The 2026 Social Media Strategy Every Broker Is Sleeping On

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Hello and welcome to this
episode of my fellow CRE

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influencers.
I have 1031 broker James of Best

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1031 online.
And today with me is fellow

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influencer none other than Aviva
Sonnenrich of the Warehouse

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Hotline.
Hi, Aviva.

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Hey James, thanks for having me
on the show today.

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Oh no really, thank you, you so
busy and up to so many things.

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I am more than grateful to that
you were able to make the time

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to join us on the show today.
Well, I have to throw flowers

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right back at you.
I have a distinct memory of

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meeting you at Moss Smoke On and
I know the reason behind that is

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because of your fantastic
branding as 1031 broker.

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James, you get it.
Most people don't get it and I

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was very excited to meet you,
understand what you do, which is

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1031 and now get to chat with
you.

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So great job.
That's why I have a company

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called the Warehouse Hotline,
but we can get into that later.

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Yeah, actually that's kind of
where we start is I ask

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everybody is how'd you get your
start in CRE?

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Sure.
It is certainly my family

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business, but my family, a
couple generations of paternal

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figures in the industrial real
estate industry here in

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Colorado.
But they made me figure it out,

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figure out my own way in the
business by just kicking up

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deals and trying to run
something through the finish

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line.
So I started in tenant Rep,

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right, very naturally walking
into stores where I knew it was

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getting torn down.
And that's where we, you know,

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we started with leasing and then
now push on up to sales and drag

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somebody by their collar through
the finish line this year in

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2025, just kidding, but not
really so.

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Has it always been industrial?
Yeah, I've dabbled in office,

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could never get anything done in
retail.

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And so I just decided to go back
to what I know, leasing and

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leasing and selling boxes.
So your dad's been in the

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industry, so you basically grew
up around it?

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Yeah, and that's why I like to
talk about it online and share

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with other people because not
everybody had the unbelievable

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fortune of having their family
dinner time table every single

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night be about real estate and
generational wealth and

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investing and transacting.
And so the Internet has changed

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the world and levels the playing
field, and here we are.

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So how long ago did you actually
start doing it full time

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yourself?
Like 9 or 10 years.

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OK, so the reason why I asked
that is because you know,

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obviously social media was
around 9 or 10 years ago.

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Were you active in social media
before you started your full

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time commercial real estate
career?

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Yes, but in a different
capacity.

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I was in a band, so I did my,
you know, my real estate by day

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and then I was in a band by
night and I never posted

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anything about the real estate
because I was posted about the

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band.
And I just learned a lot about

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social media marketing, supply
and demand in marketing and it

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thankfully brought me to where I
am today.

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I did not start posting social
media content about commercial

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real estate until June of 2020.
That's when I started Wow.

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So about five years is all.
Yeah, yeah, yeah.

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Before we get into that, though,
this band thing, this is news to

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me.
I did not know that.

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So as a singer or you play an
instrument.

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Sure, DJ and producer.
So we produce music and then we

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would DJ it out.
Yeah, we had a great little

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career, but got to lean into
what you're good at.

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And I happen to be better at
transacting commercial real

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estate than making music, so.
All right, Yeah.

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No, I music is my thing.
I if I had not chosen sports

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over music when I was in junior
high school, I have no doubt I'd

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be a professional musician
today.

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That's cool.
What do you play?

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Well, I don't play anything now,
but I started with piano and I

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played the saxophone and then I
played the guitar for a while.

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I sang, I sang in choir and
junior high and high school

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competed at state level, so.
That's cool.

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See, we get to learn something
else about each other, but we

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just didn't know before.
Hey, love it.

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Yes.
So about five years ago, yes.

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The reason why I asked that is
because as you know, I I am a

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Massimo coach and probably only
a third of the guys that I've

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coached are active on social
media.

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And there's still a tremendous
amount of brokers that they just

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won't do it.
They don't believe it.

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They don't think it's going to
work.

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You know, there's obviously
plenty of evidence out there now

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that it clearly does.
So you were doing social media

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for your band.
What clicked with the real

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estate?
When did you?

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What made you go?
What am I doing?

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For this.
One of my best friends said,

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what are you doing?
Nobody in your industry talks

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about it.
You would have such an easy time

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breaking through if you just
talked about what you do every

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day.
And I just listen.

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I said, Oh my God, you're right.
And so, and, and when we really

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started five years ago, I say
we, that's me, myself and I,

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when I when we started five
years ago, there really wasn't

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much at all.
It was like very, very few.

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Of course, I stuck to, you know,
I wasn't on LinkedIn at the time

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or Twitter, but there wasn't a
lot of supply of commercial real

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estate content online.
And so, and there was demand.

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And I, I, I love studying
marketing in my free time and I

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understand that when you post
content online, it has to be

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valuable to the consumer or else
the consumer will not want to

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consume your content.
Value can either be monetary

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value, right?
Learning educational, funny,

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comedic, you know, what I could
provide was valuable information

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about leasing and selling real
estate and commercial real

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estate.
And so most people don't get it

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right.
Like they post the wrong type of

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social media content and it's
more serving to them self-serve.

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But you need to post selfless
content and the more you give,

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the more you get.
How about that?

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Yeah.
Crazy.

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My experience is, is that a lot
of brokers, they think that the

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reason why you do social media
is because you do it to get

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business from it.
So can that be a byproduct?

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It can, I'm, I'm sure you have a
story or two and pretty much

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everybody I talked to that is
active in social media has some

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story there.
Yes, I was found by or the fact

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that I was present on social
media made a difference in me

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winning an assignment, what have
you.

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But to the point that you just
made.

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Yeah, it's not that's not what
it's about.

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It's it really is about
differentiating yourself as an

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expert in your area, in your
market.

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And it does help in the world of
SEO being found.

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You know, I had Alan Buchanan on
my show this earlier this week,

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as well as BK was on the show.
And, you know, the three of us

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were old guys, you know, been
doing this.

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I've been in commercial real
estate for almost 30 years.

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And I was somewhat slow to get
to social media.

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I didn't get on Instagram until,
I don't know, maybe five years

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ago.
I don't even think it's.

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Yeah, maybe I was on Facebook.
One thing that I did right was I

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got on LinkedIn right away and I
built LinkedIn.

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So LinkedIn, I'm a little I'm
close to 15,000 followers on

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LinkedIn, but I'm nowhere near
that on Instagram and X and

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TikTok.
However, I have noticed it since

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I've started putting more
content on there, more followers

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are coming.
So how about that by getting

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back to, yeah, the reason why
you do it, why you should do it

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is you said perfectly it's, you
know, selfless content to

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provide value to people that, I
mean, let's face it, a lot of

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people go online to, to they'll
believe something on social

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media before they'll believe
somebody else, right?

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I mean, yeah, go out in public
and just look around and look

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what people are doing.
Get real close.

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Look on their phone.
Everybody is looking at social

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media all day, every day.
Yeah, it's actually going.

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Go ahead.
You know these brokers who don't

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want to post, like you said,
probably 2/3 of two or one

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third, a lot of them don't want
to post.

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You know, it's like it's only to
my benefit that they don't,

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right?
Makes it easier.

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Right.
But it is such a layup to your

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own community, to your own
network and then the greater

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United States in a way that you
could never comprehend.

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But it's such a layup that as a
Massimo member, you know, I do

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Massimo, I don't cold call.
I don't do that.

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I don't need to do that.
I don't do.

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They come to me and then I use
my Massimo strategies to tag

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them and then tag them and bag.
I'm just kidding, just kidding.

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To sell your property at the
highest dollar per square.

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But anyway.
No, that's awesome that you're

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able to, you know, maintain a
pipeline.

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Oh yeah, I mean.
Having to prospect or do those

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things and being able to utilize
your social media, which you've

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done very well with.
Before we get deeper into that,

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I wanted to know that since you
got started when you did in

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sharing your real estate
experience and things on social

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media, you have a story where
you did get an assignment

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directly from social media.
Yes, and it happened to be at

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10:31, so let's talk about it.
Awesome.

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I mean, I got a call from AI,
got connected by somebody, a

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mutual friend to a gentleman in
Florida who had a 10/31 they had

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to satisfy.
He had seen my content on social

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media and he works in commercial
real estate in a prop tech

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company.
The incessant content led him to

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have our mutual friend connect
us.

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He connects us.
He's got this prop tech company

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and a $20 million ten 31 that he
has to satisfy with a very

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specific buy box like we like
they all do, you know, Well, we

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closed like less than a month
ago, 2 buildings for a total of

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$9.56 million.
He would never have seen me,

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contacted me or even known I
existed if I weren't on social

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media constantly, persistently,
and I didn't even know he

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existed, right?
Because he was all the way on

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the other side of the country.
Posting on social media is

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networking.
While you sleep.

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I do a networking event and I
meet you at Massimo Khan.

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I forget 90% of the people I
interact with.

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I remember the 10% who can
market themselves effectively.

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But then it's over.
If I post a picture on the

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earth, a video or a picture on
the Internet, and I go to sleep,

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it could be playing for years.
They do play for years.

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It's a compound interest for
marketing and it's free and it's

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powerful.
Yeah, perfect, perfect example.

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I like that.
Compound the interest.

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Yeah.
Using social media, definitely.

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So it's like I say, I wish my
competition posted more, but I

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suppose it's all right that they
don't.

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Although in the world of social
media influencers, as far as

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commercial real estate concerns,
I don't really think you have

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any competition because, yeah, I
know you're more than a million

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followers on TikTok.
I don't think anybody else in

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the course of real estate space
is anywhere near that many

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followers on TikTok.
When did you start TikTok?

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That was five years ago, that
was.

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Same time.
Yeah, same time I really started

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on TikTok.
I knew that TikTok was an up and

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coming platform.
That was pretty odd to me,

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obvious.
And the pandemic had happened,

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so our phones weren't ringing,
weren't ringing.

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And so I had nothing else to do.
And I knew that that was a great

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way to spend my time to build
business in the long term.

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And commercial real estate is a
long game.

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So if you're if you're not in
for the long game.

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What are you in for?
Oh yeah, yeah, it's going to

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burn, but.
So during that time when you're

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saying the phone wasn't ringing,
so you were basically fine

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tuning your skills of recording
yourself and learning, editing

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and doing all those things to
make that content worth looking

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at.
Yeah, you know, like anything,

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learning curve, like anything,
you're going to fall on your

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butt and fail.
Like anything, something will

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00:14:53,360 --> 00:14:55,200
hit that you never could have
expected.

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00:14:55,600 --> 00:14:58,560
And then suddenly you got a kid
calling you from Florida with a

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00:14:58,560 --> 00:15:04,120
$20 million requirement, right?
You, you, you know, people want

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00:15:04,880 --> 00:15:07,440
to know a sure thing, right?
They want to know I'm going to

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00:15:07,440 --> 00:15:11,000
post 4 times.
And and that's not the reality

231
00:15:11,000 --> 00:15:12,480
of success.
That's not the reality of

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00:15:12,480 --> 00:15:14,120
marketing.
That's not the reality of

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00:15:14,120 --> 00:15:17,680
commercial real estate.
But as long as you just keep

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00:15:18,280 --> 00:15:20,720
putting on your pants in the
morning and taking the next step

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00:15:20,720 --> 00:15:25,000
forward, eventually you will
learn what to do, what not to

236
00:15:25,000 --> 00:15:28,280
do, what works, what doesn't
work, etcetera.

237
00:15:29,640 --> 00:15:32,360
Yeah.
So here's the thing with me and

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00:15:32,360 --> 00:15:41,520
TikTok and actually it's it was
TikTok and YouTube that really

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00:15:41,560 --> 00:15:47,240
helped fuel when I'm up to now.
So, you know, as I mentioned,

240
00:15:47,640 --> 00:15:50,720
I'm nearly 30 years in the
commercial real estate business

241
00:15:50,760 --> 00:15:54,960
and focused on investment sales
since 2010.

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00:15:55,560 --> 00:16:00,040
I was recruited by Marcus and
Millichap in 2014 to move back

243
00:16:00,040 --> 00:16:01,440
home here to Southern
California.

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00:16:01,440 --> 00:16:05,960
I'd started my career in Phoenix
and then to come back here and

245
00:16:05,960 --> 00:16:10,800
help open a new office for
Marcus and Millichap in early

246
00:16:10,800 --> 00:16:14,200
2015.
And that's when I joined X.

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00:16:14,200 --> 00:16:17,120
And I was surprised then I knew
about Twitter, but I never got

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00:16:17,120 --> 00:16:19,560
on it.
You know, I'm not a political

249
00:16:19,560 --> 00:16:22,600
guy.
I quit watching the news a long

250
00:16:22,600 --> 00:16:26,280
time ago.
So that's all that was really on

251
00:16:26,600 --> 00:16:32,720
Twitter that I remembered pre
2015 was just, I don't need to

252
00:16:32,720 --> 00:16:34,760
go down those rabbit holes,
right?

253
00:16:34,760 --> 00:16:36,720
Conspiracy theorists and all
that other stuff.

254
00:16:37,640 --> 00:16:41,640
And so somebody within Marcus
said, you know, hey, how come

255
00:16:41,640 --> 00:16:43,040
you don't have a Twitter
account?

256
00:16:43,160 --> 00:16:46,640
I'm like, because I don't need
it.

257
00:16:46,960 --> 00:16:50,400
You know, I'm not a Twitter guy,
You know, like, oh, no,

258
00:16:50,400 --> 00:16:52,800
commercial real estate is very
alive and well on Twitter.

259
00:16:53,200 --> 00:16:55,480
You used to check it out.
And so I did.

260
00:16:55,480 --> 00:16:59,200
And I checked that I was, I was
instantly blown away by the

261
00:16:59,200 --> 00:17:03,640
presence of not only regional,
but national and international

262
00:17:03,640 --> 00:17:08,480
commercial real estate firms
that already had immense

263
00:17:08,960 --> 00:17:13,200
presence on Twitter.
Fortunately, I didn't really do

264
00:17:13,200 --> 00:17:14,920
a whole lot with it.
I got on there and I didn't

265
00:17:14,920 --> 00:17:19,000
really do very much with it.
I started following more sports

266
00:17:19,000 --> 00:17:21,000
stuff than I did commercial real
estate stuff.

267
00:17:21,079 --> 00:17:28,040
But so Fast forward to 2019 when
I was doing presentations for

268
00:17:28,040 --> 00:17:32,920
the 1031 exchange and upon some
research is what I learned that

269
00:17:32,960 --> 00:17:37,840
more than 60% of exchanges fail
every year about holy well, 60%.

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00:17:38,880 --> 00:17:43,520
Well, at the time I was doing
research for a presentation that

271
00:17:43,520 --> 00:17:47,120
it was, it was basically the
myths of the 1031 exchange.

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00:17:47,840 --> 00:17:50,680
So I was doing some research
just to find that what myths

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00:17:50,680 --> 00:17:54,080
that I could debunk.
Well, in that research I found

274
00:17:54,080 --> 00:17:56,920
that there are there at the time
was more than 48.

275
00:17:56,920 --> 00:17:59,920
Now there's more than 50.
I'm maintaining A compiling a

276
00:17:59,920 --> 00:18:03,880
list of all the different myths
that are online around the 1031

277
00:18:03,880 --> 00:18:06,080
exchange and there's more than
50 online.

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00:18:07,560 --> 00:18:11,120
That blew my mind.
And when I saw the all the

279
00:18:11,120 --> 00:18:14,640
different myths, I was like well
no wonder that more than 60% of

280
00:18:14,640 --> 00:18:18,440
exchanges fail.
So in the 20s when I launched

281
00:18:18,440 --> 00:18:23,320
the website, best 1031 online
website, but I wasn't getting

282
00:18:23,320 --> 00:18:24,760
the traction that I wanted to
get.

283
00:18:24,760 --> 00:18:27,120
And I was like, well I know I
need to do some online stuff.

284
00:18:27,120 --> 00:18:30,680
But then I went online and
YouTube, started researching

285
00:18:30,680 --> 00:18:35,120
1031 content on YouTube and
TikTok.

286
00:18:35,400 --> 00:18:39,800
Now on YouTube there really
you'll find 2 avenues of 10/31

287
00:18:39,800 --> 00:18:43,280
content investors.
Some of those professional guys

288
00:18:43,280 --> 00:18:46,920
like Figure Pockets and those
guys the, the Youtubers that

289
00:18:47,000 --> 00:18:49,720
have become more Youtubers than
they are real estate investors.

290
00:18:49,840 --> 00:18:52,360
I think that's what occurs to
me.

291
00:18:53,120 --> 00:18:56,640
And they're qualified
intermediary sites.

292
00:18:56,640 --> 00:18:59,480
You know, they have great
content on YouTube, they have

293
00:18:59,480 --> 00:19:03,640
great content online.
The third content is really only

294
00:19:03,640 --> 00:19:07,560
surface deep.
They talk about the rules, you

295
00:19:07,560 --> 00:19:11,480
know, and timelines and they
don't go much deeper than that.

296
00:19:11,480 --> 00:19:14,320
They don't go into strategy.
They do talk about the

297
00:19:14,320 --> 00:19:19,400
importance of planning and
that's about it.

298
00:19:20,120 --> 00:19:23,120
The more and more I looked, the
more and more I realized that

299
00:19:23,120 --> 00:19:28,400
there are no commercial brokers
that are concentrating their

300
00:19:28,400 --> 00:19:32,600
content on 10/31 exchanges.
From the broker's point of view,

301
00:19:32,600 --> 00:19:36,920
I was fortunate that I came from
a firm with some very active

302
00:19:36,920 --> 00:19:41,880
principles and got a baptism by
fire in 1031 exchanges in the

303
00:19:41,880 --> 00:19:44,800
early 2000s.
So I already knew my way around

304
00:19:44,800 --> 00:19:51,760
exchange pretty well.
So then I go to TikTok and Oh my

305
00:19:52,120 --> 00:19:58,240
gosh, the content that I was
paying on TikTok around 1031

306
00:19:58,240 --> 00:20:04,240
exchange was mind boggling.
Not because there was a lot of

307
00:20:04,240 --> 00:20:07,400
it, because there's not.
Even to this day, there's still

308
00:20:07,400 --> 00:20:10,840
not a lot.
But the content that's on there

309
00:20:10,840 --> 00:20:15,160
was feeding the myths, not only
feeding the myths, but

310
00:20:15,720 --> 00:20:17,520
propagating.
I don't know if you're gonna

311
00:20:17,520 --> 00:20:23,720
fast the right word propagating
myths and just flat out bad

312
00:20:23,720 --> 00:20:27,720
information if not wrong
information, people talking

313
00:20:27,720 --> 00:20:30,200
about Oh yeah, I sold my house
and I exchanged into a much

314
00:20:30,200 --> 00:20:32,800
bigger house and I'm like, no,
no, you didn't.

315
00:20:33,160 --> 00:20:38,280
You can't do that.
So that's what really set my,

316
00:20:40,240 --> 00:20:45,920
call it my soul on fire around
wanting to, that's my #1 focus.

317
00:20:45,920 --> 00:20:48,720
I want to cut that failure rate
in half by 20-30.

318
00:20:48,760 --> 00:20:51,680
And it's in fact there was.
So I was going to ask you if we

319
00:20:51,680 --> 00:20:53,880
can offline, you could show me
how to do those.

320
00:20:53,880 --> 00:20:58,520
Where you, I've seen other
TikTok influencers where they'll

321
00:20:58,520 --> 00:21:04,400
go find videos of another TikTok
video and they'll capture and

322
00:21:04,400 --> 00:21:06,160
they'll load.
Do you see what this person's

323
00:21:06,160 --> 00:21:07,680
talking about?
Do you see what this person's

324
00:21:07,680 --> 00:21:09,960
saying?
And then they, I have to do that

325
00:21:09,960 --> 00:21:12,320
'cause there's some people out
there that their content has to

326
00:21:12,320 --> 00:21:13,520
be called out.
It has to be.

327
00:21:13,560 --> 00:21:17,320
So that's, that's kind of where
my TikTok call thing is.

328
00:21:17,320 --> 00:21:20,000
And I just started really
posting on TikTok this year.

329
00:21:20,400 --> 00:21:22,080
Wow.
You know, I didn't have a social

330
00:21:22,080 --> 00:21:24,760
media manager, but with the
content that I'm doing for my

331
00:21:24,760 --> 00:21:28,600
YouTube channel, getting it
edited, getting it clicked down

332
00:21:28,600 --> 00:21:33,920
to clips and reels and all that.
So going back to you in the, in

333
00:21:33,920 --> 00:21:38,240
your billing, your 1,000,000
filers, you know, so how often

334
00:21:38,240 --> 00:21:40,960
now first of all, I'm going to
ask, are you doing it all or do

335
00:21:40,960 --> 00:21:43,800
you have somebody scheduling
your post and all that?

336
00:21:43,800 --> 00:21:47,000
Are you doing all of it?
No, I do not do all of it

337
00:21:47,000 --> 00:21:51,440
anymore.
I used to, but now I have a team

338
00:21:51,560 --> 00:21:55,280
of unbelievable professionals
who helped me edit.

339
00:21:55,360 --> 00:21:58,080
You know, I have a podcast,
Commercial Real Estate Secrets.

340
00:21:58,600 --> 00:22:02,440
All I do is sit down and record.
I find guests sometimes get, you

341
00:22:02,440 --> 00:22:05,040
know, guests and then I sit down
and record and then I have a

342
00:22:05,040 --> 00:22:07,520
team that does everything else.
I'm going to guess.

343
00:22:08,120 --> 00:22:11,080
Well, we should just take this
one and make it a commercial

344
00:22:11,080 --> 00:22:13,800
real estate secrets episode if
you want, but we'll talk about

345
00:22:13,800 --> 00:22:16,200
that later.
Sure, I'm all for it.

346
00:22:16,800 --> 00:22:19,240
That's the whole reason why I'm
doing this episode in this

347
00:22:19,240 --> 00:22:24,960
series was I had to figure out a
way to promote the CREI

348
00:22:25,200 --> 00:22:28,120
influencers.
And so that's what this is going

349
00:22:28,120 --> 00:22:30,240
to be.
I'm at 2 * a month.

350
00:22:30,240 --> 00:22:33,280
I'm going to have a fellow
influencer on my YouTube channel

351
00:22:33,280 --> 00:22:36,560
and we're going to do this.
I happen to be doing who I

352
00:22:36,560 --> 00:22:40,600
consider the the best of the
best, which is why you're here

353
00:22:41,360 --> 00:22:45,280
that I'm going to put a reel
together prior to the summit

354
00:22:45,400 --> 00:22:50,240
coming up.
So yeah, that's why I had you.

355
00:22:50,480 --> 00:22:54,880
I Beth was on yesterday, I had
Eddie G on today.

356
00:22:54,880 --> 00:22:58,720
I've had Alan Buchanan, I had
Linda Day Harrison, I had

357
00:22:59,280 --> 00:23:03,240
Knackel, I had Paul Baron, you
know, and these are all people

358
00:23:03,240 --> 00:23:07,240
that I know, you know, you and
Beth I've met.

359
00:23:07,240 --> 00:23:10,720
I wouldn't say that I know you
necessarily, but I certainly

360
00:23:10,720 --> 00:23:14,000
hope that changes.
But Joe, I know Joe Killinger,

361
00:23:14,000 --> 00:23:17,640
he was the first one.
And Bo and I go back many years

362
00:23:17,640 --> 00:23:20,320
BK because of Massimo Group,
many years.

363
00:23:22,400 --> 00:23:26,640
Alan Buchanan, same thing.
So and Eddie and I actually were

364
00:23:26,640 --> 00:23:29,480
at SBN at the same time in the
same office in Phoenix.

365
00:23:29,480 --> 00:23:34,640
So oh, wow, yeah, lot of
connections.

366
00:23:34,640 --> 00:23:37,240
And I said, you know what?
I need to exploit my my

367
00:23:37,240 --> 00:23:40,280
connections.
You got a star-studded lineup.

368
00:23:42,040 --> 00:23:47,160
You know, I did the podcast
because I knew I needed constant

369
00:23:47,200 --> 00:23:50,440
content.
I had a baby I.

370
00:23:50,440 --> 00:23:52,360
Congratulations on that by the.
Way, thank you.

371
00:23:52,680 --> 00:23:56,800
But yes, we just eclipsed a
year.

372
00:23:57,120 --> 00:24:01,240
OK, but my brain, you know, when
you're pregnant, you have a

373
00:24:01,320 --> 00:24:03,720
newborn.
This is not the time to record a

374
00:24:03,720 --> 00:24:05,600
podcast.
So I had to pre record

375
00:24:05,600 --> 00:24:09,640
everything so I could have
content throughout my pregnancy.

376
00:24:10,280 --> 00:24:14,880
So the podcast like I now have
to sell this to you.

377
00:24:15,200 --> 00:24:20,800
The podcast is a way to create
content in every format in one

378
00:24:20,800 --> 00:24:23,200
sitting, right?
We're going to get long form,

379
00:24:23,200 --> 00:24:25,200
we're going to get audio, we're
going to get short form.

380
00:24:25,200 --> 00:24:27,560
We're going to get LinkedIn
posts, we're going to get

381
00:24:27,720 --> 00:24:33,040
TikTok, Twitter, you know, all
the Myspace, you name it.

382
00:24:33,280 --> 00:24:34,800
No, I'm just kidding.
Nobody's on.

383
00:24:34,840 --> 00:24:40,200
But yes, the the podcast for you
and for me serve as the top of

384
00:24:40,200 --> 00:24:42,680
the funnel to a content strategy
that is effective.

385
00:24:43,880 --> 00:24:47,800
Yeah, that is obviously I will
get shorts and reels out of this

386
00:24:48,240 --> 00:24:51,320
that I will forward to you that
hopefully you'll share on your

387
00:24:51,320 --> 00:24:55,560
TikTok channel.
Eddie this morning actually

388
00:24:55,720 --> 00:24:59,720
while we were recording, pulled
out his phone and went live on

389
00:24:59,720 --> 00:25:04,360
TikTok and said, hey everybody,
meet James Bean and follow James

390
00:25:04,360 --> 00:25:07,240
Bean and follow 1031 broker
James.

391
00:25:07,240 --> 00:25:09,720
And yeah, he is so cool.
He's good.

392
00:25:10,200 --> 00:25:13,600
The stuff he does, I mean, I've
watched your stuff.

393
00:25:13,600 --> 00:25:18,480
Your stuff is great and you do
have a very distinctive comedic

394
00:25:18,480 --> 00:25:21,280
style that you bring to your
platform.

395
00:25:21,680 --> 00:25:25,560
Eddie, that guy is like a
comedian doing commercial

396
00:25:25,560 --> 00:25:29,040
realistic.
I mean his bathtub things that I

397
00:25:29,040 --> 00:25:30,480
don't even know if he still does
that.

398
00:25:30,480 --> 00:25:35,720
But you know, we talked about
with Alan his Tuesday traffic

399
00:25:35,720 --> 00:25:38,520
tips and how he did that from
the front seat of his car and

400
00:25:38,520 --> 00:25:43,480
he's got like 900 some odd
videos of Tuesday traffic tips.

401
00:25:43,480 --> 00:25:50,280
I mean, it is crazy.
So you do have a team now that

402
00:25:50,280 --> 00:25:54,320
does your things and you're
working on a scheduler.

403
00:25:54,320 --> 00:25:57,280
So now do you plan out content
ahead of time?

404
00:25:57,600 --> 00:26:01,320
Obviously with the podcast you
do that, but how much of that

405
00:26:02,400 --> 00:26:04,640
'cause I know you were posting
on TikTok long before the

406
00:26:04,640 --> 00:26:08,520
podcast?
Yeah, yeah, I, I try to post

407
00:26:08,520 --> 00:26:11,800
every day of the week.
You know, we're still working on

408
00:26:11,800 --> 00:26:14,960
it, figuring it out.
Look, I should be making short

409
00:26:14,960 --> 00:26:18,920
form content all day every day
and doing the podcast all day

410
00:26:18,920 --> 00:26:20,320
every day.
And one day I will.

411
00:26:20,320 --> 00:26:28,160
But I'm also knee deep in
transacting and so not to

412
00:26:28,160 --> 00:26:31,680
mention, you know, trying to be
mindful and present with my one

413
00:26:31,680 --> 00:26:35,560
year old, you know, there's all
these factors that play into

414
00:26:35,960 --> 00:26:38,920
excuses why I'm not posting
every single day.

415
00:26:39,720 --> 00:26:44,280
But we do schedule out now.
We have a calendar and pre

416
00:26:44,280 --> 00:26:48,240
schedule content that my team
helps me post and then I post as

417
00:26:48,240 --> 00:26:51,640
much as possible or when I'm
inspired, right?

418
00:26:52,000 --> 00:26:56,480
So I have found a few
authentically enjoy making the

419
00:26:56,480 --> 00:26:59,160
video and it's got great
information.

420
00:26:59,160 --> 00:27:02,680
The the audience can sense that
and it tends to do well.

421
00:27:03,000 --> 00:27:07,520
If I'm just repeating something
boring results follow suit.

422
00:27:07,520 --> 00:27:10,560
So right, right.
There's like I talk about

423
00:27:10,560 --> 00:27:13,560
authenticity, right?
You can lie about a lot on the

424
00:27:13,560 --> 00:27:18,200
Internet, but a lot of people
can sniff out authenticity.

425
00:27:18,520 --> 00:27:23,440
I think it just is obvious and
it's people can sniff it out.

426
00:27:23,720 --> 00:27:27,760
And if you don't authentically
like what you do, A, it's not a

427
00:27:27,760 --> 00:27:31,160
long term, it's not, it's
impossible to do long term

428
00:27:31,600 --> 00:27:35,320
because this is a long game and
B, people can tell.

429
00:27:35,880 --> 00:27:39,880
So I, you know, authentically
love what I do authentically

430
00:27:39,880 --> 00:27:45,360
like sharing it with people and
it comes across and I know some

431
00:27:45,360 --> 00:27:48,640
brokers struggle because maybe
they aren't excited to get in

432
00:27:48,640 --> 00:27:53,280
front of a camera and chat.
But thankfully the Internet

433
00:27:53,280 --> 00:27:57,560
provides opportunities for
written content, opportunities

434
00:27:57,560 --> 00:28:02,200
for visual content and audio,
right?

435
00:28:02,200 --> 00:28:06,240
So that there's an A shoe for
every foot if you want to be a

436
00:28:06,240 --> 00:28:09,520
marketer and sell your product
so.

437
00:28:09,840 --> 00:28:14,600
How much AI are you using?
A lot.

438
00:28:15,880 --> 00:28:20,640
Yeah, so I just stumbled across
to this one thing that I'm very

439
00:28:20,640 --> 00:28:24,520
excited about Lumen 5.
OK.

440
00:28:25,480 --> 00:28:31,000
So you can take a blog.
So I blog twice a month, have

441
00:28:31,000 --> 00:28:35,000
been for going on three years
now and have been blogging with

442
00:28:35,000 --> 00:28:37,600
Linda for the.
Actually I think it's almost 5.

443
00:28:37,840 --> 00:28:42,160
I started really blogging a lot
more in 2020, which, you know,

444
00:28:42,160 --> 00:28:44,880
blogging is still something very
powerful.

445
00:28:45,720 --> 00:28:48,440
Part of my challenge with all my
content is, you know, you can

446
00:28:48,440 --> 00:28:52,320
only get so interesting and sexy
about the 1031.

447
00:28:53,080 --> 00:28:56,800
You know, it's just not a sexy
subject and not everybody does

448
00:28:56,800 --> 00:28:59,400
them right, even from an
investor standpoint.

449
00:28:59,400 --> 00:29:04,720
So that's been my challenge is
to really find because not only

450
00:29:04,720 --> 00:29:09,440
is the investor my target, but
real estate agents, because as

451
00:29:09,440 --> 00:29:12,960
far as I'm concerned, real
estate agents have a lot of

452
00:29:12,960 --> 00:29:16,160
responsibility to take for the
fact that so many exchanges

453
00:29:16,160 --> 00:29:18,480
fail.
People forget it's real estate

454
00:29:18,480 --> 00:29:21,800
transaction.
So anyways, with lumen 5, you

455
00:29:21,800 --> 00:29:26,160
can take a blog, drop it in and
give it a prompt similar to Jack

456
00:29:26,160 --> 00:29:32,000
GPT works the exact same way and
it'll create a video reel in a

457
00:29:32,000 --> 00:29:33,800
minute.
It'll take your blog.

458
00:29:34,120 --> 00:29:37,640
You can do short form long form.
You can do, you know,

459
00:29:37,640 --> 00:29:43,640
horizontal, vertical and it does
it like instant and it'll go.

460
00:29:43,640 --> 00:29:45,880
So it'll take, it'll read your
blog and then it'll come up and

461
00:29:45,880 --> 00:29:49,280
then it'll say, OK, here's the
the tag words are things that we

462
00:29:49,280 --> 00:29:51,720
see.
And then it'll run a search and

463
00:29:51,720 --> 00:29:55,240
it'll say, we ran this many 100
searches and came up with this

464
00:29:55,240 --> 00:29:58,480
many 100 assets that we feel
will be a good fit for your reel

465
00:29:58,840 --> 00:30:04,600
and then boom, Unreal.
Absolute game changer for me.

466
00:30:06,600 --> 00:30:09,280
Among other things.
What platform are you using

467
00:30:09,320 --> 00:30:14,560
most?
Probably ChatGPT, you know, OK,

468
00:30:14,600 --> 00:30:19,440
I mean, that's a perfect
example, Rod in coaching said.

469
00:30:19,440 --> 00:30:21,760
I mean, he does this, you know,
maybe a prompt a month.

470
00:30:22,360 --> 00:30:25,560
What's the prompt?
Big, beautiful Bill.

471
00:30:26,640 --> 00:30:29,040
Oh yeah.
How does that affect owners?

472
00:30:29,040 --> 00:30:32,760
How does that affect tenants?
So what do I do, you know,

473
00:30:33,080 --> 00:30:35,560
prompt it?
I'm a broker 00 and we're going

474
00:30:35,560 --> 00:30:40,840
to use the owner and tenants
pain points as a sales.

475
00:30:41,320 --> 00:30:44,560
You know, let's use their pain
points to drive the point across

476
00:30:44,560 --> 00:30:48,960
right.
So make a well, you know, type

477
00:30:48,960 --> 00:30:50,520
in to chat.
I'm a commercial real estate,

478
00:30:51,040 --> 00:30:53,600
industrial real estate broker in
Denver, Co.

479
00:30:54,160 --> 00:30:56,440
The big beautiful builders
passed and I would like you to

480
00:30:57,000 --> 00:31:01,800
use psychology and sales and
touch on pain points to tell

481
00:31:01,800 --> 00:31:05,880
warehouse owners and tenants how
the big beautiful bill effects

482
00:31:05,880 --> 00:31:08,480
them.
And then that's going to go out

483
00:31:08,480 --> 00:31:10,040
in my warehouse Wednesday
e-mail.

484
00:31:10,360 --> 00:31:13,800
And it's also going to go out on
all my social platforms as

485
00:31:13,800 --> 00:31:17,120
visual content.
My virtual assistants would love

486
00:31:17,120 --> 00:31:19,920
me to make videos about it, but
I don't.

487
00:31:20,120 --> 00:31:22,600
And I should.
No, I'm just kidding.

488
00:31:22,600 --> 00:31:26,440
And, and the craziest part,
people get the e-mail when a a

489
00:31:26,440 --> 00:31:29,800
warehouse owner emailed me back.
I haven't seen anybody do

490
00:31:29,800 --> 00:31:32,040
anything like this.
This is great.

491
00:31:33,240 --> 00:31:34,400
Yeah.
Which is crazy.

492
00:31:34,400 --> 00:31:39,120
The Big Beautiful bill was
hugely impactful and you still

493
00:31:39,120 --> 00:31:41,600
have to learn what's going on.
So you could talk the talk and

494
00:31:41,600 --> 00:31:44,360
walk the walk.
However, you don't have to type

495
00:31:44,360 --> 00:31:47,360
it out perfectly because Chad's
going to do that for you while

496
00:31:47,360 --> 00:31:54,240
educating you on exactly what
you ask of it, which for me was

497
00:31:54,480 --> 00:31:57,360
what is the impact of the Big
Beautiful Bill for warehouse

498
00:31:57,360 --> 00:32:01,480
owners and tenants in Colorado?
That's a pretty specific search.

499
00:32:01,880 --> 00:32:05,920
Yeah, yeah, you probably got
great content out of it.

500
00:32:06,560 --> 00:32:09,440
Yeah, fantastic.
And I learned all about it too,

501
00:32:10,400 --> 00:32:12,120
so.
Bonus.

502
00:32:12,480 --> 00:32:14,080
Yeah, yeah.
What I thought.

503
00:32:14,440 --> 00:32:17,920
No, it's it's I say it everyday.
I don't know what we did before

504
00:32:17,920 --> 00:32:21,640
we had this because whoa, it is
powerful.

505
00:32:21,840 --> 00:32:27,040
So last question I wanted to ask
you is the the inspiration for

506
00:32:27,040 --> 00:32:31,480
the warehouse outline?
So me being an old school guy, I

507
00:32:31,480 --> 00:32:36,360
hear that it's like it's a great
name but it's not Denver, Co

508
00:32:36,400 --> 00:32:39,680
specific.
Well, that's why I recently made

509
00:32:39,680 --> 00:32:43,320
Aspen commercialrealestate.com.
But we're talking about

510
00:32:43,320 --> 00:32:46,680
warehouse hotline.
I noticed that in commercial

511
00:32:46,680 --> 00:32:48,800
real estate.
Let me let me reverse.

512
00:32:49,280 --> 00:32:53,480
It was the pandemic and my mom's
at the grocery store and she's

513
00:32:53,480 --> 00:32:59,960
at the Clorox, the all-purpose
cleaner section or I, I think I

514
00:32:59,960 --> 00:33:02,640
was at the grocery store and
she's like, I need four O 9.

515
00:33:02,640 --> 00:33:04,760
And I, and I was like the four O
9's gone.

516
00:33:05,080 --> 00:33:07,360
Like, did I just get you the
white label?

517
00:33:07,480 --> 00:33:11,160
You know, the Curt what?
And she's like, no generic, no,

518
00:33:11,160 --> 00:33:16,320
I need four O 9.
And it was like, boom, branding.

519
00:33:16,680 --> 00:33:20,520
And then I look at my industry
and my competition and it's all

520
00:33:20,520 --> 00:33:23,920
last names and color schemes and
I go, Oh my gosh, there's no

521
00:33:23,920 --> 00:33:28,360
branding in this industry.
I had been at the time I had up

522
00:33:28,360 --> 00:33:32,240
my own company, my last name and
company like so many brokers do,

523
00:33:32,720 --> 00:33:36,680
son Enrich and company.
I had been building our online

524
00:33:36,680 --> 00:33:41,240
presence at that time and I knew
that our sales would always be

525
00:33:41,720 --> 00:33:44,640
online driven because it was
leading in that direction.

526
00:33:45,320 --> 00:33:48,800
So I realized that if I branded
our company and put it on the

527
00:33:48,800 --> 00:33:53,920
Internet, when somebody Googles
some sell my warehouse Denver,

528
00:33:53,920 --> 00:33:57,920
any iteration of transacting a
warehouse in Denver, I want our

529
00:33:57,920 --> 00:34:00,960
company to come up first.
And I wanted to say what we do

530
00:34:01,640 --> 00:34:05,640
in the title.
And and so the warehouse hotline

531
00:34:05,640 --> 00:34:11,120
was born and spoiler alert, it
works.

532
00:34:11,600 --> 00:34:15,880
So, you know, it's like I said,
1031 broker James, you brand

533
00:34:15,880 --> 00:34:20,280
yourself.
I haven't done a lot of smart

534
00:34:20,280 --> 00:34:23,360
things, but the second smart
thing I did in regards to my

535
00:34:23,360 --> 00:34:27,719
branding was that I went out and
got all my handles and also all

536
00:34:27,719 --> 00:34:32,080
my handles are the same across
all platforms at 1031 Broker

537
00:34:32,080 --> 00:34:34,920
James.
Because I've even had people on

538
00:34:34,920 --> 00:34:37,239
this episode where that is not
the case.

539
00:34:37,239 --> 00:34:41,199
I'm not going to call them out,
but they have two or three

540
00:34:41,199 --> 00:34:45,199
handles to deal with and
including my social media

541
00:34:45,199 --> 00:34:47,440
manager.
We were just on our weekly call

542
00:34:47,440 --> 00:34:49,440
this week.
I was like, you know, that was

543
00:34:49,440 --> 00:34:51,320
something that she's like, yeah,
it was really smart.

544
00:34:51,320 --> 00:34:53,880
You did that.
I don't even have the same

545
00:34:53,880 --> 00:34:58,000
handle for all of my platforms
and couple of them I can't get

546
00:34:58,000 --> 00:34:59,960
now.
And so.

547
00:35:00,720 --> 00:35:02,760
Yeah.
And when it comes to planning

548
00:35:02,760 --> 00:35:08,320
your branding and all that
details matter Does OK, so all

549
00:35:08,320 --> 00:35:11,480
your channels.
So you have the podcast is

550
00:35:11,960 --> 00:35:15,360
commercial real estate secrets.
Yes, you find that pretty much

551
00:35:15,360 --> 00:35:18,520
anywhere you find any podcast.
All streaming platforms.

552
00:35:18,920 --> 00:35:21,000
OK, are you on YouTube with that
as well?

553
00:35:21,280 --> 00:35:26,080
Yes.
Awesome, and your handle on

554
00:35:26,080 --> 00:35:29,160
social media is?
At Aviva Real Estate.

555
00:35:29,800 --> 00:35:31,640
At Aviva Real Estate, across the
board.

556
00:35:32,800 --> 00:35:33,840
Across the board.
Awesome.

557
00:35:34,200 --> 00:35:39,360
Well, I can tell you that you,
if you're watching this, go find

558
00:35:39,360 --> 00:35:43,880
her on Instagram and and Tiktok.
Her video content is

559
00:35:43,920 --> 00:35:47,960
outstanding.
There's content for everybody,

560
00:35:48,040 --> 00:35:52,520
the business owners, the
tenants, the owner users and the

561
00:35:52,520 --> 00:35:55,040
landlords of industrial
property.

562
00:35:55,880 --> 00:35:58,560
Excellent content.
I enjoy watching your stuff.

563
00:35:59,120 --> 00:36:03,560
Again, thank you for being here.
You shared a 1031 story, so we

564
00:36:03,560 --> 00:36:11,320
can wrap up with this is you get
to say my tagline, OK, which is

565
00:36:12,000 --> 00:36:17,040
because the best 1031 is a
successful 1031.

566
00:36:17,680 --> 00:36:21,720
I can get behind that because
the best 1031 is a successful

567
00:36:21,720 --> 00:36:24,200
1031.
Perfect.

568
00:36:24,720 --> 00:36:26,480
Thank you.
Thank you for having me today.

569
00:36:29,320 --> 00:36:33,040
That's a wrap for this week on
commercial real estate secrets.

570
00:36:33,640 --> 00:36:37,640
If you found value, do us a
favor and subscribe, leave a

571
00:36:37,640 --> 00:36:41,280
review and share it with a
fellow commercial real estate

572
00:36:41,280 --> 00:36:43,800
lover.
For brokerage services or to

573
00:36:43,800 --> 00:36:46,200
connect, visit
warehousehotline.com.

574
00:36:46,960 --> 00:36:49,160
I'm Aviva.
We'll see you next week.