Latest / The Real Estate Agent Playbook / AI Is Exposing What’s Broken in Real Estate Businesses

Transcript

AI Is Exposing What’s Broken in Real Estate Businesses · The Real Estate Agent Playbook

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  AI is exposing a lot of cracks in real estate businesses right now
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  not because agents aren't using it
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  a lot of us are the problem is
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  we're putting AI on top of businesses that were already inconsistent
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  if your follow up is bad AI can automate bad follow up
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  if your database is a mess
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  AI can help you move through the mess faster
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  and if there is no real strategy underneath your business
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  another AI tool isn't going to create one
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  so if you're doing five seven
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  maybe 10 deals a year and you're trying to figure out how AI
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  is actually supposed to help you
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  that's what I want to break down today
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  because I think AI is showing us exactly
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  what needs to get fixed before we start automating anything
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  or everything according to NAR
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  41% of agents are already using AI
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  but almost half of the agents using it say
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  it hasn't had a noticeable impact on their business
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  and I don't hear that and think AI doesn't work
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  I think a lot of us are simply starting in the wrong place
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  we're asking what's the best AI tool
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  what's the best AI CRM what should I automate
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  and I think the better question is
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  what am I actually trying to fix
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  because if you don't know that
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  you're probably just buying another subscription
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  and real estate agents are really good at collecting subscriptions
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  myself included we've got a CRM
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  a dialer a social media schedule three lead sources
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  now six AI tools
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  and somehow we're still wondering why our phone isn't ringing
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  the tool isn't necessarily the problem
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  the business underneath it might be
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  it takes follow up an agent gets a new lead and says
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  I want AI to automate my follow up
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  okay what follow up
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  what happens when the lead comes in today
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  do you call them do you send a text
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  what are you asking them what happens tomorrow
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  and what happens if they respond and what happens if they don't
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  and most importantly when does the automation stop
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  and you actually step in as a human in the loop
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  if we don't know the answer to these questions
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  there really isn't anything intelligent to automate yet
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  we're just automating confusion
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  and that's become one of the biggest rules with AI
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  don't automate confusion figure out what should happen first
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  then technology can make it easier to happen consistently
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  the same thing is happening with our databases
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  most real estate agents are sitting on one of the best assets
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  they'll ever own people
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  past clients old leads
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  homeowners friends
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  people they met at an open house three years ago
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  that buyer who said they were waiting until rates dropped
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  there are relationships sitting all over our CRMs
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  but a lot of times there's no actual plan for those relationships
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  then AI shows up and we say great
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  AI can work my database okay
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  but what do you want to do
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  with it who should you actually be talking to
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  who needs a personal phone call
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  and who needs an annual review
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  who bought five years ago
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  and may have a completely different financial situation today
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  are there any investors
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  who owns a home that no longer fits their family
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  who's a lead that was never really a lead in the first place
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  AI can help us organize information
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  it can summarize it it can help identify opportunities
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  it can prepare communication
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  that's incredibly useful
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  but I can't magically turn a neglected contact into a relationship
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  you still have to be the relationship
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  and content is another place you can see this really clearly
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  an agent opens up chat GBT or
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  you know Gemini or Claude
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  whatever you're using and says
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  give me 5 real estate posts for this week
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  and it does 5 perfectly acceptable posts
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  you copy them you post them
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  you record them whatever you're doing
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  nobody cares and then we decide AI content doesn't work
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  that's not really the lesson
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  the lesson is that generic content doesn't work
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  and AI just allowed you to create more of it faster
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  who are you talking to what are they struggling with
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  why should you care or they care about what you're saying
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  what do you actually believe about the topic
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  what do you want them to do next
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  that's the strategy AI should help you execute the strategy
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  it shouldn't be responsible for inventing the reason
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  your business exists
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  and I think that's what keeps showing up over and over and over again
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  AI is forcing agents to answer questions
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  they probably should have answered before AI existed
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  what is your follow up process
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  what is your database strategy
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  what is your content strategy
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  and how do you service a listing
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  where does your business actually come from
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  where does it all fall apart
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  that last one is a big one
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  if you're doing seven transactions a year and you wanna do thirty
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  and I ask how many conversations did you have last month
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  how many appointments did you create
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  how many people signed with you
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  how many people went under contract
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  you have to know your numbers
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  because if you tell me you have no idea
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  then I don't think our first conversation needs to be about AI
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  or another tool that's gonna magically solve your business
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  because what are we optimizing
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  we don't even know where the leak is
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  AI can't optimize a business you haven't measured
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  and none of this means I think agents should stay away from AI
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  it's in fact exactly the opposite
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  I use it constantly we're building with consistency
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  we're building it constantly
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  but I think the useful version of AI
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  is a lot less exciting
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  than some of the stuff people are selling online
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  and a lot of the value is simply removing the friction
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  and if I just finished a meeting
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  I can summarize my notes if I've gotten information
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  scattered all over the place
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  five places help me organize it
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  if I'm building content
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  help me turn one of these strong ideas into several pieces
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  without recreating everything from scratch
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  if I need to prepare for a conversation
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  help me think through the objections before I get on the phone
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  before I go to the listing appointment
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  if I'm doing something repetitive over and over and over again
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  help me figure out which part of it doesn't need my brain
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  every single time that's the value
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  and maybe even more importantly
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  AI can help us become more consistent
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  think about the listing example we talked about in the last video
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  your listing is sitting your seller needs to hear from you
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  AI can help you organize the showing feedback
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  it can help you summarize competing listings
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  it can also help you prepare the market information
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  it can help you make sure the weekly update
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  doesn't fall through the cracks
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  I love that but I'm still calling my seller
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  I'm still looking at the data
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  I'm still giving them my personal recommendation
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  I'm still responsible for the conversation
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  AI should help me show up better
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  it should never become the reason I stop showing up
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  that's a really important distinction
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  because there are parts of this business
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  I don't think we should be trying to remove ourselves from
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  especially the judgment the context
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  the negotiation reading the person sitting across from you
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  that's a big skill right now
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  that a lot of people are kind of foregoing
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  knowing when the technically correct
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  answer isn't actually the right recommendation for this client
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  and knowing when something AI gave you is simply wrong
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  an RPR survey found accuracy was the No. 1 AI
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  concern among agents surveyed
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  that doesn't surprise me at all
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  AI can be wrong it can hallucinate
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  and it can be wrong while sounding
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  much more confident than most humans do when they are wrong
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  so I think there's an interesting thing happening here
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  the faster the technology gets
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  the more valuable good judgment becomes
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  and that's actually what we're seeing
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  when we work through AI with agents
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  usually the breakthrough isn't
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  oh look at this new tool
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  it's somebody saying I want to automate this
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  and then we start asking all the questions
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  what are you actually trying to accomplish
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  what happens first what information do we need
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  what should happen automatically
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  and what should never happen automatically
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  what happens when the client responds
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  when does the agent step in
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  and by the time we answer all of that
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  we've usually discovered something important
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  the real breakthrough wasn't the AI
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  we finally defined the process
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  now AI has something useful to work with
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  that's the order I think makes sense
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  find the friction understand the process
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  figure out when your judgment belongs
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  and then ask AI to help you
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  not the other way around because AI isn't creating most of the cracks
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  it's just exposing them it's exposing inconsistent follow up
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  neglected relationships content without a purpose processes
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  nobody ever really defined
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  businesses where the agent doesn't know their own numbers
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  and I actually think that's a good thing
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  because once you can see the crack
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  you can fix it and that's exactly the kind of AI
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  conversation I want us having inside our group
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  Carbon Collective not what's the coolest tool this week
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  but what problem are we actually solving
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  because once things actually move forward
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  and we're on to the next tool
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  and we forget all of that process that we put into
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  say chat GPT
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  and now we're over on Claude
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  and then Claude starts to suck and we're back on chat GPT
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  we have to understand that
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  so we have to know what problem we're actually solving
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  where are we wasting time
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  where should technology make us more consistent
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  and where does the agent absolutely need to stay involved
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  if those are the kinds of conversations you're just not getting
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  from your agent friends
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  from your brokerage from your spouse
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  comment pass below
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  and I'll send you a link to see what's inside of Carbon Collective
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  with us absolutely free
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  no obligation just come and see what the difference is
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  come to the coaching see what we're working on
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  bring the problems you are actually dealing with
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  and decide for yourself
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  whether it's a room that's useful for you and your business
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  because here's what we're doing next
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  before you start automating your business
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  you probably need to get really clear on what you're trying to build
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  so in the next video
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  I'm talking about the exact agent this channel is built for
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  so make sure you hit that subscribe button
• 10:14
  maybe you're doing five deals 7
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  10 you've proven you can sell real estate
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  but you want to get to thirty
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  I'm going to show you where I would start
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  what I'd measure and what I would fix first
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  and I can tell you right now
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  my first answer isn't going to be go buy more leads
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  that's what we're getting into next
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  if you're interested in learning more
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  don't forget to comment
• 10:35
  pass hit the subscribe button because we are diving deep into this
• 10:39
  we're staying focused on this mindset of agents and leads
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  and everything that we need to help you get a win
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  today in real estate no matter where you're at or who you are
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  or what you've done or what you haven't done
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  let's dive in let's fix the business right now
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  because this market has so much opportunity
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  and I want you to succeed in finding that opportunity
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  and absolutely crush the next three
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  six 12 months
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  and then once we're through the little market issue
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  then maybe you are on top
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  and your business looks completely different than it does today