WEBVTT NOTE This file was generated by Descript 00:00:01.080 --> 00:00:04.805 Speaker: Its CAA Cast we're Luxury Casa. 00:00:05.635 --> 00:00:09.900 They be a CAA created by Casa. 00:00:11.490 --> 00:00:12.630 It's time for the show. 00:00:12.630 --> 00:00:13.230 Let's go. 00:00:15.510 --> 00:00:16.470 Speaker 2: Hey, welcome to Kass Cast. 00:00:16.470 --> 00:00:19.200 I'm your host, Steve Schwab here today with David and Gotti. 00:00:19.710 --> 00:00:23.520 If you've been around Cago for any amount of time or to any of the Casa 00:00:23.520 --> 00:00:25.500 Con conventions, you know David. 00:00:26.340 --> 00:00:31.260 David is infamous in our industry and we've been lucky enough to have 00:00:31.260 --> 00:00:33.300 him come on as a senior advisor. 00:00:33.600 --> 00:00:40.440 If you don't know David, he is a pilot, a entrepreneur, a property 00:00:40.440 --> 00:00:44.580 manager, and an ultra marathon runner, which we can talk about all of those 00:00:44.580 --> 00:00:46.170 things as we go through this podcast. 00:00:46.920 --> 00:00:49.890 So excited to introduce 'em to you all who haven't met him as 00:00:49.890 --> 00:00:51.900 our senior advisor for our.com 00:00:51.900 --> 00:00:52.440 initiatives. 00:00:52.950 --> 00:00:54.180 David, welcome to the show. 00:00:54.630 --> 00:00:55.680 Thanks for having me, Steve. 00:00:56.670 --> 00:01:01.110 David, you're working as our senior advisor for ssa.com 00:01:01.170 --> 00:01:02.430 and casa.com 00:01:02.430 --> 00:01:06.750 to really bring value to our franchisees and to our homeowners. 00:01:07.650 --> 00:01:08.609 Speaker 3: Yeah, that's correct. 00:01:08.609 --> 00:01:11.130 This is definitely an exciting time , , when you look at the 00:01:11.130 --> 00:01:12.810 merger that that happened. 00:01:13.515 --> 00:01:16.545 Part of that merger that may not get as much publicity is there 00:01:16.545 --> 00:01:18.795 was this website, vac casa.com 00:01:19.065 --> 00:01:25.395 legitimately, if it were an OTAA top 10 OTA in the country that just happened to 00:01:25.455 --> 00:01:30.285 slide in along with that deal and now is here for the benefit of franchisees and 00:01:30.285 --> 00:01:32.175 homeowners of Vac Casa Go and Vac Casa. 00:01:33.045 --> 00:01:36.075 Esteban: You know, it's really exciting to be able to bring this sort of demand 00:01:36.075 --> 00:01:40.005 to our existing franchisees who have been going along on this ride with us 00:01:40.395 --> 00:01:44.115 . Then also to build the value of vac casa.com 00:01:44.175 --> 00:01:49.484 for . those new Franchisees who are coming on now, and to be able to provide 00:01:49.544 --> 00:01:55.754 them an opportunity that's really unique in the industry because vac casa.com 00:01:55.754 --> 00:01:59.144 drives literally hundreds of millions of dollars worth of revenue. 00:01:59.834 --> 00:02:01.484 That's pretty unique in our industry, isn't it? 00:02:01.844 --> 00:02:02.144 Speaker 3: Yeah. 00:02:02.324 --> 00:02:05.244 So , when you think, , hundreds of millions of dollars of revenue is a big 00:02:05.244 --> 00:02:09.414 number, and that can start to overwhelm people, like what does that even mean? 00:02:09.444 --> 00:02:13.704 What does that mean For my Main Street business, what it means is we are 00:02:13.704 --> 00:02:15.834 seeing top properties on picasa.com 00:02:15.834 --> 00:02:20.844 right now get 30 to 35% of their total number of bookings from that website. 00:02:21.084 --> 00:02:24.744 So a similar number of bookings that, uh, as those properties 00:02:24.744 --> 00:02:26.454 are receiving from Airbnb. 00:02:27.099 --> 00:02:31.299 VRBO and now all of a sudden, if you're a Casa Go franchisee who a 00:02:31.299 --> 00:02:34.689 year ago would've had no way in the world to distribute onto vac casa.com. 00:02:34.689 --> 00:02:34.779 Mm-hmm. 00:02:35.319 --> 00:02:40.019 You're gonna be there . I was just meeting with, with our CTO about that it's 00:02:40.019 --> 00:02:43.799 coming in the near future, you're going to be able to get those extra bookings. 00:02:44.209 --> 00:02:47.569 If you are buying one of the Vac casa markets and turning it into 00:02:47.569 --> 00:02:50.599 a Costco franchisee, yes, your properties have already been on there. 00:02:50.599 --> 00:02:53.179 That's already reflected in the booking, so that's exciting. 00:02:53.179 --> 00:02:56.659 But what's more exciting is we're making much larger investments 00:02:56.659 --> 00:02:58.729 today than we were a year ago. 00:02:58.729 --> 00:03:01.459 I'll give an illustration of that a year ago. 00:03:01.699 --> 00:03:05.389 Vac Casas, a publicly traded company, they're spending seven figures, 00:03:05.389 --> 00:03:08.179 so a lot per month on Google Ads. 00:03:08.689 --> 00:03:11.659 Fast forward to today , we merged, we're private. 00:03:12.074 --> 00:03:15.044 We're spending four times that amount today. 00:03:15.164 --> 00:03:18.454 It's not like we're looking to just cut that expense. 00:03:18.694 --> 00:03:21.664 We're looking to scale that expense as high as we can where we're 00:03:21.664 --> 00:03:24.864 still driving positive results for each of , our franchisees. 00:03:25.044 --> 00:03:25.194 Speaker 2: Yeah. 00:03:25.194 --> 00:03:31.374 David, you're not only working on bringing more people to the website through spend 00:03:31.374 --> 00:03:36.134 and through search engine optimizations, but you're also working really hard 00:03:36.134 --> 00:03:38.804 on the conversion optimization. 00:03:39.239 --> 00:03:43.529 And maybe a lot of our teammates don't know what that is exactly. 00:03:43.529 --> 00:03:47.019 Can you explain that and then talk about how that's going to 00:03:47.439 --> 00:03:49.109 benefit everybody in the ecosystem? 00:03:49.379 --> 00:03:49.499 Speaker 3: Yeah. 00:03:49.499 --> 00:03:51.029 I'm gonna back up just a little bit there. 00:03:51.029 --> 00:03:54.329 So the way I'm thinking about this project holistically is we're getting. 00:03:54.869 --> 00:04:00.039 A, a incredible team put together right now, that team , is partially 00:04:00.039 --> 00:04:05.169 made up of best in class, literally the best in the world vendors that 00:04:05.169 --> 00:04:06.459 are helping us with certain things. 00:04:06.729 --> 00:04:11.649 People like SEER Interactive, my friend Will Reynolds, uh, just one of the best 00:04:11.649 --> 00:04:13.419 paid marketing agencies in the world. 00:04:13.469 --> 00:04:14.969 . We're putting together team members. 00:04:15.469 --> 00:04:19.219 We're finding the team members that were already in roles and empowering them. 00:04:19.484 --> 00:04:22.394 Where they were feeling frustrated, they weren't able to actually produce 00:04:22.394 --> 00:04:23.924 results 'cause they weren't empowered. 00:04:24.424 --> 00:04:27.694 We're making sure those people that did excellent work have the 00:04:27.694 --> 00:04:31.744 opportunity to see that work come to fruition and drive results. 00:04:31.924 --> 00:04:34.394 So all of that's happening right now. 00:04:35.169 --> 00:04:37.359 We're going to continue to empower those teams. 00:04:37.419 --> 00:04:40.599 And what that does is begins to fill the top of the funnel. 00:04:40.599 --> 00:04:43.659 So if we want to think of this as a funnel, the top of the funnel 00:04:43.659 --> 00:04:45.069 is the traffic that's coming in. 00:04:45.069 --> 00:04:47.589 That could be from a paid source, like a Google ad. 00:04:47.799 --> 00:04:50.619 It could be email marketing, it could be our app, which actually 00:04:50.619 --> 00:04:52.569 drives a lot of traffic and revenue. 00:04:52.869 --> 00:04:56.559 All of these different things, even generative engines like chat, GPT. 00:04:56.589 --> 00:04:58.029 We're working on that right now. 00:04:58.179 --> 00:05:01.299 So we're, we're bringing in traffic to the top of the funnel. 00:05:01.939 --> 00:05:03.439 That's not an easy thing to do. 00:05:03.439 --> 00:05:08.179 It takes a lot of work, but thankfully we have a great foundation that has been 00:05:08.179 --> 00:05:12.739 built over years and years and years, and so we bring this, this traffic 00:05:12.739 --> 00:05:16.549 into the top of the funnel, and now we need to think about how do we move it 00:05:16.819 --> 00:05:18.679 down the funnel to an actual booking. 00:05:19.069 --> 00:05:19.669 And so. 00:05:20.374 --> 00:05:23.614 The first thing I think about is what stops somebody from booking? 00:05:23.674 --> 00:05:27.044 We have , this group of a hundred people that came into the site. 00:05:27.284 --> 00:05:29.504 Why did somebody not book? 00:05:29.894 --> 00:05:31.154 And that's a friction point. 00:05:31.484 --> 00:05:34.674 Once we start to identify those friction points, which there's , a 00:05:34.674 --> 00:05:38.824 couple people on my team, Dan and Daniel that are working on this, it, 00:05:38.824 --> 00:05:41.194 they then start to develop a test. 00:05:41.314 --> 00:05:45.184 Well, if this thing is stopping somebody from booking, what if 00:05:45.184 --> 00:05:47.104 we did this other thing instead? 00:05:47.509 --> 00:05:49.819 So we will, uh, start to create a test. 00:05:49.819 --> 00:05:52.279 And I'm not gonna get into all the statistics and math around 00:05:52.279 --> 00:05:54.559 that, but we allocate a little bit of traffic initially, and 00:05:54.559 --> 00:05:58.219 more and more traffic eventually as that test starts to prove out. 00:05:58.729 --> 00:06:04.039 And so we have this test that then ultimately says, Hey, that 00:06:04.039 --> 00:06:05.239 friction point's now removed. 00:06:05.794 --> 00:06:08.254 That's a one test we, we won. 00:06:08.434 --> 00:06:10.984 And so we promote that test and now we start again. 00:06:11.104 --> 00:06:15.904 So it is an iterative process of constantly testing and removing 00:06:15.904 --> 00:06:21.364 friction points and making this this funnel more efficient to move a higher 00:06:21.364 --> 00:06:26.194 percentage from the top down to the bottom, completing a booking, and 00:06:26.194 --> 00:06:29.644 that's known as conversion optimization or conversion rate optimization. 00:06:29.644 --> 00:06:30.979 If you haven't heard of that before. 00:06:31.639 --> 00:06:35.869 But that's an example of how, how we're doing things as a team here. 00:06:36.019 --> 00:06:41.329 How can we get more traffic in the top, not to be irresponsible with, but to be 00:06:41.329 --> 00:06:46.669 more responsible with, to create more bookings, to hopefully drive a bigger 00:06:46.669 --> 00:06:50.989 and bigger percentage to each of our franchisees and each of our homeowners. 00:06:51.199 --> 00:06:51.499 Speaker 2: That's, 00:06:51.559 --> 00:06:52.189 Speaker 3: that's 00:06:52.249 --> 00:06:52.939 Speaker 2: amazing. 00:06:53.419 --> 00:06:57.379 And you know, often we talk a lot about that this business 00:06:57.379 --> 00:06:58.519 is a relationship business. 00:06:59.629 --> 00:07:03.469 Dave, you've brought a lot of your relationships to bear in this project, 00:07:03.949 --> 00:07:07.519 and one of those is Will Reynolds, and I'd like you to talk a little bit 00:07:07.519 --> 00:07:12.259 about Will Reynolds and how he's been important to this and his agency. 00:07:12.589 --> 00:07:17.509 And then also one of his teammates, a very important teammate, happens 00:07:17.509 --> 00:07:22.929 to be a homeowner in Las Vegas , and maybe you can talk a little bit about. 00:07:23.274 --> 00:07:26.574 Will and that whole ecosystem and what that brings to the table. 00:07:27.054 --> 00:07:27.204 Speaker 3: Yeah. 00:07:27.204 --> 00:07:33.684 So I'd say Will is in probably the top five people of influence on 00:07:33.774 --> 00:07:35.604 my career as an internet marketer. 00:07:36.264 --> 00:07:40.934 , Back in a time , where most people were trying to game systems, he, 00:07:40.994 --> 00:07:44.324 he was a big champion of build a brand that touches lives, that 00:07:44.324 --> 00:07:46.274 impacts people, that helps people. 00:07:46.919 --> 00:07:48.749 When you do that, you will win. 00:07:49.019 --> 00:07:52.799 And starting at that time, his messaging really started to resonate with me. 00:07:52.949 --> 00:07:57.059 We became good friends over, uh, over a long period of time. 00:07:57.239 --> 00:08:00.599 Such good friends, in fact, that he actually just, uh, ran with 00:08:00.599 --> 00:08:04.409 me on one of my ultra marathons overnight in, uh, Vermont 100. 00:08:04.409 --> 00:08:06.239 He was my, my pacer they call it. 00:08:06.239 --> 00:08:07.529 But he was there with me. 00:08:07.814 --> 00:08:08.474 Doing that. 00:08:08.474 --> 00:08:09.674 So that was a lot of fun. 00:08:09.884 --> 00:08:12.074 But while we're out there, we're talking work, we're talking 00:08:12.074 --> 00:08:13.844 life, just a great human being. 00:08:13.874 --> 00:08:13.964 Mm-hmm. 00:08:14.204 --> 00:08:19.934 Who's built a company that, that has just incredible talent and cares 00:08:19.934 --> 00:08:23.174 about the people, where each person has a , sense of ownership there. 00:08:23.444 --> 00:08:27.794 So it's one of the top agencies in the world when it comes to paid marketing. 00:08:28.274 --> 00:08:31.429 As soon as we realized we were going on this journey together, 00:08:31.739 --> 00:08:33.149 will was one of my first calls. 00:08:33.869 --> 00:08:36.689 And I'm like, how do I talk you into joining? 00:08:36.809 --> 00:08:39.029 How do I talk you into helping with this? 00:08:39.119 --> 00:08:40.409 And we talked him into that. 00:08:40.409 --> 00:08:44.339 He joined a call with us very early on, started giving us time looking at the, the 00:08:44.339 --> 00:08:46.259 website and what the opportunities were. 00:08:46.499 --> 00:08:50.369 So that was absolutely amazing to get him involved early on. 00:08:51.179 --> 00:08:51.329 Speaker 2: Yeah. 00:08:51.329 --> 00:08:57.209 You know, I think that it's, we'd be remiss in, uh, not mentioning 00:08:57.629 --> 00:09:00.629 the fact that it was your relationship that helped bring him 00:09:00.629 --> 00:09:02.339 on, because there's a waiting list. 00:09:02.894 --> 00:09:03.944 To work with Will. 00:09:04.094 --> 00:09:04.274 Speaker 3: Yeah. 00:09:04.274 --> 00:09:06.674 You can't normally just call him up and be like, Hey, I want 00:09:06.674 --> 00:09:08.264 you to work with me in a week. 00:09:08.444 --> 00:09:11.804 That's just, uh, not something that, that typically happens. 00:09:11.804 --> 00:09:15.074 And, , the good news is it's not just the paid ads. 00:09:15.164 --> 00:09:18.974 We're, we're brainstorming on things that are going to drive value 00:09:18.974 --> 00:09:20.594 for every one of our franchisees. 00:09:21.614 --> 00:09:24.044 Hopefully we'll be announcing some of those soon. 00:09:24.224 --> 00:09:27.884 We're talking about things that are really, really cutting edge 00:09:27.884 --> 00:09:31.844 around generative engines and AI right now that we're working on. 00:09:32.594 --> 00:09:36.449 I, I was, I was going back and forth on Slack with, with Will till like. 00:09:37.359 --> 00:09:41.414 10, 10 at night, just a, a few days ago as we were ideating things 00:09:41.414 --> 00:09:44.654 that are, are for the sole purpose of benefiting the franchisees. 00:09:44.654 --> 00:09:46.184 And these are exciting things. 00:09:46.214 --> 00:09:46.454 Esteban: Yeah. 00:09:46.454 --> 00:09:49.184 I know you don't want to talk about them specifically because 00:09:49.184 --> 00:09:50.234 some of 'em are moonshots 00:09:50.284 --> 00:09:53.741 but I'm really excited about many of the, , initiatives that you're working 00:09:53.741 --> 00:09:58.545 on, , that'll drive innovation in the new Artificial Intelligence arena . And 00:09:58.545 --> 00:10:03.201 speakng about your races . If you don't know, David just finished the a 00:10:03.231 --> 00:10:08.211 hundred Mile Leadville Race, which is one of the hardest races in the world. 00:10:08.581 --> 00:10:13.361 , He competes across multiple a hundred mile races in different areas, and in 00:10:13.561 --> 00:10:19.921 just, uh, a few weeks, he'll be finishing up that series of races at the Atch. 00:10:19.981 --> 00:10:21.991 I'm, I'm gonna say the word wrong, wa Chat. 00:10:22.051 --> 00:10:23.011 You're gonna have to help me with this. 00:10:23.491 --> 00:10:24.781 Wasatch, you got it. 00:10:24.871 --> 00:10:31.411 Wasatch race and, uh, you know, just the amount of discipline and hard work. 00:10:31.411 --> 00:10:35.681 David, , I wanna tell you how impressed I am , , and, , just congratulations and 00:10:35.831 --> 00:10:41.081 kudos to you for being so disciplined in a goal that you set forward and, 00:10:41.111 --> 00:10:43.331 uh, and have done well with, so. 00:10:43.721 --> 00:10:44.591 Really cool stuff. 00:10:44.741 --> 00:10:45.911 Speaker 3: Well, well, thank you for that. 00:10:45.911 --> 00:10:48.311 Don't congratulate me till I'm done with that last one. 00:10:48.311 --> 00:10:52.721 Each one of these, uh, a hundred mile races is a, uh, a feat. 00:10:52.751 --> 00:10:53.651 We'll say so. 00:10:53.651 --> 00:10:58.061 But yeah, the grand Slam of Ulta running is four 100 mile races all through the 00:10:58.061 --> 00:11:02.321 mountains that takes place over about an 11 week time period with roughly about 00:11:02.321 --> 00:11:04.931 15 global athletes competing in that. 00:11:04.931 --> 00:11:07.871 So it's been, it's been a challenge for sure. 00:11:08.741 --> 00:11:11.021 You know, I oftentimes. 00:11:12.146 --> 00:11:15.806 Equate things out there on the trail to things I'm doing in life. 00:11:15.806 --> 00:11:17.516 It's part of why I like ultra running. 00:11:17.846 --> 00:11:21.146 You can tie it to building a business or building a website, 00:11:21.206 --> 00:11:25.136 even relationships, different things because there, there's these highs 00:11:25.136 --> 00:11:26.756 and these lows that come with it. 00:11:26.846 --> 00:11:33.326 And one of the things I think that really ties back to to building picasa.com 00:11:33.376 --> 00:11:36.256 is just the idea of always forward. 00:11:36.811 --> 00:11:40.531 That there will be hiccups, there will be frustrations, there will be 00:11:40.531 --> 00:11:45.001 mountaintops and there will be lows, but we always keep moving forward. 00:11:45.001 --> 00:11:48.061 It's that idea of progress all the time. 00:11:48.601 --> 00:11:54.901 And when you have that idea of, Hey, I'm not going to stop moving, you're 00:11:54.901 --> 00:11:56.791 making progress towards the finish line. 00:11:57.031 --> 00:11:59.941 And where you see people start to drop out of races is when they 00:11:59.941 --> 00:12:02.431 sit in a chair and they sit there too long, because guess what? 00:12:02.431 --> 00:12:04.441 You aren't moving any closer to the finish line. 00:12:04.446 --> 00:12:04.636 Mm-hmm. 00:12:05.371 --> 00:12:09.721 And, and building a website like, like the casa.com 00:12:09.751 --> 00:12:14.641 into the global brand that it has, has just huge, huge potential. 00:12:14.971 --> 00:12:16.441 It requires that same mindset. 00:12:16.651 --> 00:12:21.091 How do we not get lazy and sit in the chair figuratively. 00:12:21.181 --> 00:12:21.271 Yeah. 00:12:21.301 --> 00:12:24.571 How do we, even if it's slower than we want on this section of 00:12:24.571 --> 00:12:29.131 the trail, how do we keep pushing towards the finish line rather than, 00:12:29.191 --> 00:12:30.691 than stopping at the aid station? 00:12:30.721 --> 00:12:32.041 'cause when we stop at the aid station. 00:12:32.986 --> 00:12:34.186 Like sitting is quitting. 00:12:34.546 --> 00:12:35.296 Sitting is quitting. 00:12:35.296 --> 00:12:35.986 Yeah, I like that. 00:12:36.286 --> 00:12:40.896 Speaker 2: You know, and speaking of, , the big race, the 00:12:40.896 --> 00:12:43.776 opportunity here with vac casa.com 00:12:43.956 --> 00:12:51.336 is it's already the highest trafficked website for vacation rentals in 00:12:52.326 --> 00:12:54.126 the world that's privately owned. 00:12:54.786 --> 00:12:55.056 Speaker 3: Yeah. 00:12:55.596 --> 00:12:56.376 Think about that. 00:12:56.706 --> 00:12:58.446 That's where we are starting from. 00:12:58.506 --> 00:12:59.781 That is our start line. 00:13:00.891 --> 00:13:05.871 We have now been entrusted with this website, the top privately 00:13:05.871 --> 00:13:10.281 owned vacation rental website in the world to drive results for our 00:13:10.281 --> 00:13:12.111 franchisees, for our homeowners. 00:13:12.531 --> 00:13:14.691 That is not something I take lightly. 00:13:15.171 --> 00:13:17.151 We will build out the right team for this. 00:13:17.811 --> 00:13:20.061 We will develop that funnel. 00:13:20.061 --> 00:13:23.751 I was talking about that funnel where, where we put as many people across the 00:13:23.751 --> 00:13:28.881 site as possible, but not, so we don't optimize it, but so we can optimize it 00:13:28.881 --> 00:13:33.891 so it can provide more and more bookings for everybody and more and more value 00:13:33.891 --> 00:13:38.631 for everybody, whether it's a existing Costco franchisee or a new new one. 00:13:38.841 --> 00:13:44.841 We want that advantage to be so overwhelmingly positive that any homeowner 00:13:44.841 --> 00:13:46.521 on your program benefits from this. 00:13:47.406 --> 00:13:50.616 That it helps you with churn, that it helps you with revenue, and 00:13:50.616 --> 00:13:54.516 that it gives you just an unfair advantage almost over the competition. 00:13:55.626 --> 00:14:00.036 Speaker 2: You know, David, my job in this organization is to 00:14:00.186 --> 00:14:04.446 find the very best people for each role so that we can be successful. 00:14:04.836 --> 00:14:07.776 And I have to tell you that I am so grateful that you took this on. 00:14:08.176 --> 00:14:11.786 , I went out and recruited you, , worked on convincing you before 00:14:11.786 --> 00:14:12.806 you knew I was convincing you. 00:14:13.316 --> 00:14:17.786 . I wouldn't entrust this opportunity with anybody else but you, and 00:14:17.786 --> 00:14:20.276 I'm really grateful that you've come onto the team, David. 00:14:20.756 --> 00:14:21.056 Well, I'm 00:14:21.056 --> 00:14:22.406 Speaker 3: grateful to be here, Steve. 00:14:22.406 --> 00:14:26.486 I'm grateful for our long friendship and just the, the 00:14:26.486 --> 00:14:28.736 ability to, to work well together. 00:14:28.736 --> 00:14:31.526 You know, when you brought the team out, I think it was the day after 00:14:31.616 --> 00:14:34.346 you closed and we, we sat down. 00:14:34.346 --> 00:14:36.956 I didn't know that you were already soft closing me on. 00:14:37.826 --> 00:14:39.926 On, uh, working with you, you on this? 00:14:39.926 --> 00:14:42.686 I thought you were just trying to get my, my thoughts on the website. 00:14:42.686 --> 00:14:47.036 Next thing I know, I'm wrangled into, into helping you build this out into 00:14:47.036 --> 00:14:49.646 something that's gonna conquer the world, but it's gonna be a lot of fun. 00:14:50.146 --> 00:14:52.016 . Speaker 2: David, , you know, I always close this with 00:14:52.526 --> 00:14:54.026 favorite letter from Orange. 00:14:54.506 --> 00:14:57.056 What's your favorite letter from Orange and why? 00:14:57.446 --> 00:14:59.576 Speaker 3: You know, I have really. 00:15:01.001 --> 00:15:04.181 Two, but I'm gonna, I'm gonna narrow it down to one, but I wanna say both of 'em. 00:15:04.181 --> 00:15:04.421 First. 00:15:04.421 --> 00:15:06.701 I like owner centric and I like excellence. 00:15:07.211 --> 00:15:10.211 And I'm gonna, if, if I have to pick one of those though, I'm 00:15:10.211 --> 00:15:11.321 gonna go with owner centric. 00:15:11.621 --> 00:15:15.641 And the reason I pick owner centric, I believe if we take care 00:15:15.641 --> 00:15:21.101 of our owners, you, you have to fulfill all of the other letters. 00:15:21.461 --> 00:15:24.461 You cannot do a good job of any other letter without 00:15:24.461 --> 00:15:25.541 taking care of your homeowners. 00:15:25.541 --> 00:15:27.311 That's what everything hinges upon. 00:15:27.731 --> 00:15:28.631 Is the homeowner. 00:15:28.951 --> 00:15:34.321 When we treat our homeowners as if our business depends on them, which 00:15:34.321 --> 00:15:36.571 it does, then we will be successful. 00:15:36.601 --> 00:15:36.811 Yeah. 00:15:37.321 --> 00:15:41.731 Esteban: And there is no initiative that is more owner centric than this 00:15:42.121 --> 00:15:47.581 because truthfully, at the end of the day, if we give our homeowners an 00:15:47.581 --> 00:15:50.345 unfair advantage over the competition 00:15:50.345 --> 00:15:52.355 is a game changer for them and for us. 00:15:53.088 --> 00:15:53.328 . Speaker 3: Yeah. 00:15:53.328 --> 00:15:56.868 You know, I know so many of the franchisees already from Casa 00:15:56.868 --> 00:15:58.608 Cons and different conferences. 00:15:59.328 --> 00:16:06.468 What I would say is they do great work and in a time where bookings 00:16:06.468 --> 00:16:09.468 have fallen a little bit over the last year, for every property 00:16:09.468 --> 00:16:10.613 manager that I'm talking to almost. 00:16:12.733 --> 00:16:18.048 It, it sucks because it doesn't mean that my friends are doing worse work, 00:16:18.108 --> 00:16:19.458 but they're the tip of the spear. 00:16:20.088 --> 00:16:24.018 They're the ones that are out there talking to the homeowners, and the 00:16:24.018 --> 00:16:27.438 way I think of this is when you have somebody that's doing great 00:16:27.438 --> 00:16:32.268 work, if I can help take that, those conversations that are tough. 00:16:32.643 --> 00:16:37.443 And, and, and turn 'em around and, and give them more bookings through this site. 00:16:37.503 --> 00:16:41.673 If I can help them actually deliver better results for their homeowners 00:16:41.673 --> 00:16:45.153 and, and amplify the efforts of that, that tough work that they're doing 00:16:45.153 --> 00:16:46.293 out there in the trenches out there. 00:16:46.293 --> 00:16:47.283 And I know it's hard work. 00:16:47.283 --> 00:16:50.553 I've been a property manager before, if I can help amplify those 00:16:50.553 --> 00:16:54.393 efforts and my friends can then have easier conversations with owners. 00:16:54.753 --> 00:16:56.643 And, and it doesn't mean they're easy. 00:16:56.673 --> 00:17:00.063 I said easier, easier conversations with owners about what they're 00:17:00.063 --> 00:17:03.993 doing to market properties and the advantages they have in this ecosystem. 00:17:04.443 --> 00:17:05.403 Then I've done my job. 00:17:05.453 --> 00:17:06.023 Speaker: It's the classic 00:17:10.928 --> 00:17:13.118 they don't call 00:17:17.573 --> 00:17:17.863 Casa. 00:17:18.728 --> 00:17:21.743 We got orange credo Casa cast our 00:17:23.243 --> 00:17:23.463 caa.