Neel's Keynote at Hatch Summit - internal use

sexy man that I want to talk about is Neel Dhingra.

Okay, dang, bro.

Uh, you know, he was a really, really important person in my life. Uh, I first met Neel, uh, from a distance. He probably doesn't remember, but I was at his Forward event. It's the greatest event that I go to. Uh, you could say this is the greatest event, but I can't say it's the greatest event. I'm gonna say this is the great— the greatest event, the best, best events I've been to, bar none, hands down. And, uh, this guy puts on a show like nobody else. And so I was fascinated with the show, but I was more fascinated with the balls.

Dang, bro, this is bad. This is good.

Neel's got balls, y'all, okay? He had this gumption and this daring ability to dream bigger for himself than anybody I had come across in quite some time. And I was fascinated with how much he was willing to risk in order to start changing his life and the lives of others. This man is a servant. This man dreams so big. This man is my coach. This man is my friend. Uh, ladies and gentlemen, Neel Dhingra.

Oh yes, thank you, thank you, bro.

Love your balls.

Yeah, I love you. Hey man, I've never had someone talk about my balls, and so bro, love you, Eric. This is awesome. I need a clicker. Oh, here we go. That was the best intro. Sexy and balls. Good. Okay, so I feel weird saying that in the church. Is that okay?

Okay.

By the way, one of the things I'm working on this year is from my friends like Eric and others is to stop cursing. Okay, so It might slip out a little bit, and I'm just gonna ask you guys for grace on that. But you know what, I was talking to people last night about all the different things we're doing in business, and the coolest part about this is everybody here is focused on the future, wanting to get better. That's why we come to rooms like this. And so the first thing I wanna do is if everybody could just stand up real quick, just stand up. I know it's easy to get into this kind of lull. Just shake out the cobwebs from last night, maybe the hangover. And I just want to say that, you know, Eric just said this, but most people think that the first part, the hardest part, is getting people to believe in what you're doing and what you're building. That is the second hardest part. The hardest part, the first thing, is you believing in what you're doing and where we're going, right? And you being a leader. And so the first thing I want to do is just clap it up for everybody who showed up today and showed up to the summit. Let's give ourselves a round of applause. Because Eric just said it. He said you have to go first, and you guys went first by showing up today. So thank you for being here. Have a seat. We're gonna, uh, get into a lot of tactics today, and then I have a really cool story that I want to share with you that I've never really told publicly. So this is going to get interesting. So when I started in business, uh, I was stuck at a certain level, and then what got me out of a rut— and I think this is really important for everybody here— if you find yourself in a rut ever in business with your marketing or anything that you're doing growth-wise, the fastest way to get out of a rut is to help somebody else. And so I found my fulfillment, and what got me out of that rut in 2018 was to teach, to help people. Now the problem was I sucked at it. Like, I could barely speak in front of people and on camera. You know, if I showed you guys, I used to do this in my old talks, I would show you videos of how cringe I was. And you know what I say? You have to make them cringe before they'll binge. You know? So I used to be so cringe. But I didn't— the coolest part about it was I didn't know I was cringe. You know? So I look back, I can barely get through the videos now. But at the time, it got me out of that rut. And then I just stuck with it longer than most of the people in my market. And so it led to amazing growth for my core business in real estate and mortgage. But then I was able to launch a side project, which was just a passion project that turned into a multi-seven-figure business as well. And so what I found out along the way was I've had the benefit of talking to so many successful people in business. And some people worth hundreds of millions of dollars, even a couple billionaires. And they all tell me the same thing. You know, they tell me about the biggest risk to your business when you're growing. It's not going to be the market. It's not going to be interest rates. It's not going to be who's in the White House. The biggest risk to your business is you not being excited about what you do anymore. Okay? So, Like I said earlier, you have to go first. You need to be excited. If I'm not excited to talk to you guys today, no one's going to listen to me. If Eric wasn't pumped to host this event— and by the way, you know, hosting an event is like— I will say is like doing God's work, because part of leadership is taking people places they don't want to go, but then they'll thank you when they get there. And people— Eric decided to go first and lead and bring people here today, which is— it is a big risk, but that's why it works. You know, and so I think about this guy, Ed Mylett, who's speaking at our event this summer. He spoke at my event in 2022 and he told me, he's like, Neel, you don't have to convince other people. You stop trying to convince everybody. They just need to know that you are convinced. If you believe in it, they'll believe in it. And the reason why he said this is he had a whole talk about this that year, that the world makes room for passionate people, you know, because it is not hard to stand out in a world of mediocrity. I feel like right now the bar is very low. And people used to tell me this all the time. They said, Neel Dhingra, when I wanted to start a podcast, podcasts are saturated. You shouldn't start a podcast. You know, even when I got in real estate marketing, there's— the world doesn't need another real estate agent or loan officer or team leader. Well, here's what I found out over many, many years of doing all kinds of marketing and events, things like this. Nothing is saturated because most people suck at what they do.

Right?

How many of you guys agree with this statement? It is a— hold on a second, let me open this. It is incredible to see how many people just suck. So the bar is low, and the way that I found success is just by being intentional. It's a game of inches, and I want to give you guys some of those tweaks that you can make to stand out from the competition. So I'm sure you guys are aware of this, but last year in 2025, per NAR, 10%, the top 10% of agents did 90% of the business, okay? And some of those people, many of those people are in this room, in the top 10%, right? A few people raised their hand already. This is awesome. So now the other 90% of real estate agents fought over the 10% that was left over of the business, almost like the scraps. And this is why when you go to different rooms in the country, you'll talk to somebody and they'll say, how was the year? How's your business going? This like, yeah, You know, it's kind of struggling. I'm trying to, I'm trying to get out of a rut. And then you talk to somebody else who's killing it. And so what's happening is it's like feast or famine. And this is the same is going to be true for most businesses. And even the American economy, you used to think about it like this. There used to be a bell curve. This is called the bell distribution curve, where in the middle there's a lot of people doing good things, making money, having success. And then on one side, on the other side, there's people who are crushing it, making great money. And then on the other side is maybe people who are broke, but the middle was like you can make a great, great living. In our industry, this curve has flattened because of technology and distribution. So now what we have is a power curve, and this is very important that you understand. The curve is flattened, and so in this power curve, people are trying to get up, and then as you get into the top where it starts to go up, it's like a hockey stick. People are making incredible amounts of money. So what I've noticed when we map out commissions in our industry and also any other business As you move into the power curve, that's where people are making 6 figures, multiple 6 figures, 7 figures. And what's great about this is every notch up in the power curve is exponentially more income for you guys, right? Now, the problem is most people are in this middle muck. And so my theme for this year and everything I teach is Escape the Middle. Average is becoming very expensive, but excellence is being rewarded like never before., right? If you just get slightly better than the rest, you start to move up that curve. And the worst thing you can do is just get stuck in the middle. The worst thing you do is put your head in the sand. That's why we're trying to get out. And so when I say escape the middle, that's what I mean. We gotta get out of that middle muck. And the way that people are doing this is through their positioning, okay? And so this is a very important concept I wanna, I wanna share with you guys today. And I'm gonna show you how to do it with your content, but also with just the way that people describe you. Okay, so positioning, if you guys can understand this concept, it's not very exciting, but it's very important, is the mental shelf in somebody's brain that you occupy. So when they describe you, how would they describe each and every one of us? And the way that you can narrow that down is by focusing on less of the market, right? And now you guys may serve many other people, but as far as your positioning online, who do you want to serve?. So does anybody in here, I'll just ask you guys this as a room. What is the reason why someone would refer you business? If we were to ask your best partners, people that send you clients, past clients that send you new clients or business partners, what would they say about you when they refer you? Just give me like, someone raise a hand and you could share why would someone refer you? Go ahead, sir. I trust you. They trust him, okay. Go in the back. You get the job done. Okay, anybody else over here? They know you. Okay, so do you understand that the way these people— and this is great, people trust you, you get the job done. The problem with this is you could say that about every single person in this room, right? So that's not a unique position, that's basically mediocre. By the way, if you can't get the job done, why would someone hire you? So that's just the cost of entry right now. So what I need to do is, who do you want to serve? Does anybody in here serve a particular niche within the market? Go ahead, sir. They need to get their first investment property. Okay, so you help first-time investors buying your first rental property. In the back over there, sir. Uh, I work with ultimate Frisbee players. Frisbee players? Holy shit. Okay, so that's a niche within a niche. I never would have expected that.

Okay.

By the way, what was your name?

Brett.

Brett works with frisbee players. You will never forget Brett. Okay. If I said to you guys, I really work hard and I get the job done, I'm forgettable. Okay. So this is what I want you guys to understand. Who would you like to serve? Because the market can't refer what it can't describe. This is very important right now. I spoke at an event with the top real estate agents, the top mortgage lenders last year. And I'll be talking in the hallways to people and they'd be telling me the same thing like, "Hey, man. You know, my numbers are down or I'm working on it." And even if they didn't admit it, I could just tell that they were trying to level up and it wasn't the best year. But then I would talk to somebody who was absolutely crushing it and they would tell me, "I serve this group of people." I remember coming across a guy after just speaking to 6 people who were telling me they were in a rut. This guy tells me— I said, "How's the business?" And he goes, "Bro, it's amazing. We had an amazing year last year. It's a record year. This year is going to be even bigger." I said, "Wow, that's amazing, Brady. What are you doing differently? I'm just curious. How would you help the other people in the room?" And he goes, "Well, you know what I did a few years ago? I niched down into just helping one group of buyers." I was like, "Which one's that?" He goes, "Move-up buyers." So this whole thing of like, you have a home to sell, but you want to buy another home. I call it the two-home tango. I just help move-up buyers. And I was like, "Well, so what ended up happening?" He's like, "We did $180 million last year on my team in business. And this year we're going to do even more." And I was like, "Oh, that's your whole team?" He's like, "No, that's just me and like my assistant in our production office." I'm like, "Oh." That's crazy. And I'm talking to guys who are doing 1/10 of the business. Same business, same products, same market conditions, and this guy's doing 10 times the business and revenue because he chose to work with fewer people in terms of his online position. Now that doesn't mean that he's not also getting first-time buyers. That doesn't mean he's also helping first-time investors. My sister, who has a personal brand and she's been making content for the last several years, she's all about girl power. It's like, She has an event called the Future is Female. She's in real estate and mortgage, same as me, and she was talking about how she wants to really help women get into homes and she wants to serve that group. I looked at her pipeline last year and over 60% of the names are men as the first client because she stands for something. People remember her. You'll remember the frisbee guy. You'll refer him a VA buyer to buy an investment property or to buy— like, it doesn't matter. What they end up doing on the backend, but on the frontend, you serve a particular group. Does this make sense for you guys? So I would really decide who you'd like to serve, who you're passionate about working with, whether it's first-time buyers, investors, move-up buyers, women, men, immigrant, like whatever your thing is. Just think about that because that would be the positioning that you'll show in your online profile and in your messaging. And when you know who you're speaking to, the messaging becomes clear. When you don't know who you're speaking to, it's like, I don't know what to post. It could be anything. It could be a variety show at this point, okay? And so the reason why I think a lot of us get overwhelmed is because we haven't picked a direction strong enough to silence the others. I think of our brains right now as a snow globe. You just shake the shit up and there's all this like snow coming down. Does anybody else feel overwhelmed with all the things you could be doing on a daily basis? I feel it all the time.. And so what changes for me is when I know what I'm going, I know who I'm speaking to, the other voices, the other things don't come in as much anymore. You still see them, but they don't distract you and pull you off your course. So as we get into how we're gonna do the marketing better, I want you guys to understand this spectrum, okay? And then this will be the, the foundation for everything I'm teaching today. This is a spectrum of people on social media, YouTube, and the internet in general. On one side are the people that are never going to be open to hearing from you and working with you. In the middle, or I'll just say this, on the opposite side are the people who are ready to transact right now. They're in a 60, 90-day window to buy. The middle is 85% of the audience because these other two sides are about 8%. The middle, 85% of the market, is not yet. These are people who are, may be interested, maybe they're worried about the economy, maybe they're worried about the markets, maybe they're thinking about moving up but they're not sure if they should give up that current low rate. There's just all kinds of uncertainty in their world. And so these are the not yet group. This is the biggest group of people on the internet. But I found that the mistake I was making, and so many of us are making in this industry, is we're only speaking to the now group. Now, this is how we get paid. This is people in a transaction window, so I don't want to not talk to them. But what changed the game for me was coming up with a one-to-many approach to speak to the not yet group. These are people, like I said, who are 6, 12, 18 months out. You need a one-to-many approach, which is more passive, right? If Eric asked me to come do a call with him about my marketing strategy, that would be one-to-one. But he asked me to come here, I'm speaking to a couple hundred of you, so now that's one-to-many. You could do this with video, webinars, all kinds of different things. I'm gonna go through how to do it with your marketing, but the difference is, The way you would talk to somebody. So, let's just say we're at the bar last night and somebody came up to you and they were like, "Look, I'm ready to buy. I'm looking like our lease is up. We want to get into our first property." Or we're thinking about— We've outgrown our current home and we want to start looking this weekend. That is somebody ready to go. You would talk to them a certain way. Now, imagine somebody comes up to you and they're like, "You know what? We're good right now. We have a year lease. But I'm just wondering like, is it even like a good— Should I even be thinking about buying? Are prices too high? Did I miss the boat?" Like, they have a totally different set of concerns, and you would have a different conversation with that person because they're further out. You can't sell to someone who's not ready to be sold. So the best marketers right now have figured out how to make that not yet group smarter, not sold to. You can't sell to them. So what happens is if you're selling constantly in the content and not being strategic about this, those people just turn you off, or they just turn you off in their head. They're watching and they scroll past it. So these are the tweaks we need to make. And the reason why this is so important is because attention in 2026 is going to those who can educate, not just advertise. So if you're constantly advertising your service in all of the content, this whole group, the biggest group on the internet is just missing the boat with you. They're never gonna watch your stuff. And so I have a framework for this that I'm gonna walk you through really quick, okay? And this framework actually changed my whole business, probably changed my life, and it's called the MOVE Framework, okay? We're going to take them through and we're trying to move people from not yet to now. And it works if you do this correctly. We're gonna make them notice, we're gonna offer them clarity. V is for vibes. That's gonna be the sexy vibes that Eric just talked about, right? Like how people can connect with you, whatever which way you wanna do that. It's more about the personal connection. And then E is gonna be for enable the next step. This is enabling people to take advantage of working with you and what's that next step gonna be. The next step is not going to be to book a call, it's going to be to start the process with you, okay? Are you guys with me so far?

Okay, good.

So the first step is to make them notice. One of the best ways to get people to notice and watch your stuff more often— and some of you in this room, I've, I've seen your stuff and you're getting people to see your content already, but this would 10x the amount of people to see it. Whenever you post a video on social media or even YouTube They're going to show it to people who follow and subscribe to your stuff, but then they're also gonna show it to people who are seeing you for the very first time. When they show it to people for the very first time, you're on an audition with those people. If those people watch it, it shows it to more and then more, and this is how videos eventually go viral, right? So everybody in this room has the same chance, whether you have 200 followers or 20,000, it doesn't matter. But one way to pass the audition with people is to not be the expert. Everybody in our industry is an expert. So they're like, here's what I'm gonna tell you. This is the number one thing you need to do if you wanna buy a home, or here's how to buy your first investment property, right? Now, that's not a bad video, and you should make it. It's better than doing nothing. But what's happening is the people who are seeing you for the first time, that audition group, they're saying, who are you to tell me this? And whether they say it out loud or they just think it subconsciously, This prevents them from watching your video. So the hack to get around this is to make an observation. So instead of me saying this is the number one thing you need to do, I would just talk about, hey, have you seen this? This, this buy-down strategy is going viral with first-time buyers, and it's for a good reason. Let me walk you through this. Or I do this a lot with headlines. I'll say Fortune magazine just said this, or did you guys see this? This, this is going crazy right now. I've noticed this trend happening. Let me break it down for you. So you're just observing what's happening, right? Do you see the difference there? So what happens is they don't have to think, should I listen to you or not? They just wanna be in the know. And millennials don't wanna be, they, uh, they wanna be in the know. They want to know that they want the tea whenever there's something more controversial or spicy happening, they wanna know what's going on. And so you just start off with observation, then you insert your expertise. So let me give you real example of how I do this. I do this. Very almost every week on social media. Okay, so here's me talking about when rates had pulled down and how it would impact buyers in our market. I think we're missing audio. Hold on, he'll get the audio.— So I'll just kind of walk you guys through this while he's fixing the audio. So basically what's happening is I'm using a headline, and then I'm going to walk people through the impact of lower rates in our market and how that affects your buying power. Okay, now they don't have to decide, should I listen to Neel or what's happening with the rates? Fortune magazine said it. And then I insert my expertise in the video. I'm also showing people things on the screen, which I'm going to get into in a moment here as well. So when you do this, by the way— hold on, my clicker stopped working, bro. When you do this, by the way, more people will share your content as well. We've had, like, a lot of people in the industry will share your content, business partners. And what's crazy about it is they will ask you, "Hey, Neil, is it okay if I share your video with my people?" And I'm, like, thinking to myself, well, "Let me get this straight, Sally. You want to share me as the expert with your sphere? Yes, we will approve that. Let's go ahead and let's do it." And so what happens is, on any given day, if you do this correctly, you will be the only person in your market to make a clear, concise video explaining the concept that's not lecturing people. You're not saying, like forcing your opinion on people. There was a lady, I was at Rise. How many of you were at Rise last year? A lot of people here? Okay, great. So it was in Orlando and me and Sharon were sitting having dinner and then a lady comes up to me and she's like, hey, do you mind if I interrupt your— I don't— she goes, I don't want to interrupt your meal, but would you have a chance to do a full audit on my Instagram right now? And I was like, I was like literally with a steak in my mouth. I was like, well, yeah, let me take a look. She's like, oh, thank you so much. And she sat down at the table. It was like very awkward. I was like, "Okay, well, I guess we're in it now." So I just started going through it, and then I asked her, I said, "This is great, you know." By the way, if you give people feedback, you should always start with something good, right? So I'm like, "Hey, this is awesome. I like the way you shot this one. This is great. But are you open to some feedback on how to get better?" And she's like, "Yeah, of course. That's what I'm asking you." I said, "Okay, cool. Are you sure?" She's like, "Yes." I said, "Your entire feed is just you lecturing me. Like, everything is forcing the opinion." And some of the posts were condescending to buyers. Like, it felt like I'm stupid for not knowing this. And I was like, that's why it's not resonating with people. People can't get into it, right? And so— do we got the clicker back, bro? I'm frozen here. Oh, let me start it. I'll restart it. Let's try again. Okay, here we go. Yeah, we got something, bro. So this is all the people sharing that particular video. That would have gone better as I'm explaining to you how all these people are doing this and asking you permission. So this happens quite often, but essentially what I'm— what I told that gal was we need to make people feel smarter, not sold to. My video makes people feel smarter. As I'm speaking to you guys today, I want you to feel smarter when I leave, right? Then you'll like me more. If I were to lecture you, you'd be like, who was that guy? He was kind of a dick.

Right?

So just check your own content or ask somebody, and you might be that dick, you know, in the room who's like, man, I'm just lecturing people. And all you have to do is just tweak the messaging and how you approach it. And the best way to do that is just to make an observation, because then it forces you to not be the expert. And it sounds counterintuitive because many of us in this room— how many of you been in the business for over a decade? A lot of people, right? So you are the expert, and that's okay. Just put it in the content. The other way we're doing this is with image posts. You'll notice that image posts are sometimes doing better than video. One of the best image posts that you can make is a tweet style. This is just a Canva template. I'm happy to share it with you guys as well. I'll give you guys a link here where I'm gonna give you the slides and all the resources today. But I am getting the same amount of impressions, if not more, with sharing my thoughts on image templates. And this works great for when we're behind on video. Maybe we didn't have a chance to shoot a bunch of videos, we can post the content in, in the form of an image. I do this with all kinds of things. I'll put text over pictures. I'll do this with personal content, and we'll do this with business content teaching. But I've noticed something that's really important when you're talking about making people notice. There's a shift you need to make where someone's watching the content, seeing the images, and they go from, wow, that was helpful information, to I want to work with that person, right? There's a difference. There's a guy in our group who just went hard on finance tips and real estate tips. Listicles, like B-roll with text over it, and trending audio, and he got hundreds of thousands of followers, right? If he were to say, "Hey, I'm doing a meetup," or, "I'm doing this class," no one would show up. Because nobody cares about him, they just value the information. So what you wanna do is you wanna give helpful information, but you also wanna insert your perspective into it so that people will wanna work with you, and the way you do this is to change some of the content from commodity content to perspective content. Commodity content is going away because this is being replaced by ChatGPT. So if I could just Google or use chat to do it, then it's no longer as valuable. Information has just become so, uh, everywhere that it's becoming worthless. So what's not worthless is your unique perspective on the particular thing. That's the moat. That's what you guys have that AI doesn't have. So here's what I noticed. More and more people are doing self-diagnosis. When something's wrong with you, do you contact the doctor or you do, or do you go to Google or chat? How many of you, you probably don't wanna raise your hand, use ChatGPT as like a therapist over the last few years? You know, a few of you are like reluctantly putting your hand up. So like people are going to chat with their issues first. And they're asking their questions there, and it gives them the list. So what you wanna do is change that. So commodity content is going to be the tips, tricks, hacks. Perspective content is going to be your unique opinion on this, okay? And what you are aiming to do is to create a shift in the way somebody thinks about something. So let me give you an example. There was a gal in our group who wanted to teach the 7 things that she does before every listing. And by doing this, it gets her clients top dollar when they sell. So, she talks about decluttering, staging the home, cleaning up these things, deferred maintenance. And she says, "When I do this checklist, my clients end up selling for top dollar." Do you guys agree with this, by the way? For those of you who list property? Yes. Okay, so that video, by the way, is better than nothing. Here's the 7 things I do that will get you top dollar for— if you're my— for a seller.

Cool?

Cool. But I asked her, what is the reason? Like, what's the principle behind this? And we did a little bit of thinking. And so, did you all know that the number one factor for how much somebody pays for a primary residence, whether they write the offer and how much they're gonna pay, the number one reason is the fantasy of themselves living in that home. Have you noticed this yourself too? When you're walking through a home, you're picturing yourself in the kitchen, you see the backyard, you're seeing the kids run across the yard, right? So that's the fantasy that's rolling in their head when they see the right home. And so what happens to that fantasy when they're walking through the home and then they open the door and the door handle falls off the door? The fantasy is broken. And so this impacts how much they're gonna pay for the house or whether they write an offer at all. That video, guys, is a one-of-one piece of content right now versus the first video, every single person in this room could have said it. That's the equivalent of what we talked about earlier saying, "I work hard." Like, if the only thing we have to sell is work ethic, We're going to be like commoditized versus if you have unique perspective based on 10, 20 years of working with clients, that's invaluable. Do you see the difference? So what you wanna do here, if this doesn't come natural to you, is think about the tactic or tip or trick you wanna teach people. What's the bigger principle? And if you don't know, just ask Claude, ask chat, drop in the tactic. Here's what I wanna teach today. Is there a bigger principle or something non-obvious about this that I could include in my lesson?? It will give you a list of non-obvious things, and then you'll look really smart, right? You'll have a unique perspective compared to everybody else who's just giving commodity information. Are you guys with me on this? Okay, cool. So is this helping anybody in the room? Awesome, good. Okay, so the best compliment you're going to get when you start doing this is, wow, Neil, I never thought of it like that. Like, there's a few things I've said today where I see some of your eyes and I can tell you're like, dude, I didn't think of it like that. That means you value my perspective on things. So when you do this, you get respect. People want to work with you. And this is the greatest shift I've ever made in my content. So that's how we're going to make people notice. Those are two things. Now the next thing you do is offer them clarity to move forward. The best way to do this is to stop just telling people things and showing them. So anytime I want to teach something, I'm going to show a visual for it. Now sometimes you don't have an opportunity. It's just a talking head video. You're walking to the car, you just want to get something out. That's fine, get it posted. But when possible, I'm gonna show an image. Now, I'm not the best graphic designer. I don't have time to make art every time or send it to an editor. So what we do is we are making simple infographics for things that we wanna show. And let me give you an example of one. This is one I just did where I was talking about two options available for a particular property. And then one time I wanted to make people understand visually the impact of rates and their buying process. So I'll walk you through this one, the one I just But here's another strategy. Let's say you were okay with the $3,500 payment and you wanted to just increase your purchasing power. If you were to look at this $500,000 purchase price now, it's going to be increased to $555,000. So basically you just got a $55,000 upgrade because interest rates went down like 1%. So basically you have two options. Either you can save $330,000— So I'm like walking him through this whole process, right, on the screen. Now, those— that visualization of what I'm teaching took 4 minutes to create using a tool called Notebook LM. Is anybody in here using Notebook LM? Few people love it. This dude's cheering, he loves it so— what was your name, sir? Matt. Matt loves Notebook LM so much that he yelled like a girl just now, right? So what do you want to do? You, when you do this for the— when you— no, no shade, bro. If you're a guy in this room and you use it for the first time, you will yell like a girl too. So the reason why is because it, it's magic. I dropped in my script into NotebookLM and in 4 minutes it produced all those slides that look professional. Now I'm not just telling you something, I'm showing you something. By the way, when we meet with clients for the first time and we're gonna walk them through the opportunities in the Las Vegas market, we quickly create a presentation in NotebookLM and show up to the Zoom prepared. Do you know how that, just that 5 minutes of prep blows away the competition? Imagine like somebody made you a personalized deck for a freaking Zoom call buyer consultation. Who's doing that? Nobody in your market. So I would encourage you, because I only saw 3 hands go up when I said Notebook LM, you should dive into that when we leave today. And you will absolutely, it'll blow your mind. And it's so quick and easy to use. There's a text window. You copy paste text into it, and you click Generate Infographic or Generate Slides, and it will create an amazing visual for you in one click. And it's mostly right the— this is the crazy part. A lot of times AI in the past, you would click on it and you would get trash or slop, and you'd be like, man, this isn't— I can't really use this. I have to keep tweaking it. And then you're like, fine, I'll just do it myself. It's gotten so good that now the first output is usable. It's ready to go. Many times there's no tweaks needed.. And so when you do this correctly, you're going to be showing proof. You're not just talking, you're showing them visually. Now here's the bigger principle why this works, right? I want to give you the real perspective on this, the smart, the smart money. Most people on social media are dumb. I shouldn't say that, um, or they're not literally dumb, it's, uh, they're in a dumb state of mind. So think about your own scrolling behavior. You're probably sitting down on the couch after a day at Summit and you're scrolling the feed, you're probably looking for some entertainment. You're not really sitting there with a pad of paper and a highlighter ready to learn, right? So you want to make it easy for people to learn. Now, when you show people visually what you're doing, it reduces the cognitive load of the viewer and it makes it easier for them to consume your content. So these people who are suffering from brain rot actually appreciate you more because they don't have— they don't have to work to watch your video. Does that make sense? So just anytime you can, just show a visual and you'll blow away the competition. Now, we get into the V of the MOVE Framework. V is vibes, and this is how we're gonna connect with people, and my theme has always been less corporate, more connected. I think a lot of people are trying to compete. It's like David versus Goliath, and you're trying to be the big company brand. Your advantage is you being you, right? And so a lot of people, like, you hear about be authentic and authenticity, But I think the main thing you wanna think about here is everybody's gonna do this different, but for you, you just need to insert something personal into the content. For this framework, I have 5 Fs: food, faith, family, fitness, and then the women in the last event told me to add fashion. But that wasn't my choosing 'cause I wear the same shit every day. But if you look at my closet, it's just a row of black t-shirts, short sleeve, long sleeve. But it reduces the cognitive load for me of thinking what I have to wear today, so it just makes it cool. Quicker, but whatever you are into of these things, start inserting it into the content. Is anybody a big sports fan of a particular team in this room? Anybody? Go ahead, sir, you raised your hand first. The 49ers. Okay, awesome. You got one fan over here. Just one. That was pathetic, bro, what happened? So, they were in the Super Bowl. Okay, so 49ers, right? 49ers, if you were to wear the 49ers jersey or hat in some of your content, the algorithm is so good it will show it to other 49ers fans. Now, what do you think when you're walking down the street of Fargo and you see another guy with a 49ers jersey walking the other way? Uh, like, yeah, camaraderie. You're friends already, right? He could be a felon and you guys are— but you're instant, you're instant friends. They usually are. Yeah, yeah, bro. Yeah, so this dude who's a felon, yeah, you know, or worse, is an instant friend with you because he's wearing the same jersey. So the same is true in the algorithm. Your interest— and I have found this over and over countless times. There's a gal in my group, she was struggling with content, and I was like, I don't see anything about you personally, Lindy, in your videos. What were you into? Like, what are the things you're doing? And she's been posting content for 3 years. And I was like, well, she's just telling me she's into some outdoor stuff because she lives in Utah. And she goes, well, also I was on the US ski team. I'm like, what? Like, wait a second, you were a US Olympic ski team? And she's like, yeah, is that relevant? I'm like, absolutely. Do you know how many people would want to do business with you because of that? So I have found that whether you're on the ski team or whether you're into sports or whether you're just a fan of something, you're a golfer, whatever, the number one thing that would connect you with the most people on social media, you're hiding in the closet. Like, you're not showing it because you think it's not professional. Meanwhile, this is the exact thing that would connect you with the most amount of people today. So, I would just start strategically inserting your interest into the content. You could make content specifically about the personal thing or it could just be in the videos, right? One of the things I really respect about Eric is he talks a lot about his family. You know, and people will do business with him. They'll show up for him because he puts his values in the content. I do the same thing. I want to talk about my family. That's my greatest achievement in life is I'm a father and a husband beyond business, right? And so I want people to know that this is my values. And then I see it all the time. People will come up to me at an event or at a webinar, on, at the end of a webinar or in the DMs. And they'll say, man, I really love that you talk about this. They don't come up to me and say, hey man, I really love the interest rate video. 'Oh, I loved how you broke down the rent.' Yeah, they do that sometimes in the comments of that video, but the thing that's really sticky on the connection part is your personal values and what you're into. And just as a side note, I know this is off topic, but you know, this happened to me 4 years ago now. I came home from speaking at a bunch of events, doing all this content, doing all this stuff, and I got home and I walked in the door and my wife was kind of in a bad mood and I just looked at her and she's like, 'Neel, we're learning to live without you.' And I was like, it just hit me like a ton of bricks that day. And it finally was clear. She had been complaining about stuff in the past and it was always kind of like a little bickering. But for whatever reason, the way she said it that day just changed me. And I think a lot of us in this room get so one-track-minded with our business that you fail to notice what's happening around you. How many of you have ever been guilty of this? All of us, right? And so I would just tell you, the first thing you need to prioritize is your family first, right? And I know you've heard that before, but if you have a problem right now with your marriage, you need to fix that first before you do anything. Like, yeah, good. Clap it up for this because this is something I know Eric's passionate about this, but what I found is it's actually the best business advice because when my marriage got really good, I took off in business. Like it was like a rocket versus when we were struggling, I felt like I was in a pool with a weight tied to my leg, right? And you don't know this. And so I would just tell you to look back, and if there's a conversation that needs to be had or you need to admit something, just take care of it first, and then you'll be— you'll just notice such amazing results when you do that first.

I know I'm not supposed to interrupt you, but I heard this quote yesterday from one of our participants that said, you can't have a 6-figure business until you have a 7-figure marriage. Yes.

Clap it up for that. That is true. So success means nothing if you lose the people you're building it for, right? And so just think about how you could prioritize that first. And if you've gotten off track, I hope maybe 2 people in this room, what I just said will push you back to fixing that first.

Okay.

Now on the personal connection content, I want to share with you guys, some of you have seen me share this video before, but I think it's important for the people seeing this for the first time. I share a lot of personal things in my content. I try and do it at least once a week, 52 weeks a year, okay? Because that's how I connect with the most amount of people. And this content, this content will outperform some of your business content. Now sometimes it's something really insightful or my values or maybe deep, but sometimes it's just something that happened today. Now here's the mistake I was making a year ago. I would only share that type of fun personal stuff in my Instagram stories. How many of you post things in your Instagram story? Now it's easy to post things in your story because it just goes— you don't have to overthink it and it just goes away after 24 hours. So you're probably more free to post there. What I started doing— this is the biggest shift you can make right now— is you take some of those things that you would only post in your story and you put them in the feed. When you post on your story, only a fraction of your Instagram followers see it, and your Facebook followers, the same thing, if it's all connected, right? When you put it in the feed Those same people will likely see it because those are your most connected followers, plus more of your followers will see it, plus strangers will see it, right? Now some of this is scary for you because you just wanted to share something privately. That's fine, but a lot of these things would be feed-worthy. If you take a picture of your steak last night at dinner, that's something for the story, but if you want to talk about it, that would be something in the feed. So let me give you an example. I was flying home after speaking at a bunch of events, on a week. I got home on a Thursday night. It's 9:45. I got out of the airport, all the way through the terminal, got to the Uber area. It's 10 o'clock at this point, and my backpack felt a little bit light, and I realized I left my laptop in the seatback pocket of the plane, right? Has anybody left something on the plane here? What was it, ma'am? Your phone. Did you get it back?

Yeah.

Oh, good. Okay. Anybody else left something weird on a plane? Go ahead. Your Kindle, okay, so just tech, and did you get it back? You got it back, okay, cool. So here's me posting about this as I walk back. So I go back inside, I go in, I talk to the lady, she's like, Neel, the plane is gone, you can't go back through security, TSA, but you can fill out this form and we'll get back to you. And so I would leave that desk kind of disheveled and I just decide to post this in the feed, and here's what I said. They didn't get done with the work, and I can't go back and get it because it's gone. I tried to go back and get my money back again, but what happened to the money? They said it's still on a form online. So here's what happened when I posted this. The comments are full and hundreds and hundreds of people, past clients, Sphere, future clients, business partners, some of you guys in this room, Comments are full of people saying what they left on the plane, connecting with people with the airlines, just talking about this, right? And what I found is people have left some crazy shit on planes, okay? There's somebody in these comments, you can go check it out right now, that left a, a bag of money. They were going to Mexico to get married and they had to pay the vendors in cash and they left the money cuz he took, he had too many tequila shots on the plane. Guys, there's somebody in here who had a young child, 2 years old, they left their kid on the plane. Yeah, the husband thought the wife had it, the wife thought the husband had it, and then they got out like, holy shit, you know. So this is crazy. And so what happened was like, I was just, wow, this is crazy. It's such a conversation starter from something stupid that happened that I almost didn't even share in the feed. I would normally put that in my story, but I'm so glad I put it in the feed. And so somebody in this room is thinking, Neel, what are you talking about all this content for? How does this relate to my business? Well, don't you know that small talk leads to big talk? Don't you do that with your clients already? Don't you have a conversation with people and then that leads to the business? And so you have to think about what are the conversation starters, and the difference is it doesn't need to be some big crazy story. You have to think about being relatable, not remarkable. Most of us don't share things unless it's like something of this crazy achievement. Well, what about the everyday stuff? What about just the dumb thing that happened at the airport or on the trip here? That is going to be the most relatable content you make, and that's going to start the conversation that leads to business. Guys, I posted this video, it's been almost a year now, and then as I'm flying out to an event in, uh, I think this was in Denver, and we're coming out there and I'm posting my normal story of like, hey guys, I'm on my way to Denver, we'll see you guys tonight, it's going to be amazing. In the story, this guy's like, hey dude, don't forget your laptop, bro. This is like 7 months after the incident and this guy remembers this shit, right? Last night I met somebody at the event, the fundraiser that Eric held. And he's like, "Dude, you're the laptop guy, man." And he's heard me tell the story at Rise or one of these other events I spoke at last year. So, what's crazy about that is people remember 65% of information when it's tied to a story versus just 5% when it's facts alone. So, it just tells me that you need to tell more stories on social. And here's the difference. The beginning of that video is low volume. But you could— the beginning is when it started. I said, hey guys, I left my laptop on a plane. Now I didn't start off with, hey guys, been a crazy week, just wanted to pop on here. Like, dude, we know you're on. You're on. Like, you don't have to tell me you popped on. Like, you're live. You're on my feed right now. Like, so think about this. When you start, if you're someone like me who needs to get like the wheels turning and you have to just just, you're just like talking just to get the wheels turning. Just trim that off the beginning of the video and just start at the beginning. What bothers you when someone tells you a story? Just anybody up here. They don't get to the point. Somebody said land the plane. So can we just take our own advice? When you're telling a story, start with the moment of incident, the most exciting part of what happened, and That is the first line of these personal stories, and also business too. Guys, we just lost— Asink just blew up a half-million-dollar deal, or almost just blew up a half-million-dollar deal. It's not, man, all this context. I've had a busy day, it's been a busy week, but I wanted to pop on here. Like, that's the most valuable real estate on social media is that first 3 to 5 seconds, and we're wasting it with context that doesn't even matter. So just trim that off and you'll see great results with this. I actually got this advice from Jesse Itzler, who's a billionaire. He spoke at our event a few years ago, and he told me backstage, he said, Neel, the greatest gift you can give yourself is to get over the fear of being embarrassed, right? So if you have stuff you've messed up and you say it, you become a unique group on the internet which is sharing things that most people are too uncomfortable or they don't want to get vulnerable to share. And I truly believe that the creator everybody in here wants to become is on the other side of content you're afraid to to post. If you ever think, man, I don't know if I should post this— 99— I say, I used to say you should post it, but somebody got fired. So 99% of the time, that's an indication you should post that video. Okay, I trust that you guys will take— you'll take the advice the right way. Okay, so what I want to ask here on the personal connection piece I wanna give you guys homework. I wanna make today's talk actionable. So when we get to the personal content, we've already done the business content. On the personal content, what did you learn the hard way? Now this could be business or personal, and I need someone to get vulnerable and maybe just share it right now. It could be a fork in the road moment for your business, or it could be like you messed up on a deal and you'll never do that again. But it has to be a mistake that you made. Can anybody share one with me right now? Go ahead, sir. Uh, my first ever deal, I missed one sentence on a contract that cost me $7,000 to maintain the relationship 3 years later. Wow. Okay, so what was the line you missed? Uh, writing in a certain special to be paid off that was assumed before, and I never got it in writing. And my buddy, one of my close buddies, called called me up and said that this was never taken care of. Wow, okay. What was your name again? Mason. Mason, okay, so Mason, what's the worst part of that story? It was one of my close friends. And what did you cost, or what did it cost you? $7,000. Okay, so you would start this off, Mason, and you would say, if you cost him $7,000, or you almost cost him, or I lost $7,000, or I almost cost my friend $7,000 because I missed one line on a contract. Like, start with the incident that occurred, and the more spicy, the better, okay? This is what's gonna hook people in, 'cause they want the tea, and people love watching people make mistakes. It weirdly makes them feel better about themselves. So this is just an engagement hack I'm giving you guys right now. This might be like your most powerful video this week, this month, who knows? So I would encourage you, do you guys think he should post about this? Yeah, he should share that video. Somebody else in the room. Someone's got to hold me accountable. Yeah, go ahead, sir.

Me? Yeah.

Actually, same story. There was an assessment on a building and that has to be continued with the new buyer, but we wrote accidentally on there that we checked the box that the seller would pay for it. And when I was the listing agent, so when I combed it, it's a standard process, but this couldn't be paid off. We get to closing, and we're a few days from closing, and they said, "Yeah, there's $10,000 in assessments." I said, "Can't pay it off." They said, "Well, we'll just have the seller pay for it to the buyer." Yep. So, debit credit.

So what is the, but what's the stakes in this? Like, what did it cost you or them, or what's the bad part?

Well, luckily, we were able to negotiate through it. We paid through that year, but then the buyer agreed to, so in theory, lost like, kind of, $1,000, but it could have been up to $11,000.

Okay, so you almost cost them $11,000, but here's how you solved it. Right? So that's the part where you can quickly get lost in the sauce and we can, like, I'm relatively intelligent and I just got lost a little bit, right? But that's because we are talking in the jargon. Yeah. But you know, like we're talking in jargon and all the things. So what I would encourage you guys to do, this is, I struggle with this all the time. I have so much context to the story. So what I do is I just brain dump the whole thing into Claude. Claude's way better at this than ChatGPT. And I say, help me refine this. Into a 45-second Instagram video and tell 'em about your audience. The audience is millennials, potentially home buyers, and other business partners. Help me refine it to just the most impactful moments. Don't use industry jargon where needed or when possible. And then also, please start the video with the moment of impact instant to hook people in. And it will give it back to you. Now you don't read that verbatim, but it helps you refine out all the extra context that maybe isn't necessary for the 45-second version of the story. With all of these two stories, there is a 5-minute, a 10-minute version, there's also a 30-second version. And that's the version we need to tell on social. It will crush for you guys. So you should definitely make that video. Does anybody have a personal one that we could share? 'Cause those two are just business ones. It's personal?

Yeah.

Okay, go ahead, sir. So people say that life goes by way too fast. And so I met my stepson when he was 5 years old, and my own son that I raised, and when he turned 18, my son was then 5 at the time, and I realized I missed my entire 18-year-old's childhood during that time because I was working way too hard and moving way too fast. So I decided in that moment that I was I'm not gonna miss my 5-year-old's childhood the rest of my life. Clap it up, that's great. Okay, so, what was your name again? John.

John.

So John, this is like a really powerful story, super relatable about how we can get so focused on work that you missed your first son's entire childhood. It kinda just went by. And so it's kind of like, you get the advice that they tell you it goes fast, well it actually did go fast. Right? And so this will probably be, I would guess if you do this correctly, this will be your most viewed, most engagement video that you could post. Do you think you should post about this? Yeah, so I would challenge you guys to post about this. And the reason why this works so well when you reveal a mistake is we admire characters more for their struggle than their success. If you look at your Instagram feed right now, with real estate in particular, everybody only shares wins. Has anybody felt uncomfortable about sharing your own success online? Or posting when you're on a vacation? You ever feel like a little cringe if you did that? I used to feel like this. The reason why you feel that way is you don't want to share the success. It feels cringe to you because you didn't share the work. So to the audience, it looks like, wow, this dude's just on the trip, he's on a— he's top producer, he's winning constantly. And so you feel like you're showing off, but the perception— you're not showing off because you, you know, you put in the work, but they don't know you did. So if you were to share some of the mistakes and share some of the work along the way, and it could be as simple as just popping on this Friday and saying, hey man, it was a rough week, this bad thing happened, this happened, but next week it's gonna be different. That's just the way this industry is. Like sharing more of the reality of the business rather than just the highlights. And you will stand out for doing this, okay? And my whole strategy with anything connection-wise and sharing more things personal is my goal is no longer to be well known, it's to be known well. When people know you, they will flow you. You will get more referrals, you will get more responses, like, from people engaging with your content, and you're just more memorable, okay? And these stories will be the glue that makes your content anti-generic. This is my theme for this year, is just to be anti-generic. So how to start these stories, how to get all the slides that we're talking about today, I put it all in a QR code, so if you want to scan this, I will send it to to you afterwards, because I know that's the number one thing I get asked for after the talk. So if you want to scan this and put it in your thing, it'll send it to you right when I get done. Are you guys still with me? Is everything— is this helping anybody in the room? Okay, good. So I think we have— I don't know where we're at in time. Oh, how much time do we got?

We're good?

You're good? Okay, I just want to make sure that I'm not holding anybody up.

Neel Dhingra.

Okay, so this video right here, guys, I just wanna share this with you. Everybody get this? You guys good? Okay, so whenever you're sharing content, I just wanna share one thing on quality. And the reason I bring this up is I stopped talking about this a couple years ago 'cause I felt like I was being redundant or it was too basic, but then I realized everywhere I go, there's always an example to talk about this because I will take a selfie with somebody and it looks like there's just ChapStick on the lens. So they'll tag me, and not everybody, but some people, and you can't see it. And so I want to give you guys the number one thing you can do before you post anything on the internet is to wipe the lens of your phone. Just take like your shirt and just, whether it's the front or the back, it just gets all the oil, your face, dirt. I don't even know why, but it just gets smudged up always. And so this is me at my desk just sharing something really quick And what I'm doing here, like, framing-wise, is I like to have a little bit of depth behind me so it's not just me up against a wall. So anytime you're shooting a video, if there is an opportunity to have more things behind you, do that. But then the other part is, is all I'm doing is I have a soft light on me, on my face. And if you're on that email list, I'll send you guys a link to the light that we prefer. It's not a ring light, it's not a harsh panel, it's a soft light that's meant to mimic natural light outside. And so the number one thing you can do to improve the pro look of your videos, 'cause this is just shot with an iPhone, this isn't a professional camera, and I get that request all the, I get that message all the time, hey, what did you shoot this with? And I'm like, it's a phone. The reason why it looks pro is because there's soft light on my face. If you ever pop on your phone and you're like, dude, I look like crap, I look hungover, it's not you, well maybe it's you, Eric, but for everybody else, it's not you, It's just a light issue, okay? You just need to rotate until you like the light on your face. Boom, 10 years off your face. I use this all the time. I look tired and bags under my eyes, and then it's just gone if you have the light on you. So I figure if you look better, if you like the way you look, you're gonna post more. So that $150 you invest in a good light in the studio is just gonna be the best money you ever spent, okay? So now we're gonna move into the last step of this process, which is enable the next step, okay? And what you wanna do is don't sell your service, give them the blueprint. Okay, don't sell your service, give them the blueprint. Now, did you all know that the mechanic who gets the most views and clients on social media, the fitness health guru who gets the most views and the most business on social media, gives you the blueprint? They teach you how to fix your own car. They give you the tips so you can do it yourself, right? But somehow they end up with more business. Why is that? Because they're giving the blueprint instead of selling the service. And so let me give you an example how you do this, okay? We're talking to the not yet group. These are people who are 18, 12, 6 months away from buying. We don't know where they are in that whole spectrum but they're not yet ready. We do know that. So for that group, they love DIY. So again, we're not gonna give them service, we're not gonna sell them on booking a call or starting the process, we're just gonna give them something. The thing I like to give is a guide, resource, a longer video can be a great thing to sell them on, or a webinar. I have made the most amount of money in both of my businesses through running webinars. Meaning like, it's the greatest thing you can do. Like, if you're interested in this, I'm hosting this, come learn. Right? And so the biggest shift I've ever made in my business online is I stopped selling my service and I started selling the next step instead. If you start selling just the baby step, way more people take advantage of this. You're asking people to make a big jump and all you— it's much easier just to take a first step. So let me show you practically how I do this. Here's an example. Sellers are agreeing to this. Most buyers don't know this. So let's say you buy a home for $400,000, but you believe it's actually worth $380,000. So you offer $380,000 and the seller accepts. So you end up saving $20,000 off the purchase price. You're putting 10% down, your down payment goes from $40K and it saves you $2,000 because you don't have to put down $38K. Now what these smart buyers are doing is they're getting the same $400,000 house, not asking for discount, they pay $400,000 for the asset Asking for instead is a $20,000 grant to themselves and for you. Now this changes the monthly payment by around $100, but it puts $20,000 in your pocket as a first-time buyer, which is huge. Now this is just one of the top 7 ways that you can use seller credits to save thousands of dollars. The problem is most buyers don't know how to ask for them. So I actually created this quick guide. It will tell you all 7 ways, but more importantly, specifically how to ask the seller for these. If you want to get the guide, just comment the word home and I'll send Okay, so when I did that, I'm going to tell you about a mistake I made. Okay, so I made the video the first time, it had one small difference. I posted it and I had a few people ask for the guide, but I was like underwhelmed. I was like, man, I really thought I would get more people in our market to do this. And then I looked back and I was like, okay, what did I do wrong? So I posted it, I said, here's the guide. And one quick tip, whenever you're going to give something to people, if you you show them the thing, more people will take advantage of it. So show them the piece of paper or show the thing on your phone or on your screen. I believe when I was showing the thing on my screen, I was just scrolling my email. It wasn't the actual thing, but like it appeared that this is an actual asset I'm going to give you, right? I do have the asset, by the way. I wasn't bullshitting them, but I'm showing them something, then it connects the dots in their head. So I said, hey, if you want to get this guide, I have it right here. Comment home and I'll send it to you. Okay, now here's the difference. I posted that and it did okay. I made one tweak and it 10x the results. I said, hey, if you want to get this guide, I got 7 things that you can do on how to get seller credits in our market, or you— how to use seller credits, and more importantly, how to ask for them. I just added that one line, and more importantly, how to ask for these credits. Now I know they're going to have to ask us to work with the other agent to get the credits. But what I found is millennials love DIY. Everybody wants DIY until you get the box home from IKEA, and then you're like, dude, I need someone to do this for me, right? So if you can give them the thing and let them empower them to do it on their own, those are the lead magnets or the things that people are asking, asking for. They're not wanting a generic 7 tips that they could have got from chat. They're like, oh, he's going to give me the real sauce. So I could do it myself. Now, if you're ever concerned by me giving this away, it's going to cut me out of the deal, that is going to be the best one to give away, okay? Let me show you what happens when you do this by the way. Hundreds and hundreds of people— and it's not a viral video by any means— but hundreds and hundreds of people will ask you for the guide. And we have so many examples of this in— for me personally and people in our group who are doing this every single week, 52 weeks a year. Now, where are all these people coming from? Right? Well, what do you think would happen if at the end of that video I said, guys, if you're interested in learning about these seller credit opportunities in Las Vegas, there's a link in my bio, you can book an appointment with our team? How many people do you think would start the process and book a call? Zero versus hundreds of people here. Because these are the not-yet people. These are the people that our industry won't talk to because you don't get paid right away. If you start talking to the people that are months away with your passive content, it will change your business because you'll have so many leads you won't know what to do with them. Like, we can't handle the amount of that comes in, so we have so much tech that follows up automatically and sets the appointments. And then the number one problem becomes a capacity problem. Do you have enough bandwidth to be able to talk to these people? The opportunity is that massive. So when somebody tells you the market is slow is because their approach is old. These people are there every time we do this. There's a lot of interest right now, but nobody's talking to them. They're just lecturing them. And if you be that person to talk, it will change your business, okay? So— Hey, Neel, is that CNBC graphic real or did you make it up? No, that's real. So this is a great— what was your name?

Kyle.

Kyle. So Kyle, he brought up an amazing point. You'll notice with a lot of my observation content, I'll take a headline from an article and put that as the hook. That just stays on screen for the first 3 to 4 seconds of the video and then it goes away. That is literally a screenshot from the News app on Apple. So I go into my News app and I think it's free to start, maybe $4 after, but it gives you all the publications, CNBC, Bloomberg, CNN, every publication with just one monthly subscription. So in there I scroll for what are the news headlines about the thing I wanna talk about. I screenshot that headline and I put it put it as the hook. When I do that, I get more views. So it's another way to kind of get the audience to watch your stuff because it gives you borrowed credibility. The— and by the way, you notice CNBC, that's a trusted, uh, publication. So if you can include the logo of it, not just the headline, include the logo of the publication, you get more views. So the reason why the guides are working right now is people love DIY, so give them DIY. Any kind of interactive calculator One that's crushing right now in our group is letting sellers calculate how much they would net from the sale of their home. We use Claude to make like a custom calculator and then we put it on the landing page. Super simple, but people love to do their own math. Now on there, there's a disclosure that says they need to talk to you for the specific— everyone's situation is different. You can add the whole disclaimer, but they need to be able to do something on their own first. Now here's an extreme of this. In our market, there are home builders who are offering crazy incentives. Is that true for anybody else in this room? So I noticed if you wanna make this video, it will probably be your highest viewed in terms of lead generation, okay? I noticed if you highlight one of these properties or one of these new home builds and show people the math on like what they're offering, how it really impacts their payment, how it can benefit them, get them into a home, they will opt in. Now what's happening is the guide that you would offer at the end of that video would be like, this is just one of 17 amazing deals in this market. The problem is most home buyers don't even know these exist. I actually made a list of all of the home builders and the deals that they're offering right now. I put it all in one sheet. I did the work so you don't have to. So, if you want to get this list, just comment "home" and I'll send it to you. Now, why would an agent want to give people that? Why wouldn't they do that? What's the danger in doing this? They could go without you, right? They'll take the information and run. So I had— I pitched this idea to people and they're like, well, Neel, we're going to lose the client. I'm like, you didn't have any of these people to begin with. It's like you just came on social today to have people watch your videos. Now, if you did something in the video that would get 100 people to opt in, wouldn't that be a net benefit to you? Even if there was a risk of 94 of them never doing business with you, wouldn't it be cool if 6 of them did? So So, what I'm finding is like you just need to get the signal from people that they're interested. Now, here's the tweak you make. On the actual lead magnet that we send out, it's just a Google Sheet, there's a blurb at the bottom. And it says, "These are just the advertised incentives. I have relationships with many of these people and you can get even more than what's on here. So, make sure you book a call with our team." In new home sales, you don't get what you deserve, you get what you negotiate. 'Hey, so be sure to book a call.' Now you can also follow up as well, but the thing is I've got the signal that people are interested. So the best marketers right now are not looking for sales, they're just looking for you to raise your hand. If you raise your hand, now I can follow up with you. You give me permission to follow up. I believe that cold calling is dying, if not dead. Do you guys ever answer when it says spam? It's getting harder and harder to reach people cold, and I think eventually it'll be eradicated. So what you need to be is permission-based marketing. If somebody raised their hand, asks for something, they've now given you the permission to follow up. Now it's still— the fortune is gonna be in the follow-up, but at least they want to talk to you. The part about the job I hate is talking to people who don't want to talk to me. That makes you feel like crap versus talking to someone who opted in, way easier. So I would just do more of permission-based, and you'll notice the, the, the whole nature of the business changes. And then we do auto— we use a ManyChat and like all these softwares, tech to follow up on autopilot. But I don't have time to get into that whole process. If anybody has questions, you can always ask. But the goal is to just have your inbox or your team inbox with appointments of booked, of people who have come in top of the funnel. And then a few of them on any given week have booked an appointment with the team to start the process. And that's working smarter, not harder, okay? And I just think about, you know, lead magnets that we're giving out, the ones that are really doing well right now. The best ones are ones that offer DIY, but then also they solve a problem for people, but they create another. So you're solving, you're truly solving. It's actually helpful. Like, you would actually get value from this, but also now you need my help to do the next step. That's the process. Does this make sense for you guys? Okay, so this is one that we're crushing with right now, 7 costs and how to cover them. You know, how to get people into properties for less. How to do move-ups, all the things that are actually solving problems for people in our market. And again, you're gonna give away the secrets, but sell the implementation. And then one last thing on this is you do not wanna sell work, okay? I have a thing on here, like, people want the easy button. Right now, if you have to order food from a restaurant and they make you call them, you're actually upset. People wanna push buttons and things happen. Like, you push something on Amazon and it winds up at your door. I know buying a house isn't like that, but the process of starting the information process can be like that. And so we just need to take a page from the big marketers and just let them start easy. I used to sell vegetables basically online. Like, I was struggling with content and people were not taking advantage of our lead magnets. And then I had a coach tell me this years ago. He's like, dude, you're selling vegetables. You need to sell candy. Then you can give them the veggies afterwards. It's like children, right? So Start with that process and then you'll be able to do it. And the quote that always stuck with me on this process was like, this is from Warren Buffett, he said, "If you don't find a way to make money while you sleep, you're gonna work until you die." Right? And it just always stuck with me 'cause I'm like, man, I've given up so much time for this industry. I've made a lot of money, which is great, but like I have permanent bags under my eyes, my hair's gray, probably white by the next time you see me. But more importantly, I've missed out on a lot of time with my family. Like when you said that, sir, I— there's periods, you know, I'm ashamed to say this, where I don't even know what happened. Like it's just a blur from like this age to this age. And I'm not proud to say that, but it was because I was working so hard. Now on the other side, I could say, well, we provide the amazing life for our family, but at the same time, it's because I was working harder. And I always thought the key was to knock on more doors, make more calls. But I don't know about you guys, but I'm at the stage in my life where I want to work smarter. Not harder. I still going to hustle, I'm still going to put in the work, but I value quality of life just as high, if not higher, than wealth, right? And wealth comes in many different ways, as we've talked about. So think about this in terms of working smarter, not harder, and getting in the right rooms like we've done today. And I just want to say this too: if anybody in here wants to take this more seriously, I would encourage you to join a community, be a part of other people who are doing the thing. It's really hard in this business to do things on your own, right? This is why I'm such a big advocate of events and communities and what Eric's doing out here. Because if you can be around people who are doing the good things that you wanna do, it just encourages you to do them. They won't do the work for you, but they'll make you feel like shit for not doing the work, you know? Or they'll pull you. You'll see other people doing it and you're like, I'm gonna do it more. So the thing that changed my entire business and my life was joining a community, I had a coach one time, I'll just share this with you guys before I go. I signed up for a business coach to become a better marketer. And I remember him pitching me on like one-to-one coaching and they had an advertised thing, it was like 3 people they were gonna take. And I was in the group before and I wanted to get into this elite program of 3 people. And he told me the number and I was like, it made me like just cringe a little bit, like just kind of get more closed off, and it was $100,000 for a year. And I was like, you know what, I'm just gonna do it. I'm 70% sure I want to do this, and so I'm just gonna do it. And I actually learned this from Shiran. He said, if you're 70% sure, make a decision, because you're waiting for 100% certainty, you'll never get 100% certainty. And by the time you would ever get that, if it was possible, the opportunity has passed. And so I was pretty sure, but I was a little bit scared.. And I remember I said yes, and then they sent me the paperwork and I signed it, and then they had the wire instructions and I went to go send the wire. And I'm looking at the Bank of America screen, I'm about to hit enter, and I'm like, that's actually like a condo in Las Vegas that I'm about to send this guy. And what if it doesn't work? And what if all these things? And what if it is? And you know what, I just hit send and it changed my business because part of it is obviously what I learned and being a part of the community, but the other part was the person I became. I came, right? Like, I want to help people, I want to do all these things, but I need to do them first. Like Eric said, you have to go first. And so when I made that decision, everything changed for me. And so when I ask you guys here, how many of you want to take it more seriously? There's a quote that lives rent-free in my mind. It says, if you— if somebody else, a third party, were to watch you on a weekly basis, maybe a 30-day basis, would they believe you're serious about your goals? Like, imagine you're in a movie and you're watching yourself in the movie. What would you be yelling at yourself to do in that movie? You know what I mean? Like, what are we supposed to be doing that we're not doing? What have you been called to do that you're not doing? I believe that everybody in this room was called to do something bigger than what you're doing right now, and most of us just push that feeling down. That's the universe telling you you need to take action on something bigger.. And so the number one thing I hope you leave this whole conference with and just this trip with was that obviously tactics and information, but more that fire to just do things with intention and live a bigger life, serve more people. You guys with me on this?

Yes.

All right, cool. Thank you so much for having me. I'm going to stick around for questions. Thank you, Eric, for having me. You're the best, man. Thank you, bro.

Holy cow, am I on?

Let me see.

Check, check, check, check, check, check. Wow, Neel, uh, so good, bro. Brilliance embodied in a black shirt. I'll tell you this, I— one of the first time I went to Neel's events at Las Vegas He does events. People are like, why do you do an event in Fargo? Uh, it's because it's what you know and you can show off the best things.

Thank you.

Neel Dhingra does an event in Los Angeles.