#700 Tribalism, Trust & Tech Real Talk On Today's Real Estate Game

Episode Transcript
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(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, honey?
Bad nation, man.
Thank you guys.

(00:21):
Jumping in with us to anotherepisode of One Big Fire.
You get the boys today and, um,we're all a little fired up.
So, uh, I'm, I'm excited to jump in.
Um, definitely a few things.
Uh.
I, uh, voiced a few things on myrun this morning that I wanted
to, uh, throw at, throw at y'all.
So excited to jump in with that.
And, uh, before we kick off, I mean,it's the first of the month, right?

(00:42):
You got, uh, you know, from the landtalking about the first of the month.
Uh, we are locked in.
We do have, um, our dateset for your 10th annual.
Rock the spectrum, which allowsus to bring agent to CEO back
to the land in September.
I am excited, I was ready to do itagain when we wrapped up last year.

(01:05):
And honestly guys, I still feellooking back, uh, reflecting
over the last 20 years.
We ain't never, we ain't never donea better event than agent to CEO.
I'll just, I'll just put it out there.
We, we checked all the boxes, the venue,the experience, the, the in the room, the
conversation, the cast of characters, theinformation, just everything was like.

(01:25):
World class and I'm super excitedto be able to jump back in and
see how we can top it and wecan add a little more to that.
So, um, agent is C-E-O-C-L-E.
Um, be able to get there.
Start.
Tickets aren't even available yet,so if you're thinking about coming,
you can, you can message any of us.
We'll make sure to get you guys onthe list so as soon as tickets open
up that you guys can grab those.
'cause there is only about a hundred and.

(01:46):
Five tickets.
I'm gonna stretch at maybe one 10that we could actually, um, allow into
the room so they will go super fast.
Um, plus the event that evening.
Rock the spectrum.
Yes, sir. Yeah.
So, uh, mark your calendars forthe 24th and 25th of September.
If you're coming in from out of town,you're gonna wanna fly in the 23rd.

(02:09):
And we're gonna get a, we have a roomblock, um, of about, I think we got about
30 rooms, which I'm, I'm excited aboutbecause it's that hotel that's literally
walking distance right to the venue.
Uh, we are switching itup this year a little bit.
It's gonna be awesome.
We, we have, uh, we're gonna havepre-sale tickets going on Monday.
So the, the page is literally being built.

(02:30):
We're also gonna havesomething different this year.
20 of the tickets, we'reselling a hundred tickets.
20 of those a hundred tickets are gonna beVIP, meaning you're gonna have selective
seating, um, closer to the stage.
And you're also gonna have accessto our VIP, um, bar that's next to
the venue called I Hate Cowboys.

(02:51):
Where we're gonna have, um, private,um, there's, there's a closer bar
so you can get drinks quicker,bathrooms quicker, all that stuff.
Or the concert.
And we're also gonna have some privateshows being played by some of our, uh, our
artists, which has not been announced yet.
But, um, we got, we got,uh, Dustin, Dustin Black.
We'll, we'll go ahead andlet the cat outta the back.

(03:12):
Dusty's coming back, but he'sbringing some friends from Nashville.
It's gonna be, the names thatyou see on this are gonna
be, um, they're head turners.
Yeah.
And, uh, they're, they're gonna be,uh, let me just put it this way, boys.
This one, this, this one, this year.
It's for the ladies.
This one's for ladies.
Ladies are not gonna bedisappointed at the lineup we
have, uh, for them this year.

(03:34):
So make sure you grab your ticket.
Uh, we will start posting things.
Go to honey badger nation.com, by the way.
Um, get yourself some merch.
Because we got the newmerch, the legacy merch.
This is a, this, I don't know if youcould see that, but this leg, oh,
look it, he's got the Badger merch.
Yeah, baby, get yourself some merch.

(03:55):
'cause this was dropped.
And um, man, we, we have new merch coming.
Even after this, uh, it's gonna bearound, um, the future is co so this.
This right here.
Nice.
We got some co co-sponsorshipmerch coming next.
But for right now, wehave our legacy brand.
We are here.

(04:15):
Um, at least I feel like where we're atwith, with our journey and, and we're
in the pinpoint in our journey is we'rein, we're in the legacy side of things.
We're, we're creating things that are.
Um, gonna be multi-generational andbenefit our family and our kids' kids.
And, and, uh, so we thought that it wouldbe appropriate to put some merch out
that, uh, reflected where we were at inour journey and what we're trying to do.

(04:38):
So, love it.
Hey, one other thing I wanna touch onbefore we jump into today's topics.
Um.
Go nominate Honey Badger ofthe Month, like I said, where
it's the first of the month.
So we're going to tally up, uh, fromJune so we can, uh, announce our Honey
Badger of the month and then, um, also getthe nominations in for, for this month.
So you guys can go tohoney badger nation.com.

(04:58):
Not only get your swag, but go nominatethe honey badger, uh, of the month.
And also, like I said.
Uh, check out, click out the link,uh, click the links there for
the event for upcoming, uh, rockthe Spectrum and Agent to CEO.
So tickets will go pre presale.
Tickets will go on sale Monday,and holy smokes, they will go fast.
Yep.
I'm excited guys.

(05:19):
Yeah, so we hit the couple of our topics.
So we are gonna talk about the bigcommission lie obviously last year.
This time the dust was starting tosettle from the big, uh, uh, the big
lawsuit, the NAR uh, settlement thatgot settled with not just NAR but the
largest real estate brokers in the us.
Um, we all thought that, you know,well, I wouldn't say that we thought

(05:43):
that the sky was gonna fall, butthere were definitely agents that
thought that the sky was gonna fall.
The the cool thing is we'vebeen coaching and teaching this.
Through the program that Jay andMichael and, and, and you wrote,
John called the CHSA, the CertifiedHome Selling Advisor course.
So we're gonna dig intothe big commission lie.
We were all lied to.

(06:03):
Now we, we saw through the lie, but look.
People read headlines, and guess what?
If it's on Facebook, they believe them.
So we're gonna straightenout what that lie looks like.
Um, New York City, our agents in NewYork City are just, they're get, their
phones are blowing up right now, man.
Like with this, this new, um, thePO potential for a new mayor that

(06:25):
is a straight up communist ma mayor.
Um, people are, people arecalling their real estate agents,
they're listing their properties.
And guess where they're moving guys?
They're moving south.
They're moving south, sothey're exiting the city.
And so, uh, our Florida agents and ourTexas agents are like, come on down.
So, uh, yeah, like, you know, it, it'sreally interesting and we were kind

(06:48):
of talking about this, um, and I wannaget into the big commission line, but
since we're talking about the, um,the, the, this, this new potential
mayor for New York City and what, whathe's talking about doing and stuff
like that, what we started talkingabout before we went live today is.
The whole thing of tribalism.
And I know that there was some peopleI was listening to some podcasts about,

(07:11):
um, it wasn't even probably a podcast.
I think it was just like a, uh,uh, some memes that, or some
shorts that people were puttingout about how tribalism isn't good.
I love tribalism.
Personally.
I wanna be around peoplethat are my tribe.
And the older I get, the moreI wanna only be around people
that are part of my tribe.
Said differently is our community.

(07:32):
Mm-hmm.
And what do community share.
Core values.
So, you know, what we're starting to seeis this migration on a national level
that people are migrating away from stateswhere their core values just don't align.
You know, with the, with, withthe, the core values of maybe the
government leadership or the majorityof people, um, certainly in New

(07:54):
York City, we know that's true.
So what you guys thinking, I knowyou guys are, I mean, we're kind of
from all over the spectrum at thispoint, you know, from Oklahoma.
To Cleveland.
Yeah.
To, to your point about, aboutthe tribal side of things.
Um, I, we, I've been talking, we've beentalking about it for, for a little over a
year, and then just for those of us, kindof in the event side of things in space,

(08:18):
talking with Alex A. Little bit aboutkind of what, what they're doing, but
also seeing across the country is that.
One events is extremely hard.
The large events is extremelyhard to get butts in seats.
And just hearing from those that areoften hit for sponsorships and having
to change up the sponsorship gamebecause they're promised one thing,

(08:39):
Hey, we're gonna have a thousand people,and they get there and there's 320.
And so it's really, reallyhard to get butts in seats.
However, people aregravitating to smaller events.
They, they want to gettogether because why?
Because of all the noise online.
People don't trust anything.
What they see, they want to get in person.
They want to touch, feel, hear.

(08:59):
And so like what we're doing withagent to ceo, a hundred people like.
People want to be there.
That is tribe.
That's the type of events that you'regonna see moving into the future.
And I think that's probably alittle bit on the large side.
I think the, the 30 to 50 towhere you can actually connect.
So just coming outta KT last week, thatwas the feedback right in the room and.
Everybody in the room goes to abunch, so many massive events, and

(09:22):
they're like, listen, we want thesmaller events to where we can connect
and really be authentic, right?
So go back to the definition oftrust, which is just authenticity.
Times time, people want to be aroundpeople and they want to build communities.
They want to build trust.
So I 1000% believe that'sthe direction it's gonna go.
I know you're talking about iton national value scale and we're

(09:43):
starting to see migrations incommunities and cities and, but it, it.
Cascades all the way down to evenwhat we're trying to do on a, on a
local level with, with your community.
So community has to be one of thecornerstones of, of your foundation,
and it's gonna be a tight communitywhere people can actually connect.
So that tribal mentality is spot on.
Al.

(10:06):
A hundred percent.
Dude, peop, I just got off a call.
Um, with Rick, Rick Dylan, and I'll, I'll,I'll leave the other gentleman's name out
because he is about to leave his brokerageand come part, join our community.
But people wanna be around peoplethat, that, that are like themselves.
And there was a study Isaw just the other day.
It might have been a TikTok wormhole, butit was talking about the percentage, the

(10:29):
percentage of increase you get when you'rearound people playing at a high level.
It's actually a smaller increase than whenyou put that same person in in the room.
And this reminds me, John, of back in theday when we had the, we had the whole.
The whole room upstairs filled withcubicles and we had people making
calls and we had some agents thatwouldn't make the calls, but everyone
leveled up because there was, everyonewas making the calls and everyone

(10:52):
was playing at a higher level.
But if you put that same person in agroup where of people that aren't doing
anything, it's an actually bigger dip.
You get by being around peoplethat are playing at a low level,
you play at a much lower level.
I thought that was interesting.
Um, but people wanna be around peoplethat are, if you're a producer, if
you're an A player, if you're, if you're.
Positive if, I mean all of thethings that are core to na, our

(11:16):
nature and who we are and, andbeing successful and what it takes.
You want to be around peoplethat, that, that are like that.
And that's, it's, it's, I think it'shard to do that in bigger groups.
It's easier to do it in smaller groups,but, uh, certainly that's, I don't want
to spend, I, I, I'll tell you this,I've never recruited someone to exp that
I didn't want to be in business with.
I mean, like, I let, I, I let 'emoff the hook and I let 'em swim away,

(11:39):
and I don't, I don't ever follow up.
And so it's cool to be able to buildcommunities like that here, but
there's no doubt that that's, you know,that's where everything has moved to.
Mm-hmm.
A hundred percent.
It's so key.
That's just genuine.
That's being genuine.
And without saying any names, wejust had an experience of exactly
what you were talking about.

(12:00):
Like we both had an experience withthis certain individual that would
get us on the phone, literally suckedthe energy out of us for 60 minutes
and not, not get anything done.
And nice guy, by the way,I just couldn't do it.
Mm-hmm.
You gotta listen to your son.
I'd rather put a bulletin my, I'd rather get.

(12:21):
I knew deep down, like deep, deepin my soul that we weren't a fit.
Mm-hmm.
And that's okay.
And I think the, the thing that, I'mnot saying that we've done this 'cause
we really never have, but what I'veseen other people do is that, you know,
they're trying to do events and they'retrying to be everything to everybody.
And when you're trying to be everythingto everybody, you're nothing to nobody.

(12:44):
And it, it, it really boils downto like, polarization is okay.
Not in a disrespectful way by anymeans, but it means that you believe
within your core and you're not afraidto, to communicate those beliefs of
what, what are, what's in your core.
And when you're able to do that withconfidence, you'll attract your tribe.

(13:05):
Yeah.
And I think that the three of youguys, like when I met you guys,
I didn't know you from Adam.
I didn't know.
I've never heard of you in 2010.
You know, I knew, I knew CoachCliff because he was my coach party
organ, but I didn't know you guys.
And it wasn't until I actuallygot into that environment where
everything changed because I was likeintroduced to people that were just

(13:27):
thinking at such a high level, likea higher level than more than me.
You, you guys, or Mike Reese alwaystalks about the Phish analogy.
Mm-hmm.
I think you mentionedthat, uh, last week too.
Yeah.
Mm-hmm.
Is that a fish only knows what'sbelow the surface of the water.
The fish doesn't understand that there,there's, you know, what's, what's
going on up there because their world.

(13:47):
Is below sea level, it's underthe water, under the sea.
And, and I feel like, you know,for me personally, before I met you
guys before I went to my first EGS,how was that fish below the water?
Didn't even understand what was going onup above here, where there's like oxygen
in life and, and, and things going onthat are, you know, way beyond that.

(14:09):
Yeah.
So, um, yeah, find your tribe, man, anduh, and, and, or, or maybe it'll find you.
Yeah.
You know, the.
You kind of said something right thereand it was, it was one of the things
that I wanted to, to ask you guys, andwe can come full circle with, uh, the Sir
Hunt, uh, comment and opportunity, but I.

(14:30):
Joel Perso took us through theStoryBrand, um, process at KT last week.
'cause when he was kind of breakingit down and explaining it to
me, it's really business model.
Right.
You know, who's we, we allunderstand the StoryBrand.
Right?
You know, you're not, we're not the hero.
Right.
We're the guide and, andwe're helping the story, we're
helping the hero in the story.
'cause we have a plan and we're, we'reallowing them to, to go through it.

(14:52):
But it's also, um.
When you, when you go throughthe framework, right, you gotta
create the call to action.
And you know, you have toshow them what life is.
If they, if they execute your plan,which is also the hors, you know, value,
um, you know, uh, they have a pain,you have a plan and you have proof.
And it's, and the value is greaterbecause they're gonna save time

(15:12):
and less effort and less sacrifice.
But the thing that really stuck withme was, and to your point, right,
when you try to be something toeverybody, but to the point was, um.
That person has a problem.
Right?
And he, what, what Joel emphasized,and he said that the really takeaway
that you've gotta nail, and this goesback to business model, is that if

(15:34):
you own a problem, you own the market.
If you own a problem, you own the market.
And so be that thing, be what isthe one thing that that problem
that you are known for, right?
It's like, it's what he said.
Right?
And that's what.
That's what, uh, uh,Miller says in StoryBrand.
He's like, you're gonnabe known for something.
What are you gonna be,what are you known for?

(15:55):
And when you, when you're knownfor solving a particular problem,
then you can own the problem.
Then you can own the market.
But when you try to be knownfor everything and known for
solving all problems, thenyou're, you don't own any markets.
And it was just a great freaking reminder.
It's like, listen, and where we're going.
The direction and thethings that are moving.
And this is, this is what Iwant to tee up with you guys.

(16:15):
So I had, um, Eric Post from, from Hueydid a session for us at KT last week.
And Jay, I don't know if you've hada chance to read, 'cause when we had
Kindle on, um, I. I, I, I didn't have aclay mask moment where he told us for a
year and a half to read the Advantage.
So when I was in Seattle with Glen and,um, Kendall at the rally, um, Kendall

(16:37):
told me, 'cause I just, 'cause I, Ipicked up on Glen real fast and where
his head is with ai and Kendall is too.
So all of leadership is the same way.
And she goes, dude, you gottaread, you gotta read this book.
I'm said, tell me which book.
And, and, uh, she said, uh,the, the AI driven leader.
I'm like, holy fuck.
It changed.
Like if y'all have not read thisbook, and I, I know you guys have,

(17:01):
but I'm telling everybody else outthere, if y'all have not read the AI
Driven Leader, you better read it.
And so this comes, I just started it.
Oh dude, I just started It's amazing.
It's amazing audio.
Yeah.
And so Eric made a point, he goes, listen,and I, I, I thought I knew the answer.
And he goes, what is the numberone customer complaint right now?

(17:22):
From buyers and sellers,investors, builders, what
is the number one complaint?
What have we always said?
We always said it's communication.
Communication, communicationis the number one complaint.
He goes, yeah, maybe, maybe a year ortwo ago, he said, but you know, the
number one customer complaint is theybelieve they know more than their agent.
Buyers and sellers believe they knowmore than their agent, and this is the

(17:43):
thing that we were talking about al.
I'm not worried about, like, from anagent perspective, you know, we hear
the gurus in the, in the, in the realestate AI space saying, oh, you know,
you know, if you don't have AI right,you're not gonna get, but, but the
agent, that doesn't, what I'm worriedabout is where do we have to go?
Who do we have to become to where we'reout ahead of the, the AI driven consumer?

(18:06):
Yeah.
So as real estate agents, whodo we have to become in there?
So my, my question to, to the two of you.
If that's true, if the number onecustomer complaint is that buyers
and sellers believe they knowmore than their real estate agent,
let's, let's just thought exercise.
That is true.
Then go back to our foundationof being an expert advisor.

(18:28):
Who do you have to become to be moreknowledgeable than the AI driven consumer?
Mm.
Yeah.
I mean.
The only pushback I'd have on that,John, is, you know, going back to
when I was taking listings and, andprobably Jay, maybe you, I don't know,
but they, they, they always thoughtthat they knew more than us even then.

(18:50):
And, and you know, that's part of whywe use CHSA is because part of the.
I guess the philosophy or thoughtbehind it is what we're one of our
goals, in order for them to notjust sign with us but then listen
to us, is to establish authority.
Mm-hmm.
Meaning we have to establish the factthat they know that we know more than

(19:12):
them and that they don't believe that.
Like that's one of the goals.
And I remember, like I would knowright off the bat, walk into a house.
And you got this guy who's, who'sthe alpha, and he's just making,
he's, he's gotta be the alpha.
He's gotta, you know, make sure thathe, that you know, that he, that,

(19:33):
that, that he knows more than you,like, he's gotta make sure of it.
And those are the ones, man, I was justlike, fuck man, I don't even wanna,
I don't wanna even take this one.
Can I just move on?
And it changed my demeanorin the, in the moment.
And then I step outta it, like,alright, listen, this is just a test.
I'm, this is job testing me right now.
Let's go, let me take this fool on.

(19:55):
And, and, um, but it's different now.
You're right because AIdidn't exist then, right?
And now they have these tools attheir hands, so we have to get better.
Mm-hmm.
If you're not gonna get better, theycan literally go into chat, GPT, type
in, you know, a prompt and get thewhole report that we would be bringing,
bringing to their, their doorstep.
And they could get that on chat, GPT.

(20:16):
So you're right.
You know, there is, there's a new level.
Yeah.
Dude, let me, let me, this is why it itis, and it is super interesting, dude.
We should have an AI segmentfor every, every one of these
episodes moving forward.
Because we, it we'rejust advancing so fast.
Like, like I literally, while we'reon this call, I did this and did

(20:38):
not know this was gonna even be a,something to bring up on the call.
But what we're doing withlead generation right now is.
When we take a A, if we're gonna run an adfor a property, I'm gonna take the address
of that property, the price point of thatproperty, the amenities of that property.
I'm gonna upload it into chat, BGPT,and I'm gonna say, tell me the most

(20:59):
likely buyer persona and now chat.
GPT is gonna know who's moving here,why they're moving here, what are
their biggest hopes, fears, desires,concerns, objections they may have.
So I can create super relevantcontent for that most likely.
Person that's going to click onthis ad. This is everything that
we're talking about is if you canjust speak to that one person.

(21:22):
They're 44 years old,they're married, dual income.
Their biggest number one concernis out of pocket expenses.
Their number two concern is theyhave kids that are six and seven.
That are, uh, going into an elementaryschool and one of 'em has this or that.
Like when you get that specific to whois the most likely, now there's gonna
be people that click on that, thataren't that exact profile, but the ones

(21:43):
that are, and you put content mm-hmm.
In a follow sequence that's superrelevant to like, it, it's, it's
like when they see it, they'relike, oh my God, that are this guy.
It was just like when we did theteam's presentation and people would
call us and be like, I felt like youwere in my living room, listening
to my conversation with my wife.
When you can create content that specific,you can build trust instantly with

(22:05):
someone where they're like, oh my gosh,this is the person I need to talk to.
I, you're, you're, you're, um, it'sproof that you're knowledgeable about
their biggest challenges and problems andthings that they're trying to consider.
And so, like, I'm, I run in thisthrough O three Pro right now in chat
GPT and it, I mean, it, it, it doesthink for a while on this one, but,
um, it'll spit it out here in a minute.

(22:26):
But it's incredible what you can dowith AI to, to become more relevant.
And this again, goes tonot being for everybody.
It's like, who's that most likelyperson that's going to be the
one that clicks on this ad?
And how am I communicating my expertiseto them about what things that are going
on inside their head and their challenges?
And so.
It's fascinating, bro.

(22:47):
I'll show you and at the end if we havea little extra time, I want to tell y'all
what this is because I'm about to blowy'all's fucking minds on what happened.
I can't, I still can't believe it.
And, and dude, it's crazy.
Has nothing to do with real estate,but ai Before, before we go there,
you, you, you said something thathas always been the holy grail
when it comes to come to marketing.

(23:07):
Right.
And you nailed it.
And I, I wanna, I just wanna.
Put it into, you know, where my brainprocess is, third, fourth grade level.
Right.
And, and it's, it's like, listen, what,what Jay's saying is that when you can
market one-to-one personally, relevantsituation, marketing, it has not been,

(23:28):
you have not been able to do it at scale.
No.
Until right now.
Right.
Right Now you can go one to one.
Marketing at scale.
That's the holy grail.
So like, listen, if y'all are not using AIto help you market one-to-one personally
relevant, then you're utilizing it wrong.
'cause otherwise you'rejust creating noise.
Mm-hmm.
And, and if you want to break throughthe noise, you gotta be personally

(23:50):
relevant speaking to them and theirsituation using the frameworks and
everything else that we know to be true.
The, the.
Principles, everything out there.
When you can dial that in, now you can goat scale one to one that you've never been
able to do before, never been able to do.
It's never it, it's bananas.
Um, it's absolutely bananas.
Uh, it's so fine too, you know,without assuming everyone understands

(24:13):
what you're talking about.
Can you just, 'cause, 'cause what,when, when Jay was talking, I was
thinking, I see, I mean this is.
This is the exercise that 10 years agowhen we wanted to figure out our ICP,
our ideal client profile, we had to gothrough this exercise and we guessed,
but we guessed, we had to guess.
We, we had to guess who that person was.

(24:34):
Yes.
What that GBT can do is, is it's lookingat migration patterns and it's looking
at where people are moving from andit's looking at what job offers that,
what companies have hired the most peit's looking at so much data so quickly.
The things that we would never even,it would take us forever to do.
And really zeroing in on, here'syour profiles of the people.

(24:55):
Now you can create contentrelated to these people.
Here are their concerns.
Here's what they're thinking.
Here's what would keepthem from making the move.
Like it's, it's freaking nutshow good your content can be
when like, it's laughable.
When I see people make a, make,you know, content strategy.
Is not.
Let me go shoot a bunch of videos andput 'em on YouTube and just see if

(25:15):
the algorithm treats me fairly today.
That's not a strategy.
That's the, that's how peoplehave been doing it four months
ago and for a year prior.
Today, you should be thinkingcompletely different.
Now we're generating leadsat three to $5 cost per lead.
Very specific.
Now we know how to talk to those people.
We know.

(25:36):
It's almost like we know who'sgonna be clicking on this.
And you, you just, you, you createdifferent content when you do it.
Mm-hmm.
So it's fascinating, man.
I mean, it's, it's fun.
It's fun.
But, but that doesn't changethe fact that you have, we have
to get ahead of the fact that.
The tools are in their hands to, to do asmuch of the research as possible as well.
Yeah.
And so how can, how can you ans becauseif they know what their problems are, so

(25:59):
you really gotta think about what are theproblems that they have that they don't
know they have and, and get even deeperinto, um, you know, really helping, you
know, communicate something of value, but.
It's, it is, uh, it, it's, you knowwhat, so fast my, you know, I love, and,
and al I see where you're going, right?
The, the, the, the steps your brain,I, I saw exactly where your brain was
going, okay, we're gonna do this, wedo this, and it goes to the offer.
Right?

(26:19):
What is the offer?
What is the offer?
I'll tell you one, one thing guysthat I've noticed here, here lately
with, um, you know, moving, um,travel across the country, um,
events and having to deal with abunch of different companies, right?
And.
Um, even going on vacation and, and, youknow, trying to do things and somebody

(26:43):
that even owns like a hundred percent ofthe market of, of a certain thing, right?
A certain service that they provide.
The biggest thing that I've seen guys,customer service, is at the all time low.
It is the worst I have ever seenit, which also means it's the one
of the greatest opportunities.
And so we were talking about cominglike in, in, in this particular

(27:05):
market, had to deal with aparticular service and I'm like.
They own the market, but youknow how you can beat them.
Just go out, service them.
Go think two or three steps ahead ofwhat they're gonna need preemptively.
Oh, you're, you're comingin from outta town.
I know where you're coming from.
Just like you said, the demographicsand the migration patterns.
I know what then I know what you'regonna need when you get here.
Mm-hmm.
I'm gonna go ahead and.
Do that for you, becausethat's what people want.

(27:27):
People don't want to figureand do shit on their own.
They want you to do it with them,or they want you to do it for them.
And if you can just proactivelyget out ahead, like you were
saying, 'cause to the point of,Hey, I know what your next step is.
You don't even know whatyour next problem is.
I do, but I'm gonna goahead and do that for you.
That's how you win.
Right.
And it's just bananas to seehow complacent people have

(27:49):
become in the service industry.
They, they're, they're gonnaget annihilated if they don't
start changing the strategy.
Yeah.
The, the, the, you know,we're, we're still at the very
beginning stages of this ai.
People don't even, they're noteven getting into it as deep
as what, when I tell this storyabout what, what chat GPT did.
It's gonna blow y'all'sminds like it's gonna blow.

(28:11):
It blows my mind.
It's, my mind is still blowing.
It was thinking so farahead of what, what, mm-hmm.
I was basically asking, I was like,how the hell I'm gonna give you, I'm
gonna give you one more, one morethought on this of how important this
is 'cause, and then I, I want youto, I want you to share that story.
Yeah.
So I had my coach, coach Matt, who'sbeen coaching me for the last four years.

(28:31):
Um, he, he, uh, al I don't knowwhen, when you came to, to, to kt.
I don't know if Matt did a session.
I know he did a se I know he did.
I think he did a session,the, the, the time after.
And so Matt, Matt did a sessionand he broke down, um, emotional
intelligence in a way that I've neverlike understood the way he broke down.
I can't wait.
I'll, I'll send you guys the,the recording it, it's like.

(28:52):
Watch it.
Have your kids watch it.
It is, it's that important.
And, uh, so, so Matt is, he'scontracted by the US Air Force, so
he works with, um, leadership and,and so he went through his emotional
intelligence, uh, EQL for leadership.
So it's kind of the same presentation thathe did for the US Air Force leadership.
And um, he's also, last week or thelast two weeks, he spoken to like some

(29:14):
of the Fortune 100 company leadership.
They brought him in to, to talkthrough and he said, listen.
He said, I can't get into specifics,but I'm gonna tell you the number
one topic, number one topic.
They're all talking about everybody,leadership level, US Air Force.
This is the number one thing they'retalking about, ai, everything.
They're talking about ai, ai, ai.
Everything that is the numberone topic in conversation.

(29:37):
And so if y'all are listening to thisand you've been sitting on the sidelines,
'cause you're one of the late adopters,you better get 100% in the game.
You better be allocating, I would say,probably 10 hours a week to diving
in, studying ai, being a part of it,using it, getting through different
things, like it it, and that maybe not even enough, honestly, guys,
is that you've gotta be that way.

(29:58):
And if your team is not.
Empowered in utilizing ai, you betterget 'em empowered in utilizing ai.
'cause if not, it'smoving so freaking fast.
And I can't wait for you totell me this story because it's
probably gonna blow me away.
Dude, it, it, it's, it's, it's nuts.
I'm trying to find, I'm tryingto find where this start.
'cause this, this is one of thosethreads that goes miles deep.

(30:19):
I'm talking, I've been in it for a minute,going deeper and deeper and deeper.
And so I'm trying to figure thepickup point where it picks up on it.
And so I. Um, so, so I'm going, soI'm taking, so I'm taking Rigs, rigs
to the national for, and, and it's inChicago, the National Card Convention.
And Caruthers is still on here.

(30:40):
He'll freaking love this story.
Um, he's a collector as well.
And so, um, I said, so I go on, I goonline and I look at who the people
that are signing are, because I want totake rigs, get a photo op, and, and get
the autographs like we did last year.
And I see that GianniNao was gonna be there.
Well, he is never signed before.
I didn't know that.
But, um, I learned that.

(31:00):
So I said, I said we're gonna geta photo opportunity of any item
signed by Yanas, Anin and Cupo.
Could you find me something that wouldbe more unique and valuable since
we're paying so much for the auto?
I'd like to have something rare.
I. Anything you could find that Icould buy and get delivered and take
there Thinking game warm, replica, youknow, championship trophy, rare rp,
something cool for the mancave, right?
So, so it goes here are seven.

(31:23):
Bring the Chicago pieces that, thatare in hand or buy it right now,
score along, and then it gives itto me in a, in a grab, by the way.
I went into chat, GPT and I gaveit, I, I gave it all of, all of my
personality profile tests I've evertaken, which there was like five of them.
So I, I put that into the directionsto when you give me information,

(31:43):
give it to me like this, it, itgave me the, basically, basically.
It told me things about howI want information that I
could never have articulated.
Like, but I'm like, that's exactlywhat I would like it to look like.
That like it knows mebetter than I know me.
Okay?
Mm-hmm.
So it's giving me information nowthe way I like to see it, which is
even more bonkers than anything,but so, so it goes, so it goes in

(32:05):
and it finds instantly that gum it.
I just scrolled back.
Okay, here it is.
So it goes and it finds, um.
It gives me some options.
Uh, here's seven brand new Chicago pieces.
Uh, score on collectability onceon Giannis ads is Inc and are still
realistic to ship before the national.
So the first one, it saysGame war in 20 23, 24.

(32:27):
Icon Jersey photo matched 48 pointgame NBA auction Sotheby's Buy it now.
You can click on it and buy it right now.
True.
One of, uh, true 1 0 1 provenanceand already photo match Gianni's
signature plus event inscription.
The national 25 turns it intoa six figure museum piece.
Okay.
So ships FedEx priority fromSotheby's within 48 hours.

(32:48):
Clearly it did.
Um, ask them to include thepadded garment back so you can
hand carry it in your backpack.
Okay?
Think about, think it, it's alreadythinking ahead of like, you're gonna
have to pack it, take it there.
It's saying make sure theyhave the garment back.
So.
Then it goes through this how todecide maximum resale, um, uh, maximum
resale, uh, conversation piece,budget friendly, uh, and it's giving

(33:10):
me options on all of this pro tips.
Then it goes on, did I,I did not ask for this.
Okay.
Keep in mind I did not askfor this I marker choice.
Bring a brand new silver Sharpiepaint pen and an extra black deco
color Panini sometimes runs out.
Prep the surface inscription requests.
Giannis usually adds onefree inscription, um, 2021.

(33:31):
So it gives me the one, it gives me the,the two inscriptions I should get that
would make it the most unique and mostvaluable if I ever wanted to sell it.
Um, it's an authentication loop it,so it tells me directly where to go.
It gives me the map of where to goimmediately to get it authenticated
because it's a rare piece and you wantto make sure you don't miss that step.

(33:51):
So it's going through all of, allof this, all of this with me down
to how to make sure the autheauthentication is bulletproof.
Um, it, and it gives me the process.
Take all these, print 'em up, put 'em ina Ziploc bag, da da, you know, write, I
mean, the amount of detail that's in this.
It is my entire game.
Like there's nothing missing.
There's not one thingI could possibly have.

(34:13):
You wanna stay in this hotelbecause you can walk on the
bridge from this, you know, fromthe, from the show to the hotel.
I didn't ask about any of this stuff.
It's given me every littledetail of everything.
It did that in just a random question.
I barely, I didn't even really give ithardly any context, but the oh three
version thinks through, well, whatall other things do you need to know
that you ain't even thinking about?

(34:35):
And it, and there was a lot.
And so then I went even a deeperrabbit hole than this, but,
but just fascinating, right?
Like, I bought this jersey for 12grand, never would've bought it.
But it's a hundred, you know, it'sprobably a 60 to a hundred thousand
dollars ver jersey, you know, dependingon who you talk to or whatever.
It basically gives you that range.
But I was like, what a fucking cool thing.
I never would've even done, I would'vegone there and got a, you know, something

(34:55):
random sign and it would've beenworth what I paid the autograph for.
Yeah.
But that's, and so it just mind blowinglike the things that that, that you
can get and how deep it's going into.
Thinking about things you'renot thinking about that you,
you should be thinking about.
And I know, 'cause I went last yearand all the things that it's telling
me are things that I'd run intois problems, um, at the last show.

(35:17):
And so it just incredible, incredible,incredible that, that resonated a lot
with me because I know literally nothingabout cards, memorabilia, sports stuff.
I appreciate the basketball youbrought me the worm, signed it.
Still my kid.
I love it.
Right?
But I don't know anything about it.
So that, that what you just describedis it eliminated the guesswork, which is

(35:37):
what you said earlier when we were talkingabout how to identify your, your ICP,
your ideal client profile, we guessed.
Mm-hmm.
And what you just described wasit just removed the guesswork.
Not only was it, it, it eliminatedthe time that you would've spent
to have to research all that stuff.
There's no way I could have done it.
You couldn't have done it.

(35:58):
On top of that, now you, youbecame a better consumer.
Yeah.
Oh, I became instantly, instantly smarter.
No, I got a buddy that buys gameworm, uh, tons of game war stuff.
Um, big stuff like $10 millionjerseys, Jordan jerseys crazy stuff.
And he, he lives in, in Puerto Rico.
He is a good friend of me and Mike'sand we, we met him down there.

(36:18):
He sold the most expensivebaseball card ever.
All this stuff.
So I usually call him, wheneverI'm trying to do something,
I'm like, what should I do?
And he'll tell me.
But he's got insiderinformation because he's, he's.
He knows all the buyers and sellers ofall this stuff, and he knows what stuff
trades for, and he knows who owns what.
He knows how he has personally takennote of how much is on the market and
how many times something's been signed,and he is been doing it on his own.

(36:41):
It literally brought meto his level instantly.
Mm-hmm.
Like literally to his level.
I never, I would've never had theballs to do it because I wouldn't
have been confident in, in.
Whether I was doing the right thingor not, like down to the sharpie,
what's, what the inscriptionshould say versus this versus that.
You can't, when you go look for this, veryhard to find information, to be honest.

(37:01):
And there's no central place for it.
It, it's, it, it's very difficultto be confident that you're doing
the right thing and not screw it up.
And so I probably would'venever bought the jersey.
And so it's just, it's fascinating to mehow, um, if you're not leveraging it at
this, this kind of level, not, this isjust a fun example, but, you know, there's
so many ways to, to utilize this to.

(37:23):
You know anything, but that's a,but it's a very real example to
what the consumers are doing, evenin the real estate space, right?
Mm-hmm.
A hundred percent.
Like you, you telling that story,which by the way, storytelling is
only way to break through the noise.
And you telling that story inthe consumers are, are going
that path, like as an agent.

(37:43):
And now I, now I'm like, I'mputting my agent shoes on for a
second and I'm like, holy shit.
Like.
Consumers are thinking that wayabout, about moving into a new market.
Like yeah, how, where do Istep in, where's my value?
I'm making my trip to, to Cleveland.
I'm getting a job offer and I want toknow all the things that I should be
thinking before I buy a home in Cleveland.
What's, what's, or whatever, right?

(38:04):
Like.
It's, people ain't doingthis yet, but they will.
Yeah.
And when they do, you need to.
And you, I think right now we'rein this space where I, I feel like
every week I'm probably gonna change.
Like it's gonna, it's gonnaevolve so quickly that like the
shit I told you to do last week,now you don't need to do that.
You should do this.
Yeah.
That's yo tune in every week.
Because I think every, do you knowyou were telling me that story

(38:27):
'cause what my mind was going to.
The future is faster than you think.
From the book that came out, if you guysremember that book came out in January
of 2019, is when that book came out.
No, no, no.
Excuse me.
They wrote it in 2019.
It came out in January of 2020.
So it came out in January of2020, right before the pandemic.
Um, but they, they, in the openingchapter, they talk about the story, right?

(38:50):
They talk about, you know, whypeople would live in the rural areas.
They can get here and they would, youknow, you'd get to the location, you
know they're talking about flying carsand all that stuff, but essentially what
it was is the Uber would be waiting onyou by the time you stepped out of your
hotel because it was in your calendarand it knew precisely how long it would
take you to go down the elevator andwalk to the front to where Uber would
be waiting on you based upon traffic.

(39:12):
And all it would do, it would bebased upon what was in your calendar.
Yeah.
Like.
Shit, that's shit That'salready happening, bro.
That's already happening for, andI don't even know how, but they're
figuring out what's in my calendar.
You need to leave by this time.
Like little remindersthat I didn't even set.
Yeah, it's already happening.
Yeah, it's freaking wild.
Freaking wild.

(39:33):
Amazing.
Um, so with all that said, right, likethinking, thinking through that, and,
and I know Al you know, you had teed itup kind of with CHSA and where my mind
went is you better have a process, right?
Yeah.
You better have a process that you canfollow, um, to be able to articulate.
I think one of the thingstoo that we, that we're gonna
start to see is collaboration.

(39:54):
With, with the consumers.
Yeah.
On a little bit more of, of, okay,let's really look through your goals.
You have an understanding of this,but, but let me give you some,
some like boots on the ground.
Real feedback, right?
Things that AI's not gonna tell you.
So I think there's some of that elementthat has to be layered in as well.
Yeah.
I wanna, um, I wanna move into our, our,our last fiery thing, which is the, the,

(40:15):
the whole lie that we've been told about.
Standard commissions at 6% and allthis other stuff that was shoved
down everybody's throats becauseeveryone believes everything they
see on Facebook and headlines andyou know, they, they just believe it.
It's kind of dangerous when you, whenyou think about it and like we were
kind of raised in the internet, uh,stage of Google, everyone's Google and

(40:38):
everything, just Google it right now.
It's all shifting to to, to chat GPTand I believe it'll probably eliminate.
Why would somebody even Google or,or, or, or Google something when they
could just pop it into to chat GPT.
But the thought that I was havingbefore we go into this, this
commission live thing was, wasthe, the magic that can be created.

(41:02):
Remember Jay?
I don't remember who we got on so manycalls with our, our discovery calls, but.
Remember, like someone was just mentioningis like, I, I watched your webinar and I
thought you were directly talking to me.
Yeah.
Oh my God.
How many times have we heard that?
We're like, it was like youwere just talking to me.
That's when you nail this ICP.

(41:22):
That's how you know, it's when youknow, it's when you own the problem.
Yeah.
I say problem full circle becauseit, it was up in my brain and I
couldn't spin it out, but like.
That's how we know we're winning.
Right?
More times that we hear, God,I felt like you were just
talking to me in my situation.
Like that's why it's so importantto identify that ICP and

(41:45):
speak directly to that person.
Yep.
Not to the crowds, not to the masses.
It's the people who are trying to speakto the masses they're losing right now.
Re they're trying to beeverything to everybody.
Mm-hmm.
Dude, great segment.
Thanks.
Check this out.
Check this.
So, so, alright.
So this one, the oh three is the oh three.
Uh, pro is still, um, thinking, so I haveno idea what it's gonna come up with, but

(42:09):
I want to share this, this example, right?
So I put the property in here.
We do, by the way, we do thisin the back end when we're
setting up everybody's stuff now.
So like, this happenswithout you having to do it.
So we do it for you, but.
Um, so it goes throughmost likely buyer persona.
Um, life stage move upor corporate relocation.
Family age 32 to 45.

(42:30):
Married, partnered one to three.
Uh, school aged kids income,dual household income, um, tech,
finance, healthcare engineering,or corporate HQ leadership.
Current housing own a three bedroomstarter home and Plano McKinney,
the Colony Carrollton and have 150to 250 of equity to roll forward.
Uh, renting in DFW, uh, after relocatingand tired of bidding wars on resale homes.

(42:53):
Origin markets within DFW Plano Frisco.
Leave for Frisco ISD Prestige.
Out-of-state relocations, CaliforniaBay Area, orange County, Illinois.
New York, New Jersey.
Drawn by Toyota, JP Morgan, KeurigDr. Pepper, PGA headquarters.
Um, I can attest all ofthis by living there.

(43:13):
So like, I, like I can validateeverything that is going through her.
Right.
It's fucking spot on, right?
They, they just make it,keep making it easier for us.
Look at pri primary goals.
Hopes top rated is DISDschools and kids activities.
Think about how this isgonna roll into content new.
Yeah, because think about how longit used to take us to do this.
Oh dude, we'd spend days thatwas just to do this right here.

(43:39):
Decision triggers, builder incentives,rate buy downs, closing cost credits,
quick move in availability, strongresale data, HOA amenities, commuting.
Time to Legacy West, the Star SouthStone Yards, media Habits, YouTube, home
tour, Facebook groups, Frisco, moms DFW.
New construction deals, LinkedInrelocation groups, um, Instagram reels

(44:00):
and LO and local lifestyle hotspots.
That going through this whole thing,like with brand, with like with Holly
does with branding, you go through likewhere do, where does your ICP spend time?
This is a, this tells you wherethey're spending time, dude.
And it's given you the, it'sgiven you the headlines to use.
Right, right, right.
The headlines, the bullet points.
Why it can even, the reason why.

(44:21):
So it's not just tellingyou, Hey, do this video.
This is the reason why it sets authority.
It positions the 5 95 to six 50 krange as value versus medium prices.
Um.
Um, so these are, so again,so it's giving you everything,
additional conversion tips.
Unlock equity calculator, relocation,fast lane, uh, all all of these different

(44:41):
things that you can bake into the content.
And so how much better isthis than how we did it?
Well, it's so much better, butI wanna come full circle to
even what, to even to Al's pointearlier from the whole migration
thing that we were talking about.
It comes back to values.
So now if you have certain values andalignment, now you can start using those
keywords into your content and your copy.

(45:03):
And now that, so it goeschase versus attract, right?
Mm-hmm.
That's what we've beentalking about for two decades.
Now you're putting in theselittle keywords that align to
your values and you're attracting.
So Al doesn't have to show up anddeal, deal with this knucklehead
that he doesn't wanna deal with.
He's actually got somebody that valueshim and aligns in, in, in an alignment.
Now he's having a great.
Conversation, being able to go deepin a relationship and really being

(45:27):
able to help these people becausethen, right, it's just like what?
It's just like what Jeff Woodstalks about in the AI driven leader.
When he went to Garyand said, I'm so proud.
Look what I did in my 90 days.
Gary said, do you have a shit product?
He said, how many of those people toldsomebody else to buy your product?
The ultimate grail is,is raving fans, right?
Mm-hmm.
Creating somebody that will stop traffic.

(45:48):
How many times were we, like we,we talked about this all the time.
We'd be, we'd be out and we wouldhear somebody talk about real estate.
Be like, what?
Wait, wait, hold.
If you're gonna do that,you gotta use this.
This helps you in that content'cause you're creating those
raving fans that we all want.
And that's the ultimate grailin the customer journey, right?
Is that they're, they'reout promoting for us.

(46:08):
And you're gonna be ahappier practitioner.
On top of it, you're gonna make.
You're gonna be better.
And, and, and everyone keeps talking aboutai, which just faster speed, speed, speed.
It's also faster and better, accurate.
Al right.
To your point, more accurate.
That's so that, that's so importantbecause, you know, you know, we get, we

(46:29):
would get surface level and I think wethink deeper than most people, but we
would get surface level on some of this.
Like, well, what jobswould they likely be?
I don't know how manypeople Toyota's hiring.
I have no idea.
I don't, I don't know.
I didn't, you know, I know Keurigs here,but I'm not thinking about that like.
It, it goes so deep intosuper relevant information.
It just, it is.

(46:50):
We're having fun over here.
I don't know about y'all.
I love it.
Uh, I love when I directionsand it's not planned, you know?
'cause that's, that's actually, you know,I, I, when I feel like people, uh, we get
the most amount of feedback from, right.
Yeah.
Is because the truth is, youknow, we're just, we're just
trying to interpret things.

(47:11):
You know, like when we talk about,um, well if you're not an AI
agent, you're gonna be left behind.
I never knew why.
Like, okay, why, why?
I'm, I'm, I'm a pretty good learner.
I'm, I follow theinstructions or whatever.
Yeah.
It's because of this.
Because there's no way to competein that world when someone's using
a tool like this to kick out.
Not just faster, but, butmore accurate information.

(47:34):
Yeah.
It just puts you up here.
Even if you're less skilled thanthis person over here, like this
person could be like sellingthree, four times as many homes.
They're better at a listing appointment,but they're, they just, and there's
a lot of them, the dinosaurs.
We got a lot of di old school OGdinosaurs who won't, they don't
even know how to check their email.

(47:55):
They're gone.
They're gonna be eliminated.
Gone.
Gone.
Now's the opportunity for you, the youth.
20 something, 30 something.
Jump on this, you'll take 'em right out.
I wanna, I wanna, uh,wrap us up with this.
So we were in Aspen.
Um, I don't know if it was 12 or13, and I remember, um, I did, was

(48:15):
13 one big fire or was that four?
14. 14? Was that a little bit later?
Um, it might've been the same.
It might've been one big fire.
Uh, I thought it was 50.
Was that 15 was one big fire.
So it was then, it was the same time,and I remember Reese kind of leaning
over and he said, man, he said thegreatest thing that we can do is
is, is change the way y'all think.
And that that really resonated becausethat's what we are world class at

(48:40):
is, is challenging the way you think.
And if you are thinking differently,thinking strategically, thinking
bigger, and then now you're gettingempowered by ai, nobody's gonna stop you.
Yeah.
Let's just dig in since we teasedeverybody with it is the big lie.
And this kind of merges in there isthat, you know, since I can't remember,

(49:04):
um, from a coaching perspective, oneof the biggest things people struggled
with was, you know, discountingtheir commission coming down.
You know, they're, they're going upagainst the, the big 800 pound gorilla
agent in their marketplace, and theonly thing they can think to do is.
Drop their pants, IE drop theircommission to try to, like,
that's their value proposition.

(49:24):
Mm-hmm.
To beat that.
And it simply doesn't work.
Um, it's a race to the bottom asJay you've said a million times.
And so it kind of like lends into this,this story that was put out by Bam.
And by the way, they did a great jobof breaking this down, but we've been
fed this, this narrative that there'sbeen this standard commission, this

(49:44):
whole, um, you know, catch mark.
Lawsuit that that was filed against Naand against all the big brokers in, in,
um, the, the, the Sit Burnett lawsuit,excuse me, and said that, you know, that,
that there's this, this, this rate thateverybody just kind of like colludes
and goes by and it's just so wrong.

(50:05):
So one of the headlines was neverpay full 6% commission again.
Now, first of all, where I'm from,where I came up in the nineties.
What, what a full commissionwas considered, not colluded
upon, but you know, the biggestbrokerage charged 7% back then.
That's what I, I kind of grew up.
That was the number right thenit, then it's been, you know, and

(50:27):
only since the nineties that rateis, and this is a fact, Jack.
It's only come down andit continues to come down.
And why does it keep coming down?
I think for, you know, number one,technology, number two, the fact that the
prices of real estate have skyrocketed sohigh, uh, that it, it's, it's allowed us

(50:48):
to still come down and remain profitable.
And when I say down the average, sothey basically are saying never pay 6%.
Well, before this lawsuit wasever filed in 2021, the average
commission that was charged was 5.5%.
After this, uh, lawsuit or settlementwent through, it went down to 5.32%, and

(51:12):
this year, year to date, it's at 5.44.
It actually went up a tick from last year.
Shocker.
So, you know, again, it,it kind of goes back to.
Everybody just believing whatthey're seeing on CNN, what they're
believing, what they're hearing on Fox.
You know, everyone just believesit, whatever's kind of like
feeding their narrative.
And, and I believe we were fooled,bamboozled the whole, the whole

(51:36):
country was bamboozled by this falsenarrative that there's been the set
commission when, shoot, there's rates.
I mean, you, you, you know, when I first.
So before I met you guys, I wasat a discount company, the church,
$595 to sell any home like that was,that was our whole stick, right?
Like they, they've been allover the place for years.

(51:59):
So to, to think that they're gonnacome in and, and fool everybody.
The problem is, is that there'schat GPT and there's this
thing called a calculator.
We could do our own map.
And the math states that it was, it hasn'tbeen at 6% for, for maybe over a decade.
So it's just funny that, um, you know.
The media can play a role in changingour perspective on how we think and, and

(52:24):
why that's so dangerous is it changesour perspective on how we make decisions.
Mm-hmm.
We can think all quietly on ourown, but when, when, when we're
allowing certain, certain media.
Whether it's a news article coming fromInman or, or wherever, or CNBC or wherever
it's coming from, to just change our mindinto a point, well, look, we're believing

(52:44):
that without doing our own research,that's where things can get dangerous.
Mm-hmm.
Yeah.
I love that.
Yeah.
And, and before we came on,I was, uh, talking, uh, I
told Al, uh, Jim Griffin was.
Came into, uh, KT and um,he's, his average is over 4%
to him on the listing side.
So he's been at 7% inhis market for years.

(53:07):
And, um, he had one of the marketslike we had in Stevens County to where
it was 2.4 was, was kind of, kind ofthe push and they made a change to
where 2.5, so they got a lot of agentsoff his back 'cause, you know, he
was, you know, being able to do that.
But, and it's just.
It's, it's confidence, it's knowledge,it's value, it's success rate.
It's, I mean, there's, there's a lotof the, the variables in there, right?

(53:29):
Like, like we just got, right?
And it's just in the absence ofvalue, people always question price.
And I think we're starting to see a lotof agents that haven't had to worry about
value now have to, which then makes youmore valuable and, you know, you're able
to, to not, you know, compete on price.
Yeah.
Which is wild.
You know what, I'm, you know whatjust kind of popped into my head.

(53:51):
Is, and I know that I think John, you've,you've kind of done some updating to the
CHSA, but can you guys imagine the AIdriven certified expert advisor on the
listing side, buyer side, can't beat it.
AI driven.
I mean, just thinkingabout like where it was.
And when it was, when you guyscreated it to what the 20 25,

(54:15):
20 26 version could look like.
AI driven.
Yeah.
You know the principles, theprinciples still still align, right?
I mean, the process is still the process.
And I mean, there's things that speedand execution, there's, there's then.
You know, more collaboration that'sable to be had with with yeah, with
in, in, you know, in the conversation.

(54:36):
Because now you'll be ableto tailor, tailor their plan
based upon their goals, right?
Which is law number one, law ofexpertise, asking the tough questions.
What if it doesn't sell?
Hey, what if, what if we had a processthat we could take you through to where
we can guarantee it's gonna sell for you?
And let's collaborate on thattogether to where we can come with it.
So there's some funstuff that can be done.
The principles are still the principles.

(54:56):
I think collaboration is alot more of a key with it.
Now than what it waswhen we first created it.
But you can take 'em stepby step through the process.
Yeah.
Hey, let's, let's tailor eyes.
Here's how we're different.
Here's how we're gonnadifferentiate your home.
Yes.
Let's take a look at that.
So there's a lot of funstuff that could be done.
Collaboration with ai.
Dante, uh, is it, is it cos DanteCos says, uh, what's up Dante?

(55:19):
What's up Dante?
Yeah, he, he, he had a couple prettygood points when value exceeds price.
People pay no standard commissions.
I agree.
But he said a great book to read about.
The manipulation of media mm-hmm.
Is trust me.
I'm lying by Ryan Holiday.
What an amazing, what anamazing title to a book, right?
Yeah.
That was his first book.
That was holiday's, firstbook that he ever out.

(55:40):
That was before The Obstacle,is the way he wrote out.
Trust me, I'm lying.
That was his, um, timeat American Apparel.
There's a new, there's a new seriesthat just dropped on American Apparel.
I cannot wait to watch that.
Just, you know, being a, beinga, a massive fan of Ryan Holiday.
Yeah.
Um, it, uh, I'm too, I, Ididn't know about this book.
Yeah, that's the very first book.
That's the very first one.
Yeah, no, I have, I, I've readbits and pieces of it, but

(56:01):
I've listened to him so much.
I know all the, all the stuff.
He shares it on podcasts all the time.
He shared all the things, theshenanigans, the things, the
downfall of American apparel.
Just, yeah, it's, it'sa fascinating story.
It really is.
Yep.
Yep.
And, and, you know, for, for, forthose of you agents out there that,
you know, maybe you are struggling.
With your marketing, your contentstrategy, and, and, and you, you

(56:24):
definitely want to dig into these things,but like start, start thinking about, you
know, come, go to honeyed nation.com andcheck out, we do have A-C-H-S-A there.
Talk to us about how getting a freemembership, um, we can, we can get you
a free membership into our communityso that you can learn these things.
But going back to the whole commission.
Standpoint, if you're strugglingfeeling like you're, you're needing

(56:46):
to constantly reduce your commissionto beat the big 800 pound gorilla
in your marketplace, message us.
Let us show you do it.
How we do it.
Yeah.
Don't, there's no need to.
Don't do it.
We have a way that we've been teachingsince 2011 before AI even came out.
And how you can raiseyour perceived value.
You can't call yourself an expertunless you're an actual expert.

(57:09):
And this is exactly what we'vebeen coaching on for over a decade.
We'd be delighted to.
I wanna give, I wanna give alittle shout out to a honey
badger as we, as we wrap up.
So, um, one of our fellow LadyHoney Badgers, Renee Velazquez, um.
Daughter has a new little business thatI want to give a little shout out for.
She is in these custom bracelet businessand so we had KT coming up and if you

(57:32):
guys saw Renee made a post, um, last week.
Right?
Her daughter with thebracelets and things like that.
Yeah, so I hit her up.
I said, Hey.
Can she get us some bracelets before kt?
She goes, you do realizethat's in two days.
I said, can she do it?
And so typical Honey Badgerfashion, they pulled it off.
She said, what?
What's the theme?
And I said, Hey, we're goingwith the man in the arena.
'cause that's the only thingthat matters right now.

(57:53):
You can't be up on the sidelines.
You gotta be in the game.
So she created these custombracelets that say, man in the arena.
And then it has the little KT on the back.
So, um, shout out, shout out to, toher and I appreciate her, you know,
working tirelessly to, uh, put togetherlast minute, some, uh, some bracelets.
So if you guys are looking for somecustom bracelets, hit Renee up and,

(58:15):
uh, they will overdeliver as always.
Good stuff, boys.
Yeah, man, boys, that was fire.
Um, appreciate y'all.
One big fire is exactly what it is.
Honey badger nation.com.
Uh, be on the lookout Monday.
Tickets go on sale.
They are going to go fast andal you're only doing 20 VIPs.
Holy smokes.
Those will go fast.

(58:36):
There's only a hundred tickets.
I might, I might, I might twistyour arm a little bit, see if we
can get five to 10 more, but ahundred tickets and um, 20 VIPs.
Cannot wait for that.
We do have a couple already committedthat are, um, icons in the industry
that will be there, so I am superexcited for this year's agent to CEO
as well as Rock the Spectrum eventfor your 10 year anniversary, brother.

(58:58):
Awesome, man.
Appreciate 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.

All Episodes

Episode Overview

Key Topics Covered

Rock the Spectrum & Agent to CEO 2024

The Big Commission Lie

The Rise of the Tribe

Owning the Problem = Owning the Market

AI-Powered Consumer vs. Agent Authority

Marketing to One Person at Scale

The AI Collaboration Opportunity

The Future of CHSA/CHBA in an AI World

Episode Transcript

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}#700 Tribalism, Trust & Tech Real Talk On Today's Real Estate Game