#702: Dominating Real Estate Market in 2025

Episode Overview

In this episode, John Kitchens and Jay Kinder unpack the real reason most agents are struggling in 2025: they don’t understand marketing. From identifying “have-to” sellers to the hidden power of new construction funnels, this conversation is a masterclass in how agents must shift their mindset and skillset to thrive.

Jay pulls back the curtain on what’s working right now in lead generation, direct mail, and social positioning—and how to build authority at scale without burning out. If you're doing fewer than 2 deals a month, this is the wake-up call you need.

Whether you're looking to rebuild your pipeline, reignite your referral business, or finally master social media strategy, this episode gives you the blueprint.

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Key Topics Covered

The #1 Skill Every Agent Must Master

• Why marketing—not selling—is the survival skill for 2025

• How most agents confuse busy work with real business

• The direct connection between marketing mastery and freedom

Think Like a CEO, Not a Salesperson

• Why obsessed marketers dominate even in tough markets

• How to spot “have-to” sellers vs. “want-to” time-wasters

• Why the best agents are educators, not chasers

New Construction = The Scalable Opportunity

• Why new construction remains the best listing funnel

• How to position builder incentives as buyer solutions

• Real-world examples from agents winning this strategy

Data-Driven Authority

• How to use KCM, Altos, and real-time MLS data to educate at scale

• Becoming the “daily market update” voice for your community

• Why trust-based content outperforms any paid ad

Social Media That Converts

• The winning formula: Teach + Consistency + Frequency

• Why showing up every day creates unfair top-of-mind awareness

• Real examples of content that builds inbound momentum

Direct Mail That Doesn’t Suck

• Why most agents fail at mailers (and how to fix it)

• The real play: saturation + frequency + a dog-whistle offer

• How “guaranteed offer” language still pulls in high-quality sellers

From Anonymous to Authority

• Building omnipresence with the right messaging

• Why personalization wins over generic branding

• Case study: the “I’ve got your postcards wallpapered” moment

The Power of Clear Messaging

• What agents get wrong with their ads and postcards

• How to build trust through education, not persuasion

• “If you confuse, you lose”—why clarity beats cleverness

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Resources Mentioned

Episode Transcript

(00:00):
Seven figure success starts whenyou start thinking like a CEO.
Welcome to the John Kitchens Coach podcastexperience as your host, John Kitchens.
Get ready to think bigger andtransform your business into
a path to lasting freedom.
What is, what's happening?
What's good?

(00:21):
What's going on, man?
What's going on?
Just cranking away.
I know.
Um.
Curious to kind of get your,your take and in and temperature.
I know, you know, here we are, 40something days into the new year,
um, and, you know, a lot of theexcitement and the energy coming

(00:41):
out of, out of New Year, new Year'sresolutions, hitting the ground running.
But you know, you're gettingpunched in the mouth, right?
Uh, a lot right now.
A lot of agents are, there's a lot ofthings happening, deals getting, you
know, pushed out, delayed, you know.
Mindset perspective, you know,where agents really need to stay,
stay focused, stay grounded.
I mean, where are you seeing, um, inthe conversations that you're having

(01:05):
and probably some of the coachingthat you're having to give, you know,
what's, what's kind of the mantra ofthe message for, for agents right now?
Um, you know, really kind of bucklingdown into this first quarter?
Yeah.
I mean, you know, it, it'sbeen a tough two years.
Um, so, you know, you know, the, the, the.
You know, the consistentconversation that I'm having

(01:27):
over and over and over again is.
Man, I'm just not getting enough with,you know, my sphere of influence, my
referral base, the things I was doing,you know, before aren't working.
I gotta do something more.
Right.
And so and so.
Yeah man, I mean, you know,there's deals to be done.
You just gotta figure out where they are.
Um, you know, what's moving, youknow, you know, if I was selling

(01:48):
right now, I would be doing theresearch on what's moving, what's
selling, where are people moving from?
The people that are listing,why are they listing.
And, and start to really get agood understanding of, of who, you
know, who's moving and who has tomove and why they have to move.
Um, and, and start, you know,looking for the opportunity in that.

(02:09):
And, you know, and a lot of markets wefound, you know, the new construction
funnel has been a home run because ifthere's a, if there's a builder that's
sitting on inventory, obviously, you know,inventory is not moving like it has been.
And they, you know, they're willing to,you know, to do a buy down on the rates.
You can market those low rates andthat gets people off the fence.
You know, the people that are sittingon the fence right now are sitting on

(02:30):
the fence because they're on an interestrate of 3% and, you know, they're,
they're not likely is likely to move.
And, uh, and certainly, you know, thatcan be a huge difference in, and, uh,
it's a, it's a market, you know, it'sa market in most markets that exist.
That you can tap into that, you know,if you haven't been doing it, it
certainly has been a, a lot of activity.

(02:52):
I can tell you it's working, uh, forsure out outside of that, you know,
you know, we're hoping for a, youknow, spring things to pick up in
spring, but, you know, it's, it doesn'tfeel like that's gonna be the case.
It doesn't feel like, uh, there's this bigpool of buyers about to hit the market.
I think there's, I, I, I spot on.
I think there's a ton of, um, a tonof anxiety, a ton of, um, uncertainty

(03:16):
in, in the marketplace, right?
And so when you, when you triggerthat type of feeling, that type of
emotion, I. It triggers the fight,flight, or freeze type of of mentality.
I think there's a lot of frozen, Ithink there's a lot of frozen agents.
I think there's a lot ofagents that are running.
I think there's a lot of agents,you know, the very few that are
really leaning into the opportunity.

(03:37):
And that's where, you know, I think wherethe mindset side of things is so critical.
Or having the leadership andthe li the guidance or being
plugged in and you know, just.
Not trying to figure this shit outon your own, I think is the biggest,
is the biggest get right now is that,you know, tap into those of us that
have ridden through challenging times.

(03:58):
Um, you know, I, you know, have defaulteda lot back to oh 7, 0 8 0 9 timeframe,
and, and there's always an opportunity.
And, you know, you and I hadhad a, a little different pa
you went all in on short sales.
I mean, you, you dominatedthe market like in mine.
Well, didn't have that choice, bro.
Remember, I would go out, you know,we go on 10 listing appointments
and a eight of 'em, we'd have torefer to the rental department.

(04:21):
Like we'd have to, we'd have to dothat or, but it was also another
way for us, we're like, Hey,we're in a cashflow situation.
Hey, I can take your listing, but yougotta cut me a check for a thousand
dollars before I walk out of here.
So like.
But we were, you know, but that was$10,000 in, in, in revenue a month.
We're taking 10 short sale listings.
Yeah, that's what my my point.
There's always a way.
There's always a move.
Yeah.

(04:41):
There's always a move.
There's always a move.
There's always a way.
Mine was a little different and, and,and just made me kind of trigger with
what you said with new construction.
'cause that was the path, right?
It was Willard.
Mm-hmm.
It was, you know, I, I, I lived and died.
I woke up, went to bed with Willard,thinking about him, what do I need to do?
What does he need?
What does he want?
And that.
There's always a move, right?

(05:02):
And, and I think that's just whereagents need to get and understand
is that you have an angle.
Sometimes you're so locked in, you gottajust kind of step back for a second and be
like, okay, well where is the opportunity?
And, and I promise youthere's opportunities abound.
Um, I was looking at and, and kind ofcontinuation of our conversation last week
that we really didn't get to get into andit was the tariffs, what's happening on.

(05:29):
Insurance, what's happening on, youknow, you know, replacement costs?
Where is, where is thedirection of things?
Where is affordable housing?
Like, what are they gonna really be ableto build in in today's, in today's market?
And I was talking with, um, Trav,Travis Wright, um, yesterday, and,

(05:49):
you know, he's trying to lock down acouple, a couple buildings, basically
giving them away in Sterling and.
He's like, they're completeeyesore that like the city of
Sterling's gotta make a decision.
You either tear 'em down or canyou help me rehabilitate these?
Right.
Like, what, what does that look like?
Yep.
So what are, what are your thoughts?

(06:10):
I know we, we, we just.
Just real quick at the end you'relike, dude, it's Opportunity Zones is
where the opportunity is, but whereare you kind of seeing or or rejecting
new construction, affordable housing?
Where, where, where are things going?
Especially the insurance cost and,and all of the challenges that, that
we have out in front of us on the,on the home building side of things.

(06:30):
Yeah, man, I mean, you can't build, youcan't build something, you know, you
can't build it for 300 grand right now.
So, so, you know, you know,they're, they're really.
Something has to be,somebody has to get creative.
They're, you know, they're, you'reeither looking in opportunity zones,
um, you know, in every market.
And it's interesting, dude, like, youknow, not every market's the same, right?
So like.

(06:51):
And you know, Orlando, you know,their inventory is up 27%, but
in Chicago it's down 11%, right?
So, like, you know, there's notthis huge demand, but you know, to,
you know, to find, if you can findanything under the 300,000 range,
that's where the opportunity is.
Those, those are likely to probablyappreciate more than anything else, um,

(07:12):
and be less affordable in the future.
But you know, there's, you know, you gottafind those pockets in your market where
there is opportunity and, um, you know,you know, you'll, you'll see, you know,
you, you know, you break down like weused to with all, all of the market data.
And you look at, you know, the under 300is probably flying off the market, right?
So if I'm, if I'm doing any typeof marketing, I'm trying to pick up

(07:34):
opportunities and listings in those areas,um, and you know, that might be, you
know, here in Frisco, that's gonna be it.
You're gonna be out there ways youshould find something like that.
Yeah.
Yeah.
No, it, it is, it's, it's really,you know, being that true, um,
student expert of, of the marketand really where the opportunity is.

(07:54):
I mean, you know, I. I think the,the associations in proximity
in your market is, is so key.
Um, I think, you know, gettingconnected with who makes the
decisions in your community, right?
Like, like how does, how is your city ran?
Who ultimately makes the decisionsis, is, you know, does the mayor
have any influence or more, is itmore so the city manager, like Lawton

(08:18):
City, the city manager, and thenall of the small business owners?
Influenced the council.
They ran the city.
That's just how, that'show Lotton was ran.
Frisco's, completely different.
The mayor.
Mayor was mayor, had someshots he could call some stuff.
Mm-hmm.
But it's just the way they structure it.
So knowing where that is, I wouldtell anybody and everybody too.
Where is the economicdevelopment committee?
Who are they having conversations with?

(08:40):
Who are they bringing in?
And that was our whole reasoning,you know, of joining the chamber,
was being plugged into the, um,economic development committee
because that's where their office was.
So we wanted proximity, we wantedto know what the hell's going on.
Plus it gave us proximity to allof the, the small business owners
and, and influencers in the market.
And I think it's getting so pluggedin at, at such a, such a high level.

(09:04):
For, you know, really steppinginto relationships, um, is,
is is super key right now.
Um, I, I mean it's just, just goback to what we just said from the
beginning, you know, from a stressstandpoint, people just being paralyzed,
being able to come in and be aleader, be a voice of reason, and.
It's the leadership side of thingsthat I think is, is what's gonna

(09:24):
really start to separate a lot ofpeople now and into the future.
If you got, obviously leadingyourself at a high level, but every
real estate interaction that you getinto, I, I think you just have to
own the fact that I have to lead, I.
This entire transaction.
I've gotta lead my clients.
I gotta lead the other agent.
I gotta lead their clients.
I gotta lead the mortgage company.

(09:45):
Yeah.
I gotta lead title.
You just gotta do it all.
I think it's just part,part of the game right now.
Yeah.
The, the, the thing that gets me like,really antsy, like, like right now,
if I was, you know, I'm not in out,there's not a market that I'm out
there and selling every day, right?
So I'm talking to peopleacross all different markets.
So, you know, you get little bits ofinformation and look for, you know, try to
help people see where the opportunity is.

(10:05):
But like to me, like I would be consumingevery bit of every market data report.
Every, I mean, I would just be,and then I would be teaching it.
I would be teaching the marketplace.
Here's what's going on.
What was it, what's the,what is that report?
Um, that, so you got real market reports?
Yep.
Real market reports.
Um, and then the, what's theone that had the four quadrants?

(10:27):
That's the altos reports.
Altos, yeah.
So I would be looking at Altos and I wouldbe teach, I would be pulling up that data
for every market, and I would be, I wouldbecome the daily, the daily market update.
And I would just consistently beteaching people what's going on in the
marketplace and all these price points.
'cause, because right now, I don'tknow, I feel like, I don't know.
So I'm like, man, I don't, I don'treally know what I would tell, you

(10:49):
know what I would tell somebody?
But I would damn sure know the market.
I would, I would be the expert.
I would be, I would knowit forward and backwards.
I would teach it every day.
I would be at the forefrontbecause I think that's everybody's
kind of frozen because nobodyreally knows what's going on.
And I think that data's there foryou to you to, to mine and, and
really start teaching and becomethat voice in the marketplace
of, Hey, here's what's happening.

(11:10):
Um, I, I'm just thinking through,I know exactly what we would do.
We would have the cameras onand we would be looking through
and going through mm-hmm.
Looking at the market report thatcomes out that we got once a week.
We'd be looking at, whenever Altos cameout, we would be doing, whenever KCM
came out, we would be just pulling itup, sharing our screen, going live.
Just, just talking through itand what it means, and this is
my interpretation of it, right.
Have an opinion on it, but we wouldhave our opinion based upon what the

(11:33):
data's telling us and the conversations,boots on ground feedback we're
getting in the marketplace, and justpositioning yourself as that go-to a.
Authority in, in the marketand go where the eyeballs are.
And that's all over social.
'cause I'm telling man, and I feel it justbecause I've, I've just made a conscious
effort to throttle off of social, um,myself here in the last 60, 90 days.

(11:56):
I feel it agents that are likeconsistent and have a a value
add, consistently showing up onsocial are the agents that are.
Thriving right now.
And it, I, I tie it back,I tie it back to everybody.
I was having this conversationwith DUR last week, and they know

(12:18):
their Achilles heel is social.
They know their business model is builtaround outbound touch prospecting.
Um, you know, they're not being as, asintentional with the database, but they're
not, not on social like dur to your point.
DUR is an educator.
He should be online every damn day.
Educating on the market.
What does it mean her style of,of, here, let me educate you.

(12:41):
Here it is.
What do you wanna do with it?
So I think social is the way to go, butto your point, be Be the go-to authority.
Be be the, be the expert.
What up, Hugh?
Yeah.
KCM, I mean it's probably the one of thebest investments that you guys can make.
KCM report.
29 bucks a month is what it is.
I think because yeah, I'mlooking at, I still pay for it.

(13:02):
Like I still pay for it.
I do too.
Yeah.
It's like, you know, you knowthese slides are just money, right?
So like why you shouldconsider buying right now.
So there's all the slides for buyers, allthe slides for sell what your conversation
should be with buyers right now.
Why is now a good time to buy?
There's less competition.
Um, fear and uncertainty inthe market equals opportunity.
Your ability to get a deal when mm-hmm.

(13:23):
You know, when there's a lot ofcompetition, that's not the case.
You know, uh, sellers thatneed to sell, you have more
negotiating power right now, so.
You know, there's, you know, this,this is the, you know, these are the
talk tracks that, that you want tobe having and I think you want to be
doing it on social obviously, and thenindividually with everybody that you're,
you know, that you're talking to.
Yeah.
You and, and you know, the cool thingnow that we would incorporate that

(13:45):
we didn't do back then, and, youknow, for, for a lot of you guys,
so we, we were the go-to, right?
We, we created that and we strategically.
Positioned ourself.
One, we were just more consistent thananybody, but we, we built out the list
of influencers in our marketplace andwe, and we gave them value every week.

(14:06):
And I know now we wouldbe incorporating video.
We would be just providingmore resource and more assets.
Like kcm, we'd be givingthem the KCM report.
Hey, here's the most instrumental slidesthat apply to law into our market.
This, this is what it is.
So there's just ways todo that, to position it.
Because what you're going to startto attract is, is a lot of the
influencers and decision makers.

(14:28):
And when, when you have the top ofthe mind of, of, of the market, and
especially from an influential standpoint,it just makes everything easier.
And that's what I relate tosocial right now, is that it makes
everything in their business easier.
It, it's hard, but every, itjust makes everything easier.
Like, like what radio did for us.
Mm-hmm.
Like what billboards did forus, like what TV did for us.

(14:50):
Um.
It just made everything easier.
It was hard to quantify, but itjust made everything so much easier
in all of the things that we did.
So being able to, to have thatis, is really, really important.
The average, the average homeowner witha mortgage now has 319,000 of equity in
their home, 207,000 of which is tapable.

(15:11):
51% of buyers are also sellers.
That's been the, that's been the numberone thing that, that, that we've, that
we've done in the last year that's,that's still working is, you know,
again, you know, when you're, whenyou're targeting new construction, which
is again, that's our go-to right now.
I. The, you know, the, the massmajority of these people are
not first time home buyers.

(15:31):
They have a home to sell.
Mm-hmm.
And so that's why I love that strategy.
But, you know, according to KCM, 51%of buyers right now are also sellers.
So finding those active buyers that havea home to sell, um, especially going
into the spring where there's likely tobe some more inventory is a good way to
start stacking your, the deck in yourfavor going into the spring and summer.
Yeah, absolutely.

(15:51):
And you know, I, I think it's, it's.
Those that are, that are proactive,not busy, but, but proactive are
the ones that are gonna be rewarded.
Mm-hmm.
And it's, it's consistency, it'sdiscipline on the activities
that, that produce the results.
Um, but really position yourself.

(16:12):
I, I'm going to default back.
I think one of the best.
Alex, Alex nailed it.
His YouTube channel.
Um, and it's all new construction.
Like if you have guys thathave new construction in your
market, Alex Pox channel is theone to just just duplicate it.
Model.
Yeah, just model it, you know.
And, um, I forget what I waslistening to the other I was listening

(16:35):
to, or I think over the weekend.
Um, and it was like, listen, the peoplethat you're gonna model after they modeled
after somebody else, like, don't, don'tthink that you gotta be unique and like
you're gonna, you're gonna take from them.
And I know we used to, you know, copycatone to copycat two, but you know,
Jay Abraham and stealing into us, youknow, we're just world class modelers.

(16:55):
And I think that's just where you gottalook at, you know, where, where, where
to go, what's working new construction,if you've got it to me as the go-to.
Um, and then.
You know, just incorporating a tonof video and social, uh, around
everything that you're doing toshowcase the new construction.
Cool.
So.

(17:18):
I guess because, you know, my, myquestion, um, is, is really around
what are agents starving for?
I think the opportunity in themarket to buyers and sellers
obviously is the motivated, thehave-tos and not spending time.
I think you gotta take a, a FrankKern playbook, um, next and move fast.

(17:39):
Um, and just because you catch one,you got one on the on on the line,
doesn't mean you gotta reel it in.
And so you gotta be able to have,you know, quick, a quick process
to be able to, to filter throughwho's real and, and, and, you know,
the have tos versus the want tos.
But looking at it from an agentperspective, I mean, we're seeing a lot
of, a lot of momentum, a lot of moving.
I mean, it's obviously kind of.

(18:00):
Time of the year, right?
Where you see, you see a lot ofmove, what are agents starving for?
I mean, where, where, what isthe real agent market out there?
I think the real, I mean, just basedon the conversations I'm having the,
you know, the agents that have survivedwithout having to do marketing.
Um, you know, they, they, theyprobably average 15 to 30 transactions.

(18:24):
You know, I would say it, it getsdifficult to, you know, to, and sometimes
you can, you know, you can, you can, youknow, if you're doing a really good job
and you're really out there hustling, youcan, you know, you can do more than that.
But generally speaking, it, you know,it's probably that 15 to 30 transaction
range and, and it's just not enough.
And right now it's slower.
You know, they, they feel theebbs and flows of the marketplace.

(18:46):
So they've gone through two years of, ofless deals than they've done in the past.
What they're used to, and they wannafix it and they know how to fix it.
They know it's through marketing.
They know it's not realtor.com and Zillowand all this crap that they bought.
They know they've gottado something different.
Um, and, and it's, you know, they'rehungry to, to be like, okay, I've
gotta, I've gotta do somethingto generate more opportunities.

(19:08):
I've gotta get in front of morepeople that want to buy and sell,
which means, you know, you're, you'rerepeating referrals, not enough.
And so that's, that's where, youknow, and, and I think for, for
most of those people, you know,you know, myself included, right.
Like, so that's been, you know, thebig, the re real reason that we.
You know, implemented this, you know,our, you know, leverage my 50,000 a
month marketing and implementation teamis because I don't even know how to do

(19:31):
the stuff that I, that we do, right?
Like, I, that's not my skillset.
My skillset is getting me face to face.
So how, you know, having someone helpme implement these things and so I
can be in control of my marketing,in control of my business, as opposed
to it being, you know, following theups and downs of, of what's going on.
I think that there's a, a, a tremendousnumber of, of really good professional

(19:55):
agents that do a great job, that nowrealize, man, I've gotta do something to
generate, you know, to get, you know, to,to, to, to get inbound people calling me.
And so that's the, that's thepeople that I talk to every day.
Um, you know, the ones that are, youknow, struggling, struggling and you
know, haven't ever sold a house, you know,they're, it's tough for them right now.

(20:16):
It's real tough.
Yeah.
But if, you know, if you've, you know,if you just haven't been doing marketing
and I, I've had, I had a call with aguy, a couple guys in Canada the other
day, and they, you know, in the pastthey'd done a, a tremendous amount of
marketing, but then they just lived offtheir, you know, their careers of career
real estate agents, but they're not.
They're not as being as seen.
They're not out there doing social media.
They're not doing, you know, they'renot doing some of the things that

(20:38):
where people go, oh yeah, that's, youknow, so and so, I forgot he was even
still in business, you know, so yougotta, you gotta get out there and
get your, get your name out there, getyour face out there and, and you know,
social media's an easy way to do that.
Um, and so, yeah, there, there'sa lot of opportunity I think.
Um.
When we start running these ads, youknow, one of the things that happens is
people start seeing you everywhere, right?
Mm-hmm.

(20:58):
People that know you, but maybehadn't, you know, hadn't thought,
oh man, you know, they're,you're not top of mind anymore.
It's been years, right?
So like the, the average, I was justlooking at this, Casey, the average.
Person from, what was it?
I can't remember what year it was from 90.
Okay.
So from 2009 to 2024, the averagetenure in a home is 9.3 years.

(21:20):
Mm-hmm.
And uh, from 85 to 2008, theaverage tenure was six years.
So people used, we used to saya seven years was the average.
Well, not anymore.
It's getting closer to 10.
So like, there's people that, if you'vebeen in the business a long time, you
know that, that are, you know, thatyou haven't been in touch with, you
haven't been staying in front of.
I think you need to, you know, whenwe, you know, when we ana, you know,
do an analysis of kind of somebody'sbusiness and they tell us they've been

(21:41):
in the business 20 years or 30 years, I.
But they haven't reallystayed in connection.
They don't have a, a databaseof their past clients that
they communicate to regularly.
Like that's, that is a, if you'vebeen in the business longer
than 10 years, you better, youknow that that's a worthy thing.
Even though it's not predictable,you're leaving, you're, you're,
you're probably as a percentageof referrals you could be getting,

(22:03):
you're not getting as your fair share.
And so like that's, you know,that's usually not where we
start with an agent, but.
You know, and if, if you, if you'veneglected that, you know, having a,
a good, uh, you know, reactivationcampaign for your past clients mm-hmm.
And your fear of influence is,is, um, is is something that it's
foundationally something you should have.
So you should have alreadydone it, but you didn't.

(22:25):
And so like, if we want to get a dealclosed tomorrow, that's not where I start.
But, but you know, you know,if, if, you know, so Hugh
saying, saying guilty, right.
Like, you know, and the thing is, it'snot like we're not getting referrals.
Right.
You get 'em.
Right.
So like when we went to j Abrahamand, you know, and we were, we
were there the first 15 minutes,it got gold from j Abraham on Yeah.
You know, building referral systemsand uh, you know, we, we were getting

(22:48):
probably 28%, I think, if I rememberright, John of, of our business was
coming from repeat referral sphere.
And then, you know, but we, you know,you know, then Jay asked us, well,
how many systems do you have in place?
How many of you have more than one system?
More than two systems more?
We're like, okay, we don'thave any, this is random.
Yeah, it was random.
Like most people are.
Mm-hmm.
Like worked such a good jobthat, you know, we got 'em
anyway, but we didn't get it.

(23:09):
We didn't get as a percentage, asmany as we, as we did that year.
We focused on it.
We did, you know, events, we did,you know, we did, I don't know
how many events we did that year.
Probably three or four events.
Almost three or four.
Mm-hmm.
Um, and, and we shifted it to almost50% in one year, lowered our budget
in terms of marketing, my intentional.
By being intentional about it.
And so, so, you know, it's worth,you know, going through, getting the

(23:31):
list, getting them into a database,starting to communicate to 'em, make
sure you're following all these peopleon social, you know, it, it's, um,
you know, that's kind of a, you know,it's a foundation of your business.
If you've been in this long enough,people that know, like, and trust
you should be referring you.
Mm-hmm.
And they should see you often.
And, and whether that's through directmail, social media, both, you should have
something that's going to those peopleconsistently for your whole career.

(23:54):
Um, and so, yeah, so I think, I thinkfor a lot of folks that's probably,
you know, maybe where you're at, you,you're gonna have to, you know, um,
you're gonna have to be intentionalabout, you know, your, your sphere
of influence, your past clientsand, and, and communicating to them.
And probably add one good strong pillar oflead gen that's, you know, really targeted

(24:15):
to a specific niche in the marketplace.
Um.
And so, yeah, man, that's, youknow, that's what I would do.
I would, you know, I thinkabout it all the time.
I geeked out on it with this,this call the other day.
We we're just talking about marketingand, you know, direct mail and like
it's, you know, nobody's doing it.
And so I would be like, I'm gonna doit 'cause no one else is doing it.
And I would just be pounding a smallsubset of the market that has the

(24:37):
highest turnover rate in the whole area.
I would look for that data and say, okay,well what areas are turning over the most?
And you know, that's usuallyevidence of what's likely to
continue to turn over the most.
And so, you know, pick those areasthat have the highest turnover
rate and, and you know, just bemailing them so often, right?
Mm-hmm.
And, um, you know, when I sayso often, this is where people

(24:58):
get it wrong in marketing.
You know, you know, if it takes 21 to 28exposures, then I. You know, I'm mailing
these people every week for, you know,for at least 12 weeks, maybe longer.
And then I might go to everyother week for another, you know?
Mm-hmm.
10 mailings, right?
Like, I want to get the touches,the number of the frequency of

(25:18):
seeing me has to be, has to be more.
And you know, I always thinkabout it like when I get.
You know, when I lived out inAubrey, you know, I used to get,
you know, somebody would sell ahouse somewhere out there somewhere.
I don't even, you would never knowwhere, 'cause I lived in the country,
so it wasn't a neighborhood, but Iwould get this one mailer from an
agent and then nothing ever again.
Right.
That's right.
Done.
That's one and done approach, you know,is, you know, like, you know, the odds

(25:38):
that I'm walking down to the mailboxthat day thinking, man, I sure wish God
would deliver me a real estate agent.
You know, so I couldsell this house and, oh,
work.
You know, but people will do that.
You know, they're just trying things.
Nobody's taught in marketing, so they'rejust, you know, they're trying everything.
But if you hit somebody, I guarantee you,I, I was talking to Mike about this, uh,

(26:00):
this morning or yesterday, um, you know,whenever I, I, I went, went back to Frisco
and Mike was doing, you know, he wasdoing, uh, the back of the Frisco style
magazine, and then he was direct mailingthe whole city, like every freaking house.
And uh, and he was so excited to showme, 'cause his mailer was about to drop.

(26:21):
He knew at 10 o'clock in themorning it was gonna drop.
I was in the Hummer with him.
We were driving around, he's got his cellphone, he had the calls going to him, man.
He, it was like, it was like you,you could just turn on a fire hose of
people calling to list their house.
It was, it was, it was.
And, and he'd been mailing themevery, you know, so consistently
same postcard for now for months.
And it was just cranking.
And that that lady that, thatcalled him the first call, she

(26:44):
goes and he puts it on speaker andshe goes, is this Michael Reese?
Michael Reese.
I got wallpaper in my bathroomwith all these postcard
cards you've been sending me.
I need to sell my house, man.
I died laughing.
I was like, that is why I love marketing.
Right?
Like she just was like, this dude beenmailing me all these damn postcards.
I'm calling him.
You know, like you know that, but.
You know, that's, you know, you canbecome top of mind, you know, by doing it.

(27:07):
And there's no easier way to do it.
It is hard because people don'tknow how to do direct mail.
They don't even know whatto put it on the postcard.
They don't know what size postcardto send or what colors do you like.
But if you nail, if you nail thatand it's the same look and feel and
branded to you, branded to you, brandedto you, um, you know, it, it's, um,
you know, it's the fastest way, youknow, it is, it's not the fastest

(27:29):
way, but it's the most, um, it's the.
It's probably the easiestway through marketing.
Like when we talk about radio,we did it with radio and again,
again, reach and frequency, right?
So we're 15,000, there's57,000 listeners of K law.
Mm-hmm.
And, and at seven 50 there's15,000 people listening.
But every morning at seven 50,it's probably the same 15,000.

(27:52):
'cause that's your morning routine.
You're either drivingin the car or whatever.
And so.
How can I hit that 15,000 people?
You know enough times that they startthinking of me first, and the reason
it worked so fast was because weran one out a day, 7:50 AM rotation.
I'm on the radio every day,just like, you know, whatever.
Somebody called in one time and waslike, I. I know I'm gonna hear three

(28:13):
things on K Law in the morning, andToby, Keith, Shania Twain and Jay Kinder.
Right.
Like that.
I became part of, part of works.
15,000 people.
I became top of mind.
And so, you know, you cando it through direct mail.
You, you, you know, you cando it through a combination of
things like the omni depressants.
I see the billboard every day.
I see the signs in the neighborhood.
Now I'm getting direct mail.
You know, like that's.

(28:34):
You know, that's, if you wantto go after it, it's, you know,
you gotta have a budget for it.
You know, you can'tspend your last nickel.
Um, but you gotta do itwith a higher frequency.
And that's where most, mostmistakes get made in marketing.
You know, to shifting thatbusiness to the listing side.
The easiest way to do it isgoing, let's, let's run some
Facebook ads for new construction.
Find some people that have homes to sell.
Now you'll get a listing and a buyer.

(28:56):
Um, you know, you're not as targeted.
You're, you might get people movingfrom a whole different group of
different cities into that, into thatneighborhood or into that, into that city.
But, um, but yeah, I mean it's, youknow, you, you, you know, when you, once
you understand that you can spend a fewhundred bucks and get a client, you know,
there's always a way it cost to acquire.
Yeah.
You know, you can acquire acustomer through marketing.

(29:17):
You just have to.
You have to study it or havea mentor that can help you.
A hundred percent.
And that's where I think, you know,if you're an agent and you're not
doing one and a half to two deals amonth on average, you need to be on
a great team, a great team that hasgreat culture, a great team that has
great leadership and a great team thathas, has great marketing exposure.
Um.

(29:39):
That's, I mean, obviously great training.
I mean, plugging in D xp, all thetraining, fast cap, all the programs and
everything that's out there, but, youknow, proximity, the day-to-day, really
the accountability, but it, it allows,like what you said, it, it allows you to
leverage that team and their resources.

(29:59):
To focus on what you do,what you need to be doing.
And that's conversationsand getting face-to-face.
That's the most valuablething in this business.
Mm-hmm.
That pays you the most dollar perhour return is face-to-face, you
know, articulating your value ofwhy somebody, you know, what is your
process and system to help them achievewhatever they're trying to achieve.
But it also gives you a little moretime too, to focus on developing

(30:23):
the marketing side of things.
Right.
Yeah.
And, and there, you know, there.
The team's gonna do it.
They're providing some opportunities.
I always say a great balance,a great team dynamic.
A great team relationshipis about 50 50, right?
If I do 30 deals, the teambrings 15, I bring 15.
I'm developing, you know, my marketingcapabilities and my marketing skillset.

(30:46):
And if I am wired to go do my own thing,then I'm gonna graduate off of that
and go do my own thing, because I'mdeveloping the marketing side of things.
Some people.
They love being a part of a team.
And you know, I I, I defaultback to, I default back to red.
I think I, I thought of, you know, yeah,I'm having a lot of conversations with
how people are expanding and building,and they're like, well, who's the

(31:07):
perfect agent to kind of expand with?
I said, I. Adrian Arrington is thebest, is she's the perfect here.
Here's her, here's herDNA, here's her makeup.
She is in the dictionary.
When you look up redhead,she, her picture's there.
She is a typical by definition redhead.
She is the most stubborn, hardheadedperson I've ever been around in my life.
She's an off the chart D personality,so most people default and go,

(31:28):
well, that's not gonna work.
She should be, she should she.
She, she's gonna go do her own thing.
Adrian's been there for over 15 years.
Mm-hmm.
She's still part of the team.
So what is that?
And that?
So I default back to predictable,predictable success quiz, which is the
best quiz to uncover the archetype.

(31:49):
And then you can probably look atworking genius and some other things.
But in predictable success, youhave the visionary, the operator,
the synergist, and the processor.
Her lowest was visionary off the chart.
D hustle, straight hustle.
I would say on the working genius, she'sprobably a ge, there's some T in there.

(32:11):
So she's a galvanizer.
She's, she's, um, you know, enabler.
So she's a team player.
And, but her vision was so low.
She just loved being a part of the team.
She bought into our vision.
That's why, that's why having a, getting,getting on a team that has a big vision,
that you believe you can accomplish yourdreams and goals by being a part of.
And if you've got great leadershipand a great team, you'll never leave.

(32:34):
But if you do decide to leave and they'regreat leaders, they're gonna support you
to help you build your empire as well.
To me.
'cause that's like if you're an agentdoing less than a deal a month on
average, you have no business tryingto figure this out on your own.
Yeah.
Like that's like you're, you'resetting yourself up for failure.
We're trying to set ourselvesup for success, and we're trying

(32:55):
to increase the probability towhere success becomes inevitable.
And guys, if you're listening to this andyou're on a team, or you're not on a team
and you're struggling, swallow your pride.
Check your ego at the door.
Get on a great team, get on agreat leadership, great culture.
I mean, get on a call with, with, with oneof us, and we'll give you the checklist
of things to look for in a great, in,in, in a great future, and a great team.

(33:19):
Um.
But if you want to thriveand build a solid foundation.
You gotta know, youcan't do it on your own.
It takes, it takes a greatteam to be a part of.
Now maybe you're at a point and you'rebuilding a team, like, great, keep going.
Right?
But you need great people,you need great systems.
More importantly, youneed great marketing.
Mm-hmm.
To be able to, tonavigate the waters ahead.

(33:40):
It is absolutely so true.
And, you know, the, the, you know,committing to becoming a, a better
marketer, like, it's so easy tobe like, okay, well somebody calls
me every day trying to sell meleads, so I'm just gonna do that.
That's not becoming a marketer.
That's, that's.
You know, you're, youknow, that's arbitrage.
They're, they're doing themarketing and they're selling it
to you to premium when, you know.
But once you get control of thatand you, and, and you're like,

(34:03):
man, I, I can turn this up.
I can turn this down.
I, I have control of my business, man.
It's the best feeling in the world.
Like, you know, it's worth it.
Right?
Like, like if there's anything, andright now, more important than ever,
like, you gotta have, you gotta havesomebody helping you with these things.
Um, you do, you do.

(34:23):
You know, even, you know, you know,the sad thing is, you know, and this
has always been something that'sfrustrated me, but like, I had a call
with a lady, you know, that, you know,I mean, bless her heart, she wasn't
selling that much real estate, but shepaid 24,000 to, to one of these courses
that one of these, you know, so does,so it might even be in the XP agent.
I'm not even sure.
I'm not gonna say the name 'cause I thinkit is actually, she might be with us.

(34:45):
She might not be.
I can't remember.
But you know, like, God dang man.
Like you're just, you know.
You know, you know, they lose touch.
We, you know who it is, actually,me and you talked about this before,
but you know what worked for herdoesn't, doesn't, doesn't cookie cutter
paste and work for somebody else.
That's right.
Right.
And, and, uh, you know, it's,it sounds really good, right?

(35:06):
And you pay all this money andthen you do it and it doesn't work.
And I had somebody else that hired GregLuther and ran everything, did everything
he said to do, and it didn't work.
And you know, a lot of it is sometimesyou'd think you did everything
exactly the way you were supposed to.
And most of the time, and I learnedthis early on, it's one of my favorite
stories of whenever I thought Iwas calling the leads and using the
script that I was being given, and,you know, and I would've fought, I

(35:29):
would've argued, I would've, I would'vedied on the mountain of ignorance.
And I would've said,I followed the script.
And until I played the, evenafter I played the call and
said, see, I followed the script.
He is like, no, you didn't right here.
And I'm like, oh.
Well, I didn't know that mattered.
Well, you didn't tellme that part mattered.
The words, the wordscadence, the tonality.
I mean, it all matters.
Yeah.
So, you know, and, and then, and thento go have the experience of being

(35:52):
humbled, of being wrong and thengoing, and then setting a shit ton of
appointments after that, using the script.
I was like, dang man.
I was just stupid.
Like I thought I knew, Ithought I did everything right.
I was gonna write off.
That was, no, these leads are no good.
That wasn't the case.
It was.
It was me that was no good.
I wasn't, I wasn't good at modeling.
That's when I became a better student.

(36:13):
Um, and, and really learned, Hey man,if somebody's teaching you something,
you gotta, you, you gotta be reallygood at copying what they're saying
and what they're doing, even ifyou don't understand the principle.
That's why I always teach the principlewhen I'm talking about marketing.
'cause I want you to understandwhy it works or doesn't work.
And so there's a bunch of people thatwatch this today probably be like, yeah,
it did direct mail, it didn't work.
Yeah, well, you didn't have the rightfrequency, you know, you didn't have

(36:35):
the right message on the postcard.
Right.
Call to action, right.
Color scheme, was it?
Yeah.
All you know, you know, all of thosethings can be, I mean, there was
a time where we, you know, we gotcute on the billboards one time,
remember John, and we, we had,you know, we guaranteed results
and we went from.
When we went, when we changed themessaging, the, the, the, just
the headline on the billboard.

(36:57):
We, you know, we went from getting,you know, one call a month to
eight listings a month, right?
Mm-hmm.
So we changed it right back, youknow, that's an eight x difference
by changing the headline, right?
Yeah.
And so you can get dramaticallydifferent results and until you spend
enough money and do it wrong, likewe did, you know, like, okay, don't
get cute, you know, you better, yeah,that looked good on the screen before

(37:20):
we put it up on the billboard, right?
Yeah.
You know, but that's, you know, that'sjust understanding marketing and, you
know, lessons bought or lessons taught.
But, you know, preferably not to,you know, not the best way to do it
is by spending a shit ton of moneyand, you know, where would you tell
people, you know, the, the studentsout there that love consuming and
diving in and, and I think it's, it'sa commitment and, and understanding.

(37:41):
Mark, it's lifelong, right?
Yeah.
It's, it's, it's nota you you ever arrive.
It's, I mean, you, you, you continueto evolve and become better, but
being able to have a framework and afoundation, you know, I, I, I think,
you know, no matter what on, on yourdesk in your library is a resource
manual has gotta be both of her's books.
Oh, yeah.
You know, a hundred million dollar offersa hundred million dollar leads To me,

(38:02):
those like, you're not, I don't remember,um, what I don't remember in there.
They might be in there.
This might be in there, but what, what?
What was the, the, the biggest h hintsfor me is, is under, you know, it's, it's
direct response marketing period, and it'sDan Kennedy's books on direct response.
All no s, all of his no BS stuff,all no bs, direct response marketing,

(38:23):
no bs, trust based marketing.
Those are the two pillars I've built.
Everything we've done on.
But I, but I originally learned the,you know, the irre, you know, not
the irresistible offer, but which isthe irresistible offer is what I'm
running now with recruiting, right?
Leverage my $50,000 a monthmarketing and implementation
team to double your business.
In the next 12 months.
That's an irresistible offer.

(38:45):
You know, that's, that is, you know, it,it's a hard to say no to, like, right.
And it's free.
So anybody interested hit me up.
But that's, that's a, that's anirresistible offer, but like, what is,
you know, your, that call to action that,you know, that makes the phone ring.
And, you know, we did it for years,the cash offer, the guaranteed sale.
You know those, you know, you put thaton a billboard, people drive by it and
they, and they, something happens intheir life that changes and they have

(39:08):
to sell their home now, or they waitedto, you know, waited to do it too late.
Mm-hmm.
They pick up the phone and they call you.
Actually, they don't, they don'tcall the number on the billboard.
What do they do?
They Google your name, they Google you.
They search you.
They Google what they remember and ifyou name aint big enough on that sign,
then they ain't ever gonna call you.
'cause that's why, that's why yourname, you gotta, it has to be your name
and everything you're trying to do.
'cause that's easy.
They can remember, they can see yourface, they can remember the name.
They're gonna find you on social,they're gonna find you on Google.

(39:31):
I mean, shit, they'regetting to the point.
They'll just start talking to chat GPT.
Hey, you know?
Right.
Who, who has the billboard?
All you know?
I mean, it all pops up.
Everything comes up.
So I think being able to have that,it was best, it was the best thing for
a mo, highly motivated seller, like.
You know, the, you know, the peoplethat called on the guaranteed sale
were not thinking about selling.
They needed to sell it.

(39:51):
That's right.
Like that was, that was the, itgoes back to your point, right?
You know, people are staying in theirhomes longer, they have more equity.
You know, on average, I know everymarket's gonna be a little bit different.
I. But at the end of the day, the, thepeople that have to sell will sell.
Doesn't matter what's going on in themarketplace, if they have to get it gone.
Yep.
That's who, and, and guys, you niche down,you look for the, for the motivated the

(40:15):
people that have to, don't waste yourtime on the want toss in this market
climate, in this market condition.
I think that's with anything you are,are only looking for the half twos.
But what gets their attention is whatwe call, what's the dog whistle for.
Mm-hmm.
For the motivated in today's market.
Yep.
Cash offer guaranteed sale.
Mm-hmm.
Um, those are those, I mean,that's, there isn't anything better.

(40:36):
Uh, right.
So.
There's just not there.
You could try anything you want.
Uh, we've tried everythingthat is the, um, um, the dog
whistle for a motivated seller.
Yeah.
And, and, and you know, the, thething was, you know, it was, um, there
wasn't, it wasn't, you couldn't, that'snot a geographical target, right?
So like, if you want to, if you want togo look at the turnover rates of number

(40:57):
of homes that sell in a, in a givenneighborhood, and, and find the one that
is above 10%, has a lot of turnover, thenyou go, you focus on that geographically.
Um, but this is, this is justa dog whistle for that person.
They could have, there'sso many scenarios.
Lost their job, got adivorce, um, um, inherited.

(41:18):
Um, you know, they're, um,someone in their family died.
They're moving to get close to, to family.
They're, you know, their, their kidmoving to get close to their grandkids.
There, there's, they have a reason, right?
Like, when I would go on listingappointments and, and I, I would try
to understand, I always try to getto get real clear on what they're
trying to do and why, and thenwhat happens if you can't do it?
What happens if the house doesn't sell?
It was one of my favorite questionsbecause a lot of people would go.

(41:42):
W well, well, honey, we, whatwould we do if we didn't sell?
I didn't think about this.
Well, we're not renting it.
Remember Tom's house thatgot destroyed by the river?
We're never gonna do that.
And say, okay, so, so it, it's superimportant that we have it so, well, yeah,
we're gonna be living somewhere else andyou know, we have to have it sold by then.
Okay, now, now I know wherethe pain would be is here.

(42:02):
So I gotta help you avoid this pain.
And so you're lookingfor people that, that.
They have to make a move.
Not, I mean, I hatedgoing on appointments.
Well, well if I could get thisprice, then yeah, we would sell.
Nah, that's not a motivator.
I can't do anything to make you motivated.
That's right.
You know, so, you know, and you, youcan try, you know, like I used to, you
know, dig and dig and dig and be like,well, okay, so you don't have to sell.

(42:23):
Well, what, you know, if you did sell,what would you do with the money?
Well, I probably would invest it.
I said, okay, well, you know,the time, you know, time cost,
the cost of, you know, the.
The time value of money investedversus you staying in this house
is likely to appreciate more thanwhat you were gonna invest in.
No.
Okay, now we have a littlemotivation, maybe, right?
So you gotta find that motivationand, um, again, you know, you

(42:43):
know, be very inquisitive ofwhat's going on in the marketplace.
What are, you know, what arethe sellers that are selling?
What's their makeup?
What's their situation?
You know, start to start to get clearon that and then now you can start to
identify what's my message to that market?
Right.
To the pain.
Yeah.
And I, and I think that that'sthe distinction too, right?
Either, either a vitamincompany or a painkiller.

(43:03):
And the guy that you were talkingto might might invest, you
know, he, he's the guy that he'slooking for some vitamins, right?
Right, right.
I don't wanna, I don't wannabe in the vitamin business.
Nope.
I wanna be in the painkiller business.
Yep.
Because think about itin the vitamin business.
You, you things are good.
You got money.
You're gonna buy your vitamins.
You know, the vitamins are tough.
They gotta be out in front of you.
You gotta see 'em all the time.

(43:24):
We know how important they are, but Ipromise you, you ain't got no money.
You ain't buying no vitamins.
Uhuh.
Yep.
However, if you want a world ofpain, you will give up a limb to
make the rest of the pain go away.
Right?
You're better off being apainkiller than a vitamin company
and, and so find the pain.
And that's what we'retalking about right here.

(43:45):
And I, I just love sharing thisbecause this kind of helps kind of
the, the foundation, the principlesof marketing to be able to understand
our message, has to help them withtheir desire to remove the pain.
That's where we gotta start, right?
That's the most important thing.
Number one that you have to uncoveris where is the opportunity?

(44:06):
What is the pain in the marketplace?
Right?
Go get that.
That's where you need togive your time and energy.
At that point.
And, and, and the, this is why I loveFacebook, because, you know, you,
you, if you put the right messageout there, then that the person
that, that you're, you're speakingto, you're not speaking to everyone.
You're just trying to find that one personthat goes, damn, that's my situation.

(44:28):
Yep.
Right there.
I, what is this?
I have to learn more.
Right?
Yeah.
And so, you know, that's, you know,and, and then, you know, as what we
do, and, and this is, you know, allpart of what our team does to help,
you know, help build this first pillar.
You know, if somebody clicks on FriscoNew Construction, now I can go create
content that's absolutely relevant.
'cause they didn't click on Prosper.

(44:49):
They didn't click on LittleElm, they clicked on Frisco.
So, you know, and they clicked onFrisco New construction specifically.
So, okay.
What are the five big mistakesthat people make when buying new
construction and Frisco content piece?
Like now you can create content.
That's in alignment tosomething they've clicked on.
And you can serve up content that'srelevant and, and specific to what,

(45:10):
what it is they're trying to do andbecome valuable to them by doing so.
And, you know, that's howyou turn it, that's how you
build trust through marketing.
That's a, that's a hard thing totry to figure out if you don't
understand, um, you know, buildingbecause everybody will tell you
like, I'm a great real estate agent.
My clients love me.
Yeah, great.
Well, the only reason they knowthat you're great is because they

(45:30):
actually did business with you.
You can't translate thatinto a marketing message.
I'm the greatest.
Everybody loves me.
That's not a message to the market.
Um, everybody says they'regreat, but they only until they
experience it, they don't know.
So how do you buildtrust through marketing?
Well, you have to add value.
So what is it that they need?
What's the conversationgoing on at the dinner table?
What are their biggest fears,concerns, desires, hopes?

(45:53):
And create content that'sin alignment with that.
And then now you're building trust.
Okay, this person is givingme something of value.
Now I'm listening to you.
Now I see you as an expert.
Now I might hire you.
And so that's, you know, it's fun.
I love it, man.
I geek out over it.
But you know, that's, I. You know,you can do this in any marketplace.
You know, there's still gonna be 4million plus home sale this year, guys.
Like, let's go, let's just gosell a couple hundred of them.

(46:16):
Right?
That's it, you know?
That's it.
And I think that the word, likeyou said, you're geeking out on
it, but the word is obsessed.
And I think that's until, until you becomeobsessed with that skill, um, you're,
you're gonna be at a disadvantage oryou gotta be on a team that is obsessed.
With becoming the best marketer.
I guarantee if you join a team, theteam leader is, knows this stuff.

(46:38):
All they're doing this stuff.
Mm-hmm.
That's how they're surviving.
They, they, they've figured out,and, and that's the way I always
say, it's not the best real estateagent that, that gets the deal.
It's the best marketer always.
It's because the best marketer knows that,you know, you can, you can become a voice.
To a specific subset of the market.
Mm-hmm.
And, uh, and become the go-to personfor that subset of the market.

(47:00):
And, um, it's not, you know, it's notthis, you know, home, you know, home,
find out your home's value, right?
Like, you know, I, I could, I couldrun AD right now for anybody, find
home value and generate you a bunch ofleads of people that aren't gonna sell.
Or we could change it up and we could say,you know, thinking of selling in 2025 is
2025, the worst year to sell your home.
Find out, find out, click here.

(47:21):
I just want you to click.
'cause if you, if you're thinking ofselling in 2025, you click on that.
If you're not, you don't.
And so I want people that are thinkingof selling, so I'm gonna create
content that's in alignment with that.
And so, you know, that's, uh, youknow, that's, that's the, the fun
part of, of marketing is just, yeah.
Uh, knowing that on, youcouldn't do this before, right?
Like you couldn't, you could notrun an ad to a content piece.

(47:44):
That's, you know, is, you know, is,you know, again, I would take the
content we're talking about with KCMand I would have a headline is, you
know, you know, are homes failing?
Are homes a higher percentageof homes failing to sell in
2025 than ever in history?
Or something catchy like that.
Yeah.
Right.
And then I would just teach the, teachthem what's going on in the marketplace.

(48:06):
But any, anybody, and thenI would boost that post to
everyone in the, in the whole.
Area that I live in or I wanna service.
And then anybody who watches that, youknow, I would have to download something
where I'm capturing their information.
Um, but I could retarget themwith anything I want after that.
And so now I know the people that arethinking of selling and now they know me.
'cause now I was educating them.

(48:26):
Right?
And so those are the types of.
Fun marketing things you can do to, youknow, to, to build an audience of rabid
sellers that are gonna sell this year thatare just looking for the right advice.
And you can be the go-toperson for them now.
They see you every, you know, you'reserving up another video, content, video.
Everything you ever donow is in front of 'em.
And so whenever the time happens, moreimpressions, who they're gonna, who

(48:48):
they gonna call, they're gonna callthe person that's been educating them
that they feel like they trust now.
Right.
So it's all aboutbuilding trust, but yeah.
Real estate man.
It crosses my mind maybe a couple times.
Uh uh, I'd rather justhelp other people do it.
Yeah, because I appreciate youand, um, you know, thank you
guys tuning in, you know, really.

(49:10):
The whole one big fire conversationis just a place to where we can
bring all the fires together,which makes us burn even brighter.
And that's really what our,what our goal and our intent is.
And just like we, you know, rabbit holewe went down today is, you know, the
number one skill to become obsessed about.
Now and into the future is marketing.
Mm-hmm.
Um, there's a handful of other skillsas us, as leaders that we have to

(49:33):
continuously focus on and develop,but marketing has gotta be one of
the ones with leadership leadingthe way into, into the future.
And, you know, if you're, like I said,if you're one, one and a half less than
two deals a month, get on a great team.
Hit us up.
We'll give you the framework of who tolook for, um, until you can build out
that, that marketing pillar for yourself.

(49:53):
And, and if you have aspirationsor you you want to be an adrianne
and be a lifer on a team,there's nothing wrong with that.
Um, there's great, greatteams that you can build.
I. You know, your freedom by beinga part of, or, you know, at least
get the framework to model afterto go do your own thing, uh, when
the time is right, because, uh,appreciate you as always guys.
If you need anything, honey badgernation.com or hit us up and, uh, we'll uh,

(50:17):
be here to serve in any way that we can.
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.