KGCI: Real Estate on Air - Marketing Strategies from Signal: Building Trust and Cut Through Noise

Episode Date: August 22, 2026

Summary:Host John Kitchens and guest Sam Basil discuss key takeaways from the Signal real estate marketing conference. The episode focuses on moving past high-volume, low-value content to build an intentional brand identity. Agents will learn how to shift from transactional access points to true client advisors, use artificial intelligence to enhance rather than replace personal brand authenticity, and rely on storytelling and core values to establish long-term market credibility and trust

Seven-figure success starts when you start thinking like a CEO. Welcome to the John Kitchens Coach podcast experience. This is your host, John Kitchens. Get ready to think bigger and transform your business into a path to lasting freedom. What's out, and guys. Welcome to the agent to CEO podcast, a masterclass on what it really takes to become a CEO, not just in your business, but in your life. If you're getting value from these conversations, hit follow, share this episode with someone in your community,

and let's continue growing a movement of agents committed to thinking bigger and leading better. Today, I'm joined by Sam Basil, fresh off one of the most influential marketing events in the real estate industry, Signal. Every year, Signal brings together some of the brightest minds in marketing, branding, technology, and real estate to discuss what's actually working, what's changing, and where the industry is heading next. In this conversation, we're unpacking the biggest lessons for, from this year's event, including how to stand out in a crowded market, use AI the right way, build trust through your brand and create marketing that actually connects with people instead of adding to the noise. Let's dive in. Mr. Sam, welcome, brother. This is our third year of doing this and I get so giddy and excited. You go into the event. I know I was trying to get there

this year. Hopefully be back in Denver next year. I can get it on the calendar, non-negotiable be there, but like I so look forward to this conversation for you coming out of one of the largest marketing events, especially in our space in the industry of really at the forefront what's happening. And it's so cool to think back over the last two years and kind of where they said the focus and to see how things have been playing out going to be just as much fire and rider downers. So you guys listening, I know you're multi-dust. tasking, but if you get a sec, actually, you don't even have to get off the treadmill. Just listen.

And I bet Sam's got a way to get access to all of the notes and all of the slides and all the goodies out of the event. So if you guys listening in, stay till the end. Sam's going to give away to be able to get all of the notes. Obviously, we don't have six hours to dive into everything. So we are going to pull the top eight, I think that top eight takeaways from this We got it. Yeah. Well, thanks, John, for having me. It's always a pleasure to be on the podcast. Hinging out with you, having conversations with you has been a big part of my business in my life for the last five years. So I appreciate you very much. Yeah, absolutely. You know, I'm going to be here sharing more to help other people too.

Yeah, so Sam, talk about what is the event that we're so excited about and the takeaways and nuggets we're going to share today. Yeah, so it started out as the brand and marketing conference by 1,000. That's what it was called, just the branding and marketing event. or summit. It was called the summit. That's what it was. And they switched the name to signal, to just be an event to gather people together to get really cut through the noise of what's going on in the industry to create a signal that you can resonate with your people, with your clients. And so the event is called signals put on by 1,000 watt and 1,000 watts been around the industry for quite some time. I had some really heavy ties with Inman in that organization, gathering the best of the best together. And the event is about 400 people, but it's a mix of agents, chief marketing officers, large brands,

the big movers and shakers in the industry coming together to talk about marketing and how to make marketing better, what's resonating, what's working, what's not. And so this way I got connected to it was really I was looking for the solution, right? I was looking for the solution. I knew I needed better marketing coming out of changes in. my career, I knew that marketing needed to be a focus. So I learned great at events and I love meeting people and learning in the room. I went to this event in Dallas and this is now my third time coming back. It was Dallas for two years and now Denver just a couple weeks ago and then

coming back to Denver again next year. But it's changing in time of the year. It's coming back in October. That might even work even better. Yeah. October, 2027 is going to be in Denver again. venue was fantastic, it was right downtown, close to the Performing Arts Center, very easy to get to, very easy to walk around to all the restaurants and cool things we've got downtown Denver. So it's great, a great venue. That's awesome. Participation with people out of the state and out of the area, too, so it was great. Yeah, I love it.

Sam, let's dive in. I'm, you know, no pad and ready. And so, yeah, so many takeaways, I think a lot of it, I know for me over the last couple years, somebody really interesting getting into the top, the focus and the takeaways and kind of a theme. right the event sometimes they you know they have a topic but sometimes that the theme is a little bit different than the topic there's always a theme that comes out and so I know over the last couple years with you know social storytelling and AI and social media and really at the forefront of everything I mean the room is is full of CMO's heads of marketing for a lot of the you know fortune 5,500

100 companies in the room so Sam dive in in. Yeah, you bet. So the overall theme this year was really creating your signal, as the event was called, really kind of getting rid of the junk and putting out real signal, real purpose behind what your marketing is. So really being intentional. Instead of just putting out AI Slap, AI was absolutely a big discussion every part of the event. But if you're just putting out content, without any intention behind it, it becomes noise and that people are ignoring the noise these days. If you're using AI to make yourself more efficient and using it the correct way to really get through what you're trying to get out there into the world and connect with your clients, that's where it's going to be much more efficient to use AI to get that signal across.

real marketing is not the same as content production. They talked about that as one of the bigger themes, is it easy just to put out a bunch of content and just hit posts and just fill up the feed as much as possible just to be visible? That's not resonating anymore. But if you have purpose and meaning behind your content, creating a story that resonates with your audience, what they're thinking, what they're struggling with,

what the problems are, using that as, your marketing will exponentially get more of a return, get more interaction, get more engagement from your, from your audience. So what is, Sam, you know, we hear the figureheads at the forefront of the space, especially the Gary V's and Alex Hormoses of put out so much content that basically failure is never going to happen, right? Success is inevitable because you're putting out so much content. So you have that. And then you know, the same time, Gary will say, but your content has to be good.

Well, how do you create good content at scale? It starts with listening, right? You got to know who your audience is, what they're thinking about, and listening to them and what their problems are. So, yeah, you do have to focus a lot of time on your content. AI can make that process speed up a little bit, but it still comes down to listening and knowing what your client. clientele needs, what your target audience wants and struggling with. You talk about the pain and pleasure all the time about right now. It's really about who's has the pain that we need to focus on. But what is that pain? How can we speak to that? How can we solve that problem before they even

think about it and have that ready for them as they go to search for it? You want to be there with your content. And so while I don't know if I agree with Vaynerchek saying 50% of your time needs to be focus on content. AI should be able to help cut down that time a little bit. It does need to be focused and consistent, consistently speaking value into your target market. Yeah, it has to be real. It has to be, that's the first takeaway is that real marketing is not the same as content production, just spitting out a bunch of content because you can click that button says, create five posts for me and post them by five o'clock today. That's not what you need. You need to train that AI or you need to train the process to be full of meaning, to be full of, you know,

information that creates trust, right? That's what we're trying to do is create trust and be a resource. Yeah, if you're just promoting what's out there, you promotion, harvest demand, but brand creates demand was another phrase along the same line. So you're promote, if you're just promoting what's out there, you'll find a low-hanging thing. fruit of people that are actually looking for it. But if you're creating items around your brand about who you are and what you actually stand for, that's where you're going to start to create demand and generate more traffic back to yourself. Yeah. So real marketing is not the same as content production, right? That was the that was kind of the first. And then, and then how did they, again,

how did they define real marketing? Basically being intentional, having meaning, behind your words instead of just using industry jargon. Easy example was everybody has featured listings on their website. Change that vernacular to homes I represent. It's more meaningful to say I represent these homes. These people are trusting me to represent their homes versus just platitude. It's something everybody has on every website, featured listings, right? So being intentional about what the words are that you're conveying what you're trying to convey.

And that's trust, that's expertise, that's advocacy, you know, that homes I represent is a perfect example of that. I love it. I love it. That is, I love the expertise in being an advocate. But no, that's representing, partnering with these sellers, right? Just being able to be that advocate, right? Come back to that word, right?

Just being an advocate for them to help them accomplish whatever they're trying to accomplish in their home buying and selling, selling in this situation. Yeah, yeah, we could dive deep on that. You know, obviously with National Association of Expert Advisors, you know, that's a big part of who you are. And my tagline has always been helping people make wise real estate decisions. And that's that core of who I am really speaks to how I want to create my marketing to be known as somebody that's there to help,

that's there to give wise advice so they can. can follow that, helping them make that final decision with good information that I have to give them. So yeah. Yeah. So good. It all needs to be based on something of meaning. It can't be just I'm here to help you connect with ABC Main Street, one, two, three, Main Street, whatever. That's, that meaning is going to create demand and help people connect with you as a person if you really have that meaning behind what you're trying to share. One last one last question before we move on to point number two. Could we be here all day? And so, So I think of, you said real purpose.

And I think, so, you know, I, obviously I'm running through the filter of our purpose, right? Inspire and challenge people to think bigger so that they can transform their life, therefore, able to transform their business. And you can unpack that in so many ways, but my mind goes, okay, inspirational content, challenge their thinking content, transformational content, what it means. who you have to become in order for that transformation to be possible. How important, I mean, you've got to tailor it to who you are, right? For sure.

I mean, because how important is where my mind goes, Sam, is the incongruency of being able to, this is my purpose, but am I creating content that's genuine? to who I am that is going to attract the individuals that I want to help work with, right? Is that kind of where, am I thinking about it the right way that they're, how they're positioning it and talking about it? Yes, absolutely. I think who you are is going to come out in how you want to express yourself to your clientele.

So the words you use in your tagline, I'm not going to be able to repeat everything that you shared what your tagline is. But those words resonate with people that you want to connect with and they will naturally find you in the all the noise that's out there they'll find that as their signal to connect with and dial in on what you have to offer you can use your example right wise real estate decisions so what is wise what is what does it mean to be wise in your real estate decisions right so it's a lot of educational what we mean by wise this would be wise this would be not not be wise right so you can have some contrasts of wise not wise sure okay got it wisdom is you know experience and

knowledge rightly applied to help you solve a problem. So wisdom turns into solving problems and helping. So they're all kind of innate in my, in who I am and how I represent myself as helping people make wise real estate decisions. So I love it. That's awesome. Yeah. Good stuff. All right, Sam, takeaway number two. We were bouncing into it already. So the best brands are built meaning not just visuals. So you're on the idea that a brand is not just a logo or a color palette, it's the feeling people associate with you. It's the meaning behind your words. It all should be one solid package. And it's worth it to invest the time and get outside opinions from people that have done this before to build that brand so it resonates with you,

with the words that you're saying, with who you are as a company, where you're doing business. I can't really represent modern high rises. I'm here in the mountains of Colorado. It just doesn't fit. I can't use that. So the visuals are important, but what you're building behind the visuals, the best brands have built on meaning, not just those visuals. That's so good. Being able to tell the story behind it. You got it. Yeah, it needs your slogan, your words, your logo, everything should be backed and connected to that story of who you are and why you're doing what you're doing, that meaning that you're trying to resonate with your clients. Love it. I love it. Yeah. So you got to be able to deliver that in that too. So if I tell people I make wise real estate decisions and then I don't have any products that direct that way, it's almost like a bait and switch, right? You're telling me one thing. And then you're just delivering what's out there. That doesn't help. I need to layer that wisdom and experience in what I market, but also how I deliver in person with people in order to have it all connect well and actually work well together.

So that's a big part of it. I love it. I love it. Number three. Moving on number three, agents need to become advisors, not just access points. So again, similar to what we were talking about before, when information is everywhere, we've talked about the biggest complaint right now is not necessarily communication anymore. It's about the clients think they know as much or more than their agent they're working with. So we can't just be the connection to information.

Everybody's got AI at their fingertips. It's no longer enough. The agent's job is to unlock the meaning behind it. Unlock what you do with that information instead of the information that's there. It's to help clients interpret tradeoffs, make decisions, understand risk, and move forward with confidence. Yeah, using the judgment, the local context, the real world experience, that's all the layers beyond the information that you can't get from AI. It only comes from somebody that's in the trenches,

doing the business, having that experience that won't translate into words on a page. It was crazy that obviously I agree with you a thousand percent, right? Just, I mean, the whole of us having to make the decision when, you know, we went independent and we landed on, I mean, we went down every, Jack Reese, Trout, just we went down all the branding books. We went through everything. I mean, we spent so much time. And that's how we landed on real estate experts.

And as we were transitioning, we knew how strong of a brand Jay Kinder was. And I told Jay wanted to take it off. He's like, dude, I don't want my name on there. And we had a debate about it. And I was like, bro, I said, it's like taking Coke off the shelf, right? You serve Coke. You've been selling Coke for 50 years. All of a sudden, not going to sell Coke anymore.

And he's like, got it. So that's how we left at Jay Kinder real estate experts. But within a few years, experts, we shift it to advisors, real estate advisors. And I just, it feels right. So when I hear that, my head's nodding and it's hard for me to push back on that just because of the decades. of that line of thinking and belief that is so rooted, just because it just feels like it's the right way to be in this profession, we're not the hero here.

And our job is to advise and that, be kind in your advisement. And don't be nice in your advisement. Be kind. And when you're kind, you tell them the truth. And that may mean they need to hear something they don't want to hear, but they need to hear it. And the hardest thing, especially for agents that may have a little bit of commission breath, is not telling them you're not, you don't have a product or you're not a buyer in today's market.

Let's set on the shelf for another six to 12 months and then we can reevaluate. That's being an advisor. Yeah. And I mean, it's hard. It sounds so simple. I was talking about it. You're like, yeah, that's the right thing to do. But in the moment, do you tell them what they need to hear, not what they want to hear?

That's the difference, I think, of really stepping into that advisory role. Right. I love that. I agree 100%. Yeah, the tough truth is what people need. Truth and grace. When you have truth, that's the hard thing. Grace may be the easy.

everybody is just okay with that. But truth and grace, the blend between the two is what's necessary in a good advisor. Being a good advisor also means you have that expertise. If you don't have that expertise, you just have the information just like the client does. You need to be around mentors, team leaders, coaches that are helping you get that experience and that wisdom that you can use to advise the general public that you're working with or the agents that you're helping in this industry. being an advisor automatically comes with that expectation of having that experience and the wisdom to back it out. I love it. So good. Number four.

Number four, AI is a tool, not a personality replacement. You really shouldn't be using AI to make more junk faster. There's plenty of AI slap out there. There's plenty of people that are using AI just to generate a lot of content, but not really putting that heart behind it. really need to take the time to create and cultivate and adjust those prompts to be your personality. And I'm not an expert at it, but I'm working at it. And, you know, there's lots of tools out there that can help you build that personality into the content you're creating. So it sounds like you, looks like you, feels like you, and will require less tweaking when the output comes out.

But it still needs to be rooted in a personality of who you are authentically instead of just relying on the tool to create a persona for you. Do all the work. Yep. And not grab who you are. Yeah. I love it. Makes sense.

Cool. So storytelling still wins because humans still buy emotionally. I've been on a storytelling push for the last couple of years. And I know you've shared plenty. And we've got great examples in our community of people that are around that are doing this at a high level. But storytelling is absolutely connecting. more with people than just raw information. So how can we use this, the owner's story, their information about the house, the memories,

the connection, the emotional side of it to get more attention. People still buy emotionally and justify logically. I think you've said that before. So how do you blend the two? The storytelling is what grabs the attention. Yeah. Yeah. And I don't even know if storytelling should be on the list.

anymore as I feel it's just the blanket that lays over everything is kind of how because we're talking about right from the rip about creating trust and I shared with you about a month ago Matt my coach we get into this whole trust thing and he you know as and Sam I've never heard it articulated this way and Matt goes all trust is is just storytelling. And I'm like, okay, hold on. Tell me more. And he's like, how do you think cult leaders build trust? How do you think people that do really, really horrible things that have a lot of people that follow them?

Why do you think that's possible? And it's done through the power of story. And I just, it really made me sit back and everything falls back to storytelling. And so I know you've put a tremendous amount of emphasis on this. as I think first event that you went to three years ago, that was the number one thing was storytelling. Correct. And then it flipped last year with AI storytelling.

And then that's why I just feel like it's hard to put it anywhere on this list because it covers everything on the list is done through just great storytelling. Yeah. That's true. Yeah. And how do you build the story? How do you use the information that you have? How do you use the,

how can you get the stories from your clients to be able to put it into the marketing that was talked about quite a bit, but storytelling is absolutely at the root because people buy emotionally. And yeah, that's super important. But still good. Yeah. Quick break. Every Thursday, I host a live training for team leaders doing one to three million in GCI who are still stuck closing deals inside the business they build. It's called AI first or people first. How to make the right hire that frees up 15 plus hours a week. We break down whether AI or a higher is the smarter move for your situation, how to buy back time without slowing growth, and how to create leverage instead of more management.

Live every Thursday at 11 a.m. Eastern, save your seat at 7figureb.com. All right, back to the show. What's our next one? Next one is focus beats noise. There was repeated warning against chasing every trend, every platform, every hack. and every should. But the better question is not, how do I get more attention? Better question is, what am I trying to make people understand or feel or do? So focusing in on that message that you're trying to make instead of following the trends out there. That's how you get through the noise.

Say that again, Sam. You said, what do you people, we're trying to get them to understand feel or do. So say that again? What did you just say? So what am I trying to make people understand feel or do? I don't know. Let's go back and look at the recording because I don't know what I said. We were joking about my dear friend Alex Pioch, and he's got the worst memory ever, right? Like he's like, he has the old, he has the welfare old school moment, right, where he just rattles off a bunch of really like, man, that was profound. Dude, say that again.

He's like, dude, I can't. I don't even know what I just said. What did I just say? Yeah. I do that all the time. When you get on a roll, you just like, it comes out and it's like, okay, what did I just say? I need to go back and look at that again. But yeah, it's just finding that signal and not following all the trends, not following every TikTok dance, whatever, not following what every other agent is doing out there.

Sure, you can rip off and duplicate, but if you're just doing it for the trends, you're going to lose your own signal in that noise. And your client's definitely not going to resonate with that. if you're just creating noise for yourself. So intentional about intention is just noise with better lighting. That's good. I think, you know, too, when you follow the trends, you lose who you are. Yeah. And, you know, it's just kind of where you end up lost and you end up following instead

of leading. And I just think that's a fast path, right? To be in one of the. sheep. Yeah. Yeah, good call. Yeah, it's doing what's right for your clients is what needs to be your primary goal, right? Otherwise, you're just following along with trends and you'll get lost in the shuffle. So I think one of one of the foundational things that we talk about all the time and and everything always comes back to this. And I think where where you can help your focus is knowing what you value. And I think that like when you're thinking about your mind,

marketing, you also got to be thinking about your values and your shoulds and should not. And does the content, one, does it, does it get their attention yet, is it an alignment to who you are? That's why the very first exercise with anybody I ever work with is like, what are your core values? What do you value? What are the shoulds and should nots? Because if you, and there's a lot of people drift. And I think this is where you get into the noise is when you drift. This might be it, Sam. And I'm just like, shooting. from the hip here with you. But where I think you could fall into the noise is how far you drift from your core values.

I like that. I like that. My personal story, you did that with me. I'm a perfect example of that. I kind of knew how I wanted to do business and I knew I wanted to take care of people and help people. But I, and I had my tagline of helping people make wise real estate decisions. But I never had my core values of who I was and how I wanted to do business and how I wanted

of my team to be represented out there in the world as a representation of me. So having those core values became how we pushed and made decisions and marketed, how it all tied back to the helping people make wise real estate decisions, but there was loving people as my number one core value. And that resonates together. And if I have people that are doing things on their own best interest on my team, I'm probably going to show them the door. And if you're doing it just for yourself,

that's not who I want to be as an agent and as a team. And that's not the people that I want to be around representing my clients or connecting with my clients with people that are coming through the store. So core values, what did you say just a second ago? Well, I think, I think, I think where you maybe find yourself lost in the noise, lost just lost in the trends. Yeah. Could be how far you've drifted it from your values.

I like that. Yeah. We'll make that item number nine on the list. I like that a lot. Yeah. Awesome. So number seven. Back to the list.

Number seven, taste matters more than agents think. So taste as in discernment of what's good quality instead of, you know, just junk that you're putting out there. So moving beyond just the marketing tips or moving beyond just the latest trends out there into what resonates with people, you know, listening first, what's going on in the culture, what is adding meaning to their lives. Being intentional and helpful and meaningful is, you know, part of that taste. I've seen plenty of viral videos, people that get attention on a short bit of time,

but all those views, all the shock value of that, it really doesn't help your brand, just gets a lot of views really quick. And those all disappear. next week you've got to duplicate that. And then how many of those views are really actually turning into clients that are turning into sales that are turning into dollar or what that helps you find freedom. Those views just disappear over time. So taste and what you're creating and being intentional with that is important as well. So taste matters more than agents think.

I love it. Sam, number eight. Number eight, visibility without credibility is a trap. similar to what I was just saying, getting viral and having thousands of views on your content is not the goal. It shouldn't be the goal. If you don't have the credibility and the actual meat behind the content, it's not going to do anything. It's not going to resonate with your clients and get them to work with you or even raise your hand as somebody they'd want to connect with. Yeah, you know, real estate agents are under the pressure to be everywhere and be in all the places and do all the trends.

but being everywhere poorly, it probably hurt more than it helps. So the goal isn't to be louder. The goal is to become clearer, more useful and more trusted, and therefore more vulnerable. I think when you look at it from paying attention to, you know, is my awareness growing, is my engagement growing? And if those are growing but no leads, no opportunity, then there's a disconnect, right?

And I think we had a little homework assignment for accountability group that we were a part of. And we had to get clear on audience size. And so obviously we were using, you know, we're in Claude, we're in Tropic. And so we're going through it and we're feeding it all of the data. And it spit us out kind of an active. engaged audience, right? You have your awareness, you have your audience, but then it's engaged, right? So, you know, say you have, you know, 25,000 awareness from an audience perspective that could be downloads on podcast, could be website visitors, could be seeing your social media,

seeing your ads, your email list that's active, that's actually opening, right? So, or it could be your email list, say you could have 10,000 on your email list, but how many are opening and active? And I'll never forget so many Dan Kennedy lessons. And Dan told us, he goes, Sam, I don't care how many contacts you have in your database. I need to know how many contacts you're actively engaged with. And that resonated so much, right? Because I've seen agent databases with hundreds of thousands of contacts in there, but how many are like actively engaged with you? And that's the number that you want to pay attention to. So are those numbers moving, but leads aren't moving? There's a disconnect. But if awareness, engagement, leads should be moving as well. Yeah. Along the same

lines, you know, how are we using marketing and AI and getting a wider audience to drill down closer into those one-to-one conversations. How can we create more of those one-to-many that translates into the one-to-one conversation where we can cater the conversation, cater the expertise directly to that one individual. That's what builds clients over time, is more conversations you have in that one-to-one capacity. So all of this marketing info should be drilling towards that experience, that one-to-one conversation where you can add that wisdom, add that expertise and help them solve their problems, help them make the decisions that solve their problems.

So, yeah. Sam, for you, what was the biggest takeaway for you from the event? I know these are the top eight. You've got the long list. You got the whole slide deck. But just kind of where you're at in the kind of the season of your business and life, what was the biggest takeaway from the event for you? Yeah, I think it was a confidence booster because I feel like it resonated really well with where I was,

With the pressure of trying to put out so much content and try to keep up with everybody that's posting more content than I am and more helpful content that's out there, I need to just focus on being who I am and putting out content that helps my clients and continuing to tell the stories of the properties I'm representing and the people that I'm representing in the process. So to not worry about having another thing I'm my to do list to do too much, but more being consistent in who I already am and the information that I can share, that showcases my expertise to help people. So that was my big takeaway, and that will translate into more specific, more drilled in content outside of my listings as well in what I have coming. But yeah, it was definitely a good confidence booster

that I felt like I was on the right track and that when I was thinking about the market and about the noise that's out there, and cluttering the content stream for everybody, there's other people out there they're trying to build what I'm trying to build to. And that was really encouraging for me. Yeah. That's so cool. Sometimes we need that, you know, that confirmation that we're on the right path and we're doing the right things. Because sometimes, you know, it's like such a delayed

gratification industry as real estate sales is, right? Like, I mean, you could start a, you know, a relationship with a client today and not get paid for helping them on the transaction, maybe sometime next year. And so it's such a, you know, a relationship. a long process and even even quick right you call an expired call a motivated seller you set the appointment you qualify the appointment you do all your pre-list stuff then you go on you go on the appointment you have needs you know wants analysis with what they're trying to achieve hey here's our prescription of how we can help you achieve xyz then you go through the process you go through the fulfillment phase and then you've got the due diligence phase and then

and you got to get it to the closing table phase. And I mean, today's market, average days on market, what are we looking? A couple months. So, and that's continuing to extend out, depending upon kind of what pocket of the market you're talking about. So understanding that we are in a delayed gratification business, so you got to move, you know,

where you get those small wins out on the front end is really, really important. But sometimes we need that little, dude, you're on the right path. keep going. Yeah, one of my core values is actually practicing patient endurance because instant gratification is what everybody wants in our world today. And real estate isn't necessarily that case. I'm sure we have our anomalies where we get a property closed in a short amount of time, but the relationships take time to build. The decisions to sell or buy a house, whether it's a primary home or a secondary home, take time to really be intentional about it. And then the real

estate cycle itself of, you know, finding a lead, cultivating a lead, building that relationship, being, you know, adding value to their worlds before they ever get into a contract. And then, like you said, the fulfillment goes through the other, there's not much instant about it. So patient endurance is one of my core values. Yeah, I love that. My mind goes endurance. I'm going, oh, Sam, we're going for a long time, huh? Yeah. Yeah, you know the word endurance. I do know that. I do know that. So, Sam, so we had your biggest takeaway. What was your number one to do coming out of the event? Biggest to do. Get more consistent on creating the content that showcases my expertise in a way that resonates with people beyond just the information that I have out there. I think that's in line with

my biggest takeaway, but that's what I need to do is be more consistent. And maybe that's, do you have the how? Do you have that built out? Do you know how are you going to be more consistent? I was just going to get into it might need to be a who instead of how I'm doing it myself because my time is precious right now. It's already stacked, right? And I think it might just be that who to hire and have somebody else help me through my AI to get me to the end product of creating more intentional content. Yeah, I love that. That's right, we were given that question six years ago. You know, we've been asking the wrong question. How do we do it? And it's like, who can help me, you know, get this across the finish line? So that's really, really good. I love it.

Because I think there's so many of us that are in the same boat, right? Like consistency is everything. It takes discipline to be consistent. But it's just making sure that consistently taking the right actions, but showing up in rooms, going to events like this, allow you to understand what it means to be consistent and the discipline required for that outcome to be true. Yeah. Yeah. So we still, as agents, we still need to be the head of marketing, but we don't need to be the one that fulfills it. And I personally, I need somebody saying, hey, don't forget we need to do this today. You need this on your calendar in order to keep that consistency going forward. If I'm just left to my own devices, I get pulled in too many different

directions and those less urgent things fall off the priority list. So that's what I need in a who myself that'll help me carry out that next to do list of being more consistent. So working on that. Sam, this is again, I got pages of notes. And the biggest thing that I can see, even for you, right, like personally seeing the impact on your content, on your market, on your confidence prior to the first event three years ago to where you're at today, it's visible, right? So just goes, again, right? Get in rooms.

Get in these rooms around like-minded individuals. We're all trying to figure out the same dang problem, right? And so being able to get in those rooms, knee-to-ne-ne with other entrepreneurs and business owners that are just trying to figure it out as well. They're all people just like us. But yeah, I appreciate you saying that about my content. You know, getting on camera, never comfortable for me. Getting on in front of a room and talking to people, never comfortable for me.

Getting on a podcast still makes me a little nervous, right? Telling stories, just getting on camera, it's all about repetition. It's all about getting there and doing it, not worrying about what it looks like the first time. Let's focus on the next 10 or 50 or 100 reps that we're going to do and how it looks at the end of that instead of right now. That's back to the patient's endurance thing. It's one step in front of the other. And once I did that, once I just had a photographer that was willing to put me on camera and force me to just talk to the camera and introduce the properties because, you know,

one to one, I can talk about the properties all day long, answer questions and have that conversation. But presenting that camera just took that repetition to be able to tell the story well and create that hook and be on camera comfortably. So it just took doing it, just getting out there and doing it because I see people doing it. why can't I do it? That's right. So yeah, that's been my story.

And it started from coming to these events, coming to your events, and getting around like-minded people that are struggling with the same problems I'm struggling with. Yeah, we're all human. Yes, yes, we are. Sam, I know you got pages of notes. I mean, you have a whole, I think you got a whole notepad full of notes from the event. Plus, what are the cool things that they do is they share the slide deck. So folks, I have all the slides.

I have my notes. I'm happy to share them. happy to share my summary of my notes as well what I just shared. I've got them all in a Google drive. So just send me a direct message, connect with me one way or another. I'm sure John can connect us if we need to. But alpinelegacy.com is my website. If you want to check that out and find me there, if that would work out well for me. Yeah. Or Facebook or Instagram or whatever. So yeah, let's let's do this. Folks, if you guys want all of Sam's notes from Signal 2026, shoot Sam a DM on Instagram. Sam Basil, go to Instagram, DM Sam on there that just

give me the goods, give me the notes. I promise you, you want them. They are just jam packed. There's so much just incredible content. And I'm pretty sure everybody that will listen to this conversation, one of those eight key things is going to be one of the key things that they need to focus on yet there's pages and pages of notes and slides that can unpack things a little bit more for you. Yeah. Excellent. So good. Yeah. Sam. Yeah. And October 2027 back in Denver, Denver, we definitely need to get that on the calendar. I just, it's one of the best events that I, you know, people that I know that go to that just have so many great nuggets and takeaways from the event. And it's what we're what we're all trying to figure out, right?

Modern day, you know, marketing, branding, what it takes to break through the noise and be found in today's market. You got it. So good. Sam, thank you, brother. I know we'll do it again next year. But I'm going to be right there with you next year. And so I'm looking forward to it again, man, brother. Thank you so much jumping in, sharing all of all of the nuggets.

And, yeah, lead with. intent, meaning, and just make sure you're not getting caught up in the noise. The biggest takeaway from today's conversation is simple. The agents who win won't be the loudest, they'll be the clearest. As information becomes more accessible, your value isn't in what you know. It's in how you help people make better decisions with confidence. That's the agent to CEO journey. Moving beyond transactions and becoming the trusted advisor, people turn to

when it matters the most. And if you're ready to take your coaching and leadership to the next level, jump on the calendar at 7figurecall.com. I'd love to have that conversation with you. Until next time, keep making it happen. That's a wrap for today. I hope you got something valuable from this episode. If you did, hit follow and visit john kitchens.comach for more ways we can work together.

See you on the next episode.