April 21, 2025 • 22 mins
Mark Brower and Tony Cline explore how property managers can differentiate themselves in a crowded market through personal branding and content creation. They discuss the transformative power of finding your authentic voice and sharing expertise to build trust at scale with potential clients.
• The realization that everyone is fundamentally similar – we all "stand up, sit down, and lay down"
• How attention has become the new currency in business and marketing
• Mark's journey from camera-shy perfectionist to confident content creator
• The problem with all property managers sounding identical in their marketing
• Why differentiation through personal branding prevents competing solely on price
• Content creation as a "one-to-many strategy of building trust at scale"
• The power of authentic connection over metrics and numbers
• How educational content can pre-qualify prospects and eliminate sales resistance
Share this episode with a friend or colleague in the property management industry, and don't forget to subscribe and leave a review so you never miss future insights, strategies and tactics.
visit pmsuccess.com for more value packed property management related information or to hire Tony as your property management coach.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
It's a one-to-many strategy of building trust at
scale.
How could you possiblyreplicate the value and the
impact of doing that?
It's tremendous.
Speaker 2 (00:10):
Welcome to the Property Management Success
Podcast, where we interviewleaders in the industry to
uncover the secrets toprofitability, efficiency and
achieving true freedom.
Whether it's your time, moneyor lifestyle, I'm your host,
tony Klein, and I'm here to helpyou build a wildly successful
property management business.
Let's get to it.
Welcome back to another episodeof the Property Management
(00:32):
Success Podcast.
We have Mark Brower currentlyin the middle of a food eating
championship contest, and he'spounding down cheeseburgers by
the second.
Speaker 1 (00:46):
So okay, this has got to be relatable for anybody
listening.
It's 2 38 and I haven't had athing to eat today, except for
every time I walk by the candystash in the office.
I grabbed a handful of jellybeans.
So I'm gonna crash if I don'tget some good food in me All
right, mark, I want to dig intosomething.
Speaker 2 (01:11):
About a year and a half ago maybe, we had a little
mastermind.
It wasn't a paid mastermind.
We just kind of got togetherand said, hey, let's start being
more intentional about how weshow up in front of people and
how we have an impact in justthe areas that we serve.
And we both did that for awhile.
You put out a private YouTubechannel where you just started
(01:33):
recording videos on a dailybasis and I've seen that grow
and you and I have both kind oftaken different paths on that.
But we're both trying to stepup how we show up the expertise
that we have, the value we aredelivering, and I want to dig
into that because you have seensome success in that and I want
(01:56):
to highlight that for theaudience and then maybe on
another episode we can do thesame thing with what I'm doing.
But I want to kind of spotlightwhat you are doing, what you've
seen, what realizations you'vecome to, and yeah, so let's just
kind of let you take it fromthere.
Speaker 1 (02:13):
You know, I don't know where I read this.
Sorry if this sounds random,but I remember either reading or
hearing someone talk about Ithink it was in a book and the
guy said you know, for a longtime in my life I wondered what
was behind the curtain.
And and then, and then, youknow, he kind of like started,
(02:37):
like hooked you with thatquestion.
Then he went through this wholenarrative or something and then
he came back to it and he'slike the conclusion was there's
nothing behind the curtain, it'sjust you.
And that's a really kind ofabstract idea.
But it fits my story a littlebit, because I thought for years
(02:59):
that everybody around me wasjust so much more, so much
smarter, so much more successful, so much more interesting.
And I was a character on theoutside looking in and I've
walked through for me.
(03:21):
I've been challenging that ideaand trying to walk through the
curtain or walk behind thecurtain or lift up the curtain
and see what's really going onabout people that I thought were
way better than me, way smarterthan me, way richer than me,
way fill in the blank after way,and I found out that everybody
(03:43):
does three things they stand up,they sit down and they lay down
.
So you're doing one of thosethree things right now and we're
all the same and we have twolegs, most of us that we put our
, you know, through our pantlegs and no offense to anybody
that doesn't have two legs orpants, or pants, or pants.
(04:10):
But yeah, so a year and a halfago you well, two years ago I
read something that Alex Hermosisaid about, like you know
someone, caitlyn Jenner orsomeone, someone has a cosmetic
line.
They're 19 years old and theybecame worth a billion dollars.
And he's like, oh my gosh, thatperson is way younger than me
and they're worth a billiondollars.
(04:32):
Sorry, I got the hiccups comingon One second.
And then he said if the Rock orConor McGregor launches a
tequila brand and overnight it'sa hundred million dollar
business, what does that tell us?
It tells us that the newcurrency is attention.
If you added up all the hoursthat everybody's eyeballs were
(04:53):
open every day times, all thepeople in the world, that's the
pool of attention.
And in the 1800s the currencywas oil, and then it became the
internet, and now it's attention.
So he realized that if heintentionally developed the
skill of holding attention oracquiring attention, and he had
(05:14):
something worthwhile.
You can't just hold attentionfor attention's sake.
I mean, I guess you can ifyou're Mr Beast, but he's
delivering value in the form ofentertainment.
So he said he shifted fromwanting to be the richest person
that nobody knew to now usingpersonal brand to build more
(05:36):
value and build more wealth.
And so to me that was an ahamoment.
And then a short while later Iunderstood, and then I started
paying attention to developingthe skill of gaining attention
for good, not to be pick me,like my kids would say.
And then I intersected with you.
We had that mastermind and Ithought I am so uncomfortable in
(05:58):
front of camera.
It's ridiculous, like I can't.
My brain doesn't even function,like it shifts like
dramatically and immediatelydown to the amygdala, to the
animal brain, and I can't.
Like I have a bad intersectionof perfectionism and
self-consciousness and maybe alot of people can relate with
(06:19):
that.
My brain wouldn't work.
And when I was in themastermind with you about a year
and a half ago, sarah Hatch wasthere and I shouldn't start
naming names because I'll forgetsome of the people there.
Your son was there and Ithought you know what it's reps?
I'm going to do this.
It's reps.
Everybody keeps saying it'sreps, it's reps.
I'm doing this reps thing and Icreated a private YouTube
(06:42):
channel that nobody knew aboutand I said I'm going to post 15
videos a day for a week and seewhat happens.
Speaker 2 (06:52):
And I did.
Speaker 1 (06:54):
And I'm not going to tell you what the channel is.
I shared it with you, Tony.
Speaker 2 (06:57):
I know what it is.
If you reach out to me, I willshare it with you.
Speaker 1 (07:01):
I'm going to take it down.
I'm embarrassed, but that'swhat I did.
And guess what happened?
I got 33 followers and an Uberfan in one week.
This guy was like, he was likeman, you should do like a daily
vlog of your whole life.
And I was like, wow.
But what was cool is?
It got me out of my head justenough, just a little bit, so
(07:25):
that I was willing to keep goingwith that journey.
It built a little bit ofmomentum and now, right now, I'm
engaged in a challenge that youmight be as well, from our
friend, pablo Gonzalez, that I'mgoing live every day for 30
days.
And that's even more terrifyingbecause you can't edit this
stuff.
You can't decide if it's goingor not.
Right, yep, okay, so that wasthe.
That was the impetus behindthis.
(07:46):
What else did you want me totouch on?
Speaker 2 (07:49):
So so let's put it in perspective from a.
Our audience is primarilyproperty management, business
owners, entrepreneurs, and youand I've had this conversation
off camera, but let's, let'shave a little bit of that
conversation on camera.
Why do?
Why should they care?
Why should the people who arethat are came into this business
(08:09):
as either an investor or arealtor or somebody that just
had no other choice but to landin our industry?
Why do they care about whatyou're doing or what I'm doing,
or building a personal brand orwhatever?
Because do they want to be theface of the company?
Do they want somebody else tobe the face of the company?
(08:31):
I'm hearing them kind ofthinking about oh that's cool
for Mark and Tony.
They're fine joking around andbeing in front of the camera now
, and maybe they didn't used tobe, but who cares what?
How does?
How do I benefit from that as a, as a owner of a business?
Speaker 1 (08:48):
well, maybe you don't , maybe it's a terrible idea for
you well, that's not where Iwanted to take it.
Speaker 2 (08:58):
I just wait.
Speaker 1 (08:59):
I waited just long enough after saying that that
you had to talk next.
Okay, so maybe that's aterrible idea for you, but I
would ask the question what is,what is your goal?
What is the highest callingthat you sense within you?
When you reflect in your quietmoments like, what does my life
(09:22):
mean and what am I supposed todo with it?
When I think that thought, oneof the answers that comes back
is that I was sent to thisspinning blue ball hurdling
through space in and incrediblyfast, orbiting around the sun
and like we're moving throughspace really, really fast.
And I'm here and I am supposedto do two things Number one,
(09:45):
discover and develop my talents.
And then two, use them in theservice of others.
And the reason I know that's mypurpose is because when I do
those things, I feel really good.
I feel joy, not temporarypleasure, not temporary
happiness.
I feel the transformativeeffect of me becoming
(10:06):
increasingly the version ofmyself that I was intended to
become, and so it's thattransformative process that I'm
leaning into, and a big part ofit is discovering my gifts and
serving others with those.
Okay, so, given that that that'swhat I'm all about and I've
committed my life to that, now,what, what are, and we talked in
our last episode about, wasstart with vision.
(10:28):
You know, don't just start withlike what's right in front of
me right now.
So I started with that visionand then, when I intersected
with this idea of like, oh wow,you can develop a skill of, of
teaching, of sharing, ofspeaking, of being able to think
, live which I think is a reallyimportant skill in life in
general and explore theseopportunities, because I believe
(10:58):
that the more comfortable I amin front of people, the more I
can use technology to sharethoughts that I think are useful
.
A, it helps me clarify mythinking.
I'm a verbal thinker and so ithelps me.
Not only does it help meclarify my thinking, just by, in
the act of talking, like astandup comedian refines their
act while delivering it to lowyou know, low impact audiences.
(11:19):
Many, many, many times Right.
So I'm, I'm in the process ofdeveloping my.
He says that he's seeking outthe smartest people that
disagree with him.
(11:43):
What better venue to do thatthan through social media?
Like fantastic, I get to roundout my thinking with smart minds
that can disagree with me.
I think there's probably a Cand D, but, but I'm losing my
train, so.
So how does that land with youLike?
maybe this isn't for you, butthis is why it's for me.
Speaker 2 (12:03):
Okay, I I actually want to tie it back to why I
think it is for them.
So I, I hear you and I Ivalidate everything that you
just said.
Therefore, I don't need tocontinue to try to argue with
you about that, because I'veconfirmed it Now.
Here's where I think it is forthem.
(12:24):
One of the things that, astechnology continues to change,
as things become easier tooutsource, we've got people that
are working as remote teammembers from all over the globe.
We've got technology that isautomating things.
We have AI that's entering thespace and making things possible
(12:45):
that weren't possible a year ortwo ago.
So what I look at is from theconsumer standpoint.
Property managers we're all thesame.
We are all the same until we'renot, and so one of the ways
that they decide what makes youdifferent is price, and so if
(13:07):
you don't want to be decided asto whether or not they should do
business with you based solelyon price, then you have to be
different in a different way,and so it's building that
authority in the marketplace,where you are, where they see
you, and this is just an example.
I had a call yesterday withsomebody that signed up with my
(13:30):
coaching program, and I didn'teven know who they were until we
got on the call.
They'd gone through somepre-screening and a
questionnaire to make sure theywere a good fit, but it's
because they had become familiarwith me.
I had built a level of trustwith them and they were willing
(13:52):
to say this is the person that Iwant to do business with.
This is the company that I wantto do business with because I'm
already aligned with them.
This is the company that I wantto do business with because I'm
already aligned with them.
So this is where I see that,even if you think it's not for
(14:12):
you, if you're not going to bedifferentiated based on what
brings value to the marketplaceand how people already know you,
then it's going to bedifferentiated based on price.
And so if you don't want to bedifferentiated on price and you
haven't provided value, myquestion to you, the listener,
would be what the heck are yougiving them to choose you?
And you're wondering why you'renot growing?
It's because you're you.
You are provide, you are whitenoise, not even white noise.
I don't know Noise Cause.
(14:34):
Some people like white noise.
They like to sleep to it.
I don't know, but my point ispeople like white noise they
like to sleep to it.
I don't know, but my point isyou got to do something to stand
out.
So I would argue, even if I'mtalking to somebody that doesn't
want to be on camera, thatdoesn't feel comfortable eating
a cheeseburger at 2.38 or 2.50,3.52, 4.52, whatever time it is.
(14:55):
It's a sub sandwich.
Oh wow, now you've moved on tosubs.
Uh, but my point is you got todo something to be different,
because the technology and thespeed of change and everything
is making us so similar that wehave to do something to stand
out.
And the only thing that we haveto stand out really is who?
Speaker 1 (15:16):
we are.
It is very difficult for me totry to imagine arguing that
there's a downside, that, thedown, that the downside, that
this is not a good idea.
To find our voice, to find theability to articulate thoughts,
live, to find the ability todifferentiate, to reveal to the
world who we are right.
(15:37):
There's a book I promised myfractional CMO I wouldn't
reference books so much so thatI could have more authority.
It's like quit giving all thecredit away, but I can't help it
.
There's these brilliant peoplewho write these books.
Speaker 2 (15:51):
I think it makes you smarter to know who the
brilliant people are, oh, reallyoh, thank you.
Yeah.
Speaker 1 (15:56):
All right.
So there's a book called theyAsk you Answer.
Fantastic reads, Marcus.
Sheridan, by the way just soeverybody knows that I know who
an author is too.
Highly recommend it and one ofthe things that one of my
takeaways from that book wasthat this guy sold fiberglass
pools and there's a lot ofeducation around fiberglass
pools and there's a lot ofeducation around fiberglass
(16:16):
pools.
And he went all in at one pointand just every single question
anybody could ever imagineasking about fiberglass pools
period.
He was going to answer it.
He was going to answer it fivedifferent ways and all of it was
going to be on his website.
He had hundreds and hundreds ofpages of education Really
(16:37):
helped his SEO, of course, buthe wasn't doing it for SEO.
He was doing it because hewanted to put all the knowledge
out there.
He said he came into his officeone day and he checked his
stats for his website and theprevious night there had been
over 1,500 pages of contentconsumed by one IP address 1500
pages of content consumed by oneIP address.
(17:01):
Somebody correct me if I getthe numbers wrong, but this is
the.
This is essentially the story.
It's in his book and the secondhighest user the night before
it consumed like 623 pages.
It was a husband and a wife.
They called him that day andthey had everything perfectly
decided upon.
The order was ready.
(17:21):
They were ready with theirmoney.
They knew the entire process.
They were ready to put down thedeposit.
No conversation needed, zero.
Not only did they knoweverything about fiberglass
pools they could have possiblyever wanted to know, and then
some, but they also knew thecharacter and the competence of
this person behind this brand,and I think putting content out
(17:44):
there live recordings like thisor written content or whatever
is a powerful, exponentiallygrowing uh, uh, uh, uh uh
advantage.
What am I trying to say?
It's, it's, it's a one to manystrategy of building trust at
(18:06):
scale that how?
How could you possiblyreplicate the value and the
impact of doing that?
It's tremendous.
People want to do business withpeople that they know like and
trust.
To trust someone, you have tohave evidence of character and
competence.
If you leave a huge digitalfootprint of a lot of your ideas
(18:27):
and a lot of your personality,that's a powerful differentiator
.
People don't want to get on ahigh-pressure sales call with
someone that says the same dangthing that everybody else does,
which is we manage your propertyso we find exceptional tenants
(18:48):
and collect rent and performmaintenance so that you can have
peace of mind.
Speaker 2 (18:52):
Don't forget to mention we treat your property
as if it were our own.
And integrity you got to throwintegrity in there.
Speaker 1 (18:59):
Yeah, go into chat GPT and say, hey, what's the?
What, what, what's?
Help me, help me come up withthe, the sales pitch for
residential property managementcompany.
It will tell you exactly whateverybody is already saying
times 10,000 people, and that'sexactly what you don't want to
be saying.
You want to be sayingeverything about who you are.
(19:19):
There's a reason why there wasthe gospel of Matthew, mark,
luke and John.
It's because people want tohear the same story from four
different points of view.
You have your own unique pointof view.
No one can tell the story ofproperty management like you can
, and the more you put that outthere, the more people get to
know, like and trust you Ithere's.
It's so hard for me to arguethe, the, the antithesis of that
(19:41):
of your position on this.
Speaker 2 (19:43):
Okay, I want to because of the sake of time.
I wanted to do this, I wantedto get to this, but I think
we're going to give them acliffhanger.
I think we're going to tie itover to the next episode because
I really want to dig into,since you and I have been
leaning into this what sort ofmetrics have you been able to
achieve?
(20:04):
What sort of connections haveyou made?
I know you've shared a lot ofthis on your LinkedIn.
So if you're not following theMark Brower on LinkedIn, get
your act together, startfollowing him putting out a lot
of really good posts and content.
But your ability to bevulnerable, to share what's
happening, to share the journey,has just basically exploded.
(20:27):
Your reach and influence and Idon't want to spill those
numbers now.
I want to talk about that onthe next episode.
But if you have anything totalk about other than numbers in
the last minute or two, I'llgive you that to kind of close
this out.
Speaker 1 (20:44):
Here's my closing.
The numbers don't matter.
I just posted about this today.
The numbers don't matter.
What matters is the connectionbetween one person and one other
person, and if we're open,vulnerable, authentic, honest,
daring, courageous, audaciousenough to put some of our
thoughts out there and itimpacts one person for the
(21:05):
better, that's all that matters.
We crave connection, we craveknowledge, we crave learning,
share.
Don't be selfish with yourknowledge, with who you are.
There's only one person.
That's you.
That sounds really trite, butit's true and and that's what
(21:26):
matters it doesn't matter abouthow many impressions you have.
That's just a signal you mightbe headed the right way.
Speaker 2 (21:31):
what matters is one person to one other person I
like it, but we're also going totalk numbers next time.
Okay, all right, mark, alwaysgreat hanging out with you.
All right, enjoy the rest.
I think you did enjoy the restof that sub while we were
sitting here, right, yep?
All right, a little sneak peek.
(21:52):
I'm going to be headed toArizona down your way, so maybe
we'll spend a little bit of timetogether next month and we'll
have a little bit to share aboutsome experiences that we had in
person.
But we'll never know until.
Speaker 1 (22:08):
That'll be fun Cliffhanger.
All right, sounds good.
Speaker 2 (22:11):
Thanks for tuning in to the Property Management
Success Podcast.
We'll be back with anothervalue-packed episode to help you
level up your propertymanagement game.
If you've got somethingvaluable out of today's episode,
please share it with a friendor colleague, and don't forget
to subscribe and leave a reviewso you never miss out on future
insights and strategies andtactics.
Until next time.
(22:31):
Here's to your success.
It's a one-to-many strategy of building trust at
scale.
How could you possiblyreplicate the value and the
impact of doing that?
It's tremendous.
Speaker 2 (00:10):
Welcome to the Property Management Success
Podcast, where we interviewleaders in the industry to
uncover the secrets toprofitability, efficiency and
achieving true freedom.
Whether it's your time, moneyor lifestyle, I'm your host,
tony Klein, and I'm here to helpyou build a wildly successful
property management business.
Let's get to it.
Welcome back to another episodeof the Property Management
(00:32):
Success Podcast.
We have Mark Brower currentlyin the middle of a food eating
championship contest, and he'spounding down cheeseburgers by
the second.
Speaker 1 (00:46):
So okay, this has got to be relatable for anybody
listening.
It's 2 38 and I haven't had athing to eat today, except for
every time I walk by the candystash in the office.
I grabbed a handful of jellybeans.
So I'm gonna crash if I don'tget some good food in me All
right, mark, I want to dig intosomething.
Speaker 2 (01:11):
About a year and a half ago maybe, we had a little
mastermind.
It wasn't a paid mastermind.
We just kind of got togetherand said, hey, let's start being
more intentional about how weshow up in front of people and
how we have an impact in justthe areas that we serve.
And we both did that for awhile.
You put out a private YouTubechannel where you just started
(01:33):
recording videos on a dailybasis and I've seen that grow
and you and I have both kind oftaken different paths on that.
But we're both trying to stepup how we show up the expertise
that we have, the value we aredelivering, and I want to dig
into that because you have seensome success in that and I want
(01:56):
to highlight that for theaudience and then maybe on
another episode we can do thesame thing with what I'm doing.
But I want to kind of spotlightwhat you are doing, what you've
seen, what realizations you'vecome to, and yeah, so let's just
kind of let you take it fromthere.
Speaker 1 (02:13):
You know, I don't know where I read this.
Sorry if this sounds random,but I remember either reading or
hearing someone talk about Ithink it was in a book and the
guy said you know, for a longtime in my life I wondered what
was behind the curtain.
And and then, and then, youknow, he kind of like started,
(02:37):
like hooked you with thatquestion.
Then he went through this wholenarrative or something and then
he came back to it and he'slike the conclusion was there's
nothing behind the curtain, it'sjust you.
And that's a really kind ofabstract idea.
But it fits my story a littlebit, because I thought for years
(02:59):
that everybody around me wasjust so much more, so much
smarter, so much more successful, so much more interesting.
And I was a character on theoutside looking in and I've
walked through for me.
(03:21):
I've been challenging that ideaand trying to walk through the
curtain or walk behind thecurtain or lift up the curtain
and see what's really going onabout people that I thought were
way better than me, way smarterthan me, way richer than me,
way fill in the blank after way,and I found out that everybody
(03:43):
does three things they stand up,they sit down and they lay down
.
So you're doing one of thosethree things right now and we're
all the same and we have twolegs, most of us that we put our
, you know, through our pantlegs and no offense to anybody
that doesn't have two legs orpants, or pants, or pants.
(04:10):
But yeah, so a year and a halfago you well, two years ago I
read something that Alex Hermosisaid about, like you know
someone, caitlyn Jenner orsomeone, someone has a cosmetic
line.
They're 19 years old and theybecame worth a billion dollars.
And he's like, oh my gosh, thatperson is way younger than me
and they're worth a billiondollars.
(04:32):
Sorry, I got the hiccups comingon One second.
And then he said if the Rock orConor McGregor launches a
tequila brand and overnight it'sa hundred million dollar
business, what does that tell us?
It tells us that the newcurrency is attention.
If you added up all the hoursthat everybody's eyeballs were
(04:53):
open every day times, all thepeople in the world, that's the
pool of attention.
And in the 1800s the currencywas oil, and then it became the
internet, and now it's attention.
So he realized that if heintentionally developed the
skill of holding attention oracquiring attention, and he had
(05:14):
something worthwhile.
You can't just hold attentionfor attention's sake.
I mean, I guess you can ifyou're Mr Beast, but he's
delivering value in the form ofentertainment.
So he said he shifted fromwanting to be the richest person
that nobody knew to now usingpersonal brand to build more
(05:36):
value and build more wealth.
And so to me that was an ahamoment.
And then a short while later Iunderstood, and then I started
paying attention to developingthe skill of gaining attention
for good, not to be pick me,like my kids would say.
And then I intersected with you.
We had that mastermind and Ithought I am so uncomfortable in
(05:58):
front of camera.
It's ridiculous, like I can't.
My brain doesn't even function,like it shifts like
dramatically and immediatelydown to the amygdala, to the
animal brain, and I can't.
Like I have a bad intersectionof perfectionism and
self-consciousness and maybe alot of people can relate with
(06:19):
that.
My brain wouldn't work.
And when I was in themastermind with you about a year
and a half ago, sarah Hatch wasthere and I shouldn't start
naming names because I'll forgetsome of the people there.
Your son was there and Ithought you know what it's reps?
I'm going to do this.
It's reps.
Everybody keeps saying it'sreps, it's reps.
I'm doing this reps thing and Icreated a private YouTube
(06:42):
channel that nobody knew aboutand I said I'm going to post 15
videos a day for a week and seewhat happens.
Speaker 2 (06:52):
And I did.
Speaker 1 (06:54):
And I'm not going to tell you what the channel is.
I shared it with you, Tony.
Speaker 2 (06:57):
I know what it is.
If you reach out to me, I willshare it with you.
Speaker 1 (07:01):
I'm going to take it down.
I'm embarrassed, but that'swhat I did.
And guess what happened?
I got 33 followers and an Uberfan in one week.
This guy was like, he was likeman, you should do like a daily
vlog of your whole life.
And I was like, wow.
But what was cool is?
It got me out of my head justenough, just a little bit, so
(07:25):
that I was willing to keep goingwith that journey.
It built a little bit ofmomentum and now, right now, I'm
engaged in a challenge that youmight be as well, from our
friend, pablo Gonzalez, that I'mgoing live every day for 30
days.
And that's even more terrifyingbecause you can't edit this
stuff.
You can't decide if it's goingor not.
Right, yep, okay, so that wasthe.
That was the impetus behindthis.
(07:46):
What else did you want me totouch on?
Speaker 2 (07:49):
So so let's put it in perspective from a.
Our audience is primarilyproperty management, business
owners, entrepreneurs, and youand I've had this conversation
off camera, but let's, let'shave a little bit of that
conversation on camera.
Why do?
Why should they care?
Why should the people who arethat are came into this business
(08:09):
as either an investor or arealtor or somebody that just
had no other choice but to landin our industry?
Why do they care about whatyou're doing or what I'm doing,
or building a personal brand orwhatever?
Because do they want to be theface of the company?
Do they want somebody else tobe the face of the company?
(08:31):
I'm hearing them kind ofthinking about oh that's cool
for Mark and Tony.
They're fine joking around andbeing in front of the camera now
, and maybe they didn't used tobe, but who cares what?
How does?
How do I benefit from that as a, as a owner of a business?
Speaker 1 (08:48):
well, maybe you don't , maybe it's a terrible idea for
you well, that's not where Iwanted to take it.
Speaker 2 (08:58):
I just wait.
Speaker 1 (08:59):
I waited just long enough after saying that that
you had to talk next.
Okay, so maybe that's aterrible idea for you, but I
would ask the question what is,what is your goal?
What is the highest callingthat you sense within you?
When you reflect in your quietmoments like, what does my life
(09:22):
mean and what am I supposed todo with it?
When I think that thought, oneof the answers that comes back
is that I was sent to thisspinning blue ball hurdling
through space in and incrediblyfast, orbiting around the sun
and like we're moving throughspace really, really fast.
And I'm here and I am supposedto do two things Number one,
(09:45):
discover and develop my talents.
And then two, use them in theservice of others.
And the reason I know that's mypurpose is because when I do
those things, I feel really good.
I feel joy, not temporarypleasure, not temporary
happiness.
I feel the transformativeeffect of me becoming
(10:06):
increasingly the version ofmyself that I was intended to
become, and so it's thattransformative process that I'm
leaning into, and a big part ofit is discovering my gifts and
serving others with those.
Okay, so, given that that that'swhat I'm all about and I've
committed my life to that, now,what, what are, and we talked in
our last episode about, wasstart with vision.
(10:28):
You know, don't just start withlike what's right in front of
me right now.
So I started with that visionand then, when I intersected
with this idea of like, oh wow,you can develop a skill of, of
teaching, of sharing, ofspeaking, of being able to think
, live which I think is a reallyimportant skill in life in
general and explore theseopportunities, because I believe
(10:58):
that the more comfortable I amin front of people, the more I
can use technology to sharethoughts that I think are useful
.
A, it helps me clarify mythinking.
I'm a verbal thinker and so ithelps me.
Not only does it help meclarify my thinking, just by, in
the act of talking, like astandup comedian refines their
act while delivering it to lowyou know, low impact audiences.
(11:19):
Many, many, many times Right.
So I'm, I'm in the process ofdeveloping my.
He says that he's seeking outthe smartest people that
disagree with him.
(11:43):
What better venue to do thatthan through social media?
Like fantastic, I get to roundout my thinking with smart minds
that can disagree with me.
I think there's probably a Cand D, but, but I'm losing my
train, so.
So how does that land with youLike?
maybe this isn't for you, butthis is why it's for me.
Speaker 2 (12:03):
Okay, I I actually want to tie it back to why I
think it is for them.
So I, I hear you and I Ivalidate everything that you
just said.
Therefore, I don't need tocontinue to try to argue with
you about that, because I'veconfirmed it Now.
Here's where I think it is forthem.
(12:24):
One of the things that, astechnology continues to change,
as things become easier tooutsource, we've got people that
are working as remote teammembers from all over the globe.
We've got technology that isautomating things.
We have AI that's entering thespace and making things possible
(12:45):
that weren't possible a year ortwo ago.
So what I look at is from theconsumer standpoint.
Property managers we're all thesame.
We are all the same until we'renot, and so one of the ways
that they decide what makes youdifferent is price, and so if
(13:07):
you don't want to be decided asto whether or not they should do
business with you based solelyon price, then you have to be
different in a different way,and so it's building that
authority in the marketplace,where you are, where they see
you, and this is just an example.
I had a call yesterday withsomebody that signed up with my
(13:30):
coaching program, and I didn'teven know who they were until we
got on the call.
They'd gone through somepre-screening and a
questionnaire to make sure theywere a good fit, but it's
because they had become familiarwith me.
I had built a level of trustwith them and they were willing
(13:52):
to say this is the person that Iwant to do business with.
This is the company that I wantto do business with because I'm
already aligned with them.
This is the company that I wantto do business with because I'm
already aligned with them.
So this is where I see that,even if you think it's not for
(14:12):
you, if you're not going to bedifferentiated based on what
brings value to the marketplaceand how people already know you,
then it's going to bedifferentiated based on price.
And so if you don't want to bedifferentiated on price and you
haven't provided value, myquestion to you, the listener,
would be what the heck are yougiving them to choose you?
And you're wondering why you'renot growing?
It's because you're you.
You are provide, you are whitenoise, not even white noise.
I don't know Noise Cause.
(14:34):
Some people like white noise.
They like to sleep to it.
I don't know, but my point ispeople like white noise they
like to sleep to it.
I don't know, but my point isyou got to do something to stand
out.
So I would argue, even if I'mtalking to somebody that doesn't
want to be on camera, thatdoesn't feel comfortable eating
a cheeseburger at 2.38 or 2.50,3.52, 4.52, whatever time it is.
(14:55):
It's a sub sandwich.
Oh wow, now you've moved on tosubs.
Uh, but my point is you got todo something to be different,
because the technology and thespeed of change and everything
is making us so similar that wehave to do something to stand
out.
And the only thing that we haveto stand out really is who?
Speaker 1 (15:16):
we are.
It is very difficult for me totry to imagine arguing that
there's a downside, that, thedown, that the downside, that
this is not a good idea.
To find our voice, to find theability to articulate thoughts,
live, to find the ability todifferentiate, to reveal to the
world who we are right.
(15:37):
There's a book I promised myfractional CMO I wouldn't
reference books so much so thatI could have more authority.
It's like quit giving all thecredit away, but I can't help it
.
There's these brilliant peoplewho write these books.
Speaker 2 (15:51):
I think it makes you smarter to know who the
brilliant people are, oh, reallyoh, thank you.
Yeah.
Speaker 1 (15:56):
All right.
So there's a book called theyAsk you Answer.
Fantastic reads, Marcus.
Sheridan, by the way just soeverybody knows that I know who
an author is too.
Highly recommend it and one ofthe things that one of my
takeaways from that book wasthat this guy sold fiberglass
pools and there's a lot ofeducation around fiberglass
pools and there's a lot ofeducation around fiberglass
(16:16):
pools.
And he went all in at one pointand just every single question
anybody could ever imagineasking about fiberglass pools
period.
He was going to answer it.
He was going to answer it fivedifferent ways and all of it was
going to be on his website.
He had hundreds and hundreds ofpages of education Really
(16:37):
helped his SEO, of course, buthe wasn't doing it for SEO.
He was doing it because hewanted to put all the knowledge
out there.
He said he came into his officeone day and he checked his
stats for his website and theprevious night there had been
over 1,500 pages of contentconsumed by one IP address 1500
pages of content consumed by oneIP address.
(17:01):
Somebody correct me if I getthe numbers wrong, but this is
the.
This is essentially the story.
It's in his book and the secondhighest user the night before
it consumed like 623 pages.
It was a husband and a wife.
They called him that day andthey had everything perfectly
decided upon.
The order was ready.
(17:21):
They were ready with theirmoney.
They knew the entire process.
They were ready to put down thedeposit.
No conversation needed, zero.
Not only did they knoweverything about fiberglass
pools they could have possiblyever wanted to know, and then
some, but they also knew thecharacter and the competence of
this person behind this brand,and I think putting content out
(17:44):
there live recordings like thisor written content or whatever
is a powerful, exponentiallygrowing uh, uh, uh, uh uh
advantage.
What am I trying to say?
It's, it's, it's a one to manystrategy of building trust at
(18:06):
scale that how?
How could you possiblyreplicate the value and the
impact of doing that?
It's tremendous.
People want to do business withpeople that they know like and
trust.
To trust someone, you have tohave evidence of character and
competence.
If you leave a huge digitalfootprint of a lot of your ideas
(18:27):
and a lot of your personality,that's a powerful differentiator
.
People don't want to get on ahigh-pressure sales call with
someone that says the same dangthing that everybody else does,
which is we manage your propertyso we find exceptional tenants
(18:48):
and collect rent and performmaintenance so that you can have
peace of mind.
Speaker 2 (18:52):
Don't forget to mention we treat your property
as if it were our own.
And integrity you got to throwintegrity in there.
Speaker 1 (18:59):
Yeah, go into chat GPT and say, hey, what's the?
What, what, what's?
Help me, help me come up withthe, the sales pitch for
residential property managementcompany.
It will tell you exactly whateverybody is already saying
times 10,000 people, and that'sexactly what you don't want to
be saying.
You want to be sayingeverything about who you are.
(19:19):
There's a reason why there wasthe gospel of Matthew, mark,
luke and John.
It's because people want tohear the same story from four
different points of view.
You have your own unique pointof view.
No one can tell the story ofproperty management like you can
, and the more you put that outthere, the more people get to
know, like and trust you Ithere's.
It's so hard for me to arguethe, the, the antithesis of that
(19:41):
of your position on this.
Speaker 2 (19:43):
Okay, I want to because of the sake of time.
I wanted to do this, I wantedto get to this, but I think
we're going to give them acliffhanger.
I think we're going to tie itover to the next episode because
I really want to dig into,since you and I have been
leaning into this what sort ofmetrics have you been able to
achieve?
(20:04):
What sort of connections haveyou made?
I know you've shared a lot ofthis on your LinkedIn.
So if you're not following theMark Brower on LinkedIn, get
your act together, startfollowing him putting out a lot
of really good posts and content.
But your ability to bevulnerable, to share what's
happening, to share the journey,has just basically exploded.
(20:27):
Your reach and influence and Idon't want to spill those
numbers now.
I want to talk about that onthe next episode.
But if you have anything totalk about other than numbers in
the last minute or two, I'llgive you that to kind of close
this out.
Speaker 1 (20:44):
Here's my closing.
The numbers don't matter.
I just posted about this today.
The numbers don't matter.
What matters is the connectionbetween one person and one other
person, and if we're open,vulnerable, authentic, honest,
daring, courageous, audaciousenough to put some of our
thoughts out there and itimpacts one person for the
(21:05):
better, that's all that matters.
We crave connection, we craveknowledge, we crave learning,
share.
Don't be selfish with yourknowledge, with who you are.
There's only one person.
That's you.
That sounds really trite, butit's true and and that's what
(21:26):
matters it doesn't matter abouthow many impressions you have.
That's just a signal you mightbe headed the right way.
Speaker 2 (21:31):
what matters is one person to one other person I
like it, but we're also going totalk numbers next time.
Okay, all right, mark, alwaysgreat hanging out with you.
All right, enjoy the rest.
I think you did enjoy the restof that sub while we were
sitting here, right, yep?
All right, a little sneak peek.
(21:52):
I'm going to be headed toArizona down your way, so maybe
we'll spend a little bit of timetogether next month and we'll
have a little bit to share aboutsome experiences that we had in
person.
But we'll never know until.
Speaker 1 (22:08):
That'll be fun Cliffhanger.
All right, sounds good.
Speaker 2 (22:11):
Thanks for tuning in to the Property Management
Success Podcast.
We'll be back with anothervalue-packed episode to help you
level up your propertymanagement game.
If you've got somethingvaluable out of today's episode,
please share it with a friendor colleague, and don't forget
to subscribe and leave a reviewso you never miss out on future
insights and strategies andtactics.
Until next time.
(22:31):
Here's to your success.
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