How to Kill it in the Luxury Real Estate Game w/ Lance McHan

Welcome to Real Estate Uncensored, the place for actionable ideas to reach people online, build your personal brand, and get more clients. That is Greg McDant, the junior grandmaster of sales in the co-pilot seat. That is Matt Johnson, agency owner, author of Microfemus and Certified Greg Garandola. Each week you're going to hear from some of the best coaches, leaders, brokers, top producing agents and social media experts all with one goal. Give you the sales and marketing tactics to up your game today. Okay, now let's jump back into the latest episode of Real Estate Uncensored. Hey everybody, welcome back to Real Estate Uncensored. I'm your host, Mr. Greg McDantle, aka the junior grandmaster. We have an amazing guest today, Mr. Lance. He is out of Northern California, a neighbor of mine right over the hill here. We're going to talk about how he went from a normal agent to a luxury agent. And it is a fascinating story. So you guys have to buckle up. Hold on to the rails. This is going to be a great show. Now, I would introduce Gene Volpe right now, the evil bald ninja. But he doesn't have time for us. He is too cool for school. He is over there plotting the revenge on starting World War III in one of his transactions. So he will be intermittent with us. So stay tuned if you want to hang out with him. But we have it, Mr. Nick Sackas. The ever shrinking man here, ladies and gentlemen, he is going to introduce our guest, Mr. Sackas. How are you, bud? I'm actually not 100% sure that's Gene Volpe. I think we have an AI hologram of Mr. Volpe right now. So I think he's trying to play a trick on us right now. But doing fantastic. Thank you, Mr. McDantle. I'm excited today because Lance McCann is not only a previous client, but a long time friend. And obviously, somebody who is a very handsome and the only person in a suit today. So obviously, you can see where this is going. But Lance has been a long time listener of the show. And we've been friends for what, six years now, probably five. Maybe seven? Maybe seven? I don't know. Yeah, probably 2016. Yeah, long time. And so one of the things that Lance has done very well over the years is established himself. And we used to call this the town mayor effect on real estate and censored. So we, you know, back in the day, when we were really going hot and heavy on Facebook marketing. Not that we don't anymore. But it was all about being the local hero. It was about going out and networking with local businesses. And really building relationships in your local market. And Lance was somebody who not only heard that, but took action on that. And is now not just now, but is bearing the fruits of all of that labor from before. So one of the things that we talk about on the show a lot is how to get into luxury. We've had other people that have been guests in luxury. Lance is in California, which is obviously a higher price point to begin with. But I wanted to bring them on and just have him kind of tell his story about where he started. Some of his first listings and then kind of evolved into how he is. Mr. Yes, you can with Lance McCann now and everybody knows him. No matter where he goes, because he's a devilishly handsome man. But also his production has proved it as well. So Lance, glad to have you on, buddy. Thank you sir. Appreciate those kind words. Yeah, man. So bring me back to 2015. You just got your license and you say, oh shit. What do I do right now? What do I do? So what were your, what were your first thoughts as a newer agent back then? And how is that different from where you're at right now? Well, when I first started, you know, you reach out to people in your area and nobody will. Nobody will really talk to you. So I'm like, well, I'm their competition. They don't want to build me up. So I started reaching out to people outside my area and I found you. We connected. Which when I first reached out to you, I was like, I didn't really think that. It would develop into this friendship. But we connected on Facebook. We started chatting and you were like, you need to become the digital calmer of your town. And so I kind of took it from there and just been running with it ever since. So the first iteration of that was basically going to local businesses and interviewing, which we back in the day we used to call that audience hacking, right? So other businesses and had bigger followings. Go into the establishment just with your cell phone and say, hey, can I interview you for five minutes? Talk about your business and get that on social media as a live, right? There was a lot more live type videos being done back then. And we used to edit some stuff too as well. But that initial tactic. So I think if, and maybe I'm wrong here, you can tell me if I'm wrong. But I think that initial networking effect was so powerful because you build. It's not about the interview at that point. It's not about the, you know, the special offer that you bring your audience or how many people actually view it. Yes, that's important. But it's really now you have solid relationships with these business owners. And you're giving them something of value. Right. And showing them that you can't, right? So. I mean, would you say that was a big springboard and building those local relationships? It was because I wasn't asking for anything from them. There's a local Mediterranean restaurant that, you know, I would do like I got from Greg, Greg was hosting business mixers. And I haven't done one in a while, but during COVID it all went bad. So during COVID, I went into one of the restaurants, one of my favorites in town. And it's called pop pop. It was by the way, give it a little plug. So I went in there and they were, they were going under and I told the owner like, hey, just start doing video. Yeah. She started crying like, I don't know what to say. I don't know this like just get out there and build from my previous relationship from hosting my business mixer. She took what I said to heart and just ran with it and ultimately saved her business from the video. That's awesome. What were the lens? What were the videos that she was shooting and what specifically what she walking through different menu stuff? What she interviewed her staff? What she talking about specials? What she got to talking about the history? What was she talking that really kind of started that transformation? So I just started telling her to do live videos and sharing because they couldn't have guests so they could do takeout. Like I guess. Oh, okay. So she was like, hey, we're having this, you know, like a lamp or special or we have, you know, a hero special. She was just, and they were doing tons of delivery, like delivery just become their life. The kids pulled together and she's like, I don't know what I would have did without you. That moment changed the trajectory of my business because we were losing the family business. Wow. It was pretty emotional and it was felt good to be like a part of that and it all comes around. So some people that I know know them and their dad had died and she was like, oh, we were thinking about using lamps and that one was like, oh my God, I love lamps. He is the best. So, you know, you never know when those, you're going to touch somebody's life, right? So if you just be a good person, it all kind of comes back around. What inspired you, Lance, to have that conversation with her? And I mean, you said she started crying. That's really a deep thing because I mean, she's sitting there. She's sitting on her family, generations of blood, sweat and tears. She didn't know what to do with it and you came in and were able to give her a couple of pointers. How fast does she take action and what was her return time until she would next to me walked in or whatever it was? And she's like, oh my God, Lance, you know, because of our conversation, I've blah, blah, blah. And it's re, you know, I've been able to take X, Y and Z home, you know, I've turned around blah. What does that look like? She did it. She took action immediately. And so like four or five days later, I was looking at one of her videos. She had like 14,000 views. Wow. On one of one of her videos. So I screen shoted it circle. 14,000? Crazy, right? Wow. I feel like five, six hundred on a good day. There's like three hundred two. I'm like, this is amazing. And she's like, oh my God, like, I can't believe I, like, I should be getting more. I'm like, you're getting 20 times the engagement that I am. 100 times the engagement that I am. Like, don't stop. And keep in mind that, and I got this from Nick back in the day, he's like, if you're not pissed at people off like 10 o'clock in the morning, you're not doing your job. So I said, I go, people are coming out of you because you're posting a lot of videos and, and just know that ignore it. And you know that you're doing it right. So it was like 11 o'clock at night. She texted me. A screenshot of what this guy said, and like, you got a minute. And she's like, yeah, it's like, call that. I said, remember when the beginning when I said that people are going to come after you. And you know that you're doing right. She's like, yeah, but maybe I'm posting too much. I go, no, here's the thing. This has become a key part of your business. So are you willing to stop posting and posting less and see the decline in your sales? Or do you just want to go full steam ahead and keep going? This is my first second. She's like, I'm just going to keep going. And you have to. Building the relationships with these businesses. You know, it's like. There's a, it's called the best of sound keen. And so, I won, I think this is my third or fourth year in a row. Once somebody times you can't keep track. So the marketing lady called me and she's like, oh, by the way, you won. And I'm like, you know, as a, as an agent, people call you for marketing stuff all the time. I'm like, no, I've spent my marketing budget. She's like, no, no, no, no, like, wait a second. Like, the people like voted for you. I'm like, I didn't put my name in here. She's like, no, no, you don't understand. Like, people actually write your name in there. I'm like, oh, wow, that's, that's pretty, pretty amazing. Powerful, powerful. So, I mean, I've gone to like, my kids, you know, parent teacher night. And they're like, this is my dad lands. And the teacher's like, yeah. Yeah. Oh, your dad is. Yeah. Yeah. Yeah, lands. And the teacher's like, yeah. Yeah. Yeah. Your dad is. We know Lance. All the females know Lance. Where's his mustache? Where's we know Lance, but where's his mustache? Exactly. Oh, look who's here. Jean. I've been here the whole time. Oh, I still want to jump in. Nice. Yes. Yeah. Yeah. Yeah. I want to talk about emotional things, two things. One, Lance, if you stick around long enough, Greg will undoubtedly cry. And this goes past 40 minutes. He's usually crying. Um, I love all the insane. I love Greg. Oh, my God. Oh, you know, tell me, get me, man. Okay. Let's go. Let's keep going. It's all about Lance today. All right. So anyways, Jean, you're going to say something. And then you probably want to operate. Yeah. No. No, I don't. That's right. I'm not worried about it. We'll deal with it later. I don't want to. It's a. It's just ingenuity. I thought on ingenuity. But it's not. fit here. We'll we'll bring it out later. So here's my question for Lance. How do we go from since the point of this whole video is luxury sales, right? How do we get? So it's all good. We understand new agent getting your face out there. You start interviewing local business owners. You could do that without video, but if you do it with video, it's even more powerful. So you check that off. Now you have good relationships with people in the community. But how do you transition and go, okay, I don't necessarily want to hang my hat on $400,000 listings anymore. I want $900,000, $1.2. I want to raise my average listing price. What is the transition? Is it I just need to be a part of a different brokerage? Is it I need to farm different neighborhoods? Is it I need to make different content? What exactly was your first step in the saying, okay, now I'm Lance Mechanist Shoot and I'm a million dollar listing agent? I think it's a little bit of everything. When my previous brokerage, they had this, there was a they told me about certification. As agents, you have certifications for almost everything. So I went out certified and then I end up switching brokerages a little more prestigious brokerage because the brokerage I was that was geared more towards newer agents, which you know, you could survive wherever and generally a name of a brokerage doesn't help. But it definitely helps the people used to round yourself with when you're playing at a higher level. You tend to raise your own bar. And so I made that move. Got my bro. This transition, let me, let me, before you finish, I want to make this clear, right? Was this a, did you go from a national firm to another national firm? Did you go from a sub-nitch to another sub-nitch? Like what? It was a national firm to a boutique brokerage. boutique brokerage, okay, so boutique luxury in your area that, that primarily people from your area would know, but me and Tampa, Florida, if you said it, I wouldn't necessarily know. No, no, yeah. I think the broker's got a really good name, really great guy. So you know, aligning yourself with high level people. Sure. Definitely helps. It's like if you, I know, when you're the best guy on the team, it doesn't, not that I was the best guy on the team, but I'm just saying, when you're the best guy on the team, there's nobody to challenge you, right? Yeah, yeah, yeah. The old saying, iron shopper, entire or whatever, right? Yeah. So it's kind of, I kind of almost akin it to like your part of the country club. Right. These small little boutique brokerages kind of opened the door into the country club. Like now you're meeting people, like you said, the networking effect, the, the, the, the getting into rooms and talking people that you wouldn't necessarily be talking to unless you were in the country club. True. Absolutely. Yeah. And good. So are you doing things with the folks who you're meeting in the country club and stuff like that? Are you taking those, those conversations and those fledgling relationships and fostering those? It sounds like you are. It's like you meet me at a networking event and then I sell bathroom tiles or I have a junk hauling company or something like that. Dude, I could totally get along with you. How can I throw you business or do you take people, do you go from online to offline or from offline to online more consistently either way or is it just a nice, nice blended marketing plan to get laid out? It's a blended and I don't really have a method. I mean, I just try to do like on my, my mixers, like I would try to introduce people to other people to make it valuable for them. I got to have a guy who does a, we've become really good friends for and he does pull and water remediation. So when I'd have a mixer and there was a guy who was a contractor or, you know, candy man, oh, you need to know this guy here, like just try to bring people together. Okay, and so what do you think, if you were to start not and you wanted to go from your average Joe agent, you know, to, you know, Joe superstar agent or Mrs. Joe, however you want to phrase that, you know, Joseph Fien, superstar real estate agent, you know, where would you, would you go after like service providers, would you go after restaurants, would you go after, you know, keep track, if you're ever to do it again, because you're obviously, you know, that's why you're on the show, you're obviously mastered this. Would you go watch my real estate news trends and kind of didn't track and kind of before thinking on kind of how to, you know, what's going to impact your local communities? A little bit of everything, you know, the, first off, when you're starting, like every deal is super important, you know, like I learned the term commission breath regularly on, you know, like you like always put the deal first. Yes. Like the deal comes first, and so I took that to heart. And so, but I lived below my means and I saved up some money and then I was able to upgrade my cameras and my sound system. Nice. And with Nick's help, he kind of guided me through the process. And then I switched into like mailers. So I had a luxury mailers. So I mailed to high in homes, right? So, and then I had a luxury super fancy 12 by 12 black and gold. I saw that one pre listing packet, right? Yeah. So it stands out. A lot of, I mean, a lot of agents don't take their business serious. They use cell phone pictures. Even on, like, I've seen million dollar listings. I'm sure you've seen this Greg in your area. You got a million dollar listing and people are using cell phone pictures. You're like, what the hell? What the heck? What the hell? Like you're providing a higher level of service. Right. People are on a million dollar home. They're paying you 25 to 35,000 just for your side of the process. You can't spend, you know, two or three grand in marketing. I mean, that's like I was yesterday. I was at a one of our new listings we're bringing on and it's split to 285 or something. And like the way that's the photographs that the professional guy got and the drone shots and everything else, I mean, they were okay if you look at it, but that man, those professional photos just make everything look that much that, right? I have to tell a story. Eyes are the window to the soul and that's how people shop, right? Through imagery. If you can't provide that imagery to get people through the door, nobody's ever going to walk through that door and buy that home. Even on my junkers, you know, I get like two, three hundred thousand dollar fixed in flips. I'm still hiring my professional photographer to go out there and do it. And that's the way you should. And that's what really makes you a top-notch agent, a luxury agent, a proficient agent is the devil is in the details. It's doing those small things over and over and over, having your checklist. Nobody falls to the cracks. This is how it goes. Now, am I saying that I'm perfect? Fuck, no, I'm not. I am like the poster child for food bard when it comes to doing this stuff, but I understand. Shut up, Jane. I see you nodding your head over there. Yes, yes, yes. I've been telling you this for how long? Okay, I'm going to get my meatball sandwich in here. He said he didn't criticize you. Horrible, Phil. Yeah. Was that a gene impression? He got the meatball right, at least. Meatball sandwiches. Yeah. Oh my god. That filled the Philly's cheese steak sandwiches. But, I mean, really kind of taking a step above. I guess the real thing is that we're looking for that KPI. That thing that's going to make you stand out, you know, amongst everybody else. What was your KPI and when did you realize it? I think, you know, the video, right? And just being the digital Tom Er, that's really been the key because nobody really wants to do it. Nobody wants to get out and run at people. Well, nobody was really doing it before TikTok exploded, right? There was very few agents. There was some agents that were doing some longer form YouTube stuff. But really, the advent of TikTok is when everybody kind of woke up and went, oh, I need to be doing something. And so that was four years. So, Lance, you kind of, you morphed into, oh, you've been doing video for four years. You would have been doing Facebook and live at a high level. And now we just had to transition the message and transition the phone from this way to this way, right? So, that was it. Now, that was the learning curve of like, oh, I need to turn the phone and now do the same thing, which is really cool. But I turn that concept. So, organic has given people a voice because if you put out enough content and you get favored by algorithms and you actually make good video, you can get a massive amount of distribution for free. And I say free with an asterisk because it takes a lot of time and effort to put out free video. So you might not be paying on the paid side, but you're paying in time and labor and energy and creating the video. But what it effectively does for you, and I want Lance to, I'm going to tee this up for you, right, is what I've said for a long time is, how many offers are you making on a daily basis, right? So, if you were to take a real estate agent that has no business and you were to take a real estate agent that is very successful, I promise you that the difference between the two is the successful agent has more offers in the market on a daily basis than the agent that does not. Now, what does that mean? That means that person who's successful might have paid ads turned on. And so, there's thousands of people seeing a paid ad that says, click this ad to see home or click the ad to get a list or get an offer for like that. Those are offers in the market. There's thousands of impressions and eyeballs. You can do that with organic video. If you're doing videos every single day and you have calls to action on your video, now you have offers in the market that potentially hundreds or thousands of people can see versus the agent who might know as much as the luxury agent, might be just as good on paper from taking a contract, from contract to close, might have the best photography and everything, but they don't have any offers in the market. So, nobody knows what they do, right? I mean, you may, in those offers, you may not get an immediate ROI. Some of it is just a branding play, which is what we did initially, $5 a day, $10 a day on Facebook. I'm currently doing some YouTube stuff, but it's not generating any ROI, but people will say, oh, man, I see you on TV. You know, like, I don't know if they're watching YouTube on their personal TV or if they're just walking on the phone and they just connect it and say it's TV, like, oh, I saw you on TV and oh, I saw your ad on YouTube and I just getting people out there to know you, right? And some of it is about living below your mains and investing into your own business. A lot of agents won't invest into themselves. They just, I mean, perfect example. They won't hire a professional photographer, but I try to live below my mains, so I have money to spend on advertising. You can look at all the big brands, Coke, Pepsi. Can I say that on here? I know where you're going with that. Advertise, right? And so, you advertising works because otherwise these big brands would not be doing it. So getting it out there, being top of mind, it all kind of congeals into your moment where you're like, oh, man, like people are calling me. Yeah, well, let's talk about a branding player a quick two because you have something that not a lot of people do, which is a jingle. If you take, if I was to say, what is one thing that Lance McKean has done very well in standing out is you have a jingle in the marketplace and we've, you put this at the end of your videos. I mean, we've run ads with just the jingle, like it's very, very much big brand marketing on small brand budget, right? Right. But how much did you pay to actually get that jingle made? It's a 10 second and it just says, yes, you can with Lance McKean, but I promise you when Lance goes to his parent teacher conference nights, they're remembering, yes, you can like that's that's good. Everybody knows it because it's it's everywhere. So it's what I let, when I left KW, I went over to another brokerage Realty One and the broker was just like, bro, my kid sings your jingle all the damn time. It's crazy. So that that works, right? So like, how much how much is a jingle cost? I think more readers should have jingles. It was like 200 bucks. You know, how much two or three hundred? It wasn't like expensive. I mean, you're the one who told me I should get a jingle. Well, it's not. We've been friends for a long time. There's a lot of jam I've taken from you. So I got to get credit where credit is due. So I actually, Lance, I'm on your Lance McKean.com right now and I'm taking a look at it and you I just want someone to really kind of understand this is that it's not only it's a jingle, it's your slogan. I mean, it's up in the upper left hand side of your side of your side. It says, yes, you can. Lance McKean, Realty One. I like it a lot. It's good. It's clean. Dude, fuck off. I think it's trying to make me register in your site, but I will do we do here in one second. I'm just trying to talk with you guys. I like it. It's cool. It's a great jingle. There are iterations of the of this, the logo slash slogan. You know, I would I would like to change it again. You know, it's like, it's just like block letters and then it's got the swoosh and different colors. Jingles are powerful though. Like, music is powerful in general and that's funny that your old broker said that my kid, like, could you imagine how mad that would make you if a real turn your area and your kid is singing another agent's jingle, right? My kids sing so the Burger King commercial. They sing that Burger King. You rule, like, and there's a couple other ones that I hear I'm singing all the time. Like, that kind of stuff is just catchy, right? I think a lot more people should have it. But you got to have something that rhymes, right? Yeah. You can't rhyme with the with everything. Yeah. What about making money with McDaniel? Making money with McDaniel? I think that should be the task for Greg. We need a real estate and censor jingle. If you're offended, fuck off. Yeah. Our jingles would just be tons of great talking. This is red dot. Yeah. Pretty pretty pretty pretty true on that one. You know, what when it comes to your jingle, kind of what set you apart on this and what people are really kind of known you for, there's another gentleman that was in that worked the same market to prior to you becoming an agent. And he had a jingle as well. He's on the show while going I forgot his name, but he had as something that's almost as just as simple as yours. It's stuck in people's head like nobody's business. And they just called this dude every time this guy, you know, they were thinking about something they just knew to call this dude. And I'm sure you start your ramping on this and you're seeing it as well, right? Right? Uh-oh. He was saying you were a brand exploded. AKA a sneeze poorly timed, but kind of walk us through that a little bit in on the recognition you're seeing more than you're ever, you know, people are seeing it. Are you taking advantage of it? Are you offering it out? Like, you know, fuck, just plain it like the fourth of July parade through, you know, just like with Nick was saying we run ads just with the jingle just to like get that impression, you know, and we did it for a long time. Yeah, we did it for a while. Ten second, ten second spot pre-roll, five dollars a day, and we were getting a lot of good feedback on just just a stupid jingle. Like, yeah, it it was interesting. If you could come up with the jingle, I say just pay, pay somebody to do it. I call the couple. Let's see, I would reach out to a couple of people on Facebook who are musicians and then I ended up with this other guy who I knew from another guy. I'm like, oh, shit, I should have just called him and it just worked out. And, you know, I tried to redo the jingle a couple times and it just never hit the way this one did. And, you know, you want it short and sweet, you know, because I was going to, I was trying to get it. Yes, you can. Yes, you can. Yes, you can. Or yes, you can. Yes, you can with, and then so your brain would automatically put with last we can, but yeah, yeah, yeah. Too long and too. It's just too junky, so I just stick with the original. All right, let's take a quick break from the show. If you want to turn your real estate career into a lifestyle of freedom and passive income, then reach out to us. The best way to do it is to just text Greg at 925 915 1978. That's 925 915 1978. And he will take a call day or night. In fact, you can send him anything you want, voice messages, pictures, whatever, not getting just text Greg and set up a time to chat about EXP because if you've heard about it and you're not sure whether you should pull the trigger and move over, we want to help you make that decision to be a supportive as we can and give you the information that you truly need to make the best decision about where you hang your license. So reach out to us and we'll talk to you soon. So, so what about door knockers, cold calls, you know, the bare bones basics, the starting ground for any real estate agent, are you still doing that now that you kind of transitioned and moved into the luxury market, quote unquote, and have you kept your roots with the folks that are in the more entry prior part price points in your neighbors that you work? I mean, walk us through that because I have a lot of stories and conversations that I have with you about that. Well, you know, watching you early on, you've made, you know, I watch you, I think you still do live cold calling. Oh, yeah. It's, remember one day you're, you're probably two beers and you're just like ladies and gentlemen, you know, I'm having a drink. And so cold calling works, it's, it's an investment, right? It's it's a long-term investment, door knocking, I've done, you know, I just never was a big fan of door knocking, although it is probably one of the best ROIs you can do. But I still keep, the entry levels are the ones that turn quickly, that's, that's your bread and butter. Those keeps you, keeps your bills paid. The luxury, I'm, I'm getting a, a list and a 2.2 million dollar home on three acres. It's got this biggest auto pool, four RV sites, you know, probably $500,000 in concrete, just in this, just in the, the landscaping alone. But that's probably going to take six months, eight months to sell. He never know, right? You just never know, that home is going to fit that person's need in that price point, right? So the, the, you know, three, four, five hundred thousand dollar homes, those ones keep your lights on. And you can't give up on those people because, you know, you never know where that person is and where they're going to end up, right? Let's be, let's be clear though, you have different offers for different price points. Absolutely. Yeah. So let's talk about that. What are your offers in? Obviously, we can't do anything discriminatory because of price points. But I mean, what do those package looks like? Because I'm generally interested in that I'm sure a lot of other agents are as well, because everyone is taught and told that when you're working in Luxury, you can only have, you only give the best to these people. But if not much, how they get the dumb down version. I'm sure you don't know that. Right. You know, across the board. Right. You know, the, you know, the, you know, help people move, right? The, you know, freedom move USA, like that was, I don't know what it's for a little while. Yeah, for sure. A little while. You have cash offers now, right? That's a big, big thing in the market, right? I have cash offers as well. Not necessarily for the luxury, but for the, for the lower price point. Yeah. I give more affordable. Moving boxes, like, hey, when you signed with me, I'll send you, you know, 40 moving boxes. You know, that was, I realized all this stuff I got from you and Nick. You know, hey, go to cheat moving boxes and send them box. I get my clients really just like, oh my god. Like, they sent me a picture like, wow, thank you. Like, they don't even know it's coming. You know, it depends where if it comes to a referral, but if they come in one of my ads, they're like, they know they're going to get up to 40 free moving boxes. It's like 80 bucks. Well, no, it's like 120. And now it just dropped back down to like below 100. Yeah. Yeah. So they, it's a, getting boxes is not like it was years ago when you go to a grocery store. I remember doing that. You know, getting the banana boxes. Yeah. Right. The better boxes. They're just like, oh, wow, that was so thoughtful. That is like the most thoughtful thing you could do for somebody when they're moving because it comes with packing tape paper. You so we use use cardboard boxes.com. I think it's a URL. Yeah. That was cheat moving boxes. There's different ones. Yeah, they're all different ones out there. But all the same thing. They're they're they're not 100% perfect, but who gives a shade? It's a fucking moving box. You know, it's going to get taped and ripped and torn and moved and banged on everything else. Like, shit, I'm selling my place. By the way, if anyone's looking to buy a wonderful one bed, one bath condo here in Walnut Creek, California, what's astonishingly wonderful views and privacy. Please contact me shameless plug. Let's move forward. So for use cardboard boxes.com, no affiliation here, but you can actually pick by size of the house. Let's go in. You shop the kits, say a three bedroom house might be 150 dollars or something. Right here. You show us studio. Hold up. That's a great idea. One bedroom. How much? Seven bedroom, four hundred dollars. That's a lot of boxes. You get a hundred and twenty eight boxes. The seven boxes. Let's say, let's say a normal house, four bedroom house, 80 moving boxes for two hundred and fifty nine dollars. You put in the address, you pay for it, it gets shipped right to the house with all the packing tape, the materials, sharpy pens. Like, that's awesome. Literally everything. And every time we've sent one of these people are like, oh my god, thank you so much. This is amazing. Dude, I, it's like since I'm in the mindset of packing and moving myself, if I was the higher an agent and that for two hundred and something bucks, that's off of my checklist and everything's delivered. My agent calls me goes, Hey, make sure you you get my, what I sent you in the mail. What'd you send me? You'll see. Call me when you get it. You'll know. Guess the liver. Oh my god, you're amazing. Good. It is. It is. We have to move past inspections and the deals basically locked up. That's kind of like a closing gift, right? Yeah, but ahead of time, but I mean, that's exactly, you don't get a testimony of the end of the transaction. You get a testimony of the happiest moment throughout the transaction. Just accept to the offer. Just got contingencies removed, you know, closing day, whatever the happiest one is, testimony of the crap out of that. They've just got free boxes. Get them on camera. You know, they don't want to spend money, but if somebody called you up and say, Hey, I have a, you know, a $400,000 home that or a $500,000 home, I want a 25% referral fee, you can drop that in a second. Yeah, a second. And paying a couple of hundred bucks to make somebody's life better. There's some other companies out there, too, that you can put your logo on the boxes. So if you want to talk about my share forever, you know, when you move into a house and then you have boxes that sit in the garage, you never actually unpacked, do you move again? And now your brand and logo is sitting in their garage. So how much does that cost, Nick? It's like three times as much money. Well, can you show us, please? I don't know if I'm talking ahead. No, it's way more expensive. Yeah, but is it really that much more expensive? Let's talk about that because I mean, it's like a pen will change hands seven times. You know, you can wear a shirt for like seven years. Yeah, there's there's things that really can transition. And like my girlfriend, she packed a per place, she kept all the boxes from her last move, stored nicely away. Guess why? Yeah, to reuse them. So to spend that three times the amount of money with your brand on the boxes, let's say it's $600, right? What's more personal, you could, you could get it in bulk. Like instead of like use cardboard boxes, it just gets sent. It's almost like a drop shipping thing, right? You just want the information. It goes right to their house. You don't have to do anything and all the materials are there. You could go to manufacturers of just boxes, get your logo on it. And then now at your office or at your house or in your garage, anywhere, a thousand boxes with your logo on it. And you just do a one-time purchase. And then the next, you know, four, five, six, 10 houses you sell, you have these boxes and you just hand deliver them and say, here's that. That is a freaking great idea. How about stickers? Just get stickers for them. Or stickers are great too. Yeah. You got to, you got to wait it out, right? Yeah. You got to have to go to Home Depot and buy boxes or cheap moving boxes. You got to buy both a bulk. But that may be, I'm going to do that absolutely. That's going to keep, I'm typing in big stickers for moving boxes right now. Moving labels in stock shipping. Dude, I got my super hero stickers. We're super cheap. I'm going to say it was like, I mean, they're smaller than a humongous. But I want to say I paid like 23 bucks for $250 or something. There you go. That's perfect. Here's a thousand bulk stickers for 44 bucks. Yeah, that's great. That's pretty damn big. Now we're going to have a bunch of realtors putting their stickers all over gas station pumps all over the country. That's what I'm going to do, damn it. Hey, so let's make it as stickers. So, you know, every couple of years there's a campaign for, you know, running for your local office. I had a guy make up some, um, who's got the referral. He's got, he's got, he went right to blood mode. Where he's got the referral. Mid story. Cut it off. Well, I'm wondering that these meet, you know, these campaign for these local offices. I had the local guy make me a little mini billboard with my logo on there. And so wherever the, these people would have their, you know, their campaign signs, I would put my signs right there just for brand recognition. So, I mean, are you talking about this sign? That's the, that's the latest and greatest right there. So, if you're listening right now, showing a picture of Lance has this on his Facebook page. This was quite a fun story where he had a billboard or has a billboard. I don't know if it's still there or not of your luxury real estate specialist Lance McCann that has been tagged and marked with a, what, what cartoon character would this be? This evil mustache? Yeah, from Aladdin. From Aladdin. So, I encourage you if you're listening in the show that you hop on to YouTube or Facebook and watch and look at this picture because it's hilarious. But Lance, tell the story behind this, dude. So, I had this billboard put up on Highway 99 in a friend of mine who's evil in his own way, took a picture of it and drew the jafar on there. And he sent it to me. I'm like, son, I'm a guy like somebody tagged me. So, immediately, you know, I put it on Facebook and I thought it was the funniest shit ever. And immediately people started jumping in like, who did that? Who would do such a thing? That's messed up. You spend all your hard-earned money. I'm like, no, this is the best thing ever. Like, I love it. And so, I call my billboard lady and I, hey, like, what's going on? So, she sent somebody out there. She's like, it's not. It's clean. Like, nobody tagged it. I go, I want you to get somebody up there and draw a mustache on there. And she's like, no, we can't do that. I like, no, like, either pace me get there with the can of paint. I don't care or reproduce it. Like, I want this. This is like, you know, because you're driving down the freeway and you look up and then there's a billboard. Yeah, you're going to see that one. Yeah, and people like, oh, man, that billboard so funny are, they really do that. I'm like, you know, like, turn into a viral, it turned into a viral social media thing, which is amazing. And then you started par laying that on like another agent, right? So, you and another agent were going back and forth? Yeah, yeah. So, but before, let me, I'll touch on that. So, two or nine times are a local, like, news outlet, Facebook news, all that. And so they're like, look realtor, you know, it was tagged and, you know, so like hundreds of thousands of people saw it across the valley. And then, sorry, Nate, I just drove like, what was your question? I don't think so. If you want to spend the money on a billboard, spend the money on a billboard, and then have it, somebody draw a mustache on it for you and watch it go viral on social media. Yeah. Good moral of the story. Yes, absolutely. But you're, you had it. So I think there was another agent that you actually tried to money. My buddy, Scott Sherman, like, we're, you know, we're, we're competitors, but we're friends, right? So, um, I made a first video. It was like, I ordered one of the best things I could find for that mustache. And I did a video and like, hey, who did this video? Because he's got a billboard on the other side of town. So I went over there and I'm like, I think it was that guy right there. And then I was like, hey, if you need real estate, call Scott Sherman or give me a call and we'll get you take care of. And so, like a week later, two weeks later, he went out with a kind of black paint. It was all dramatic. The sound, you know, like, you know, he's got the pain. He's, you know, he's not up there, obviously, but he's just like, actually, like, he just got done there. There you go. Oh my God. This is how far this has gotten. Oh my God. At the end of the video, he's like, Scott Sherman won. Lansley can zero. So, now I need to come up with another one. Dude, honestly, that's not a bad look for you. Not a bad look for you, dude. It's really not. I do have to say that there was a few private messages saying that I should grow that up. No, it looks good, man. You can pull that look off. I don't know. That's awesome. Hi, dude. So, to wrap all this up, is there any key things you could tell all the boys and girls listening? If they have dreams and aspirations of going from, you know, average market price to getting into luxury, what would be the number one thing? Is it your own personal brand? Is it attaching yourself to a local brokerage? Is it just all the above or like, what would be the first steps? I would say your own personal brand because that's what's going to, that's when the fish start chasing the boat. I mean, you're not having to chase deal to kind of come to you, which you still have to chase, you know, you still have to do your own, you know, marketing for yourself and running ads or co-calling whatever you do, but building that brand and putting the deal first before your paycheck, you know, that always means more to the client than paying you your paycheck because you'll get referrals. I mean, I've given, I've had me to give up, you know, commission before and we hate doing it. I had a, the deal wasn't going to happen and I offered up half my commission to make the deal work and the other agent started crying on the phone because she was like, I can't believe you're doing that. But, you know, it's like, these people need a home, right? It's like, if you do good work, the money will come, right? Or do? Do you live in below your means and taking some of that money and investing it back into yourself and marketing you and your brand? I think that's the biggest, the biggest key right there. Okay. What about taking it yourself and making yourself stand out? Would you do it again? And if so, would you do the same thing? Would you do something different? I would definitely do the same thing, but I probably would have gone a little harder at it. Like, try to like video editing. Like, I can't video edit to save my life. It's, I can do it. It takes me like three or four hours to do something that it can do in like 10 minutes. So, you know, just probably trying to learn a little more video editing and a little more the technical side, but I would have done way more video, even if it was crappy video. I would have done more. Okay, so we're talking about video standing out, not being afraid. A lot of people are afraid to go have those conversations, you know, get into the weeds with the local businesses, which you became the mayor. You just, you took a bowl by the orange and you really did a good job with that. I mean, yesterday I was talking with one of our sellers. I knew it was in commercial real estate. I just didn't know how much of a commercial real estate this guy is. Does, so in the Bay Area has 15 restaurants, he and his business partners manage all the properties for just with having a conversation with them. He's once me to then come in and do interviews on 15 of the high-end restaurants in the Bay Area. So that's an in with the local business population that you once you make that relationship have some good conversations without being pitchy, people are more than apt to have you come on out. Yeah, you're not asking for anything. You just, you know, it's but audience hacking, that's really the key, what you're trying to do here. That's the key. Just come from what's the Gary Vee say? Come from contribution. Yes, there you go. Chris Stager, if you're still on here, he says, I'm putting stickers on my mailbox. I got a bad field about this. Everybody listening. I do think there's going to be some real estate tagging going on and I'm all for it. So if you do put stickers on your mailbox, Chris, please take a picture and tag are you nation? So we know we can we can add it to the portfolio here. I got a little bone to pick with Chris Stager while we're doing it live. I'm grateful this next week and he bailed on us. What do you think? All right, you know, Jean, this is when we have to hit the hit squad out. Yeah, we can't have people disrespect the show like that. I mean, those are fire, fireable offenses right there. For people who are completely geographically, you know, upside down. Where are you in the greater United States? How can they send referrals? Your best phone number are slowly for us dyslexic. So we can write it down and not reverse it. And then anything that people should know when they send a referral out to you and just kind of go from there, man, we want to put your brand out in front of this. Maybe we're possible. Thank you. I mean, Northern California, I live in Stockton and I cover probably 25 to 60 mile radius, depending on what it what I'm doing, right? If it's a listing, listings are easy, trying to drive buyers around when you're 45 minutes to an hour away, makes a little challenge. listings are easy unless you're talking to a seller. So let's calm down here. I want $1,000,000 for what else? Which in grace area is probably true. Some of them actually are. Yeah. It's so, my phone number is 209-986-1992. My website is lanceworkand.com. You could find the on Facebook, message me, text me, whatever. If I'm awake, I'll respond. Fantastic. Well, that's easy. By the way, Arne, Arne Dodd, she's at a Las Vegas. Okay. And so I already shot her a message through back channels on Facebook. So I'll wait to get in touch with her and see if I can get something out to you. I figure out what Arne, the little oompa oompa is doing over there. She is. She's a tiny little creature. But guys, put in the respective kind of where Lance is. He is one hour and seven minutes away from me, aka 42 miles. So we're really pretty close to be working very different marketplaces. So guys, please send a ton of referrals over to Lance. Get him on your radar. He will be able to handle your people for you and also be very creative about the box to get them the right house when they need it in the soccer and essential valley of California. So super bad ass Lance, give us your last final thought that doozy, the one that's been holding you back, you've been itching to tell us, we don't even know what this is, ladies and gentlemen. What is that? What is that super big secret that you want to share with the world? He's like, I know what it is. I thought my secrets. Something else to look into is male. I think a lot of people don't do male anymore. So there's a different an advantage to male. I've done really well with male. There you go. You guys, male is not dead. You can use it in conjunction with high tech, high touch. So there it is, guys. Jean, since you've been overly talkative, I want to get you out of the way first and kind of get your two bits of your takeaways from this shell. Don't be afraid to spend money where it where it wants. I think is what I got out of it. Like with the boxes and the stickers and the billboards, let's, you know, I always say we talk about this all the time. If you know Pepsi doesn't pull back their marketing budget, they're constantly increasing the marketing budget. There's got to be a lesson there, right? So spend a couple bucks, dude. Yeah. Throw some stickers on some mailboxes, man. The chief is way. Or gas pumps. I mean, nothing like looking at your $3 a gallon, $5 a gallon, $10 a gallon, $10 a gallon being like, oh my god, these prices are horrible. Who am I going to blame? Lance McKean, yes, you can. She can raise my gas prices. You're like, damn it, wrong, wrong message. But there's a local agent. He had refrigerator magnets made and they were just like his name, his phone number. And in the shape of a house and he had those delivered all over stock. Yeah, listen, I've been saying this for a hundred years. When my in-laws moved into their house in 95 out here, they put the sticker of a lane subio on there. And every single time I was there and opened that refrigerator 44 times, I saw it. So here we are 32 years later. And I know who sold their house back in 1995, a lane subio our name was. Yep, right on it. Boom right here was the only thing on it. And you know, when I go there, I'm in and out of the refrigerator 44 times. You know, 36 of them for beers and the other eight just because I'm looking to see if anything changed. That's actually part of your point. If you want to be the guy that knows the guy, I got one up on gene here real quick. I've seen this. I've seen this. So, um, electricians do this. So when they service your electrical panel, they'll put a sticker on the inside of the electrical panel. So something goes wrong. It's right there, right? Why can't you do that? Why couldn't you put a sticker underneath the kitchen sink on the door if there's every time you go into the kitchen sink of the garbage bowl is broken? Hey, yes, you can with length of a can. I know a guy, electrical panel, age fact, five or six different places in the house. This is going to go wrong to call Lance McCann and we know a guy. I know a guy. So I'm going to get some stickers made of put on the age back. Dude, I'm just laughing my ass up because in my head, I'm thinking about all the evil ways in the best possible way. Me too. I'm like, okay, so every broker's tour, every open house are going to hire high schoolers. You can give them, you know, 50 different stickers. They have to put them in four different locations or on every single property. You know how much of a lot you know what kind of phone call you would get? If you put a sticker, if you put a sticker underneath the toilet lid, my motor had to replace something in the toilet. There would be a sticker on like that phone call would be worth. I can't even tell you, it'd be the best phone ever. Listen, I think I think we just started something that could we, we got let's let's let's really talk about this. So I have one of my best friends has a good friend who has OCD. And when he goes over her house, he rearranges all the stuff in her in her cupboard, right? Like, and it drives her completely crazy, right? So I say, here's what I think we should do. We should start some kind of whether it's are you stickers or something and have people start submit pictures of where they're placing these things in the houses and see what kind of I think I think this could be a ton of fun. We can have a prize at the end of the year for most. No, no, that's sticker location. No, it can't be in the house. It has to be around their brokerage or around town. Okay. Okay. All right. We got to talk about this offline. This is good. Are you nation? Are you nation? Listen, yeah. So wait, I got one more thing for you. We were talking about ingenuity. I just thought this was funny. So I'm going to bring it up just for some some levity, right? We talk about ingenuity and coming up with some of these cool things that we're talking about, right? So think about this one. There was an arrest made a week ago in Springfield, Colorado. And this is how the arrest reads. It's a DUI arrest on May 13th around 1130 PM Springfield police conducted a traffic stop on a vehicle traveling with 52 miles an hour in a posted 30 mile an hour zone near 7th and Main Street. The driver attempted to switch places with his dog who was in the passenger seat as the SPD officer approached the entire process. The male party that exited the passenger side of the vehicle and claimed he was not driving. The male party showed clear signs of intoxication. I want to ask about his alcohol consumption. The male party ran from the officer. The male party was apprehended quickly within 20 yards of the vehicle. So when in doubt, stick your dog in the driver's seat. Are you drunk right now? How did that tie up? It's no tie in at all. It's just ingenuity. Where did Greg go? I think he's going to buy stickers right now. He's putting the PO in. All right, Snack, it's your turn to close this out body. Go ahead. All right, Lance. I appreciate you coming on, man. I think you dropped a lot of nugget bombs. I think number one, my biggest takeaway from the show that I forgot about until we start talking again was this jingle. I think more people should think about the jingle and create some brand recognition in their market. Lance, I think we'll have you on again. I do want everybody to seriously consider luxury markets. If you've been scared of it, don't be scared of it. It's the same transaction. It's just a little bit more expensive and you get paid a lot more to do it, right? So there's nothing scary about it, networking, being the guy, Lance is obviously that guy, which you can be that guy or that girl in your market. So, thank you, me both. Yeah, my takeaway is jingle. Everybody needs a jingle. Go to nixacus.com and book an appointment with me. I'll get you a jingle. He will actually, but he also threatened me to have a jingle for the show. It's never came around. Never came around. Back in your life. No, that wasn't me. No, that was not you. That was Stefan Adica. That was not you. No, that was Adica. He was. Yeah, that's true. I forgot about that. Yeah, where's the jingle? Adica? I'm going to have to kick him in his Brooklyn behind and as I was going to say his adica. I'm going to kick your adica if you don't keep it up. Don't be adica. Call Adica. That's his jingle. I just made it up. You just made it pretty. I would use that if that was mine. I would totally use that. I actually, with a really taken away as I really like it's so it's very old school and it's so it works so well. A lot of people I think stop using that's the boxes with the stickers of the boxes with your brand on it. For you guys to start now, go find a big ass sticker and just put that thing on there and let sit there until you guys build up a little bit more revenue in your coffer that you guys can put into some branding and stuff like that. But the cool thing is think about this and this is something I thought was completely retarded when I first did this but it worked. So we got two moving trucks, two 14 foot moving trucks. We had them for like seven or eight almost 10 years. Great trucks. I loved them. The rest of the team hated them. The thing is that when I got them, everyone's like, oh my god, you're going to have other agents rent your trucks and to use it for themselves and give to their clients. I'm like, you're fucking full of it. There's no way another agent is going to drive around with my mug like a foot tall and a foot wide around on their, you know, for their clients. They did all the time agents did it for themselves and they did it for their clientele. So here's a point. If they're going to do it with a with a with a with a moving truck, what if you offered free boxes to anyone, any agent and their clients in your area, you'll pay for the boxes with your brand on them because the orphan program comes into effect because about seven out of 10 people who go through a transaction, their agent will never follow up or follow very little. So back to next point, if you have boxes sitting in the house with, you know, yes, you can with land from can on that thing. Yeah. For the next seven to 10 plus years. They're like, I don't know. Hear the fact that we use to sell our house. I don't know. Check the moving boxes. Right. So you get. Then they're they're they're looking at them. You know it because a lot of the folks we do for new home buyer seminars. This is a realization that came to me several years ago. What about new seller seminars? Someone's been on their home for five to seven to 30 years. They don't know how to do this transaction just as much as the buyer doesn't. And you can give away boxes of these events. Right. You know, go down and just really put big figure out a wholesaler, create some boxes and go for it. They will share them. They will fly around like little magical carpets to different properties in different houses and land. Yes, you can with lands but can are going to end up in Tupelo, Mississippi when someone moves out there. Right. You get a referral. Why not? We have a new submission for a jingle. By the way, coming from Brittany, jump in your new sack with Nick. Sack is. I don't know who that is, but that is a new job ready. Hello. Into your sack. Classic. Yeah. I got a mind of a 10 year old. There you go. Now it's kicking in. Anyways, all right. Let's wrap this bad boy up. We got to do a couple of housekeeping things. Gene, Lance and Nick. We need ballers. We need colors for the boat on the show. So our guest goes first. Lance, what's your color on the bow for a show? Color on the bow? Color on the bow, baby. I'll do the my logo color blue. Blue it is. Nick, what is your color? I'm going gold because we're talking all about luxury today. Oh, I love it. Gene, what's your color on the boat for the show, brother? I'm going a little purple. There's some luxury and purple and also reminds me of Aladdin and Jafar. There you go. Time's all in, baby. Yeah. Just going back to the beard. All right. All right. There it is, guys. Go ahead and get a hold of Lance. We can. He is in the Central Valley. He's right over the hill for me. We're literally neighbors. He is obviously killing it. Talk to him about social media. Talk about videos about his transition from an agent who is starting out to an agent that is killing it and crushing it in the luxury market and everything in between. Lance, one more time for everybody. Just tune in right now. What's your best phone number? 209-986-1992. There it is. You heard it. There it is. You heard it from the horse's mouth. Call him today if you know what's good for your heart, soul, and your pocketbook. He will save you money and make you money. Nick Sackis, the ever shrinking man at a Florida. How do they get a hold of you? Why should they get a hold of you? NickSackis.com or if you are a real estate agent interested in learning about artificial intelligence, make sure you join our Facebook group, AI and powered agents and head on over to likely.AI and get yourself a 14-day free trial of the most powerful artificial intelligence software. The real estate industry has ever seen. The most powerful. The most. The most. Gene Voby, people bought Ninja. We're going to hold a view and if you say they can't, I will literally kick you off the show. No, if you join that AI group that the Nick just referenced, I'm in that group number one and I'm not a licensed real estate agent, but I'm one of the real estate agents that wants to learn about AI and Sack. Sack does a wonderful job of going down those rabbit holes with many conversations late at night with new tools and tricks so follow that stuff. Yes. Dude, that is awesome. Definitely be a part of it. I'm part of it. I play with some of the predictive analytics stuff over there. It is astonishing. So likely.ai, go figure them out, go take a look at Nick's group. I got to give a quick special shout out. Where did you go, Howard? This is Howard. He is from Israel. He's been watching our show guys since like 2000, like back to like seven plus years, like right when we got started. So Howard, Knuckles, do your brother just landed after he and I got together ahead and if we had lunch in Walnut Creek, so it was wonderful to meet him. I saw the pictures. Why was he here? He was a wedding and some family stuff and so he's now back home and safely made the trip across the pond and you know, through all the travel, all that fun stuff we have to deal with these days. But yeah, it was fun. Yeah, for the wedding, for family and you know, in next I mean, I hear we're going to grab a, grab another bite to eat and just kind of kick it. So Howard, wonderful meet you brother. He's amazing. Very cool. All right, let's put a bow in the show guys. We're going to put a blue bow from Lance, a gold bow from Nick and then of course a purple bow, a correlating back to the beard at your far on this show. So thank you guys for watching and listening. We really appreciate you. We literally cannot do this show without you. Every single one of your guys' comments, thoughts, you know, text, tweets, read tweets, you know, talking about us anywhere anywhere anywhere in the universe helps this show. So thank you so much. I love you to pieces. This is a personal side note. If you guys ever want to talk to me or get a hold of me about Bay Area real estate, just feel free and give me a ring 925 915 1978. Also EXP, guys, we are 90,000 plus. We are in 24 different countries. I think like 13 or 14 languages spoken fluently. But you guys want to join a massively growing company and I have a laundry list of things you guys can be able to get when you join my team as well anywhere in the world. Call me, text me, 925 915 1978. I love you no matter what. All right guys, we're out of here. Until next time peace out ninjas. We're gone. Thanks for listening to today's episode. I hope you take action immediately with the tactics and the takeaways that you've learned. Now if you'd like to take the relationship to the next level with me, which I strongly encourage that you do by the way, I want you guys to go ahead and shoot me a text. You know, it's 925 915 1978. A lot of times if people are feeling stuck or they just need a third party to listen and kind of throw some ideas at them, we'd love to be that. Where you take the McDaniel challenge, well over 400 people have taken the challenge and you know it's been a positive result 99.9% of the time. No, I'm kidding. It's about 100% of the time it's been a blast and I would encourage you guys to reach out to me. I really would love to talk with you. If you feel a little stuck, you guys need a third party to kind of just bounce my ideas off I'm here for it. Getting that numbers 925 915 1978 in as always peace out ninjas. We got