[VIDEO] Interview : NILE CEO with Jeffery Brogger from Lockbox

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0:29 welcome to lockbox my name is jeffrey broger and i am here today with khalid


0:34 yatim call it thank you so much for being with us jeffrey delighted to uh be here with you


0:40 thank you so much for having me my pleasure so why don’t you kick it off by telling our listeners who you are


0:45 and where you’re from yeah my name is khalid i live in los angeles i originally grew up


0:52 in the san francisco bay area i kind of got originally into real estate since this is a real estate podcast


0:59 my parents are my dad’s an engineer my mom’s an academic from a very very early age i loved real estate i was always the


1:05 guy that was going into open houses or you know this seven-year-old kid that you know loved to tour construction sites


1:12 i got my real estate license right out of high school i became the youngest broker of california at age 20. i really


1:18 have just loved loved the business ever since pretty much predominantly i’ve worked across california mostly lived in


1:24 california and currently in l.a awesome yeah great synopsis and i love how you


1:29 talked about how you got into real estate that was going to be my second question if you didn’t dive right into it so that’s a great story that you got

1:35 into it right after high school i almost had the exact same story but i chose to

1:41 do cutco sales instead of real estate sales at 18. which uh took me on an amazing journey

1:48 and learned a lot from that and then i ended up circling back and i was an investor through my 20s marketing agency

1:55 and now i actually do have my license uh in my real estate license i got it last year and i’m doing commercial but yeah

2:00 just i like was so close i literally took the classes and i almost was gonna take the test and it was so close to

2:06 having a similar story so that’s awesome to dove in right after high school and got started early so nowadays i’m i’m

2:13 curious what the transaction volume of you and your team you know where you at today and then i

2:19 have some follow-up questions so that you can help those that are trying to get to that level yeah you know i’ve sold across my career

2:27 you know i’ve sold about 500 million dollars in real estate was a top producer from a very early age

2:33 what we’ve been doing at our company now our is we’ve been building a software platform to help real estate agents

2:42 deliver an ultimate client experience streamline their business streamline the client experience to boost volume and so they

2:50 can they can have more time to deliver you know those personal touch points um

2:56 and that kind of extra level of service in the last you know year we went through a you know we started building

3:02 software a couple years ago in the last year we’ve done something around 50 million dollars in in volume

3:07 in our beta and uh i think we’re going to have a really terrific uh terrific

3:12 2022 you know what we’ll definitely be well into the six figures i’m sorry the

3:17 nine figures in uh in sales volume that’s amazing yeah and i definitely am curious about that so

3:24 you mentioned software that streamlines the client experience right so you took your

3:30 experience of you know 500 million plus in in volume and all those transactions

3:35 that that led to that and then you you created this like very linear buyer

3:41 journey with all the support and this very linear seller journey with all the support is that am i like understanding

3:46 software properly yeah the way that you know i fundamentally believe that

3:53 real estate is a human to human experience first and foremost and as as

3:58 an agent and a broker i know very much the value of a real estate

4:03 agent and i think one of the key you know one of the key drivers that

4:09 makes real estate agents so invaluable to to a transaction

4:14 is that they give people the confidence and the assurity to say yes and to take

4:20 that next step and when we started thinking about the real

4:26 estate transaction itself it was literally looking at what do people do

4:31 better than humans or what do people do better than technology and what does technology do better than

4:38 people and you know so we started thinking about it where like at the core you know

4:43 we want the human to lead the experience but there’s so many things you know in a real estate transaction 

you know there’s

4:49 tremendous amount of paper volume that’s that’s you know common to the transaction of the you know past 20

4:55 years you know you don’t need to write your name a hundred different times you know on 100 different pieces of paper so

5:02 we looked at best practices of software companies who said okay let’s ask the

5:07 sellers all of the legal compliance and all the regulatory questions that they need to answer in a format that they can

5:13 do on their phone right or a format that they can do uh you know what their computer that they’re used to and let’s automate that

5:19 you know let’s create a digital negotiation process so you know we can

5:25 create more activity for for homes rather than having you know a paper embargo where where you know you’ve got

5:32 to take two hours to prepare an offer we looked at all of these different things and really tried to build an end-to-end

5:38 experience led by an agent where there are dashboards and interfaces for both

5:44 seller and for buyer and it’s complex complex software but the complex

5:50 software produces that useful experience for agents so they can do their job

5:55 well so they can really step into being that salesperson that

6:01 they’re really quite good at i think it’s a travesty that so many talented

6:08 charismatic sales people real estate sales people are the some of the best sales people in the world i mean you you

6:15 know coming from cutco i mean that’s you know that you’re probably you know top one percent of sales people if you can

6:21 sell knives i mean that’s that’s a big deal you know that’s that’s that’s hard and you know you look at real estate

6:26 agents and you know they’re terrific sales people and let’s get them focused on selling not being glorified legal

6:34 aids and that’s really what we’re focused on doing nice yeah i love that really letting software

6:41 and technology play to its strengths and letting humans play to their strengths that’s exactly

6:48 right yeah that’s awesome and what is that like for you going through a career of being

6:54 inundated by paper as a real estate professional and now actively building a solution to help

7:00 other agents that are encumbered by this this crazy paper-heavy lengthy

7:06 transaction you know jeffrey i actually you know my journey is going from uh you

7:12 know real estate agent at 18 to you know a founder at 35

7:18 i have over the last couple of years of building i’ve loved almost every minute

7:23 of building this company i mean there’s been a tremendous amount of pain and

7:28 challenge and uh you know being a founder and and you know trying to to

7:34 kind of break out of your shell and grow into that role and so i can’t by any means say it’s been you know easy every

7:40 day but the work in building the product has been honestly one of my favorite things i mean you could you i’ll get up on a

7:46 saturday morning just to jump on and figure out what questions need to be mapped to you know what report and you

7:52 know we go through we built software so across 2 700 zip codes in california we

7:57 know exactly who pays for what and how much that was a joy for me to work on and what and what i really enjoy the

8:05 most is when our agents you know go through a transaction and the paperwork is all automated once the onboarding is

8:11 done and to see that in in the wild and be able to see somebody take that and deliver it to you know buyer’s agent

8:18 without having to do it without this sounding to sales pitch i i really love it it’s it’s my favorite thing it’s like

8:24 it’s like seeing my kid go to college or something like that it’s it’s it’s that accomplishment of helping somebody else

8:31 yep absolutely it is a fantastic feeling to bring something to market

8:36 and watch it work and watch it improve someone else’s life and then be able to

8:42 create a case study like one of the toughest things for me owning a digital marketing agency in the

8:47 real estate space is actually just stopping and looking at results and and case

8:53 studies and looking and you know having my team and i kind of put things together based on

8:58 tracking because tracking with digital marketing is difficult when it comes to real estate transaction you know

9:04 sometimes the wife fills out the lead form but the husband is the one on the loan and it’s tough to reconcile 


9:10 single transaction from it but when you point out for example like a 12-time return on ad spend you know that 


9:16 like one of our case studies and it’s just like man that was a game changer for that agent in that market and you know that they’re

9:22 still with us to this day and and so when you when you stop and you see it in the wild you reflect it’s it’s powerful

9:28 so i could definitely relate with that um yeah this one oh yeah go ahead i was gonna say i you

9:34 know i think the power of marketing as you know something that i

9:40 think is sometimes not as well understood by real estate agents especially earlier in the

9:46 career if you look at the difference between agents that market versus not there’s

9:51 it’s really when you start investing in marketing and awareness and building that

9:57 it’s you really start to develop an asset you really start developing a really well-oiled machine around your

10:03 business so it’s a really important thing to lean into as an agent i think

10:08 yep i couldn’t agree more and there are ways to market and get results

10:13 now and then there’s also that residual benefit of the brand awareness and if you’re going to stick with it for a 


10:19 period of time you know that’s all just adding value adding people to the database a lot of my top clients are

10:25 like just it’s all about the database right so i mean if you take

10:31 one agent who’s doing no types of marketing and is relying on that two thousand or three thousand people

10:36 from their cell phone that they came in as a new agent with as opposed to a different agent that’s just spending just you know a consistent

10:43 amount per month on you know mailers and facebook ads and google and just just little things and

10:50 his database is slowly growing over time in 10 years who do you think is going to be the most successful agent right like

10:56 the person that has five or six or more times the people in their database

11:02 so uh yeah it’s super powerful over time um what i was going to ask you was

11:08 your entrepreneur habit that you attribute the most success to and the reason i ask that is because this

11:13 podcast really is is a podcast designed to distill down the action items for success from top real estate

11:20 professionals so i’m curious you know is there a single habit from your real

11:25 estate career that also then has been a staple of your success now being a

11:31 founder of a software company is there is there a common thread there yeah i mean i think that whether you are

11:38 building a real estate career as a you know as a salesperson and a solopreneur or whether

11:44 you’re building a software company you know it’s a lot of the the core

11:50 elements of success are very very similar right so it’s like i think for i think drive is you know

11:57 one of the very very key importance that intrinsic burning desire to

12:02 wake up in the morning and work on your craft whatever that is i’m very lucky in that i do very much

12:09 love what i do and i love both hemispheres of it i love the software side and i love the real estate side um

12:14 and so i feel very blessed and when you enjoy the work that you do i think that your output is orders of

12:21 magnitude greater so it’s like really leaning into what you love about your work not to say

12:27 that it’s always going to be you know roses and you know you can just work on the things that you love

12:33 but i think you know loving what you do is super important i think that chunking

12:38 is a really important thing you know eating the whole elephant is

12:44 you know never gonna it’s just overwhelming right but if you break things down into okay i want to achieve 30 

deals this

12:51 year okay well how i’m going to have to talk to you you know i’m going to have to you know i go on this many 


12:57 appointments or work with this many numbers of buyers and i’m going to have to have this level of awareness and really just kind of like

13:04 starting with your goal and working from the you know the bottom in steps i think is another important thing and the last

13:10 part that i’ll that the kind of step three is the value of working with a coach my

13:15 co-founder tim and i we work with we work with an executive coach that helps guide us and lead us

13:22 and you know keep us accountable for our goals and we’re at the top of the organization but it’s nice to have even

13:28 some accountability on you know above us you know we have a board of course but just somebody that we 

work with you know

13:33 on a regular basis is tremendously important wow couldn’t agree more and

13:39 your concept of drive being one of the most important aspects or the you know most important

13:46 reasons why you’ve been successful i think it does have a lot to do with it i mean

13:51 you just kind of can’t teach ambition or drive like there’s that hunger that you know you

13:58 could teach tactical skills and you can teach negotiation skills or selling skills but

14:04 you can’t teach drive you know so yeah that’s that’s definitely a major major

14:10 part and for me man i remember being a kid being you know like 10 years old and like both

14:16 my parents were entrepreneurs and so i grew up in a bit of a different world than a lot of people that had

14:22 their parents going to nine to fives you know i saw my my both my mom and my dad you know to a degree 

like loving what

14:29 they did and and working a lot and i would work help with the family business as a kid and

14:34 you know they give me like five bucks here and there to just go do little like menial tasks but being a part of that

14:40 really shaped me and it was interesting to see how then once

14:45 i got into business i had this just hunger to do my own thing because like i didn’t

14:52 ever really find an employee position that fit and that suited me and it was because my ambition was so great 


14:59 remember i remember sitting in an interview and and uh i was like third third interview

15:04 down like getting to the executive teams of this corporation and they’re like what are your goals within the next 10 years and i said i’ll make a million

15:11 dollars in a single year before i’m 30. and they were like well you’re not going to do that here so

15:17 [Laughter] that’s great i didn’t get the job

15:24 and probably for the better you know and and so i that drive there’s just there’s something to that so thank you no i you

15:30 know you know it’s so interesting that you say that because i was out of i went to the university of

15:36 southern california marshall school of business for my um undergrad and i really wanted to

15:42 get the taste of corporate life so i went to work uh for a large bulge

15:47 bracket investment bank and um you know i really realized there that man i’m

15:53 really not cut out for this corporate world right and i and you know i remember you know i had applied to a

15:59 bunch of jobs and i’m like there’s just like god doesn’t want me to have a job like you know it’s like there’s like it

16:06 does there’s the corporate thing just wasn’t aligning with me it just you know when you kind of know that 


16:12 entrepreneurial and you know i think real estate agents understand this for him firsthand like that going back to that drive that burning desire you know

16:19 you’re it’s just a different wiring in your brain and it’s really hard to i

16:24 think then fit that square peg into a round hole and for me

16:29 where i’ve struggled is when i’ve tried to be somebody different than i am you

16:35 know when i wanted to you know work in you know corporate mergers and acquisitions

16:40 it was really trying to be somebody i wasn’t but when i really started leaning into being an entrepreneur

16:46 and you know being a founder which i love so so dearly and the cells

16:53 and the nerves in your body just wake up in such an interesting way where they never woke up that way 

when i you know

17:00 went to the 60th floor of a you know tower in san francisco yeah and for some people that does it

17:07 but for you and i it doesn’t that’s right yeah so i would

17:12 be really interested to hear your take on the future of the real estate industry being on the forefront

17:19 of automating the the paperwork aspect of the real estate transaction

17:24 i mean you’re obviously on the cutting edge of helping to innovate an industry that in a lot of

17:30 cases is is relatively far behind um it’s especially the commercial side oh my gosh i mean there are light years

17:37 behind the residential side and i feel like the residential side was pushed by

17:42 kovid to do to implement certain things that caught them up but real estate’s an old industry and you know i i’m just i’m

17:49 just curious i don’t want to like plant too many seeds and skew your answer but what are your like five or ten year

17:55 projections into the real estate transaction like will the real estate transaction be

18:01 mostly automated by 2030. what are your projections well i think that there’s going to be a lot of

18:08 automation inside of a real estate transaction where humans lead where humans are continuing to lead

18:15 that process i have a few you know one of the things that we’ve seen is you know we have we build

18:20 negotiation software so you can negotiate for a house right inside of our platform you know agent to agent

18:26 what we’re finding is that homes on our platform are selling for four percent more than their direct comp and that’s

18:32 the benefit of technology right you are stimulating more interest for the property you’re generating more offers

18:38 for the property you’re able to negotiate you know more efficiently you’re able to sell the home for more money anytime you see

18:45 positive results like that i think that the industry will continue to lean into you know technological avenues that

18:52 produce better results and you know a seamless experience you know where you

18:57 know consumers are changing obviously tremendously postkovid and i think you

19:03 know uh mckinsey i think uh did a study that said that there was about seven

19:08 years of technological acceleration in the world in the last you know 24 months

19:14 of covet i mean seven years i mean that’s a lot of you know that’s just a tremendous amount of advancement and and

19:20 um i think that the real estate industry we see it every single day with the folks

19:26 that we’re talking to and that understand there’s there’s something percolating in real estate in

19:31 residential real estate right now and the industry is understanding that innovation is happening now

19:37 you know the other part of it is there’s a lot of there’s a lot of changes at the macro level right there’s there’s the

19:43 department of justice that is you know investigating real estate commissions there’s you know five class action

19:50 lawsuits that you know looking at the same thing really g’s just you know ryan gorman at real estate just came out and

19:56 said you know buyer’s agent’s role is going to change and what we look at is is saying

20:03 we need to keep people in this process for all of the

20:09 important reasons that i’ve mentioned earlier but we need to enable them to be able to do more volume and 

do things

20:15 more efficiently and i think that that’s what i see happening in the next five years my my my dream

20:23 jeffrey is i think you know there’s a million homes for sale in america like there’s only a million homes like that’s

20:29 not a lot of homes right and you really start looking at why

20:34 right and buying and selling a home is the third most stressful event in a person’s life

20:40 right behind death and death of a family member and divorce of a spouse and it’s

20:45 a complicated cumbersome process and i don’t think that’s spurring anybody on

20:51 to do take on that process more often right and so what we what i look at is i’m

20:56 like let’s create let’s increase volume let’s increase velocity let’s get real

21:01 estate agents doing you know 50 deals or 100 deals a year versus you know 10 or

21:07 15 or 20. and i think the way that we do that is by creating a frictionless experience and being able to encourage

21:15 you know your your neighbor or somebody in your community to say hey you can buy the home up the street after two years

21:23 no problem like we can create and and facilitate movement in inside of markets

21:29 and i think that that is going to be a big boon for the industry once we unlock

21:35 this real estate transaction and make it a lot more efficient and seamless for folks and i think by doing that i think

21:42 it’s going to be the best thing that could happen to a seasoned real estate professional and

21:49 i think it’s one of the best things that can happen for consumers and i think that you’re going to see platforms

21:54 facilitate that you know over the course of you know the next 10 years i think that’s a phenomenal projection

22:01 and to your point of humans still being involved despite potential commission

22:07 compression technology has really helped the

22:12 friction of the real estate process be reduced and like you said the goal of being frictionless and being able to

22:20 zoom me automated transaction contracts you know have buyers for example doing a

22:27 lot more research and not needing to go see 50 houses because they already know that they’re pre-qualified they can

22:33 afford this one and the appointment is is at this time and it auto goes to your calendar and you just meet them there

22:39 like the concept of the real estate transaction today is really evolving

22:44 and i uh i am very intrigued to see what it looks like in in the next five or ten

22:50 years so i think those are some great predictions and you know moving on to

22:56 really like what shaped you to be the person that you are today it’s easy to listen to this

23:02 podcast and just be like oh man you know here’s khalid like right out of high school

23:08 real estate professional killed it now he’s founder of a software company

23:14 obviously doing super well i mean nine figures in sales right it’s easy to say you know it seemed like

23:20 it was easy or like there was no hurdle or no struggle along that journey but uh you know i’m sure that there were

23:28 right so i’m curious if you have like a favorite failure of yours something that really shaped you

23:33 and set you up for future success do you have anything that comes to mind when i ask that question

23:39 you know i um i’ve had a lot of failures i probably had so many failures that i can’t even

23:45 stand one up as you know as a solo outlier there’s a lot of things that

23:51 i would have liked to have tried to be right an investment banker i really was like

23:57 i’m going to be an investment banker i’m going to be a managing director for goldman sachs i failed miserably at the attempt to do

24:04 that you know for me i’ve never you know i’ve never been the best

24:09 athlete i’ve never been you know this super super top sales person you know

24:14 i’ve never you know i even volleyball right i’ve played volleyball and it’s like okay well i’m always like the worst

24:21 and then i become the most improved and i think that for everything that i’ve

24:26 done failure is oftentimes just the early stages right it’s it’s sometimes it’s a you know even

24:33 an origin point and you work through it right you work through the challenge you

24:38 break up that what is failure you know it’s often just a big you know colossal

24:45 group of problems that kind of mold together and then it’s like you can’t really break it up anymore but if you

24:51 can really start solving problems and not eat up eat that whole elephant i think is a really good way to um you

24:58 know to avoid unnecessary failure but i believe in i think more than i believe

25:04 in failure i believe in growth i would look to my team to provide feedback of ways that i can get better um to do to

25:12 you know continuously improve in anything that i’m doing and i really lean into anything that

25:20 life presents because i think that there’s a journey here and i’m fortunate to have a

25:25 story that i am proud of but it’s not without its it’s not without its pains you know

25:31 especially you know as a founder it’s like i’ve had many sleepless nights um you know i have a team that i support

25:37 and a team that supports me and you know we lean into the struggle together but we come out better than we

25:43 we went into it so true school teaches us that you know if if you spell

25:50 cat k-a-t you’re wrong that’s wrong 0 out of 10 right

25:58 but some would argue that that’s actually a better spelling in fact the phonetic dictionary definition shows

26:06 right there k-a-t and so it’s really interesting this society that we’re brought up in that

26:12 failure is so stigmatized as a negative when in fact it’s molding and shaping

26:18 you into what you then later will become you’ll be able to then get through a later

26:24 storm or help someone else through their storm because you got through one today or one ten years ago so 

yeah it’s uh

26:32 it’s fascinating to to just reflect back on that and be like man you know what even though a lot of times

26:39 when you’re going through things like that they’re difficult or they’re traumatic you look back and those are the stories

26:44 you tell those are the things you laugh about with friends about the trips it’s not when everything’s just going easy it’s when

26:50 something ridiculous happens and you got to figure it out and make it happen so

26:56 yeah you know i was talking i was talking to a friend of mine actually uh we were having coffee earlier today and

27:01 you know we were talking about we’re talking about someone and and uh you know in just the

27:07 journey of you know a young adult right you know 19 years old and you know kind of on their own path and

27:13 how is that you know what society would dictate with him being off course and

27:19 i’m like he’s not off course he’s exactly on the right path and if the world

27:24 doesn’t value his him going off trail that’s you know

27:31 that’s their own judgment right but i believe that what he’ll learn from the next

27:36 you know 18 to 24 36 months you know and you know we go through seasons in life

27:41 right and i think that he’s gonna find his way just like we all find our way i’m i’m an

27:47 optimist right i believe that things work out i believe that you know we’re all you know destined to you know to do

27:54 something special and but the road is not easy but you know there’s been

27:59 many a philosopher that you know for you know hundreds of thousands of years that have talked about you know the the the

28:06 life and the souls journey and and it is those those dark points or those valleys

28:11 that really do shape uh shape and inform you know inform us and uh and really

28:16 make those wins and make the best days all the more

28:22 exciting to relish absolutely and just to wrap this thought up i mean

28:27 if you think of any story any compelling story

28:32 most stories in fact in hollywood and in novels follow what’s called the hero’s journey

28:38 and it’s a very very famous well-known concept that you can easily google and

28:45 it’ll come up with the whoever came up with this i forgot his name right now but jeffrey cameron’s journey that’s

28:50 right that’s right um the hero’s journey it starts with the hero in peace and then

28:56 some impending calamity or change occurs and and throws him off his path or her

29:02 path and then they have to go on a journey to then kind of bring things back to the state

29:08 of peace but in that journey there’s a plot there’s characters there’s drama

29:13 that unfolds and then at the end there’s resolution right and and at when that resolution comes at the

29:20 end it’s satisfying because of the uncertainty of that journey

29:26 so it’s it’s yeah it’s really interesting when you kind of break down the philosophical side but

29:31 if you zoom out from your life that’s what’s happening all the time that’s right and i would tell them i would tell you i

29:36 don’t have any kids yet but you know i would tell my my little niece and little nephew like or or any young person like

29:43 going back to the concept of failure did you learn and did you grow and if you can answer affirmatively to

29:50 those two things i don’t care what happened it wasn’t a failure right as long as you learned and as long

29:57 as you grew from it it doesn’t matter i don’t care if your business failed i don’t care if you know a relationship

30:02 went you know downhill whether you’re responsible or culpable did you learn did you grow

30:08 you can’t go wrong nope that’s just we’re a bunch of spiritual beings having a human experience right that’s exactly

30:15 right so are you still in production are you still selling homes

30:21 um i do i sell fewer now it’s funny i was uh thinking about it the other day i

30:27 was like man i really want to really want to sell some houses so i can use my own software um and

30:34 i get to see the agents do it and i’m like well i want to do that that sounds fun you know probably some some some

30:40 deal flow coming up but uh you know i i’m much more i’m much more excited to

30:45 see you know folks on our team succeed you know to one of our agents

30:50 doubled their production volume you know using the software and uh just create create better experiences and create

30:58 more features and functionality that we can expand into more you know more dimensions of real estate so but i’m

31:04 sure there’ll be a opportunity for me to dabble in it myself soon yeah i know absolutely so yeah you

31:11 really are focused on on the software nowadays i was i was going to start asking some questions about you know

31:16 kind of bring it back to real estate and talk about like referral versus legion and like sure

31:24 stuff like that so you are comfortable going still building those questions yeah yeah yeah so for

31:30 your team nowadays you know what’s the the ratio from like a referral or

31:37 a sphere type of transaction as opposed to a new business transaction from some

31:43 kind of lead generation source what’s the percentage of the ratio you know i think i’m going to talk about

31:49 in terms of value so if you if you look at something called like

31:55 there’s a there’s a term that you know we look at a lot called acquisition costs like customer acquisition costs

32:00 absolutely and if you really start looking at it what is the you know you want low customer acquisition cost right

32:06 you don’t want to spend to have to spend all of your revenue to acquire the customer what is the lowest form of

32:12 acquisition it’s morality what is virality it’s word of mouth what is word of mouth it’s referrals

32:17 and you know for a long time that you know i thought you know referrals is something that you know you hear about

32:22 in real estate right like that’s a common term it’s the same thing at uber right if

32:28 people are talking about uber or they are talking about you know some new app

32:33 or they’re talking about west elm or whatever the case may be that’s a referral right they might use the word

32:39 virality or something like that but it really does come down to that and that is the still the the best the lowest

32:47 cost the most efficient the most effective the greatest form of uh lead

32:53 generation and conversion i think in the world and i i think any business executive that’s much more seasoned i

32:59 think that they would agree with that people are talking about their business way more it’s a better it’s the most

33:05 effective way for them to to drive more customers for their business you know when you look at legion soft you know i

33:10 look at um i spend a lot of time thinking about partnerships right so whether it’s a zillow flex or whether

33:17 it’s a redfin partner program i actually think those two programs specifically are quite transformational

33:24 in the industry you know leads are you know it’s not just a lead right now it’s a highly qualified lead and that’s why

33:30 zillow is saying okay we are not just going to you know pay for this lead in terms of

33:37 hundreds of dollars we now want you know we want a a piece of the action right you know we want to close 

30 yeah

33:45 and i think that that is a really i think leaning into those partnerships are really great um and a really really

33:51 great way to make your business quite efficient and build virality from there right if you

33:58 if the cost of that to you is 30 but you’re then generating terrific referrals because you’re delivering

34:04 unparalleled service and you’re delivering a a streamlined confident

34:09 experience for that client well then you’re generating you know 100 on any referral deal and so i think that

34:15 that that’s the next best uh source of uh you know lead gen and then i think

34:20 that there’s other top of funnel you know top of funnel you know platforms whether it be you know a wilopo or or

34:29 whatnot that you know helps kind of stimulate you know help stimulate top of funnel activity i think that those are

34:35 great too you know if i was i think it’s going back to what you were talking about in the database right it’s a matter of like

34:41 making sure that your databases is full and making sure that the

34:47 experience that you’re delivering is always you know is always on point you go into

34:54 you go into a four seasons it’s always a pretty darn good experience right you know and it’s like if you are always

35:01 delivering that experience you are bound to have more plentiful leads and just

35:08 really drive and amplify your business forward for years to come good point on

35:14 virality i have studied that to a a fair degree i’ve read the book contagious

35:21 i uh read the book you know one million followers from bending brennan kane and and uh

35:28 have really just studied that that concept of like if customers are sharing your business

35:34 that is essentially the largest vote of confidence that they could give and uh you know even going down to the point of

35:41 like retargeting based on engagement and and specifically saves or

35:46 shares you know that’s just when people do that it’s it’s like they’re identifying with

35:51 your company and saying that like putting their stamp of approval on it right um super powerful super powerful and you

35:59 mentioned top of funnel you know why lopo concepts like that or companies like

36:05 that i so i’m actually a digital marketing strategist for wylopo in addition in addition to having my own

36:11 real estate marketing agency they kind of recruited me and they saw what i was doing and they’re like hey you know i met him

36:17 at a conference they needed some help with social media ad innovation and

36:24 i’ve been working with them since last year it’s been an awesome journey great team over there and they do a great job

36:30 at scale and my agency does a great job at customization so they they kind of realize that like

36:36 when we get a top broker that wants to do this custom campaign and wants us wants us to like custom copyright all

36:41 this stuff like wide oppo even says like we don’t really do that you know we we focus on like we know it works