WEBVTT 00:00:00.160 --> 00:00:02.160 So this feels like one of those, like, 00:00:02.880 --> 00:00:04.640 pause the recording, 00:00:05.040 --> 00:00:08.080 go to ads.openai, 00:00:08.320 --> 00:00:09.520 and immediately 00:00:09.840 --> 00:00:16.145 start asking for your account. It only takes one spark, one insight, one idea to create the exponential 00:00:16.145 --> 00:00:17.425 growth you desire. 00:00:17.665 --> 00:00:20.305 Welcome to the growth mode podcast, 00:00:20.385 --> 00:00:23.265 where we share the strategies for your growth. 00:00:25.185 --> 00:00:30.625 Hey. Welcome back to growth mode. It's been a while, but I got the posse together on a podcast. 00:00:31.240 --> 00:00:39.960 We 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. 00:00:40.520 --> 00:00:55.215 But 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. No. No. It's my grandfather's name. I gotta keep you Charles, but close enough. 00:00:55.535 --> 00:01:00.860 I think most most of us that know you know you that, you know, you you were ChatGBT lovebug, 00:01:00.860 --> 00:01:05.260 and now you are basically mister Claude. Just shows you my loyalty. Right? Exactly. 00:01:07.180 --> 00:01:12.620 Well said. Alright. So buckle up, my friends. The very first thing I wanna talk about is 00:01:12.860 --> 00:01:13.180 so 00:01:13.755 --> 00:01:14.555 ChatGPT 00:01:14.555 --> 00:01:17.275 just launched ads. I've got three 00:01:17.595 --> 00:01:21.275 questions I think the average person listening to this is gonna wanna understand. One, 00:01:21.515 --> 00:01:24.635 what should the mindset be around this? Right? Number two, 00:01:24.875 --> 00:01:26.235 what do you think is the difference between 00:01:27.040 --> 00:01:32.640 this versus running ads on Zillow, realtor, homes, Redfin, which you wouldn't do anymore, 00:01:32.880 --> 00:01:33.680 Meta, 00:01:33.840 --> 00:01:34.560 Google, 00:01:34.640 --> 00:01:35.600 LinkedIn, 00:01:36.160 --> 00:01:47.475 YouTube ads? There's a lot of different ads that agents could be running today. Yep. Why 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? 00:01:47.475 --> 00:01:58.530 So 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. My mindset. So my mindset is incredibly bullish. So it's you already named a lot of names of popular ad platforms. 00:01:58.610 --> 00:02:04.290 Uh, if you could go back in time, anybody listening or watching this podcast and say, hey. If I could 00:02:04.610 --> 00:02:15.985 quadruple down on Facebook ads when they first came out, would you do it? And the answer is, heck, yeah. You'd do it. The early opportunity is where the early bird gets the worm. Same with Google PPC. 00:02:16.145 --> 00:02:32.640 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. Please 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. 00:02:32.800 --> 00:02:44.385 And then eventually, it became incredibly saturated and the gig was up, so to speak, in terms of it being what it was. Uh, Zillow Premier Agent, we could just go through and name different platforms of massive opportunities. 00:02:44.385 --> 00:02:46.305 So here comes along ChatGPT. 00:02:46.305 --> 00:02:55.040 Just based upon the history of new ad platforms and new channels, I'm bullish just because of that. What's more so ChatGPT ads, just for anybody who's wondering, 00:02:55.520 --> 00:02:58.560 where do you run them? You go to ads.openai.com. 00:02:58.640 --> 00:03:11.725 You 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. They just rolled it out. So back in February, ChatGPT launched 00:03:11.805 --> 00:03:16.285 a pilot program, but you had to be like Target or Best Buy or Vistaprint 00:03:16.365 --> 00:03:27.880 to 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. Go to ads.openai.com. 00:03:27.880 --> 00:03:34.875 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. 00:03:35.035 --> 00:03:38.155 So we already know that consumer behavior is changing. 00:03:38.555 --> 00:03:46.475 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. 00:03:47.190 --> 00:03:55.670 This 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, 00:03:55.670 --> 00:03:57.270 and they're looking to make decisions. 00:03:57.430 --> 00:04:04.025 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. 00:04:04.505 --> 00:04:10.105 I'm all about the bottom of funnel opportunity because those are the conversations going down right now in ChatGPT. 00:04:10.345 --> 00:04:21.140 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. If you're paying for PlusPro business 00:04:21.540 --> 00:04:25.860 Slow slow down. Say that again. So free Yeah. Yeah. So ads. So only 00:04:26.405 --> 00:04:38.325 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. That's most everybody who's using ChatGPT. 00:04:38.485 --> 00:04:46.410 Most people aren't paying for ChatGPT except for people like us. We're not gonna see ads in our usage of Chatuchipi Tea. They will. 00:04:46.810 --> 00:04:54.250 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. Who's the best realtor 00:04:54.570 --> 00:04:54.890 in 00:04:55.485 --> 00:05:03.165 Boston selling in the North End for a cool condo? Blah blah blah. Something like that. And you'll see an answer from ChatGPT 00:05:03.165 --> 00:05:05.245 that makes what are called citations. 00:05:05.325 --> 00:05:16.930 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 00:05:17.010 --> 00:05:17.890 optimization, 00:05:17.890 --> 00:05:18.690 AEO. 00:05:18.930 --> 00:05:24.655 At the bottom of that, you're gonna start to see some ads. They're gonna be little kind of rounded edge 00:05:24.815 --> 00:05:25.615 modals. 00:05:25.695 --> 00:05:36.335 They're gonna have a little square photo of you, a headline, and a quick blurb of description text. And they you can have different objectives. You can do ads for reach, which just means getting folks to see your ads, 00:05:37.000 --> 00:05:38.040 for clicks, 00:05:38.040 --> 00:05:44.760 and they're even allowing conversion tracking. So for more advanced users, they're letting you actually install kind of like a Facebook Pixel, 00:05:44.920 --> 00:05:48.280 a version of that on your website so you can actually track it to conversions. 00:05:48.520 --> 00:05:53.465 Um, I'm all about the clicks at the moment, cause it's just a straight up pay for the clicks. 00:05:53.625 --> 00:06:04.745 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. 00:06:05.130 --> 00:06:08.490 I want the client. Boy, does this feel a lot like 00:06:08.810 --> 00:06:29.575 Google local services ads? It does. And the thing that we because they're making it hyper local. Right? And 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. So it really takes, like, a moment in time. So I just went on to Grok Yeah. To do some research on ChatGPT. 00:06:30.310 --> 00:06:34.550 ChatTbt has 900,000,000 weekly active users, but only 50,000,000 00:06:34.550 --> 00:06:35.910 paid subscribers. 00:06:35.910 --> 00:06:40.550 Exactly. Mhmm. That means 94 to 95% of the people That's right. Doing ads. 00:06:40.630 --> 00:06:42.150 So this feels like one of those, like, 00:06:42.945 --> 00:06:44.945 pause the recording, 00:06:45.425 --> 00:06:48.385 go to ads.openai, 00:06:48.625 --> 00:06:49.825 and immediately 00:06:50.145 --> 00:07:08.120 start asking for your account. Yeah. One 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. You can't it's not like like what we're used to with keyword based. Right? Well, it's a little different. I'll add to that. Yeah. It's Yeah. Yeah. Keep going. 00:07:08.360 --> 00:07:17.165 So so I think from from my perspective, what's the ad that everybody can run right now who goes to ads.chatt.com? 00:07:17.405 --> 00:07:28.125 Well, 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. 00:07:29.430 --> 00:07:37.270 And it's it's just an open ended hook. And and then I would drive them to a landing page, which basically says, 00:07:37.430 --> 00:07:48.895 I'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. 00:07:48.895 --> 00:08:07.870 In fact, I'm probably the only person in our area who's actually doing this. Here 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. I advertised on ChatGPT. 00:08:08.285 --> 00:08:13.565 No one else does this on my market, which is another example of why I'm actually good at my job. 00:08:13.805 --> 00:08:30.040 I like that. Let 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. Hey, when somebody Mhmm. In this geographic area that you define types in this word or this phrase, 00:08:30.520 --> 00:08:36.200 I wanna bid $5 to get you to see my ad or 50ยข Yeah. To get you well, that's traditional Google. 00:08:36.765 --> 00:08:37.805 In Chateappete, 00:08:37.805 --> 00:08:41.725 they don't call them keywords. They let you write what's called a context hint, 00:08:42.045 --> 00:08:46.045 which is about a two to four sentence short paragraph that describes, 00:08:46.525 --> 00:08:51.645 uh, who did you wanna target? This is something we painstakingly created for our members inside of AIM, 00:08:52.240 --> 00:08:56.480 and we gave them a library of 25 context tents to run ads on. 00:08:57.120 --> 00:09:01.840 But we gave them a formula. How do you write a context tent? If you can I'm gonna zoom in so you can see this, everybody. 00:09:02.240 --> 00:09:23.790 Think of it as a math formula. The persona, who is the customer you're talking to? The location, make it always local. Where are they based? What's their intent? What are they trying to do? What are they trying to learn or get a question answered on? And 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 00:09:23.790 --> 00:09:25.310 different context hints, 00:09:25.470 --> 00:09:29.710 and they're just short little one liners. Like here's one, we called it positioning moments, 00:09:30.190 --> 00:09:51.860 it 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. You 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, 00:09:52.020 --> 00:09:58.420 and you have to include a a sample description, and those are the parts of an ad. I mean, frankly, these things are really easy to run. 00:09:59.095 --> 00:10:13.255 Yeah. They're really easy. You 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. 00:10:14.120 --> 00:10:23.560 Spend 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, 00:10:23.800 --> 00:10:27.720 how do I make sure that my website that they've clicked to is the solution 00:10:28.125 --> 00:10:32.125 to whatever that intent was I'm trying to jump in on their conversation with. 00:10:32.845 --> 00:10:40.845 So with that said, should we not be asking our friend listening, should they take their website, ask Claude to analyze it based upon 00:10:41.245 --> 00:10:42.685 Yeah. Make some recommendations? 00:10:43.270 --> 00:10:55.750 So so what we Was that boy, does that open a can of worms? It does. So 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. I was setting up a co work agent. 00:10:56.455 --> 00:10:58.295 Conflating back to ChatGPT's 00:10:58.295 --> 00:11:00.535 names. A co work agent. And 00:11:01.015 --> 00:11:05.255 I gave it the website of one of our clients who I gave here's the website. 00:11:05.655 --> 00:11:08.135 Here are the 25 different context hints. 00:11:08.295 --> 00:11:14.910 Go to their website and figure out what pages they already have that would be a good fit for any of these context hints. 00:11:15.150 --> 00:11:19.150 So we had like so we were able to get a working solution with what we already had, 00:11:19.470 --> 00:11:26.035 but I definitely think there's an opportunity, Tom, to do what you just said, which is go the next step and really make sure 00:11:26.435 --> 00:11:27.875 you're analyzing 00:11:27.875 --> 00:11:31.315 what does this person need to find on my website that's gonna make them convert. 00:11:31.715 --> 00:11:32.675 Yes. Yep. 00:11:33.715 --> 00:11:34.835 Yep. So 00:11:34.835 --> 00:11:36.275 so let's put a bow on this. 00:11:37.280 --> 00:11:38.560 They need to go there. 00:11:39.280 --> 00:11:42.800 They need to think through everything you discussed in terms of the ad strategy. 00:11:42.960 --> 00:11:44.480 Yeah. I would imagine 00:11:44.720 --> 00:11:48.960 do you still own AIM? Is that still a platform you're a part of? I'm I'm messing with Uh-huh. 00:11:49.520 --> 00:11:52.080 Are there going to be ads that you're gonna be recommending 00:11:52.455 --> 00:11:54.215 to, you know, to a member? Will 00:11:54.855 --> 00:11:59.015 you eventually publish some of those for free, maybe for people that are listening to this right now? 00:12:00.295 --> 00:12:02.055 Something, Jason, will you be nice? 00:12:02.615 --> 00:12:11.650 Of course, I'll be nice. Uh, Yeah. I need to think of a mechanism for it. We will. So it it depends on when this episode comes out. Um, I will I'll tell you what I'll do. 00:12:12.050 --> 00:12:29.915 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. So 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. One note that I wanna if we're gonna tie a bow on this, this needs to be said. 00:12:30.795 --> 00:12:34.475 This is not a platform where you drive low intent, 00:12:34.875 --> 00:12:36.315 top of funnel kinds of conversations. 00:12:36.920 --> 00:12:45.720 I'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. 00:12:45.960 --> 00:12:47.480 That's top of funnel stuff. 00:12:47.800 --> 00:13:03.845 And 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. Number two, ChatGPT 00:13:03.845 --> 00:13:10.920 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. You wanna pay for 00:13:11.240 --> 00:13:23.745 $3, they clicked over to my website, and they converted. Meaning, they called me, they booked an appointment. So the context tense that we're going after are situations like they're looking for the best agent. Uh, one of my favorites is 00:13:24.065 --> 00:13:41.910 their listing is on the market and it's stale, not selling. What 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. 00:13:41.910 --> 00:13:48.310 It'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. 00:13:49.055 --> 00:13:50.815 Alright. Before we transition, 00:13:50.815 --> 00:14:13.770 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. We're able to have those moments of time. But I also think, Jason, 00:14:15.475 --> 00:14:16.435 oftentimes 00:14:16.435 --> 00:14:18.595 when they're doing digital ads have an un 00:14:19.555 --> 00:14:27.875 what's the wrong way? The best way to describe it, their expectations are off. Yeah. Right? If you get a 100 people that click on your ad, 00:14:28.035 --> 00:14:37.320 and you have some way to get a form fill, and you convert one to 2%, that's okay. That's great. Right? For the cost Mhmm. You spend on these ads versus, say, 00:14:37.640 --> 00:14:50.555 a Zillow lead or, you know, any other sort of more mature ad strategy. So just just go and do it with the right expectation. That's my first thing. Totally. Totally. Let let's transition. Jimmy, you and I were just at Saster. 00:14:50.795 --> 00:14:53.195 I have two Zen learnings. 00:14:53.675 --> 00:15:00.750 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. 00:15:01.230 --> 00:15:06.270 So so if you haven't been or you haven't heard about a conference called SASTER, 00:15:06.350 --> 00:15:15.685 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. That's Jimmy Mackin from Curator. 00:15:16.085 --> 00:15:23.685 And that's where we connected back when there was maybe 1,500 people going to this software as a service 00:15:23.925 --> 00:15:34.660 event. Now 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, 00:15:34.980 --> 00:15:48.485 what's Microsoft thinking about? What's Salesforce thinking about? What's HubSpot thinking about? And then what are all these crazy startups doing? So 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. 00:15:48.965 --> 00:15:51.925 The Zen learning I had from this, the first one was 00:15:52.325 --> 00:15:54.325 the AI rate of improvement 00:15:55.210 --> 00:15:57.610 has continued to accelerate. 00:15:58.010 --> 00:16:00.970 And you know that and I know that. But here's why I bring it up. 00:16:01.850 --> 00:16:04.170 Whatever you tried in the past 00:16:04.410 --> 00:16:06.250 and you said, that 00:16:06.570 --> 00:16:16.045 wasn't that great, or I did a HeyGen video, but I was moving like this or my fingers got really long. The rate of improvement of that product has been so tremendous. 00:16:16.525 --> 00:16:23.565 I want you to think about what did you what were you enamored by? What were you excited about in the past? But when you saw the product, it wasn't ready yet. 00:16:24.450 --> 00:16:25.810 Go back to it again. 00:16:26.050 --> 00:16:32.290 And the thing that I got, and and, Jimmy, you know this from my conversations with Josh, was AI SDRs. 00:16:32.690 --> 00:16:35.970 AI appointment centers. AI inbound and outbound 00:16:36.625 --> 00:16:38.945 that you can train over time 00:16:39.185 --> 00:16:46.945 to make phone calls on your behalf, to schedule meetings for you, but to be that voice. When I first tested this three years ago, 00:16:47.425 --> 00:16:50.225 the latency was horrible. So let's role play. 00:16:51.090 --> 00:16:54.210 Jason, you're you're the person I'm calling. Hi. Is this Jason? 00:16:54.450 --> 00:16:55.250 Yep. 00:16:57.730 --> 00:16:59.570 Hello. Hi, Jason. 00:17:00.050 --> 00:17:11.755 That's how bad the latency was. Yeah. Now it's hey. I'm calling for Jason. Hey. Hey, Jason. It's, uh, Larry over at Tom Ferry. I mean, it is Yeah. The rate of improvement has been so tremendous 00:17:11.915 --> 00:17:18.235 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. 00:17:18.800 --> 00:17:22.640 Yep. All that stuff that you looked at a long time ago has become exponentially 00:17:22.640 --> 00:17:24.960 better. Yeah. So I just I would say, 00:17:25.120 --> 00:17:28.000 just be open minded to take another look. 00:17:28.240 --> 00:17:32.640 And the next time you get a phone call from Tom Ferry, it could be an AI SDR. 00:17:33.035 --> 00:17:36.475 Alright. Jimmy, what was your Zen learning coming out of this? 00:17:37.115 --> 00:17:56.670 Well, 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? Uh, 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, 00:17:56.910 --> 00:17:57.630 old, 00:17:57.710 --> 00:17:59.470 traditional workflow tools 00:17:59.695 --> 00:18:23.750 that are effectively, it's harder to sell. It'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. And 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 00:18:23.750 --> 00:18:27.830 revenue numbers and and and and it what feels like months, not even years. 00:18:28.475 --> 00:18:30.395 But then there's a third category, 00:18:31.035 --> 00:18:34.315 and there's probably the most interesting thing for me, Tom, which is the reacceleration 00:18:34.315 --> 00:18:35.115 category. 00:18:35.195 --> 00:18:37.355 These are existing businesses 00:18:37.515 --> 00:18:39.275 who have adapted 00:18:39.515 --> 00:18:40.235 to 00:18:40.315 --> 00:18:43.435 the new world that we live in that are experiencing 00:18:43.435 --> 00:18:45.170 sort of this absolute, 00:18:45.170 --> 00:19:07.485 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. They 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. Flat growth. They outstered their c a CEO. Now all of a sudden, they're becoming sort of an essential tool to the AI workflows. They're reaccelerating. 00:19:07.485 --> 00:19:20.940 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. 00:19:21.020 --> 00:19:23.980 And so one of the big learnings I have 00:19:24.940 --> 00:19:27.260 was today, if we look at our industry, 00:19:27.820 --> 00:19:30.620 everybody is focused on the broker. 00:19:31.175 --> 00:19:33.895 I mean, eXp acquiring Nexome, 00:19:33.895 --> 00:19:35.735 Real acquiring REMAX, 00:19:35.815 --> 00:19:42.215 uh, you know, going back Compass acquiring anywhere, whatever Zillow's doing this this month. Everyone's focused on the broker, 00:19:42.535 --> 00:19:53.250 but the agent has always been more important than the broker. Yes. And 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, 00:19:53.490 --> 00:19:57.330 is that the agent is the one who's closest to the consumer. 00:19:57.570 --> 00:20:13.145 And 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. 00:20:13.465 --> 00:20:15.145 As an agent right now who's listening, 00:20:15.750 --> 00:20:19.910 it's one of the big learnings that we had, Tom, is that there's a reacceleration 00:20:19.910 --> 00:20:33.725 moment for your business. If 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, 00:20:33.965 --> 00:20:39.645 one thing and, Tom, you have a visual of this. One thing that I love is the is the reimagining 00:20:39.645 --> 00:20:40.445 your 00:20:40.445 --> 00:20:41.245 team. 00:20:41.565 --> 00:20:53.340 As an agent, you never have the ability to go out and hire three or five people. Economically, it wouldn't make any sense. You basically all your profit would go to people. But we're seeing this world where humans 00:20:53.500 --> 00:20:54.940 with AIs 00:20:55.020 --> 00:20:56.940 are creating extraordinary 00:20:56.940 --> 00:21:12.775 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. Right? This case, he had, like, some VAs, some some AEs, all that. 00:21:13.410 --> 00:21:16.290 And they were producing less revenue 00:21:16.530 --> 00:21:17.250 than 00:21:17.330 --> 00:21:20.610 two people today with, like, 10 AIs. 00:21:20.770 --> 00:21:34.905 And so what he has done is he had shifted his his entire business structure to go from hiring people to hiring AIs. So as an agent as an agent, Tom, what I'm thinking about right now is I have more work than I have time, 00:21:35.465 --> 00:21:39.145 but I don't have the budget or resources to go out and hire people. 00:21:39.625 --> 00:22:01.535 So I I would challenge our community and our audience to say, I need to go out there. Instead 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 00:22:01.615 --> 00:22:02.735 my production 00:22:03.135 --> 00:22:04.015 efficiently 00:22:04.015 --> 00:22:05.375 and most importantly, 00:22:05.455 --> 00:22:06.575 profitably, Tom. 00:22:06.895 --> 00:22:13.535 Yes. I put up the slide. If you're listening on audio, you might wanna jump over to my YouTube channel to check this out. 00:22:14.240 --> 00:22:17.360 So so really fast, I'm just curious for my friend out there listening. 00:22:17.520 --> 00:22:20.480 Jimmy's talking about, you know, older companies 00:22:20.800 --> 00:22:22.320 that are reaccelerating, 00:22:22.320 --> 00:22:31.785 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. How are you capitalizing 00:22:31.785 --> 00:22:34.185 on the wave of AI? 00:22:34.345 --> 00:22:35.865 That is the question 00:22:35.865 --> 00:22:36.745 amongst 00:22:36.905 --> 00:22:44.425 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. 00:22:45.240 --> 00:22:54.120 They are like, it is the only thing they're talking about. How are you capitalizing on the wave? Too bad we didn't know somebody who's training agents on AI. 00:22:55.560 --> 00:22:57.240 Oh, there he is. Claude. 00:22:57.465 --> 00:23:15.480 Claude and Tim. I'm the designated spokesperson for Claude in the real estate industry now, apparently. So 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 00:23:16.040 --> 00:23:23.320 you'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. 00:23:23.720 --> 00:23:24.680 Just went to Claude. 00:23:25.515 --> 00:23:35.915 And here's what I said in in in Claude. I said, I wanna build four things for my sales team. I want a daily brief for them to understand current market conditions, 00:23:36.315 --> 00:23:39.435 specifically around what's happening to their prospects 00:23:39.660 --> 00:23:41.260 from a emotional 00:23:41.260 --> 00:23:44.460 standpoint, a tactical standpoint, an interest rate standpoint, 00:23:44.540 --> 00:23:51.020 transaction standpoint. Like, give them a a daily brief on what's happening in the market today so they're relevant. Two, 00:23:51.660 --> 00:23:55.020 I want you to go into their CRM, and I want you to extract 00:23:55.805 --> 00:24:05.325 every 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 00:24:05.405 --> 00:24:08.685 who are all the people they need to follow-up on today 00:24:09.165 --> 00:24:10.845 and make recommendations 00:24:11.300 --> 00:24:20.100 to them outside of that to have a winning day in sales. Number this is just my prompt, by the way. I'm literally just reading it to you. Number three, want you to analyze their schedule 00:24:20.340 --> 00:24:27.775 and tell them what they should do and when they should do it. Obviously, don't disrupt their existing appointments already scheduled for the day. 00:24:28.095 --> 00:24:29.055 Number four, 00:24:29.375 --> 00:24:30.975 in order to make them effective, 00:24:31.295 --> 00:24:37.215 I 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, 00:24:37.780 --> 00:24:54.145 their Instagram page. In my case, I'm saying go to their Zillow page, their realtor page, their Google page. Understand their profiles. Look at their Facebook. Look 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. 00:24:54.785 --> 00:24:56.065 And literally, 00:24:56.225 --> 00:24:57.585 that was my takeaway. 00:24:57.745 --> 00:25:01.825 My takeaway was, and Jason was talking about it, it's the daily brief. 00:25:02.065 --> 00:25:02.785 It's 00:25:03.105 --> 00:25:07.185 extracting with Claude or another AI tool to basically examine your CRM. 00:25:07.580 --> 00:25:10.460 Who do you need to follow-up on today, who do I need to call today, 00:25:10.780 --> 00:25:16.060 right down to what should I say, because if I'm extracting from my notes, should have to track that as well. 00:25:16.380 --> 00:25:17.500 Uh, schedule 00:25:17.500 --> 00:25:18.380 invitations, 00:25:18.380 --> 00:25:20.380 schedule or even send invitations, 00:25:20.380 --> 00:25:21.340 and then, of course, do 00:25:21.745 --> 00:25:25.185 prep docs so I can be effective when I call that person. 00:25:25.745 --> 00:25:27.185 Jason. I already 00:25:27.505 --> 00:25:33.665 I lots of light bulbs. Ask away. What's your question? No. I mean, just you know, I mean, literally, 00:25:33.985 --> 00:25:37.425 we're forty five minutes into the conference. For all of you that go to conferences Yep. 00:25:38.440 --> 00:25:44.280 Jimmy was busting my chops because I can go to a conference and I can extract one big idea 00:25:44.600 --> 00:25:47.560 and say, that was worth spending $35,000, 00:25:47.720 --> 00:25:52.360 you know, to get out there, fly everybody, blah blah blah, or, you know, the cost of the event, whatever it is, 00:25:53.555 --> 00:25:55.555 and and take that one thing 00:25:55.875 --> 00:25:58.035 and run with it and say, 00:25:58.195 --> 00:26:02.275 that was worth being at the conference for the three days of my time and energy and everything That 00:26:03.155 --> 00:26:04.195 was probably 00:26:04.980 --> 00:26:09.380 one of the most profound things I heard as a tactician, as a business owner. 00:26:09.620 --> 00:26:12.420 Right? I have salespeople that are forgetful. 00:26:12.580 --> 00:26:18.180 I have salespeople that have life issues going on, and I can set up these tools relatively easily 00:26:19.105 --> 00:26:26.305 to 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. It's for everybody that needs 00:26:26.785 --> 00:26:36.980 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. Could you connect Claude to everything so I can You know what I used to do? This is embarrassing. 00:26:37.220 --> 00:26:39.060 I would take screenshots 00:26:39.380 --> 00:26:49.675 of 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. 00:26:49.915 --> 00:26:51.675 Tell me how much time I spent there. 00:26:52.235 --> 00:26:53.035 And 00:26:53.035 --> 00:27:04.860 I felt like a loser as a CEO when I got the well, now I can just plug it into Microsoft. You know? Like, yeah, we can always do this stuff in real time. So you can you can hear my enthusiasm about it. I like 00:27:05.100 --> 00:27:09.100 learnings that punch me in the face and get me to see the world differently. 00:27:09.500 --> 00:27:20.825 So, Jason, thought on what I just shared there? So you gave me an idea. So 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. 00:27:21.305 --> 00:27:27.385 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. 00:27:27.865 --> 00:27:29.625 And it 00:27:29.360 --> 00:27:41.280 basically tells you who's hot, who's not to talk to. I'm looking at the comments. I don't know. I 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, 00:27:41.280 --> 00:27:50.215 Jimmy just posted in the chat. We'll get up and take a drink. We talk Jason's Hey. I'm shameless. What can I say? So there's to it. Good 00:27:50.535 --> 00:27:58.295 luck. Alright. So 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 00:27:58.730 --> 00:28:07.450 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? Where's the opportunity? 00:28:07.610 --> 00:28:46.015 I like the idea of it makes it goes to their Facebook. It goes to their LinkedIn. It 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. You 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. You 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 00:28:46.255 --> 00:28:57.375 stimulate the conversation and make the calls and say you did it. I mean, really, Tom, I really do like the idea. You 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 00:28:57.695 --> 00:28:58.495 called Victor, 00:28:59.190 --> 00:29:01.670 which is app.victor.com, 00:29:01.670 --> 00:29:03.910 which is viktor. 00:29:04.230 --> 00:29:04.790 And 00:29:05.190 --> 00:29:21.325 it it can connect to all your apps. Right? So 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 00:29:21.565 --> 00:29:28.125 into whatever workflow tool you use, like Slack as an example. Um, I am just I am just a huge fan 00:29:28.670 --> 00:29:30.110 of this idea 00:29:30.430 --> 00:29:31.710 of leveraging 00:29:31.710 --> 00:29:32.510 AI 00:29:32.510 --> 00:29:33.150 to 00:29:33.390 --> 00:29:46.815 be 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. Yeah. Is the idea, which is like you're like, oh, I'm an entrepreneur. I don't want a boss. You know what you want? Is you want clarity. 00:29:47.055 --> 00:30:14.515 Yes. You want, like, hey. What's the most important thing for me to work on? Because the world's really busy. Well, 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. He says two people are not gonna survive this next phase. Number one, it's the people managers. 00:30:15.075 --> 00:30:15.795 Meaning, 00:30:15.955 --> 00:30:18.595 if you just run meetings and route information, 00:30:18.675 --> 00:30:32.000 AI is coming for you. Yeah. So 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 00:30:32.000 --> 00:30:39.600 that don't leverage AI. That's right. I mean, it is it's become I know there's I know there is a a a consensus amongst 00:30:39.815 --> 00:30:47.895 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. That's completely true. 00:30:48.295 --> 00:31:07.465 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. Right? 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. Absolutely. 00:31:07.625 --> 00:31:11.065 I love it, fellas. Alright. We promise we keep this at thirty minutes. 00:31:11.465 --> 00:31:14.825 So ads on chat, GPT, with the right expectation, 00:31:14.825 --> 00:31:15.625 recognizing 00:31:16.105 --> 00:31:22.990 94 to 95, 900,000,000 people have free accounts, and we want you as one of our friends to win. 00:31:23.630 --> 00:31:25.790 Jimmy, that reacceleration 00:31:25.790 --> 00:31:28.750 thought, I think if every person sitting finds 00:31:29.390 --> 00:31:40.725 themselves 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. Like, it is time to get into a reacceleration 00:31:40.725 --> 00:31:42.005 mode, and hopefully 00:31:42.245 --> 00:31:49.845 that's got them to imagine it. Uh, I'm looking forward to, uh, Jason, you guys building out the daily brief strategy I for love it. Members. 00:31:50.570 --> 00:31:57.770 I'm already thinking about it. That'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. 00:31:58.010 --> 00:32:02.170 Because if we can build not if. When we build that out for those teams, each 00:32:02.730 --> 00:32:14.555 one 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. I can't wait to read the comments. It's great to be back. Uh, clearly, 00:32:14.635 --> 00:32:19.760 growth mode only seems to happen on Saturdays every fourth month. 00:32:20.000 --> 00:32:22.560 Right? Absolutely. All of our busy schedules. 00:32:22.640 --> 00:32:26.480 Uh, but, hey, leave us a comment. Let us know if you want more of these crazy insights. 00:32:26.640 --> 00:32:35.835 We are here to serve. Guys, I know you both gotta jump and so do I. Thanks so much for watching, my friend. I can't wait to hear what you do, what we talked about today. Say in Growth Mode. 00:32:49.825 --> 00:32:50.225 Hi.