October 27, 2025 • 45 mins
This week on Realty Talk, Paul “Fix-It-All” Hanson and Suzanne “Queen of the Closing Table” Seini dive deep into chaos, comedy, and crucial strategy — all wrapped in one powerhouse episode.
🔹 💰 Giveaway Alert: Win $100 — follow us on Instagram & Spotify, then comment “lockdown” on our latest post to enter!
🎧 Episode Highlights:
🏛️ Government Shutdown Breakdown — How it’s shaking up markets and buyer confidence.
🏡 Homes Gone Wild Returns! — The now-iconic story of a showing gone very wrong (hint: it involves a naked seller and orange juice).
📊 Preparing for 2026 — What real estate agents should be doing right now to dominate next year.
🧠 Pro Agent Tips — SEO, AI tools, client experience, and automation tricks to stay ahead.
😂 Paul vs. Deep-Fried Twinkies — The tangent you didn’t know you needed.
🎬 Tune in for:Laughs, lessons, and a healthy dose of real estate reality.Because when the market gets unpredictable… your favorite agents get funnier.
#RealtyTalk #RealEstatePodcast #HomesGoneWild #AgentTips #MarketUpdate
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Win $100. Just follow us on Instagram,
Spotify, then comment lock down on our latest episode for the
chance to win. This week on Realty Talk we talk
about the government shutdown and what agents can do to be
ready for 2026. And share, of course, another
unbelievable Homes Gone Wild story.
(00:23):
TuneIn We've got laughs, lessonsand a little bit of chaos this
week. Welcome back to your favorite
podcast on the planet, Realty Talk.
(00:43):
To my left we have the founder and CEO of Innovate Realty,
Queen of the Closing Table, Suzanne Cini, and I am the
Hostess with the mostess. That actually might be my new
nickname. Hostess.
I used to love like Hostess treats like Twinkies and.
Oh, OK. When I was loaded when I was
(01:04):
little. You're not eating them now.
You're not. I don't remember the last time I
had one, but maybe that'll be. My now that's what I was going
to say. Now I know for Christmas what to
get you so. No, I don't think I could eat
that. Yeah, I don't think I could eat
1. Yeah, but no, Paul fixed it all.
Call fix it all handsome. I know you want to change it,
but it you live it, it's. You know, that's something I
(01:27):
fixed. I used to eat Twinkies.
No, I don't. Yeah, OK.
Which by the way, we, I don't want to get on tangents, but
have you been to the Orange County Fair?
Not in a very long time, they have.
Deep fried Twinkies. They do, yeah.
My gosh. You didn't.
No, I didn't. You didn't dabble with the deep
fried Twinkie. Yeah, I know.
That one's not in my in in the diet, you know?
(01:48):
Yeah. Pass.
Yeah. Yeah, That, that that's a
slippery slope. We're not going to go down that
slope. A lot to talk about today.
Yeah, some interesting stuff happening.
The government is officially shut down.
Yeah. No government.
No, government, it's been a weekand a half.
Yeah. I think we're going into second
(02:10):
or third week. So you know, real estate wise, I
guess in our world, have have you seen any effects or are you
feeling anything from that? I haven't, yeah.
No, I mean, you know, we, yeah. I mean, I'm just trying to think
in that last week, anything thatwould have impacted us.
I mean, we haven't felt, we haven't felt anything.
(02:34):
Yeah. I mean, I, my thought is I, I
haven't heard anyone say this, but the only thought that I do
have as far as, you know, impacting and the real estate
space is if buyers or I mean I think people get uneasy when
these things are happening. And so we do have some inventory
(02:55):
that we were talking is priced well that there are are more
buyers hitting the market due tointerest rates.
And it just seems like people aren't necessarily pulling
triggers. I don't know if that's related
to this, but, and I again haven't heard any buyers say it,
but I guess you know, anytime there's some uncertainty it it
(03:18):
does tend to affect the market abit.
Yeah, It feels like right now wehave 7 or 8 houses on the market
to sell. It feels like we, the, the
houses that we are selling in the current, you know, let's say
over the last 90 days are peoplethat have to move like they're
relocating from another state for a job or you know, it's,
(03:39):
it's something that's forcing them to move.
The foot traffic at all the listings is up in a huge way,
quarter over quarter, year over year.
But the number of offers per property is, is way down in that
window. And and it, but it also doesn't
make a lot of sense because we've had properties we brought
back to market in the last 90 days.
(04:01):
They did have multiple, you know, cash buyers, you know,
went really, really quickly. Yeah.
And then we have some stuff that's very comparable that is
taking a little longer to get into escrow.
It's very bizarre. Yeah.
I mean, and we're also approaching that time of year
where people just get busy. Like we're busy.
We were talking about it before we started.
Like getting haircuts is like it's tough times right now.
(04:23):
It's, they're not calling you out or anything, but you know,
it, it is getting to that time of year where the holidays are
coming and we are trying to squeeze everything in.
So I think we'll talk about thatmore later about what, you know,
agents and people in general cando for their business to prep,
but for next year at least. But I mean, at the end of the
(04:45):
day, I don't want to miss because we are kind of
expecting, we're expecting some updates from the Fed, right?
So does this shut down? Do you think it will affect that
or change that? Yeah, it's a really interesting
question. So the Fed is not directly
(05:06):
connected or run by the US government.
It's an independent, you know, organization or group.
So they meet on October 26th through the 28th.
I think it's the schedule. So the federal shutdown, if that
still continues to happen at thegovernment shutdown, it will not
affect the Fed meeting. What it could affect is the Fed
(05:27):
getting data or access to information to make a decision,
which would be so weird. But that also could be leading
to people, you know, kind of, you know, out shopping hard but
not pulling the trigger. If they anticipated, you know,
if a month or two ago from the previous Fed meeting, if they if
they anticipate additional rate cuts and they thought that meant
(05:48):
that mortgage rates would go down by the end of the year,
they're out looking, They're excited.
Prepping and. And then Fed says, hey, we're
shut or not Fed. But the government shutdown
happens. If the consumer doesn't
understand that, that doesn't mean that the Fed won't meet,
you know, maybe that's pausing their decision making.
But I, you know, there's, there's two sides of the coin.
(06:09):
Like the Fed could have the meeting, if they don't have the
data, they could use that as an opportunity to say, hey, no,
we're not making a decision. Right, which doesn't feel great
right now for our industry, but.Yeah, yeah.
It would be very weird if that was the if that was the case,
and you'd have to think that Trump would be thinking through
(06:29):
that. You would have to think, but you
know, there have been a lot of things that we, you know, we
would think would be done but you know, maybe weren't
completely thought through. But especially this since it's
been such a hot topic for him and he has put so much pressure
on the Fed. I would think that, you know,
everyone would want to resolve this quickly to to make sure
(06:54):
that we're not affecting that piece of things.
But I think I think more importantly, when we're talking
about what what has been affected by the government
shutdown, I think you have a funfact.
Oh, my goodness. Yeah.
It was very exciting. I was, I read the news
sometimes, you know, like an oldperson on, on an actual
(07:15):
newspaper. This one was online and I, I
believe it was the Wall Street Journal.
So and, and don't quote me on that, but so I don't know if the
source is 100% accurate, but national parks are run by
government employees, right? So or you know, the government
pays national parking employees.So national parks are supposed
to be closed in a government shutdown.
(07:36):
I read an article that was stating there is an influx this
week of homeless people going into Yosemite National Park.
And yesterday there was like 100or 200 BASE jumpers that it
hiked to the top of Half Dome and like, had this whole BASE
jumping party. Wow.
Which is illegal to do. Yeah.
(07:56):
So if you, I think if you base jump off of Half Dome and you
get caught, it's like a pretty significant fine.
Oh yeah, no fines going out right now.
If you're a BASE jumper, this isyour window.
Chance. Yeah.
Yeah. Wow.
It's really interesting. I mean it, you know, this is
another random tangent we probably haven't ever talked
about on this on this podcast. But you know, growing up in
(08:18):
Utah, we have 5 national parks and you know, we were a very
outdoorsy family. We haunted and fished and spent
a lot of time camping in national parks.
We take our daughters, you know,to southern Utah and go to
national parks every year. And it's just, it's crazy to
think that that whole machine, you know, will shut down for
(08:38):
some undecided period of time. You know, this last year we
signed up my oldest daughter forthis, like, you know, kind of
adventure day with a, with a, a,it was like a tour guide
essentially at Zion National Park.
And they go and they get this little book and they have, you
know, 20 things that they're supposed to accomplish over the
course of the day, like finding a piece of litter and picking it
(09:00):
up. And then they learn about, you
know, how that impacts everything.
And, and they had this section talking about, you know, the
economics of a National Park andif people aren't working, what
that could do to the National Park in terms of maintenance.
Yeah, that's why when you were first telling me that story
earlier, I was thinking like something was happening with the
animals, like it was just gonna go wild in the National Park.
(09:23):
But yeah, yeah. No, I mean, but you know, it's.
Probably so much more than that.Yeah, it's probably, really, I
mean, there's probably a lot to lot to do and we've gotten
storms, you know, so if they're not there maintaining roads and
all that kind of stuff, who knows what could happen.
Now I'm scared because I am actually going to a National
Park this weekend. I'm going to Olympic in
(09:43):
Washington, so. Well, maybe not if it's closed.
I, I did check the site, it is open, but who knows, I will
report back next week on what that looks like.
But yeah, now I'm slightly terrified.
Mainly. I mean, last week we talked
about bugs. Oh yeah.
Now I'm I'm it's, it's hitting me that potentially there could
(10:06):
be like animals running wild andthat could get a little.
I've never been to that NationalPark.
Yeah. So it's it's Washington state.
I mean, there's like deer and elk and I mean, maybe a bear or
two. Yeah.
But that's. It but the National the the the
Park Service aren't protecting humans from.
Animals, yeah. But if something happens, you
kind of have a good, good resource that maybe you wouldn't
(10:28):
have. Just take bear spray.
Yeah, no big deal. Yeah, I actually, you know,
growing up in the mountains, bears don't scare me.
Yeah, even like Cougars or mountain lions don't scare me.
Moose are the scariest. OK.
Yeah, like a Mama moose in her calf.
If you get in between those two,it's it's over.
Game over. Yeah, they are angry.
(10:48):
Yeah, angry. Angry.
And they're huge. I don't think there's gonna be
moose up there. Maybe there are?
All right, well, I will do that research, I will report back,
and I will avoid all moose. Yeah, moose.
Keep your Yeah, keep your distance from the moose.
Yeah, OK. So national parks are are are
shut down. Government really isn't
(11:09):
affecting us unless it's maybe affecting buyers.
What else is new in, in the world of, of brokerage?
I mean, you know, we've got all this crazy news about, you know,
I, I guess essentially the largest real estate brokerage
consolidation that we've seen. You know, I, I was, I was
talking through that actually, and I was fact checking at one
(11:29):
point Century 21 actually had the number of agents that that
Compass in anywhere real estate would had and they, they
crumbled, right. So it's kind of interesting.
I mean it will. Will, will Compass crumble in
the next 10 years by trying to do this deal?
Yeah, I mean, it's interesting because I think, you know, we've
(11:51):
been talking about the the battle between Compass and
Zillow and the listings. And you know, there's, there's a
big argument that Compass is doing this just to kind of cover
themselves with their listing database because if they
continue to attack Zillow and potentially Zillow says, OK, no
more, we are not going to be showing any Compass listings on
(12:14):
our our site anymore. That I mean, that could put that
will take them down. Like there's, you can't stay at
the, the brokerage that if it doesn't feed on Zillow, the
consumers are using Zillow, not Compass.
So, so I think, you know, with Compass taking more listings
potentially there, they could beprepping for something like that
(12:39):
where it would be really, reallydifficult for Zillow to come out
and say, you know, not taking Sotheby's listings, not taking
Caldwell Banker and, and compasslistings.
I mean, that would that would also potentially tank Zillow.
So if they don't have all the listings, I don't think any of
that's going to happen to be honest, because, you know,
(13:00):
knowing the way that Zillow operates their, that's not their
mentality. It's more about empowering the
consumer to make the best decision.
And, you know, say what you willabout them, they have created an
amazing site that the consumer loves, you know, and trusts and
wants to use. So, so, yeah, I mean, I don't, I
(13:20):
don't think that that's happening, but but you know, I
mean, I, I think as we talked about last week, I'm not
completely sold that the deal isactually going to go through
because, you know, I guess, I mean, they could be seeing
something we're not seeing, you know, I'm sure they are, yeah.
But they gotta be thinking through.
It yeah, but but yeah, financially it doesn't seem to
(13:45):
make a ton of sense 2. And a half billion dollars of
debt, it's a lot and. Not just that, I mean what's
really interesting about the real estate industry is that
you're working with all independent contractors.
So there's no guarantee that, you know, by 2020, end of 2026,
which they're saying this is going to happen, that any of
these places will have any agents left, you know, and, and.
(14:10):
If we have anything to say about.
Yeah, exactly. Why would you go there?
I actually, it's funny, I had anagent call me yesterday and tell
me, you know, that made the transition to innovate somewhat
recently. Yeah.
Came from Douglas Elliman, but was previously at Compass as
well. And I, I'm not asking anything.
I mean, I, I will take the feedback, you know, good, bad.
(14:32):
Yeah. It was all very positive for us
and it was really just about about kind of that massive,
massive delay for pretty much everything in a big company
where, you know, with us, it's and this isn't to just like to
innovate Horn, but I think the bigger a company gets, the more
(14:55):
removed you are from the realityof what's happening boots on the
ground. And, and so, you know, I mean,
we're, we're going to be there someday, but I think, you know,
right now where we are, we're really, really involved.
We have a pulse on the market. We have a pulse of what's going
on with the agents. We talk about it every week.
(15:17):
And I think that's important. That's more important for most
people than just having that name, you know, so.
Yeah. I mean, the, the bigger the
organization gets, you know, thefurther away from understanding
the way that a transaction actually flows and like, and the
further away from what the agentinside the brokerage needs to be
(15:38):
successful on a daily basis, youjust continue to get further
away from those things. So by definition, your decision
making, unless the people funneling the information to you
are perfect, continues to probably get worse.
I mean, it's, it's an interesting deal because they
will end up, if it closes and the retention stays strong,
they'll have 10%, I think of thetotal licensed agents in the
(16:00):
United States. That's not correlated directly
to the total number of deals that those agents represent, but
I mean, it could go a lot of different directions.
Yeah. So, yeah, I'm excited.
I mean, we'll, we'll, we'll keeptalking.
And see what happens. I mean, I, I think overall it's
good for us like we, we see it as a great opportunity because I
think, you know, that brand is not for everyone.
(16:24):
I think the consumer doesn't know that brand as much in the
industry. We know Compass, you know, but,
but the consumer doesn't really know, you know, so, so for us,
it's making waves. But realistically, you know, we,
we could, we'll more than likelycapitalize on all of the waves
(16:46):
in the industry. And I think you touched on
something really important. We're going to have our director
of marketing on here next week. So I really feel that's going to
be a really good one because he is amazing, not just on the the
marketing side, but with technology.
And I think that was something that we were talking about quite
a bit. He's creating a lot of new
(17:08):
systems that are really excitingfor us.
But the reason why they're so good is because at heart, he's a
real estate agent, you know, andhe put teams together, Yeah, to
to create some really great tech.
And I think that, you know, that's where once you start
bringing in middle management and then, you know, all the
(17:28):
things that come with running a huge company, you have to do it.
You kind of lose that, that piece, you know?
Yeah. One quick note on the on the
government shutdown before we transition.
As we're sitting here, I'm getting notifications and texts.
A judge temporary block temporarily blocked the Trump
administration from moving aheadwith mass firings of federal
(17:51):
employees while the government shutdown.
So I think, you know, that's an interesting update.
They were, you know, my understanding is that the Trump
administration was trying to go and push through some of the
stuff while the shut. Yeah, exactly.
So I guess that's that's halted that that could be bad news
actually. I mean that could delay the
shutdown longer. Yeah.
Yeah. So that's that's interesting.
(18:12):
I guess we will see. I do not feel that this is the
time of year for this. But yeah, at least in our
industry doesn't feel like it. I mean, hopefully some people
are enjoying some time off, maybe, you know, there's some
benefit there. Yeah.
But yeah, we'll, we'll see. So, OK, well, as we talk about
(18:32):
all these wild updates in the inthe government, I think it's a
great transition into our segment, one of our favorite
segments on the podcast Homes Gone Wild.
So if it's going to be this week.
I can't wait if you're a new listener or subscriber because
we have hundreds of new listeners and subscribers every
week right now and we love you for that.
Thank you very much. We do a segment every week where
(18:55):
we talk about a story that was submitted.
I shouldn't say we talk about it.
Sometimes we talk about it. Yeah.
Yeah. Our listener base will submit a
story. I haven't seen it yet, but this
is the story. They send it in for whatever
reason I've been designated to read the stories for.
Whatever reason, we know the reason.
(19:16):
It's likely because I find the stories interesting in my the
way that I read them is somewhatsilly.
So we will we will jump right inon this week, this week's
episode of Holmes Con Wild. Oh boy, this is interesting.
OK, so scene 1 the setup. Oh, OK.
(19:37):
I'd scheduled a showing for my buyers.
The seller told me if he was home he'd let us in.
If not, I could use the lock box.
We pull up to the house. I ring the doorbell once and
again. No answer.
OK, no problem. I grab the key from the lock
box, unlock the door and step inside with my clients.
Scene 2. OK.
(19:59):
And I feel like we've had a similar setup before where it's
like, you know, you're, you're going in, you're going into
someone's house, they could be here.
Yeah, let's see it sort. Of feels like this is called the
split scene 2 The house had two wings.
The buyer went left toward the kitchen in the family room and I
went to the right. Sorry I went to the right to
(20:19):
turn on the lights in the bedrooms.
Everything felt normal, quiet, still, until I opened the first
door. Scene 3.
The discovery. Oh, OK, I actually keep liking
this. Whoever submitted this is doing
a great job. There he was, the cellar,
completely naked, passed out on top of the bed.
(20:42):
For one terrifying second, I froze.
Was he just asleep or dead? My heart dropped naked and
passed out. Naked and afraid.
I think it's ATV show. Yeah.
Scene 4. Cut to scene 4.
The escape. It's very dramatic.
Yeah. Trying to keep my cool, I spun
(21:02):
around and rushed back down the hall.
Wait a second. You didn't wake them up to ask
if like did they check if he wasdead?
I think I would have left too. I don't think I'm touching any
naked. Throw something or your shoe
like the gal that left the shoe underneath the house.
Yeah. I run down I I rushed back down
the hall. Hey guys, let's check out the
backyard first. I said, forcing a smile while
(21:26):
practically hurting them out thefront door.
I don't want them scared for life, either by a naked guy or
worse, a dead naked guy seen file the check Once the once the
buyers were safely outside, I went back in.
Carefully and quietly, I leaned over, checking for breathing.
I remember, like, when we had our first kid, when we had our
(21:48):
first daughter, I remember beingso terrified like that, you
know, she would fall asleep and not breathe.
So we'd have, like, the phone and all that stuff.
So I'm sure that's what they need, yeah.
With the naked body. She didn't know Seek.
Yeah, but they didn't. No, I'm saying that's what they
did with the naked body, yeah. Thankfully.
Well, I don't know about this. Thankfully, He stirred.
(22:10):
It. Turns out he was diabetic and it
passed out. While getting ready.
I ran into the kitchen, found some juice and helped him sit
up. Scene 6 The aftermath.
He came to embarrassed but grateful, wrapped in a blanket
and sipping orange juice by buyers.
Yeah, they just had to pass on home.
Can't really blame them. Some things you just can't
(22:32):
unseen these days. I'm telling you the life of a
real estate agent. I they're the the TV shows that
are out there, and they put all this extra unnecessary drama
like you don't even need it. Our lives are insane.
The things that we see at these properties are wild.
(22:53):
Yeah, I, I, I don't even understand.
I feel bad for the he's getting ready.
Yeah. He's diabetic.
He passes out. You know, I so personally I
think I would have probably played the like, I don't think I
would be leaning over him. I don't think.
I think I would have for sure called 911 and I'd be like
(23:15):
banging on maybe like the tryingto make some more.
Yeah, making noise. Hello, we're here.
Yeah, I don't think I'd be like naked body like hey, Sir.
We're trying to sell your house.Yeah, so.
But you know what a great person, great story.
Yeah, great story, great storyteller, I think you know.
Yeah, good thinking. Go get the orange juice.
(23:37):
They had their head on their shoulders.
It was very good. Yeah, Bravo.
It was a great episode of Home'sGone Wild, and that was a wild
one. That is good.
Yeah, I mean, I have to say I haven't, I I've heard of like
multiple naked stories now. I think we've had a few that
have been submitted, but I'm I'mgrateful that I've never
actually seen that myself or hadto experience that myself, but.
(23:59):
So we have we have an agent I. Was like well I'm not bad lucky.
We have, I'm actually very excited for this.
I'm not going to give anything away, but we have an agent at
Innovate that reached out to me and, you know, for a different
reason, but said, Oh my gosh, your animation clip that you put
out was so good. I need to come on and tell my
(24:20):
story of this one specific buyer.
So this this agents worked with us for a while.
We used to generate off market leads a lot at by White House
and we would, we would, you know, send an advisor into the
home to meet with the seller. And so I'll, I'll cut there, but
this agent would like to come onand tell the story.
(24:40):
And it can be animated. And it is an incredible 1.
OK. That's where I'm going to leave
it. This specific agent gets to
share the rest, but it's going to be juicy and fun.
And then we got to animate it because it's going to be great.
Now that you say that, it's really funny.
We've never told this story. I've alluded to it, but we do
(25:00):
have a really great story that has circulated about a farm
animal that took a listing agreement for out of the hands
of one of our so I don't I haven't heard this.
Oh, it's so good. Have I heard it?
But that's another one needs to be animated.
A farm may have told you. Like the dog ate my homework.
Yes. That's not.
Real. It is real.
(25:21):
Do we trust this person? Yes, 100%.
Was it you? It wasn't me, but it was Tustin
and Tustin. This is not going to make this
up. Yeah, yeah, but a farm animal,
it'll just. Wait, just wait.
We're going to get them in just to tell this story because.
It's so good. Goodness.
Yeah, I'll we'll have them submit it so you can read it.
(25:43):
All right. OK.
Well, I think we should pivot tothe primary section of our
segment this week, which is whatagents can do now to to prepare
for 2026. So we're not talking about
buyers and sellers, we're talking you as a real estate
agent. And we know that we have so many
listeners out there that are real estate agents, not
(26:04):
necessarily just our brokerage, more constantly thinking about,
you know, what can, what can we do as a brokerage to get our
agents into the best position to, you know, have a successful
year. And we're always getting
feedback of, you know, what could agents do inside or
outside of our brokerage. And so this is, this is great.
You want to just trade off, go back and forth you want.
(26:24):
To yeah, to kick it off, build avideo and visual content
library. So start producing short market
updates, neighborhood walkthroughs.
We talked about that on our podcast last week with our guest
Robert Mack and Tonya Mack, justabout how that completely
changed their business doing these home tours and lifestyle
(26:48):
content for every listing, mandatory video walkthroughs,
high quality photos. And then keep those assets.
So, you know, you don't have to use everything, but you can
scatter that, especially when you're slow as an agent and
you're just like, I've, I've hadso many agents that are like, I
(27:09):
just don't know what to post about right now.
But but say I mean you, you havethe content, bank the content
and use it later on social media.
Yeah, great feedback. Number 2 is strengthen SEO and
long term organic content. So create hyperlogical or sorry
it should be hyperlocal blog content on your website.
(27:32):
Neighborhood guides what to expect in this specific zip code
in 2026 and then use long tail keywords homes for sale in this
neighborhood in 2026 to capture full demand.
And then, you know, think about optimizing every listing page
and agent profile for search. So fast load times, mobile
(27:54):
optimization and then keyword rich descriptions.
I've been seeing so much more ofthat even on Instagram lately
where agents are just really going in on specific markets.
It's the same agents, but they're they're really, really
targeting specific zip codes andspecific areas versus that broad
(28:14):
approach, which is kind of what we were talking about also on
last week's podcast where, you know, our guests were sharing
that initially they kind of tookmore of a broad approach, but as
soon as they honed in on their specific neighborhood, they saw
those results tick up. Yeah, there's a, there's a local
neighborhood in Orange County that there's, there's one
(28:35):
brokerage that really owns like,I don't know, 40 or 50% of the
listings, but they, they do sucha good job.
I mean, if, if somebody's doing a, a yard sale, they'll make the
yard sale signs. They do I think a like ice cream
truck every weekend for the kids.
They sponsor all the holiday events, you know, the 4th of
July, they're out there, you know, doing a parade and all the
(28:58):
stuff for the kids. And so the the brokerage or the
brand around it does such a goodjob if if somebody's moving in
that small little zip code, yeah, it's the very first thing
they think of. Of course.
So it's, yeah, it's very, it's it's very, very, very good
advice. OK, systemize and automate your
communication funnel. So build a qualification funnel
(29:21):
pre screening leads so that you only engage high intent leads.
Create a drip e-mail or text sequences to alert, nurture
leads over months not just days.And then use your CRM to track
engagement and trigger follow-ups at the right times.
I cannot tell you. I think a perfect example of
(29:43):
this. Last year I went to that Queen
Mary Dark Harbor. Oh, yeah.
Oh, man. I have been getting so many text
messages from them. And like, leading up to
Halloween, I no joke. Like, it was like every week
they're like, have you gotten your tickets yet leading up to
October? Yeah.
(30:03):
And now, yeah, all the time, butyou know it, it didn't make me
think though, where I'm like, I'm not going to go again, but
wasn't a good thing. I mean, not really my thing, but
but thinking about that like as a real estate agent, it's the
same with any business you're in.
It's about that follow up and about once you capture that
(30:26):
lead, setting those systems to actually nurture that lead.
And in any business, that's where one one person is going to
be set apart from the next. It's all about that long term
follow up. So yeah.
Yeah, I, this one, you know, seems very relevant.
I am in a YPO chapter locally and this year I took the
(30:47):
position of running membership and, and so I, I get to meet a
lot of entrepreneurs or people that are wanting to be in a
chapter and I met this specific candidate.
I would say, I won't, you know, say names or even industries,
but it was an incredible story. He talked about how, you know,
post college, you know, it's a longer, you know, kind of degree
(31:09):
that he was, he was chasing and that was the industry was
heading down, but struggle for two years really trying to
figure out what he was going to do in life because you're just
working on files, but had done areally good job capturing leads
and, and, you know, fostering those leads.
And what end up happening is that this lead from two years
prior finally came to fruition for him and he made enough money
(31:32):
and that's one case to start hisbusiness.
And now he runs one of the largest businesses in this space
in the Western Hemisphere. And he attributes it all back to
that one lead, fostering it, nurturing it.
Two years later, it converts andand now he's in that position.
And so, you know, to me and, and, and and in this kind of an
industry in real estate, you never know what that lead's
(31:54):
gonna be worth. I mean, it could be a $10
million listing, and that could change your whole year.
Yeah. Yeah.
Or more in Orange County. Yeah.
Yeah. Yeah.
No, it can happen. And it really, I mean, I think
what's so powerful about that isyou'd take that with any
industry you're in. That's it.
Yeah. OK, OK #4 double down on
personal touch and client experience.
(32:15):
Even in a digital world, personal calls, texts still move
the needle. Keep that practice after
transaction. Ask for reviews and make them
part of your marketing. Social proof works in 2025.
I agree with that. Create memorable client
experiences. Closing gifts, check in small
gestures that lead to referrals.This one is to me, you know,
(32:38):
similar to every other industry,I mean, if you, if you do the
work to acquire a customer that is your most valuable asset and,
and they should be your, your highest converting form of lead
generation through referral. And, you know, we're in the
service industry as well, you know, at the lending side and
in, in the pest control industry.
(33:00):
And I, I can't speak high enoughof, of small things that like
you do the smallest thing and then you ask for the referral,
it comes. Yeah.
And that converts every time. Yeah, we, we had a mastermind
panel in our La Jolla office yesterday and one of our agents
was talking about closing gifts and how when you personalize
(33:21):
that, like what a difference that makes.
So he had there was a family andyoung kids.
He, he ended up bringing the kids bikes.
How cool is that? Yeah.
And, and you know, it, it makes such a difference.
Like he he was talking in particular about listening to
your clients and really getting to know them versus just that
(33:44):
surface. So I think that's how you create
a memorable experience and that's how you set yourself
apart from the rest. Yeah, Yeah.
I mean, you just brought something up that I think we
should double click on one more time.
Listening to your clients when you interact with somebody and
you transact with them, they're going to tell you everything you
need to know to to be able to get them to be your fiercest
(34:06):
advocate. So if you're just listening to
what your clients needs are, youknow, that closing gift could be
incredibly customized, you know,for something that's usable.
I bought a lot of real estate and I've gotten everything from
like a $0.50 cheese board, like literally probably $0.50 on Etsy
or something, which you know, you grab and it's like a wow,
thank you for doing that. I actually would rather that
(34:28):
they save the money than give methat, you know, but but I've
also just gotten, I mean, I think back to it, the the
highest impact item that I've ever received as a gift was
actually just a letter. There was no gift, but it was
handwritten and they just explained how much doing
business with me meant for them,right.
And, and I, I think about them all the time when I, when I go
(34:50):
to transact in the future, if I can use them, I will use them
every time because they sat down, they took the time, they
wrote a letter out and it came to me and it was like, wow.
I mean, that's that's better than a bottle of wine or a plate
of cheese or something. Yeah, yeah.
OK. Test and adopt new technologies
and tools. So try AI driven marketing
tools, use virtual tours, 3D walkthroughs, AR tools to
(35:15):
differentiate your listings and then track emerging tools in
Proptech. Being on the forefront can give
you the competitive edge. So I think again, alluding to
next week's episode, we're goingto talk a lot about AI and how
that it, it honestly, I mean, I think 95% of the population,
(35:39):
probably 99% of the population is not really, you know, using
it the way it should be. I mean, I, I don't know if I
told you, but I remember the I met this girl that was telling
me she asks ChatGPT what she should eat for dinner, where I'm
like, OK, I mean, that's something, but that's probably
(35:59):
not the best use. And there are so many things
that you can actually do with that.
And so our, our guest next week,I'm super excited about to, to
get out to the group because he built an app for a business in
two weeks using ChatGPT. So it's super, super exciting
(36:22):
the things that you can do. So dig in, you know.
It's great. I'm excited that I get to talk
about this one. Track key metrics and iterate
based on data data. Data, data is the point.
So it says start tracking monthly and quarterly leads
generated versus conversion ratesource of lead, whether that's
SEO, paid ads, referrals, whatever your, you know, your
(36:43):
lead funnels are your cost for that specific lead, average days
on market for your specific listing and then how, how
satisfied your clients are. You know, I get the opportunity
at Innovate every once in a while to help mentor newer
agents that are coming into the business.
And in every one of those mentorship meetings, everyone
(37:04):
asks how I am in the position that I'm in today.
And my explanation is going all the way back to 2005 when I went
out and went door to door and sold home security systems in
Cleveland, OH. And I was not the most
sophisticated communicator. I was not a great salesperson,
but I was maniacal about understanding my data.
(37:27):
So if I went out for 8 hours or 12 hours, how many doors did I
knock? How many conversations did I
have of those conversations thatI had, how many converted all
the way to the end where I was able to explain my value
proposition and then how many deals did I acquire?
And I think that specific focus of looking at your conversion
metrics on a daily basis allowedfor me at that stage in my life
(37:50):
to cut time and wasted energy out and put that time into high
production areas. And that separated my
performance from my competition.And I get the opportunity to
share that example with agents every week.
And it, it's shocking to me how little people think about this.
(38:11):
They, they build in a beautiful plan.
I'm going to go and door knock for four hours.
I'm going to cold call. I'm going to spend $1000 a month
on, you know, postcards or do these things.
And then I'm going to cross my fingers and hope it works.
And, and, and you know, maybe that will work for somebody, but
tracking all of those things aregoing to, it's just going to
(38:31):
build a blueprint of where you need to take action to see
better results, right? And that's not easy to do.
I mean, at Innovate, we have systems for all that.
So it's already built. Yeah, I and that's what I was
going to say. I mean, I think that that is
such a an underrated kind of value that we don't talk about
(38:51):
very often is that we actually really want to help agents build
a business. Yeah.
Whereas, you know, most brokerages and and really most
agents are, as you said, just kind of hoping for the results.
Yeah, or they, I know, like, hey, I need to, you know, I
probably got to sell three homesthis year and I'll be fine, you
(39:13):
know, But I, I think it's rare that people are having those
specific conversations outside of maybe hiring a coach, you
know, that will sit down with them.
And that's something that, you know, we talk about all the time
on how to how to actually build a business, not just a like fun
side hobby, you know? Yeah.
(39:35):
To me, this, this one like when we talked through what an agent
can do for 2026, I I think you could kind of consolidate all
these things down these six key areas into a few basic things.
Number one, you know, be curiousabout your business, the way you
spend your time in your business.
I, I always think about the Pareto effect.
Generally, 20% of your actions are going to deliver 80% of the
(40:00):
results. 80% of your actions aregoing to produce 20% of the
results if you can measure that properly.
You just cut the 80% it's not working and spend as much time
in the areas that that you know,are working.
And, and, but you can't do that if you're not curious.
And I would say curious without judgment.
You know, look at the information.
(40:20):
Don't, don't tell yourself a lieof what you think is happening.
Just look at the information. So I would say #1 curiosity, but
#2 you know, commit. Like, you know, I think you, you
brought it up. You know, there are a lot of
people that maybe look at real estate as something on the side.
And if they strike gold and they're going to go all in,
that's probably not the right industry for you.
(40:41):
That. And I would even challenge you
to look yourself in the mirror and say, you know, are you going
to find happiness anywhere in your career if that's the way
you kind of step in? Yeah.
It's like, if you're going to doit, go.
I mean, this is a beautiful blueprint.
I mean, happy to publish it, go whether you're with us or
somebody else, like be curious and go execute.
Yeah, we, it came up on the panel yesterday when we asked
(41:04):
one of our top agents, you know,what's, what's advice that you
would give to a new agent comingin the business And she said it
she's like, you have to go all in.
It can't be a part time thing. That's never going to work.
I haven't we haven't seen it work with anyone.
It's you know, you've got to putall of your effort in.
And but what she did say is thenyou're going to make sure when
(41:28):
you are fighting for for every dollar and you don't have
anything to fall back on, like you're going to learn what
you're made of, you know, and what's going to happen in the
industry, you're either going tomake it or you're not.
So it's a really great way to know whether you're going to
make it or you're not going to. So, and you know that that is
(41:49):
not real estate isn't for everyone.
So maybe you're not going, maybeyou decide, hey, this isn't for
me. But but dipping the toe in it
just never works. No.
Yeah, recipe for disaster, Yeah.OK all.
Right. So anything else in closing?
I mean, we've got some exciting guests coming up through the end
of the year here. We do have to probably start
(42:10):
thinking about 2026 playing. We do, yeah.
You know that's on the agenda, so.
What else for you in the last week or looking for next week?
What are you excited about? What's What's keeping you up at
night? You know, I think that we're
constantly talking about the market and I know that we that's
(42:32):
the one thing that we can't control.
We can't control the market. So all we are focused on at all
times is what we can control andthat's our agents, the
opportunities that we have coming in, the deals that we're
doing. So I'm really excited because
just over the past month we've launched a new kind of lead
(42:54):
program for our agents that's going really, really well.
And you know, it's the same story as always.
It's about how to create opportunities for agents versus
just, you know, being a brokerage that they hang their
license at. So I'm excited for those
opportunities. We always have great things
(43:15):
coming because it feels like we're constantly questioning,
we're curious about what we're doing in business and revisiting
and making and improving. So yeah, I think, I think next,
next week we'll have some reallygreat updates.
That's exciting. Yeah.
It's kind of a setup question because what's keeping me up at
(43:36):
night is actually this list, Youknow, what, what can an agent do
to be better in 2026? We were talked throughout, you
know, throughout the episode today about compass and all
these other things that are happening in the world, in the
market and, and everything. To me actually, it's a really
simple decision. You can be successful in 2026 by
coming to innovate. I know that that sounds a little
(43:56):
bit biased true. It's.
True, it's funny like the peoplethat do come and the people that
we talked to, we've talked aboutit before like what we're doing
really blows people away. So you know, I don't want to
make this all about innovate, but man, I, I do feel our agent
that did that we were talking about earlier that recently
(44:18):
transitioned over. I mean he's been in the industry
20 years and he's like, I've never seen support like this.
So I think all that means to me is we're on the right track and
I'm excited for more people to learn about it so.
Awesome. Well let's close there.
Thank you very much for listening or watching whatever
you're doing. Please check us out every week.
(44:40):
If you have not hit the subscribe button on the screen
right now, please stop and do it.
It helps us out a lot. It helps us reach everybody.
If you haven't shared this with friends, family members or Co
workers, please do that and check back next week for our new
episode. Thank you.
Win $100. Just follow us on Instagram,
Spotify, then comment lock down on our latest episode for the
chance to win. This week on Realty Talk we talk
about the government shutdown and what agents can do to be
ready for 2026. And share, of course, another
unbelievable Homes Gone Wild story.
(00:23):
TuneIn We've got laughs, lessonsand a little bit of chaos this
week. Welcome back to your favorite
podcast on the planet, Realty Talk.
(00:43):
To my left we have the founder and CEO of Innovate Realty,
Queen of the Closing Table, Suzanne Cini, and I am the
Hostess with the mostess. That actually might be my new
nickname. Hostess.
I used to love like Hostess treats like Twinkies and.
Oh, OK. When I was loaded when I was
(01:04):
little. You're not eating them now.
You're not. I don't remember the last time I
had one, but maybe that'll be. My now that's what I was going
to say. Now I know for Christmas what to
get you so. No, I don't think I could eat
that. Yeah, I don't think I could eat
1. Yeah, but no, Paul fixed it all.
Call fix it all handsome. I know you want to change it,
but it you live it, it's. You know, that's something I
(01:27):
fixed. I used to eat Twinkies.
No, I don't. Yeah, OK.
Which by the way, we, I don't want to get on tangents, but
have you been to the Orange County Fair?
Not in a very long time, they have.
Deep fried Twinkies. They do, yeah.
My gosh. You didn't.
No, I didn't. You didn't dabble with the deep
fried Twinkie. Yeah, I know.
That one's not in my in in the diet, you know?
(01:48):
Yeah. Pass.
Yeah. Yeah, That, that that's a
slippery slope. We're not going to go down that
slope. A lot to talk about today.
Yeah, some interesting stuff happening.
The government is officially shut down.
Yeah. No government.
No, government, it's been a weekand a half.
Yeah. I think we're going into second
(02:10):
or third week. So you know, real estate wise, I
guess in our world, have have you seen any effects or are you
feeling anything from that? I haven't, yeah.
No, I mean, you know, we, yeah. I mean, I'm just trying to think
in that last week, anything thatwould have impacted us.
I mean, we haven't felt, we haven't felt anything.
(02:34):
Yeah. I mean, I, my thought is I, I
haven't heard anyone say this, but the only thought that I do
have as far as, you know, impacting and the real estate
space is if buyers or I mean I think people get uneasy when
these things are happening. And so we do have some inventory
(02:55):
that we were talking is priced well that there are are more
buyers hitting the market due tointerest rates.
And it just seems like people aren't necessarily pulling
triggers. I don't know if that's related
to this, but, and I again haven't heard any buyers say it,
but I guess you know, anytime there's some uncertainty it it
(03:18):
does tend to affect the market abit.
Yeah, It feels like right now wehave 7 or 8 houses on the market
to sell. It feels like we, the, the
houses that we are selling in the current, you know, let's say
over the last 90 days are peoplethat have to move like they're
relocating from another state for a job or you know, it's,
(03:39):
it's something that's forcing them to move.
The foot traffic at all the listings is up in a huge way,
quarter over quarter, year over year.
But the number of offers per property is, is way down in that
window. And and it, but it also doesn't
make a lot of sense because we've had properties we brought
back to market in the last 90 days.
(04:01):
They did have multiple, you know, cash buyers, you know,
went really, really quickly. Yeah.
And then we have some stuff that's very comparable that is
taking a little longer to get into escrow.
It's very bizarre. Yeah.
I mean, and we're also approaching that time of year
where people just get busy. Like we're busy.
We were talking about it before we started.
Like getting haircuts is like it's tough times right now.
(04:23):
It's, they're not calling you out or anything, but you know,
it, it is getting to that time of year where the holidays are
coming and we are trying to squeeze everything in.
So I think we'll talk about thatmore later about what, you know,
agents and people in general cando for their business to prep,
but for next year at least. But I mean, at the end of the
(04:45):
day, I don't want to miss because we are kind of
expecting, we're expecting some updates from the Fed, right?
So does this shut down? Do you think it will affect that
or change that? Yeah, it's a really interesting
question. So the Fed is not directly
(05:06):
connected or run by the US government.
It's an independent, you know, organization or group.
So they meet on October 26th through the 28th.
I think it's the schedule. So the federal shutdown, if that
still continues to happen at thegovernment shutdown, it will not
affect the Fed meeting. What it could affect is the Fed
(05:27):
getting data or access to information to make a decision,
which would be so weird. But that also could be leading
to people, you know, kind of, you know, out shopping hard but
not pulling the trigger. If they anticipated, you know,
if a month or two ago from the previous Fed meeting, if they if
they anticipate additional rate cuts and they thought that meant
(05:48):
that mortgage rates would go down by the end of the year,
they're out looking, They're excited.
Prepping and. And then Fed says, hey, we're
shut or not Fed. But the government shutdown
happens. If the consumer doesn't
understand that, that doesn't mean that the Fed won't meet,
you know, maybe that's pausing their decision making.
But I, you know, there's, there's two sides of the coin.
(06:09):
Like the Fed could have the meeting, if they don't have the
data, they could use that as an opportunity to say, hey, no,
we're not making a decision. Right, which doesn't feel great
right now for our industry, but.Yeah, yeah.
It would be very weird if that was the if that was the case,
and you'd have to think that Trump would be thinking through
(06:29):
that. You would have to think, but you
know, there have been a lot of things that we, you know, we
would think would be done but you know, maybe weren't
completely thought through. But especially this since it's
been such a hot topic for him and he has put so much pressure
on the Fed. I would think that, you know,
everyone would want to resolve this quickly to to make sure
(06:54):
that we're not affecting that piece of things.
But I think I think more importantly, when we're talking
about what what has been affected by the government
shutdown, I think you have a funfact.
Oh, my goodness. Yeah.
It was very exciting. I was, I read the news
sometimes, you know, like an oldperson on, on an actual
(07:15):
newspaper. This one was online and I, I
believe it was the Wall Street Journal.
So and, and don't quote me on that, but so I don't know if the
source is 100% accurate, but national parks are run by
government employees, right? So or you know, the government
pays national parking employees.So national parks are supposed
to be closed in a government shutdown.
(07:36):
I read an article that was stating there is an influx this
week of homeless people going into Yosemite National Park.
And yesterday there was like 100or 200 BASE jumpers that it
hiked to the top of Half Dome and like, had this whole BASE
jumping party. Wow.
Which is illegal to do. Yeah.
(07:56):
So if you, I think if you base jump off of Half Dome and you
get caught, it's like a pretty significant fine.
Oh yeah, no fines going out right now.
If you're a BASE jumper, this isyour window.
Chance. Yeah.
Yeah. Wow.
It's really interesting. I mean it, you know, this is
another random tangent we probably haven't ever talked
about on this on this podcast. But you know, growing up in
(08:18):
Utah, we have 5 national parks and you know, we were a very
outdoorsy family. We haunted and fished and spent
a lot of time camping in national parks.
We take our daughters, you know,to southern Utah and go to
national parks every year. And it's just, it's crazy to
think that that whole machine, you know, will shut down for
(08:38):
some undecided period of time. You know, this last year we
signed up my oldest daughter forthis, like, you know, kind of
adventure day with a, with a, a,it was like a tour guide
essentially at Zion National Park.
And they go and they get this little book and they have, you
know, 20 things that they're supposed to accomplish over the
course of the day, like finding a piece of litter and picking it
(09:00):
up. And then they learn about, you
know, how that impacts everything.
And, and they had this section talking about, you know, the
economics of a National Park andif people aren't working, what
that could do to the National Park in terms of maintenance.
Yeah, that's why when you were first telling me that story
earlier, I was thinking like something was happening with the
animals, like it was just gonna go wild in the National Park.
(09:23):
But yeah, yeah. No, I mean, but you know, it's.
Probably so much more than that.Yeah, it's probably, really, I
mean, there's probably a lot to lot to do and we've gotten
storms, you know, so if they're not there maintaining roads and
all that kind of stuff, who knows what could happen.
Now I'm scared because I am actually going to a National
Park this weekend. I'm going to Olympic in
(09:43):
Washington, so. Well, maybe not if it's closed.
I, I did check the site, it is open, but who knows, I will
report back next week on what that looks like.
But yeah, now I'm slightly terrified.
Mainly. I mean, last week we talked
about bugs. Oh yeah.
Now I'm I'm it's, it's hitting me that potentially there could
(10:06):
be like animals running wild andthat could get a little.
I've never been to that NationalPark.
Yeah. So it's it's Washington state.
I mean, there's like deer and elk and I mean, maybe a bear or
two. Yeah.
But that's. It but the National the the the
Park Service aren't protecting humans from.
Animals, yeah. But if something happens, you
kind of have a good, good resource that maybe you wouldn't
(10:28):
have. Just take bear spray.
Yeah, no big deal. Yeah, I actually, you know,
growing up in the mountains, bears don't scare me.
Yeah, even like Cougars or mountain lions don't scare me.
Moose are the scariest. OK.
Yeah, like a Mama moose in her calf.
If you get in between those two,it's it's over.
Game over. Yeah, they are angry.
(10:48):
Yeah, angry. Angry.
And they're huge. I don't think there's gonna be
moose up there. Maybe there are?
All right, well, I will do that research, I will report back,
and I will avoid all moose. Yeah, moose.
Keep your Yeah, keep your distance from the moose.
Yeah, OK. So national parks are are are
shut down. Government really isn't
(11:09):
affecting us unless it's maybe affecting buyers.
What else is new in, in the world of, of brokerage?
I mean, you know, we've got all this crazy news about, you know,
I, I guess essentially the largest real estate brokerage
consolidation that we've seen. You know, I, I was, I was
talking through that actually, and I was fact checking at one
(11:29):
point Century 21 actually had the number of agents that that
Compass in anywhere real estate would had and they, they
crumbled, right. So it's kind of interesting.
I mean it will. Will, will Compass crumble in
the next 10 years by trying to do this deal?
Yeah, I mean, it's interesting because I think, you know, we've
(11:51):
been talking about the the battle between Compass and
Zillow and the listings. And you know, there's, there's a
big argument that Compass is doing this just to kind of cover
themselves with their listing database because if they
continue to attack Zillow and potentially Zillow says, OK, no
more, we are not going to be showing any Compass listings on
(12:14):
our our site anymore. That I mean, that could put that
will take them down. Like there's, you can't stay at
the, the brokerage that if it doesn't feed on Zillow, the
consumers are using Zillow, not Compass.
So, so I think, you know, with Compass taking more listings
potentially there, they could beprepping for something like that
(12:39):
where it would be really, reallydifficult for Zillow to come out
and say, you know, not taking Sotheby's listings, not taking
Caldwell Banker and, and compasslistings.
I mean, that would that would also potentially tank Zillow.
So if they don't have all the listings, I don't think any of
that's going to happen to be honest, because, you know,
(13:00):
knowing the way that Zillow operates their, that's not their
mentality. It's more about empowering the
consumer to make the best decision.
And, you know, say what you willabout them, they have created an
amazing site that the consumer loves, you know, and trusts and
wants to use. So, so, yeah, I mean, I don't, I
(13:20):
don't think that that's happening, but but you know, I
mean, I, I think as we talked about last week, I'm not
completely sold that the deal isactually going to go through
because, you know, I guess, I mean, they could be seeing
something we're not seeing, you know, I'm sure they are, yeah.
But they gotta be thinking through.
It yeah, but but yeah, financially it doesn't seem to
(13:45):
make a ton of sense 2. And a half billion dollars of
debt, it's a lot and. Not just that, I mean what's
really interesting about the real estate industry is that
you're working with all independent contractors.
So there's no guarantee that, you know, by 2020, end of 2026,
which they're saying this is going to happen, that any of
these places will have any agents left, you know, and, and.
(14:10):
If we have anything to say about.
Yeah, exactly. Why would you go there?
I actually, it's funny, I had anagent call me yesterday and tell
me, you know, that made the transition to innovate somewhat
recently. Yeah.
Came from Douglas Elliman, but was previously at Compass as
well. And I, I'm not asking anything.
I mean, I, I will take the feedback, you know, good, bad.
(14:32):
Yeah. It was all very positive for us
and it was really just about about kind of that massive,
massive delay for pretty much everything in a big company
where, you know, with us, it's and this isn't to just like to
innovate Horn, but I think the bigger a company gets, the more
(14:55):
removed you are from the realityof what's happening boots on the
ground. And, and so, you know, I mean,
we're, we're going to be there someday, but I think, you know,
right now where we are, we're really, really involved.
We have a pulse on the market. We have a pulse of what's going
on with the agents. We talk about it every week.
(15:17):
And I think that's important. That's more important for most
people than just having that name, you know, so.
Yeah. I mean, the, the bigger the
organization gets, you know, thefurther away from understanding
the way that a transaction actually flows and like, and the
further away from what the agentinside the brokerage needs to be
(15:38):
successful on a daily basis, youjust continue to get further
away from those things. So by definition, your decision
making, unless the people funneling the information to you
are perfect, continues to probably get worse.
I mean, it's, it's an interesting deal because they
will end up, if it closes and the retention stays strong,
they'll have 10%, I think of thetotal licensed agents in the
(16:00):
United States. That's not correlated directly
to the total number of deals that those agents represent, but
I mean, it could go a lot of different directions.
Yeah. So, yeah, I'm excited.
I mean, we'll, we'll, we'll keeptalking.
And see what happens. I mean, I, I think overall it's
good for us like we, we see it as a great opportunity because I
think, you know, that brand is not for everyone.
(16:24):
I think the consumer doesn't know that brand as much in the
industry. We know Compass, you know, but,
but the consumer doesn't really know, you know, so, so for us,
it's making waves. But realistically, you know, we,
we could, we'll more than likelycapitalize on all of the waves
(16:46):
in the industry. And I think you touched on
something really important. We're going to have our director
of marketing on here next week. So I really feel that's going to
be a really good one because he is amazing, not just on the the
marketing side, but with technology.
And I think that was something that we were talking about quite
a bit. He's creating a lot of new
(17:08):
systems that are really excitingfor us.
But the reason why they're so good is because at heart, he's a
real estate agent, you know, andhe put teams together, Yeah, to
to create some really great tech.
And I think that, you know, that's where once you start
bringing in middle management and then, you know, all the
(17:28):
things that come with running a huge company, you have to do it.
You kind of lose that, that piece, you know?
Yeah. One quick note on the on the
government shutdown before we transition.
As we're sitting here, I'm getting notifications and texts.
A judge temporary block temporarily blocked the Trump
administration from moving aheadwith mass firings of federal
(17:51):
employees while the government shutdown.
So I think, you know, that's an interesting update.
They were, you know, my understanding is that the Trump
administration was trying to go and push through some of the
stuff while the shut. Yeah, exactly.
So I guess that's that's halted that that could be bad news
actually. I mean that could delay the
shutdown longer. Yeah.
Yeah. So that's that's interesting.
(18:12):
I guess we will see. I do not feel that this is the
time of year for this. But yeah, at least in our
industry doesn't feel like it. I mean, hopefully some people
are enjoying some time off, maybe, you know, there's some
benefit there. Yeah.
But yeah, we'll, we'll see. So, OK, well, as we talk about
(18:32):
all these wild updates in the inthe government, I think it's a
great transition into our segment, one of our favorite
segments on the podcast Homes Gone Wild.
So if it's going to be this week.
I can't wait if you're a new listener or subscriber because
we have hundreds of new listeners and subscribers every
week right now and we love you for that.
Thank you very much. We do a segment every week where
(18:55):
we talk about a story that was submitted.
I shouldn't say we talk about it.
Sometimes we talk about it. Yeah.
Yeah. Our listener base will submit a
story. I haven't seen it yet, but this
is the story. They send it in for whatever
reason I've been designated to read the stories for.
Whatever reason, we know the reason.
(19:16):
It's likely because I find the stories interesting in my the
way that I read them is somewhatsilly.
So we will we will jump right inon this week, this week's
episode of Holmes Con Wild. Oh boy, this is interesting.
OK, so scene 1 the setup. Oh, OK.
(19:37):
I'd scheduled a showing for my buyers.
The seller told me if he was home he'd let us in.
If not, I could use the lock box.
We pull up to the house. I ring the doorbell once and
again. No answer.
OK, no problem. I grab the key from the lock
box, unlock the door and step inside with my clients.
Scene 2. OK.
(19:59):
And I feel like we've had a similar setup before where it's
like, you know, you're, you're going in, you're going into
someone's house, they could be here.
Yeah, let's see it sort. Of feels like this is called the
split scene 2 The house had two wings.
The buyer went left toward the kitchen in the family room and I
went to the right. Sorry I went to the right to
(20:19):
turn on the lights in the bedrooms.
Everything felt normal, quiet, still, until I opened the first
door. Scene 3.
The discovery. Oh, OK, I actually keep liking
this. Whoever submitted this is doing
a great job. There he was, the cellar,
completely naked, passed out on top of the bed.
(20:42):
For one terrifying second, I froze.
Was he just asleep or dead? My heart dropped naked and
passed out. Naked and afraid.
I think it's ATV show. Yeah.
Scene 4. Cut to scene 4.
The escape. It's very dramatic.
Yeah. Trying to keep my cool, I spun
(21:02):
around and rushed back down the hall.
Wait a second. You didn't wake them up to ask
if like did they check if he wasdead?
I think I would have left too. I don't think I'm touching any
naked. Throw something or your shoe
like the gal that left the shoe underneath the house.
Yeah. I run down I I rushed back down
the hall. Hey guys, let's check out the
backyard first. I said, forcing a smile while
(21:26):
practically hurting them out thefront door.
I don't want them scared for life, either by a naked guy or
worse, a dead naked guy seen file the check Once the once the
buyers were safely outside, I went back in.
Carefully and quietly, I leaned over, checking for breathing.
I remember, like, when we had our first kid, when we had our
(21:48):
first daughter, I remember beingso terrified like that, you
know, she would fall asleep and not breathe.
So we'd have, like, the phone and all that stuff.
So I'm sure that's what they need, yeah.
With the naked body. She didn't know Seek.
Yeah, but they didn't. No, I'm saying that's what they
did with the naked body, yeah. Thankfully.
Well, I don't know about this. Thankfully, He stirred.
(22:10):
It. Turns out he was diabetic and it
passed out. While getting ready.
I ran into the kitchen, found some juice and helped him sit
up. Scene 6 The aftermath.
He came to embarrassed but grateful, wrapped in a blanket
and sipping orange juice by buyers.
Yeah, they just had to pass on home.
Can't really blame them. Some things you just can't
(22:32):
unseen these days. I'm telling you the life of a
real estate agent. I they're the the TV shows that
are out there, and they put all this extra unnecessary drama
like you don't even need it. Our lives are insane.
The things that we see at these properties are wild.
(22:53):
Yeah, I, I, I don't even understand.
I feel bad for the he's getting ready.
Yeah. He's diabetic.
He passes out. You know, I so personally I
think I would have probably played the like, I don't think I
would be leaning over him. I don't think.
I think I would have for sure called 911 and I'd be like
(23:15):
banging on maybe like the tryingto make some more.
Yeah, making noise. Hello, we're here.
Yeah, I don't think I'd be like naked body like hey, Sir.
We're trying to sell your house.Yeah, so.
But you know what a great person, great story.
Yeah, great story, great storyteller, I think you know.
Yeah, good thinking. Go get the orange juice.
(23:37):
They had their head on their shoulders.
It was very good. Yeah, Bravo.
It was a great episode of Home'sGone Wild, and that was a wild
one. That is good.
Yeah, I mean, I have to say I haven't, I I've heard of like
multiple naked stories now. I think we've had a few that
have been submitted, but I'm I'mgrateful that I've never
actually seen that myself or hadto experience that myself, but.
(23:59):
So we have we have an agent I. Was like well I'm not bad lucky.
We have, I'm actually very excited for this.
I'm not going to give anything away, but we have an agent at
Innovate that reached out to me and, you know, for a different
reason, but said, Oh my gosh, your animation clip that you put
out was so good. I need to come on and tell my
(24:20):
story of this one specific buyer.
So this this agents worked with us for a while.
We used to generate off market leads a lot at by White House
and we would, we would, you know, send an advisor into the
home to meet with the seller. And so I'll, I'll cut there, but
this agent would like to come onand tell the story.
(24:40):
And it can be animated. And it is an incredible 1.
OK. That's where I'm going to leave
it. This specific agent gets to
share the rest, but it's going to be juicy and fun.
And then we got to animate it because it's going to be great.
Now that you say that, it's really funny.
We've never told this story. I've alluded to it, but we do
(25:00):
have a really great story that has circulated about a farm
animal that took a listing agreement for out of the hands
of one of our so I don't I haven't heard this.
Oh, it's so good. Have I heard it?
But that's another one needs to be animated.
A farm may have told you. Like the dog ate my homework.
Yes. That's not.
Real. It is real.
(25:21):
Do we trust this person? Yes, 100%.
Was it you? It wasn't me, but it was Tustin
and Tustin. This is not going to make this
up. Yeah, yeah, but a farm animal,
it'll just. Wait, just wait.
We're going to get them in just to tell this story because.
It's so good. Goodness.
Yeah, I'll we'll have them submit it so you can read it.
(25:43):
All right. OK.
Well, I think we should pivot tothe primary section of our
segment this week, which is whatagents can do now to to prepare
for 2026. So we're not talking about
buyers and sellers, we're talking you as a real estate
agent. And we know that we have so many
listeners out there that are real estate agents, not
(26:04):
necessarily just our brokerage, more constantly thinking about,
you know, what can, what can we do as a brokerage to get our
agents into the best position to, you know, have a successful
year. And we're always getting
feedback of, you know, what could agents do inside or
outside of our brokerage. And so this is, this is great.
You want to just trade off, go back and forth you want.
(26:24):
To yeah, to kick it off, build avideo and visual content
library. So start producing short market
updates, neighborhood walkthroughs.
We talked about that on our podcast last week with our guest
Robert Mack and Tonya Mack, justabout how that completely
changed their business doing these home tours and lifestyle
(26:48):
content for every listing, mandatory video walkthroughs,
high quality photos. And then keep those assets.
So, you know, you don't have to use everything, but you can
scatter that, especially when you're slow as an agent and
you're just like, I've, I've hadso many agents that are like, I
(27:09):
just don't know what to post about right now.
But but say I mean you, you havethe content, bank the content
and use it later on social media.
Yeah, great feedback. Number 2 is strengthen SEO and
long term organic content. So create hyperlogical or sorry
it should be hyperlocal blog content on your website.
(27:32):
Neighborhood guides what to expect in this specific zip code
in 2026 and then use long tail keywords homes for sale in this
neighborhood in 2026 to capture full demand.
And then, you know, think about optimizing every listing page
and agent profile for search. So fast load times, mobile
(27:54):
optimization and then keyword rich descriptions.
I've been seeing so much more ofthat even on Instagram lately
where agents are just really going in on specific markets.
It's the same agents, but they're they're really, really
targeting specific zip codes andspecific areas versus that broad
(28:14):
approach, which is kind of what we were talking about also on
last week's podcast where, you know, our guests were sharing
that initially they kind of tookmore of a broad approach, but as
soon as they honed in on their specific neighborhood, they saw
those results tick up. Yeah, there's a, there's a local
neighborhood in Orange County that there's, there's one
(28:35):
brokerage that really owns like,I don't know, 40 or 50% of the
listings, but they, they do sucha good job.
I mean, if, if somebody's doing a, a yard sale, they'll make the
yard sale signs. They do I think a like ice cream
truck every weekend for the kids.
They sponsor all the holiday events, you know, the 4th of
July, they're out there, you know, doing a parade and all the
(28:58):
stuff for the kids. And so the the brokerage or the
brand around it does such a goodjob if if somebody's moving in
that small little zip code, yeah, it's the very first thing
they think of. Of course.
So it's, yeah, it's very, it's it's very, very, very good
advice. OK, systemize and automate your
communication funnel. So build a qualification funnel
(29:21):
pre screening leads so that you only engage high intent leads.
Create a drip e-mail or text sequences to alert, nurture
leads over months not just days.And then use your CRM to track
engagement and trigger follow-ups at the right times.
I cannot tell you. I think a perfect example of
(29:43):
this. Last year I went to that Queen
Mary Dark Harbor. Oh, yeah.
Oh, man. I have been getting so many text
messages from them. And like, leading up to
Halloween, I no joke. Like, it was like every week
they're like, have you gotten your tickets yet leading up to
October? Yeah.
(30:03):
And now, yeah, all the time, butyou know it, it didn't make me
think though, where I'm like, I'm not going to go again, but
wasn't a good thing. I mean, not really my thing, but
but thinking about that like as a real estate agent, it's the
same with any business you're in.
It's about that follow up and about once you capture that
(30:26):
lead, setting those systems to actually nurture that lead.
And in any business, that's where one one person is going to
be set apart from the next. It's all about that long term
follow up. So yeah.
Yeah, I, this one, you know, seems very relevant.
I am in a YPO chapter locally and this year I took the
(30:47):
position of running membership and, and so I, I get to meet a
lot of entrepreneurs or people that are wanting to be in a
chapter and I met this specific candidate.
I would say, I won't, you know, say names or even industries,
but it was an incredible story. He talked about how, you know,
post college, you know, it's a longer, you know, kind of degree
(31:09):
that he was, he was chasing and that was the industry was
heading down, but struggle for two years really trying to
figure out what he was going to do in life because you're just
working on files, but had done areally good job capturing leads
and, and, you know, fostering those leads.
And what end up happening is that this lead from two years
prior finally came to fruition for him and he made enough money
(31:32):
and that's one case to start hisbusiness.
And now he runs one of the largest businesses in this space
in the Western Hemisphere. And he attributes it all back to
that one lead, fostering it, nurturing it.
Two years later, it converts andand now he's in that position.
And so, you know, to me and, and, and and in this kind of an
industry in real estate, you never know what that lead's
(31:54):
gonna be worth. I mean, it could be a $10
million listing, and that could change your whole year.
Yeah. Yeah.
Or more in Orange County. Yeah.
Yeah. Yeah.
No, it can happen. And it really, I mean, I think
what's so powerful about that isyou'd take that with any
industry you're in. That's it.
Yeah. OK, OK #4 double down on
personal touch and client experience.
(32:15):
Even in a digital world, personal calls, texts still move
the needle. Keep that practice after
transaction. Ask for reviews and make them
part of your marketing. Social proof works in 2025.
I agree with that. Create memorable client
experiences. Closing gifts, check in small
gestures that lead to referrals.This one is to me, you know,
(32:38):
similar to every other industry,I mean, if you, if you do the
work to acquire a customer that is your most valuable asset and,
and they should be your, your highest converting form of lead
generation through referral. And, you know, we're in the
service industry as well, you know, at the lending side and
in, in the pest control industry.
(33:00):
And I, I can't speak high enoughof, of small things that like
you do the smallest thing and then you ask for the referral,
it comes. Yeah.
And that converts every time. Yeah, we, we had a mastermind
panel in our La Jolla office yesterday and one of our agents
was talking about closing gifts and how when you personalize
(33:21):
that, like what a difference that makes.
So he had there was a family andyoung kids.
He, he ended up bringing the kids bikes.
How cool is that? Yeah.
And, and you know, it, it makes such a difference.
Like he he was talking in particular about listening to
your clients and really getting to know them versus just that
(33:44):
surface. So I think that's how you create
a memorable experience and that's how you set yourself
apart from the rest. Yeah, Yeah.
I mean, you just brought something up that I think we
should double click on one more time.
Listening to your clients when you interact with somebody and
you transact with them, they're going to tell you everything you
need to know to to be able to get them to be your fiercest
(34:06):
advocate. So if you're just listening to
what your clients needs are, youknow, that closing gift could be
incredibly customized, you know,for something that's usable.
I bought a lot of real estate and I've gotten everything from
like a $0.50 cheese board, like literally probably $0.50 on Etsy
or something, which you know, you grab and it's like a wow,
thank you for doing that. I actually would rather that
(34:28):
they save the money than give methat, you know, but but I've
also just gotten, I mean, I think back to it, the the
highest impact item that I've ever received as a gift was
actually just a letter. There was no gift, but it was
handwritten and they just explained how much doing
business with me meant for them,right.
And, and I, I think about them all the time when I, when I go
(34:50):
to transact in the future, if I can use them, I will use them
every time because they sat down, they took the time, they
wrote a letter out and it came to me and it was like, wow.
I mean, that's that's better than a bottle of wine or a plate
of cheese or something. Yeah, yeah.
OK. Test and adopt new technologies
and tools. So try AI driven marketing
tools, use virtual tours, 3D walkthroughs, AR tools to
(35:15):
differentiate your listings and then track emerging tools in
Proptech. Being on the forefront can give
you the competitive edge. So I think again, alluding to
next week's episode, we're goingto talk a lot about AI and how
that it, it honestly, I mean, I think 95% of the population,
(35:39):
probably 99% of the population is not really, you know, using
it the way it should be. I mean, I, I don't know if I
told you, but I remember the I met this girl that was telling
me she asks ChatGPT what she should eat for dinner, where I'm
like, OK, I mean, that's something, but that's probably
(35:59):
not the best use. And there are so many things
that you can actually do with that.
And so our, our guest next week,I'm super excited about to, to
get out to the group because he built an app for a business in
two weeks using ChatGPT. So it's super, super exciting
(36:22):
the things that you can do. So dig in, you know.
It's great. I'm excited that I get to talk
about this one. Track key metrics and iterate
based on data data. Data, data is the point.
So it says start tracking monthly and quarterly leads
generated versus conversion ratesource of lead, whether that's
SEO, paid ads, referrals, whatever your, you know, your
(36:43):
lead funnels are your cost for that specific lead, average days
on market for your specific listing and then how, how
satisfied your clients are. You know, I get the opportunity
at Innovate every once in a while to help mentor newer
agents that are coming into the business.
And in every one of those mentorship meetings, everyone
(37:04):
asks how I am in the position that I'm in today.
And my explanation is going all the way back to 2005 when I went
out and went door to door and sold home security systems in
Cleveland, OH. And I was not the most
sophisticated communicator. I was not a great salesperson,
but I was maniacal about understanding my data.
(37:27):
So if I went out for 8 hours or 12 hours, how many doors did I
knock? How many conversations did I
have of those conversations thatI had, how many converted all
the way to the end where I was able to explain my value
proposition and then how many deals did I acquire?
And I think that specific focus of looking at your conversion
metrics on a daily basis allowedfor me at that stage in my life
(37:50):
to cut time and wasted energy out and put that time into high
production areas. And that separated my
performance from my competition.And I get the opportunity to
share that example with agents every week.
And it, it's shocking to me how little people think about this.
(38:11):
They, they build in a beautiful plan.
I'm going to go and door knock for four hours.
I'm going to cold call. I'm going to spend $1000 a month
on, you know, postcards or do these things.
And then I'm going to cross my fingers and hope it works.
And, and, and you know, maybe that will work for somebody, but
tracking all of those things aregoing to, it's just going to
(38:31):
build a blueprint of where you need to take action to see
better results, right? And that's not easy to do.
I mean, at Innovate, we have systems for all that.
So it's already built. Yeah, I and that's what I was
going to say. I mean, I think that that is
such a an underrated kind of value that we don't talk about
(38:51):
very often is that we actually really want to help agents build
a business. Yeah.
Whereas, you know, most brokerages and and really most
agents are, as you said, just kind of hoping for the results.
Yeah, or they, I know, like, hey, I need to, you know, I
probably got to sell three homesthis year and I'll be fine, you
(39:13):
know, But I, I think it's rare that people are having those
specific conversations outside of maybe hiring a coach, you
know, that will sit down with them.
And that's something that, you know, we talk about all the time
on how to how to actually build a business, not just a like fun
side hobby, you know? Yeah.
(39:35):
To me, this, this one like when we talked through what an agent
can do for 2026, I I think you could kind of consolidate all
these things down these six key areas into a few basic things.
Number one, you know, be curiousabout your business, the way you
spend your time in your business.
I, I always think about the Pareto effect.
Generally, 20% of your actions are going to deliver 80% of the
(40:00):
results. 80% of your actions aregoing to produce 20% of the
results if you can measure that properly.
You just cut the 80% it's not working and spend as much time
in the areas that that you know,are working.
And, and, but you can't do that if you're not curious.
And I would say curious without judgment.
You know, look at the information.
(40:20):
Don't, don't tell yourself a lieof what you think is happening.
Just look at the information. So I would say #1 curiosity, but
#2 you know, commit. Like, you know, I think you, you
brought it up. You know, there are a lot of
people that maybe look at real estate as something on the side.
And if they strike gold and they're going to go all in,
that's probably not the right industry for you.
(40:41):
That. And I would even challenge you
to look yourself in the mirror and say, you know, are you going
to find happiness anywhere in your career if that's the way
you kind of step in? Yeah.
It's like, if you're going to doit, go.
I mean, this is a beautiful blueprint.
I mean, happy to publish it, go whether you're with us or
somebody else, like be curious and go execute.
Yeah, we, it came up on the panel yesterday when we asked
(41:04):
one of our top agents, you know,what's, what's advice that you
would give to a new agent comingin the business And she said it
she's like, you have to go all in.
It can't be a part time thing. That's never going to work.
I haven't we haven't seen it work with anyone.
It's you know, you've got to putall of your effort in.
And but what she did say is thenyou're going to make sure when
(41:28):
you are fighting for for every dollar and you don't have
anything to fall back on, like you're going to learn what
you're made of, you know, and what's going to happen in the
industry, you're either going tomake it or you're not.
So it's a really great way to know whether you're going to
make it or you're not going to. So, and you know that that is
(41:49):
not real estate isn't for everyone.
So maybe you're not going, maybeyou decide, hey, this isn't for
me. But but dipping the toe in it
just never works. No.
Yeah, recipe for disaster, Yeah.OK all.
Right. So anything else in closing?
I mean, we've got some exciting guests coming up through the end
of the year here. We do have to probably start
(42:10):
thinking about 2026 playing. We do, yeah.
You know that's on the agenda, so.
What else for you in the last week or looking for next week?
What are you excited about? What's What's keeping you up at
night? You know, I think that we're
constantly talking about the market and I know that we that's
(42:32):
the one thing that we can't control.
We can't control the market. So all we are focused on at all
times is what we can control andthat's our agents, the
opportunities that we have coming in, the deals that we're
doing. So I'm really excited because
just over the past month we've launched a new kind of lead
(42:54):
program for our agents that's going really, really well.
And you know, it's the same story as always.
It's about how to create opportunities for agents versus
just, you know, being a brokerage that they hang their
license at. So I'm excited for those
opportunities. We always have great things
(43:15):
coming because it feels like we're constantly questioning,
we're curious about what we're doing in business and revisiting
and making and improving. So yeah, I think, I think next,
next week we'll have some reallygreat updates.
That's exciting. Yeah.
It's kind of a setup question because what's keeping me up at
(43:36):
night is actually this list, Youknow, what, what can an agent do
to be better in 2026? We were talked throughout, you
know, throughout the episode today about compass and all
these other things that are happening in the world, in the
market and, and everything. To me actually, it's a really
simple decision. You can be successful in 2026 by
coming to innovate. I know that that sounds a little
(43:56):
bit biased true. It's.
True, it's funny like the peoplethat do come and the people that
we talked to, we've talked aboutit before like what we're doing
really blows people away. So you know, I don't want to
make this all about innovate, but man, I, I do feel our agent
that did that we were talking about earlier that recently
(44:18):
transitioned over. I mean he's been in the industry
20 years and he's like, I've never seen support like this.
So I think all that means to me is we're on the right track and
I'm excited for more people to learn about it so.
Awesome. Well let's close there.
Thank you very much for listening or watching whatever
you're doing. Please check us out every week.
(44:40):
If you have not hit the subscribe button on the screen
right now, please stop and do it.
It helps us out a lot. It helps us reach everybody.
If you haven't shared this with friends, family members or Co
workers, please do that and check back next week for our new
episode. Thank you.
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