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Agents If Your Business Is Struggling Do This One Thing! Don’t Blame The Market! · The Real Estate Agent Playbook

• 0:00
  In the real estate game
• 0:01
  we often compare all of our
• 0:03
  you know successes to our commission
• 0:05
  to our income
• 0:06
  maybe not everybody
• 0:07
  but I found a correlation between having good quarters
• 0:10
  and really great quarters
• 0:12
  as far as income and production
• 0:14
  and maybe something that you did
• 0:16
  maybe a quarter or two ago that is affecting that
• 0:19
  we'll dive in next
• 0:26
  what's up guys
• 0:27
  Jeremy Kane
• 0:27
  Real Estate Agent Playbook
• 0:29
  excited for this one today
• 0:30
  because it's something that I'm extremely
• 0:32
  passionate about here
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  as you know
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  I'm all about content creation
• 0:36
  I want to help everybody succeed
• 0:38
  I also am very knowledgeable on my local market
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  here in Denver
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  and this is something that changed my business
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  so I wanna share this with you guys
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  and I found a little correlation to you know
• 0:47
  the UPS and the downs of the real estate industry
• 0:50
  quarter by quarter
• 0:52
  I wanna dive in
• 0:52
  but first if you're struggling a little bit
• 0:55
  I am doing free business audits for people
• 0:58
  under my Realtor Game Plan call that I do offer
• 1:02
  it'll be in the link below the show notes
• 1:04
  I would love to sit down with you
• 1:05
  dive in because the truth is
• 1:07
  in this industry
• 1:08
  there's no blueprint for success
• 1:10
  I like meeting my agents and meeting other agents
• 1:14
  where they're at
• 1:14
  and helping them succeed
• 1:16
  because I want to help every
• 1:17
  single agent win at the game in real estate
• 1:19
  so let's get into this one
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  okay so the first thing that I talk to all agents about
• 1:24
  as my good friend Mike Sherard often says
• 1:26
  what gets measured gets managed
• 1:28
  and this is something that maybe
• 1:30
  you know when I got into it
• 1:31
  I was just hustling and doing the deals
• 1:33
  and we have this hustle culture
• 1:34
  that everyone thinks that they need to abide by
• 1:37
  well when I step back and look at it
• 1:39
  I was just doing things all over the place
• 1:41
  I was making money
• 1:42
  the times were good
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  so I wasn't really watching my spending
• 1:45
  and you know
• 1:46
  I needed some quarterly goals
• 1:48
  I read the 12 week year
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  and it kind of changed my perspective
• 1:51
  now from that book
• 1:52
  I still set annual goals
• 1:54
  and from there
• 1:55
  I worked backwards
• 1:56
  and make my quarterly goals based on the market
• 1:58
  based on the hot season
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  the slow season
• 2:01
  all of that
• 2:02
  but the importance of having those quarterly goals
• 2:04
  and actually trying to obtain them
• 2:06
  not just putting them up on a board
• 2:08
  and when you get to you know
• 2:09
  the quarters kind of sneak up on us
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  cause they're
• 2:11
  you know odd months
• 2:12
  obviously when I get to the end of March
• 2:15
  you know sometimes it's busy season
• 2:16
  I'm like ah
• 2:17
  whatever you know
• 2:18
  we don't have quarter to goals
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  but it's really important to continue to re center
• 2:22
  and re evaluate your goals
• 2:25
  and when I see
• 2:25
  re evaluate either
• 2:27
  there's two options in my book
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  either you line up for success
• 2:31
  and you're like okay
• 2:32
  the goals were good I met them
• 2:33
  I fell short whatever
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  or you increased them because they were too easy
• 2:37
  we never pull back
• 2:39
  right there should never be a time where you're like
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  oh you know
• 2:41
  the market was bad
• 2:42
  so I pulled back my goals
• 2:44
  I changed them
• 2:45
  you know I wanted to make 100,000
• 2:46
  but you know
• 2:47
  I'm only gonna be able to make 50
• 2:48
  so I change my goals
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  don't do that
• 2:50
  goals should only level you up
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  and not pull you back
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  so definitely
• 2:54
  don't change those goals
• 2:56
  the quarter
• 2:57
  deadlines and all of that
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  is a good time to reevaluate
• 3:01
  right if I'm falling short of my yearly goal
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  because I missed that quarterly goal
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  well I better amp it up
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  for quarter or two
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  I better change some things
• 3:07
  I better step it up
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  and that's exactly what I do in my business
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  and why I've been so successful
• 3:12
  to continue
• 3:13
  level up my real estate business
• 3:14
  each and every year
• 3:15
  no matter what the market
• 3:17
  when we're reviewing those goals
• 3:18
  make sure you look at the data
• 3:20
  what is it telling us
• 3:21
  what's the feedback
• 3:22
  maybe look at what you did during that quarter
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  that absolutely had you have your best quarter ever
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  or what you did differently
• 3:29
  and keep in mind
• 3:30
  real estate
• 3:31
  it has a lagging effect
• 3:32
  it's a lagging indicator right your
• 3:34
  your commission is a lagging indicator
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  because from
• 3:37
  you know first meet
• 3:38
  to contract to close
• 3:41
  it could be 90 to 200 days
• 3:44
  you never know
• 3:45
  but it's really
• 3:45
  I mean the things I'm doing today
• 3:47
  and the houses I'm showing today
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  will close you know
• 3:51
  maybe by the end of this quarter
• 3:52
  but it's kind of on that fringe
• 3:53
  as it's May 15th right now
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  so we're you know
• 3:56
  getting close to that 45 day Mark
• 3:58
  where you know
• 3:59
  I'll start to put stuff under contract
• 4:01
  for quarter three
• 4:02
  however you know
• 4:03
  understand that that's a lagging indicator
• 4:05
  but then look back
• 4:06
  another quarter
• 4:08
  and see okay
• 4:08
  what was I doing
• 4:09
  did I go on vacations a ton of times
• 4:11
  did I absolutely pour into my business
• 4:13
  and did I do a client event that
• 4:15
  that really spurred
• 4:16
  some interest
• 4:17
  or you know
• 4:18
  look at all of the little details that you're doing
• 4:20
  and all of your client touches
• 4:21
  it's really important to take a step back
• 4:23
  look at three to six months ago
• 4:25
  and see okay
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  how did that have an effect
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  oh that client event
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  you know yeah
• 4:31
  this two quarters later
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  I was seeing benefits from that
• 4:34
  kind of note that
• 4:35
  in a journal of sorts
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  so that you can
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  kind of prepare
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  in the future
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  to do the right things
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  and do the little things right
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  if you know
• 4:41
  something big's coming up
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  and you know
• 4:44
  your client event
• 4:45
  is in the summer
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  and it's just not converting very well
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  because then
• 4:49
  kids go to school
• 4:50
  and everybody's busy
• 4:50
  maybe we move that client event to the spring
• 4:53
  so that then
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  by the end of summer
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  or middle of summer
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  they're ready to rock
• 4:57
  so look at those correlations
• 4:58
  and find them
• 4:58
  and pull them out
• 4:59
  and stay the course
• 5:01
  but obviously
• 5:03
  what gets measured
• 5:05
  gets managed
• 5:05
  and you can move all of those things around
• 5:07
  you're in control
• 5:08
  you're the CEO
• 5:09
  so you can make those changes
• 5:10
  and that's really important
• 5:11
  to dive into that
• 5:13
  okay and so
• 5:14
  here's here's my
• 5:15
  correlation
• 5:16
  that I found from the data
• 5:18
  if I go back
• 5:19
  and look at
• 5:20
  quarter three Q4
• 5:21
  when our real estate market in 2022
• 5:24
  kind of took a turn
• 5:25
  right it didn't crash
• 5:26
  it didn't go crazy
• 5:27
  but it definitely
• 5:28
  wasn't on that
• 5:29
  steady upswing
• 5:30
  we had seen
• 5:30
  pretty much
• 5:31
  for the previous
• 5:32
  eight years
• 5:33
  when that happened
• 5:35
  especially with social media
• 5:37
  I saw a ton of people
• 5:38
  talking about
• 5:39
  the interest rates
• 5:40
  and kind of panicking
• 5:41
  instilling fear in
• 5:42
  in their audience
• 5:44
  and if I look at those agents
• 5:46
  that were instilling panic
• 5:47
  and their production
• 5:48
  their production was down
• 5:49
  in quarter one
• 5:50
  right maybe really
• 5:52
  down in Q4 depending
• 5:53
  some people
• 5:54
  still have the wave
• 5:55
  but quarter
• 5:55
  one was really a defining quarter
• 5:57
  in 2023 to look at
• 5:59
  and I can almost guarantee you
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  if you ask an agent
• 6:02
  hey did you have a record
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  quarter one
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  or a slow quarter
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  one you know
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  some people might say
• 6:07
  it was average
• 6:08
  that's fine
• 6:09
  maybe those
• 6:09
  guys are out of it
• 6:10
  maybe they don't produce content
• 6:12
  maybe you know
• 6:13
  it could go either
• 6:14
  way however
• 6:15
  the people that
• 6:15
  say they had their worst
• 6:16
  quarter ever
• 6:17
  were the ones that were on social media
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  and blasting out
• 6:20
  all the fear
• 6:21
  about the interest rates
• 6:22
  and all of that
• 6:23
  whereas the people that had record
• 6:25
  or you know
• 6:26
  above average
• 6:27
  quarter ones
• 6:28
  were out there
• 6:29
  saying okay
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  this is the market
• 6:30
  this is our current market
• 6:31
  these are what
• 6:32
  your options are
• 6:33
  you can do these
• 6:34
  temporary breakdowns
• 6:35
  that they came up with
• 6:36
  and all the fancy lending
• 6:37
  you know tricks
• 6:37
  they came up
• 6:38
  with but also
• 6:40
  here's the winners
• 6:41
  in the market
• 6:42
  myself included
• 6:42
  I had a really good quarter
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  one I was all about okay
• 6:47
  absolutely right
• 6:48
  interest rates are high
• 6:49
  you're gonna pay a little more
• 6:50
  the cost of living is going up
• 6:52
  but guess what
• 6:52
  rent's gonna go up
• 6:53
  as well with that
• 6:54
  on the back
• 6:54
  end of this
• 6:55
  so if we can
• 6:56
  get you into home ownership
• 6:57
  here's the positive
• 6:58
  reasons why
• 6:59
  here's why this market
• 7:00
  is great for you
• 7:01
  as a first time home buyer
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  because you're not competing
• 7:03
  because you can get
• 7:04
  an inspection
• 7:04
  because you don't have to come with an appraisal gap
• 7:06
  because sellers
• 7:07
  are willing to do concessions
• 7:09
  because they're getting tight
• 7:10
  because it's
• 7:10
  not what it was
• 7:12
  the previous
• 7:12
  eight years
• 7:13
  and so you take
• 7:14
  advantage of that
• 7:15
  and speaking to that
• 7:16
  and having a little flexibility right
• 7:19
  I talk about this
• 7:20
  in the niche
• 7:20
  marketing space
• 7:21
  like niche marketing
• 7:22
  and you know
• 7:23
  having your niche
• 7:24
  and the riches
• 7:25
  and the niches
• 7:25
  and all of that stuff
• 7:27
  is absolutely the case
• 7:28
  but if your
• 7:29
  niche goes down
• 7:31
  and they're not
• 7:31
  the winners
• 7:32
  in the market
• 7:33
  you're gonna have a
• 7:33
  winter there
• 7:34
  you're gonna have a
• 7:35
  cold season
• 7:36
  so you need to be willing
• 7:37
  to be flexible
• 7:38
  you know still
• 7:39
  continue to
• 7:39
  work the niche
• 7:40
  cause it will come back
• 7:41
  it's all cyclical
• 7:42
  however you're gonna have to find
• 7:43
  the winners
• 7:44
  in the market
• 7:44
  maybe it's the investors
• 7:46
  right maybe
• 7:46
  it's the downsizers
• 7:48
  or maybe it's
• 7:48
  the first time
• 7:49
  home buyers
• 7:49
  whatever that is
• 7:50
  if you're finding
• 7:51
  the winners
• 7:52
  finding the positive
• 7:53
  in the statistics
• 7:54
  because every
• 7:55
  statistic can paint
• 7:56
  a different story
• 7:56
  positive or negative
• 7:58
  I will tell you
• 7:59
  without a doubt
• 8:00
  if you were struggling
• 8:01
  in quarter one
• 8:02
  you go back
• 8:03
  to your content
• 8:04
  either it disappeared
• 8:05
  cause you got scared
• 8:06
  and pulled back
• 8:07
  or it was extremely negative
• 8:09
  and that's the correlation that I
• 8:11
  saw whereas
• 8:12
  if I saw people
• 8:13
  that were innovative
• 8:14
  and getting out there
• 8:14
  and putting
• 8:15
  information out
• 8:16
  regardless of
• 8:17
  what it was
• 8:17
  yeah the interest
• 8:18
  rates are 7%
• 8:20
  what are we gonna do about it
• 8:21
  what's it actually mean
• 8:22
  those are the people
• 8:23
  that were being
• 8:23
  successful so
• 8:25
  in the quarter one
• 8:26
  in the quarter two
• 8:27
  so take that
• 8:28
  into consideration
• 8:29
  when you're
• 8:29
  creating content
• 8:30
  we don't wanna ever
• 8:31
  misrepresent
• 8:32
  the market or
• 8:33
  put something out there
• 8:33
  that's not true
• 8:34
  but there's
• 8:35
  winners and losers
• 8:36
  as I always say
• 8:37
  in every market
• 8:38
  so you have to
• 8:38
  play the game
• 8:39
  and you know
• 8:40
  cater to the people
• 8:41
  that are winning
• 8:42
  and then obviously
• 8:43
  be a support right
• 8:44
  have empathy
• 8:45
  for the ones
• 8:46
  that are losing
• 8:47
  because they also
• 8:47
  need our help as well
• 8:49
  the truth is
• 8:49
  real estate
• 8:50
  transactions
• 8:50
  happen every day
• 8:51
  no matter what
• 8:52
  the market and so
• 8:53
  that's where
• 8:53
  we need to really
• 8:54
  focus our attention
• 8:55
  and our positivity
• 8:57
  because the content
• 8:57
  you put out now
• 8:58
  will affect
• 8:59
  your business
• 8:59
  in 90 to 90 days
• 9:01
  to six months
• 9:02
  I promise you
• 9:03
  there is absolutely
• 9:04
  a correlation
• 9:05
  you can look at it
• 9:06
  proof is in
• 9:07
  the pudding
• 9:08
  alright and
• 9:08
  that takes me to
• 9:09
  my next thing
• 9:10
  content is king
• 9:12
  you say but Jeremy
• 9:13
  I didn't put any
• 9:13
  content out
• 9:14
  I had a bad quarter
• 9:16
  I had a good quarter
• 9:17
  the truth is
• 9:18
  no content might as well
• 9:19
  be negative
• 9:20
  content right
• 9:21
  if you're sitting
• 9:21
  on the sidelines
• 9:22
  and you're not
• 9:23
  projecting your
• 9:24
  personality
• 9:25
  and reaching out
• 9:26
  to those people
• 9:27
  and serving people
• 9:28
  what are you
• 9:28
  in the industry for
• 9:29
  right everybody says
• 9:31
  and they're why
• 9:31
  that they love
• 9:32
  helping people
• 9:33
  well the truth is
• 9:34
  you can help people
• 9:35
  a lot better
• 9:36
  in a negative
• 9:37
  or a down market
• 9:39
  than you can
• 9:39
  in a positive
• 9:40
  market right
• 9:41
  everybody wins
• 9:42
  you get a house
• 9:43
  you get hundreds
• 9:44
  of thousands
• 9:44
  of dollars profit
• 9:46
  that's when
• 9:46
  everybody's winning
• 9:47
  make your worth
• 9:49
  providing content
• 9:50
  to those people
• 9:51
  in the colder times
• 9:52
  providing just a
• 9:54
  soft place to land
• 9:56
  rock solid support
• 9:58
  and that's exactly
• 9:59
  where your content
• 10:00
  needs to go
• 10:01
  and whether
• 10:01
  you're a Youtuber
• 10:04
  or just touch
• 10:04
  on Facebook
• 10:05
  and maybe talk to
• 10:07
  your parents
• 10:07
  and a couple
• 10:08
  people that
• 10:08
  you went to
• 10:09
  high school with
• 10:09
  on Facebook
• 10:10
  that's fine
• 10:11
  but put more
• 10:12
  content out
• 10:12
  people love to see it
• 10:14
  and it's not
• 10:15
  intrusive right
• 10:16
  if you put something
• 10:17
  about your life
• 10:17
  your job whatever
• 10:19
  real estate or not
• 10:21
  that's what
• 10:21
  Facebook is
• 10:22
  that's a place for that
• 10:23
  there is no
• 10:24
  rules outside
• 10:25
  of you know
• 10:26
  the Facebook rules
• 10:27
  that are pretty
• 10:28
  pretty gray
• 10:29
  in my opinion
• 10:30
  but you can
• 10:31
  go out there
• 10:32
  and you can place
• 10:32
  that content
• 10:33
  hey this is
• 10:34
  what I'm doing
• 10:34
  showing houses
• 10:35
  helping this
• 10:36
  seller get out
• 10:37
  of you know
• 10:38
  this home because
• 10:38
  it was a great time
• 10:39
  to downsize
• 10:40
  hey just connected
• 10:41
  a client with a lender
• 10:42
  they got into
• 10:42
  reverse mortgage
• 10:44
  all of those
• 10:44
  things are things
• 10:45
  that people
• 10:46
  you know will see
• 10:47
  and as humans
• 10:49
  we learn just by
• 10:50
  watching other
• 10:50
  people right
• 10:52
  just by seeing
• 10:53
  and you know
• 10:54
  just breaking
• 10:55
  down what other
• 10:55
  people are doing
• 10:56
  and then maybe
• 10:57
  we'll have the confidence
• 10:58
  and the courage to step up
• 10:59
  and say yeah
• 10:59
  maybe I need that
• 11:00
  reverse mortgager
• 11:01
  yeah maybe it's
• 11:02
  time for me
• 11:03
  to cash out
• 11:03
  and go you know
• 11:05
  by my dream home
• 11:06
  in the Midwest
• 11:06
  or whatever that is
• 11:08
  is very important
• 11:09
  and so if you have
• 11:10
  that content
• 11:11
  people will
• 11:11
  connect with
• 11:12
  that content
• 11:13
  they'll start
• 11:13
  to think about it
• 11:14
  and they'll
• 11:15
  come back so
• 11:16
  content is king
• 11:17
  video is king
• 11:19
  get your butt on video
• 11:20
  that's how you look
• 11:21
  and sound and
• 11:23
  at the end of the day
• 11:24
  video conveys
• 11:25
  I was actually
• 11:26
  writing an email
• 11:27
  to one of my
• 11:28
  sponsors the other day
• 11:30
  and I wrote it
• 11:31
  and it didn't
• 11:32
  sound right
• 11:32
  it didn't have my tone
• 11:33
  I wrote it again
• 11:34
  changed it didn't
• 11:35
  sound right
• 11:36
  finally I just
• 11:37
  recorded a video
• 11:38
  and sent it
• 11:39
  and it had exactly
• 11:40
  all my emotions
• 11:41
  and everything
• 11:41
  I needed to
• 11:42
  portray in that
• 11:43
  important email
• 11:44
  that I sent
• 11:45
  came out through
• 11:46
  that video and
• 11:47
  you know I get it
• 11:48
  people love
• 11:49
  to write copy
• 11:50
  and they love to do that
• 11:51
  but video is
• 11:52
  ultra important
• 11:53
  and then you
• 11:54
  can still have
• 11:55
  the writing
• 11:55
  and you can
• 11:56
  still have the copy
• 11:57
  with it but
• 11:58
  get on video
• 11:59
  portray that
• 12:00
  find those positives
• 12:01
  find the winners
• 12:01
  and your business
• 12:02
  will absolutely
• 12:03
  explode in 90
• 12:05
  to 120 days
• 12:06
  I bet you as always
• 12:07
  Jeremy Kane
• 12:08
  EXP Realty the
• 12:09
  Real Estate
• 12:10
  Agent Playbook
• 12:11
  if you want to
• 12:11
  book a game plan
• 12:12
  call with me
• 12:12
  check out that link
• 12:13
  below I'm also
• 12:14
  gonna post this video
• 12:16
  broker left leads
• 12:18
  if your broker
• 12:19
  is giving you leads
• 12:20
  it's a trap
• 12:21
  check out that video
• 12:22
  it's a good
• 12:22
  one we'll talk
• 12:23
  to you soon
• 12:23
  like comment
• 12:24
  subscribe and
• 12:25
  share the podcast
• 12:26
  with any of
• 12:27
  your favorite
• 12:27
  real estate
• 12:28
  agents that
• 12:28
  need to hear it
• 12:29
  we'll talk to you
• 12:30
  soon bye bye