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Transcript

Why Your Neighbors Keep Hiring Other Agents (And How to Stop It) · The Real Estate Agent Playbook

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  imagine this you're getting ready for another day
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  going out to show houses
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  super excited to take on the world
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  and you back out of your driveway
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  and there's a real estate sign in your neighbor's yard
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  freshly planted for sale sign right there
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  right in front of your face
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  it hits you like a smack in the face
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  this recently happened to me
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  and the ultimate truth is it's my fault
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  I'm gonna discuss
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  all the things that I'm doing in my business
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  to implement so this doesn't happen again
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  and I want you to know
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  because I don't want you to have that feeling
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  and if you have had that feeling
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  let's never have it again let's go
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  what's up guys
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  Jeremy Kane with the real estate agent playbook
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  super excited to dive into this one
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  because oddly enough I actually asked my dad
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  20 some years ago when he was an agent
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  doesn't it just drive you nuts
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  when you see another agent sign in your yard
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  well this happened to me most recently
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  with a neighbor directly across the street
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  and it was no hard feelings
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  it wasn't anything but ultimately
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  I just didn't
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  provide them enough value for them to reach out to me
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  when they were looking the list
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  not that I wasn't trying
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  not that I didn't have the garage sales
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  and the block parties and all the things
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  but I wasn't as intentional as I should be
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  so the reality is is that there is growing inventory
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  right and so
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  this could happen more
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  because there's more homes going on the market
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  than we've had over the last 10 to 15 years
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  in our market and if we step back and think about this
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  we have to understand that
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  we have to really understand that hyper local market
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  we have to be able to talk about these things
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  and we have to be able to ask direct questions
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  because this neighbor had talked to me
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  asked me questions about real estate before
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  I provided the answer was being the cool neighbor
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  not super nosy not super dialed in
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  and the honest truth is on my list
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  they weren't the first people that I thought
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  would be moving off of this
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  this street doesn't mean that I'm putting any more in
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  you know interest or investment into these other people
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  but ultimately it came down to a situation where
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  they were kind of on a roll
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  they were doing the things
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  they're planning the future
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  plan their life
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  their sister had an agent referred them over and Bam
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  there you go that signs in my yard
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  they made a quick decision
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  they're moving to Arizona
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  they're you know
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  gonna have a summer spot down in Fairplay
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  and here we are right
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  and so as we kind of step back and think about this
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  ultimately it was my fault for
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  first of all assuming that
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  they wouldn't be the first to put the sign
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  in the yard and not focusing as much attention on them
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  but also that it happens quickly
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  and if it happened so quickly
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  and to not be top of mind
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  even though I was top of mind when they sent the text
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  you know
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  Sunday evening after our community garage sale
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  after they've thrown some stuff in my garage garbage
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  right and the big dumpster that I provided um
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  it it ultimately wasn't me that was top of mind
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  when this plan came to fruition
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  and granted the sister was there and so on
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  but had I been top of mind
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  it would have been an easy oh no
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  our neighbor's a great real estate agent
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  he's provided us a ton of stuff so we're gonna
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  you know go ahead and list with him
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  let's give him a call right
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  so that's where I was not
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  that's where I was not present that's
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  that's where I was not present top of mind for them
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  and so
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  you have to understand that there are ways to do this
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  and we could always you know
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  pour as much as we want into
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  we're never gonna get 100% of them right
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  but I'll be happy with 80
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  90% market share for sure
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  and so as we progress through this kind of mindset
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  and the shift certainly frustrated yes
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  did I make a big scene about it
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  no um
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  did I you know complain to my wife about it
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  for sure did I make
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  jokes with the other neighbors after they left
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  about them not listening with me
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  yes uh
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  in a way to you know
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  leverage this event a bit
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  cause they were all surprised as well
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  and so as we kind of move through here
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  we wanna talk about the opportunity that you have to
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  become that local expert to really farm an area
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  and we're gonna talk all about a whole farming strategy
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  in a neighborhood hub in a second
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  but then again in another video
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  so next the next video posted
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  will absolutely
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  dive deep into creating a neighborhood hub
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  but for now if you can just have that ability to
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  put some content out first of all
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  if you live there
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  it's super easy to get the content right
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  every single night you're going on a walk
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  you're doing this stuff
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  you're eating at the restaurants
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  you're getting your haircut
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  you're doing all the things in the local
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  hyper local community so
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  you just need to leverage this little cell phone thing
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  and take some video and some content
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  but ultimately
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  if you do these really high level neighborhood focuses
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  and things like that you can utilize
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  and reutilize this marketing and branding
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  to position yourself as a neighborhood expert
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  because I I don't know about you
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  but I've been you know
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  up against the neighborhood expert pretty often
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  and typically I can handle that objection by saying
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  you know we we have the typical you know
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  we all have access to MLS
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  we have the same data
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  here's what I do to market your property differently
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  and I usually come out on top there
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  in the event that I didn't
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  wouldn't it be cool to have that in your neighborhood
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  that synergy of this is the go to guy
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  he lives here he knows it
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  he knows everything about it
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  he has some fires that want to move in
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  he has all the things and so
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  if you are able to really take this to the next level
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  and you're getting that content of the restaurants
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  and the lifestyle and all the things
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  you can use it for multiple listings
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  you can use it for multiple
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  other lead generation pieces
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  but it's also right next to you right there
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  but you have to do it right
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  you have to highlight the new parks
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  you have to highlight the new breweries
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  you have to do these things that you know
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  ultimately are bringing the you know
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  Avatar that's moving into this community
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  into the community
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  and so if we kind of push forward and we're
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  we're looking at this
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  it's it's about offense going on go on offense
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  start with general marketing right
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  it's okay to put out general marketing
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  for this neighborhood you know
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  these are the amenities this is what we offer
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  these are the restaurants
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  this is the lifestyle
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  you can go ahead and put that out there
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  and then you can always keep that in your piggy bank
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  as long as you know
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  new businesses and things aren't open or there's a new
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  better restaurant or whatever
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  but you can use those things multiple times
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  and you can use them in B roll and your
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  videography for the listing
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  you can do a lot of different things
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  with that piece of content
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  but it has to start from the front end
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  it has to be that right so
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  instead of just being the neighborhood guy that
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  sends mailers and throws a party here and there
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  you need to be the neighborhood guy
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  that highlights why it's so amazing to live here for
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  you know X
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  y Z and and then ultimately you will see that shift
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  right you will have that position
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  and the the honest truth is
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  this neighborhood hub concept comes from a lot of this
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  you know hyper local farming and all the farming
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  the traditional farming stuff
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  the door knocking the open houses
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  the mailers everything the calls
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  whatever it is that you're doing
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  to farm a specific community
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  if we can create some sort of social platform right
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  whether you know it's
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  it's a Facebook group
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  or maybe it's an AI chatbot that helps
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  you know find the best restaurants or whatever
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  life's living in Lakehurst West or whatever it is
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  if you can kind of grow that up
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  and build something that's cool
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  that people kind of pour into
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  especially if it's AI
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  cause you can put your information
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  in the back end and always have
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  you know your
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  your information readily available or a Facebook group
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  you know those are absolute people love them um
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  people get a little crazy on them sometimes
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  but if you're an administrator of a
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  of a hub where you can put out this content
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  you can troll the content
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  you can you know
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  that's a great way to communicate
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  if you are having a community garage sale
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  or a block party or
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  you know someone loses their cats or anything
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  if it can be a resource for the people
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  and everybody's on it and it's engaged
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  and you're doing the work
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  and you're putting some of the content up
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  that's highlighting some of the areas in the area
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  there is an absolute
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  amazing opportunity to truly push that neighborhood
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  you know market share to 75 80
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  90 hundred percent even if
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  if you're doing the right things
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  and so having that peace
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  and we're gonna do an entire video next on
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  building that out and some other ideas and some more
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  go a little bit more in depth
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  but if you have that
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  and you can start to dump content in there
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  and you can start to have it be an ultimate resource
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  for everybody maybe they're not even
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  you know talking at the bar that one day and saying hey
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  like this is a crazy idea what do you think sister
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  right and maybe they're on there looking at what it's
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  gonna look like to exit this community and
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  you know where they're gonna go and you never know
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  but as long as you have a place
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  where it's easily communicated email
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  text I mean all of that stuff's a little bit direct um
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  ultimately for some of those things
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  and it's nice to kind of have
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  you know the ability to hop on there
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  see what's going on
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  see if there's anything going on this weekend
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  that kind of stuff
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  versus having direct text that you have to respond to
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  you have to RSVP to and you have to really
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  you know have another you know mental focus for that uh
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  so using social media is absolutely key
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  um in growing this up
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  so then if we really step back and we're like okay
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  this is what we're gonna do right
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  this is how we do it
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  we have so much power in marketing those listings
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  we have a ton of content we have a ton of information
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  we know those you know we've seen
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  we've obviously pay attention to what homes buy and
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  are bought and sold in the area
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  you know those price points
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  you know how to price it and ultimately
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  you can use this as an absolute
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  game changer for your business
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  and getting your sign in
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  in the neighbor's yard versus someone else's
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  and then from there it's all gravy
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  you position yourself as the expert
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  you perform over and over and over again
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  from the neighbors it grows like wildfire
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  even the people that are coming in and buying
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  the property know that
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  you know they're
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  they know who the listing agent typically is
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  if they did a good job
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  and now the listing agent is now their neighbor
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  and it's your job to rinse and repeat right
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  it's your job to make turn them into your next
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  you know clients not that you want them to move out
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  but as a referral source or whatever it is
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  to start building those bonds
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  because ultimately they're your neighbor
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  they're the yard you're gonna see
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  driving out of your driveway every day
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  and you want to have those connections
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  to help grow your business
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  and if you do the work on the front end
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  you don't play defense
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  you create some sort of neighborhood hub
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  and then you're able to bring it home
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  because you are the expert
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  you know the days on market
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  you know all of these things
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  you will absolutely
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  list more homes in your neighborhood
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  then you won't and that's what we're going for
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  so I hope this kind of gave some perspective
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  you can't stop your neighbors from calling
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  another agent
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  but you certainly can make it really difficult
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  or even make them regret it if they don't call you
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  because your knowledge because your background
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  because of how you've positioned yourself
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  in that hyper local market
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  so hope this helps like comment
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  subscribe if you have any questions
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  or you just want to talk about losing a listing
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  we can trade war stories and go from there
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  book a call below we'll talk to you next time