gonna get out.
Exactly what everybodyelse is getting out.
So there was a lot of talk at theconference about, um, if AI is
(13:26):
not used correctly, is everybody'sgonna trend towards the same?
And how are you supposed tostick out in that sameness?
Uh, you gotta use AI correctlyand use it to differentiate
your brand and find your unique.
In that output, in order to differentiateand, and use it, use AI the correct way.
(13:46):
So you gotta create that unique voicethat cuts through the noise and that,
you know, signal is, is part of that man.
There is, there is so much noise.
And I think just, just, I don't knowif it's one thing, uh, the more I've
been thinking about this, but I thinkit's a combination of them, right.
So it's, it's like you said, your brand.
And, and is it authentic to you,represent you and, and I, for
(14:11):
me, brand just means reputation.
When I see outbound legacy,what do I think when I see
Sam Basil, what do I think?
Right?
What's the reputation?
And then how does that align towho we're best equipped to serve?
Right?
What does that avatar, the,the, the problems that we
want to help people solve?
And then.
How do we then, you know, buildto emotionally connect with them?
(14:33):
So like, you know, the four thingsthat, the three previous things with
the ai, it's a combination, right?
It's, it's everything.
It's not, I don't think it's just one.
I think you gotta, you gotta keepputting the ingredients in to get
the, to get the right sauce out.
The one thing, and um, stringer andI were talking about this, and it's
the one question right, that I thinkwe need to be thinking about is that.
(14:59):
How do we then now align and communicatewith the AI empowered consumer?
Mm-hmm.
Right?
Mm-hmm.
And you think about thisas they're getting smarter,
there's a good chance that theycould, they could start to outpace us.
Yeah.
(15:19):
So I think that's where, backto the, you know, first thing,
the storytelling, the emotionalconnection, the things like that.
We will be able to play at theirheartstrings, even if they are way more
informed than they ever have been before.
And, and truth be told, they're probablygonna be a lot smarter than most agents.
True.
Um, you know, very soon, if notalready, same kind of concept as
(15:41):
when Zillow came on the, on thehorizon for the real estate industry.
We no longer were the gatekeepers to the.
Actual homes, people were coming inand knowing what stove was in what
kitchen and, and where this bedroomwas compared to that bedroom was, and
what was in this part of the house.
And there's no way that real estateagents can keep up with all of that
(16:02):
when those buyers are coming in.
So knowledgeable about thosethree or four or five properties
that they are so interested in.
Yeah.
So, you know, we're no longer thegatekeepers to the properties.
I've even heard agents recently saying.
It's not my job anymore, it's not myresponsibility or that's not my core value
of what I'm offering in this situationis actually finding you the house.
It's everything else around giving youthe house that you're looking for, right?
(16:26):
So, uh, bring me what you find online.
And, uh, I think the same thing ishappening with ai that, like for instance,
I just had a buyer client of mine.
He was trying to word thingsout like what he really wanted,
uh, in regards to an inclusion.
He actually said, okay,here's what chat GPT gave me.
Let's just put that into the contract.
(16:47):
So they're already using chat, GPT andother AI in order to help the process.
So we've gotta stay up, you know, thatone step ahead of them knowing what is,
uh, gonna be good for them and maybenot good for them when they can use
AI to help and when that's not gonnabe necessarily in their best interest.
(17:07):
So.
It, uh, that, you know, my clientsare all using AI and I think that's
commonplace across the, acrossthe gamut of the industry here.
Yeah.
So 10%.
Yeah.
So the, uh, next comment or summary hereis telling stories, uh, not just features.
(17:28):
So shift your messaging to tell storiesabout homes like we've been talking
about with Georgia and her process.
Uh, there was a lot of, uh, talkabout, there's even sessions on how to
create a story and how to create yourstory, so that was really helpful.
Workshop style, uh, sessions thatwere really, really good at that.
So, um, so you're connecting withcustomers through narratives that align
(17:50):
with their goals and tell stories aboutthe problems you have solved in the past.
So, uh, all good stuff to put intoyour marketing and showcase, uh, not
only on homes, but on your brandingand on your website and in your social
media about the stories that you've.
Been through and havesolved with in, in the past.
Yes.
So, uh, that's all, that's so good.
(18:13):
That's so good, right?
Because mm-hmm.
It's, it's the things thatthey can't find out about you.
Right?
The proof that you could actuallyhelp them do, one, do what you say
you can do, but also truly helpthem in their situation because, you
know, they, they believe even though.
It's, it's naive to think this, butthey believe that they're the only
(18:33):
one going through this situation.
Right.
It's their, their situation is unique.
Yeah.
Which it's, it's not,but it is unique to them.
So I think being able to, um, tellstories of how you've helped people, maybe
not just like them, but similar in thesame situation, overcome whatever it is
that they were trying to, to overcome.
That's, that's kind of a, ahuman condition, isn't it?
(18:54):
We only see in our own little world,uh, of what's going on and, uh, helping
people see that they're not alonein those situations, whether it's a
home purchase or how they view theirbusiness or, or anything like that.
That's more of a human thing that ifwe actually leads right into the next
comments, you know, making authenticity.
A brand pillar.
So if you can share that authentic storiesand struggles that previous clients have
(19:20):
gone through that you've helped solve,you're gonna resonate with more people
that are solving the same problem.
Uh, I love that.
You know, I mean, you know.
Where what, what I believe tobe true, Sam, and, and you know,
it's all about trust, right?
You know, no matter what happenswith real estate over the next
5, 10, 15, 20 years, it'll alwayscome down to a decision of trust.
(19:43):
Mm-hmm.
And then, you know, my definition of trustis just authenticity times time, and.
I love that as I've never heard it phrasedthat way, but it makes so much sense.
Right.
One of your, one of your corepillars must be authenticity.
Yeah.
And just be, be authentic.
I mean, we live in such a transparentworld that, I mean, you can, I mean,
(20:09):
we we're seeing it every day in fullpeople, you know, being exposed.
Mm-hmm.
And why, why play that game?
Just be, just be who you are,your authentic, genuine self.
Yeah.
People's BS meters have been off thecharts for years now, but now people are
seeing AI and going, is that AI generated?
I'm not sure I trust that anymore.
Like, what's real, what's not?
(20:30):
Mm-hmm.
The more real and more authentic you canbe with just using your voice and being on
camera and sharing those stories, that'swhat's going to build that connection.
There's, there's just somethingabout the real human experience,
whether you're in person or over.
Video.
That's something I'm learning and,uh, needing to get better at myself.
Just had a conversation, uh, yyesterday with somebody that was
(20:53):
viewing some of my content and theone they liked the most was the one I
felt like I did the worst at Always.
Always, it always is that way.
Yeah.
So as just an eyeopener, like theperfectionist needs to go away and
just be authentic and share aboutwhat's important to you, what you're
passionate about and, and whatyou're trying to do to help people.
(21:15):
And that's gonna resonate with people.
Yeah.
Yeah.
I love it.
I love it.
So I. Good.
So those were the six summaries,uh, of all of the different speakers
there was back-to-back speakersfor two full days of content.
So there's no way we'regonna get through all of it.
Uh, but I had a few other one-linersthat I'd love to pull out.
(21:35):
Yeah, absolutely.
Uh, let's see.
Uh, we talked about that already.
Uh, so one of the commentsmade by Jimmy Mackin, if you're
familiar with Jimmy Mackin.
Yeah.
Uh, he said, if you get betterat social media, you get better
at communication, marketing,sharing values and authenticity.
(21:57):
It is the tide that raises all the boats.
So the, the effort in your brandingand marketing really should be on that
social media 'cause it's going to helpyou in all aspects of your business.
So I thought that was really a, agood, nice, tight little quote there.
I love that.
Like, I mean, say, say that againbecause I think that right there, and
(22:18):
I always look for things that will.
Help lift other things, right?
Like what we talked about at kt, likethe nine essential skill sets of A CEO,
and there's one that will help at leastseven of of those critical, uh, you know,
skill sets that we all must possess.
(22:39):
And that one is crucialconversations, right?
Conflict resolution, being ableto have a difficult conversation
with another human being.
Mm-hmm.
That improves your leadership, thatimproves your sales, that improves your
negotiation, that improves your marketing.
That improves so many things by improving.
One skillset in what you just saidright here, like that might've been a,
(22:59):
a light switch for me, Sam, honestly.
Yeah.
So like, say, say that again becauseI think this more, more people need
to understand this and we alreadyknow that those that are excelling
at a world class level on socialmedia, their business is thriving.
Yes.
Mm-hmm.
And so that, that has been theflagship for the last 3, 4, 5 years.
(23:23):
And you can see those that havebeen consistent and they get
better and better and better.
But say that again because thiswas a, I, I mean, selfishly for me,
this was a, this was a light switch.
Good, good.
So if you get better at social media, youget better at communication, marketing,
sharing values, and authenticity.
(23:43):
It is the tide that raises all the boats.
Yep.
That was in Jimmy Mackins closingstatements to his session, and I was
right furiously to catch up with that.
Yeah.
What a, what a way to, to wrap it up.
I think he's, I think he'sa hundred percent spot on.
Yep.
Um.
Because you do, and I, and I thinkabout it just in the, in the quick,
the beautiful thing that I love nowis that your stories can go long.
(24:06):
Mm-hmm.
So like, I'm not trying to condense downinto 15 seconds that I can kind of let a,
let a thought kind of, kind of roll out.
But, um, no, I mean, you do, youdo improve with your communication.
You're definitely gonna improve in themessage that you wanna relay to your
target audience and, and, and wherethey're meet them, where they're at.
(24:28):
The, the authenticity is, isabsolutely critical, right?
Who you are online should be whoyou are offline and, and vice versa.
Um, but yeah, aligning to,did you say aligning to their
values or providing value?
So, um, just sharing your values.
So the communication, the social mediapart, all, uh, you know, helps you
(24:51):
share your values and communicate that.
So I think that's what he's trying to say.
Gotcha.
That's so good.
So good.
Good one, Jimmy.
That's a good one.
Yeah.
Good.
Yeah.
If you don't know Jimmy,uh, follow what he's doing.
'cause I, I love his, uh, uh, the voicethat comes across in his marketing.
Yeah.
It's authentic.
It's about as authentic as youcan find out there that actually
(25:12):
is doing the job of marketingand getting people to respond.
So I, I really like Jimmy stuff.
Engaging.
Yep.
This one resonated with me is,is stop all the advertising about
the agent and about real estate.
Speak to the customer through.
Uh, pattern interrupt and stories.
(25:34):
Again, again, the stories theme isdefinitely there, but figure out
a way to differentiate the contentthat's coming across to stick out, do
something different and tell the story.
So I. Um, people, you know,again, the sea of sameness.
If everybody's talking about agents andaccolades and awards and, and why I'm the
(25:55):
best and why this agent is better thanthe other agent, or this company's better
than the other company, no buyer andseller really wants or needs to hear that.
They're just scrolling past it.
It's not stopping the scroll.
Speak to the customer through a changein your patterns or change in the
patterns that everybody else is doingand bring 'em back to those stories.
Yeah, it, it is, it'sthe you language, right?
(26:16):
Mm-hmm.
And, um, being able to, toput it in, into you, you know.
Hey, if it was just like this morning,I heard, and I, I, I may have shared,
I don't know if I shared it withyou, um, just random sometimes.
It, it's actually whoeverpops up populates.
I just, I hit, I hit send.
But, uh, I think it was the,uh, the motivational piece where
it was talking about, um, uh.
(26:40):
Your life is either, eitherlike a forest or like a garden.
And it brings me back to leadershipprinciple that when, when the game
switches and you become a chessplayer instead of a checkers player,
you actually become a gardenerand you're cultivating a garden.
And your people, your people are a partof the garden and you got different,
different people, different things inyour garden, and you gotta make sure that
(27:02):
something's not overgrowing and, and, andblocking sunlight from from the other.
Items in your garden tocontinue to flourish and grow.
You gotta, you gotta pluck the weeds.
You can't let the snakes in.
You gotta, you know, you just reallygotta become a, a true gardener,
um, as, as the game progresses.
And so I think that was likeeven this morning trying to,
to, to share that difference.
(27:22):
It's like, well you, if, if you.
Like this, then you shouldthink about this, right?
Instead of, you know, man, you know, Ithought about this, I did that, and it,
it is, it is a conscious effort to, toswitch that U language or even putting it
in a, like a third party or this personover here talking about this person.
(27:43):
Then they realize that theyresonate with that person, whether
that person's fictitious or not,but putting it in such a way that
doesn't point the finger back at themessenger, uh, or the person that is.
Um, reading the message, but a thirdparty so that they can resonate with
and identify with that third party.
So, yeah.
Yeah.
So, uh, I don't know if your audience,our, uh, audience today has a lot of, um,
(28:10):
uh, experience with creating stories, uh,but there was a, uh, Jessica Sweezy is one
of the main copywriters at thousand lot.
Phenomenal writer and, uh, definitelyrecommend following her and, and
checking out what she's got, uh,what content she's putting out.
But she went through the storytellingstructure and, uh, really a journey of, of
(28:31):
three kind of stops on the, on the story.
Uh, creating the promise, making mecare upfront, giving that emotional,
what kinda like the hook of the story.
So creating that promise and makingme care upfront, finding out.
What happens?
What, what's the progressthat you go through?
So things that are going on inthe story, and then what's the
(28:53):
payoff, what's the end result?
What's the transformation or the,the feeling you want people to get
out of, if you take people throughthose three structure, uh, things that
you'll help create more stories aroundwhat you're trying to communicate.
Yeah.
So I, I mean, I love thatbecause it, it, um, um.
It kind of makes me think, youknow, hooks hook story offer.
(29:15):
Right?
But it also in the offer creation process,it's identifying their pain or pleasure,
which, you know my direction, right?
Where we wanna be a painkiller,not a vitamin company.
Yeah.
So we, we wanna find their pain anddefault back to the only thing we buy.
We buy results.
So I need a result tomake this pain go away.
(29:38):
However, what, what processare you taking me through?
What's the bridge that I'mgonna gonna cross from my pain
to where my pain's not there?
Right.
So, um, but I, I, I love how youarticulate how, how the, the hook
is articulated with make them care.
Like, why, why would I even care?
Why should they care?
And this is the bridge that, the paththat you're gonna walk me through.
(30:01):
And when you do, when you getto the other side, this is the
transformation, this is the payoff.
Mm-hmm.
And I, and I love that,that word transformation.
Jacob and I were, were, weretalking about that as well.
And that was the intent going intotheir rally, the way that they built.
The day they built the nightbefore they built, the day
they built leading up to it.
Mm-hmm.
You know, the whole experience that theycreated was, it wasn't just a exp rally.
(30:26):
It was, it was something different.
It was, it was, it was something waydifferent, but it was experience and a
transformation that you went through.
And so I, I love kind of.
Pulling from everybody.
It feels like that's where I feellike the power and the beauty
of, of even like satori, right?
Mm-hmm.
With Uzi is that you can pullall of these little things Yeah.
(30:49):
And you kind of mash ittogether to what's right.
And I see a lot of different, you know,angles or, you know, folks takes on things
in, in the way that you structured that.
So that was, that's really good.
Yeah, certain parallels resonateif there's just different words
used by different perspective.
So yeah, I really enjoyed that.
(31:09):
Jessica's a great storyteller herself,and then walking people through that,
obviously she could do a better jobof this process than I, but those
are my notes, so, uh, I love it.
So, uh, a few other.
Quick notes from, uh, I think it wasJessica's talk, where these notes
(31:29):
came from, but let someone else speak.
Brand storytelling can be powerfulfrom a third party, so getting
testimonials, getting otherpeople to talk about your brand.
Um.
Uh, let the audience work a little bit,uh, build connection by letting them
fill in some of the gaps on their ownso you don't have to tell every step
of the story in order to get hooked in.
(31:51):
I think there's an art form to that,that I haven't mastered myself,
but I thought that was fantastic.
You know, you've seen some of the stories.
Some, you know, even looking atcommercials online, uh, on the TV or, or
programming that don't necessarily sharethat brand, but they tell that story
and let you fill in the gap that thatbrand was, is going to solve that problem
or, or be there to accomplish that.
(32:13):
So I thought that was pretty fun.
Yeah.
That's really good.
Mm-hmm.
Mm-hmm.
So here's a line for you.
If you experiment enough,success is inviable.
So, yeah, I love that.
Say, say that.
Say that one more time.
If you experiment enough,success is inevitable.
(32:35):
Like you can't miss just Yeah.
You can't, you can't miss, um.
Mm-hmm.
Yeah.
So that goes back to, um, that thewhole in inevitability thinking, right?
Creating the conditions to wheresuccess is just gonna happen.
Yep.
Yep.
Yeah, that's good.
Good.
Uh, humans will not go to whatis best over what is comfortable.
(33:00):
I thought that one resonated well too.
So yeah.
Logic doesn't always win iswhat, is what it's talking about.
What are your pain points?
That's what they're goingto gravitate towards.
Well, how do we get the pain to go away?
That's what they're gonna go towards.
So comfortable.
Yeah.
Teams will not go to what isbest over what is comfortable.
(33:22):
So Well, that's the, that'sthe whole, um, you know,
sell 'em, sell 'em what theywant, give 'em what they need.
Right.
It's the whole kinda kind ofthinking there as well, because,
you know, human nature, right?
Just because of our, you know, reptilebrain wired to protect ourselves.
(33:43):
It's, it's no differentin you as a runner.
I know.
You feel it.
I get, I, I mean, literallyI could go a quarter.
To, to a half a mile.
And my brain and my body's like,stop, stop, stop, stop, stop.
Right.
And it's just because we've doneit for so long, it's like, yeah.
Uh, shut up.
Yeah.
Right.
You, you'll, you'll, you'll bequiet here in a few minutes.
Yeah.
And you just, you just keep, you keeppushing through it because you know
(34:04):
that, that, you know, mechanism, thatprotection will, um, um, we'll go.
Go away.
It running got a lot easier for me whenI just expected the pain and ran anyway.
Yes.
Yeah.
You know it's gonna happen, so you decide.
Okay.
Yeah, yeah.
Keep moving, keep moving.
Okay, keep moving.
Here's, here's a line that I thought wasfunny and I, I'm sorry, to the original.
(34:29):
Uh.
Author, but a way not to set yourprice is to tell three agents that
they are competing against eachother and to get the listing do
not take their suggested price.
So thought that was a fun little aside.
That's totally true.
You know?
Yeah.
People buy listing all the time.
So true.
So, uh, Mark Davidson and BrianRero, they're kind of the,
(34:52):
the heads of a thousand Lotwent through a, a section for.
Take some practical processes.
How do we gather their stories?
How do we get information about theproperty so that we can build the stories?
So a few questions to ask sellers rightup front, whether that's through a
questionnaire or in a in-person interview.
So where, what were your greatestmemories at the property?
(35:16):
What are your favoritefeatures of the house?
Or what were your favorite rooms?
Where do you take your guests to first?
Where do they gather whenthey come to your house?
Those are places that youwanna build stories around.
So, um, identify what the buyers are goingto want from the property or what they're
gonna gravitate towards at the property.
(35:36):
And that's where you, youstart to build those stories.
Yeah, I love that.
Yeah.
You need, I mean, it, it is, and that'sthrough conversation, through questions.
You get what you need to be able to,to craft, craft the story you need.
You need those and.
Then you can layer in some personalexperiences on top of it into, especially
(35:58):
when you start to tell the story, then youcan layer in not only that, but you, you
know, what the, what the hot buttons are.
So since the conference, about a monthago, I started using this, I created a few
more questions and uh, basically have atwo page questionnaire for the homeowners,
and I've taken all of their answers.
Take it right back to chat GPT to createthe story that matches with all of those,
(36:23):
uh, comments and, and, uh, informationthat this seller was able to give.
And she really, uh, has beenworking for me to help create
those stories, um, just well.
We'll make, we'll make Eric proud.
We'll start taking themand put 'em into Zi.
Good call.
And being able to, to get that.
Yes, I am.
I, yes.
I need to get that into Zi, notnecessarily t then I can layer in all of
(36:46):
the other things that come along with it.
So Good.
Uh, let's see.
Uh, other more practical things.
Uh, Kat Tore is a, is the lady who isworking with Ryan Serhant on his branding.
Um, actually I had a pleasure ofmeeting her, sitting next to her
(37:07):
at the, at the table for a while.
Um, fantastic individual,phenomenal with words.
Uh, that's what sticksout to me, uh, about her.
She's really good atdrilling things down into.
Um, good summaries, but shehad a couple of really good,
uh, practical, um, advice here.
So like surveying your favoriteclients about the process of working
(37:27):
with you, kinda like your processof unique ability that you've
shared with us at Kitchen Table.
Yep.
So, survey your favorite clientsabout the process of working with
you and find similar themes andbuild advertising and voice to
your brand from those testimonialsand stories from your clients.
Yes, yes.
So unique ability.
I mean, that, that sounds justlike the unique ability question.
(37:48):
Mm-hmm.
Mm-hmm.
Putting out there.
Yeah.
So other comments from uh, Katwere, uh, brand magic is cast in the
unexpected moments, so be ready tocapture those unexpected moments and
when things happen, you don't plan for,uh, that can be real, uh, impactful.
Sharing those with the.
(38:08):
With the next peopleyou're trying to attract.
So, um, back to the item of trustthat you were talking about before.
When you overcommit out of love, youerode trust when you can't deliver.
Mm-hmm.
So I'll read that again.
That was a deep one.
So when you overcommit out of love,you erode trust when you can't deliver.
(38:35):
Yep.
So being careful with that.
Yeah, it is.
It's, it's, it's something, I don'tknow if it's more now just, just
because there's so much noise rightnow, and I, I, I kind of default
back to one of the mental models.
You know, always say yesuntil you have to say no.
(38:55):
Mm-hmm.
That's a slippery slope.
Yes.
Because you can, you canovercommit in a hurry.
Yes.
And I think, I think it's,it's okay to say yes.
As long as you have to layer in a coupleother mental models in there, right.
That it's moving you closerand not further away from
where you're trying to be.
Mm-hmm.
(39:15):
It's gonna help me rowthe boat faster, right?
Mm-hmm.
If I say yes to this, it's gonnahelp make the boat go faster.
Mm-hmm.
So I think there's a couple things thatyou, you still wanna filter that through,
but I mean, you can get, you can getyourself over extended, um, at, you know,
for out over your skis a little bit.
Um, if.
If you're not careful.
(39:35):
So I, I love that and, and I love howthat's put out of love because most of
the time we do, we say yes because itis outta love, because the person asking
us or whatever, we, we care about them.
We genuinely have a connection.
We, we love them.
And so we say yes.
And, um, when we, no, we can't deliver.
And then that does that, that,that breaks, breaks, trust, because
that becomes your brand as, assomebody and your reputation
(39:59):
as somebody that can't deliver.
Right.
Yeah.
So managing expectations for yourselfon what you're committing to and
knowing that, being able to makethose decisions on the fly of what
you can deliver and what you can't,and making sure those expectations
are, are shared and communicated.
So it's no longer an expectation,but, um, something you can
(40:20):
actually follow through with.
Yeah.
So.
Yeah.
That's just something that's, I don't knowhow you train that, but I think that just
comes with practice and knowing yourselfand being able to make those decisions
on the fly in, in the moment of, yeah.
Well, I think it, I think itcomes back to kind of what
Vecchio shared with us, right?
The art of, the art of saying no.
Yep.
And, and, um, you know,and, and sometimes.
(40:44):
It's, it's not no forever,but it's no for right now.
Um, it goes back to one of my favorite,uh, Richard Branson stories, and I
think it was, uh, Darren Hardy was theone that was sharing that, that kind of
told this story, is that he had some,some, you know, clients and Darren
had just interviewed, uh, Branson for,uh, when he was still sitting in the
(41:08):
seat at Success Magazine and he, um.
They're like, Hey, you, you, youjust talked to him or whatever.
You got a connection.
We would love to get 'em to an event.
And so he called up, got, you know,Richard's assistant and said, Hey,
we've got clients got this great event,they're willing to, to pay dah, dah,
dah, dah, whatever, for him to speak.
And she said.
(41:29):
Um, you know, I appreciate youreaching out, but the answer is no.
Um, he's got his clear prioritiesfor this quarter and nothing
else will, will get in the way.
And then, so Darren goes backand then they sweeten the deal.
Darren goes back, they sweeten the deal.
Darren goes back, essentially, I forget.
It was absurd what they weregonna like, like literally he
had to leave Necker to their air.
(41:51):
The, the, the jet wouldsit, he would come off.
They would pick him up, they would take,he would speak for an hour, they would
take him back and he would fly, go back.
I still said no, said no.
It doesn't align to mypriorities this quarter.
That's discipline.
Yes, it is.
It's choosing what's best when there's alot of better still lingering out there.
Yes.
So finding the best.
(42:14):
That's so good.
Good stuff.
Well, one of the last sessions was,um, with a group of guys up on stage,
uh, talking about turning your brandbeliefs into action and boil it all
down, uh, to two, two principles thatI thought resonated with me personally.
That's why I wrote 'em down,was just to simply be kind.
And help people.
I thought that wouldresonate with you too, Jen.
(42:35):
Yeah.
Um, yeah.
Brand beliefs into action.
I love that.
Mm-hmm.
Yeah.
The, the, the big one there.
I, yeah, I mean, go out our way, you know?
Definitely to serve and help people.
Um, especially, especiallyif we're equipped mm-hmm.
To serve and help, right.
Because we have the experience.
We have, we have theability to, to do that.
(42:56):
Mm-hmm.
And then, you know, the big one,just, I mean, be kind, um, right.
As I say, be nice.
It says, be kind.
And there's, there's, there'sa, there's a big difference.
There is a big difference.
Yeah, definitely.
I love that, man.
I, I got, I've got two pages ofnotes, Sam, this is, this is good.
So, so good.
Um, and I, and I think, and I, I've seenit in you, in your evolution is, um, and
(43:22):
it is what we always say and, and Perso.
Shared this the other day, and you mighthave been on a call when he said it.
He's, I think he said it acouple times and keeps coming
back to what won't change.
Yes.
What will not change?
The best marketer will always win.
Mm-hmm.
It's true.
The best marketer will always win.
The best storyteller will always win.
(43:43):
Mm-hmm.
And no matter what happens, um, andI, and, and, and so I think it takes,
um, minimum standard of commitment.
To becoming a world classmarketer, but you might have to
tip tiptoe into the obsession.
And when you, when you have at least astrong commitment, a borderline or a full
(44:07):
on obsession with marketing, you're, Imean, you're on a journey and never ends.
And, um, knowing that you're, inevitably,you're stacking the odds in your favor
to where success will will prevail.
Mm-hmm.
Yeah, that's, uh, it resonates with meand my journey that I've, I've been on
recently because, you know, my entirecareer I've been around real estate for
quite some time, and I always thought justdoing the right thing and doing it over
(44:31):
and over again would bring me success.
And to some level it has.
But I've, I've noticed over the lastfew years as I've really focused
on marketing and being around,and you and other big movers in
exp that, uh, if I don't showcase.
What I have to offer,nobody's gonna know about it.
Yeah.
Except the people that have already workedwith me and the people that they tell.
(44:52):
Yeah.
So if I want people to be coming to memore, if I want to build my business,
if I wanna build a bigger life andhave a bigger vision for my life,
I've gotta be able to share what Iknow and what I can help people with,
and so that I can help more people.
Yeah.
So, yeah.
So good.
So I focus more, you know, I'mwilling to spend the money and
go to a conference and, and learnjust about marketing for a weekend.
(45:15):
And that's, uh, it's beenreally phenomenal for me.
So I, I would say, I would say thatinvestment of, of money and time mm-hmm.
As well as becoming a better human being.
Mm-hmm.
That's probably the two best investmentsthat, that we can make right now.
(45:36):
Yeah.
Agreed.
Yeah.
Investing in marketing, investing, beingaround people and being, uh, around
people that resonate with who you are,uh, that's always a good investment.
So always good.
That's not just thousand watt,but I'm gonna say that's also
good for the kitchen table too.
Yes, yes.
It's part of my career over theselast few years coaching with you
(45:57):
is coming to the kitchen table andconnecting with like-minded individuals
that are doing big things and reallyexpanding my vision for what's possible
for me, and avoiding a lot of the.
Potholes and pitfalls that I'vebeen hidden and didn't realize
I could actually avoid them.
Yeah.
So, uh, it's been very good for me.
It does, it helps, it helpsnavigate the terrain, collapse time.
(46:19):
Mm-hmm.
And, and, and you said bigthings and it's, it's not always
about big things in business.
Um.
That, that helps, helps resonate.
But it's, it's big things in life, right?
Yes.
Big things in their relationship,big things in their faith.
Big things.
Just, just big things in general.
And, uh, you know, it's the, onceyou see success, it doesn't matter
(46:40):
what discipline it is, but when yousee success in that discipline or
equity of life, um, you know, there's.
It tends to, tends to carry over, right?
How you do anything is how,is how you do everything.
And so yeah, big is a relative term.
Big is if sure, wherever you're comingfrom, big is, is a relative term.
Growth is what's important.
(47:00):
If you're moving forward and, andexpanding and growing, that's, that's
really the goal because yeah, ifyou're not growing, you're dying.
Right?
It's only one, it's, it's binary.
And so it's either, it'seither forward or, or.
There ain't standing still.
Yeah.
And, um, no, it's, it's good.
Sam, I really appreciate you, um, youknow, taking the time to, to digest all
(47:25):
the takeaways and, you know, how, how,how you're applying it and then being
able to, to come in here and share.
Um, I'm looking forward to, tothe event in June next year.
Yeah.
Uh, to be able to get out.
I think, I think everything,because everything that you're,
you're sharing it, it feels.
It feels right.
Right.
Um, and I think it's, it's super, superimportant for, for us as, as leaders,
(47:48):
entrepreneurs, marketers, you know,to stay out at the forefront and,
and where, you know, the trends aregoing, but the things that will always,
you know, stand the test of time.
And that's connecting with anotherhuman and, and really listening
and understanding what they'retrying to accomplish and then
being able to provide a solution.
Excellent.
(48:09):
Oh good.
Yeah.
And for every, whoever's listening tothis and wants to come to this event
next year, I've been toying with theidea of creating those magical moments.
Yes.
So if you're all coming to Colorado,we're gonna create some sort of
magical moments in the moment.
Oh, we have to.
We have to.
So, we'll, we'll figure that out.
We'll tease that out now.
Not sure what it's gonna look like yet.
Yes.
We'll make it happen.
I love it.
That's awesome.
Yeah.
Sam, I appreciate you and uh,look forward to connecting soon.
(48:31):
Sounds good.
Thanks, John.
Yeah, see you guys.
That's a wrap for today.
I hope you got somethingvaluable from this episode.
If you did, hit follow andvisit John kitchens.coach for
more ways we can work together.
See you on the next episode.
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 is happening, Sam,how are you doing, buddy?
(00:21):
Doing fantastic.
It's a beautiful day in the mountains,and, and I always, always, you got the
best eye candy, uh, out there, so, right.
Yes, I am blessed to live where I liveand be able to share, uh, the views
that I get to work with all the time.
Um, so yeah, happy to,happy to represent Colorado.
Yeah.
No, it's, it, it, it's, it's really cool.
(00:42):
It's awesome and kind of.
Aligns perfectly to kind ofthe conversation that we're
wanting to, to have today.
And, you know, you, you piqued my interestlast year going to this conference.
I had never heard of it.
And I was like, well,okay, what is going on?
And, uh, you know, you came back and wedid, did a podcast, just kind of broke
down all of the takeaways and everythingfrom, from the conference and really
(01:06):
started to put something on my radarthat I have always known to be true.
And we were, you know, talkingabout this before and just.
The speed at which thingsare happening and, you know,
just, just empowered with ai.
But I think it's more of the question,and you know, Joel, Joel and I did this
conversation at the, uh, at the end of,at the end of the year coming into the new
(01:30):
year about, you know, the Bezos question.
Right.
What, what are thethings that won't change?
Right?
And you know, the thing that will neverchange 'cause it goes back as far as.
We've ever existed is, is thepower of story and storytelling.
And so you really put that at theforefront of my mind in that conversation.
And, and so you headed back againthis, uh, this what month or so
(01:55):
ago to, uh, it's about a month ago.
Yep.
About a month ago.
And so might become an annual thinghere, uh, to be able to kind of break
down and share kind of the takeaways.
And I would love for youto, you know, just kind of.
Share what thousand Watt conferences is.
I know they're changing theirname, but really what it is and
and how it got on your radar.
And now I see why, you know,it, it, it did and, and why
(02:17):
you're continuing to go back.
Yeah.
Great.
Yeah.
So A Thousand Watt is a, is acompany, a marketing company
that's been around for a while.
They, uh, I found out about them,gosh, maybe 10, 12 years ago.
Um, and they actually were influentialin helping me create my tagline just
on some of their podcasts, the way theywere thinking and what they were doing.
Um, my tagline of helping peoplemake wise real estate decisions.
(02:40):
So that flavor, uh, really resonated withme from the get go, kind of following
them casually from time to time.
Uh, they put together thisbrand and marketing summit.
Um, and now you mentioned a name change.
It's going to be called Signal,which I think is perfect for
what they're trying to do.
Uh, and that is help.
(03:00):
The real estate industry, findthe signal within the noise.
Uh, so, uh, really, really excitedfor that, uh, signal is what I'll
be calling from now on, but I thinkyou can find the information on
the, on the event, uh, which is alittle bit vague for next event.
It's still still in the planningstages, I believe, but they're
coming to Denver in 2026 and June.
(03:20):
Uh, don't have a location yet,but, uh, keep that on the radar.
Yeah.
Um, so definitely.
It's definitely on our radar, sodefinitely wanted to, to to dive in.
So, yeah.
Yeah.
Let's, let's unpack, you know, thetakeaways, kind of, kind of the theme
and, and I think, you know, has thousandwatts signal, is it real estate industry?
Is it just marketing as, as a whole?
(03:44):
It is real estate focused.
Definitely real estate focused.
It applies to just about anyindustry, but the, the room is full
of real estate industry people.
That's what a thousandWatt is really focused on.
Uh, and that's their niche.
Um, but yeah, definitelyreal estate focused.
The event.
Had, uh, people from PropTech toZillow to builders, to national
(04:08):
builders, to, uh, all the majorcompanies, chief marketing officers.
We had Wendy Forsyths from exp there.
Got to connect with her a little bit.
I. Uh, representatives from likeSirhan, uh, was on stage, got to meet
a, you know, someone who consults withSirhan on his marketing and branding.
So, uh, definitely bighitters in the room.
(04:29):
Uh, and there was, it was agood mix of team leaders and
individual agents as well.
They were.
Uh, just the entire gamut of thereal estate industry was there, all
focused on marketing and branding.
So, uh, some of the main themes,if you wanna dig into that.
Yeah.
Some of the big picture stuff, youknow, I took all my random notes, put
'em through AI and had it spit out somethemes and, uh, I thought the themes
(04:54):
were, were dead on to what happened there.
So, uh, get the right prompt,get the right output, and
I'm really pleased with this.
So, uh, the common themeswere prioritizing emotional.
Connection.
So shifting your focus from sellingreal estate to addressing the
emotional motivations of your clients.
(05:14):
So, uh, working on theirfeelings, not just their needs.
They make decisions based onemotions and justify with logic.
I'm pretty sure you've saidthat once or twice, John.
So it's so, it's so true.
Right?
So we had, um, you know, exp rallyseason, so we had, you know, out
with, with Jacob and Elizabethout in Seattle, which Seattle?
Mm-hmm.
(05:35):
Proud of, of them.
And, and the event that they put on itwas, it was first class all the way.
And we had, you know, and, and you,you've had the, you know, opportunity
to, to tune in and listen to her.
And I always say she's a storytellerthat just happens to sell real estate.
Mm-hmm.
(05:55):
And, and really,
you know, everything that,um, everything that is.
What we're talking about and thedirection and really leading the way.
Right.
But she shared that video, um,that every, everything that you
just talked about there, right.
The emotional connection of, of reallyputting yourself in that house and
(06:20):
all the memories that that house.
Has produced and, and was that the videowith the pond that she talks through
and it's a little bit longer of a video?
Is that the one you were not?
Not that one.
So she did one here recently to whereshe was, um, one, she wasn't feeling
well, so she didn't really want totalk on camera, so she just kind
of walked through the house, but.
(06:41):
The house is in was in a cul-de-sacback, but she pulled the story
out of there from, you know, thesellers on the kids growing up there.
The basement was a place their,their house was the place
that all the kids came to.
So as the kids were growing upthrough their teenage years, like.
Every, every weekend, right?
All, all the kids were at her house,but they just, it, it told a story.
(07:03):
Told the story of, you know, Christmasand holidays and, and anniversaries
and birthdays, and she just did it.
You know, everything that youjust talked about right there.
It was the emotional connection.
It was funny, Leanne.
Lee, I think Leanne had seen it before,but she played it, she played the
whole video at the rally and you couldjust, I mean, it was dead silence and,
(07:25):
and Leanne, you know, just joking.
Right.
I'm not crying.
I'm really not crying.
You know, and it's just because it wasthe, that emotional connection and Right.
Um, that embodies everything.
Just when you were saying that,that's where my mind just went.
I'm like, that's why it's so good.
Right.
Because she was prioritizingthe, the feelings.
I love that she used that.
Georgia used a example of a, a somewhatmore standard home in a cul-de-sac.
(07:48):
Um, I don't, didn't see the video,so I don't know how standard it was.
But you don't need a fa, aflashy, big, beautiful home in
order to create a unique story.
Correct.
So.
That's, that's reallyimportant to differentiate.
Yeah, lovely.
When you have a big, beautiful story, uh,storytelling home, then, um, you know,
that makes the storytelling a littleeasier, a little more eye catching.
(08:09):
But, uh, it works both ways and, uh,people making decisions on normal
homes versus the, uh, luxury space,they're still making decisions on
emotions and justifying with that logic.
Yeah.
I love it.
Good.
Moving on.
So next, uh, theme wasdefining your brand's identity.
So diving deeper into what makes yourbusiness different and communicate it
(08:31):
clearly, you gotta uncover the coreemotional value you offer that will
resonate with your ideal target market.
Hmm.
So, uh, the more clearyou are on who you are.
The more you can share that and beauthentic and attract and speak to the
people that you're trying to reach.
So how does that apply, like, apply thatto, to you and your market and your brand?
(08:56):
Yeah.
Well, um, for me, I, I work andlive in a place that people go
on vacation and I. Thrilled andblessed to be able to do that.
But the people that buytypically have that same story.
I've been coming there for years.
I always wanted to have aplace, and now's my time.
I'm ready to buy a place so that I canbring my kids and my grandkids to the
(09:20):
same place that I have emotional tie with.
And um.
Can pass on that legacy of, of thisbeautiful place in the mountains.
So my brand identity is, is Alpinelegacy, which fits perfectly with that
same story that was done on purposeto match up that common story with the
name of my, my, my, uh, my company,my brand by my team to match that up.
(09:45):
So who's your target market?
What are you trying to sell?
Who are you personally, andhow does that all fit together?
If you can make that all fit.
Well, it resonates and will attractthose same people back to you.
So I'm, I'm thrilled with thepeople I get to work with.
They're all on vacation and wannabring more people to, so that's just
a fun story to be around all the time.
(10:06):
Yeah.
And, and, and the emotional connectionis, is how they feel while they're there.
Exactly.
Yeah, exactly.
So I get to play tour guide and, andshowcase my mountains quite often.
Yes.
And uh, originally when I jumpedfrom my original career in college or
my major was recreation and leisurestudies with adventure tourism as
a minor, didn't really see how thatapplied to real estate until lately.
(10:29):
It's been clicking a whole lot morethat I still help people get, uh,
recreating in the mountains and creatingmemories and, and going and do fun
things, uh, in a really special place.
And I get to do real estate on the side.
So it's been fun to see that tie together.
Yeah.
Yeah.
It's, it, it's the whole thing, right?
Like you just, you, you're, you'resomething that just happens too, right?
(10:51):
Mm-hmm.
Yeah.
And so it's just, it, it,it's a really good connection
when once that clicks for you.
Awesome.
Definitely so you, you can build thatfor whatever you want to attract and who
you are, and building that all togetheris defining your brand's identity.
So move on to the next one.
We got, uh, creating compellingpersonas and avatars.
So along those same lines, uh,you know, developing distinct
(11:15):
personas within different levelsof, of buyers and sellers.
So it was really, you know, it was,it wasn't just mentioned at the
conference, it was drilled in deeply.
So if you have.
You can split your buyers into threedifferent categories, whether they're
first time home buyers, people lookingto make a change, or, uh, people looking
to downsize or whatever they are.
(11:36):
Um, you can take them deeper, likewhat within those categories sets them
apart so you can drill into exactlywhat they're thinking and feeling
and build your message to match.
Yeah.
It's so important, right?
It has to, it has to feel.
Like, like you're speaking directlyto them and you're the only one.
(11:59):
And, and you know, it's,it's not the blanket, it's
more of a precision approach.
Beautiful thing.
Now I think, you know, where you startto layer in ai, you can do it at scale,
whereas before it was really, really hard.
And you can, you can.
Dive a little bit deeper, quicker tobe able to understand that avatar and
be able to understand that that personaand really what they're going through.
(12:21):
You know, we were talking about, youknow, Jacob and, and Elizabeth, but
you know, Jacob, on the topic call, I.Mastermind topic call last, last month.
He was, he really broke down, likehe knew the personas in the three
different categories of luxury, right?
Who's gonna buy the entry-level luxury?
Who's, who's the mid-tier, who's the Uber?
Like, what do they do?
What are their personas?
(12:41):
What's their living situation like?
What are they thinking?
So I think being able to, to really diveinto that is, I mean, it's critical to be
able to have that one-on-one conversation.
Exactly.
Yeah.
Solving the problemsbefore they think of 'em.
Mm-hmm.
So that when they're readyto solve that problem, you're
there with the answer already.
Right.
Right.
That's a great, that's agreat distinction, right.
You get out ahead of 'em andthey're like, oh yeah, yeah.
(13:04):
That's right.
Mm-hmm.
Yeah.
So along those same lines, leveragingAI for clarity and differentiation,
not necessarily sameness, you know,if you just plug in a basic prompt
into ai, you're gonna get out.
Exactly what everybodyelse is getting out.
So there was a lot of talk at theconference about, um, if AI is
(13:26):
not used correctly, is everybody'sgonna trend towards the same?
And how are you supposed tostick out in that sameness?
Uh, you gotta use AI correctlyand use it to differentiate
your brand and find your unique.
In that output, in order to differentiateand, and use it, use AI the correct way.
(13:46):
So you gotta create that unique voicethat cuts through the noise and that,
you know, signal is, is part of that man.
There is, there is so much noise.
And I think just, just, I don't knowif it's one thing, uh, the more I've
been thinking about this, but I thinkit's a combination of them, right.
So it's, it's like you said, your brand.
And, and is it authentic to you,represent you and, and I, for
(14:11):
me, brand just means reputation.
When I see outbound legacy,what do I think when I see
Sam Basil, what do I think?
Right?
What's the reputation?
And then how does that align towho we're best equipped to serve?
Right?
What does that avatar, the,the, the problems that we
want to help people solve?
And then.
How do we then, you know, buildto emotionally connect with them?
(14:33):
So like, you know, the four thingsthat, the three previous things with
the ai, it's a combination, right?
It's, it's everything.
It's not, I don't think it's just one.
I think you gotta, you gotta keepputting the ingredients in to get
the, to get the right sauce out.
The one thing, and um, stringer andI were talking about this, and it's
the one question right, that I thinkwe need to be thinking about is that.
(14:59):
How do we then now align and communicatewith the AI empowered consumer?
Mm-hmm.
Right?
Mm-hmm.
And you think about thisas they're getting smarter,
there's a good chance that theycould, they could start to outpace us.
Yeah.
(15:19):
So I think that's where, backto the, you know, first thing,
the storytelling, the emotionalconnection, the things like that.
We will be able to play at theirheartstrings, even if they are way more
informed than they ever have been before.
And, and truth be told, they're probablygonna be a lot smarter than most agents.
True.
Um, you know, very soon, if notalready, same kind of concept as
(15:41):
when Zillow came on the, on thehorizon for the real estate industry.
We no longer were the gatekeepers to the.
Actual homes, people were coming inand knowing what stove was in what
kitchen and, and where this bedroomwas compared to that bedroom was, and
what was in this part of the house.
And there's no way that real estateagents can keep up with all of that
(16:02):
when those buyers are coming in.
So knowledgeable about thosethree or four or five properties
that they are so interested in.
Yeah.
So, you know, we're no longer thegatekeepers to the properties.
I've even heard agents recently saying.
It's not my job anymore, it's not myresponsibility or that's not my core value
of what I'm offering in this situationis actually finding you the house.
It's everything else around giving youthe house that you're looking for, right?
(16:26):
So, uh, bring me what you find online.
And, uh, I think the same thing ishappening with ai that, like for instance,
I just had a buyer client of mine.
He was trying to word thingsout like what he really wanted,
uh, in regards to an inclusion.
He actually said, okay,here's what chat GPT gave me.
Let's just put that into the contract.
(16:47):
So they're already using chat, GPT andother AI in order to help the process.
So we've gotta stay up, you know, thatone step ahead of them knowing what is,
uh, gonna be good for them and maybenot good for them when they can use
AI to help and when that's not gonnabe necessarily in their best interest.
(17:07):
So.
It, uh, that, you know, my clientsare all using AI and I think that's
commonplace across the, acrossthe gamut of the industry here.
Yeah.
So 10%.
Yeah.
So the, uh, next comment or summary hereis telling stories, uh, not just features.
(17:28):
So shift your messaging to tell storiesabout homes like we've been talking
about with Georgia and her process.
Uh, there was a lot of, uh, talkabout, there's even sessions on how to
create a story and how to create yourstory, so that was really helpful.
Workshop style, uh, sessions thatwere really, really good at that.
So, um, so you're connecting withcustomers through narratives that align
(17:50):
with their goals and tell stories aboutthe problems you have solved in the past.
So, uh, all good stuff to put intoyour marketing and showcase, uh, not
only on homes, but on your brandingand on your website and in your social
media about the stories that you've.
Been through and havesolved with in, in the past.
Yes.
So, uh, that's all, that's so good.
(18:13):
That's so good, right?
Because mm-hmm.
It's, it's the things thatthey can't find out about you.
Right?
The proof that you could actuallyhelp them do, one, do what you say
you can do, but also truly helpthem in their situation because, you
know, they, they believe even though.
It's, it's naive to think this, butthey believe that they're the only
(18:33):
one going through this situation.
Right.
It's their, their situation is unique.
Yeah.
Which it's, it's not,but it is unique to them.
So I think being able to, um, tellstories of how you've helped people, maybe
not just like them, but similar in thesame situation, overcome whatever it is
that they were trying to, to overcome.
That's, that's kind of a, ahuman condition, isn't it?
(18:54):
We only see in our own little world,uh, of what's going on and, uh, helping
people see that they're not alonein those situations, whether it's a
home purchase or how they view theirbusiness or, or anything like that.
That's more of a human thing that ifwe actually leads right into the next
comments, you know, making authenticity.
A brand pillar.
So if you can share that authentic storiesand struggles that previous clients have
(19:20):
gone through that you've helped solve,you're gonna resonate with more people
that are solving the same problem.
Uh, I love that.
You know, I mean, you know.
Where what, what I believe tobe true, Sam, and, and you know,
it's all about trust, right?
You know, no matter what happenswith real estate over the next
5, 10, 15, 20 years, it'll alwayscome down to a decision of trust.
(19:43):
Mm-hmm.
And then, you know, my definition of trustis just authenticity times time, and.
I love that as I've never heard it phrasedthat way, but it makes so much sense.
Right.
One of your, one of your corepillars must be authenticity.
Yeah.
And just be, be authentic.
I mean, we live in such a transparentworld that, I mean, you can, I mean,
(20:09):
we we're seeing it every day in fullpeople, you know, being exposed.
Mm-hmm.
And why, why play that game?
Just be, just be who you are,your authentic, genuine self.
Yeah.
People's BS meters have been off thecharts for years now, but now people are
seeing AI and going, is that AI generated?
I'm not sure I trust that anymore.
Like, what's real, what's not?
(20:30):
Mm-hmm.
The more real and more authentic you canbe with just using your voice and being on
camera and sharing those stories, that'swhat's going to build that connection.
There's, there's just somethingabout the real human experience,
whether you're in person or over.
Video.
That's something I'm learning and,uh, needing to get better at myself.
Just had a conversation, uh, yyesterday with somebody that was
(20:53):
viewing some of my content and theone they liked the most was the one I
felt like I did the worst at Always.
Always, it always is that way.
Yeah.
So as just an eyeopener, like theperfectionist needs to go away and
just be authentic and share aboutwhat's important to you, what you're
passionate about and, and whatyou're trying to do to help people.
(21:15):
And that's gonna resonate with people.
Yeah.
Yeah.
I love it.
I love it.
So I. Good.
So those were the six summaries,uh, of all of the different speakers
there was back-to-back speakersfor two full days of content.
So there's no way we'regonna get through all of it.
Uh, but I had a few other one-linersthat I'd love to pull out.
(21:35):
Yeah, absolutely.
Uh, let's see.
Uh, we talked about that already.
Uh, so one of the commentsmade by Jimmy Mackin, if you're
familiar with Jimmy Mackin.
Yeah.
Uh, he said, if you get betterat social media, you get better
at communication, marketing,sharing values and authenticity.
(21:57):
It is the tide that raises all the boats.
So the, the effort in your brandingand marketing really should be on that
social media 'cause it's going to helpyou in all aspects of your business.
So I thought that was really a, agood, nice, tight little quote there.
I love that.
Like, I mean, say, say that againbecause I think that right there, and
(22:18):
I always look for things that will.
Help lift other things, right?
Like what we talked about at kt, likethe nine essential skill sets of A CEO,
and there's one that will help at leastseven of of those critical, uh, you know,
skill sets that we all must possess.
(22:39):
And that one is crucialconversations, right?
Conflict resolution, being ableto have a difficult conversation
with another human being.
Mm-hmm.
That improves your leadership, thatimproves your sales, that improves your
negotiation, that improves your marketing.
That improves so many things by improving.
One skillset in what you just saidright here, like that might've been a,
(22:59):
a light switch for me, Sam, honestly.
Yeah.
So like, say, say that again becauseI think this more, more people need
to understand this and we alreadyknow that those that are excelling
at a world class level on socialmedia, their business is thriving.
Yes.
Mm-hmm.
And so that, that has been theflagship for the last 3, 4, 5 years.
(23:23):
And you can see those that havebeen consistent and they get
better and better and better.
But say that again because thiswas a, I, I mean, selfishly for me,
this was a, this was a light switch.
Good, good.
So if you get better at social media, youget better at communication, marketing,
sharing values, and authenticity.
(23:43):
It is the tide that raises all the boats.
Yep.
That was in Jimmy Mackins closingstatements to his session, and I was
right furiously to catch up with that.
Yeah.
What a, what a way to, to wrap it up.
I think he's, I think he'sa hundred percent spot on.
Yep.
Um.
Because you do, and I, and I thinkabout it just in the, in the quick,
the beautiful thing that I love nowis that your stories can go long.
(24:06):
Mm-hmm.
So like, I'm not trying to condense downinto 15 seconds that I can kind of let a,
let a thought kind of, kind of roll out.
But, um, no, I mean, you do, youdo improve with your communication.
You're definitely gonna improve in themessage that you wanna relay to your
target audience and, and, and wherethey're meet them, where they're at.
(24:28):
The, the authenticity is, isabsolutely critical, right?
Who you are online should be whoyou are offline and, and vice versa.
Um, but yeah, aligning to,did you say aligning to their
values or providing value?
So, um, just sharing your values.
So the communication, the social mediapart, all, uh, you know, helps you
(24:51):
share your values and communicate that.
So I think that's what he's trying to say.
Gotcha.
That's so good.
So good.
Good one, Jimmy.
That's a good one.
Yeah.
Good.
Yeah.
If you don't know Jimmy,uh, follow what he's doing.
'cause I, I love his, uh, uh, the voicethat comes across in his marketing.
Yeah.
It's authentic.
It's about as authentic as youcan find out there that actually
(25:12):
is doing the job of marketingand getting people to respond.
So I, I really like Jimmy stuff.
Engaging.
Yep.
This one resonated with me is,is stop all the advertising about
the agent and about real estate.
Speak to the customer through.
Uh, pattern interrupt and stories.
(25:34):
Again, again, the stories theme isdefinitely there, but figure out
a way to differentiate the contentthat's coming across to stick out, do
something different and tell the story.
So I. Um, people, you know,again, the sea of sameness.
If everybody's talking about agents andaccolades and awards and, and why I'm the
(25:55):
best and why this agent is better thanthe other agent, or this company's better
than the other company, no buyer andseller really wants or needs to hear that.
They're just scrolling past it.
It's not stopping the scroll.
Speak to the customer through a changein your patterns or change in the
patterns that everybody else is doingand bring 'em back to those stories.
Yeah, it, it is, it'sthe you language, right?
(26:16):
Mm-hmm.
And, um, being able to, toput it in, into you, you know.
Hey, if it was just like this morning,I heard, and I, I, I may have shared,
I don't know if I shared it withyou, um, just random sometimes.
It, it's actually whoeverpops up populates.
I just, I hit, I hit send.
But, uh, I think it was the,uh, the motivational piece where
it was talking about, um, uh.
(26:40):
Your life is either, eitherlike a forest or like a garden.
And it brings me back to leadershipprinciple that when, when the game
switches and you become a chessplayer instead of a checkers player,
you actually become a gardenerand you're cultivating a garden.
And your people, your people are a partof the garden and you got different,
different people, different things inyour garden, and you gotta make sure that
(27:02):
something's not overgrowing and, and, andblocking sunlight from from the other.
Items in your garden tocontinue to flourish and grow.
You gotta, you gotta pluck the weeds.
You can't let the snakes in.
You gotta, you know, you just reallygotta become a, a true gardener,
um, as, as the game progresses.
And so I think that was likeeven this morning trying to,
to, to share that difference.
(27:22):
It's like, well you, if, if you.
Like this, then you shouldthink about this, right?
Instead of, you know, man, you know, Ithought about this, I did that, and it,
it is, it is a conscious effort to, toswitch that U language or even putting it
in a, like a third party or this personover here talking about this person.
(27:43):
Then they realize that theyresonate with that person, whether
that person's fictitious or not,but putting it in such a way that
doesn't point the finger back at themessenger, uh, or the person that is.
Um, reading the message, but a thirdparty so that they can resonate with
and identify with that third party.
So, yeah.
Yeah.
So, uh, I don't know if your audience,our, uh, audience today has a lot of, um,
(28:10):
uh, experience with creating stories, uh,but there was a, uh, Jessica Sweezy is one
of the main copywriters at thousand lot.
Phenomenal writer and, uh, definitelyrecommend following her and, and
checking out what she's got, uh,what content she's putting out.
But she went through the storytellingstructure and, uh, really a journey of, of
(28:31):
three kind of stops on the, on the story.
Uh, creating the promise, making mecare upfront, giving that emotional,
what kinda like the hook of the story.
So creating that promise and makingme care upfront, finding out.
What happens?
What, what's the progressthat you go through?
So things that are going on inthe story, and then what's the
(28:53):
payoff, what's the end result?
What's the transformation or the,the feeling you want people to get
out of, if you take people throughthose three structure, uh, things that
you'll help create more stories aroundwhat you're trying to communicate.
Yeah.
So I, I mean, I love thatbecause it, it, um, um.
It kind of makes me think, youknow, hooks hook story offer.
(29:15):
Right?
But it also in the offer creation process,it's identifying their pain or pleasure,
which, you know my direction, right?
Where we wanna be a painkiller,not a vitamin company.
Yeah.
So we, we wanna find their pain anddefault back to the only thing we buy.
We buy results.
So I need a result tomake this pain go away.
(29:38):
However, what, what processare you taking me through?
What's the bridge that I'mgonna gonna cross from my pain
to where my pain's not there?
Right.
So, um, but I, I, I love how youarticulate how, how the, the hook
is articulated with make them care.
Like, why, why would I even care?
Why should they care?
And this is the bridge that, the paththat you're gonna walk me through.
(30:01):
And when you do, when you getto the other side, this is the
transformation, this is the payoff.
Mm-hmm.
And I, and I love that,that word transformation.
Jacob and I were, were, weretalking about that as well.
And that was the intent going intotheir rally, the way that they built.
The day they built the nightbefore they built, the day
they built leading up to it.
Mm-hmm.
You know, the whole experience that theycreated was, it wasn't just a exp rally.
(30:26):
It was, it was something different.
It was, it was, it was something waydifferent, but it was experience and a
transformation that you went through.
And so I, I love kind of.
Pulling from everybody.
It feels like that's where I feellike the power and the beauty
of, of even like satori, right?
Mm-hmm.
With Uzi is that you can pullall of these little things Yeah.
(30:49):
And you kind of mash ittogether to what's right.
And I see a lot of different, you know,angles or, you know, folks takes on things
in, in the way that you structured that.
So that was, that's really good.
Yeah, certain parallels resonateif there's just different words
used by different perspective.
So yeah, I really enjoyed that.
(31:09):
Jessica's a great storyteller herself,and then walking people through that,
obviously she could do a better jobof this process than I, but those
are my notes, so, uh, I love it.
So, uh, a few other.
Quick notes from, uh, I think it wasJessica's talk, where these notes
(31:29):
came from, but let someone else speak.
Brand storytelling can be powerfulfrom a third party, so getting
testimonials, getting otherpeople to talk about your brand.
Um.
Uh, let the audience work a little bit,uh, build connection by letting them
fill in some of the gaps on their ownso you don't have to tell every step
of the story in order to get hooked in.
(31:51):
I think there's an art form to that,that I haven't mastered myself,
but I thought that was fantastic.
You know, you've seen some of the stories.
Some, you know, even looking atcommercials online, uh, on the TV or, or
programming that don't necessarily sharethat brand, but they tell that story
and let you fill in the gap that thatbrand was, is going to solve that problem
or, or be there to accomplish that.
(32:13):
So I thought that was pretty fun.
Yeah.
That's really good.
Mm-hmm.
Mm-hmm.
So here's a line for you.
If you experiment enough,success is inviable.
So, yeah, I love that.
Say, say that.
Say that one more time.
If you experiment enough,success is inevitable.
(32:35):
Like you can't miss just Yeah.
You can't, you can't miss, um.
Mm-hmm.
Yeah.
So that goes back to, um, that thewhole in inevitability thinking, right?
Creating the conditions to wheresuccess is just gonna happen.
Yep.
Yep.
Yeah, that's good.
Good.
Uh, humans will not go to whatis best over what is comfortable.
(33:00):
I thought that one resonated well too.
So yeah.
Logic doesn't always win iswhat, is what it's talking about.
What are your pain points?
That's what they're goingto gravitate towards.
Well, how do we get the pain to go away?
That's what they're gonna go towards.
So comfortable.
Yeah.
Teams will not go to what isbest over what is comfortable.
(33:22):
So Well, that's the, that'sthe whole, um, you know,
sell 'em, sell 'em what theywant, give 'em what they need.
Right.
It's the whole kinda kind ofthinking there as well, because,
you know, human nature, right?
Just because of our, you know, reptilebrain wired to protect ourselves.
(33:43):
It's, it's no differentin you as a runner.
I know.
You feel it.
I get, I, I mean, literallyI could go a quarter.
To, to a half a mile.
And my brain and my body's like,stop, stop, stop, stop, stop.
Right.
And it's just because we've doneit for so long, it's like, yeah.
Uh, shut up.
Yeah.
Right.
You, you'll, you'll, you'll bequiet here in a few minutes.
Yeah.
And you just, you just keep, you keeppushing through it because you know
(34:04):
that, that, you know, mechanism, thatprotection will, um, um, we'll go.
Go away.
It running got a lot easier for me whenI just expected the pain and ran anyway.
Yes.
Yeah.
You know it's gonna happen, so you decide.
Okay.
Yeah, yeah.
Keep moving, keep moving.
Okay, keep moving.
Here's, here's a line that I thought wasfunny and I, I'm sorry, to the original.
(34:29):
Uh.
Author, but a way not to set yourprice is to tell three agents that
they are competing against eachother and to get the listing do
not take their suggested price.
So thought that was a fun little aside.
That's totally true.
You know?
Yeah.
People buy listing all the time.
So true.
So, uh, Mark Davidson and BrianRero, they're kind of the,
(34:52):
the heads of a thousand Lotwent through a, a section for.
Take some practical processes.
How do we gather their stories?
How do we get information about theproperty so that we can build the stories?
So a few questions to ask sellers rightup front, whether that's through a
questionnaire or in a in-person interview.
So where, what were your greatestmemories at the property?
(35:16):
What are your favoritefeatures of the house?
Or what were your favorite rooms?
Where do you take your guests to first?
Where do they gather whenthey come to your house?
Those are places that youwanna build stories around.
So, um, identify what the buyers are goingto want from the property or what they're
gonna gravitate towards at the property.
(35:36):
And that's where you, youstart to build those stories.
Yeah, I love that.
Yeah.
You need, I mean, it, it is, and that'sthrough conversation, through questions.
You get what you need to be able to,to craft, craft the story you need.
You need those and.
Then you can layer in some personalexperiences on top of it into, especially
(35:58):
when you start to tell the story, then youcan layer in not only that, but you, you
know, what the, what the hot buttons are.
So since the conference, about a monthago, I started using this, I created a few
more questions and uh, basically have atwo page questionnaire for the homeowners,
and I've taken all of their answers.
Take it right back to chat GPT to createthe story that matches with all of those,
(36:23):
uh, comments and, and, uh, informationthat this seller was able to give.
And she really, uh, has beenworking for me to help create
those stories, um, just well.
We'll make, we'll make Eric proud.
We'll start taking themand put 'em into Zi.
Good call.
And being able to, to get that.
Yes, I am.
I, yes.
I need to get that into Zi, notnecessarily t then I can layer in all of
(36:46):
the other things that come along with it.
So Good.
Uh, let's see.
Uh, other more practical things.
Uh, Kat Tore is a, is the lady who isworking with Ryan Serhant on his branding.
Um, actually I had a pleasure ofmeeting her, sitting next to her
(37:07):
at the, at the table for a while.
Um, fantastic individual,phenomenal with words.
Uh, that's what sticksout to me, uh, about her.
She's really good atdrilling things down into.
Um, good summaries, but shehad a couple of really good,
uh, practical, um, advice here.
So like surveying your favoriteclients about the process of working
(37:27):
with you, kinda like your processof unique ability that you've
shared with us at Kitchen Table.
Yep.
So, survey your favorite clientsabout the process of working with
you and find similar themes andbuild advertising and voice to
your brand from those testimonialsand stories from your clients.
Yes, yes.
So unique ability.
I mean, that, that sounds justlike the unique ability question.
(37:48):
Mm-hmm.
Mm-hmm.
Putting out there.
Yeah.
So other comments from uh, Katwere, uh, brand magic is cast in the
unexpected moments, so be ready tocapture those unexpected moments and
when things happen, you don't plan for,uh, that can be real, uh, impactful.
Sharing those with the.
(38:08):
With the next peopleyou're trying to attract.
So, um, back to the item of trustthat you were talking about before.
When you overcommit out of love, youerode trust when you can't deliver.
Mm-hmm.
So I'll read that again.
That was a deep one.
So when you overcommit out of love,you erode trust when you can't deliver.
(38:35):
Yep.
So being careful with that.
Yeah, it is.
It's, it's, it's something, I don'tknow if it's more now just, just
because there's so much noise rightnow, and I, I, I kind of default
back to one of the mental models.
You know, always say yesuntil you have to say no.
(38:55):
Mm-hmm.
That's a slippery slope.
Yes.
Because you can, you canovercommit in a hurry.
Yes.
And I think, I think it's,it's okay to say yes.
As long as you have to layer in a coupleother mental models in there, right.
That it's moving you closerand not further away from
where you're trying to be.
Mm-hmm.
(39:15):
It's gonna help me rowthe boat faster, right?
Mm-hmm.
If I say yes to this, it's gonnahelp make the boat go faster.
Mm-hmm.
So I think there's a couple things thatyou, you still wanna filter that through,
but I mean, you can get, you can getyourself over extended, um, at, you know,
for out over your skis a little bit.
Um, if.
If you're not careful.
(39:35):
So I, I love that and, and I love howthat's put out of love because most of
the time we do, we say yes because itis outta love, because the person asking
us or whatever, we, we care about them.
We genuinely have a connection.
We, we love them.
And so we say yes.
And, um, when we, no, we can't deliver.
And then that does that, that,that breaks, breaks, trust, because
that becomes your brand as, assomebody and your reputation
(39:59):
as somebody that can't deliver.
Right.
Yeah.
So managing expectations for yourselfon what you're committing to and
knowing that, being able to makethose decisions on the fly of what
you can deliver and what you can't,and making sure those expectations
are, are shared and communicated.
So it's no longer an expectation,but, um, something you can
(40:20):
actually follow through with.
Yeah.
So.
Yeah.
That's just something that's, I don't knowhow you train that, but I think that just
comes with practice and knowing yourselfand being able to make those decisions
on the fly in, in the moment of, yeah.
Well, I think it, I think itcomes back to kind of what
Vecchio shared with us, right?
The art of, the art of saying no.
Yep.
And, and, um, you know,and, and sometimes.
(40:44):
It's, it's not no forever,but it's no for right now.
Um, it goes back to one of my favorite,uh, Richard Branson stories, and I
think it was, uh, Darren Hardy was theone that was sharing that, that kind of
told this story, is that he had some,some, you know, clients and Darren
had just interviewed, uh, Branson for,uh, when he was still sitting in the
(41:08):
seat at Success Magazine and he, um.
They're like, Hey, you, you, youjust talked to him or whatever.
You got a connection.
We would love to get 'em to an event.
And so he called up, got, you know,Richard's assistant and said, Hey,
we've got clients got this great event,they're willing to, to pay dah, dah,
dah, dah, whatever, for him to speak.
And she said.
(41:29):
Um, you know, I appreciate youreaching out, but the answer is no.
Um, he's got his clear prioritiesfor this quarter and nothing
else will, will get in the way.
And then, so Darren goes backand then they sweeten the deal.
Darren goes back, they sweeten the deal.
Darren goes back, essentially, I forget.
It was absurd what they weregonna like, like literally he
had to leave Necker to their air.
(41:51):
The, the, the jet wouldsit, he would come off.
They would pick him up, they would take,he would speak for an hour, they would
take him back and he would fly, go back.
I still said no, said no.
It doesn't align to mypriorities this quarter.
That's discipline.
Yes, it is.
It's choosing what's best when there's alot of better still lingering out there.
Yes.
So finding the best.
(42:14):
That's so good.
Good stuff.
Well, one of the last sessions was,um, with a group of guys up on stage,
uh, talking about turning your brandbeliefs into action and boil it all
down, uh, to two, two principles thatI thought resonated with me personally.
That's why I wrote 'em down,was just to simply be kind.
And help people.
I thought that wouldresonate with you too, Jen.
(42:35):
Yeah.
Um, yeah.
Brand beliefs into action.
I love that.
Mm-hmm.
Yeah.
The, the, the big one there.
I, yeah, I mean, go out our way, you know?
Definitely to serve and help people.
Um, especially, especiallyif we're equipped mm-hmm.
To serve and help, right.
Because we have the experience.
We have, we have theability to, to do that.
(42:56):
Mm-hmm.
And then, you know, the big one,just, I mean, be kind, um, right.
As I say, be nice.
It says, be kind.
And there's, there's, there'sa, there's a big difference.
There is a big difference.
Yeah, definitely.
I love that, man.
I, I got, I've got two pages ofnotes, Sam, this is, this is good.
So, so good.
Um, and I, and I think, and I, I've seenit in you, in your evolution is, um, and
(43:22):
it is what we always say and, and Perso.
Shared this the other day, and you mighthave been on a call when he said it.
He's, I think he said it acouple times and keeps coming
back to what won't change.
Yes.
What will not change?
The best marketer will always win.
Mm-hmm.
It's true.
The best marketer will always win.
The best storyteller will always win.
(43:43):
Mm-hmm.
And no matter what happens, um, andI, and, and, and so I think it takes,
um, minimum standard of commitment.
To becoming a world classmarketer, but you might have to
tip tiptoe into the obsession.
And when you, when you have at least astrong commitment, a borderline or a full
(44:07):
on obsession with marketing, you're, Imean, you're on a journey and never ends.
And, um, knowing that you're, inevitably,you're stacking the odds in your favor
to where success will will prevail.
Mm-hmm.
Yeah, that's, uh, it resonates with meand my journey that I've, I've been on
recently because, you know, my entirecareer I've been around real estate for
quite some time, and I always thought justdoing the right thing and doing it over
(44:31):
and over again would bring me success.
And to some level it has.
But I've, I've noticed over the lastfew years as I've really focused
on marketing and being around,and you and other big movers in
exp that, uh, if I don't showcase.
What I have to offer,nobody's gonna know about it.
Yeah.
Except the people that have already workedwith me and the people that they tell.
(44:52):
Yeah.
So if I want people to be coming to memore, if I want to build my business,
if I wanna build a bigger life andhave a bigger vision for my life,
I've gotta be able to share what Iknow and what I can help people with,
and so that I can help more people.
Yeah.
So, yeah.
So good.
So I focus more, you know, I'mwilling to spend the money and
go to a conference and, and learnjust about marketing for a weekend.
(45:15):
And that's, uh, it's beenreally phenomenal for me.
So I, I would say, I would say thatinvestment of, of money and time mm-hmm.
As well as becoming a better human being.
Mm-hmm.
That's probably the two best investmentsthat, that we can make right now.
(45:36):
Yeah.
Agreed.
Yeah.
Investing in marketing, investing, beingaround people and being, uh, around
people that resonate with who you are,uh, that's always a good investment.
So always good.
That's not just thousand watt,but I'm gonna say that's also
good for the kitchen table too.
Yes, yes.
It's part of my career over theselast few years coaching with you
(45:57):
is coming to the kitchen table andconnecting with like-minded individuals
that are doing big things and reallyexpanding my vision for what's possible
for me, and avoiding a lot of the.
Potholes and pitfalls that I'vebeen hidden and didn't realize
I could actually avoid them.
Yeah.
So, uh, it's been very good for me.
It does, it helps, it helpsnavigate the terrain, collapse time.
(46:19):
Mm-hmm.
And, and, and you said bigthings and it's, it's not always
about big things in business.
Um.
That, that helps, helps resonate.
But it's, it's big things in life, right?
Yes.
Big things in their relationship,big things in their faith.
Big things.
Just, just big things in general.
And, uh, you know, it's the, onceyou see success, it doesn't matter
(46:40):
what discipline it is, but when yousee success in that discipline or
equity of life, um, you know, there's.
It tends to, tends to carry over, right?
How you do anything is how,is how you do everything.
And so yeah, big is a relative term.
Big is if sure, wherever you're comingfrom, big is, is a relative term.
Growth is what's important.
(47:00):
If you're moving forward and, andexpanding and growing, that's, that's
really the goal because yeah, ifyou're not growing, you're dying.
Right?
It's only one, it's, it's binary.
And so it's either, it'seither forward or, or.
There ain't standing still.
Yeah.
And, um, no, it's, it's good.
Sam, I really appreciate you, um, youknow, taking the time to, to digest all
(47:25):
the takeaways and, you know, how, how,how you're applying it and then being
able to, to come in here and share.
Um, I'm looking forward to, tothe event in June next year.
Yeah.
Uh, to be able to get out.
I think, I think everything,because everything that you're,
you're sharing it, it feels.
It feels right.
Right.
Um, and I think it's, it's super, superimportant for, for us as, as leaders,
(47:48):
entrepreneurs, marketers, you know,to stay out at the forefront and,
and where, you know, the trends aregoing, but the things that will always,
you know, stand the test of time.
And that's connecting with anotherhuman and, and really listening
and understanding what they'retrying to accomplish and then
being able to provide a solution.
Excellent.
(48:09):
Oh good.
Yeah.
And for every, whoever's listening tothis and wants to come to this event
next year, I've been toying with theidea of creating those magical moments.
Yes.
So if you're all coming to Colorado,we're gonna create some sort of
magical moments in the moment.
Oh, we have to.
We have to.
So, we'll, we'll figure that out.
We'll tease that out now.
Not sure what it's gonna look like yet.
Yes.
We'll make it happen.
I love it.
That's awesome.
Yeah.
Sam, I appreciate you and uh,look forward to connecting soon.
(48:31):
Sounds good.
Thanks, John.
Yeah, see you guys.
That's a wrap for today.
I hope you got somethingvaluable from this episode.
If you did, hit follow andvisit John kitchens.coach for
more ways we can work together.
See you on the next episode.
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