§ 01 · The Hook
The bait, then the rug-pull.
The opening line is also the call to action: pause, go to ads.openai.com, and get in the queue before the market saturates. Three hosts who have watched every major ad platform go from ground floor to overcrowded share what this moment looks like and exactly what to do with it.
Who's talking.
00:25hostTom Ferry
00:25cohostJimmy Mackin
00:25cohostJason Pantana
Where the time goes.
00:00 – 01:47
01 · Cold open and intro
Teaser clip, show intro, quick banter about Jason switching from ChatGPT to Claude.
01:47 – 08:00
02 · ChatGPT ads: what they are and who sees them
Platform overview -- ads.openai.com, ad format (modal below answer), eligible users (free + Go only), objectives (reach, clicks, conversions), and why the 94% stat matters.
08:00 – 12:15
03 · Context hints: the formula for targeting conversations
Jason explains that context hints replace keywords, walks through the 4-part formula (persona + location + intent + moment), and shares a sample context hint for the agent selection moment.
12:15 – 14:50
04 · Ad strategy: hooks, landing pages, and expectations
Jimmy’s find-out-why-ChatGPT-recommends-me hook, the two-step landing page play, and why conversion rate expectations should mirror early Google Ads (1-2% form-fill).
14:50 – 16:10
05 · Closing out ChatGPT ads
Summary of the platform, reminder to go bottom-of-funnel only, Jason promises to post 25 context hints on Instagram.
16:10 – 22:20
06 · SaaStr Zen learning 1: AI rate of improvement
Tom’s first takeaway from SaaStr -- everything you dismissed as not ready 2-3 years ago has improved dramatically. AI SDR latency demo and call to revisit tools.
22:20 – 27:10
07 · SaaStr Zen learning 2: the reacceleration category
Jimmy’s three-tier company model (declining, emerging, reaccelerating), Atlassian and Twilio as examples, and why agents should see themselves in the reacceleration bucket.
27:10 – 32:00
08 · Let AI be your boss: the daily brief framework
Tom reads his 4-part Claude prompt live: daily market brief, CRM follow-up audit, schedule optimization, and pre-call prospect research from LinkedIn, Facebook, and Zillow.
32:00 – 32:50
09 · Wrap-up and CTAs
Hosts summarize both topics, plug their platforms and social channels, invite comments.
Lines you could clip.
02:04
"If I could go back in time and quadruple down on Facebook ads when they first came out, would you do it? Heck yeah. The early opportunity is where the early bird gets the worm."
06:03
"This is not a platform where you drive low intent, top-of-funnel kinds of conversations."
19:53
"The agent has always been more important than the broker. Whoever is closest to the consumer wins."
29:54
"Let AI be your boss. Not your assistant where you tell it to do things, but the thing that tells you what to do based on what you said was important to you to begin with."
30:20
"Two people are not gonna survive this next era. The people managers who just run meetings and route information, and individual contributors that don’t leverage AI."
Things they pointed at.
Word for word.
HOOK opening / re-engagementCTA the pitch
00:08HOOKand immediately start asking for your account. It only takes one spark, one insight, one idea to create the exponential
00:16HOOKgrowth you desire. Welcome to the growth mode podcast, where we share the strategies for your growth.
00:25HOOKHey. Welcome back to growth mode. It's been a while, but I got the posse together on a podcast.
00:31HOOKWe have a lot to talk about. Jimmy and I were just at the SASTR conference coming out of the Bay Area where everybody's freaking out. It's at the end of software or the beginning of AI.
00:40HOOKBut just recently, some news has broke around ChatGPT running ads. So let me ask, Jason, have you changed your middle name to Claude yet? No.
00:52HOOKI gotta keep you Charles, but close enough. I think most most of us that know you know you that, you know, you you were ChatGBT lovebug, and now you are basically mister Claude.
01:14HOOKjust launched ads. I've got three questions I think the average person listening to this is gonna wanna understand.
01:23HOOKNumber two, what do you think is the difference between this versus running ads on Zillow, realtor, homes, Redfin, which you wouldn't do anymore,
01:41HOOKWhy should they be thinking about this? How should they be thinking about this? And then the last one is what action do you recommend they take ASAP?
01:47So let's let's just go there, and then we'll jump to Jimmy and I on Saster. What's your mindset about this? Yeah.
01:52My mindset. So my mindset is incredibly bullish. So it's you already named a lot of names of popular ad platforms.
01:58Uh, if you could go back in time, anybody listening or watching this podcast and say, hey. If I could quadruple down on Facebook ads when they first came out, would you do it?
02:08And the answer is, heck, yeah. You'd do it. The early opportunity is where the early bird gets the worm.
02:14Same with Google PPC. Uh, think back to I remember when Google local services ads came out. All of our our clients in the ecosystem were like, don't tell anybody.
02:23Please don't r and d this. Please don't get the word out because it was just pay dirt for the folks who got in early because the word wasn't out and the market wasn't saturated. And then eventually, it became incredibly saturated and the gig was up, so to speak, in terms of it being what it was.
02:38Uh, Zillow Premier Agent, we could just go through and name different platforms of massive opportunities. So here comes along ChatGPT. Just based upon the history of new ad platforms and new channels, I'm bullish just because of that.
02:51What's more so ChatGPT ads, just for anybody who's wondering, where do you run them? You go to ads.openai.com.
02:58You have to create an ad account to run ads for your business there. They're currently accepting local businesses at the time we're filming this podcast. Not everybody's eligible yet.
03:07They just rolled it out. So back in February, ChatGPT launched a pilot program, but you had to be like Target or Best Buy or Vistaprint
03:16to be a part of that. It was huge ad budgets, and this is all really new. So if you're watching this show close to when we publish it, man, this is the ground floor opportunity to get in.
03:26Go to ads.openai.com. Create your ad account. It might take a few days to get approved because a lot of people are piling in right now, But here's what the ads show.
03:35So we already know that consumer behavior is changing. Questions that we used to Google years ago, what do we do now? We go to ChatGPT and we spill our guts, pour our heart out on ChatGPT to try to get answers.
03:47This is gonna be different than meta ads, different than Google ads, because people are so I I for a lack of a better word, they're intimate with ChatGPT, and they're looking to make decisions. So when I think about a traditional sales funnel, and, Jimmy, I'd love your take on this, you got your top of funnel, middle of funnel, bottom of funnel.
04:04I'm all about the bottom of funnel opportunity because those are the conversations going down right now in ChatGPT. Um, the folks who could see the ads, and where do the ads show up? So they're only eligible to be shown to free users on ChatGPT and Go users.
04:18If you're paying for PlusPro business Slow slow down. Say that again.
04:23So free Yeah. Yeah. So ads.
04:24So only free users and Go users, which are paying the few bucks a month, are the only ones eligible to see ads. Now that may sound like, oh, well, that's no fun.
04:35That's most everybody who's using ChatGPT. Most people aren't paying for ChatGPT except for people like us. We're not gonna see ads in our usage of Chatuchipi Tea.
04:45They will. Um, they're not going to be in the answer. So if you think about a question that somebody might ask Chatuchipi Tea, they might say, hey.
04:53Who's the best realtor in Boston selling in the North End for a cool condo?
04:58Blah blah blah. Something like that. And you'll see an answer from ChatGPT
05:03that makes what are called citations. It links to the websites that it grabs the info from. In the answer, That's the organic side of AI search, which we've been talking about for two years now in terms of how to optimize your answer engine
05:17optimization, AEO. At the bottom of that, you're gonna start to see some ads.
05:21They're gonna be little kind of rounded edge modals. They're gonna have a little square photo of you, a headline, and a quick blurb of description text.
05:30And they you can have different objectives. You can do ads for reach, which just means getting folks to see your ads, for clicks,
05:38and they're even allowing conversion tracking. So for more advanced users, they're letting you actually install kind of like a Facebook Pixel, a version of that on your website so you can actually track it to conversions.
05:48Um, I'm all about the clicks at the moment, cause it's just a straight up pay for the clicks. They're estimating three to five bucks a click, which is the reason why I'm not suggesting you go after top or middle of funnel. If you're gonna pay 3 to $5 just for a click, I'm going for I'm going for the touchdown.
06:05I want the client. Boy, does this feel a lot like Google local services ads?
06:10It does. And the thing that we because they're making it hyper local. Right?
06:13And they think loved about the early days of Facebook ads. Cause we could say, target this zip code, that zip code, this yeah. And then all that stuff got eliminated.
06:23So it really takes, like, a moment in time. So I just went on to Grok Yeah. To do some research on ChatGPT.
06:30ChatTbt has 900,000,000 weekly active users, but only 50,000,000 paid subscribers. Exactly.
06:36Mhmm. That means 94 to 95% of the people That's right. Doing ads.
06:40So this feels like one of those, like, pause the recording, go to ads.openai,
06:48and immediately start asking for your account. Yeah.
06:52One thing I was one thing I'd do there, guys, on the, like, the the position I have a question there for you, Jason. The positioning of the ad. Because I think right now, if I understand it correctly, it's a little bit like the wild west.
07:01You can't it's not like like what we're used to with keyword based. Right? Well, it's a little different.
07:05I'll add to that. Yeah. It's Yeah.
07:07Yeah. Keep going. So so I think from from my perspective, what's the ad that everybody can run right now who goes to ads.chatt.com?
07:17Well, the one the one I would immediately go to, knowing that you don't necessarily have a ton of control over where where it shows up, is I would have an ad that says, like, find out why chat g g t recommends me. And it's it's just an open ended hook. And and then I would drive them to a landing page, which basically says,
07:37I'm the, like, the most advanced agent. In fact, the fact that, like, the fact that you're on this page right now shows you that, like, I'm actually always pushing the boundaries for my clients, such as advertising on ChatGPT. In fact, I'm probably the only person in our area who's actually doing this.
07:52Here are 10 other innovative things I do to help my clients get the best results. Like, so I would actually do I I love the idea of driving conversion with adjacent, but I would take a little bit of a two step with it, which is find out why ChatGPT recommends me. And I would just sort of tell them that, hey.
08:06I advertised on ChatGPT. No one else does this on my market, which is another example of why I'm actually good at my job. I like that.
08:14Let me add to it as well. So you mentioned that they don't quite do keywords the way Google did. So just for everybody to jog your memory, when you're bidding for ads on key on Google, you choose keywords.
08:24Hey, when somebody Mhmm. In this geographic area that you define types in this word or this phrase, I wanna bid $5 to get you to see my ad or 50¢ Yeah.
08:34To get you well, that's traditional Google. In Chateappete, they don't call them keywords.
08:39They let you write what's called a context hint, which is about a two to four sentence short paragraph that describes, uh, who did you wanna target?
08:48This is something we painstakingly created for our members inside of AIM, and we gave them a library of 25 context tents to run ads on. But we gave them a formula.
08:58How do you write a context tent? If you can I'm gonna zoom in so you can see this, everybody. Think of it as a math formula.
09:03The persona, who is the customer you're talking to? The location, make it always local. Where are they based?
09:10What's their intent? What are they trying to do? What are they trying to learn or get a question answered on?
09:15And then the moment is the timing or the trigger of the event. And so Mhmm. We put all those together, those elements, and we wrote 25
09:23different context hints, and they're just short little one liners. Like here's one, we called it positioning moments,
09:30it says people in city or metro who are getting ready to buy or sell a home, trying to figure out which real estate agent to work with, they wanna know what top performing agents in the area are, who has the best track record in their specific market or price range, and how to choose someone they can trust with one of the biggest financial decisions they'll make.
09:45You plug that in, you just copy it and plug it in to the ad, and then we just threw in. You have to include a headline, and you have to include a a sample description, and those are the parts of an ad.
09:56I mean, frankly, these things are really easy to run. Yeah. They're really easy.
10:00You just say, I wanna get clicks. Uh, here's a headline, here's a description, here's the Jimmy, I thought what you said earlier about having your web page really optimized for conversion is gonna be key. Because I would I would argue, fellas, this is where Google Ads fail for a lot of agents.
10:14Spend all their time making an ad and they drive clicks to a website and the website just completely butterfingers and drops the ball. And so I think you gotta start thinking, how do I make sure that my website that they've clicked to is the solution
10:28to whatever that intent was I'm trying to jump in on their conversation with. So with that said, should we not be asking our friend listening, should they take their website, ask Claude to analyze it based upon Yeah.
10:41Make some recommendations? So so what we Was that boy, does that open a can of worms? It does.
10:47So I did this yesterday. I was I was just messing around with my middle name, Claude, and, uh, I was setting up a a workspace not a workspace. Sorry.
10:54I was setting up a co work agent. Conflating back to ChatGPT's names.
10:58A co work agent. And I gave it the website of one of our clients who I gave here's the website.
11:05Here are the 25 different context hints. Go to their website and figure out what pages they already have that would be a good fit for any of these context hints. So we had like so we were able to get a working solution with what we already had,
11:19but I definitely think there's an opportunity, Tom, to do what you just said, which is go the next step and really make sure you're analyzing what does this person need to find on my website that's gonna make them convert.
11:31Yes. Yep. Yep.
11:33So so let's put a bow on this. They need to go there.
11:39They need to think through everything you discussed in terms of the ad strategy. Yeah. I would imagine
11:44do you still own AIM? Is that still a platform you're a part of? I'm I'm messing with Uh-huh.
11:49Are there going to be ads that you're gonna be recommending to, you know, to a member? Will
11:54you eventually publish some of those for free, maybe for people that are listening to this right now? Something, Jason, will you be nice? Of course, I'll be nice.
12:03Uh, Yeah. I need to think of a mechanism for it. We will.
12:06So it it depends on when this episode comes out. Um, I will I'll tell you what I'll do. In in the upcoming week or two, I'll do, uh, an Instagram post where I unlock this for everybody, so y'all can all get this.
12:18HOOKSo just be watching, so go follow me on Instagram and look for that video. It's you'll find it. It'll be the one talking about 25 different ChatGPT ads to run.
12:26HOOKOne note that I wanna if we're gonna tie a bow on this, this needs to be said. This is not a platform where you drive low intent, top of funnel kinds of conversations.
12:36HOOKI'm not gonna go run chat chippity ads that say, search for homes here. I'm not gonna run ads that say, find out what your houses were fast and free here. That's top of funnel stuff.
12:47HOOKAnd quite frankly, for two reasons, I wouldn't suggest those. One, the nature of the dialogue the customer is presumably having with ChatGPT is so deep Mhmm. You're missing you're squandering an opportunity to insert yourself at that critical moment.
13:01HOOKNumber two, ChatGPT is no dummy. They know it is, and the cost per click is such that you don't wanna pay for top of funnel clicks.
13:09HOOKYou wanna pay for $3, they clicked over to my website, and they converted. Meaning, they called me, they booked an appointment.
13:16HOOKSo the context tense that we're going after are situations like they're looking for the best agent. Uh, one of my favorites is their listing is on the market and it's stale, not selling.
13:27What should they do? And so we're looking for we found 25 critical moments where this is a ready to rock, ready to go buyer or seller, and their next move is to talk to an agent. It's not to do something anonymous.
13:41It's not to set up a custom home search. They're gonna wanna meet you because they're looking for you, and those are the situations to pursue. Alright.
13:49Before we transition, for my friend watching, if you're on YouTube, comments, thoughts, let us know what you're thinking based upon everything Jason just said there. Can you can you connect the dots on, boy, if I could have bought every Zillow lead back in the day at $25 a lead, knowing what I know now, I would have, like, I don't know, pulled all the money out of my house and bought more leads because it would transform your business.
14:11We're able to have those moments of time. But I also think, Jason, oftentimes
14:16when they're doing digital ads have an un what's the wrong way? The best way to describe it, their expectations are off.
14:23Yeah. Right? If you get a 100 people that click on your ad,
14:28and you have some way to get a form fill, and you convert one to 2%, that's okay. That's great. Right?
14:34For the cost Mhmm. You spend on these ads versus, say, a Zillow lead or, you know, any other sort of more mature ad strategy.
14:43So just just go and do it with the right expectation. That's my first thing. Totally.
14:46Totally. Let let's transition. Jimmy, you and I were just at Saster.
14:50I have two Zen learnings. I wanna share the first one because it's an easy one. And then you do yours, and I'll do mine, and we'll see if we can get this done in a reasonable time.
15:01So so if you haven't been or you haven't heard about a conference called SASTER, Jimmy, it was ten years ago no. It was eleven years ago when I was walking through the hallways, and I look over, and I'm like, hey.
15:13That's Jimmy Mackin from Curator. And that's where we connected back when there was maybe 1,500 people going to this software as a service event.
15:24Now I'm I'm a business coach, so we have service as a service, and then later built software, and then AI tools, etcetera. So it's always been a conference that I've gone to to understand, like, what's Microsoft thinking about?
15:36What's Salesforce thinking about? What's HubSpot thinking about? And then what are all these crazy startups doing?
15:40So we were just there together, you know, two of the presidents of our companies, Jimmy, another friend of ours, ran into some other friends, which is always fun. The Zen learning I had from this, the first one was the AI rate of improvement
15:55has continued to accelerate. And you know that and I know that. But here's why I bring it up.
16:01Whatever you tried in the past and you said, that wasn't that great, or I did a HeyGen video, but I was moving like this or my fingers got really long.
16:12The rate of improvement of that product has been so tremendous. I want you to think about what did you what were you enamored by? What were you excited about in the past?
16:21But when you saw the product, it wasn't ready yet. Go back to it again. And the thing that I got, and and, Jimmy, you know this from my conversations with Josh, was AI SDRs.
16:32AI appointment centers. AI inbound and outbound that you can train over time
16:39to make phone calls on your behalf, to schedule meetings for you, but to be that voice. When I first tested this three years ago, the latency was horrible.
16:49So let's role play. Jason, you're you're the person I'm calling. Hi.
16:53Is this Jason? Yep.
16:57Hello. Hi, Jason. That's how bad the latency was.
17:01Yeah. Now it's hey. I'm calling for Jason.
17:04Hey. Hey, Jason. It's, uh, Larry over at Tom Ferry.
17:08I mean, it is Yeah. The rate of improvement has been so tremendous that for my friend watching, if you were like me and and my friends here, you were early adapters with a lot of the new features and products and tools.
17:18Yep. All that stuff that you looked at a long time ago has become exponentially better.
17:23Yeah. So I just I would say, just be open minded to take another look.
17:28And the next time you get a phone call from Tom Ferry, it could be an AI SDR. Alright. Jimmy, what was your Zen learning coming out of this?
17:37Well, there are so many parallels that are happening right now in the SaaS industry that are equivalent to what's happening in real estate. Yes. What what do I mean by that?
17:46Uh, right now in SaaS, you have these sort of two different tiers of companies. One group of companies that is basically being killed by the market. These are expensive,
17:56old, traditional workflow tools that are effectively, it's harder to sell.
18:01It's harder to market. It's harder to generate leads, and they're making less money. In fact, these companies who have sort of failed to, uh, adopt AI are seeing sort of structural decline both in the public markets and the private markets.
18:12And on the flip side, you have an a new category of companies that are emerging that are sort of these younger, hotter startups that are have these incredible AI tailwinds that are reaching extraordinary revenue numbers and and and and it what feels like months, not even years. But then there's a third category,
18:31and there's probably the most interesting thing for me, Tom, which is the reacceleration category. These are existing businesses
18:37who have adapted to the new world that we live in that are experiencing
18:43sort of this absolute, like, hockey stick growth. Atlassian, which one of the companies that was actually there, is one is one of the companies that really is is a perfect representation of this.
18:53They were flat growth. Now they've grown 28% in the last year, which is incredible for the company of their size. Same thing with Twilio.
18:59Flat growth. They outstered their c a CEO. Now all of a sudden, they're becoming sort of an essential tool to the AI workflows.
19:06They're reaccelerating. So many of the people who watch our podcast are existing agents who have existing tools, existing workflows, existing people, and they're not looking to throw everything out, right, and just start over. They're looking to reaccelerate.
19:21And so one of the big learnings I have was today, if we look at our industry, everybody is focused on the broker.
19:31I mean, eXp acquiring Nexome, Real acquiring REMAX, uh, you know, going back Compass acquiring anywhere, whatever Zillow's doing this this month.
19:40Everyone's focused on the broker, but the agent has always been more important than the broker. Yes.
19:46And I think it's important to say that for the record. The agent has always been more important, and it's for one reason, and it's impossible to argue, is that the agent is the one who's closest to the consumer.
19:57And whoever is closest to the consumer wins. This is why no company has been able to disrupt our industry because they're trying to disrupt the broker and the broker model when, in fact, it's the agent relationship with the consumer that is actually sort of the bedrock of this industry. So here's what here's what I think about.
20:13As an agent right now who's listening, it's one of the big learnings that we had, Tom, is that there's a reacceleration moment for your business.
20:21If you if you've been beaten down by this market, if you're tired of this market, if you feel like you haven't got the results you wanted to, if you've been waiting for that 5% interest rate, is it and it because it ain't common. Like, if you're one of those agents who listens podcasts, like, who's looking to reaccelerate,
20:33one thing and, Tom, you have a visual of this. One thing that I love is the is the reimagining your
20:40team. As an agent, you never have the ability to go out and hire three or five people. Economically, it wouldn't make any sense.
20:48You basically all your profit would go to people. But we're seeing this world where humans with AIs
20:55are creating extraordinary leverage and output. And Jason Lemkin, who's the the founder of Sastre, who was on at the conference, who was basically running the show, he told the story where last year, in the last three years, he had a team of 20 people.
21:09Right? This case, he had, like, some VAs, some some AEs, all that. And they were producing less revenue
21:16than two people today with, like, 10 AIs. And so what he has done is he had shifted his his entire business structure to go from hiring people to hiring AIs.
21:27So as an agent as an agent, Tom, what I'm thinking about right now is I have more work than I have time, but I don't have the budget or resources to go out and hire people. So I I would challenge our community and our audience to say, I need to go out there.
21:45Instead of hiring people, I need to hire AIs to do very specific jobs. I call them high value workflows, things that make me money or things that save me time. I need to go out there and reimagine my business to hire these individuals so that I can continue continue to scale
22:01my production efficiently and most importantly,
22:05profitably, Tom. Yes. I put up the slide.
22:08If you're listening on audio, you might wanna jump over to my YouTube channel to check this out. So so really fast, I'm just curious for my friend out there listening. Jimmy's talking about, you know, older companies
22:20that are reaccelerating, and that's who like, Jimmy, how many times have we heard this phrase? And I hear it from every private equity guy or gal I talk to.
22:29How are you capitalizing on the wave of AI? That is the question
22:35amongst I mean, if you I pay attention to the public markets, obviously, but I pay a lot of attention to the, call it, the top 500 PE firms in America. They are like, it is the only thing they're talking about.
22:48How are you capitalizing on the wave? Too bad we didn't know somebody who's training agents on AI. Oh, there he is.
22:56Claude. Claude and Tim. I'm the designated spokesperson for Claude in the real estate industry now, apparently.
23:03So I wanna share my last my my last end learning, then, know, guys, give me some feedback on how to make this better. And by the way, Jason, I would imagine let me just I'm gonna fix my screen real fast here. I would imagine
23:16you're gonna basically take everything I'm gonna say right now, and you're gonna put it into Claude and make it happen, and you should send it to me first. Just went to Claude. And here's what I said in in in Claude.
23:28I said, I wanna build four things for my sales team. I want a daily brief for them to understand current market conditions, specifically around what's happening to their prospects
23:39from a emotional standpoint, a tactical standpoint, an interest rate standpoint, transaction standpoint.
23:45Like, give them a a daily brief on what's happening in the market today so they're relevant. Two, I want you to go into their CRM, and I want you to extract
23:55every person that they said they were gonna follow-up with that they haven't, every person they said they were gonna follow-up with but there are no notes. I want you to essentially tell my salesperson who are all the people they need to follow-up on today
24:09and make recommendations to them outside of that to have a winning day in sales. Number this is just my prompt, by the way.
24:15I'm literally just reading it to you. Number three, want you to analyze their schedule and tell them what they should do and when they should do it.
24:23Obviously, don't disrupt their existing appointments already scheduled for the day. Number four, in order to make them effective,
24:31I want you to do research on every individual they'll be talking to. So in your case, you might say go to their LinkedIn, their Facebook, their Instagram page.
24:39In my case, I'm saying go to their Zillow page, their realtor page, their Google page. Understand their profiles. Look at their Facebook.
24:44Look at their Instagram so you have some sense of who they are as a human being so you know enough about them and their business to help them make a good decision today. And literally, that was my takeaway.
24:57My takeaway was, and Jason was talking about it, it's the daily brief. It's extracting with Claude or another AI tool to basically examine your CRM.
25:07Who do you need to follow-up on today, who do I need to call today, right down to what should I say, because if I'm extracting from my notes, should have to track that as well. Uh, schedule
25:17invitations, schedule or even send invitations, and then, of course, do
25:21prep docs so I can be effective when I call that person. Jason. I already
25:27I lots of light bulbs. Ask away. What's your question?
25:30No. I mean, just you know, I mean, literally, we're forty five minutes into the conference.
25:35For all of you that go to conferences Yep. Jimmy was busting my chops because I can go to a conference and I can extract one big idea and say, that was worth spending $35,000,
25:47you know, to get out there, fly everybody, blah blah blah, or, you know, the cost of the event, whatever it is, and and take that one thing and run with it and say,
25:58that was worth being at the conference for the three days of my time and energy and everything That was probably one of the most profound things I heard as a tactician, as a business owner.
26:09Right? I have salespeople that are forgetful. I have salespeople that have life issues going on, and I can set up these tools relatively easily
26:19to help enable them to be more successful. And then I thought, well, it's not just for me. It's for every one of my clients.
26:24It's for everybody that needs I need a nudge every day. It's why, Jason, it's why, you know, when we were in Jackson, I'm like, hey, man.
26:31Could you connect Claude to everything so I can You know what I used to do? This is embarrassing. I would take screenshots
26:39of weeks at a time of my schedule, and then I would put it into Grock or Claude and say, Analyze my week. My most important priorities are one, two, three, four. Tell me how much time I spent there.
26:52And I felt like a loser as a CEO when I got the well, now I can just plug it into Microsoft. You know?
26:59Like, yeah, we can always do this stuff in real time. So you can you can hear my enthusiasm about it. I like
27:05learnings that punch me in the face and get me to see the world differently. So, Jason, thought on what I just shared there? So you gave me an idea.
27:13So we have a inside of AIM, we have this resource here that's already doing the start of what you it's called a CRM database health audit roadblock report. And so what it does is it looks at your entire CRM dataset, and then it looks at all your conversations, your histories, and all those details. And it
27:29basically tells you who's hot, who's not to talk to. I'm looking at the comments. I don't know.
27:33I don't know. Jimmy's sending comments into Zoom right now. I don't know if our friend listening right now if you don't go over to YouTube, literally,
27:41Jimmy just posted in the chat. We'll get up and take a drink. We talk Jason's Hey.
27:46I'm shameless. What can I say? So there's to it.
27:49Good luck. Alright.
27:51So So so the idea is, Tom, what was cool about what you said, and this is something I would wanna build, I'd make a co work agent in Claude where it has access to your CRM data naturally. So it can give you some analytics and tell you where the what what should I be listening for?
28:06Where's the opportunity? I like the idea of it makes it goes to their Facebook. It goes to their LinkedIn.
28:11It goes to their Instagram, and it looks at what's going on in their life. And then I was thinking, how cool would it be so you can connect Eleven Labs to, uh, Claude as well? So I've done this where if I need an audio briefing, then I can just listen to a voice.
28:24You can actually make Matthew McConaughey say, hey. Here's the story, and it can tell you about who you're getting ready to talk to. You can make it talk about what to say.
28:33You could even have your co work agent work on emotionally how should I deliver this point, and it can actually inject that into the way Eleven Labs tells you to say it so you can hear it, and then you're basically just teed up to stimulate the conversation and make the calls and say you did it. I mean, really, Tom, I really do like the idea.
28:51You could do some cool stuff with that. Yeah. One thing too, Tom, to jump in there, is there's a tool that we use extensively
28:57called Victor, which is app.victor.com, which is viktor.
29:04And it it can connect to all your apps. Right?
29:07So you can build or buy, which is actually probably a really interesting thing what happened a lot, Jason, is people like a lot of people are just starting to buy these tools because they don't wanna basically buy code and stuff. But Victor can connect to all your business apps and be able to produce reports and just post them directly into
29:21into whatever workflow tool you use, like Slack as an example. Um, I am just I am just a huge fan of this idea
29:30of leveraging AI to
29:33be basically, AI be your boss. That was probably one of the big themes, Tom. It's like, like, let, like, let AI be your boss.
29:41Yeah. Is the idea, which is like you're like, oh, I'm an entrepreneur. I don't want a boss.
29:44You know what you want? Is you want clarity. Yes.
29:47You want, like, hey. What's the most important thing for me to work on? Because the world's really busy.
29:51Well, AI can AI can act as not your assistant where you're telling you to do things, but rather the thing that tells you what to do based on what you said was important to you to begin with. There's two people that are not gonna survive this next error here, guys, in my opinion. And this is something Brian Chesky said in a podcast that Tom and I are obsessed with called the best like the best.
30:09He says two people are not gonna survive this next phase. Number one, it's the people managers. Meaning,
30:15if you just run meetings and route information, AI is coming for you. Yeah.
30:20So those people managers need to move into becoming ICs, right, where they're actually contributing in a meaningful way. And the second type of person who's not gonna not gonna survive this next train is ICE, individual contributors that don't leverage AI.
30:33That's right. I mean, it is it's become I know there's I know there is a a a consensus amongst people in real estate that you can do what you've been doing for a long time without using some of these new tools, and you'll be just fine.
30:46That's completely true. But what you have just done is saying, this is how far I wanna go. You have just said, this is I have reached the pinnacle.
30:55Right? So that will work, I think, for people who are not ambitious. But if you were, like, listening to this pod, you wanna grow, you wanna get better, you wanna get smarter, you wanna do things more efficiently, I mean, this is the type of stuff that's gonna really drive the needle, guys.
31:06Absolutely. I love it, fellas. Alright.
31:08We promise we keep this at thirty minutes. So ads on chat, GPT, with the right expectation, recognizing
31:1694 to 95, 900,000,000 people have free accounts, and we want you as one of our friends to win. Jimmy, that reacceleration thought, I think if every person sitting finds
31:29themselves like I do sometimes going, why have we done this? What are we, fiddler on the roof? We've been playing the violin and wearing a sash for a hundred years because it's tradition.
31:37Like, it is time to get into a reacceleration mode, and hopefully that's got them to imagine it.
31:44Uh, I'm looking forward to, uh, Jason, you guys building out the daily brief strategy I for love it. Members. I'm already thinking about it.
31:51CTAThat's why I've got Derek Caldwell coming out, you know, this week with me at a a mastermind with a bunch of top teams. Because if we can build not if. When we build that out for those teams, each
32:02CTAone of those individual salespeople people are just going to be more effective. And for my friend watching, that's what we want for you. Alright.
32:21CTAAll of our busy schedules. Uh, but, hey, leave us a comment. Let us know if you want more of these crazy insights.
32:26CTAWe are here to serve. Guys, I know you both gotta jump and so do I. Thanks so much for watching, my friend.
— full transcript
§ 05 · For Joe
Five rules for running ads inside conversations, not searches.
WHAT TO LEARN
When an ad platform targets conversations rather than keywords, the entire strategy shifts -- you are buying your way into a decision already in progress, which changes what the ad should say, where it should point, and how much intent you can assume.
- Context hints work because they describe a situation, not a search phrase -- your ad fires when someone is having the conversation you wrote, not when they typed a matching keyword.
- The persona-location-intent-moment formula produces a context hint specific enough to match high-quality conversations and general enough to show enough volume to be useful.
- At $3-5 per click, every click needs to be close to a decision -- ads that target curiosity or early research waste the budget the same way broad-match Google campaigns do.
- The ad itself can be self-validating: telling someone that ChatGPT recommended you is made credible by the fact that the ad appeared inside ChatGPT.
- Landing page conversion is the actual bottleneck -- an ad that intercepts a decision-ready conversation still fails if the page it lands on cannot close the conversation the user was already having.
- Tools that seemed too slow or too rough two to three years ago have often improved enough to revisit -- the AI SDR latency problem that made voice agents feel robotic in 2022 is largely solved.
- The reacceleration pattern -- existing operations that adapted rather than starting over or doing nothing -- is the most common success story in AI adoption, not the AI-native startup.
- Replacing a human in a specific workflow is easier than replacing human judgment broadly -- the better frame is identifying which tasks are high-value and time-consuming before deciding which ones AI should own.
- A daily brief that starts with CRM triage, then market context, then schedule, then prospect research changes the order of a sales day in a way that makes the first call better than the last call used to be.
- Whoever has the most current information about a prospect before a conversation has a structural advantage that does not depend on talent or relationships.
