#89 Ai Game Changer-Inman contributor-Jimmy Burgess

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Episode Transcript

(00:06):
Get ready for change to elevate thefuture. Your thinking, your wife,
one relation, one thought, onedecision. You're closer than you think,
walk, make a decision and decidethere sho inspired. Wow, Wow,

(00:41):
Wow, I'm excited to be heretoday. I've got somebody in the green
room right now that you are goingto love. I've been following this guy.
I got a little bit of aman crush on him. Don't tell
him, but I really really lovethis dude. Jimmy Burgess is your most
recognized name through Inman, but heis a best selling author. He is

(01:02):
just a great human being, andI'm excited to have him. Let's get
him in here and say hello,Jimmy, Jimmy, Randy, how are
you my friend? I'm excited tobe better. If I was anty better,
i'd be twins. Jimmy, Well, I love it. I love
it. We guys have some funhere, absolutely, Man, I really
appreciate you coming out and joining uson the podcast Like a Boss. It's
a podcast for entrepreneurs and and youwere at the top of the food chain

(01:25):
for that. Let me read yourbi a little bit, and then I'm
gonna ask you to even brag onyourself a little bit maybe, But Jimmy
Burchus, best selling author, authorto Inman. You see his articles in
there a lot. BUTOK, whatjust happened? I love the title.
By the way, CEO of BerkshireHathaway Beach Properties, Florida, he's in
Santa Rosa Beach, Florida. ChiefGrowth Officer Swanpoole rated just came out top

(01:49):
two hundred most influential people. Ithink this is the second time for you,
Is that right? Yeah? Yes, that's such a big deal making
that list and just an all aroundgood guy. Really had a great conversation
with Jimmy, and he was graciousenough to take his busy schedule and allow
us to get a little glimpse intohis brain and his style. And we're

(02:10):
going to talk about all things today. We're going to talk about AI,
we're going to talk about what agentsneed to do in this market. We're
going to crystal ball it a littlebit of what's going on in this crazy
world. And I'm excited to getgoing with that. So Jimmy, welcome
to the podcast number one. Well, thank you, Randy. I'm excited.
We're gonna give some folks, hopefullya little inspiration and some practical things

(02:30):
they can do to help their businesstoday. Amen, that's what it's all
about. You know, let's jumpright in. You do. How many
articles have you done on Edman?Do you have any idea? Now,
well, I don't. I don'tknow exactly, but I've been doing a
weekly article for the last almost fouryears, three four years, so that's
going to be a couple hundred acouple hundred articles, you know, Randy,

(02:53):
Really what started with that on thatA lot of it was is that
maybe I'm maybe I grew up witha little bit of a chip on my
shoulder as far as you know,you know, grew up in a little
small town literally thirty miles from whereI am, thirty miles from dir road
that I grew up on. Andyou know, as I continue to progress
in my career, I felt like, you know, I felt like I
could tell a story, but Iwasn't a good writer. You know.

(03:15):
I was always easier for me justto turn a video camera on and just
talk than it was to write.And so it was something I knew that
if I was going to be thebest communicator and I was going to do
everything I was supposed to do andI was built to do. I was
gonna have to learn how to dothat better. So I started writing these
really within understanding that. Okay,so look, this is exactly what I
think of it. I don't knowthat I've ever shared this with anybody,
but the way that I think aboutit is is, Okay, if I'm

(03:38):
going to write and I'll take acouple of weeks off ter in the year,
you know, but if I'm gonnawrite fifty articles a week, you
know, for the year, andthey're gonna be roughly because summer shorter somemer
longer, about fifteen hundred words.That means I'm gonna write seventy five thousand
words per year that will be published. And that's just there. Obviously there's
some other things I do. Well. Now Here I am, you know,
four years into this, so I'mover three hundred thousand and words that

(04:00):
I've written that's been published, andwhat it does is a couple of things.
It's the great test. I mean, I think if there's agents or
entrepreneurs out there and you're wondering,you know, what do I do to
add the most value to my clientbase, which for me, you know,
as CEO, for our company andattraction tracking agents is what is it
that helps agents grow their business andthey respond to the best Gosh, I
mean, you got Inman with thelargest, you know, real estate news

(04:23):
website out there. So consequently,when I've run in I do these articles,
I can see the engagement and ithelps me prepare better to be able
to serve the agents that I've beenentrusted to serve at a higher level.
So it's been kind of one ofthose where you know, it's just like
anything else, and the more repsyou do, the probably the better you
get. I mean, you don'tget worse, that's for sure. And
so this has been a great journeyto kind of just really trying to hone

(04:44):
in that skill a little bit.It's crazy, ready you mentioned this.
I had this little small town thatI was that I grew up in.
There's a little library there. Andwhen I had published my book back in
like twenty eleven or twelve, Andyou gotta understand, when I published that
book, you know, I hadnot done any of this. I just
was writing from the heart after goingthrough the thing, and I was doing
this little book signing at the locallibrary and I had this English teacher when

(05:06):
I was in eleventh grade. Andyou know there's every so often there's some
of those teachers that probably shouldn't beteaching. They're just there for the paycheck,
and they really will tear you down. Well, I look, and
I've got this line of friends ofmine, you know what I mean,
coming in to get a book fromme. And that eleventh grade English teacher
walks in the library. She's notthere for the book sign she just happened
to walk in the library that dayand she walks by and she looks and

(05:29):
sees me. It takes this doubletake and looks over at me, and
she said, you wrote a book, And I said, yes, I
am. And she said last personI ever thought would have done that and
walked off. And I was like, no, I'm will start getting better
at writing because I'm literally do somethings that people didn't expect from me.
So my English teacher would say thatabout me. If I make the book
club and we run into each other, maybe even the principal, Well,

(05:54):
you know, I love your styleand your writings are for me. It's
so educationally simple to follow, right, That's what I love about it.
There's a lot of coaches coaches havegot somewhat popularized in the last few years,
right, And I've been coaching forten years now full time, Tom
Ferry for four years. Loved it, Keller Williams. You know, I've

(06:15):
been through the coaching envelopes and Ithink that there's a lot of coaches out
there now right, And I'm notknocking them down. I think it's amazing
they follow that journey. But you'vegot health coaches, you've got mind coaches,
you've got weight coaches, you've gotcoaches coaches, you've got coaches to
coaches, and so for me,it's become a bit of a crowded space
for somebody like an agent to lookat, like what is really going to

(06:40):
impact my business? Right? Andwhen I look at your articles, they're
like, you've got the top tenthings to do about this, the top
three things about this, and you'vebeen really on top of the AI thing,
which I want to definitely get to. I think that's really an important
topic, the future topic. Ithink all things are going to be revolving
around that, the real estate space. So you know what lights you up,

(07:03):
like, what are you passionate abouton a daily basis? Man,
Randy I mean, I think thething is is that, first of all,
after now thirty years in this business, well over my half of my
life that I have, there's noway I can give back to this real
estate business the way that is givento me, my family and just giving

(07:24):
me an opportunity to become who I'msupposed to be, serve at the level
I'm supposed to serve at. Sofor me, what really lights me up
right now is the ability to giveback. And man, I know,
like you, I sold for twentyfive years, you know, before I
started doing this, and so consequently, you know, through those you know,
half a million, half a billiondollars worth of sales by him,

(07:46):
I learned, you know, whatworked and what didn't work. And the
biggest thing and the best joy,the biggest thing that fires me up when
I wake up in the morning isis I get to go give agents what
I wish somebody would have given me. And so consequently, I mean literally
I say it all the time.I got the best job in the world,
you know, I mean, Andyou know my mentor Gino before you
know, I told him one dayI said, hey, man, don't

(08:07):
hold this against me, but I'dprobably do this if you didn't pay me.
Now I like to pay. I'mnot gonna turn it away. I
love some more. But I literallylove what I'm doing, and I think,
I think when you love what you'redoing and you're truly passionate about helping
other people, you can't you can'tfake that. You know, people know
you either are four people and you'reexcited to help other people become who they're

(08:28):
supposed to be, or you aren't. And you know, and listen,
I can tell you. I mean, it's not like it was that way
all my life. I mean,I always wanted to serve, but I
think as I've matured in the businessesand I've had people do it for me,
the way that I was brought upwas is the best way to honor
someone that gave you something is togive that then back to some other people.

(08:48):
And so that's what I'm trying todo, is to make sure that
I get the opportunity to do that. And that's what really gets me fired
up. Dude. I love that. And on the back of my card
for a decade, it's said,helping enough people get what they want,
you'll get all you want. Racequote of all times it is the greatest
quote of all time. Yeah,you know it is. And I put

(09:09):
it on the back of my businesscard because I wanted my clients and the
other people that I was doing businesswith knowing that that's that's my battle cry.
And and I think I had toevolve into that. You know,
you mentioned you know, you don'tknow when it happened and stuff, But
evolution, I think happens is eitherwhen mature in our age or in our
business or whatever that may be.For me, it's become a bigger why.

(09:30):
And all of a sudden, thatwhy is bigger than I could possibly
you know, think about what thefuture can hold with that, and and
now it's it's kind of a legacyplay, right, that's all. It
was all about me early in mybusiness, let me be let me be
truthful, right, twenty years ago, it was all freaking Randy bird.
It was ego, ego, ego, and and a lot of bad business
decisions were based on that ego whenI was younger, because I was thinking

(09:54):
all about winning and I'm very competitive, but I was misguided in what winning
looked like to me, right,yeah, yeah, And we joked a
little bit about it in the beginning. I'm half Hood, half Holy.
That would be the name of mybook in the future. I had my
shirt on as we got on andthen you were like, I love that
shirt. I'm like, oh,I didn't think you saw me on camera
prior to me putting my jacket on. But you know the and I think

(10:18):
for me, Jimmy, the coachingcomponent, the piece of being an author,
a contributor, a coach is servingat the absolute highest level. Yeah,
you know. Yeah, And I'lltell you this too, Randy.
I think when you find the rightcoach, you're going to find somebody that
is I'm not just going to beable to teach you that, but it's
somebody who you want to be,who you want to be like you know

(10:41):
what I mean, who has theenergy you're looking for, who has the
optimism you're looking for, Who's donewhat you want to do. You know,
That's what I've always said, isis uh, you know, I
don't. I don't coach on youknow, a lot of psychology stuff.
It is because I mean, Iwould be teaching from a place of theory,
not necessarily from experience. But youknow, if you know how to
get more listings, you know,That's what I did for twenty five years,

(11:03):
you know what I mean, ifyou want to if you want to
understand AI right now, Man,I don't know of anybody that's out there
studying it any more than I am. I'm just trying to be a student
of it and then almost being aDJ that's bringing these best ideas that I
gather and just giving those back outto people and seeing how they're able to
help them in their real estate business. So yeah, I think I think
coaching is a calling, you knowwhat I mean. I think we're all

(11:24):
called to coach. Now. Therewere phases in my life where my job
was to was to coach my family. There were phases where I was to
coach my clients. There are phasesnow where it's maybe it's to coach and
to inspire agents. Whatever it is. I think we're all are. It's
just it's not a matter of ifit's just who is the audience that you're
supposed to be inspiring and coaching atthe season you are in in life and

(11:48):
reality. I love that I neverthought of it that way when I thought
of coach to you know, eveneven just a few years ago, when
I say I'm a coach. Theythink I'm a basketball coach, football coach,
but it's all related in what we'redoing. But it is. It's
a passion, and I think there'stoo many people that have a passion and
a fire in their belluy to doit that don't do it out of fear
or rejection. You know, welive in a social media world now that

(12:11):
it's you know what other people thinkof us as way too valuable to our
minds, and it shouldn't be thatway. So let's jump in tactical.
Let's talk to some tactical stuff.Listings like, how would agents listen to
this majority of our followers or agents, entrepreneurs, I coach, you know,
broker owners, contractors, coach,anybody that's an entrepreneur spirit. But

(12:35):
to our real estate community, whatare ways to get listings in this market?
You've had some amazing articles and onpoint, give us some highlights of
what that could be value wise.I'll say, what, let me give
you one strategy right now, andthen I want to give you one way
to absolutely close every listing you're gettingusing AI at the end of this.
Okay, first strategy is this issomething that I did originally in my business

(12:58):
before I transition into the leadership role. Is what I did is I called
it the video unsolicited CMA. AndI don't know if you've ever heard of
this, Randy, but basically whatI did is that instead of doing a
CMA and mailing it out, Ibegan to record my screen and I would
just literally they be like, youcould do it zoom Party of one with
you down in the corner with yourscreen where they could see it, or

(13:20):
I did it, but I personallydid it with Bomb Bomb and I would
just record my screen. I wouldstart with coming in and I wanted to
just give people value. I didn'task them if they wanted to list their
house, and I decided the lastthree months that I was in sales,
I didn't know it was going tobe my last three months, to be
honest, but that quarter I said, hey, listen, every single day,
I'm going to do at least onevideo CMA unsolicited that they didn't ask

(13:45):
for it. I'm just going togive value. And just like what we
were talking about, when I gavevalue into the marketplace, it always comes
back. And so so what Idid is I just recorded my screen.
I'd start the video and I hadbasically three tabs up. The first half
i'd have up is Google Earth.I would have I have their address typed
in, and when I would pressrecord and it would start the countdown three
to two one, I would pressenter, and all of a sudden,

(14:07):
when the camera came on, itwas coming from outer space down on top
of their house. Now, I'lljust tell you we had ninety percent open
rate with these emails. And becauselisten, I'm gonna just tell you something.
If somebody sent me that, becauseit was embedded in there and I
saw something coming from outer space ontothe top of I'm clicking that video your
house every single time. And soliterally we would just come in there and

(14:28):
all I did was I would say, hey, listen, it's been a
little while since I gave you anupdated idea of where your value is.
I hope you guys are doing well. I'm going to go through and share
my screen and I'm going to giveyou the ability to kind of see a
range of where your value is now. And then I always said this,
if you are ever curious of whereyour value is or was in January twenty

(14:48):
twenty four, all you got todo is come back into your email,
and as you'll notice, I hadthe subject line it had your address one
two three Main Street valuation update.So if you come back into your email
a year from now, two yearsfrom now, three years from now,
you're just curious about where your valueis, and you type in your address
or you type in evaluation update,you'll be able to see this. Now.
Then I just went in. Ihad the other tab was the MLS.

(15:11):
This was pretty basic. I justwould pull up the MLS and let
me just say this. We've beendoing this all over the country and we're
seeing huge results in every single marketwith this. And then what we then
what I said is is I said, now here is the I'm just going
to pull up this next tab.These are the houses that have sold like
yours in the last three months.And here's a couple of houses that are
similar to yours that are currently forsale. And I just go through them

(15:33):
and I say, hey, here, this is this one. So I'm
basically just sharing my screen and showingthem how I'm coming up with the evaluation.
Now. What I tell them atthis point too, is to say,
hey, listen, I've obviously youknow, when we were originally doing
this is when I when it wasduring the pandemic, but now it's like,
hey, listen. With as busyas life has been over the last
few years, I haven't been insideyour home, but I wanted to give

(15:56):
you a range of value because youmay have had a little deferred maintenance,
or maybe you've had some improvements thatI'm not aware of. So I'm going
to give you a range of valuehere, but just so you know,
if you're curious about what it's selffor. It took me five minutes to
walk through your house. I teeexactly what it will sell for, and
then I just keep moving on.I don't ever ask them, and I
go through those comparables, I givethem that information. And then the last
thing I had was an estimated sellernetsheet. Now this was just simply a

(16:18):
literally just a word document had theestimate of their sales price, the typical
closing costs, and I say,listen, this is just an estimate.
Obviously, it doesn't have pro rations, it doesn't have any you know,
any mortgages you have. But ifI was you, I'd want to at
least kind of have a rough ideaof what i'd be looking at netting out
when I sold this place. Andthen at the end I would say again,
I would say, listen, Ihope this has been a value to

(16:41):
you. And again, if youever are curious about what your value was
in January of twenty twenty four,feel free to come back into your email
and search for your address or valuationan update, and this will pop right
up. That was it, Now, listen, Randy. What I did
with this is I made that listof one hundred people that were past clients
and mentioned they might want to sellpeople that were in my farm area.

(17:02):
And I basically put the low hangingfruit up top, and I did one
a day, seventy two of thosein that fourth quarter. Because it didn't
work every day. I ended uplisting eleven million dollars directly from this one
strategy. Now here's the kicker onthis deal. Not only was it that
I listed eleven million dollars, Ishifted out in the first quarter of that
next year into out of sales andinto the leadership position. So basically all

(17:23):
of my outbound sales efforts stopped.I did not speak to any of those
people for eighteen months. The pandemichits. Now I'd used bomb bomb,
which bombomb pops up on my laptopand tells me if somebody plays the video.
So, all of a sudden weget into April May time period of
the pandemic, and the market is, you know, starting to really take

(17:47):
off. In June, all ofa sudden, these little pop ups start
happening where these people were going backeighteen months after the fact and looking at
where their value was before, whichcued me to check in with them,
and I listened to another five milliondollars from that thirty minute a day activity
that i'd done eighteen months before withoutany follow up after the fact. Now
what we're seeing right now is isthe exact same thing. Don't over complicate

(18:07):
this, get out there, addvalue without people asking you, especially on
the seller side, right now,and you're going to have all the listing
opportunities you're looking for now. Bepatient with this. This is a law
of averages. You may strike lightningin a bottle out of the get go,
but it may take you a fewof these. Just be consistent and
trust the process. Because every singletime, in every single market, every

(18:30):
single agent that has done this,where they've done seventy of these, they
where they've done it over a threemonth period and they've done one a day
that they work. We are absolutelyseeing multiple listings being taken, which is
creating momentum and giving them an opportunitynot just to have the momentum there,
but a lot of these are sealsand buyers, so the transaction numbers and
the sales boomes just goes to theroof on that. Amazing. And what's

(18:51):
the time involved from step one,two to three in your process? Right?
Literally you spend on that, itgets easier, you know what I
mean? As you do them,it's just like everything else, you know,
I mean the first ones, ittook me a little longer. I
got it down where it was likefifteen to twenty minutes. I was just
fiftennutes. I'm pulling up the MLSand I'm pulling up the comparable sales.
I'm pulling up on Google Earth theirinformation. I'm getting an idea of the

(19:12):
value. I'm putting that together andthen I just press record. And also,
you know, some of these ifyou're in a neighborhood, for instance,
and you've got a few people,you know, in a tract neighborhood
that has similar floor plans. WhenI had those like I had some condos.
Well, the condos were great becauseit was the same floor plan.
So if I had four of those, I could record one of them say

(19:33):
hey, Randy wanted to give youan update on your value, and I'd
do that whole deal. Then Iwould just stop and press record again and
I would say, hey, Shirleywanted to give you an update on your
You know, I mean so literally, I was doing three or four at
a time in an hour, hourand a half and I was done for
the week. Right, So thiswas one of those that is just like
everything else, systematically consistently adding valueand doing it on a regular basis.

(19:57):
Well, absolutely, it's gonna results. We're seeing at every single market we're
doing it. Yeah, it's it'sso interesting. It might have come from
you. Honestly, I've been doingit for a couple of years, but
on Solicit's CMA is my favorite thingin this market. Yeah, it's been
that way for a couple of years, and I love the I love what
you're doing. I'm not doing thatwhere you're coming down into the from space

(20:17):
onto their house. That's awesome.Are you recording it on zoom? No?
I'm actually I was using Bombbomb.And the reason I was okay,
and the reason I was doing thatwas because bomb Bomb gave me all the
back end analytics on how many timesthey played it. But like the next
morning, I would come in andI could see whether they played the video.
If they didn't, I followed upwith a quick text to them and
said, hey, I'm not sureif I sent you the right link yesterday,

(20:38):
but I spent about a half hourgetting you an updated ideal and the
value of your place. It's somepretty interesting information. I'm going to resend
that video. Let me know ifyou don't receive it. And then I
just saw that as numbers, wegot to almost one hundred percent just that
one text. Love it. Yeah, that open is important. Plus you
can see how long they're watching it. There's all kinds of benefits to that.

(20:59):
Zoom now is so commonplace that mostagents can jump into Zoom and become
really proficient with video. I findfor doing like market reports and just sharing
the mls and doing the basic stuff. We use Loom and do all that
kind of stuff a lot as well, mostly for TRAININGM is awesome, but
I think Zoom has really kind ofchanged the game, you know, for

(21:22):
us and what I coach. Icoach a lot of fundamentals, right,
a lot of blocking and tackling.I'm like, so when we get these
teams and stuff, I'm like,all right, we're going to build a
football team, right, what's thevery first thing we need to do?
Right? We need to who's thequarterback, Who's this, who's that?
And so I like football analogies,and then you know, when we talk
about it, it's like, wecan't have Tyreek Hill breaking loose for sixty

(21:45):
yards if we don't have blocking upfront, right, So we got to
start with the stuff that's not thatfun, and then we could start start
pushing out something to the flats andstart pushing. Then you start doing the
long bombs because the foundational stuff's working, and then those bombs work, and
a lot of agents just start throwingbombs right away, and then like,
this is tough, this is hard. I called four expirers. They didn't
en list with me. I don'tunderstand it, right, Yes, I

(22:07):
love it. So you mentioned AI. I want to talk about AI kind
of exclusively, but you mentioned AIat the end of this listing CMA,
what was that? Yeah, Soit was not for that unsolicited CMA.
But let me just tell you this. You know what's happened with a lot
of us is is in the marketenvironment we've been in, even those that
were great marketers of properties or listingmarketers, we've got a little atrophy.

(22:32):
We didn't have to do it.We just put it in the MLS and
we get ten offers. And soconsequently that is something that if you can
develop that in a way to beable to show your value to a seller
and a listing presentation, it's justa fundamental skill. Now here's the quick
and easy way that you can dothis in a way that's completely unique that
has just takes this a few secondsand really sets you apart. What we're

(22:53):
doing is is we're going in andbasically we're preparing in advance and utilizing AI
to help us do this to havethe listing presentation where it's absolutely unlocked.
So here's what we do. Thefirst thing we do is is we go
in and chat GBT and if we'vegot a previous a description of the of
the house and MLS or whatever,we're just copying that. We're basically coming
in and all we're saying is isplease provide me with an SEO optimized MLS

(23:18):
description for a home with the followingdetails. Please rewrite this in a in
a well. There's three different onesin a professional tone. That's the first
tone. Okay, once it doesthat, we take that. Of course,
we're gonna polish this. We're nevergoing to just print something or publish
something that it comes in because we'regonna make sure it's gonna be compliant.

(23:40):
We're gonna make sure that it hasfair housing, it doesn't understand fair housing
laws, RESPA, all of thedifferent things. But we're gonna make sure
it's kind of in our voice.But we're gonna use that as an outline.
We're gonna print that one and we'regonna slide that to the side.
Now we're gonna say, now,rewrite this in a more luxury tone.
All Right, it's gonna come backwith a luxury tone. We're gonna take
that one and you can use whatevertones you like and put it over there
and print and put it in thefile. With that first one we had

(24:03):
that was a professional tone. Nextone is going to be in a conversational
tone. That Now we're gonna printthat one. And we've got three different
MLS descriptions that literally, in thetime the last thirty seconds we've been talking,
we've been able to get. Nextthing we're gonna do is is we're
gonna come in and we're gonna basicallyask it right below where it has that
is, say, now, convertthis MLS description to an SEO optimized Instagram

(24:30):
post announcing this is a new listing. Now it's gonna come up. It's
gonna print that information. We're gonnatake that. We're gonna print that.
It's gonna give you emojis, it'sgonna give you hashtags, the whole deal.
Now, I have to tell you, when we shifted to this,
we're gonna put you know, twoor three of the best pictures with that
post. When we shifted instead ofjust putting the MLS description in Instagram with
those three pictures, and we shiftedjust to ask it to give us the

(24:51):
SEO optimized all this, and itdid hashtags and emojis and stuff that I
would never do in a lot ofcases because I was just trying to figure
it out. We saw fifteen totwenty percent on average. Now more engagement
and the people that are getting infront of are better After we've done that,
when we print that Instagram post,we put it in the filefoarder.
Next thing we say is is nowconvert this to an SEO optimized Facebook post

(25:15):
that is announcing this as a newlisting. Print it. Put it over
there. Convert this now to aone thousand word LinkedIn article that is SEO
optimized announcing this is a new listingcoming on market. Print that put it
in there. Now, give usan SEO optimized YouTube video script announcing this

(25:37):
home as a new listing that iscurrently of for sale. Now what this
does is is, now we've gotall of these things. Now we're going
to modify some of this stuff.And then what we do is is we
say, now, give me twentyfive unique ways, in creative ways to
market this property that most real estateagents would not think of. Now,

(25:57):
not that we're going to do allof these, but odds are we're going
to get twelve to fifteen ideas thatwe can execute on, and we're gonna
take that and we're gonna put thaton a sheet and we're gonna put in
that folder. Now here's how thislisting presentation goes. We're sitting at the
table or we're doing it online onZoom with the seller and we simply say,
mister seller. The number one thingthat helps us grab people's attention,

(26:18):
because all people are doing is they'rescrolling, is we're going to get you
the professional photography that will capture theirattention and make them stop scrolling. Now,
the second thing that we're gonna dois is that if people are out
there and they're looking around, thepictures are going to grab their attention,
but it's the MLS description of thehome that's gonna make them decide to see
your house instead of seeing any ofthe other homes that are out there for

(26:38):
sale. So what we've done isis we've utilized artificial intelligence to be able
to give us three different types ofMLS descriptions. And what I'd love to
do is to show you these threeto see which ones that you like best,
Because odds are the buyer of thishome is going to be somebody just
like you the same way you fellin love with this house. That's the

(26:59):
buyer we're looking for that'll fall inlove with this house. And I'd like
for you to take a look andsee which of these styles you like and
see if there's anything we missed thatought to be included in this that would
be attracted to you when you purchasedthis house. They say, well it
needs to have this in there,and we like this style perfect. Now
they're buying in All right, great, I'm gonna sit that to the side
now. The other thing is isyou have to understand that social media change.

(27:22):
On Facebook and Instagram just a fewliterally in the like this past year.
What they did is is it usedto be that on Facebook, the
people that would see the post thatwe would make where the people we were
connected with. Now I call itthe TikTok effect. What happened is is
that TikTok began to say, Idon't care who you're connected with. We're
just going to take people that arewatching this type of video content and we're

(27:45):
going to actually utilize and use searchengine to find other videos like that and
put that in front of them.That's why TikTok has been going so crazy,
That's why it grows so fast.So Instagram and also Facebook and LinkedIn
decided we're going to become more searchbased. So this gives us the ability,
really for those that understand it,to be able to put your house
in front of the right people aslong as we utilize the right language and

(28:08):
the right types of posts. Sowhat we've done is is we've gone in
and we've utilized artificial intelligence. BecauseI'm not a big emoji fan, but
this is going to give us somemojis and hashtag to we attract the right
person. And we're going to postthree of the best pictures that we get
from that professional photography to make themstop. And then we're going to have
then there an SEO optimized search engineoptimize so that the buyers that are looking

(28:30):
for places have been looking at placesjust like yours in our local market.
We're going to absolutely feed this upto them. So with that in mind,
if I was you, I'd wantto know what the marketing might look
like. I went ahead and tookdid this. So here is the Instagram
post that we would propose that wewould utilize to attract someone announcing this is
a new listing. Because my jobis as many people through the door as
possible so that you have the opportunityfor us to find that ideal buyer that's

(28:53):
willing to pay a premium for yourplace the way that it deserves. Does
this make sense to you. Absolutely. Here's the Facebook post. Anything on
there that you see that we oughtto add or take away. Nope,
this looks great. Here's a onethousand word LinkedIn article that is going to
give us the ability to have someoptimization out there and a lot of times.
What's happening now is is that withyour place like yours, the people

(29:15):
that are on LinkedIn now are theprofessionals that are going to be the people
that have the capability to purchase yourhome. So we're gonna utilize that.
Also, YouTube, We're gonna havea YouTube video. Here's the script it
gave me. It is even ifyou look at this is even telling me
we're actually be standing in front ofthe house to shoot this and this is
what we're gonna utilize. Does allof this make sense? Absolutely? It
does. Now here's the thing.Most realtors are going to do three things.

(29:37):
We used to call it the threep's back in the day. When
they take a listing, they're gonnaput it an MLS and a place a
sign, and they're gonna pray thatthe right buyer comes up. Let me
just say this, We're gonna dothat. Okay, but that's the of
course marketing. But what is itthat we're gonna do different that most agents
are gonna think about? So whatI did is I made a list of
twelve to fifteen things that we're gonnado different to market your home, to

(30:00):
make sure that we maximize the opportunitieswe have to get that ideal buyer in
your house. Does all of thismake sense now, Rady, let me
just say this. If you dothis, because you know I'm from the
South, this is the way wesay it down the South. If you
do this, it's gonna be likeChick fil A on Sunday closed. It's
gonna be closed. You're gonna getthat list in every time, you know
what I mean. So that's howwe're utilizing AI now to take advantage of

(30:22):
this and to present and represent theproperty in a way that they'd be crazy
not to list with you. You'reusing the best technology to put their their
place marketing wise, and most peoplearen't even thinking about this in a way
that's gonna help them have the confidencethat you can get this place soul form
in the least amount of time,the highest price, with the least amount
of houses. So good, it'sunfair advantage it's creating an onfair advantage.

(30:48):
You're looking for though, right,what we're looking for is the onfair advantage.
Yeah, and to be perfectly frank, it is an unfair advantage,
but it's absolutely what what those homeownersdeserve. And I think what's happened in
the pace looking at it one hundredpercent. The thing that's happened in the
past is is that as you andI talked about it in the past,
I mean two thousand and three,you know it was two thousand and me.

(31:08):
You know what I mean, I'mgonna get mine. That's not that's
not it's tired, it's hold.And in reality, when you come from
a place of there's nothing I cando better to serve this client and to
absolutely, you know, the bestmarketing possible than to utilize this technology to
put them in a position to beable to sell their house for the highest
price. That's the bottom line.And when you come from that position and

(31:30):
you add value in that way,man, I mean, you go in
there understanding that listen, they they'dbe crazy not to listen with me.
Nobody's gonna give them the service someone, Nobody's gonna do this for them.
Nobody's gonna give them the best opportunityto get exactly what they want faster than
anybody else. So that's the thingsthat how and how we're utilizing AI now
in a number of different ways.You know what's fun about this, Randy,

(31:52):
we were talking about this. Youknow, I'm just I'm just voracious
learner on AI right now because Ithink it's gonna absolutely I totally believe it's
not gonna change. It's not goingto eliminate the professional agent. Don't get
me, hear me. There willalways be a need for a professional relationship
driven agent. But the agents thatare focused in and utilize this technology will
absolutely out perform the ones that don't. So here's what I did, Randy.

(32:15):
I went out and found the smartestperson I can find is this guy
by the name of Rajiv Saga.He's vice president of Innovation and Internet Technology
for Fox and Roach BHHS Fox andRoach out of Pennsylvania. They got them
six thousand agents. And I hadtalked a little bit and written about this.
I'd talked to him and he washe was just like on a hold

(32:36):
of the level how he was utilizingthis stuff. And I said, ay
man, I'd love to get toknow more about this, and he said,
well, you know, I've beenthinking about starting this podcast, and
he said, man, would yoube interested in doing this with me?
I said, listen, I feellike absolutely. Let me just say this.
So it's the real Estate AI FlashPodcast, where we do once a
week ten minutes on the best ideaswe've found for agents and it's something that
I think is going to be tremendousvalue. We're literally is five episodes in

(33:00):
to this deal and it's crazy,you know how it's hitting for agents because
it gives them practical ways that theycan utilize it in their business. And
so that's what we're really focused onright now. That's awesome. And what's
the name of that podcast again,it's the real Estate AI Flash Podcast.
And the reason for the flash iswe want to get them flash ideas.

(33:20):
Okay, deal, Hey, here'shere's get out. Yeah yeah, I
mean listen, we don't want tobelabor something. We want to get to
the meat of it right of thegate, so they've got something they can
take and put into practice immediately.Dude, so good, so good.
I knew I knew this would begood, man, I knew this would
be good. You've got You've gotsome amazing, amazing things going on.
Are you still selling? Are youstill I refer everything out. I've got

(33:44):
a younger agent, which is kindof fun too, to help mentor him
along a little bit. This guywas money to go away completely from it.
Yeah, no you can't. Andand a lot of it you know
too, is I mean, it'sfun to be back in the dirt a
little bit every so longten you knowwhat I mean, And so it's fun.
I love it. I got backin the dirt, just up my
game. I realized I've been outof production for a few years, coach
for Tom for four full year TomFerry, been on my own now for

(34:07):
four or five years, and itjust was a little rusty, and contracts
are changing all these things. Soreally committing to that component of it.
I really like helping other people though. I like helping other agents get listings
they wouldn't have gotten, helped themwith buyer language conversations. Like some of
my favorite stuff right now is objectionhandling and compartmentalizing for service, not slinky

(34:30):
salesmen. Right It's not about lotionsand motions and potions. It's about what
can we do to really bring absoluteintegral value to the conversation, and that's
what the real estate space needs anddesires, right, yeah, yeah,
yeah, So let's go crystal ball. What's twenty twenty four look like in
your real estate mind? Professionals win. Those that are focused on serving other

(34:55):
clients, serving clients, those thatare learning new things, that are applying
new opportunities like what we just talkedabout. Those that are finding new ways
to serve at the highest level possible. It's undefeated hard work and services.
It's never been beat. So literally, the people that focus in on that
are gonna win. I don't carewhat the market does. We can't control

(35:17):
that. You know, is theregonna be less or more transactions next year?
I don't know, but I doknow this, somebody's gonna have their
best year ever. And so inreality, why not you? Why why
can't it be you that devotes themselveslike never before to becoming the smartest ages
you've ever been, serving people atthe highest level you've ever served, a

(35:37):
remembering where it is you came fromand how far you've come, and continue
to strive to go to that nextlevel. I think those are the people
that absolutely, I mean I thinkit's the same way every year, you
know what I mean. We can'tcontrol what's happening around us, but we
can absolutely control how we bring andthe value we bring to people in the
marketplace. And it's undefeated. It'llabsolutely win every year, no matter what.

(35:57):
One hundred percent. Again, Iagree, and I think there's going
to be agents that are able tostand out now, that have a better
opportunity to stand out now than theydid just because of the market. You
know, one of the reports,I don't know if it came out of
NAR, somewhere about forty nine percentof all agents did one deal or less.
Crazy, Isn't it? That makesme mad? It does makes me
mad as a professional in this industry. And I think that's that's a curve

(36:22):
that can be completely corrected. Notfor all, Right, there's a group
that should really not be in theindustry. And I am all about entrepreneurship,
That's what those podcast is about.I'm about the American dream. I'm
I'm a license gatherer. I havecontractor's license and real estate broker license.
I'm a big fan of that.I think that the industry is going to

(36:43):
shake it up quite a bit,you know, I think two thousand and
eight nine, we're both in theI've been in twenty years. You know,
we went from one point five ishto a million agents. I think
we can see that again. Ithink we're holding tight a little bit right
now. Just for twenty twenty threewas kind of this mixed up year,
and you know it's the end ofthe year when the dews and all these
things come true. I think we'llsee some shakeout in the beginning the first

(37:06):
quarter and so on. But again, I think this is a professionals are
going to win, Professionals are goingto dominate, and I think it's good
for the business. I think it'sgood for the industry. Super healthy,
super healthy. So lawsuits, canwe talk about them? Can you talk
about them? What do you wantto talk about them? I mean,
in reality, I will say thisagain, these are one of those things

(37:29):
that we can't really control. ButI do know that I can't control if
I add value to ten people today. And so what I've tried to tell
people is if I read all thenews, if I get bogged down in
that, then it's going to keepme from doing what I'm supposed to do,
which is help help buyers find theright house and help sellers get their

(37:50):
house sold for the highest price.So for me, Randy, I mean,
listen, I'm obviously that's I gotto get on a call about it
after we get off here, youknow what I mean. And so it's
literally like not something that's not infront of me. But I'm trying to
let the people because we need peopleto be focused on that. I'll let
them do that and let me focuson the things that I feel like I'm
best at. And for me,it's just just just given to people.

(38:14):
Just add. I so love that. I so love that. And I
had I told you Glenn sand For, the CEO of EXP on my call
this morn at nine o'clock on theteam call, and he said the same
thing. He said, you know, focus on what you can control.
These things you're going to do,what they're going to do. It's good
to get in front of it andgood to be proactive and agile in your
business. But so many agents arefocused on the past and the future,

(38:36):
and those are just places of despair. I mean, that's just you're going
to go to die there in yourbusiness if you're focused on those things.
Right. The news is designed tokeep us in some state of the past
or the future. It's not aboutthe present. And so, you know,
morning routines are a huge deal tome. Maybe as we kind of
wrap this up, I'd like toask you, what are your morning routines?

(38:59):
This is like a for me.What are your morning routines? How
do you get that mind right?And what's that look like for you?
Yeah, So I think if youdon't win the morning, you can't win
the day. And so for me, it always starts the same way.
I'm an early riser. There's somethingpsychological for me to be doing work,
whether that's in the gym, whetherit's writing, whether it is studying,

(39:23):
whether it's just being quite listening.Just the fact that I'm up when other
people aren't for whatever reason. Imean, I think I've still got a
little chip on my shoulder, youknow, from that background, and it
just makes me feel like I haveconfidence that I'll tell you this story basically,
and I'll kind of wrap up withthis because literally, that's the way
I think of every morning. WhenI was twenty two years old got out

(39:46):
of college, I worked for oneyear before I got into real estate with
MARYL. Lynch. I was theyoungest broker in the state of Florida from
MARYL. Lynch and I had thismentor of mine, and I came in
the second day to the office.Let me say, I've got these right
here. I'll show you this righthere. So basically what I did is,
well, this is a car key, but I'll just use it as
an example. I walked into theoffice the second day and he says,

(40:07):
hey, Jimmy, this is yourkey to that front door right there,
to lock this place up or unlockit. He said, I'm gonna just
be honest. You're not gonna bethe smartest one here, and he was
right. It was kind of hurtful, but it was right. You know,
I'm twenty two years old. Whatdo I know about investing? You
know what I mean? He said, But I promise you this, If
this key right here that I justgave you will turn these locks and be

(40:28):
the first one here in the morning, and it will turn these locks and
be the last one to leave,and you'll be the hardest working one here.
I promise you. Everything else totake care of itself. And it
kind of set the tone where Iknew that I wanted to be up early
and when I by the time Igot to the office, I wanted to
be so far ahead of everybody else. So for me, like every morning,
I've got two different accountability calls.You know, I've got my accountability

(40:49):
call literally literally, you know,I've got one that you know now we're
over seven hundred days. Gene Blafariand I have talked every day for seven
hundred days straight. It's been anamaze for us to be able to feed
into each other. I've got anaccountability another CEO that I have as an
accountability part We've rotated them, youknow, has us rotate every month.
So I've got I've got an accountabilitypartner right now who's up in New York.

(41:13):
I talk to both of them byeight am each morning before I get
into the office. I've done physical, mental for me, spiritual preparation for
my day, and I've done sometype of knowledge and I've had those conversations
before I even get to the office. And then when I get to the
office and I turn that lock.Even this morning, Randy, even this
morning. Now here we are thirtyyears since that guy told me that.

(41:35):
I literally walked in the door andI thought in my head, I may
not be the smartest one in thisoffice a day, but by gosh,
they're not gonna outwork me. Andif I do that, everything else is
gonna take care of itself. Sofor me, I think you've got to
set the tone in the morning forthe rest of your day because if you
don't control your schedule, your scheduleis gonna control you. And so that's
that's how I always start it thatway. Dude, that's amazing. I've

(41:55):
never heard that analogy and the keystory like that. I had that experience
in the beginning of my career justbecause I'm scared, didn't know any better.
I wanted to be first in there, and contractors always up before sign
up anyway, But that is that. I'll remember that story forever. I'll
probably steal that story and weave itinto because morning routines are everything to me.
So, Jimmy, I know yougot to run two quick things.

(42:16):
Number one, how do people findyou? What's the best way for them
to find you? Yeah, aYouTube channel, I mean, you know,
if you google me, you know, I mean, I think any
and if an agent. If ifyou can't google someone in today's and you
haven't built a personal brand, it'stime to start working on that. So
if you google be able to findthat. But YouTube is a great place.
I'm really excited. You know,you're the first person I've really talked

(42:37):
to about this. But the youknow, the real Estate AI Flash podcast
is I think it's gonna be somethingthat's gonna be a lot of value to
agents of course, and so butyeah, but you know you should be
able to find me and listen.I'm here to serve. So if there's
something I can do to help anybody, please reach out. I'll be glad
to help any way I can passit. I love it, brother.
And last question, what impact doyou want to leave on the world?

(42:59):
And you're Likegacy as we leave.Man, I just want every single person
I come into contact with every dayto feel like they're better for having come
into contact with me. Whatever thatlooks like. You know, I think
sometimes we overthink this, you know. I think my job is to encourage
people so to notice the unnoticed sometimesand to make sure that if there's any

(43:21):
way that I have a prompt youknow, and going back to my spiritual
background, I mean and literally Imean I feel there's promptings that happen for
me to recognize people, or toencourage people, or to just check on
people. And I think if everyday I get up and I follow those
promptings, man, I'll have theopportunity to make people and do my part
and really try to just make apositive impact on as many people as possible.

(43:44):
Dude, you're the best man.Thank you for being here. I
appreciate you have an amazing day,and we'll get this to you when we
process it, but thank you forbeing here, Thanks for contributing. Thanks
Randy, I appreciate you, brotherly. Have a good day, my friend.
See you byte m hmm. Getready for Chas to elevate your future,

(44:07):
your thinking, your fife, onerelationship, one thought, one decision.
You're closer than you think you are. Make a decisions and decide there

(44:27):
to be inspire