Raise Your Fees Without Losing Listings

In this episode of the Estate Agency X Podcast, Rob Brady and Mark Burgess discuss how independent estate agents can raise their fees without losing the right listings. They explore why fee resistance is often a positioning problem, how to build credibility before discussing price, and why a structured valuation pitch helps sellers understand the real value of choosing the right agent.

The conversation also covers the shift towards AI-first estate agency, including contact intelligence, AI operating systems, property management workflows and what agency owners need to understand as team roles change.

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This episode is sponsored by Iceberg Digital, the AI Operating System for Estate Agents. They replace outdated CRMs, disconnected marketing tools, and manual prospecting with one intelligent, AI-driven ecosystem, built to increase revenue per employee and future-proof your agency. https://iceberg-digital.co.uk/

Transcript

Quick Update And Agenda

Rob Brady 0:00

On this episode of Estate Agency X, Mark and I sit down and give you an update on a variety of things. We first start off talking about how to increase your fees and the process to go through that. Then we go on to Iceberg and talk about the AI operating system and iceberg's road to singularity. And then Mark talks about his specific journey in having an AI-first company and what learnings he's learned from that and what you can learn from that being an estate agent if you're about to go through that era as well. Hope you enjoy it.

Speaker 0:37

Host Mark Burgess and Rob Brady.

Rob 0:42

So, Mark, catching up this time around. Yes. So a couple of things I want to discuss first. Firstly,

Why Agents Stay Underpriced

Rob 0:50

I want to talk about the same recurring thing that's been around for decades in agency, fees. So the reason why I wanted to sort of run through with you is that every time someone tends to either have a meeting with you or sit in a room with you, they tend to have this like epiphany moment that they come away energized, buzzed, and then like within a few months, their fees have gone up. And I've seen it numerous times when we've done our accelerator programme and you do your the sales pitch part to it. And at the same time, I have agents who I'm talking to about fees and they always struggle. It's the same story in my area. Everyone charges low fees. No matter even if I try and do it, I'd still get in with pullback on it, and I don't really know what I'm going through. So put on me, right? So I'm uh I'm an agent that comes to you and basically says, uh Mark, uh in my area, uh no one's no one's doing anything over one percent.

Mark 1:48

Yeah.

Rob 1:49

Right. What what do you tend to go with through with agents in those initial meetings, those conversations? So Mark, I'm in my area, I've tried to put up fees, it's one percent, everyone's doing one percent, someone's doing it at 0.75%, yeah. Uh and I just I I just seem to be don't know where I'm gonna get from it from here.

Mark 2:08

I I would say um the problem the problem that most estate agents face, in fact, it's not just estate agency, it's anyone in sales, really. Um the problem that most people trying to sell something face is that they never had proper sales training. Um and I know, I know like, you know, you you used to go off to head office and have some sales training or like someone in the office told you how to do it and all that sort of stuff, but they never got proper sales training either. Proper sales people like really good salespeople get paid like more than a million pounds a year. Right? They're not working in a state agency. Um so even when I was an estate agent and you know, I felt I I was pretty good at what I did and all that sort of stuff, like you you just you just don't get access to how sales really works. Fortunately for me, over the years I did manage to get access to how sales works. Um and it's a real simple process. There's not actually any special magical trick. But when someone says um what you said, look, agents in my area are charging, you know, some of them are charging 500 quid. We're lucky that we're even getting away with 0.75. It's like, the fuck has it got to do with the other agents? Like, who gives a shit what the other agents are charging? Like McDonald's are charging £1.39 for a cheeseburger, but five guys are charging nine quid. So how is that possible? Like you can't get much more commoditized than some meat in a bun. Like we can just keep going with it. Some smartphones are free, some smartphones are a grand, like like I say, hamburgers, right? It's just it it's the same in every business, in every walk of life. So how does it work? That's the question. And that's the bit that people haven't been properly trained on. Essentially, in a state agency, it's actually quite easy because you're up against almost a hundred percent of people who also can't do sales. So even if you could get it a little bit right, you would get your 33% conversion rate. And people will be listening to this going, well, my conversion rate's already 60%, so I'm better off than that. No, you're supposed to have a 33% conversion rate. If you've got a higher conversion rate than that, you're not charging enough. It's not good, it's bad. We would we've been taught the wrong stuff in estate agency. Like, you know, because a lot of us worked in corporate estate agency, whereby the the real game that's being played is financial services. They don't care about making profit in their branch of the estate agency. It's just a it's just a way of getting financial services leads. And so all the m metrics that you learn and all the things that you learn when you were working in corporate estate agency were wrong for if you're running an independent estate agent and you want to make some money.

Rob 5:17

Yeah.

Mark 5:18

Like all completely at the wrong end of the scale. Um, they were good for if you wanted to hit a target and get a pat on the back from a director, but bad if you actually were in charge of the finances and you weren't doing financial services. So

Pricing Is Not A Competition

Speaker 4 5:35

how does it work in a nutshell? You know, it's too long-winded to go in here, but you first of all have to give somebody some form of credibility. Like, who the fuck are you to tell me how this works? Without that, immediately, and most estate agents that do valuations would be able to relate with this, immediately you're going to end up in the trap whereby they're telling you how this should all work. And if you fall into that trap, you can just forget it. So, first of all, I was chatting to an agent the other day. He's been an estate agent for over 40 years. Um, and I said, Do you even tell people about that? Oh, yeah, yeah, you know, we say, like, you know, we've been around for 40 years and da-da-da-da-da-da-da. I said, Yeah, but you're just sort of brushing over it. Like, you know, like it doesn't mean anything, one in one ear out the other. What does being an estate agent for 40 years even mean? How many properties do you sell every year? And we worked that out. What's the average fee of those properties? I don't know. We worked out that he'd been involved in something like, I don't know, a hundred billion pounds worth of successful property sales within his local area over the last 40 years. And over that period of time, I've been able to identify what goes well in a transaction, what goes bad in a transaction. Okay, now I'm fucking listening. Do you know what I mean? I wasn't listening when you said we've been around 40 years. It's just, I'm still thinking, how much do you charge and like how much you're gonna sell the house for? And so we then moved on to okay, what's the next problem that you face? Next problem, oh, people want to know fees, people want to know this, people want to know, they want to know basically on evaluation, how much are you gonna charge and how much you're gonna sell the house for, like we just said. I was like, okay, so we can address that straight away. So we start with the credibility. This is my background, this is what I've done. Um, and so I wanted to give I wanted to explain that to you so that you can have at least some confidence in the advice that I'm giving you today. Okay, great, thanks very much. Okay, next, I want to talk to you about a problem that most people don't see coming. Like the problem that you're potentially thinking about is uh how much you're gonna have to pay the estate agent and how much are they gonna sell the house for? How much are they gonna put it on the market for? Yeah. Okay. But did you know that around 52% of people that put their house on the market never never end up moving? Uh so you've got less than a 50% chance of this actually all going through for you. That's the train coming down the tracks towards you. At my company, with my 40 years of experience and my 100 million pounds worth of successful property sales, we've got an 86% ratio of people that put their house on the market and actually move. So these are the problems that people don't actually think about. It's not about how much am I gonna charge you and how much I'm gonna advertise it for. It's about what are my chances of actually pulling this off. With me, your chances are 86%. Bearing in mind, you will never accept an offer that you don't want to accept. So it's not like you're gonna end up selling for less than you wanted. You're either not gonna sell or you're gonna sell for what you wanted. 86% of people are selling for what they wanted with us. Less than 50% of people are even moving with your average estate agent. So people are asking the wrong questions, which is why they end up in a mess, which is why less than 50% of people end up moving. And then they're asking how little can you do it for? Now, the way that we work at my estate agency is a very specific service that gets you to the outcome, and you pay for that service. You can get a cheaper fee quoted from any estate agent, but you've got less than a 50% chance of ever moving. My fee will be higher because we have a very specific way of doing it, have a very specific amount of units that we can work on in order to do that at any one time to deliver the service that's required to have such a high ratio of success. And we want paying for it, but we only want paying for it if we're successful. Already, like, we've only been talking, well, me and you have been discussing this now for less than a few minutes, and this is a very dumbed-down version.

Speaker 1 9:45

But but even I I can envision some agent sitting there, like literally writing it. There will be word for word.

Speaker 4 9:51

They will be writing it word for word. And so, like, the point is it's not that pitch. This is what I was saying to the guy that I was saying it to. He, because he was doing the same. Wait a minute, go back over that. How did you do that? How did you say that? Right. The point is, is that there's a structure to do in sales, and I'm following the structure. And it doesn't matter if I completely change everything I just said to you, if I follow the same structure, it'll be just as compelling. Because what comes after this problem is the solution. And what comes after the solution is the next steps. And that's it. That's the process. And I only want 33% of people to go ahead. I have to get comfortable that 67% are going to go, I'll have a think about it, or it's not for me. And I go, no, that's fine. So at the beginning, I go, look, I need to sit down and explain to you what we actually do because we're not like any other estate agents. It may be for you, it may not be for you. Like, you know, you might just think it's a complete waste of time. But I'll give you a bit of background on myself, I'll explain what the problem is that we solve, I'll explain how we solve it, and then you can tell me if it's something that you're interested in. And no problem if it isn't.

Speaker 1 10:56

It's so fucking easy. But what's really interesting though is like there's no sound in your life. No, most but most agents that speak to are so fearful of the problem of being the fee and the price. Yes. That they offer the solution and then the problem comes after the solution.

Speaker 4 11:15

Well, the problem is that that that if someone said to me, Yeah, yeah, yeah, that all sounds great, Mark, but still no one will pay more than 0.75 because that's what everyone else is charging, you're missing the point. I'm delivering a presentation that says uh we don't do what the other estate agents do. I've got to find a way of backing that up, obviously. And like if we had more time and I was to dig into our AI operating system and all the things that we teach agents and all the things you teach agents, then it would become apparent on how they do that. But um the the point is that if somebody goes, yeah, but yeah, John down the road says they do it for 0.75, I go, I know, but I'm I'm sorry, I must be I must not be explaining myself properly because you're talking about something completely different. You know, uh a McDonald's cheeseburger isn't the same as a five guys' cheeseburger.

Speaker 1 12:06

Yeah, but when you know when you when you dig that with those agents and they talk about maybe some some statistics, in your experience, do they most of them ever know that like that? Or do they percentages or stuff like that? A lot of them think they know it. Um I had it in the one the other day and they knew it, but I said to them in your marketing, where where any bit in your marketing does it ever show? Are they saying amazing, like 96% of properties that they like in go on with them, go into complete?

Speaker 4 12:35

Wow, gotta be a chance.

Speaker 1 12:36

And I'd and I was like, the fuck.

Speaker 4 12:39

Right, the thing is is that you know you can make stats say anything, can't you? Um so that's the bit of it that sours, I guess, in the sense that like, you know, whatever your whatever your thing is, you'll create the presentation around that. So it doesn't that's what I'm saying. Like someone who's sitting there going, oh, we can't say this because like, you know, we do only sell 50% of our stock. Okay, well just let's just dig again. What else what else is it? The point is, is that there has to be a presentation created, somebody you have to the lazy way of doing sales is the listening method. And everybody talks about it. All sales trainers talk about it. They say, like, you know, uh sit down with somebody, listen to them, listen to their problems, and then solve their problems for them. It's so fucking lazy. Yeah. Like, like I can't see through that. Like I don't know what you're like like I don't know that you're just repeating shit to me. Like the way to do sales is to tell someone about fucking steam train problems coming down the tracks that they didn't know that they were they had, and then to solve it for them and to show them your credibility that like, wow, this I need to follow what this guy's saying or this girl's saying, because they've been very successful and they've just told me about something that I never even fucking thought about. So it's a no-brainer, right? Like I've just said, you don't pay me unless I'm successful. So if you like what I'm saying to you, we can work together.

Speaker 1 14:06

But you know what's really interesting? I think like the the part when you said

Credibility Problem Solution Next Steps

Speaker 1 14:10

like the stat maybe some statistics or whatever you think, if you can't find that, that's the problem.

Speaker 4 14:15

Well that's it. One of the problems, but I I guarantee you, I've never, ever met a company where I haven't been able to find something to use as the hook to reverse it back to what the problem is, to be able to give someone a compelling this is my background, this is what I do, this is what this is why we exist, this is the problem that's coming down the tracks, this is how we solve it for people, this is what the next steps are.

Speaker 1 14:38

I think even down to like, you know, if you talk about that, about the problem of overvaluing a home.

Speaker 2 14:42

Yeah.

Speaker 1 14:43

I think the bit that I think a lot of uh the articulation of what happens is the is the problem part to it. Like, oh, the problem is that another agent overvalues a home. Like the question is is like, so what? So what if they overvalue it? Do they get it? Yeah, they probably sell it eventually, okay. Um so what is the problem then if they're overvaluing it? And then trying to work back from that, like, you know, we had Tom who was talking about it, you know, he was talking about the percentage drop and articulating the steam steam train that comes down to something. If you can't put like you said, I think like I think really what you're effectively saying is actually having a proper structured pitch.

Speaker 4 15:23

Yeah, that's what most like the right the way evaluation works in a state agency now is the same as when it worked when I was an agent in the 90s. You go around someone's house, you knock on the door, you try and be polite, you uh ask them if you if they want you to take your shoes off, you go in, you sit down, or you walk around, you try and make a bit of conversation, you try and build a bit of rapport, you tell them like what you think the house is worth and look in their eyes to see whether they were looking for more or less. Then you tell them.

Speaker 1 15:48

You're Liverpool support, I've lived support.

Speaker 4 15:50

Yeah, yeah, all of that sort of stuff. Then you deliver the fee and maybe you go a bit higher so you can go a bit lower. It's just that's not that's nothing.

Speaker 1 15:58

Yeah.

Speaker 4 15:59

That's not a presentation.

Speaker 1 16:00

Yeah.

Speaker 4 16:01

That's just and that's what they're getting from almost a hundred percent of all the other agents. So just by doing a structure where you go, I need to give you a little bit of background on myself, and it it can start right from when the the appointment gets booked. You know, oh, uh, it's gonna be uh John coming around to see you. Like you're really that's really good because John's one of our senior valuers, he's got like, you know, 15 years experience in this area, he's sold over a you know 50 million pounds worth of successful property. He's he'll be able to explain our method to you. You've got to make sure that you've got about an hour free for him, blah, blah, blah, blah, blah, blah, blah, blah, blah. Done. Next thing, they go into a nurture sequence. A video arrives from John giving a bit of background on himself. Next thing, John turns up at the house. John says, I'll give you a bit of background on myself, I'll explain this, I'll explain that, I'll explain the problem most people don't see coming. It's all you're already miles ahead of you. You haven't even decided the presentation yet. And just that then the presentation is it's not irrelevant, but it's almost irrelevant. You have to move into a field of one, and then there is no price to compare against. Like, do they want what you're offering? 33% of them should. If 33% of them don't want what you're offering, it's one of two things. Either what you're offering is crap, or the presentation is not good enough. It's just that's all it is. And you it will work, I can tell you categorically, from 26 years of building companies, it works in every single industry, every single product, it works. So either the presentation isn't good enough, or no one wants what you're offering.

Speaker 1 17:41

And one one final question, I it's probably a big, quite a big question. You've listened to this, you think, yeah, we now need to make this position here. We now need to maybe start that process through. Uh one, we have the accelerator program, come join us on that about the evolution of your business. Nice little plug. But two, how do you then do it how in your experience, how do you then take that back to John, who's a valuer, who's been valuing for 20 years, he learned he learnt his career in corporate agency and he's still stuck in that way. Very, very hard.

Speaker 4 18:15

I would I would say it's almost easier to build. I'll give you a good example. Like uh we had a sales team, an experienced sales team, and I I was caught in between. Do I teach these people how to do sales my way? Um, or they're experienced people, so therefore the amount of money I'm paying them says I should be buying the finished product. In me interfering in that is gonna just muddy the waters as to whether they would have been more successful with or without my input. So I let them do it their way. Uh they were not successful. Um, and they all had their reasons as to why they were not successful, like, you know, oh, this is the product's too much, the product's too complicated, like the the competition's dropping their prices, like all the usual things that you would imagine. I was then faced with the dilemma of do I train these people on how to do it, even though they're on high salaries, or do I just bring in somebody who isn't on a high salary and train them on how to do it? Because either way, I'm gonna have to train someone on how to do it. So I went down the route of like, well, I might as well just bring someone in and show them how to do it. And it's so easy because they literally look at look at you like a like a puppy. I don't know what to do, you tell me what to do. Yeah, this is what you do. You say this and you do this. Does that make sense? Yeah. You're gonna do that, yeah. And they just do it. And our sales like tripled. They tr they're tripled. So so how do you go back and convince your volume uh your value up in a in a it sounds so mean, but like your job when you're running the company is running the company, not being nice to people. Like, yeah, if you can be nice to people, then that's a much nicer place to work. But your job is protecting the company. So I guess the ultimate thing is that you say to somebody, you figure it out or you do it the way that I'm saying, but either way, the job is selling this, or the job is getting these listings at this price. The job is getting listings at 2% and this many of them, not getting listings at 1.25 because the competition are making it difficult. No, no, that's not the job. If that's the new job, then we need to have a conversation about what the new remuneration for that job is.

Speaker 1 20:41

Do you think it's important, you know, and you were you were going for that process? Do you think it's important for the agency owners in that process? That John's been saying fees are low, fees are low, fees are low, and they're sitting up uh not necessarily having been out on the tools for quite some time. Do you think it's important for them to just maybe take a step back in to see that process through?

Speaker 4 21:06

A B. I mean, I do think it's important that they are involved in the building of the process rather than just looking for this white knight.

Speaker 2 21:13

Yeah.

Speaker 4 21:14

Oh, you know, maybe if I get like Sue the valuer to listen to Mark's podcast, she'll come up with it all. Yeah. Really? I mean, like, yeah, wouldn't that be nice? But it's not gonna happen. Like, you the business owner, remember, think back to the days when you started that business and you hustled and you had to find ways of getting shit done. You need that sort of mentality. You know, it's not easy. Um, it's simple. It's not easy, you know. That's that that that that I would kind of say in like the process is simple. The actual implementation, convincing yourself to come up with some sort of credibility that you can actually say to people without feeling embarrassed, following the process on the valuation without going off track. Even when someone's like you know, you've gone round on evaluation with somebody who's a bit of an arsehole and they've put they've sort of rattled you. Like having enough confidence to go look uh 20 minutes into your evaluation to go look, I feel like I'm just wasting your time. You're wasting mine, and well, I should just move on from this. Do you know what I mean? Like to that sort of stuff, probably it probably does need to be someone, if not the owner, like who's senior enough to have the confidence to be able to say to the owner, I'm not doing that. You know, I'm gonna I'm gonna walk away from that. So so in that sense, yeah, the owner probably has to get back involved in order to say, This is what we do, this is how we

Getting Valuers To Change Habits

Speaker 4 22:45

present it, and this is what we charge for it. And can it be done? Yes, it can be done. I'll show you today if you want.

Speaker 1 22:51

The the credibility bit, I mean, I can vouch for the credibility bit because I've it's a weird one because you go through that process of telling people, and the the trap sometimes you might get fallen into is that you might be going out on the valuation and you might have said it for the 50th time.

Speaker 2 23:03

Yeah.

Speaker 1 23:04

Or or your your colleague, your colleague sees it and says, Oh, here we go. And I, you know, I've seen for your one the hundreds of times now.

Speaker 2 23:12

Yeah.

Speaker 1 23:12

But then for anyone who might be in the audience who's never been in there, it's the first time. And it's the same for the the evaluation. It's easy for the brain just to go, this is a bit boring now. They probably don't need to hear this. I switch off from that bit, is the bit where those are the messing gem bits that if you are thinking about doing this, uh, one thing I would say is like, don't start it, then try and skip a bit.

Speaker 4 23:36

No, and it happens with the whole presentation because you're bored of the whole thing. Yeah. You know, and that's why sometimes the the juniors are better. If I look at my junior, who I talk sows to, that he he doesn't know how to go rogue. Like, even when I've been on a call with him when it's time to go rogue, he doesn't know how to. Do you know what I mean? It's like he wants to, he can tell that this needs to go in a different direction, but he can't. Um so yeah, that's it's it is boring. It's like you nail it and you only get 33%. So 67% of people make you feel like it's time to change the presentation. But as long as the numbers are right, you get 33%. You charge what you're supposed to charge, you make a shitload of profit.

Speaker 1 24:26

It works. Um okay, so good bit on good bit of advice on that. And obviously, I know you do separate mentoring for agents, so if anyone's listening out and thinking, uh I I probably need to work on this and but have a bit more of a structured way of doing this, reach out to Mark, or we've got our accelerator programme. I know you specifically do a a day's workshop with more of a group people, it's a bit cheaper. Um okay, so that and then sort of catch up, I wanted to touch about

Iceberg Road To Singularity

Speaker 1 24:52

it. A lot of agents I'm speaking to about is the uh Road to Singularity that's on Iceberg's website. You can click on it, you can read basically the the road to singularity.

Speaker 2 25:02

Yeah.

Speaker 1 25:02

Um and sort of touching base with you. So what like the name, the road to singularity, what does that mean you'll just sum it up, what does that physically mean?

Speaker 4 25:13

Well, you know, at this every February we do an event where we talk about all the things that are landing inside our software, our AI operating system as it is now over the course of the coming year. Um and singularity is obviously like, you know, an AI term whereby the AI gets to the point whereby it's cleverer than a human. And obviously, we're hoping it doesn't we don't actually reach singularity by the end of the year, otherwise we're all a bit fucked. Um but um so there's a lot of AI that's landing inside our software, um, and it made sense to name the roadmap the road to singularity, so that we could show people like, okay, and this is uh you know, there may be some flexibility in it, but this is roughly when these things land in the system, and this is how they form one forms the foundation of the next and the next until eventually you reach the point whereby, you know, the the the roadmap, if you look at it on our website, it starts with Genesis, whereby like you know, the brain is created, and then the next level down it starts to create intelligence and then it starts to create actions and it can make decisions and you know eventually you you reach the the point uh in December whereby we've released everything that we spoke about at the summit. So that's how how the name came about.

Speaker 1 26:30

So on here, so I've got it actually up here. So like um Genesis, right? So timeline

Timeline Intelligence For Next Actions

Speaker 1 26:35

intelligence.

Speaker 2 26:35

Yeah.

Speaker 1 26:36

So we launched that only what two weeks ago, isn't it? Yeah, something like that. Uh so what what does that look like for anyone listening? They're saying, like, great, what does a timeline intelligence look like? So their current CRM or system, tech system, uh, you write notes, it stores it in the timeline. Um maybe if you if you have the ability to even send an email out, it might store the timeline, or I don't know, made an inquiry and they've written in there. Yeah, pretty much.

Speaker 4 27:06

Storing a record.

Speaker 1 27:07

Storing a record. So how how does it work within an AI operating system or what of what has been released recently where because I've seen it, people have gone, this is fucking cool. And so many of my clients I now speak to in coaching, it just it's there.

Speaker 4 27:21

Yeah, so I guess like what I spoke about at the summit was that as we're moving into the world of AI, of course, or different CRMs will release different tools and different functions, and some of them will look super cool, and you know, how brilliant would it be if AI did this, and how brilliant would it be if AI did that? Like, you know, it'll all look amazing. Um but the real issue that we face in this industry at this point in time is not the gathering of more data and the individual tasks being completed. It's uh the intelligence. So I've got the data, but what should I what do I need to know? At the moment, it's like trying to find a needle in a haystack. Um so you've got, for instance, as you said there, a timeline of actions that happened with this contact. And you've got to go and look through them and read all the individual notes, see what happened, what emails have got sent, what uh if you've got the ability to track who's been on the website, like you know, who's been active recently, like what opportunities are being missed, what should happen next, da-da-da-da-da. Uh so the intelligence on that level that we brought in was for the AI to look across thousands of different data points around the system because it's one big ecosystem, so we can see who's reading your blog content, who's visiting the website, who's had market appraisals, who's out viewing, what feedback did they leave, who's in sales progression, where are they in sales progression, uh, who's registered but hasn't been out on viewings, who's been looking at properties, all of this information, plus any notes that anyone's left and anything else that you can think of, and just you land on a contact and the AI says, uh, this is what's going on with this person. They came into the system two years ago from right move inquiry, they didn't do anything for uh, you know, the last 15 months, they've just become active again, they viewed this property, this the yet they found that the garden was a bit too small to them. However, they have got a property to sell that's not yet on the market. It then lists out the opportunities, it then lists out the risks of this person, it gives the next a next suggested action. It's just gold for somebody, right?

Speaker 1 29:44

Um I think it also helps with a bit of like um when I was back in when I was back in agency and you sat there and you've got teams around you, and like, yeah, there's a part of me that I've learned over years about my maybe my loss in my or my skill set as a leadership perspective. But I'd always have team members and they'll like come and ask me questions and I'd say, what do you think we should do? And they go answer and go, Yep, great, go off right. It's because like there was nowhere to to to confirm that. Whereas what I found with the contact intelligence, especially, like it gives those next steps. So it gives the ability and the confidence for the individual who's reading that to say this is the next step.

Speaker 4 30:26

Yeah, I think so, but I think you know, you also you've got it with properties and contacts. So properties are slightly different because one contact could own multiple properties. So the same with the property side of things, you know, a lot of estate agents don't really think so much about Mark Burgess. You know, they might call me 27 High Street. Um and so you can see the do the two different two different sides of it. But um but in answer to your question, that's what the timeline intelligence side of things is.

Speaker 1 30:55

Um and then Azair Brain. Are you got any update on Azair Brain?

Speaker 4 31:01

Yeah, so the brain uh is probably the key to the whole thing. It's not that exciting from uh from a frontline estate agent's point of view. Um it's probably more for management or the marketing side of the business or some some you know something like that. But but uh with the brain, the problem again with disconnected tools, estate agents are generally using a CRM system and then maybe four, five, six other tools are bolted either bolted into that CRM system to perform functions or completely separate, usually one or the other. And they could be using up to 15 different tools, um, including things that they may not think are related, like ChatGPT and you know, whatever else. Um so um because we don't have just an estate agency software with an AI operating system, most of the tools are already inside that ecosystem. So if you go back to the other way of working, whereby you've got l lots of different suppliers, as those suppliers all start introducing AI, the AI inside their system needs some form of training in order for it to really be able to bring out the personality of your brand. So, what's our tone of voice as a very basic level? But what's our tone of voice? What words do we like, what words don't we like, what's our keywords, what you know, how do we deal with this, what are our fees? It needs to know all of that stuff, otherwise it's going to get in a mess. And you have to do that with every single supplier that you work with. And tomorrow, when you think, oh, you know what else we should do, you have to go around all of them again and update it, and and again and again in a month, and again in a month. And with our system, there's one central brain that has at the moment 87 different sections, cortexes, yeah, covering the different 87 different parts of your business, and you just walk through walk through it, filling it out like you know, again, what is your tone of voice? Uh, what do you what sp things specifically do you want monitored on phone calls? Like what opportunities do you want to highlight? Like what what do you see as a problem on a phone call? Like all of these sort of different sorts of things. You just fill it out once, and every single AI tool that we make works off of that brain. So even if we made a thousand AI tools for somebody, rather than manage them in a thousand different places, if they suddenly changed their fees or updated their uh opening hours, they'd change it in one place, it'd update around the whole system. So the brain's a big one, but it doesn't make a great deal of difference to the person on the front line, if that makes sense. Um they don't realise the the brilliance of it. And the brain uh is yeah, the brain's ready, the brain is uh in testing with a few agents. Uh at the moment when we're we're recording this now, it's the end of April, so by the time this comes out, the brain will will be in the system.

Speaker 1 33:59

Yeah. I I looked at it and what I found interesting with the test inside that we've looked into it, some of the cortexes in there that you wouldn't necessarily think about. Yeah. Which is the most exciting part of all of it. Because it comes away from being what what's been what I've what I've what's been enjoyable in it is seeing that it's not like um we're an old CRM software system that goes, right, we're gonna make a cortex brain, and we've got all these developers who have done traditional CRM softwares or come from a marketing software or whatever it is, and going, do you know what we should do? But these cortexes need to replicate the same way of thinking. And what I've noticed is there's some things in there I thought, wow, actually, like that's a that's a cool question to ask, or yeah, a cool module to have in there. But like you said, might not necessarily be from the front-end people, but from the leadership perspective, how it makes their job a whole lot easier.

Speaker 4 34:49

What I love about it as well is that a lot of our agents, if you sat down and asked

The Azair Brain And One Source

Speaker 4 34:55

them those 87 in-depth questions about their company, they might struggle. And so they might look at it and just go, I can't even know where to fill this out. But like, because of the way our system works, you can ask the AI, you can ask, which is our AI, to just coach you through it. Um, so it'll ask you the questions, not read just read you the question that you were supposed to answer, but you can write, I don't know, help me figure it out. And it'll go like, okay, well, think about this and think about that. Answer this question, answer that question. What do you think about this? What do you think about that? I think this, I think that. Okay, well, I would say this is a good summary as to what you what you your answer would be. What do you think? Like, yeah, that is pretty good, but I'd take out that bit. Okay, so if I take out that bit, would you say that's the right answer?

Speaker 1 35:38

Yeah.

Speaker 4 35:39

Great, I'll put that in there. Let's move on to the next question.

Speaker 1 35:41

And that's the that's that's the cool part, because I think like sometimes, like you said, you briefly mentioned some like chat or Claude or Plepexia, whatever, whoever's on whatever one they think they're on these days. Sometimes you might ask that question, but it's a singular question about a singular thing. Whereas this goes back to the whole thing, it's like a structured thing of like, actually, we've thought about it. Being expert in AI operating systems, we've thought about some of these things you might not necessarily go to, you wouldn't go to chat and ask a particular question without being directed.

Speaker 4 36:12

Probably the contact intelligence is a good example of it. So for instance, we've already figured that out. However, you may not particularly like the fact that maybe with contact intelligence there are three bullet points around uh like the next possible actions. So you could go to the brain and go to the contact intelligence part and say the bits that are important for me are whether the person was whether this person is a mortgage opportunity or not. And I only want that one bullet point to be stressed on the contact intelligence. Great.

Speaker 2 36:49

Yeah.

Speaker 4 36:49

That's how your brain works then. It's different to like the person that hasn't customized it.

Speaker 1 36:53

Yeah. Yeah, really nice, really good. Um And is there anything else you wanted to sort of cover on those that you think?

Speaker 4 37:01

On the brain and the contact intelligence? No, no, that's that's all good.

Speaker 1 37:05

Um one last bit I'd like to talk about is actually the the testing of property management.

Property Management Built For Now

Speaker 4 37:10

Yeah. Which I thought would be really good.

Speaker 1 37:12

Um Yeah.

Speaker 4 37:13

Property management uh we've been working on for a few years. When I say we've been working on it for a few years, a lot of people feel like property management is really complicated. And they so when I say we've been working on it for a few years, they're like, Yeah, I know it's well complicated. It's actually not that complicated. Um, but it's done poorly by everybody. And so uh what it hasn't taken us a couple of years to work out property management, that took us a couple of months. Uh it's taken us a couple of years to make a system that's better.

Speaker 2 37:44

Yeah.

Speaker 4 37:45

Um so you know, you've been involved in it quite uh quite a bit, probably more than me, in terms of like, you know, you were a letting agent, you know how it works, you built a massive portfolio for for an agent. So um what have you seen in the property management side of things?

Speaker 1 38:00

I think the um what I've noticed with it um is it's um going back to what you said about the process when someone you saw about uh pitching, it's exactly the same process and some of the stuff that we've talked about in our accelerate program. This is the way that it worked, the workflow should work. And what I found when and the CRM software, property management software we've used in the past, and I had with property management, they they are the ones that still exist today. And one of the reasons why I stepped over and do what I do today. Uh because the inability for them to develop with how the workflows need to work for the modern world of how our state agency is done, legislation updates we get all the time. All of a sudden, like there's workflows that have been put onto pieces of paper or in spreadsheets to try and hack around it.

Speaker 4 38:54

Yeah.

Speaker 1 38:55

Or on an email.

Speaker 4 38:56

Yeah, use the wrong field.

Speaker 1 38:57

Yeah, yeah. And then and then all of a sudden, like, someone might come in and go, What's happening with this? And you go, Oh, you've tried and searched for a load of emails or folders or look at the file, and where's the file? Well, it should be in this drawer, but no one's taking that drawer. Um, and then the system's got a random bits of notes, and it's not like they're contact intelligence, you're trying to decipher what this person said. And so what I've what I've in loved about seeing it, putting my old hat back on, and then also going through the certain clients that started to beta test it, everyone said about how simple it is, how clean it is, and how the workflow works the way it should work. And how like this is in their view, like it it does change everything for them because what happens within that process is sometimes you need to teach someone that knowledge base to understand the workflow they need to go through. But they might have shit customer experience, but they're a good property manager in that part. And what I my experience had was when I started to recruit for new property managers in the past, I used to find them outside of industry, but I used to find them in the high-end hospitality. They know a good service levels, and they deal with pressure, they articulate, and they know like what it is to deliver a good great experience. So you could easily slot someone into that position, and the system will show them the workflow. And that's the bit that I found really exciting because then agents can level up in their experience because the technology is guiding the person through the process quite easily. And that and the good thing is, like, and what I've loved about it is it's it's moved with the time, especially going into the new legislation updates. We've built it in a way that's built for now, but automatically with with we're changing it. First of May's coming, it's automatically changing it. Welsh legislation is changing, automatically changing it. So it's a fluid system rather than going, well, this is how it's been built and just it's gonna stay that way. Might have done the extra few buttons and hope for the best.

Speaker 4 40:51

Yeah, I I I think people will love it. Um I I genuinely do. Like, you know, I know it's a it's a whole new piece of software, and so people are a bit skeptical, like, oh yeah, but you know, I'm sure it will won't work properly for a while. But like, I'm not really seeing it that way. Like when I talk to my background's and I never I never worked in property management or letting, so you know, I'm not the best uh haven't got first hand experience of it. But when I talk to our letting agents about it, I was chatting to one the other day and I was just saying, yeah, but what is like why why do you have to have so many people in lettings and and he was like, Oh, you know, it's just all the crap, you know, like we have to get the gas certificate and make sure it's a gas certificate and then upload it to the system and then put the dates in and then do this and then do that and da-da-da-da-da. And I was like, okay, but when I was looking at our system, I when you upload the gas certificate, it knows if it's a gas certificate or not. You can't upload an EPC and say it's a gas certificate, it just says no. And uh it takes the dates out of the certificate and puts them into the system and creates the reminders. And he was just like, Oh my god. It's like, okay, if you like that, like you're gonna fucking love this.

Speaker 1 42:00

I mean, even like uh I noticed when testing it, I I put a I a demi demo uh temp um temporary like gas certificate I got from the internet as a as a as an example that I put on the website. I put in a system and it read it and I accepted it, right? But then it automatically flagged that that that was you can't move this person in because like it's expired date. And like stuff like that, where like I've had in a past where like someone's moved in and I'm like the gas fucking cert's out of date. How have you not realized? Oh sorry, didn't see that.

Speaker 4 42:31

And I guess that ties in with what you're saying. I can get good people, yeah, the system will guide them. Because the system should be guiding them, right? I mean, uh, you can't really we're not I'm not here to have a go at the old softwares.

Speaker 1 42:42

I mean, I can.

Speaker 4 42:43

Yeah, yeah. But they they they worked the way they worked, but you know, ours has been just built around like the team that are building it are just like, well, and they're not trying to solve that problem if that makes sense. They've just built a software and gone like, but this is how it works now. Yeah. Then why would I make it any other way?

Speaker 1 42:58

And I think I think going back to the whole principle of being an AI operating system, yeah, there's some simple functionality in there that is big functionality in just on surface level AI. Absolutely. And and now completes that whole block of everything and anything going to the websites and everything that goes through.

Speaker 4 43:19

I think I think I I met a company that were really excited about it but wouldn't go ahead until property management was live. Yeah. And I said, I can I can completely understand why you all would say that. Because they were like, you know, it feels like you're so close, but you you know, like we we we'd be missing out on something to go for. And I said to him, but you're always gonna feel like that. I know it's just because you've arrived at this point and it's so close. But I can tell you from my own experience, for the past like eight years, we've always been at a point where someone's like, Oh my god, I can't wait for that thing you're about to. If you just if you just had that thing that you're talking about, I said to her, So, yeah, in six months you'll feel. Okay about it, but the next company will be going, like, oh my god, if you just add all of the automated finance in property management, and then the next it'll be if you just had that AI thing that you were talking about with like, you know, I don't know, maintenance issues, and there'll always be something. But like, what's the consequence of sitting where you are with the system you've got and not having what we've already got? Like, it's pretty catastrophic.

Speaker 1 44:23

Well, even just from a letting perspective, the amount of times I speak to letting agents and they, I don't know, we go through they go for the sales side, and then and it's almost an afterthought they say to people, right, right, get involved in the letting's director or letting's manager, we'll come and call and we'll work on their marketing strategy around that. And I sit down for them and go, right, on one that runs, operates really well, despite everyone saying that the market's like losing landlords left, right, and centre, guarantee like most agents I speak to, after about six months of using even life cycle from the buyer registrations coming in and the data they've collected, they're usually sitting on about two to 250 landlords registering to their base. And I say to them like, here's it and like I had one the other day, we went for Litsa, like, didn't know anything about that one, didn't know anything about that one, didn't know that one, didn't know that one. I was like, these are the opportunities that as much as you've got saving for property management, if you're if your property management numbers are maybe dropping because landlords are exiting, there's an there's another set of breed of landlords who are investing. Absolutely.

Speaker 4 45:24

You just haven't found that sound like running a company's the basics is not hard, is it? Like make sales. That's the basics. Yeah. So like m your system doesn't help you make any sales. My system does. At the moment, your system does help you manage the transaction after that. My system doesn't, obviously that's gonna change.

Speaker 2 45:50

Yeah.

Speaker 4 45:51

Which would I rather have? The one that helps me get sales.

Speaker 2 45:54

Yeah.

Speaker 4 45:54

I'll have I'll figure the rest out. Just get me get me all the business. I'll fucking figure the rest out. I could of I could afford to have your system as well. You but you you can't afford to do the marketing business.

Speaker 1 46:06

I say the final bit on it as well, which I have noticed, is the clients who are involved with I beta testing.

Speaker 4 46:11

Yes.

Speaker 1 46:11

You you have the ability to then be involved in that beta testing. Build the system that you want. And and to be involved within that process. And like that's what I was saying about the fluidity of of the property management team is like they're building it in a way that's never, I would say, has never been built before. Because it's a bit like older state agency habits. They're not bringing over the hangover from a CRM property management system they knew 20 years ago that they might have used, they might have used, might have used. It's a whole new way of and they're they're they're they're they've built a system based on, like you said, those years and years of research on like the frustrations that agents found, yeah. That we wanted to step in at the right time when it was ready.

Speaker 2 46:52

Yeah.

Speaker 1 46:53

Um anything else you want to cover, mate? On property management. Property management, anything else you feel like?

The Pain Of Becoming AI First

Speaker 4 46:59

I think one of the issues that I need to just help people with a little bit is around how the transformation of how their staff will work. Yeah. Because a lot of people reach out to me about it and I have started another podcast about it, my AI operating diaries podcast, which I talk about on there. Um but it's been an interesting one from my own point of view because for the last two years, I'd say from the start of 2025, um, end of 2024, start of 2025, uh, as you remember, like every year I I do this kind of talk to the company where I say, This is how the year's gonna go. I write a little book about it, this is how what the chapters of the year, this is what it's called. And uh so back in the end of 24, start of 25, um I spoke to the company about how it was all gonna move, we were all gonna move into an AI first business, and a lot of stuff in the company would change and it would cause a lot of disruption, and a lot of people would get fucked off with me about it, but this is the way it's gonna go. Um, and so for the last uh couple of years, I've been navigating that with my own company and learning. I've gone through the extremes of getting annoyed with people out the other side of like actually it was all my fault and and so on and so forth. And now I'm starting to see where it's going to happen in a state agency, and it is happening, but the the owners and the staff are not they haven't experienced it yet. So I can see it, uh it's it's starting to start to crack. And what's happening is let's look at contact intelligence, the brilliant example. Yeah, um someone contacted me just yesterday and said um contact intelligence isn't working properly. I said, Oh, what's happened? I said if if you look at this as contact, it says it's uh that we're waiting for the mortgage offer. But they're talking about completion dates. I was like, right. And obviously, like, you know, you've got to be polite to people, but like my first thought was like, Who gives a shit? I mean what, your sales progressor has looked at it, read it, knows it's wrong, and so what? Now they told you and you're telling me. Well fucking waste of time. Like it's so so I went to the contact anyway, and I tried to figure out. Obviously, we want to try and make it as accurate as possible. Like, I get I can get someone might be thinking, yeah, but they could all be wrong. No, no, no, they're not all wrong. We're talking about AI. Like, AI reads lots of information and is bringing you in a summary. So maybe there's something a bit confusing going on with this contact. So I went to the contact and I looked through all the notes in the sales progression. Uh there was a milestone on the sales progression that had been ticked off saying the mortgage offer was in on the 21st of January. So I just went to the notes and looked at the 21st of January. And on the 20th, I think it was the 26th of January, there's a note saying there's been a delay with the mortgage offer. It's not going to come. Even though the milestone says it's arrived. And then I and then I spent about an hour reading through the rest of the notes after that, and not at any point had anyone written that the mortgage offer had arrived. So I just thought, okay, there's a slight conflict going on here that's maybe caused this confusion. I'm not saying it's right. I'm just saying, like, one, who gives a fucking shit when 90% of it is right and is allowing people to do so much amazing stuff.

Speaker 1 50:54

Yeah.

Speaker 4 50:54

And two, like, AI will make mistakes. All it's doing is like looking at all of the notes and all of the milestones and giving you like what is best guesses. Where do you think that's a good idea? And if you know that guess best guess is wrong, like correct it. Yeah, tell us. But it felt, it didn't feel like that. It felt like the person was trying to trying to prove that they're still useful and AI is not really there yet. That's what it felt like. And I might be completely wrong with that, that might be, but I've experienced it firsthand with my own staff. Like, I gave my sales team an incredible AI uh assistant in sales that whereby they could take objections, put it in, and it had given brilliant responses. And one of my sales teams said to me, Yeah, but you know, I used it once and it said that we do property management. And it's like, so? What do you do you think we do property management? Well, do we? It's like, are you fucking are you for real? Well, the AI thinks that we do. It's like, fuck off. So what's happening and what's what's happened in my company and what's going to happen in a state agency. At the moment, there are a lot of people that are required in order to phone people and make communication and find needles in haystacks. Like AI is gonna find 85% of all the needles in the haystacks, and people have got to start to realise the job is the outcome, not the output. So your job is getting this to exchange. Not writing in whether, like, I don't know, the mortgage offers in, obviously, it's just that's all part of the process. But making those calls, letting people know what's going on with sales, like, you know, that those jobs are disappearing. Someone sent me another email saying, Oh, I've been chasing all of these leads, but I haven't got anywhere, so like, you know, maybe it's rock broken. Your job is getting instructions. The AI is just making it easier for you. And it what it does is it it as a business owner, the first thing that you experience is immense frustration. Once we connect up some of the dots, some of the rest of the dots on that singularity thing, whereby like uh the core the phone calls are coming in and the AI is analysing all the phone calls, the WhatsApps are coming in, it's analysing all of those, the emails are coming in, it's analysing all those. What will happen is that that that little perhaps nagging feeling that you had as a business owner where you weren't quite sure if the team were as proactive as they were making out is going to become real. You're gonna suddenly go, hold on. People did fuck all yesterday, and you'll get angry. And that's what happened to me. And it's unjustified because we're only human. They're not actually doing fuck all. They are turning up for work and they are probably working quite hard. But you get less forgiving because the AI works at a million miles an hour, it never fucking forgets shit, all of that sort of stuff. Like you can ask it anything, anytime, and it's like things happen in seconds. So you you first of all experience this anger and this very unforgiving attitude where you start getting annoyed with people. And then gradually you can move towards realizing like it's not the staff's job to figure out how to work with AI. It's your job as the owner, and you have to retrain them all. And and then you can start to rebuild on the other side and go like, okay, this is how we work now. We don't, your job isn't leaving 97 voicemails to make three phone calls. Your job isn't like, you know, qualifying all of the portal leads, your job isn't um chasing all the viewing feedback. Like, it's that day those days are gone. We can look at the probabilities that AI has surfaced for us and we can act on it fast, super fast, gonna go faster than ever. And the employees should the employees that are worried about losing their job should flip that on its head. And I would say to them, you are standing on the brink of a moment in time never experienced by any of the human race before us, and no one knows the rules. You the the playing field just became completely level between you and everybody else, with a what no matter their qualifications or anything in the world, you get to write the rules now of how business works. You get to write the rules that people for the next 10, 20 years might they will read our books on how it's done. You're the you're you have an opportunity, whether you're 16 in the company or whether you're 60 in the company, to become the most valuable person in the company. And you've got as much chance as anybody else. And what we don't need is people pointing out that the AI is slightly wrong and sticking their fucking head in the sand. Those people can just fuck off. Like, they're not useful to us. We need people that go like, I figured out a whole new way of working. I'm able to qualify, I'm able to do 700 management tasks on my own in a fucking week. Because I figured it out. And like, no one's gonna tell you how to do it because there is no book on it. You figure it out, you become incredibly valuable, not just to your company, but to any company. Imagine applying for a job if you knew how to do that shit.

Speaker 1 56:43

And but also at the same time, even in even if your company is developing or like, you know, not a client of icebergs where they're they've they've got this and they're starting to worry about it, like the I would I if I was back in agency, I'd be very much excited about it, whether it's just my caliber of an individual. I would be very much excited about that because if I know that no one in the area is doing that, then like you know, utilising the AI, you you can you can make some really big power shifts. And we and like I was only speaking to an agent the other day, and they went to, I don't know what conference they went to, and they said I sat next to this guy, and she and she's been with us a long time, even back to bait area, right? And she said, I sat next to this person, and the guy was talking about how he's about to invest in uh and he's really excited about investing in trackable proposals that are sent, right? And she said, I'm sat here and I'm reading, I've said, I've I only I listened to the, she said, I listened to the podcast on the whole your talk, right? I listened to that talk. I'm looking for the the thingy, and then I got this guy next to me who's saying like he's excited about that. Yeah. And she said, like, this is the difference. Like, yeah, I'm thinking about it from completely a different strategic level about you know when the Azair brain comes in, how I'm gonna, what do I need to think about, how I need to operate in that particular way. And she said, like, I remember, I remember you guys, she says, I was doing that with you guys like 2017. Yeah, even a bit earlier. A decade ago. A decade ago.

Speaker 4 58:14

I uh what in the industry press today I read like, you know, new revolution, new new new technology, like to transform for cell boards. Like they're gonna have QR codes on them where people can scan it and go to the website. Fuck off. Really? Really? I mean, not only has someone thought that that's newsworthy,

Long Term AI Strategy And Tau Risk

Speaker 4 58:35

but it made it in to the fucking industry news. Like, oh fuck off. Please. Like, so uh but my my point, I guess, coming back to my point is that yes, AI will be everywhere. Like, yes, you could gain an advantage over the competition by using AI to do this and do that, it won't be long before you lose that advantage. The real advantage is the s the strategy, yeah. The long-term strategy on how you get it to the world, because it's going to become a massive mess for people. If you've got a CRM system that starts to put AI into it and then bolt in a few extra bits and pieces, I can I can guarantee you now it's going to end in fucking disaster. It's the strategy of step by step, this is like like she said there, like the road to singularity. Do we know where we're going with it? Yes, we know where we're going, and we know what will come in 2027 as well. 2028, we've got an idea, but like you'll see how the technology develops.

Speaker 1 59:41

I mean, the client, the clients we speak to are is they just go through it, right? We know we're in this part here, and they can see it coming through and they can they can plan for that process. But like um, I don't know who had said about it, and they said like not another business, state agency business owner creating a pop tech company. And like, and it's coming more and more apparent. The clients who are working with have gone through that stage of trying to make their own version of something because it's such an an aggressive route to go down the route of, you have to plan for it.

Speaker 4 1:00:12

It seems so easy to get to the end bit. Yeah. To get to the end bit seems so easy. How hard can it be to connect WhatsApp to your CRM and get AI involved in it? No, it's not hard. It's pretty easy, it can be done in a month. It's gonna blow up in your face and it's all gonna go wrong. That our CTO, Youssef, calls it the tau risk. Yeah. Like what happens when the dog turns around or is it knock over with its tail?

Speaker 2 1:00:34

Yeah.

Speaker 4 1:00:34

Right. So that's the bit where you have to be able to see around corners. You have to have like it's no different to how easy is it to set up an estate agency and put a house on right movie. Yeah, that's easy. What do you learn from 40 years' experience? A lot can go wrong. Yeah. Yeah. You know, it's the it's the same difference. Like, and we've been fortunate. We've been in the forefront of AI. We've been leading the forefront of AI in companies around the world since 2018. We had early access to OpenAI's research and development. Like we were one of the first testers in their platform. Uh, we before that we had access to Watson, an IBM uh version of it. So we no one knows what they're doing with this, but we we've already we're already uh uh like uh seven, eight years ahead of experiencing the scars of now that doesn't work.

Speaker 1 1:01:24

And uh for anyone who's sort of has gone through this, like you mentioned about your podcast that you do. Uh I've listened to it. It's like short, sharp.

Speaker 4 1:01:33

Yeah. I just record some stuff like my my rants. My rants every every week or so I go on and I this is what I've figured out, you know.

Speaker 1 1:01:42

A lot of people a lot of you know, we've had it a lot of get clients you when you put it in our community group, a lot of clients saying, like, you know, really useful. Uh so when do you roughly put it out?

Speaker 4 1:01:52

I try and do something every week. Um sometimes I even do a couple a week, right? But ultimately, like I it'll be like what uh like today. Well, I read that thing in the industry press about the fucking QR codes, and it's just like, oh fuck off. So and that'll spark me onto something. Or I'll have a conversation with a client about AI, or I'll be I'll be working with our development team. Like they just showed me some stuff in WhatsApp today to do with AI, and I'll I'll I'll I'll ramble on about that. I d I'm I'm trying, I'm not I'm trying not to make it about product and feature releases, I'm trying to make it more about like my learnings. Yeah. Uh this is what I figured out with AI.

Speaker 2 1:02:31

Yeah.

Speaker 4 1:02:31

Uh the good, the bad, the ugly. This broke. This didn't work, this did work, this worked a bit. Uh so yeah, hopefully people find that sort of thing useful. Cool. Right, can we leave it there? Yeah, very good. Cheers, Matt.

Closing And Subscribe Reminder

Speaker 4 1:02:45

All right. Thanks for listening to this Estate Agency X podcast. Can you make sure that you're actually subscribed to this podcast channel if you liked the content? Uh, it helps us massively to get better guests, and it just helps us generally. So you might think you're subscribed, but just have a double check, whatever your um podcast platform of preference is, that you're actually subscribed, and then that way we can continue to grow the channel and get better and better guests for you.