From a business headlines perspective November is probably the most quiet month of the year compared to October or March. I researched landmark economic events in the month of November and found two which stood out in the last 100 years. The end of WW1 in November of 1918 a monumental event on many levels, and the collapse of the crypto exchange FTX in November of 2022 (founder Sam Bankman-Fried is awaiting his appeal in MDC Brooklyn in same dormitory-style cell as Sean Combs). I’m not sure why November is a lackluster business headline month. Is it because the US has a Presidential Election every 4 years in November and that dominates the headlines in November? Or because US Thanksgiving is in November and people only care about football and turkey that day? In Canada the 11th month hosts Remembrance Day, which is a day to put our differences aside and remember those who made the ultimate sacrifice for our country. However, nothing else really happens in the Scorpio month. It seems that November is the calm before the Christmas Storm, where no one wants to shake things up economically. However, October is the poster child for seismic business events with the triple crown of financial doom, so much so they branded days of the week with black. Black Tuesday (1929 Stock Market Crash), Black Monday (October 1987 saw the largest one day drop in stock market history) and October 2008, when Lehman Brothers collapsed under the weight of the sub-prime mortgage crisis. Come to think of it, November has an annual Black Day - it’s a Friday and that is a happy economic day!!!!Would You Do Your Job For Free?Recently, I was getting my hair cut by who I believe to be the most talented coiffure in Southern Ontario. He is the owner and has a very sound business mind. We often speak of our opportunities and failures. He was formerly an emergency room EMT, an experience that he speaks about with fondness. However, when the question was posed, “Would you have done that noble work for free versus what you do today?”, his answer was steadfast. “I would do what I do today for no money at all”. I found that answer very interesting, so I decided to pose it to myself, and to an audience I was in front of recently. Only 3 people put up their hands - the organizer of the event, someone in the front row, and me. Yes, I know what all you naysayers are grumbling under your breath, ‘that’s a pie in the sky question and no one would answer that honestly.’ Most entrepreneurs, along with 100% commission based sales people should have no problem answering that. I gave an honest answer, because when I was building my business, I forfeited any compensation in order to build my business Many a REALTOR® has done the same. Is The Game of Golf More Rewarding Than What You Do For a Living?You see, leaders/entrepreneurs should always pay first and eat later. It’s how you earn your stripes. But more importantly, when you are creating something you are passionate about, you do not need to be paid for it. Let me put it another way, 99.9% of golf enthusiasts are always chasing that perfect round. They often complain about their frustration with the game, and not only do these people not get payed to spend 4 hours in the elements, they pay for the privilege to torment themselves. With November being a month of low anxiety so to speak, it is a perfect month to reflect on what your vocation is, and how to bring that passion back into what you do. I declare November to be the ardent month of the year, where we become introspective about what we do, and create a systematized approach to re-kindle our LOVE for our chosen careers. Rekindle the TingleIt’s time you re-introduce yourself to what you do. Remember those first dates with your significant other, when your conversations would last forever, and you couldn’t wait to do it all over again? It was sort of an obsession in a good way, because you both connected on so many levels. The rest of the world was put on hold, and you both had focus and rhythm, and you finished each others sentences. How cute you both were! Now think of the ‘you’ when you started in your career. I remember when I started as a REALTOR® I travelled all over God’s country to show properties to my clients. I was so excited to show leases just to get more product knowledge, or do open houses and midnight negotiations. Then there was a time when the noise of your fellow REALTORS®, the market, a looming recession, or interest rates rising that took you away from your infatuation with what you do. Just like the novelty wore off of in your relationships, when your friends started to get married, your parents prodded you to pop the question, you followed suit and before you knew it you had a couple of kids and a mortgage. The noise of your new life begins to takeover and that happy tingle in your stomach which stated this whole love thing sometimes disappears. I realize I am speaking in generalities here however, allow me to speak with conviction when I say that we all fall in and out of love with what we do.The Dawn of a New Way Is Upon UsThe most uninspiring part of our day is the repetitive activities we need to do everyday which become monotonous, and are, in fact, an infatuation killer. So what are we to do? It’s time we map out every step of every process of what you do in your service business. In real estate it is the listing process, your lead generation process, your buyer process, your post listing/sale process, etc., etc. Where can technology automate the process and when does human contact serve the process well? By creating a combination of physical and non physical touch points, you will wow your clients throughout their individualized sales journey.What is also very important during this whole systemization process is to identify areas in the process from which to extract data. AI has a voracious appetite for data, and the more exotic the data the better the outcome will be. We all have our own ability to collect exotic data. The data points we have about our clients help make the future process that much better for your client base. AI will be able to mine your database, your communications, the questions your clients frequently ask and make additions to your process. It will prompt you to have information ready before a particular client asks you for it. This will enrich your clients journey and make you the most referred REALTOR® in your network. This is called audience analysis and segmentation, and it’s available today on some CRMs. The Funnel is Still The FunnelThe sales funnel hasn’t changed. There are still 3 stages: the Awareness Stage, the Evaluation Stage and the Buying Stage. The only thing that has changed is how we create and deliver components of the funnel. Podcasts, how-to videos, vlog posts, guides, seminars etc., are all a part of the awareness stage which is vital to building any business. The middle of the funnel is where consumers evaluate you, your service or your product. It’s testimonials; it’s ratings; its showcasing your past clients’ successes which in turn demonstrates your value. The bottom of the funnel is the action stage, where you impart your knowledge on the potential client (market evaluation, suggestions to add value to ..., staging consultation, etc.) to earn their trust and in turn they buy your service. A commission based business can get frustrating but it is probably self inflicted. When was the last time you really evaluated the cost of an online ad, or the effectiveness of buying leads? Recent studies (US) have estimated the online lead generation business at a cool $4.5 billion, with an estimated $125,000,000 to $200,000,000 return on that investment. Let’s do some math. There are approximately 1.5 million REALTORS® (NAR members) in the United States, who spend approximately $3000 annually on online leads ($250/month). Online leads have an average success rate of around 3% (4.5 billion x .03 = $125,000,000). Let’s go one step further. There are approximately 5 million existing home sales in the US per year (4,090,000 in 2023). With 150 million online leads being sold to REALTORS®, and divide the amount of transactions that occurred, you discover that there were 25 leads per transaction, or 4%. Do the math at $4,500,000,000 x .04 = $180,000,000. With these numbers it’s no surprise how frustrated REALTORS® are. By taking control of your own funnel you are assured to attract more like minded consumers to yourself and your close rate will be much higher, and you will fall back in love again with what you do!Focus on People and Partner with the Best Technology We all need to practice like crazy to become more efficient, because the more efficient we can become, the more quality time we can spend with our clients nurturing those business relationships. Efficiency equates to value and creates a much better customer experience. Remember you are not buying technology, you are partnering with it, so do your homework, attend conferences and ask a lot of questions of as many experts and suppliers as you can.

It's Time To Court Your Career Again

If I had to pinpoint something in my day that I would say I cherish, it’s my birthday calls. It gives me an opportunity to speak to our agents and staff on another level. We try and keep it light and about their milestone in the year, but it inevitably comes around to our business. I learn so much from these the moments in time—what price points are selling, is there a cool listing they are working on, or what’s happening on the front lines with their buyers and sellers. These conversations fuel my mind and my soul, and for that I am extremely grateful. Back when my daughter was 4 years old I decided to call our agents on their birthday. Alessandra is now 20 years old and a junior at Syracuse University. Currently she is studying abroad in Florence and called me last Saturday at 4 pm Florence time, and I did not answer her. So at about 10:45 am our time I called her back. No, “Hello Papa”, or “how is your day going”, etc. Instead she snarled, “Doing your birthday calls?” Growing up my daughter would hear my side of the conversation when I was making these birthday calls. After I got off the phone she would always ask me, “Where are they going for their birthday?” I would tell her and she would often ask if we could go there. We made it a game and would plan a lunch or dinner the next weekend at one of the birthday venues. When people were away on an exotic trip like Vegas or the Caribbean I had a lot of fast talking to do. Of course on the call she asked me, “So where is everyone going for their birthday today? The Keg, Red Lobster, Nashville etc?” (BTW The Keg, Red Lobster and the Niagara Casino are the three top destinations). I told her that Red Lobster is going off the list, and she asked why. I told her that they filed for bankruptcy in May and have closed nearly 150 restaurants so far. It made me wonder why such a North American institution crumbled under $1.5 billion dollars of debt. The chain opened in 1968 and was touted as a restaurant in landlocked communities serving up seafood at an affordable price. Ironically, lobster was not on the original menu due to their high cost. I remember eating my first lobster there when a grade school friend had a birthday party there. In the 80’s after being purchased by General Mills (Cheerios and Betty Crocker) it became the largest table-dining chain in the US. Later it was sold again for $1.5 billion to a private equity firm who proceeded to do the unthinkable. They sold the land under the restaurants for $2.1 billion and called it a saleleaseback. So they went from owning their own properties (like McDonalds does), to becoming tenants. As rents rose and sales decreased it became evident something dramatic needed to happen to turn around sales. Success Leaves CluesI believe that success leaves clues, and so did the management at Red Lobster. In their wisdom, they looked back to see when they had success in bringing in volumes of diners. It was when they did their Ultimate Endless Shrimp, which they only did seasonally in September, to capture the back-toschool crowd, and Monday is usually the slowest day of the week. It was reported that their customer base dropped by 30% from 2019, and the brain trust at RL announced Endless Shrimp all day and all week. Shrimp-addicted consumers stormed the place; people camped out all day and all night in booths to gorge on shrimp. Shrimp marathoners flooded TikTok, declaring their goals to eat 100 shrimp or talking about how they were going to spend their entire day eating shrimp. The restaurant’s clientele changed overnight. The restaurants were loud and chaotic, and their regular customer base fled to other restaurants. So what happened to Red Lobster? Their staff was pushed to the limit; their facilities were worn to the bone; and their profits turned to loses, and the company was bought under bankruptcy for $375 million. When you think of the landscape of restaurant chains, Red Lobster had a niche with a seafood offering. It was the only casual dining chain of its kind in a sea of beef and chicken joints. So what can we learn from this iconic restaurant’s debacle? Is Having A Niche Risky?It is undeniable that Red Lobster scaled the seafood concept, and filled a niche which wasn’t being filled in the food service landscape. You live and die by a niche. Consumers’ tastes change. Specialized ingredients like seafood are subject to market pricing. Did you ever notice that restaurants with fish or lobster dishes on the menu, they are usually subject to ‘Market Price’? Seafood costs are a moving target. So when you adopt the concept of ‘Riches in Niches: How to Make it BIG in a Small Market’ by author Susan Friedmann, you run the risk of the market changing course in your specialization. For instance, if your primary focus was on residential real estate investors, with the sudden increase in mortgage rates, many investors were experiencing negative cash flow. If all your sales activity was in this one basket, then you would haveexperienced a challenging 18 months as rates increased, and landlords were feeling the pinch. To add insult to industry, landlords with long-term tenancies at lower than market rent began to ‘renovict’ their current tenants to take advantage of rising rents. Tenants dug their heals in and refused to move, adding further stress to the landlord, making this investment category undesirable along with your niche expertise. The Quick Buck Has Short LegsAs far as I am concerned, Red Lobster committed the cardinal sin when it comes to appreciating assets… they sold them. So much has been written about how McDonald’s isn’t really in the food business, but is in the real estate business. According to former McDonald’s CFO, Harry J. Sonneborn, “The only reason we sell fifteen-cent hamburgers is because they are the greatest producer of revenue, from which our tenants can pay us our rent.” No truer words have been uttered, especially since McDonald’s real estate holdings are worth over $40 billion. They are the #1 non-real estate company with significant real estate holdings in front of Walmart, Costco, Amazon, Apple, and Walt Disney. McDonald’s strategy of collecting rents insulates them from the ups and downs of consumer demand, and when real estate values plummeted in 2008, they usedtheir cash reserves to snap up more land and buildings. Using cash flow assets to help smooth the edges of a slow market, and/or leveraging equity to grow your business is always a smart strategy. A Desperate Decision Has Dire ConsequencesThe $20 all-you-can-eat shrimp deal brought about the demise of Red Lobster due in part to significant losses due to rising shrimp prices, increased client traffic, higher labour costs, greater wear and tear, and the loss of their loyal customer base. A perfect storm, so to speak. When we introduce a significant price cut (reduced commission), promise of more services (unlimited staging), the market slows down (holding more listings longer), and reducing marketing like videoor drone photography, we set ourselves up for failure and frustration. Sound familiar? When you become hungry for positive cash flow and cost-cutting initiatives, we tend to make decisions that could negatively impact our businesses and set the stage for long-term dissatisfaction.

Lessons From A Lobster That Is In The Red

If I had to pinpoint something in my day that I would say I cherish, it’s my birthday calls. It gives me an opportunity to speak to our agents and staff on another level. We try and keep it light and about their milestone in the year, but it inevitably comes around to our business. I learn so much from these the moments in time—what price points are selling, is there a cool listing they are working on, or what’s happening on the front lines with their buyers and sellers. These conversations fuel my mind and my soul, and for that I am extremely grateful. Back when my daughter was 4 years old I decided to call our agents on their birthday. Alessandra is now 20 years old and a junior at Syracuse University. Currently she is studying abroad in Florence and called me last Saturday at 4 pm Florence time, and I did not answer her. So at about 10:45 am our time I called her back. No, “Hello Papa”, or “how is your day going”, etc. Instead she snarled, “Doing your birthday calls?” Growing up my daughter would hear my side of the conversation when I was making these birthday calls. After I got off the phone she would always ask me, “Where are they going for their birthday?” I would tell her and she would often ask if we could go there. We made it a game and would plan a lunch or dinner the next weekend at one of the birthday venues. When people were away on an exotic trip like Vegas or the Caribbean I had a lot of fast talking to do. Of course on the call she asked me, “So where is everyone going for their birthday today? The Keg, Red Lobster, Nashville etc?” (BTW The Keg, Red Lobster and the Niagara Casino are the three top destinations). I told her that Red Lobster is going off the list, and she asked why. I told her that they filed for bankruptcy in May and have closed nearly 150 restaurants so far. It made me wonder why such a North American institution crumbled under $1.5 billion dollars of debt. The chain opened in 1968 and was touted as a restaurant in landlocked communities serving up seafood at an affordable price. Ironically, lobster was not on the original menu due to their high cost. I remember eating my first lobster there when a grade school friend had a birthday party there. In the 80’s after being purchased by General Mills (Cheerios and Betty Crocker) it became the largest table-dining chain in the US. Later it was sold again for $1.5 billion to a private equity firm who proceeded to do the unthinkable. They sold the land under the restaurants for $2.1 billion and called it a saleleaseback. So they went from owning their own properties (like McDonalds does), to becoming tenants. As rents rose and sales decreased it became evident something dramatic needed to happen to turn around sales. Success Leaves CluesI believe that success leaves clues, and so did the management at Red Lobster. In their wisdom, they looked back to see when they had success in bringing in volumes of diners. It was when they did their Ultimate Endless Shrimp, which they only did seasonally in September, to capture the back-toschool crowd, and Monday is usually the slowest day of the week. It was reported that their customer base dropped by 30% from 2019, and the brain trust at RL announced Endless Shrimp all day and all week. Shrimp-addicted consumers stormed the place; people camped out all day and all night in booths to gorge on shrimp. Shrimp marathoners flooded TikTok, declaring their goals to eat 100 shrimp or talking about how they were going to spend their entire day eating shrimp. The restaurant’s clientele changed overnight. The restaurants were loud and chaotic, and their regular customer base fled to other restaurants. So what happened to Red Lobster? Their staff was pushed to the limit; their facilities were worn to the bone; and their profits turned to loses, and the company was bought under bankruptcy for $375 million. When you think of the landscape of restaurant chains, Red Lobster had a niche with a seafood offering. It was the only casual dining chain of its kind in a sea of beef and chicken joints. So what can we learn from this iconic restaurant’s debacle? Is Having A Niche Risky?It is undeniable that Red Lobster scaled the seafood concept, and filled a niche which wasn’t being filled in the food service landscape. You live and die by a niche. Consumers’ tastes change. Specialized ingredients like seafood are subject to market pricing. Did you ever notice that restaurants with fish or lobster dishes on the menu, they are usually subject to ‘Market Price’? Seafood costs are a moving target. So when you adopt the concept of ‘Riches in Niches: How to Make it BIG in a Small Market’ by author Susan Friedmann, you run the risk of the market changing course in your specialization. For instance, if your primary focus was on residential real estate investors, with the sudden increase in mortgage rates, many investors were experiencing negative cash flow. If all your sales activity was in this one basket, then you would haveexperienced a challenging 18 months as rates increased, and landlords were feeling the pinch. To add insult to industry, landlords with long-term tenancies at lower than market rent began to ‘renovict’ their current tenants to take advantage of rising rents. Tenants dug their heals in and refused to move, adding further stress to the landlord, making this investment category undesirable along with your niche expertise. The Quick Buck Has Short LegsAs far as I am concerned, Red Lobster committed the cardinal sin when it comes to appreciating assets… they sold them. So much has been written about how McDonald’s isn’t really in the food business, but is in the real estate business. According to former McDonald’s CFO, Harry J. Sonneborn, “The only reason we sell fifteen-cent hamburgers is because they are the greatest producer of revenue, from which our tenants can pay us our rent.” No truer words have been uttered, especially since McDonald’s real estate holdings are worth over $40 billion. They are the #1 non-real estate company with significant real estate holdings in front of Walmart, Costco, Amazon, Apple, and Walt Disney. McDonald’s strategy of collecting rents insulates them from the ups and downs of consumer demand, and when real estate values plummeted in 2008, they usedtheir cash reserves to snap up more land and buildings. Using cash flow assets to help smooth the edges of a slow market, and/or leveraging equity to grow your business is always a smart strategy. A Desperate Decision Has Dire ConsequencesThe $20 all-you-can-eat shrimp deal brought about the demise of Red Lobster due in part to significant losses due to rising shrimp prices, increased client traffic, higher labour costs, greater wear and tear, and the loss of their loyal customer base. A perfect storm, so to speak. When we introduce a significant price cut (reduced commission), promise of more services (unlimited staging), the market slows down (holding more listings longer), and reducing marketing like videoor drone photography, we set ourselves up for failure and frustration. Sound familiar? When you become hungry for positive cash flow and cost-cutting initiatives, we tend to make decisions that could negatively impact our businesses and set the stage for long-term dissatisfaction. <img>

Lessons From A Lobster That Is In Red

An Ode To A Home Buyer/Seller

For the first five days of August my home internet/cable was down. That meant I was without streaming on my smart TV and of course no mainstream TV. It’s not that I am a TV or streaming junkie but I use these entertainment sources as white noise in the background. As I move from room to room I catch tidbits of useless information, but my worst habit is something I got from doing quick overseas trips. That is having the TV is on all night while I sleep. I have done my share of quick trips to speak in Europe and as a result I have trouble with the time difference, primarily on the second night, and the white noise of the TV has always been my sleeping pill. That’s why if you put me in front of a TV and I happen to be lying down I’m out cold no matter how exciting the subject matter is.  Sometimes It Makes Sense and Not Dollars As I retreated to my iPad and my iPhone during the Olympics I went down the proverbial rabbit hole on not just the games themselves but some of the back stories. Like NBC buying the rights for 10 Olympic Games (2014- 2032) for just under 8 billion dollars, nearly a billion dollars a broadcast with revenues around $1,000,000,000 (summer games averaging more advertising revenue than the winter games). Can we say that was a really a great deal for NBC? That is why they have enlisted the likes of Snoop Dog to call a ping pong match and dressage to boast ratings, or is NBC’s Olympic’s coverage just a ruse to promote Snoop Dog as the latest coach on the Voice? Sometimes decisions we make do not have to have a profit attached to them. There is often a bigger picture. The question is do you know what that ultimate vision really is?  And Sometimes It Does Not In the shadow of Toyota’s recent announcement to end its over $800 million sponsorship of the Olympic Games, it makes you wonder why the IOC’s largest partner is opting out. It has been reported that Toyota was not happy with how the money was used, and felt it ‘was not used effectively in the support of athletes or to promote sports’. Isn’t that the whole premise of the Olympics. When did the IOC go off course? Why aren’t they staying in their lane? Maybe Toyota felt its audience wasn’t really into surfing, skateboarding, break dancing, or 3 on 3 basketball. What’s wrong with just having 5 on 5 basketball? Or regular 6 on 6 volleyball, why do we need beach 2 on 2 volleyball on sand, under the hot sun, and in skimpy uniforms in the Olympics… oh I know why.  Be Cautious When Jumping on the Bandwagon The fact that organizers of the Paris Olympics opted for a carbon neutral summer games and built the Olympic Village housing the athletes with no air-conditioning during the hottest part of summer is a clear example of trying too hard to be green. And instead it turns out they had to install 2,500 electricity-sucking temporary air-conditioning units which are far from carbon neutral. The recyclable cardboard beds that were as comfortable as sleeping on the floor, and the plant-based protein meals that no one wanted to eat. This ‘trying to be different for the sake of being different’ greatly diminished the culture of camaraderie amongst athletes all living in the village has been lost, as some teams hired their own chefs and even moved out all together.  Stop Trying So Hard When you try too hard you end up over-compensating in another direction, which leads to the consequence of diminishing the heart and soul of what you are doing. The fact that they doubled down on racing in the River Seine, where athletes got sick with gastrointestinal infections makes no sense at all. I read that the Australian team took E. coli medication for a month prior to the games in preparation for the pollution levels of the Seine, Is that not a banned substance? I am not arguing about the theories around global warming, but I will say that to put the stars of these Olympics in substandard conditions is wrong. There could have been a way to serve both the athletes and the environment. I think the organizers should have to stay in the Athlete’s Village and the athletes should stay in their air-conditioned hotels, and fly in the private jets that shuttle the stars to and from Paris. What can these so-called gaffs at the Olympics teach us about the clients we serve, the partners we engage with, and our businesses as a whole? I have always believed in asking myself and my team 5 questions before we embark on something which affects the success of our business. <ol>
<li>Is this an example of us/me trying too hard?</li>
<li>By doing this are we staying in our lane?</li>
<li>Who does this initiative serve?</li>
<li>What would it be like to walk in the shoes of those it is intended to serve? </li>
<li>What’s the plan for the last mile?</li>
</ol>Without a doubt we have seen some interesting changes in consumer and business behaviour over the last 5 years, some in part due to COVID and others due to the over-abundance of cheap money which played a role in rising inflation. Some businesses took advantage of the rise in goods and services by raising their prices which lead to consumers voting with their feet. Low interest rates made businesses and individuals look at investments and growth as something that would flourish, forever fueled by low cost leverage and rapid appreciation. They justified over-extending themselves because the cost to do so was a small part of their expenses and it would all last forever. Well it didn’t, and now we must adapt to the aftermath and try to predict where the almighty consumer will go next. If we all could adopt solid business principals that transcend market fluctuations and avoid these pitfalls our businesses would take a steady growth trajectory which is sustainable and scalable.  Are Some Real Estate Brands Trying Too Hard to Be Different? It is well documented that the primary reason Gary Keller chose the so called ‘profit-sharing tree’ was because he wanted to differentiate his business from the crowded landscape that was real estate. The landscape at the time was just different brands with different flags carrying the same message. Agent compensation was always in the forefront but the theory was if an agent had more compensation, they could use those resources to achieve better results for their clients. Like the age old statement, “you are better at spending your money than the government is”. As a result RE/MAX was born. The founders Dave and Gail Liniger understood the premise that the agent on the ground knew where and when to spend the resources needed to get their client’s home sold, and build a profitable business for themselves. So what would emerge is taking that compensation model one step further where two types of real estate companies would emanate. One which focused on delivering to the consumer a buying/selling journey with many touch points (RE/MAX, Royal LePage, C21, Compass, etc.), and the other to recruit agents to a so-called down line which focused primarily on the well-being of the real estate agent (Keller Williams, eXp, REAL, Revel etc.). These companies labeled themselves disruptors but their so-called innovation to our industry was not focused on making the buyer/seller’s experience better. It came in the form of multi-level marketing, whose primary focus is the betterment of the REALTOR® by providing a built-in side hustle. Remember, Avon was founded in 1886­—hardly a new business model. I have always felt that if you want to be innovative in any industry and in real estate particularly, you must walk in the shoes of the consumer. Understand their pain points, their frustrations, celebrate their wins, improve the workflow, etc. I am not sure how MLM is an innovation for the consumer. Correct me if I am wrong, but this type of pyramid sales is the function of a market which has too many REALTORS® who got into the industry to make a quick dollar off of someone else’s work. When the market shifts and requires expertise and skill, these models somehow promise to supplement an agent’s income but as the market shrinks so does the proverbial downline. Every Business Wants to Master the Last Mile Remember when Amazon showcased their drone delivery system, and it was part of a 60 Minutes feature in 2013? It was toted as the answer to the proverbial last mile by delivering packages more efficiently through the air, skipping over driver-less vehicles which have yet to become mainstream. Packages would go short distances from a central warehouse to your home via drone. More than 10 years later the US Federal Aviation Administration (FAA) finally permitted Amazon to expand its drone delivery service, now allowing operations beyond visible line of sight. This is a blue sky idea which would probably put an end to last mile discussions at Amazon. Most businesses do not have the resources and vision of Amazon, but we all wrestle with the last mile. Be it a manufacturing company or a service-based one, these last mile discussions are had in board rooms across NA. So when is the last mile in real estate? Never!!! I like to refer to the fact that there are several last miles in every interaction we have with our clients. Last miles are a subset of what is happening in the moment.A real estate transaction is multi-faceted, which, in—turn demands the last mile at every twist and turn. When you show properties there are so many facets to the last mile. You must equip your buyers with deep neighbourhood knowledge, sales history of all the properties you are showing them, the price per square foot of comparable sales, and the trends that are happening, from months of supply, to the list-to-sales ratio of a specific neighbourhood. Without all this data, the last mile becomes irrelevant and you fail to give your buyers a rich post-showing wrap up, to either eliminate a property or put it on the short list, thus creating a clear expectation as to how deep the negations will be.  Can Someone Please Tell Brands to Stay In Their Lane \There seems to be a trend in and around chasing the next level of consumer. Dollar Tree, a well-known discount retailer, has found that their growth is with shoppers who have a combined household income of $125,000. In response to that Dollar Tree has increased their upper limit to $7 from the $5 price ceiling, as they found those who made a higher income were shopping in their stores. Some would say this strategy is a sharp divergence from the brand’s mainstay and is a departure from their lane. They attribute much of their growth to this sector as they attract this type of consumer who is looking to save on their day-to-day needs. Time will tell if this strategy is successful or not. It may persuade their core customers to experience higher check-out balances and opt to go back to traditional retailers. When you change your consumer profile from serving first-time buyers, to downsizers, to move-up, to investors, or to luxury buyers and sellers, you need to adapt to their specific needs. It is fine for Dollar Tree to up their price points to attract upper-income buyers, but is that the only attribute to find success in this sector? Will they need to improve the look and feel of their stores. Will they increase price points and lose their core clientele, as they feel they have become too expensive? To expand your client base you must always be aware of what resources you need and how it will affect your mainstream and loyal customers. If you jump from serving investors to first-time buyers because the market has turned, you will find your investor clients who still need your expertise, moving away from you and it will be hard to get them back.  What Does McDonald’s Have to Do with Real Estate Commissions? McDonald’s has learned the hard way that going away from their core value proposition of providing quick and cheap or great value at a low price has met with consumer backlash. Many of McDonalds’ customers protested loudly on social media causing 2 outcomes: patrons stopped going and ate at home to get better value for their money, and the other group went to more sit down mid-level restaurants instead, saying, “if I’m going to spend more money, I might as well upgrade to a higher quality brand”. This all lead to McDonald’s reporting their first loss in global sales since the pandemic, so to win back consumer confidence, McDonald’s reintroduced the $5 Value Meals. Let that be a lesson to us all, when you go off course on your pricing or your service offering to the point that your consumers do not recognize your brand promise, you will in turn suffer the consequences. I get this call all the time from my agents who flirt with substantially lowering their commissions to buy the listing instead of doing more with the resources they have to heighten the prospect of a sale or improve the customer journey. When you zig and zag like this, you send the wrong message to your clients, especially past clients who experienced a higher commission when times were good, but you reduce your commission when times are bad. How does that make any sense? Your Brand Promise is the Foundation of Your Success When you get out of your lane and default on your brand’s promise, you make your customers rethink their loyalty to you. When you fail to understand what got you where you are in the first place, you turn your back on your core customer, which can cost you sales. When we try too hard to be everything to everyone, we water down our brand deliverables, and more importantly, stretch ourselves too thin. It is important to go deeper on what you deliver rather than go wider; once you find your footing, that’s the indication to expand your reach. When you get seduced by the next shiny object and introduce it into your daily interactions, you confuse your clients and make them second guess your motives. By creating a format to test the viability of a new initiative, we set in motion a plan to either go forward or abort mission, which sets the stage for your ultimate success by not overdeploying resources.

Stop F'N Trying so Hard

Celebrating the achievements of our agents IN STYLE at our 2023 awards event on May 14 at Liuna Station. #remaxEN #unstoppablestartshere

RE/MAX EN 2023 Awards Celebration

Recently I had the chance to watch that famous monologue by the actor Jeff Daniels from The Newsroom (2012), where he reluctantly answered the question, ‘Why is America the greatest country in the world?’ The scene was played at a real estate conference I attended recently in Scottsdale. It opened the conference and was brilliantly designed to get us all thinking of our collective next frontier as an industry, and more importantly, how we can shape the next 12 to 14 year cycle.  (Reference:<a href="https://youtu.be/z2HKbygLjJs?si=7R-usKE4EVRfa9Ps"> Watch this clip from The Newsroom</a>, "Why America is the best country in the world". The Newsroom "Why America is the best country in the world". ) This next cycle is known as the AI revolution which began in 2021 and is the most democratic of all of the cycles. It is where we can control the controllable and empower all of us as individuals. When you look back at other significant periods in real estate history like the late 60’s to the late 70’s, we saw franchising emerge with companies like C21 and RE/MAX. The next period was when real estate companies went public throughout the 80’s and 90’s. The Era of digital transformation dominated the late 90’s and early 2000’s. Coupled with technology, increased growth in the realtor® population, and signs of a shrinking market gave the rise to new real estate models like eXp and REAL (2011 to 2020).  So I decided to re-write Jeff Daniels’ answer as if he was a realtor® on a panel, and a potential first-time buyer from the audience asked him, ‘Can you say why the real estate industry is the greatest industry in the world?’ Answer: The Montreal Canadians (Daniels answers The New York Jets). And, yeah, you….first time buyer.  Just in case you decide one day to plunge yourself into the real estate market there are some things you should know. We used to have the best real estate market, but we don’t. Anymore. We’re 16th (US is 17th) country in the world home ownership, behind countries like Romania, China, Vietnam, and Russia. We used to be higher. We used to have the highest quality of life index (2023 Numbeo Quality of Life Index), but we don’t have that anymore. We’re 15th (US is 21st) in the world for quality of life. New Zealand is ahead of us. We lead the world in only three categories: number of people who believe Celine Dion is a national treasure; the number of adults who believe the Toronto Maple Leafs will win the Stanley Cup again, and per capita maple syrup and poutine consumption. That’s it. We used to have the best infrastructure for real estate - the best transportation, utilities, internet. But we’re 8th in the world in infrastructure quality now, behind Estonia and Slovenia. Real estate investment was tried and true when it came to wealth creation for Canadians. Now we have uncertainty. We have a housing affordability crisis, a homelessness crisis, and a crisis of overregulation and overtaxation. And we sit back and tell ourselves it’s all going to be okay, because this is still the greatest real estate market that has ever existed. How Do We Make The Real Estate Industry Great Again? How do we turn this ship around? The first step in solving any problem is recognizing that there is one. The Canadian, and albeit the North American real estate industry, is not the greatest in the world anymore, and we, as industry leaders and practitioners, should all play a part in rebuilding, restructuring and redefining it.  The fundamental solutions lie in a simple statement from motivational speaker Richard Montanez of Flaming Hot Cheetos fame, “Learn to use your past for your future”. The history of real estate can be drilled down into meaningful decades catalyzed by technology with the same 6 buckets: property search, transaction management, market statistics, property marketing, client acquisition, and recognition/brand advertising. We should be looking at each of these buckets through a lens of AI to enhance the customer experience, and to create the life/work/balance we want for ourselves. We are probably in year 2 of a 14 year cycle in real estate, which will probably be dominated by AI, like the internet dominated the late 1990’s and well into the 2000’s. If you only believe half of what AI can do, it is already a milestone moment in how we in the real estate industry will shape our businesses, interact with buyers and sellers, and measure our success. This era will eventually run out of momentum, like the era of paper-based advertising did. The question is, how are you going to tackle this new era in real estate. The concept of automation has been with us for over 300 years, and AI, simply put, automates many areas of our work, play and well being. AI will be as transformative as I dare say the industrial revolution was, or the dawn of the internet. There will always be Chicken Littles in our lives who constantly exclaim ‘the sky is falling….it just hit us on the head. It is up to us to approach this new era like Pollyanna, with unstoppable optimism.  Are We F’d!!!! The internet was going to put us all out of business, because our buyers and sellers could peruse listings and sales information on their desktop computers, not via their trusted realtor®. Bricks and mortar retail was going to be decimated due to the internet. It would surprise most that 80% of retail is still represented by bricks and mortar establishments, and Wayfair which was born of the internet is opening its first physical store (150,000 sq ft) in Wilmette, Illinois, just outside of Chicago. What? Well, Wayfair has discovered there are purchases which can’t be done without feeling, touching and seeing.. and remember that returning a couch is a costly and awkward endevour. Like retail, other industries like ours are going ‘PHYGITAL’ (physical locations plus a strong digital platform). A partnership of the two with AI integration will future proof any company/industry which adopts it. What is Walmart Doing With AI and How Does it Affect Our Industry? I remember almost a decade ago when I attended a fintech conference, a presenter from the insurance industry described a navigation GPS platform developed by Walmart, and designed to primarily enable truck drivers to deliver goods to a destination by doing right turns only. What was discovered was that left turns made deliveries vulnerable due to the volume of accidents which were left turn related and the time lost due to them. They discovered that Walmart’s delivery partners could save a significant amount of money, time etc., if they used this navigation software. They provided it to for free, but in turn received a portion of the savings on their delivery charges. Fast forward to today where Walmart set up a pilot for an AI negotiation platform. They asked around 100 of their suppliers to be a part of it too, of which 89 accepted? Why did they accept, well the platform was fed negotiation parameters by Walmart along with a promise to respond in real time to the supplier. The suppliers welcomed the change because many of them were dealing with long waits for a human buyer to respond. Walmart’s target was a 20% close rate. They achieved nearly 70%, which resulted in a 3% savings overall. 3% savings for a company of this size is significant and would probably be equal to a small country’s total GDP. A negotiation bot in real estate?  Say it isn’t so! Why Did Costar Buy Matterport? Recently in an interview with Andy Florence, the interviewer asked…Why Matterport? Mr. Florence the CEO of Costar answered with a series of statistics. There are 7.4 million Matterport tours viewed every year, and viewing times can go as high as 17 minutes per tour. Leads on Costar’s site Apartments.com that include rental properties with a Matterport tour receive on average 74 leads per month compared to listing without a tour that capture only 7 leads a month. Florence’s strategy is to hire several photographers to add 3D tours to all of the apartment units on his site. Currently Matterport has created over 12 million properties/spaces worldwide. Where Does AI Fit Into Matterport’s Future? The Matterport system can observe other things like roof wear and tear. As outside 3D technology advances, a scan can reveal land contours and predict where water can collect, signalling to a home inspector to look for moisture in the respective internal area of the home. Matterport tours can identify granite countertops, Wolf appliances, electrical and plumbing systems. This data could be served up to the consumer giving estimates on replacement, or the value that a high end appliance can add to a property. A buyer can do a scan of their own home, strip all of the furniture and decor items, and move the items in a so-called virtual moving truck and place all of their stuff in a new property which they are considering purchasing. With the ability to manipulate for furniture placement etc. there is no need to measure for furniture at the final walk-thru. So What Does This AI (BS) Mean to Me, and How Can I Take Advantage of It? AI will supercharge solutions, fill gaps, or identify inconsistencies in your customer’s journey. Input your customer comments, emails, texts, complaints and inquires over the last 5 years, and create a bot to offer you a better system to improve your customer experience. This will enable you to predict negative experiences before they happen, and provide you a tailor-made information drip to current and past clients. This is your proprietary data, and will keep you relevant to your tribe at all times, paving a way to more referrals of look-alike clients.  Build a bot to deal with meetings with your team/staff/partners, or better yet, your clients. Take notes at your listing and buyer presentations, at showings, at home owner feedback sessions, and feed them into a GPT, and the bot will dole out tasks to your partners (lawyers, mortgage specialists, photographers etc.) team members, your buyers and sellers, and it can start emails, texts, create graphs etc., to present to your clients in real time. Generative AI was built for customer support and is in the palm of your hand. On-boarding new prospects, marketing automation and post writing is here and now, and writing code isn’t that far off either. To learn more, join our AI conference in September.Visit <a href="www.realestateinfluencers.com">www.realestateinfluencers.com</a> What Can We Learn About The National Association of Realtors Settlement? September 16th, 2024 is D-Day for property listings on MLS® systems to DELETE any offers of compensation to the co-operating realtor®. Traditionally, MLS®’s have had the commission offered to the co-op agent or the agent that brought the buyer to the home owner. As US consumers and realtor®’s enter this fall market, there will be a fundamental change in how the buyer representative will be compensated. 1000 WATT, a survey company dedicated to the real estate industry, conducted a consumer survey around the buyer agent compensation settlement, while T3 Sixty, a real estate consultancy firm, conducted an industry leader survey asking the same questions. Of note was the fact that 63% of consumers surveyed were not aware of anything to do with this commission issue, which gives our American colleagues in the industry an opportunity to educate consumers on the two sides of the commission. Both sets of respondents answered that technology has made the process much easier. Consumers felt they were more likely to seek out alternative service platforms going forward, while industry leaders were more likely to offer more market responsive compensation plans, with asking for a retainer from buyers being the most popular. Both consumers and the industry were aligned concerning the buyer agent’s role going forward and their value, however more transparent communication is needed. MREGA! Will this compensation issue come to Canada? Maybe in some form, but our industry and its licensing bodies have made transparency a cornerstone of our service offering. A similar class action suit has been certified here in Canada, and a settlement could be a few years away. This is where our opportunity lies, and it is beholden upon us as practitioners and industry leaders to formalize our service offering. AI will and can be a part of that. The two worlds of consumer protection and transparency are colliding with AI technology, which will allow us to accommodate our clients’ needs more responsively when they need us the most. I have never been more excited about the future of our industry and how we all can shape it going forward. We can MAKE REAL ESTATE GREAT AGAIN! In the spirit of transparency, I must reference MAGA.

Why Is The Real Estate Industry the Greatest Industry In The World?

Growing up in a disciplined Italian household, secrets were kept to the biter end. You see my parents did not really care which one of us broke something or attempted to murder the other, we would all somehow get disciplined, my sisters were at fault for not looking after me and I was blamed for provoking them. I remember one time we broke this vase which always sat on the lower mantel of our fireplace. It was an ugly black, white and orange glazed pottery piece, which looked like someone made it in their garage. One day my sisters and I were all arguing on what to watch on tv, which when I think about it now we only had 13 channels and 6 of which were Canadian programming so what choice did we really have? Once we decided what to watch, the next decision was who was going to get up and change the channel (also known as ‘turn’ the channel because it was a dial on the the actual tv, no remote). I believe I wasn’t moving fast enough so, being the youngest kid who didn’t warrant a seat on the couch, I sat on the floor beside the fireplace.As a result of many threats on my physical being by my sisters if I didn’t get up and turn the channel, my sister decided to throw a pillow off of the couch at me, I ducked and the pillow squarely hit the vase. It was rather tall and it wobbled around what seemed like forever and finally fell against the brick and onto the hard surface of the lower mantle and broke into 3 pieces. We were all mortified and knew that we would all be getting the blame no matter who caused the damage. That’s the way it worked in our home, my dad called it democratic punishment, it was his way of keeping us all in line.We commiserated over the broken vase for at least an hour until my sister Mari came up with the idea to glue it back together (something she had seen on The Brady Bunch). Obviously, it did not take my mom that much time to notice our handy work, (a remarkable job of reassembly, for a 5, 7 and 9 year old), so she innocently went to my dad to tell him about the broken vase, and how we glued it back near perfectly together. As a surprise to my mom and to us later in life, my dad shrugged it off and said how creative we were, but more importantly we operated as a team. It was our family’s worst kept secret. The Bank of Canada’s Worst Kept Secret - The June Rate DropThe Governor of the Bank of Canada recently at a press conference following the latest rate pause, announced that an interest rate drop was ‘within the realm of possibilities’. We have seen some great month-over- month inflation numbers (slightly up in March) which are well within the BOC target. The US on the other hand has had their inflation rate remain considerably more sticky. So when will the BOC depart from US monetary policy and go it alone (which will cause our dollar to lose value as investors move from lower interest Canada to higher Interest US)? All indicators point to June, as an ideal time when people begin their summer holidays and as many mortgages are set to renew at this time it would also lead to some relieving of mortgage rate stress for Canadians with variable mortgages. A Lower Loonie Ain’t So Bad in the Summer Months - Another Reason for a June Rate DropOur reliance on foreign produce in the summer months, purchased in US dollars, is lessened as we gravitate to more local fare thus not pushing up inflation as our dollar drops compared to the US dollar. Also a lower Canadian dollar can make our exports more attractive and fuel our GDP. A lower loonie will attract foreign travelers and give a boost to our tourism this summer too. Canada will need to reduce rates to prop up our faltering economy and the drop in value of our dollar may barely be noticed by the time the Fed rolls back rates in September. As a result of the fed cutting rates we will see our dollar rebound just in time to buy tomatoes from California in the fall. An Election in the Fall of 2024? - The Last Reason for a Rate Cut in JuneThere has always been a theory that the easing of monetary policy usually comes prior to an election. I can say with certainty that there is going to be an election south of our border on Tuesday, November 5th, 2024 (unless one candidate breaks a hip or the other is behind bars). But by my estimation Canadians are not scheduled to cast their vote in a federal election until October 2025. So rates coming down now would be pre-mature by election standards, or are they? There was a recent poll conducted by Nanos Research which found 46% of respondents wanted an election as soon as possible, with only 33% saying they would wait the full 4 years. Why Did The Government of Canada Deliver a Santa Clause Budget For Millennials.When have you ever experienced a high profile, dishing out money budget like we just had? Normally a Santa Claus Budget so to speak is prior to an election. By my calculation, this election style budget is 18 months too soon, so why now? Could something be happening behind the scenes to the coalition agreement between the Liberals and the NDP? This is a wild card speculation on my part but this recent budget which was focused on millennials which represent 25% of our population and an even larger voting block, coupled with a rate cut could mean leverage for the governing party and in turn an early election. Or are they just trying to win back some attention from those who seem to have tuned out the Liberal Leader as Mark Carney waits in the wings. Using the Capital Gain Tax to Pay for GiftsBack during the 2021 federal election there was speculation about potential changes to the capital gains tax. When governments begin to dial into reducing the deficit, the pot of tax gold is usually capital gains. There was speculation that our principal residences would not be exempt and the fact that we now have a spot on our income tax return where we must note the sale of our principal residence and claim the exemption made many of us think that the only way we as Canadians can build un-taxed wealth was in jeopardy. Instead, it came as no surprise to the accounting community that would brace themselves at every new budget, for a capital gains announcement. And sure enough the wealth re-distribution plank came through, which according to our finance minister only affects just over 1% of Canadians or 400,000 people. June 25th - 6 Months Away From The Holiday SeasonIn an unprecedented move the Canadian government decided to give usa short lead time before a tax increase but they chose the month of June maybe to soften it with good news around a rate cut. Usually when a taxis introduced it would either be retroactive, immediate or commencing on January 1st. In this case they gave us until Tuesday June 25th, not the end of the month, not the beginning of the month, but on the 25th of a month which, for accounting purposes is very weird. I predict a flurry of amendments moving up the closing date of June 28th for the sale of investment properties, cottages and businesses. Why do you think they picked June 25th, exactly 6 months before Christmas? Why not July 1st Canada Day? It would have been very patriotic to celebrate all that is Canadian - beer, poutine and taxes! The TSX Already Knows the SecretRecently the US reported marginally higher inflation numbers along with lower than expected GDP growth numbers for the first quarter of the year. Both the US and Canadian stock markets dropped, with the Canadian market closing higher by end of the day that the US GDP numbers were reported. The US is feeling economic pressure, inflation is slightly higher and unemployment numbers point to a tighter job market conditions. However, if the growth trend continues to weaken what is the US Federal Reserve’s next move? Rate cuts dare I say? Tiff may now be able to sleep at night after he brings rates down in June knowing his US counterpart will have to start easing on monetary policy and follow Canada’s lead and begin to drop rates in September to fuel the US economy. It’s Not A Matter of If......But When?No matter how you look at all this economic data, many of our customers past, present and future are dialled-in to what is happening around mortgage rates and the overall economy. Without question, three quarters of 2022 and the whole of 2023 were historically down years for real estate unit sales. Those people who entered the market during that 21 month period of record high mortgage rates did so because they wanted and needed to. Now we are entering an era where rates will go the other way and confidence/demand in real estate will go back to within the 10 year average. Remember back in Q4 of 2023 there was talk of rates dropping as early as March of 2024 (the US Federal Reserve spoke of 3 rate drops in 2024). That information really moved the market in the early months of 2024 because people got off the sidelines and got into the market. When all that rate uphoria didn’t come to fruition those who chose to enter the market were too far into the process.The consumer train had left the station and people began to look at properties again. They couldn’t unsee the value they were getting for their real estate dollar and they didn’t stop seeing the flaws in their existing homes or the need for more space. In other words, we as professionals in the market should have our ear to the proverbial ground, always do your homework, gage consumer confidence, interpret statistics and educate your tribes as to the trends that may be forming. Be in tune with the market around you and the overarching economic conditions which surround us. By doing so you will provide your clients with the knowledge and expertise which will allow them to make the best decision for themselves, their families and their businesses. Why This Is ImportantDespite the rates remember the fundamentals of real estate as a wealth builder• According to CMHC home prices could reach peak levels of late 2021 and early 2022 by next year• Demographic demand for housing is double housing starts.*• Rental vacancy rates are 1.5% in Canada.*• Rental rates increased by 8% in Canada in 2023.*• Apartment style construction takes 32.6 months in Ontario, up from 29.5 months during same period last year.*• Construction costs are up 80% from 2017, way outpacing construction.**• The sell rate for those aged 75 to 79 is 21% and trending downward.**CMHC**Globe and Mail, source Statistics Canada

The Worst Kept Secret

I travel a fair bit and I’m baffled by the lack of technology which could make the experience that much better. Imagine a world where you enter the airport and an app would geolocate you and welcome you to the airport and tell you to turn right or left to check-in. It would know if you are a ‘known traveller’ because it would have your entire travel history and access to your Nexus/ passport information. As a mater of fact, you would earn points for how quickly you go through security and there would be a separate line for you, with less staff like at self checkout. There would be a line for novice travellers, families with small children, elderly, etc., with more attendants to help. Once through security the app would say, “you have plenty of time to get to your gate, would you like to do some shopping or have a meal? What do you feel like?” It would serve you a list and locations of where you can get a pizza or Starbucks along with the restaurants ratings. The app would give you a polite nudge that your plane is boarding in 30 minutes, with a countdown of the time, and how long it takes to walk to your gate. When you get to your gate instead of those announcements that no one can understand, the app would tell you when your group is being called. I recently was on a flight to Argentina and because I booked last minute with an airline I had no status with, I was at the front of the plane, very close to the serving area. It was evident by the banter in the serving area that there was one particular steward named Karen (the name says it all) who seemed to be the busy body of the group. She made her displeasure known if you had to use the restroom minutes before takeoff. What I always find remarkable is the lack of awareness stewards have when they are in their domain (the servery) and we so obviously have to pass through the servery to get to the bathroom. It’s unnerving how they all remain congregated deep in a conversation about how much they hate the passengers. It’s uncomfortable and you feel odd interrupting their conversation to get them to move out of your way, then they leer at you like ‘what’s your problem? Why didn’t you use the bathroom before you got on the plane?’ Karen’s task on this flight was to get the entree orders, to which she did with great intention. The airlines all have this perk, so to speak, for customers with status. They usually have a few entrees to choose from so the stewards go up and down the aisle criss-crossing with a piece of paper that was printed on a dot matrix printer, with all of our names and our level of status, or lack thereof, and the ones with the greatest status get their choice first. It is weird when everyone around you gets asked their choice except you (Karen passed me by at least 6 times to go to the other side of the plane). It was like I was invisible. I even waived her down while she was passing to give her my choice, to which she replied with the sternest of voices, “it’s not your turn yet!” So you can imagine I was the very last to order my entree, I think even a dead head pilot got to order before me. By the time she would make her way to me I knew I would be getting either baked turbot with a celery purée or the vegetarian tortellini stuffed with sweet potato in a tomato ginger sauce - the least appetizing and the ones no one else wanted.I kept looking at Karen with angst because I knew the chicken dish I wanted was going to be a sell out. Sure enough Karen came to me to ask for my choice, and with a satisfying grin she said, we ran out of that and we ran out of your second choice too!! I could see her mind working, “Why don’t you stop being such a promiscuous traveller and be loyal to one airline. Then you would get your choice!” Where I feel the airline totally missed the mark, not only with me (a potential frequent flyer member), but with the other passengers as well - they should do away with the piece of paper and replace it with an iPad. As the iPad is at the front of the row, all the peoples names and photos should auto populate the seat map. Information about the passenger’s last flight and their status should pop up. A dialogue could go like this, “Mr. Zurini, how was your last flight to London with us? You ordered the beef last time, how was it? Do you want something different this time?“ They would enter it on an iPad in real time to a central database, this information could provide them with a whole slew of data points. The flyer would in turn feel that they aren’t just a number and that they are truly a valued customer. Also, they never give you insight into what the meals are like, they just plunk them down and run away. How do you fix this in the current environment? For starters, passengers should be chosing their meals when they check-in, or maybe they should sit all the status people together so that they can gawk at us non-status people (kidding). Maybe they do it because they want us non-status people to feel bad, and this is how they showcase a differentiated experience. But is it really??!!Hmmmmm, a differentiated experience? Unlike a real-time visual group experience like being on a plane, social media is the vehicle by which we showcase what we do when it comes to our customer’s journey. Our consumers can watch videos, see posts in real time on how we market our listings, how we acknowledge our clients and how we build relationships. What is uncanny to me is that all of this content is the same. It’s like we as Realtors think that only we have the privilege of seeing this content, not our clients. But that isn’t true, they see it as well. So the question remains, is it that we see other Realtors doing something and we duplicate it because we think that’s what our clients want too or do our clients see what our competitors do and they demand the same from us? Case in point - do our customers see other buyer’s photos on instagram beside a sold sign and they want the same thing? Are we copying client appreciation events from each other because we think it’s a good idea or do our clients suffer FOMO and want the same type of event but from you? Do our client’s demand we do that fast paced video tour of their home or do we think it’s cool. When was the last time you asked your client what they want and what they would like to see when it comes to presenting their home? It’s time to dig deeper to differentiate yourself and your marketing. Selling a two bedroom bungalow with techno music in the background and fast paced clips may not play to a senior audience.I get it, we are all trying to get our fair share of the consumer’s attention and we want to showcase the whole property in 90 seconds. Is that really doing it justice? Let’s be frank, unless you listed the White House with the Lincoln bedroom, secondary bedrooms are not going to wow anyone. So why do we have to do these compressed videos showing the two piece bathroom with a corner of the counter top? When you look at fashion advertising it is usually a single outfit or a great bag. Why don’t brands put photos of the entire line in an instagram ad or in a magazine? Not everything is going to grab your attention! A clothing line has basics which are not going to evoke an emotion. Have you ever seen a 2 page spread in a magazine of a wallet??? So why are we wasting precious attention grabbing time on a secondary bedroom or a laundry room or a 2 piece bath for that matter, unless it was Drake’s bathroom which is pretty spectacular! The Lost Art of a Great NewsletterThe cool thing about a newsletter is it stays within your tribe and it can be more personal and far more comprehensive than a social media post, and they are re-rising in popularity. But, they have to be really cleaver and to the point. It should be peppered with personal candid photos of your clients, gifs/memes, personal news about you and your team (your team can also include your real estate service partners) and your clients. It should showcase a client who works or owns a business which is in your trading area that you can highlight/promote. There should be easy to read graphs, well explained statistics and market trends which you can present using short form videos. It is a great way to spread the word about you, your service style, your knowledge and expertise. Stop showing everything you do in social media - it’s not the ONLY way to reach your tribe and often it’s not even the best way. The Makings of a Great Newsletter1. Come up with a really cool name which captures your culture and the essence of how you operate. Here are some titles from my AI assistant: Realty Rundown, Home Highlights, Property Pulse, Realty Review, Home Horizons, Market Movers, Property Perspective, Living Lowdown, Dwelling Digest, Market Metrics, Realty Recap. 2. Don’t waste yours or your reader’s time. Make it really easy to put together, edit and curate content. Also be consistent with your wording. Most people can read between 250 and 300 words a minute so make sure its not a 1,000 word essay you did in high school to achieve the assignment’s word count. 3. Your first headline should be click bait quality. “Your Neighbourhood is Headed for a Boom: The Numbers You Just Cannot Ignore!” 4. Make it really eye catching but don’t overthink fonts, colours and layout, these can evolve over time. It shouldn’t be a word, graph and photo vomit. Number the sections and label them with clear titles. Make sure your thumbnail image really is relevant. Just around 200 words per section is perfect, embed links to allow your keener followers to go further. 5. It must be mobile ready if you want it to be read and consumed with ease. Embed some analytics (heat mapping) in it, so you can gather intel into what is being most viewed or shared. Realintro is a great platform for an e-newsletter which has all of this functionality within it already. 6. This newsletter could be weekly or monthly and can be the impetus to a final yearbook which you can put together and mail a hard copy with a hand written note inside for all of your sphere of influence. Stop the Copy and Paste StatisticsIf I see another so called market update with real estate board statistics, or a social post saying “Bank of Canada holds rates”, without some sort of context, my head will explode!!!!! Without context you are wasting your time, it is important to explain why this data, or this announcement matters to your buyers and sellers. And more importantly, how it affects them positively or negatively, or not at all. It is time you offer your tribe personalized reports, you should incorporate more targeted information using various statistics and ask if your prospect/past client wants a deeper dive into more specific data that affects them directly. Break down complex data with step by step visuals, create comparison (Dare-to-Compare) maps which showcase what is happening geographically from area to area you serve. Use comparative metrics on a national, provincial, regional, municipal and neighbourhood level. I never met a line graph I did not like when it comes to visualizing and demonstrating a trend, make notes right on the graph, create videos incorporating real number examples not just percentages. The best way to explain numbers/statistics is by incorporating them in a relatable story, avoid industry jargon and remember to update a video or post when something dynamic happens, create a glossary of terms, and hyperlink those terms whenever you use them in a post/blog/email/newsletter. And remember to follow-up, and get feedback on information you are sharing, ask if they know someone else who could benefit from the same kind of information. Don’t forget to always offer the personalized deeper dive into the numbers/statistics, and how they directly affect the individuals in your sphere. How Does Your Tribe Consistently See What You Are up To? The stuff you create isn’t always getting consumed by the people you are trying to reach. You would nearly have to like and comment on everyone in your sphere of influence 5 times daily on all their social channels to ensure they are consuming your content. Why are we not creating marketing that is constantly being absorbed by the people who matter in our business. It’s time you take a direct approach to distributing valuable content, text, email, newsletters, phone calls and addressed mail to name a few. Take charge and give your past, current and future clients an experience which is customized to them, which is valuable, relatable, contextual, current, thoughtful.

Why are we Failing the People we Serve!

We recently updated our core values to reflect our commitment to our success, but more importantly to create a positive impact on our agents, our staff, our customers and the communities we serve. We have made a conscious effort to update our values (3 times in 12 years) to reflect what is happening in the broader market, changes in the way people interact and to embody our company’s strategies going forward. Blah, blah, blah......you might be thinking. When I survey major company’s websites, I often don’t find their core values or guiding principles clearly displayed so are these just words on a page or a dusty plaque in the back of some marketing department? I have a real affection for the written word. When I read something or hear something cleaver, I always take note because someone or somebody came up with that collection of words. I often think, what was the impetus to their word selection and phraseology? I have always been fascinated with success stories, so late last year I watched the movie Air, the story about how Nike and a tight knit group of executives forever changed sports marketing and how elite athletes get remunerated for their image endorsement. As I was doing my research for this blog, I asked various people if they had seen the movie. So many said yes they had and how Micheal Jordan was their hero, and how he changed the game of basketball forever, and that Viola Davis was amazing in the role of his mom. There was some disappointment that ‘the great one” (I know that’s Wayne Gretzky) wasn't really a character in the movie which was about him, or was it? Who would play Michael Jordan anyway? Tough shoes (forgive the pun) to fill. I think the star of this movie was the written word, not the script (which was good), but the actual written words which make important cameos throughout. What? You don’t remember words on the screen? You are NIKE’Snot alone! Most people I asked did not remember any words either. They remember that Matt Damon had a dad bod in the film, but they did not recall words. Even when I mentioned that these words were on white paper and the text was original typewriter font, known as courier typeface, still I got blank stares. Then I asked ChatGPT to identify the written statements on white pieces of paper in courier typeface and their significance in the movie. ChatGPT’s response was “I couldn’t find specific details about what appears on white pieces of paper in the movie ‘Air’.  The available information focuses on the general plot and themes of the movie......”. it went on to say that for intricate details like these watching the movie might provide the answers you are looking for. Why the ‘f’ didn’t I think of that???? (Human capacity ‘1’ Artificial intelligence ‘0’) So I watched the movie again and sure enough the star of the film showed up at five minutes 25 seconds, the 10 Nike Principles, with #9 getting the spotlight, “It won’t be pretty”. Throughout the film the star steals scenes and sets up the next one. The most profound scene is at the end where the Nike founder is lying on his couch doing a forgiveness meditation for himself as he unwinds the decision he made. The camera pans back and above him, framed on the wall and bigger than life, are the Nike principles which have guided him through this unorthodox decision he made. Phil Knight asks, “what is the most money we have made on a single shoe line? $3 Million? That’s not bad” he whispers. Well that first year Nike made $162 million on Air Jordan and it is reported that Michael Jordan averaged $400 million a year in revenue share. The year that deal was struck Nike had 17% market share, Adidas had 29%, and Converse 54%, and ironically Nike bought converse for $305 million in 2003. Do you think if Nike principle #10 did not exist, (If we do the right things we’ll make money damn near automatic) that Phil Knight would have made that momentous decision? As a result of this movie, I was inspired to makeover our guiding principles and/or our core values, so at the end of 2023 our leadership team and I created our next generation of core values, which have been replaced in all of our office locations. These values promise not to be just static words on a page. We are working on making them come alive in everything we do, they will be at the core of all of our decisions, they will echo our rhythm (how we do things) and continue to shape culture. The Power of Core Values When was the last time you looked at your core values? Do they have relevance, are they easily articulated, do they have meaning to your customers, your team, and your fellow colleagues? Do you even have core values/principles? We all talk a good talk when it comes to our mission, values, and vision, but are they a living breathing document? Or are they just words on a page, or a plaque on the wall, or a piece of paper in a file at the bottom of your desk drawer. Some entrepreneurs go through the exercise MVV (Mission, Vision, Values), so that they can check it off a proverbial list but, it is something integral to your brand promise, and how the internal and the external world interacts and engages with you. The Story You Tell Day in and Day Out If someone were to read your social media posts, your newsletter (if you have one), your emails, your texts, your extra remarks on your listings, view your videos, watch your weekly vlog (ya right), etc, would they be able to have a clear understanding what you and your business stand for?  Would they appreciate what you are accomplishing, or what you are thinking when it comes to them (your client), or how you organize your business? Are you strategic or haphazard? The content you put out into the universe should be the building blocks of your brand. If these blocks are made of wood one day, straw the next, and stone the week after, what does that tell your consumer base about you? Keeping and maintaining someone’s interest is a difficult gig on the best of days, and yes, our everyday existence can be a bunch of white noise but, if you stay true to your core values your message will become familiar and so will you as a professional in your field. It is important to break through your own white noise, by creating attention grabbers. Oprah Winfrey was the master of that, she competed with other daytime talk shows and often the topics were similar but her break through, I believe, was Oprah’s Favourite Things - she was the very first influencer! This elevated Oprah above her competition, it was something that was her OWN, and of course her audience stood up and took notice. What was even more remarkable was the fact that those who weren’t her die hard fans took notice of this list as well. Why Your Communication Rhythm Really Matters The magic really happens when you start seeing those around you adopt your rhythm. Think of Beyoncé’s new song Texas Hold ‘Em - nothing extraordinary from a lyric perspective but the rhythm is the star of this show. It has exploded on social media and a new line dance was born in 48hours. Think of all those posts which will feature her song and will command a place in our day. This is the extreme, but apply it to you and your tribe and how your tribe will respond to your posts with the same cadence as yours. How they will communicate to their tribes and be able to refer you to their friends and family, with the same rhythm you put out there. I have always said the best review you can get from your clients is, “So-and-So really got me/us, they really understood where we were coming from and anticipated our stresses/needs/wishes before we had them”. 5 star!!!!! So, don’t just create your core values and set them aside. Post them offline and online, where you, perhaps your team, and your clients can see them all the time. Model your business systems, social media strategies and client interactions with your core values/guiding principles in mind. Let them guide the decisions you are struggling to make in your business. Unsure if you should invest in a new technology or revamp your systems or put on a client event? Look to your values for the answer - it could be the Air Jordan of your business, which could be the trajectory you have been looking for.

Is There Value In Your Core Values

Growing up in the family business founded by his parents in Hamilton in 1980, Conrad developed a strong passion for real estate and improving the overall client experience. Now as the Broker/Owner of the #1 Brokerage in the Real Estate Association of Hamilton-Burlington (RAHB) since 1994, Conrad is constantly working to develop new systems, programs and technology to take the real estate industry to the next level. Most recently, RE/MAX Escarpment has partnered with RE/MAX Niagara, creating a 14 office powerhouse that services Burlington to Niagara with over 800 agents. RE/MAX Escarpment-Niagara continues to lead the local real estate industry in average unit sales per person. In early 2014, Conrad was recognized as the 2013 RE/MAX Broker of the Year for a Multi-Office company. RE/MAX Escarpment is also the proud recipient of the 7 year Consumer Choice Award in Hamilton (2014 – 2020) and in 3 year in Niagara (2018 -2020) As the former chair of the Affordable Housing flagship for 10 years, Conrad is passionate about his community, and is working to create affordable housing projects through private and public partnerships that will improve not only the economic outlook of the city, but also the future of its residents. Further, 2020 marks the 25th year that RE/MAX Escarpment has been a contributor to the Children’s Miracle Network. Conrad is a Leader, a Mentor, a Teacher, and a Visionary for the ultimate real estate experience.

Conrad Zurini