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Leo breaks down why everyone's BS meter is higher than ever and why generic marketing is dead on arrival — most people literally open their mail over the trash can. He explains why he open sourced all of eXp's forms during one of the most confusing moments in real estate history, the goodwill it generated 12 to 24 months later, and why your best strategy as a business owner is to take your best stuff and give it away with no paywall and no gatekeeping. He gets into why the trust-building cycle starts months or years before someone is ready to buy, the moment people started showing up on his calendar talking like they'd known him for years, and why he used to tell customers they should not buy a house — and how those people became his most rabid advocates.
➡️ Timestamps
00:00 Everyone's BS Meter Is Higher Than Ever
01:41 Most People Open Their Mail Over the Trash Can
02:13 I Follow Dentists and Chiropractors Now — Here's Why
02:59 "That's My Person" — How Content Replaces the Sales Pitch
03:41 The Only Marketing Question You Should Be Asking Yourself
05:00 The Trust Cycle Starts Months Before Anyone Is Ready to Buy
05:35 They Get on My Calendar and Talk Like We've Known Each Other for Years
06:17 If They Don't Like You They'll Never Be on Your Calendar
06:43 "If I Give It All Away for Free Why Would Anyone Pay Me?"
07:44 We Open Sourced Our Forms and It Changed Everything
09:16 Imagine a Dentist Charging You $495 Before Looking at Your Mouth
10:30 Chewy's Sends a Memorial When Your Dog Dies — That's the Standard
10:53 You Don't Realize How Much of an Expert You Already Are
12:32 "You Should Not Buy This House" — The Line That Built My Business
➡️ Connect With Leo Pareja
LinkedIn: https://linkedin.com/in/leopareja/
Instagram: https://instagram.com/leopareja/
Podcast: https://www.youtube.com/@leo.pareja