WEBVTT

NOTE
This file was generated by Descript 

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Steve V2: We recently had a
mastermind in which we call it

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the short-term rental nerds.

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We did it just before
the streamline event.

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in this mastermind is
something that we dig into.

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Very specific topics that we think are

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relevant to our industry.

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At this mastermind, we talked about
something called flowered fields.

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. When I drove through Kansas, I
saw brownfield after brownfield of

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wheat over and over again for miles.

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And then suddenly it came across.

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This beautiful flowered field of
magnificent colors, where people were

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stopping and taking photos and even had
some professional photographers out there

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recently I was going
through Airbnb and I saw.

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Brown condo after brown condo after
brown condo  . And then suddenly one

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listing just popped bright colors.

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Cool amenities  and it
really caught my attention.

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At that point there reminded me of those
flowered fields and what it takes to make

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sure that you send out from the crowd.

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. . We discussed what the flower pilled
concept was and how we define it.

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And get our homeowners to buy
in  so that not only they can make

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more money, but also we make more
money too, as they rent more often.

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The summary of that
mastermind is unscripted.

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So it flows through different
conversations between all of us.

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And I think he'll get something out of it.

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I'm Steve Schwab.

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And this is CasaCast.

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Speaker: It's the CasaCast.

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We've got Orange Credo.

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The CasaCast.

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Our company's neat o.

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The CasaCast.

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Created by CasaGo.

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It's time for the show.

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Let's

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Speaker 3: So the definition of a Flutter
field was the property that creates a

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vision in the guest's that makes them
look that property over others, right?

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Speaker 2: Or is it what
makes that property completely

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unique to anything else?

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Those to me, those are two
different things, right?

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I think so.

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It's like, cause you guys were saying,
everybody went down the rabbit hole of

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let's look at the pictures and let's
see how we make the pictures better.

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Here's making them better.

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Right.

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I think that's where

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Speaker 4: I got tripped up.

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Yeah.

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We should have just thought like,

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Speaker 2: like one of those, I mean,
crazy, one of those nude things that

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you have, you know, those like things
in Europe where they have like the nude

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statues and they have like all the, you
know what I'm talking about right now?

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You

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Speaker 5: see?

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Speaker 3: I don't know if
the flower field necessarily

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has to be something so unique.

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To the point where nobody else has it.

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I think the flower field is something
that is different than what the market

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is doing right now and makes people
stop when they see that listening.

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Oh, wait, that's different.

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That's cool.

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I can see myself taking photos
of myself against that wall.

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I can see myself doing those amenities.

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I can see my kids doing.

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Something in that backyard
above every other backyard.

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And that's why I'm going to book this
property as opposed to all the other ones.

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Not necessarily like a one off.

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Now, look, the home run once in a
lifetime type property that has, , some

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sort of theme that's unbelievable.

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Speaker 4: The Airbnb Polly Pocket.

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Yeah, the

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Speaker 3: Polly

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Speaker 2: Pockets,

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Speaker 3: or

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Speaker 2: wherever that is.

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Pull up an Airbnb page.

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With what, with pictures and say,
make one thing stand out above all

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the other ones here and, and pick
what, pick what that would be.

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I

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Speaker 3: would tell you this, that to
bring up lost and loneliness in a field of

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brown condos, literally hundreds of them.

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To have the only one that's brightly
colored painted white pop colors that

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are modern . And a patio that's actually
furnished unlike anybody else's.

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And I'm not talking about
spending 100, 000 on a patio.

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I'm speaking specifically to just
having a well arranged patio.

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That's the only one out there that makes
it more valuable than anybody else's.

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There's nothing unique.

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About that.

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That's not one of a kind.

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It's just one of a kind in that resort
and suddenly when somebody is going

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to Las Palomas, I'm certain that when
they see my patio and my place, it

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looks clean because brown looks dirty.

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Now, brown used to look very like almost
kind of like a warm feeling because it

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was earth tones right back in the 2000s.

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Now it looks dirty to us.

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Great.

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Because our minds have changed because
we see white everywhere, right?

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To go in and modernize the colors, some
of the furniture to make it look fancy,

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put up a hero wall and put something else
that nobody else has in that community

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makes that the flower field when you're
going through Los Palomas Brown, Los

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Palomas Brown, Los Palomas Brown, Los
Palomas, you know, ground floor, empty

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patio, ground floor, empty patio, like
you all say, like, that's different.

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Speaker 2: Hang it up then.

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And be the, the, the, and they

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Speaker 3: can't to me paint it.

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I would say just that for
whatever reason, the star Wars

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condo just being different and

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. All I did was I had that, I had some
custom art done star Wars in Katrina's

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and signs made with basic on it.

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And a couple of things I got
from Disneyland and some presents

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from the local staff who had some
things painted up for my birthday.

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And it's printing better.

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Why?

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Because it's different than
everybody else's there.

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It's, If everybody has a Star Wars
condo there, it wouldn't make any sense.

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. It's just that you figure if there's one
out of eight people who are going to stay

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in that condo who happens to have a little
Star Wars nerdism in them, somebody's

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like, ah, Steve likes Star Wars.

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We should get that one.

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. I think

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Speaker 4: especially when
you're like those kind of

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places, you're going to a condo.

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I could to Mexico.

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I'm going to have a great time.

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All these condos look the same.

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Like, what's that one little
tweet that's, that's it?

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Like, the Star Wars,
oh, I'm gonna go there.

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Like, yeah, these all look good, but
this one had that one little thing.

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, Speaker 3: it's something that
makes it pop, or stand out.

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Speaker 5: I was just gonna say,
your Las Palomas unit is a one

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bedroom, so that's the one little
thing that's holding you back.

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So, think of things that couples can do.

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Speaker 3: What's the
story we're going to tell?

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We're going to speak there specifically
to young couples, maybe young couples

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with kids, or maybe like a group of
young kids, like a group of two couples,

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whatever it is, but that's maximum.

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It certainly narrows it, but the
whole point of that is if you make

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it different than everybody else's,
it's not so much about demand.

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It's about supply.

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Narrowing yourself to the lowest
supply of what you are down to one will

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get you a lot more bookings because
like you look at Princesa, right?

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Princess only has three ground floor,
one bedrooms in the entire place.

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They book like crazy.

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Why?

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There's not that much demand for ground
floor, one bedrooms at Princessa,

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but there's only three of them.

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So they rent like crazy because it's,
it's the lack of supply in that.

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I think that if you take the flower
field concept to the point of what

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differentiates me from the rest of the
group, that makes me stand out completely

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different, whether it's through an
amenity, through a story being told, you

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know, through  style , , or an upgrade.

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I think that's where you end up with
the highest value of driving bookings to

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you instead of your competition set of
all the other one bedroom ground floors.

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One bedroom upper floors for me.

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Like I'm not competing against
any two bedroom or three bedroom.

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I'm competing against every other
one bedroom in Las Colomas, and

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especially the other two or three
ground floor one bedrooms there.

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Speaker 4: One thing that is, I mean,
there are homes around it, but no one

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else is doing it, is I take the dang
bikes out to the freaking waterfall

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that's two miles away, have the empty
bike pictures near the waterfall.

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That, I mean, it's not anything
I'm doing to the house, but there

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isn't, we didn't see that the house
is pretty basic, but cause I can do

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all the things in the house, but no
one else is getting that waterfall.

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And those section of homes
that are that close to the

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waterfall, no one's getting that.

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Is that

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Speaker 3: that has a lot of value,
but that goes back to the 10 X list.

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Right.

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If you think about it and we're,
there was conflation happening

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in this conversation day.

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You're talking about like staging stages.

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Great.

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That's part of that's part of
the 10x listing process, right?

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So specifically what about the property
itself can make it the flower field

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and then you put the 10x listing
on top of that You've got a you

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got a home run happening Hopefully

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Speaker 4: because one of the bunk room
need to be changed up, but it's like

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we're making it a game room  a lot of
them since I never have that so that's

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not One up above everybody else's

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Speaker 3: maybe a further definition is
what can you do to the property itself

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that would give you the top 10 percent
of demand for your competition set?

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Speaker 4: Well, I have a
homeowner that's done it.

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All of his homes are
decked out with decor.

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There are no garages, all game
rooms, like full on game rooms.

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And I mean, his homes are stocked.

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They have cool pictures.

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They have cool decor.

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And then there's a freaking gamer.

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It's not just talking to ping pong.

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It's it's three things.

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It's pool table ping pong
shuffleboard It's like each garage has

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Speaker 3: and how do they
get compared to other units?

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It does

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Speaker 4: really well again.

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This is an owner coming that did it
himself So he knew kind of what people

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wanted and then came to a program But
so he's his homes are doing way better.

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So

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Speaker 3: his property itself is
the flowered field Yeah, 10x listing

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on top of that, that's the bikes.

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That's the staging.

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That's everything else.

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That's the great descriptions That's
All the things that go into that,

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that's where you start to get the
magic of like, I'm starting with the

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foundation of a property that will
create the top 10 percent of demand in

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this market against its own competition.

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And then how do I market that in a way?

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It's almost

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Speaker 4: taking your top home.

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So I have another three bedroom
home that I mean, it's cute, but

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it's cute, clean, allows pets, air
conditioning, hot tub, but it has all

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the top five amenities, plus it's cute.

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So that thing So what was
your biggest takeaway then?

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My biggest takeaway is I mean,
that's the takeaway, but I just

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think I don't feel like I'm doing
enough as a property manager.

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Like if I were to sit and think about
like, I have to do this to all my houses.

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That's a lot, but I just feel
like, you know, I have homeowners.

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So what can I do with my house?

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I think I'm holding back.

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I'm not giving them enough
answers because I'm thinking.

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Through their lens of, well, nothing
that you're going to do because

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you don't want to add anything.

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But I think I'm judging them based
on previous thing and saying, well,

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yeah, if you want to stand out, I
can absolutely tell you how to do

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it by stuff that we learned today.

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I think so much we
overcomplicate our problems.

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It's always like what new software,
what algorithm is going to make our

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home show better than going back to the
core of the product, which is the and

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how a client is going to see that home.

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Speaker 3: I, I agree.

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What about you, Jasmine?

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What was your takeaway?

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Speaker 5: Biggest takeaway?

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I, I really liked the free flow of
conversation and ideas, but I think any

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home could be this home with some, I
mean, you mentioned that the, the home

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was cute and the, the house that we were
looking at didn't have any personality.

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Nothing made it cute.

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There was a bed with an empty end
table and so when we talked about

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staging because there was no little
nothing made it Cute looking there were

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certain pictures that showed a room
in a way that made it look inviting

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But it just needed those little

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Speaker 2: Extras, what about you fellas?

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I just think everything is on images
I think you can differentiate and

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create make a unit unique through the
images I could accomplish 90 of the

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goal which is stand out By doing the
things such as staging I can make it

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stand out and I can make it be unique.

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If you took a

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Speaker 3: brown condo and a sea of
brown condos or a bear styled home with

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all the bears that everybody has, like
in these cabins, and you say, okay,

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I'm going to just stage it differently.

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You think that becomes?

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I would,

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Speaker 2: the way I took the pictures,
remember, you're looking at all these

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pictures, bears, bears, bears, bears.

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If my picture now focuses on something
completely outside of dark colors,

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bears, I'm just saying, I'm saying
is that you can, a lot of this can be

00:12:11.351 --> 00:12:15.071
accomplished with minimal work, right?

00:12:15.071 --> 00:12:19.471
I mean, even what you said, paint one
room white, the most important room

00:12:19.471 --> 00:12:21.181
that you can really focus on, right?

00:12:21.771 --> 00:12:23.381
You've just differentiated yourself.

00:12:23.381 --> 00:12:28.871
So I just, I'm just saying that
you can accomplish a lot to make

00:12:28.871 --> 00:12:32.621
yourself unique with very little work.

00:12:32.721 --> 00:12:34.041
Speaker 4: I think you said
that with the Star Wars thing.

00:12:34.041 --> 00:12:35.341
It's not like it was a lot of work.

00:12:35.341 --> 00:12:36.331
It was a few things,

00:12:36.721 --> 00:12:39.531
Speaker 3: a little bit of
design, design and storytelling.

00:12:39.751 --> 00:12:40.591
I think it was a big thing.

00:12:40.701 --> 00:12:41.051
I do.

00:12:41.061 --> 00:12:41.676
What about you?

00:12:41.816 --> 00:12:45.606
Speaker 6: The main thing has to be
the, the fact that you can do, I mean,

00:12:45.706 --> 00:12:48.346
I think we've all alluded to it a
little bit, but that you can do a lot

00:12:48.346 --> 00:12:51.586
with so little, you know, and then
the different types of homes and the

00:12:51.586 --> 00:12:54.496
different types of homeowners that you,
you know, you have to tailor it to.

00:12:54.946 --> 00:12:58.266
I mean, for example, we had the investor
one, the investor email, which was great.

00:12:58.286 --> 00:12:59.616
Cause it spoke to numbers.

00:12:59.616 --> 00:13:04.066
It spoke to like, and it was like saying
big things, like it said a hot tub, you

00:13:04.066 --> 00:13:08.156
know, and then you had the, the, the,
for example, the one that we did the,

00:13:08.381 --> 00:13:12.321
The legacy homeowner, which was smaller
stuff, but things that, for example,

00:13:12.711 --> 00:13:16.921
you know, adding accessories to pools
that transform the S experience and also

00:13:17.101 --> 00:13:18.611
gets you to look at the property too.

00:13:18.691 --> 00:13:20.181
So you can do a lot with little.

00:13:20.351 --> 00:13:25.401
Speaker 3: So I think for me, the
takeaway was for years, I've been

00:13:25.401 --> 00:13:28.331
afraid to have a conversation
with homeowners about their style.

00:13:29.506 --> 00:13:35.206
Because I didn't want to offend them
and there's been this mindset of if

00:13:35.206 --> 00:13:39.366
the owner meets our minimum quality
standards, then we're going to

00:13:39.366 --> 00:13:41.476
maintain the quality that it came with.

00:13:41.996 --> 00:13:45.546
And accept whatever they bring in,
and I think we're doing homeowners

00:13:45.546 --> 00:13:46.966
a disservice to that mindset.

00:13:47.616 --> 00:13:50.336
We need to be educating them on,
you know, the property is clean.

00:13:50.616 --> 00:13:57.326
It's safe, it's cared for, but in
today's market where supply is outpacing

00:13:57.346 --> 00:14:02.026
the demand, we could be coaching the
homeowners on what's going to make them

00:14:02.026 --> 00:14:05.726
become that flowered field, you know,
that that field where everybody stops

00:14:05.866 --> 00:14:09.126
and looks and takes the pictures, you
know, and for them, where everybody stops

00:14:09.426 --> 00:14:11.136
and looks and makes the reservation.

00:14:11.321 --> 00:14:11.571
Right.

00:14:11.671 --> 00:14:16.251
I think there's only one reservation
away from, you know, being the flower

00:14:16.251 --> 00:14:20.571
field, or they just have to be able to
put the style of story into a property.

00:14:21.041 --> 00:14:21.681
A little bit of love.

00:14:21.701 --> 00:14:25.011
And I don't think it takes very
much just to get there, you know,

00:14:25.051 --> 00:14:28.431
differentiate yourself by 15, 20%.

00:14:28.641 --> 00:14:32.031
I think you're going to change
your competition set by 80%.

00:14:32.561 --> 00:14:33.321
That's my takeaway.

00:14:33.431 --> 00:14:35.851
Speaker 4: Well, I think too, like
going back to the game room thing,

00:14:36.341 --> 00:14:37.811
throw a ping pong table in a garage.

00:14:38.121 --> 00:14:38.751
This is not.

00:14:39.506 --> 00:14:43.566
What we talked about today, it was
more like you have to turn that garage.

00:14:43.636 --> 00:14:43.696
Yeah.

00:14:43.696 --> 00:14:47.146
You know, and I think
that's what people think.

00:14:47.146 --> 00:14:48.746
Oh, cause you'll tell
him or you need a game.

00:14:48.786 --> 00:14:48.956
Okay.

00:14:48.956 --> 00:14:50.266
I'll throw a ping pong
table in the garage.

00:14:50.296 --> 00:14:52.486
No, we're talking about
you paint the dark.

00:14:52.486 --> 00:14:55.346
Like one of my owners
has like red ceiling red.

00:14:55.356 --> 00:14:59.126
I mean, it looks like a bar in his
garage and that's what people want.

00:14:59.586 --> 00:15:01.796
Speaker 3: Um, ping
pong table in a garage.

00:15:01.846 --> 00:15:02.846
Doesn't tell a story.

00:15:03.396 --> 00:15:05.766
A garage turned into a.

00:15:06.286 --> 00:15:13.786
Pseudo pub, that's really cool to hang out
in with you and your pals tells a story

00:15:13.786 --> 00:15:17.456
that you want to be part of in your social
media or just hanging out with your, your

00:15:17.456 --> 00:15:20.456
buddies, you know, when you go to the
back and tell everybody what you guys did.

00:15:20.636 --> 00:15:22.646
Speaker 2: So I was like, I'm
like, even I was thinking, I'm

00:15:22.646 --> 00:15:25.746
trying to think of things on
the, in the condo in Rocky point.

00:15:26.396 --> 00:15:29.536
And I'm like, you know what, I
might want, I might get a photo

00:15:29.536 --> 00:15:32.446
booth and put it in the corner.

00:15:32.496 --> 00:15:32.976
Right.

00:15:34.361 --> 00:15:39.241
Actually make it so that the photo booth
stands out in my picture so that people

00:15:39.251 --> 00:15:43.601
like get excited that they're going
to get to go and do photo type stuff.

00:15:43.631 --> 00:15:46.181
Speaker 3: What if we changed
the narrative and said, it's

00:15:46.191 --> 00:15:50.191
not about the property telling
the story, which is part of it.

00:15:50.761 --> 00:15:55.051
But what if the real goal is
making a property that makes people

00:15:55.061 --> 00:15:56.671
want to tell stories about it?

00:15:57.421 --> 00:15:58.761
Yeah, right.

00:15:59.121 --> 00:16:01.851
Speaker 4: I think it's good that people
are going to tell your house's story.

00:16:01.911 --> 00:16:02.261
Speaker 3: Right.

00:16:02.701 --> 00:16:06.871
If you build, you know, a narrative
in Greenland style, and when they

00:16:06.871 --> 00:16:11.131
go back, like, ah, we stayed at
this house and it was so cool.

00:16:11.131 --> 00:16:14.471
And they had this, you know, this
amazing, they had this slide or this

00:16:14.741 --> 00:16:18.941
photo booth or, you know, this really
cool bed that, you know, like custom

00:16:18.941 --> 00:16:20.971
built or whatever that looks like.

00:16:21.291 --> 00:16:22.971
And they're back telling the story.

00:16:23.216 --> 00:16:26.656
I think that those end up on reviews.

00:16:26.686 --> 00:16:29.006
I think those end up in on social media.

00:16:29.626 --> 00:16:34.096
I think those end up in what becomes
the legend of this property where

00:16:34.096 --> 00:16:37.406
people go back and get that place
attachment where they have these

00:16:37.446 --> 00:16:40.306
good emotions that are tied to you.

00:16:40.706 --> 00:16:43.556
This property and end up going
back over and over again.

00:16:43.556 --> 00:16:45.856
I think that might be the difference here.

00:16:46.056 --> 00:16:49.306
Speaker 4: Well, we always get reviews
from like some of our worst houses

00:16:49.336 --> 00:16:50.626
and people give it a five star review.

00:16:50.626 --> 00:16:51.346
They loved it.

00:16:51.356 --> 00:16:53.916
We're just like, you just don't
know what their story was that

00:16:53.916 --> 00:16:55.266
made them love that property.

00:16:55.266 --> 00:16:58.886
And we always put our own story on it,
why someone should love this property.

00:16:58.976 --> 00:17:01.616
And I like the idea of
having other people.

00:17:01.846 --> 00:17:04.366
Like from their view because yeah,
there's so many other views out

00:17:04.366 --> 00:17:05.536
there of why a property is good.

00:17:06.266 --> 00:17:07.886
Speaker 3: Alright guys, well
thanks for sharing your thoughts.

00:17:08.386 --> 00:17:08.806
Appreciate it.

00:17:22.636 --> 00:17:24.136
Speaker: We got orange credo.