Lars Hedenborg applies Gary Vaynerchuk's thank you economy to real estate, arguing that in-person touches and physical pre-list packets beat AI when buyers and sellers can't tell who's human. He tested these tactics across hundreds of appointments to win listings through trust and market knowledge.
I don't love Gary Vaynerchuk for everything, but one thing he said in the book thank youk Economy was that even back then where it was just social media, it wasn't AI. I think even more so in this AI world, it's going to be people that operate like it was the 1950s that are going to build a very wide, very deep moat around their business because no one's going to trust anyone anymore. Because it's all like, I don't even know if that's a person. Like, is Debbie. Is that a person? Is that Debbie, AI or. So that's why, like, physically delivering something, I would get into the house and they would have that physical packet there. And you're scripting saying, hey, I'm going to send you over. Okay. My wife works uptown and I work here in the appointment. Okay, I'll get a packet to each of you or you'll figure out the logistics. It's that important, in my opinion. We've tested it out over hundreds of appointments. To physically get a pre list packet, there's just a couple booklets I would put in with a cover letter. I was part of a group where it's like, no, you have to put like a thousand things and the thing had to explode all over their desk. I don't really believe that. I'm sure you guys know we have a whole playbook on this inside the toolbox. But it took a lot of pressure off me when my job was just to build rapport. And that's not a natural thing for me. But when I got to the house, a coach of mine gave me how to win friends and influence people. It's like, you're trying to build rapport. I would find out after the fact they went with an agent. I'm like, did you know that agent only sold 27 homes in the last four years? I sold 27 last month. I was at a loss for words. Right, so make sure the pre list packet is in their hand. You set the appointment, ask all the questions. They know you're operating at a different level. And then you show up and you're also like, you're able to build rapport. The first thing I would do when I sat down was go through the market before I showed them what we did to market their home, the marketing presentation, they would know that I knew the market.
