Good morning, and welcome to another Motivational Monday. My name is Matthew Hodge, executive vice president here at LPT Realty. And I'm joined every Monday by Robert Palmer, founder and CEO. And if you are first time joining us, we welcome you to motivational Monday where we cover, kind of the macroeconomic environment, what's happening, overall in the industry, and then updates that are happening specifically within the brokerage. So with that being said, Robert, how was, your weekend? It was good, man. I I actually worked a lot this weekend. Yeah. A lot going on. Hung out with the kids, though. I always gotta find the time for the little dad, you know, dad life, work life balance. I got my I see the bracelet. Made me this, friendship bracelet this weekend that says RP daddy. That's pretty good. Hey, Luna. If you're watching, I got my I got my friendship bracelet on this morning. Sometimes my wife lets her watch motivation Monday. We're getting her ready for the you know, she's free. Yeah. For the future career. For the for the future career in real estate. Yeah. I love it. I love it. That's awesome. Yeah. It's, this weather was, amazing over the weekend, which has been nice Yeah. Given our previous kind of couple of weeks that we Yeah. The, what is it, like, the ten nice days of weather we get here in Florida? Right. So it's great. Yeah. It was good. It was good. Alright. Well, let's go ahead and jump right in. We've got some stuff. I've seen you've brought some props today for motivational Monday, so I'm gonna, get This is actually for my OPT plus call. Okay. I'm like, I don't know what we're talking about. Yeah. You don't have to worry about this. This is our bag of tricks for OPT plus Saturday, which is gonna be cool. We got John Chappellett coming on Yeah. To do a little mindset stuff with me. We're gonna talk about some hands on direct mail stuff and making making envelopes openable, I guess, is kinda Okay. One of the things. So that's what? Today? That's today at noon. Yeah. Today at noon for the LPT plus members. So that's just been going really well. I've enjoyed that. You know, we're doing the two masterminds a week. Obviously, got the amazing suite of tools, which alone brings the value. And then you couple that with the the two trainings we're doing every week, bringing a special guest like John today. It's exciting. You know, because really what we've we've kind of figured out is we need the the right tools. But without the training, the right tools are worthless. And so, you know, we went out and put together the best possible suite of tools for LPT plus for that optional monthly fee. And then the training is just to make sure I just know how to use them. Right. A lot of people are finding more value in the the trainings and the masterminds and the actual tools. So it's been it's been a lot of fuss. That's great. Fun. Yeah. We talked about that a little bit on Real Estate First Friday, Lewis and I, last week. Just making sure that you understand what tools are available to you with inside of LPT and really just understanding even the collateral. So if you look at, like, the, you know, active marketing plan and the noncritical questions and things like that, making sure that you understand what's in there. So as you're presenting them, you understand you're you're referencing those pieces. It's really important. A lot of people like the way that they look, and they they drop it off, but they don't really take the time to digest what's fully in there. It's super important. So I'm happy that you guys are going deep on that with LPT plus and figuring out how to actually utilize the tools. Yeah. So okay. Well, where are we starting today? I mean, I guess we'll do a little bit economic update. Rates still holding high. Yeah. You know, we've not seen any relief there yet, which is unfortunate. I guess, you know, we're kinda hoping for that right economic data, right messaging from the Fed to see what's going on there, but, rates continue to kinda creep back up. I think last I looked, we were close to getting close to that three month high, which is, again, not where not where any of us thought we were gonna be. I have shelved my mortgage commercials for anyone who followed that whole thing. I got to run them for, like, seven days, and then we took them off the air because rates started going the other way. And I've grown the beard back. So, I'm not shaving again until rates fall. That is my That's the plan. That is my commitment. Alright. Good luck. That's been good. Look. You know, we saw a lot of disruption. Obviously, still a lot going on from the hurricanes. You know, September existing home sales numbers are gonna be coming out here in the next week or so. I'm expecting to be abysmal. Like, I think I think really set I think September is gonna set a new low watermark and surprise a lot of people for how few real estate transactions relatively were conducted. I mean, obviously, there's pockets of success, but just seeing a lot of pressure there. And then, again, because we got certain states that just can't transact right now. Right. So you have a lot of closings that were supposed to happen that last week of September in in parts of Florida, in parts of the Carolinas, in parts of Tennessee, in parts of Georgia that are still in limbo right now. And then some homes that they're gonna have to be rebuilt or repaired if they can ever sell at all, and some listings just don't exist anymore. Yeah. So a lot a lot going on there. But, you know, I it feels like like we you know, we we're tough. Right? Like, we're we're we're a tough community. We're a tough species. We're, you know, the human race is tough. Like, we we will build back. We'll come back stronger. And we're starting to see signs of that as people kinda put things back together from these two terrible storms. But it does impact our industry. You know? Housing is really the big thing that's impacted if you think about it. You know, a lot of damage to homes, which means they can't they can't transact. They can't buy. They can't sell. Other people are now gonna have to buy and sell. You know, we are looking at doing some, again, dedicated training classes around this. We're gonna get on that training calendar. I know, Christina talks about it on Friday on the OPT plus mastermind. We're gonna be doing the broader brokerage stuff this week, but just a lot of lot of disruption there across our industry that we're all recovering from together. So And real quick question. Just, you know, I know that this is, where within thirty days of, like, an election cycle, and I know that there could be, you know, transactions or people who are apprehensive to make a move right now because they're just, you know, kinda maybe uneasy. Anything to kind of arm our agents with any type of thought process or ideology that they should be thinking about as they're explaining to someone why it's important to continue to move forward and not necessarily hold out. Yeah. Like, I I think I think patience is probably key. I think being that counseling arm, like, look, we're the the election is imminent now, you know. And at the end of the day, like, whether people get the result they want or not, within a few weeks after, most people will return to the market. You know, there's that little bit of sting early on. So I think it's just staying top of mind, staying in front of them, you know, utilizing the print collateral, things that we preach here all the time at OPT because that's what keeps you top of mind. So when they do get back in the market, because they will. You know? Again, we're we're adaptable. Yep. No matter how upset we are about that result, how apprehensive we are about that result, within a few weeks after, life really does go back to normal for the most part. And so I think I think you're gonna see people coming off of the, coming off the fence. I mean, rates would have helped. I mean, it would be a lot easier going into this kinda q four if we had those low sixes on the mortgage rates, high fives we were hoping for. But we're gonna we're gonna persevere, man. We're gonna put in the work. I mean, you know, that's the thing. Like, LPT will not be outworked. I I firmly believe that after just two years. You know? And and the more of that we do, the more we put in the work, the more we do the hard work, the more we're gonna win, the more we're gonna see the results. It's that the old adage, right, the harder I work, the luckier I get. You know, that's a very LPT thing to me. Right. And, you know, we're just we're gonna come out the other side stronger and and whatever it looks like. Because for every month, rates stay high. For every month, there is uncertainty. There is just more there's more transaction count. There's more opportunity waiting for us on the other side. And we're putting ourselves in a position to go take advantage of it. So I think I think that's massive. Okay. Awesome. Well, let's, go ahead and move on to the next topic. What are we doing? State? We're gonna talk about so I pulled a little something out of out of my book, Listing Power. Okay. The the Mickey concept. If you remember that. So Yeah. We we have been a lot of talk about leads lately. And and I while some of this was spurred on by us launching LPT Plus, it really is it is applicable to everyone inside the brokerage. And so I thought this was interesting because I really haven't talked about this a ton inside of LPT. But when, when I wrote my book back in twenty sixteen, Listing Power, eleven Rules for Real Estate Success, one of the ideas I I had in there was this idea of a MCCI, m I c c I, motivated individual with correct contact information. Because I hated the idea of lead. Right? Like, what's a lead? Lead. Leads. Like, what are leads? What does lead even mean? And, you know, you you you get these pay per click leads, and it's like mickey mouse one two three at g mail dot com. Like, is that a lead or not? You know? And then on the flip side, you get people who maybe they're just browsing on the Internet. They have no real intention of doing any business. They are sitting at home in New York, and it's snowing, and they hate their life, and they like looking at houses in Florida. Like, are they actually motivated actually motivated? And then do you have their correct contact information? So the the whole idea in the book is to really drive people into this idea of when we're talking about a lead, what we really need is we need a motivated individual, and we need their correct contact information. And if you don't have those two things, then I would challenge you that you really don't have a lead at all. And so I recently just kinda wrote that as a concept. And then in the last couple of weeks, as we've been working through some of these things and as we're getting ready to launch the Leads Connect program, you know, next year that I talked about, on our special was that Labor Day? Labor Day. Labor Day Motivation Monday where we talked about Aperture and Leads Connect, and Ascend initiative, you know, kinda dusting some of that off getting ready. This this Mickey concept came back up. And so I'm actually taking it one step further, and we're turning it into a scale. And so we can go to the next slide, Dave. So as we think about this as a scale because it really comes down to, alright, motivated individual. I get that. But what does that really mean? Right? How motivated are they, and how do we know? How do we know they're motivated? And so these are two things I wanna dig into and kinda talk through. Alright. When we think about different types of leads, you got Zillow leads, you got Ojo leads, you got DirectMail leads, you got Sphere leads, you got prospecting leads, farming leads. Like, there's all these different kinds of leads. How motivated are they, and how do we know that they're motivated? Right? And and this is where I think in some cases, we make this incorrect assumption that just because someone is on a home search site looking at houses, that they're motivated. And and that that's a really that's a stretch. Like, that's a leap. Right? There the Zillow has created this whole culture of people who just like to look at houses on the Internet. Like like, it's like a sport. Like, it's a game. It's it's a thing. Like, hey. I'm a I'm a house scroller. It's it's just it's fun for me. Right. You know, like, if you look at, like, Zillow gone wild, that social media account went viral because people just like to look at houses, you know. Perfect. People, they scroll their Facebook feed, then they go scroll Zillow. And so part of the problem is, like, that's not really a clear indication of motivation. And so again and today, I'm not here to give you all the examples that are, but what I wanna challenge you to do is think differently. Right? When you do receive a lead, how motivated are they, and how do you know they're motivated? And are we using a false assumption to decide that someone is motivated? And if you think about it, I think something like, I don't know, seventy percent of all US citizens visit Zillow in a sixty day period. Mhmm. So does that really even show any level like, is that really a sign of motivation or not? And so Zillow figured this out. And so what Zillow went to is, you know, they don't they don't turn into a lead anymore until the person is actually like, yeah. I'm ready to talk to a real estate agent because that shows motivation. And so it's not that people who are shopping on Zillow are more or less motivated than people who are shopping on realtor or an agent's independent IDX site or whatever that is. The difference is Zillow is waiting until they actually get them on the phone and they say, yeah. I wanna talk to an agent. I'm I'd like to buy a house. I'd like to sell my house. Some other indicator of motivation before they turn it into a quote, unquote lead. Right? And and I think that's the big jump because then if if you look at agents who maybe run their own IDX site, everything is considered a lead. Mhmm. And just because someone is searching and you made them put in their email address before they could show photos, see the photos, or whatever you're doing to to get them to give you that information, I would argue there is no motivation there. Right. So is that a Mickey? Is that a lead at all? You know, whatever. And so, again, just a concept that I really want you guys to know. So are are they motivated, and how do we know? Or what's the what's the the the sign or the activity that we're basing this assumption of motivation on? And is it a is it an accurate one? Right. Because I'll tell you, just searching homes on the Internet is not Is not it. No longer a a a sign of motivation. So that's the first part, motivated individual as we look at the Mickey scale. Then the second part of that is correct contact information. So do we have correct contact information, and what correct contact information do we have? Alright. And so one of the things that that I take a little counterintuitive on so if you look at my list here, I've got local address as the best. Like, if I had to pick just one piece of contact information for Elite, I would take their local address because now I can mail them. I can pop by. If I have a listing in their neighborhood, I know they're geographically relevant to me. There's a lot of a lot of weapons I can use, and they're unique to me as a local person. Like, Zillow doesn't have a great strategy for activating on someone's address. Zillow's living down in the email address world, which I would argue is kind of the worst. Right? And that and that's where you're competing. And so I I'm the guy that always wanted the local address. And and going way back to my early mortgage days, like, I get a mortgage lead, I'll go to your house. You know, like, I'll knock on your door. I I will I will drop a package off. I used to steal the FedEx envelopes and put marketing clarity on them and leave them on people's front doors. Like, I I would go to your house. You will not you would not outwork me then. You will not outwork me now. Like, you give me a local address. I get to go to work. Yeah. And so to me, that is the best correct contact information. Now I think our industry has gone the other way. If you ask most people in the industry, they would tell you, I'd rather have an email address. Right. Right? Now why is that? I I think it's because we are all inherently lazy. Right? And and it's very easy to work a lead with an email address because you're like, oh, I got their email address. I'm gonna have them auto enrolled on a smart plan. It's gonna email them for me. I don't have to do any actual work, but I got this lead and and the magical email, you know, monster is gonna work it for me inside of my CRM. Versus, like, oh, I have a home address. Like, what am I gonna do with this? I got you want me to go to their house? Like, yeah. Yeah. I want you to go do the work. Not gonna work. Go to the work. You know? And and so we can go back up, Dave. So, again, to me, if I had to just pick one piece of information, right, it's like I would take that that local home address. Then the second thing would be a cell phone number for me. Because if they're not local to me, then the address is less valuable. It's still more valuable in an email, but it's less valuable. So top of the funnel for you, like, best correct contact information, local address. Second thing, if I have to get just one, would now be a cell phone number. Because now I can call them. I can prospect to them, like, right? After that would be an out of state address. I would take an out of state address over an email address only too. And because in the out of state is less valuable to me because now I can't just show up at their house. I can't go steal a FedEx envelope and put some marketing collateral in it and drop it off on their their front door. Right? I can't invite them to an event that is geographically relevant to their house or whatever because they're in they're out of state. So this is my order of the most the best of the worst kinda correct contact information, out of state address, then find the email address. And and one of the interesting things I would I would challenge people on is, like, if you are if you're paying, like I don't know. What what's a pay per click lead these days? Like, fifteen bucks, eighteen bucks? Alright. If you're doing well. And and maybe just an email address is all you're getting on that. Right? Because there you get some pay per click leads where you don't even get the phone number and you Correct. I'll let me you can enable that to have both, but yeah. It's all over the place. Right? Yeah. So let me tell you, you don't need to pay eight dollars to get somebody's email address or fifteen dollars to get somebody's email address. You can get email addresses for, like, super cheap. You know? And, like, the whole idea of email marketing, I think, is, like, if if email addresses are, like, pennies and there's no cost to send the email, like, why do we even care if if it's a motivated individual or not? Like, we're just gonna spray and pray. And I guess that's really what I want you guys to think about is and so with the Mickey scale, it's really the two moving inversely. Right? Like, if if they're less motivated, right, then you probably need better contact information because you're gonna have to move them down the funnel. If they're more motivated, worse works. Then on the flip side too, if it's if you have no motivation and crappy contact information, like, what was the point? Right. You could've just, like, sprayed and blasted everybody. And so, again, this is how I this I think about it. And when I wrote the book back in the day, I I again, this is the continues to develop. And as we build out the Leads Connect program, which again is coming in q one, and a lot of the the thought processes that have gone into LPC plus are really built around this idea. And so, you know, I would take the I would take the local address of running of it. Yeah. And look. I see somebody putting spam in there. Like, absolutely. Like, spam is not a good idea. Spam is not a great way to build your business. My point is, like, that's how a lot of people are running these email leads. Like, it really just becomes a spam trap. Like, somebody went to your email. Think about that, like, worst case scenario. You have someone who is not motivated at all. They just wanna look at pictures of houses. Mhmm. And then all they gave you was their email address. Like, was that worth anything? Was that even worth the is that worth two dollars, three dollars? It's probably not worth anything. Right? Where on the flip side, if you are motivated and I have your home address or I have your cell phone number, now I can actually go to work. And and, again, the high the more motivated you are, the higher quality lead is, the the less motivated you are. That's alright. I'm still gonna nurture you. I'm still gonna show up at your house. I'm still going to send you direct mail. I'm still gonna send you letters. I'm gonna send you some of these ugly envelopes and stuff that's here next to me Right. On the, you know, on the stage today. But but, again, just how we think about it. And so, again, this concept of Mickey, and we're gonna do a lot of training around this as we move into next year. But this really is how I want people to think about leads. Because if we just say, well, leads. Lead to lead to lead. How do I get leads? Where do I get leads? This person will give me leads. That person doesn't give me leads. This brokerage has leads. That brokerage doesn't have leads. This team has leads. Leads alone is means nothing. Like, you really gotta dig into this Mickey scale and understand how motivated are they, what is the source of that motivation, and then what is the contact information I have, How valuable is it? And if you wanna work hard, home address. You don't wanna work as hard, email address. I mean, that I don't know how else to put it. But that's that's my little you know, that's that's my Mickey concept. So I'll probably do a whole training class on this inside of Connect two point o when we get it launched during the next couple weeks. This would live beautifully inside of the marketing circle. Yeah. It would. But, yeah. And look, I know it's something you and I have talked a lot about. I mean, because really when you were when you were heavy into real estate business is when I was writing the book. That's right. I know we had a lot of conversations about the I mean, it was a couple key a couple key concepts that you had that I thought really changed kinda the trajectory of of my career there was one, which is, hey. You can control how much money you make by controlling your price point. It is something that you can actually pull a lever on. Like, yeah. Maybe we are passionate about a specific style of home. But if you're stripping that away and you're looking at just the financial benefit, like, hey, if you sell more expensive houses, you will make more money. And so aiming resources to have that happen in, you know, organize a strategic way was was, you know, was critical for me. And then that same concept as well too, which is not about just having tons of leads and contact information because you feel like you're doing something because you're sending out these emails. It's really having a smaller batch of workable leads. Right. And that is really where you'll start to see real traction and growth. And I know that people think well that's not scalable. Like, it actually is quite scalable. You know as an individual agent you can go out there and pretty much build your entire business off of this I would say grassroots style of marketing, and do very very well. If you run a team your team members should be doing this and it will give you that additional stream of income in addition to some of the things you may add as a supplemental, you know, like third party leads and things like that. So absolutely critical. So I'm happy to see that you guys are gonna be going at this information. I think the real benchmark for me has always been, like, some of you some of you are old and I remember these things, the phone book. Yeah. Yeah. Phone book. Like, the telephone company used to give us a free list of all the leads in our area. Right? The phone book. And, I think at the end of the day, like, if you're gonna if you're buying leads, if you're getting leads, if you're paying a referral fee on leads, whatever that looks like, how is it better than the phone book? Right. Right? I mean, that that's really what the Mickey scale, I think, is trying to get people to understand, like, is it better than the phone book? If all you have is an email address, that's probably worse than the phone book. You know, if you all you have is an out of state address, that's probably still close to worse than the phone book. Cell phone number, now we're starting to get with with motivation, now we're starting to move beyond the phone book. You know? But, like, the phone book, like, back in the day, like, grab the phone book and start calling people. Right? I mean, obviously, there's do not call scrubbing. There's a lot of stuff that goes into that. But if you're if you're getting, quote, unquote, leads, it should do better than the phone book. And and what I find is a lot of lead sources are not any better than the phone book, you know, because, again, it's either no motivation or false false motivation, you know, and then it's this idea of, like, bad contact info or very low quality contact info. At least with the phone book, you knew the phone you knew the phone number was right. Right? Like, if when when BellSouth put out the white pages or whatever, and it was like, Matt Hodge with a number there, like, I was gonna get you. Gonna get me. Where, like, with an online lead, who knows? I I may get, you know, fake fake phone numbers, fake email addresses. So make sure whatever you're doing is better than The phone the phone book. Yeah. And we recently had a conversation with a coach who argued that you could call a hundred randomly out of the phone book and have a hundred, you know, PPC leads, and they would have pretty similar results. So Yeah. Absolutely. Alright. And so I I think back to that point is then those PBC leads that he's measuring against would have a very low score on the Mickey on the Mickey scale. Right? They weren't actually motivated. Because one of the interesting things is, I I guess, we'll spend a little more time on this. You know, Google when you when you do pay per click leads and and you tell Google, I want I want you to optimize for conversion. Right? Well, that may sound like I want I wanna optimize people. I actually wanna buy houses. But what it actually means is they're gonna optimize you for people who like to fill out forms. Right? Because, like, that's that's all the conversion is. Like, you're telling Google, go find me the people who are most likely to put garbage information or any information at all into a web form. And Google is very good at that. Google knows who has that fake email address ready to go, who has that phone number that's fake ready to go, because those people will fill out any form. Right? Form pops up. They type in their fake information. They hit go, and then Google gives them a gold star for being highly likely to fill out a form. But we don't want people that are highly likely to fill out a form. We want people that are highly likely to transact real estate. And, unfortunately, Google doesn't necessarily know who that is. And even worse, if you're telling Google to optimize for the form conversion, that may be the opposite. That may be people who are even less likely to actually transact real estate. And so I think the the trap that most pay per click falls into because that that's probably the most ubiquitous, easiest form of, like, buyer marketing. It's like, hey. I got my IDX site. The pop up registration happens. I'm gonna run some pay per click leads. Most likely, whoever's building out those pay per click campaigns is optimizing for conversion, which means from my testing, the people who are most likely to put in fake information because they don't they don't view the form as any type of barrier. Mhmm. Right? Like, the there there's people who are, like, for whatever reason, they're just intrinsically they don't wanna type in fake information. They would rather not fill out the form at all. Because otherwise, everyone would just fill out the form. Right. Well, I want that person. I'd rather have the person who is hesitant to fill out the form because they're not gonna lie in the form. But now I gotta provide more value, have a higher lead cost, whatever. So in that case, I agreed with him that, yeah, a hundred optimized for conversion crappy fake information pay per click leads probably is no better than just calling a hundred random people out of the phone book or door knocking a hundred random houses. I'll put door knocking a hundred random houses way above you. You take the time to go put a door hanger and an active marketing plan or whatever on a hundred people's doorsteps, you will get better results than calling a hundred people out of the phone book. And I think you'll get better results than a poorly built out pay per click campaign that is optimized for people who like to fill out forms, not people who wanna buy or sell real estate. What is their actual motivation? Then you have at least the the address to contact. I mean, you're Yeah. You're there. Alright. We're just worried about the motivation. I like it. Alright. Cool. Alright. Well, let's, let's jump on States. States. We're heading to states. October is rolling right through. That's right. So next week, we're we're gonna be doing a special motivation Monday from Miami. It's gonna be close to his birthday. Yeah. So here we're at. My forty fifth birthday It's twenty sixth. October twenty sixth, Saturday. So Saturday, I'm gonna celebrate my birthday here at home with the fam. And then Sunday, we're rolling down to Miami. We're gonna be having some Aperture meetings and things, and I'm gonna take no closing costs down there. And we're gonna be in Miami for a a couple of days, having lots of meetings and and, again, spreading the good LPT word, starting to starting to spread some Aperture word, all those great things. And so, again, this this month is just rolling through. But, anyway, we have some state openings. We've already opened some states in October. We got the big one, California, which I'm gonna commit to some deadlines today. Alright. So let's I guess, let's jump into it, Dave. Let's. There we go. Alright. So Indiana, Mississippi, Wyoming, and Montana are all open. Alright. Yay. Hurrah. Alright. Not super excited. There's a couple exciting states in there. Montana. Montana is near and dear to my heart. I'll be heading there in December where I spend my winters. California, we moved from delayed to on time with an October November date, and I'm gonna explain what that means. Ohio, we moved to on time for November. And I think the rest of the list is pretty much the same. Oregon, North Dakota, South Dakota, Kentucky, Minnesota, Nebraska, November is gonna be busy. Oklahoma, Utah, Washington, New Mexico, New Jersey, New York, December. I've actually got, like, four more states I'm kinda working on behind the scenes. I mean, we may we may just open all fifty. This is fine. Yeah. You know, let's just get them all. Let's just leave one. Let's just be forty nine. Yeah. We'll we'll, like, we'll draw straws to see which of the forty nine gets left behind. But, yeah, at this point, like, we're just gonna open them all. Like, we've been working really hard on infrastructure the last, probably three to four months, making sure that we are ready to just blitz this thing. You know, I told you guys, like, when we had the little hiccup in March where we were behind on staff because I thought we were gonna get busy in May, and we got busy in March. So we are we made sure. Like, we are ready. We have amazing teams, regionals. Like, we've done so much work behind the scenes getting people ready for this big state blitz. At this point, we're probably good to just get them all launched. So I know you're having some conversations about some New England states. We're having some conversations around, Alaska and Hawaii. But, yeah, all those states are open. I see Chris Smith. Go wild, man. Let's fire it up. Let's get all the Indiana agents you can find. Go. In Indiana, Mississippi, Wyoming, Montana, Good to go. So California, what are we doing here? Next slide, Dave. Or is this the video? Do we have a video? We have a video about California. Let's hit that. San Francisco and Sacramento. This November, we make history once again. LPT history once again. LPT Realty presents the California Dream and Tour. California. We have arrived. The wait is finally over. The fastest growing brokerage in history is coming to California. Robert Palmer, the visionary founder, waited. He waited for the perfect moment to pull the trigger. And that moment is now. California, we're ready. We're coming to say hello. The California Dreaming Tour is happening November eighteenth to the twenty first. Join us in San Diego, Los Angeles, San Francisco, and Sacramento. This November, we make history once again. LPT Realty presents the California Dream and Tour. California. We have arrived. So we'll make the video available, on the twenty eighth. Okay. Because that is when we are soft launching California. So You just set the date. I did. Let's get to that slide. You got that slide for me, Dave, with the dates on it? Alright. So this is what the California launch is gonna look like. October twenty eighth, we're gonna soft launch. So any agents that have been on our wait list, any agents who have already executed ICAs, they are going to be able to start onboarding on October twenty eighth. They'll be able to onboard their teams on October twenty eighth. We're gonna get them ready because they've been waiting patiently, some for, like, two years Mhmm. On that that waiting list. Then on November thirteenth, we're gonna officially launch California for all the people that are not currently on the waiting list to then go wild and start recruiting. And then as the video showed, November eighteenth is going to be the beginning of the California tour. Michael Valdez and some other members' executive team are gonna be heading out to California to go from city to city and help our agents spread the good word. We will make the video available on October twenty eighth, because we don't want it out there until we soft launch the state. So Okay. October twenty eighth, the first agents will be able to onboard. If you are on the waiting list, if you're watching this right now, and you are excited and ready to go, know that you can start pulling your license over to LPT on October twenty eighth. Alright? Anybody who's on the waiting list can join in October twenty eighth. Otherwise, they will have to wait until November thirteenth. Just, I guess, theoretically, you could get people to join the waiting list now, and then they could onboard on October twenty eighth. Yeah. But if they're not on the waiting list by then, they'll have to wait until November thirteenth Okay. To join. Alright? Alright. That's how it's gonna work. When you guys wanna start recruiting people, it's up to you. But they will not be able to onboard until the thirteenth if they didn't get on the waiting list before October twenty eighth. Alright. Okay. And then be ready for November eighteenth because that's when we're gonna really get out there and and make a lot of noise with the events. Awesome. Awesome. Excited for that, man. California is just one of those ones where I mean, I don't know. Yeah. I mean, it's like, it's the it's the highest volume real estate sales state. You know, like, Florida has a little edge on it by agent count, but California has higher price points. Transaction count is up there. It's a big one. Like Yeah. You know, they they literally say a real estate company cannot win unless it wins in Florida, Texas, and California. Yep. We've already dominated Florida. We are winning in Texas at a high level, and now we're gonna go win in California. And that's a big part of paving paving the path forward for LPT. Awesome. Awesome. Okay. Well, it seems like we are about at time. Any kind of final thoughts, or what should we be thinking about going into this week? Yeah. Look, guys. Do the work. Right? Get out there. Continue to do the work. I know we have a lot a lot of consumers saying, well, I wanna wait till after the election. I wanna wait for for rates to come down. That does not mean you wait. That means you continue to take action now. Alright? That means you continue to get out there and and meet with your consumers, talk to your clients, check on your people, get your active marketing plans and nine critical questions and seven home buyer strategies and all of the amazing printed collateral that we've built for you here at LPT in their hands. Do the work. Take the action because the result will come. Alright? That's what it's all about. Stay focused on the actions you take. That's the piece you control, and have faith and believe that the result will come because we all know it will. Yeah. And we are in this super delayed gratification window right now because of where rates are and, again, the election and home prices and just a lot of doom and gloom with the consumer when it comes to our sector, but we were gonna come out the other side stronger than ever. Continue to do the work. Those of you that do the work now. So this weekend, I so alright. I'm gonna tell another quick story about Luna. So we've we got these big grasshoppers that came into our neighborhood through the golf course, and Luna's, like, obsessed with them. So she's, like, out there catching these giant grasshoppers. And the yellow ones? They're, like, I guess more green than yellow, but they're big. Yeah. Jill's, like, deathly afraid of them. And so she opens the front door and wants to try, like, jump in the house, so she slams the door. So then Luna, the three year old, wants to go outside and, like, play with it. So we go out. So we're playing with the grasshopper. So we go inside, and we watch the cartoon about the ants and the grasshoppers. Right? Now we all know this story, the grants the ants and the grasshoppers. The ants work all winter long all summer long packing up food, getting ready for the winter so they can be fed while the grasshopper plays. And then, you know, he, I guess, freezes or starves, whatever. I didn't watch the whole thing, but it's not important. Do the work. Do the work. That was the message I gave to my three year old. She's like, I don't understand that. I said, just do the work, baby. That's what that's what she'd understand from this cartoon. Like, the grasshopper didn't do the work. He works for one of those other brokerages, ants. That's us over here at LPT. Yeah. We're doing the work. We're gonna be just fine when things go no matter which way up or down. We're preparing for booms and busts and busts and booms. We are the ants at LPT, not the grasshopper who's gonna freeze to death. I love it. That's those other guys. That's those other cloud brokerages. Great. That was my life lesson for my three year old this week. Message. And it all started because my wife was afraid of a giant grasshopper. Right. It's funny how how life works. Have a great week, guys. We'll see you next week