Ep 302: The Measure of Success

Market Proof Marketing · Ep 302: The Measure of SuccessIn this episode, Kevin Oakly, Andrew Peek and Jen Barkan! The team is currently participating in fantasy football and Jen shares her stats so far. Together, they consider how to measure the success of an ad if it doesn’t become a lead and talk about how everything is hanging on interest rates right now. Spicy Kevin makes several appearances and keeps the conversation interesting!Story Time (06:34)Andrew is trying to figure out how you measure the success of a phone call or ad if it doesn’t end up becoming a lead? Or can it be considered successful at all?Jen’s daughter is going through the vet school application process and it’s made her compare that process to people applying for The Nationals this year.Kevin says that managers and senior leaders who have zero desire to unpack why things are working are insecure in their own ability with what would be revealed. News (31:26)New sustainability tools help businesses and cities map environmental information (https://blog-google.cdn.ampproject.org/c/s/blog.google/products/maps/google-maps-apis-environment-sustainability/amp/)In Its First Monopoly Trial of Modern Internet Era, U.S. Sets Sights on Google (https://dnyuz.com/2023/09/06/in-its-first-monopoly-trial-of-modern-internet-era-u-s-sets-sights-on-google/)Mortgage demand drops to 27-year low as interest rates pull back (https://www.cnbc.com/2023/09/06/mortgage-demand-drops-to-27-year-low-as-interest-rates-pull-back.html)ONE+ By Rocket MortgageÂź Is A 1% Down Payment Option (https://www.rocketmortgage.com/learn/one-plus?qls=QNS_20180523.0123456789)Favorites/Hates (59:50)Andrew watched a documentary film called “The Wild and Wonderful Whites of West Virginia” on Amazon. Jen loves that college football is back!Kevin’s favorite is a sports jacket and a youtube video by Kyla Scanlon: https://www.youtube.com/watch?v=fdBSaG2cujM Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!Transcript:KevinJen do you know who you want to trade?JenWell, I tried to pull one over on Jackie Lipinski and tried to get Justin Jefferson from her, as if she didn't know who that was. But I did. I did try to offer her a couple of really good legit players, but she denied me.KevinOh.JenYes, I have not.KevinYou're a fantasy football professional, so can you talk right now who's like, if you had to call it right now, who has the best team? Do you think?JenUm, I mean, Jackie has a pretty good team. Mike has a pretty good team. I have a pretty decent team. I mean, I'm really not a professional. I just like to pretend that I know what you want.KevinRight. You won that unicorn trophy.AndrewIt's great.JenYeah, I won.AndrewIt's gold.JenI won once. Yes, but it's really just. It's really just luck. Plus, the way that we do it, guys, is this auto draft. So it's not even like you, you just, just auto automatically picks your players. You don't really have any say in what's.AndrewGoing to have the winners decided with the auto draft.JenSort of yeah.AndrewWell if you don't like such a.JenLineup it says projected standings with Mike Ryan and first place.AndrewSo happens every year somehow.JenTrying to.KevinRAZ Even though he's the commissioner right? Yeah.JenYeah. Like Jalen hurts or your quarterback.KevinLet's see. Here's here's what makes me mad is I had to make myself like math again. Like I failed the honors pre-calculus. And I took it twice. And then I never had to take math again. And I was like, I'm never. I chose a different like, I was like, I'm going to go Bachelor of Arts and a Bachelor of Science because I'm not taking anything close to math.KevinAnd then I had to make myself like math when I became a marketer, became important. Yeah. So it drives me nuts. Like I'm going up against Lipinski and it says projected score of 124 and a half for me, this is 122 and a half for her. Okay. How is it possible that what's going to happen is going to happen?KevinI'm going to get 65 and she's going to have 172. I mean, that's just gambling. That's just randomness.JenThey're just taking average projections. But what happens is somebody could get hurt. They might not even play. Hey, I mean, like, you never know.KevinI just think if we have, you know, I that can take us to Mars and back. Can it give us better projections at this? Like, come on, ESPN, get some GPUs fired up And.JenThen but there is.KevinMachine learning.AndrewHuman.JenTo human factor.AndrewAre reliable, unreliable.JenHuman factor.KevinBut they're all being paid off to like take a fall and stuff anyway. Right. Like it's it's all statistically for sure. Oh, it's all over.AndrewIf there is no drama in the game, no.JenOne wants to think.AndrewIt's like people think all the housewife shows are real. Like if there's no drama, there'd be no show. It's all manufactured.KevinI just think it should show around. You should be like, Here's. Here's that. Every year I am like, okay, I'll give Fantasy another shot. And then after the first two or three weeks of the same thing happening every time, or it's like I should have 180 points and I get 30.JenLike, there's no no, you just have to make sure that your players don't have a bye.KevinI don't. I do believe that never happens the first two or three weeks before I get.JenOkay.KevinSo that's why I was wondering, besides you and Mike, who is most likely to win so I can just trade them my best players now.JenBut now you're playing that game we're not in. Oh, man.AndrewI just opted out this year because now we have enough people. I do convert, you know, I don't feel like I'm like.JenNo pressure.AndrewNo pressure because I was not adding to it. I would I would set my thing, but I was just like, Oh, there's another person playing. I don't watch football. I watched some college football, but professional. But they said on.JenUsually guys, I went to the Virginia Tech Old Dominion game this past weekend. It was freaking electric. I was pretty sure Old Dominion was going to get pummeled, but they played pretty good. You know, that's my alma mater.AndrewSince that's where you went.JenThat's where I went to school, right? I'm a die hard fan. I go, Every time you have a home game, I'm there. But when they started playing Enter Sandman at the beginning, I mean, it was like it. In fact, they when everybody's jumping like that, it registers on the text size. Yeah, my grandma, I don't know what the type, but I registers as an earthquake.JenIt was crazy. Like, I was like, almost. I was so overcome with emotion. I was, I was like, it's not even I mean, look, I pay Virginia Tech a lot of money because my child goes there. So I like either way, whoever won it was fine. But I was like, Oh my gosh. Like, I brought me back to Meredith Oliver's fanatical selling and like, we have to our customers need to be fans of, you know, our our business and our brand and our company.JenAnd yeah, I mean, it was it was a thing, man. I was like, I'm all in on these Hokies.AndrewSo you can't replace you cannot replace humans, I guess is what it is.KevinYeah. It's not human to happening this year, but sometimes soon I'm going to have to get my kids to the summit just for like the first 30 minutes and then tell them to leave, because I think that's the only atmosphere that work. And I understand like, Oh, okay, Dad, you do you do real work outside of just talking to your computer upstairs.AndrewOr they might be like, wait, So you go on stage and talk for like a couple of minutes and all these people give you give you money, they listen to you. I don't know. That sounds like a scam. I feel like that's what you promise.KevinNo more sports talk for the rest of the podcast.AndrewNo more sports.KevinLet's start. Walk on to marketers marketing the podcast from the industry leaders. How do you convert where we talk about the current and future state of marketing and online sales for builders and developers across the globe? We're not here to sell you. We're here to help you and to try and elevate the conversation. Is there a topic you'd like us to cover or a question you'd like us to answer?KevinWe'll do it. Simply send an email to show at. Do you convert? Dot com. Welcome to episode 302. I'm Kevin. Okay. And with me today is Andrew Peek and Jen Barkin.AndrewWe're here. It's so exciting.KevinIt's a chat. Are we allowed to announce what's happening?JenOh, my gosh. What's happening?KevinSee, the thing that you're doing?JenAm I doing.KevinFast with the ends with podcast? Oh, are you kidding me? Talking about that? And we're not talking.JenAbout that yet.KevinOkay, we'll talk about it.AndrewI think you just talked about it like it's like, what do you know?KevinWe didn't.JenWe are pretty sure you didn't mind people talking.KevinOh, all right. Well, that's funny. What do you got?AndrewOh, what I got This is a fun question. And I talked about yesterday and this morning, so my. Oh, this could be open discussion. Maybe we make it a parallel to the online sales world. But at the same time, how do you measure a successful ad or how do you measure a successful phone call if it doesn't end up with a lead or an appointment?AndrewCan it still be successful? It's kind of like a gay like principle or like theory. Question This is like the long essay question at the end of an SAT. I don't know if they still do that or not. It's been quite a few years, so sort of open ended discussion. So let's talk about this with Beth, a coach convert and Bryce, a marketing strategist.AndrewAnd it really went down to this rabbit hole of like, oh, you kind of need to be rooted in some type of principles before you decide what is success or not success, because it could be like, Hey, it's really efficient. Was that successful or not? We need every single click out there. Like maybe that's actually the opposite. It's unsuccessful or maybe a very, very limited budget.AndrewSo having a really low or very efficient cost per click is success. Or maybe it's a coming soon community. You need as many leads as you can and you just need to spend as much as can. It doesn't matter what the cost per lead is because the urgency of more leads is significantly more important than trying to save some of the marketing budget.AndrewSo I kind of just gave the answer. It really depends. It really depends. There's no there's no good.JenAnswer, but the right answer as to your.KevinQuestion, it's a hard question. Salespeople leads.AndrewWell, that's it's online sales. People talk.JenAnd I was going to say I was going to say I don't know what the right answer is, but I would think it would be a good ad, would get leads and appointments and sales.AndrewYeah, sounds good to me.KevinYou know. Yeah.JenIf it's a it's.KevinIt's you know, I other maybe maybe land I don't know of a longer purchase cycle for most people to deal with and then homes.AndrewYeah.KevinMaybe mega yachts or airplanes I mean but like if you're shopping for an airplane, is that comparable to shopping for a car? I don't know. Like.AndrewYeah, yeah, yeah. Boats, boats and car boats and there's lots of personalized ocean.KevinLike I've seen lots of visualization tools for customizing your own private jet. Being advertised is like the new way to sell expensive stuff to people.JenI mean, ads are the need though just that really any.KevinWell right but I mean is like the number of decisions and trade offs to consider and you know but at that that's just what makes it all more complicated and.AndrewVery complicated. It's a hard question. Like it's well, it's I think it's.KevinIt's it's the question in advertising. But for us, it's important. Remember that there are multiple parts of the funnel. Different ads serve different purposes for different customers in different stages. You know, you can't I think about this way if you think about a pie pizza and everyone inside of that pie, it doesn't matter if you spend $2 million or $2,000 a month on search, if it's only within that pie, there is always a tradeoff of like if you spend all $2 million and the pie doesn't expand and it's not really pie, it's Rubik's Cube because it's like seven dimensional.KevinBut you you can't have any one tactic that you can just never max out.JenNow.KevinNot just in terms of I guess what I'm trying to convey is it's not just that the ads will get more expensive, but it will not raise the number of people that it reaches if it's defined by a certain radius or shape or audience already and so can't.AndrewYeah, we can't really create a market sort of.KevinWell, yes, but I guess my point is each channel is by definition we don't think about this way. It's own market. Like only the people who are searching can be reached by search marketing. It makes sense. Yeah. If people who aren't searching or they're not searching at every moment of their decision making process. Right.JenAnd so if they're searching, we want to capture them with your.KevinYeah, if they are search, you want to capture them. But you also have to realize that every every line goes back to Steve Schumacher's joke, which you repeat all the time, is if you've got five different things that are viable reasons why someone ends up being a purchaser or they have a realtor, they're referred by a friend, they saw you on a social ad, they did a search, they went on an event and then they purchase who gets credit.KevinBut it's just the acknowledgment that you have to have that every customer becomes a member of multiple channels, advertising channels all the time. And so, like there is this well-rounded ness that I don't think I understood early in my career that now that everyone's I mean, it's everyone's I'm data driven, dated or data driven, and it's like that curve that we get a name Dunning, Kruger data or whatever.AndrewGreater than.KevinFeeling data over.AndrewThat data.KevinYeah, but I would say to your point, what's the word you used to start with a piece that we need.AndrewPeople we.KevinKnow we need. Well, anyway, it's a good ad we need. We need what?AndrewBefore to me is as context we need I don't even know. I don't know where it's just come out my mouth is what usually happens.JenIt's a struggle and.AndrewEventually it forms a sentence that makes sense.KevinYeah, but anyway, the whole world has gone so over onto the data side that for sure there is a serious lack of around principles of thinking principle.AndrewThat we have principles.KevinHere that we will.AndrewLive by principles. That's what we need and building principles come from.KevinThis is the LinkedIn post that I made a little while ago. The principles come from having an ultra deep understanding of what your consumer's experiencing and doing and thinking That's not defined by just asking them, What are you doing? What are you thinking? Because they can't, they can't articulate. They do what's called preference falsification, where they just say what they feel like they're supposed to say to appear good.KevinAnd so you have to have that deep understanding. Just know like, well, of course they're doing these other things. And I don't actually I need data to continually prove to me that they're doing that because I'm constantly watching consumers do what they do and interacting with them and talking to them anyway.AndrewYeah, it's a loaded question. Yeah, we talked about it probably like an hour and a half until yesterday and today. Beth and Bryce. Well, not that single question, but it was a series of question. Yeah, from a very intelligent builder partner of ours. And it was like, Oh, this is actually like, this gets deep. Like you can't that's not a surface level question.AndrewIt's not like, Hey, just check on that. Click the rate, the CPC and conversion rate, and it is your answer because you could have amazing conversion rate.KevinAnd I think.AndrewI just asked.KevinMy sister, here's our episode and she doesn't listen anyway, but she's a CMO now at a at a university, I guess. I mean, sorry, Kristen, but, you know, remember all those bad things she did to me when I was a kid? There's no payback. She she read like a Harvard Business Review magazine article and then, you know, reached out to me and was like, how do I get my team to do this?KevinLike, I read this in an article and it's like, I mean, okay. But I think that's where our prints were. The principles come from Your principles either come from just things you like, observed from afar, or someone else just told you that's a terrible way to develop or principle you can shortcut by getting a coach right? Jenn My coaches help you shortcut to the best principles, but if you're going to your coach and you're like, Hey, I think maybe we should do, you know, squats this way.KevinAndrew Instead of this other way. Why I someone on TikTok said so you're like, Well, I've been in a couple competition. Like, that's, that's not good, right? So I think that's, that's where the friction comes from, is people who have strong principles without strong experience of testing those principles. They just decided it were good principles. Like that's and I it's just important for me to articulate, I guess, to everyone else.KevinAnd our principles don't come from our feelings. Back to your T-shirt. Andrew Yeah, the principles come from the data, but the data combined with experience and observation, not just data on its own. Yeah.AndrewAnd then kind of testing against those principles reinforces the.JenPrinciple, the direction this conversation was going about ads, successful ads.KevinThere. Again.AndrewI think moving it towards online sales world is like a principle on a phone call. Here's the intent of this.JenSo this this kind of plays into yeah, let's just just well, it just plays into the whole coaching and being coachable and wanting to do things the right way and the like. You said, the experience that like our coaching team, do you convert as like thousands upon thousands of hours in the seat. But, but then also coaching and training, I mean, just thousands.JenI don't even know what that might be.KevinHundreds of years. I think if you add up the whole. Yes.JenYeah, hundreds of years. And so it's like when we are speaking from like experience and relevance in the market because we work with, you know, over a couple of hundred online sales specials a month. So we know like what's happening in real time. It's a few, it's like this is yeah, like this is we're not this is not just, are we?JenWe're not is like pulling this out of thin air. What we think like this is what we know, you know, because of what we see on a daily basis. So and you got to be coachable. You got to be open to listening and learning. And I was actually on a podcast yesterday with the homes for Hope program. Yeah, it's awesome.JenDerek And he asked me something came up about coach ability and I was like, Yeah, you know, as a coach you can, you can be like, we're totally invested in that online sales specialist, right? But they have to be invested back in us. We can train, we can coach, we can lead them to the water. We can't make them drink.JenIt can't make them do that. They got to be invested back. And so, yeah.KevinThat's well, and I'm going to get I mean, you use a spice emoji so I'm, I don't know if you've chilled out since then, but I'm going to bring some spice back. So I feel, I think it's not the right word. I don't want use that word. There are absolutely managers and senior leaders out there who have zero desire to unpack why things work are working, and that it seems to be my hunch would be my hunch would be managers told me my wife, that I should never use that word.KevinDo people not use the word hunch anymore?JenI just know. Yeah, I use that hunch.KevinOkay. She's like, when you use that word, stop it.AndrewIs it like, quote, a word? I don't know if like that. That phrase.JenLike moist.KevinYou know, my hunch is that they are insecure in their own ability with whatever it is that would be unpacked.JenAbsolutely.KevinAnd that leads them to be like, nope, don't want to like results are good, don't care about. And I'll give you the tangible example here. There is a builder we were speaking with who it looked like the online salesperson was averaging like 30 to 40 leads a month for the last six months. Okay. And we were on a quarterly leadership call and our online sales coach, working with that person has been talking about things a certain way based upon an understanding that that lead volume, by the way, that lead volume is given by the LSC in the reporting that we use, it comes from the CRM, but he's always have the availability to make sureKevinthe numbers are accurate and consistent. So our leadership and the leadership sales manager, VP of Sales Marketing is like, Oh no, no, no. That only gets like way more than that. We're talking like a hundred plus more leads a month than what that is showing. But it's in this other system that doesn't talk to our CRM and, and I was like, well, that's why for about an issue, I don't know, two years we've recommended to stop using that thing and sorry the answer came back was but it's working really well for us.KevinLike how do you know?JenDo you know.KevinBecause you're your online salesperson doesn't know. Apparently because they don't, they don't count those things. There's no tracking of of how those people are followed up with. And what it boils down to is it's just someone who's highly uncomfortable with the use of technology themselves, someone somewhere told them or whatever, like this is a good thing to use and things are going fine enough, but that's just a that's a huge blind spot that is going to cause massive panic at some point that could be avoided if you just.JenHear.KevinMore about how you how you got to that end result.JenThere is definitely a.KevinKnow.JenYou know, listen online sales contribution is so high. I mean, 45 to 50%.KevinOf.JenSales are coming from this program. But there's still this disconnect of the resources, the support, the time spent understanding, learning the tools, the systems, the reporting.KevinFor this role.JenAnd so there's a lot of like just wild, Wild West happening out there with some of the online sales specialist because there's management is not is not getting in there and taking the time to understand it's it's like you said, Kevin, maybe a lack of understanding or technology but there's also bandwidth issues to feel like everybody is spread so thin and when push comes to shove, we need sales to keep everything running, right?JenSo I'm going to take my efforts and focus on the the sale, the end of the funnel here. But really, we're not going to get sales unless we have a point difference. And if we don't have a point, we got to manage it. So it's really the shift perspective that needs to happen. And I was talking with somebody earlier today that there's still there's still broken parts of the CRM, there's still broken parts of how the leads are managed and things like that.JenAnd it's like, Hey, we've been talking about this for like a year that's still broken.KevinLike, isn't that funny? Like serums As a broader topic, I feel like, you know, there was a time where it was like, are you using Outlook Express or Outlook or like, what's your email client? I haven't heard maybe once in the last two years someone talk about email or questions are around email and how to write their own email client, right?KevinMm hmm. Why the heck aren't serums the same way? It's 2023.Andrew2023. That would stress me out like I won Lead, lost or won. Lee That you lose. I'm like, that could be X amount of profit from one sale of the home that they just ignore that to someone else.KevinAgain.AndrewAnd that just like.KevinAll this.AndrewThat makes me feel.KevinOlder. We're on the call and I'm looking through their CRM system and there were months at a time where not a single prospect was ever entered into the CRM by the onsite sales team. That's like millions more months in a row, not a single lead.AndrewMy that could have been like, that's like, I get weird. I'm like, we could it's like they could have just like, paid someone to pay the whole company notification.JenI mean.AndrewAnywhere.KevinThey were always the lost revenue or. Ms..JenMs. Yeah. Or, you know, just looking at even when we could go on and on about this. I mean, you just looking at like, you know, average appointment to sale number right now is 21%. That's a, that's, that's strong 21%. Right. The average walk in traffic conversion is historically like 10 to 12%. Right. So we go, okay, we're still 21%, like one out of five keep appointments are going to write a contract, but we're still not focusing on that.JenDuring the handoff or making sure that this connection with on site and online is at the forefront of our training and our our discussions. I had some math this episode is all about now. I did some math on Friday where they're right, right now they're at 11% conversion of appointment to sale. And I'm like, if you did these four steps and you were able to increase your conversion to 21%, that's an additional $19 million of revenue.JenYeah, sales revenue, 19 million, 50 million, which equated to like an additional because we did this math in front of the sales team, that's an additional 400 and something thousand dollars in commission or whatever. That's like being left on the table as like when you put it in that perspective, like, well, oh, you know, like just, you know, like these.JenAnd again, this goes back to what we were just talking about, Like we're not just coming up with like, yeah, we think you should do it this way. Like, we know this works. We have the data to support it. We have the conversion metrics to show that this is what the averages are.KevinOkay, What do you think.JenThese four things.KevinOne more thing. Let's just say just for fun.AndrewOkay, fancy.KevinBecause no one else is listening. Right? Lower left lead to employment ratio. Yeah. Is currently.AndrewCan brighten 18.KevinPercent and our and our average benchmark currently is.Jen40.Kevin40. Okay lead to of women.JenWill get to women. Yeah.KevinMy favorite is when the person who has an 18% lead to appointment currently is again the one suggesting that they have found a better way something comes out. I mean and this is where this is where our approaches differ because we're all different humans that do convert, as I'm kind of like I mean, I'm going to explain to you why there's that.KevinThat's a bad idea. But you don't I would say to everyone, like, you don't pay me enough to make your decision for you. So, I mean, try it for a week or two, but not longer because you can't afford to go to five. Like 18 is bad enough. Let's get you to 35 with these proven things right first.KevinOh, yeah.JenYeah. Now, I just say that.KevinJohn, about that school application, I.JenOh, man, I feel like I you go back to school just by now. You know, I did apply to vet school and I if you guys knew that I did at one time want to be a veterinarian.AndrewSent a telegram I.KevinThink like, yes.JenI didn't get in. There's only 30 vet schools in the world.KevinOhio State is one of the best I hear like, yes, there goes a.AndrewLot of things.JenMy daughter is in her senior year, Virginia Tech, and is going through the vet school application process right now. She's applying and like I think 15 schools out of the 30. Oh oh yeah.KevinIs she going to live here or something?JenI so I said if you if you get into Ohio State you can go to Kevin's for dinner. So you know he'll take care of things every sale, you know, they'll feed you, make sure you're okay. But as she's going through this, you know, she's super stressed out. She's having to, like, go back through the last ten years of her life and basically and think about all these things and these prompts.JenIt's like, what's the defining moment of when you wanted to be a veterinarian, Right? So she's having to go through this. And I said.AndrewThese questions are terrible.JenWell, and listen, the vet schools, they only accept it's like the hardest one of the hardest things to get into. They only accept like a 100 out of thousands and thousands of applications. Wow. So I'm like, you've got to do something in this essay to make like to stand out. Like the first sentence has got to be some catchy thing, you know?JenBut it made me think about a couple a different think it's a one. If you are thinking about applying to the Nationals, you should because it's a great way to go through and like you go back into the archives, you just document all of this awesome stuff that you've done in your career and put it on paper. And if you're thinking about doing it, you should go for it.JenBut also make sure you tell this, tell a story that is what is going to help you stand out All in all of those applications that come in. So tell a story, be specific how you overcame something or whatever. But also maybe think about like when we're communicating with our customers and we're sending follow up and we're sending and we're leaving phone messages and we're communicating like you got a you got to spice it up a little bit.JenLike you got to be personal. You got to you got to put something in the subject line that's going to break through the clutter. It's going to make you stand out instead of touching base, checking in. How's it going? Because people's inboxes are inundated, like and they just get so many, you know, especially if if they're looking at your builder, they're looking at ten other builders that are all sending emails that are all sitting to these letters of.KevinWe are.JenAll doing all the things.KevinWe have.JenWe hope. We think, who knows? But you've got us. We've got to break through the digital pollution, right, and cut through the clutter. So that's good luck to Mia. Little Mia.KevinShe's like, Our.JenLocations are due September 18th.AndrewSo 15 of them, But I'd be paying someone to do that, I think.JenYeah, Yeah. That's what I would like to donate to the MIA application fund. But you've got to, like, pay like zillion dollars for all these different applications. So I'm really excited for. So put out some deposit invites.AndrewTo the universe.JenYes.KevinTo see what's her favorite animal is a dogs.JenYes. She's actually doing the research study on cows right now. So she gets to go hang out with cows and draw blood and do little like feeds. She had to, like, pile up on a big, like, green machine and, like, feed them. And I don't know, she's she likes horses, too. She's done some stuff with the horses, but mainly small animals.KevinNot a horse fan. Human kryptonite, those things.JenYou're not a horse.KevinThey can be really good. Yeah. It's not safe. Yeah, that'll.JenOh, they're so beautiful too.AndrewAbout, like, the miniature horses. Those are fun.KevinLittle tiny, maybe. Yeah. Yeah.AndrewWas just to see.KevinWhat would you rather be? Fight one giant hundred foot horse or 101 foot tiny horses?AndrewIt's like running around a little baby horses.KevinSorry, everyone. I'm in some kind of strange, strange minute here. On to the news multiverse.AndrewThis is Earth four.JenHey, online sales specialist, your D convert, Coach Jen Barkin here. Are you looking for guidance, structure and proven methods to help you set more appointments and create more sales? Then join online sales coach Jesse Suggs and myself. We are offering an intense two day virtual training experience, followed by eight weeks of training and coaching through our online sales academy.JenThis fall. Jesse and I have been in your shoes and we teach from our direct experience and years of coaching online sales specialists. Just like you. This will be hands on and real world no theory here. If you're interested, don't miss this incredible opportunity to reserve your spot today by visiting. Do you convert dot.com.KevinMan first up from D and Y use as I stand for, I need to know the news. The news. It's like.AndrewOkay, so two syllables that has generated.KevinThis one wasn't me.AndrewHow about this?KevinSo we're we're using the link and its first monopoly trial of modern Internet era. The US sets its sights on Google. So for those of you old enough to remember, I think the last big Monopoly trial breakup that happened was AT&T.; That was then split up into seven different regional companies in 1984, the article says. But effectively, the United States government is saying that Google is preventing any new opportunity for search to occur.KevinGoogle basically does what Facebook did back in the day. It was like any popular social app. We'll just go out and buy them. I mean, if you guys spend $1,000,000,000, going to spend $1,000,000,000 to Instagram, but it just prevents anyone from getting to the point where they could be a rival. And the charge here is that they're doing that with search and what's going to be so one, it's a big deal.KevinThe other thing is it's hard for monopolies. Monopolies are not illegal monopolies that harm consumers are illegal. And Android Android is was one really smart move by Google of saying we're going to make an operating system that's basically free. I mean, the catch is it has Google search built in as the default option, but it's hard to prove monopoly like consumers don't pay for ads on Google.KevinConsumers don't pay for Google sheets for Google Docs. They don't pay for it. I guess you're getting a lot of, you know, in quotes, free as are straight resources.JenYeah.KevinYou're getting a lot of resources as a consumer that you don't directly pay for. But they're going after it. And I think it's it's not I don't want to say this, it's just a distraction, but it's a really big distraction because this is like a very low percentage chance. But if it does like you, you just imagine working at Google in the senior leadership and you're like, we should be working on AI and we should be making this better and this better and YouTube and oh crap, we are.AndrewThere like we have Mitch McConnell reason out over here telling us what or how to run the business. I agree.KevinIt seems like Google is a monopoly.AndrewI think their monopoly in that they own their own search. Like you Google something, it's the verb, it's what you do versus what you do. I think they're trying to prove, right. Did they do things that were like the competitive nature? Of course they did. They wanted to get rid of the competition. So there's times where I'm like, I don't make any sense this.AndrewI can't stand this type of thing. But then I'm like, we kind of need more regulation over here and like zero regulation and stuff like this. So I feel like, you know, like there's contradictions there with government involvement in business and stuff like that. But this is like, come on, like, this is so dumb. Like everyone that.JenLike it.AndrewOn this thing against Google uses Google likely for their search engine and they're not on asked Jeeves or or Amazon.com or Bain. They're using Google to do it so and there's a reason it's still the better product. And they kind of prove that if even if they did all these, I think that's where the cases is. Probably even if we did not do these things, people would still use Google.AndrewThey're not using Bing. They're not switching to another search platform at all.JenThey're going all use being anymore.KevinYeah, they don't.AndrewEven have points. You can get the search stuff.KevinOn pay, please. Bing.AndrewThey try to pay you. Yeah. You give pretty.KevinLittle coupons or. Yeah. I mean, this is just one line builder here in Texas as an example. But year to date, they have 330,000 unique sessions from Google Search, and they have 13,000 from Bing, 4000 from Yahoo! 2000 from DuckDuckGo Technical.AndrewAnd those are the people, the tin foil hats, but the DuckDuckGo. So yeah, like the conversions, they're like, well, those are the crazy ones, so you don't want those people.KevinSo next from Google itself, new sustainability tools help businesses and cities map environmental information. This is again interesting one to me because Zillow's kind of led the charge of adding all this additional information around property. You know, like safety scores. And I think they also they do have it was started by Brad, Adam and I forget the name of the company where they give like a climate score rating.KevinBut now this is being built into Google Maps platform. They're going to let you see solar energy potential. So it'll identify roofs and talk about the amount of information that likelihood that it will produce a certain amount of power, air quality information and common allergens. That's and so everyone who has a Google map built into their site, you wouldn't, in essence, if you thought that this was important enough to be able to opt for offer a toggle on your own site or experience with access to this same information.AndrewLike it's pretty cool. The solar one is a little bit interesting because our you know, our electricity rates here expensive. We have a moderately large our home 3300 feet so we and I'm home all day so there's no saving of power during the day by turn AC down and we run the AC 23 to 60 days of the year for the most part.AndrewSo we've considered solar. So Project sunroof in our home is newer. Like for some reason, like our house is not in there yet, which is really bizarre. Sort of imagine even like a brand new home. It's obviously not going to be in there, but being that we have no trees because they tore everything down to make it easier and more efficient to develop.AndrewWe have some trees growing, but I'm like, man, solar is like ripe for most new home builds, especially in the South. Like, I think we did do a private survey with our property at one point and like the amount of power we can produce is insane. So I think that's like, oh, that could be that could be a really cool selling tool to go new home construction.AndrewIt's more efficient. Oh, and then now you have solar, the ROI on that. The payback is extremely quick because like you, the efficiency of it for a new home compared to an existing home, an older established neighborhood would be there. So be nice if they I would imagine as it gets use more often the how it refreshes the map and how that would be a little bit quicker.AndrewYeah, just fast for like two, three, five years from now. Pretty cool. All the tools we have.KevinI don't have the exact number, but whoever originally shared this article in my social network also included a stat that I, if I remember it was either close to 50% or like 60% of people who were surveyed had considered at least one environmental factor as part of their search for a home. I imagine both of you living near water in Virginia Beach and near Tampa, that like that's a but even in Ohio, like you can't build homes in a certain level of a floodplain.KevinLet's say 100 year flood, I think is you just can't build in here. So it's kind of surprising in one sense that that number sounded like a good number to use as a stat because I would think like 100% of people are considering like possession of the sun and amount of shade. Yeah, it seems like people who, you know, still quote like, did you know that 94.9% of people use the Internet to shop for a house?KevinAnd like we stop talking about this, it's everyone is like everyone.AndrewJust remember that.KevinAre we doing this? Yeah. Well, like, of course, the environment's a big like, that's what location is. It's all those things wrapped up together. But I mean, do you remember doing, like, a specific thing that you were?AndrewI'm a for me, definitely with hurricane evacuate like we just had a hurricane one week ago that passed by us. So we still had, you know, work zones. I think it's part of the same records and it's like ABCD and then X non evacuate or like a is like you're on the beach or you're a mobile home. The trailer home, manufactured home, no such a wind, wind and water and then B and then we're C, we're actually like B and a half.AndrewLike our kitchen is a B, the rest of the house is a C for whatever reason. So we, we stick with C, we're like, okay, if that gets wet over there, it's fine. We're staying like we're 13. You're yeah, you're gone. You're thinking.JenI'm underwater.AndrewYou're under water. So we're like 13 feet above sea level. You're below sea, you're like a bowl. You're like, you know.JenTraffic is is.AndrewYou have tunnels.KevinSinking. Oh, yeah. Yeah.JenSo you're saying bought a house in the flood zone. And I knew that. So this I'm not a good candidate.KevinIt's gone. But you still porous. I mean, if it was bad, it's.JenOkay to tension Lake. Yeah. Yeah.AndrewIf you need insurance, if you don't like, that's a huge factor.JenFlood insurance required.KevinIt's just a good thing that it's me. It goes in the category of if this place your advantage, you should be talking about it. If you're a builder in Albuquerque, New Mexico, or Southern California or the center of California, and you have now the ability availability to show the potential of solar usage on a on a home like you should be.KevinYou should be talking about that. Definitely. Yeah. All right. Next up from CNBC dot com, we're going to start with the scary and then get to someone trying to offer a solution. Mortgage demand drops to a 27 year low as interest rates pull back the average contract interest rate for 30 year fixed mortgages was $726,000 or less, decreased to 7.2% from 7.3%.KevinApplications for a mortgage to purchase a home fell 2% or 28% lower than the same week. One year ago. So affordability matters, huh? Who would have thought who.AndrewWould have thought of that? You were going to think there's some really smart builders that are offering some bite out of mortgages and I think the show 5.45 or any number less than seven is really attractive.KevinYeah, rates are I mean, again, I think it's catching people off guard. And I don't want to go into an economics lesson, but what's happening right now is that the government has to sell so many more treasuries to fund the government that investors are demanding a higher rate of return. And so, again, people just keep getting confused. It's worth at this point, it's it's kind of like, again, it's September of 20, 23.KevinInterest rates have been kind of a big deal for a while now. So if when I say interest rate, Treasury bonds, Treasury bills, tenure and you're like, whatever, just shut up and move on to the next topic, you should go watch a couple YouTube videos. Well, I'll give yeah, something like this. You know, it's a bit like you have at some point you have to be like, Huh, I guess this is big deal.KevinYou you don't have to understand it to solve it. You again, you can't empathize with your customers, say can't communicate, you can't educate, you cannot build trust. If you're not making any content about this at all because you're scared of it. Like just, you know, so people are like, I don't understand. We didn't raise interest rates or interest rates only went up by X when the Fed.KevinWell, the Fed's not the only factor here. You know, and and so rates are still sliding higher and the government's going to need more money for a while.AndrewSo I mean I think you would say. Kevin and to end interest rates is the I'm trying to think of the right word to phrase it at principal. That's a strong word. I think we all can feel that word. What it means like interest rates, that is the single biggest factor right now, above all everything else, like you could have a purple house with backwards doors and windows upside down, sideways, all this stuff.AndrewAnd the interest rate is right on that single home. Somehow, who cares? Nothing is selling, right? Yeah. Like it overrides the most amazing campaign, the most amazing website, the most amazing content. Yeah. Location. All that stuff is the rate right now. Shoot, we had a home just list in our neighborhood, and it's one that's like, closest to our our size home and like, Oh, what's something listed for?AndrewIt's like seven something. And then I see that's not the Zestimate, the Zillow's I've heard the call their, their mortgage calculator. I'm like, Oh gosh. I'm like, that's a whole different type of person income job life wise compared to, say myself.KevinI mean.AndrewWhen we got it and at this house now we're at two points, you know, like that's a whole different ballgame as far.KevinAs ask your parents for money. I don't know if you saw that Barbara Corcoran video. So. Barbara Corcoran, she's had a couple of these viral comments. I don't know if she just doesn't have anything going on with her real life.AndrewCPR form.KevinStatements that are compelling. But the first one was, of course, like if rates go, go down, prices will go up. So you better buy now. It's like, okay, we just want to look at one way and that could happen. It also could be their rates go down because the economy is terrible and people that have to sell their house and then there's more supply, then demand, and then prices go down.KevinSo either one could happen, but now she's come out and she just her it was one of these like dude bro podcast about like how to get rich quick. She's like, you just got to get into real estate and like if you can't afford it, no big deal. Just ask your parents for the money. Like the boomers have money, just get their money.KevinAnd so then she's just getting trolled. Get the boom so hard by people who are screenshotted that and they're like, you know, in their clearly not rich surroundings. And these are like teenagers even. They're like, yeah, thanks, Barbara. I'll definitely just ask my parents for, you know, a couple million to buy that apartment in Manhattan. And I'm like.AndrewI can imagine the reactions on that would be hilarious.JenWell, you know, just despite the Straits, it's not like, you know, you can easily slip into this, like, dude, I'm like, oh, my gosh, this sucks, right? But when we look at I mean, I just talked to a builders like we had our best month. August was our best month than ever, you know, at their best, Like it was.KevinThe best.JenMonth ever, ever. And, you know, conversion rates are still really strong, even more so than they were first quarter. Like.KevinYeah.JenSo it's like, yes, it's there and it's harder, but there's still a lot of positives happening justifying.KevinWay more there. There are actually way more positives than the negatives. I'm telling you I would rather have rates where they are or higher than I would like to have the same number of existing homes available on the market today as there were in 2018. If that happens, I'm telling you it's not that that is bad. I will find it.KevinA whole bunch of other things. More fire will take an extra couple million homes, you're saying?JenBecause you're saying because the existing inventory is so low. That's yes, it's so good for us. Yeah.KevinThe only common factor, not not the only the main common factor that unites individual markets that are struggling right now are builders are not hitting or exceeding their goals is where existing home supply get This has returned to like normal normal. And it's not like poems are sitting around forever, but they're like this is the same month supply that was like considered healthy is violently unhealthy now because.KevinBecause why? Because if you get the same healthy supply as is normal and demand is still down here, that's not good like you. Yeah. And so anything that reduces supply and this is why people get into housing experiences of like builders don't want to build that. People truly think this is hilarious. They think home builders are like Louis Vuitton and they're thinking of like, you know what?KevinWe'll do here's we'll do Jen. We'll just build homes a little bit slower or we'll make them a little less available just to protect the prices of our homes. Right. They've never met D.R. Horton. They've never met else, you know, Century Jimmy, like some of these builders that just focus on volume like that. It's hilarious. But your point is again, Andrew, 100% correct.KevinWe would not be in this House now when rates went down to three and a half and then kept going lower. I was like, Melanie, I mean, we own this property since 2015 that we built on and we had a loan and still the we were paying off on the land. But the loan on land was like seven and a half percent.KevinYour land aside, you realize that if we build a that's basically the same size as the house we're in now on the seven acres versus a three quarter acre, we all have a lower payment than what we are paying right now, paying the land and.JenThe spray money. Basically.AndrewShe was like, Shut the front door. Kevin, are you serious? This real interest rate, principally.KevinWhat she said like, well, then why.JenAre not doing that will ever see is that low.AndrewYeah. I don't I don't ever want to see that low.KevinBut that's.AndrewThat's.KevinConspiracy. That's what I wish more people would just honestly talk about if it went back to that guess what would happen like there's there is my friend Rob John says that you know there's just that these are the five these are four days and we added a fifth I think. But deaths, diamonds, diapers, divorce, divorce and displacement like physical, those are the reasons people move.KevinYeah, those reasons haven't stopped.JenRight.KevinWhat has stopped is the availability to easily move around.JenRight.KevinAnd transact. And so that means that I think it's very likely that when rates do go down, there's going to be a whole bunch of people just like the the race was on and people realized that there are still going to make money During the factors. Half of the world was shut down. The race was on to buy things and do things and get things.KevinI think there's a whole bunch of people who the minute rates get below 500 are like, Oh, this is our chance. We got we've got to say this. Yes, we made the dumbest decision ever to move to Nowhere Vermont and work remotely and try to raise yak wool on the side. We need to get back home to Chicago.KevinYeah, You know, put their house up 400%. Yeah. And that is. I'm just telling you, whatever keeps inventory low as what I'm in favor of for our industry now as a human being and wanting people to be able to have access to housing, I think it's terrible. Absolutely terrible. Yeah. But it it is it makes the market work right now.AndrewI think there's a lot of people that regret not doing something with the massive amount of equity they have. So they're like this. This might be like, who knows what's going to happen? Like, this is our chance. We have half million or whatever, number two, three, 400,000 inequity. I want to do something with it. I want to move.AndrewSo there's there's a lot of reasons, I guess.KevinYeah. Now, you can't really touch that equity because there's.JenA lot of people.AndrewLook expensive.JenWebsites and looking and lots of traffic to get you know people are looking.AndrewPeople love new.JenHomes. It's just waiting.KevinBut it's to the rescue, maybe.AndrewRescue.KevinTo the rescue, maybe.AndrewLike a rocket is.KevinIs one. Plus buy rocket mortgage, a 1% down payment option. Andrew, you found this?AndrewI did find this. I was actually. So we reified with Rocket. I logged in, we revived like 20, 20, 20, 21 or whatever, whenever it was. And then I saw this as like an ad something like, Oh, they got me. They got me enough to share this with, with the team. Like, this is interesting and it just read the fine detail.AndrewSo it, it essentially it is targeting it's first time buyers or if you're a repeat buyer, but you do have to fit certain income requirements they give you. You could put down 1%. That's all they're asking for, 1% down payment. They'll give a 2% grant as part of that down payment. So you're at three and you could only give up to 3%.AndrewSo there's max down, payment is 5%. So they're making sure that like, okay, they they'll make more money with less down payment. They have more principle to have interest attached, attached to, but then there's no PMI on it. So that's really interesting. But the and the credit requirements to you looking at this, I'm not a mortgage broker. I'm not a finance person, but you're like, okay, 620 or better.AndrewThat's pretty low. I feel like for like what seems in my brain like this seems to be like a higher risk product or, you know. Beth our team was like, This feels really familiar to VR alone in terms of requirements. Like it's it's kind of what the VA offers for military. But there are you know, there's that every mean something I'm not educated enough in this as far as like what does qualified income mean versus income on it.AndrewBut it seems like it is targeting kind of like the middle ish class income levels and that kind of like in number, we're not probably a lot of people that are very great renters. They pay on time. They have no issue with that yet. They're stuck. They're kind of like, I can't get a down payment, I can't get a down payment on houses, keep going up.AndrewInterest rates are higher. I want to get out of renting. This seems to be the perfect thing for them.KevinSo, yeah, my niece, this seems like a product product for and it's not it's not just I'm almost positive this is a government for Fannie and Freddie have kind of somehow this has been devised and rocket does always a really good job of packaging things up. They do easily and simply for people but I'm pretty sure this option exists for from a lot of different sources.KevinBut my nieces, I think she's 24. She's made good money for a couple of years. She's lived with her her mom. She's getting married and she's like, I really want to buy a house, but I can only afford to put down or only want to put down X. Even though she has more money, she just doesn't want to put it on one.JenOf the.KevinMedia.AndrewYou want to have backup? Yeah. You're like, Cool. That which makes sense. Yeah. You think that'd be like, rewarded somehow? Maybe it is like less down payment.KevinBy banks because they know that's more risk for.AndrewThem. It is risk. But another thing I think a take on this too, is if you read it, I think most builders I'll be meaning for a second any incentives, they're usually not great at explaining them on their website. Intentional, not intentional. To me, I think clear is kind of the more direct you are with it, the better conversions you'll have.AndrewSo I don't know if there's any like, Hey, just leave a little bit info out. People want to call. Well, that's not good because it's in the cards you get or confused. People like, Hey, I'm trying to read this thing, you know, online salesperson. Like, well, they didn't tell me either, so I don't really know. I don't really know.AndrewSo I think I.JenRead that deceptive. What itself what are you talking about?AndrewI think it's like 90% clear and at the bottom there are some like really? Well, that number does make sense. You know, about 6000 there but that's not reference in I was little details I think might not be the best.JenAnswer but it's just written the word incentive. Okay. We're like.AndrewIncentive.JenBuying options.KevinHome buying like.JenNew home options.AndrewOkay, I'm buying.KevinI don't know if.AndrewI can tell if you're messing with me or not, because.JenOptions.AndrewFeels like a really weird word. Really? Oh, we should talk about that. And options versus incentives and do a Did you watch the story on Netflix? I'm really distracting this right now, but it's about words choosing words. It's about when oxycodone content was created and they did a group what's a focus group on naming the drug? Like what is morphine mean to you?AndrewThey're like cancer death, my grandmother passing. What does this word mean to you? Oh, headache. What does this word mean to you? OxyContin, Breathing like oxygen and as all positive words. And they're sitting there and you're like, oh, well, this is terrible. Like, if you if you watch another person affected by it, you're.JenSitting there like, so and so and so it's it makes a big.KevinDifference.JenAnd will mean something rid of the word appointment of somebody is like thinking like I blow.AndrewMy mind. I'm stuck in nerd corner only know what's happening.JenAnd now we we were like don't even say appointment because that means that's transactional and the last more stressful. Like if you get an appointment like you're, you're going to go to contract basically what.AndrewWord to be like.JenSo like we don't even say that we were to discovery tours this Discovery tour community visit. If there's somebody who's really like, I don't know, like, Hey, how about let's just touch up with an informational session to get you started? Like, I.AndrewHope they're not like, so, like an appointment. I feel like I'm Jerry Seinfeld, right?JenBut I guess softening that verbiage, that's when like, you know, anyway, I don't know how we.AndrewGot my language is.KevinMy grandma.AndrewMeans something while.KevinShe's still alive. She's 104. So there might be something to this. But her and my grandfather used to take vitamin. Oh, Andrew.AndrewThat sounds made up too.KevinAnd it like had oxygen in it. And I, like, I was, I don't know, five at a time.AndrewI see it now.KevinBut I was so like, I'm pretty sure you can't put oxygen into powder form and shove it inside of a capsule.AndrewLike it's just hydrogen.KevinAnd I think they're probably that's one of the jokers got away with that is they're like, well you're breathing, you know, you're breathing while you're taking it. So you're taking it out.AndrewI guess I need to know what's in this. I found.JenIt. It's like.AndrewWell, I found the Amazon thing, which is terrible. It's it's like a white he gets like a white and blue bottle vitamin. Know about it, But no ingredients. Ingredients aren't even.KevinYeah, well, my father in law also sells total shyster thing. He sells saltwater. It's a cure all. He's from West Virginia. Okay. Okay. And then my mom used to take Queen Bee Rock Royal Honey, It was. It was special honey in gel tabs that only came from Queen Bees because Queen bees have some ideas. Like, why do we all want to live for?KevinOh, wait, I guess that's insane.AndrewSay I'm quality over quantity. I don't know.KevinIf on.AndrewAny given time.KevinI'll just be paying way more attention to cosmetics and vitamin companies. Yeah, because I know more and that's just make up more stuff. It's getting.AndrewLet's make it as.KevinWe have plenty to talk about. That's interesting to them that we don't have to.AndrewMake it and we have discovery tours. We could tell them about this information.KevinOh, it's I like this. I don't know. Do you like this, Kevin? Or do you hate this? Kevin, This Kevin could never appear another episode again. It's just too much cost me.JenHave you heard today? Maybe. Is it too much or not enough?KevinNo, I think I think it's just the knowing that this is my last thing of today. And I get that you.AndrewSo every Thursday for the month of September, I think it's month to September, Starbucks is doing buy one, get one fall drinks after 12:00. Oh they.KevinShould be Stanley.AndrewThey should be sponsoring me. Right. And that's why I went and got one before. Like this little thing doesn't look so little. I don't I'm not a big dude. I'm like, five, eight. But that's in this cup look so dainty. Like, that's a top, but it's the pumpkin cream cold brew.KevinPeople always think this stuff is contrived and made up, but I will add a Starbucks card and all access you all can scan.AndrewAnd they better post a picture using it.KevinBut I'm just kidding. Ha ha ha ha.AndrewYou better use.KevinAll right, let's move on to our favorites or things we hate either in either one. Oh gosh. What are your favorite shows? Books, Things you've watched. I'm going to give away one of my secret favorite thing I like. You know, I share a lot, but then I'm always like, Ooh, that person's got really good stuff. I can't share it with anyone, but I will.KevinI will share it today. You want I start inter Yeah.AndrewYou talk about West Virginia. So we were recommended. I'm not recommending this.KevinI'm just West Virginia. You're you wonderful people. My home.AndrewCountry roads. Shenandoah River. Right. It's a great place. So there's this documentary. I think Johnny, Johnny Knoxville made it so someone from East, right? But it's the wild and wonderful whites of West Virginia. Just watch on the Amazon. It seems like it's a high school project. Someone made an I'm movie and it's about this family the house and West Virginia and Boone County, Boone County, West Virginia.AndrewAnd it's just a train wreck of I mean, you don't watch it and try to figure out who the father is of any of these children. I think it's one person, the great grandfather or the grandfather. It's the craziest thing. But it's about this family that's they're all related interbred. So it's it's it's insane. I'm like, what are we watching right now?AndrewBut someone recommended it to us. So sure enough, we watched it. I'm not advising to watch it or to not watch it, but if you need something that's a change of pace.KevinYou're doing this with, you're like, Hey, watch this thing.JenYou don't need to be. You don't need to justify your favorite. Oh, you're very handsome.AndrewThis is definitely not I mean, this is about a ancestral family that's inbred. It's a little.JenWeird. Are you favoring favor?AndrewI don't know. This is just.JenWild. It's.AndrewIt's interesting when we finish this whole thing, if that says anything. So we didn't turn it off. I've heard people left.JenIt was like the train movie.AndrewNobody watching it was a train wreck. You're like, Wow, this is real. Everybody. When I said West Virginia, so am I, my boom mic. But the boom, my boom arm that I got, the new one, it's perfect. It doesn't.KevinMove.AndrewThe other one's on the ground. I need to throw it away.JenSo not 20.AndrewBucks. It works. I just need it. It's a lock in place versus have this tension, which would be perfect, but it just stays where I put it because it's a simpler design. So sometimes the better, the more expensive option isn't the best one. So that's it.KevinJen Just this.JenAre my favorite. My favorite thing right now is got to be that college football is back just coming off of my weekend attack and my monarchs are back. I love college football, so.KevinI do too. I don't have as much time anymore to watch it, but I still remember with fondness. I forget what I forget the exact year I think it was before we had kids. It must have been before we had kids. But I watched college game day every Saturday for the entire season and every state game. You guys, sometimes watch the second state games.KevinI was that.JenWhy don't you go to the Ohio State Games?KevinWell, there's like 110,000 people there. Yeah, I get that. Tickets are kind of expensive and I have a lot of people. And honestly, it's not a good environment to take like a nine and ten year old kid, too. I did take him to one last year. It started sleeting and snowing and they begged to leave in the middle of the third quarter.KevinBut I usually take like one or two people to a game. But it's not. Honestly, it's if I could go and watch the very beginning, like you're talking about, like watching the best in England come out or do script Ohio and the crowd cheering like, that's the best. Yeah, that's the best. I mean, I'm not actually a football person, but, you know, like, I can't stand watching high school football.KevinWe go to the high school football games. I can't stand it. It's the least interesting sport in the world to watch. I think.JenIt's yeah.KevinAt times college is better because you're higher up, you get perspective, whatever. But yeah, yeah I.AndrewFeel we watch but I'm not sure how I feel about the what's that and I and I know some of the players making stupid money like, I don't know, I'm just like I don't even though like, they're.KevinAll.AndrewThey're making, like they're getting endorsement deals and it's legit. Yeah. Even though I'm like they are and that they have this stuff, it just makes me feel like So that guy is making some stupid money off on the field and these other 12, 11, whatever. Like or not, I don't know.KevinNo. The Ohio State quarterback last year bought like everyone on the team. It was either like a 500 or $1,000 gift card and told them all to get nicer clothes to wear during the walk that they do from like he's like, you all need to not be slobs. Like go, go get some nice clothes.AndrewThat's nice. But I also feel like but look at you. You can afford it.KevinOh, let's.JenGo get.AndrewLike, I'm not wearing those clothes because I resent it. Is that envy or jealousy? I don't know.KevinI don't know what it is. But if you want to send me a gift card, anyone listening, you're welcome to. I'm not too good for it.AndrewI'll take it. You need like, a thousand for like, an Ohio State game, food, all that.JenYou're going to get. And I'm going to need to get a new suit for the summer.KevinTime for that is the last one. I know, I'm kidding.JenBut I'm just saying, like.KevinNow you've just I'm going to spiral. I'm going to do a, you know.JenNow.KevinFull on spiral now because like, I only see you all in person, if we're lucky, twice a year. I don't mean you. You do you. I mean anyone you ever see in person. Twice. More than twice a year. Yeah. Like, I mean, I'm sure you do remember what I wore last time, but also, there's pictures I don't grow anymore.KevinAnd not. I mean.AndrewAnd they're expensive. I mean, like, nothing.KevinIs on me for, like, my jeans, but she has no, she doesn't really care about suits or sport coats. I do get a lot of compliments on my hooded sport coat thing. We've seen that. Your junk. Now what is that? That's my favorite. Hold on. Sorry. I love you're going to edit this, but I can talk.AndrewSo sport coats are expensive. Have you bought as a male? I don't have a female jacket. It's just as much.JenYeah, they're pricey. Probably not as expensive as yours, but I just bought or Sam had to get a new suit. Yeah, And I was like.AndrewYou're like, Okay, yeah.KevinSo I don't know the brands. Sorry. Let's see if we can find it. Okay. This is a.JenThis is a jacket.KevinOh, no, can't count. This is a Alberta zimny.JenOh, it is jacket coat.KevinIt's a sport coat with a hood and whatever these are called. The hood can be unzipped.JenThat's great.KevinIt has like to, like.JenTake the hood.KevinOff. You can zip it and button it, or you can just button it or just zip it. It looks like it's got like three layers kind of built into it.JenThat's your favorite thing.KevinIt's really good. I get I mean, I know I ask people, especially strangers, because they don't know me. I'm like, are you just being nice or do you really like this? You know, you're going to be a little awkward, like, No, that's awesome. I got to get one of those for my husband or whoever. I'm like, Okay, cool.KevinSo now check that out. Now, my real favorite link is in the show notes is Kyla Scranton on YouTube. This is a younger lady who talks a lot about economics and human behavior. I don't I mean, she got she got famous via TikTok. I haven't watched her tiktoks and so she does some weird things. But this is a talk called how individualism Changes the economy.KevinAnd what I like about it is it talks about how this idea was started in the United States around the time period of in between World War One and World War Two. We got to get people to buy more stuff. How do we get people to want to buy more stuff? And just some of the crazy things that ended up happening as a result of it, like two, three different people really formed this idea of using psychological all weak spots in our brain to get us to want things.KevinAnd kind of the icing on the cake for me is it leads into how Guatemala, where we spend a lot of time as a family doing humanitarian work like we cause the Civil War because, you know, kind of like we're talking about the words the United States Fruit Company, I think, or the whatever, some fruit company that owned all the land in Guatemala, they were going to lose it.KevinAnd and so they positioned through through the use of words and said, well, the communists, which in the sixties it was all like, oh my gosh, the communists are everywhere. You know, we're scared of of Russia and communism. So they just called these people who wanted to give workers in the fields a little plot of land if they work long enough, they're like, you should be able to get a place to build a house.KevinAnd they called them communists. So then we started a war that split up a country. And it's just, you know, they had like 30 years of civil war and a bunch of people got butchered because the guy decided, hey, you know what? We could shift everyone's opinion of this. We just use a different word to a full circle.AndrewWhat words are important words? You know, a word.JenChange up your language.KevinYeah.JenWatch your mouth, Young, young man.KevinBut it's one of those things that I'm watching and my family walks in the corner and they're like, What are you? They just, like, slowly walk out hoping I don't notice. They're like, We don't want to sit down and watch this, but oh, I enjoy it. Oh, man. All right. That'll do it for this week. I'll do it.KevinWe'll see you next time. Actually, no, at the summit. No. One more and more, then we'll see you at the summit. Oh, Final, final. All unplug if you are all access. If you're in all access and you go to the event. So we have basically just under 400 people coming to this year's summit. And I think there is, I don't know, 40 or 50 people who have RSVP in all access.KevinIf you are happy that you're going in there, I'm going to run a separate contest with a separate prize. So you just got to go push a button, say I'm comin. You'll go see what else is coming. You can talk to them there. We've got the summit app coming out shortly, but go there and check that out and you might get invited for a happy hour in in Dallas somewhere.KevinI like it just for this for special people.AndrewOkay. Houses and not the one after the first.KevinYou don't know about that one. You got to go on an all access special one. You might get invited for. All right. All right. I'll see you next time I get to go.AndrewSee ya. 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