Edited class transcript
Automatic captions from the September 29, 2026 class, lightly corrected. Personal details, unsupported claims, dated tool guidance and unrelated room discussion have been omitted. The retained market example is historical, not current advice. The embedded video itself is unchanged.
2:55 · Start with a bigger buyer pool
basically figure out everyone right now is kind of competing for the same buyers in the same pool. My thought process is that that is the highest competition space to be in. So, I would rather not be in that space. Um, and so my goal, uh, is to make the pie bigger rather than trying to take from the same pie that everyone else is taking from. So, um, obviously those strategies still work. You can still be competitive with them, but this is going to be potentially some out there ideas, potentially some in their ideas, and, uh, just kind of stuff I came up with thinking through first principles, figuring out what worked and and all that kind of stuff. So, um the goal is to figure out um how we at this like here can do things that other people are
not doing that can attract buyers that other people may not have access to or the ability to kind of get
3:47 · The class’s September 2026 market example
so 2.4 sellers for every buyer. Nashville has literally a historically uh buyers sided market. Uh 139.3% more sellers than buyers. the widest gap Redfin has ever recorded. Um, and like I said, 17,000 sellers on the market, 7,000 buyers. Uh, 36 of 49 markets are have roughly 57 roughly 58% more sellers than buyers nationally. And 36 of 49 metros are buyers markets. So, it is buyer side everywhere. So, the buyers are shrinking, but the listings are not, which is contributing to the problem, right? So, the buyers are getting less and less. Um, and the listings have increased by 4.1%. So, I am going to be looking at the screen more because I did not do my part to memorize this stuff.
So, I'm going to be reading more of it. looking at the listing there. Um, and one of the things that we kind of talked about is if you guys can get buyers transactions, stuff like that. We want to be in front of those closed uh transactions in a way that is valuable
9:52 · Build each touch for one buyer
every touch is built for one buyer. So, one of the things that we kind of talked about also is how easy it is to scale for specific buyers right now. So, you can have this buyer that wants antique, you can have a buyer that wants modern, and you can scale your messaging and your imaging and all that kind of stuff directly to them using AI. And so, one of the reasons I think having a very, very good context card for each client is important is because you can scale volume. So, the amount of stuff that you do, but you can also scale quality with that. So every time you're sending an email, you can have it run through the filter for this buyer and you can send them something that they know is targeted for them, not like, oh, they're
send I'm on their newsletter, right? Because that's where it goes into spam rather than like, oh, this person's reaching out to me directly, right? So um AI makes one-to-one output super cheap and that is what we're trying to scale for now. So the things that I think are
10:44 · Consider four buyer pools
highly useful um that people are not tapping into yet are one relocators. So people who are migrating two employer hires. So we have some uh businesses that are coming to the area and they are bringing jobs with them or creating new jobs. Renters. And then people who are not ready or fell out of contract. So
11:25 · Choose one pool before building
the rails before the build. So what we want to do is we want to figure out kind of what system we want to build. If you go after it all of them, you're likely to capture none. It's that old proverb, the man who chases many rabbits catches none. Um, and so I would identify kind of what you think your best strategy of these are and use AI to try to kind of workshop it and figure out how you can get um in front of them in that way. So there's again a couple things that we're going to do. We're going to talk about targeting origin geography uh both for employer and life stage. We're going to look at uh scrubbing a phone list against do not calls. We're going to look at real buyers. We're going to look
at financing as an education piece. Um, and we are going to look at notes, public data, and other stuff.
14:32 · Choose an origin and investigate the connection
if you're targeting relocators, you want to pick your origin state. Um, try to find like a good employer. Try to find uh, what is connecting people to the state. So, like why are people moving into from California into Tennessee? like what are you looking for? Um,
16:40 · Build a useful origin guide with sources
And so, the origin guide, one thing that I always recommend is again, you're fighting on the things that we are strong at. So, um, and AI, the thing that AI serves for this is all the research. You can do so much research that you historically would not be able to do now with AI, right? So, you can fight on what your equity buys, the price difference. The commute is a big one, bigger than I thought it was going to be as it relates to what people are saying for moving. And then, um, I would always try to get a couple things that will surprise people, like things for whatever you're targeting, like whatever your buyer side is targeting and what you're strong at. So, I would say like if you're looking at like, oh, I'm
targeting like people who are coming here for the music scene or whatever, figure out things that are unique that you can present to them that they're like, "Oh, wow." That's the biggest thing is if you can get them to read the email and be like, "Oh, really?" Like, that's where you have kind of their interest in a hook, right? And so, the other thing is kind of what we talked about with good AI practice is make sure you're getting citations, right? Like if you're using the AI, don't just trust the number that it gives you. Make sure it gives you a citation because if the person's like, "Oh, I didn't realize that. Where is that from?" You can say, "Oh, it's from the two 2022 2023 IRS migration data or wherever that stuff is from." Right?
20:53 · Set a concrete next target
So, the biggest goal again is ideally you're finding people whose lease ends in 90 days. It doesn't have to be. you and then you set a goal, right? Like it it's always more useful for people that I've found is to have like a goal. Like if you're a fighter, you have fight camp. If you're a football player, you have game day. if there's always kind of a target. You don't want to just be like, "Oh yeah, maybe we'll figure something out at some point." Like sell the dream of home ownership and then be like, "And let's try to get it done by this day." Like let's set a goal and actually get stuff done. Uh because if not, it's that principle where the task will take up the amount of time you give it, right? So if you give people like,
"Oh yeah, it's just out there floating around and no concrete, like let's attack this," then it just kind of stays out there floating around versus like, "Hey, let's set a target like let's get your your stuff in order and let's let's move this thing forward. Let's rock and roll."
22:58 · Compete through a useful strategy
So again, if you are able to figure out how to lower someone's payment, um that is something that's really really attractive to buyers. So if you are competing on the same stuff as everyone else, you're competing without a unique uh basically a unique principle, right? But if you have a strategy that allows you to do something more effective than everyone else is doing, you can you'll not get every buyer that way, but you have something to compete with, right? Like that's that's my whole thing is
23:46 · Show actual buyer demand honestly
Um, buyers win listings. So, every seller is asking one question right now. Who's going to buy my house? And if you have demand, if you have a buyer list, if you have the ability to produce something that says, I don't know if one of these people will buy your house, but I have shown the ability to generate a buyer list. I can probably find a buyer for your house. Right? It's it's more likely with me than it is with the person who has no buyers available at all. Right? And so even if you don't have someone who's a good fit, you can probably find uh an advantage by presenting the fact that you have the ability to get them, right? And even if having a list of buyers in today's market, I think is an advantage. Um, I
again I don't know that for sure because again I'm not actively in the space but I think it could be.
26:17 · Understand the ideal-customer concept
And so figuring out who is buying the home. So, everyone has an ICP like if you look at um conventional business like and so this is applying a little bit more of the the software as a service model to the real estate space. Um every like as an example um let's just say Slack has an ideal customer profile. So Slack is a messaging service that works for corporate teams that are AI native is kind of their big thing. So every kind of software or tool that you use has an ideal customer that they are
27:41 · Build and test one repeatable system
So, and then you want to build the machine, right? So, this is what we always kind of talk about is building those repeatable systems with AI that are figuring out like are you doing renters? Are you doing um are you doing reloads? Are you doing uh reload like the job the new job people like who are you targeting and how are you targeting them? And then we build a machine that's specific for you to actually target what you're trying to do, right? Right? Cuz like I said, you don't want to be chasing all of these. After you build a system to establish chasing one, you it you might have the time to build a system to establish chasing two, but the don't get so ambitious that you're targeting everyone where you end up with And then so ideally
figure out what your target is and then try to get something put in place to send to your target and just see if it takes traction, right? Like whether you want to run an ad campaign in Newport Beach, California or you want to run um a flyer campaign to local apartments or you want to run an ad campaign targeted at apartments in California. like whatever kind of permutation of the strategies you want to focus on, um, take action on it because that's a lot of people just kind of are like, "Oh, that kind of is what it is." But really figure out kind of what you're trying to do and then take the action to actually go after those people.
29:12 · Check AI output and review the campaign
Make sure you check it yourself. We This goes back to AI. Um, so AI is still a a boldface liar. Um and so you have to understand that your outputs are dependent on your verification. right? So, you definitely want to make sure that you are not violating fair housing. You want to make sure that your citations are accurate. You want to make sure that you are doing things the right way. Uh, this is predominantly about compliant with as it can be. um to the point where I will literally have like the fair housing handbook and just point the AI at it and say look at this campaign what are the potential violations and then you read it and you're like oh that's not a violation that's just being AI being overprotective that's definitely a concern X Y and Z right like you it's
still your expertise that provides value um
30:37 · Trace claims to their sources
and then of course figuring out citations [clears throat] where did these these numbers come from? Where did did everything uh come in from? So, like what are your sources? Um, again, I did this for my presentation. All of these sources either come from Redfin, N, the IRS, uh, Scotsman's Guide, Greater Nashville Realtors, TED, THDA. Um, and then I do I think I have the full list on the actual page. Um, so again, there's no advice here as it relates to lending, finance, or legal. So, don't don't blame me for that. What is
31:38 · Choose a practical next application
but that was the presentation presentation today. And so I wanted to see if you guys wanted to either build one, we can either test out building one of the things, we can practice doing the research, we can call it a day, or we can um really rock and roll on kind of whatever it is that you guys actually want to work on. But I thought it could be useful to work through kind of a practical application on how I would target one of these groups.
But I think like I said, everyone's competing for the same buyers right now. And if you're competing in a little bit of a different way, especially if you can scale that competition, like if you can record a video that's like, you know, talking about uh how you're going to take renters from renting to buying without damaging their their pricing or taking someone who doesn't think it's even possible to move from a uh rental to a house or taking someone like um I
40:40 · Separate a project’s working context
uh project. Yeah. So that's um you can add things to that to specifically silo for this. So if you're like I want this to be my um my California to Tennessee like pipeline project, you can add whatever context you want into there and it'll silo it so it doesn't um pollute your other context.
So what how do I do it?
So you just click add and then it'll add the Yep.
Oh, so it's kind of like a project.
It's exactly like a project. Yeah. Yeah.
43:56 · Keep projects in files you own
Okay. And what do you do with all your like all your projects and all your everything you got going on if you switch models?
So I keep all of my projects and stuff on the computer. So I don't keep it. So like all of these are folders in my actual computer. So I have the folder, the data, the resources all saved into like a folder. it's not saved within the model. And so when I need to bounce around, I point the AI at it and I say, "Hey, this is the project that I'm
44:59 · Make context portable across models
And so I I always tell people you want to own your context because the thing that um the big moat for AI is your data, right? So if you were like, oh, I've used ChatGPT for x amount of years and it it knows everything about me and this and that. Unless you're able to exfiltrate that, you're kind of locked into whatever OpenAI comes out with, right? And so if you can pull that information out that's useful to you and then save it somewhere in a markdown file that you own, you can now point any intelligence at it and the intelligence will interpret it and use it in its actions.
Like having it on a drive.
Exactly. Yeah. So you want to think so a lot of people think about the AI model as the employee but really if you look at the AI model as the company and then your context is the employee right because the employee can change companies whenever it wants the if you're looking at the AI model as the employee that's not realistic but if you look at it as the context is the employee then you can change employers whenever you want and point claw at it
