Sweet, man. Yeah. We've been having a good little good little marathon so far. It's been great. Inspired by the fellow marathon. So thanks. Thirty day challenge. I am the thirty day challenge might have taken a year or two off of my life. That was a sprint. Yeah. Yeah. Should we get it should we get it should we get it going? I'm fired up and load them in. Alright. Love it. Alright. So we'll get everybody get a minute here to get loaded in. Hodge is actually close enough to me. He could have been DJing right now, but I didn't I didn't give him the heads up. Yeah. I didn't give him the heads up. Are we live right now? We're live. People are starting to load in. We got I love it. What's up, Christina Bentley from Saint Augustine? Throw your name in the chat and where you're coming in from. Florida, Tampa. So far, Florida's in the house. Is it right now I'm not a big hockey fan, but isn't it, like, two Florida teams going after it? Yeah. And, like, the lightning is, like, ninety percent of the state's team, and then you got the Panthers down there trying to because they won last year. So I know Duncan, Oh, yeah. Yeah. Andrew Duncan's probably super hyped up right now. He's like the team. We actually went to his office. We we we did a an off-site at the Tampa Bay Lightning Stadium with him. It was super cool. You know, he's, like, really dialed in with those guys. Nice. Yeah. Yeah. It's a good deal. We got we got some North Carolina. We got LA. We got GoBolts, Mississippi, VA coming in from all over the place. We had, we had Bill Pipes on right before this. He went a little long. So Tracy's, like, trying to play him off at, you know, at two after four zero two. And, like, Bill, you gotta go. We gotta get rid of the other Zoom link. What what was, what was Bill's topic? Yeah. Again, general motivation, two x in your income, putting in the work. You know, we really try to bring a lot of people together just to keep us all motivated and and pushing through this two weeks. You know, we're trying to take what we call overwhelming effort, get out there and show the power pack to sixty people, do Yeah. Buyer presentations with the buyer power pack. Barry Jenkins did a great session on that. You know, Cheplak came on last week and talked to us about just marketing, and it's been really good. I've been doing two of these a day pretty much every day for last two weeks, and then having a kind of a third slot with somebody like yourself, you know, an amazing kind of coach or, you know, industry expert to come in and just pour into us, man. It's been a it's been a fun two weeks. So we're all trying to get geared up for a big twenty twenty five. You know? We we thought rates were gonna help. That has not happened yet. We thought there may be a little more certainty in the economy. That has not come. So we make our own fate here at LPT Realty, and we are putting in the work. Well, that is definitely, you control the controllables. And, yeah, the rates are not coming down the way we've thought they were. The market hasn't opened up the way we thought it is, but, it is really cool to see just, first off, all of the engage I mean, like, look how many people are popping in here. Just the chat's going nuts right now. So this is gonna be cool. And, like, this is what it's all about. I know we'll talk we'll go deeper into it, but it's like, however we can empower our industry, help them sell one more home, help them drive a little bit more income. You know, these type of things really move the needle. And so, hopefully, everyone will get a great return on investment on the next, you know, forty five minutes that we get to hang out. Yeah. It's gonna be great, man. If you guys want to, while we're getting going here, if you were on Bill's, session before, throw something impactful in the chat for us, something that your your key takeaway, the number one thing you wrote down from the bill session, from right before, and then, Ryan and I are gonna kick it off. So, you know, one of the things, you know, I met Ryan, kinda, probably eighteen months ago or so. You know, we did one of our first big team masterminds, which has now turned into this whole team growth plus thing we're doing where we're having regular masterminds. Actually, a bunch of those teams are coming down to my house to do a deal to do a mastermind, and then, I think it's next week. Next week, Tracy? Next week, we got the team growth plus mastermind. So we're gonna do some of it at Ascend University, which is our ITT tech campus that we converted into the LPT Ascend University, and then we're gonna do part of it here at the house in my my How many people? I think we've probably got about twenty five. You know? Alright. So so I so I was wrong because I said I was close. I said, I got to I'm very fortunate. I came to those eighteen months ago. But I got to hang out with RP and a couple top LPT t LPT teams. And there was, what, fifteen of us, twenty of us, something like that? I think it was, like, twelve. I think it was, like, ten. A ten or he was super small. Yeah. And I kept I felt like, you know, it's funny. My dad's seventy nine, and, my mom is in her mid seventies. She won't let me actually tell the actual age. But, they're both in real estate, and they're they are constantly telling the same real estate stories over and over again. They're at that like, oh, I sold that house. Oh, I remember when I sold that house. Well, I felt like I was like the old real estate guy while I was with the LPT crew in Miami. And I just kept saying, guys, I don't think you realize how special this is. Like, this is, like, the early stage of this company and that it's this intimate group, and we're all just hanging out and going to the pool and, you know, eating lunch together and going to dinners together. I'm like, this never lasts. Right? Like, this and look at how much, you know, LPT has just absolutely blown up in the past two years since then. Actually, I think it was two years ago. It was last it was so, yeah, eighteen months ago. It was in the summer. Yeah. And I kept saying it over because I don't think they realized it. I'm like, I don't think you guys realize, like, this is such a special opportunity. And so it's just really cool to obviously see. I was talking to, you know, Levy the other night and just, like, to be a part of that was really special. And the fact that, like, you know, it was what we kinda said it was. It was this on the the the verge of just absolutely blowing up and it's happened. You know? I just I feel feel like it's every day another big team, another agent is making their move over, and it's like, I know you're extremely proud. It's really cool from, you know, watching on the sidelines of what you built and what the x the LPT community is really doing. And I just, it was just really special to be a part of that. You know? Yeah. So we we just submitted this year's real trends, you know, for teams and agents. And so last year when we submitted on the team side, we submitted, like, thirty thirty two teams that did about two and a half billion. This year, we submitted a hundred and thirty teams that did ten billion. And and the interesting thing is, you know, we only did fourteen billion as a brokerage last year because most of those teams weren't with us the whole year. Most of them are only with us for a couple months in the year. And so we've already got another, like, eight or nine billion worth of volume for next year from people who joined too late in the year to be in our brokerage numbers last year, man. So it's just like, at the size we are today, we'll probably do twenty five, twenty eight billion. You know, we've got Aperture coming online, which we've got I think last I talked to Michael, we're up to almost a billion five in committed volume for Aperture. And that's only, like, twenty five or thirty agents doing a billion five because it's, like, super high in luxury. You know? It's just, it's been it's been really cool to build this thing and the commitment to brokerage for life. You know, the idea that no matter what an agent's individual definition of success is, if that's I wanna sell two homes a year, I wanna sell two thousand homes a year, I wanna sell two fifty million dollar homes a year. I don't care what it is. I want there to be a place for you to plug into the LPT platform, and and it's what we're building, and it's been a lot of fun. Well, two things real quick before we jump in. First off, I love that because I feel like for all the team leaders that are listening, I think sometimes we want our team members to grow and sell more than they want to. Right? We're more attached to the outcome than they are, and that's ultimately the wrong approach. Right? Like, if your business is contingent upon your team members producing x and you need them to produce that, it's a flawed model, right, versus, you know, exactly what RP just said is we want to support we wanna build the infrastructure, the ecosystem that supports whatever anyone wants to do, and we look at that as everyone is winning. I think it's really rare. I think it's always people are selfishly, they wanna see growth of the individual because they benefit from it versus looking at the individual as maybe this is just what they wanna accomplish and they're happy, and that's we wanna support that. The The other thing really quickly is back to that Miami trip, and it just when you talk about the billions of dollars of real estate sold, on the last day, I got to have breakfast. Me and Keegan went out to breakfast together. And, you know, I don't know how old he is, you know, in twenties. It seemed like he was, like, twenty four at the time or something like that. He's a young kid. And he was like, I just wanna pick your brain and, you know, and I sat down with him and I could tell, here's a guy that just, like, really wants to build something big. And he was taking notes, and he was like and it was just and I'm like, he's got it. You know? This is a guy that's got it. I had a call with him, like, two weeks ago, and he's, like, talking about, you know, a hundred team members and expansion into other markets. And I'm like, bro, we just had breakfast eighteen months ago. Like, this is happening really quickly. So it's no surprise that the growth of, you know, the organization is not just happening from recruiting agents in, but it's also homegrown as well and building agents up. And I'm just so proud of that guy. Like, I was like, dude, you you're building a really nice business really quickly, and, like, you are a force. And, it was cool to once again just kinda go back to, like, that breakfast of us sitting there and him being like, how do you do this, and how do you scale, and how should I hire a leadership team? I'm like, dude, you're gonna be just fine. Yep. That's cool, man. So we, you know, we went up eighty percent in agent count. We went up a hundred and seventy percent in transactions. It's like we're our transaction per agent is going up. Like, we're helping everybody be more productive. That's the big thing for me. It's like, hey. Yeah. There's this idea, like, oh, your brokerage can't help you or your brokerage isn't gonna help you or whatever. And I think that was born from this idea that brokerages were copping out for so long because they didn't actually have a way to help. We come along with listing power tools and things like the marathons we're doing and all this stuff. Like, people are having more success here, but that's not you know, it's like people think we're full of it. Like, oh, no brokerage is actually actually helping anybody do more deals. Like, no. We actually are over here. Like, we have so many examples of people. Like, I joined LPT. My team got bigger or my personal business got bigger. I was doing two or three deals a year. Now I'm doing three or four. I was doing ten. Now I'm doing thirteen, fourteen because the power packs, the tools, the, you know, the active marketing plans, the nine critical questions, all this stuff that we've been going deep on the last two weeks, it works if you use it. And we have enough people using it and plugging in that they're seeing that growth, and that's motivating more people to use the tools and win. So it's been a cool flywheel. I I think what's super important for everyone listening, is, you know, you're a builder. You you build businesses. You know how to inject the right tools, the right capital into businesses to make them grow. And that's all you're doing is you're investing and giving those tools the resources ultimately to the people, and they're leveraging them. And if they use them, their businesses will grow. I think, the the brokerage world is flawed nowadays. There's not a lot that a brokerage can invest into an agent to change their outcome. They normally say that it's the brand is what ultimately is going to change the outcome, and the brand doesn't really move the needle. It's the agent that moves the needle. You can take great agents and move them into any brand, and it's not gonna change ultimately their productivity. If you can give them tools, if you can give them resources, especially if you can give that to a great agent, that's where you see that growth curve really start to shoot up. Yep. Yeah. Yeah. Alright. Well, today, we're gonna get into this idea of nurturing that buyer until they become a seller, basically, is the idea. And one of the things that really stuck with me from the very first time at Ryan, you know, he's got this amazing product called Fellow. If you're not familiar with Fellow, I would encourage you to go check it out. He's gonna tell us more about it here on the back kinda back end of the call. But it was this idea of, you know, agents have these big databases of buyer leads, and we get we get so stuck in this idea of, like, oh, it's a buyer lead. Talk to them like a buyer. Oh, it's a seller lead. Talk to them like a seller. And at your Ryan's point was like, well, hey. All those buyers who didn't buy with you, but they're in your database from, like, three years ago, four years ago, they probably bought from somebody, so guess what they are now. They're a seller. And and that really stuck with me, and and it's something we've been incorporating more and more to say, look. If you're meeting with a buyer lead, still show them your your listing power tools, seller tools. Right? Give them your nine critical questions to ask an agent before they list their home. Give them your active marketing plan. Show them the power pack because they probably have a house to sell. Maybe not in your market, maybe it's somewhere else, but you can impact the referral. And then same thing, you may be going on a listing presentation, but give them your seven home buyer strategies. Give them your home buyer workbook. Like, leave those behind because most people who are selling, guess what? They gotta go live somewhere else. And, yes, there are a percentage of people that are maybe going to a retirement home or gonna go be a renter or move in with a new spouse or whatever. A lot of people are selling because they're gonna go buy again somewhere else. And so, you know, you I think really we're one of the early people to perfect this online and and this idea of nurture that buyer because, look, the fact that we don't always represent the buyer when they resell three or four, five years later is a is a travesty, and we should. And we have to educate them. We have to know that we even help sellers. I I tell agents this all the time. Some consumers think, oh, well, the person who helps me buy the house, that's not the same as the person who helps me sell the house. Like, in their mind, that's, like, two different realtors. It's like, no. It's I'm both. So you gotta educate them. You gotta nurture them. You gotta stay in contact with them. But every time someone you helped buy a house sells, you should be the one helping them sell, and that's really what today's class is all about. I want to so there's a couple things. I wanna just give everyone a little bit of data to validate what RP is saying. So Fellow is incubating over forty million contacts. Basically, Fellow is a marketing automation platform. People sync their CRMs into Fellow. And what's interesting is of these forty million, when they are first synced into our platform, less than twenty percent of them have an address attached. Okay? So eighty percent or more do not have an address amongst all agents CRMs, and it's a pretty large sample size, you know, of forty million. First couple million, I'm like, wow. This is interesting. Ten million, I'm like, okay. Like, twenty million, I'm like, alright. Now we're getting to, like, legitimate numbers of realizing this is consistent across the entire industry. And what we found is that over the past decade or so, agents have become obsessed with buying, acquiring buyer leads. Right? And what was so interesting to us was there's no way that all of these buyer leads are first time homebuyers. There's just no way. And so I also have a real estate team in Northeast Ohio. We're small but mighty. We sell about five hundred homes a year, fifteen agents. We're very listing focused, sixty percent, listings based. And whenever we used to get a buyer lead, we would always push that buyer into software called Forewarn that was a safety protocol for us of saying, let's just make sure that they don't have any criminal records, anything like that just before we reach out, you know, for pure purely for safety. Well, it started driving me crazy that our team literally had this SOP where every new buyer lead that came in, we were looking up their safety protocol, and there was an address sitting right on top of it, and we would just skip it and go to the next buyer lead and see if they and I'm like, guys, what are we doing? Like, literally, there's an address. Go and grab the address. Put it in the CRM. Go to the auditor. Let's see if they own the property. And so we started going through this exercise where it completely changed the conversation when we knew. They didn't know that we knew, but it completely changed the conversation when we're having conversations with them. And if I knew you lived on, you know, the east side, right, in this street, on this neighborhood, when I'd have the conversation with you, I'd be like, by the way, you know, do you live locally in the area? I already know where you live because I put it in the CRM. Right? And you'd say, yeah. I live on the east side. I'm like, oh, no kidding. We sell a lot of homes on the east side. Whereabouts? Oh, you live on Meadowlark? That's a great street. Did you see that new home that just came up for sale? And so we sounded like the expert because we knew where they lived, and we started actually working that into our conversation, into our scripts and dialogues, which helped us started winning the listings on the buy side. And so one of the things I think is really important is that, like, first off, buyer opportunities are seller opportunities. We see about fifty seven percent of those buyer leads that get enriched ultimately have an address, and then we have this intelligence that shows whether they own the home or not. And so there is a lot of opportunities that are sitting in your database that ultimately you need to start changing your strategy and approach on how you're looking at these opportunities of saying they're not just buyers. They there are a significant amount of homeowners. Now I wanna fast forward the conversation. We can break that down a little deeper. But to the point about your sellers, your buyers that ultimately buy and then eventually become sellers, one of the things that's really interesting is because we track MLS record, public record data, we started observing a lot of our past clients were transacting without us. Right? And it's really frustrating. And at first, you wanna point the finger at them. You wanna blame them to be like, you said you love me. You said you had a great experience five years ago when I helped you buy your home, but I really haven't talked to you. I maybe followed up with you the first three months or the first six months, but then I floated away because I was out helping other buyers and sellers. And then you had children, and your children's friends' parents are a realtor, or then you, your next door neighbor is also a realtor. And I feel like it is owed to me that because I helped you the last time, that you are guaranteed, handcuffed to me to help you on the listing side. And so I think one of the things that's really important is first off, getting visibility into the lost opportunities in our database and actually seeing, accepting the fact that we have to continue to earn these opportunities and the right to work with them forever for them to become forever clients and start to build these foolproof strategies where you are consistently providing value to homeowners and past clients so that when they are ready to transact again, that they're continuing with they're continuing to look at it like it's an ongoing relationship, and it's not transactional. It's not the that's the agent who helped me buy five years ago. It's the, this is my forever agent. And there's so many different ways to do so, especially with a lot of the, you know, like, the webinar that you and I did where you talked about some of the hard assets that you can continue to provide and nurture, you know, database stuff like that. But I just think we have to start changing our mindset, and one of the things I'm always talking about is lifetime value of a client. We look at clients as transactional, as one and done. I helped you buy a home. Maybe you listed without me. If you listed without me, you're no longer a client of mine. You're dead to me, etcetera. When, really, we should be looking at everyone from a lifetime value perspective of, maybe I lost you this time, but I'm gonna help you when you wanna buy and sell in seven years from now or five years from now. And start building process around how do we continue to provide value to our database, all these past clients, all these homeowners so that we can start winning more of them. And that's something I've just become really passionate about. Yeah. And I think that again, like I said, the the product you built for that purpose. Right? It's taking the lead. It's taking the past clients. It's because, again, like, this idea of, like, constant follow-up of home value, constantly touching people. You guys have done a great job. Like I said, hey. I don't have have your address. Let me have the system help capture it. Yeah. There's just there's this concept I've been playing around with forever, you know, Ryan, called, you follow-up for life, f you for life. Right? This idea of, like, when an agent and it's actually on my whiteboard behind me right here. You know, f u for life. Like, the idea is, like, when you close that deal, invest put some money aside. You know, whatever it's gonna be, a couple hundred dollars something, and the idea is to make this frictionless at LPT. So, like, when you're requesting your DA, you click a little checkbox, and it says f u for life. And now you know that for whatever that is, couple hundred dollars, we're gonna follow-up with them until they sell the home or they die or, like, you know, we just as the brokerage, we're gonna as long as you're an OPT agent and they live in that house, we're gonna send mail to them. We're gonna, you know, do whatever we gotta do because we know how powerful that is. Because if you don't lose them, if you can stay in there, if you can keep those feelings of connection from the first transaction because we know how much time we spend with our clients on that first transaction. We're in the car together. We're talking them off the ledge as things are going wrong, like, you know, marriage counseling, the whole nine yards, and then you disappear. Where it's like, if you could just continue to stay in front of them, you can keep that feeling of connection alive. You can keep that camaraderie alive. You're not having to try to rebuild rapport five years later because just showing up in their mailbox a couple times a year that that that annual, you know, card on the on the, you know, anniversary of buying the house, the the Christmas card, the birthdays, whatever it is, those little things keep that emotional, you know, thread connected in their brain so that you do have the best chance of being that agent. You know why, you know why agents don't do it, though? Unfortunately, we don't understand customer acquisition cost and lifetime value. And when you talk about shelling out a couple hundred bucks over a five year time horizon, to retain the revenue, and this is really high retention revenue. Right? Because, like, it's a past client. It's someone you already have an existing relationship with. Then you take them into another sell and then a buy, and you look at, oh, I don't have to buy that lead. I don't have to pay a forty percent referral fee. That's such a small investment. If you look at it through the lens of how much am I willing to invest over the next three years, five years, eight years or so to retain that revenue. Unfortunately, I think a lot of agents are like, wait. But I have to make that investment year over year without the guarantee of getting it back. And it's like but you I what I don't think agents realize is you're gonna spend so much more money paying the third party lead source to buy leads that you have no relationship with whatsoever. If you shift even a percentage of that into the f u for life concept, you come out so far ahead. Right? But, like, it's really hard to, like, blindly cut a check for two hundred bucks if I as soon as you close and we carve that aside and say, two hundred bucks set aside year over year, I'm cutting this check, and I don't know when I'm gonna get it back. We need to start as an industry changing our thought process around that. That is such a more profitable model. The f u for life model is so much more profitable when you can increase the conversion of a past client by fifty percent, sixty percent. I don't know what the data is off the top of my head, but I think it's like I wanna say it's, like, less than twenty percent of, seller or, past clients work with the same agent. Yet when they're they're interviewed after the transaction, like, eighty percent of them say they would work with that agent again. Right? And so it's like you won them over. You got the five star review. They're telling their friends about you, but over time, that relationship just so slow slowly dissipates. And it's like, we don't wanna make the small investment. Like, our team does the pie day every year. So we you know, we're buying ten dollar pies. We do different events throughout the year where we invite our clients in. It's just such a more sustainable, scalable, profitable model if you make the commitment. But here's the key. And I'm a big radio guy. RP, obviously, big TV, radio, did, you know, large media. You have to really say, I'm gonna push this money in, and I'm not expecting anything from it for some time. And I'm gonna be comfortable, and I'm gonna stick to my grounds to say, it's not about the ROI right now. It's about the ROI in five years from now. And when everyone else continues to be on the wheel, the hamster wheel, buying more and more leads, I'm gonna have this really sustainable brand. I'm gonna drive a bunch of organic traffic or organic inbound to me because of these investments. And I, you know, I don't wanna preach, but I just you know, it's the way I've scaled my business. Make that investment on your past clients. And look, full disclosure, you can automate it and spend a couple hundred bucks, or you could literally just call them once a quarter and provide them something of value and not spend any money, but spend your effort, or you could do both simultaneously. But here's what I do know. If you consistently provide a past client something of value, something relevant to them, a resource, whatever it may be, over the time that they are in their house to when they sell again, they are going to choose you. They will look at you as their realtor for life. Right? But if you follow-up with them for a couple months and then three years later get frustrated or five years, whatever it is, get frustrated that they end up transacting with someone else, you gotta look in the mirror and say, what did I really do to earn their business besides the transaction? I already got compensated for the transaction when I helped them five years ago. I didn't follow-up with them appropriately. I didn't invest into them, provide value to them. And, ultimately, that's why we lose these opportunities, and that's why we pay third party sources to incubate them for us and to warm them up for us and to get them to the bottom of the funnel versus that's all our margin. You know? Yeah. I think the interesting thing is, like, some of this we do inadvertently. Right? Like, hey. If you get another listing in the same neighborhood, they're seeing your yard sign again. Right? In our case, they're seeing the door hangers, the power pack, and it's like, oh, that's my realtor. Like, my realtor has got that listing. They're doing that. Like, you're you know? And so because what we see happen is it's like this magic. Right? Agent breaks in a neighborhood. Suddenly, they have the big market share there, and then it's like you can't they own that neighborhood. You can't get them out. Well, it's the compound effect. And when you can get those listing after listing after listing, the compound effect takes hold without you really realizing why. And it's like, I know agents that have it, and they're not they only fully understand how they got it or why they have it. And I try to sit down and, like, wait. Let's document all of the impressions you got. Let's document how many times a past client sees you because of the next listing, the next listing, the next listing, the open house. Like, the things you're doing to just run your business are creating this inadvertent follow-up. Well, then how do we be purposeful about follow-up? And, again, the f u for life is something we're it's it's an idea I have. It's not something we've launched yet. It's something we will absolutely do at some point. You can do it yourself now. Right? Like, Pai Day is a great idea. You know, you can definitely do this. It's something I wanna do because I feel like if we just put it on the DA, so it's like you never saw the money. You know? Like, the money never even showed up. Key. You click that box. The money, it's taxes. It's it's your Yeah. That's it. Taxes. It's your FD taxes. And if you don't That's it. You never counted on it Yeah. All of a sudden, you're not losing it. And that's how you run a sustainable business by reinvesting in. And, you know, you you made you you said something that's, I think, so spot on. Farming. The reason why farming works so well in having a market share in a dent you know, in in a certain geographical area, that is your follow-up plan. Your sign going in their neighbor's yard is their reminder. You're, you know, putting that sold sign up, sending out the just listed another one. The reason why farming works and what's so interesting is farming used to be so much more popular and, like, very hyperlocal agents. Like, when I first joined my folks, my folks were very hyperlocal. They service, like, three communities, and they really didn't venture outside of those communities. And then the reason being is because they basically organically continue to drive inbound because they would put another sign, and then one of their buyers would call them from their last house and say, we're actually looking to move up. We want more space. We're looking to downsize, and it all stayed within the community. As the portals about fifteen years ago or so started to kinda, like, create much more exposure and visibility, now all of a sudden, all of our business models geographically started expanding. Right? I couldn't get ZIP codes. I can't buy leads in this, area, so I'm gonna buy them in this. Or there's only so many impressions in this ZIP code, and I wanna scale because my competitor's scaling. And so it's really interesting that you say that of the value of picking that market or couple markets that you know really well that you've had some success in and then ultimately continuing the farming strategy. You don't have to invest in the, you know, f u for life. If your client lives in a farm that you are consistently investing into, that is your, f u for life. Like, that's that's your that's your follow-up. Like, your follow-up is I dominate this area, then your past client wants to work with you because you are the agent of that area. They're proud, like you said. Like, that's my agent. My agent just listed another one. My agent sells all the homes in this area. I worked with that agent. It's just like how I kinda how I constantly reference going to Miami with you guys. Like, you know, I was there early on. Like, you know, it's they're proud of it, and it's one of those things that, like, that is really, that is really astute of, like, that is the follow-up plan. Yeah. We early on, I I made this mistake early on. I know a lot of agents that would do it. They'd farm an area, and then when someone would buy from my house, they would take them off their mailing list. Because, like, well, I got them. They did business to me, like, I'm taking them off the mailing list. I'm like, well, are you gonna are you gonna put them on a different mailing list? Like, we gotta do something. Like, we can't ignore them. Like, oh, they just bought. Well, yeah, they're gonna sell. They're gonna buy again. The next time you you get to do the sell and the buy, like Lifetime value. Lifetime value. Lifetime value. And you know what's funny is and once again, these are what's so funny for everyone listening. And, like, look, I've been in the business sixteen years, and I, you know, I started when I was twenty five. And, like, they're I feel like an old man now, and I'm talking about back then and I remember when. But, like, these are all like, the orphan, the orphan play of, like, anyone that bought our listing, we just basically brought them in and assumed that they were our client now, and we continue to market to the home. We're We're not marketing the client. We're marketing to whoever that we're gonna sell this home. We're gonna sell whether you we represented you on the buy. No one knows this home better than us. So we're gonna treat you even though you weren't our client like you are. We're gonna send you an anniversary email even though you weren't our client. Congrats. I can't believe it's been a year. Still such an amazing house. We were so honored to represent it. Right? Congrats. Can't believe it's been two years, three years, whatever it is. These are strategies, and I love these conversations because, like, these are strategies. And I think sometimes people look at direct mail. We did we went really deep. RP crushed a a webinar for the fellow community. We did this thirty day listing challenge. And, like, we you you you know, I think a lot of people, there is kinda polarizing. Some people are like, wait. Direct mail? Like, you're actually doing direct mail? It's like You guys have you guys have print printers? Like, they still print printers? Like live by print. Like, is that really a thing? And it's like, yeah. And it crushes, and the ROI on it is massive, and here's why. And so I think you're seeing this pendulum of, like, the database is becoming more and more important now than ever. These techniques, these farming techniques, like, the lead sources are ultimately getting more expensive. They're more diluted now than ever. It's really hard to run a profitable business if that's your entire lead if that's, like, the biggest pillar of your business. And so it's just really interesting having this conversation and for everyone that's listening of, like, if you want to retain your clients, this isn't even about generating new business. This is about retaining the buyers that you're representing to that ultimately will become your seller, and then you'll represent them on the next buyer, and you'll put them in this flywheel and it keeps going. These are the things that you have to commit to. And you have to be willing to carve a little bit of your profit out that goes in your pocket to pay for all the material possessions that we probably don't need right now when we should be investing into the growth of our business. These are the type of things that you should be doing. You will have such a more sustainable business. It doesn't matter what interest rates are. It doesn't matter that four million homes are selling a year. It doesn't matter who wins the election. It doesn't matter about tariffs. You will be really in control of your business, and that's a beautiful thing. And I I know RP wants that. I want that for our industry as well because I feel like we've kind of drifted away from that mindset. Yeah. Absolutely, man. It's it's interesting. You know? We talk a lot about the delayed gratification. It is the hardest part of this business. You know? Like, there is there isn't a great strategy of, like, I'm gonna go work really hard today so I can have a closing tomorrow and pay my mortgage in eight days. Like, that's not our business. You've gotta work really hard today so that you get a call three months from now so that you can get a check five months from now, and it's just it's really hard to detach the activity, the action, the work from the reward. And, I mean, we talk about it on motivation Monday. We talk about it during these marathons. It's probably the thing I beat on and harp on the most is, like, we have to detach it. Like, get the little wins, get the meetings, go show the power pack to people so you can get their feedback and their reaction. That's the win because the business will come later. And then people do find business, and the business does come, and everything works over time. But that's hard. And farming is now even harder because you're you're putting out money, and and you're waiting, and farming takes longer. And I always tell people, like, hey. They're like, oh, I wanna I wanna send out four thousand pieces of mail. I'm like, great. Then do ten, four hundred piece mailings. You know? Like Right. Hit the same people ten times. Like, take that budget and break it down and let it go. And the other big shift I see coming, Ryan, and we've we're always looking like where are we going next. Right? Like, f u for life is on the road map. We have never done a farming product inside of listing power tools because there's so much collision. You know, we we have we do just listed. We do just sold. We do map cards with values, but it's always around a listing because it's like, hey. In my mind, you planted the flag. Right? You you've just had a listing there. You just sold a property there. Like, you have a reason to be marketing to those people where we know, like, with traditional farming, if everybody will pick the same ZIP code. Right? Like, in our market, like, everybody's gonna mail into Windermere because they're the the high price point or whatever. Right. I really believe that AI is about to change, and it's already changing my posture on it because part of it is you don't want the same look. You know? If if five agents all send you the same looking postcard or the same Thanksgiving card, whatever, like, it it's cheesy. AI is going to revolutionize farming because now all of a sudden you can literally have one to one creative design. Like, AI is gonna be able to, like, hey. Make me a thousand different versions of this postcard so that everyone on my mailing list and we we tried to do this back in twenty twenty sixteen, twenty seventeen. There was a a beta product we were working on inside of listing power tools where we would do farming where every card was different. Like, hey. If you had a pool home, it'd be like pool homes are selling eight percent faster than non pool homes. If if you had a a three car garage, like, three car garage homes are selling for four percent more, and it was just a lot to not get the full return because the design still had to be mostly templated. Where now you literally can tell the AI, like, make a postcard for this with this, and it's and it's gonna knock it out. And we are we're playing around that in the background, and I'm excited. Like, for the first time ever, I'm gonna feel good about putting out a large scale farming product because we're not gonna have design collision. And I think that I think it's funny, again, the way technology works. I think print is going to be the biggest benefactor of the AI design revolution because, like, going on to Canva and making a graphic to post on your social media, pretty low buried entry. You start trying to design a postcard, now you're getting to, like, are the bleeds right? Is the postage in the right spot? Is it the right is it the right size for the post office? AI is going to fix all of that, and I think you're gonna I believe and, again, we own a print shop. It's like we're very well positioned. The AI design revolution is going to bring print back in a in a crazy way because the the ability like, the the room for in for improvement is massive. Well and here's the you know, I agree a hundred percent. And, you know, that use case so we use AI on the digital side right now. We send out thousands of variations of emails every day. And, basically, what we're doing is we're jumbling words and we're, you know, identifying what's basically, who's opening what the most, and then we take that and clone that amongst, you know, ten others. And then we send out those ten, and then whichever performs the best, and we top grade out the bottom twenty percent. And we just keep top grading and top grading. It's all just happening instantaneously feeding our models. What's so interesting is of what you said around the AI component and how you can really get hyper, relevant to the, to the homeowner. Well, here's the best part, and this is something that we are deep in, is because we enrich the database with data, imagine if each homeowner, not only you're looking at it as how can I have really relevant artwork or, you know, imagery that, like, attracts them, but information on that homeowner that sends them a message that's relevant to them? So, for example, someone that just moved in their home a year ago should be getting a different message than someone who's been in their home for ten years, and their home is tripled in appreciation, and they just paid off their mortgage. Someone with, very little equity because they have a primary, and then they took out a home equity line of credit, because they probably just did renovation should be getting a different message versus someone that ultimately is in a great equity position and is, you know, at a three percent interest rate, a seven percent interest rate, etcetera. So when you combine the two, you combine all this really rich data, and then you right now, we have the data, but we don't have the capabilities to get to to to on the direct side, to be able to drive different imagery based off of it. We can do it on the digital side, but the fact that it's moving into print becomes really powerful because now it feels like you know, we we say with Enfellow, right message to the right person at the right time. That's something that's really important. A segmentation, it shouldn't just be a spray and pray, like, you know, blast everyone with the same message. It just won't perform well. So if you can get not only if you can segment your database and then get a message that's relevant to that segment and then an image on top of it. And here's the funny thing. I actually got pissed off at the young team. We sent out a luxury farming postcard into the area that I live in, so I actually got it. And it said, homes with homes with outdoor, amenities, like pools or water features, are selling for eight percent over market value right now. I don't have a I don't have any outdoor amenities in my house. I have a beautiful home with a great yard. Right? But, like, everything that was on there, I'm, like, sitting there reading this, and I'm like, guys, why did you send this to me? Like, I feel like exclude like, I feel like now my home isn't worth as much. And they were like, we just thought, you know, because it's a high end area that so many people have these. And I'm like, I don't. And it's like, now I really am looking at this and being like, okay. So that means my house isn't worth this much. And so to your point, I literally got it. I'm I'm running somewhere floating around here. There I literally looked at this message, and I'm like, you know, this is detrimental. Like, this actually pushes me further away from the sale. And, you know, it's the same thing. You know, we're going into mortgage. I was, I got a a postcard from guaranteed rate. I've got a four percent mortgage on my home. And it said, like, consider, considering refinancing anytime soon. Scan here. And And I'm like, this message is so irrelevant to my situation. What they should have said was, it looks like you have a ton of equity and you have a really low interest rate. Tap into that equity by leveraging the HELOC product. Preserve your interest rate. And so my only point is, like, whether it's mortgage, whether it's real estate, it is so important when it comes to farming. The reason why the just listed works is because it can be the same postcard to everyone. The just sold can be the same postcard to everyone. Like, I just I we just I just got this in the mail the other day. Like, once again, from the young team, like, we do this stuff. This is really important in how we've scaled our business. And, you know, I I think that if you can cross that threshold of, like, to your point leveraging intelligence to get, like, so granular, it's game over. It is that's a no brainer. Yeah. It it's coming. It's it's crazy. There's all these things that we tried to we tried to build. We built some of it. Some of it just ended up being too costly now with this AI revolution. Like, it's all like, we're going and dusting off all these things. I I concocted back in twenty sixteen, twenty seventeen that maybe at the time, it was gonna be like a five million dollar build cost. And now with AI, it's like, oh, we can spin this thing up for a couple hundred grand now because we have all these layers. I mean, it is amazing how much the world has changed, and we're just, yeah, I feel like we're in this great spot to be able to capitalize on it for LPT agents. You know, again, bringing in the right amazing outside tools, continue to build the tools internally where we see those gaps, and leveraging the print shop is obviously one of those places where we have that unfair advantage that we pass on to our agents. But it's interesting because so many agents are anti print. You know? And and, again, our agents are out there crushing it with it. And we know, like, once an agent once you do it, like, once you hand somebody that nine critical questions magazine or seven home buyer strategy with your face on the cover, high quality printed, you know, Barry Jenkins talked about that a lot in his session, like, just how impactful that is. You do that, and you're like, wow. That really did make a difference. Maybe this print thing is better than I thought. And now next thing you know, they're door knocking, and next thing you know, they're leaving magazines in doctor's offices and and, and, you know, laundry, dry cleaners. Like, we see this, like, snowball happen once they get that once everybody gets that first taste of, wow. RP is not crazy. This print stuff really does work. Here's the thing. And, you know, I said it on our webinar, and I'll reiterate it again. You you mentioned the story of you and Jill stuffing envelopes, you know, in the you know, using that print the print machine that you guys were using, like, when you first got, you know, started. We and I say this with love to our industry because I'm a part of our industry. We want instant gratification. And, guys, the only thing that you're gonna get from instant gratification is just hard work. Right? And, like, they're you put in the work right now, and, like, that will be your instant gratification. Just outwork everyone. But while you're doing that, a lot of these big companies, Fellow, right, LPT, before LPT, RP funding, and all these different things. We decided we made commitments to not take the profits and put them in our pocket and take the profits and reinvest back into the business. And, basically, everything that RP is talking about right now, take twenty percent of your commission and put it back into reinvestment, into marketing, into all these assets, and it just your business compounds so quickly. The growth it's just such a compounding effect of, like but you can't be so financially attached to the outcome of every commission, personally that you go and take that money and say, I need that money to pay off this bill, whatever it may be. You gotta do whatever you have to do to to obviously financially sustain the life you wanna live. But, like, I just once again, and to tie it back into the converting your past clients and all these opportunities that are sitting in our database, you're not going to win them if you send them an email once a year that says set your clocks back. You're not gonna win them once a year if you send them a happy holidays message. That's not the way the game works. You have to be so committed to providing them value, providing them things of you know, that are relevant to them. And it's like, if you are committed to that, you will scale a really, really big business in a short period of time, but you have to be willing to put the blinders on for the first twelve months, eighteen months to say, I'm not looking at the outcome. I'm gonna continue business as usual while I carve out this stuff on the side. I'm gonna keep investing into it. I'm gonna keep investing into it. And all of a sudden, your phone will ring, and it'll feel really rewarding. When you get that past client that calls you up, there's no referral on it. Right? They're not interviewing other agents. You're in control of the relationship. That's what this business should be, and we've kind of lost sight of that. You know? Yeah. Yeah. So a couple action items, and I'm gonna let Ryan tell you guys a little about Fellow and and if you wanna learn about Fellow or what that looks like. But, you know, one of the things we talked about is this empty the box concept. And, you know, I I I had the as a seminar earlier this week I did about emptying the box, the hundred and eighty eight pieces, and that you should always do something with those pieces. Like, there is no excuse. Right? If you tell me that you can't door knock that neighborhood, then go put the door hangers out in some other neighborhood. You know? No matter what, like, we figured out no matter what the excuse is, hey. The listing canceled before I got the box, then turn the box into sample packs and send it to all your leads. Like, there's always something to do with the stuff. And I think that this this follow-up concept, right, is how do we take our current our most recent buyer and make sure we're the agent that resells their house five years from now, seven years from now. It might be one year from now if they get the job transfer and whatever. But, again, being consistent saying, alright. Whenever I do get my free power pack, I'm gonna take a thank you card, and I'm gonna send it to this past client. Every time I get a power pack, I'm gonna take one of the postcards out of that power pack. I'm gonna send it to this past client. And if you do that, again, you're you're building this kind of internal system, this internal accountability. Have your little list of people, everyone you've sold a home to. And when you get your power pack from LPT, break a few pieces off, thank you card here, postcard there, neighborhood report here, and send it off and be like, hey. Thanks for so much for letting me sell your home last year. Help you buy that home. Here's a home I'm selling, made me think of you. Here's a neighborhood near yours, blah blah blah, thinking of you. Like, these are little ways to do it, and you already have it. You already have it through LPT. And so that's something I wanna challenge you to do. And then I would encourage you to take a look at Fellow. I'm a fan. You know, we're using it internally on you know, we've got the leads connect program, Ryan, that's coming back out. You know, one of our three big things this year. We did Ascend University. We're doing Aperture, which is the luxury launch, and then we've got the leads connect program, which is where we're gonna help, you know, drive leads into our agents for referral fee internally. You know, we're using Fellow to take a bunch of, like, my old mortgage leads and leads I've had from along the way and try to get them ready to be a part of that program. But if agents do wanna learn more about Fellow for their personal database, what's the best way for them to do that and and to connect with you? Just re really quickly. Fellow, super simple concept. Right? You have a database if you have a database. If you don't have a database, Fellow is not a good fit, and your number one priority right now should be build my database. Like, that has to be a priority. Your database is your largest asset. And if you're not looking at it that way, if you're looking at it more of a liability, you are completely under leveraging what is probably the biggest tool, you know, in your tool belt. So, Fela, what we do, we take your database, we sync it into our platform, and we have the ability to find all the homeowners that are in your database. One of the things that are really interesting I mentioned, we have the data that shows the intelligence that shows whether the person actually owns the address that you have associated to them. You would be so shocked when we sync your database into our platform. First off, how many homeowners you never knew were homeowners and how many addresses you have attached to contacts that no longer live at the home that you have attached to them. Right? So imagine when all of a sudden you plug your database and you realize twenty percent of the people you have an address for sold that home a year ago, two years ago, yet you're still marketing to them, sending emails, sending whatever letters. It's a direct mail. So Fellow really helps kind of, like, from a hygiene perspective. Let's find all the homeowners first. Then once we find them, let's start marketing to them. Let's start creating engagement with them. And then let's start giving you a bunch of data that shows you when they're listing their home, who they're listing their home with, whether with you or with someone else. And then also showing you some propensity and likelihood to sell based off of all these rich data points and off of their engagement. So definitely check it out. You know, like, we work with what it seems like is every top LPT team. We work with most of them. I'm really proud of that. And, you know, as long as you have some sort of a database or committed to your database and you're really committed to this strategy, you know, we'd love to talk to you more about it. Go to fellow dot a I. That's f e l l o dot a I, and, you know, request a demo or, you know, shoot me a message on social media. Ryan Young Fellow. I'm happy to get you guys set up. But love the LPT fam. Wanna make sure you guys are taken care of. One of the cool things is, you may love this or hate this, but when you every time one someone in your database lists their home, Fellow tells you. And so you get these, like, missed opportunity reports of, like, oh, you know, so and so just listed over here. So and so just listed over there. And, yeah, Ryan, what do you think that minimum database size is? Like, because I know you know, again, obviously, the for the big databases, it's a no brainer, and that's why I think big teams do it. If you've got a massive database, it's really easy. The smaller the database, it gets a little tougher just because you guys have costs and everything else. Where do you think like, what is that database size someone should have? I would say, like, if you're getting close to five hundred contacts, then it's worth it. You know? If you don't have five hundred contacts, it's one of those things that it's like, I just become a fellow user, don't become a fellow user, but make a commitment to building your database. Before we wrap, I just I, you know, I did this webinar where I said, I'm gonna teach you guys how to build your database. This is my number one pet peeve. I'm a team leader. I have agents that join our team. They come to me and they put a hundred contacts in their CRM. The first thing we ask them to do is upload your database, and we're gonna send a welcome email, direct mail to your database to say welcoming you to the team. And everyone puts in, like, seventy contacts, a hundred and fifty contacts, whatever it is. So Dustin on our team, he I say, Dustin, dude, there's a hundred people in here. Not even. There's, like, ninety five. I'm like, where's the rest of your people? We gotta build your database. He's like, that's all the people I know. And I'm like, wait. You got married a couple years ago. How many people do you have at your wedding? He's like, two fifty. I'm like, how do you have two hundred and fifty people at your wedding the most important night of your life, and you only know ninety well, he said, well, one of them was my cousin, and, you know, one of them does I'm like, put them in your database. Why are you don't. You don't choose who you put in. Put everyone in your database. And then I always love to do the if you have an iPhone, and I don't I'm assuming you could do this on other phones as well, go to your contacts, and how many contacts do you have in your database? Right? Five thousand four I like to save people's numbers. It's kind of an obsession. Go to Facebook. How many friends do you have on Facebook? So it's like the fact that we're, you know, negotiating over a couple hundred contacts, it's like, guys, are we in business or are we not? Right? Like, if we're in business, build your database, become really intentional, and then you're gonna tell me, well, I don't have their email. Well, great. Send them a text and ask them what their email is because you wanna send them something of value. Right? Oh, all I have is their address. Well, great. Go knock on their door. Well, I don't have their address. Great. You know, it's like it's one of those things that I just I plead to you. Nothing nothing to do about Fellow, but it is kind of what I'm so rooted in is this database concept of, like, that is where so much profit is sitting. If you don't have five hundred contacts, go build your database. And if you want help with that, I am happy we can do another webinar, especially, you know, just for LPT agents about how can I help you build your database? But, like, you gotta get real. Like, why do we wanna pay someone for opportunities when we have opportunities sitting in our phone that are not sitting in our database? Let's max out all those opportunities before we start looking for more. It's all about margin. It's all about profit, and I just I can't stress it enough. I get passionate. I see some people mentioned, like, hey. What if I got out of state people? I tell you personally, I would put them in there. Right? Like, I'm not gonna I'm not gonna mail I'm not gonna direct mail them higher cost, but I would absolutely put anyone anywhere in the country on my email drip campaigns or a system like Fellow because, one, they may refer to you. Right? Like, if you're constantly in their inbox and then their friend at work is like, hey. I'm relocating to Orlando. Oh, I got got a guy in Orlando. Here's his most recent email I got. Like, staying top of mind is never gonna hurt. Like and the cost of email delivery is so little. Like, those extra contacts you're gonna put into Fellow, like, sending out constant contacts, whatever you're doing. If it's email, yeah, your database should be everyone because you never know when they may relocate to your city, when they know someone else who's relocating their city, or you may be able to get a referral fee. Right? They reach out to you and they're like, hey, Robert. You've been sending me these property alerts and telling me my home value. I'm ready to list. Who's a good agent in, you know, Dubuque, Iowa or whatever that I can get get connected with? And now you're in the LPT referral group saying, hey. We got a I got a listing for you in in Iowa. You know, again, email your relationship is what makes that valuable. Like, someone else can spam email that person, they get no traction. The fact that they were at your wedding, they went to high school with you, they're connected you on Facebook, whatever it is, you have a shot at at directing that referral, at helping that friend who's coming to your city. Don't leave those opportunities on the table. Like Ryan said, don't don't self edit your database. One of the biggest things real quick. Throw in the chat just before we wrap. How many contacts you have in your database? I'm just curious. If you know that answer, and this is not this is just any what's the total number of contacts? Fifteen twenty seven, sixteen hundred. Yeah. Those are great size databases. Seven eighty one. Another place where it's really valuable is, Patricia, we gotta work on ten. I know you know more than ten people. We gotta work on that. See, look at these are rich numbers right here that, like, you guys should be getting a lot out of your asset that that that this asset that you built. Here's another place where it's really valuable. Once again, eighty percent of our contacts don't have addresses because the majority of them are buyer leads. When what I have observed in Fellow is when you enrich and you find a homeowner that is out of your market, but that was a buyer lead looking in your market, the reason why knowing their address is so important is because Fellow notifies you when they list that out of market home. Right? And so this is a really nice touch point when saying, you know, RPA, it's Ryan with the young team just checking in with you. Any plans to move to Cleveland anytime soon? Ryan, that's so weird. We literally just listed our home this morning. What if we were meant to work together. Right? Like, leverage this is like a one of those things. Like, sure. Maybe I'm not gonna get the referral, but I want the data. I want the information to know that someone in my database that was looking in my market now just listed their home outside of my market. Think about what that provides for me. Right? Like, so there's so many different ways we can leverage this information, and I don't I don't wanna overcomplicate it. We'll get to the two zero one class, the three zero one class. But, like, let's just start with the basics, blocking and tackling, fundamentals of, like, build your database and just you will see it. It will create opportunities for you that have very high margin, and that's ultimately what I want. You know? Yeah. Awesome. Ryan, thanks for your time today. Appreciate everybody for joining us. Keep crushing it, guys, in the Ascend Spring marathon. We'll see you tomorrow morning at eleven. And, Ryan, I'm sure you and I will be chatting again soon, but have a great night, brother. Later. If you guys need to give me a holler. Yeah. Alright. Bye bye.