The Bounce Rate Podcast

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Welcome. This is the bounce rate. Eventually, I’m just going to record myself saying that.

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And then it’ll be right the first time. It’ll be right the first time.

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I won’t need to retake it.

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I mean, we’ve been here for 17 minutes. As you say, welcome to the bounce rate.

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I think you need to- 17 minutes. What was that, 92 takes? Yeah, it’s been a while.

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It’s been a while. So today, we’re going to talk about what happens when you’ve

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got a product that someone’s not going to buy maybe even once a year?

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How do you stay in front of eyeballs?

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What are some of the key industries that find themselves in that situation?

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And what are the ins and outs of marketing when it comes to staying engaged

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with someone that you might not purchase from them for three years?

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We talked a lot about this at the beginning. I do not own a home.

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Both of y’all own, have owned homes.

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We- I actually own James’s home. You own James.

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We have a feudal, we’ve got a feudal system going on. Is that what you asked

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me to sign the other day? He pays rent in cabbage. We’re peasants.

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But I, it’s interesting because I have a number of realtor friends and some

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of them are, you know, going strong.

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Some of them have stopped. They’ve just said they’ve given up because the amount

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of people, the amount of money that people have to purchase homes and mortgages is very different.

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That’s what we always think about. But today we’re going to talk about what

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are some different ones that have that sales cycle and how can we make content

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marketing work for them?

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I thought for a second there you were saying that you had real friends,

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and I was going to call you on that.

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No, they’re all— This is going to be the Beat on Roger episode.

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This one? This one. Unlike all the others where we have a supportive, caring, and safe space.

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No, they’re real estate friends. Oh, real tours.

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Oh, I thought it was real or fake friends.

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Yeah, no. No, real tour. So are

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those, and there’s a difference between a Realtor and a real estate agent.

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Okay. So let us know what the difference is. Enlighten me.

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So Realtor is a certification and it’s a industry group that certifies real estate agents.

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So they are all real estate agents because they have been certified by the state

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to sell and they’re allowed to engage in negotiations and do all those things.

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Realtors are an industry certification that’s a step above,

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certainly according to the real estate realtor organization,

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that allows them to say that they are a realtor and go on and basically they’re

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saying, hey, look, I have this extra training.

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I have this extra information and so forth. Okay.

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That’s actually handy to know.

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Yeah. So, are your real estate agent and or realtor friends and your real friends,

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are they… They’re saying that it’s just a dry market?

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Are they… They’re saying that it’s just too hard to get financing? What are they…

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What are they doing about it? Are they leaving? What are your two friends saying?

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My two real realtor friends. They…

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Just my understanding is that the market is, there’s not a lot of buyers and

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a lot of sellers are holding out for extremely high payoffs.

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I think it’s, I’m sure it kind of depends on what part of the country you’re in.

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I don’t know of too many markets right now that are hot.

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Texas is still pretty moving along. I heard recently that Houston was still doing okay.

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I think one of the biggest problems is the mortgage lock.

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If you bought your home 10 or 15 years ago, you’ve got a crazy low interest rate. Yeah.

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And if you’re not downsizing to where it’s going to be all equity,

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you don’t want to give up that loan. No.

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That makes it really difficult. Yeah, I mean, I’m not letting go of mine unless,

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you know, it absolutely makes sense, right?

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Or something magical comes along because I’ve got a really low interest rate.

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So you’re a real estate agent. You’re looking at the market.

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It’s not like you can call all of your past customers and say,

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hey, why don’t you buy now?

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Because chances are. Who’s this? Yeah.

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And I think it’s like down to, I think it’s like seven years.

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It used to be like 12 years that it took for somebody to move.

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And I think the average is closer to seven now, but it’s seven years on average

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between buying and selling a house.

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Which seems short to me, but I mean, I guess that makes sense. You know what I mean?

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Yeah. So I guess what levers does that person, does that real estate agent have to pull to try to.

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Jar up new business. Well, one thing that is obviously big is signage.

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I drive by, so the area I live, there is a neighborhood where they’re selling

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a lot of like older, like it’s being gentrified and they’re selling a lot of the older homes.

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And every time I drive by, there’s like another sign. The name is really clear.

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The image is really clear. And it’s, it’s

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not just like a lawn sign like they’re getting more elaborate yeah i’ve noticed

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some of those yeah yeah one the the realtors that i that i see their name a

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lot they have the same name as a celebrity of like an actor and it’s interesting

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because i’m like oh he could have just changed his name to.

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Thomas to not be confused but why would

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he if his name was tom cruise yeah say

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hey i’m tom cruise so it’s uh i

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think visibility and keeping that visibility

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like that seems i mean that’s key one

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thing that keeps i always go back to because i’ve thought this there’s this

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woman that lives in my neighborhood she’s been a realtor for 20 years and she

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we don’t we live in a subdivision of houston greater houston and so we live

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in a subdivision called westbury and it’s not tiny but It’s not really big.

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Can you give your exact address and social security number?

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No, no, no. Not this time. But her marketing is all about how she is a Westbury expert.

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Yeah. And she moves. She does a lot, right?

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It really paid off for her because so many of my friends that live in the neighborhood

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have used her for investment properties or move in.

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And she does a good job of getting the mailers out there, staying in front of

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you. but she’s really established herself as that expert, right?

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Of course she can sell real estate in other areas, you know what I mean?

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But people think of her when they think of our neighborhood.

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Yeah, that micro, that targeting, that micro targeting is vital for that kind of business.

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Because you’re either just in with the herd or at least people,

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whether it’s true or not, is knowing Westbury that different from knowing Bel Air?

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You know i i don’t know but but at least as

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people certainly for trying to find people that are selling their

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house it makes a lot of sense that i might use the person

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that i’m seeing at all over my neighborhood i do i do see that where the area

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that i live when it flooded we saw floodwaters completely fill up the bayou

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and like turn it into a lake.

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And I could definitely understand if, if you’re familiar with the floodplain

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and you talk to someone and they don’t seem that familiar with the floodplain or with.

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The the vibe of the neighborhood or you know it i’m sure it’s pretty apparent

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of like oh this person doesn’t know this neighborhood at all i mean that’s a

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new thing that we all now consider in houston because we’ve had so many floods

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right like yeah you know that’s a question that honestly,

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10 years ago i would never maybe 15 years ago i would never have asked you know

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pretty harvey pretty hard yeah but safety like safety in general too where you

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know i have this trail near my house that I used to love to walk on.

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And the lights, because of the construction, the lights have been off for six months.

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So if someone tries to sell me a house and say, oh, it’s got this walking trail,

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but I know that there’s no lights, that it doesn’t feel safe,

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I’ll be like, this guy is bogus.

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So I totally understand how someone would need to show that they’re at least

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aware of an area versus just trying to get a house off the market.

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So that’s all well and good, but you have to get that message out.

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And if you’re looking at the one side of that equation of, for realtors,

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I need sellers and I need buyers.

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So the sellers make sense, right? All this plays out very well.

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I’m going to be the Westbury person. All the people that live in Westbury will

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see me because, you know, obviously I’m advertising at the local grocery store that they all go to.

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I’m doing mailers out to the doors and then they’re seeing me on my signs at

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all the open houses that I’m having. If I want buyers…

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That’s a different proposition because there is some Westbury to Westbury purchases,

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I’m sure, but I’m sure there’s a lot more coming in or leaving.

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Yeah, 100%. On the buyer’s side, you see a lot of people spending money on Zillow

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and Google local service ads, things like that, because those are buyers actively

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looking into the market.

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But those are people that are searching. A lot of times people don’t get to the search.

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Right because they already are aware of somebody does

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it make sense no what do you mean well like

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if i’m going to zillow looking or

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if i’m on google searching you know that’s later

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in the sales cycle versus knowing somebody

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to go to you’re talking about like referrals yeah i

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mean referrals or just branding though but i guess

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as you’re saying like there’s a whole population that

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never even gets to the realtor in my

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area step because they ask

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their friends and their friends recommend someone or they see someone’s name

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somewhere and they call that person directly or they find they do their own

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research find the house they want and call that realtor yeah if it’s already

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listed yeah yeah and most i mean i think most stuff that’s bought is already

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listed do i yeah i just mean.

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Now, there’s another one we were talking about before. Houses are big. It’s a hot button issue.

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But one that is, we don’t really think about it until it’s too late,

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are urgent care clinics and emergency rooms.

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There’s been a huge crop of those come up where I grew up, and you see them all the time.

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I just, you know, not those specifically, but I just had a medically related

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missed opportunity to upsell me because I didn’t remember when my last colonoscopy was.

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So I had to call in and they got back to me and they said, oh,

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no, you’re good for like another three years. I’m like, missed opportunity. Hello.

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You know, just get me. You know, you’re normally scheduled for three years,

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but why don’t you come in for a top up? Yeah.

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Well, in a while you, you raise, and check out that rear end.

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Yeah. You, you raise a good point.

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Eric wrote a good point. No raised. You raised it.

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And that is integrity and leading with value because relationship,

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having a relationship, like if, if.

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I am willing to give a restaurant two or three chances before I say I’m never going back there again.

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If I order the clam chowder and it’s not great, I’ll be like, you know what?

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I hate clam chowder. Why did I order this? That’s what you would say.

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I’d say, I love clam chowder.

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Chowder. I’d say, you know what? That wasn’t great.

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I need to try their pupusas. And I tried their pupusas and I’m like. Wait a second. Whoa.

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Time out. I was talking about you went to a restaurant that has clam chowder and pupusas.

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I tried their pupusas. I’d say this is. And then you’re like,

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let me try your. Let me try the beef Wellington.

00:13:07.510 –> 00:13:09.490
Yes. The London broil. London broil.

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Yeah. And what about an udon bowl? And then that third thing.

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And I’m like, you know what? I don’t really want to go here anymore.

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Just note to everybody listening. If you’ve never tried a pupusa, you’re missing out.

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They’re great. Do it. They’re great. I just learned about those like three years

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ago. We had interns here at Indoor Media.

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I brought them in. I don’t remember. Oh, no, I take it back.

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It was before the interns came. We had an employee here that would sell homemade ones.

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And so they were every time and I was talking to it.

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We had a woman here that was from Guatemala and I was talking to her.

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I was like, what’s that on your desk? And she’s like, they’re poof poof says.

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I was like, where’d you get this?

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So I got in on that deal and then she leaves the one that was making them.

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Oh my God, what am I could do.

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So not long after that, I had interns come in.

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I was like, okay, hey, I got to take these interns to lunch.

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They’re juniors in high school. They’re going to chow down. I was like,

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well, let’s go to the pupusaria.

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So we go, it was the cheapest team lunch I’ve ever had in my life.

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It was like, I don’t know.

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I think on average it was 375 per kid.

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I was just amazing. And they all walked out and thought I was a hero.

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That’s my poop. So go to a poopoo-seria. Yeah, they’re fantastic. Yeah.

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Sorry to digress. But on the off chance that they’re not great, I’m still going to be.

00:14:32.727 –> 00:14:35.467
I’m going to, I’m going to give that restaurant one more chance.

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I will even go as far as to say, if this restaurant is right next door to my

00:14:40.887 –> 00:14:43.647
house, I still might give them a chance.

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If the choice is between getting into Houston traffic and just walking next

00:14:48.147 –> 00:14:52.747
door to try their sushi, I’m going to get, I might even give them one more chance.

00:14:52.947 –> 00:14:58.667
That is, I think psychologically not the case with emergency room.

00:14:58.667 –> 00:15:02.047
Well, maybe emergency rooms, but with urgent care,

00:15:02.207 –> 00:15:08.607
for sure, if I went to an urgent care and it wasn’t, it was a bad experience

00:15:08.607 –> 00:15:13.387
and there’s one 10 minutes away, I could definitely see myself saying,

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all right, well, I don’t go to that one. I go to this one over there.

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How many times, rough guess, in the past seven years have you and or your significant

00:15:23.667 –> 00:15:26.727
other gone to the emergency room? Roger. I have not.

00:15:27.287 –> 00:15:30.307
What about you, James? in your family.

00:15:31.487 –> 00:15:36.427
We’ve probably, in the last two years, we’ve probably been like six times.

00:15:37.267 –> 00:15:39.747
But I have two teenage boys. It’s all the kids.

00:15:41.727 –> 00:15:43.007
Was I one of them?

00:15:43.935 –> 00:15:49.915
I think so. I’ve had my share. So my wife and I have probably gone,

00:15:50.195 –> 00:15:55.415
I don’t know, maybe once every two years or something each.

00:15:55.635 –> 00:15:58.315
Maybe not that. You know, just weird stuff as you’re getting older or whatever.

00:15:58.775 –> 00:16:04.335
So we always go to the same emergency room. Do you go to the different ones or what do you do?

00:16:04.495 –> 00:16:08.795
Because you’ve got to have a frequent flyer program, man. Depends on what is.

00:16:08.895 –> 00:16:11.995
I actually did go to the urgent care the other day a couple weeks ago because

00:16:11.995 –> 00:16:13.915
our manager’s meeting we did in Costa Rica.

00:16:13.935 –> 00:16:20.635
Rica and I brought back a bug with me and I was kind of letting it roll for a while.

00:16:20.835 –> 00:16:24.015
And then one Saturday morning I got up and my stomach hurt so bad.

00:16:24.155 –> 00:16:27.935
I mean, it got really bad. I started chat GPT. I’d, I’d been staying in touch

00:16:27.935 –> 00:16:29.875
with chat GPT, updating it. Dr.

00:16:30.075 –> 00:16:33.715
GPT. Yeah. And it was like, you need to go to the urgent care of the emergency

00:16:33.715 –> 00:16:35.535
room right now. And I was like, damn.

00:16:36.035 –> 00:16:39.955
And you probably started with typing in, do you think it’s a good idea?

00:16:39.955 –> 00:16:43.315
And it came back in the positive way that does i think this is a great idea

00:16:43.315 –> 00:16:48.075
for you well yeah it’s like so yeah strokes your ego really amazingly but yeah

00:16:48.075 –> 00:16:51.515
so if it’s if it’s something we’re not right sure about and it’s not like major

00:16:51.515 –> 00:16:57.275
we go to one that’s really close to our house yeah but if we know that it’s serious.

00:16:58.215 –> 00:17:03.335
Like there’s one literally across town that we go to because we know they’re

00:17:03.335 –> 00:17:07.635
not crowded they have all the equipment we need and we’ve been there a few times it’s like.

00:17:08.521 –> 00:17:14.881
You know, cause like one day my, my youngest son got in a confrontation with his older brother.

00:17:15.341 –> 00:17:18.701
Long story short, he comes into our room and his, his pinky toe is literally

00:17:18.701 –> 00:17:21.781
sticking out to the side. He’s not pointing straight anymore.

00:17:22.221 –> 00:17:25.741
And we, and it was like, it was a weekday and it was a night,

00:17:25.841 –> 00:17:26.701
it was like at 10 o’clock.

00:17:26.921 –> 00:17:30.641
And so we went to literally like three urgent cares in an emergency room.

00:17:30.921 –> 00:17:33.641
Emergency room had like eight hour wait.

00:17:34.181 –> 00:17:37.841
All the urgent cares were closed. So that’s when we finally,

00:17:38.141 –> 00:17:39.621
like, let’s go back to the one we know.

00:17:39.781 –> 00:17:42.721
And from that point on, we’ve always gone there. Yeah. Interesting.

00:17:43.301 –> 00:17:47.181
So I want to throw something out there when we’re talking about the differences,

00:17:47.201 –> 00:17:52.341
because we’re talking about, you know, businesses that have infrequent customers

00:17:52.341 –> 00:17:55.061
versus businesses that have frequent customers. Right.

00:17:55.521 –> 00:18:01.961
And I’m going to not, this isn’t a rule that applies all, but for a lot of the

00:18:01.961 –> 00:18:03.621
frequently visited businesses.

00:18:04.301 –> 00:18:08.541
Restaurants, car washes, a lot of your marketing, not all of it,

00:18:08.621 –> 00:18:11.561
but a lot of your marketing is going to be tied into your location, right?

00:18:11.981 –> 00:18:15.661
Because you’re very visible to a local market. Doesn’t mean you don’t have to

00:18:15.661 –> 00:18:18.221
do anything else, but you’re going to have some visibility.

00:18:18.741 –> 00:18:21.401
On the other side where we’re talking about infrequent customers,

00:18:21.701 –> 00:18:25.201
other than urgent cares, and I’m sure there’s some more, but we’re talking about

00:18:25.201 –> 00:18:27.081
realtors and insurance and lawyers.

00:18:27.501 –> 00:18:32.941
A lot of those businesses don’t have that natural I mean, you’re invisible, right?

00:18:33.061 –> 00:18:36.701
So you have to do something to get yourself out there, right?

00:18:36.821 –> 00:18:40.801
Like you’ve got to, other than, you know, some people live and die off referrals,

00:18:41.181 –> 00:18:42.661
fine, that’s your business model.

00:18:43.021 –> 00:18:47.541
But if you want to grow and, you know, you’ve got to take part, what do you think?

00:18:48.635 –> 00:18:55.895
Yeah, it’s a tough one. Those businesses, you just don’t have the kind of levers

00:18:55.895 –> 00:19:00.135
to pull that a frequent visitation business does.

00:19:00.135 –> 00:19:07.555
The biggest difference is almost any kind of local business that has regular

00:19:07.555 –> 00:19:10.075
customers on a monthly basis, like you said, restaurants, whatever,

00:19:10.375 –> 00:19:17.435
it is very easy, almost no barrier at all, to collect customer data and then

00:19:17.435 –> 00:19:24.455
send information out to them and get them to use your facility because at any given time, I’m hungry.

00:19:24.875 –> 00:19:30.235
Like literally at any given time, I am hungry. Very minimum, three times a day.

00:19:30.335 –> 00:19:33.155
Not even close. For most Americans, more like five or six.

00:19:33.315 –> 00:19:35.515
Yes, yes. A second lunch, whatever it is.

00:19:35.895 –> 00:19:41.855
So anytime you send me any communication, there’s a good chance I’m already on the buyer journey.

00:19:42.495 –> 00:19:48.315
When you’re talking about real estate, urgent care, insurance even,

00:19:48.555 –> 00:19:55.175
the chances that whatever message you’re sending to me are aligned with my intent

00:19:55.175 –> 00:19:57.475
to buy at that point are pretty slim.

00:19:57.635 –> 00:20:04.055
Yeah. You know, and that’s and I think that’s a big reason why the concept of

00:20:04.055 –> 00:20:10.875
content marketing has been major for the past over a decade since I mean,

00:20:10.975 –> 00:20:16.875
since the Internet really started going where you have to lead with value. you.

00:20:16.955 –> 00:20:19.375
You have to give people five tips.

00:20:19.535 –> 00:20:25.615
You have to give people, hey, here’s a free download because you’re proving

00:20:25.615 –> 00:20:31.695
your stuff and also you’re connecting and endearing yourself to someone.

00:20:31.815 –> 00:20:36.235
So they go, you know what? I remember that person gave me a free checklist and

00:20:36.235 –> 00:20:40.635
I looked at it and it looked accurate. So, you know, I’m going to give them a call next time.

00:20:40.775 –> 00:20:45.895
There’s also the factor of networking where you might not be.

00:20:46.772 –> 00:20:51.192
Needing to go to the emergency room or you need to go to an urgent care clinic,

00:20:51.192 –> 00:20:57.412
but maybe you talk to someone in your network and they mention it and they’re looking for guidance.

00:20:57.672 –> 00:21:04.412
Well, if they’re on top of, if that urgent care clinic is on the top of their

00:21:04.412 –> 00:21:06.432
mind, then they can spread that information.

00:21:06.672 –> 00:21:12.512
So even if it’s not directly someone who will be needing to go see emergency

00:21:12.512 –> 00:21:20.512
medical services soon, in their network, there certainly might be one or two that will.

00:21:21.432 –> 00:21:26.332
I got to throw something out here. What about a concept of brand equity, right?

00:21:26.412 –> 00:21:31.372
Where your brand gains equity over time, right? So you’re staying in front of your community.

00:21:31.872 –> 00:21:35.172
And like we said, like they don’t need you, but once every three years,

00:21:35.352 –> 00:21:39.132
seven years, whatever, right? So you’re building, they’re constantly seeing your advertising.

00:21:39.512 –> 00:21:44.192
Maybe you’re offering some value, some stuff. But when it comes time for them

00:21:44.192 –> 00:21:48.572
to use your service, they might turn to referrals. They might turn to search.

00:21:49.012 –> 00:21:54.632
And when they see the options, yours stands out because of the brand equity you’ve built.

00:21:54.832 –> 00:21:58.572
They might not remember it at that moment, but they go and, all right, you know what?

00:21:58.992 –> 00:22:00.832
It’s time to buy a house. I’m going to start searching.

00:22:01.452 –> 00:22:05.132
What realtor should I… Oh, yeah. I remember John Doe.

00:22:05.292 –> 00:22:12.292
I see him at… So there is an industry that they sell a product…

00:22:12.905 –> 00:22:17.565
And so, so that kind of puts them in, they have stores, they have a lot of physical

00:22:17.565 –> 00:22:21.185
stores and they’re kind of, you know, spread and so forth nationwide.

00:22:23.305 –> 00:22:28.265
And they’re in that model, you would, you know, kind of make them look more

00:22:28.265 –> 00:22:34.045
like a restaurant or, you know, nails, but their frequency is very,

00:22:34.245 –> 00:22:37.025
very long or low. Mattress.

00:22:37.345 –> 00:22:41.945
Mattress. Yes. And so mattresses are exactly that kind of because they’re the

00:22:41.945 –> 00:22:46.665
kind of business that you it’s not like you can just go email everybody,

00:22:46.665 –> 00:22:52.005
all your customers from last year and say, hey, it’s time to get a new mattress. It’s been a year.

00:22:52.325 –> 00:22:55.825
Right. So it’s really hard for them to generate that because they probably sold

00:22:55.825 –> 00:22:57.745
the idea to you on the first place.

00:22:57.885 –> 00:23:00.805
This is a seven or eight year mattress with a lifetime warranty.

00:23:02.205 –> 00:23:08.765
Sorry, I was going to say they, the mattress industry is probably the most phenomenal

00:23:08.765 –> 00:23:12.925
industry out there in terms of content marketing. Yeah.

00:23:13.545 –> 00:23:16.805
Unbelievable. I don’t know how they do it. I really literally don’t.

00:23:16.905 –> 00:23:21.965
You can, not only are there websites, their blog posts, the mattress experts

00:23:21.965 –> 00:23:23.825
they have on and on and on.

00:23:23.985 –> 00:23:28.645
If you go to Reddit, Reddit’s usually one of the better places to go get just

00:23:28.645 –> 00:23:32.505
like everyday people talking about something. Like you could type in…

00:23:33.278 –> 00:23:38.238
Anything you’re looking for. If you have a specific laptop, I type in Lenovo

00:23:38.238 –> 00:23:42.138
Yoga 9i Reddit, and I do that Google search.

00:23:42.358 –> 00:23:45.218
I get a lot of people, just everyday people that bought the product,

00:23:45.378 –> 00:23:46.218
they were going back and forth.

00:23:46.938 –> 00:23:53.238
If you type in anything about a mattress, if you do the Serta Sleepmaster 102

00:23:53.238 –> 00:23:54.778
blah, blah, blah Reddit,

00:23:55.198 –> 00:23:59.738
you’re going to find tons of subreddits, tons of conversations,

00:23:59.738 –> 00:24:06.278
and all of them have some freaking mattress guru person,

00:24:06.458 –> 00:24:14.318
I’ve tested 7,000 mattresses, and I’m telling you, you really need to go ahead and pay 4,000,

00:24:14.538 –> 00:24:16.978
$7,000 for your mattress and go on and on.

00:24:17.178 –> 00:24:22.618
You’re like, this guy can’t be real. That is all manufactured stuff,

00:24:22.618 –> 00:24:26.318
especially because we have friends in England, and they’re like,

00:24:26.378 –> 00:24:29.378
yeah, mattress should cost like 600 bucks yeah yeah so

00:24:29.378 –> 00:24:32.418
so that is an industry but going to your point james that’s

00:24:32.418 –> 00:24:35.258
an industry that is very interested on they are

00:24:35.258 –> 00:24:42.198
just doing everything they can to stay top of mind for that moment you switch

00:24:42.198 –> 00:24:47.198
and that’s really interesting yeah i’m i’m curious eric when you want that ooh

00:24:47.198 –> 00:24:52.818
ah feel where do you go oh that’s described like i need more information Oh,

00:24:52.818 –> 00:24:54.638
my gosh. The U.A. could be a few more things.

00:24:54.858 –> 00:24:58.278
Do y’all have no idea about this ad? I don’t think I’ve seen it.

00:24:58.418 –> 00:25:01.178
When you want that U.A. feed. Mattress Giant.

00:25:01.418 –> 00:25:03.518
Is that it? Mattress Giant? Yeah. Yeah.

00:25:04.362 –> 00:25:07.682
Anyway, that was, it’s seared in my brain. So a couple of things.

00:25:08.402 –> 00:25:12.162
ITT Tech, I thought was basically MIT when I was a kid.

00:25:12.882 –> 00:25:16.582
Castle Dental, I thought that was the top that you could have.

00:25:16.902 –> 00:25:20.802
And Mattress Giant, I was like, well, that’s where the best mattresses are because

00:25:20.802 –> 00:25:22.842
of that brand equity when I was a little kid.

00:25:23.022 –> 00:25:26.162
I was like, all right, I see these all the time. Now they’re in my head.

00:25:26.342 –> 00:25:31.182
And years later, when I need to get my teeth cleaned and I see Castle Dental,

00:25:31.302 –> 00:25:33.362
I say, oh, I remember that being a big deal.

00:25:33.362 –> 00:25:37.202
The mattress thing is really fascinating

00:25:37.202 –> 00:25:40.222
because disgusting i mean fascinating yes

00:25:40.222 –> 00:25:44.042
it’s fast fast gusting it’s repulsive

00:25:44.042 –> 00:25:50.202
and yet oddly compelling it’s in what i find the most fascinating about it is

00:25:50.202 –> 00:25:57.202
it’s a luxury luxury good that doesn’t really make sense being a luxury good

00:25:57.202 –> 00:26:03.062
and it’s and or like you were saying like the the markup on those mattresses are so high,

00:26:03.662 –> 00:26:11.842
And they have like tools where there’s always a new image of two hot people laying on a mattress.

00:26:12.222 –> 00:26:15.582
That’s like a full. I sent you our photo. Is that what you’re talking about?

00:26:16.942 –> 00:26:20.602
We did a photo. Me and James. We did a photo shoot for the bounce rate.

00:26:20.962 –> 00:26:26.082
No, but it’s always this massive wall wrap there.

00:26:27.222 –> 00:26:32.442
And it’s always another couple just hanging out in bed in the middle of the day. Right.

00:26:33.242 –> 00:26:37.522
And there is a ritual of going into this mattress warehouse,

00:26:37.522 –> 00:26:39.942
but that’s not usually where you get it from.

00:26:40.422 –> 00:26:44.882
Well, the thing that’s amazing, the level of detail into their marketing.

00:26:45.827 –> 00:26:49.627
There’s no apples to apples comparison in mattress shopping either.

00:26:49.887 –> 00:26:54.667
You go to Macy’s, they’ll have Serta, they have Tempur-Pedic, all those.

00:26:54.907 –> 00:26:58.347
You go to Mattress Firm, they have Serta, they have Tempur-Pedic,

00:26:58.387 –> 00:27:01.327
but they’re not the same brands or models.

00:27:03.327 –> 00:27:10.707
This is the Tempur-Pedic X105, Macy’s sells the 95J2, and you’re like,

00:27:10.807 –> 00:27:15.307
what is the difference here? And you cannot, there is no commodization.

00:27:15.647 –> 00:27:18.927
There’s no, I mean, it is, it is really phenomenal.

00:27:19.127 –> 00:27:23.587
I mean, if you stand back and, and appreciate it just as a marketing gesture,

00:27:23.667 –> 00:27:26.227
it’s like they have done an amazing job.

00:27:26.867 –> 00:27:32.207
The, the, one of the reasons that they’ve done an amazing job is the mattress

00:27:32.207 –> 00:27:34.807
industry is actually pretty consolidated.

00:27:34.847 –> 00:27:41.527
There’s not very many competitors in it. Now, mattress in a box has kind of

00:27:41.527 –> 00:27:47.567
started to open that up a little bit, but not as much as you might think.

00:27:47.687 –> 00:27:51.727
And it makes it a little difficult going back to like realty or even urgent care.

00:27:52.107 –> 00:27:57.627
If you’re not Keller Williams, if you’re not Sotheby’s and advertising all the

00:27:57.627 –> 00:28:01.527
time and putting that out there and doing that, you have a really hard time

00:28:01.527 –> 00:28:05.627
breaking into that market as a small fry. It’s true.

00:28:06.427 –> 00:28:11.787
Well, no, I mean, no one understands that more than indoor media because we

00:28:11.787 –> 00:28:16.547
support realtors across the nation, urgent care clinics across the nation,

00:28:16.727 –> 00:28:18.467
because it’s important to get your name out there.

00:28:18.647 –> 00:28:23.707
You could be the best choice for your community. But if they’re not aware of

00:28:23.707 –> 00:28:26.607
you, then they’re in trouble.

00:28:26.867 –> 00:28:32.407
To close things out, I figure let’s give us give our best realtor slogan.

00:28:33.620 –> 00:28:37.260
That we could think of on the fly. Well, let’s say it doesn’t need to be a realtor.

00:28:37.400 –> 00:28:43.840
It can be that or some other professional service that… Flogan as if I’m the

00:28:43.840 –> 00:28:46.660
realtor towards my customers. Yeah.

00:28:46.920 –> 00:28:51.260
One I should give or a real one? No, just one that we can think of on the fly.

00:28:52.220 –> 00:28:54.880
Oh, so we’re just making it up. We’re just making it up. Okay,

00:28:55.080 –> 00:28:59.140
but this is free content for anybody that wants to use it.

00:28:59.180 –> 00:29:01.100
Is that what we’re saying? We’re just giving away these ideas.

00:29:01.100 –> 00:29:03.720
Well, this is specifically for my expertise.

00:29:04.840 –> 00:29:09.300
So my… Maybe you should start. I’ll start. I haven’t really thought about it.

00:29:09.420 –> 00:29:13.880
So my… You’ve got to go up against improv stars here. I know a lot about the

00:29:13.880 –> 00:29:15.920
Houston, the downtown Houston area.

00:29:16.300 –> 00:29:19.000
And so that’s going to be my neighborhood. And I’m going to say,

00:29:19.600 –> 00:29:27.100
you know, Roger, my last name, and then I’ll say, I’ll help you control your

00:29:27.100 –> 00:29:29.420
Houston living journey.

00:29:30.793 –> 00:29:35.513
So I’m going to try to frame it as though like I’m going to help you because

00:29:35.513 –> 00:29:43.653
that’s the big thing about not about renting is that there’s a you don’t have to fix anything,

00:29:43.653 –> 00:29:45.833
but you can’t control anything.

00:29:45.833 –> 00:29:49.873
If you see, oh, I want to swap out the dishwasher, you can’t do that.

00:29:50.233 –> 00:29:56.093
So that’s going to be my market. I’m going to tell people that I’m going to

00:29:56.093 –> 00:30:00.633
help give them that control over their life in Houston. Okay.

00:30:01.073 –> 00:30:03.473
This is what I’m going to do. I just made it up. I’m not actually going to do

00:30:03.473 –> 00:30:08.613
this, but I’m going to play. I’m going to go on quantity, not quality. Like how many houses?

00:30:09.293 –> 00:30:14.173
Yeah. So 1%, you find the house. I can answer any of your questions.

00:30:14.553 –> 00:30:17.273
Just text me. And when you’re ready, we’ll go buy the house.

00:30:17.713 –> 00:30:19.913
Ah, so you’re going to cut your commission rate. Yep.

00:30:20.593 –> 00:30:25.253
And I’m going to be like, hey, you don’t need to run everything.

00:30:25.433 –> 00:30:28.273
Go look for what you want, and then we’re going to get it. You know what I mean? Yeah.

00:30:28.433 –> 00:30:31.033
Are you going to give them a ride, too? Or are you going to ask for a ride?

00:30:31.113 –> 00:30:34.233
When they’re ready to, when they’re like, you know what house they want,

00:30:34.333 –> 00:30:37.533
I’ll pick them up if they want to ride. Yeah. Will you have water back there?

00:30:38.093 –> 00:30:41.253
Yeah, sure. Why not? I like it. Yeah. All right.

00:30:41.593 –> 00:30:45.433
I’m going to be Eric Schaefer, your Bel Air,

00:30:45.673 –> 00:30:54.033
Texas realtor, who specializes in getting you closer to the memorial in a place

00:30:54.033 –> 00:30:56.693
that doesn’t actually flood as much as everybody thinks it does.

00:30:57.073 –> 00:30:59.613
A little wordy, but I think it’s very specific.

00:31:00.253 –> 00:31:02.533
It’s the internet I don’t have to have A business card Hmm.